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1、ADAGEMAIN10-13-08B1ADAGE9/25/20086:55PMPage1SUPPLEMENTSPONSOREDBYCOMMERCIAL-RATINGSWHITEPAPERHOWCOMMERCIALRATINGSCHANGEDTHE$70BTVMARKETThispaperexaminesthenewcurrency’simpactonmarketers,agenciesandnetworksByCLAIREATKINSONmenting“podbusters,”andgenera
2、llybecomingmuchmoreclaireatki@gmail.comad-friendly.Theirlivesnowdependonit.in2007,afterdecadesoflobbyingbymarketers,what“TheonethingthatbenefitedtheentireadbusinesswashadlongbeenconsideredtheholygrailofTVadmeasure-havingeverysinglevideosupplierlookat
3、theformatandmentseemedtohavebecomeareality:Commercialratingshowtheyprogramcommercialsandwherethepromotionsbecamethecurrencyofthe$70billionnationalTVmarket,airwiththegoaltodeliverthehighestpossibleaudiencetoreplacing65yearsofprogramratings.commercials
4、themselves,”saidMikeShaw,ABC’spresident-Insteadofmeasuringthenumberofpeoplewatchingthemarketingandsales.“Thatwasabigbenefittotheadbusi-programsandusingthatasaproxyforthetotalnumberofness,andthatbecameoursolefocus.”advertisingviewers,themarketingworld
5、wouldfinallyfindNomatterhowcommercialratingshavealteredthebal-outhowmanypeoplewereactuallywatchingeachcommer-anceofpowerintheTVmarket,thereisvirtuallynoonecial.Oratleastthatwasthegeneralidea.Asthe2008-2009TVwhoviewsthechangenegatively(althoughperhaps
6、researchseasongetsunderway,advertisersstillarenotexactlysuredepartmentsmightcomplainthattheyareoverburdenedhowtheirTVeffortsarefaringunderthenewcurrency.Thisandunderstaffed).Thenetworksthathavecomeoutpooreris,inpart,becauselastyear’snumberswereatypic
7、al,affectedforthechange—somechannels’ratingshavefallenoffsig-astheywerebyabroadcastbusinessthatwassaturatedwithnificantlysincetheystartedmeasuringadsinsteadofrepeatsofoldshows,largelyasaresultofthewritersstrike.shows—havesimplysungharderfortheirsuppe
8、r,devisingForthispaperAdvertisingAgeconductedanexhaustiveever-more-innovativepackagesfortheirclients.studyintocommercialratings(aprecisedefinitionwillcomeThebranded-entertainmentuniverseisveryclearlylater)toascertainwhetherthechangeworkedoutwellforma