304 Marketing Trends found for Media / Television


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Despite Digital, TV Still Rules the Advertising Roost

Trend Summary: Despite the current appetite of consumers for digital platforms, ads seen on TV still dominate when it comes to discovering new brands.


Jason Mander, director of research and insight at GlobalWebIndex, writing in the current issue of trade magazine Admap, outlines the results of research among 200,000 internet users in thirty-four nations, tracking more than twenty ...

[Estimated timeframe:Q3 2016]

... brand discovery routes.

TV ads topped the list of brand discovery sources, being selected by almost 43% of online adults, just ahead of search engines and word-of-mouth recommendations.

Mander suggests this "is indicative of a wider trend where consumers tend to attach more importance to offline rather than online sources".

However, there's no shortage of the latter, including review sites, expert blogs, consumer forums and comments from social media contacts.

But, summarises Mander: "Ask consumers which forms of peer-to-peer discovery are the most influential and word-of-mouth recommendations from friends/family members outscore all of the online options by a clear margin."

That's because we like the personal touch, he says. "Or we do in the real world".

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6905

Revenue Slowdown Forecast for Global Pay TV

Trend Summary: The coming five years will see slower growth in global pay TV revenues.


A survey of 138 countries suggests that declining TV revenues in North America will result in slower worldwide growth in the medium over the coming five years, according to the Digital TV Revenue Forecasts report from UK based research and markets company ...

[Estimated timeframe:Q2 2016]

... UBM plc.

Global pay TV revenues - which include subscription fees, pay-per-view movies and TV episodes - will experience slower growth over the next five years, with declining revenues in North America.

The North American market will see declines due to cord-cutting as well as conversion to smaller over-the-top TV services, pulling in lower revenues than traditional monthly pay TV services, according to the report.

Excluding North America, pay TV revenues overall will climb by 14% ($13.6bn) between 2015 and 2021 reaching $107.82bn - versus a 28% gain between 2010 and 2015 (an increase of $20bn).

Asia Pacific territory revenues will grow 25% ($8bn) between 2015 and 2021 to $40bn.

In 2014 Asia-Pacific overtook Western Europe and the report estimates that the latter region will experience flat revenues at $31bn over the coming five years.

Read the original unabridged MediaPost.com report.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6893

US Marketers Switch Ad Budgets from TV to Digital Video

Trend Summary: A majority of US marketing and media buying professionals plan to move funds out of TV in favour of digital video advertising.


According to the Interactive Advertising Bureau's third annual Video Ad Spend study, which surveyed 360 marketing and media-buying professionals, of those respondents who said they're increasing their spending on digital video, 41% said they would switch their budgets from cable TV advertising, while 47% said ...

[Estimated timeframe:Q2 2016]

... it would come out of broadcast TV spending.

Over the past twelve months, social news and entertainment company BuzzFeed has increased its audience from circa 2.8 billion monthly views to more than 7 billion.

Moreover, some 75% of BuzzFeed's content is consumed outside its own platform, including 21% on Snapchat and 14% on YouTube.

Buzzfeed's biggest boost, however, comes from Facebook, which contributes more than 33% of BuzzFeed's views. That's even more than the latter's own platforms, which account for just 23% of overall views.

Meantime online video giant Hulu's subscriber base has grown more than 30% from 2015 and is projected to reach twelve million US subscribers by the end of May 2016.

Read the original unabridged Adweek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6892

US TV Titans Launch Addressable Ads

Trend Summary: Time Warner Cable has moved into addressable TV advertising, enabling marketers to target down to a given household level.


The trend to pinpoint targeting of TV ads at individual household level has moved into overdrive with the incursion of Time Warner Cable TV into this exponentially growing scene via an ap which links to ...

[Estimated timeframe:Q1 2016]

... video on demand.

Addressable advertising enables marketers to target households beyond age and sex demographics and down to specific characteristics like income, lifestyle and purchasing preferences.

According to Joan Gillman, EVP and chief operating officer-media services at Time Warner Cable TV, marketers will be able to dynamically insert ads during live TV via the company's TV app which operates across multiple devices and also video-on-demand.

