Deceleration of TV Ad Sales

As television ad sales slow, terms such as “cord-cutters” and “cord-nevers” are being used more and more frequently. According to eMarketer, viewers are moving to alternative platforms quicker than expected.

The rise of subscription services allow users to access channels such as HBO and ESPN without ever having to pay for cable.  On top of this, digital platforms now offer live TV channels, including sports, and the amount of time viewers consume digital video has increased 9.3% this year.

In 2017, an estimated 196.3 million adults in the United States will watch pay TV. eMarketer predicts that by 2021, this number will drop 10 percent to 181.7 million.

Although television ad spending in the U.S. is up from 2016, the share of total media ad spend is decreasing.

Many broadcast networks utilize digital platforms to reach delayed viewers. Despite this strategy, “the bulk of ad revenue continues to come from linear viewing”. 

Top ten TV shows across social media

Since word-of-mouth is one of the most effective tools in promoting or dissuading really anything, an advertiser’s biggest challenge is to encourage and direct it. With the introduction of social media, word-of-mouth is more readily available and mainstream than simple water cooler talk. That’s why it’s helpful for advertisers to know what dominates the social media arena.

According to Nielsen SocialGuide, cable TV shows, between September and November 2013, accounted for five of the top ten shows on social media. The focus was on the average unique audience.

MediaPost listed out the top ten shows as follows:

·        “Breaking Bad” from AMC with 6.03 million average unique audience (Cable)

·        “The Walking Dead” from AMC with 4.89 million(Cable)

·        “American Horror Story: Coven” from FX with 2.93 million (Cable)

·        “Scandal” from ABC with 2.31 million (Broadcast)

·        “Dancing with the Stars” from ABC with 2.22 million (Broadcast)

·        “The Voice” from NBC with 2.13 million (Broadcast)

·        “Glee” from FOX with 2.05 million (Broadcast)

·        “The X Factor” from FOX with 1.8 million (Broadcast)

·        “Catfish: The TV Show” from MTV with 1.77 million (Cable)

·        “Awkward” from MTV with 1.47 million (Cable)

The takeaway is the ability to know your audience. If your target audience are adults 18-49, and research shows that they like “Breaking Bad,” have your team track how that show trends on all types of social media. The good, bad, and ugly comments, posts, tweets, etc. can help an advertiser get a better picture of what the consumer wants and doesn’t want. 

Big cable network goes dark in order to promote radio

If you were planning to watch Comedy Central on Sunday, May 19^th, what you found was probably not what you expected. In a marketing blitz, the cable network went dark for the entire day in order to promote the new Comedy Central SiriusXM station with a sample of the content. The new radio station was set to launch at midnight the following Monday.

According to MediaPost, the only other time Comedy Central had gone dark before was in 1992 for Johnny Carson’s final “Tonight Show” broadcast.

The satellite station will include some of the network’s stand-up comedy specials, original content, etc.

Cross-promotion among different media platforms is nothing new; however, if done in a smart way, it can be very helpful to a campaign. Time will only tell if the blitz and good programming will keep the new Comedy Central radio station relevant and solid in listenership.

FXX to launch this fall to a younger demographic

In recent TV upfronts, the Fox cable group announced plans to launch a new cable channel this September. Already running FX, the new sister channel will be called FXX.

According to MediaPost, FXX will target a younger skewing audience of people 18-34. In order to help bolster interest, two successful FX programs, “It’s Always Sunny in Philadelphia” and “The League” will move to FXX. In addition, two original comedies, and a late-night show will be added to the programming. Eventually, the new channel hopes to expand to original dramas. The cable group intends to reach a distribution of 74 million homes within the first year.

With this addition, the Fox cable group will be able to reach the majority of the demographics with FXX reaching the younger audience of adults 18-34, FX reaching the young to middle aged adults 18-49, and the Fox Movie Channel, FXM, reaching the older audience of adults 25-54.

