The upfront TV marketplace, including broadcast and cable TV nets, posted "modest" gains -- up 5.8% to $20.1 billion, according to estimates from Media Dynamics. While broadcast and cable nets grew
similarly in volume -- up 6.4% (to $9.9 billion) and 5.2% (to $10.2 billion), respectively -- broadcast showed strength when it comes to prime-time 30-second commercials in terms of the
cost-per-thousand (CPM) viewers.
CTV and streaming mostly play a supporting role compared to linear TV buys, Advertiser Perceptions and Hub Research find in a new survey. Slightly more than 51% of advertisers plan their linear TV
buying first as their "primary" buy, with CTV a "support" to that bigger linear TV buy.
The recommendation is based on viewership and ad exposure data from more than 20,000 campaigns.
Traditional linear TV-focused political advertising continues to underdeliver large segments of voters, according to a survey by MiQ, a programmatic media company. In a survey of "hundreds" of
political advertisers, MiQ said, "both Republican and Democratic advertisers missed between 25% and 40% of potential voters through their existing strategies, more than enough of a gap to make a huge
difference in races with little to no margin for error."
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
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.
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).
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.
"Alternative currency is not just a question of research and methodology. It's about operationalizing it."
Amazon, Target, and Walmart took the most in ad spend from brands, totaling more than $2.3 billion -- but the percentage in the top five categories differed, according to MediaRadar data.
An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company
says. The new version of the platform is now "fully" cross-platform.
Ad executives' estimation of the value of TV -- including linear, addressable and OTT/CTV -- is up from last year, putting it in a tie with digital video.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
Managing campaigns now takes an average of nine types of software or digital platforms.
At least that's my conclusion after Advertiser Perceptions shared its latest research with me on the topic.
The United States will drive much of the global expansion in ad spending, growing by $80 billion from 2021 to 2024.
The growth of CTV media deals may be having a major effect on business in terms of pricing and when to place messaging. Brand TV marketers have also shifted 20% to 25% of their budgets to streamers.
"To be sure, $10 billion can go a long way," GroupM Business Intelligence chief Brian Wieser quips, noting: "It took Facebook almost ten years, through 2013 to spend that much in operating
Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred
Xandr, AT&T's advanced ad unit, says research participants estimate a 58% rise in data-driven linear TV spending over the next 12 months in the U.S.
Nielsen will transition to impressions-based reporting for local U.S. TV station ad buying and selling at the same time as the integration of broadband-only homes into Nielsen local TV measurement.
Nielsen has had other longstanding issues with marketers and media, such as measuring the full impact of cross-platforms' media impressions and associated advertising data.
Comscore's net loss widened from $10.4 million in the prior-year quarter to $18.5 million.
The word "agency" is the most seminal term on Madison Avenue, but now one of the industry's biggest predicts the future will be all about "free agency."
Consumer and advertiser surveys for The Trade Desk's latest 'Future of TV' report add more evidence of CTV's growing importance to consumers and advertisers.
Fox Corp. has now finished its upfront deals at "unprecedented" business revenue levels, with 20% gains in cost-per-thousand viewer pricing for its linear TV business and higher overall revenues,
similar to other network groups.
How are digital dollars moving your customers to action? Franchisees need to know exactly where their ad money goes and show results - quickly! Liz Bazner, the director of digital at A&W Restaurants,
tells us how in the past few years A&W has been doing just that since moving to a cost-per-visit measurement model for their campaigns.
For insiders at media agencies, networks, and advertisers (as well as tv analysts like me), the upfront season has placed thoughts of September squarely into May and June. In this week's edition, I
raise -- and hopefully answer -- the fundamental question: Do the upfronts still matter?
I only ask because I'm growing weary of the harangue of Fox News "media relations" execs kvetching when I express my views that advertisers are culpable in all the damage the network does because they
provide the financial support for Fox News to do it.
This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%.