‘Tis the Ad-Buying Season
As networks start to release their fall schedules, they are also approaching TV ad-buying season. The advent of DVR, Youtube and TiVo make this a much more stressful time of year, when buyers start to wonder exactly how many people are watching programs and their commercials. In the past, networks relied on Nielsen Media Research’s “live” audience measurements, but now have to examine multiple resources such as minute-to-minute and DVR ratings (a form of viewing that some ad buyers don’t like to take into consideration). With no set form of methodology, buyers will have a difficult time comparing time slots of the different networks. Be sure to check out the article to read about the different methods research firms and networks are offering to ad buyers this season. It will be interesting to see what buyers find the most valuable.