Advertisers will need to keep an eye on the new channel to see if the programming has enough leg to make it a success. In theory, this could be a new option to reach a young adult audience.

Cable news networks see audience increase in November

With this being an election year, it comes as no surprise that cable networks were affected by the coverage. According to MediaPost, some cable news networks saw a boost in viewership during the month of November. Regardless of the spike, ESPN still maintained overall dominance.

ESPN averaged 3 million viewers during prime time in the month of November; however, this is down approximately 16% from November 2011. Coming in second for viewership was the USA Network at 2.6 million, which is down 16% from last year as well. Fox News came in at third for 2.5 million.

The cable news networks had the following gains throughout the political season:

§       Fox News: 2.5 million viewers: 46% gain

§       MSNBC: 1.3 million viewers: 75% gain

§       CNN: 1.1 million viewers: 63% gain

It will be interesting to see in the upcoming months if the news networks can hold onto the increased viewership or if it will go away now that the election is completed.

Cable subscribers tend to watch more TV than non-subscribers

With the new generation of media consumers becoming more accustomed to watching video content on devices other than a television, what does that mean for video consumption?

According to eMarketer, Altman Vilandrie & Company conducted research on US cable subscribers and non-subscribers and how they view video content. It was found that about the same amount of subscribers and non-subscribers use online video subscription services like Netflix, Hulu Plus, etc. For example, 38% of people with cable and 39% of people without cable had Netflix.

The difference between the two groups is the amount of video viewed. While cable non-subscribers watch TV approximately 29.3 hours a month across a variety of devices like TV, PC, tablet and mobile, cable subscribers consume 59.5 hours a month.

Therefore, both groups are watching video content on the same kind of devices, however, cable subscribers tend to watch more.  

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...

Long running TV channel changes up its format

It’s very rare for anything in media to stay constant for too long. Adapting to the ever-changing landscape enables media platforms’ survival. According to MediaPost, the TV Guide Network is doing just that by steering away from the listings scroll of TV programming in favor of original content and acquisitions.

The channel is moving to full-screen content in more than 75% of its 80 million households. The goal was to have the transition completed by the end of 2011.

Ultimately, this change is to make the TV Guide Network a place for entertainment. Also, the thought is advertisers will invest more now that there is no longer competition with the listings scroll running during commercials.

While the channel lost its bid against Netflix to acquire the off-network rights to “Mad Men,” it shows that it is serious in re-positioning itself to the public by selecting programming with a strong following. It will be interesting to see how TV Guide Network develops once the transition to full-screen is complete.


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Is Nickelodeon going to the moms?

Audiences grow up. That alone is a constant challenge for TV programmers, to maintain the audience as it ages and bring in new viewers simultaneously. According to MediaPost, the cable network Nickelodeon is hoping to cater to their aging female audiences that are now moms.

Starting in 4^th quarter 2012, Nickelodeon will launch NickMom, which is a prime time programming block from 9 p.m. to 1 a.m. on Nick Jr. and online. The target viewers are mothers who grew up watching the network.

Programming will include talk shows, stand-up and sketch comedy, and documentaries. While exact shows are still under development, online content has already launched as of November 14^th.

It behooves advertisers to be aware of changes to content in all forms of media. That knowledge will help navigate a campaign to be as effective as possible in front of the correct 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...

Cable network and automotive combine forces

Traditional media is a key element in the majority of campaigns. Sometimes, utilizing traditional media in a different way can help an advertiser stand out. For example, the cable network FX and the automotive company Audi are teaming up to create a messaging campaign to specifically advertise the new 2012 Audi A6.

According to MediaPost, they are joining forces to create content that is made to look like full-length TV programming. These eight 2-minute episodes will star the Audi A6 and its features. The “Untitled Jersey City Project,” as it’s called, will premier on FX September 25^th during the Sunday prime-time movie, and it will run on the following four Sundays. Initial promotion was done through theater advertising and commercials running during the Emmy Awards telecast.

