Advertising for cable TV works best when a media campaign is running on 40 to 45 linear TV networks where it can deliver a reach of 62%, according to Effectv.
If more "unfiltered," unverifiable content continues to float around news digital platforms, there is inherent danger for the advertising brands backing that content.
Black consumers are most likely to find representative content on streaming platforms that have a broader selection of content.
Netflix is moving its premium brand into the ad-supported world -- and that could mean trouble, says Jeffrey Wlodarczak, principal/senior analyst of Pivotal Research Group. It could cheapen the brand.
Growth for this year's traditional TV and AVOD ad revenue is projected to be up just 4.3% to $84.2 billion, according to MoffettNathanson Research -- down from an early estimate of 6.5%.
MoffettNathanson, analyzing Nielsen results, says cable TV networks have declined 32%. Broadcast was down 39% this past July, due to comparisons to July 2021. Looking over a two-year period, broadcast
is down 18% in July.
The number of U.S. households that watched traditional linear TV fell 0.1% from a year earlier.
Cable providers Comcast and Charter combined lost nearly 725,000 subs in the quarter, and satellite providers DirecTV and Dish TV lost a combined 600,000+.
The political advertising estimate for 2022 is the highest ever for any political ad cycle, according to AdImpact -- 7% higher than 2020 and two-and-a-half times higher than the 2018 midterm cycle.
National TV ad spend for Q2 was down 1%, with cable TV nets dipping 1% and broadcast nets 2% lower, while U.S. syndication was up 6%, according to Standard Media Index. In better news, national TV
spend is up 13% vs. April-June 2020.
Among current Netflix subscribers, 43.1% said they were likely to switch to the lower-cost version of the streaming service with commercial breaks.
The biggest moves will come with realignment as Jon Diament, Karen Grinthal and Greg Regis divide responsibilities among the company's more than 20 cable TV networks. Reports last month suggested the
new Warner Bros. Discovery would cut around 30% of its ad force as part of the goal CEO David Zaslav outlined to investors, to achieve $3 billion in synergistic savings as a result of the merger.
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.
Pandemic-related behavior has been cemented amidst rising prices and ongoing concerns over personal safety.
Virtual pay TV subscribers grew 17% in Q1 to 14.9 million, while total pay TV business sank 5.1% YOY to 81.05 million, MoffettNathanson Research found. Total traditional subscribers (sans virtual)
-- cable, satellite, and telco -- amount to 66.2 million, down 9% from a year ago -- a loss of 1.9 million subscribers.
With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new
approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At
MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee
helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's svp, head of media, Jared Lake, talks strategy launching a brand campaign across multiple platforms,
how consumers' consumption behaviors and GRP informed the media mix and why certain channels didn't make the cut.
Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection,
convenience and credits. Then they added another motivating action to the mix: humor.
Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG
clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for
In May, streaming's share hit its highest mark to date, at 31.9%, and also saw its largest month-to-month gain, reports Nielsen.
Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and
immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
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.
While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad
dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider
Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the
current menu of video options?
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.
Many consumers say they plan to add to their current number of streaming subscriptions, not replace them.
Parents with young kids say they're co-viewing more programming than they did in the past, likely because streaming services give them more choices.
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.
Nielsen has struck a deal with Vizio to add data from Vizio's 20 million TV homes through the TV set manufacturer's Inscape TV research business. Nielsen now has the rights from Vizio to integrate
Inscape data in both its local and national audience-measurement solutions. Nielsen says its TV panels will be used to "validate" what is missing in Big Data sets.