[opendtv] Re: NBC Universal Wraps $6 Billion Upfront | Special Report: TV Upfront - Advertising Age
- From: Albert Manfredi <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Sat, 18 Jul 2015 20:11:38 -0400
Craig wrote:
Advertisers are primarily buying the linear streaming audience. In the C3
window some of the ads that aired on the network broadcast remain.
The same-day audience is not all by-appointment, linear stream viewing, Craig.
Some is time shifted. And clearly, anything past that time 0 viewing is also
being watched on demand, from PVR or whatever. So even today, this first batch
of expensive ads is ALREADY dependent on VOD viewership.
After 3 days
they are replaced with new ads that cost far less. But the total up front
haul
includes both.
So you cannot deny that "total up front haul," even today, consists of a very
healthy percentage of non-linear, non-by-appointment viewing. Including even on
that same day, for those with PVR, if by no other means. Certainly, by the 3rd
day, it's all done on demand.
The size of the live audience is still significantly larger for
most network shows than the C3 and C7 audience.
Numbers, please, and substantiation. Without numbers, "significantly larger" is
not credible. I will counter that by saying that the viewership which begins
past time 0 is so "significant" that ads on the 2nd and 3rd day are as
expensive as the first day ads.
I've seen you make these same points before, and I thought, so he does get it,
right? He does see that on demand viewing is very important ALREADY to the
owners of content? And getting more important by the day? No one would pay to
the same amount, for ads 2 and 3 days after the linear stream, if on demand
viewing was NOT already important.
Bert
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