Turning Chatter Into Cash, USA Generates Revenue on Social TV Platform
Broadcasting & Cable | January 30, 2012
Being able to engage a show's fans via social TV is "a gigantic step forward" for advertisers, says John Lisko, executive communications director at Saatchi & Saatchi, Toyota's ad agency. "Where we have meaningful integrations with content we will see a higher lift in ad recall awareness engagement with our advertising than we would have seen otherwise."
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Online Video Buy Boosts TV Reach by 14%, Frequency by 18%, Study Finds
MediaPost VidBlog | January 25, 2012
What do you get when you combine a $500,000 online video buy with a $2.6 million TV campaign? A 14% percent boost in reach, an 18% jump in frequency and an 11% reduction in the cost of the impressions.
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Case Study: Fisher’s KOMO and KATU-TV Sees Cross-Platform Bump
nielsen wire | January 24, 2012
Nielsen analysis revealed that for local markets, station websites may contribute added reach to both early and late news broadcasts. The results are not insignificant, particularly for select audiences like those ages 18-34.
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In-Cinema Ads Help Super Bowl Spots
MediaPost Daily News | January 04, 2011
In-cinema sales firm Screenvision says running a Super Bowl ad on the silver screen following its appearance in the big game can boost ROI, including providing lifts in brand awareness and word-of-mouth benefits.
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Twitter Campaign Pays Off For AMC Shows
MediaPost Online Daily | November 22, 2011
For "The Killing," 140 Proof helped target 18-34 males, outside of the show’s core female 25-to-54 demographic. While the campaign ran, the show experienced a 25% ratings increase among 18- to-34-year-olds.
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Canoe Honored with Innovation Award from the Direct Marketing Association
The Wall Street Journal | October 03, 2011
Canoe Ventures, the advanced television joint venture of the nation's leading cable companies, has been named a 2011 Innovation Award winner by the Direct Marketing Association.
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Case Study: Local Advertisers Engage Consumers Through Liquidus’ Rich Media
adotas.com | October 03, 2011
Liquidus has created a lead-gen platform for a Cincinnati television station that enabled advertisers to engage consumers through customizable rich media connected to inventory.
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Entravision: Dual TV/Radio Ad Campaigns Up Reach
MediaPost Daily News | August 17, 2011
Results from a TV-radio station test indicate that jointly selling radio and TV advertising together in simultaneous campaigns can increase audience reach - and deliver near prime-time viewership levels - all with the help of a single-source measuring system.
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Hollywood's Reality: TV
Adweek | August 08, 2011
Hollywood’s dirty secret? Television. Without the flow of revenue from TV, or without the sale of ads on cable, networks, and foreign TV, every major U.S. studio would go bankrupt.
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TV Ad Sends Song to Top of the Charts
Chart Watch UK | July 10, 2011
The power of television. Not something you should ever underestimate. Although in actual fact this should be extended to the power of the television commercial, for the Number One single this week owes a great deal of its success to a highly regarded and extremely memorable piece of advertising.
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Case Study: Using TV Star Tweets to Engage Viewers
eMarketer | June 13, 2011
By getting fans to talk about shows online, CBS builds up word-of-mouth and social recommendations—powerful forces for getting people to watch TV.
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Local Marketing, Social Media Make 'Voice' Sing
MediaPost Daily News | June 08, 2011
Gannett Broadcasting has done a number of marketing promotions around the show to push viewers to NBC - all of which has given most of Gannett's six NBC-affiliated stations in the top 25 markets either first or second place in the time period when the show airs.
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Brand Oprah Has Some Marketing Lessons
Bloomberg Businessweek | May 19, 2011
"I'm hard-pressed to think of a stronger brand than Oprah, and I've studied 200 years of brands," says Harvard Business School professor Nancy F. Koehn.
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Case Study: Targeted Advertising on itv.com
TV Genius | May 11, 2011
This project shows how broadcasters can use innovative TV search and personalisation technologies to attract viewers to shows that they might otherwise not watch. In particular, it was possible to direct visitors to watch shows on the internet, rather than through traditional broadcast means.
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Bravo Tops List In Product Placement
Broadcasting & Cable | April 29, 2011
Bravo Media has ranked the highest among networks in product placement effectiveness for the past five years, and uses product placement twice as much as its fellows, according to Nielsen IAG.
