Amid tense negotiations and the blackout of networks/stations, Charter and Disney are each aggressively pushing alternatives for video consumers left in the lurch as the new fall TV season is about to
U.S. syndication programming and advertising continues to show weakness. So where does it go from here?
Advertising a digital sales event on traditional media may not be as necessary.
"What we are witnessing is both forms of TV content access - linear and streaming - coming together in the thinking of major national TV advertisers and their time buyers," says MediaDynamics
President Ed Papazian. This year's linear TV upfront ad market is down 5% to a combined $19.1 billion, according to Media Dynamics estimates, while streaming platforms from TV network-owned companies
have seen a 31% rise to $8.03 billion.
More than half of sports fans said streaming provides a better viewing experience of games than cable or broadcast TV.
The free streaming service increased usage as broadcast and cable viewing slumped in February with the end of the NFL post-season.
Full-year 2023 is projected to see ad-revenue results for major TV-based companies similar to 2022. Total domestic D2C streaming/virtual ad platforms are projected to rise 6.1% in Q4, while digital
media ad results are virtually on par with TV -- anticipating just 0.8% growth. MoffettNathanson says in a report released Thursday: "It's the lowest level of growth we've seen since the
Covid-impacted quarter of 2Q 2022."
The effect of time-shifted viewing is notable, considering fewer households that watch TV are using set-top boxes from traditional cable and satellite providers.
The number of U.S. households that watched traditional linear TV fell 0.1% from a year earlier.
The biggest driver of adopting identity solutions for advanced TV is the need to better define audiences for targeting.
The bottom 45% of TV viewers saw an average of 11 linear ads a day, or 6% of the total number of impressions.
Publishers last year had 35% share of voice, while media and entertainment companies had 29%, according to Comscore.
A growing number of consumers worldwide consider Google's video-sharing site YouTube to be similar to television.
Don't underestimate linear television's ability to drive internet searches for advertisers, says ad-tech company EDO.
Ad execs, including both advertisers and media buyers, are most bullish on ESPN, HGTV and Food Network in plans to boost ad spending in the next 12 months. That's the top line of Beta Research Corp.'s
annual study on ad demand for 41 basic cable and four broadcast networks.
Only six of the 101 networks tracked increased their reach in the last five years, with the NFL Network gaining the most.
Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
Several weeks prior, it launched branded behind-the-scenes "leaks," press releases and four blockbuster trailers complemented by "official" branded assets including movie website, social handles,
IMDB/Wiki pages, digital banners and videos, and OOH billboards.
Despite boasts among many networks that they would reduce ad clutter to improve viewer experiences and boost ratings, attentiveness and revenues, the trend has been in the other direction. The picture
is not much different for the major broadcast networks. With the exception of some reductions earlier this year at Fox, the broadcast marketplace has been boosting the supply of commercial minutes to
offset audience erosion.
In 2001, Poltrack started the CBS Television City Research Center at the MGM Grand Hotel and Casino in Las Vegas, tracking consumer feedback on changes in media consumption.
Merger and acquisition activity totaled $5.11 billion in the second quarter of 2018, the biggest quarter since second quarter 2007.
Fox and NBCU have taken a strong position on reducing ad loads to improve the quality of viewers' experience and the effectiveness of ads they are exposed to.