AllMedia BuyingMeasurementEngineeringClient SpotlightPeople
December 5, 2018

‘Tis The Season For a Monster Sale

At Tatari, we often get the question “when is the best time for being on TV?”. There is no good answer because every company is unique, and each will have its own best timing. However, there is one general exception: the two or three weeks right after Christmas. During those weeks, advertisers pull out of the market as budgets are closed for the year and CMOs check out of the office on vacation.  Inventory becomes widely available and with that, pricing craters. The network reps are people with holiday plans too, so they're more likely inclined to accept offers that they normally wouldn't.

November 15, 2018

Partner Spotlight: Caitlin Nugent at Turner

Turner is a global media company that creates and programs branded news, entertainment, sports, animation and young adult multi-platform content for consumers around the world. Turner brands and businesses are some of the most valuable in the world and include CNN, TBS, TNT, TCM, truTV, Cartoon Network, Boomerang, Adult Swim, Turner Sports, Bleacher Report, iStreamPlanet and ELEAGUE.

October 31, 2018

TV Economics: Not Your Econ 101

This blog post is written by Joel Lander.  Joel holds a PhD from UCLA and is an economist at heart.  Prior to co-founding Tatari, Joel served seven years at the Federal Reserve where he co-authored a seminal white-paper on asset pricing (“Earning Forecasts and the Predictability of Stock Returns”).  Even Alan Greenspan was bedazzled and quick to translate Joel’s work into two famous words: “irrational exuberance”.  Joel’s smarts are now put to work for Tatari clients.

October 4, 2018

Connected TV and Cable TV: Same but Different

The march of over-the-top (OTT) and connected TV (CTV) has been unstoppable. The number of OTT and CTV viewers in the US will soon surpass 200 million, or more than half of the US population, according to eMarketer.

September 12, 2018

NFL viewing: just a fumble?

The NFL season kicked off last week, and it wasn’t a particularly strong start for TV’s most watched program.  The Falcons vs. Eagles rating was down 11% from last year (when the Chiefs handsomely beat the Patriots) and in fact, it drew the lowest rating for an opening game in a decade. NFL pundits will cite a lackluster game that had a delayed start, and therefore late finish, on a week day.

August 14, 2018

Seasonality in media-buying

As discussed in a prior article, clearance in remnant TV buying is influenced by various factors. Timing is one of those factors, and often manifested in patterns of seasonality. We will demonstrate this with real data between 2016 and 2018. To generally learn more about media-buying, and what the term “clearance” means, we refer you to this blog post. 

August 1, 2018

Let's get clear on clearance. And pricing.

Pricing and clearance are two pillar concepts, deeply intertwined, in remnant TV media-buying. This post will focus on the former, and in particular the challenges that come with predicting clearance.

May 22, 2018

Choosing between local and national advertising

Advertisers often assume that airing on local TV is cheaper. While local spot costs are indeed less expensive than national buys, the number of local impressions aired is much smaller. To address this difference, a good apples-to-apples comparison can be made by quantifying both type of buys as a CPM (cost per thousand impressions). This comparison is insightful because local TV CPMs tend to be notably higher than national TV CPMs, often by orders of magnitude. For the sake of completeness, we should point out that there is no universal local CPM. Local CPMs vary by geography since audiences can be vastly different from one location to another (e.g. different average household income).

May 2, 2018

Brand and direct-response TV ads

TV ads so far have always been classified as either brand or direct-response (DR). We will discuss the typical features of both types and show that a third (hybrid) option is also feasible.

April 25, 2018

How to start TV creative production?

When starting TV advertising, it is important to allocate enough time for creative production. This is the biggest bottleneck in TV as the production process easily takes between six to eight weeks. Once the ads are produced, it takes less than one week to be on TV. In this article, we will provide a few suggestions and pointers to successfully manage creative production.

February 14, 2018

The basics of media-buying

If you are new to TV advertising, learning the ropes of media-buying can be intimidating. In this article, we explain the basics of TV inventory and describe how media-buying works in today’s market. This summary will equip every novice marketer with the vocabulary to start navigating the world of TV advertising.

January 16, 2018

When to go into TV advertising?

Advertisers often wonder when the right time is for going into TV advertising. Sadly, many wonder if TV even makes sense at all because it is often assumed to be a big-budget brand privilege. Worse, many think the answer is “never.” In this article, we hope to debunk these myths by highlighting indicators of the right time to go into TV, and by showing that TV is usually appropriate earlier than most advertisers assume.

December 20, 2017

Why start TV advertising?

Marketers who are considering TV as a potential advertising channel sometimes ask: “Why should we even go into TV?” A common misconception is that TV advertising has become a defunct marketing channel with the rise of digital platforms. According to Nielsen, however, 226 million people watch TV on a monthly basis and spend approximately 5 hours a day on TV. With such audiences, TV advertising is not dead and can be an incredibly effective marketing channel for companies in all stages, from early-stage advertisers to marketing veterans. There are three reasons for this: reach, scale, and the power of TV ads.

November 7, 2017

How are TV performance and media-buying impacted in Q4?

As we approach the end of the year, the fourth broadcaster quarter (Q4) is always an interesting period to analyze TV performance and media-buying. Running from beginning of October to end of December, Q4 starts off like other quarters: loads of inventory, good clearance, and softer pricing resulting from the ability to negotiate with networks.

September 13, 2017

The impact of natural disasters on TV advertising

Last week, The New York Times reported that The Weather Channel, a cable and satellite channel focused solely on weather forecasts and hurricane coverage, averaged almost 1.3 million viewers during prime time over the first half of the week—a sizable increase from the average 150,000 viewers.

August 1, 2017

TV is not affected by fraudulent bot traffic

One of many benefits of TV advertising is that it is not impacted by fraudulent traffic in the same way digital advertising often is. We have already compared digital and TV platforms in one of our earlier posts and explained that TV, unlike digital, excels at offering scale because advertisers can increase spend on TV without quickly escalating marginal costs. It is equally important to mention that television is not affected by fraudulent traffic, because this benefit of TV advertising often goes unacknowledged.

July 11, 2017

How the hiccup with Nielsen ratings system impacts media-buyers

For years, Nielsen has been used as the go-to audience measurement tool despite continuous criticism against its inherent flaws. Particularly, because Nielsen ratings are determined based on a small fraction of the population that accepts to participate in the evaluation process, response bias can be a significant issue, in addition to the fact that the population sample might not be statistically random and large enough.