Television: Buying system, buying strategy

 

This article describes the US system for selling TV time, and argues that the mounting pressures against this system may soon become irresistible. Unlike other countries, in America the TV airtime buy ...

As if the break-neck growth of Russian TV advertising, and the dominance of sales houses were not enough to cope with, a new law limiting commercial minutage to 15% per hour in 2008 has just been pass ...

Argues that the US `upfront' system of television network media buying is not working well for advertisers. Summarises the history of how the present model developed and its current strengths and weak ...

In his regular report of the US media scene, Joe Mandese looks at ‘the upfront’ – an annual US TV buying bazaar in which big advertisers pledge big advertising commitments far in advance of the next t ...

Comments on television (and other) advertising by six members of the ANA Television Committee. Topics covered: 1) has TV programming degenerated?; 2) advertising to children under eight; 3) views on T ...

The ANA (Association of National Advertisers) protests to the three main US television networks about the practice of charging ‘integration fees’ (fees for inserting a commercial into a commercial bre ...

Richard and Pamela Shain, founders of the US based Performance Analysis Group explain why financially oriented media auditing is rapidly becoming an important feature of the US advertising industry. ...

Discusses the importance of television media auditing, becoming increasingly important in the US as a safeguard to ensure that advertisers get the value from national TV that they have paid for. The w ...

The Upfront TV buying system in the US may be about to change. A recent ANA member survey revealed widespread dissatisfaction, confirmed at the ANA’s March Television Advertising Forum. Suggestions fo ...

Mike Yershon argues that the standards of checking TV spots and invoice reconciliation that currently exist in the purchase of television airtime are extremely flawed, and it is unlikely they would sa ...

Andrew Green, Billets Worldwide, describes the gathering problems facing TV companies and TV advertisers in the USA (and quite possibly elsewhere). These problems stem from a questioning of the tradi ...

Andrew Green notes that more and more advertisers are prepared to pay increasingly high costs for prime time spots. He asks is it worth it as more viewers time-shift and zap commercials, and no peak p ...

Joe Mandese examines US up-front TV bookings and suggests they are a poor indicator for the strength of the overall advertising economy. He examines up-fronts over the last fifteen years and shows the ...

This paper argues that changes in the business environment have resulted in media value being redefined so that it is more about 'outcomes' (sales effectiveness) and less about 'inputs' and 'outputs' ...

The author considers the future of network broadcast TV in the US from the perspective of the media planner/buyer. He argues that emerging technologies should force a re-think about how schedules are ...

Andrew Harrison of Nestle Rowntree critically examines current TV performance and practices. He cites complacency, lower audiences and excessive inflation as factors for advertisers being dissatisfie ...

Roderick White examines the attractions of global deals for clients, media owners and agencies and the factors that can justify moving into the global area. He believes that global media organisation ...

This paper reminds readers that we are now living in a buyer's market and, as a result, are entering a new era in advertiser influence and involvement. The author explains that in these times, seller ...

This author maintains that improving the return on investment of marketing requires a shift to consumer-centric marketing (CCM) - this involves identifying the best sales prospects, distributing where ...

This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television. The authors explore specific t ...

TV buying in Europe is always complicated, frequently illogical and different in almost every market. Hardly anyone understands it fully, including many involved in buying or selling on a daily basis ...

The description of media companies as 'delivery vehicles' is outdated and wrong. Today's clients, agencies and media companies operate as points along a circle. Mass is being redefined, rosters of pla ...

As the BARB contract comes up for review again, its former Chief Executive throws doubt on the need for a new research tender, and proposes that TV audience research should re-focus on its primary tas ...

A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group. Media models might provide weights by criteria of cost, reach ...

The head of procurement (purchasing) at Boots describes his department's role, with particular reference to media buying as an example of purchasing which is of strategic importance to the business. H ...

This article looks at FAST's sixteen 'best practice' recommendations to help make online media buying easier and more efficient (see also 72278).

Advertisers' approach to media buying is changing. More emphasis is being placed on media buying with spot TV offering greater dispersion by giving access to the new stations now available in network. ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

Discusses media targeting: the technique for reducing cost by directing messages to those most likely to buy the brand. The author believes that targeting is over-valued by media people. Recency plann ...

Discusses the use of optimising programs (`optimisers') in media planning in the US. The reasons for using them (the task of finding the optimum delivery is complex and open to bias; optimisers aid ac ...