Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
December 21, 2023 BROADCAST TV VIEWING UP FOR NOVEMBER
The numbers are in, and Broadcast TV’s viewership share has ticked up for the fourth consecutive month. Powered by a strong increase in usage during Thanksgiving week, Broadcast saw its November share increase to 24.9% from 24.6% in October. A modest gain to be sure, but an encouraging one. It includes viewership via both MVPDs and vMVPDs—the latter representing 6.4% of monthly television usage. (NextTV: Dec 19, 2023)
MULTICULTURAL MEDIA SPENDING EXPECTED TO GROW IN 2024
Total U.S. multicultural advertising is expected to increase 8% to nearly $46 billion next year, following slower growth of 5% in 2023. The majority (68%) of this spending will be for Spanish-language media, particularly as political candidates look to reach Hispanic voters and focus on markets in Florida, Texas, and California. Also, with the U.S.-hosted FIFA World Cup coming in 2026, brands will ramp up spending next year to reach Hispanic soccer fans. This will impact all advertisers in the space as available inventory will tighten more quickly and costs will rise. (AdAge: Dec 20, 2023)
IT’S STILL A BARBIE WORLD
Having already dominated the year with a $636M domestic theatrical gross, Barbie is now crushing it on SVOD. In its first four days streaming on Max, the film was watched in 1.2 million U.S. households, according to Samba TV. It is as yet unclear how many of those viewers were on Max’s ad-supported plan, but it’s noteworthy that this viewership dwarfs the 205k households that purchased the film during its first four days of digital sell-through—signaling that consumers would rather sit tight and wait for SVOD availability. (NextTV: Dec 19, 2023)
NEXT YEAR WILL BRING PLENTY OF PROGRAMMING GIFTS FOR BROADCASTERS
Award shows, major sporting events, and the Summer Olympics are among a rich slate of programming broadcasters can look forward to, offering a 2024 boost. Get the full story from Active’s Alaina Donnellon. (TVNewsCheck: Dec 19, 2023)
THIS WEEK IN VIDEO HISTORY
December 18, 1966 – How the Grinch Stole Christmas debuts on CBS. Directed by Chuck Jones and narrated by Boris Karloff (who also served as the voice of the titular Grinch), this original version is still the best.
And now, having covered that great anniversary,
I’ll take a quick moment— but more than just cursory
To thank you all for reading this year,
For liking and sharing and spreading the cheer.
FROM EVERYONE AT VIDEO NEWS HEADQUARTERS, THANK YOU, AND WE’LL SEE YOU IN ’24!
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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