newsletter N2 format US 25/02/08 12:26 Page 2
Facts & Figures
...continued from page 1 The impact of TiVo’s ability to pro- Armstrong projected that TV adver-
vide second-by-second ratings of tising connections with consumers
David Levy, president of Turner programs and commercials based on will grow by 5-10% over the next
Entertainment ad sales and market- the viewing habits of its subscribers two years, and predicted more com-
“The next couple of years what is really going to surge forward
ing and president of Turner Sports, is becoming more important. petition on second-by-second data,
is accountable television. Television is going to make a huge
said he believes that both the 30- Kliavkoff noted that, effective with the result that “the consumer
comeback. It is going to be much more accountable. It'll be
second spot and new ad models can January 1, 2008, NBC will become and the advertiser both win.”
much easier to be targeted. Two or three years from now, TV
co-exist in the future. “We at Turner the first TV network to partner with is going to be stronger.” David Del Beccaro, president/CEO of Music
believe in multi-platform packages”, the DVR service to gain access to The executives are already trying to
Choice, reported in the article, “Surprising Advertising News At CES : TV To Make
he said. “At the end of the day, TiVo's TV viewership data. realize the usefulness of the
A Comeback” by Wayne Friedman, MediaPost on January 8, 2008
brands are going go win.” Internet on programming decisions,
“Second-by-second data is still in its they said. Kliavkoff noted that NBC
Armstrong agreed. “Companies are infancy”, Levy remarked, “but it had offered several programs on
“The world is hungry for channels”,
making a real mistake if they’re not will be a huge differentiator from blogs before the current season
declares Tim Thorsteinson, the president of Harris Corporation’s
distributing on multiple platforms”, agency to agency”. A potential result, began, with the result being “sur-
broadcast communications division. Harris Corporation has
he said. “They’ll lose some of their he continued, would be a network’s prisingly good” ratings in most
counted about 150,000 television channels worldwide
brand essence.” ability to sell advertising slots on cases. “There is some wisdom in the
including specialty outlets. Harris estimates that number will rise
an even more pinpoint basis, or masses”, he said. “The question is :
rapidly to a staggering 400,000 in a few years.
The right combination of platforms, even reject an ad outright. how do you harness it ?”
Reported by Peter Caranicas of World Screen Weekly, September 27, 2007
added Levy, can see a ratings increase,
as Turner has realized with its PGA Asked by Myers to define emerging
Championship coverage by televising trends over the next 24 months,
“Companies are making a real 104 was the average number of television
portions of the event on Thursday Fremont said, “We are at a great mistake if they’re not distributing channels US homes received in 2006. Source : Nielsen Media
and Friday, but also streaming live crossroads for how media is bought
on multiple platforms, they’ll
portions of the tournament and and sold. The old models of broad-
adding other coverage viewable cast buying on a ratings basis will be
lose some of their brand essence.” Over the course of 10 hours, American viewers will see
only on the Internet and mobile regularly challenged, and will dras-
Tim Armstrong, president advertising and
approximately 3 hours of advertisements. Source : Nielsen Ratings
devices. tically change.”
commerce at Google North America
45% of marketing and general management leaders allocate
less than 10% of their budget to new media.
Source : survey from Gundersen Partners on new and emerging media
NEW REPORT AVAILABLE :
• Nearly 80% of respondents believe that 40% or more
of video content will be consumed on the Internet rather
The average cost of a single 30-second TV spot during the annual
Tracking, Monitoring & Monetizing Video Content
than on what we now consider TV (broadcast, satellite or
Super Bowl football game (seen by 90 million viewers) has
cable) in 2012.
reached $2.6 million (as of February 2007) Source : reported in Ad Age
Television and interactive media research authority
During a recent interview with Managing Rights Around 93 million pounds has been spent by English
Myers Publishing and Teletrax recently released a report
Management, Andy Nobbs discussed some of the top clubs (Premier League Club transfer) on new signings,
entitled, “Tracking, Monitoring and Monetizing Video
findings of the survey, including respondents’ stated eclipsing the 63 million last year. source Reuters
Content”. The report addresses the opportunities and
preference for tag-and-track technologies over “blocking
challenges confronting media and entertainment compa-
techniques” like DRM. “My personal view”, he said, “is
nies with regard to measuring, managing and enhancing
that the Internet is a very difficult place to try and put
75 per cent of U.S. Internet users watched a video
the value of their video content.
blocks and gateways in, because the concept of those
online (including both streaming video and downloads), averaging
gates is kind of antithetical or counterintuitive to the
3.25 hours of video per person during the month.
The report incorporates results from the first
Internet.”
Source : ComScore, Video Metrix report, November 2007
Myers/Teletrax Digital Video Barometer Executive
Survey, which polled almost 300 senior media and enter-
Internet advertising will grow by between 250 percent (to GBP
tainment industry executives. Highlights include :
6.46 billion) and 300 percent (to GBP 7.67 billion).
Source : Advertising Association's Long-Term Advertising Expenditure Forecast, compiled by WARC.
• More than 80% of the executives surveyed believe
broadcast and Internet content owners are at risk of
adversely impacting their bottom lines by not having
64 percent of respondents to the Myers Publishing Survey
tools in place to track, monitor and measure their content.
underwritten by Teletrax titled, “Tracking, Monitoring and
Monetizing Video Content”, indicated that they are somewhat
• 55% of the executives polled favored eliminating
or very familiar with digital watermarking technology used for
digital rights management and allowing content to be
video content measurement and protection.
distributed freely with “tagging” and tracking use of
the material, as is done by digital watermarking and
The full report is available online at the following link : There were a total of 22.4 billion views of User Generated
fingerprinting technologies.
www.teletrax.tv Content (UGV) in 2007, a 70% market growth from 2006.
Source : Accustream iMedia Research
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