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When it comes to measurement, the hottest topics are streaming and market outcomes. But at this week's Coalition for Innovative Media Measurement conference, it was evident that legacy media and counting viewers remain important. Meanwhile, MarketCast launched a new tool for optimizing cross-channel campaigns. Marketing research company MarketCast said it launched Brand Effect Pro, which it said will help optimize cross-channel ad campaigns and help marketers make faster data-driven creative decisions while their campaigns are in flight. MarketCast’s 20-year-old Brand Effect product has let advertisers know if audiences remember their ads and associated them with the correct brands and messaging. The new product provides web-based analytics that measure campaigns across online video, linear TV and social media. [READ MORE] For most people these days, there’s only so much political news they can stand. So the idea that soon political advertising will be ramping up is enough to make one want to keep their heads under the covers–or throw a shoe at the TV. “If you live in any of these states and you don’t like political ads, you should move out of these states,” said AdImpact CEO Kyle Roberts during a presentation at the Coalition for Innovative Media Measurement conference in New York Wednesday. Roberts was standing in front of a slide that showed a map of the U.S. with California, Texas, Georgia, Michigan, Ohio, North Carolina, Iowa, Maine and New Hampshire lit up as battleground states. [READ MORE] Sean Cunningham, CEO of the VAB, which represents TV networks and distributors, took his complaints about Nielsen and its new Big Data + Panel methodology to the stage of the Coalition for Innovative Media Measurement’s Summit conference Tuesday. Cunningham argued that the new measurement system seems to confirm Nielsen’s old panel-only numbers, which he contended undercounts millions of viewers and saddles linear networks with double-digit year-over-year declines that are accelerating on a month-by-month basis. Other creditable data sets show linear TV getting bigger viewership numbers and less dramatic drops, he said. [READ MORE] With more live sports available via streaming, local advertisers are looking to get into the game. Fox has as much sports as anyone this side of ESPN, especially at this time of year, with the NFL, college football and the World Series dominating the fourth quarter. Between its new Fox One direct-to-consumer product, virtual MVPDs, the Fox Sports app and numerous other outlets, a lot of viewers can stream games shown on broadcast or cable. Fox Television Stations is working with ad-tech company Madhive to gather those eyeballs for local advertisers who understand that sponsoring live sports can be the foundation of a powerful campaign. [READ MORE] Advertisers who buy commercials on streaming sports are getting a rare bargain, as well as strong performance, according to Dan Larkman, CEO of Keynes Digital. With more live sports moving to connected TV, viewing by consumers is way up, but ad spending has been slower to follow. The result is low fill rates and dropping ad prices on a cost-per-thousand viewers (CPM) basis. “The number of avails have increased by about 900% and yet the fill is up about 171%. So basically there’s a surplus of about 700% growth that isn’t being filled in live sports, which effectively is driving down the CPMs,” Larkman said. That’s creating an opportunity for advertisers who are willing to venture into the CTV space. And while Tier 2 and 3 sports, like pickleball and karate tournaments, are available on streaming, so are Tier 1 sports, including the most premium inventory of all, the NFL. [READ MORE] ALSO WORTH READINGData: NWSL Matches NFL in Average Sponsor Awareness Unexpected Partnerships: Video Unlocks New Opportunities QSR Insights: Arby's Really Resonates With Seniors Hot Takes: The Biggest Change This Fall 42% of U.S. Consumers Have Used AI to Find Better Deals
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