62% have time-shifted, 84% do it more than three years ago
Staff report
Aug 17, 2010, 08:57 AM ET
DVR usage and other forms of time-shifted TV consumption may be even more wide-spread than previously thought with a majority of Americans saying they watch TV content on their own schedule.
A new study conducted by International Communications Research for cable giant Comcast found that 62% of respondents have time-shifted TV shows -- whether by using a DVR, watching online or VOD, according to Media Life.
Sixty percent of respondents said they are time-shifting more now than they did a year ago, while 84% said they are doing it more than three years ago.
Among the other data showing the widespread use of time-shifting, this season more people are watching HBO's "Entourage" on a delay than are watching it live.
The Associated Press in its story on the new survey quotes a 36-year-old mother as saying: "If I didn't have the DVR, I don't think TV would be in the running."
Wednesday, August 18, 2010
Tuesday, August 17, 2010
FOX NEWS donates $1 MILLION to republican campaign committe
Fox News and Wall Street Journal parent company News Corp donated $1 million to the Republican Governors Association in June, Bloomberg BusinessWeek reported.
The media conglomerate, controlled by Chairman and CEO Rupert Murdoch, took advantage of the unlimited donations corporations can give to governors' associations (from Bloomberg BusinessWeek):
The Republicans' biggest corporate donor was New York-based News Corp. Teri Everett, a spokeswoman, said the company "actively supports organizations that advocate a pro-job, low tax, economic growth agenda."
News Corp. opposes proposed federal rule changes that would weaken the position of its Fox network in negotiations with cable companies. Governors may have a stake in the issue. In March, for example, New York Governor David Paterson stepped in with a call for binding arbitration in a dispute over fees between Bethpage, New York-based Cablevision Systems Corp. and Burbank, California-based Walt Disney Co.'s ABC.
News Corp made the $1 million donation on June 24, according to Politico's Ben Smith (and a filing).
As Smith points out, News Corp's highest-ranking Democratic executive, former #2 exec Peter Chernin, left the company last year. Murdoch's liaison to the Democratic party, communications executive Gary Ginsberg, also left the company last year.
"News Corporation believes in the power of free markets, and the RGA's pro-business agenda supports our priorities at this most critical time for our economy," a company spokesman told Smith.
huffingtonpost.com
The media conglomerate, controlled by Chairman and CEO Rupert Murdoch, took advantage of the unlimited donations corporations can give to governors' associations (from Bloomberg BusinessWeek):
The Republicans' biggest corporate donor was New York-based News Corp. Teri Everett, a spokeswoman, said the company "actively supports organizations that advocate a pro-job, low tax, economic growth agenda."
News Corp. opposes proposed federal rule changes that would weaken the position of its Fox network in negotiations with cable companies. Governors may have a stake in the issue. In March, for example, New York Governor David Paterson stepped in with a call for binding arbitration in a dispute over fees between Bethpage, New York-based Cablevision Systems Corp. and Burbank, California-based Walt Disney Co.'s ABC.
News Corp made the $1 million donation on June 24, according to Politico's Ben Smith (and a filing).
As Smith points out, News Corp's highest-ranking Democratic executive, former #2 exec Peter Chernin, left the company last year. Murdoch's liaison to the Democratic party, communications executive Gary Ginsberg, also left the company last year.
"News Corporation believes in the power of free markets, and the RGA's pro-business agenda supports our priorities at this most critical time for our economy," a company spokesman told Smith.
huffingtonpost.com
ABC Redesigns 'World News' Studio
By Kevin Allocca on Aug 16, 2010 01:46 PM
ABC News is in the midst of refurbishing its 66th street news studio where "ABC World News with Diane Sawyer" originates, TVNewser has learned.
We should hear more soon about what new technology is being put in place, but we have heard that the construction will increase the functionality of the studio ten-fold. In addition to "World News," "Nightline," "20/20," and special events broadcast from the space.
For the time being, the programs are broadcasting from temporary setups in the same studio. The network is anticipating that construction will be completed this week in order for a full debut on Monday.
It's been a few years since the studio underwent any major construction. With recent budgetary cuts at the network, an ABC insider tells us, "This is the most economical redesign of that space" that the network has done.
ABC News is in the midst of refurbishing its 66th street news studio where "ABC World News with Diane Sawyer" originates, TVNewser has learned.
