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Howard Shimmel

Member since November 2012Contact Howard

  • President Janus Strategy and Insights, LLC
  • 44 Powder Horn Hill Road
  • Wilton Connecticut
  • 06897 USA

Articles by Howard All articles by Howard

  • Solving The Reach Problem in MediaDailyNews on 06/14/2019

    The industry desperately needs a mechanism to ensure the voice of the customer, especially advertisers, is clearly enunciated and guides the product strategy of key research suppliers.

Comments by Howard All comments by Howard

  • Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)

    Dave,AMEN! You know better than most, but there is clear evidence that advertisers are leaving TV ROI untapped by using antiquated age/sex demographics. 

  • Why Did The Advertiser Cross The Road? by Joe Mandese (RTBlog on 08/30/2021)

    There's another role that the MRC importantly plays- getting researchers off of their parochial positions and getting us to think about research quality and accuracy. The reality is that the industry has no place where that happens. I think of George and his staff as the industry's guardian angels. 

  • What Nielsen MRC Accreditation Hiatus Means for Advertisers - Not Much by Lisa Niemeyer (MediaDailyNews on 08/24/2021)

    Great piece. The question is whether there's willingness in the market to take a bold first step and move to another currency provider, like 605. It's all about doing the necessary work to prepare- posting historical schedules so you understand the CPM differences, altering selling estimates to reflect the new data source. I think the market would find it's worth the effort, any of these new data sources will provide far greater stability than Nielsen does now.

  • Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)

    Here's a slightly different take. I worry that we're distracted trying to solve for 2012 research needs- fixing linear TV currency measurement- when what we really need to be focused on is a current state/future state integrated planning/activation/measurement research infrastructure. That's what media companies need to optimize yield of all their impressions; that's what agencies need to insure they're spending their advertiser's media dollars wisely. Linear TV measurement is a necessary component- there will still be linear TV ads bought on broad age/sex demos in 10 years, but it's clearly shrinking in terms of importance. And building that infrastructure is hard- requires panels, first party data from walled gardens, common target audience definitions across platform, ability to integrate RF forecasts for linear and addressable media, segmentation schema that reflects the way that media is consumed. Hopefully the WFA/ANA is on the path to solve for this. 

  • Cancel 'Red, White & Blog,' Please! by Joe Mandese (Red, White & Blog on 05/19/2021)

    Well written Joe. The combination of continued advertiser support and the stupidity of the bundled cable market- where each one of us pays $24/year for Fox News whether we love it or detest it and never watch it- allow Fox News to continue their strategy without any fear of income loss. The cable distribution side is actually worse- Brian Roberts and others don't seem to care about what content is distributed through their pipes.

  • Lack Of U.S. Broadband Access Threatens More Than Our Industry by Dave Morgan (Media Insider on 04/29/2021)

    Well said Dave.

  • VAB Claims Nielsen Has Been Undercounting TV Usage Since Pandemic Began by Wayne Friedman (Television News Daily on 04/08/2021)

    We need some guidance from the MRC. I'm not sure what Nielsen's rules are for temporarily unoccupied HHs- to deal with Nielsen panel homes who moved to a different location due to the pandemic, and whether they should have tried to replace that HH. But of course they couldn't due to the pandemic, so they might have removed those homes from their installed sample. On the other hand, Nielsen should have reflected some instances of increased short term visitors- to reflect instances where families merged together- married kids moving in with their parents.

  • Let's Give Our Work Teams Election Day Off by Dave Morgan (Media Insider on 08/20/2020)

    Well done Dave! Democracy thanks you!

  • Heeding ANA Call To Reform TV Buying by Dave Morgan (Media Insider on 05/28/2020)

    Curious about how using more realistic ratings estimates will impact both sides of the market. If networks aren't able to increase their CPMs to compensate for the lower estimates, their upfront take could be impacted by as much as 10%-15% just due to negotiating based on more realistic estimates. On the other hand, advertisers are submitting GRP requests during the upfront process that are somewhat unrealistic, unless media companies do a great job of stewarding the buys and delivering ADUs within flight. 

  • Why Do So Many TV Sports Advertisers Lack A Plan B? by Dave Morgan (Media Insider on 05/14/2020)

    Dave, you're right that soda spending is up since the Pandemic hit- last 3 weeks had year to year sales up 15%, 8% and 14% based on Catalina Marketing. The pandemic is bringing lots of new brand buyers. Advertisers should be moving sports dollars to other parts of TV to try and capture these new brand buyers. Building penetration directly aligns with Byron Sharp.

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