Evan Shapīro’s Post

What's The Score? Yesterday, I announced my new collab with Comscore, Inc. called THE SCORE: The FIRST EVER monthly report that measures ad exposure on TV, rather than pure viewing time. https://lnkd.in/e92u8RY3 Why? Because, let's be honest, what's the point of general viewership data that doesn't measure what's actually monetizable? The chart I dropped yesterday bucks the conventional Media hive mind, showing that 85%+ share of ads viewed on the TV are actually on Pay TV/Broadcast, while just 15% are on Streaming. THIS chart ⬇ shows what happens when you look at "share of ad voice," and go beyond JUST the top 15 channels. Here are some of my biggest ah-ha's... 👟 In 2Q of 2024, the Broadcast networks accounted for more than 40% of all TV ad exposure, with the Big Four leading the pack. 👟 However, Hulu & YouTube are hot on FOX TV's heels, while FOX News still remains a Pay TV powerhouse. 👟 Despite all the buzz around premium SVODs and their shiny ad tiers, outside of Hulu, NONE of the other premium players generate a significant share of TV's ad views, yet. 👟 When added ALL TOGETHER, Netflix (#24), Peacock (#31), Paramount+ (#33), Amazon Prime (#35), Disney+ (#56), HBO Max (#86) / Discovery+ (#133), and AMC+ (#163) - represent just 3.2% of ad exposure on TV; less than Fox News, Hulu or YouTube BY THEMSELVES. 👟 The data proves that cable TV ain't dead yet - with each of MSNBC, CNN, TNT, and HGTV, INDIVIDUALLY, garnering more ad exposure in 2Q than Prime, Netflix & Disney+, COMBINED. For my deeper analysis on Comscore, Inc.'s data, more info about THE SCORE, and the meaning behind the 👟s, hit the link: https://lnkd.in/eS5hGTQ7 The mission of this new collab is to give YOU - Media mavens, agencies, and brands an accurate & USEFUL understanding of CTV audiences, by introducing a new way of measuring them. Total viewing #measurement without proper context does not help the ad buyers FOR WHOM TELEVISION MEASUREMENT IS ACTUALLY INTENDED, nor the larger Media community who NEED to monetize TV viewing now, more than ever. The full report will drop just in time for #AWNY. In the meantime, any/all feedback is welcome - lmk what you think! #measurement #CTV #advertising

Settling The Score For days, I've been teasing the drop of a big new dataset from Comscore called The Score Report. The tease is over. Comscore, Inc. has given me exclusive access to the complete data from The Score Report, which covers ad exposure across Broadcast, Pay TV, and Streaming, for ALL of 1H 2024. This creates a new TV measurement metric, which I call SHARE OF AD VOICE. My complete analysis with ALL the charts and graphs, tracking the biggest Share of Ad Voice across platforms and corporations, month by month and apples to apples is here: https://bit.ly/ESHAPScore2 As a sampler, below is the eye-popping Top 50 platforms by Share of Ad Voice. Some big takeaways: - Broadcast continues to dominate in ad exposure. Their reach & long developed advertising muscle delivered more than 40% of all ad viewing in 1H 2024. However, CBS was the only broadcaster to surpass 10% of ad exposure. (This may change in 2H 2024 with NBC's Olympics.) - YouTube is within striking distance of FOX - besting all of Cable TV. This proves the rapid evolution of "the Tube" from “social video” to mainstream TV platform. - Fox News remains atop the Cable crowd, but Hulu has a very strong Share of Ad Voice, due to a much longer history in streaming ads. That's why Hulu is a major piece of The Walt Disney Company’s long-term TV puzzle. - Netflix’s ad tier launched TWO YEARS AGO but only managed just 0.524% of total TV ad views in 1H 2024. Amazon debuted their ad tier in January, yet was able to pass rival Netflix since. Still it's a small Share of Ad Voice for such a big platform. - Meanwhile, Tubi’s Share of Ad Voice for the first half of 2024 is than more than 250% bigger than both Netflix & Amazon Prime; and 40% bigger than both premium streamers COMBINED. Impressive. Get the whole ball of data and analysis wax here: https://bit.ly/ESHAPScore2 My goal here is to not just say SOME THING, but to SAY SOMETHING. So, please let me know what you think, and if there are ways to make this analysis more useful for you!