We should hear more soon about what new technology is being put in place, but we have heard that the construction will increase the functionality of the studio ten-fold. In addition to "World News," "Nightline," "20/20," and special events broadcast from the space.
For the time being, the programs are broadcasting from temporary setups in the same studio. The network is anticipating that construction will be completed this week in order for a full debut on Monday.
It's been a few years since the studio underwent any major construction. With recent budgetary cuts at the network, an ABC insider tells us, "This is the most economical redesign of that space" that the network has done.
Broadcast audience aging faster than population
By DAVID BAUDER, AP Television Writer – Mon Aug 16, 5:53 am ET
NEW YORK – For years, executives at ABC, Fox and NBC essentially stopped caring about television viewers once they had reached 50 years old.
You don't hear that much anymore.
The median age for viewers at those networks and CBS is now 51. The broadcasters' audience has aged at twice the rate of the general population during the past two decades, according to a new report. It's a quiet trend with a real impact on the way they do business.
"It should be a concern, but it doesn't seem to be a concern at the moment," said Steve Sternberg, who wrote the report for Baseline Inc., an information source for the film and TV industries that is owned by The New York Times Co. "You don't want to have CBS, ABC and NBC all having median ages in their mid-50s."
The risk in having a rapidly aging audience is the networks becoming less relevant to advertisers, the backbone of their business. Increasingly, that's a way of thinking that itself is getting old.
Sternberg first started studying median age data using Nielsen Co. statistics in 1991 when he was at the Bozell ad agency. At the time, ABC's median age — the point at which half its audience was younger and half older — was 37. NBC's was 42 and Fox's was 29. CBS, which has traditionally had the oldest audience, was 45.
For years, these networks (except for CBS) have sold advertising based on how many people were watching in the 18-to-49-year-old demographic. Both CBS (55) and ABC (51) had median ages above that range last season, according to the report. NBC's median age was 49 and Fox's was 44.
Much of the aging isn't unique to TV: The median age for the American population as a whole increased from 33 in 1990 to 38 last year, according to the U.S. Census Bureau.
"You hear people saying, `Your audiences are older now and you don't have the young people you used to have in the 1980s,'" said David Poltrack, chief research executive at CBS. "I say, `Yeah, the U.S. auto companies aren't controlling 80 percent of the market anymore, either.'"
Economics play a part in the aging audience. A generation ago, the networks were more quick to cast off shows in favor of something newer and hipper, but are more reluctant now to get rid of something that's showing success. Most new shows fail, so the financial risk is too great if it isn't really necessary.
With the show aging and star Charlie Sheen in legal trouble, "Two and a Half Men" might have been a ripe candidate for cancellation in another era. Instead, CBS made Sheen the highest paid comedy actor on TV and kept the sitcom on the air. The show's median age is 50.
"Dancing With the Stars," with a median audience age of 60, is the most popular series on ABC's schedule. Its youngest-skewing show, "Lost," just went off the air.
Shows such as "24" and "House" broadened Fox's audience beyond its youth-oriented roots. The median age of the "American Idol" audience has jumped from 36 to 44 over the past seven seasons, the report said. Young people who left when "Friends" went off the air are the most conspicuous of all the viewers who fled NBC.
A young audience has always been the holy grail for networks, but that's changing, said Alan Wurtzel, research chief at NBC. Not only are more older viewers available, advertisers are starting to recognize that they spend money and are receptive to their messages.
"If you try to young down your median age, you're going to be going against gravity," he said.
There's an effort with NBC's new fall schedule to appeal to a broader age group than was evident in the recent past, he said. The "Law & Order" Los Angeles spinoff and the legal series "Outlaw," with Jimmy Smits, both procedural dramas that wrap up a story each week, are two examples, he said.
There were five such procedurals on broadcast network schedules in 1999. Last season, there were 20, Sternberg said. Networks are also showing less comedy, a format that tends to skew young.
"The networks need to start thinking about how they can get a little younger," Sternberg said. "The only way to do that is through programming. There's no law that says they can't get any younger."
Advertisers looking for younger potential customers have more options, including the Internet and smaller cable networks. MTV (median age 23), Comedy Central (31), E! Entertainment (34), FX (38) and Bravo (42) are among the networks that have siphoned younger viewers away from broadcasters.
Among broadcasters, the small CW network specifically targets young women and has a median age of 33. Univision, the largest Spanish-language network and one with significant growth potential, has a median age of 36, the report said.
