New Research Dispels Myths and Defines Best Practices for Advertisers in “The New TV” Landscape

More content and greater access are transforming viewers’ TV
experience and rewriting the rules for TV advertising strategies.

Following the data to reach desired audiences pushes advertisers
toward a broader mix of networks, programs and dayparts.

NEW YORK–(BUSINESS WIRE)–Comcast Spotlight, the advertising sales division of Comcast Cable,
today released a research
whitepaper
entitled, “The New TV: Redefining Video for Viewers and
Advertisers.” The paper explores how fundamental shifts in
the TV viewing experience have opened new opportunities for advertisers.
New distribution points and technological advancements have enabled TV
advertisers to reach consumers throughout the full marketing funnel. The
New TV comes with new rules, however, and demands refined advertising
strategies to achieve the most effective results.

“Contrary to the accepted industry narrative, TV today is thriving, with
time spent viewing video reaching new highs, and it remains the most
powerful way to reach consumers. It’s just a new TV, one that has
evolved with more content and more consumer access,” said Hank Oster,
chief operating officer and senior vice president, Comcast Spotlight.
“It’s important we help advertisers understand the way the medium has
evolved and how to harness the abundant time spent and its reach to grow
their businesses.”

“Our clients are asking us for new ways to use TV that drive greater
addressability and more accountability. But change is hard,” said Justin
Evans, vice president of data strategy, Comcast Spotlight. “Big data has
arrived in TV. It has expanded the way advertisers can use the medium,
not just for awareness, but as a full funnel solution, to drive
consideration and conversion as well.”

Consumers: Richer Content, Unfettered Access

According to the paper, programming has been on a 20-year journey,
moving from mainstream fare to increasingly more sophisticated
storytelling. Quality content and access to that content has never been
stronger, pushing viewers’ time spent with video to new highs. Proof
points include the following:

  • Creators are spending $65 billion per year on new content creation
    (MoffettNathanson Research 2018 Forecast for Production/Program
    Spending).
  • 495 original scripted series were produced in 2018, up from 216 in
    2010 (FX Networks, 2018).
  • New access has led to binge watching and the resurgence of evergreen
    content, pushing total TV/video consumption up to over 5 hours a day
    (5:24)—65% more time than adults spend with non-video digital (Nielsen
    Total Audience Report, Q2 2018, adults daily time spent with TV/video).
  • Households spend 43 minutes more with TV daily than in 1983; time is
    simply spread across more content and accessed in new ways (Nielsen,
    HH viewing, broadcast year 1982-83 compared to 2017-2018).

Marketers: New Data, Smarter Advertising

More advanced data is another key factor shaping The New TV, creating a
new value proposition for the medium.

“While new viewing options have made TV advertising more complex, data
helps to solve some of these complexities by making TV smarter,” said
Evans.

More robust data comes from a variety of sources, such as advertisers,
TV manufacturers and MVPDs, including Comcast set-top box (STB) data.
With the data insights now available, marketers can focus on specific
customer segments beyond broad age and gender criteria, similar to
targeting in digital media.

Campaign goals can shift from driving broad awareness to driving lower
funnel metrics, including consideration, intent and sales. It shifts the
focus from exclusively using content to reach audiences and requires
broadening the scope of networks, dayparts and programs.

Best Practices: Driving Advertising Results

In order to optimize a campaign in The New TV landscape, advertisers
must let go of long-held assumptions and understand the new viewing
realities. For instance, according to insights gained from Comcast STB
data:

  • Reach is not limited to top networks: the average household watches an
    average of 17 different cable networks per month.
  • Primetime is not the only valuable daypart: two-thirds of all viewing
    occurs outside of primetime.
  • Live viewing is not limited to sports and news: the vast majority of
    viewing, 87%, is still live.

Comcast Spotlight has been working with advertisers on deploying
data-driven campaigns, reflective of The New TV marketplace, in more
than 25 markets. The learnings, as shared in the paper, reinforce the
benefits of employing The New TV tactics.

For instance, Comcast Spotlight’s analysis of traditional TV campaigns
in comparison to campaigns employing the rules of The New TV uncovered
the following best practices, according to insights gained from Comcast
STB data:

  • Run Broad and Deep: Among 85 campaigns analyzed, the five
    highest-reaching campaigns achieved 81% reach and ran on 37 networks;
    the five lowest-reaching campaigns achieved 30% reach and ran on only
    16 networks.
  • Run Long: Reach continues to build after week one; in week 10, on
    average, campaigns delivered 184% increase over week one, and in week
    15 they delivered a 227% increase.
  • Add Different Formats: Linear TV campaigns that add video on demand
    can deliver as much as 17% of their unique reach in the non-linear
    format.

To support TV’s evolution as a full-funnel solution, Comcast Spotlight
is also working to help advertisers prove attribution by measuring the
success of a TV campaign in driving visitors to an advertiser’s website.
Again, research showed that in one case study employing The New TV
tactics—including a balance of audience and content-focused
targeting—website visits showed a 13% lift during the course of the
campaign, compared to a 5% lift using a content-focused strategy alone.

About Comcast Spotlight

Comcast Spotlight, the advertising sales division of Comcast Cable,
helps put the power of cable to use for local, regional and national
advertisers. It is focused on providing multi-screen marketing solutions
to reach audiences most effectively and efficiently. Headquartered in
New York with offices throughout the country, Comcast Spotlight has a
presence in nearly 80 markets with more than 37 million owned and
represented subscribers. For more information, visit www.comcastspotlight.com.

Contacts

Elaine Wong, 929-388-9098
elaine_wong@comcast.com

Meredith Fitzgerald, 610-350-3348
meredith_fitzgerald@comcast.com

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