According to Adweek, network TV isn't delivering the eyeballs marketers are paying for. NBC has quietly begun reimbursing advertisers for fourth-quarter prime-time ratings shortfalls, averaging about $500,000 per advertiser, according to media buyers, marking the first time in years a network has taken such a step to compensate marketers for ratings deficiencies. Among the Big Four networks, NBC has the most serious …
A-Ten-Shun
Ed Cotton of Butler Shine & Stern is asking some pertinent questions. Can people stand watching a campaign evolve over time or do you have to have a quick hit? Surely, the ever- shrinking window of personal communication must be having an impact of broad scale communication? Can we even be bothered to see phases of a campaign build and roll out over a two-month period from tease to reveal and on? I think there's …
Sucking The Blood From “Product As Hero”
Kenneth Hein, writing for Brandweek offers us a new term for the advertising lexicon: Visual Vampire. Wendy’s red wig-clad ads are hard to miss. However, new research shows that the characters in pony-tailed toupees greatly overshadow the products featured in the same ads. “It is a visual vampire. There is high engagement, but when they show the food it drops like a rock,” said Lee Weinblatt, CEO of PreTesting, …
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Booze Barriers Fall
According to Stuart Elliott, WNBC-TV in New York is daring to run spirits ads. The decision is a small but significant sign of changing attitudes toward advertising of products that many consider contentious. From 1948 until 1996, no TV station or network accepted liquor ads although distilled spirits were advertised in newspapers, magazines and billboards. Today, hundreds of television stations and networks carry …
Ad Creep Reaches PDFs
Yahoo and Adobe are combining forces to monetize content published in Adobe's PDF format. For advertisers, Ads for Adobe PDF Powered by Yahoo! extends reach by delivering advertising across a new channel of content, while also providing the ability to track advertising performance, just as they can today with ads placed on Web sites. Todd Teresi, senior vice president, Yahoo! Publisher Network said the move "is a …
Adweek To Drop “Week” From Its Editorial Calendar
Catharine P. Taylor didn't welcome the news that Adweek—a media brand she invested years of service in—is moving from 52 issues to 36 issues a year. ...I would've expected something, well, a lot less half-baked than the wimpy, weak-on-detail, so-called announcement that came out on Tuesday. From a publication that prides itself on carving through spin, it was embarrassing—a misleading headline that said, "Adweek to …
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Hollywood Bigs “Air” Their Show On MySpace As A Prelude To Being Picked Up By A Network (And It Works)
According to Rafat Ali, ”Quarterlife," the online-only show which debuted on MySpaceTV earlier this month, has been picked up by NBC Universal, making the program among the first to originate online and then move to a major U.S. broadcaster. The show was created by Marshall Herskovitz and Edward Zwick, creators of “thirtysomething” and “My So-Called Life”, and started on MySpaceTV on Nov 11, as a series of …
Petside.com Open For Business
According to The New York Times, brands are moving boldly into the media business, and are even willing to accept advertising on their content rich sites from competitive products. NBC Universal and Procter & Gamble have set up a pet-focussed Web portal that looks something like a Yahoo or AOL for pet owners, with a bit of Facebook and MySpace thrown in. The companies plan to share the advertising revenue. Procter & …