Finding Viewers’ Missing Link
In last week's article I wrote about how to use ad timing and niche audience targeting to lure television audiences . This week, I...
Cable Outpaces Broadcast for Viewer Attention
That's the attention-grabbing headline plastered on the promotional announcement for the release of the latest Quarterly TV Attention Report from TVision Insights. The TVision report seeks to tell advertisers which demographics truly engage with television, which TV shows hold viewer interest, and which brands combine engaging content with effective media planning in order to garner the most attention. The Q2 2017 report yielded three key conclusions.
Small business needed to drive recovery
One of the keys to getting through tough economic times is putting people to work so that they are free to spend money and do their part to enrich the economy
Are Advertisers Pledging Your Ad Dollars To ‘Oath’?
"Building brands people love" is the marketing tag line associated with Oath, the parent company of AOL and Yahoo! owned by Verizon. But, what is its purpose? A Thursday evening marketing mixer in Miami sponsored by the company delivered one glaring answer: Oath is about gnawing away at ad dollars going to radio and TV, and building a bigger case for digital media.
Things Are Looking Up!
Recently, I had the opportunity to spend time with Ed Whitacre, Chairman and former CEO, of General Motors. Ed is very professional and very demanding. He impressed me so much about the future of General Motors that I
Part 6 – Sales 90 day Outlook
With the Back-to-School season on the horizon, the 90 Day Outlook for several clothing categories as well as Shoes brighten from June
More small-market sales tips
There was a 100% winner turn in, plus thanks to a really well-produced spot (no brag just fact) by yours truly great response-locally-and from some distance to the campaign.
Getting your station ready for social media marketing
In the viral frontier of social media marketing, it is important to understand that you no longer own your station brand. For generations, TV stations
CBS ad dollars: Highlights from investor conference
CBS VP/CFO Joe Ianniello spoke at the Bank of America Merrill Lynch Global Telecom & Media Conference on 5/30. Wells Fargo analyst Marci Ryvicker...
CBS “Local Media”…A Game Changer
As The Media Audit is a multi-media survey company, I wanted to see the potential impact of CBS’s new drive to Local Media. Newspaper’s were the mass media that
The Willie Nelson effect and how you can profit from it
Be constantly looking at the edges to see what the next big thing is and you
How to sell against competitors that lie
Unfortunately, all too often, I get a call from an ad sales coaching client telling me that their nearest competitor just stole another ad deal using false or misleading data. Where this seems to be most evident is with digital audience numbers. So, what do you do to sell against a liar? The answer might be easier than you think... tell the truth. Here are six things to consider when telling the truth about your ad products.
Creating the right press kit for your station
Radio and television stations are notorious for hosting events and creating promotions that generate buzz. To extend the longevity of the promotion, it
Customer path attribution proves TV ads still tops
Recently, the Interactive Advertising Bureau reported that digital ad revenues in the US reached $36.6 billion in 2012. As online publishers continue to lure advertisers to the Web and the public's appetite for all things Internet lingers on, one might think that marketing dollars are better spent online. However, digital advertising isn’t the only piece of the customer path puzzle; for many advertisers, the returns on online ad units continue to trail those of traditional broadcast buys. Yet brands are asking hard questions about TV campaigns: “Is TV right for us? Should we shift our ad spend to the Web?” Advertising and media agencies need to be ready to answer these questions with concrete data that reflects the full context of every customer touchpoint. This includes online assets as well as offline ones, such as direct mail, radio and, of course, television.
Consumer Sentiment On Pandemic Recovery On The Rise
Newly released Nielsen research looks at consumer sentiment regarding the COVID-19 recovery. It examines several consumer sentiment areas and includes insights about activities consumers engage in, including health, schooling, employment, and transportation during the pandemic.