Her Reach !
Viewers & Ad $ !
Big Flick Coming
Do You Want To
Use Mobile &
Vol #718 !
Where Credit Is
Due: From an
Today, traditional TV
still accounts for the lion’s
share of video viewing, and
will likely continue to do so
for a good while, but online
and mobile are where the
growth is. From fourth
quarter 2012 to fourth-
quarter 2013, the hours
consumers spent watching
online video grew 30
percent. When managed
together, TV and digital hold
the potential to drive real
impact for advertisers—
enabling them to maximize
the customers they reach
and/or reinforce key
messaging across screens.
advertisers believe the
integration of campaigns
across screens is important
and will become even more
so, but the effectiveness of
these campaigns in
maximizing results has
been mixed. Specifically, a
recent analysis of 45
campaigns measured by
Campaign Ratings found
that the vast majority of
advertisers’ “integrated” TV
and online campaigns did
not achieve better results
than if the TV and online
advertising had been
On average, these
reached only 7.6 percent of
the intended audience via
both TV and online. That
result is little different than
the completely random
duplication (7.0 percent)
that advertisers could
expect if they had planned
their campaign for each
screen independently. This
highlights a true missed
shows that, with careful
planning and execution
based on more precise
identification of their
desired TV and online
audiences, marketers can
generate an average of 8
percent greater reach, or
achieve significantly higher
frequency, without spending
more money or altering their
mix of spend.
Return on investment
is every marketer’s top
priority for ad spending,
and companies should be
moving quickly to master
the ability to claim the full
between media. Those who
crack the cross-platform
advertising code the
soonest will build an
experience base that
provides a significant edge
over their competitors while
also earning the greatest
possible return on their
UNLEASHING THE POWER: CROSS -PLATFORM OF
Media Notes Canonical ipsissima verba!
the advancement of new media continues read MNC Briefs blog @ http://sophis1234.tumblr.com/
WE ARE WALKING COMPUTERS.
RATHER WE ARE CARRYING AROUND
COMPUTERS IN OUR HAND.
Millions of people are walking the earth
with the power of a small computer just
resting in our hand, or in our pocket or in our
purse. The technological revolution of
smartphones has been one thing that has
embraced much of the world, creating one of
the world’s largest communication networks
ever conceived. In 2013, 968 million
smartphones were sold worldwide, accounting
for 53.6% of all mobile phones sold.
! That was in 2013. In 2014, the
numbers are jumping up even further.
Smartphone sales are expect to hit 1.2 billion
this year alone which would be a 23.1%
increase from last year. This number is
expected to grow exorbitantly over the next
four years, reaching 1.8 billion by 2018.
! Why such growth? The price of a
smartphone in 2013 was $335 on average. In
2014, it will be $314 on average. By 2018, the
price will be $267 on average.!! !!
“To be persuasive we must be believable; to
be believable we must be credible; to be credible
we must be truthful.” Edward R. Murrow
! For marketers, this allows a great
opportunity to reach the target audience and
engage with her. She is on the move and we
now have the capability of reaching her where
ever she may be.
! Years ago, the Predicta television set
made a revolutionary discovery. Many people
were watching some of their favorite television
shows while sitting in the dining room or at
kitchen table. Not wanting to miss out on
reaching their advertiser’s target, they
invented the umbilical cord so the screen
could be placed up to 18’ away from the set
itself. It was the first ‘semi portable’ TV set.
! Point being, technology has always
been invented to reach the audience. Now, we
can reach her more than ever before. We not
have the wireless TV + texting machine +
email device + library right in the palm of her
hand. That is why we say, your integrated
marketing strategy begins with MOBILENow.
Bits & Pieces Week of 051914
Weekly Average Ratings !
BROADCAST MORNING NEWS SHOWS
ABC: ‘GMA‘ 5.65 million+ 0.13!
NBC: ‘Today‘ 4.97 million+ 0.08
CBS: ‘This Morning‘ 3.10 million- 0.11
BROADCAST LATE-NIGHT SHOWS
NBC: ‘Tonight‘ 4.54 million+ 0.20
CBS: ‘Late Show‘ 2.76 million + 0.20
ABC: ‘Kimmel‘ 2.74 million+ 0.10 !
Week of 052614!
BROADCAST EVENING NEWS +/- last!
NBC: ‘Brian Williams 8.11 million+ 0.26
ABC: ‘Diane Sawyer 7.30 million- 0.08
CBS: ‘Scott Pelley 6.01 million+0.01 !
BROADCAST SUNDAY AM NEWS !
CBS: ‘Sunday Morning‘ 5.09 million!
CBS: ‘Face The Nation’ 2.87 million- 0.19
ABC: ‘This Week‘ 2.74 million- 0.01!
NBC: ‘Meet The Press‘ 2.48 million+ 0.00
FOX: ‘News Sunday‘ 1.09 million- 0.15
UNI: ‘Al Punto‘ 0.71 million+ 0.04!
“Why would you wait for anything to
come to you.”! Herman Globbops
famed master of thought and wisdom !
!! !! !!
MNC is not printed. It is only released digitally.
Vol #718 !
an article in
For daily updates on media in the US, UK & AUSTRALIA, go to: http://www.overtheshouldermedia.wordpress.com
The more you know,
the better you will be.
“When in doubt remember: It’s all about baseball.” For your baseball fix, go to: http://overtheshouldermlb.wordpress.com/
MNC is not printed. It is only released digitally.
� Lance@cnasophis.com http://bit.ly/11avZM5 http://on.fb.me/16tna7Q http://bit.ly/Ps5SdF © CNA | SOPHIS 2014 all rights reserved2
DRAMAS CAPTURE THE VIEWERS & AD DOLLARS
sports #2. drama=2/3rds of time shifted viewing.
FOX ’24:Live Another Day’
5.73 million viewers 3.9/7HH !
NBC ’America’s Got Talent’
11.91 million viewers 6.9/11HH !
CBS ‘Criminal Minds’
7.15million viewers 4.8/8HH !
CBS ‘Big Bang Theory’
8.72 million viewers 5.5/10 HH !
7.01 million viewers 4.8/9 HH
CBS ’48 Hours’
5.02 million viewers 3.5/7HH !
CBS ’60 Minutes’
8.00 million viewers 5.4/11HH
NOTE: Season average ratings are
“Most Current” measurements which
are Live+7 day DVR viewing when
available (2+ weeks after airdate),
combined with Live, Same Day DVR
viewing for the most recent 2 weeks.
Source: The Nielsen Company.
love to watch the drama unfold
on their TVs. According to
Nielsen’s latest Advertising
and Audiences report, there
are more drama