- Yielding to reality - Surprising insights into how advertisers reward the media - The hidden demo story - Sticking a pin in the maxim that the 18-49 age break rules - Bang for the buck - A new way to gauge whether networks are pricing themselves effectively - Gaining sex appeal - Agency and advertiser get hot about the prospects for Interactive TV - Unraveling the riddle - What advertisers just might pay for Interactive TV availabilities Broad assumptions about how Madison Avenue perceives TV channels are turned on their heads in this annual Myers Mediaenomics report based on a survey of agency and advertiser executives and other industry data.
While the Big Three broadcast networks still rule the roost, in termss of annual advertising revenue, a surprising group of winners emerges when networks are judged on their inherent value, on a revenue-per-rating-point basis. That's according to some 250 agency and advertiser executives who responded to Myers' exclusive survey. Who would have thought that an unassuming network like CNN Headline News would win that particular beauty contest - with runners-up including Espn and CNN?
A Myers Mediaenomics index measuring the perceived cost efficiency of networks and their perceived product value gives a potent indication of which types of channels are giving advertisers the most bang for the buck - and which are underperforming in the marketplace.
