Data Actually Becomes a Form of Currency in the TV Upfronts
Posted in: Uncategorized
While big data outside of Nielsen demographics has been used in the media planning process for some time as a way for agencies to more efficiently decide which TV networks and programs to buy, it hadn’t been part of actual deal-making.
But during this year’s upfront negotiations — when networks look to secure a bulk of their ad commitments for the TV season ahead — Hallmark Channel began to guarantee more than the typical age and sex demographics.
The network struck a deal with Spark for its client ConAgra Foods, whose brands include Chef Boyardee and Swiss Miss, in which ConAgra continued to get guarantees around Nielsen age and sex demos but added secondary guarantees to deliver impressions on more specific targets such as heavy frozen food purchasers. Hallmark will use Nielsen Catalina Solutions data to help gauge its reach among those more specific targets.
Post a Comment