In a recent post, “The 5 Truths of TV Advertising Effectiveness,” I discussed some of the empirical truths that we know from research about how TV advertising really works.
Shelly Palmer, author of “Television Disrupted: From Network to Networked TV” (highly recommended), picked up on my blog post and asked me to join him for a discussion of TV advertising effectiveness on his program “Digital Life.”
In our interview, Shelly asked three important questions:
- Does TV advertising still work?
- How do advertisers address the growing challenge of media fragmentation?
- Are TV ratings likely to be supplemented with other “currency” metrics in the future?
Urban Media Myths — Our conversation started with urban myths in the media & marketing world. Debunked myths included the widespread belief that TV viewership is declining (it’s not, program ratings are) and that TV advertising is gradually losing effectiveness (also not true, it’s as effective as ever).
Program Enagagement & New Currencies — A second focal point was the concept of program engagement, or how attentive and engaged viewers are to a television show. Shelly was intrigued by the program engagement concept and whether TV ratings as a currency could be supplemented by TV program engagement as a secondary currency.
Rob Norman – GroupM Interactive — Interestingly, the concept of program engagement seeped into Shelly’s interview with Rob Norman, CEO of GroupM Interactive Worldwide. Rob and Shelly discussed how TV advertising remains valuable in promoting brand visibility. Rob offered the example of Super Bowl ad buzz, which marketers can measured by the synergy between paid media and earned media.
For more of our discussion on TV viewership and program engagement — which Shelly pointed out “is fantastic and needs to be discussed a lot more” — check out the video below: