
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
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
01/07/2025
WASHINGTON The Federal Communications Commission's Enforcement and Media Bureaus have entered into a consent decree with Sinclair to resolve a variety of in...
01/07/2025
DENVER Low-power television (LPTV) station owners looking to navigate the complexities of selling their assets in todays dynamic media environment are invited t...
01/07/2025
NASA announced today that live programming from its NASA+ channel will be available on Netflix starting sometime this summer....
01/07/2025
WASHINGTON Federal Communications Commission Chair Brendan Carr has appointed Katie McAuliffe to serve as policy advisor in his office....
01/07/2025
MOUNTAIN VIEW, Calif. Alphabet's GFiber pay TV and broadband provider has announced that it recently worked with Nokia to demonstrate network slicing....
01/07/2025
NEW YORK, N.Y. DoubleVerify (DV) has announced the launch of DV Authentic Attention for Social. The product will first launch with Snap, the owner of Snapchat....
01/07/2025
WASHINGTON The Federal Communications Commission has rejected license challenges to three full-power Baltimore TV stations and agreed to renew the license for C...
01/07/2025
Compact new converter lets users capture live NDI and streaming sources into software over a USB interface
Video interface and IP workflow innovator Magewell ...
01/07/2025
Disguise, the award-winning tech company driving visuals for Broadway and West End hits including Redwood, Stranger Things: The First Shadow and Disney's Fr...
01/07/2025
Vocal-processing plug-in joins NOIZ Hub series
Launched in 2024, KIT Plugins' NOIZ Hub series was created with the aim of providing a range of professio...
01/07/2025
New self-paced learning programme announced
Mastering.com have announced the availability of a new online course designed to cover the fundamentals of maste...
01/07/2025
Historic appointment ushers in unified leadership for WRAL-TV, New Media, and Digital Solutions
RALEIGH, N.C. - 6-27-25 - Capitol Broadcasting Company is prou...
30/06/2025
There's nothing quite like the magic of finding music that feels made just f...
30/06/2025
When it comes to new music, Spotify's team of editors across North America is always on the hunt for songs that make them feel, think, and move. They're...
30/06/2025
SBS On Demand boosts global news offering with launch of France 24 FAST Channel
30 June, 2025
Media releases
SBS is expanding its international news offeri...
30/06/2025
Star Studded Ensemble Cast Are Joined by Richard Rankin as Filming Begins on the Second Season
[June 12, 2025 - Boston, MA]: The Forsytes, Debbie Horsfield...
30/06/2025
The Artemis II Space Launch System core stage is integrated with the solid rocket boosters inside High Bay 3 of the Vehicle Assembly Building at NASAs Kennedy S...
30/06/2025
RALEIGH, N.C. Capitol Broadcasting Co. has named Heather Gray vice president and general manager of WRAL-TV and WRAZ-TV here....
30/06/2025
The Virginia Association of Broadcasters has recognized Bill Sewell, Director of Engineering at WTKR & WGNT in Norfolk, Va. as the recipient of the 2025 J.J. Fr...
30/06/2025
The Society of Broadcast Engineers said its annual member drive resulted in the recruitment of 49 individual members....
30/06/2025
BURLINGTON, Mass. Avid today released its fully integrated news platform, uniting MediaCentral and Wolftech News in a single newsroom solution, and will demonst...
30/06/2025
WASHINGTON The Federal Communication's Enforcement and Media Bureaus have entered into a Consent Decree with Sinclair Broadcast Group to resolve a variety o...
30/06/2025
Eurorack sequencer module reimagined
California-based modular synth innovators Qu-Bit have announced the launch of a new module that offers a fresh new take...
30/06/2025
Berklee at Umbria Jazz Clinics to Host 40th Anniversary Concert The celebration will be held on July 10 in Perugia, Italy.
By
Colette Greenstein
June 30, 202...
30/06/2025
PremiumBeat Tips and Tricks
Brie Clayton June 30, 2025
0 Comments
When editing to impress, you'll need quality music, and if your studio happens t...
30/06/2025
Improved dynamic behaviour, improved audio quality & more
Techivation have announced the release of an upgraded edition of their very first premium plug-in,...
30/06/2025
German premiere with live flight demonstration: German industry team showcases e...
30/06/2025
Back to All News
Bel n Cuesta and Karra Elejalde Star in El ni o, the New Film ...
30/06/2025
Back to All News
A New Dangerous Troll Awakens: Netflix Unleashes Teaser for Troll 2Play Video
Play Video
Entertainment
30 June 2025
GlobalNorwayDenmarkSwe...
30/06/2025
The Focusrite Summer Sale is now on Don't miss unbeatable deals on Scarlett, Vocaster, and more.
Whether you're an artist, a producer, or a podcaste...
30/06/2025
All 8 episodes of Season 1 of 1923 will be available on RT Player from Tuesday ...
30/06/2025
Facebook
Twitter
LinkedIn
52% report AI security spending is displacing tr...
30/06/2025
Facebook
Twitter
LinkedIn
Cannes, June 30th, 2025 - Thales Alenia Space, t...
29/06/2025
Handpan-inspired instrument announced
Roland have announced the launch of the Mood Pan, a unique electronic hand percussion instrument that has been designe...
29/06/2025
Back to All News
A Secret Society, Ritualistic Killings, and a Century-Old Curs...
28/06/2025
Johannesburg, 27 June 2025 - As the nation commemorates Youth Month
2025, the N...
28/06/2025
WASHINGTON In a press conference following the Federal Communications Commission's May Open Meeting, Chair Brendan Carr promised the agency would move rapid...
28/06/2025
STAMFORD, Conn. Charter Communications has awarded $1.1 million in Spectrum Digital Education grants to 55 nonprofit organizations that work to expand access to...
28/06/2025
LAKE FOREST, Calif. June 19, 2025
What's New:
Sonnet Technologies today announced the certification of its Echo 20 Thunderbolt 4 SuperDock as an Engin...
28/06/2025
MASV (massive.io), the fastest and most reliable large file transfer platform for media professionals, has been named an IDC Innovator in the IDC Innovators: Me...
28/06/2025
Grass Valley today announced that TV SKYLINE GmbH, one of Europe's top mobile production providers, has expanded its camera inventory with 30 LDX 135 UHD/HD...
28/06/2025
AgileTV, a European leader in TV and video technology solutions, signed an agreement with Austrian telco LIWEST to develop and implement its TV service in Austr...
28/06/2025
Music theory plug-in updated
Three months on from the release of the latest version of their renowned music theory plug in, Scaler Music have launched an up...
28/06/2025
The 48th Annual Indian National Finals Rodeo Shot with Blackmagic PYXIS 6K
Brie Clayton June 27, 2025
0 Comments
Filmmaker Cameron Mackey relied on Bl...
28/06/2025
Social, Streaming Don't Compete, They Compliment
Andy Marken June 27, 2025
0 Comments
I think we've all arrived at a very special place. Spir...
28/06/2025
Blackmagic Design Captures Filipino Rock Band Drama Singtala
Brie Clayton June 27, 2025
0 Comments
Blackmagic URSA Mini Pro 12K and DaVinci Resolve St...
28/06/2025
Enhance Videos Faster with Aiarty Video Enhancer - Offline, Sharp, and Natural
Brie Clayton June 27, 2025
0 Comments
If you've used AI video tools...
27/06/2025
By Jessica Herndon
One of the most exciting things about the Sundance Film Fest...