Due to a recent agreement with Comcast, OWN will see an increase in distribution, adding 3 million viewers for the network. Increased distribution is always a benefit to DRTV marketers, who may have experienced less than optimal results with the network in the past.
Recently, the SNL Kagan report, suggested due to estimated losses that co-owner Discovery might step away from the network.
To learn how David Leavy, a Discovery spokesperson, clarifies this statement, click here.
User-generated content is reaching far and wide and television is not immune to its long-reaching tentacles. Former, Vice President, Al Gore, is working with Current Media to develop viewer-developed programming and advertising for the TV marketplace. The goal here is to operate much like that of YouTube, allowing viewers to become producers to make more content relevant to audiences. Current TV is not a stranger to American households, with 60 million viewers under their wing; the implementation of this program would be far reaching. User-generated programming could be used to a direct response advertisers benefit, by being able to better target its audiences by understanding what types of programming and products are of interest to them. Helping them to better craft a message that speaks to their target audience, thus making advertisers less of a salesman, and more of a friendly advisor. Relevancy is after all the core message to all things advertising and programming today! Read more at MediaDaily News.com.
Most brand advertisers plan to step up their media spending on television for the 2010-2011 season, according to a recent survey by Advertiser Perceptions, Inc. However, they are being strategic about their spending, and allocating it to larger networks, and slimming down spend in broadcast markets to allocate budget toward more digital avenues.
This is important for DR Advertisers, who intend to keep their media within budget and still reach their target audiences. Reaching audiences through broadcast markets can be done. The execution needs to be strategic, timely, and with enough frequency to pique consumer interest. Highly targeted demographics can be reached through the broadcast avenue. While the larger networks will still have available DR time available, more brand advertisers entering this space means higher rates. To stay in budget a strategic broadcast focus could keep a DR Advertiser in budget and still meet demographic goals. To learn more about Upfront Spending go to Media Daily News.
Microsoft has announced that XBox will become a player in the bidding war for advertisers dollars, and would like a digital upfront for advertisers to begin targeting their programming to its online users. The multimedia-set-top-box, is in 20 million homes, 72% of which are in the USA. Adding yet another avenue for a highly targeted media campaign. To read more go to TVWeek.com.
Tower Media is the new exlusive representative of CLTV paid programming. To read more go to INewswire.com.
Free credit reports are getting an FTC makeover with a new law that requires them to disclose just how “free” their credit reports really are. This new law took effect April 2, 2010. The law is meant to help consumers distinguish between credit report offers, as well as make sure advertisers are providing disclosures that comply with the CARD Act. Television advertisers should note that September 1, 2010, they will be required to disclose within their ads that, “Free credit reports are available under federal law at AnnualCreditReport.com. To read more go to Bankrate.com.
Univision has announced that it has less than 10% of its inventory left for the FIFA
World Cup, beginning June 11th. This is great news considering last years down trodden television market. Major advertisers are beefing up the dollars spent during this event, as the expected television audience is approximately 50-60 million viewers. A signal that the television market is on the upswing, and hopefully the US economy, as well! Read more at BroadcastingCable.com.
The Vancouver Winter Olympic Games are attracting quite the audience in 2010. Just 11 days into the events, 171 million Americans have tuned in to watch over national broadcast counting for at least half of the American population. With 93% of viewers using television as their means to catch the latest events, this is by far the most popular medium for keeping up with the latest on Olympic coverage. NBC has also been covering the games online bringing 33 million viewers to the website. This is nearly double the online activity that was seen during the 2008 Beijing Olympic Games. This multi-platform usage shows the importance of utilizing both television and the web in campaigns as a way to catch all those interested in the same programming. Read more at AdWeek.com.
Charlie Sheen’s recent entry into rehab is putting advertiser dollars in jeopardy with the temporary suspension of production for Two and a Half Men. This highly viewed show, 17.7 million live-plus-same-day viewers, could loose advertiser revenue if the show is not able to continue, as it would need to offer make-goods during this highly valued and priced airtime. This is teaching CBS a valuable lesson in utilizing such a big and controversial celebrity, in the end it just may be too costly. Read more at AdAge.com.
With Oprah’s announcement to leave the daytime talk syndicate, stations are scratching their brains for the best fit for this highly coveted and lucrative spot. Court syndicates, and Ellen are at the top of the list for suggestions, but nothing is set in stone. Additionally, the programming for this spot may take on a slightly different approach and target audience than that of Oprah’s baby boomer target. Millennials (ages 13-31) are quickly becoming a more prominent audience. Focusing on this group as a target would dictate television programming that is centered on a reality show or news rather than a talk show. Which is also, a key indicator that advertisers should heed when creating and placing their ads, so that they also appeal to this upcoming audience. The program change will take place September 2011. Read more at Broadcastingcable.com.