Following the coat tails of its sister broadcast upfront, the Syndicated Upfront is closing in around $2 billion in sales, which is down 20 percent from last year. Media buyers are trying to lock in rates and packages for more value added shows that may have product placement opportunities. Additionally, those shows skewing to an older demographic are seeing a bit of a downturn in interest for their programming, as pharmaceutical advertisers are cutting back on some advertising spend. Locking down rates, and negotiating optimal media packages is at the helm of media buying for these shows. Syndicated shows often garner a large audience with very good results, especially in direct response advertising. As an advertiser or media buyer in DR, looking to these shows should be a budget and buying priority. Read more at AdWeek.com.
DRTV Direct Response Television
Recently during the broadcast network upfront, availability of media time was down over a half-billion for the 2009-2010 season. Networks are trying to capitalize on a stronger Q3 and Q4 and expect revenue to be higher for those time periods they are holding onto. Brand advertisers are picking up the pace advertising on major networks, and are responsible for the lack of pre-sale time periods available at the upfront. Broadcasters are holding onto inventory hoping for better rates in a scattered market. This may translate into more inventory for direct response advertisers to grab onto. Read more at AdWeek.com.
Getting consumers to pour themselves a nice fizzing glass of ice cold Coke, has never been easier for Coke, that is. Recently, Coke has adopted a P&G favorite, the Pay-for Performance Model for agency work. This model ensures value-based compensation, and is quickly becoming an advertiser favorite. This method allows for agency accountability, when something works, the agency sees some of the profit, if not they only recoup agency expenditures. ROI is coming to the forefront of brand advertising, something the direct response industry has held as a tried and true standard. Read more at AdAge.
Tribune Broadcasting acquired the off-net series Entourage (six seasons) and Curb Your Enthusiasm (7 seasons) from HBO and Warner Bros. Both series are scheduled to air on all the Tribune stations in 17 markets (including WGN Chicago) and WGN America beginning fall 2010. Both will be scheduled six times per week, airing M-F and one additional run on the weekend.
Direct Response television is holding its ground with a profitable 2008, and a prospering 2009. Spending was up 9.2 percent for direct response advertising spending in 2008. Additionally, the most profitable markets were the Hispanic cable TV and Cable TV. Read more at Electronic Retailer Magazine.
Tower Media recently made a contribution to the WITS (working in the schools) program. Working in the Schools (WITS) is a literacy organization that increases the reading proficiency and learning capacity of low-income and minority students in Chicago Public Schools. WITS recruits and supports dedicated business, government, and community volunteers who deliver measurable and consistent tutoring and mentoring services. Read more about Tower Media in the Donor Spotlight section of the WITS website.
New York – WGN announces today that all paid programming will be represented by Tower Media based in Chicago. In recognition of the long-standing relationship and outstanding service we have always enjoyed from Tower Media we have decided to consolidate our long form paid programming business with Tower Media stated Christopher Manning, General Sales Manager of WGN America. This change takes affect on February 28th, 2009. Click Here to Read More
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Facebook is creating an advertising environment of highly accountable and relevant direct response advertisements. Messages can be targeted well through demographic data and products can even be recommended to friends. Even better your product can be a part of a fan group! Brand building and selling wrapped into one. Direct Response at it’s best. Read more on The Plainsmen website.
Welcome to the next generation of advertising where your phone is no longer your connection to those you know, but to a myriad of programming. This on-the-go service will soon be available for devices such as the iPod Touch. It also, offers marketers and advertisers alike another avenue to offer accountable advertising to a targeted group of consumers. Direct response advertisers should keep tabs on this emerging trend. Read more at Mobile Marketer.