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Shattering Scatter

There’s some institutional lunacy that defines the national television buying marketplace. What other buyer/seller dynamic exists where if sellers set their demands too high for a buyer’s liking, the buyers walk away, only to come back to the same sellers later in the year— and usually will be paying more? When you think about it,

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Evaluating an Audience: Measure Twice, Cut Once

It should tell you something about the state of media today that if our largest national newspaper was a TV show, it wouldn’t even last four episodes before being canceled.* So why are we about to bring up an inequity in newspaper measurement? Because one of today’s single biggest issues within the television industry has

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TV’s Digital Subchannels: Narrowcasting to Subcommunities

Recently we took a look at the audience value of local broadcast TV’s digital subchannels (D2) to advertisers.  What went unsaid at that point was the sociological value that these subchannels provide to the communities that they serve.  Oftentimes, the broadcasters are showing patience instead of profit in support of networks that are providing selective

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Hey, Ad Men! Mad Men is Bad, Man!

Mad Men is not great television. Just ask TV viewers in markets like, Denver, Miami, Phoenix, Seattle…and LA! Let’s be clear about something — this is not a value judgment over the dramatic quality of the show.   Whether or not you feel that it’s chock-full of nuanced performances and pretty set pieces, a storytelling oeuvre

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Cutting Down the Local Market Nets

Defining Local Passions Key to Ratings Success   The truth is “my old Kentucky home” should be a gymnasium. Because the people of Kentucky – at least the leading Nielsen representative of Kentucky viewing, Louisville – are about as rabid over college basketball as the people in Pittsburgh are for the NFL. It certainly helps

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Don’t Over-Look Over-the-Air TV

While many American homes today have some sort of subscription television service, whether it’s through cable, satellite, or some other content-providing box attached to the television set, the NAB reports that 15% of all US TV homes still get their TV signal from over-the-air, free broadcast stations and their digital subchannels. That represents about 17.2

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What’s Below a Subchannel? In Some Cases, Cable

Back in 2009 the television industry was in the full throes of opening up a fully-digital broadcasting spectrum, giving birth to a multitude of digital subchannels.  At the time, there was concern that broadcasters would have to struggle to justify their dominion over this additional bandwidth. It turns out to be a needless worry. Not

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“Game Change” – Moore, but Less

HBO’s movie adaptation of the book “Game Change: Obama and the Clintons, McCain and Palin, and the Race of a Lifetime” focused its narrative upon Sarah Palin’s virtual takeover of the 2008 election.  “Game Change” had a lot of things in its corner to make for a great story – a polarizing central character, political

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The Pastry Economics of Television

Why There Should Be Room for 210 Spot Slices on Every Agency’s Diet Plan Everywhere you look these days you see someone who is trying to make their money work harder for them.  People are willing to cut more corners, take the longer road, settle for silver as long as it doesn’t cost as much

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CAMPAIGNS & ELECTIONS: Local Cable CPMs are High…and Hard to “Work Around”

Tim Kay from NCC took an interesting approach in his article in Campaigns & Elections‘ “The Case for Keeping Cable in Your Media Mix.” He kicked it off by quoting a political consultant who said “cable is too expensive and it doesn’t work.” I’d like to get that consultant’s name; we are always looking for

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