The Retailers’ Guide to TV Media Buying Terms

September 3, 2009

Picture for Post #18If you find yourself glazing over every time your ad agency or TV rep starts talking about cost per points or PUT levels, then I have the perfect remedy.   

Just click on the link for a comprehensive glossary of over 150 retail TV advertising terms and definitions.

Glossary of Television

So the next time they start laying on thick with the TV media buying jargon – you’ll be more than able to hold your own.

Remember:  Knowledge is power.

Enjoy.

 

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Retail TV Advertising in Local Newscasts is More Engaging

August 28, 2009

TV commercials that appear in local newscasts are the most engaging, Picture for Post #15according to a recent study conducted for Hearst-Argyle Television by researcher Frank N. Magid Associates.

Speaking at the annual Association of National Advertisers (ANA) Conference in New York, Hearst-Argyle CEO David Barrett pointed out that local TV newscasts are more “DVR proof” than other broadcasts because viewers tend to watch the local news live and therefore are not as likely to fast forward through the commercials.

The study also found that viewers were more engaged with ads in local newscasts than with radio (72% compared to 28%) newspaper (64% compared to 36%), direct mail (55% to 45%) and magazines (57% versus 43%).  

Survey results also showed that 47% of the 2,500 respondents said local TV news was “my most important source of information in my community.” That figure was the same for newspaper, but topped Web sites (30%) and radio (17%).

Hearst-Argyle operates 29 TV stations from coast to coast, reaching 18% of U.S. Homes.

 

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