With the right partners, brands today can easily tap into the power of premium video content across leading global publishers. But great premium content on TV and streaming is still finite, so the upfronts play a key role in guaranteeing purchase of this valuable entity.
The 2024 election cycle ended by hitting another record-breaking amount in political advertising spend – reaching nearly $11 billion. While it shows no sign of slowing down, advertisers are more challenged than ever when it comes to reaching potential voters as they fragment across more screens and platforms.
Addressable TV advertising is growing as a complementary strategy for multiscreen TV advertising, as it provides more efficiency, accuracy, and accountability than traditional TV advertising alone.
In today’s fragmented multiscreen TV ecosystem, advertisers are facing new challenges when it comes to reaching audiences. As viewers choose between multiple screens and platforms, a diverse multiscreen TV strategy has become key to meeting audiences where they are.
The world of multiscreen TV advertising is in constant motion. It seems every day there is a new technology or offering that promises to upend the industry. Advertisers want simplicity and performance from their media spend, and yet it’s increasingly hard to discern what moves the needle and what is just sales spin.
For many advertisers, news programming offers a trusted and effective environment. But some brands avoid it, convinced that proximity to unpredictable news coverage will unwittingly associate them with controversial or negative content. However, research shows that these fears are unfounded.
People go mad for March Madness and new research reveals why TV advertisers do, too. In 2024, 71% of U.S. households tuned into March Madness programming, with each household watching an average of 10.5 hours over the course of the tournament, highlighting the widespread attraction of the event.
TV advertising has always been a powerful performance vehicle. In fact, a recent study from The VAB found that first-time TV advertisers saw an average increase of up to 42% in unique website traffic. But the complex ad buying process can be daunting especially for marketers with little TV ad experience and limited budgets.
In an era where TV advertising is evolving rapidly, consistency in language used across the industry is more important than ever. However, new research conducted in partnership with Advertiser Perceptions reveals that only 20% of advertisers say terms are consistently used by their partners, illustrating a lack of alignment on the vocabulary used regularly to describe key components of the TV ad ecosystem.
Live sports keep audiences on the edge of their seats all year long. In fact, around 88% of Comcast households watch live sports throughout the year, and these households spend an average of 23 hours per month watching live sports.