DRTV

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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Picture’s Bright as Ever for Television, Despite Challenges from Social Media

Posted by admin on August 29, 2016
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The advancement of mobile technology has given digital advertising a viable platform but the internet has only helped make television and its advertisements more available. According to the Evening Standard, “television remains the most engaging entertainment medium despite, and even because of, our addiction to smartphones”. With companies like Google and Facebook accounting for nearly all the growth in digital ad revenue, TV is a more profitable option than online advertising.

Although the Evening Standard article opens by examining the beneficial correlation between digital and television platforms, it discusses the consumer relationship as well. “In this media eco-system, traditional broadcasting, with a daily schedule and appointment viewing, still matters because it helps us to navigate a world of limitless content”. This re-iterates this importance of live broadcasting, the reason television will continue to thrive.

To learn more, read the Evening Standard article here.

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HULU Aiming for 2017 Launch of Live Broadcast Channels

Posted by admin on August 24, 2016
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The streaming-video service, Hulu, is working hard to expand its business into live television. Hulu has been actively working for the last six months on this project, which includes, “cutting deals for local TV channels in markets across the U.S.” The main distinction between consumers who maintain cable subscriptions and those who’ve chosen to “cut the cord” is the opportunity to watch live sports and news. However, Tim Connolly, the senior VP at Hulu has made it a priority to offer this service, “Local TV provides the best content experience, so that’s what we want…to be able to watch the local game.”

Now that live-streaming video is a commonplace capability for internet networks, Hulu is ready to expand their personnel and create infrastructure for the service. Mike Hopkins, the CEO at Hulu had this to say, “We’re going to roll this out as soon as possible. Customers will have the option to buy Hulu’s live TV product as a standalone service, or bundled with the SVOD (streaming video on demand) service.” Nearly 80% of Hulu subscribers also have cable or satellite TV services but the push for adding live TV is clearly aimed at the remaining 20%.

By blending the on-demand and live platforms, Hulu is trying to offer all possibilities to their customers, which also results in more opportunities for advertisers. To learn more, read the Variety article here.

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After Strong Upfront, a Growing Optimism about TV

Posted by admin on August 10, 2016
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Digital platforms have been seen as the up and coming rival in advertising but ad fraud and viewability issues are sending buyers back to television. In a recent publication from MediaLife magazine, Bill Cromwell had this to say, “After a surprisingly strong upfront, new forecast predicts stronger spending this year on TV, a trend that may continue into next year if the current backlash against digital continues.”

Although ad fraud and viewability issues contribute to the movement away from digital advertising, the MediaLife article suggests there are other factors as well such as political and pharmaceutical spending. “The prediction for TV gains comes after a robust upfront that wrapped up much earlier than the past two years, thanks to greater demand from advertisers.”

To learn more, read the MediaLife article here.

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Lawmakers Question FTC About Ad Fraud

Posted by admin on July 19, 2016
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Two senators, Mark Warner (D-Virginia) and Charles Schumer (D-New York), have recently addressed the Federal Trade Commission in an attempt to regulate fake Web traffic, an issue that impacts not only advertisers but consumers as well. According to a study by the Association of National Advertisers, “online ad fraud will cost advertisers $7.2 billion globally this year”. Unfortunately, these losses will be offset by the consumer in the form of higher prices for goods and services.

In a letter to FTC Chairwoman, Edith Ramirez, the senators said, “Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising”. Despite the fraudulent nature of these bots, the senators also added that “many are advanced enough to analyze consumer web activity in order to re-target advertisements based on individual browsing preferences.”

It is important for both consumers and advertisers to be cautious of online ad fraud. Digital technologies have advanced quickly but reform will be necessary “to protect consumer data and mitigate fraud within the digital advertising industry”.

To learn more, read the MediaPost article here.

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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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A New Hybrid Media Form

Posted by admin on August 21, 2014
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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
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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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OWN and Comcast Shake Hands

Posted by admin on April 02, 2012
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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.

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