In Terms Of ROI: Sex/Age Targeting Has Hurt Certain Networks - Bill Harvey - MediaBizBloggers

As Dave Poltrack often notes any true advertising ROI value that a network brings to an advertiser is invisible The only pinhole through which value is allowed to be recognized is on the basis of sex and age demographics of viewersOn the face of it this would seem to be a pretty tiny metric as compared to the Total Value Of Ownership TVO of a piece of TV inventory TVO would be the metric combining all the effects on engagement attention eyes on screen recall persuasion and sales effects short term and long term That would be an ROI metricThe sexage of opportunitiestosee OTS viewers who may not even be looking at the screen as a percentage of all that would be included in TVO would seem on judgment to be maybe single digit small Creative media scheduling targeting branded integration the effect on the trade of being in the big shows etc amp8211 all that is in the TVOOf course the network does not control the creative so that part of TVO is in principle not compensatable to the network amp8211 that39s for the creative agencySo for decades we have been using a very tight sieve through which to put the metrical TVO thinking that drives how we spend 70B a year in the USWhat that does for certain networks is to ostracize them for having audiences that are either too old amp8211 or sometimes even too young 2554 says that those 1624 year olds who feel that they are the hippest people in creation are of no value to most of the companies in AmericaAs soon as you start to look at purchase data you see that sometimes these audiences that are either too hot or too cold Mmmm that one is just right says Baby Bear are buying your product amp8211 lots of it Their age didn39t matter in their case amp8211 oh well no system is perfect Sexage grinds on for half a centuryTough economic times have a wondrous way of focusing one39s mind Hmm TV ROI dipping below 1 I am losing money and can39t make it up in volume the brand tells me we can39t lower TV or the bottom line effect would be even worseamp8230 so maybe I should try to measure ROI so I know what parts of TV are working And maybe I should be targeting true purchasers of some kind not just sexage Out of financial squalor a new age dawnsThe networks that will benefit the most by the move to purchaser targeting as part of the currency bundle are the ones who are at either age extreme In the long run they will all benefit by showing more of their precious TVO long hidden under a bushelBill Harvey has spent over 35 years leading the way in the area of media research with special emphasis on the New Media Bill can be contacted at billtraglobalcomRead all Billamp8217s MediaBizBloggers commentaries at Bill Harvey MediaBizBloggers

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In Terms Of ROI: Sex/Age Targeting Has Hurt Certain Networks - Bill Harvey - MediaBizBloggers

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