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When it comes to negotiating deals for the 2006 upfront market, Magna Global has said that it will not use Nielsen Media Research’s revised daily ratings reports once the tracking company begins incorporating playback viewing from digital video recordings, Mediaweek writes. Broadcast and cable companies have been pushing Nielsen to revise the ratings systems to include viewers who watch prerecorded shows in the hopes that they can charge advertisers for a larger viewing audience, but media buyers aren’t as thrilled about a revised system because of the high percentage of viewers that fast-forward through the ads - and the level of ad-skipping is not expected to be measured in the near term.
Mediaedge:cia also plans to forego the revised system, for now, and several other top-10 media agencies are still considering their options.
The problem goes beyond ad-skipping, because advertisers often create specific ads to target viewers at specific times of day - at dinnertime, or before work. “It’s a creative issue, not a media issue,” said Jon Mandel, MediaCom chairman.
The new Nielsen data will begin being issued Dec. 26.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
October advertising revenue plunged for The New York Times Co. and McClatchy, despite some growth in online ad revenue.
The New York Times saw ad revenue plummet 17.2%; online ad revenue increased 5.3%, writes MediaPost. Classifieds have fallen 27.3% year to…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Some 20% of top brand marketers continue to send additional emails to consumers, even after they confirm requests from those consumers to “unsubscribe” from an email marketing list, according to a research study from Return Path, MarketingCharts writes.
Though the study,…
