Category Archives: Blog
Genre Preferences Persist Over Time
Television viewing preferences are not seasonal.B 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.B Individual viewers will move in and out of particular segments, but the utility of genre segments in efforts to improve promotional [...]
read moreOptimizing Targeted Reach Via Spot Swapping
Marketers can reach larger portions of their most coveted audiences by using spot swapping to overcome the promotion saturation problem.B Targeted segments have the highest response rates to promotions, so increasing reach into these segments is the most efficient way to increase program ratings. B A previous blog post demonstrated that spot saturation frequently exists [...]
read moreAvailability of Low Loyalty Audiences
Well-targeted and well-timed advertisements can still be a complete waste of money if marketers fail to consider the availability of their audience.B 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.B The [...]
read moreIn the Quest for the Perfect Formula of Recency and Frequency of Promotional Exposure
Television marketers live and die on the effectiveness of their program promotions.B 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 audiencesb� responses to promotions, we find that one [...]
read moreHow Much Reach Could Each Network Reach If Each Network Could Reach Good?
Viewers who do not see an on-air promotion for a show will almost definitely not watch the show, and yet broadcast networks tend to reach far less than 100% of potential viewers.B As the Fall 2009 season approaches, network marketers should always be in the market for more reach.B In less than a month, the [...]
read moreOur allegiance to the Vapid Ditty of Broadcast Television
Or How Infinite Jest explains our commitment to the linear TV As a fan of digital video recorder and on-demand technologies and an active manager of my Netflix queue, Ibve pondered the relative lack of attention that these alternate modes of television viewing garner.B Both Nielsenbs Three-Screen and the Video Consumer Mapping studies mark time-shifted [...]
read moreWhat is the promotional elasticity of your program?
Program marketers need to know how much promotion is required for a particular program and at what point additional promotion stops being effective.B B Some programs respond better to promotion than others. The same level of promotional effort for two different programs can result in different incremental ratings. Programs that yield higher ratings are said [...]
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