Sony Digital Rapids Pixel Power calrec Sony

Finding Better Bang for the Cable News Buck

23/04/2018

WHY THIS MATTERS: A brand buying into a cable news ad boycott can, with the right technology, get a better opportunity.

Simulmedias Marc Goldstein

The year 2016 was the most-watched year in cable news history. And in contrast to the typical post-election year decline, the ratings only got better in 2017, with gross viewership increasing 15% overall and 7% in primetime.

Despite the increases, however, some advertisers are becoming wary of the risk of being associated with certain cable news content. Controversial statements made by on-air commentators have been happening with greater frequency, leaving advertisers to deal with the fallout of guilt by association, and agencies to answer questions from clients about why they were buying time on that show in the first place.

When things like this occur, media buyers may feel they lack better alternatives. The cable news audience is not only large, it's valuable, and in the absence of knowing where else to reach them, media buyers often simply move their inventory to other places on those networks.

However, with today's Advanced TV technology, brands can reach the exact same audience elsewhere on linear TV without the risk of becoming associated with controversial content.

For example, let's say you're one of the advertisers who decided to pull your ads from The Ingraham Angle on Fox News Channel after a controversial tweet from its host, Laura Ingraham. There's no need to rehash the details of it here, but presumably, even though your brand may have chosen not to advertise on her program, you'd still like to reach her audience of Fox News viewers.

With the approximately $150,000 you would have spent on 10 spots over two weeks on The Ingraham Angle, you would have reached 8,981,442 people a large number for such a relatively low expenditure. The only way to match, or exceed, the value of that media is to leverage technology designed to find your audience more efficiently across national television.

Simulmedia's Advertising Operations team ran a test to see if our VAMOS platform could run a one-week campaign that reached more Fox News viewers for the same cost as two weeks' worth of ads on The Ingraham Angle. The result? In a simulated media buy, VAMOS ran 266 spots across 62 networks and reached 9,814,748 people in that same target audience an increase of 9%. All this in seven days, instead of two weeks.

What does this tell us? That with the right technology solution, it's possible to find concentrations of any target audience across national TV and accumulate them in such a way that brands can reach more of their target audience more efficiently than they might be with their existing media plans.

It should also give hope to media buyers, because sooner or later, another cable news personality is going to go off-script in such a way. Rather than feeling stuck between a rock and a hard place the next time it happens, they should take comfort in knowing that they can use that opportunity to drive additional reach for their brand. It may also empower them to seek new solutions preemptively, and consider how to extract more value from their TV advertising dollars.

There are still lots of good reasons for brands to buy cable news, especially since ratings are up across the board and showing no signs of slowing down. But the brand safety concerns are real. It's up to each advertiser to choose the course that's best for them. And now, with the use of the right Advanced TV platform, if they choose to jump from a particular program, they can still reach the same exact audience on TV, without the brand risk.

Goldstein is the VP of partner relations at Simulmedia, which uses data, science and software to target audiences at national scale, and drive business outcomes for advertisers. He oversees the team responsible for managing relationships with the company's inventory partners.

WHY THIS MATTERS: A brand buying into a cable news ad boycott can, with the right technology, get a better opportunity.

The year 2016 was the most-watched year in cable news history. And in contrast to the typical post-election year decline, the ratings only got better in 2017, with gross viewership increasing 15% overall and 7% in primetime.Subscribe for full article

Member Exclusive

Get Access to Our Exclusive Content

Learn MoreAlready subscribed?Log In
LINK: https://www.broadcastingcable.com/news/finding-better-bang-for-the-cab...
See more stories from bandc

Most recent headlines

25/05/2018

Cape Town wins SundanceTV prize

25 May, 2018 - 08:07 Cape Town filmmaker Ian Morgan has won the Jury Prize in the SundanceTV Shorts competition for his short film Good Mourning. This win t...

25/05/2018

dLive V1,7 Frimware Adds Shure Wireless Control, Prime I/O And Routing Flexibility

dLive V1,7 Frimware Adds Shure Wireless Control, Prime I/O And Routing Flexibili...

25/05/2018

TVU Networks to provide reliable equipment and top-tier connectivity throughout Russia for major international soccer tournament

TVU Networks to provide reliable equipment and top-tier connectivity throughout ...

25/05/2018

David Hasselhoff Tours Germany and Austria with Elation Lighting

David Hasselhoff Tours Germany and Austria with Elation Lighting posted: 24/05/2018 Martin Kames handles full production on Baywatch star's 30 Years ...

25/05/2018

Stage Tec AURATUS and NEXUS for the Bernama News Channel in Malaysia

Stage Tec AURATUS and NEXUS for the Bernama News Channel in Malaysia posted: 24/05/2018 The staff of Bernama News Channel and Stagetec Asia installing AURAT...

25/05/2018

Cloud is no Broadcast Cure-All: Telestream Favors Hybrid Approach to Workflow Deployment

-- In broadcasting, cloud-based workflows have been in vogue for a number of y...

