Cable vs. Network TV on 2010 Viewership

As viewers’ options of programming continue to increase, the competition to gain that viewer likewise increases.

While network television has historically been dominate in ratings compared to cable original programming, a small shift has begun to develop. According to an article in USA Today, the Nielsen Company stated that both network television and basic cable gained 1% in 2010, which brings the overall viewing to about 34 hours a week.

Broadcast television had a rough fall season with viewership declining on both FOX, which is down by 15%, and ABC, which is off by 5%. These decreases are equalized by small gains from both CBS and NBC.

Original cable programming like Rizzoli and Isles, The Walking Dead and the Jersey Shore has recently beaten out some of the broadcast TV rivals. While some of the bigger cable networks have lost viewership over 2010, some of the mid-tier channels grew by double digits. Most notably, Investigation Discovery grew 63% this year. Other channels showing growth were TV Land with 15% gain and History with a 34% increase.

As consumer’s options in programming increase, the competition to gain more viewers increases. Thus, more original cable programming is likely to go head-to-head with broadcast television.

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...

What medium is best when targeting affluent individuals?

Not every advertiser wishes to reach a broad audience. Some wish to target the product or service to a specific demographic, geographic, or psychographic group.

How do you target affluent individuals in the United States? Which media is statistically proven to be the primary choice for this demographic? The answers lie with the new annual research study released by Ipsos’ Mendelsohn Affluent Survey.

According to MediaPost, the best media to reach affluent people is television. On average, this group watches approximately 17.6 hours a week which is about the same as 2009. When broken down by age, the younger ones, who are 18-34, watch less TV with an average of 15.4 hours a week. The older half, who are 65+, watch more with an average of 22.2 hours.

Ipsos’ survey also showed that TV was the top medium on an engagement metric. In fact, 24.3 million affluent individuals had interest in TV ads, which is more than any other media platform.

Affluent people are considered by the survey as individuals who have homes with incomes of $100,000+. In fact, it is estimated that 21% of US homes fall within this category.

Not every advertiser wishes to reach a broad audience. Some wish to target the product or service to a specific demographic, geographic, or psychographic group. The key to putting the right message in front of the right audience is staying current with research 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...

How do 12-24 year olds access music?

You never know when a shift in media consumption can occur.

With so many media options to choose from, it can be difficult to know which consumers are using.

Edison Research recently conducted follow up research to its 2000 study which chronicled the media habits of 12-24 year olds. The recent update titled American Youth Study 2010, which was sponsored by Radio-Info.com, shows an adaptation of radio consumption.

According to the results, internet usage did increase over the last 10 years; however, traditional radio is still a dominant player in new music discovery. In fact, respondents relayed the following:

• 80.2% of 12-24 year olds use AM/FM radio to listen to his/her favorite songs



• 71.9% use the radio to learn about new songs and



• 66% listen to figure out what are the current popular songs

The average amount of time listening to combined AM/FM radio, streamed AM/FM, and internet only stations for 12-24 year olds is about 24 hours and 23 minutes per week. Overall, internet radio listening did account for the majority of the time.

You never know when a shift in media consumption can occur. In order to understand where consumers are accessing his/her media, it’s best to stay updated with the latest study 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...

How mobile advertising is trending at the end of 2010

While mobile advertising is growing quickly, it is important to understand that consumers are still trying to figure it out.

For those who follow new entries into the United States’ media landscape, it comes as no surprise that mobile advertising is steadily growing. What some may not know is the extent and how that compares to other countries. The Center for Media Research released information from the Smaato whitepaper on the subject of mobile advertising.

According to the whitepaper, the United States has become the second largest mobile advertising market in the world. Japan is the largest with a billion dollar mobile advertising economy. The US will end 2010 averaging $797.6 million. Researchers estimate that the US will exceed the $1 billion mark in 2011 becoming the second country to reach that level.

On average, mobile advertising only receives about 1% of the overall budget. For 2010, advertisers will collectively spend an estimated $151.2 billion on a variety of media vehicles.

While mobile advertising is growing quickly, it is important to understand that consumers are still trying to figure it out. Advertisers should make sure that their target audience would benefit from mobile advertising before committing to a campaign as 10-15% of the budget is used to develop and set up the creative.

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...

The trends of Hispanic online consumerism

Understanding the trends of a target demographic can help insure that an advertisement is placed in front of the audience with the right medium.

While a broad generalization for media users is helpful, sometimes delving into a certain sector can be more so. The media company comScore recently conducted a study on online Hispanic consumers in the United States.

Reported by MediaPost, comScore’s study shows that 31% of Hispanic online consumers find enjoyment in watching online advertisements. This is compared to 19% of non-Hispanic online consumers. The enjoyment comes from entertaining and engaging ads with an underlying story. In fact, 48% of those surveyed expected online ads to be amusing; slightly behind were non-Hispanics with 39%.

A useful note for marketers is that Hispanic consumers had higher recall rates to non-Hispanics. Also, language doesn’t have to be roadblock in reaching this audience. Of those respondents, 52% prefer English as the main language, 26.1% choose bilingual, and 21.9% favored Spanish. Lastly, comScore reported that online Hispanic consumers often are younger than non-Hispanic consumers.

Understanding the trends of a target demographic can help insure that an advertisement is placed in front of the audience with the right medium. In this example, not only are Hispanic online consumers more likely to be influenced by advertising in making purchase decisions for his/her children, but overall, he/she enjoy watching online advertising.

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...

Why does it matter how college students spend money?

One lesson about the media industry is that advertisers primarily target people between the ages of 18-34. While other age demographics are desired, this is the group that receives a lot of attention. A reason explaining this lies within the Alloy Media + Marketing’s 10th Annual College Explorer Study.

According to MediaPost, the study explains that the number of people enrolling in college has increased by 6% from 2009. In fact, a steady climb over the last few decades has occurred. College students are primarily made up of people ranging from 18-34 years old.

The rise of enrollment is important in that it lends validity to the claim that discretionary spending will increase within the undergraduate population. It’s reported that college students will increase overall spending by 13% which translates from $270 billion in 2009 to $306 billion in 2010. In conjunction, the discretionary spending is thought to rise 10% to $69 billion. These figures alone show marketers how important the demographic is to a successful campaign.

