Expanding Consumer Choice in the Video Marketplace

Posted by admin on March 01, 2016
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The FCC has recently approved a proposal that has potential to offer consumers subscription-based alternatives to their cable box. “Instead of having to rent the box from, say, Time Warner or ATT Uverse, you will be able to add that subscription onto your Apple TV, Fire TV, Android TV and Roku boxes.”

If passed, the proposal will inevitably decrease rental fees by introducing cable companies to some much-needed competition. The FCC’s summary of the proposal stated, “Consumers should be able to choose how they access the cable or satellite services to which they subscribe.”

This proposal shows the power of streaming content as industry standards continually change to favor consumers who are ‘cutting the cord’ between outdated and expensive cable providers.

To learn more, read the FCC Blog here

Nielsen Launches ‘Social Content Ratings’

Posted by admin on February 09, 2016
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Nielsen has recently announced plans to expand their digital rating system by launching the ‘Nielsen Social Content Ratings’. The program currently measures TV related conversations across Twitter but will soon include Facebook and eventually, Instagram. “Nielsen’s Social Content Ratings will be the first solution to measure aggregate-level program-related conversation”.

Television content has become a multiplatform media landscape. Nielsen has responded to industry needs by adapting their services to “reflect the total audience across screens and platforms”. By using these measurements, Direct Response advertisers will soon be provided demographics across social media to compliment the viewing numbers already reported by Nielsen.

To learn more, read the Nielsen Press Release here.

TV’s Big Broadcasters Post Biggest Quarterly Ad Sales Gains in 4 Years: Third-Quarter Results Surprisingly Strong

Posted by admin on December 11, 2015
DRTV Direct Response Television / Comments Off on TV’s Big Broadcasters Post Biggest Quarterly Ad Sales Gains in 4 Years: Third-Quarter Results Surprisingly Strong

“The national TV ad sales market showed unequivocal growth in the third quarter, as higher upfront pricing, a burgeoning scatter market and a new football season conspired to power broadcast’s first organic growth spurt in four years.”

Despite predictions and trends gravitating toward on-demand content, this third-quarter growth in sales demonstrates the strength TV advertising still has on the industry. “We are excited to see a positive national TV advertising data point…and we will wait to see if TV advertising in Q4 can build upon this trend to signal any real lasting improvement.”

To learn more, read the Ad Age article here:

TV vs. Facebook

Posted by admin on October 29, 2015
Social Media Direct Response / Comments Off on TV vs. Facebook

The social media giant, Facebook, has recently released a study claiming their platform reaches more millennial and Hispanic consumers than TV. What this study fails to mention, however, is that only the top 10 TV networks were measured against Facebook, omitting the other 100 networks Nielsen tracks. With 70% of millennials viewing programs on those other networks, it’s easy to see how the omitted statistics influence results.

“Facebook said marketers could reach just 12.2% of millennials through a TV-only plan…because 70% of the viewers aren’t being counted. The actual numbers: TV reaches 88% of millennials (adults 18 to 34) monthly, and 77% of them weekly” (Nielsen, May 2015).

In an attempt to uncover more accurate data, the publication Advertising Age conducted an independent study that suggests, “On a monthly basis, millennials watch 64 hours of TV, while they spend 23 hours with Facebook.” While social media has certainly added new platforms for the advertising industry, TV still has the most potential to reach target audiences, including millennials.

To learn more, read the Ad Age article here.

Sling TV

Posted by admin on October 05, 2015
Technology / Comments Off on Sling TV

The way television gets viewed has been greatly affected through the gradual merger with Internet technology. With this advancement, new business opportunities are constantly being introduced to Direct Response advertisers. One such example is Direct TV’s answer to consumer demands for Internet-only service called, Sling TV. With this low-cost monthly subscription, Sling TV offers users a collection of cable TV channels on their TV’s, computers or mobile devices.

Although Sling TV offers users an alternative to cable, advertisers are still crucial to the funding of Internet/TV technology. Sling TV will still have the same commercial breaks and national ads as the standard channels delivered via cable or satellite. In addition, most channels function in the same way as live television and do not allow users to pause, rewind or fast-forward commercials. Sling offers Direct Response advertisers an answer to the problem of reaching cord-cutters who still want to enjoy network television on their own terms.

To learn more, view the Sling TV website.

 

 

The Election Bowl

Posted by admin on September 11, 2014
DRTV Direct Response Television, Television Networks / Comments Off on The Election Bowl

Our favorite time of the year for commercials is fast approaching. Sorry I’m not talking about the Super Bowl. Stations are gearing up for the mid-term elections this November to expand coverage regardless of the fact that it is a non-presidential politics year.

