Category Archives: Television

Digital Rabbit Ears?

Over the Air (OTA) Minority Viewership Rises.

TV viewers with over-the-air broadcast-only programming continue to grow — mostly among younger, lower-income and minority homes. U.S. viewers receiving over-the-air broadcast signals have risen about 10% to a total 45.6 million versus a year ago — this according to Knowledge Networks. The research company says this amounts to 15% — or around 17 million — of all U.S. TV homes. Read the whole story here http://bit.ly/m5n6kn

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The 10 Most Influential TV Shows…

…On Twitter.

As Twitter’s popularity has increased so too has the tendency to use it as a success and/or relevancy meter.

With that in mind Klout, the online influence measuring blog, has analyzed the online content from Twitter over the past year, to come up with the overall most influential Twitter trends. Read more: http://read.bi/fxgKat


Univision drawing more attention for its ratings victories

From New York Times

TV Viewing Continues to Edge Up.

The biggest gainer on the broadcast ledger was a Spanish-language player, Univision, which is drawing more attention for its ratings victories. For the year it averaged a 1.5 rating among 18- to 49-year-olds and 3.7 million total viewers. On an otherwise quiet Monday last week, the finale of one of its telenovelas, “Soy Tu Dueña,” or “I’m Your Owner,” averaged four million viewers in that demographic, beating all the English-language networks for the night. Read more: http://nyti.ms/dYl6AM


Radio Business Report/Television Business Report – Voice of the Broadcasting Industry

Radio Business Report/Television Business Report – Voice of the Broadcasting Industry.

New Spanish TV network Estrella TV saw a 16% decline on 3rd Q revenue. The network continues to increase on ratings and covers 67% of the US Hispanic television households.

It clearly targets a segment of the Hispanic market that is not served by the other 3 networks: Univision, Telemundo and Azteca America.

Read the entire article for more information.


The Triumvirate: TV, Online Video And Social Media

Old formulas need to be revised, books re-written, strategies re-thought and facts re-tested. In fact I was reading a marketing book that was 2 years old and its content does not apply any more.

I read an interview with Eisner, former head of Disney, and his message is clear: the CEO’s of Fortune 500 corporations do not have a clear answer nor can figure out a business model around the internet when it relates to content, programming and marketing. It is all up for grabs. What will be the next break away technology or company?

In the interim, I see some glimpses of strategies that are working or providing results to those who dare to experiment and innovate. Bellow is an essay by Cory Treffiletti:

There are two primary schools of thought in online marketing (at least if you ask me, there are). Which do you subscribe to?

The first school of thought is “The Basics,” used by the folks who do search, affiliates and general display. They do it efficiently and it works well at achieving core business objectives, but there’s not a lot of risk and there’s not a lot of reward beyond the forecasted expectations. The second is what I lovingly refer to as “The Triumvirate,” and it refers to the domination of three primary vehicles that work exceptionally well when they are coordinated properly: TV, online video and social.

When properly planned, these three vehicles are powerful. TV is, and will be for the foreseeable future, the primary medium with which to generate consumer awareness, but online video and social media are becoming the primary outlet for consumer interaction and the strongest support vehicles that TV will ever have. According to a recent report from Nielsen (A2/M2 Three Screen Report, 1st Quarter 2009), there are 284 million people watching TV at home in the U.S., and 131 million people watching video online. The difference is that TV growth was only about 1.9% year over year, while online video growth was closer to 53% year over year. This becomes very interesting when you also realize that people are starting to watch more long-form video content online, moving away from the “snacking” that was the previously dominant form of online video interaction. If you couple this with the growth of social media usage from 2008-2009, you end up with a very interesting strategy for launching and seeding messaging to an audience that is highly engaged with a dynamic form of media that achieves the sight, sound and motion of video with the social and viral components of online.

For the Triumvirate to work strategically, you need to think of your messaging platform as a tripod, with TV, online video and social media as the legs. In the old days you could use TV alone to build your brand and convey your message, but TV is now just as cluttered an environment as the rest of the landscape, due to fragmentation of stations and audience. TV cannot sustain an ad campaign solo anymore, and the tripod cannot stand with only one or two of the legs in place; you need all three.