Results explain that the main categories for spending were technology, entertainment, automotive, and personal-care products. However, the cell phone/PDA tier of technology actually stayed stationary. Male students tended to spend money on technology and entertainment while female students gravitated towards clothing, shoes, cell phones, and cosmetics. An interesting note is the fact that men have somewhat passed females in purchasing personal-care products.

Research results such as these reaffirm that college students have a steady grip on discretionary spending, therefore, are a front runner in determining an advertiser’s target demographic 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...

What does the public think of digital outdoor?

Advertisers can harness the positive attributes of outdoor to better relay a branding message.

As the media landscape has, in general, upgraded to digital formats, outdoor is no exception. However, unlike the radio and television switch to digital, outdoor has received harsh review and even legal objection to digital boards being built. A new study done by the Opinion Research Corporation and Strategy One contradicted the criticism in that most respondents found digital outdoor to be helpful.

According to MediaPost, 80% of those surveyed felt that digital outdoor was practical in receiving important information. This includes tips like road condition updates, emergency information and traffic advisories. In regards to advertising, 63% utilized the boards for learning about restaurants, lodging, and local attractions.

Not surprisingly, when focusing on the younger respondents, that tend to be early adopters, those percentages rose. Note that 76% of respondents did not agree with the need to ban the outdoor billboards.

On the cusp of studies revealing that digital outdoor boards do not cause traffic accidents, this study reinforces that it is a relatively welcome and safe medium. Advertisers can harness the positive attributes of outdoor to better relay a branding message.

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...

Can a TV ad be too creative?

While it can be tempting to produce a highly creative campaign, please keep in mind that if the audience doesn’t understand it, it is a very expensive waste.

Television has been around for decades. Likewise, TV commercials have been around vying for Americans’ attention. With that competitive spirit, sometimes the message gets lost in the shuffle of glossy creativity or just the congestion of other ads, and that leaves consumers confused.

According to MediaPost, Adweek and the Harris Poll worked together questioning TV advertising comprehension. Results showed that roughly 75% of Americans found at some point a commercial perplexing. More specifically, 21% of those polled felt that ads regularly lack clearness. In contrast, 55% say that he/she is not typically puzzled, and 14% never is confused with ads.

The poll also found that the percentage of confusion differentiated among age groups. In fact, about 30% of TV viewers that are 55 years old or older found commercials unclear. One can assume that the younger the audience, the higher the comprehension; the age bracket that had the best grasp, with 13% admitting misunderstanding, were people between the ages of 35 to 44.

While it can be tempting to produce a highly creative campaign, keep in mind that if the audience doesn’t understand it, it is a very expensive waste. The message must be clear to be effective. Just remember, clear messaging is not a synonym for boring.

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...

How consumers are saving millions

Digital couponing is an effective tool during times where people are looking for a price break.

The economy took a nosedive in fall 2008. As a reaction to the unstable financial landscape, Americans looked to alternative means to save money. One immediate source was utilizing coupons. As the digital age advances, so does its affect on traditional media. Coupons are now in print, online and mobile forms.

According to the Center for Media Research, the coupon aggregator RetailMeNot explained that consumers, who use coupons, have saved roughly $57.4 million dollars on planned purchases between January and June 2010. The average savings for an online coupon is $29 and $5 for each downloadable one.

In fact, during the first six months of 2010 a total number of 1,663,836 printable coupons were downloaded for future use. In addition, there were approximately 80.25 million users accessing coupon websites, which is a 49% increase from the amount of users between the same timeframe in 2009.

Digital couponing is an effective tool during times where people are looking for a price break. Advertisers can employ this knowledge by putting the product/service in front of the targeted demographic. It can be an excellent opportunity to continue and maintain branding.


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 new study denotes where Americans seek out the news

The question of whether or not to run advertising in newspapers or its online counterpart is a loaded one.

As the Internet continues to establish a place within traditional media, it raises the question does the Internet take readership from traditional news print platforms? According to MediaPost, Pew Research Center for the People and the Press recently surveyed Americans to record where people are getting his/her news information.

The survey showed that the percentage of people getting it from the newspaper has declined 32% in approximately four years.

It was reported that 44% of those surveyed admitted to getting news from the Internet platforms like email, social networks, podcasts, or mobile devices each day. In comparison, only 39% of the respondents got it from cable TV news programming.

While the number of people going online for news has steadily increased over the years, from 9% in 2006 to 17% in 2010, searching it out is not on the rise. Combining the traditional print and the digital complement, the percentage of Americans seeking out news has gradually fallen over the past few years from 43% in 2006 to 37% in 2010.

The question of whether or not to run advertising in newspapers or its online counterpart is a loaded one. The target demographic is vital. Typically, newsprint skews to an older audience, etc. Overall, having a presence in news related material is still strongly recommended.

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...

Out-of-home advertising finds new outlets for refreshed concepts

As digital out-of-home advertising expands to other platforms, it is important to keep updated with the advances and exposure it can procure.

With the 3-D craze being incorporated in multiple media platforms like theatre, television, and sometimes print, it is now entering the out-of-home platform. Public Media Works, EntertainmentXpress and Modular Conversions are three companies working together to bring 3D displays up to 7,000 convenience stores nationally.

MediaPost reports that these 3D displays, which do not require the use of 3D glasses, will enter the first phase on the West Coast. Approximately 1,500 retail and gas station locations will not only allow the kiosks but will also provide some of the necessary financing.

The gas station platform has been specifically targeted as a prime location for the new kiosk because it has grown in popularity with other digital out-of-home media. For example, Pumptop TV, Gas Station TV, and Outcast have all become fixtures on the convenience store network. It has been estimated that total ad spending on digital out-of-home networks will increase from $2.47 billion in 2009 to $3.8 billion in 2014.

As digital out-of-home advertising expands to other platforms, it is important to keep updated with the advances and exposure it can procure. Be aware of the product or service you are looking to advertise and make sure that using this platform makes sense. If using it just because it is ‘new’ is the reason, it may not be beneficial to the overall campaign.