"The buying community has quietly and slowly shifted its focus away from 18-to-49 (years old) and toward 25-to-54 (years old) in terms of network television," said Jack Myers, editor and publisher of the industry news source jackmyers.com.
Despite the seemingly dismal demographic story, the broadcast networks' ability to consistently attract large, general audiences in an entertainment world where audiences are increasingly fragmented has kept them afloat. There are also advertising sectors geared to plus-50s that either didn't exist or had a much smaller profile two decades ago: prescription drugs, financial services and travel, for example.
"Don't discount people who are in their 50s and 60s. They buy iPads," Wurtzel said. "They're online. The reality is these are the people who have the money."
NEW YORK – For years, executives at ABC, Fox and NBC essentially stopped caring about television viewers once they had reached 50 years old.
You don't hear that much anymore.
The median age for viewers at those networks and CBS is now 51. The broadcasters' audience has aged at twice the rate of the general population during the past two decades, according to a new report. It's a quiet trend with a real impact on the way they do business.
"It should be a concern, but it doesn't seem to be a concern at the moment," said Steve Sternberg, who wrote the report for Baseline Inc., an information source for the film and TV industries that is owned by The New York Times Co. "You don't want to have CBS, ABC and NBC all having median ages in their mid-50s."
The risk in having a rapidly aging audience is the networks becoming less relevant to advertisers, the backbone of their business. Increasingly, that's a way of thinking that itself is getting old.
Sternberg first started studying median age data using Nielsen Co. statistics in 1991 when he was at the Bozell ad agency. At the time, ABC's median age — the point at which half its audience was younger and half older — was 37. NBC's was 42 and Fox's was 29. CBS, which has traditionally had the oldest audience, was 45.
For years, these networks (except for CBS) have sold advertising based on how many people were watching in the 18-to-49-year-old demographic. Both CBS (55) and ABC (51) had median ages above that range last season, according to the report. NBC's median age was 49 and Fox's was 44.
Much of the aging isn't unique to TV: The median age for the American population as a whole increased from 33 in 1990 to 38 last year, according to the U.S. Census Bureau.
"You hear people saying, `Your audiences are older now and you don't have the young people you used to have in the 1980s,'" said David Poltrack, chief research executive at CBS. "I say, `Yeah, the U.S. auto companies aren't controlling 80 percent of the market anymore, either.'"
Economics play a part in the aging audience. A generation ago, the networks were more quick to cast off shows in favor of something newer and hipper, but are more reluctant now to get rid of something that's showing success. Most new shows fail, so the financial risk is too great if it isn't really necessary.
With the show aging and star Charlie Sheen in legal trouble, "Two and a Half Men" might have been a ripe candidate for cancellation in another era. Instead, CBS made Sheen the highest paid comedy actor on TV and kept the sitcom on the air. The show's median age is 50.
"Dancing With the Stars," with a median audience age of 60, is the most popular series on ABC's schedule. Its youngest-skewing show, "Lost," just went off the air.
Shows such as "24" and "House" broadened Fox's audience beyond its youth-oriented roots. The median age of the "American Idol" audience has jumped from 36 to 44 over the past seven seasons, the report said. Young people who left when "Friends" went off the air are the most conspicuous of all the viewers who fled NBC.
A young audience has always been the holy grail for networks, but that's changing, said Alan Wurtzel, research chief at NBC. Not only are more older viewers available, advertisers are starting to recognize that they spend money and are receptive to their messages.
"If you try to young down your median age, you're going to be going against gravity," he said.
There's an effort with NBC's new fall schedule to appeal to a broader age group than was evident in the recent past, he said. The "Law & Order" Los Angeles spinoff and the legal series "Outlaw," with Jimmy Smits, both procedural dramas that wrap up a story each week, are two examples, he said.
There were five such procedurals on broadcast network schedules in 1999. Last season, there were 20, Sternberg said. Networks are also showing less comedy, a format that tends to skew young.
"The networks need to start thinking about how they can get a little younger," Sternberg said. "The only way to do that is through programming. There's no law that says they can't get any younger."
Advertisers looking for younger potential customers have more options, including the Internet and smaller cable networks. MTV (median age 23), Comedy Central (31), E! Entertainment (34), FX (38) and Bravo (42) are among the networks that have siphoned younger viewers away from broadcasters.
