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Media Guru

Guru Search Results: 5 matches were found

Thursday, July 01, 1999 #2599
Any ideas on creative placement/positioning of :10 & :15 second TV & Cable spots? We have, of course, selected programs and networks that reach our target audience based on ratings and qualitative info; however, our challenge goes beyond that. We've reviewed book-ending, road blocking, double spotting, and stripping, but can't quit seem to get that "ooh-aah" factor going. Any thoughts???

The Media Guru Answers(Friday, July 02, 1999 ):
"Ooh-aah" is a lot to expect from commercial position alone. First in pod is a favorite. roadblocking is meaningless today. It was powerful when TV audience share was 90+% for the big 3 networks in Prime time, during the 60's and 70's.

The best ooh-aah, the Guru recalls, was use of the program star, in character, in setting, to pitch the product. A specific example was Phil Silvers as Sgt. Bilko telling his corporals about the wonders of Luck Strike cigarettes. But this was in the day of full program sponsorship, when the advertiser owned the program. It might be possible today with a fully- or half- sponsored special.

Such "product integration" is still available today on the Spanish language networks, at least.

But of course :10s and :15s offere less flexibility than :30s and integration is really long-form.


Tuesday, June 01, 1999 #2550
hi, just a query on tv scheduling. are there any specific examples of advertisers consciously taking into account the phenomenon of channel surfing when scheduling ads? or is it still too nascent for consideration?

The Media Guru Answers(Tuesday, June 01, 1999 ):
The concept of "roadblocking," that is buying all channels at the same time goes back about 40 years, to when there were only three networks and the trick could assure reaching virtually everyone, but it wasn't really a reaction to channel switching.

But channel surfing as we now know it goes back a long way to the big surge in cable pepentration and networks. 30 channels or more have been the rule in most homes for at least 10 years.

Not that scheduling tricks to overcome surfing are really feasible, but it isn't nascent either.

The best trick would be to buy something with a big audience disinclined to surf, like the SuperBowl, but of course there are a lot of other considerations in making that media buy.


Thursday, October 22, 1998 #2107
WHAT IS CHANNEL BUNDLING? ON WHAT PRINCIPLES IS IT BASED & UNDER WHAT CIRCUMSTANCES IS IT FEASABLE TO TO FORMULATE THIS STRATEGY?

The Media Guru Answers(Friday, October 23, 1998 ):
First, please do not send queries in all-upper-case.

Second, in regard to channel bundling, the Guru doesn't recognize this as a standard term. It may refer to buying/selling several cable networks under one ownership or representation.

Since cable ratings of individual channels are typically low, channel bundling can give a semblance of a bigger medium. As an nattempt at old-fashioned "roadblocking" it will fall short.


Friday, August 07, 1998 #1996
What is the difference between a vertical and a horizontal television roadblock? And could a "heavy" cable schedule on on several targeted cable networks on a given day be "technically" considered a roadblock?

The Media Guru Answers(Saturday, August 08, 1998 ):
"Technically" a roadblock is a concept that goes back to the days when the 3 big broadcast networks owned 95% of the TV audience (20 or so years ago).

The idea was that by scheduling your commercial to run at the same moment on all three, e.g. first commercial in the first pod of the 9:00 program, you reached the entire viewing audience, unduplicated, as if you had bought a single program with a rating as big as the three put together.

With half the audience now spread over numerous independents and cable networks, some without advertising, roadblocks are no longer realistic goals.

The "vertical roadblock" concept doesn't seem to make any sense in this context.


Saturday, April 15, 1995 #1850
I,m working in a concept here in Miami in where I will add all the ratings for all the Spanish-language radio stations and present the total as one radio station. Can this be acceptable?. If the answer is "yes" what do I need from Telmar?

The Media Guru Answers(Saturday, April 15, 1995 ):
1) To whom do you intend to present this? It would not be acceptable to present this as an advertising vehicle. The top stations in Miami, except WXDJ/WRMA, have contracts with radio representatives like Caballero and Katz.

2) It would not be acceptable to advertising agencies to present this as a single advertising audience, because there would be duplication between the stations, rather than the audiences additive, unless the spots were "roadblocked," which is to say that a given spot runs at the exact same moment on all stations.

Telmar software for radio planning includes: Generic Radio Planner, Radio Plan (requires access to Arbitron data), and Radio Ranker (requires access to Arbitron data).

Contact us for more information.



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