Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "television"
- MoffettNathanson Research projects that the major four U.S. broadcast networks will sink 2% to $14.7 billion, with national cable networks 0.5% lower, to $28.8 billion this year.
- Study also underlines the benefits of bundling services, content to increase engagement, retention.
- Signaling a wider macro-view of a possible slowdown in advertising, traditional TV-based media companies' stock prices declined sharply after Snap said on Tuesday it is seeing a sharp deceleration of its digital ad revenues. MoffettNathanson Research senior research analyst/co-founder Michael Nathanson says there are some concerns that Q2 may end a bit soft. Many companies sank to new 52-week lows.
- Some insights from AI company Helixa may help streaming services keep these slippery customers engaged.
- Conservative-leaning TV news stations and networks are coming clean with how they feel about the monetization of news as billions of political ad dollars -- destined to hit record amounts this year -- are poured into TV stations.
- Average frequency across 30 CTV campaigns of varying sizes was just 4.6, per a study by ANA and Innovid. Duplication rates, costs were also examined.
- Better representation of Asian talent in TV programming improves the likelihood that brands can reach Asian Americans.
- The proportion of subscribers of three years' duration or longer who are cancelling is rising.
- Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
- Roughly 85% of CTV impressions delivered in 2021 were across just 10 platforms--and advertisers that used fewer platforms achieved greater unique reach.
- The bottom 45% of TV viewers saw an average of 11 linear ads a day, or 6% of the total number of impressions.
- Livestreaming is also an effective channel for reaching older audiences, according to a new report.
- U.S. AVOD revenue generated by series and features will grow by $19 billion, to $31 billion by 2027, remaining the country with the largest share by far.
- The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
- More input on why CTV spend, while growing, is still far below its share of total TV viewing.
- KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise of shoppable ads.
- Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
- The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
- By 2027, 5G will be transforming video and television transmission, local broadcast, live events and VR and metaverse adoption.
- When including all media platforms -- local broadcast, local cable/satellite, radio, digital and OTT -- Kantar projects political advertising could total $8.0 billion this year -- up from $7.8 billion in an August 2021 projection.
- Total Q1 national TV linear advertising was up 4.7% to $9.1 billion, but without the Olympics, national TV had a 2.6% drop, while total national TV viewing sank 5% to 2.89 billion minutes, a MoffettNathanson report finds. In better news, AVOD services were up 63% to $1.9 billion in ad revenue.
- The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
- Upfront buys will also be about evenly divided among CTV-first, linear-first and combined, according to a new survey from Advertiser Perceptions and The Trade Desk.
- Nearly half of U.S. homes (46%) with a broadband internet connection subscribed to four or more video streaming services at the end of the first quarter of 2021 (according to Parks Associates). That was up from 22% a year earlier. While I don't have the figures for 2002 yet, it's certainly well over 50%. With powerful and deep-pocketed competitors such Disney, WarnerMedia, Comcast, and Apple, bursting onto the streaming scene over the past two years, the fact that Netflix lost less than 1% of its subscribers in the past year (which would have been a mild gain had it not pulled out of Russia), and continues to dominate any list of the most viewed streaming series, should be seen as a remarkable accomplishment and a sign of ongoing strength. In this week's edition, I outline who the major contenders are for a post-Netflix dominance of the new Golden Age of television.
- Even as pay-TV subs decline, SVOD penetration is starting to be impacted by price hikes, free competitors, other factors, according to new research.
- Twitter pulls in around $5 billion in ad spending per year. Who might benefit more directly from these abandoned dollars? TV networks.
- TiVo's latest survey finds nearly a quarter of North American adults have scanned a QR code or tapped an interactive ad. But under 60% consider AVOD content to be good/very good.
- A study released by MoffettNathanson Research and produced by HarrisX says the second-biggest reason to leave pay TV is that "all the shows I currently watch are available on streaming services."
- A large library of content is the No. 1 reason that viewers will hold on to a streaming service subscription instead of canceling it.
