[opendtv] Re: Bottom Feeders?
- From: "Hunold, Ken" <KRH@xxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 31 Jan 2011 08:47:43 -0500
Broadcast TV viewers are "bottom feeders"? Please, Craig. I think that
the advertising providers that service the MSO/telco side (which is what
the message was really addressing) would be the ones more accurately
called bottom feeders.
True, the ads that are inserted into many of the national cable networks
(and NOT broadcaster signals, by the way) are largely SD, and often
hyper -local.
I HAVE watched a lot of broadcast ads (purely for professional
purposes...) and while I don't have any hard data on the number or
percentage of HD ads, any SD ads stick out like a sore thumb on a 16x9
HD display. Many (and I might say most, even though I don't have the
numbers to back that up) of the ads that run in prime time on the nets,
and even some of the local ads, are HD. This would include NFL
broadcasts.
Perhaps the folks that deliver the ads to broadcasters and national
cable services (as opposed to the local MSO/telco cable marketplace)
would have a better handle on the status of the HD ad marketplace.
Ken
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx [mailto:opendtv-bounce@xxxxxxxxxxxxx]
On Behalf Of Craig Birkmaier
Sent: Monday, January 31, 2011 7:34 AM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Bottom Feeders?
At 9:58 AM -0600 1/30/11, John McClenny wrote:
>On the MSO/telco side, the ad avail on the HD channel you get for free
>if you buy the SD ad avail.
>
>And HD ads are still a rarity in the Ad Interconnect market.
>
>i didn't quite understand how tradition bound the TV advertising market
>was until I started working in it.
>
>Doc.
Is it tradition bound, or pragmatism...
All this raises an interesting question:
Who's really watching? That is, who are the advertisers trying to reach?
What are they watching, and on what kind of TV?
The answer to these questions is likely to be found in the demographics
of the remaining broadcast TV audience. The term bottom feeders has been
used for a decade or two to describe the broadcast TV audience. I
suspect that the additional investment in HD ads may not be important to
the largest segments of the audience reached by advertisers...
One might verify this to an extent by comparing the percentage of ads
that are in HD on ESPN and the NFL games carried by the broadcast
networks...
Any thoughts?
Regards
Craig
P.S. I often cannot tell you what the ads look like because I only "hear
them" while I am busy doing something else...
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