Archive for the ‘media buyer’ Category

Internet TV Front and Center

Sunday, May 17th, 2009

Most media buyers will tell you that online video is the advertising medium to watch this year.

eMarketer expects web video advertising spending will increase 45 percent to $850 million in 2009, a year when other media are expected to decrease in value.

How many are really watching? According to Rob Norman, CEO of GroupM Interaction Worldwide, “The big issues are who’s watching video online, and who’s making it.”

He goes on to say: “And who’s making the best sense of it from the seller’s side and the people who are owning the inventory and the advertising side. Online video has become a significant distribution for the consumption of regular TV programming, but it’s not yet been replaced by an effective advertising model.”

Big media changes are coming. Sites like Hulu that carry full-length T.V. shows and movies are growing more popular in revenue and viewership. But Hulu is only a small portion of the total online video viewing. YouTube still carries around 40 percent of videos viewed on the web.

“The upcoming upfront will be a witching hour and no one knows yet what the real impact of corporate behavior is going to be,” added Norman.

Syndie Advertising Sales: How They Stay Strong

Thursday, April 23rd, 2009

Syndication ad sales is one sector doing very well in the advertising market because sponsors are able to represent categories that consumers find necessary despite the struggling economy.

The argument for free Wi-Fi
“I can’t speak for everybody, but we’re less dependent on the industries that are having the most trouble,” said Howard Levy, executive VP of Disney ABC Domestic Television.

“No matter what happens in the economy, people, if they have [high] cholesterol, they’re still going to take a cholesterol drug. And they still have to wash their floors.” Levy added, “I’m not saying that I’m not totally protected in a soft economy, but we’ve been less impacted than maybe some others.”

Why syndicated works
Syndicated programming is attractive to media buyers and their clients for a variety of reasons. One reason emerged from last year’s Writer’s Guild of America strike better than other television programming.

Syndicated television programs usually have shorter commercial spots, so they may be less affected by DVR recording than broadcast programs. But so far in 2009, daytime syndicated shows have been showing signs of struggle in the ratings department.

Is the Economy Affecting Big Ticket Sports Drtv Ads Sales?

Saturday, March 28th, 2009

Big-ticket sports have long been considered a recession-proof medium, but the economic downturn is having a negative affect on the TV sports marketplace.

The vulnerability of this marketing sector became clear as fourth quarter ad sales were down 15 percent according to several drtv media buyers and network executives. Long-term sponsorship packages have long been like a safety net, practically guaranteeing financial stability.

But as the market becomes more fragmented, the TV market seems to be shutting down.

Industry changes
Financial services and domestic auto have practically fallen to the wayside, although foreign auto has picked some of the domestic auto slack. Hyundai has remained quite active, buying time on a variety of sports. Two good examples of this are TNT’s Thursday Night NBA showcase and ESPN’s college and pro football properties.

Even though profits from the banking and credit card industries are dwindling fast, the insurance sector is still pulling its weight with companies like Geico, Nationwide and Progressive still going strong.

Super Bowl ad spots
The fact is, big sports drtv ad sales is no longer a seller’s market.

Even spots available during the National Football League games are affected by the troubled economy and going for discounted rates. NBC recently admitted that there are still eight Super Bowl spots still available. Currently returning sponsors from last year are Anheuser-Busch, Hyundai, Coca-Cola and Pepsi-Cola. General Motors has pulled back as a result of the current auto industry crisis.

Karmazin Seeks Reliable Radio Measurement System

Sunday, February 15th, 2009

Mel Karmazin, CEO of the newly merged Sirius XM Radio, hopes to change the way radio audiences are measured…though he has no idea of how he’ll do it.

Karmazin knows that having an accurate method of counting listeners could draw more advertiser support and subscribers. He also knows that the biggest challenge with his company and advertisers is getting them to agree on a measurement system that meets their needs.

And Karmazin has learned that finding an alternative method is a Catch-22: “If I spend the money, they say it’s proprietary research and they don’t want t use it. But if I don’t spend the money, then who’s gonna spend the money to do the research?” Mr. Karmazin said during a recent interview at Sirius’ New York Studio.

It is clear, however, that Karmazin can provide media buyers with big audiences. He has automatically than doubled the Sirius subscriber base to an impressive 19.5 million just by merging with XM. There is also a newly merged sales force selling the newly combined audience numbers for top shows like Howard Stern, Martha Stewart, Oprah Winfrey, the NFL and Major League Baseball.

Still, Sirius has a long way to go to catch up to its terrestrial competitors. Karmazin admits that fledgling car sales could affect his business. If car sales go down, there are fewer satellite radios going into cars. So far business hasn’t been affected.

The future of Sirius/XM remains to be seen – unless you ask a Howard Stern fan.