Settling The Score For days, I've been teasing the drop of a big new dataset from Comscore called The Score Report. The tease is over. Comscore, Inc. has given me exclusive access to the complete data from The Score Report, which covers ad exposure across Broadcast, Pay TV, and Streaming, for ALL of 1H 2024. This creates a new TV measurement metric, which I call SHARE OF AD VOICE. My complete analysis with ALL the charts and graphs, tracking the biggest Share of Ad Voice across platforms and corporations, month by month and apples to apples is here: https://bit.ly/ESHAPScore2 As a sampler, below is the eye-popping Top 50 platforms by Share of Ad Voice. Some big takeaways: - Broadcast continues to dominate in ad exposure. Their reach & long developed advertising muscle delivered more than 40% of all ad viewing in 1H 2024. However, CBS was the only broadcaster to surpass 10% of ad exposure. (This may change in 2H 2024 with NBC's Olympics.) - YouTube is within striking distance of FOX - besting all of Cable TV. This proves the rapid evolution of "the Tube" from “social video” to mainstream TV platform. - Fox News remains atop the Cable crowd, but Hulu has a very strong Share of Ad Voice, due to a much longer history in streaming ads. That's why Hulu is a major piece of The Walt Disney Company’s long-term TV puzzle. - Netflix’s ad tier launched TWO YEARS AGO but only managed just 0.524% of total TV ad views in 1H 2024. Amazon debuted their ad tier in January, yet was able to pass rival Netflix since. Still it's a small Share of Ad Voice for such a big platform. - Meanwhile, Tubi’s Share of Ad Voice for the first half of 2024 is than more than 250% bigger than both Netflix & Amazon Prime; and 40% bigger than both premium streamers COMBINED. Impressive. Get the whole ball of data and analysis wax here: https://bit.ly/ESHAPScore2 My goal here is to not just say SOME THING, but to SAY SOMETHING. So, please let me know what you think, and if there are ways to make this analysis more useful for you!

Settling The Score For days, I've been teasing the drop of a big new dataset from Comscore called The Score Report. The tease is over. Comscore, Inc. has given me exclusive access to the complete data from The Score Report, which covers ad exposure across Broadcast, Pay TV, and Streaming, for ALL of 1H 2024. This creates a new TV measurement metric, which I call SHARE OF AD VOICE. My complete analysis with ALL the charts and graphs, tracking the biggest Share of Ad Voice across platforms and corporations, month by month and apples to apples is here: https://bit.ly/ESHAPScore2 As a sampler, below is the eye-popping Top 50 platforms by Share of Ad Voice. Some big takeaways: - Broadcast continues to dominate in ad exposure. Their reach & long developed advertising muscle delivered more than 40% of all ad viewing in 1H 2024. However, CBS was the only broadcaster to surpass 10% of ad exposure. (This may change in 2H 2024 with NBC's Olympics.) - YouTube is within striking distance of FOX - besting all of Cable TV. This proves the rapid evolution of "the Tube" from “social video” to mainstream TV platform. - Fox News remains atop the Cable crowd, but Hulu has a very strong Share of Ad Voice, due to a much longer history in streaming ads. That's why Hulu is a major piece of The Walt Disney Company’s long-term TV puzzle. - Netflix’s ad tier launched TWO YEARS AGO but only managed just 0.524% of total TV ad views in 1H 2024. Amazon debuted their ad tier in January, yet was able to pass rival Netflix since. Still it's a small Share of Ad Voice for such a big platform. - Meanwhile, Tubi’s Share of Ad Voice for the first half of 2024 is than more than 250% bigger than both Netflix & Amazon Prime; and 40% bigger than both premium streamers COMBINED. Impressive. Get the whole ball of data and analysis wax here: https://bit.ly/ESHAPScore2 My goal here is to not just say SOME THING, but to SAY SOMETHING. So, please let me know what you think, and if there are ways to make this analysis more useful for you!

Big News for Small Businesses: Paramount Launches Ads Platform for SMBs Want your brand to be on TV? Paramount’s launch of the Paramount Ads Manager is making premium video and TV advertising accessible to small and midsize businesses, leveling the playing field for those new to television ads. This new platform allows small businesses to create and launch TV ads via Paramount’s entire streaming footprint—Pluto TV, Paramount+, CBS Sports, MTV, to name a few—with much smaller budgets than traditional connected TV (CTV) media buys require. Brands can leverage their own ads or use Paramount’s AI-powered tools that enable the creation of engaging video content in minutes. As an agency that works extensively with growing businesses via brand and direct response ads, we are excited about the opportunity to connect them with more people and will be eager to see how the platform performs. And while the platform offers new and impressive capabilities, we urge our clients and network alike to remember—the key to successful advertising lies in the basics of all marketing: 🎯 Set clear goals 👥 Target the right demographics ✨ Craft compelling creative and a clear CTA 🔄 Continuously test to optimize performance As with any paid campaign, without a clear plan, you risk wasting both time and money on ads that don’t convert. Curious? Unsure where to start or how to leverage this or other platforms to build your business? Drop us a line—we are here to help. At Dominant Creative, we bring the expert touch needed to ensure your ads are not just created, but crafted to captivate and convert. #DominantCreative #TVAdvertising #SmallBusinessMarketing #CommercialProduction #StreamingAds #AIpoweredAds