But unlike previous midterm election years, candidates are devoting more money than ever to cable TV in an effort to target voters more precisely. Though most political ad dollars traditionally are spent after Labor Day, tight primaries and early spending on House, Senate and gubernatorial races have pushed local TV-ad spending above 311 million as of mid-August, up 45% from the same point in 2004 and more than three times as much as in 2002, according to TNS Media Intelligence. All political ad buys by mid-year, including issue ads, ballot initiatives and other issues, have pushed spending above 700 million nationally, according to the WSJ. National Cable Communications (NCC), the spot cable-ad rep firm estimates about 200 million will be spent on local and national cable spots this cycle. Link: WSJ.com 08/28/06 - As TV Campaign Spending Soars,Cable Outlets Attract More Dollars
Tuesday, August 29, 2006
Cables Political Ad Growth
As campaign season ratchets up, television ad spend is on track to possibly break the 2002 record. 
But unlike previous midterm election years, candidates are devoting more money than ever to cable TV in an effort to target voters more precisely. Though most political ad dollars traditionally are spent after Labor Day, tight primaries and early spending on House, Senate and gubernatorial races have pushed local TV-ad spending above 311 million as of mid-August, up 45% from the same point in 2004 and more than three times as much as in 2002, according to TNS Media Intelligence. All political ad buys by mid-year, including issue ads, ballot initiatives and other issues, have pushed spending above 700 million nationally, according to the WSJ. National Cable Communications (NCC), the spot cable-ad rep firm estimates about 200 million will be spent on local and national cable spots this cycle. Link: WSJ.com 08/28/06 - As TV Campaign Spending Soars,Cable Outlets Attract More Dollars
But unlike previous midterm election years, candidates are devoting more money than ever to cable TV in an effort to target voters more precisely. Though most political ad dollars traditionally are spent after Labor Day, tight primaries and early spending on House, Senate and gubernatorial races have pushed local TV-ad spending above 311 million as of mid-August, up 45% from the same point in 2004 and more than three times as much as in 2002, according to TNS Media Intelligence. All political ad buys by mid-year, including issue ads, ballot initiatives and other issues, have pushed spending above 700 million nationally, according to the WSJ. National Cable Communications (NCC), the spot cable-ad rep firm estimates about 200 million will be spent on local and national cable spots this cycle. Link: WSJ.com 08/28/06 - As TV Campaign Spending Soars,Cable Outlets Attract More Dollars
Monday, August 28, 2006
Are Five-Second Video Ads the Right Format?
Are five-second ads is coming into their own. Consumers with DVRs are used to zipping by a series of commercials in way less than 30 seconds. Research shows that DVR users usually fast-forward too far into the show they're watching. Then they have to rewind again, and usually scale it back just enough to see--you guessed it--the last
five seconds of the last ad. So what are marketers doing? Placing a lengthy brand image at the end of their TV spot. Some networks are actually selling that last five seconds of a pod as an actual spot. On the Web, media companies are asking that we sit through one 30-second spot before viewing content. This is far too long according to Eric Picard, a senior product planner at MSN, he states that internal research shows that consumer tolerance for ads lasts between five and seven seconds. After that, tolerance turns to annoyance. Given that many broadband video clips last a short time, five-second ads are a good fit, and they don't exceed consumers' limit. What about longer-form streaming video? Well, even a series of five-second ads would be far more palatable (and lucrative) than fewer, longer sponsorship-type ad packages like those offered earlier by ABC. Link: ClickZ Network 08/28/06 – The Importance of the :05 Second Video Ad Past SMM Post: 04/25/06 – Five Second Video Ads
five seconds of the last ad. So what are marketers doing? Placing a lengthy brand image at the end of their TV spot. Some networks are actually selling that last five seconds of a pod as an actual spot. On the Web, media companies are asking that we sit through one 30-second spot before viewing content. This is far too long according to Eric Picard, a senior product planner at MSN, he states that internal research shows that consumer tolerance for ads lasts between five and seven seconds. After that, tolerance turns to annoyance. Given that many broadband video clips last a short time, five-second ads are a good fit, and they don't exceed consumers' limit. What about longer-form streaming video? Well, even a series of five-second ads would be far more palatable (and lucrative) than fewer, longer sponsorship-type ad packages like those offered earlier by ABC. Link: ClickZ Network 08/28/06 – The Importance of the :05 Second Video Ad Past SMM Post: 04/25/06 – Five Second Video Ads
Friday, August 25, 2006
Outdoor Advertising and Wireless Technology
Kudos to CBS for its willingness to try something radically new. They are about to introduce a new marketing campaign that combines outdoor advertising and wireless distribution. I think that you'll agree that they have stepped out of the box by developing video clips to preview their fall primetime lineup and are streaming them
to anyone with a Bluetooth-enabled mobile device that passes within 36 feet of a technologically enhanced billboard. Located in Grand Central Station in New York City, the billboards will enable a person to watch a clip from a number of the new season upcoming programs including Shark, Smith, Jericho, The Class and CSI. Once a viewer activates their cell phone or PDA, the clip is downloaded via Bluetooth connectivity and then played on their wireless screen almost instantly. The content then can be saved or passed on to someone else. Link: WSJ 08/24/06 - CBS Touts New Shows in Video Clips, News.com 08/24/06 - CBS to Use Bluetooth wireless to Market new Shows
Wednesday, August 23, 2006
Nielsen Reports 1.1% increase in U.S. TV Households
According to Nielsen Media Research the total number of television households within 
the U.S. (including Alaska and Hawaii) is now estimated at 111.4 million, an increase of 1.1 percent since last year. They also reported many shifts in local market rankings. Notable changes are: New Orleans dropped 11 markets from 43 to 54 on a loss of 105,190 TV households, Las Vegas moves up 5 markets to 43, San Francisco climbs one to 5. Dallas up one to 6, Boston slides down to 7. Phoenix (now 13) and Seattle 14 change positions as does Miami (now 16) and Cleveland 17 and Orlando (now 19) and Sacramento 20. Link: Nielsen Press release and 2006-2007 Market Ranking
the U.S. (including Alaska and Hawaii) is now estimated at 111.4 million, an increase of 1.1 percent since last year. They also reported many shifts in local market rankings. Notable changes are: New Orleans dropped 11 markets from 43 to 54 on a loss of 105,190 TV households, Las Vegas moves up 5 markets to 43, San Francisco climbs one to 5. Dallas up one to 6, Boston slides down to 7. Phoenix (now 13) and Seattle 14 change positions as does Miami (now 16) and Cleveland 17 and Orlando (now 19) and Sacramento 20. Link: Nielsen Press release and 2006-2007 Market Ranking
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