25/05/2018

Ikegami APAC to Exhibit Latest Cameras, Monitors and Transmission Equipment at Broadcast Asia 2018

-- Ikegami, a leader in HD and UHD cameras and production equipment for televi...

25/05/2018

Corden and Late Late Show' Venture to London

"The Late Late Show With James Corden," with guests Amanda Peet and Johnny Knoxville on May 23, 2018 CBS/Terence Patrick The Late Late Show With James Corden ...

25/05/2018

Nashville' Back on CMT For Final Run June 7

CMT has revealed its summer schedule, with new series Bachelorette Weekend, from Jersey Shore producer SallyAnn Salsano, debuting August 2. Also on the warm-wea...

25/05/2018

Primetime Ratings: Fox Wins With Empire' Finale

"Empire" season finale, May 23. 2018 Fox Fox took top prize in the Wednesday prime ratings, as Empire led it to a 1.4 score in viewers 18-49, according to Nie...

25/05/2018

FX Orders Fourth Season of Baskets'

"Baskets" FX Offbeat comedy Baskets, executive produced by, and starring, Zach Galifianakis, has been renewed for a fourth season by FX. It will air in 2019. ...

25/05/2018

Dolby Cinema at AMC Opens Its 100th Location

Back May 24, 2018 Dolby Cinema at AMC Opens Its 100th Location Broad industry and fan support create strong momentum for the best movie-going experience in ...

25/05/2018

Dolby Laboratories Hosts LUNAFEST San Francisco with Breast Cancer Prevention Partners

Back May 24, 2018 Dolby Laboratories Hosts LUNAFEST San Francisco with Breast...

25/05/2018

Riedel at Chile's World-Renowned Song Festival

WUPPERTAL May 24, 2018 Riedel at Chile's World-Renowned Song Festival Riedel Communications once again provided a comprehensive communications and signal ...

25/05/2018

Chorus to trial new optical wavelength services using Nokia service assurance and commissioning solution

Press Release Nokia and Chorus are collaborating on an open access network infr...

25/05/2018

Creating the technology to connect the world sustainably and responsibly - Nokia publishes its 2017 People & Planet Report

Press Release 24 May, 2018 Espoo, Finland - Nokia today published its annual s...

25/05/2018

The Peacemaker

An Army Lieutenant investigates a nuclear accident he suspects was actually a terrorist attack. Publication date: June 20, 2018...

25/05/2018

ZEISS Supreme Primes : New High-End Cinema Lens Family ZEISS Supreme Primes

OBERKOCHEN/Germany, 24.05.2018. ZEISS has introduced a new family of high-speed lenses for high-end film production: The ZEISS Supreme Prime family consists of ...

25/05/2018

RT Referendum 2018 Results Coverage

RT Referendum 2018 Results Coverage RT will provide extensive coverage of the results of the Referendum to repeal the Eighth Amendment across television, r...

25/05/2018

24 May 2018

ICG rocks at Cheshire Triathlon Posted on 24 May 2018 Team ICG proved they are more than just a great bunch of marketing creatives after taking the top spot in...

25/05/2018

CBS Is America's Most-Watched Network in 2017-2018 Across Primetime, Daytime and Late Night

May 24 2018 CBS Primetime Makes up Over One Million Viewer Deficit in Three Mo...

25/05/2018

A successful trip for the South African delegates at the 71st Festival de Cannes

A successful trip for the South African delegates at the 71st Festival de Cannes The National Film and Video Foundation (NFVF), an agency of the Department of ...

24/05/2018

Spotify's Enhanced Hot Country Playlist Brings the Heat at Nashville's CMA Fest

The common thread among country music artists and fans is the ability to relate ...

24/05/2018

The passing of John Gozzard

Rycote Announcement: May 2018 It is with great sadness that we announce the passing of John Gozzard, who died at his home on 4th May 2018. John founded Rycote...

24/05/2018

Filmstruck Continues International Roll Out with Launches in France and Spain

Filmstruck Continues International Roll Out with Launches in France and Spain Joint Venture Movie Streaming Service Between Turner International's Digital ...

24/05/2018

Lagardre Travel Retail opens new foodservice outlets in Austrian railway stations

Lagard re Travel Retail opens new foodservice outlets in Austrian railway statio...

24/05/2018

GSMA Announces New Events and Programmes Taking Place at Mobile World Congress Shanghai 2018

Hong Kong: The GSMA today provided further details on the array of events and pr...

24/05/2018

Introducing the FUJIFILM X-T100, the stylish new addition to the X Series range of mirrorless cameras

Introducing the FUJIFILM X-T100, the stylish new addition to the X Series range ...

24/05/2018

How 850 Live Events Became a Rallying Cry and a Mark of Success at the Pac-12 Networks

How 850 Live Events Became a Rallying Cry and a Mark of Success at the Pac-1...

24/05/2018

Telefnica to integrate Netflix service into its TV and video platforms

Madrid/Los Gatos, Calif., May 24, 2018. Netflix Inc. (NASDAQ: NFLX), the world's leading Internet entertainment service, and Telef nica (NYSE: TEF:US), one ...

