Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "television"
- A small portion of those delisted CTV apps sold advertising through open programmatic offers.
- MoffettNathanson forecasts NBCU and Warner Bros. Discovery will see declines in content spending this year while others will climb. Walt Disney will lead all big media companies, followed by NBCU, Warner Bros Discovery, Paramount and Netflix.
- In comparison, Netflix's new ad-supported option accounted for 19% of its new sign-ups by its third month in the marketplace.
- Nearly 80% of General Motors' estimated spend in February was on its Super Bowl LVII spot alone.
- Netflix will reach 10 million ad-supported subscribers globally by the end of this year, with about 30% in the U.S./Canada, according to MoffettNathanson Research. Previously, the research company estimated a total of 24 million global ad-supported subscribers.
- A new survey shows Peacock and Apple TV+ rank low in subscriber perceptions of how "essential" various premium streamers are, while monthly consumer spend on SVODs has plateaued.
- Only 16% of viewers of online video stick with content that is longer than an hour.
- Nearly all consumers recognize the big streamer brands, but relatively few would know how to explain individual streamers' brand propositions, finds Hub survey.
- While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
- TV stations and other platforms have "less and less quality programming, as legacy media companies now launch all their new shows direct to streaming," says Richard Greenfield, media analyst at Lightshed Partners.
- But number of video plays increased, particularly among providers with FIFA World Cup streaming rights.
- Netflix is projected to remain #1 by far, but Disney+ is projected to show the largest growth in sub revenues.
- A survey confirms the importance of communicating the specifics of when and where viewers can watch a show.
- Seventy percent of senior brand execs recently surveyed said that their creative for CTV and other digital platforms is basically the same, although there are some variations on the central campaign theme.
- Younger viewers confirm that they spend more time on gaming and short-form non-premium video than traditional TV or even VOD movies.
- Three of the top spots for online engagement for this year's Super Bowl went to pure entertainment marketers. The ad for Warner Bros.' upcoming film "The Flash" led with a 2,373 engagement index, according to EDO Ad EnGage -- which means it was 24x more effective than the median Super Bowl LVII ad.
- Watching football brings people together, even when they don't enjoy other activities with their friends and families.
- We have officially reached "peak channels." We now have more programming channel options than any viewer has time to navigate through -- and that is a real problem for programmers, distributors and viewers alike.
- About four out of five of U.S. television viewers said they like enhanced ads overall.
- Surveys were conducted for Samsung Ads in the UK, Germany, Austria and India.
- Although U.S. consumers' consumption of most media has declined in the last three months, consumption of free streaming services was stable to slightly higher, according to Attest surveys.
- 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."
- Digital versus traditional media? It's not either or. Look for a continued synthesis of both areas.
- Marketers can't afford to wait to get Amazon and retail media right. Here are three steps they need to take now.
- A late 2022 Gallup poll says Americans' trust in mass media to report news "fully, accurately and fairly" is essentially unchanged. There is lots of mistrust -- but also "trust' -- at certain levels.
- TV viewers are more concerned about seeing "entertaining" ads -- and ones that offer "value" -- than seeing "fewer ads," a study from media agency Magna's research division Magna Media Trials and Roku finds.
- Three-quarters of the subscriber adds initially drawn by the with-ads tier were "new" sign-ups rather than plan switchers, and two-thirds of those were returning subscribers, finds Ampere analysis.
- 70% went to digital channels, up from 54% in 2021, reports MediaRadar.
- YouTube still dominates, but TikTok's influence with kids is gaining both in viewing time and advertising impacts, study finds.
- New data from Hub Research Entertainment says 44% of U.S. TV homes have both smart TVs and streaming media players.
