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Posted on January 29th, 2010 by Stewart Hauser
Like most television advertisers, marketers promoting television programming are haunted by what we’ll call the Wanamakerian spectre. The spectre whispers in the ears of network marketers: you know half your spending on advertising is wasted and you don’t know which half. The superior measurement afforded by set-top box data gives network marketers the tools to [...]
Posted on December 22nd, 2009 by Stewart Hauser
Close analysis of how people watch a program’s series premiere reveals that viewers’ likelihood of returning to future episodes follows from their attentiveness to the first. As television networks seek additional commercial vehicles to engage viewers and advertisers – think of the sponsorship model favored by PBS and championed by Rainbow Media – the link [...]
Posted on October 27th, 2009 by Stewart Hauser
CBS, FOX, NBC, and ESPN spend billions of dollars for the rights to broadcast National Football League games. These games attract huge numbers of viewers while also providing an ideal forum for networks to promote upcoming shows. A look at viewing habits on CBS and FOX during September 2009 demonstrates that promotions for new programs [...]
Posted on October 14th, 2009 by Stewart Hauser
Television viewing preferences are not seasonal. Viewers who have an affinity for cooking shows or comedies or reality shows in the spring will still enjoy programs in those genres when the leaves change colors. Individual viewers will move in and out of particular segments, but the utility of genre segments in efforts to improve promotional [...]
