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 [...]
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 [...]
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 [...]
