Media agency Horizon Media is working with Burst Premium Network to deliver local stories highlighting diversity, equity and inclusion in crowdsourced segments using user-generated content that can be sponsored by Horizon’s clients. Horizon served as an adviser in shaping the unwired network. which now includes 150 stations that use Burst software to manage and utilize user-generated content to bolster their newsgathering.
Buyers and sellers are still playing with alternative currencies such as VideoAmp, iSpot are Comscore, but nothing will take the place of C3/C7 ratings in a majority of this year’s upfront sales. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
In Challenged Ad Climate, Sports Advertising Continues Growth
Projections for ’23 suggest an $18 billion-plus sports advertising business with potential growth of 15%-20% as the business remains a bulwark against streaming’s fragmented sports landscape.
Even with a recession looming, executives from Sinclair, Nexstar, Marketron, Horizon Media and JDA Media said at a TVNewsCheck webinar last week that stations still see lots of opportunities for strong selling across a variety of categories, including healthcare, sports betting, legal and more.
Exclusives
Disney Advertising’s previously announced “clean room” effort — which enables advertisers to match their first-party data with that of Disney audience segments — has signed on media agency Horizon Media as its first partner to determine how ads can yield specific business outcomes for marketers. Disney Advertising is the ad sales division of the Walt Disney Co. In addition, Disney is working on a clean room deal with demand-side platform the Trade Desk.
TVN Focus | Ad Buyers See An Opening For McMahon’s XFL
“The XFL has a good chance to become a small, viable opportunity for clients based on its WWE ownership backing,” says Adam Schwartz of Horizon Media. “I don’t think the XFL will ever become the NFL, but if the product is strong, it will get viewers to watch and, perhaps, to gamble on the games [and] that will draw more viewer interest.”
Fox is the latest TV network to join Project OAR, the TV consortium designed to standardize addressable TV buying. The group also announced the formation of an agency advisory committee that includes Publicis Media, Omnicom Media Group, GroupM, IPG’s Magna Global, Dentsu Aegis, Havas and Horizon Media.
Dave Campanelli, Horizon Media’s national TV ad director says his clients are are “fed up” with “paying huge year-over-year pricing increases, whether ratings are up or down.”
The increase in data-driven automated advertising transactions for television is driving Horizon Media to introduce HorizonAdvanced, a new unit designed as a centralized vetting process to identify the value of new non-traditional TV platforms.
The media services agency will use Rentrak’s national, local and on-demand services.
Millennial Groups Favor Specific TV
How New Media Will Impact The Fall Season
It’s hard to fully grasp just how much the TV landscape has changed over the past five years. DVR penetration has gone from 17 percent to 45 percent, video on demand has begun to impinge on primetime viewership, and people are consciously cutting the cord on their pay TV subscriptions in favor of online video. Brad Adgate, research SVP at Horizon Media, talks about how new technology affects advertisers, how DVRs can help gauge a show’s popularity, and why social media is helpful to media people.
Horizon Media, the New York-based independent media shop, said today it was launching a new research effort called the “Horizon Proving Ground” in partnership with WNCE-CA, an independent low-power TV station in Saratoga Springs-Glen Falls, N.Y. And additional station partners will follow.
