Posted by admin
on November 14, 2016
The outcome of this year’s presidential election surprised many people because the expectations predicted anything but the actual results. In an article from Media Post, this recent political upset can be attributed to the differences between attitudinal and behavioral marketing analysis. “Studies and tools have focused almost exclusively on using attitude or “intent” to justify investment or success. The problem is that these studies and tools can be wrong. Intent to purchase is not a purchase, and one doesn’t always correlate with the other.”
However, television media measurement is making significant changes as companies strive to develop behavioral analysis tools. Instead of relying on survey questions or making assumptions about a target audience, advanced TV data sets have the potential to analyze customers based on actual viewing behavior. “The strategy of focusing on behavior vs. intent will reveal far greater insights and accuracy than ever before.”
To learn more, read the Media Post article here.
Posted by admin
on November 07, 2016
Last week, more than 40 million people tuned in Wednesday night to watch the Chicago Cubs defeat the Cleveland Indians for their first World Series title in 108 years, making it the most watched World Series game in 25 years. Fox Sports was the other victor this season as ratings propelled the network into first place within the coveted 18-49 demographic. “The World Series has been an advertising windfall for Fox Sports, which charged more than $500,000 per Game 7 spot, according to sources.”
In addition to companies like Apple, Google, Ford, etc. who can afford to run ads at over $16,000 per second, the presidential candidates also continued their national ad-spending with multiple spots throughout the game. “Last year’s World Series, which went just five games, took in $240 million in ad revenue, according to Kantar Media.” With the income from advertisements during two additional games, the Chicago Cubs aren’t the only ones celebrating this year.
To learn more, read the AdWeek article here.