Lotsa coverage of the upfronts this week. (Its plural when you're talking about the presentations, I guess, and singular when you're talking about the whole marketplace.) At any rate, ABC is trying to bring truer accountability to advertising, launching an Advertising Value Index. According to this Mediaweek story, it works like this: advertiser gives list of marketing objectives to ABC. ABC spits out data where the advertiser should advertise. Where they get the data for this, I've no idea. And guess what? It turns out, according to ABC sales president Mike Shaw, "ABC over-indexes all television in nearly every case, often by a wide margin. ABC delivers the most valuable audience in television." Help! I'm falling off my chair!
Showing posts with label upfront. Show all posts
Showing posts with label upfront. Show all posts
Wednesday, May 14, 2008
ABC tells you where to advertise: ABC
Lotsa coverage of the upfronts this week. (Its plural when you're talking about the presentations, I guess, and singular when you're talking about the whole marketplace.) At any rate, ABC is trying to bring truer accountability to advertising, launching an Advertising Value Index. According to this Mediaweek story, it works like this: advertiser gives list of marketing objectives to ABC. ABC spits out data where the advertiser should advertise. Where they get the data for this, I've no idea. And guess what? It turns out, according to ABC sales president Mike Shaw, "ABC over-indexes all television in nearly every case, often by a wide margin. ABC delivers the most valuable audience in television." Help! I'm falling off my chair!
Thursday, May 8, 2008
Is this the year the upfront goes down?
I don't cover the network upfront quite as maniacally as some people, but seems it's been a few years since it actually went down. Now Merrill Lynch's Jessica Reif Cohen is saying that her best case scenario is a two percent decline, and her worst-case a drastic 14 percent. Reif Cohen, of course, cites the economy, but also the writers' strike and ratings declines—which have never stopped the upfront from being up in the past. I know there are still a lot of media buyers out there hung up on guaranteeing advertisers a certain number of gross ratings points, but at some point, it's got to be de-emphasized.
Monday, June 18, 2007
Adverganza's Monday morning picks
Wherein we tell you what's worth reading from the Monday morning ad news dump:
From Ad Age:
—NBC's upfront deal with Group M means the nets will make more money this year in the upfront. A five percent increase for an also-ran network? Sheesh.
—He said/he said stories on whether the iPhone will succeed. Al Ries says it won't. Jonah Bloom says it will. I'm with Bloom.
—DDB's Bob Scarpelli, president of the film and press juries at Cannes, thinks the Festival's organizer's video category should have expanded beyond TV. Well, duh.
—Bob Garfield on why Infiniti's new ads (and all the ads that came before), just don't do the brand justice.
From Adweek:
—Eleftheria Parpis on her Cannes picks.
—Barbara Lippert thinks Thailand could dominate at Cannes this year. Really.
—Clemmow Hornby Inge & Partners' Johnny Hornby on why his agency's appearance here shouldn't be seen as a British invasion.
—Nike ain't got no soul, but Costco does? Hmmm. Unilever consultant Laurence Knight tells why.
—Brian Morrissey on European digital agencies destined to wash up stateside.
Well, Blogger destroyed my incredible insights into what was compelling about The New York Times, The Wall Street Journal (nothing, actually) and Mediapost today, and I don't have time, due to paying work, to recreate it. Suffice it to say that the only reason I'm now not liking The Sopranos' last episode is because it has had the perverse effect of making Journey's "Don't Stop Believin'" zoom up to no. 17 on iTunes Top Songs chart. Oh, also I hear The Delaney Report is trying to put Bath & Body Works and Hyatt media into review.
From Ad Age:
—NBC's upfront deal with Group M means the nets will make more money this year in the upfront. A five percent increase for an also-ran network? Sheesh.
—He said/he said stories on whether the iPhone will succeed. Al Ries says it won't. Jonah Bloom says it will. I'm with Bloom.
—DDB's Bob Scarpelli, president of the film and press juries at Cannes, thinks the Festival's organizer's video category should have expanded beyond TV. Well, duh.
—Bob Garfield on why Infiniti's new ads (and all the ads that came before), just don't do the brand justice.
From Adweek:—Eleftheria Parpis on her Cannes picks.
—Barbara Lippert thinks Thailand could dominate at Cannes this year. Really.
—Clemmow Hornby Inge & Partners' Johnny Hornby on why his agency's appearance here shouldn't be seen as a British invasion.
—Nike ain't got no soul, but Costco does? Hmmm. Unilever consultant Laurence Knight tells why.
—Brian Morrissey on European digital agencies destined to wash up stateside.
Well, Blogger destroyed my incredible insights into what was compelling about The New York Times, The Wall Street Journal (nothing, actually) and Mediapost today, and I don't have time, due to paying work, to recreate it. Suffice it to say that the only reason I'm now not liking The Sopranos' last episode is because it has had the perverse effect of making Journey's "Don't Stop Believin'" zoom up to no. 17 on iTunes Top Songs chart. Oh, also I hear The Delaney Report is trying to put Bath & Body Works and Hyatt media into review.
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