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...

FlashBack Blog: TV and Movie streaming grows in popularity in America

At Ruth Burke and Associates, not only do we look ahead, but we also like to look behind and see how our current media landscape compares. Please join us with a flashback to this August 20, 2009 blog and see how media has progressed in a year.

It’s helpful for your advertising campaign to know what the new and popular medium is and which demographic is thoroughly immersed in it.

Reported by MediaPost, the amount of Americans watching TV and movies on the internet have steadily increased.

According to the article, in the last six months, the percentage of Americans streaming both has more than doubled. MediaCT’s biannual MOTION Study was the basis of the article. It was found that “in the past 30 days, 26% of online Americans streamed a full-length TV episode and 14% streamed a full-length movie, more than twice the levels recorded in September (11% and 6%, respectively).” Not surprising is that the 18 to 24 demographic are the most expected to utilize streaming. Despite the growing popularity of streaming, it is still found that the average American with access to the Internet consumes less than two hours of online content per week. That same group watches an average of 15 hours of traditional television per week.

It is advisable to be aware of new technology, and the advertising possibilities it makes available. However, be cautious to put the majority of advertising funds into that medium. In looking at the big picture, that new medium may only account for a small percentage of viable media.

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...

Two media vehicles are better than one according to a new study

When budgeting a campaign, it is vital to understand how different media platforms work together to generate awareness and encourage a purchase for a consumer.

A new study conducted by the Nielsen Company concludes that a cross platform media buy with TV and online is more effective than a single platform. The Center for Media Research reports the findings of the study, which was based off a direct to consumer drug advertising campaign.

Apparently, when consumers were exposed to both TV and online advertisements, they were 100% more likely to contact their doctor about the drug than those who only saw the TV ad. In fact, those who saw the ad online and TV in the last seven days were 157% more likely to seek out information from their doctor than those who only saw the online ad.

The study concludes that the combination of broadcast and Internet media is more successful at guiding consumers from awareness to action than a single medium push. This is due to the fact that TV can influence the initial stages of the decision cycle with consumers because it can create interest, bring awareness, and stimulate desire for the product or service. Online follows up TV’s awareness by helping potential consumers in the buying process by providing detailed information that is not commonly found in other media like TV, radio, outdoor, etc.

When budgeting a campaign, it is vital to understand how different media platforms work together to generate awareness and encourage a purchase for a consumer.

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...

Leading research companies independently found radio audiences stay relatively consistent

With both of the leading research companies in agreement, it was concluded that the radio medium attracts a fairly large, consistent audience.

As traditional media makes room for new forms entering the marketplace, some may assume that audiences are decreasing for those traditional forms. However, recent research studies infer that radio audiences have not left the medium.

According to MediaPost, both The Nielsen Company and Arbitron have done independent studies following radio audiences and the movement patterns attributed to these people. Based off Nielsen’s findings, the listening population remained stable between 2009 and 2010.

For 2010, Nielsen found that radio would reach 91.4% of Americans who are 12+ years old. This is a slight increase from last year with 90.2%. Arbitron’s study shows that 93.1% of Americans aged 12+ are being reached by radio each week.

With both of the leading research companies in agreement, it was concluded that the radio medium attracts a fairly large, consistent audience. This information can be helpful when planning a budget for the upcoming fiscal 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...

Consumers multitask with media and other activities on a regular basis

Understanding where and how a target audience consumes media can greatly affect your campaign.

In last week’s blog, it was explained that the Nielsen Company recently funded studies regarding consumer activities and media consumption. The Council for Research Excellence released the findings at last month’s Nielsen’s Company Consumer 360 conference.

A result of the survey disclosed that media consumption is typically used while engaging in a non-electronic activity. This multitasking most commonly is eating meals with 86% of respondents admitting to doing this. The next common activity was preparing meals at 62%. For women specifically, the percentage increased to 66%. Of the women surveyed, 57% combined household chores with media usage, and 54% mixed media with exercise, sports, and/or hobbies.
MediaPost also reports that 69% of TV viewing was done not in the presence of another person in the room. The study did show that 31% of viewing occurred in a “social setting.” Prime time and weekend afternoons were the most common dayparts for shared viewing.

Understanding where and how a target audience consumes media can greatly affect your campaign. The consumer’s environment plays a factor into the retention and attention of your ad.

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 new study breaks out which media is consumed more right before consumers shop

If the intended result of your media message is a call to action or direct response, then it can be helpful to know what media shoppers are utilizing before such a trip.

The Nielsen Company recently funded studies regarding consumer activities and media consumption. The Council for Research Excellence released the findings at last month’s Nielsen’s Company Consumer 360 conference.

MediaPost reports that almost 62% of shoppers listened to radio an average of 14 minutes prior to shopping. In regards to television, 48% of responders watched it and 36% of that same group observed a TV commercial about 42 minutes before shopping.

The study also reviewed media consumption with mobile media preceding aforementioned excursions. Only 17% of consumers were utilizing their mobile phones during a trip. DVD viewing, mobile messaging, game playing, web usage, and the use of any other software are considered non-traditional phone activities. These only engaged 3% of a consumer’s time during a shopping experience.

If the intended result of your media message is a call to action or direct response, then it can be helpful to know what media shoppers are utilizing before such a trip.

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...

2009 means record ad revenue for LGBT publications

When reviewing the economic landscape, it is important to look at not only the general overview but the smaller niche media, too.

As a general statement, the media industry saw a steep decline of advertising revenue since the economy took a downturn in 2008. Some media platforms, on the other hand, have been able to recuperate at a quicker pace than others.

According to MediaPost, the 2009 Gay Press Report was just released by Rivendell Media, and it concludes that publications for lesbians, gays, bisexual and transgendered (LGBT) people had a relatively successful ad spending year. In fact, ad revenues for LGBT publications went from $308 million in 2008 to $350 million in 2009. That is a 13.6% increase. To compare, other consumer magazine ad spending decreased by 17.5% in 2009 from the previous year.