Among broadcasters, the small CW network specifically targets young women and has a median age of 33. Univision, the largest Spanish-language network and one with significant growth potential, has a median age of 36, the report said.
"The buying community has quietly and slowly shifted its focus away from 18-to-49 (years old) and toward 25-to-54 (years old) in terms of network television," said Jack Myers, editor and publisher of the industry news source jackmyers.com.
Despite the seemingly dismal demographic story, the broadcast networks' ability to consistently attract large, general audiences in an entertainment world where audiences are increasingly fragmented has kept them afloat. There are also advertising sectors geared to plus-50s that either didn't exist or had a much smaller profile two decades ago: prescription drugs, financial services and travel, for example.
"Don't discount people who are in their 50s and 60s. They buy iPads," Wurtzel said. "They're online. The reality is these are the people who have the money."
So what does it mean for broadcast TV?
Let’s start off with the fact that most of these statistics are off. Nielsen in order to figure out who is watching TV will get about 5,000 households to agree to be part of a “representative sample.” Estimates show that about 99million households have TVs in the United States, seems to me Nielsen isn’t covering a large portion of consumers. This research brought to advertisers and programming directors is worth billions of dollars. Advertisers pay to air their commercials on TV programs using rates based on the data provided and programmers use it to decide which shows to keep and which to cancel. So basically when it comes to TV broadcast, all of these mega advertising budgets and thousands of communication professionals are in the hands of this de facto measuring company. See that’s the main issue here. All these companies and networks use an inaccurate sample to determine whether or not a product is a business proposition.
Granted times have changed and younger audience members are indeed more inclined to use interactive solutions. But lets take the evolution of cell phones. It feels as if it were only yesterday when Michael Douglas first appeared on “Wall Street” using this big and bulky device. Twenty something years go by and even grandma’s use the latest mobile smart technology to take pictures of their grandkids. I understand it’s much easier for networks to play repeats of “Wheel of Fortune” but if we want to see any time a recovery in the economy they really do need to start changing their way of thinking. Networks should focus on a particular audience target, study their habits and build knew content for that skew. That older population that appears the prime target for networks today will be non-existent. And that younger audience that their bypassing will eventually become that 36 – 54 demographic. What broadcasters have to take into account is that many of these y generation members will have already built certain habits and perhaps watching TV as we know it won’t be one of them.
So to wrap it up, advertisers and broadcasters don’t be so closed minded. Study your target, create new content, no more cutbacks, if anything employ knew members, help the economy recover. Broadcasters you’ve already invested millions of dollars in technology therefore, use it to your advantage. All that video content that’s being produced on a daily basis upload it onto your site. Create knew products and target new members like Hispanics, Asians, etc. Advertisers don’t let the Nielsen’s fool you. Perhaps the best rating show isn’t the best outlet for your company message. Conduct your own research. Don’t let another company determine where you’re spending dollar should be invested. Once again, it’s all about creating content to drive action!
Granted times have changed and younger audience members are indeed more inclined to use interactive solutions. But lets take the evolution of cell phones. It feels as if it were only yesterday when Michael Douglas first appeared on “Wall Street” using this big and bulky device. Twenty something years go by and even grandma’s use the latest mobile smart technology to take pictures of their grandkids. I understand it’s much easier for networks to play repeats of “Wheel of Fortune” but if we want to see any time a recovery in the economy they really do need to start changing their way of thinking. Networks should focus on a particular audience target, study their habits and build knew content for that skew. That older population that appears the prime target for networks today will be non-existent. And that younger audience that their bypassing will eventually become that 36 – 54 demographic. What broadcasters have to take into account is that many of these y generation members will have already built certain habits and perhaps watching TV as we know it won’t be one of them.
So to wrap it up, advertisers and broadcasters don’t be so closed minded. Study your target, create new content, no more cutbacks, if anything employ knew members, help the economy recover. Broadcasters you’ve already invested millions of dollars in technology therefore, use it to your advantage. All that video content that’s being produced on a daily basis upload it onto your site. Create knew products and target new members like Hispanics, Asians, etc. Advertisers don’t let the Nielsen’s fool you. Perhaps the best rating show isn’t the best outlet for your company message. Conduct your own research. Don’t let another company determine where you’re spending dollar should be invested. Once again, it’s all about creating content to drive action!
