Monthly Archives: September 2016

TV Beats Smartphones, PCs, in All Age Groups

Posted by admin on September 27, 2016
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According to a new report from eMarketer, television remains the number one media platform for adults in the United States.  The study compared time spent on various devices used to consume media and the preference for TV far exceeded any of the digital categories. The report stated, “While digital video is on the upswing, the sum of mobile viewing and desktop/laptop viewing will be less than one-fourth of the amount of time spent on linear TV this year.”

The study also showed an interesting trend regarding the increased usage of mobile platforms. In 2012, the use of smartphones and tablets increased 218% as they started to become more common appliances. However, currently, “The increase will barely make double digits (10%) before falling below that level to 8.5% in 2017.” So the novelty of digital media appears to be waning and this report from eMarketer confirms the lasting relevance of television.

To learn more, read the Direct Response Magazine article here.

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Nielsen Probes Viewers’ Minds

Posted by admin on September 20, 2016
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Recent advancements in digital technology have made it possible for viewers to consume their entertainment of choice on a scale like never before. But as the number of screens per person increases, the way people interact with their devices has also changed. As a result, Nielsen Consumer Neuro is working with the Council for Research Excellence to improve the methods in which media consumption gets measured.

The challenge, however, lies in the technological distractions we’ve become accustomed to. According to Carl Marci, chief neuroscientist at Nielsen, “it’s not a black-and-white situation, and in some cases things that might seem like a distraction—including co-viewing and even second screens—can enhance engagement with the way people watch TV.” One study in particular, conducted by the CRE, implemented “a variety of biometric measurement techniques to understand people’s conscious and unconscious interaction with media.”

Although media technology continues to advance exponentially, Nielsen is dedicated to improving their system of measurement and providing accurate results for the advertising industry.

To learn more, read the MediaPost article here.

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National TV Ad Spend Up 3.2%; Cable Gains 5.6%

Posted by admin on September 13, 2016
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July was a significant month for the advertising industry with a 3.2% increase in national TV ad dollars, bringing the total to $2.46 billion. The market survey was conducted by Standard Media Index and was based on data from 70% of national media agency billings. Cable networks showed the strongest results with growth of 5.6%, with broadcast networks up 1%. “Cable news networks benefited from higher ratings as a result of strong interest in the presidential election race.”

Live sports continued to benefit broadcast networks; NBC saw a ratings increase as a result of pre-Olympic programming and CBS attracted viewers by airing a major golf tournament. Last year, upfront deals were set in a weak marketplace and saw a 3% decline but SMI says total U.S. ad spending regained that 3% this July.

This increase in TV ad spending means advertisers have confidence in the platform’s ability to deliver results, a great reason to get a DRTV media campaign started.

To learn more, read the MediaPost article here.

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