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AMC’s Big Night: “Walking Dead,” “Talking Dead” and “Fear the Walking Dead” – Ed Martin
By: Ed Martin   (03/31/2015)

“The Walking Dead” continues to stand out from the rest of television and justify its buzz. In fact, five years in, its latest season finale was its highest-rated yet. As of this writing the show on Sunday – a killer episode featuring the return of Lennie James as Morgan (pictured below) -- drew almost 16 million viewers, 10.5 of them adults 18-49. Those numbers will only grow when Live +3 and Live +7 data is factored in. Yes, that’s true of almost every show these days, but “Walking Dead” is bound to kick butt in those measurements, we well.

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Agency Transparency and Evolved Partnerships -- Steve Grubbs
By: Steve Grubbs   (03/31/2015)

Regarding media rebates and arbitraging inventory, my point of view, as our political leaders say, has “evolved” because the advertiser/agency relationship has evolved. The job of the media agency is to create value for their clients and their shareholders. In this new era of procurement-led agency reviews, marketers have negotiated significant fee reductions for their media services. They are also requiring media cost-savings guarantees in their agency contracts. At the same time client marketing teams are demanding more and better agency services.

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Hindsight TV: Seth Meyers and Ted Cruz on Media, Politics and the Difference Between Satellite and Cable – Ed Martin
By: Ed Martin   (03/30/2015)

I have been known to complain about the broadcast networks’ tendencies to repeat recent installments of their late-night talk shows within a week or two of their original telecasts. But I was pleased last Friday that NBC offered a rerun of the March 16 edition of “Late Night with Seth Meyers,” which included among its guests Senator Ted Cruz, who on March 23 announced his candidacy for the Republican Party nomination in the 2016 presidential election. I hadn’t seen his March 16 appearance on “Late Night” – indeed, I hadn’t even heard about it – but I was happy to have the chance given last week’s news. It might have been forgettable the first time around, but that wasn’t the case two weeks later.

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Big Data Fail (Or, Keep the Humans) – Brian Jacobs
By: Brian Jacobs   (03/30/2015)

For goodness sake, Markethub, have you never heard of big data? Have you considered the ROI opportunities open to Markethub.com of using the simplest filters to work out that a) we like to think we know about telemarketing; b) that we are not a major user of post; c) that we do not have a nationwide sales team; and d) that we are not a retailer? Did no-one look at our website? No, of course not, because compare@markethub is an automated junk email generator spewing out irrelevant garbage every day to random addresses in the forlorn hope that some idiot somewhere will try to unsubscribe (as I did) and thus prove that there is a real person at the other end. No people are involved (surely?).

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Don't Miss Ken Burns' "Cancer: The Emperor of All Maladies” – Ed Martin
By: Ed Martin   (03/30/2015)

The Winter 2015 Television Critics Association tour ended several weeks ago, but I find that out of the dozens of series and specials previewed by critics that two programs have remained top of mind. They both concern matters of life and death, and they are both on PBS. The first is “Being Mortal,” an edition of “Frontline” directed and produced by Tom Jennings that will make its debut on Tuesday February 10. It explores the ways in which the medical profession helps sick people and their loved ones deal with terminal illness. The second has a much longer title, one with an instantly recognizable name in it that commands immediate attention: “Ken Burns Presents Cancer: The Emperor of All Maladies.” This six-hour, three-part film will be telecast on March 30 and 31 and April 1.

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ARF RE:THINK 2015 Changes the World – Bill Harvey
By: Bill Harvey   (03/30/2015)

ARF CEO Gayle Fuguitt set out to change the world and now she has done it. Three days in Manhattan last week at ARF’s annual RE:THINK event set the media-advertising complex into a whole new direction. Job fear. That was the secret to so much leverage. Archimedes is beaming down. The cream of the research cadre responsible for the intelligence gathering of the media-advertising complex (much more powerful than the military-industrial complex) heard that $100B was coming in over the next three years to either push them down under new people or be terminated.

