Achieving Reach in a Fragmented Media World

Achieving Reach in
a Fragmented
Media World
Ken Nippes
VP/Media Director, Cramer-Krasselt, New York
Jonathan Lichter
Chief Strategy Officer, Kelly, Scott & Madison, Chicago
Charlie Holmes
VP/GM Satellite Sales, NCC Media, New York
Peter Heisinger
Regional Vice President, Comcast Spotlight
How has audience
fragmentation
affected agency
operations and
your ability to
achieve reach
goals?
Ken Nippes
Cramer-Krasselt, New York
How has your
agency adapted to
meet these new
challenges?
Ken Nippes
Cramer-Krasselt, New York
Have media options
increased the focus
on, and importance
of, media
departments?
Jonathan Lichter
Kelly, Scott & Madison, Chicago
Primetime Share Trend (A18-49)
70
60
50
40
30
4 Broadcast Nets
20
Basic Cable
10
Source: Advertising Research Foundation (ARF)
Nielsen, NBC Research, Sept-May Seasons updated through 5/26/10
09-'10
05-'06
00-'01
95-'96
90-'91
0
Has the shift in
viewing from
broadcast to cable
affected the spot
TV buying
process?
Jonathan Lichter
Kelly, Scott & Madison, Chicago
Poll Question:
“What is your primary source of information
about new media platforms?”
oTrade Publications
oTrade Web Sites
oSeminars and/or Webcasts
oMedia Sales Organizations
VIDEO: NCC I+ Video :90
Charlie Holmes
NCC Media, New York
Charlie Holmes
NCC Media, New York
Peter Heisinger
Comcast Spotlight
The I+ Impact
Advertisers will Benefit from…
Deeper Penetration:
Cable, Telco and Satellite dramatically increase penetration to
near Broadcast levels in major markets
Increased Consumer Reach:
I+ Partnerships add millions of new, high value, homes that have
not seen local ads in cable programming before
Higher Ratings:
Deeper penetration and increased reach will generate higher
ratings for our advertisers in cable’s top notch programming
I+ Penetration Impact - Now Reaching
30% More Homes in Chicago!
The Comcast Spotlight Chicago Interconnect
currently represents 53% of all television homes in
the Chicago DMA.
69%
with
By adding AT&T U-verse and DirecTV homes, the
penetration will grow to 69%, an increase of 30%
in the number of homes available.
8%
WOW and RCN
53%
8%
+
+
% of All Television Homes – Chicago DMA
XFINITY with WOW and RCN percentage from Nielsen NSI February 2011 Chicago ViP, Table 14: Comcast Spotlight-Chicago Interconnect.
AT&T U-verse percentage based on NCC melded HH Universe Estimates, May 2011. DirecTV percentage based on full DVR deployment.
=
The I+ Impact
I+: Market wide consumer reach in Cable, Telco and
Satellite/DVR homes
Those same GRP’s run on
the new I+ platform that
includes all Telco homes
and Satellite/DVR homes
vastly expands reach by
20% to 43.8%.
That’s over 200,000 more
Atlantans that will now see
your local ad for the first
time in cable programming
on Satellite/DVR.
Reach Achieved by a 150 A25-54 DMA GRP Schedule on Wired Cable and I+ in Atlanta
60
+20%
50
% A25-54
A 150 point schedule on
wired cable alone reaches
36.5% of A25–54 in the
Atlanta market.
43.8
40
30
36.5
20
10
0
Wired Cable/Telco Alone
Cable, Telco & Satellite (DVR) Homes
Source: Nielsen 2008 Persons Cume Study; Tview reach and frequency; Local B’cast plan based on typical daypart mix including ABC, CBS, NBC and FOX; Spot Cable
includes NCC Smart Buy networks & dayparts to reach A25-54 . Nielsen measures Satellite DVR homes for reach.contribution.
AT&T U-verse Sales Launch Markets
Grand Rapids
Lansing
Chicago
Champaign
San Francisco
Sacramento
Fresno
Monterey
Flint
Detroit
Hartford
Indianapolis
Nashville
Memphis
Little Rock
Atlanta
Jackson
Houston
Jacksonville
West Palm Beach
Miami
AT&T U-verse Sales Launch Dates
When this will happen?
Houston
Flint
Fresno
Hartford
Little Rock
Memphis
Nashville
Sacramento
Atlanta
Chicago
Detroit
Miami
San Francisco
A
U
G
S
E
P
O
C
T
Grand Rapids
Indianapolis
Jacksonville
West Palm
N
O
V
D
E
C
Jackson
Monterey
Champaign
Lansing
DIRECTV Sales Launch Markets
Seattle
Portland
Boston
Minneapolis
Detroit
San Francisco
Sacramento
Philadelphia
Chicago
Salt Lake City
Denver
Washington, DC
Nashville
Atlanta
Houston
Miami
DIRECTV Sales Launch Dates
When this will happen?
Chicago
Philadelphia
San Francisco
Boston
Atlanta
Washington
Houston
Detroit
S
E
P
T
Seattle
Minneapolis
Miami
Denver
Sacramento
Portland
Nashville
Salt Lake City
All Comcast Spotlight launches
are planned for September at this time.
Peter Heisinger
Comcast Spotlight
How big will the
impact of I+ be on
the spot TV
marketplace?
Ken Nippes
Cramer-Krasselt, New York
Will dealing with
one source make
the buying process
easier?
Ken Nippes
Cramer-Krasselt, New York
Will I+ make it
easier to achieve
reach goals?
Jonathan Lichter
Kelly, Scott & Madison, Chicago
Will I+ impact
agencies’ internal
buying and
reporting
processes?
Jonathan Lichter
Kelly, Scott & Madison, Chicago
Poll Results:
“What is your primary source of information
about new media platforms?”
oTrade Publications
oTrade Web Sites
oSeminars and/or Webcasts
oMedia Sales Organizations
Poll Question:
“What consequence of audience fragmentation
has impacted you the most?
oDifficulty achieving reach goals
oTime required to deal with more media sales organizations
oDifficulty combining campaign metrics from multiple sources
Achieving Reach in
a Fragmented
Media World
Poll Results:
“What consequence of audience fragmentation
has impacted you the most?
oDifficulty achieving reach goals
oTime required to deal with more media sales organizations
oDifficulty combining campaign metrics from multiple sources
www.comcastspotlight.com/takefive
Integrating On-Air and Online for
Maximum Effectiveness
Wed., Sept. 21, 2PM ET