Posted on September 29th, 2009 by Stewart Hauser
Marketers can reach larger portions of their most coveted audiences by using spot swapping to overcome the promotion saturation problem. Targeted segments have the highest response rates to promotions, so increasing reach into these segments is the most efficient way to increase program ratings.
A previous blog post demonstrated that spot saturation frequently exists at the [...]
Posted on September 22nd, 2009 by Jeff Storan
Much has been made of NBC’s decision to insert The Jay Leno Show at 10PM weeknights. Now that the week of its premiere is past, we have an opportunity to step back and survey the ripples to the great ocean of attention that viewers dedicate to watching television.
The New York Times’ Stuart Elliot covered NBC’s [...]
Posted on September 15th, 2009 by Stewart Hauser
Well-targeted and well-timed advertisements can still be a complete waste of money if marketers fail to consider the availability of their audience. A hungry hamburger-lover in San Francisco, for example, who sees a commercial for SONIC Drive-In will probably not respond by purchasing a SONIC meal, since the nearest location is 34 miles away. The [...]
Posted on September 8th, 2009 by Yuliya Torosjan
Television marketers live and die on the effectiveness of their program promotions. Answers to questions about the optimal frequency of exposure to promotions and the optimal distance between exposure and airing of the program can determine success or failure of networks’ primetime schedules.
In our analysis of audiences’ responses to promotions, we find that one promotion [...]
