Are TV Networks Measuring What Counts?
Alan Wurtzel, NBC's president of research and media development, is presenting research at the ARF Re:Think conference essentially in defense of network TV
Alan Wurtzel, NBC's president of research and media development, is presenting research at the ARF Re:Think conference essentially in defense of network TV
Alan Wurtzel, NBC’s president of research and media development, is presenting research at the ARF Re:Think conference essentially in defense of network TV. He’s claiming TV viewing hasn’t decreased as a resut of the Web, rather that people are absorbing more media simultaneously as they multitask.
He’s also showing eye-tracking scans taken of views as they fast-forward through :30 spots on DVRs. The graphics are supposed to indicate these viewers concentrate more intently on the center of the screen as the ads whiz by, indicating there’s no real conscious absorption of the ad message, but there’s nevertheless an unconscious message being conveyed.
This sounds dubious. Sure, networks are bound to conduct research in their own interests — why wouldn’t they? But the message coming through from Wurtzel (who’s still talking) is that while consumers certainly are still watching TV, they’re significantly less focused on it. In fact, they may even be most intent on the set when they’re trying to avoid something rather than watch it.
This raises questions about engagement, something the ARF is still working to define.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article