It is important to note that while the ad revenue increased for LGBT print, the actual number of ad pages sold decreased by 6.8% in a year. This can be explained that rates may have increased, or bigger and more expensive ads were purchased.

The report also mentions that while the number of gay publications increased from 130 in 2008 to 136 in 2009, there were some casualties to the recession. A few big titles closed like Genre, and a few consolidated like The Advocate and Out. These events resulted in a blanket drop in circulation for LGBT media of about 27.6% from 3.3 million in 2008 to about 2.4 million in 2009.

When reviewing the economic landscape, it is important to look at not only the general overview but the smaller niche media, too. Sometimes, those smaller groups like LGBT are on an upturn and can bring your message to an engaged target 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...

Time spent consuming media is on the rise for people 35 to 64

As more media consumption vehicles become available to consumers, some users are making room by using multiple media platforms simultaneously.

According to MediaPost, Knowledge Networks’ MultiMedia Mentor service recently released the findings on how consumers use eight key media. Results found that people between the ages of 35 and 64 had the most prominent impact from social and mobile media.

This age bracket spends nearly three more hours a day engaged in media than the general population. For example, the general population daily spends approximately 11 hours and 17 minutes consuming content from all kinds of media like computer, music/audio, television, print, movies, video games, and out of home.

For heavy social media users, they can spend daily about 13 hours and 37 minutes on various vehicles, and likewise, heavy mobile media users spend about 14 hours and 12 minutes a day. A reason for the disparity is that social and mobile media are being consumed along with television and the Internet at the same time, which creates longer time spans for total media usage.

Knowledge Networks did note differences between the general population and younger adults aged 18 to 34, but they were not as substantially different as with the older adults.

As more media consumption vehicles become available to consumers, some users are making room by using multiple media platforms simultaneously. This can give advertisers a great opportunity to reach target audiences through a united message on the various platforms.

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...

Broadcast TV shows an uptick in first quarter revenues

As the economy gradually shows signs of an uptick, it can be helpful for an advertiser to place media sooner rather than later in order to lock in lower rates.

Since the economic recession hit advertising during the fourth quarter of 2008, total revenues have struggled to match the previous year if not decline further. Slowly, advertisers are investing more money into budgets which helps media vendors like local TV pull out of such declines.

According to MediaPost, television advertising had a healthy first quarter this year. The data that was collected by Kantar Media was first reported by the Television Bureau of Advertising.

While network revenues were up by 11%, local TV advertising scored the biggest gains with a 20% increase from first quarter 2009. This totals all broadcast TV revenues to about $18.9 billion. Syndicated television advertising marred the double digit gains of other broadcast TV media by declining 13% from 2009.

Important to note is that some of the big advertisers of first quarter 2010 include car dealer associations like Ford Motor and Toyota.

As the economy gradually shows signs of an uptick, it can be helpful for an advertiser to place media sooner rather than later in order to lock in lower rates.

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...

CBS Outdoor opts for a more accurate way of measuring performance

Measurability has come to the forefront of advertising decision making; therefore, clients should be aware if any changes in rating or ranking systems occur in media.

The current media climate is moving towards advertising with greater forms of measurability like impressions on the internet. Outdoor advertising is making efforts to follow the trend. A new form of measurement is being adopted by billboard companies like CBS Outdoor.

As the pioneer of adopting the new system, CBS has integrated the third-party metrics into the proof-of-performance (POP) that it provides clients. This is done in efforts to simplify the delivery of the data. Because CBS Outdoor is one of the largest outdoor companies nationally, the new POP’s, which are produced by Ayuda Media Systems, cover about 550,000 outdoor displays throughout the United States.

The Traffic Audit Bureau (TAB) formulated the new rating system “Eyes On,” which is meant to more accurately measure the probability that a board has been seen in a particular location. “Eyes On” is intended to replace the daily traffic circulation reports.

Measurability has come to the forefront of advertising decision making; therefore, clients should be aware if any changes in rating or ranking systems occur in media.

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...

3-D images make it into the newspapers

While a move like this can be considered a gimmick, it can be a fun way for an advertiser to get the message across to the target audience.

Movies and television alike are reverting to old methods to refresh the outgoing products. This old method? 3-Dimenisonal illusion of depth perception. Print is no different in finding different ways to present itself to the jaded public.

According to Reuters, the Philadelphia Inquirer recently launched a 3-D special section in its June 13th Sunday issue. The paper provided readers with the 3-D glasses. Elements that were treated with the visual application were the “local interest” photos and the front page folded ad.

People who did not have the special glasses were still able to read the Sunday paper without a problem.

The following day, the website received the same 3-D effect as the print counterpart did.

While a move like this can be considered a gimmick, it can be a fun way for an advertiser to get the message across to the target audience. Because of this move, some new readers may buy the publication just to see the novelty of the 3-D ads and photos.

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...

Food company giant experiments with a new kind of cinema advertising

Ad creative traditionally is formed to target a specific medium audience like print, radio and TV; therefore, it makes sense to use that logic with cinema advertising.

Cinema advertising has evolved from running static slides to full audio commercials. Now, the food giant Kraft has made the next step forward with cinema original creative.

According to Advertising Age, back in May, Kraft launched a sequence of two- and three-minute branded content specifically for the National CineMedia theatres. The vignettes revolved around some brands like Oscar Meyer Lunchables, Cadbury’s Stride Gum and RITZ Crackers.

A National CineMedia spokesman considered this move by Kraft an example to other advertisers to not just repurpose existing TV commercials, which have become the norm, but to create ads that are more targeted and specific to the theatre-going audience.

The mini-movies are not planned to air on TV anytime soon, but they have been uploaded online. In the first two weeks, the Oscar Meyer’s “Alien Field Trip” short received over 47,000 views.

Ad creative traditionally is formed to target that specific medium audience like print, radio and TV; therefore, it makes sense to use that logic with cinema advertising.

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...

1st Quarter 2010 marks an increase in revenue for some radio companies

As media companies continue efforts to move past the economic recession, it can be advantageous to be aware of that fact.

As the country is making small steps out of the recession, media is equally progressing its way out of the economic downturn.

