Finding Better Bang for the Cable News Buck
23/04/2018
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
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
25/04/2024
Inside the Archives: Highlighting the Importance of Preservation for the Festival's 40th Edition
Sundance Institute Founder Robert Redford during a press conference at the 1996 ...
25/04/2024
SNS Dealer Of The Year Awards: See The Full List Of Winners
alt= class=wp-image-12361 data-lazy-src=/wp-content/uploads/2024/04/NAB-booth-2024-960x540-1.jpg/> Set against a vibrant backdrop of innovation and collaboratio...
25/04/2024
Trends And Takeaways From NAB Show 2024
alt= class=wp-image-12356 data-lazy-src=/wp-content/uploads/2024/04/NAB-mod-win-960x540-1.jpg/>NAB's Eric Trabb (right) awards SNS with two NAB Show Product...
25/04/2024
Peacock Subs Jump 55% YoY to 34M in Q1 2024
PHILADELPHIA Comcast beat earnings estimates in its Q1 2024 financial report, as streaming losses continued to decline and Peacock's paid subscribers spiked...
25/04/2024
Seattle Kraken Inks Deals with Tegna and Prime Video
SEATTLE The Seattle Kraken have inked new multi-year agreements with Tegna and Prime Video that will expand access to their games over broadcast stations and st...
25/04/2024
Opinion: charting a cloud driven future
M2A Medias Matt Hughes asks, is it time for news broadcasting to shift to the cloud? By Contributor Published: April 25, 2024 M2A Media's Matt Hughes ...
25/04/2024
Cintel Scanner G3 HDR+ Restores Egypt's Cinema Treasures to Their Former Glory
Cintel Scanner G3 HDR Restores Egypt's Cinema Treasures to Their Former Glo...
25/04/2024
Sinclair Names Kevin Coskren Chief Meteorologist at KTUL Tulsa
Sinclair Broadcast Group said it named Kevin Coskren chief meteorologist at KTUL, its ABC affiliate in Tulsa, Oklahoma....
25/04/2024
Attend The Business of TV News Event in D.C. on May 2
The Business of TV News, a new one-day event featuring Martha Raddatz, Shannon Bream, Glenn Kirschner and other major figures in television news, happens at Hot...
25/04/2024
Problematic FCC Conditions On Station Sale Could Create Detroit Drama
Conditions put on the proposed sale of WADL Detroit, to Mission Broadcasting have created a potential drama in the Motor City....
25/04/2024
TelevisaUnivision 1Q Loss Widens But DTC Business Expected To Turn Profit in Second Half
TelevisaUnivision reported a $52 million loss in the first quarter, up from $3 m...
25/04/2024
Comcast Earnings Flat As Video, Broadband Sub Losses Continue
Comcast reported flat first-quarter earnings as it reduced the red ink at Peacock but continued to lose video and broadband customers....
25/04/2024
Vevo Brings Music Videos To Telly's Dual Screen TVs
Music-video network Vevo said it launched its app on Telly, the company offering consumers free dual-screen TVs in return for data about what they're watchi...
25/04/2024
Future Today Redesigns Streaming App Interfaces
Future Today said it has introduced a redesigned user interface for about half of its 300 streaming apps, including Fawesome, HappyKids and iFood.TV....
25/04/2024
Czech mates
The writer and director of a hit Czech series tell Robert Shepherd about their approach to portraying real-life Pakistani kidnappings on the small screen, while...
25/04/2024
Molinaire Creative Group opens new Liverpool facility
Notorious DIT will work with the Liverpool Film Office to increase opportunities for regional talent By Matthew Corrigan Published: April 25, 2024 Notorio...
25/04/2024
Deutsche Telekom Powers New MagentaTV Service With Broadp...
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
25/04/2024
Lightware Enhances Microsoft Teams Rooms with Powerful BY...
Lightware Visual Engineering, a leading manufacturer of connectivity solutions for the professional integrated systems market and a pioneer in signal management...
25/04/2024
Net Insight secures collaboration with DMC Production to...
Net Insight has entered into a collaboration with DMC Production that positions Net Insight at the forefront of sports broadcasting in the Nordics. Net Insight ...
25/04/2024
GlobalM and scoopa announce strategic partnership to faci...
GlobalM has announced a strategic partnership with scoopa, the specialists in broadcast-quality content distribution, offering a complementary service for live ...
25/04/2024
DDish TV LLC Chooses PlayBox Neo Channel-in-a-Box for Bro...
PlayBox Neo announces the completion of a new multichannel playout system for the DDish direct-to-home satellite television network in Mongolia. Based in the na...
25/04/2024
Legendary Producer Garth Richardson Chooses PMC Monitors...
Canadian music producer and engineer Garth Richardson also known as Gggarth due to his stutter - has embraced immersive audio by installing a PMC monitoring s...
25/04/2024
Televisa transforms its broadcast ecosystem with proven t...
Leading video software provider Synamedia today announced that Televisa, the Mexican telecommunications and broadcasting company, has chosen Synamedia as its pa...
