Guilty – Confessions of a TV Binger….

in Fern Lee by on October 11th, 2017No Comments

Binge Watching Impacting Live TV Stats

11 Oct, 2017
By: Doug McPherson

NEW YORK – Fewer people are watching live TV, favoring instead to binge watch TV episodes, says a new report from Nielsen and reported in the Los Angeles Times.

Viewers 18 to 49 who watched prime-time television during premiere week this fall fell to 25.5 percent – down 8 percent from a year ago.

And the combined audience for ABC, CBS, NBC, Fox, and the CW for the week of Sept. 25 through Oct. 1 was down 11 percent from a year ago, continuing the long-term trend of viewers shifting away from TV live.

Analysts say the drop is a result of more viewers watching their favorite shows through DVR playback, video-on-demand (VOD) services, and streaming platforms.

Nearly three-quarters – 73 percent – of Americans said they binge watched programs, according to a survey by Deloitte, including 90 percent of U.S millennials. Some 38 percent of those millennials also said they binge watched every week.

Insiders say it’s a continuation of a trend from last season, and that the number of people using television in prime time has declined steadily during the past five years with the emergence of streaming video, especially among viewers under 35.

Streaming data for network shows are not included in Nielsen’s totals, but the audience measurement company is moving toward providing data that does incorporate it.

Many network programs gain viewership when delayed viewing on DVR playback and VOD services are included in the ratings totals. A majority of deals with advertisers are based on how many people watched the commercials in the shows within three or seven days of their initial airing. Networks are also selling more commercials on their online viewing platforms for their programs.

Even with the drop in traditional TV viewing, network executives note that they are still reaching large audiences through time shifting and generating more revenue from digital platforms.

Despite ratings declines last season, the five major English-speaking broadcast networks sold $9.1 billion in advertising for the 2017-18 season, a 4.1-percent increase over the previous year, according to the research firm Media Dynamics.

And overall, live-TV results are still high: an average of four hours, 21 minutes of live TV programming per day for all TV viewers versus 34 minutes from DVR time-shifted viewing, according to first-quarter Nielsen results.

The Four Agreements

in Fern Lee by on October 3rd, 2017No Comments


The Four Agreements of E-Commerce
By: Lori Zeller, Managing Partner – THOR Associates
Reprint from September Electronic Retailer

Those who have read The Four Agreements by Don Miguel Ruiz know that the principles expressed—be impeccable with your word, don’t take anything personally, don’t make assumptions, and always do your best—are advice for a life well-lived. In marketing, however, we don’t have the benefit of such a succinct philosophy.

Marketers are challenged with what seems to be continuous change. How can we grasp the unpredictable nature of the consumer’s journey as he or she buys via e-commerce? The struggle lies in defining marketing technology and integrating the data captured. Along with this is the need to interpret the information in real time and make decisions for retargeting or remarketing that result in increased revenue.

According to KPMG, there are four stages to the consumer journey in an e-commerce purchase decision: awareness, consideration, conversion, and evaluation. At THOR, we have our own “four agreements” of branding: an excellent consumer journey that builds brand loyalty, measuring impact/attribution, segmentation and retargeting, and building a funnel for purchase.

In order to capitalize upon online shopping trends, marketers need to recognize that e-commerce sites are the most valuable tool to educate, sell, and generate revenue. Although e-commerce is constantly changing, there are requirements for building web-driven sales. Critical are a smooth checkout process and trust; also important are site optimization, good navigation, and search options. Ongoing needs include customer service and reputation management—and free shipping never hurts.
According to ChannelAdvisor, mobile is now growing three times as fast as other e-commerce channels, and 59 percent of e-commerce buyers use mobile for research and purchase, representing 38 percent of revenues. In the online funnel, whether desktop, mobile, or cross-device, the consumer follows his or her own path, requiring marketing teams to decipher where the consumer looked, where they bought, and what they did following purchase.

If only it was as easy as The Four Agreements. Perhaps the answer lies in the marriage of the journey’s stages to the four branding necessities listed above. In every awareness moment, there is an opportunity for brand-building. When a consumer reaches consideration, marketing teams must be able to attribute. Conversion only happens with the proper segmentation, and retargeting captures missed revenue. And, finally, evaluation allows marketers to improve, test, and deliver clear patterns in the path to purchase.

By mastering this road map, marketers can “own” the consumer journey and mitigate the disruption that all forms of online shopping are bringing to commerce.