TV provides reach and impact. Online video provides additional reach, additional impact and a component of interactivity. Social media provides reach, frequency, and the implicit approval of other consumers who support and follow a brand, as well as another opportunity for syndicating a message beyond a Web site and into mobile platforms.

I would argue that in today’s environment brand marketers could effectively generate an audience using ONLY these tools and foregoing search, display and other formats altogether — if they have the nerve and the buy-in internally to give it a try.

The Triumvirate is the core of a strategy that can be effective, provided you have understanding of the audience and their motivations, and have developed creative that resonates with them. Unlike search and even display, creative MUST be on target here. In search and display, you have more flexibility to change messaging at the drop of a hat, so you have more forgiveness regarding the creative. Online video can be changed out, but once something is launched in the social media world, it can become viral — so it must be well-thought-out and on-target from the beginning. Once it’s out there, it’s no longer yours to control, so you need to get it right the first time! Of course, I would always recommend that you look at The Basics and The Triumvirate together as differing stages of the strategy, with one providing a baseline and the other providing opportunity for growth and expansion. When you’re planning a digital effort, you want to know what will work, and create a line item for what may provide extra “oomph” for your campaign. If you develop a plan that utilizes both of these in unison, you can get a stronger return for your marketing spend.


The Writing is on the Wall

A couple of articles this week bring insight into what the future of broadcast media will look like: the ability to micro target (comes with a premium). A saying comes to mind: what do you rather have: a bird on hand or one thousand flying?

Google TV started the trend and continues to build but the fact that Microsoft cut a deal with a network, will open new doors. SEO expert Gregory Markel shared his view on the deal:

“In a paradigm busting move that dramatically enables Microsoft to gain ground on Google TV’s lead in the space, Microsoft’s answer to Google TV, “Navic” has closed a deal with NBC Universal to sell ad time on its cable networks and for the first time in history, one local BROADCAST network. Yes, a BROADCAST network. Navic still has a much smaller reach than Google TV, however, this precedent setting foray into BROADCAST network TV, albeit local for now, is ground breaking and perhaps a harbinger of the traditional approach to buying network TV.

We will remain vigilant on this front and keep you apprised of this momentum via Navic briefings as both Google TV and Navic appear to be entering the Broadcast TV arena. One thing that is for sure, you can bet Google will be working furiously to keep up/better Microsoft’s foray into offering bid based BROADCAST network buys. (read WSJ article)


An English Language Latino Themed Show Breakes The Mold


LatinEyes Gives the Regis and Kelly Show a Run for Their Money

The indie television show that reaches 50 million households was the second most watched show in Sioux Falls according to Nielsen’s February 2008 book. “We were pleasantly surprised to see that the ratings for LatinEyes were so close to those for Regis & Kelly in the February 2008 book,” said Karen Floyd, Program Director at KELOLAND TV & UTV, a CBS affiliate. Both shows air at 9:00 am in Sioux Falls. In fact, LatinEyes was the second highest rated show in the time period. “When we replaced our local news program with LatinEyes in February 2008 we knew we’d have calls from viewers.” Viewers don’t like change and some have very strong opinions about replacement programs. “We are pleased with the program and hope for continued success in the time period. Thank you for the positive results we’ve had with stripping LatinEyes.” The show’s web site is re-launching with social features and video widgets and more via Luminacion.com. LatinEyes has build communities around the segments of travel, cuisine, entertainment, culture, style and technology. www.luminacion.com


2008 Latino Lifestyle Study
According to the Cassandra Report, the industry’s foremost comprehensive lifestyle study of 14-34-year-old mainstream consumers and trendsetters, young Latinos have already taken notice of their role in shaping American mainstream culture. “Unlike their ancestors, young Latinos embrace technology, are predominantly bilingual, and are the leaders of both their families and their larger communities,” explains Jane Buckingham, President of The Intelligence Group, the publisher of the Cassandra Report. “It is more important than ever for marketers to find ways to communicate with this growing demographic.”

