Advertisers will soon get a broader picture of viewership across platforms. Nielson will start including Hulu, YouTube TV and other digital platforms that live stream channels in a non-traditional TV pack (such as TV apps on SmartTVs). The ratings will include only the programming in which the ads that appear on digital platforms are the same as those that air on live TV so they will give a more accurate audience size for advertisers to consider. Read more here
Spot spending will be up in 2018 according to forecasts largely due to political. This is important to consider and plan for Direct Response advertising opportunities to lessen in local broadcast, though this could open up spending in cable and syndications. Overall, 2018 will likely see some tougher clearances as we head into the 2018 political season. Read more here
Cord cutting millennials are trying a whole new method of watching TV, one that older generations already knew. Millennials are discovering that they can watch major networks for free when they buy… an antenna. Almost a third of Americans are unaware that local TV is available free but with antenna sales back on the rise, some millennials are embracing traditional TV again. Read about it here
Six-second ads are moving from YouTube and expanding across the web. Fox announced this summer they will be adopting six-second non-skippable ads with their digital and on-demand platforms and eventually, even on linear television. A recent Google study found that 9 out of 10 bumper ads drove ad recall and 61% lifted brand awareness. These bite-sized ads will gain real traction across platforms by 2018 and brands are preparing. Read more here
Every quarter, Nielsen releases a “total audience” report that provides an overview of the television industry. The latest report showed promising numbers for traditional television, in regards to weekly viewing hours. “When it comes to watching video, total adults spent 86% of their viewing time with traditional television in the fourth quarter of 2016, compared to about 14% for all other screens combined.”
While the use of smartphones and tablets has increased alternate screen viewing by two hours from the previous quarter, television remains stable. The report indicates also indicates promising numbers from Millennial audiences, “among adults under 25, TV is still the dominant screen.” To learn more, read the MediaPost article here.
A new study from DRMetrix examined the size of the direct response television industry and revealed it to be much larger than previously thought. After monitoring over 100 national cable networks, researchers found an average of 6.49 minutes of DR spots air every hour. “Joseph Gray, DRMetrix’s founder projects estimates for network cable direct response valuation are three to four times greater than what leading television research companies have reported based on differing philosophies of what constitutes “direct response” versus “brand”- the lines of which have been blurred over the years.”
DRMetrix research shows, among other findings:
Short-form product (call to order) = $315,559,760
Lead generation (unique 800 or web/promo code tracking) = $1,214,017,067
Brand/DR (Using vanity 800#’s) = 2,093,214,169
Brand/DR (straight web, SMS, and/or mobile app response) = $2,813,172,646
TOTAL = $6,435,963,642
To learn more, read the Response Magazine article here.
In an effort to appeal to customers through audience optimization, Nielsen has launched an artificial intelligence layer to their marketing cloud. This development will help advertisers target audiences in real-time. “Nielsen AI aggregates device-linked audience data across multiple platforms, including email, social, mobile, and programmatic, while automatically optimizing audience segmentation for more targeted marketing content.”
With the ability to evaluate campaign performance and make adjustments as needed, this technology will help improve overall ROI. “The company’s marketing applications include a data Management Platform (DMP) and tools for campaign attribution, media analysis and real-time engagement metrics.”
To learn more, read the MediaPost article here.
YouTube has recently revealed plans to expand their content with YouTube TV, a live streaming service. Distinct from YouTube Red, which is an ad-free, exclusive content version of the video site, YouTube TV is a cable-TV replacement service. The company has partnered with a number of broadcast networks including ABC, NBC, CBS, Fox and others. “We decided to create an offering that would give them all of these can’t-miss live moments,” said YouTube Chief Business Officer Robert Kynel.
By offering live broadcast feeds, advertisers will have even more possibilities to reach target audiences online. To learn more, read the TechCrunch article here.
Last year, advertisers spent over 15 billion dollars on social media campaigns. However, there have been concerns regarding the metrics of some ad measurements. This has led to new measures from these websites, trying to guarantee reliability with their investors. One such method involves metrics backed up by third-party sources. According to Media Life magazine, “Snapchat recently signed with Oracle Data Cloud that will target people based on their offline buys and also allow advertisers to see if their ads are resulting in real-world purchases.”
The advertising budget for social media websites is expected to double by 2021. As a result, these sites are working hard to ensure reliable metrics. To learn more, read the Media Life article here.
With the start of this new year, Nielsen initiated the agency evaluation period of their long anticipated Total Content Ratings system. This system will consolidate all traditional, digital, and other TV/video viewing under one measurement. However, at the request of their television network clients, Nielsen has altered the way data will be shared during this assessment. “Instead of allowing its media clients to analyze TCR data online as of January 1, it will provide offline reports.” It is important to note that this was not a result of any methodological issues but rather, “client readiness and their need to further evaluate data.”
An important element of Nielsen’s new evaluation process relies on TV networks to implement the new “Software Development Kits” on their digital platforms to make total viewer measurement viable. More reports will be produced as more clients come online: “This will allow media clients to customize the data they wish to share, whether it be to focus on particular platforms, programs, or demographics,” noted Nielsen.
With plans to have the TCR system ready for use by this year’s upfront advertising market, the “Total Content Ratings is on schedule to syndicate data on March 1st.” To learn more, read the MediaPost article here.