The plot of the series surrounds a group of architectural firm co-workers who are working together to hide an unsettling secret. Worked into the plot will be some of the A6’s technological enhancements.

Overall, with Audi aligning its brand with FX, it’s reaching a core target audience in an offbeat, original way. Even though product placement is not a new concept, if it’s done seamlessly and maintains entertainment value, it can really help advertisers solidify a branding message. Also, it’s important to make sure that advertisers choose product placements that make since for the product/service and the target demographic.

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...

Cable exceeded broadcast in 2011 upfronts

Overall, the economy is still continuing to come back from the recession, and media is no different.

As the fall season approaches, so does new TV programming on both broadcast stations and cable. According to MediaPost, cable surpassed broadcast television in upfront estimations this year. This marks the first time that this has happened.

The Cabletelevision Advertising Bureau (CAB) noted that cable had a 16% increase in upfront revenue compared to last year. In fact, it set a new record for $9.29 billion in spending for the 2011 – 2012 season. This marks the second healthy year for cable since having a 19% increase from 2009. Upfronts were dismal in 2009 with a 13% drop which is equivalent to an $875 million loss.

With both television and cable having positive upfronts this year, it does lend support to a recent survey Strata, a media-buying processing firm, conducted with agency executives. The survey reveals that television still takes the majority of the media budget with 41%. However, it also noted that television was losing a slight share to digital.

Overall, the economy is still continuing to come back from the recession, and media is no different. From the upfronts and surveys available, it can be concluded that television and cable are coming back at a steady pace.

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...

Summer cable viewership on the rise for some and on the decline for others

Knowing how TV shows and networks are trending whether by daypart, demographics, or network can be really important when determining a cable buy.

As the summer progresses, cable networks are keeping track of viewer audiences. According to MediaPost, some of the historically successful networks are slipping while others are growing at a fast pace.

Based on the Nielsen Company’s prime-time viewership, the top networks for summer programming are History, AMC, Syfy, MTV and FX. History has grown 42% in viewership since May 26^th; growth derived mainly from the reality shows “American Pickers” and “Pawn Stars.” AMC grew 6%, Syfy increased by 4%, and FX grew 21% in viewership. MTV saw a 17% increase due to “Jersey Shore” and “Teen Mom.”

Over the summer, the following networks saw varying degrees of decline: USA Network at 4%, TNT with 6%, Discovery at 15%, ESPN at 16%, TBS with 21%, Bravo with 11%, Food Network with 8% and ABC Family at 7%.

How is this helpful for an advertiser? Knowing how TV shows and networks are trending whether by daypart, demographics, or network can be really important when determining a cable buy. Research information such as this is vital in insuring that media dollars are spent as efficiently as possible.

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...

Technology advances lead to TV audience interaction

Overall, interact with your audience. This will get them engaged and interested in your product or service.

If you ask a media insider for a tip to make an advertising campaign successful, he/she may tell you to make sure your ads are interactive. In general, ads that are interactive with customers can be more engaging and in turn, more successful. Up until recently, the most common kind of these ads were found online. Today, cable companies like Comcast and Time Warner Cable (TWC) are working with other media companies like Canoe Ventures to make that kind of engagement possible for cable advertising.

According to MediaPost, Canoe Ventures can run interactive TV ads in approximately 18 million homes. Comcast makes up about 14 million of the homes and with TWC makes up the majority of the Canoe reach.

These TV ads work in part of an Enhanced TV Binary Interchange Format (EBIF) technology which is installed on set-top boxes. This technology allows people to use his/her remote control to click on a commercial to receive more information on the product or service, or get a sample of it mailed to his/her home.

Both Comcast and TWC are starting to sell advertising in the local markets they cover. In fact, Comcast’s E! and Style networks are currently selling ads on the Canoe system.

Overall, interact with your audience. This will get them engaged and interested in your product or service. Therefore, it’s vital to stay up-to-date with technology advances; you never know when the next form of interaction will develop.

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...

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.

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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...

