Leo Kivijarv

Articles by Leo All articles by Leo

• Time Spent With Advertising Daily in Research Intelligencer on 04/02/2018
  

  Recently, "Research Intelligencer" approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and information content. For example, a viewer will focus on the plot of a favorite TV show, but once there is a commercial break, he or she might use a DVR to skip the ads, leave the room or start texting while the ad runs. Similarly, as this person reads the print edition of a newspaper, he or she concentrates on the article, although the peripheral vision notices the ad next to the article, but not necessarily the product being advertised. Thus, the term "exposure" becomes more relevant than "usage" in determining the time spent by consumers with advertising.

Comments by Leo All comments by Leo

• After Peaking In Recent Years, LGBTQ+ Ad Spending Decelerates Under Trump by Joe Mandese (MediaDailyNews on 12/09/2025)
  

  Dan C., I have to disagree with your accessment that brand campaigns are decided a year out. In preparing this report, we interviewed many LGBTQ+ media operators and brands that have advertised and marketed in LGBTQ+ media. We were told in confidence by numerous opinion leader panel member that the Bud LIght boycott was devasting to the LGBTQ+ media. For example liquor brands stopped advertising in LGBTQ+ magazines cold turkey (pun intended) in 2023 after ranking as the 1st or 2nd highest brand category in magazines for decades. The reference to Trump's impact is specific to 2025, as our opinion leader panel members who are media operators lamented at the loss of brand spending compared with previous years, particularly during PRIDE Month, due to the administration's attacks on DEI policies.  

• The Last Hold Co Forecasting Brand Still Standing by Joe Mandese (Planning & Buying Insider on 12/02/2025)
  

  Joe, thank you for the shout out to PQ Media. One thing you didn't mention is the Brian's new ground-up version at Magna mirrored the PQ Model, which he and I discussed soon after he released his first report. If you decide to continue this exercise, we would glad to participate. You also should consider WARC, PWC, and possibly eMarketer (not sure if they cover all the industries) who continue to publish annual reports with advertising & marketing data.  

• Macy's Thanksgiving Day Parade Was Cavalcade Of Brands by Adam Buckman (TVBlog on 12/01/2025)
  

  A few years ago, sponsoring a float cost the brands $75,000. Image the fees exceeded $100,000 in 2025.

• Amid A Changing Of The Ad Forecast Guards, A New Player Steps In by Joe Mandese (MediaDailyNews on 10/22/2025)
  

  It will be a shame if Magna discontinues it ad forecasting report, similar to Zenith, leaving only a handful of companies to publish annual global ad & marketing reports, including WARC and Madison & Wall referenced in the article, as well as PQ Media, Group M, PWC, and e-Marketer, which were not referenced.

• Country Music Competition Show Puts The Heart In Heartland by Adam Buckman (TVBlog on 10/16/2025)
  

  I'm surprised no reference was made to "Nashville Star" which was on USA Network in the early 2000s and helped launch Miranda Lambert's career. This is basically the same format.

• Red, Purple & Blue: The History Of American Media Political Bias by Joe Mandese (Red, White & Blog on 10/10/2025)
  

  This is great analysis about media bias. Another source you might examine is the excellent book by Harold Holzer published about five years ago entitled "The Presidents vs. The Press: The Endless Battle Between the White House and the Media - From the Founding Fathers to Fake News." Mr. Holzer doesn't examine every single president, but does highlight the most famous battles.

• CBS News Interview Policy Shift: More Transparency, More Trump? by Wayne Friedman (TV Watch on 09/08/2025)
  

  What I find the most interesting from this "transparency" policy is that Fox and Newsmax recently paid millions of dollars to Dominion and Smartmatic for doing exactly what the new CBS / Paramount policy is requiring. Will this new policy lead to more defamation lawsuits against CBS because of lies being stated live without any fact checking?

• Future Of Public TV, Radio Threatened By CPB Shutdown by Adam Buckman (TVBlog on 08/05/2025)
  

  What's particularly galling about all of this is the false narrative that the conservative Republicans are using to justify the cuts - that PBS and NPR are left-wing media outlets, which is far from the truth. In the well-respected Media Bias Chart from Ad Fontes Media, both media outlets rank among the most unbiased media outlets along with the wire services, Pew and the US TV networks/BBC.  

• Good Night CBS News, And Good Luck by Joe Mandese (Red, White & Blog on 07/02/2025)
  

  They say bad things come in threes (e.g., three family or famous deaths). So far we've seen ABC and CBS reject journalism standards. Who's next? CNN for reporting on the ICE App?

• Time Spent With Media Reaches 'Saturation,' Declines First Time Since Great Recession by Joe Mandese (MediaDailyNews on 04/16/2025)
  

  Ed, you are correct that our data takes into consideration media multitasking, which has only grown in volume since the groundbreaking research by Ball State University in 2005 with the introduction of the smartphone the following decade.  

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