What a difference a year makes. Last year’s broadcast upfront was sluggish on all accounts; including pace, demand and pricing. In stark comparison, this year’s market moved more briskly. As the dust settles, we can draw some conclusions about how the 2010 upfront performed . . .
Overall demand estimates were up 17 percent and broadcast [...]
Should Local Advertisers Leverage High Definition TV Spots?
By Kirby Thornton and Michelle Dietz
A new study from Empower MediaMarketing suggests that local advertisers wanting to take advantage of high definition televisions’ improved quality and viewer interest to strengthen their brands will have difficulty airing their spots on most local stations. The study found 45 percent of [...]
When does a TV commercial pass from interesting to boring? From boring to annoying? And when does it lose its power to convince you of the desirability of the brand and, instead, gain the power to make you throw things at the TV? After you see it 10 times? 20 times?
What if you saw the exact [...]
:: By Michele Toller, Empower MediaMarketing National Broadcast Director
As a veteran in the media business the Upfront never fails to entertain me. Many brands and industry pundits grapple with the efficacy of the upfront. And on the surface, it seems antiquated; some describe it as chaotic. I have certainly received many blank stares as I [...]
No doubt about it. Ellen DeGeneres is hot! Her daytime television talk show is up 15 percent this year and second in daytime ratings only behind daytime’s reigning champion, Oprah Winfrey. TV Guide Magazine reports Ellen’s Q Score, a measure of celebrity ‘likeability’ is even higher than Oprah’s. And as of her February 9th debut, [...]
