“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.
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.