JULY 12: All that glowing press about the Obama campaign's adroit use of ad-targeting data from cable set-top boxes was bound to inspire the opposition camp to join the movement, and now one has. Research company Rentrak announced it will supply data from its TV Essentials audience measurement service, which employs set-top viewing indicators, for the Republican political advertising agency National Media. "During 2011 and 2012, we had good success using Rentrak to plan network ad buys for clients like the RNC, the U. S. Chamber's Institute for Legal Reform and others," said Will Feltus, SVP for research and planning at National Media in a prepared statement. "During the next cycle, we'll be expanding our use of Rentrak data to local market spot buys of broadcast and cable television."
Rentrak to help political ad firm with set top data
For local TV, political category remains huge
JULY 8: Although 2013 is an off year for most political campaigns, TV stations -- and by extension local cable ad sales groups -- should reap enormous dividends in 2014 and 2016 as campaigns lavish huge sums on TV advertising, writes Brian Stelter in today's New York Times. "Despite an array of digital alternatives and a rapidly transforming television business, 30-second commercials remain one of the most valuable tools of campaigns and political action committees," the article says. Among tidbits: BIA/Kelsey analyst Mark Fratrik says TV stations in Ohio enjoyed a 38% increase in ad sales last year thanks largely to an infusion of campaign cash.
Addressable ads to produce $60 mil. for DirecTV
JULY 2: Catching up on our weekly reading (hey, vacations happen) we found this timely article by Reuters (from Huffington Post) on the state of addressable/targeted TV advertising across cable and satellite platforms. One metric we haven't seen before is the fact that DirecTV began delivering household-targeted commercials on behalf of 40 national advertisers earlier this year, and could generate $60 million from its addressable ad platform in total this year. Real business, emerging from a notion we've long talked about and only now are beginning to see.
Electronic app aims to speed media credit OKs
JUNE 24: Aiming to streamline advertiser credit application processes, the media industry credit association BCCA has introduced a standardized Electronic Media Credit Application that lets advertisers fill out one app for multiple media outlets. BCCA, a subsidiary of the Media Financial Management Association, says advertisers or agencies also can also update their credit applications by logging into a secure website. The electronic application also gives media providers online access to a complete credit package for their review, including credit applications from the advertiser and the agency as well as an agency of record letter (AOR) when available.
Magna forecast sees local TV revenue falling
U.S. television advertising expenditures will decline 2.8% in 2013, but network cable should defy the trend with 2.4% growth, says the latest global advertising revenue forecast from Magna Global. According to the forecast, over-the-air TV spending will fall by 6.8% as lower political spending hurts year-over-year comparisons. Magna Global projects digital media will enjoy 11.5% growth, outperforming all other sectors except for U.S. mobile advertising, which will record growth of 61.7% to $5.4 billion. Here's the full write-up from TVNewsCheck.
Cable Show panel examines state of cable advertising
JUNE 12: Recap by Broadcasting & Cable of Monday's Cable Show 2013 panel (moderated by Zonewire) describing how cable companies are integrating new-media capabilities like dynamic VOD insertion while working to prepare sales teams to represent the new range of multiscreen media options.