Nielsen has released a case study revealing that in local markets, station websites contribute added reach to early and late news broadcasts—particularly among the 18-34 demographic.
Nielsen conducted the study along with TV operator Fisher Communications, focusing upon two Washington-based Fisher properties, being KOMO in Seattle and KATU in Oregon. Fisher reportedly wanted to better leverage its content and advertising inventory. Nielsen used its Single Home Among Nielsen’s findings:
- KOMO station earned an unduplicated audience of 2.9% from its website for persons 18 and older, comprising 10% of the combined reach of its 11pm news broadcast, Monday through Friday. The number is even higher for persons 18-34, with a 3.9% incremental reach and nearly 23% of the total combined reach.
- KATU added 2.8% incremental reach from online viewership, with the 25-54 demographic creating the highest boost. Katu.com contributed 14% of combined viewership.
The significance to advertisers is that, with precise measurements such as these and integrated TV and Internet, marketers are “gaining the ability to better package local ad inventory” and to amplify local TV audience value. Precision attracts advertisers to spend more locally.
However, those advertisers must pay attention to the demographics cross-media, which differ. KOMO news broadcast viewers are predominantly female, while online viewers are predominantly male. And, online viewers included a higher percentage of mid-range income ($50,000 - $99,000) than any of its three daily news broadcasts.
Nielsen expects that with findings like these, TV outlets will use on-air broadcasts to more heavily promote their websites; and to promote cross-media advertising.
Review: The 50 Most Successful Digital Companies
The paidContent 50, from paidcontent.org reviews the most-successful digital media companies in the U.S., and ranks them by whom is bringing in the most money from online content and online advertising. Each company profile has information about their digital revenues, a snapshot of their business strategy, and a look at some of their key moves over the last year. Businesses that generate digital revenue by selling ads dominate the list while companies that sell online content or subscriptions took 13 of the 50 spots. Meanwhile a handful of traditional media companies were found to be generating significant revenue online.
Email Lists Benefit from Postal Tactics | Subject Line Can Carry the Day
- Klein Direct shares some lessons learned for email list rentals with chiefmarketer.com, and offers some common-sense tactics from the postal list overlap. “When you get a postal list, there are techniques you can employ to evaluate the list. If it's supposed to be females, does it mostly have women's names? But if you don’t see the list before the mailing…” Other trouble spots pointed out include difficulties is assessing what has really been measured, and ways to test the list yourself, Read the whole article here.
Online Video Industry: Companies to Watch
There are more than 1,000 vendors in the online video industry, according to the count by Dan Rayburn at streamingmedia.com, and to launch his monthly review of the industry, Rayburn has chosen six leaders from this streaming stew and identified them as “hot companies.” The article discusses:
- Wowza Media: “Wowza's server has streaming support for all of Apple's iDevices, Microsoft Silverlight and Apple QuickTime formats, Android and BlackBerry support as well as working with IPTV and set-top boxes.”
- Cotendo: “While many of the other CDNs in the industry were trying to change their product portfolio to provide value add services and diversify their revenue, Cotendo was already blazing a trail signing up customers like Facebook and Answers.com."
- Accordent: “Truly a leader in the enterprise video space, Accordent has been providing enterprise class video platforms for more than a decade. In that time they have amassed more than 1,500 customers and have more than 150 of the Fortune 500 using their solution.”
Cooperation from Billboard Operators Leads to Major Arrest
Want to contemplate the effectiveness of outdoor campaigns? Consider this: Authorities from multiple states and jurisdictions, including federal agencies, today credited a recent digital billboard campaign with helping to apprehend the suspected East Coast Rapist. Aaron H. Thomas was arrested Friday in New Haven, Connecticut, following a tip from the public and a DNA match to 12 reported cases of sexual assault over 12 years. Billboard operators CBS Outdoor, Clear Channel Outdoor, and Lamar Advertising Company volunteered to post an FBI wanted alert on digital billboards in Connecticut, Delaware, Maryland, New Jersey, New York, Pennsylvania, Rhode Island, and Virginia. The alerts, which featured composite sketches of the suspect, along with a website and tip line, were posted on Monday, February 28 – the tip that led to his arrest came to authorities that same day.
Study: FOX, CBS-Warner Bros. Include Tobacco in More than 40% of Reviewed Episodes
A report published in the Archives of Pediatrics & Adolescent Medicine shows substantial amounts of tobacco images in television programming most popular with young people who are at the greatest risk of initiating smoking. The study was conducted by Legacy, a national public health organization dedicated to reducing tobacco use in the United States and aimed to quantify teen exposure to smoking on television. Researchers reviewed more than 70 episodes of top-rated/prime-time broadcast television shows popular among 12-17 year olds such as Family Guy, Gossip Girl, Heroes and The Simpsons. All of the episodes (representing an estimated 61.5 hours of programming in a single fall season) were rated either TV-PG or TV-14.
Chart: Analysis of Forced Exposure to Static v. Interactive Ads
Chart: Analysis of Realistic Exposure to Static v. Interactive Ads
Cross-exposure Heightens Ad Effectiveness
Bravo, Virgin America Claim Success with Promoted Tweets
