Network Upfront Week: It's All About Content, Content, Content - Jack Myers

It39s Network TV Upfront Week and once again networks will reinforce their focus on traditional series programming and will deemphasize bells and whistles amp8211 such as their digital and valueadded offerings Three seasons ago networks were focusing more on expanded service offerings including experiential marketing promotional tieins marketing programs research capabilities and online extensions Today networks advertisers and agency middlemen are more focused on the traditional role of network advertising as a vehicle for reaching large audiences with 30second commercial messages in quality content While networks offer program sponsorship packages billboards and a wide spectrum of marketing and research enhancements these are secondary to the primary role of network television as the lead artillery spraying brand messages across a wide audienceJack Myers Media Business Report reports that over the past decade broadcast network ad revenues increased 89 from 170 billion to 185 billion tracking well below the rate of inflation Over the next decadeMedia Business Report projects traditional broadcast network commercial ad revenues will increase an average 21 annually while digital revenues will grow almost 30 annually representing an average annual combined growth rate of 60 By 2020 digital revenues are projected to generate 26 of total broadcast network advertising compared to only 41 of total network ad revenues in 2010 Myers39 full 20002020 forecasts in 55 media and marketing categories are available exclusively to Jack Myers Media Business Report subscribersDigital ad revenues are forecast by Myers to grow from a 33 share of total cable network TV advertising revenues in 2010 to 185 in 2020 For both broadcast and cable TV while digital is a fast growing segment of their revenues the engine that drives their business forward will continue to be traditional 30second commercials Yes advertisers are shifting budgets to online mobile and social marketing But advertisers continue to rely on network and syndicated television to provide high quality series programming and reliably large audiences for their brand messages The networks39 future digital ad revenue growth depends on a solid foundation of successful quality programmingThat39s why the focus of network Upfront presentations will continue to be all about content content contentJack Myers can be reached at Jackmediadvisorygroupcom JackMyersThinkTank is free and underwritten as part of MediaBizBloggerscom by subscriptions to Jack Myers Media Business Report wwwjackmyerscom Subscribe free to all MediaBizBloggers reports at wwwMediaBizBloggers For Jack Myers Media Business Report subscription information visit wwwmyersreportcom or contact Jack Myers at Jackmediadvisorygroupcom Jack Myers and Media Advisory Group provide details on all underwriters and companies in which we have an investment at wwwjackmyerscom

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Network Upfront Week: It's All About Content, Content, Content - Jack Myers

Author

Publish date

Channel

Jack Myers

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Network Upfront Week: It's All About Content, Content, Content - Jack Myers

Enjoying This Commentary? There's More to Love

Jack Myers

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies