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Tracy Tuten

Football, 'Big Bang,' TV's Most Expensive Ad Buys | Media - Advertising Age - 0 views

  • TV's costliest shows this season are the ones that have a preponderance of live viewership.
  • On average, advertisers pay $627,300 for a 30-second spot in "Sunday Night Football," up about 6% from last season's cost.
  • It's a trend that's consistent with the last several years -- advertisers are willing to pay more for programming that's watched live as more viewership takes place on a delayed basis.
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  • CBS's "The Big Bang Theory" is the most expensive entertainment program on broadcast, averaging $344,827. It's consistently the highest-rated comedy, with the one-hour season premiere this week watched by an average of 17.2 million people.
  • But the priciest scripted series is actually on cable, with AMC's "Walking Dead" costing advertisers upwards of $400,000 for a package of spots.
  • There are several cable programs that challenge broadcast as the most expensive in which to buy commercial time, including ESPN's "Monday Night Football," which costs about $400,000. But it's difficult to compare many cable ad packages to those of broadcast because cable often includes multiple airings and repeats of a show.
  • Ad Age's survey is compiled using data from as many as seven media-buying agencies. (See our 2013 TV ad pricing chart here.) The resulting prices should be viewed as directional indicators and are not the actual price that every advertiser pays for a 30-second spot. The numbers are based on a range of agency estimates that can vary depending on the amount of inventory purchased from a network, the inclusion of any nontraditional advertising such as product placements, and the relationship an advertiser and media-buying agency has with a network. Most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis.
  • Another newcomer is ABC's "Scandal" at No. 9 for broadcast with an average of $217,546. Of those returning shows, 21 have seen the cost for ad time decrease, while another 20 have seen increases and 14 have remained relatively steady.
  • ABC's "Modern Family" saw a meaningful decline in pricing, down 15% to $239,650 from last season and dropping one spot to No. 7 from No. 6 last year.
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    What's the most expensive television media buy? Football and The Big Bang Theory. Check out Ad Age's chart on the cost of 30-second spots.
Tracy Tuten

How Nielsen's Total Audience Measurement Will Give Ad Buyers a Programmatic Boost | Adweek - 0 views

  • ielsen's upcoming total audience measurement tool—which the company shared exclusively with Adweek on Tuesday—will finally show networks and advertisers how their content is viewed across all platforms. But as the company works with top industry execs to evolve video measurement, Nielsen says its new data will also help buyers optimize their media plans.
  • In March, Nielsen acquired data management platform Exelate to help with programmatic buying
  • "We're able to bring all our data assets together in one place and create a respondent-level database," said Clarken. Advertisers can carve out segments for audience buying, which Exelate will pull together and then make real-time programmatic buys.
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  • For more traditional buying plans, Nielsen partnered with Pointlogic to create Nielsen Media Impact, an updated version of Nielsen's agency planning system used by 15,000 agency planners worldwide. Total audience ratings will be sent directly into agency planning systems through the Nielsen Media Impact planning tool, which is currently being tested by several global agencies to simulate plans and campaigns.
  • Agencies can select from more than 100 characteristics in Nielsen's TV panel, which is expanding in January from 20,000 to 40,000 households. This will allow planners to create audience target segments and pick GRPs (gross ratings points) by timeframe. Nielsen Media Impact will marry those segments with Nielsen's total audience data, allowing it to create and simulate a plan across all platforms, including broadcast, cable, streaming, Internet, mobile and print.
  • "It allows you to make share-shifted changes to make a schedule around what you want to buy" and run comparison reports to see how the two plans look side by side, said Abcarian. "You can then export this entire plan and load it straight into buying and programmatic systems."
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    Updates on Nielsen's media measurement options
Tracy Tuten

A Beginner's Guide To Media Buying - YouTube - 0 views

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    YouTube video explaining media buying. Good example for class.
Tracy Tuten

Media Buying 101 - YouTube - 0 views

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    YouTube video explaining media buying. Good example for class.
Tracy Tuten

Campaign Spotlight - Campaign Commemorates Oscar's Big Apple Connection ('French' and O... - 0 views

  • A campaign is under way in New York to promote a weeklong celebration of the Academy Awards — the film industry’s equivalent of New Year’s Eve in Times Square
  • The campaign is being sponsored by NYC & Company, the city’s official tourism, marketing and partnership organization, which is staging the week’s events in collaboration with the Academy of Motion Picture Arts and Sciences. The goal is to stimulate interest in the 82nd annual presentation of the Academy Awards, scheduled for Sunday, with activities in New York carrying the theme “Oscar and the City.”
  • The public events, which start on Monday, include screenings of Oscar-winning films with New York themes as well as exhibits of Academy Awards and film posters. The week is to culminate with an “Oscar Night and the City” viewing party on Sunday, at Alice Tully Hall at Lincoln Center, where paying guests can watch the ABC broadcast of the show.
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    NYC launches campaign to associate itself with the Oscars. Campaign builds on earlier one highlighting quotes from movies with a NY tie-in. Media buy = $200,000; includes some social media and out-of-home.
Tracy Tuten

Damn, Skippy! A Guest Post by Lisa Proctor - 0 views

Damn, Skippy! Leveraging Segmentation and Positioning Best Practices to Build a Stronger BrandWhen I started thinking about what I was going to focus on in my analysis of how Hormel and BBDO identi...

started by Tracy Tuten on 21 Oct 14 no follow-up yet
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