Petrecca, Laura
Miami Times
02-07-2006
Broadcast TV's biggest live events are bigger than ever with advertisers.
In a world of ad-zapping digital video recorders, cable video-on-demand and
ad-free TV off the Internet, the live Super Bowl and Oscars are among the
last examples of appointment TV.
Such big sports and award shows are 'TiVo-proof programming,' says Sam
Armando, TV research director at ad-buying firm Starcom. People want to
watch these pop-culture events in real time -- to be in-the-know and to not
spoil the ending, he says.
Like most network TV, the two have had some viewership erosion: 4% for last
year's Super Bowl vs. 2004, 3% for the Academy Awards. Still, just under 90
million viewers are expected for the Super Bowl, more than 40 million for
the Academy Awards.
That bulk plus DVR immunity means ad rates aren't eroding. ABC is getting
an average $2.5 million for 30 seconds in the Feb. 5 Super Bowl, up from
$2.4 million last year. For 30 seconds in the March 5 Oscars, ABC is
pulling in $1.7 million, up 6%. 'Mass TV audiences are quickly becoming a
rarity, so events like the Super Bowl will always be important for
advertisers,' says Ben Macklin, an analyst at trend tracker eMarketer.
'Live TV seems to be the new prime time, with DVR users far less likely to
skip ads and record programs for later viewing.'
The math is simple for mass marketers. 'The media environment is getting
more fragmented, yet we still want to reach as many people as possible,'
says Jay Kolpon.
...marketing head for Bayer, which has a Super Bowl ad for its Aleve pain
reliever. 'To reach so many people in such a short amount of time was
actually a good value for us.'
Coke also is going for maximum exposure. It's not in the big game, but it
is a kickoff show sponsor. And after a seven-year hiatus, it has seven ads
on the Oscars. 'Those programs attract large audiences and are seen as
showcases for advertising,' spokeswoman Susan McDermott says.
Article copyright The Miami Times.
V.83;
Miami Times
02-07-2006
Broadcast TV's biggest live events are bigger than ever with advertisers.
In a world of ad-zapping digital video recorders, cable video-on-demand and
ad-free TV off the Internet, the live Super Bowl and Oscars are among the
last examples of appointment TV.
Such big sports and award shows are 'TiVo-proof programming,' says Sam
Armando, TV research director at ad-buying firm Starcom. People want to
watch these pop-culture events in real time -- to be in-the-know and to not
spoil the ending, he says.
Like most network TV, the two have had some viewership erosion: 4% for last
year's Super Bowl vs. 2004, 3% for the Academy Awards. Still, just under 90
million viewers are expected for the Super Bowl, more than 40 million for
the Academy Awards.
That bulk plus DVR immunity means ad rates aren't eroding. ABC is getting
an average $2.5 million for 30 seconds in the Feb. 5 Super Bowl, up from
$2.4 million last year. For 30 seconds in the March 5 Oscars, ABC is
pulling in $1.7 million, up 6%. 'Mass TV audiences are quickly becoming a
rarity, so events like the Super Bowl will always be important for
advertisers,' says Ben Macklin, an analyst at trend tracker eMarketer.
'Live TV seems to be the new prime time, with DVR users far less likely to
skip ads and record programs for later viewing.'
The math is simple for mass marketers. 'The media environment is getting
more fragmented, yet we still want to reach as many people as possible,'
says Jay Kolpon.
...marketing head for Bayer, which has a Super Bowl ad for its Aleve pain
reliever. 'To reach so many people in such a short amount of time was
actually a good value for us.'
Coke also is going for maximum exposure. It's not in the big game, but it
is a kickoff show sponsor. And after a seven-year hiatus, it has seven ads
on the Oscars. 'Those programs attract large audiences and are seen as
showcases for advertising,' spokeswoman Susan McDermott says.
Article copyright The Miami Times.
V.83;
