Wednesday, September 27, 2006

ESPN's Ratings Breaker

In ESPN’s third Monday Night Football broadcast the Saints dominated the Falcons 23-3 in front of a record-breaking audience. ESPN pulled an 11.8 rating (14,999,000 viewers two-plus) for the game and it was the highest-rated program in ESPN history. It was also the top program on both broadcast or cable networks Monday night. According to HitBox data, the network also drew big traffic on the Web with its football coverage, generating more than 27 million page views on Monday. In an unusual side note, an article published by ESPN, tooting there own horn, “ESPN Draws Largest Audience for Saints Homecoming” they state…

“It was the third time in three weeks that Monday Night Football set such a high-water mark and the second time the network won the night in primetime.”
Considering the game was the first played and broadcast from the New Orleans Superdome since Hurricane Katrina ravaged the city and region I think that they might have been more sensitive with their choice of words.

Tuesday, September 12, 2006

PlaceBased Television to Generate Revenues of $1.2B in 2006

Digital out-of-home networks are popping up everywhere from high-rise elevators to gas station pumps to public rest rooms, creating new places and states of mind for marketers to reach their consumer and business prospects. The new networks, a subset of the outdoor media industry is sometimes referred to as place-based television. The growth is being spurred by a combination of entrepreneurial zeal from venue operators looking to tap the fast-growing advertising sector, as well as from increasing demand form advertisers and agencies seeking alternatives to traditional media. Marketers are gravitating to the new medium because of it’s ability to deliver conventional sight, sound and motion advertising that big TV advertisers have grown accustomed to, as well as their ability to deliver an extremely relevant message to consumers at a decisive moment in their purchase cycle. According to a new report released by marketing consultants Profitable Channels, approximately 700 digital out-of-home networks have launched since 2002 and they are estimated to account for $1.2 billion in national ad spending this year. Links: 09/12/06 – Digital Ad Boom shifting from Online to Out-Of-Home

Thursday, September 07, 2006

Monetizing the Smallest Screen

I’m a big supporter of the emerging mobile advertising industry. London-based Informa Telecoms & Media said in its recently released report that the proliferation of cheap, high quality multimedia mobile handsets together with the growth in high-speed networks would trigger a sharp upturn in mobile advertising. For 2006, Informa has forecast mobile advertising spending of $871 million, rising to $1.5 billion by the end of 2007. I have seen a few varied reports predicting Mobile Ad Spend growth. The Shosteck Group Study released last month estimates Mobile Advertising will be worth $10 Billion by 2010. Informa estimates $11 Billion within 5 years. Either number still suggests that Mobile is currently the fastest growing advertising medium. Link: Reuters 09/07/06 - Mobile Ad Spending set to Jump

Friday, September 01, 2006

First Half - Ad Spending Increases

Advertising spending has increased by 5.1% during the first half of this year verse the same period a year ago, according to Nielsen Monitor-Plus. Many media categories saw a bump, however the largest gains were led by internet advertising (+49%), Spanish-Language TV (+21.8%) and Local Magazines (+10.4%). Network TV increase 6.3%, while National Cable TV saw only a 0.4% rise. Spot TV in the top 100 markets was up 3.5%; however, the smaller DMAs were down -0.6%. Network Radio continued in its slump at a -3.5%, while Spot Radio saw a modest increase of +1.4%. The largest increases came in the telecommunications field, with AT&T leading the pack with a 51 percent jump to $964 million while half of the top ten advertisers reduced spending including overall No. 1 GM, down 3% to $1.7 billion. Link: MediaDailyNews 09/01/06 - Nielsen: First Half Ad Market Grows 5.1%