In this week's edition, I do what I've done each time this year for the past 30 years: offer my hits and misses on the new prime-time lineups. It's a time-honored process, and the big difference between this year and what I was doing in the 1980s, is the size of the share estimate that I use as the benchmark of success.
As Disney takes control of Hulu, the service's advertising rates appear to be languishing, according to a "Research Intelligencer" analysis of CPM data from SQAD's MediaCosts database. Year-over-year, SQAD data shows Hulu down about 18%.
A majority of ad execs believe the upfront will expand or remain stable over the next five years, but a significant percentage believe it will diminish or no longer exist within that time. The findings come from interviews with advertisers and agency executives conducted for "Research Intelligencer" by Advertiser Perceptions in April.
In the second installment of our consumer research measuring "trust" among readers of their newspapers-of-choice there were slight improvements in the major rankings, but no dramatic shifts since our October 2018 benchmarks. The New York Times, The Wall Street Journal and The Washington Post remain America's top three most-trusted newspapers and each improved their levels two percentage points.
The fragmentation of TV viewing technology and sources is making it difficult, if not impossible, for audience measurement to keep up with modern viewers.
Video will account for nearly 50% of programmatic ad spending this year, according to a revised projection released this morning by eMarketer, which cited higher-than-expected growth on connected TV, over-the-top (OTT) and social video advertising as reasons for revising its share up a full percentage point vs. its September 2018 estimate.
The marketing industry usually thinks about technology in terms of optimizing media, advertising or consumer engagement, but it's also vital to the underlying security of a brand, especially in cyberspace, finds the 2019 edition of a study by enterprise technology firm MarkMonitor. Nearly two-thirds (62%) of brand marketing and technology executives surveyed by the firm in April say their brand has felt the impact of a cybercrime in the past 12 months.