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Hearst Again Bets on a TV Brand, This Time HGTV, to Lift a New Magazine
Advertising Age | April 07, 2011
In Hearst's limited but highly successful tradition of partnering with TV brands to create new magazines, the publishing giant has announced a new collaboration with HGTV on a magazine title set to test launch in the fall. The launch will follow the monumental success of Food Network Magazine, which Ad Age named to its Magazine A-List last fall after its ascent to the top of the food category in terms of newsstand sales.
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Social Media Buzz Can Skyrocket TV Ratings
MediaPost TVBlog | March 02, 2011
Charlie Sheen's appearance on CNN was the 11th hour. Yet once he began his screed, web conversations lit up - and so did the ratings. Some 45 minutes into the show, viewership in the 25-to-54 demo - an age range likely to be viewing and tweeting at once - was up 61%.
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'Undercover Boss' Leads Shows for Brand Integration Recall
Advertising Age | February 18, 2011
You've got to hand it to "Undercover Boss" on CBS: This is one great venue to get a brand some notice. Norwegian Cruise Line's star turn on the series' Jan. 2 episode became last month's most-recalled brand appearance in a prime-time broadcast show, according to new data from Nielsen.
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'American Idol': A Case Study In Affiliate Relations
Broadcasting & Cable | February 07, 2011
The 10-year-old behemoth is trying to rediscover its voice, but it’s still a lesson in how a network and its affiliates can sing in unison.
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Eminem's 'Recovery' Brings Super Bowl Spots, Super Sales
Advertising Age | February 06, 2011
It's a cheeky self-referential spot for a musician who has, in fact, relied on marketing partnerships with everyone from the NHL to ESPN to Activision to PepsiCo to build his latest album, "Recovery," into the highest-selling of 2010.
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CTV's Multi-Platform Campaign Triggers 'Giller Effect' and Spike in Book Sales
Mediacaster | October 28, 2010
With worldwide exposure online and through multiple national telecasts here at home, Canadian authors have experienced what has been coined CTV's "Giller Effect" - the significant spike in sales enjoyed by the Giller Prize's featured authors following the CTV broadcasts.
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Rhino UK’s Album “Coming Home” by The Soldiers Marches to an Astounding 500,000+ Sales Thanks to an Innovative TV Campaign
Thinkbox | September 28, 2010
The campaign exceeded client expectations by several hundred percent and was the 21st best-selling album of the year. Despite using lower cost spots, the campaign delivered 1.9 sales per thousand impacts – well above the industry average. The Soldiers success is also a success story for the TV marketplace as well. Increased efficiency has enabled Warner Music to invest more into television because it is such an effective medium for them.
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'Lost' Finale Found Fantastic Brand Recall Numbers
MediaPost Daily News | June 02, 2010
The Nielsen Company says the finale of "Lost" - which found a healthy 13.6 million viewers - also registered major numbers when it came to brand recall, message recall and likeability of marketers' messaging.
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"Glee" is Music to Songwriters' Ears
The Los Angeles Times | April 27, 2010
As many younger viewers seem to be losing interest in the once invulnerable " American Idol," "Glee" looks poised to be pop's new tastemaker. Much like "Idol," "Glee" is helping alter the dynamic between music and television, showing ways that both media can help prop up each other in a world beset by multichannel and internet competition.
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Oscar Night's Winning Advertisers
BrandWeek | March 19, 2010
With a high female viewership, The Academy Awards are practically the "woman's Super Bowl," especially due to the focus on fashion, according to market research firm YouGov's BrandIndex report.
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Olympic Sponsors Strike Gold
Toronto Star | February 25, 2010
While it's too early to say who will bring home the bulk of the corporate medals, experts say most companies that gambled on the Games are now poised for a payoff.
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Olympic Ads Pay Off For Marketers, NBC
MediaPost Daily News | February 24, 2010
Looking at advertisers so far, NBC compared 142 Olympic marketers' commercials - their Olympic advertising versus their regular TV media plans - and said there was, on average, 24% higher brand recall, 31% more message recall, and 21% better likability for TV viewers.
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NBC: Olympic Opening Boosts Brands
Adweek | February 16, 2010
NBC today issued research it commissioned from Google that indicates huge spikes in search queries for brands that were featured during the opening ceremonies at the Vancouver Winter Games.
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NBC: Ads During Olympics Beat Those on Regular TV
Advertising Age | February 16, 2010
Ads from auto advertisers, financial-services firms, movie studios and retailers during the Olympics are having more impact on viewer behaviour than commercials airing in more typical TV programming, NBC said, citing data from Nielsen IAG, which measures likability and recall of ads, programs and product placements.