According to MediaPost, top radio companies like Clear Channel Media Holdings and Saga Communications have reported ad revenue growth during the first quarter of 2010. Compared to the first quarter of 2009, Clear Channel boasts a 5% increase on total profits from $1.21 billion to $1.26 billion. Similarly, Saga disclosed a 7% increase in total revenues from the preceding year.

The reason behind the swell in returns is due in part to an increase of ad income in the radio portions of the companies. Another factor is that both companies committed to aggressively cutting costs since 2008. Some of the cuts included several rounds of staff terminations.

As media companies continue efforts to move past the economic recession, it can be advantageous to be aware of that fact. In doing so, advertisers may be able to benefit from special rate deals that can help promote their campaign.

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...

Partner Spotlight: Sarah Malone

Question: I’m looking to include online as part of my advertising budget. What sizes and creative formats will have the most impact?

Answer: Research has shown that particular sizes, formats and positioning of online advertising have a direct effect on online ad awareness. Based on findings released by the Center for Media Research/Dynamic Logic, half-page banners and rectangles were the most effective ad sizes for online advertising. Awareness for these sizes was also increased due to the traditional placement of these advertising sizes within the body of an online page. Ad sizes on the perimeter of the page, such as skyscrapers and leaderboards, were less effective in driving awareness.

The research also concluded that ad campaigns with better quality creative, including Rich Media and video formats, resulted in the strongest brand impact. Simple flash format was the worst performer for brand impact, but is often the most used format by advertisers. Rich Media and video can carry a higher price than flash advertising, but ad awareness and impact should be considered along with budget.

When looking at online advertising, it is important to consider ad sizes, placements and creative quality as well as budget to best insure ad and brand awareness.

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...

Ad pages in monthly magazines receive a boost in May

When advertising in a print medium, be selective in the category of the publication to better cater to your target audience

The Media Industry Newsletter (MIN) is a continual watchdog for media and how it progresses in spite of a down economy.

According to MediaPost, the company describes an upswing for magazine advertising revenue. In fact, reports suggest that monthly magazines are showing a 3.2% increase in total ad pages for the month of May. This increase is in comparison to May 2009.

While 91 monthly magazines tracked by MIN saw an increase, 27 titles of the 154 total decreased in ad pages. Specific categories like beauty and fashion noted gains while others like automotive and shelter observed declines.

Despite the first quarter of 2010 marking the ninth consecutive quarter of losses for the magazine industry, the May boost to ad revenue is a small step towards industry recovery. When advertising in a print medium, be selective in the category of the publication to better cater to your target 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...

The FTC looks to instruct kids with a new gaming website

Becoming an informed consumer can happen at any age.

The Federal Trade Commission (FTC), with the help of the PR agency Fleishman-Hillard, has recently announced that it has produced a new website for kids. The gaming website Admongo.gov is part of a campaign to help children become ad literate.

According to MediaPost, the site is catered to those between the ages of 8 and 12 years old. The intention behind the Admongo curriculum is to aid parents and teachers in instructing kids how to identify advertisements and become an informed consumer.

To make it fun and relatable to the youth, he/she is able to create an avatar and play in four levels which are The Atrium, Assemblimater, Planadtarium and Adgitator. One level teaches the player how to recognize an advertisement and then rewards that player with coins to increase his/her score. Other levels include establishing a target demographic and analyzing product pitches.

While Admongo.gov may appear to be just another new gaming site as far as the adolescents are concerned, the intention is to help utilize critical thinking applications in this congested media world.

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...

First-run cable series have a higher emotional connection with viewers than most network programming

A high emotional connection to a TV show can lead to a steady audience for your campaign.

The emotional connection that viewers have with television programs is thought to be in correlation with a higher viewer engagement level. The Q Scores Company, which is part of Marketing Evaluations, created a measuring tool called Emotional Bonding Q index. This assigns a number to the emotional connection.

When this numbering system was applied, it was found that first- run cable series actually score higher than network programs. Any program that had an index of 100 was thought to be average.

The survey explains that out of the top five programs for men 18-49, four of them are cable. The USA Network drama “Burn Notice” was first with a 300 Q score followed by “White Collar” with 271, “Sanctuary” with 222, and “Psych” with 203. CBS’ “The Big Bang Theory” was the only network show to break into the top five with a Q score of 194.

Similarly, women 18-49 have a higher emotional connection to cable. Again, four out of five of the top scoring shows are from cable. The top five are Oxygen’s “The Bad Girls Club” with 321, “Burn Notice” with 280, ABC’s “Grey’s Anatomy” with 232, “Snapped” with 230, and “Sherri” with 222.

In light of the new study, cable advertising should be considered when trying to vie for a viewers’ attention. A high emotional connection to a TV show can lead to a steady audience for your campaign. However, it is important to keep in mind that while this study shows select cable shows have a higher emotional engagement with viewers, it does not mean that the viewership is higher.

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...

Mobile access to social networking websites grow exponentially from last year

Constantly being aware of how consumers behave can help advertisers in properly finding the target audience for a product or service.

As social networking websites like Twitter and Facebook become more common, the rate at which both are being accessed through mobile browsers is growing exponentially. According to the Center for Media Research, comScore looked to document that growth.

Taking into account all cell phone users, Facebook received a 112% jump from January 2009 in the number of users utilizing a mobile device to enter the website. Twitter saw the biggest change with a 347% increase from last January. Coincidentally, MySpace saw a decrease of 7% from last year.

ComScore states in the findings that in January 2010, 30.8% of smartphone users got on to a social networking site with his/her phone. This is a large increase compared to the 22.5% reported a year ago. Smartphones have been said to be the main driving force for growth.

These findings do not include the mobile users who only use mobile applications to connect to these sites. That is an estimated 6 million people.

Constantly being aware of how consumers behave can help advertisers in properly finding the target audience for a product or service. In this case, mobile advertising may be vital in targeting a key demographic if that is how that group primarily utilizes media.

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...

New study shows that DVRs are more popular in the 25-54 age bracket

Understanding how your target audience consumes media can help tailor your campaign to be more effective in reaching those core people.

