In the advertising world, television is still the mass reach king. It has the ability to put an advertising message out to millions of eyeballs. This overarching mass-market approach can be very successful, but we cannot ignore the power of what a mobile ad can do to influence a consumer during those key moments of decision when they’re ‘on the ground’ — about to make a purchase decision. Once a potential customer leaves his home viewing environment, the impact of an advertiser’s message with a well-timed and well-placed mobile ad can lead to a sale.
The NFL captured a lot of media buzz in the 2016 regular season – and most of it was negative. This season has seen a lack of starting talent, players protesting during the national anthem, and officials throwing an inordinate amount of penalty flags. Worst of all for the NFL, the TV audience is down.
It has been long understood that social media spans all generations. The misconception that social media is strictly millennial-focused has been disproved repeatedly with every new platform or app attracting users in all age groups. Boomers and millennials alike are sharing content, liking posts and engaging with social media daily.
The way we view TV is changing. Fifty years ago, American homes had one black and white television set that had fewer channels than months in the year. Flash forward to 2016 and the TV medium has grown exponentially. In this changing environment, two recent trends that have gained media attention are “cord-shaving” and “cord-cutting.”
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.
CBS is once again America’s most-watched network. They finished last season tops in their core demo (Adults 25-54) for the ninth time in 13 years! Thanks in part to the Super Bowl, they won the A18-49 demo for just the second time in over 20 years (without the big game, they would have tied NBC). In addition, they won in total viewers for an eigth straight year.
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.
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.
Why are Millennials seen as an elusive group to effectively target with media?
Other than newspaper readership, Millennials are on-par with other generations’ media consumption. According to the GfK-MRI Fall 2015 Survey, Millennials read just 11 newspapers per month compared to Gen X’s 14 newspapers and the Boomers’ 18. However, Millennials spend more cumulative time with TV, radio, and digital media than Generation X while each generation reads an average of nine magazines per month.
“Goodbye 2015” – and many in the U.S. advertising industry might add “Good riddance!” 2015 saw the slowest growth in U.S. advertising since the recovery from the 2008-09 Great Recession. Although only preliminary estimates are available, advertising expenditures are forecast to have grown by less than 2% in 2015, the only year since the 16% contraction in 2009 that ad spending failed to increase more than 2% annually. By comparison, the average annual growth has been 3.8% in those six other post-recession years.