Howard Shimmel, Executive Vice President, Client Insights, and Justin Rosen, Senior Manager, Media
On the heels of the Upfronts, TV programmers are gearing up for the 2012 fall season. With TV ad spending on the rise and more content choices available to consumers, garnering viewers—and corresponding ad dollars—is more important than ever. According to new research from Nielsen, promotion does drive viewership—and Nielsen is helping TV program marketers to understand just how much.
Media companies need to precisely maximize the use of all of their available marketing channels. Every marketing channel has real costs associated with it, whether it's out of pocket dollars spent on advertising on TV and online, or the opportunity costs of on-channel and cross channel promotion.
Networks have the opportunity to be more precise in measuring the impact of promotions on actual ratings: overall, and by marketing channel.
These insights not only help to measure the ROI of specific campaigns, but also inform future campaign planning by answering questions about answer questions about optimal frequency, recency and messaging.
Our analysis of TV promotional campaigns discovered six takeaways for marketers:
In today’s hyper-competitive media environment, TV marketers need to utilize a more scientific and tactical approach to promote programming. For the sake of the networks and the CMOs alike, it’s time to utilize measurement tools that can help networks optimize their program promotions—and then measure the direct impact on ratings. Only then can marketers determine if their on-channel vs. cross-channel/paid promotions mix is effective.