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Dave Morgan

Member since March 2008

Articles by Dave All articles by Dave

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  • Netflix Should Fix Its 'Tune-In' Problem With Linear TV Ads by Dave Morgan (Media Insider on 07/16/2026)

    Ed, yes. I have verified the eMarketer data with our own direct viewing data from comments TVs and set-top boxes and Nielsen. The Netflix viewer is slightly younger and higher income than the "average" lienar TV viewer, but they both carry the same amount of average viewing per day/week, even if the Netflix viewer watches it differently, which they do. Basically, they watch quite a bit of TV, both streamed an in linear.On the pricing of the under 55 audience on linear TV, it's all about how granular and deep your audience analytics are. There are plenty of them watching linear. They key is not to buy the shows that everyone else wants to buy. We are able to find plenty of younger consumers for clients at very good prices, and can certanly beat the streaming prices significantly.

  • Netflix Should Fix Its 'Tune-In' Problem With Linear TV Ads by Dave Morgan (Media Insider on 07/16/2026)

    Spot on Jack. Netflix knows subscription marketing like no one else. But they don't know promo marketing and TV research stars like you and Howard delivered it day in and day out at massive scale for years.

  • Netflix Should Fix Its 'Tune-In' Problem With Linear TV Ads by Dave Morgan (Media Insider on 07/16/2026)

    Great points Howard. I should have highlighted the high amount of reach and recency that TV can deliver in tight windows ...

  • What Happened To Agentic Media Buying? by Cory Treffiletti (Media Insider on 07/15/2026)

    Great one Cory. I think that a big issue here is that the market dominance today of Google/YouTube, Amazon and Meta in the market (no to mentoin TikTok), means that this is not a open industruy issue but a oligoploy competitive issue. They will publisher and utilize agentic architectures as they determine that it is in their best interests, which it certianly is. Given that those companies' market share growth is much faster than the total market is growing, they are eating up the rest of the market. Thus, I expect transformation to come form one of those three (four), probably to check moves by Open AI or Anthropic, will push agentic hard and that will then kick of moves by the rest of the market.Interestingly, we've recently seen Fox Broadcasting take the lead in true agentic buying/selling transactions in both streaming and linear TV ads with their announcement at Cannes a few weeks ago as it works on building a reference architecture for the ecosystem with key partners. That is already causing a number of companies, from TV publishers to holdco agencies to streaming/CTV SSPs and DSPs to try to find their way to jump on board or build in parallel. My bet is that this sector adopts agentic transactions cross-company before we see it in the open web.

  • TV Tune-In Realities Hit Netflix In The Face by Dave Morgan (Media Insider on 07/09/2026)

    Jack, I remember those article too. Maybe hype and reality were much further apart than we thought :-)

  • TV Tune-In Realities Hit Netflix In The Face by Dave Morgan (Media Insider on 07/09/2026)

    Ed, I wouldn't be so quick to write off "appontment viewing" as a behavior. Yes. Much has changed, but we've had video casette recorders, DVRs and on-demand viewing in the majority of US households for more than 30 years, so the idea of watching something "now or never" hasn't really been a reality since the 1980s. So, dropping new episodes weekly and maintaining shooting schedule during the season has proven very successful for streamers Like Apple TV+ and HBO MAX. And, Netflix has even started to test the concept with a toe in the water with half-season drops. The point is, even in an on-demand world you can drive viewers to develop daily and weekly viewership habits if you are smart, disciplined and long-term focused. It would behoove Neflix to do that or in will soon face a race to the bottom on subscription costs. And, in that world, it will lose to Amazon Prime and Google/YouTube.

  • TV Tune-In Realities Hit Netflix In The Face by Dave Morgan (Media Insider on 07/09/2026)

    100% Jack, and as you know well from your Turner days, it only starts with programming. If they can't also run a strategic, effective and efficient tune-in promotion and marketing program, they will never be able to predictably build, retain and grow the audiences they need on that programming.

  • Local TV Broadcasters Need To Take Bigger Role In National Ad Game by Dave Morgan (Media Insider on 05/21/2026)

    Dan, I agree that it doesn't have to do with ratings, though if there were holistic numbers available over the years, we certainly would have seen more integrated buying and selling. And, for sure, local cable has for decades been able to sell "local access" to national porgrammaring.

  • Local TV Broadcasters Need To Take Bigger Role In National Ad Game by Dave Morgan (Media Insider on 05/21/2026)

    Jack, thanks for sharing. Super smart. I didn't realize that WB did that.

  • Activation Is Now THE Critical Value Fulcrum In Premium Video Ads by Dave Morgan (Media Insider on 04/23/2026)

    Folks, apologies for the error relative to TVision acquisition ... meant to write Viant, not Zeta. Sorry about that.

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