Tagged 'TV commercials'

Beyond the Box: The Metamorphosis of Television

Posted by Denise K. Myers on January 31st, 2012 at 10:49 am

- Co-authored with Jacqueline Johnson, assistant media planner/buyer
TV Everywhere could be a big moneymaker for advertisers and networks. Viewers now have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost, which will change the way TV is purchased from a media standpoint.
Gone are the days when the family would gather in the family room to watch their favorite primetime TV shows. The VCR dabbled in changing this habit, but the DVR completely mastered this concept. Now viewers have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost. This concept is known as TV Everywhere.
The growing demand for TV Everywhere has transitioned TV from a platform device to an experience, which is beneficial to both the viewers and advertisers.  With TV Everywhere, cable operators are allowing mobile access to customers who pay for TV service, improving customer satisfaction and creating new revenue opportunities. And one of the main perks is that unlike DVR, consumers do not have to plan ahead to use it.
TV Everywhere could be a big moneymaker in the... Read more

Google TV's first ads scheduled to air this week

Posted by Mario Sgambelluri on January 28th, 2009 at 12:00 am

If you're watching NBC Universals "Chiller" or "Sleuth" cable channels, you may see some ads sold by Google, reports Ad Age.  The goal of the program (launched last year) is to bring "smaller advertisers" to the national TV table by applying Google's no-frills, easy-to-use system. 
Earlier this month, Google announced a partnership with SpotMixer to provide a "self-serve video ad creation service," reported MediaPost.
Yes, I can hear the groans already, this could, um, put downward pressure on the quality/creative and revenue fronts. But for NBC's part, they "set a floor for pricing, as well as standards of quality" (Ad Age).

Time shifters account for up to half of a show's audience

Posted by Mario Sgambelluri on October 14th, 2008 at 12:00 am

Nielsen's elayed viewing numbers are in for this year’s TV season kickoff, and they show DVR audiences account for millions of viewers, or as much as half of a show’s audience, reports the NY Times. 
NBC’s head of research (Alan Wurtzel) referred to the news as bittersweet due to “commercial avoidance” by DVR watchers, but as I blogged earlier, TV ads are still effective, even when people fast-forward through them.
The number of delayed viewers didn’t affect show rankings.  The biggest shows got the biggest bump (“Grey’s Anatomy” hauled in 4.2 mil. delayed views and “House” brought in 3.7).  But the percentage increase was biggest for the littler guys (delayed views accounted for 48 percent of “The Office’s” 2.5 million viewers and 42 percent of “Heroes’” audience.)

Ads still effective, even when people fast-forward through them

Posted by Mario Sgambelluri on October 2nd, 2008 at 12:00 am

While DVR users are surely fast-forwarding through most commercials, that doesn't necessarily mean the ads aren't making an impression finds an Innerscope Research study (reported by MSNBC).  
Sure, people that watched ads in real time recalled the ads better, but those who fast-forwarded in the study "still recalled ads and recognized brands at twice the expected rate." No, they didn't specify what the "expected rate" was.  
Frequency matters, too. "Ad recall of DVR viewers shot up from 15 to 53 percent when they had seen the ad before." Again, this was vague. Was the recall among all viewers, or did it differ between those watching in real-time and those fast-forwarding through commercials? I'm reaching out to Innerscope… I'll let you know what I come up with.
UPDATE: I heard back from Innerscope this morning. They sent me a PDF of the full report.  It's a bit dense.  But, I found expected recall rates for the DVR group were 11.5 (for aided recall) and 7.3 percent (for brand recognition). And best I can tell, "DVR viewers" refers to a group of 60; 20 watched the ads in real-time on their DVRs, 20 watched the ads at 3X speed, and 20 watched at 6X speed.
If you're interested, shoot me... Read more