The 52-week TV season is the right model going forward, according to 79% of surveyed marketers, agency execs and media reps among those attending the Association of National Advertisers “TV and Everything Video Forum” at the end of February, the ANA said.
Just 21% of respondents said networks should stick to a traditional fall kickoff.
Among other noteworthy results:
- 55% of respondents said branded products in movies and television shows enhance the overall brand image.
- 34% said branded products can appear forced, or too “commercial.”
- The remaining 11% said this marketing strategy has no image impact.
- The respondents were split when discussing the timeframe of when brand-specific commercial ratings would become a reality:
- 42% said it would happen in 1-3 years.
- 43% said it would be more than three years out.
- 5% said the industry is within one year of having brand-specific commercial ratings.
- 9% of respondents said it would never become a reality.
- 53% of respondents said their preferred way of watching their favorite TV program in five years will be “recorded through DVR”:
- 22% said it would be watching in real-time.
- 14% said it would be downloaded onto a personal viewing device.
- 11% said it would be online, through the computer.
- 54% of client-side marketers polled said online video advertising is already a part of their media mix. Another 30% said it would be part of their mix within one year.
About the data: The audience at the “TV and Everything Video Forum,” comprising over 500 marketers, agency executives and media representatives, used handheld polling devices to respond to questions on a variety of topics throughout the day on Feb. 28.