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Which Super Bowl Advertisers Really Bettered Their Buzz?
Advertising Age | February 16, 2010
"The reach is incredible at the Super Bowl, so on a lot of other shows on which you may be advertising there's a real question if whether people are fast-forwarding through the commercials or going to grab a drink. Here you have a higher percentage of people paying attention to the ads."
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How 'Glee' Married TV and Music in a New Moneymaking Model
Advertising Age | February 01, 2010
Tied to the show's storylines, the cast's performances become so sellable that the program's production studio, News Corp.'s 20th Century Fox, believes it could have a new TV-show model on its hands, not unlike the kind of revenue juggernaut "American Idol" introduced.
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Cablevision: Interactive TV Ads Work Very Well
Multichannel News | January 12, 2010
Cablevision Systems is touting results from its first interactive TV ad campaigns last fall, claiming that conversion rates -- the percentage of viewers who, after initially clicking on an ad, successfully requested the advertiser's product sample or coupon -- ranged from 40% to more than 70%.
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'Avatar' Soars on Fat Ad Spending, Mass Marketing
Advertising Age | January 04, 2010
The first theatrical trailer clocked in at three minutes and 30 seconds, followed by a series of long-form TV buys in November on Fox's World Series and National Football League coverage, with multiple 30-second spots in the same commercial break, followed by the full trailer airing during pod breaks for "Glee" and "House."
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Ed Hardy's Expertise Led Great American Country to Gains
The Tennessean | November 15, 2009
GAC has managed to double its number of cable subscribers to nearly 60 million viewers since Scripps assumed ownership, and its advertising revenues appear to be weathering the U.S. recession with some sales gains.
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Glee's "Don't Stop Believin'" Goes Gold
TV Squad | October 30, 2009
If you have any doubt about the power of television in the selling of music and making stars, this story should convince you that there is a definite correlation.
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CBS Is Looking More Like a Tiffany Network
Business Week | October 22, 2009
For years, CBS CEO Leslie Moonves has called advertisers' fixation on young viewers simplistic. Now, with 18- to 49-year-old Americans among the hardest-hit casualties of the Great Recession, his theory makes more sense. As Moonves told BusinessWeek in an interview: "Someone needs to show me where an 18-year-old consumer buys more than a 50-year-old."
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How a Handmade Push Helped 'Wild Things' Tame Box Office
Advertising Age | October 20, 2009
Despite Tensions With Warner, Director Spike Jonze Connected Children's Story With Adult Audiences.
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Local TV Garners Revenue From Obituaries
Advertising Age | October 19, 2009
From death sometimes comes life: A CBS affiliate in Saginaw, Mich., is generating revenue by running on-air and online obituary ads after three of the region's four daily newspapers reduced publication to three days a week.
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Old Promo Strategies Work Best for Films
AdWeek | September 30, 2009
A new study indicates that 73 percent of moviegoers - those who attend movies at least twice a year - first gain awareness of releases from TV commercials, followed by 70 percent from in-theater trailers. Word-of-mouth follows at 46 percent, and the internet, at 44 percent, has passed such traditional methods as billboards and newspaper advertising.
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The TV Tour Guides
Springfield Business Journal | September 28, 2009
"We receive a number of comments throughout the course of the year saying when (vacationers) check into the hotel, the first thing they do is tune in The Vacation Channel," says Ross Summers, president and CEO of the Branson/Lakes Area Chamber of Commerce and Convention and Visitors Bureau. "They've been doing it for years and find it very informative and entertaining."
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How ESPN Became the World's Biggest Sports Media Brand
Advertising Age | September 01, 2009
If you want to understand how ESPN went from a two-story building surrounded by satellites in 1979 to the world's largest sports-media brand, spend a day at the company's campus in Bristol, Conn.
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How SpongeBob Became an $8 Billion Franchise
Advertising Age | July 13, 2009
On July 17, 2009, SpongeBob SquarePants will reach a milestone that few TV characters rarely get to celebrate: a 10th birthday. But beyond just TV longevity, SpongeBob SquarePants has grown into a nearly $8 billion-dollar-a-year property at retail for Nickelodeon.
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Online Brands Turn to Traditional Ads
AdWeek | June 22, 2009
Hulu.com was just a concept 18 months ago - without even a name - and is now the Internet's second most popular video destination per Nielsen, in part due to a decidedly "old-school" tactic: a 60-second spot on Feb. 1's Super Bowl.
