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.
February 8, 2024 Even as non-linear options grow, Broadcast and Cable Television remain the most effective media vehicles in a recent study conducted by GfK and published by TVB. Some key findings:
United Airlines has found a way to advertise in the most nationally viewed telecast of the year while still targeting specific markets. They’ll air six different regional ads during the big game, with five of them targeted to specific areas (the sixth will be general branding for a handful of other markets). The spots, which feature actor Kyle Chandler, will have unique messages for Chicago, Cleveland, Denver, Houston, and Kansas City. Example: “Houston, I know you’re watching other people’s teams play today. But today is all they get. Tomorrow is yours.” (AdAge: Feb 8, 2024)
Say goodbye to reruns and The Price Is Right at Night because TV series are set to begin their new seasons, following the strike-induced delay. NBC brought back its Chicago and Law and Order franchises last month, but they and the other networks will roll out the rest of their shows in the coming weeks. With many of the shows’ episode orders being cut down to 13 due to the delay, season finales should still air in their usual May timeframe, rather than in the lower-watched summer weeks. (MediaPost: Feb 2, 2024)
In our previous issue, we highlighted consumers’ increasing willingness to watch ads on streaming platforms because they’re less expensive. Another recent study, this one published by Disqo, validates these findings and adds some additional insight. Viewers are responding positively to the increase in ads targeted to their interests, creative designed specifically for CTV, and improved placement of ad breaks within films and programs initially designed to be ad-free. (Ad Age: Jan 31, 2024)
February 9, 1964 – The Beatles made their first appearance in front of an American audience on The Ed Sullivan Show. They opened with “All My Loving” and “Till There Was You” and came back later in the show for “I Saw Her Standing There” and “I Want to Hold Your Hand.” More than 75 million viewers tuned in, and Beatlemania was in full effect. Check it out here.
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.
Your email address will not be published. Required fields are marked.
Leave a Reply