Telmar.com Telmar.com eTelmar.net Home Page The Advertising Media Internet Center

Telmar Home Page Telmar.com

 

Media Guru

Guru Search Results: 17 matches were found

Thursday, June 24, 2004 #6518
hi, what has been the significant changes that the media has seen in the last 3 years, be it publishing, planning, buying etc?

The Media Guru Answers(Friday, June 25, 2004 ):
In the US, the rise in online use, growing recognition of Spanish-language media, opposition to the network "upfront," and closer scrutiny of audience research are among developments. In other countries, issues will vary.


Thursday, March 25, 2004 #6433
In broadcast lingo, what is meant by the term "upfront", i.e., "2004 network upfronts"?

The Media Guru Answers(Friday, March 26, 2004 ):
Around May, the networks announce their new Fall programming. Each stages a major screening and party for media buyers. These screenings are referred to as upfronts, because they are followed by a period of negotiations between advertisers and the networks wherein the full-year commitments to major schedules are made. This negotiating period is the actual "upfront."


Friday, March 05, 2004 #6402
Do you have the dates for the 2004 network upfronts yet?

The Media Guru Answers(Friday, March 05, 2004 ):
No


Thursday, April 24, 2003 #5948
Dear Guru, I am curious about the impact & reliability of pricing in the network upfronts. I have heard that Wall Street tends to over focus on this metric, and the networks encourage this. Are there some reliable general trends in advertising that follow a strong/weak upfront season?

The Media Guru Answers(Thursday, April 24, 2003 ):
It's somewhat like the stock market. The upfront depends on what the players think will happen. They are sometimes right.


Thursday, August 01, 2002 #5445
Guru, thank you in advance for helping out. In our market, the TVC time is monopolized by a single government owned body and it doesn't sell spots on a GRPs(or TARPs) basis. I was wondering in markets where they DO, the CPP, once fixed for a certain T/A, is something guaranteed right? or is this also up for negos. Could please explain.

The Media Guru Answers(Thursday, August 01, 2002 ):
In the US, whether cpp is guaranteed varies by media type and buying circumstances, among other things.

For instance, small spot or scatter network TV buys are not typically subject to guarantee. Network upfront or syndication typically is guaranteed.


Tuesday, June 18, 2002 #5362
Guru- I was wondering, as the upfronts are winding down, what is the process of allocation of spots to products for the larger companies media spend? (i.e. P&G, Clorox) How do they decide who gets what and what tools are used in the process??

The Media Guru Answers(Tuesday, June 18, 2002 ):
Optimizers are one tool that can take a batch of spots and make the most advantageous allocation according to demographic and other specifications.


Tuesday, June 11, 2002 #5345
Guru: I always appreciate your help. I'm curious as to what you think are the top 10 media trends for 2002-2003. Such as cross platform opportunities, product placement, etc. Could you list in order of what you think are important 1-10. Thanks for the input.

The Media Guru Answers(Saturday, June 15, 2002 ):
The importance of trends is very much a matter of opinion, of course. Should these be the importance in inflence on the lives of media planners or the potential to generate revenue or something else. In any case, and without any rela certainty about order, some of what the Guru sees as key trends for the year:
  1. Media mergers and acquisitions, e.g. Univision / HBC
  2. Resurgence of upfront revenue
  3. Resurgence of cable revenue
  4. Decline in hype of "cross platform." Is it only meaningful to giant advertisers?
  5. Increasing attention to the multicultural nature of our market
  6. Increasing decline in advertising sales' service as pressure on sales staff increases


Wednesday, June 05, 2002 #5327
Due to the successful broadcast upfronts, many are now prediciting that cable will follow suit. My question is this - while there remains only 5 or 6 broadcast networks, there are now hundreds of cable channels, and this number is constantly increasing. How can we expect advertising supported cable to remain if there continues to be more and more channels for advertisers to spend their money? Certainly, the money will not come out of thin air, but rather will have to come from somewhere.

The Media Guru Answers(Thursday, June 06, 2002 ):
The Guru does not see the logical connection between sucessful upfronts (if you believe the networks' Wall Street-oriented hype) and a growth in the number of ad-supported cable networks / or problem in ad dollars.

