In the movie The Godfather, Michael Corleone shares the following line with his brother when planning to avenge their father’s assassination attempt, “It’s not personal, Sonny. It’s strictly business.” In stark contrast, the business world of marketing and advertising is becoming very personal. As noted in a February 2016 CMO Council whitepaper, personalization has become a universal mandate for many marketers; and engaging consumers in a true, real-time, one-to-one manner is the ultimate goal of long-term marketing efforts.
Written By: Bryan Kirschner and Donna D’Achillo
A&E premiered a new original comedy series entitled Black and White in July. This in-studio show focuses on issues such as politics and race and how they are perceived through the viewpoints of various comedians and friends. Taped in front of a live studio audience, the show aims to tackle the most controversial topics sweeping the country today by offering a comedic twist that is sure to capture the attention of viewers. The Robertson family is coming back to A&E this summer as the network returns its wildly popular Duck Dynasty. Additionally, another famous family has returned this season as Wahlburgers premieres with new episodes.
Welcome to the 21st edition of the Harmelin Media Report’s new TV season review. For the 2015-16 season which just ended in the spring, the networks renewed more shows than the prior year — eighteen new shows were renewed compared to fourteen in the 2014-15 season. This coming season, the networks will premiere 20 new shows in the fall (13 dramas and 7 comedies). Additionally, there are more than 23 shows premiering in mid-season.
Change is nothing new to a media buyer. For instance, ever since social media started its meteoric rise in popularity, advertising has never been the same. Creative and media agencies were forced to adjust their strategies due to a new user platform. Suddenly, GRPs and reach were less important, as buzzwords like “engagement,” “content,” and […]
One of the hottest topics in the advertising industry is programmatic television. The latest figures show that an estimated 4-5% of all TV buys in 2015 were purchased programmatically. While this is a low percentage of the total, it represents a $2.5 billion industry that has developed in a matter of months. That’s a big deal.
Within the past five years, dating services have grown to a $2.2+ billion industry as consumers turn to the internet looking for love. The term “swiping right” has become a frequent phrase among those familiar with dating apps. In the mobile dating world, to “swipe right” means that you have personally endorsed someone or something. In the context of dating, it would obviously mean someone – you’re endorsing that someone as a prospective date. But you can also ‘swipe right’ to endorse things – like products, services, stores, places, etc.
When discussing the Internet of Things (IoT) and the healthcare industry, wearables are probably the first thing to come to mind for many. If you’re still not sure of the definition, Wikipedia describes the IoT as “the network of physical objects, devices, vehicles, buildings and other items which are embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.”
With the promise of 1.5 million to 2 million people traveling to Philadelphia for the historic visit of Pope Francis, there was potential for this extraordinary event to be a marketer’s dream come true. Long before his highly anticipated arrival, many media packages and special advertising opportunities involving the World Meeting of Families and the Pope’s visit were readily available for advertisers to attach themselves to this prominent occasion.
The Discovery Channel is enjoying a successful run and it continued this past year with primetime ratings up 12% from the previous year. The network will return the staples that have gotten them this successful run and shows will include the favorite Shark Week. Also coming back to help secure the loyal fan base will be Naked and Afraid, Deadliest Catch, Bering Sea Gold, and Gold Rush. This should keep the network right around where it has been in recent years, but in order to move up and garner higher viewership, Discovery is bringing in several interesting new shows this coming year.
With Duck Dynasty seeming to have reached its peak, A&E is looking to rebound from lower-than-expected viewership this past year. Primetime viewership was down 28% from the previous year, and with that news, the network will bring back its bigger shows, which include Bates Motel and Unforgettable. The network is also pinning its hopes on several key new programs this coming year. At the start of 2016, A&E will premiere Damien.