Partner Spotlight: Linda Norfleet

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 the data from the Nielsen Company, Americans are increasing their overalll media consumption, and media multi-tasking is part of the equation. During 2nd Quarter 2009, the number of people watching mobile video increased 70 percent from last year adn people who watch video online increased their viewing by 46 percent compared to a year ago. Average TV consumption remains at an all-time high compared to the sane time frame last year. As of 2009 the 290 million people in the United States with TVs, spend an average 141 hours, 3 minutes each month viewing televisions. 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 percent 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.

In direct comparison to 2008 ratings, cable’s fall shows are losing viewers

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...

Cable shows growth despite overall ad spending during first half of 2009 is down

In an economic recession, it could be useful to know how ad spending currently compares to last year. That way, you can keep your budget and campaign on track.

According to MediaPost, the research company Nielsen Co. has been monitoring US media ad spending from 2008 to 2009. As a whole, ad spending has declined 15.4% during the first half of 2009 compared to the same time in 2008. This means that spending was approximately $56.9 billion which is down by $10.3 billion from the first half of 2008.

Results show that the only medium to show ad revenue growth during the first half of 2009 was cable TV. It rose 1.5% over ad spending in 2008 during the same time frame. This has been reported as impressive considering cable spending declined 2.7% during the first quarter of 2009, which means it had a strong second quarter in order to show gain.

All other media declined in ad spending with print media experiencing the largest drop. Local Sunday newspaper supplements had the biggest hit in declining revenue.

Annie Touliatos, vice president for Nielsen’s advertising information services, was quoted as saying, “What’s interesting is that we’re not just seeing a rise in spending for recession-friendly products like fast food restaurants. We’re seeing a lot more promotion of technological innovations like smartphones, computer software, and consumer-driven Web sites. These advertisers see potential for their products despite our stressed economy and are leveraging advertising to drive their success.”

While the economy is in a recession, it could be beneficial to regroup and rethink the marketing strategy for a campaign. Print could be a good media to utilize because the space may not be as congested with competition and rates may be more negotiable. Or cable might be the venue of choice because of a growing catalog of original programming and audience participation.

MTV joins other cable channels with the addition of original Made-for-TV movies

It can be helpful to a campaign to be aware of upcoming changes of venues that have been used in the past.

According to MediaPost, MTV is looking to expand its programming with original Made-for-TV movies.

This new avenue is intended to aide in MTV boosting its ratings performances. With hopes to premiere one movie each quarter, the channel currently has two in production. One film is titled “My Super Psycho Sweet 16” and the other being “Turn the Beat Around.” Dance, horror, and comedy are the main themes of the first few films.

While MTV was down on viewership with the 18-49 demographic since last year, it still claims to be the “No.1-rated full-day ad-supported cable network for viewers 12-24.”

Made-for-TV movies have made a niche market for other cable channels like Lifetime, Hallmark, and even The Disney Channel which have been fairly successful. MTV’s films could be a great tool in targeting an audience that are too old for Disney but too young for a Lifetime or Hallmark type channel.

Movies on Cable - A Good Fit

When considering cable as a possible medium for your campaign, think about your audience and what is being watched. Be aware of what films have generated big box office success and what following they generate; it may be a helpful tool in navigating which cable networks to pursue.

Cable networks are already in bidding wars to solidify the rights to 2009 summer’s biggest movie blockbusters. The three major cable movie buyers are considered to be Turner, USA, and FX. It was confirmed Monday that FX has received a standard four-year movie license for “Star Trek,” which means that FX could pay Paramount about $24 million for the deal. “Star Trek” is slated to appear on FX in time for the 2011 holiday season.

FX has acquired other blockbusters from this season to appear on the network. Some include “Monsters vs. Aliens” and “Wolverine.” The network also has the rights to “Transformers: Revenge of the Fallen” which has been speculated to be a blockbuster.

Earlier this year, FX secured the rights to “The Curious Case of Benjamin Button,” “Cloverfield” and “Tropic Thunder.”