Highlights from the 2008 Latino Intelligence Report:
– The 40% Perception: Young Latinos are feeling their influence growing. When asked what percentage of the United States they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%). At the same time, 49% believe they are the group with “the greatest influence on trends” in the United States.
– Latinas Rising: In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have. For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs 42% of non-Latinos.
– Cautious Optimism: Young Latinos are largely optimistic and social: They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%) and twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.”
– Social Networking: There is no digital divide for this generation: 88% of young Latinos report having a MySpace or Facebook profile, essentially the same figure as non-Latinos (87%). Read the whole story.


Net Video Views Topped 10 Billion In February
Views Up 66% Year Over Year, ComScore Reports
U.S. Internet users viewed 10.1 billion online videos in February—up 66% year over year—with Google’s YouTube again capturing the lion’s share of the traffic with 34% of all videos viewed, according to Internet measurement firm comScore. For the month, nearly 135 million Internet users spent an average of 204 minutes viewing online video, down slightly from January when more than 139 million users watched an average of 206 minutes online. The average online video clip duration was 2.7 minutes for February, compared with 2.9 minutes the month prior. Read the whole story.


An English Language Latino Themed Show Breakes The Mold


LatinEyes Gives the Regis and Kelly Show a Run for Their Money

The indie television show that reaches 50 million households was the second most watched show in Sioux Falls according to Nielsen’s February 2008 book. “We were pleasantly surprised to see that the ratings for LatinEyes were so close to those for Regis & Kelly in the February 2008 book,” said Karen Floyd, Program Director at KELOLAND TV & UTV, a CBS affiliate. Both shows air at 9:00 am in Sioux Falls. In fact, LatinEyes was the second highest rated show in the time period. “When we replaced our local news program with LatinEyes in February 2008 we knew we’d have calls from viewers.” Viewers don’t like change and some have very strong opinions about replacement programs. “We are pleased with the program and hope for continued success in the time period. Thank you for the positive results we’ve had with stripping LatinEyes.” The show’s web site is re-launching with social features and video widgets and more via Luminacion.com. LatinEyes has build communities around the segments of travel, cuisine, entertainment, culture, style and technology. www.luminacion.com


2008 Latino Lifestyle Study
According to the Cassandra Report, the industry’s foremost comprehensive lifestyle study of 14-34-year-old mainstream consumers and trendsetters, young Latinos have already taken notice of their role in shaping American mainstream culture. “Unlike their ancestors, young Latinos embrace technology, are predominantly bilingual, and are the leaders of both their families and their larger communities,” explains Jane Buckingham, President of The Intelligence Group, the publisher of the Cassandra Report. “It is more important than ever for marketers to find ways to communicate with this growing demographic.”

Highlights from the 2008 Latino Intelligence Report:
– The 40% Perception: Young Latinos are feeling their influence growing. When asked what percentage of the United States they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%). At the same time, 49% believe they are the group with “the greatest influence on trends” in the United States.
– Latinas Rising: In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have. For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs 42% of non-Latinos.
– Cautious Optimism: Young Latinos are largely optimistic and social: They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%) and twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.”
– Social Networking: There is no digital divide for this generation: 88% of young Latinos report having a MySpace or Facebook profile, essentially the same figure as non-Latinos (87%). Read the whole story.


Net Video Views Topped 10 Billion In February
Views Up 66% Year Over Year, ComScore Reports
U.S. Internet users viewed 10.1 billion online videos in February—up 66% year over year—with Google’s YouTube again capturing the lion’s share of the traffic with 34% of all videos viewed, according to Internet measurement firm comScore. For the month, nearly 135 million Internet users spent an average of 204 minutes viewing online video, down slightly from January when more than 139 million users watched an average of 206 minutes online. The average online video clip duration was 2.7 minutes for February, compared with 2.9 minutes the month prior. Read the whole story.


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