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ESPN finds a multi-platform measurement solution
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system.
ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system. In the first instance, it found that 136 million adults, and 84 million men, were exposed to its content over the course of a month. Roughly 40% currently consume content via digital channels, either exclusively or as an accompaniment to TV. More specifically, almost 24 million viewers watched material on a smartphone, as did four million on a tablet. Digital users also exhibited higher levels of stickiness, a trend most pronounced among the multi-platform audience.
TV's not dead
David Brennan, Market Leader, Quarter 3, 2013, pp. 41-43
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based. These myths are that people don't watch TV any more, fragmentation is inevitable and bad for TV, viewers are 'migrating' to on-demand, PVR is killing the 30-second spot, advertising is dead and 'content' is dead. Instead, the author argues that television is performing better than ever before demonstrating that television viewing is at its highest peak, fragmentation is overstated and that on-demand experiences account for less than 3% of total viewing time.
Viewpoint: Social media research: developing a trust metric in the social age
Gaëlle Bertrand, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 333-335
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise.
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise. Through research that analysed all public social media mentions of British Gas and Marks & Spencer, the author explains how she could derive a barometer of trust for each brand.
Free to move between screens: The cross-platform report
Nielsen, March 2013
This report examines Americans' use of different media, finding that viewing time is growing as mobile and streaming technology develops.
This report examines Americans' use of different media, finding that viewing time is growing as mobile and streaming technology develops. The report focuses on households that primarily access viewing content through a variety of devices other than television, including computers and smartphones. These 'zero-TV' households tend to be younger, with half below the age of 35, and have no children at home. The main reasons for 'zero-TV' households are cost and lack of interest.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
2012 year in sports
Nielsen, State of the Media, January 2013
This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012.
This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012. There was a 45% increase in sports programming hours from 2011 - a figure heavily assisted by the 2012 Summer Olympics. TV viewers who recalled the ads were 10% more likely to remember the advertiser's brand during sports programs when compared to non-sports programs in 2012. Data included covers sports share of advertising spend, top advertisers, usage of apps, access of sports-related content by device, most marketable athletes and fan attitudes and behaviours. Highlighted sports entities are NFL football, NBA basketball, MLB baseball, NHL ice hockey, motor sports, golf, soccer, NCAA college sports, UFC mixed martial arts and the Summer Olympics.
Average commercial rating does not measure your ad's performance: An alternative approach - exact commercial ratings in buying TV
John Spadaro and Bruce Goerlich, ARF Experiential Learning, Re:think conference, 2012
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed.
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed. This is because these ratings are based on an average of all commercial minutes by program. In a typical hour of broadcast, this represents 14 minutes of commercials, and therefore about 96% of the rating does not encompass the advertiser's specific commercial. The report evaluates the collaboration between Rentrak and Zenith to produce exact commercial ratings for 23,372 TV spots using Rentrak's database of over 8m households. Based on the study, the report argues that exact commercial ratings are a precise and stable measurement tool to examine an advertiser's investment in TV (and can therefore provide more accountability).
Understanding What's on the TV
Pat McDonough, Nielsen, 2011
This slide presentation looks at the changing use of television in the U.S. and the development of associated products and services, such as DVRs, video-on-demand and internet-enabled TVs.
This slide presentation looks at the changing use of television in the U.S. and the development of associated products and services, such as DVRs, video-on-demand and internet-enabled TVs. Research shows that the internet is not killing television, but habits are changing as consumers take control of their viewing, with more use of DVRs and VOD. Co-viewing is also starting to make a comeback as more adults watch DVRs with others than alone. Just 0.4% of people use a streaming device but these devices account for up to a fifth of their TV screen time. In the future the router is seen as key, as it moves wireless content to and fro.
Realscreen Summit 2011: Is 2 the New 5?
This brief slide presentation from Nielsen shows how the company measures all aspects of U.S. TV viewing and how that can help TV channel programmers.
This brief slide presentation from Nielsen shows how the company measures all aspects of U.S. TV viewing and how that can help TV channel programmers. Facilities include: measurement of time-shift viewing using DVRs, which can add 45% to a show's ratings; minute-by-minute ratings that show audience flow; and viewing measures of online and mobile video.
Understanding television audiences
Andrew Green, Warc Best Practice, September 2011
Television is the dominant mass medium in the minds of major marketers and consumers. It has a 41% share of major media adspend globally.
Television is the dominant mass medium in the minds of major marketers and consumers. It has a 41% share of major media adspend globally. In 2001 - with internet advertising still in its infancy - the medium's share stood at 38%. Television therefore remains, for many marketers, the primary communications channel when launching a new brand or supporting an existing one. It offers impact through sound, pictures and motion, the ability to reach lots of people quickly, and 'talkability'. This issues covered included set-top boxes, peoplemeters, viewing contexts and interactive TV. Like all papers in the Warc Best Practice series, it includes a list of related articles and items for further reading, many of which are available on Warc.
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TV audience size and composition
Cable and satellite TV
Copytesting and pretesting TV
Direct response TV
Product placement on TV
TV advertising breaks and clutter
TV audience attitudes and behaviour
TV programming and syndication
TV spot lengths and position
Radio planning and buying
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