BTIG Research » Watch TV Execs Repudiate Digital and Mobile Advertising During the 2015 Upfronts

The tone for the 2015 Upfronts was set by NBC, with Linda Yaccarino shifting from calling television TV to Premium Video, a term also used repeatedly during Turner’s Upfront later in the week.  The shift to a premium video definition is being driven by consumers moving away from watching on television sets and instead utilizing laptops, tablets and smartphones to consume increasing amounts of video content.  Yet, we find the use of the word “premium” hard to digest, as it is increasingly difficult to distinguish premium from non-premium.  Are Bethany Mota, Vice, Michelle Phan and PewDiePie non-premium simply because they are not native TV shows/personalities? If a brand’s goal is to move product off shelves or cars off lots, why should they care if the advertising airs in front of “premium” or non-premium content?   Furthermore, there is an increasing level of engagement occurring with native, online content that does not exist in traditional television content, regardless of whether it is called TV or premium video.

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TV Networks Now Wait for Word From Sponsors 

Television networks entered the annual upfront presentations last week determined to impress marketers with their lineups of shows for the coming season and stanch the potential flow of ad dollars to digital media. Broadcast and cable networks held elaborate events and parties across Manhattan in the hopes of attracting tens of billions of dollars from advertisers.

Now come the negotiations, when advertisers will judge whether the offerings from the television networks seem as exciting as their presentations. If things go well, TV networks will sell as much as 75 percent of their advertising time in the negotiations. If they do not, the thrum of trepidation about television’s place on advertising budgets will grow louder.

Source: TV Networks Now Wait for Word From Sponsors – NYTimes.com

Comcast to share coveted viewer data with NBCUniversal 

Comcast announced Thursday that it’s giving its NBCUniversal media division access to the extremely valuable viewer data collected by its cable division’s set-top boxes.

The country’s No. 1 cable company had kept this information from NBCU while seeking to merge with Time Warner Cable.

Source: Comcast to share coveted viewer data with NBCUniversal | New York Post

comScore, Nielsen Battle Over Estimates: Not Users, But Advertisers 05/15/2015

In a report sent to investors this morning, Wall Street analyst Brian Wieser says both companies’ claims of dominance are likely specious and irrelevant. Citing recent claims by comScore that 25 of the top 25 advertisers currently use its online audience ratings vs. Nielsen’s claim that 20 of the top 25 advertisers use its version, Wieser says something didn’t add up, so his team at Pivotal Research Group did some research of its own, reaching out to “several of our industry contacts to get to the bottom of the “dueling” claims by the online measurement services.

Source: comScore, Nielsen Battle Over Estimates: Not Users, But Advertisers 05/15/2015