Assume there exist a finite number of national Television GRPS out there to be sold. Several years ago, the existing 3 broadcast networks owned 90+% of them Today, it is perhaps 50%. This, in part, explains inflation in cost-per-GRP. Networks need to be able to price their GRPs attractively for advertisers and adequately to provide sufficient operating revenue. One solution is apparently more commercial time per hour.

If they can't operate efficiently, they will not survive.


Tuesday, July 17, 2001 #4587
Does pricing in spot markets generally follow what's happened in the up-front? I've been reading about how the up-front pricing was down, and am wondering if I can use that as a guide for budgeting in spot markets in the coming year.

The Media Guru Answers(Wednesday, July 18, 2001 ):
The key difference between upfront and spot scatter is the economic outlook. The upfront happened in a very down May-June marketplace. Advertisers were reluctant to make large / long term commitments. This will mostly mean more money in the network scatter markets. As time goes on a new economic picture can change pricing in network and spot.


Thursday, March 01, 2001 #4223
I am trying to find out whether US marketers are returning or have returned to spot advertising on broadcast networks?

The Media Guru Answers(Friday, March 02, 2001 ):
"Spot advertising" usually refers to local market advertising, as opposed to network advertising. Perhaps you mean "scatter" versus "upfront" network buying. In either case, there has not been a broadscale retreat from, nor therefore, a return to either practice.


Tuesday, January 23, 2001 #4117
I was approached by a company called themail.com They offered to sell me a list at a really low rate. They also required that I pay them upfront before they go and collect the names. Have you heard of this company and can I trust them?

The Media Guru Answers(Thursday, January 25, 2001 ):
The Guru avoids all involvement with spam. He does not trust or approve of commerical emailers in general, even if they claim to use opt-in lists only.


Wednesday, October 06, 1999 #2854
What are the advantages/disadvantages of advertising during sweeps? We have a client who is TOTALLY hung up on advertising during sweeps. Isn't there a lot of self-promotion going on in TV? The client is a newspaper. Also, I've heard that political advertising during the fourth quarter 2000 is projected to be phenomenal. Do you have any information on how advertisers are reacting? Thanks!

The Media Guru Answers(Thursday, October 07, 1999 ):
It is true that ratings are higher during sweeps, because programming is selected to increase audiences when they are being measured. And yes, there is a lot more self promotion in these periods.

But, assuming your client is going to buy "X" GRPs, they will get them with fewer announcements in a sweep than otherwise. If it takes 20 announcements to get 100 GRP in October but only 15 to get 100 GRP in November, the difference to the advertiser should be infinitesimal in terms of more impact. If any measurable effects are seen, there would be a hair more reach and a speck less frequency in the sweeps scenario. The cost per point might be higher.

Political advertising surges during every presidential election. Advertisers will not be visibly reacting today, since Fourth Quarter is sold as the first quarter of a network's year. When Q4 2000 selling starts to move next May, the upfront advertisers will secure their time comfortably. Some advertisers who don't usually buy upfront will. As the year goes on, some money which would have been spent in some places will go elswhere, network to spot, TV to radio, broadcast to print.

It happens every four years and used to be worse when both summer and winter Olympics fell in these same presidential election years.


Monday, August 09, 1999 #2702
Typically, when is the upfront selling period for network radio? Is there a gereral time of year on the network radio "calender" for this period? Thanks!

The Media Guru Answers(Wednesday, August 11, 1999 ):
Network Radio doesn't have an upfront season like network TV, when they preview new programs and sell a large percentage of their year's inventory over the span of a week or so.

The radio networks are always happy to make a good deal for a year's commitment at any time, of course, and do most of these deals on a calendar year basis, most often in the August-October period, with about 30-40% of inventory getting sold.


Tuesday, June 01, 1999 #2551
I have some questions about preparing for the upcoming Olympics/Election Year for local spot TV buying and planning: 1) Should you buy early? How early? 2) Is it important to stress to clients that they should pay for Olympic programming? Should not? Why? 3) Where can I find research on effectively using hiatuses during election periods? 4) Where can I find research on programs that traditionally do well despite Olympics rating skews and election clutter? 5) Find research showing types of programming to avoid? 6) Tips on Planning during these years? Adequate anticipation of rate increases? Thank you very much!

