May 1, 2013
The IAB has released a new research report [pdf], conducted by GfK, in conjunction with the 2013-2014 NewFronts event. As part of the study, the researchers reveal that among monthly users, network TV shows online ("TV Online") has the same "wantedness" score as sports on regular TV, and also rivals regular primetime TV, meaning that these viewers attach a similar importance to online and regular TV content. But what motivates viewing of different streaming video types? Read more »
April 11, 2013
A recent study by Nielsen and the IAB recommended moving 15% of TV budgets to online video in order to increase reach at a lower cost. It seems that some online video buyers are taking heed. In their Q1 2013 "State of the Industry in Online Video" study, Adap.tv and Digiday find that 72% of video buyers' budgets for the medium increased in the last year, by an average of 53% (compared to a 20% hike in Q1 2012). Among those who increased their spending, 39% re-allocated funds from TV budgets (up 12% points), with the amount of TV spending cannibalized averaging out at 11%. But the study finds that display budgets may be more in peril than TV dollars. Read more »
November 13, 2012
Fully 97% of more than 700 surveyed professionals from across the digital media industry report that their digital video ad spending is up this year, for an average increase of 27%, and respondents expect spending on digital video to be up another 20% in 2013, according to Digiday and Adap.tv in a November 2012 report. Interestingly, though, anticipated cuts in traditional media to fund this budget growth have not materialized as much as expected. Instead, digital video is increasingly getting its own budget line. Read more »
October 22, 2012
NBC's "Sunday Night Football" commands the highest average price for a 30-second spot, reports Ad Age. Its pricetag of $545,142 for 30 seconds is 60% higher than that of the second-place "American Idol," broadcast on Fox on Wednesday nights. In the 2011-2012 season, "Sunday Night Football" and "American Idol" were about dead even. But while the SNF price jumped from $512,367 last season, "Idol" plunged from $502,900 to $340,825 this year. Read more »
May 3, 2012
US advertising revenues (excluding Political and Olympics - P&O) grew 1.6% in Q4 2011 and 3.1% for the full year to reach $171.7 billion, according to May 2012 figures from MagnaGlobal. Including P&O into the equation, the company reports a more moderate 1.7% year-over-year growth. This compares to recent Kantar Media figures, which reported a 1% decline in Q4 spend, with advertising expenditures for the year inching up 0.8%. Looking ahead, Magna Global expects core media advertising revenues to grow 2.2% this year, rising to 4% when factoring in P&O. Read more »
February 14, 2012
TV ads aired in high definition (HD) outperform their standard definition (SD) counterparts in terms of audience retention by 18.4%, according to [pdf] a study released in February 2012 by DG and Kantar Media. Examining 28,270 nationally placed commercial occurrences of watermarked commercials distributed by DG in March 2011, the study found that tuneaway for HD spots was 3.1%, compared to 3.8% for SD spots. In fact, tuneaway was higher for SD spots regardless of length: it was 33% higher for 15-second spots, and 16% higher for 30-second spots. Read more »
February 13, 2012
Though constituting just 4.5% of all TV households in the US, the number of US households foregoing cable or satellite TV in favor of a pairing of broadcast TV-only plus broadband internet connection rose 22.8% in Q3 2011 when compared to a year earlier, according to [download page] a February 2012 report from Nielsen. And although these homes spend the majority of their video time watching traditional TV, at an average of 122.6 minutes daily, this is less than half the average for all cross-platform homes (256.5 minutes daily). Read more »
February 10, 2012
The vast majority (96%) of Americans watch TV in their homes, roughly double the number (48%) who now watch video online, according to [download page] a February 2012 report from Nielsen. Yet the proportion watching TV in their homes fell 0.2% year-over-year, while those watching video on the internet grew 4.9%. Mobile subscribers watching video online in Q3 2011 showed the fastest growth, jumping 37% year-over-year and 5% quarter-over-quarter to reach more than 10% of the population. Read more »
February 8, 2012
Prices for primetime commercials on the Big 4 broadcast networks rose year-over-year during the second, third, and fourth quarters of 2011, according to February 2012 data from TargetCast. Using data from SQAD, the agency determined that the price of an average 30-second spot rose 2% in Q2 to $127,291, while in Q3, prices rose 4% year-over-year to $82,951. Pricing growth slowed in Q4 to 2%, with spots averaging $116,122. Read more »
February 1, 2012
73% of Super Bowl viewers say they look at Super Bowl TV commercials as entertainment, by far the leading opinion cited by respondents to an NRF survey conducted by BIGinsight, released in January 2012. The proportion of viewers who say that advertisers should save their money and pass the savings on to them (18.5%) is roughly matched by those who say the ads make them aware of advertiser brands (16.9%). Similarly, although 8.9% complain that the commercials make the game last too long, a similar proportion report that they influence them to buy products from the advertisers (8.4%). Read more »
