Many factors affect how much and what kind of medium is consumed by an audience.
As the fall lineup on network television is getting settled into its schedule, cable shows are working to grab larger audiences. However, the Horizon Media analysis of broadcast premiere-week ratings, which began on September 14th, shows that ad-supported cable viewership declined from 53.1 million in 2008 to 49.9 million in 2009.
Broadcasting & Cable reports that these findings are slightly skewed due to two major events last year that affected the ratings. The first was the presidential election campaign. In fact, it was the same week last year in which Alaska Governor Sarah Palin was announced as the vice presidential nominee for the Republican Party.
The second event that affected the 2008 viewership was the economic crash. The article explains “when you account for the unusually high viewing numbers for MSNBC, CNN, Fox News and CNBC during 2008’s premiere week (6.8 million viewers), viewing levels for ad-supported cable are about even from last year.”
Some networks had double-digit drops in viewership compared to last September. These networks include Lifetime (down 25%), TNT (down 24%) and TBS (down 13%).
In contrast, the Food Network (up 26%), A&E (up 14%) and TLC (up 12%) all increased since the same time period last year.
Even though recent reports show that cable viewership has declined since last year, it is imperative to recognize that the social, economical and political landscape of the country can affect the results.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
Theatre advertising can be a great, creative way to reach massive audiences in specific target areas.
With the advancement of technology, 3-D film releases have re-emerged in the marketplace. This re-emergence has given advertisers a chance to duplicate the success with 3-D commercials leading up to the feature presentation. However, there seems to be a split opinion of the success of the new advertising platform.
The in-cinema sales group National CineMedia (NCM), which has yet to run any 3-D ads, has talked to marketers about the new concept. While the NCM believes in the product, it has stated that there is doubt on whether advertisers will pay more per spot and more for production costs. If advertisers will not pay more for the new technology, the in-sales groups will fail to make a profit.
One of the company’s competitors, ScreenVision began selling the 3-D advertising space in May.
As of August, there were 2,744 screens that could show 3-D movies, which breaks down to 7% of all US screens. Theatre owners are able to charge more per showing for a 3-D film, which can aid in driving business.
In-cinema executives believe that once the recession has reversed, there may be a market for advertisers paying higher prices for 3-D theatre commercials. Until then, it will remain a novelty and a well-watched advertising option for theatre advertisers.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
Word of Mouth can be a powerful ally in a campaign, if it puts your product/service in a positive light.
Reports of media spending decreasing have been prevalent since fourth quarter last year. A handful of platforms have been, in contrast, increasing spending this year. One of those platforms is Word of Mouth (WOM).
Adweek explains that more and more agencies are focusing on WOM to better serve the clients. According to the research company PQ Media, WOM spending is estimated to reach $1.7 billion which is about 10 percent up from 2008. The same company speculates that spending will reach $3 billion by 2013.
Consumer package-goods, food and drink, finance, business-to-business services, electronics, telecommunications, and retail round out the leading categories list where marketers spend the most on WOM campaigns.
The CEO of the Keller Fay Group, which is a research firm that specializes in WOM, explains that, “The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process.”
It has been said that the most effective way to utilize WOM in a campaign is make it a part of a broader campaign. WOM is rarely as efficient if used as a stand-alone method.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
Despite being in the digital age, online advertising is not recession proof. The medium, which was once deemed to be the next big advertising venue, has felt the effects of the slowing economy.
New data released from the Interactive Advertising Bureau and PricewaterhouseCoopers show that online ad spending dropped 5.3% in the first half of 2009. This is the first time that online spending has declined since the economic recession of 2002.
One of the biggest hit areas in online advertising is online classified and directory advertising, dropping 32% in the first half of 2009. This directly reflects the current unemployment rate and housing market due to the fact that the majority of classified ads came from help-wanted ads and real estate listings. The drop in directory advertising may simply be due to a change in the way people search for their information. Instead of searching through a hard copy or online directory, users tend to turn to search engines for a faster way to receive information.
While classified and directory advertising has decreased, search-based advertising rose 1% from a year ago because marketers are shifting to a more performance-based advertising model. Search engine marketing represents 47% of all online ad dollars, up 3% from the following year. Another strong survivor in the online world is the banner ad. Banner ad spending stayed flat in the first half of 2009 which is very promising in a down market. David Hallerman, a senior analyst at eMarketer thinks this is a positive trend noting that the online banners show that marketers understand they need an online element to complete their campaign.
Although a 5% drop in online advertising worries some, most analysts feel that if the fourth quarter numbers improve with the typical holiday bump, there is a good chance that we will likely see growth in online spending next year.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
A campaign can be narrowly tailored to a certain target audience by paying attention to the most popular TV shows in that demographic.
MediaPost released this week that the TV network ABC claimed the highest number of upscale viewers for the first week of the season.
