I attended MediaPost's Outfront conference this morning, and Court TV was the sponsor. I glanced at their flyer/leavebehind and simply had to blog some of their messaging.
Court TV's programming keeps viewers watching and involved even during commercials, meaning your spots work harder and deliver a greater ROI!
Accompanying proof points:
1) 97% audience retention through commercial breaks - ranked #1 - quotes Nielsen (amazing how we use Nielsen when the numbers reinforce our position, but diss them when the numbers don't support our agendas) and is essentially saying, people don't change the channel. Come on defence attorneys for Court TV, get real. Show me some research that supports retaining their urine and remaining in front of the TV as opposed to the loos!
2) 22 minute length of tune - ranked #4 - isn't it a little scary when 22 minutes is the 4th highest ranked amount of time without a remote controlled channel change???
3) 69% pay full attention - ranked #2 - again, we're conceding here that over a full third are not paying full attention when watching and this is the second highest ranking. Lordy Lordy Lord - we're in deeper waters than we perhaps thought...
I just find it pretty damning that these are the numbers being held up to assure marketers the ship is not sinking. And by the way, if you're trying to win over marketers, stop referring to ROI as reach. ROI = reach + connect + effect (some might even go as far as to imply sales)
jJ
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