Thomas Bridge

Articles by Thomas All articles by Thomas

• Succeed In Spot TV Advertising During Political Season in Television News Daily on 06/01/2018
  

  The impact on demand influences not only inventory availability in some dayparts (i.e. early/late news), but it has cost implications. It is a simple equation: fixed supply with dramatically increased demand (from political campaigns and action committees) will drive up media pricing.

• Media Auditor Guidelines - The Tail Wags The Ad Industry's Dog  in MediaDailyNews on 07/11/2017
  

  Many buyers don't understand the math behind their audience estimates and just take what is served up by the third-party platform. Stations, you own the inventory and should own the estimates. If the buyer provided estimates that are not based in reality, then the station should push back.

• Can We Secure Economic Accountability In The Media Supply Chain? in MediaDailyNews on 03/28/2017
  

  From an accountability perspective, the IPG CEO's comments about a single (albeit large) media seller should apply to all entities throughout the paid media ecosystem -- including media agencies and holding companies.

• A CMO's Guide To The Advertiser-Agency Rebates Controversy in MediaDailyNews on 08/10/2016
  

  The Association of National Advertisers and the American Association of Advertising Agencies remain at loggerheads over the issue of how agencies might be padding their compensation with nontransparent business practices. CMOs are stuck in the middle.

Comments by Thomas All comments by Thomas

• Media Auditor Guidelines - The Tail Wags The Ad Industry's Dog by Thomas Bridge (MediaDailyNews on 07/11/2017)
  

  While I greatly respect Ed and his POV, as well as the other comment, the focal point of this op-ed is to illustrate that applying standards to media audit firms is only covering a small portion of the media ecosystem.

• Nielsen Discloses Major TV Ratings Glitch, Could Impact Millions In TV Ad Buys by Joe Mandese (MediaDailyNews on 09/22/2011)
  

  It is apparent that this story ran prior to any legitimate fact checking. While the industry acknowledges that there are issues with Nielsen, the quick move to sensationalism in lieu of journalism is a much bigger issue. As Media Management, Inc's head of media research, Larry Goldstein has pointed out, the issue with Nielsen is not one that will have any impact on ADU's or as reported....makegoods, which are not the same as an ADU! Thomas BridgeChief Executive OfficerMedia Management, Inc.

• Upfront Comes Under Fire by David Goetzl (MediaDailyNews on 02/10/2011)
  

  Bill is correct that the long-term planning cycle associated with the Upfronts is cumbersome. At the end of the day, clients want the best deal that they can get with full accountability and transparency.

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