Not every TV network will talk up targeting and attribution in the upfronts
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While the majority of TV networks will spend the next few months pitching advertisers on their targeting capabilities, new measurement tools and ability to prove commercials drive business results, there’s something to be said about networks that continue promoting what TV was once known forreach and safety.
In this way, Hallmark Channel won’t spend its conversations with agencies and their clients talking up data sets or striking guarantees that are based on new metrics. Instead, it will focus on the continued strength of its linear ratings and the stability of the company at a time when several traditional media behemoths are in a state of flux.
“We don’t want to turn a blind eye to the trends of the industry,” says Ed Georger, exec VP, advertising sales and digital media, at Crown Media, parent of Hallmark Channel. “Yes, there is a growth of marketers looking for ways to measure more granularly and optimize schedules. That being said, we still see TV as a reach vehicle and still think there is opportunity to reach viewers in an environment that’s safe and compelling.”
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