The network had seven of the top 15 shows among viewers 18-49 who make at least $100,000. Those shows were “Grey’s Anatomy” (1st place), “Desperate Housewives” (3rd place), “Cougar Town” (6th place), “FlashForward” (8th place), “Modern Family” (10th place), and two different episodes of “Dancing with the Stars” (13th and 15th).
CBS came in second with affluent viewers. It actually had eight shows in the top 20, which was the most in any network. However, ABC still maintained the highest ratings to make it first.
If the sports programming is included, NBC’s “Sunday Night Football” helps increase the average rating from 2.29 to 3.1, which allows for NBC finishing third, and Fox finishing fourth.
Marketers view people who make over $100,000 and are between the ages of 18-49 as a prime demographic. It is imperative to know how much that group spends time watching TV and what programs are being followed.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
Despite perceptions of the media landscape, learning up-to-date information on reaching your target audience is crucial.
In January, the company Ad-ology Research conducted an online survey to study the influence of media on consumer choices in travel services. The results show that traditional media is still considered a viable tool for travelers.
Approximately 52% of US adults have gone on at least a two-day trip in the last two years. Of that percentage, only 47% used the Internet to investigate and plot out travel plans.
According to the article by MediaPost, the research company found that travel magazines were the most influential for travel services; however, people turned to newspapers for local attractions.
While traditional media does hold a strong influence on consumers, there is still a niche for the Internet. In fact, websites for the specific hotels, attractions and locations ranked rather high in the survey. Thirty-nine percent of respondents said that online media did sway the choice of travel services. The most persuadable websites were for hotel and/or bed and breakfasts.
Ad-ology Research discovered that younger consumers were more influenced by word of mouth and digital. Results did show that 35.9% of 18-24 year-olds did turn to social media for advice in travel plans; this is compared to 23% of all US adults.
If a target demographic includes travelers, it can be practical to know that neither traditional nor non-traditional media dominate the field. A balanced and cross-platform campaign may aid in accumulating consumers.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
Question: Has the ability to view television programs on-line, record them via DVR or watch via mobile video affected overall television viewership?
Answer: According to data from the Nielsen Company, Americans are increasing their overall media consumption, and media multi-tasking is part of the equation. During 2nd Quarter 2009, the number of people watching mobile video increased 70% from last year and people who watch video online increased their viewing by 46% compared to a year ago. Average TV consumption remains at an all-time high compared to the same time frame last year. As of 2Q09 the 290 million people in the U.S. with TVs, spend on average 141 hours: 3 minutes each month viewing television. Nielsen data also shows Americans are using DVRs more than ever, watching one hour more of time shifted TV each month than a year ago.
As of June 2009, 57% of consumers with Internet access at home watch TV and go online simultaneously at least once a month. On average these consumers spend 2 hours, 39 minutes each month using the Internet while also watching TV. Their online experience at home is in front of the television almost a third of the time.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
Some major corporations are working to produce cross-platform distribution, which could make a lot of sense for your campaign.
In a story provided by MediaPost, NBC Universal and Gas Station TV (GSTV) have recently announced a partnership by having NBC be the exclusive entertainment provider for the digital out-of-home video platform.
This partnership entails NBC serving as the local sales agent for GSTV. In doing so, advertisers will be able to utilize Nielsen-confirmed metrics, which measures the video content.
The content and advertising will run in four and a half minute cycles. A combination of local and national NBC Universal news, prime time, late night and cable will be the primary material running. MediaPost states that the content packages will include some sports news from ESPN and local weather from AccuWeather.
The GSTV partnership will allow NBC to reach “30 million viewers per month via displays in pumps at 1,000 gas stations. Overall, GSTV’s network covers more than 100 DMAs, including major markets New York, Los Angeles, Chicago and Philadelphia.”
It appears that TV at the gas pump is growing in popularity across the country. In fact, some companies compare the audience reach to a top-5 prime time TV show. As this new avenue of advertising emerges in the marketplace, it could become an aid in getting a campaign message out to a large and attentive audience.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
As new media venues become available, it can be useful to follow the progression from emerging to an established advertising vehicle.
Apple has recently publicized that more than 2 billion applications have been downloaded since the App Store opened. Of the 2 billion, a half billion of those downloads were in just this last quarter.
In the MediaPost article, it states that the App Store hit one billion back in April “and as the overall number of iPhone and iPod touch users continues to grow, the rate at which apps are downloaded is accelerating.” Since opening in July 2008, the store averaged 4.5 million downloads per day. In the last 80 days, the number of downloads has reached 6.3 million per day.
Currently, there are more than 85,000 apps for iPhones and iPod touches.
An interesting note is that of the 50 million iPhones and iPod touches sold, 20 million are touches. Ed Kaczmarek, director of innovation, new services, at Kraft considered the touch a “little sleeping giant” in “its ability to extend the reach and effectiveness of campaigns.”
As the applications and downloads continue to grow in popularity, it is important to make sure the new additions are relevant to a campaign and serve a purpose to be effective.
Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...
