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InterMedia Insights 6.27.2016

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Hot Media Trends for June 27, 2016

  • On the eve of 2016-17 upfront network TV negotiations, demand in the U.S. ad marketplace continues to expand for all media according to May results of the monthly U.S. Ad Market Tracker. The tracker an index derived from actual media buys processed by the majority of big agency holding companies compiled by Standard Media Index and published by MediaPost turned in its best May ever, posting an index of 220. That’s a 22-point gain over April and a 17-point gain over May 2015. Total media spending among the agencies it tracks rose 8% in May vs. the same month a year ago. Digital continued to be the fastest-rising of the major media, growing 15% over May 2015. Print media, including newspapers (-8%) and magazines (-2%), continued to erode in spending, while TV ad expenditures expanded 4%. (Read More on MediaPost)

  • A new study from the Video Advertising Bureau has found a correlation between television advertising and traffic for mobile apps. VAB evaluated TV spending and app traffic for 60 mobile apps across 10 categories (including games, e-commerce/retail, media, sports, and tech/telco) between October and December 2015. VAB says 77% of those cases showed a direct correlation between television ad spending and app traffic: when television ads ran, unique visitors went up 25%. When ads didn’t run, visits dropped 20%. The correlation was most significant in the gaming category, which also has high appeal among millennials. Video game makers (including mobile and console game creators) spent roughly $630 million on TV advertising last year, an increase of 47% vs. 2014. (Read More on Response Magazine)

 

  • Nielsen has completed its acquisition of sports measurement, evaluation and intelligence firm Repucom, which is utilized by more than 1,700 rights holders, brands, agencies and broadcasters. The new holding will expand Nielsen’s global sports presence. Repucom employs methodologies in sports measurement that include logo recognition and media monitoring technologies. It currently measures more than 5.3 million hours of content and 1.1 million interviews a year. Nielsen clients will now be able to use Repucom’s methodologies. (Read More on InsideRadio)

 

  • The cable networks non-subscribers and cord-cutters are most interested in Discovery Channel, according to a new study by Beta Research. The demand for individual channels by potential viewers becomes more relevant than when cable executives alone decided which channels will get carriage. Non-subscribers said they were also interested in Comedy Central, AMC and FX. Smaller networks scoring high interest included Sony Movie Channel, Crime & Investigation and DIY. Some networks drew a lot of interest among consumers who are interested in dropping cable TV and doing their viewing on smart phones and tablets. Topping that list were Tennis Channel, Revolt TV, Fusion, Sprout, SEC Network and Velocity. (Read More on BROADCASTINGCABLE.COM)

 

  • US spending on addressable TV ads doubled in 2015 and is set to double again this year, eMarketer projects in its first estimates of spending on targeted TV ads delivered on a home-by-home basis via cable and satellite. Last year, addressable TV ad spending reached just $400 million in the US, and this year will hit $890 million. Growth will slow in 2017 and 2018, but spending on these targeted TV ads will top $2 billion by the end of eMarketer’s forecast period. In May, Starcom MediaVest Group sized the universe of addressable TV households at 49.8 million for 2016, distributed across several providers, with the largest chunk customers of Comcast. eMarketer estimates that 100 million US households subscribe to pay TV services this year, so Starcom’s figure would mean just under half of all pay TV households could be reached with addressable TV ads. (Read More on eMarketer)

Don’t Forget…

Read the First Installment of “Get Your Digital House In Order” Series

At InterMedia, we negotiate over $600M in media dollars annually.  That’s a lot of traditional broadcast buying of TV, radio and print.  When it comes to TV, there is simply no other medium that can provide such a broad reach for awareness of your company, product or brand.  That being said, before you ever use a broadcast medium, you must ensure you have your “digital house in order” so you can continue to communicate with potential customers who see your broadcast advertising.  Customers are rarely ready to purchase from you today and will need additional communication along their journey toward purchase. In this series, we’ll outline effective digital strategies and tactics crucial to augment and support any broadcast campaign.  This post highlights the role of email marketing.  Read the full post.

Get Your Digital House In Order Email

TV Stats from eMarketer (Making the Case for TV)

  • TV is still a healthy medium. It leads other media in total ad spending and time spent viewing.
  • TV still owns mega-events. Live sports events like the NFL Super Bowl, the NCAA March Madness college basketball tournament and the MLB World Series attract more ad dollars than ever before. The same is true for the Olympics, awards shows and other high-profile programming.

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