TV Media Planning Evolves. Slowly January 4, 2008Posted by David Card in Media.
From the If the Journal Says It, It Must Be True department: media planners aren’t wonky anymore; they’re rising stars! And behavioral analysis is more important than demographics!
These are some of the key takeaways from an interesting profile of Interpublic/Initiative’s Janice Finkel-Greene, under the headline “Looking at Data Through a DVR.” But if media buying actually took into account current DVR behavior, wouldn’t TV ad spending be down? (See Figure 7.) It’s not. It’ll probably take a new generation of media planners, raised on Internet measurement techniques, to really re-distribute the ad spending wealth. And TV will be the best mass medium for emotional, story-telling messages, probably forever.
Jupiter’s latest DVR forecast and some behavioral data here.