Time Warner, however, is not the first to exploit this new medium, the frontrunners being US data giant Acxiom and Long Island-based cable company Cablevision.

Those who control the set-top box control the world, and no operator has done more with its STB data than Cablevision.

Now, the company is about to lead the charge into next-generation  addressability with the launch of its Total Audience Application (TAPP,) a proprietary software product that allows agencies to make more targeted, impressions-based TV buys.

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6861

Marketers Can Now Measure TV Ad Viewability in Real Time

MarketingTrendTracker Summary: New TV metrics offer real-time data about viewing rates, impressions and unduplicated reach.


Bellevue Washington-based TV ad tracking company iSpot.tv has rolled out a new set of metrics that offer brands real-time data on view rates, impressions and unduplicated reach for their ads. The service, which has tracked ad activity for three years, now provides data for national and local ads watched on TV screens whether they're ...

[Estimated timeframe:Q1 2016 Onward]

... viewed live, time shifted or via VOD (video on demand) or OTT (delivered via the Internet).

Sean Muller, iSpot.tv founder and ceo, believes that "With all the changes in how audiences watch TV, more and more ads are becoming decoupled from the programs themselves, and a lot of brands and networks are starting to move towards audience-based buying."

"On top of that, digital has taught brands the power of being responsive with their media in general. So now, brands are really trying to become more responsive with television."

The company is utilising technology embedded in the firmware of ten million TV sets in the USA that detects any kind of content, including ads, on the screens.

iSpot.tv tags ads in its commercial catalogue using fingerprint technology, then tracks them on the screen with automatic content recognition [ACR], no matter what kind of device is connected to the television.

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6815

Nielsen to Measure Facebook Conversations About TV Programmes

MarketingTrendtracker Summary: Nielsen is to extend its Twitter coverage of social media conversations about TV programmes to include Facebook.


Nielsen plans to make the new data, dubbed 'Social Content Ratings', available to clients in the first half of this year. The new ratings will incorporate all Facebook posts, including those shared with ...

[Estimated timeframe:Q1 2016 Onward]

... friends and family.

According to Nielsen's social president Sean Casey: "The development of Social Content Ratings reflects Nielsen's commitment to continually adapt our services to meet the needs of the industry and is part of Nielsen's ongoing effort to evolve our measurement to reflect the total audience across screens and platforms".

He added: "Nielsen Social measurement is evolving to provide a comprehensive, standardised picture of how consumers are responding to programme content through social media, wherever and whenever."

The Social Content ratings are expected to be available in markets where the company's Twitter TV Ratings service currently operates (the USA, Australia, Italy and Mexico). Nielsen also plans to eventually integrate data from Instagram.

The service will not be available in the UK, where the TV ratings roost is ruled by TNS.

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6814

McKinsey Forecasts Sag in Global Adspend Growth

Trend Summary: Media spending worldwide is forecast to rise at a compound annual rate of 5.1% over the next five years.


According to a report released today by multinational management consulting firm McKinsey, global spending on media is forecast to rise at a compound annual rate of 5.1% during the next five years reaching ...

[Estimated timeframe:Q1 2016 - Q4 2019]

... $2.1 trillion in 2019.

However, this growth actually reflects a general slowdown, according to McKinsey's study of consumer and adspending data in every global media and entertainment sector.

The report predicts that digital advertising, video games and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7%, 8.1% and 7.8% respectively through to 2019.

Spending on cinema will expand at a projected 5.4% compound annual growth rate, followed by TV advertising at 5.0%.

McKinsey also posits that while today’s stronger segments will continue to be strong over the next five years, they will probably grow more slowly.

Read the orignal unabridged McKinsey.com report.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: McKinsey.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6799

Marketers Increase Adspend on 'Connected TV'

Trend Summary: Advertising via connected TV (TV sets offering online connectivity) is forecast to increase in 2015 and beyond.


Adspend on connected TV is set to increase during the next twelve months, with almost half of current connected advertisers saying they plan to allocate additional funds to the medium in the coming year, according to the ANA/BrightLine 2015 survey report titled ...