Monday, August 16, 2010
Intergration of Media in the new digital marketplace
Following on the heels of my colleague, Alexis Fernandez, ignorance of new marketing techniques is not bliss.
Every now and then we "label" someone, who does something different and succeeds at it, a pioneer. Are they really a pioneer and someone withOUT FEAR of trying something different. Take for instance the water bottles used in cycling. A new entrant in the producer of bottles screamed onto the scene with a bottle that opens on both ends for easier and complete cleaning. Talk about turning an industry on its collective head. The "pioneer" then had a mascot run up along side the riders on the mountain stages to promote the product and got himself a world interview on VERSUS which exclusively carried the tour in the U.S. He wasn't a pioneer! He just thought outside...the bottle!
BAG turns the production and marketing industry on its head with its fresh maverick style of engineered live productions and media frenzied creations. AMC's "Madmen" describes everything BAG is not. Corporate offices are supplanted by street cafes and cybernetic chat rooms were ideas are given room to flourish without the confines of glass, steel, brick and mortar.
You want old school ideas and staunch and strict adherence to "numbers" of some sort of outdated monitoring media effect of message and product delivery, the BAG is NOT the place for your product and message integration. If you want REAL consumer contact and delivery in the most utilized mediums for consumers with decision-making power to pick up your wares, then we welcome you to BAG and look forward to a successful partnership.
Rolling R's
Every now and then we "label" someone, who does something different and succeeds at it, a pioneer. Are they really a pioneer and someone withOUT FEAR of trying something different. Take for instance the water bottles used in cycling. A new entrant in the producer of bottles screamed onto the scene with a bottle that opens on both ends for easier and complete cleaning. Talk about turning an industry on its collective head. The "pioneer" then had a mascot run up along side the riders on the mountain stages to promote the product and got himself a world interview on VERSUS which exclusively carried the tour in the U.S. He wasn't a pioneer! He just thought outside...the bottle!
BAG turns the production and marketing industry on its head with its fresh maverick style of engineered live productions and media frenzied creations. AMC's "Madmen" describes everything BAG is not. Corporate offices are supplanted by street cafes and cybernetic chat rooms were ideas are given room to flourish without the confines of glass, steel, brick and mortar.
You want old school ideas and staunch and strict adherence to "numbers" of some sort of outdated monitoring media effect of message and product delivery, the BAG is NOT the place for your product and message integration. If you want REAL consumer contact and delivery in the most utilized mediums for consumers with decision-making power to pick up your wares, then we welcome you to BAG and look forward to a successful partnership.
Rolling R's
Sunday, August 15, 2010
Do you go to a party and randomly tell guest that you haven’t seen in ages that your business for the past year has seen a tremendous decline?
ABSOLUTELY NOT! I didn’t think so. If you think of the web as a city and social media better known as Facebook, Twitter, LinkedIn, MySpace, Blogs, Youtube, Flickr, etc as the place where consumers hang out on their spare time you’ll further understand my thought process. I probably just spent 15 minutes deleting “Event Invitations” and marketing messages I received via Facebook that had no real value or connection to me whatsoever. Thing is I’ll receive one of these 247 notices that consist no real substance, I’ll ignore it, time will pass and then all of a sudden I’ll have over 600 messages on my home page. Does that ever happen to any of you? I feel as if “marketers” are taking advantage of the social network craze and are turning away numerous of potential prospects. That’s why I asked if you attended a party would you share your company slumps with individuals you just met. Most likely you answered no and if indeed that is the case then I am sure you also know you couldn’t interrupt a party, treat everyone as a sales lead and blabber on about your oh so perfect company because that to wouldn’t get you far in the scene. So from now forward take it for what it is, a “party.” Network, build valuable interactions, develop lasting friendships and who knows perhaps, a knew business opportunity may arise. And remember your social media activity speaks more than you think!
The Web Is Not TV
How many times when browsing on a website did a flash-video TV commercial pop up? I for one lost count already and in all actually click on the skip button as soon as humanly possible.
Automakers for one have always been into big budget TV commercials and other offline advertising. The high definition camera shots, 3D graphic elements, the “sponsored” by segments, and all those other high ticket priced values sure add notoriety but are they truly effective when it comes to web interaction?