The Media Guru Answers(Saturday, June 05, 1999 ):
1. Buy Early. If you are buying significant volume, move before the network upfronts move. To a great extent it's the impact of Olympics / Elections on network inventory that makes spot tighten excessively. For sure, ther won't be any firesales at the last minute and buying as late as usual will mean facing higher costs.

2. Any plan should be recommending programming options according to how they serve marketing and communications goals. It isn't a buying issue, it's a planning issue. The Olympics are just another programming option during a few weeks of the year.

3 - 6. As always the best source of all the types of research you list is the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230. But the Guru will offer some comments.

3. Most plans have hiatuses anyway. If you can plan them at the worst time of Olymcis / elections' effects, so much the better.

4. So much has changed since the last Olympics / elections tear that history may not be useful. Cable has about 30% of Prime time viewing these days, much more than last cycle. There is only one Olympics season during this election year instead of the historical two.


Wednesday, January 06, 1999 #2244
Dear Guru: Here is a question from your fan in Taiwan. Can you briefly introduce how the guaranteed CPM, the upfront and scatter market systems work in the U.S.TV market? Can you also recommend some web sites related to the preceding issues? Thanks a lot!

The Media Guru Answers(Thursday, January 07, 1999 ):
Briefly "guaranteed CPM" means that if the schedule purchased does not deliver the audience promised, additional announcements will be provided until the added audience delivery brings the CPM down to the guaranteed number.

The upfront system primarily sells to larger advertisers, who will spread their buy over all four quarters of the selling year (fourth through third quarters), with scaled ability to cancel portions of the successive quarters. CPM guarantees are included.

Scatter buys are smaller, as needed throughout the year, and may still include cpm guarantees, but the pricing structure will be higher than upfront. When upfront has sold well, inventory for scatter will be more restricted.

Advertisng industry news sites such as Ad Age will report on the upfront and scatter marketplaces as develoments occur.


Monday, September 14, 1998 #2043
Is the upfront selling period for network radio the same as it is for network television? I realize that this period for network television focuses on commercial time for the upcoming fall shows. Does network radio differ? Thanks.

The Media Guru Answers(Tuesday, September 15, 1998 ):
The TV "upfront" concept is based on two facts:
  • For a price advantage, advertisers will make commitments to a year's worth of Network TV, on which they spend enormous amounts of money, and

  • New TV programming introduced in September changes the buying landcsape and creates a logical starting point for a year of commitment.

Neither of these applies to network radio, which gets less than 5% of network TV's dollars and has no particular new programming season.

There isn't any Network Radio "upfront."


Monday, October 13, 1997 #1429
Dear Guru, I need your input for a white paper I am helping develop for a client. The topic is what are some of the advantages of upfront/year long planning versus developing several mini-plans throughout the year. I guess I always took planning for granted until this particular client changed ownership and campaigns began to develop on a case by case basis. Trouble is, not much changed from year to year so it would be fairly easy to forecast the client's objectives into an upcoming year. I already came up with: time savings by planning once a year and then there is only a slight bit of execution/maintenance to worry about, the chance to lock down positioning for print, and more leverage in negotiating broadcast. Any other top line suggestions would be appreciated. Thanks in advance.

The Media Guru Answers(Monday, October 13, 1997 ):
If you are on a commission basis, savings based on amount of work would be yours more than the client's.

The Guru believes that most benefits of long term planning are the ones you already have, leverage and opportunity (positioning).

But, if you separate long term planning from buying campaign by campaign, there are opportunities in short term buying, as well. If you always have uncommitted money to spend, you will always be able to take advantage of last minute opportunities, TV specials, special events, "fire sales" on unsold inventory or cancelled space, etc. The media sellers, knowing there is money waiting for opportunities, will seek you out when they occur.

From your experience with this client, you should be able to identify the particular media and vehicles that offer best opportunities in long term commitments versus those where short term buys give the greatest advantage.



Back