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How to Package Inventory This Fall to Make Up for Lost High-Value Programming

Posted by Ashley J. Swartz on Sep 22, 2020 9:00:00 AM

The marketplace for TV and video advertising is incredibly dynamic right now, and it’s hard to be certain of anything. On the one hand, major sports have all returned, which is great news for buyers and sellers alike, but we can’t necessarily count on an uninterrupted NFL season. And while studios are finding ways to safely resume production, we’re still left with much less premium primetime programming than we can usually count on in the fall.

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Topics: Advertising Pricing & Planning

How to Activate Your VOD Library If Premium TV Doesn’t Come Back Soon

Posted by JT White on Sep 15, 2020 1:00:00 PM

We continue to live in a weird time with high uncertainty. Although it sometimes feels like a semblance of normalcy could be returning, it’s also clear that things can quickly turn the other way.

Likewise, the fate of premium content this fall is still very much unknown. Although studios should theoretically be able to limit access and institute intelligent procedures in order to resume production, one virus carrier can set off a chain of events that puts everything in jeopardy—as we’ve seen with Major League Baseball.

For that reason, content providers need to have a thoughtful plan B. Although networks might be inclined to lean on recent reruns or old standbys like “How I Met Your Mother” or “The Big Bang Theory,” now would be a smart time to look into the extent of your catalog and make more of it available on VOD.

If we’ve learned anything from the streaming wars, it’s that a range of content can have a firm place in the hearts of millions of viewers—from decades-old movies and shows to recent programming with small but intense cult followings. Obtaining VOD rights may be less expensive and easier than airing rights for linear TV content, and there’s no time like the present to start converting traditional linear advertising dollars into digital ones. Given the prevailing uncertainty, going all in on your VOD library is a smart idea.

Here are three steps to get started.

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Topics: Advertising Pricing & Planning

Why Data Science Should Drive Your NBA and NHL Playoff Rates

Posted by Darrin Helfers on Jul 14, 2020 1:00:00 PM

As of press time, the NBA and NHL are poised to return for the playoff season, which is a huge boon for the TV advertising ecosystem and for sports fans.

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Topics: Advertising Pricing & Planning

How Pricing Controls Can Prevent Revenue Leakage in the Era of COVID-19

Posted by Ashley J. Swartz on May 19, 2020 1:00:00 PM

I’d like to begin with a bold statement. If you haven’t redone your rate card across your entire portfolio of linear, spot-sold inventory during this lockdown period, you’re missing revenue opportunities.

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Topics: Advertising Pricing & Planning

Resetting in the Wake of COVID-19: Why Active Inventory Management Is Crucial

Posted by Ashley J. Swartz on May 12, 2020 1:00:00 PM

The marketplace for buying and selling TV advertising has never looked like this before.

As if struck by a tornado, the majority of Tier 1 programming was wiped out. Live sports are gone entirely with no certain return date, and the volume of new primetime programming available for networks to unveil in the fall will be limited due to ongoing production delays.

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Topics: Advertising Pricing & Planning

Why Packaging Should Be Treated as a Yield Process, Not a Sales Function

Posted by JT White on Apr 14, 2020 1:00:00 PM

As a seller, you presumably have collections of content that you bundle together based on audience, event type, and other variables (e.g., programming related to birds or cars). Then, you offer those bundles to clients for a “package rate.” That rate is usually either discounted to entice clients to buy at volume, or it’s limited inventory that you can charge a premium for based on availability (think NFL games).

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Topics: Advertising Pricing & Planning, Advertising Yield Optimization

How a Complicated Supply Chain Leads to an Ad Tax and Other Trends in TV’s Transaction Layer

Posted by Ashley J. Swartz on Jan 21, 2020 1:00:00 PM

It might surprise you to hear that most linear TV sellers are still driving 80% to 90% of their topline revenue from traditional, Nielsen-measured TV. While the future of TV is surely audience-driven, data-heavy and technology-enabled, it’s coming at us in slow motion. Rome is falling but only one brick at a time.

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Topics: Advertising Pricing & Planning

5 Ways Data Science Can Drive Higher Earnings Per Share (EPS)

Posted by Neil Schaffer on Sep 24, 2019 1:00:00 PM

image credit: Wright Studio/shutterstock.com 

In today’s media organizations, core business decisions are often made using Excel as the habitual tool of choice, overlooking the power of modern data science to improve outcomes. Big data can help you and your team forecast inventory more accurately to reduce makegoods, create data-backed rate cards that maximize value for each placement, and unearth insights from new, proactive reporting.

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Topics: Advertising Pricing & Planning, Advertising Yield Optimization

Harness Your Data to Stem Revenue Leakage and Cost Inefficiency

Posted by Neil Schaffer on Sep 17, 2019 1:00:00 PM

image credit: Gorodenkoff/shutterstock.com

Our recent white paper, “Spinning Data Into Gold with Data Science” lays out how media sales organizations, including broadcasters, operators and cable networks , can turn their data into useful and actionable insights, resulting in higher earnings per share (EPS). Companies that aren’t effectively harnessing their data risk lower performance through missed revenue opportunities and inflated costs.

Here are a few examples of areas that might be leading to “revenue leakage” and cost inefficiency. Gaps that may be closed by effective use of current data management techniques and data science.

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Topics: Advertising Pricing & Planning

Death by a Thousand Pivot Tables: The Problem with Excel

Posted by Trish Lemley on Sep 3, 2019 1:00:00 PM

image credit: suphakit73/shutterstock.com

Across the finance industry, the great Excel debate is alive and well, with ardent supporters on both sides. Why should those of us in media care what the finance industry thinks of Excel? Considering that many would say our businesses are duct-taped together with Excel, I think it’s worth some examination.

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Topics: Advertising Pricing & Planning