[opendtv] Re: The numbers that really matter

At 9:38 AM -0600 11/5/09, Manfredi, Albert E wrote:
Advertizers put money into the media they think are going to give them the best returns. It's a game of hype and perceptions. If DTT viewership is up compared with previous analog OTA, the advertizers will look again at FOTA ad delivery.
The viewership figures are the real key to this, not what advertizers did last year or last quarter. 

Correct, it is the total ratings that matter to advertisers.
But they could care less about how the viewer gets the content - OTA, MVPD or Internet.
Any shift back to OTA from MVPD only changes the conduit, not the ratings, UNLESS you assume that every OTA home is NOT an MVPD subscriber. But we just went through the exercise of discussing how many DBS subscribers use an antenna for local channels; these homes are nt limited to OTA programming.
If there are more homes that ONLY receive OTA signals this could help with LOCAL ad sales, but only in the margins since most homes watch via cable. 

Regards
Craig


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