As digital video recorders (DVRs) become more easily accessible to consumers, experts want to know who primarily is utilizing the device.
According to MediaPost, The Nielsen Company completed a Three Screen Report to survey Americans’ media usage. The study found that on average, the nation watches only about two hours of time-shifted TV per week. In contrast, traditional TV manages about 35 hours per week.

As a whole, 35% of all US households own a DVR. The device is most commonly used by people in the 25-54 age group. They typically watch three hours a week. People who are 65 years old and older spend the least amount of time watching time-shifted TV. This group will watch a little over an hour per week.

Understanding how your target audience consumes media can help tailor your campaign to be more effective in reaching those core people.

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...

Americans make room for TV and the Internet by overlapping usage

As a whole, advertising messages are on multiple screens that are all vying for Americans’ attention.

As more Americans are embracing the various ways to access media, research companies are tracking the rate at which this is actually happening.

According to MediaPost, The Nielsen Company completed a Three Screen Report which documented people’s media consumption. Results showed that Americans increased their multitasking habits during the last quarter of 2009. In fact, there was a 35% rise, from the previous year, in viewers who accessed the Internet while watching TV.

An interesting finding is that the increase occurred within the last half of 2009. To show comparison, in December 2008, persons who engaged in TV and used the Internet simultaneously at least once per month at home spent approximately two hours and 36 minutes doing so. In June 2009, that amount only increased to two hours and 39 minutes. After the spike took place, the time spent went up to three hours and 30 minutes in December 2009.

As a whole, advertising messages are on multiple screens that are all vying for Americans’ attention. As Americans’ learn to multitask in the congested media environment, it is vital for your campaign to stand out amongst the group. Being on TV and online at the same time can help keep your message present in front of your audience. Or, being creative by driving traffic to your website through TV advertisements can help keep your viewer engaged.

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...

LA based companies have repurposed vinyl billboards for fashion

Being able to reuse and repurpose your existing creative ad can be effective in countless ways.

As more outdoor billboards are trending towards digital, some vinyl companies are vying for alternative methods of reusing the old creative to elongate exposure. In doing so, a green movement has emerged.

According to MediaPost, the Los Angeles based companies Midnight Oil and LA Graphico, which are marketing agencies that specialize in online and super graphic advertising, have created a partnership with Billboard2Swag. This partnership has resulted in Billboard2Swag taking the old vinyl building wraps and creating unique reusable shopping bags. The bags’ creative primarily are movie industry focused.

A high selling point to the fashion conscious is that each bag image is distinctive and one of a kind. The environmentally-minded consumer can also appreciate the bags because over 95% of each super graphic vinyl is used. Therefore, very little of the vinyl gets thrown into a landfill. The companies hope this fact will entice green companies to utilize out of home advertising.

Being able to reuse and repurpose a creative ad can be effective in countless ways. It can put your product/service in a positive light (being green), or it can even put your message in the hands of a new audience (reusable bags).

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...

Partner Spotlight: Sarah Malone

Question: My advertising budgets are down – should I look at shorter commercials to stretch my advertising dollar?

Answer: Many businesses have been faced with decreased advertising budgets in the last year, and running 30 vs. 60 second radio spots or 15 vs. 30 second television spots has been considered as to way to stretch advertising budget. While shorter spot lengths can be a viable option for many businesses there are several points to consider.

While half the length of traditional spots, shorter spots are not half the cost. Most stations charge between 65% and 75% of the cost of a traditional spot. Shorter spots may also have station restrictions on where the spots can run, which can impact the effectiveness of an advertising campaign. Another important consideration is message recall. Most research shows that message recall is about 25% to 35% lower for short format commercials. You also need to consider your message. Campaigns that are simple or already familiar to your consumers may lend themselves to short spots, but many messages can be difficult to convey in shorter formats.
Considering shorter length commercials can stretch advertising dollars, however, it is important to consider all factors. Often, a mix of commercial lengths strategically placed can be the best use of your advertising budget.

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...

Mobile phone users go online to socialize and conduct business, not to research

Some campaigns require an attentive audience that is willing to take the time to learn and study it; therefore, not all media fits within that specification.

At the conclusion of 2009’s fourth quarter, 234 million United States citizens, who are 13 years old or older, have used a mobile device. Due to the increasing mass appeal of mobile devices, new research has emerged studying the habits of such users. The Public Relations Agency Ruder Finn recently released the findings of a new survey which investigated mobile phone users’ intentions when using the mobile Internet.

According to the Center for Research Media, survey results show that the typical mobile phone user is not interested in using his/her device for educational or creative expression purposes. Mobile phone users do not want to commit the time it takes to learn or research.

In fact, 91% of mobile users access the Internet for social reasons like instant messaging, forwarding e-mails, content and photos, post comments on social networking sites, and connect to people on such sites. The survey showed that only 79% of traditional phone users go online for the same reasons. Results indicate that mobile phone users are more likely to go online to conduct business over traditional users. One reason is that he/she can conduct business in real time.

Some campaigns require an attentive audience that is willing to take the time to learn and study it; therefore, not all media fits within that specification. Mobile phone devices can be a great asset in approaching an immediate response target audience but not when a drawn out decision is needed.

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...

Local newspaper websites garner more trust than other local websites

If aligning your campaign with a trustworthy news outlet is a main strategy, it can be helpful to know where the public places his or her trust.

According to an article by MediaPost, the Newspaper Association of America recently commissioned the company comScore to conduct a survey to determine the most trusted online websites for local news.

Results of the 3,050 person poll show that newspaper websites are the most-visited and most-trusted destination for local online news.

In fact, 57% of those surveyed go there first over other local online sites available like TV news sites. Among the respondents that were college-educated, the percentage rose to 60%. Likewise, 63% of those surveyed from well-to-do households preferred local newspaper sites.

If aligning your campaign with a trustworthy news outlet is a main strategy, it can be helpful to know where the public places his or her trust. Online advertising revenues only account for 10% of a newspapers’ total advertising income; therefore, a mix of a healthy online and print schedule can maximize your exposure to all newspaper audiences.

