Good News from Promax|BDA: On-Air Promotions Are Still Effective - Jeff Storan - MediaBizBlogger

Given Simulmedia's mission to deliver television viewership through data-driven program promotion, we were excited to attend the 2009 Promax|BDA conference June 16-19, 2009 at the Hilton New York. We expected to see fabulous examples of promotional marketing messages and to meet people responsible for their production. What we didn't expect to find was data that affirms our focus on traditional, On-Air promotions as the best medium for making viewers aware of programming.

Promax|BDA is an industry group representing marketing, promotion and design professionals in the entertainment industry. Its conference is an opportunity for the creative designers and producers to celebrate their accomplishments and catch the eye of network marketers planning their campaigns for the Fall programming season. For Simulmedia, the conference was a chance to appreciate the craft of program promotion and immerse ourselves in promotional marketing culture.

At a panel discussion on Day 3 of the conference, "Promotions in the Multi-Media Market - Where to Put Your Money", Mary Ann Farrell, SVP Research at E-Poll Market Research, presented a study of television viewers, their viewing habits and their attitudes toward promotional marketing. E-Poll based its study on analysis of a nationwide online survey of a representative sample of 1,644 individuals aged 13-54, fielded May 21-26, 2009.

The E-Poll study featured several findings relevant to Simulmedia's focus.

Taken together, these findings are a compelling endorsement of Simulmedia's goal to deliver television viewership through data-driven program promotion.

Jeff Storan is a digital marketing veteran and product strategist for Simulmedia and can be reached at jeff@simulmedia.com. Read all Jeff's MediaBizBlogger commentaries at Simulmedia - MediaBizBlogger