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Nielsen’s new minute-by-minute ratings add to advertisers’ argument against paying for ads skipped with DVRs, writes Mediapost. A “commercial ratings” analysis of the data shows that virtually no viewers stop to watch a commercial during a program in time-shifted mode.
By overlaying minute-by-minute data and DVR ratings - which provide a “live” category and a “live plus seven day” number - the new data provides the average audience for each minute, including minutes containing ads, and serves as a proxy for commercial ratings.
In February, less than one percent of viewers using DVRs watched commercials on Fox’s American Idol Tuesday edition and ABC’s Desperate Housewives. Idol posted a 12.1 in “live” numbers during ads and a 12.2 in “live plus seven day” - the slight increase indicates that less than one percent of DVR viewers stopped for the ads.
Networks argue that ads seen in fast-forward mode still offer value, providing at least some exposure. Buyers are expected to resist, refusing to pay for intentionally avoided ads.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
