six-week look<\/a> has shown that there\u2019s a surge across all demographics. While there is about a 20% uptick in viewing, there are different trends emerging. For example, teen viewing is up 35%, with a huge uptick in marketing opportunities coming in the middle of the day.<\/p>\n\u201cYou\u2019re seeing a lot of pieces of unprecedented market physics where you\u2019ve got audiences in scale that are connected and connected on multi screens and connected for multi hours during the day,\u201d Cunningham says.<\/p>\n
This has led to a redistribution of audiences, and genre and demographic boundaries have been broken. Marketers are taking advantage of these new trends of viewing in the age of COVID-19. With extra viewers and new viewing trends has come an increased measurement of scales of consumers.<\/p>\n
Programmers are in constant conversation with their slate of advertisers because so many needed to redistribute their plans to address the inventory change. With sports programming and other tentpole live programming events being canceled, programmers are working hard to respond to the needs of advertisers, which has led to many firsts and changes of format within the industry.<\/p>\n
\u201cThat has to do with the ability to truly partner with the advertisers to understand what these unique challenges are, help them do the type of messaging they need to do, get to the types of audiences they want to get to, and in doing that, you put new pages in the playbook.\u201d Cunningham says.<\/p>\n
One of the positives of this increased communication between programmers and advertisers is that it has reaffirmed the need for a large bulk-buying market that is driven by an advertisers needs. This may be remembered as a very different type of Upfront, but it is still based on something scalable, and a large scale at that.<\/p>\n
\u201cI think at the end of the day, clear-headed marketers and their great partners are finding a way to find how we make sure everyone can thrive through the new normal and then into something that is more like previous conditions.\u201d Cunningham says.<\/p>\n","protected":false},"excerpt":{"rendered":"
The relationship between programmers and advertisers has been closer than ever in recent times given the shifting viewing trends that have occurred. In this Beet.TV interview, Sean Cunningham, president and CEO of television trade association VAB, explains how this has led to advertisers finding their target audiences in unexpected ways. According to a study by […]<\/p>\n","protected":false},"author":21,"featured_media":66032,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8292],"tags":[6816,6817],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/66029"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=66029"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/66029\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/66032"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=66029"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=66029"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=66029"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}