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...

2009 marked double-digit decline in US ad spending

When an economy attempts to ascend from a recent and ongoing recession, ad spending can be one of the first budgets cut substantially.

MediaPost reported the Nielsen Co. study on the United States advertising spending for 2009 has been released. On average, 2009 ad spending was down 9% compared to 2008.

Research shows that only three of the 19 media platforms had any substantial gain from 2008. These categories are Cable TV with 14.8% growth, free-standing insert coupons with 11.5% growth, and the biggest growth came from Spanish-language Cable TV with 32.2%. Coming in fourth was internet advertising which stayed relatively the same with only a 0.1% gain.

The rest of the 19 categories declined in spending; in fact, some had double-digit percentage drops. Some of the biggest plummets included local magazines with 23.9%, Business to Business with 32.7%, and the largest drop came from local Sunday supplements with 44.9%. Even spot TV in the top 100 markets saw a 16.1% plunge in ad spending in 2009.

When an economy attempts to ascend from a recent and ongoing recession, ad spending can be one of the first budgets cut substantially. It is business savvy to keep updated with how the market is trending. If budgets are trending towards Cable TV, Spanish-language Cable TV, and free-standing insert coupons, it could be to the campaign’s benefit to see if the target audience is in front of any of this prospering media.

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...

Partner Spotlight: Sarah Malone

How does the heavy media user impact my advertising media planning?

When looking at mass media, it's important to note the heavy users of a particular media account for a larger percentage of gross ad impressions delivered. According to Scarborough research, heavy users are defined as the following: Heavy television viewers watched 34+ hours per week, heavy radio listeners listened to 15+ hours of radio per week, heavy internet usage is 10+ hours per week and heavy outdoor consumption is 250+ miles per week on the road. Heavy users of a medium are those in the top 20% of total users and account for the majority of impressions delivered by an advertising schedule. For example, Arbitron research shows that the top 20% of outdoor consumers account for 59% of impressions.

To have a clearer understanding of where media dollars are having an effect, we must examine the heavy users of each medium. Distinct demographic profiles are evident when examining heavy users by medium. Based on Scarborough research, outdoor advertising delivers a high concentration of men, middle-aged people and upper income households. Television delivers a higher concentration of women, middle income and older people. Radio heavy listeners are gender-balanced, middle-aged and middle to upper income. Heavy users of the internet are male, young and upper income.

Looking merely at the total reach of a medium is not the most effective way to weight a media buy for maximum return and efficiency. Understanding who heavy users are can help provide a picture of the people reached most and can be useful for budget allocation.

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...

VeriFone becomes the dominant outdoor advertising source for New York City cabs

Media vehicles can attempt to corner the market; it is necessary to be aware of it if that happens.

In January, VeriFone Holdings announced its acquisition of Clear Channel Outdoor’s Taxi Media division. This move includes both the outside vehicle signage and digital advertising within the cabs in New York City.

VeriFone will now have a fleet of 11,500 cabs after adding in the 5,000 from Clear Channel. This places 90% of all New York City cabs under VeriFone advertising. The deal also allows the 20 Taxi Media sales reps to continue working but under the VeriFone name.

An interesting development will be seeing which TV station programming will be shown on the digital screens within the cab. VeriFone had been partnered with New York’s WABC and featured Eyewitness, News, AccuWeather, Reuters Business News, Zagat Survey content, People.com and PMbuzz.com. Clear Channel had been playing news, weather, entertainment programming, advertising, and public service announcements from NBC.

Media vehicles can attempt to corner the market; it is necessary to be aware of it if that happens. The acquirement can affect a current campaign if the advertiser was utilizing the purchased vehicle.

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 new study shows interesting results in radio format share from diary to PPM

As more markets leave the diary form of measurement in favor of the PPM, radio station share irregularity can emerge.

The transition from Arbitron’s long used measurement of diary to the new Portable People Meter (PPM) in top rated markets has initiated many studies to document the switch. A recent study conducted by Research Director Inc. and Inside Radio has focused on the affects of PPM share measurement on radio formats.

The Center for Media Research reports that while Urban Adult Contemporary formats have the highest share of listening per PPM market, the stations have actually declined in ratings. A reason for the large share is that the top16 markets that comprised the study had a high concentration of African Americans. If the study had incorporated all top 50 markets, the share results may have been different due to different makeup of ethnicity.

Other high ranking share formats included Adult Contemporary, News/Talk, Country, Contemporary Hit Radio, and Regional Mexican. The high concentration of Hispanics in the studied markets can account for the high share the Regional Mexican format received.

As more markets leave the diary form of measurement in favor of the PPM, radio station share irregularity can emerge. It is important to remember that each market is unique and will require time to adjust.

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...

Chicago Tribune trims cost by trimming the paper

Being aware of size, editorial, and style changes within a print publication can help an advertiser in being affective with the campaign.

MediaPost reports that the Chicago Tribune has recently cut 1” from the width of its newspaper. While the new page size is becoming an industry standard in the United States, the change is said to be an effort to trim the costs of the Tribune Co., which has been in Chapter 11 bankruptcy since December 2008.

Due to the size alteration, which started on February 8th, other aspects of the newspaper have adapted. For example, several comic strips have been removed and headlines and photos have shrunk. However, it has been noted that the size of the font in the articles will not be affected.

Being aware of size, editorial, and style changes within a print publication can help an advertiser in being affective with the campaign. If the sole reason to advertise in a certain paper is due to a syndicated article or comic strip, it would be good to know if either is dropped. Also, it can be a sign to reevaluate the size of an ad. If the newspaper is getting smaller, perhaps the large 30” ad is no longer necessary and a 24” ad would have the same impact at a lower cost.

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...

More viewers expected to watch the Super Bowl for the commercials

Super Bowl TV commercials can cost an advertiser millions, but is anyone paying attention to them?

As the Super Bowl approaches, talk of the commercials comes to the foreground for the industry. According to MediaPost, a new poll by Hanon McKendry, which was conducted by Harris Interactive, shows that more US adults are preparing to watch the commercials than last year.