24/05/2018

Northern Rescue Coming Soon to Netflix

NORTHERN RESCUE (10x60), a Netflix original drama (excluding Canada), is a heartwarming family drama starring William Baldwin (MacGyver) and Kathleen Robertson ...

24/05/2018

Telefnica to integrate Netflix into its TV and video platforms in Latin America

Madrid/Los Gatos, Calif., May 24, 2018 - Netflix Inc. (NASDAQ: NFLX), the world's leading Internet entertainment service and Telef nica (NYSE: TEF:US), one ...

24/05/2018

Netflix re-teaming with Dee Rees for The Last Thing He Wanted

Log Line: The story is based on the 1996 novel by Joan Didion and centers on hardscrabble journalist Elena McMahon who finds herself on dangerous ground as the ...

24/05/2018

Hotstar and Akamai create Internet history.

Hotstar and Akamai create Internet history. Set new world record for online streaming with 8.26 million concurrent viewers Mumbai/Bangalore | May 24, 2018...

24/05/2018

AFP adds more countries to its fact-checking collaboration with Facebook

The sites in English, Spanish and Portuguese will be based on the current Factuel (factuel.afp.com), a site dedicated to verifying and debunking fake news and d...

24/05/2018

Frankie Drake Mysteries roars into production on season two of 1920s-set drama

Wednesday 23rd May Production has begun on the second season of Shaftesburys 1920s-set Frankie Drake Mysteries, a co-production with CBC and UKTV and distribute...

24/05/2018

Dolby Cinema at AMC Opens Its 100th Location

All Press Releases Back May 24, 2018 Dolby Cinema at AMC Opens Its 100th Location Broad industry and fan support create strong momentum for the best movie...

24/05/2018

Dolby Laboratories Hosts LUNAFEST San Francisco with Breast Cancer Prevention Partners

All Press Releases Back May 24, 2018 Dolby Laboratories Hosts LUNAFEST San ...

24/05/2018

TVN is Host Broadcaster for the 2017/18 UEFA Champions League final in Kyiv

TVN is Host Broadcaster for the 2017/18 UEFA Champions League final in Kyiv posted: 24/05/2018 The UEFA Champions League final - the biggest match in club...

24/05/2018

Editor Alan Edward Bell Uses Fusion 9 On Red Sparrow

FREMONT, CA - Editor Alan Edward Bell recently used Blackmagic Design's Fusion 9 Studio visual effects and motion graphics software during the editing the 2...

24/05/2018

Serious Play Conference Set For July 10-12

PRINCE WILLIAM COUNTY, VA - The 10th annual Serious Play Conference will take place from July 10th through 12th at the Hylton Performing Arts Center in Prince W...

24/05/2018

How friction-less technology is giving newsgatherers their freedom back

Stuart Almond, Head of Marketing and Communications, Media Solutions at Sony Professional Solutions Europe, investigates Author: ContributorPublish date: May...

24/05/2018

ARRI Reflects on an Eventful Cannes 2018

ARRI Reflects on an Eventful Cannes 2018 ARRI's presence, products, and services behind the 71th Cannes International Film Festival-a summary. Every spr...

24/05/2018

RAFIKI DP Christopher Wessels in Cannes

RAFIKI DP Christopher Wessels in Cannes ARRI caught up with cinematographer Christopher Wessels at the Cannes International Film Festival. In our video he ta...

24/05/2018

Spielzeug und Mode mit dem Powfactor: 2018 kommen neue Produkte zu den Powerpuff Girls auf den Markt

Spielzeug und Mode mit dem Powfactor: 2018 kommen neue Produkte zu den Powerpuff...

24/05/2018

FilmStruck continues international roll out with launches in France and Spain

FilmStruck continues international roll out with launches in France and Spain Thursday, May 24, 2018 Share: Share on facebook Share on Twitter Email this a...

24/05/2018

Bandit Lites And C3 Presents Bring The Lights To The NFL Draft Experience

Bandit Lites And C3 Presents Bring The Lights To The NFL Draft Experience posted: 24/05/2018 All 50 states and 32 NFL teams turned out in Texas, where more ...

24/05/2018

CPL Invests in New Projectors for Arcadia London Extravaganza

CPL Invests in New Projectors for Arcadia London Extravaganza posted: 24/05/2018 Central Presentations Ltd (CPL) has invested in six brand new Barco UDX-4...

24/05/2018

Clear-Com's 50TH Anniversary Celebration Continues at BroadcastAsia 2018

Clear-Com's 50TH Anniversary Celebration Continues at BroadcastAsia 2018 posted: 24/05/2018 Five decades of intercom innovation, connecting people whe...

24/05/2018

Solotech Goes On The Road with Ultrix-FR5 from Ross Video

Solotech Goes On The Road with Ultrix-FR5 from Ross Video posted: 24/05/2018 Live and touring AV giant chooses Ultrix-FR5 for major international music arti...