Hot List: TV Bubbles In A Burst Of Time
“Even if you're not going to be fine isn't it better to just exist thinking you're going to be fine until it's not fine.” - Bill Burr
In between touring colleges in D.C. recently with my son, I caught up with an old friend who now works as a lobbyist.
He said it’s never been easier to get to an outcome for his clients because power is so concentrated with one person, who watches lots of FOX News. So much in fact, his group cuts and airs ads on the network to speak directly to POTUS and his small set of advisors who watch, knowing it will impact their day (and our world). Allegedly, it works wonders.
That partly explains why FOX News is treading lightly on coverage of the global economic meltdown (see for yourself). No business wants to upset its most important customer. And those viewers, who tend to leave the network on for hours a day, don’t want to hear about the pain. In fairness, they could go literally anywhere else for that. TV is after all, about making money and keeping people engaged.
Speaking of TV engagement and outcomes, one way streamers can beat pay TV habits is to offer fewer ads. This week John Cassillo covers new streaming data from Wurl showing we have hit a 9 minute-per-hour ad norm on CTV. Can that help push consumers past what Wolk is calling a new plateau? (And compare that to linear’s 16 minute-per-hour norm…)
Stacking the deck for streaming even more, some TV OS makers are now toying with dynamic ad lengths, so you see just enough ads to keep you engaged but not so many that you disappear into a walled garden. Alan Wolk tells you why the TV OS is so hard to measure, while also positing that linear TV is just another bubble among many.
Just in time for NAB, Tim Hanlon takes a hard-nosed look at broadcasters’ plot an exit from over the air.
Jon Lafayette meanwhile covered how video gamers are targeting media buyers at Playfronts.
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