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Ads Help Auds Bite Into 'True Blood'
Variety | June 17, 2009
An elaborate marketing campaign paid off handsomely for "True Blood," which opened its second season Sunday as the most-watched program on HBO since the finale of "The Sopranos" two years ago.
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A Win-Win for 'Biggest Loser'
TV Week | June 03, 2009
With seven seasons under its belt, NBC's "The Biggest Loser" is still growing--particularly in developing alternative revenue streams beyond advertising. "Loser's" consumer-product lines, which include items such as CDs, weight-loss plans, DVDs, workout equipment and now a Nintendo Wii video game, has garnered around $75 million in revenue, NBC said.
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Dove Finds Perfect Match in China's "Ugly Betty"
Advertising Age | May 28, 2009
The brand's overall investment for one season, with an average of more than 23 million viewers a night and millions of searches and blog entries, cost less than two weeks of traditional airtime in Shanghai.
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'Yo Gabba Gabba' Grabs the Limelight
Variety | April 06, 2009
Hot live-action preschool series "Yo Gabba Gabba" continues to expand beyond its TV roots. The show, which just scored a third season order from Nickelodeon, has spawned a live tour and a feature in the works for 2010. In addition, "Gabba" has now sealed more than 40 merchandising licenses - including the DVD "New Friends," as well as an extensive collection of toys and 22 books to be published this year by Simon and Schuster.
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Study: Ad Payoff In Local TV News
MediaPost Daily News | April 03, 2009
As local news remains the principal revenue generator for station groups, a Hearst-Argyle study shows that viewer engagement with the broadcasts tops four other "traditional" media.
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Some Sites Reap Rewards of Super Bowl Spend
AdWeek | March 23, 2009
Super Bowl ads always have winners and losers. The clear winner: Hulu, the NBC Universal-News Corp.-backed Web video service, which saw a 55 percent jump in traffic in February, going from 5 million to 7.8 million visitors, according to measurement service comScore. The jump made Hulu the No. 2 most-gaining property comScore tracks and vaulted it to the No. 6 Web-video property.
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KVVU Rewards Build Ratings, Revenue
TVNewsDay | March 02, 2009
"This is definitely opening doors that were once closed to our sales team," according to General Sales Manager Todd Brown. "Thousands of businesses who don't have TV budgets can become our rewards partners and offer points to their loyal customers." Since the program launched in late October, more than 20,000 viewers have signed up and more than 80 percent are active on a daily basis, earning points by entering the five daily "code words" displayed during KVVU newscasts.
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TiVo Tallies Top Ads Post-Super Bowl
MediaPost Daily News | February 17, 2009
Super Bowl commercials get major viewership. But how do those brands compare at other times of the year? TiVo says one way of analyzing this is determining low "commercial avoidance" - also known as DVR fast-forwarding. When looking at Super Bowl marketers' commercials in non-Super Bowl programming, Coca-Cola had the best ad-viewer results.
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Super Bowl Ad Wrap: This Bud's The Thing
Centre for Media Research - Research Brief | Feb 11, 2008
Proof that Super Bowl advertising really does work, on more than one level.
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Nielsen: Bud, GoDaddy Most-Viewed Super Bowl Spots
MediaPost Daily News | February 6, 2009
The two most-viewed Super Bowl commercials: Bud Light Lime and one from GoDaddy.com, both of which ran in the fourth quarter...Nielsen Media Research says each of those ads was seen by 103.2 million people, during a period where the game was close and near its end.
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Kindle Offers Glimpse of ROI on Oprah
Ad Age Daily | November 3, 2008
Since Amazon launched the Kindle, its electronic reader, a year ago, it has created a swarm of dedicated customer advocates. But on Oct. 24 it snagged the most important evangelist in Oprah Winfrey, who said, "I'm telling you, it's absolutely my new favourite thing in the world."
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Hockeyville gets more social
Strategy | June 2008
"I love the Hockeyville concept. It's a good fit for the brands, which have a lot of Canadian content in them already. Kraft may be an American company, but Kraft Dinner is the quintessential Canadian food after poutine and beaver tails. If anything, the Canadian angle is underplayed."
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Nike Canada: Hockey's summer shift
Strategy | April 2008
CTVglobemedia's TSN broadcast an eight-game Canada vs. Russia Super Series over two weeks last fall with some of hockey's fastest and most intense next-generation players. Toronto-based Cossette Media took advantage of the excitement to get Thornhill, Ont.-based Nike Canada in the faces of young hockey fans and generate interest in Nike's summer training program.
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