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jclupis | Marketing Charts | Fri, 09 Oct 2015 13:30:39 +0000

AdAge-10-Priciest-Broadcast-TV-Shows-for-Advertisers-Oct2015Sunday Night Football remains the most expensive TV show on broadcast for advertisers, carrying a price tag of slightly more than $600,000 per 30 second spot, details Ad Age in its annual look at broadcast’s costliest ads. Sunday Night Football has been the most expensive for several years now, with pricing gradually rising over the years. Notably, FOX’s “Empire” is second on the list with a price tag of almost $500,000 for a 30-second spot, with Ad Age noting that this is the highest price for a broadcast drama since ABC’s “Grey’s Anatomy” averaged $419,000 during the 2007-2008 season. Meanwhile, ABC’s “How to Get Away with Murder” cracks the top 10 for the first time.

Ad Age’s figures are determined using data from as many as 6 media-buying agencies, and are meant to be directional indicators rather than reflecting exact prices that every advertiser shells out for a spot. Also worth noting: the figures reflect prices agreed on during the Upfronts, rather than “scatter” market prices.

The following is a brief list of other intriguing data points culled from recently-released research.

  • Sticking with TV, Ad Age cites Kantar Media data in noting that sports accounts for 37% of broadcast TV ad spending. Sports has such an influence on TV that it is a key reason cord-cutters would consider returning to pay-TV, according to a survey from Frank N. Magid Associates. In fact, among consumers surveyed who had cut the cord within the prior 2 years but had expressed an interest in returning, 39% cited sports as a reason to return.
  • Switching gears, research from AppsFlyer [download page] indicates that users of e-commerce, travel and utility apps obtained organically have higher retention rates than those obtained through paid advertising, with the gap in retention widening over time. Meanwhile, a recent study from Localytics demonstrated that the majority of app users churn within the first 30 days post-download and recommended marketers pay close attention to the onboarding experience, targeting new users with remarketing campaigns. How important is that messaging? A new study from Appboy indicates that brands sending a push notification to encourage customer onboarding enjoy a 71% rise in their app’s 2-month retention, while those sending multi-channel campaigns (such as a push notification and an email) boost retention by 130%. Additionally, the study indicates that push notifications with fewer than 25 characters have the highest conversion rates for iOS and Android users, and that send-time optimization can lift email and push conversions by more than one-third.
  • Moving to a slightly different type of mobile messaging, data released by TNS – based on a survey of more than 60,000 internet users around the world – finds that the popularity of instant messaging has grown over the past year, with daily use rising from 43% of global internet users last year to 55% this year. Daily use of instant messaging, is far lower in the US (35%) than in several emerging markets such as Malaysia (77%), Brazil (73%) and China (69%).
  • Sticking with mobile, a recent study released by Searchmetrics examines Google.com mobile ranking factors, noting that higher ranking mobile pages tend to have fewer interactive elements and faster load times, with a shorter word count on average for high ranking content than on desktops. The full study is available here. On a related note, Conductor takes a look here at how Google indexes tweets in its search results.
  • Almost 1 in 4 (23% of) US adults who own a mobile phone, e-reader or tablet have engaged in a video call on one of those devices in the past 30 days, details GfK, with a strong majority (85%) of those taking part in the call with a mobile phone. The survey findings indicate that mobile video callers skew female (54% share) and young (59% are aged 19-38) and tend to be highly-educated and affluent.
  • Turning to social media, a recent Ipsos survey explores the demographics of social users, revealing that women (58%), parents (58%) and adults in their 30s (73%) are among the least likely to have a Snapchat account. Non-parents are more likely than average to not have an account on Twitter or Pinterest, while men are more likely than women to not have an account on Facebook and Pinterest. More on social media user demographics here.
  • Which post types garner the most engagement on Facebook? Quintly says that videos slightly outperform photos, a finding that generally follows patterns seen in other research.
  • Switching gears once again, IgnitionOne reports that, based on a survey of 190 cross-channel enterprise B2C marketers in the US, UK, France and Germany, only 27% have unified their measurement capabilities so that they can understand the holistic experience across channels and devices. The full study can be downloaded here.
  • Consumers have both positive and negative attitudes to the sharing economy, per a Radius Global Market Research study: 91% agree that these companies make it easer for consumers to get the products and services they want, but 81% also agree that the companies don’t do enough to safeguard private information.

Have a great weekend!