Results from the January survey conclude that 22% of viewers who are expected to watch the game are only doing so in order to watch the commercials. Also noted is that 35% of those who watch the commercials are more likely to visit the advertiser’s website, which is a 5% increase from the 2009 poll. Social-networking is sited as a conversation platform for the aired ads. In fact, 48% of the people who will see the TV ads may use such sites to discuss them.

Commercials for the Super Bowl are a multi-million dollar commitment that most advertisers can not justify. However, as these commercials become the topic of conversations and pop culture references, it may be a gamble that some advertisers should take.

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...

Apple is looking to change the media landscape again, this time with print

Will Apple’s new iPad help revitalize a dying medium? Along with the success of the iPod and the iPhone, Apple’s new product is looking to change the way multimedia is distributed online.

The new highly anticipated iPad was introduced Wednesday to the Yerba Buena Center for the Arts in San Francisco. This new product is supposed to combine the mobility of the iPhone but with the computing power of a standard desktop or laptop.

The new technology will finally give media producers a chance to generate revenue for their online content that until now has been mostly free. Newspapers, magazines and other print mediums are working to transform their content to a tablet format in hopes to revitalize the print industry by collecting revenue for the content they currently distribute for free.

Hopes are high for Apple’s iPad in the media industry, however there are several naysayers that are concerned that it isn’t all that it’s cracked up to be. The main problem with the product is that it will take awhile for it to make an impact large enough to see results. The product is coming out at a time where there isn’t much of a demand for a new-gadget as there is for the new lower-priced net books. Also, many media analysts are concerned that Apple will now be able to impose their price restrictions and other terms to online content the same way that iTunes and the iPod did to the music industry, destroying the novelty of an album.

Either way, Apple is set to change the way we view media. Although the outcome of the new Apple iPad is unknown and may not exceed the popularity of the iPod or the iPhone, one thing is for certain: Apple will be spending a lot of money advertising its new product, spreading the wealth over several mediums. That is one thing that every medium is looking forward to.

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...

Take advantage of the blockbuster sensations through theatre advertising

Have you caught the Twilight fever or been enthralled by the latest James Cameron masterpiece? It seems that everyone is talking about the biggest blockbusters hitting the theatres week after week.

Avatar, the new James Cameron sci-fi spectacular has raked in over $554 million dollars at the U.S. box office alone and the latest Twilight Saga: New Moon flick drew in over 18.9 million viewers on the opening weekend. The Twilight opening weekend numbers smashed the highest ranked television premiers including Sunday Night Football, Dancing with the Stars and CSI by well over half a million people.

You don’t have to spend millions of dollars in order to capitalize on these huge blockbusters. Theatre advertising is a very cost-effective way to reach a broad and captivated audience. According to TwelvePlus MRI research, 56% of moviegoers 12+ are between the ages of 25-54 years old. The average cost of theatre advertising ranges from $50-$2,500 per week depending on the market you are in.

Theatre slides provide a way for advertisers to get their message up on a large screen in a full color, often digital format. When you combine a captive audience with an engaging message on the big screen, it’s no surprise that screen slides have a high recall rate. According to the Nielsen New Media Research, there is a 66% recall rate for on screen entertainment slides. Add the high recall rate and a record breaking blockbuster together and you can create the perfect advertising formula for your company.

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...

Kraft to promote with a bang

Risk taking in advertising can make a campaign stand out from the rest.

MediaPost reports that Kraft plans on sponsoring the demolition of a well-known sports arena this spring. The Texas Stadium in Irving, Texas was the residence of the Dallas Cowboys football team for the past 37 years. The team has since moved to a new venue.

Kraft is utilizing the implosion of the old arena to promote the new version of its Mac & Cheese brand. While other companies have attributed their names to stadiums before, this appears to be the first sponsorship of its kind. To earn the naming rights of the destruction, Kraft will donate $75,000 to local charities and $75,000 worth of a variety of products to local nonprofits.

The “Cheddar Explosion,” which the company has branded the project, will have an essay contest to choose a youth to press the button to begin demolition. It is scheduled to be imploded on April 11, 2010 and will be broadcasted online.

Risk taking in advertising can make a campaign stand out from the rest. Alternative sponsorships can be an innovative way to bring awareness, help a community, and still get a brand message to the public.

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...

Newsday.com joins other news sites by adding a pay wall

As media adapts to the ever changing advertising climate, it can take some time for consumers to embrace it.

Online newspapers have attempted to implement pay walls in the past. According to MediaPost, Newsday has joined the ranks and began to charge visitors $5 a week for unlimited access to the site. Everything from sports, local news, columns, blogs and entertainment news, to videos are now only accessible for a fee. Weather forecasts are among the only information that is still free.

Since the pay wall took place on October 28th, the unique visitors and traffic have decreased compared to the preceding months. In fact, Nielsen data shows that 2.1 million unique visitors came to the website in October. Only 1.7 million were accounted for in November.

Many newspapers, like The New York Times, have attempted pay walls only to rescind the block for various reasons. However, the Wall Street Journal has had success for more than a decade in charging readers for content.

As media adapts to the ever changing advertising climate, it can take some time for consumers to embrace it. Therefore, it is wise to know the target audience and discern if a change will be readily accepted. Allowing customers the time to adapt can be crucial for a successful outcome.

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...

More people are seeking out HDTV programming

As media options become more fragmented, it can be helpful to know where audiences are residing.

Knowledge Network conducted a survey this year to document high-definition (HD) TV viewing in the United States. Compared to two years ago, HD TV viewers who watch that format on a daily basis has shown exponential growth.

According to MediaPost, the survey polled people who were between the ages of 13 and 54 and who were HD-enabled. From this group, 43% watch HD programming each day which is a large increase from 26% two years ago.

The study showed that men chose HD programming when accessible over standard definition more than women. Also, men were shown to notice TV commercials more often in the HD format than women.

As media options become more fragmented, it can be helpful to know where audiences are residing. It is also important to allow advertisements to adapt to new media so that it does not stand out in an off-putting manner. For example, a standard TV commercial will stick out negatively if it runs within an HD show.

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...