Comments on: Series Premiere Attentiveness and Program Loyalty http://www.simulmedia.com/2009/12/series-premiere-attentiveness-and-program-loyalty/ Simulmedia Thu, 22 Apr 2010 13:40:57 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Stewart Hauser http://www.simulmedia.com/2009/12/series-premiere-attentiveness-and-program-loyalty/comment-page-1/#comment-247 Stewart Hauser Tue, 05 Jan 2010 17:31:21 +0000 http://www.simulmedia.com/?p=916#comment-247 Great question Gavin (and sorry for the late response). It's always fun to analyze and think about direct response TV ads, and yes, I do think that second-by-second viewer data would be very valuable in predicting consumer response to these ads. Second-by-second viewer data would give excellent, precise measurements of reach, both in terms of unique reach and average number of impressions per viewer reached. With a large enough reach, there are other variables we could look at to predict consumer response. Longer commercials would presumably have a larger reach, so yes, those would probably be easier to predict. Great question Gavin (and sorry for the late response). It’s always fun to analyze and think about direct response TV ads, and yes, I do think that second-by-second viewer data would be very valuable in predicting consumer response to these ads. Second-by-second viewer data would give excellent, precise measurements of reach, both in terms of unique reach and average number of impressions per viewer reached. With a large enough reach, there are other variables we could look at to predict consumer response. Longer commercials would presumably have a larger reach, so yes, those would probably be easier to predict.

]]> By: Stewart Hauser http://www.simulmedia.com/2009/12/series-premiere-attentiveness-and-program-loyalty/comment-page-1/#comment-246 Stewart Hauser Tue, 05 Jan 2010 16:08:45 +0000 http://www.simulmedia.com/?p=916#comment-246 Thanks Marion. There are indeed new ways to watch TV other than traditional broadcast, and the media buying landscape could change as these new forms increase in popularity. If we can accurately measure viewership across these new forms of television viewing, I would still expect to see the positive correlation between series premiere attentiveness and subsequent loyalty to the program. Thanks Marion. There are indeed new ways to watch TV other than traditional broadcast, and the media buying landscape could change as these new forms increase in popularity. If we can accurately measure viewership across these new forms of television viewing, I would still expect to see the positive correlation between series premiere attentiveness and subsequent loyalty to the program.

]]> By: Gavin Ballas http://www.simulmedia.com/2009/12/series-premiere-attentiveness-and-program-loyalty/comment-page-1/#comment-244 Gavin Ballas Mon, 28 Dec 2009 23:41:43 +0000 http://www.simulmedia.com/?p=916#comment-244 Stewart, Do you think you can use second by second viewer data to predict consumer response to direct response TV ads? A few years back, I had a conversation with the CEO of an online lead generation company. As an experienced arbitrageur of online advertising he wanted to test TV with the maximum amount of Cable Networks with the least amount of dollars hoping to reveal the best performing networks for his product. He wanted to test TV by buying one spot on every cable network. Response would be judged by an individual 800 number and/or URL. The idea was to analyze the response from each network and predict which would be the most profitable. My agency's research indicated that you'd need to reach a minimum "3+ Reach" threshold before you'd have enough response to make a reliable prediction. For most stations you'd reach that threshold at about 15-18 spots in a week. At 18 spots/week for each network it would have been too costly to buy each network. Perhaps this type of test could have been possible using second by second viewer data? If it is possible, my guess is longer commercials (60's, 120's, half-hours) would be easier to predict. What do you think? Stewart,
Do you think you can use second by second viewer data to predict consumer response to direct response TV ads?

A few years back, I had a conversation with the CEO of an online lead generation company. As an experienced arbitrageur of online advertising he wanted to test TV with the maximum amount of Cable Networks with the least amount of dollars hoping to reveal the best performing networks for his product.
He wanted to test TV by buying one spot on every cable network. Response would be judged by an individual 800 number and/or URL.
The idea was to analyze the response from each network and predict which would be the most profitable.
My agency’s research indicated that you’d need to reach a minimum “3+ Reach” threshold before you’d have enough response to make a reliable prediction. For most stations you’d reach that threshold at about 15-18 spots in a week. At 18 spots/week for each network it would have been too costly to buy each network.
Perhaps this type of test could have been possible using second by second viewer data?
If it is possible, my guess is longer commercials (60′s, 120′s, half-hours) would be easier to predict.

What do you think?

]]> By: Marion Guthrie http://www.simulmedia.com/2009/12/series-premiere-attentiveness-and-program-loyalty/comment-page-1/#comment-241 Marion Guthrie Wed, 23 Dec 2009 17:35:36 +0000 http://www.simulmedia.com/?p=916#comment-241 There is another factor that is growing in influence on traditional TV viewers which is the ability to access these new programs in other ways than traditional broadcast. For example, some new programming can be accessed for free and without commercials on pay per view and sometimes online at Hulu. As this trend grows it will certainly color the media buying landscape. There is another factor that is growing in influence on traditional TV viewers which is the ability to access these new programs in other ways than traditional broadcast. For example, some new programming can be accessed for free and without commercials on pay per view and sometimes online at Hulu. As this trend grows it will certainly color the media buying landscape.

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