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Dave Morgan

Member since March 2008Contact Dave

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  • Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 08/07/2025)

    Curtis, there is no question that TV viewing among younger demos is much, much lower than it used to be. Unfortunately for marketers, they haven't transitioned efficiently to ad-supported streaming services at anything like the scale that they were available on national TV before. Their viewing is very fragmented and linear TV is still one of the more efficient media to reach them, particularly in local broadcast, where news, sports and diginets (extra digital channels tied to local station licenses) audiences have held up much better than their national counterparts over the past five years.

  • Why TV Pharma Ads Are Proliferating by Dave Morgan (Media Insider on 07/24/2025)

    John, totally with you. The creatives are terrible. Almost entirely because of regulatory issues. But, incredibly, they work. More AI and a more flexible regulartory structure can only make it better.

  • Let's Drop 'Trading' From Our Industry Lexicon by Dave Morgan (Media Insider on 06/12/2025)

    Ed, I agree with the challenges, but the real client are the shareholders and that is where the message needs to be taken. Fortunately, the developement and deployument of better attribution technologies and analytics will make it easier for Wall Street analysts to track how well (or not) companies are dong with their ad spend.

  • I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)

    Thanks Ben. Totally agree. Therre is plenty of Russian money in western banks that can help Ukraine win the war and being the rebuilding process.

  • I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)

    Thanks Joe!

  • Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)

    Brian, direct viewing data shows that the vast, vast majority of streaming viewing is on ad free or ad-light. The bar that Nielsen used is that there was vieweing on an ad supported tier, and looking at the data direclty you see very little ad-heavy streaming viewing. Nielsen's Gauge supports that .... you can look at the brands that doiinate viewing and apply their ad loads.

  • Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)

    Ed, When you look at second by second viewing data from tens of millions of smart TVs, you find that while households may watch some of ad-supporrted streaming services on a monthly basis, a large portion of them watch with ad avoidance in mind and see very, very few ads. While the theoritical reach of ad-supported streaming services is 28%, the effective reach that can be dlievered is much lower. Comscore, which also counts actual ad viewing pegs it as 14%. There is no data fram any direct source or panel out there that I have seen that shows it at 20%.

  • Faux Attribution by Dave Morgan (Media Insider on 05/15/2025)

    Great point Bill. Calling it "performance" marketing reinforces a presumption that it performs!

  • Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)

    Very good points Ed. There are several sources of data that could be used to enhance attention numbers of ad viewership, both TVision Insights and Telly come to mind. Both have opt-in camera-based attention tied to ACR data that capture both number of viewers and attention to the screen.

  • Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)

    Spot on John. It will be critical not to let the pursuit of perfect get in the way of "good" ratings ... giving us something better than the status quo.

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