Broadcasters are placing more emphasis on fact checking and fairness rather than acting as another outlet for talking points this election season. For example, the NBC affiliate station in Harford, CT, WVIT, has launched a new half-hour Sunday morning political show that will air weekly before Meet the Press through November 2. While broadcasters are looking to increase election coverage, they will be careful not to overdo it.

To learn more, read the three part special report on election coverage at tvnewsweek.com.

~ Sarah Thaler

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“C-Zero:” A New Ad Sales Strategy

Posted by admin on September 04, 2014
DRTV Direct Response Television, Television Networks / Comments Off on “C-Zero:” A New Ad Sales Strategy

As competition for commercial airtime continues to rise, one network has developed a new ad sales strategy to stand out in the marketplace. Scripps Networks is to begin selling ads in what it is calling the “C-Zero” window, where commercials will be seen live or on the same day they air. Scripps networks include Food Network, HGTV and Travel Channel.

Recently, broadcasters are observing more viewers watching programming on a delay, due in part to the introduction of new technologies and DVR. Because several of Scripps’ networks are predominately watched live, its “C-Zero” strategy is appealing to advertisers who want their commercials seen right away. Timely commercials such as movie trailers or retailers promoting holiday specials can benefit because it gives these businesses another platform to negotiate on.

To learn more, view this AdAge article.

~ Sarah Thaler

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Data is the New Currency

Posted by admin on August 28, 2014
DRTV Direct Response Television, Search Engine Optimization and Marketing / Comments Off on Data is the New Currency

Think back to the last thing you purchased. Did you think to count the number of touch-points you went through when making that purchase? Researchers estimate that the average consumer needs to be ‘touched’ 5-7 times by marketing messages before making a purchase. Why so many? Because consumers are using multiple media outlets (i.e. TV, online, digital, social) when making a purchase requiring the direct response marketing industry to move in a new direction: towards big data.

In direct response marketing, the ultimate objective is always conversion. Focusing on big data allows businesses to correlate multi-channel marketing campaigns with real-time results and to evaluate the channels a consumer might use to purchase. DR marketers should remember the message is no longer the only secret ingredient to a successful campaign.

To learn more why your business should consider big data, click here.

~ Sarah Thaler

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A New Hybrid Media Form

Posted by admin on August 21, 2014
DRTV Direct Response Television / No Comments

Ever wondered what would happen if short form and long form had children? No need to ponder this thought anymore because it’s already happened. For decades short form was the standard for commercials allowing enough time to demonstrate product benefits and include a call-to-action without losing customer attention. On the other hand, long form was popular with high- priced products, which required more feature education.

Enter the hybrid of short and long form. Introducing the 5-minute break referred to as “mid-form.” Networks have experimented with this 5-minute option over the last few years and are expanding the option as researchers notice a trend of increased sales conversions from leads, particularly for the pricier products. Why is mid-form so successful? Simple: demonstratability and less clutter. Mid-form allows more time for educating and demonstrating product features and benefits than short-form but less clutter than long-form. Result: increased customer retention and product and brand awareness.

To learn more about mid-form, click here to view full article.

~ Sarah Thaler

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NBC Set to Make Ratings History on 2012 Summer Games

Posted by admin on August 03, 2012
DRTV Direct Response Television, Television Networks / No Comments

When NBC bid for the right to broadcast the 2012 Summer Olympics, it anticipated a loss of more than $100 million, stemming from a loss of over $233 million from the 2012 Winter Olympic Games in Vancouver. The ratings have skyrocketed, though, giving NBC the possibility of actually breaking even on the games, even with the controversial system of delaying high profile events until prime-time.

NBC planned to have 5,535 hours of Olympics coverage across 9 channels this year, bringing production costs, including staffing, to a whopping $1.3 billion. With a price tag like that, losses were anticipated, but the wild card turned out to be the interest in advertisers to online video and lower-profile sports, which are broadcast on the additional channels.

The London games have hit record ratings numbers, surpassing Beijing in just their first night. Through Tuesday, NBC averaged 35.6 million viewers on the first five nights, 10% above Beijing and 23% above Athens. NBC is now even selling air-time it had held back for make-goods.

With even more swimming and gymnastics to come, and the US Medal Count reaching 37 today, NBC doesn’t see the ratings roller coaster slowing down anytime soon.

You can read more at adweek.com.

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