The network TV Upfront marketplace is rife with new buzzwords: data sciences, branded content, digital video extensions, neural research, social media insights, promotional integration. But according to a new MediaVillage.com survey among TV network advertisers and agencies' national TV planners and buyers, the best advice to network sales organization is KEEP IT SIMPLE…
The primary drivers of national TV buying and planning decisions remain the basics of demographics, reach, costs-per-thousand and effectiveness, with engaging content and innovation an added bonus. The data also reflects the emerging importance of new return-on-investment analytics now being provided by a handful of leading networks and being advanced as a buying currency by Simulmedia, Oracle and selected data providers. According to respondents to the MediaVillage.com survey, conducted by MyersBizNet among 357 advertiser and agency executives in April, targeted demographic data and large audience reach evaluated based on traditional costs-per-thousand remain, by far, the most important TV industry metrics.
How Important is Each of the Following in Your Media Selection Process?
Percent of advertiser and agency respondents with national television responsibility rating each category top three-box (8/9/10) on a ten point scale.