Not Your Father’s Tune-In -- Part 4

In Part 1 we reported a crossmedia study done by NBCU and TiVo Research that showcased the synergistic effects of using multiple media In Part 2 a leading expert in the new tunein Charlie Fiordalis CDO of Media Storm shared best practices and key action takeaways In Part 3 we reported on spending trends by TV networks in paid tunein advertising based on the authoritative new SMI actual spending data Here in Part 4 we will continue to delve deeper into SMI dataOf the paid tunein invested by television networks in the first half of 2015 45 was in television amp8212 up from 40 in the first half of 2014 Television networks believe in their product amp8212 they buy it themselvesYou might think amp8220Only 45amp8221 This seems inconsistent with Charlie Fiordalisamp8217 remarks suggesting that more like 80 of tunein today is on TV But it isnamp8217t The nonpaid tunein category dwarfs the paid tunein category and virtually all of the nonpaid tunein is on TV amp8212 ie a network using its own airtime to promote its own products which accounts for about 20 of all TV commercial time available So 45 of the paid tunein is on TV while 80 of the total tunein is on TVThe diversity of the other 55 shown in the table below reflects the learning that synergy is a powerful factor The more one reaches you through different media the more your brain pays attention to the advertised show Itamp8217s the same for other product categories too Use all media the data says the real question is finding the optimal allocation among themTVamp8217s biggest advantage over other media is its reach It is very hard using digital or any other media alone or in combination to rapidly build reach the way TV does especially highrated TV which generally means broadcast prime time This is why TV continues to get the largest share of adspend even within categories and brands that have the greatest commitment to digitalTV networks have virtually quadrupled their allocation to broadcast TV in the past year from 4 to 15 of paid tunein on TV This probably represents learning from experience that broadcast especially prime time is a reach accelerator and therefore helps a lot in driving rating lift for an advertised show This is the beginning of a springback from years of attrition in the allocation given to broadcast by advertisers in general a trend caused by the seeming validation of amp8220pure lowestCPM thinkingamp8221 by marketing mix modeling MMM See also the value of fast reach in this other post of mineNo other category of TV increased its share of paid network tunein in the last year and shrinkage in LocalMSO Cable Network Cable and Spot Broadcast went into the expansion of Broadcast NetworkPaid network tunein buyers more than doubled their allocation to social media in the last year This expansion came from share losses in search ad networksexchanges printowned digital and TV networkowned digital Digital video did not grow shareAs tunein advertising becomes more optimized through analysis of rating lifts in relation to tunein exposure we see shifts to TV especially broadcast and to social media up to third largest digital subtype from fifth last year The synergy theme continues to be dominant causing allocation across a host of media types and subtypesIn the next article in this series What are the most significant recent trends in theatrical motion picture tunein advertisingamp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Not Your Father’s Tune-In -- Part 4

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Bill Harvey

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

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