[Estimated timeframe:Q3 2015]

... 'The Connected TV Opportunity'

The term 'Connected TV' refers to a television device that is also connected to the internet. This includes smart TVs, where the connection is in-built, or any over-the-top (OTT) device/box such as Amazon Fire TV, Android TV, Apple TV, PlayStation, Roku and Xbox.

More than half of all US homes (56%) now have a connected TV device, as TV programmers and web publishers are increasingly launching their content to connected TV. Viewing on OTT streaming devices grew 380% year-on-year during the first quarter of 2015.

According to Bob Liodice, president/ceo of the US Association of National Advertisers: "Connected TV is a great opportunity for the television advertising industry, as it leverages current consumer viewing behavior and provides digital-like targeting. But measurement issues need to be addressed to optimise future growth."

Read the original unabridged ANA.net article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ANA.Net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6708

Tweeters Drive TV Programme Loyalty

Trend Summary: America's TV viewers in their droves are overwhelming social media networks with their reactions to every programme plot twist and turn.


Commenting on the summarised trend (see above). MediaPost journalist Gavin O'Malley poses a rhetorical question: "Who are these people, and what really gets them going?" The answer is ... ABC’s current mega-hit political thriller series Scandal, given that during the 2014-15 TV season 'Scandal' garnered top programme loyalty on Twitter, according to a new report from Nielsen Social. In sum, 24% of the programme's Twitter followers posted tweets relating to ... 

[Estimated timeframe:Q3 2015 onward]

three or more episodes.

Meanwhile, the total number of Twitter users who contribute to programme conversation over the course of a season is, on average, ten times larger than weekly levels suggest.

“That's notable for two reasons,” observes Lisa Berman, VP, research and product marketing at Nielsen Social. “First, it indicates that the population of social TV authors for a given programme is much bigger than one might expect by analysing week-to-week patterns. Secondly, this finding reveals a huge opportunity for networks.”

“Closely analysing programme authorship could support networks in transforming newly social fans into loyal authors that regularly drive buzz for a programme.”

Scandal is an American political thriller television series starring Kerry Washington, whose character, Olivia Pope, is partially based on former US president George H W Bush's administration press aide Judy Smith, who serves as the series co-executive producer.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6703

More Americans Watch TV Now Than In 2005

Trend Summary: America's CBS TV channel has refuted the alarm sounded last week by a rival broadcaster about the the TV medium's health.


Commercial broadcast TV and radio network CBS has responded to FX ceo John Landgraf's contention last week that the medium is in decline. Meeting today with the press, CBS's most senior executives insisted that TV's overall future is far healthier than many believe. Citing three major "myths" about the industry and its future ...

[Estimated timeframe:Q3 2015 onward]

... chief research officer and president of CBS Vision David Poltrack kept hammering home that TV viewership is not in decline.

He also played down the assertion that millennials are moving away from TV content, while denying that advertising in TV programs has lost value.

Meeting with reporters at the Television Critics Association's summer press tour, Mr Poltrack insisted that "If executed effectively, advertising in TV programs has actually gained value".

Switching to attack mode, the CBS honcho said the audience for CBS programming has actually grown in the last decade.

It's up from 12.1 million viewers in 2003-2004 to 12.3 million viewers in 2014-2015. The big shift, he said, is that live viewing has shrunk from 100% a decade ago to just 61% now.

This downward trend, according to Poltrack, is because 79% of US households now have broadband, while 65% of US adults own smartphones and 42% own tablets, resulting in a shift in in the way audiences consume content.

Also coming out of his corner punching, Marc DeBevoise, evp and gm at CBS Interactive noted that "While smartphones and tablets have now been in existences for several years, the most recent major change in viewing habits is the rise of "connected TVs," now in 60% of US homes".

To cap his myth-busting panel, Poltrack also made the case that "people like advertising. They're not craving for a world without advertising." What audiences don't like, he said, are "ads that aren't relevant to them. But they enjoy ads that are relevant to them."

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6692



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