When people visit a site online, they aren’t looking for a TV commercial, they are searching for some type of information. Legal services appear to have replaced the car infomercial frenzy in South Florida however, are regulated by the Florida Bar, so thankfully that won’t be the case for in distraught property owners when visiting a lawyers site. Automakers rather than spending their efforts and budget on cutting edge one-way messages should focus on educating consumers. Business owners listen up, once a consumer has visited your site you don’t need to grab their attention you already have it! Whether if it’s that your selling a service, product, or idea inform your audience and deliver a two way channel. For example, automakers should highlight who’s behind the vehicle, they should interview the designers and ask them why did they create the dashboard the way that they did, other vehicle owners should be able to tell their shopping experience, and sales representatives should be able to explain the leasing process and list the requirements. So with that said, remember the web is not TV and focus on telling your story and promote your expertise.
Automakers for one have always been into big budget TV commercials and other offline advertising. The high definition camera shots, 3D graphic elements, the “sponsored” by segments, and all those other high ticket priced values sure add notoriety but are they truly effective when it comes to web interaction?
When people visit a site online, they aren’t looking for a TV commercial, they are searching for some type of information. Legal services appear to have replaced the car infomercial frenzy in South Florida however, are regulated by the Florida Bar, so thankfully that won’t be the case for in distraught property owners when visiting a lawyers site. Automakers rather than spending their efforts and budget on cutting edge one-way messages should focus on educating consumers. Business owners listen up, once a consumer has visited your site you don’t need to grab their attention you already have it! Whether if it’s that your selling a service, product, or idea inform your audience and deliver a two way channel. For example, automakers should highlight who’s behind the vehicle, they should interview the designers and ask them why did they create the dashboard the way that they did, other vehicle owners should be able to tell their shopping experience, and sales representatives should be able to explain the leasing process and list the requirements. So with that said, remember the web is not TV and focus on telling your story and promote your expertise.
New Marketing Approach
For years the word “marketing” has been associated with the creative advertising agencies that manage the big spending media buy accounts however, in today’s marketplace with technology constantly changing, new rules must be applied.
Television, radio, and print were at one point the only form of advertising and public relations used to be exclusive but little did they know that the digital era would alter the rules of communication. See what happens is, many of these agencies make prior commitments with the traditional mainstream outlets. Often times they’ll sway clients into buying those same exact channels voicing that research and analysis have proven that stream of advertising to be the best forum for their message delivery, however, is that in fact the real case? Yes, guys watching football on TV drink plentiful of beer so perhaps it makes sense for a mass marketer like Budweiser to advertise during the NFL broadcast but perhaps not as effective for a small microbrew company like Polar that appeals to a small niche audience. Big media advertising buys may work for mass appeal products but it most definitely won’t work for local services, niche products, special events, etc.
In addition, those same advertising agencies employ creative people to sit in these ultra chic offices to dream of fascinating new ways in how they can interrupt consumers and grasp their attention so that they deliver an effective one-way message, that note will be broadcasted during the highest rating programming with the hopes of reaching more viewers. Just notice next time when your watching your favorite show what your doing during the commercial break. Problem here is, people today don’t trust advertising and for years marketers relied on getting audience members to stop what they were doing to pay attention to their message. In order to obtain a distinctive result advertising must be integrated and require participation. It’s about customization and delivering content via an open line of communication.
Television, radio, and print were at one point the only form of advertising and public relations used to be exclusive but little did they know that the digital era would alter the rules of communication. See what happens is, many of these agencies make prior commitments with the traditional mainstream outlets. Often times they’ll sway clients into buying those same exact channels voicing that research and analysis have proven that stream of advertising to be the best forum for their message delivery, however, is that in fact the real case? Yes, guys watching football on TV drink plentiful of beer so perhaps it makes sense for a mass marketer like Budweiser to advertise during the NFL broadcast but perhaps not as effective for a small microbrew company like Polar that appeals to a small niche audience. Big media advertising buys may work for mass appeal products but it most definitely won’t work for local services, niche products, special events, etc.
In addition, those same advertising agencies employ creative people to sit in these ultra chic offices to dream of fascinating new ways in how they can interrupt consumers and grasp their attention so that they deliver an effective one-way message, that note will be broadcasted during the highest rating programming with the hopes of reaching more viewers. Just notice next time when your watching your favorite show what your doing during the commercial break. Problem here is, people today don’t trust advertising and for years marketers relied on getting audience members to stop what they were doing to pay attention to their message. In order to obtain a distinctive result advertising must be integrated and require participation. It’s about customization and delivering content via an open line of communication.
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