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The six major networks - ABC, CBS, NBC, Fox, UPN, and WB - plan to hold a press conference today to present the reasons that advertisers should consider DVR playback viewing when making their media buys, Adweek reports. The move comes a week after Magna Global declared it wouldn’t consider DVR playback viewing figures when purchasing TV time in next year’s upfront market.
Other than disaster-relief benefits, this is believed to be the first time the networks have made a joint presentation on advertising-related issues, proving just how important the topic of DVR playback viewing is. Currently, DVR penetration is estimated to be only about 8 million homes, and playback viewing - the hot button in DVR topics for the industry - makes up less than 5 percent of the total TV audience. But both sides of the issue seem to desire a conclusion before DVR penetration reaches critical mass.
DVR playback data - at issue because there’s no way to know just how many viewers are fast-forwarding through commercials - is complicated by the fact that Nielsen plans to offer four streams of data: one of live-only viewing minus any DVR playback; live viewing plus the first day of DVR playback; live viewing plus seven days of DVR playback; and the average of all ratings data for all but the most recent week, which would be based only on live viewing minus any DVR playback.
Arbitron has reached a settlement with the State of New York, in a move that will resolve all claims against Arbitron that were alleged in the lawsuit filed against the company by the NY Attorney General relating to the marketing…
Just weeks after shuttering the print edition of PC Magazine and moving it entirely online, Ziff Davis has announced that it is closing the books on Electronic Gaming Magazine, due to the sale of its collection of video game sites,…
Angered by a London bus advertisement that sent her to a website where she was told that she was going to hell, to spend all eternity in torment, comedy writer Ariane Sherine decided to launch a counter-campaign.
She began raising…
Time Warner said today that the economy has been more challenging in terms of its advertising business than it had expected, particularly at AOL and the Time Inc. publishing units.
The company said it will post a net operating loss…
On its Google Checkout page, Google claims a “Checkout” icon can increase ad click-through by 10%. (At least one client, Fred Lerner of e-commerce network Ritz Interactive, claims the Checkout icon increased clickthroughs by 23%.)
What’s more, Google Checkout users purportedly…
Even through a recession U.S. consumers redeem just 1%-3% of paper coupons, but up to half of the coupons that Kroger sends to its customers are redeemed - because it uses a data-mining firm it part-owns to target specific customers.
Kroger,…
