TV Audience Fragmentation: Realizing the Advertising Opportunity

by Gerard Broussard, Pre-meditatedmedia.com

May marks a time of year when advertisers, media agencies and networks crouch to their starting-block positions in anticipation of the start of TV’s upfront marketplace. Like so many years past, thoughts run the gamut from what will be the hottest new programs to which networks or agencies will set the pace for the pricing of national TV commercial inventory during the coming year. The upfront process can be thought of as the ultimate sausage- making machine with as much as 65%-80% of the ingredients (one year’s TV inventory) being squeezed through for sale over the course of a six-week period. As this annual event unfolds, it makes sense to reflect on its true purpose: to deliver entertainment to viewers while tendering marketing value for the event’s ultimate underwriter, the advertiser.

by Mollie Vandor

Hi. My name is Mollie Vandor, and I’m a stalker.

No, I haven’t boiled any bunny rabbits lately. My particular brand of stalking has nothing to do with my romantic life, although it is all about passion — my passion for my career, and for the industry that I work in.

by Dave Zornow

Ad sales people and researchers are always looking for compelling stories on how advertising is effective — and something a smart marketer can’t do without. Here’s a story which proves that point to retailers — using their own words and emotional outrage.

The Village of Haverstraw, NY passed a local ordinance banning cigarette Point-Of-Sale Advertising beginning in October 2012. And the retailers and their trade groups went ballistic. Retailers and their trade groups cried foul in Big Implications for a Little Village’s Ban, a convenience store trade publication article about new regulations passed this Spring to ban tobacco advertising in convenience stores in the Lower Hudson Valley Hamlet Northwest of New York City.