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InterMedia Insights 4.18.2016

The NBA

Hot Media Trends for April 18, 2016

  • National TV advertising revenue for the just completed 2015-2016 NBA regular season witnessed sharp growth over the previous year. Marketers spent $487.8 million in national TV advertising from mid-October to mid-April, according to iSpot.tv. This compares to $329.8 million for the 2014-2015 season. For the just completed season, there were 41,969 national airings of TV commercials, 3,189 individual TV commercials, and 1,065 brands on ABC,TNT, ESPN, ESPN2 and NBA TV. Biggest NBA advertisers this year: State Farm, Samsung Mobile, Taco Bell, Kia Motors, Geico, Verizon, the NBA, Columbia Pictures, Toyota, and American Express, Three biggest categories — automotive, $57.9 million; movie studios, $36.4 million; fast food restaurants, $35.9 million; insurance, $29.7 million; and telecommunications, $16.6 million. (Read More on MediaPost)
  • NBCUniversal now joins other networks in offering “guarantees” that are not based on traditional Nielsen ratings, calling it a “new currency.” NBC says it will guarantee “the targeted delivery of optimized investments as the exclusive currency” with “select” marketers for the 2016-2017 upfront market. Under its Audience Targeting Platform product, NBC says it will match each advertiser’s unique first-party data with data from other sources — including NBCUniversal viewership data from Comcast set-top-boxes and other third-party research. It will incorporate its own first-party information, including data from Fandango and GolfNow, as well as first- and third-party consumer data. All of those sources will combine to identify client-specific inventory across NBCUniversal’s national broadcast and cable networks at the program level. (Read More on MediaPost)
  • TWith the Pennsylvania primaries less than two weeks away, political campaigns courting undecided voters would be wise to use radio, as 95% of undecided voters in that state listen to AM/FM. That comes according to a new study from Katz Media Group and Nielsen. Over a 12-week period, Nielsen’s “The Local Vote 2016” study, commissioned by Katz, has surveyed voters in ten states on their media consumption and the issues that concern them. Nielsen’s latest findings in Pennsylvania show that four out of 10 eligible PA voters are undecided. These so-called “Opportunity Voters” tune in to more radio (95%) than broadcast TV (86%) or cable TV (89%), and on average listen to radio two hours per day. Stations are fighting for a larger chunk of political advertising dollars this year and the hotly contested Republican and Democratic primaries are providing ample opportunities to lure more political ads to radio. Katz’s new Nielsen study affirms radio’s pitch that it can deliver large quantities of voters focused on particular issues. (Read more on Inside Radio)
  • Time Warner has signed Nielsen as a strategic partner for its Medialab, which generates data on consumer behavior for marketers and advertisers. According to reports, the goal is to reveal comprehensive insights into the non-conscious and conscious aspects of the consumer experience and decision-making process. The move adds to Medialab’s existing neuroscience research – including biometric and eye-tracking technology, enhanced facial coding, behavioral coding, and EEG technology. Nielsen already has its own biometric and neuroscience measuring efforts – including its Nielsen Consumer Neuroscience unit. But now Nielsen will be able to access engagement metrics for viewing and purchase experiences. (Read more on ResponseMagazine.com)

This and That…

Its Mobile or Nothing

Whether you’re a global brand or the shop around the corner, the shift to mobile is changing your customers’ behavior in and out of the store. Think Google shares five insights into how brands can connect meaningfully with people in real time, in all of their micro-moments. (Read more on ThinkGoogle)

The native ad market is expected to grow to US$53B by 2020 via Facebook Study 

According to a new study commissioned by Facebook’s Audience Network and conducted by business analyst IHS Technology. The research estimated that 75.9% of all digital ad spend will be digital by 2020, and that native advertising will generate 63.6% of all global mobile display advertising, or $53B. Closer to home, native advertising will amount to $14.1B (3.6B third-party native) in the Asia Pacific. (Read more on EnterpriseInnovation.com)

American Heroes Channel – The shuttering of A+E Networks’ H2 (to make room for Viceland) is an opportunity for American Heroes Channel, now the only cable home for full-time history content. New programming will include series Civil War Chronicles and How the World Ends.


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