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

• 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.  

• The Dispirit Of The New America by Joe Mandese (Red, White & Blog on 02/28/2025)
  

  That would be difficult to determine since it would require determining what is and what isn't "free press." For example, in 1800 the National Intelligencer and Washington Advertiser was the first newspaper considered "party press" as it backed Jefferson for president during the 1800 elections he lost to Adams, and continued to be a Republican-leaning paper until it stopped publishing in 1870. Do we use Ad Fontes Media's The Media Bias Chart: Version 13.0 January 2025 Edition to determine which news outlets are "free" and those that are "not free?" Where would MSNBC go, for example, since they are on the Bias Chart as being "Left," but they do report the news factually with a Democratic-leaning bias. For that matter, would the New York Times and Wall Street Journal be considered "free" with their respective political leanings? Would ad & marketing media platforms with little to no political bias be included, like loyalty programs, digital place-based ad media, such as cinema and corporate, be included? Would we have to break out e-mail marketing by political and non-political, as well as static billboards? It's a complex question you asked.

• The Dispirit Of The New America by Joe Mandese (Red, White & Blog on 02/28/2025)
  

  The first amendment covering free speech was a 100 years in the making. The first U.S. newspaper, Public Occurrences Both Foreign and Domestick, published on September 25, 1690 in Boston was put out of business via censorship after the first issue, when the British-appointed governor of Massachusetts stated, "The Governour and Council having had the perusal of said Pamphlet (NOTE: not called a newspaper in those days), and finding therein contained Reflections of a very high nature. As also sundry doubtaul and uncertain Reports, do hereby manifest and declare their high Resentment and Disallowance of said Pamphlet, and Order that the same be Supressed and called in; strickly forbidden any person or persons for the future to Set forth any thing in Print without License first obtained from those that are or shall be appointed by the Government to grant the same." By the mid-1700s, newspapers were at the forfront of the rebellion against England, such as Franklin's "Silence Dogood" letters in the New England Courant in the 1720s, to Thomas Paine first draft of Common Sense orginally being written for the Pennsylvania Magazine, which Paine served as editor. Thomas Jefferson wrote about the free press in the 1780s, including his infamous quote he wrote in Paris in letters to Edward Carrington, that if he had to choose between "a government without newspapers or newspapers without government, I should not hesitate a moment to prefer the latter." While the Bill of Rights were written in 1788, it wasn't ratified by all the states until December 15, 1791, 101 years after the first censorship referenced earlier, making a free press in the United States.    

• The Dispirit Of The New America by Joe Mandese (Red, White & Blog on 02/28/2025)
  

  Joe, Bob Coen estimated that total advertising in 1776 was $200,000 - it didn't reach $1 million until 1800, John Adams' last year in office. PQ Media has updated Bob's estimates in 1776 to $266,000, as we believe he didn't include marketing media other than direct mail, such as point-of-purchase displays (P-O-P), out-of-home posters (his first data point on OOH was 1935), and catalogs, for example. We believe $1 million was reached a few years earlier (around 1798), as PQ Media's estimate for 1800 is $1.33 million, as some new marketing services were beginning to emerge in the late 1700s, like promotional products, product sampling, content marketing (then called custom publications), product placement, experiential marketing and public relations.

• Shedding Even More Light On Dark Media by Joe Mandese (Planning & Buying Insider on 02/20/2025)
  

  This study scares me as I wonder how many Snap users know that there conversations are being monitored and analyzed by content. I see some major privacy rights being violated here.

• Altice USA Knocks Off Nexstar, MSG: Rehabbing Sports/News Content? by Wayne Friedman (TV Watch on 01/15/2025)
  

  Altice has argued that Nexstar is trying to force them to carry Nexstar's NewNation in order to have access to the local and HD channels. Altice doesn't want to carry the small cable news channel because less than 10% of its subscribers watch it and Nexstar is asking for a significant carriage fee price hike. As is, Optimum's reputation among its subscribers has taken a bit hit since Altice acquired it from Cablevision, with many subscribers becoming cord cutters as a result - taking off MSG, WPIX and WTNH (New Haven, CT ABC affialiate) adds another dagger in their already shaky customer service. 

• Texas AG Investigates WFA Over Ad 'Boycott' by Wendy Davis (MediaDailyNews on 11/21/2024)
  

  Interesting that he used the term "disfavored" content versus that the content was clearly misinformation that couldn't be backed by evidence and facts (e.g., the alternative facts that don't exist).

• Why Sequent Partners Is Packing It In: A Conversation With Spaeth & Sylvester by Joe Mandese (Planning & Buying Insider on 11/07/2024)
  

  Jim and Alice will be missed. 

• Independent Political TV Viewers: Can Harris, Trump Campaigns Find Them? by Wayne Friedman (TV Watch on 09/18/2024)
  

  I know that Katz has a great tool for reaching independents by DMA for the radio industry. Surprised there isn't a similar tool for TV.

• Abortion Ballot Initiative Spending: How It Started, How It's Going by Joe Mandese (Red, White & Blog on 09/13/2024)
  

  I would think that this Adimpact report points to more spending, not less or no change, based on the DMAs in question. That is, more than DMAs are posting increases (18) than decreases (5). Florida has 9: (12-Tampa/St. Petersburg/Sarasota; 16-Orlando/Daytona Beach/Melbourne; 18-Miami/Fort Lauderdale; 39-West Palm Beach/Fort Pierce: 41-Jacksonville; 55-Fort Myers/Naples; 57-Mobile/Pensacola/Fort Walton Beach; 105-Tallahassee-Thomasville; 158-Gainsville)Missouri has 9: (24-St. Louis; 34-Kansas City; 75-Springfield; 90-Paducah/Cape Giradeau/Harrisburg; 138-Columbia/Jefferson City; 151-Joplin/Pittsburg; 176-Quincy/Hannibal/Keokuk; 200-Ottumwa/Kirksville; 201-St. Joseph)  Arizona has 3: (11-Phoenix/Prescott; 64-Tuscon-Sierra; 164-Yuma/El Centro)Nevada has 2: (40-Las Vegas; 102-Reno) 

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