Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "linear tv"
- From awareness to conversion, broadcast TV plays the most influential role in shaping buying behavior among wealthier households.
- The effectiveness of an ad depends heavily on how relevant and well-produced it is.
- The proposed live, linear cable TV networks group WBD Global Networks will own up to 20% of WBD Streaming & Studios. Bernstein Research calls this a "stroke of genius."
- Fox Corp. posted an eye-opening 5% gain in the most recent first quarter to about $2 billion in linear affiliate revenue, a number that has been trending higher.
- Ad recall and viewer engagement have reached new lows in today's second-screening landscape.
- Although ad-supported streaming and digital platform businesses continue to show gains, a GfK study for the TVB says, ad-free streaming platforms are still a big part of the streaming marketplace.
- However, linear TV ads are more likely to be seen as intrusive or annoying.
- One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
- Conversely, McDonald's, Starbucks and Chick-fil-A performed better on streaming.
- Broadcast TV also offers a way to reach consumers who can't be reached through streaming platforms that don't carry advertising.
- The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
- Amid this crowded landscape, metadata about the programming have become more significant.
- Advertisers are recommended to use an omniscreen strategy to reach and interact with holiday shoppers.
- Two out of three U.S. households are cord stackers, holding onto pay TV while adding streaming video services.
- And that's just for the nine big platforms tracked by Vivvix, not including YouTube TV, The Roku Channel and the many other FASTs out there.
- The most-watched program in July was "Suits," a cable TV show starring Meghan Markle that Netflix started streaming.
- While the half that are the biggest linear TV viewers saw 92% of ad impressions.
- How do you bring legacy brands who have been wedded to linear TV into the advanced TV fold? Test and prove. Lockard & Wechsler Direct's VP of Advanced TV, Scott Lisk, brings the receipts, sharing the ways in which the performance agency has tested out streaming video platforms to highlight when, where and how these data driven video channels do and don't work best.
- Seventy-three percent of marketers now use addressable TV - up from 63% in last year's survey. But measurement/attribution to prove ROI remains an obstacle to more investment in this targeting method.
- CTV interactive formats, in particular, outperformed other video formats on engagement and completion rates.
- Intriguingly, these buyers don't rank measurement inconsistency as a top CTV challenge.
- Advertisers that stay on air in the summer months have a chance to stand out amid slim declines in TV viewership.
- Nearly a third of advertisers say they'll allocate more than 20% of their upfronts budgets to streaming platforms.
