New Tool Shows TV Advertisers What Their Competitors Are Paying
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CBS may be network of the sitcom “2 Broke Girls,” but it isn’t cheap.
The point is, TV is very good at reaching a wide swath of heavy viewers. Where it gets expensive is the frequency required to reach light viewers. Advertisers end up hitting the same heavy viewers over and over as they try to reach those infrequent viewers, a growing problem as audiences disperse to niche networks. This is a going to be a familiar pitch to TV advertisers over the coming months. YouTube is sending out its salesforce with software meant to demonstrate that light TV viewers can be reached more efficiently through web video.
Unlike the web guys trying to smash-and-grab for TV dollars, Mr. Morgan thinks TV is actually undervalued and that data will help the medium capture value as viewers watch more TV in different places. “We think that the closed nature of information is one of the real impediments to TV advertising getting better and growing,” he said.
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