With the upfront period right around the corner, there’s an optimistic return to some stability (emphasis on stability). According to one media agency executive, movie studios and travel marketers, two heavily affected pandemic categories, are slowly spending more in second quarter scatter; a litmus test for how the upfront may turn out. One area of concern is whether auto and retail spending will return, but early indications hint at “normal activity”. And while cross-platform measurement and fraud-protection are wrinkles that aren’t going away, and in-person live sports aren’t yet at full strength, execs are “fairly sure” that the hype around ad-supported digital video is real. (MediaPost: 3/12/21)
TV stations have always made meaningful contributions and connections with their communities. “Fundraisers, food drives, coat giveaways, flood relief, town halls and special programs that expand on issues important to viewers like COVID-19 are just a few examples.” TVNewscheck’s roundup featured some of the recent examples, like WAVY, Nexstar’s NBC affiliate in Portsmouth, Va., which collected new and gently used coats for people of all ages and collected, cleaned and distributed more than 15,000 coats this season (a new record) for their for the 10 On Your Side Coats for Families campaign. KOAT, Hearst’s ABC affiliate in Albuquerque, N.M., featured a special hour-long program examining how the pandemic has affected New Mexico. (MarketShare: 3/12/21)
The pandemic prompted sudden and seismic changes in viewer behavior, accelerating shifts in the TV landscape pertaining to consumer attention, the importance of local media, and brand relationships. Taken together, current events have resulted in a heightened opportunity for brand sponsorships of local news organizations and broadcasts. The article examines the rise of daytime news, and the ways advertisers are increasing their attention on this important daypart. (Streetfight; 3/16/21)
Not that long ago the industry shifted from households to demographic targeting, and then to commercial ratings. But targets like A18-49 and A25-54 prevailed. Now, with a more granular approach and a focus on impressions, and taking a page from digital, once-forgotten 55+ viewers who were “believed to be set in their ways” and unwilling to change their auto insurance, coffee brand, or go to restaurant are a part of the mix. (MediaPost: 3/11/21)
While St. Patrick’s Day has its origins as a religious and cultural holiday, the celebrations associated with it around the world typically tend to revolve around drinking. Although the coronavirus has cancelled or severely curbed St Patrick’s Day festivals in the U.S., it has not reduced the demand for one of Ireland’s biggest exports: whiskey. In this GMA feature you’ll learn that Ireland is the home of whiskey, and even gave whiskey its name, which means “water of life.” (GMA; 3/16/21).