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Understanding Content: Lead Generation vs. Demand Generation – Nick Rojas
By: Nick Rojas   (03/27/2015)

Though content marketing is now an accepted and widely adopted form of marketing, there continue to be a lot of nuances that people don’t seem to understand. One of these tricky nuances is the distinction between lead generation and demand generation. How are these things similar? How are they different? If you want to be successful in content marketing, appreciating the differences between them is key. Different types of content work better for different types of content marketing. A blog post can be a good device for either lead generation or demand generation, but which one depends on how (and why) you write it. Understanding and appreciating these differences is integral to having a successful content marketing campaign.

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Lessons Learned from the Hits and Misses of the 2014-15 TV Season – Ed Martin
By: Ed Martin   (03/26/2015)

Anyway, as Deadline and others have declared, the outsize success of shows with diverse casts this season – especially ABC’s “How to Get Away with Murder” and Fox’s “Empire” – suggests that the networks will do what they always have done: look for clones of the big new shows of the moment. So don’t be surprised if a few really terrible shows with diverse casts are announced during Upfront week. Copycat programming – once famously referred to as cookie-cutter television – almost always produces pale imitations of the hits that forcibly inspired them. Remember the long-term plague of “Friends” clones? Now that was a walking-dead apocalypse. “HTGAWM” and especially “Empire” certainly appeal to audiences of color, and that has certainly contributed to their strong ratings and overall success. But neither show was instantly propelled into the popular-culture pantheon simply because it featured a cast that was not predominantly white. They succeeded as brilliantly as they did for three reasons.

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Time to RE:THINK the Role of Research -- Charlene Weisler
By: Charlene Weisler   (03/26/2015)

This year’s ARF Re:Think conference showed the industry how far research has come in impacting the overall media business model. In the days of spots and dots and proxy demographic targets, research played more of a report card role asking the eternal question: How well did we do within our limited universe of influence? But now, thanks to digital video across devices, big data, technological advances such as machine learning and qual/quant hybrid measurements such as neuroscience, we find that the business advancements of programmatic, cross platform and advanced TV require a strong, visionary research department role.

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Making Insights Come True on YouTube -- Cenk Bulbul, Google
By: Cenk Bulbul   (03/26/2015)

We have been using a new tool called “Google’s Brand Lift solution” to answer exactly that question. This tool allows advertisers to gather brand metrics about YouTube ads in a matter of days in a controlled experiment setting. Thousands of advertisers across a variety of verticals have already used this tool on YouTube to test and optimize their video ads since we launched it in 2014. We ran some meta-analysis to look at the findings from the tool to help advertisers with practical tips. After analyzing around 50 campaigns from well-known Fortune 100 brands and category leaders, running on Google Preferred (some of YouTube’s most popular channels), we found that 94% of the campaigns drove a significant lift in ad recall, with an average recall lift of 80%. We also found that 65% of Google Preferred ads saw an increase in brand awareness, with an average lift of 17%.

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MediaBizBloggers.com

Regarding media rebates and arbitraging inventory, my point of view, as our political leaders say, has “evolved” because the advertiser/agency relationship has evolved. The job of the media agency is to create value for their clients and their shareholders. In this new era of procurement-led agency reviews, marketers have negotiated significant fee reductions for their media services. They are also requiring media cost-savings guarantees in their agency contracts. At the same time client marketing teams are demanding more and better agency services.

Read More

There are two trains of thought in media circles about the multicultural millennial generation -- at least in the matter of whether they lead the way in breaking multichannel umbilical cords across America. One train is that they are doing exactly that. The cord-cutting train has left the station and will pick up speed with the growing popularity of smart TVs and devices that make TVs smart (Roku/Chromecast/Amazon Fire, etc.). The other is that they somehow or other will not; that their role is overblown and while they will embrace smart TVs or devices, the action is additive to their TV habit, not a replacement. New survey findings from Horowitz Research, divulged at the start of the company's annual Cultural Insights (formerly Multicultural TV) Forum in New York last week, take the latter position with a caveat. That caveat: as long as cable and satellite operators don't stand by and leave matters to other hands.

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