“As of the end of 2016, living room TVs still accounted for 92% of viewing time in the US.” The way we watch TV is changing, but TV is still number 1 platform for advertisers. To learn more about the advantages of programmatic TV and why TV is still king for advertisers, click here.
DRTV Direct Response Television, Television Networks / No Comments
A thousand times faster Internet, crystal clear HD channels & DVR? That’s Google Fiber. Fiber is a new provider for Internet and TV, but it’s also away to connect your data seamlessly from one device to another. And at $120 per month, Fiber has competitive pricing against Comcast & AT&T U-Verse. Fiber is currently only available in Kansas City, MO and Kansas City, KS, but more cities are set to launch soon.
Fiber currently offers 3 packages: TV and Internet, just Internet, and free Internet. The free package doesn’t run as fast as the paid packages, but still offers the seamless integration between devices. With the Internet & TV package, you also get a free Google Android Tablet (The Nexus 7) which can be used to stream, surf, or even as your remote. Fiber already comes with over 150 channels of HD, including Starz and Showtime, which you don’t have to pay extra for. The DVR even lets you record up to 8 shows simultaneously.
With tablets, phones, computers and TVs all connected, and the Google name to lean on, Fiber is surely a game changer in the cable service provider industry.
You can read more at google.com.
So far this year, there have been three battles between TV distributors and Media companies, in part due to the lack of new subscribers to TV, and the rising cost of carrying many channels to these satellite providers. Companies such as Viacom have become more profitable since 2010, while satellite TV providers profits have plateaued as they fight each other for new subscribers. The result has been bitter legal battles over carriage fees between companies like Disney, Tribune, DirecTV and Dish Network.
In March, Tribune pulled its programming from DirecTV after the two media giants failed to reach a settlement during contract negotiations. The result was the loss of local CW and Fox affiliates, including shows like “American Idol,” “Glee,” “New Girl” and “Gossip Girl.” Baseball fans were also in the dark, as they lost the Cubs and White Sox via WGN America, the Mets via WPIX-TV in New York, and the Phillies on WPHL-TV in Philadelphia. The deal was later resolved, but not without public scrutiny for both sides.
At the end of June, Dish Network dropped AMC Networks, which include channels AMC, IFC, We TV, because AMC Networks forced Dish to carry IFC and We, which Dish stated did not get sufficient ratings. AMC claims this is all just because of an unrelated lawsuit between the two companies; nonetheless, loyal Breaking Bad and The Walking Dead viewers are out of luck as the dispute continues.
And just Tuesday, Viacom pulled its channels from DirecTV after they failed to agree to a 30% carriage fee increase. Viacom’s channels, which include Comedy Central, MTV, Nickelodeon and many others, have gone black on their respective DirecTV stations. The result has been a scathing advertising battle, in which Viacom is now advising people to switch carriers, a negotiation tactic to get their 30% increase, says DirecTV.
DirecTV refuses to cave on the fee increase, and says Viacom is making a mistake and its ratings will suffer. Ms. Denson of Viacom countered that, ”in the long term, DirecTV will endure long-term asset loss from customers leaving or customers never coming on in the first place.”
Whatever the outcome ends up, we’ve been taking note of the bitter battles between satellite carriers and TV giants, and the industry’s cost pressures could mean the battles are likely to continue.
You can read more at abcnews.com.
NBCUniversal joined a growing number of media giants hosting digital upfronts this week as it hosted its originally named “New Front” Tuesday Night in New York. At the “New Front,” NBCU unveiled new video content features, a new site tailored directly to cross content engagement, and an entire new executive team, all solely focused on marketing to women.
The new video related initiatives include a new web addition, called Oxygen Connect, that will allow viewers of it’s hit show “The Glee Project” to unlock exclusive interviews and chats through a series of online challenges. NBCU also owns iVillage, which will now add an original series, called My Best Idea, consisting of content curated by site editors and tips directly from iVillage users. The last of NBCU’s ideas is “StyleCandy,” a “a partnership between its Style Media and DailyCandy properties that will produce original video content featured on both the Style Network as well as social media platforms,” Says Ross Fadner of Online Media Daily.
The new advisory team responsible for creating and upkeep of all this is a specifically appointed board of senior executives from companies like Universal, Gilt, Neo@Ogilvy, and Google. NBCU is far from the first media mogul to pitch it’s digital content through an upfront, but it is certainly the first to tailor the entire thing to women. It will be interesting to see how these initiatives work; Oxygen may just give Bravo a run for its money.
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.
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.
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.