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Direct Response Marketing

Field Reports

1 Sep, 2009 By: Thomas Haire, Jacqueline Renfrow Response


CBS Customizes Super Bowl Ad Prices

By Juontel White

i1NEW YORK — CBS is trying a new approach for selling ad time for Super Bowl XLIV, set for Miami next February, reports http://AdAge.com/. Rather than offering a standard price for a 30-second spot, CBS has told buyers it is willing to work with them to create customized ad packages and then determine a value.

Pricing will be determined by how much time is purchased, where the ad runs in the program, where products and messages could be woven into certain parts of the telecast, and whether an advertiser is interested in ad opportunities during the network's pre-game coverage.

Though this approach is more flexible than previous Super Bowl ad-sales strategies, CBS has made clear it will turn away any offer it deems too low. The new pricing plan maybe be enticing to direct response marketers seeking to capitalize on the huge viewership the game receives, much as Cash4Gold did during this past February's Super Bowl XLIII broadcast.

CBS sought $2.6 million per 30-second ad for its 2007 telecast, FOX requested around $2.7 million per ad in 2008, and this year NBC sold spots for as much as $3 million.

It is expected that CBS will seek $2-3 million for a Super Bowl spot, and it has sold a handful of spots already.

Baby Boomers Prefer Online TV

By Juontel White

i2ROCKVILLE, Md. — A new survey by ChangeWave Research reveals that business professional ages 45 to 63 are watching less traditional TV by a five-to-one margin from last year.

About 62 percent surveyed said the drop in television viewing is because they are not interested in current TV programming, while 26 percent say they are simply spending more time surfing the Web.

The study suggests that online video is becoming a significant threat to traditional TV viewing as 69 percent of Boomers reported watching video content on their computers during the past 90 days. In addition, 44 percent of those surveyed reported that they are willing to give up their TV service if necessary.

About 20 percent of traditional TV viewers say they are likely to downgrade or cancel their subscriptions within the next six months.

According to the survey, a majority of Boomers are spending their out-of-office time on social networking sites, as 51 percent reported maintaining one or more profiles. More than half of this group have a Facebook profile, and nearly 60 percent use LinkedIn.

Overall, the study notes that the Boomer shift toward online video is a long-term trend that increases the challenges faced by traditional TV service providers.

HDTV in More Than Half of U.S. Homes

By Juontel White

i3ALEXANDRIA, Va. — A recent report by the Cable Telecommunications Association for Marketing (CTAM) reveals that HDTV ownership has greatly increased during the past year.

CTAM reports that 53 percent of all U.S. households own a high-definition television. This is an 18-percent increase from reported ownership in 2008.

The increase may have been influenced by the recent television broadcasting switch from analog to digital format. While some households purchased a digital-to-analog converter box, others used the opportunity to purchase new, higher-quality television sets.

Among those HDTV set owners, 69 percent now subscribe to high definition service, according to the report — an increase from 56 percent a year ago.

CTAM is a non-profit organization that provides consumer research, case studies, topical publications, conferences and the CTAM SmartBrief to more than 4,500 individual members and 90 corporate members.

It leads the Advanced Cable Solutions Consortium and also facilitates several national cooperative marketing efforts, including the Cable Mover HotlineT and the Cable Means Business initiative.

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About the Author: Thomas Haire

Thomas Haire

About the Author: Jacqueline Renfrow

Thomas Haire

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