Edward Papazian’s Post

HOW MUCH TV CONTENT IS ACTUALLY VIEWED? That's certainly an interesting question so we made it the subject of this week's Alert for our MDI Direct subscribers. Way back when, an average adult TV home resident watched 5% of the shows offered for viewing. Can you guess what the current percentage is? Well, why guess? Just plunk down the paltry sum of $95 and get your copy of this Alert to get the answer, including the situation prevailing in 1955, 1980 and 2000 for comparison. And while you are on our website, check out all of the informative and provocative reports we send to our MDI Direct subscribers. It can all be yours for a modest price. https://lnkd.in/gJ4xvHhU

IS LINEAR TV'S REACH REALLY PLUMMETING? In the next weekly Alert report we will be sending to our MDI Direct subscribers we review some findings which appear to show huge losses in reach attainment for various broadcast TV networks and cable channels compared to ten years ago. And it's true, such losses have, indeed, occurred. Which is hardly surprising with so much cord cutting that has transpired in recent years and the rise of streaming as an alternative to linear TV. However, when the data is examined from a media planner's point of view, quite a different picture emerges as combinations of TV networks and cable channels continue to attain high reach levels---though not as high as previously. In short, the greatest decline for linear TV has been in frequency, and less so in reach. Yes, we are watching fewer linear TV channels than before but this does not mean that an advertiser can't reach quite a lot of us using "legacy TV". If you like to delve beyond the headlines and get the real picture, this is the kind of reporting that you will appreciate---but to get these kinds of insights to jog your mind you need to subscribe to MDI Direct. Check us out using this link: https://lnkd.in/esnmHn3

AN UPDATE ON WHO'S GOT TV GRPs TO SELL This week's MDI Alert presents an exclusive analysis that breaks down how the top 20 national TV time sellers line up in terms of their share of GRPs. The top five account for 36% and the top 20 for 60%--but there's more to the story than that. Want to find out more? MDI Direct subscribers automatically receive this report--and all of our publications--but we are making it available to non-subscribers for only $95 through the link below. And while you're on our website, why not find out more about the wealth of reports available though an MDI Direct subscription? It can all be yours for a modest price. https://lnkd.in/gJ4xvHhU

IS LINEAR TV'S REACH REALLY PLUMMETING? In the next weekly Alert report we will be sending to our MDI Direct subscribers we review some findings which appear to show huge losses in reach attainment for various broadcast TV networks and cable channels compared to ten years ago. And it's true, such losses have, indeed, occurred. Which is hardly surprising with so much cord cutting that has transpired in recent years and the rise of streaming as an alternative to linear TV. However, when the data is examined from a media planner's point of view, quite a different picture emerges as combinations of TV networks and cable channels continue to attain high reach levels---though not as high as previously. In short, the greatest decline for linear TV has been in frequency, and less so in reach. Yes, we are watching fewer linear TV channels than before but this does not mean that an advertiser can't reach quite a lot of us using "legacy TV". If you like to delve beyond the headlines and get the real picture, this is the kind of reporting that you will appreciate---but to get these kinds of insights to jog your mind you need to subscribe to MDI Direct. Check us out using this link: MDI mediadynamicsinc.com

WHAT DO WE KNOW ABOUT HOW TV COMMERCIALS WORK? This interesting and provocative MDI Alert reviews some of the salient findings about how TV commercials work in various media contexts. It’s a must-read for anyone who is interested in TV advertising and media planning. And it's a freebie; you are invited to access this concise but hard-hitting report free of charge on our website. And while you are there, take a look at all of our weekly Alerts and our impressive annuals that make our subscribers so savvy. It can all be yours for a ludicrously small cost. https://lnkd.in/gJ4xvHhU

PRIMETIME: THE WAY WE WERE In this week's MDI Alert, we take a gander at what primetime TV looked like way back in TV's "golden age," when two networks dominated the TV rating scene, sponsors were in full control, and most viewers had only one or two stations to choose content from. Needless to say, the resulting ratings were spectacular but as we point out, the kinds of shows we loved to watch---or so it seemed---were about to change---and quite radically, though the programmers of the time didn't see that coming. This one's a freebie and you can read it via the link, below, for a quick trip through memory lane. And while you are on our website, please take a look at all of the weekly Alerts and annual reports that we send to our savvy subscribers---it can all be yours for a modest price through a subscription to MDI Direct. https://lnkd.in/gJ4xvHhU

AN OFFER YOU SHOULDN'T REFUSE IS COMING YOUR WAY Many of you will soon be receiving an invitation to a free-trial subscription to our exciting new media think and information service, MDI Direct. For three months, you will get a concise weekly Alert report giving you our exclusive---and often unique---takes on important issues and developments like the real story behind "alternative" TV buying "currencies," the pros and cons of attentiveness measurements, and how CTV and streaming are evolving as ad vehicles. We also cover conceptual issues like which is more important, reach or frequency, plus hard hitting reviews of major new media studies and, in many cases, our own independent estimates covering ground that others can't---or won't--touch. You will also gain full access to our full library of Alerts, as well as our well known, in-depth, annual reports, all of which will help to make you a better informed media/advertising buff and will definitely stimulate your thinking. That's a promise. Once your free trial ends you will be invited to subscribe to our service at a very modest price---an offer that we feel many shouldn't refuse. Meanwhile, why not check out our website to see the kinds of reports and information we are providing? Their scope and subject matter may surprise you. Ed Papazian https://lnkd.in/esnmHn3

Are Advertisers Ignoring Audio Ad Opportunities?   It seems that all of the attention in medialand these days is focused on TV in its evolving forms, but there are other options, like audio. This week’s MDI Alert presents some recent findings about how listeners split up their audio time by platform as well as a short back story of what's happened to audio since the advent of TV. If you want to keep in touch with the bigger media picture, this report is one you shouldn't miss. It can be accessed for only $95 via the link below. While you are there, take a look at all of the interesting and often provocative reports we send to our MDI Direct subscribers. It can all be yours for a most reasonable fee.   https://lnkd.in/eV6izYjC

Which is better for video: horizontal or vertical aspect ratios? We would say both. It depends on what your goals are and what your shooting capability is. The good news is that it is possible to adapt video to both horizontal and vertical formats. It just requires a good plan and creative solutions. Read what we’ve learned as we’ve watched the progression from TV to mobile centric platforms in our latest POV article: https://buff.ly/4hrRVQN

With the TV upfronts at hand, it's the perfect time to revisit this paper on Linear TV optimization using EDO, Inc.. search engagement metrics. The paper demonstrates how EDO data can drive linear TV media plan optimizations. It also addresses concerns that many optimizations see media quality differences swamped by CPM differences. The paper illustrates an approach to balance media quality and cost and prevent CPM differences from overwhelming the optimization. Check it out!