Looking to give advertisers better targeting, Kantar Media is partnering with Experian Marketing Services to add specific demographic data to anonymous viewing data for Kantar’s growing DirecTV-based TV measurement service.
A new TVB analysis of Kantar Media data details the adrenaline rush experienced by local broadcasters last year as advertising flooded in the door. Local broadcast’s percentage gain topped every other television media sector.
Spending in all media of $131.1 billion was driven by such factors as a rebounding auto sector, the mid-term elections and a strong TV and Internet ad market, according to research firm Kantar Media.
Why March Madness Is So Hot This Year
The NCAA men’s basketball tournament is already the second-most-lucrative sporting event on television each year, and this year it stands to gain yet more ad revenue. Jon Swallen, SVP of research at Kantar Media, talks about sold-out inventory, whether ad revenue will rise and why CBS took on a partner.
According to Kantar Media, advertisers paid $1.62 billion for more than seven hours of ad time in the big game over the past 10 years. The biggest during the decade: Anheuser-Busch and Pepsi.
Ad Spending Showing Signs of Life
While the economic recovery remains shaky, overall ad spending showed some modest signs of life during the first nine months of 2010, according to data released today by Kantar Media.