25/04/2024
OTTera partners with ThinkAnalytics to enhance personaliz...
OTTera, a leading provider of end-to-end OTT and FAST channel solutions, proudly announces its strategic partnership with ThinkAnalytics, a global leader in adv...
25/04/2024
Perfect Weather Forecast for American Tobacco Events Tonight and Saturday
The American Tobacco Campus will be hopping with activity tonight and this weekend with two fun events! Durham Night Market At last! The Durham Night Market i...
25/04/2024
Qurate Launches The Big Dish on The Roku Channel
WEST CHESTER, Pa. Video commerce provider Qurate Retail Group has launched The Big Dish, a new culinary-themed FAST channel on The Roku Channel....
25/04/2024
HPA Opens Submissions for 2024 HPA Engineering Excellence Awards
LOS ANGELES The Hollywood Professional Association has announced that submissions for the 2024 HPA Engineering Excellence Awards are now being accepted. This re...
25/04/2024
DV Earns MRC Accreditation for CTV Viewability
NEW YORK The digital media measurement and analytics firm DoubleVerify has announced that it has received Media Rating Council (MRC) accreditation for Video Vie...
25/04/2024
DAZN FAST Channels to Launch on Tubi
SAN FRANCISCO Fox Corp.'s ad-supported streaming service Tubi has announced a licensing agreement with the sports platform DAZN that will see DAZN Ringside ...
25/04/2024
IAB Makes Three Appointments to Its Leadership Team
NEW YORK In the runup to the 2024 IAB NewFronts, the IAB has announced three key appointments to its leadership team....
25/04/2024
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam for Android, and more
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam f...
25/04/2024
Content Creation, Production, Distribution Is In a State of Flux
Content Creation, Production, Distribution Is In a State of Flux Andy Marken April 24, 2024 0 Comments My empathy is creeping towards what I would de...
25/04/2024
Capitol Broadcasting Company to Air Carolina Panthers Games on Triangle's Strongest Broadcast Signal
The Carolina Panthers and Capitol Broadcasting Company (CBC) announced they have...
25/04/2024
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist The accomplished saxophonist secured a spot among the elite winners of this year's ...
25/04/2024
Local News Close-Up: St. Louis Born and Bred
Stations everywhere take pride in having a main anchor who comes from the market they represent. That applies in St. Louis, too, but it also pertains to general...
25/04/2024
Edward Moody Joins WBTW Myrtle Beach Anchor Team
Edward Moody is joining the WBTW Myrtle Beach, South Carolina, anchor crew, and will anchor the 5, 6 and 11 p.m. newscasts alongside Trish Williford. He comes f...
25/04/2024
MTV Moving VMAs To New UBS Arena in New York
MTV said the 2024 Video Music Awards will return to New York and take place at the new UBS Arena....
25/04/2024
Offbeat Comedy The Outlaws' Returns to Prime Video Next Month
Season three of comedy The Outlaws premieres on Prime Video May 31. Stephen Merchant co-created the show, and stars. There are five episodes....
25/04/2024
Bidders Interested in Buying Bounce, Says Scripps CEO Adam Symson
The E.W. Scripps Co. is evaluating offers for Bounce, its multicast channel for African-American viewers, according to a report from CNBC....
25/04/2024
Paramount Plus Renews Dora'
Paramount Plus has ordered a second season for Dora, the animated preschool show based on Dora the Explorer. The show, featuring Dora on a rainforest adventure ...
25/04/2024
Bayanat and Yahsat Shareholders Approve Merger to Create SPACE42
Bayanat AI PLC (ADX: BAYANAT), a leading AI-powered geospatial solutions provider, and Al Yah Satellite Communications Company P.J.S.C. (ADX: YAHSAT), the UAE...
25/04/2024
Tribeca Festival 2024 Announces Audio Storytelling and Games Lineup
April 25th, 2024 Press Materials Available Here TRIBECA FESTIVAL 2024 ANNOUNCES AUDIO STORYTELLING AND GAMES LINEUP Audio Storytelling Program Features 10th ...
25/04/2024
NFL Draft 2024: Verizon Expands Broadband Capacity To Handle the Spike in Demand
NFL Draft 2024: Verizon Expands Broadband Capacity To Handle the Spike in Demand Mobile cells will help accommodate first responders, social media, sports betti...
25/04/2024
NFL Draft 2024: NFL Media Teams With The Fantasy Footballers on Hybrid, REMI Production of Post-First-Round Draft Show on NFL+
NFL Draft 2024: NFL Media Teams With The Fantasy Footballers on Hybrid, REMI Pro...
25/04/2024
NFL Draft 2024: ESPN Motors Into Detroit With Trio of Simultaneous Live Presentations
NFL Draft 2024: ESPN Motors Into Detroit With Trio of Simultaneous Live Presenta...
25/04/2024
Unlock the potential of automated node-based and no-code media workflows at MPTS 2024
Published On: April 25th, 2024 data-orig-src=https://www.sgo.es/wp-content/upl...