52-Week TV Season Right Model - ‘TV and Everything Video Forum’

The 52-week TV season is the right model going forward, according to 79 percent of surveyed marketers, agency execs and media reps among those attending the Association of National Advertisers “TV and Everything Video Forum” at the end of February, the ANA said, MarketingCharts reports.

Just 21 percent of respondents said networks should stick to a traditional fall kickoff.

Among other noteworthy results:

• 55 percent of respondents said branded products in movies and television shows enhance the overall brand image.
  • 34 percent said branded products can appear forced, or too “commercial.”
  • The remaining 11 percent said this marketing strategy has no image impact.
• The respondents were split when discussing the timeframe of when brand-specific commercial ratings would become a reality:
  • 42 percent said it would happen in 1-3 years.
  • 43 percent said it would be more than three years out.
  • 5 percent said the industry is within one year of having brand-specific commercial ratings.
  • 9 percent of respondents said it would never become a reality.
• 53 percent of respondents said their preferred way of watching their favorite TV program in five years will be “recorded through DVR”:
  • 22 percent said it would be watching in real-time.
  • 14 percent said it would be downloaded onto a personal viewing device.
  • 11 percent said it would be online, through the computer.
• 54 percent of client-side marketers polled said online video advertising is already a part of their media mix. Another 30 percent said it would be part of their mix within one year.

About the data: The audience at the “TV and Everything Video Forum,” comprising over 500 marketers, agency executives and media representatives, used handheld polling devices to respond to questions on a variety of topics throughout the day on Feb. 28.