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Published by: Myers Reports
Published: Jan. 1, 2001 - 68 Pages
Table of Contents
Executive Summary
What Do Advertisers Really Want From Media?
- Uncovering the audiences most in demand
- TV networks ranked by advertising revenue
- Total Day audience delivery trends
- Primetime audience delivery trends
- Revenue-per-rating point analysis
It's the Demo, Stupid
- What drives decisions to advertise
- "Age before beauty" drives demand
- Primary demographic target trends
- Analysis of broadcast network demo demand
- Analysis of broadcast network cost efficiency demand
- Primetime series median age trends
- Television universe projections
- Primary demo targets by consumer type
- Primary demo targets by lifestyle/ethnicity
- Advertiser perceptions of emerging networks
Perception & Reality: Network Product Performance vs. Efficiency
- Network product/efficiency index
- Network product/offering scores
- Big 4 network product/efficiency indices
- Network price elasticity
Eyeing the ITV Players
- Awareness and interest in ITV services
- Contrasting ad executive and tech executive perceptions
At What Price, ITV? Tackling the Interactive-TV CPM Question
- Broadcast network CPMs
- Online media CPMs and banner-click premiums
- Direct-response TV ad rates
- Conclusions and predictions for ITV
Appendix
- Methodology
- Questionnaire
AbstractBroad assumptions about how Madison Avenue perceives TV channels are turned on their head in this annual report based on a survey of agency and advertiser executives and other industry data.
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