/// Study: Primetime Spending Wildly Inefficient

January 22, 2013  |  Media Week

A new study from advertising consultancy Simulmedia suggests that there's a large disparity between primetime ad spending and the actual return on the investment; in the two-week period measured, more than half of TV ad dollars (54 percent, or about $91 million) were spent on the four-hour block between 8 p.m. and midnight, and yet only 34 percent of all measureable impressions were logged during that time. Mind you, that's still a lot of impressions—certainly disproportionate to its share of the programming day—but conventional wisdom has had it for years that the most bang for your buck to be had was in primetime. Now, that's appearing to be less and less the case. Outfits like TiVO's TRA and PrecisionDemand—the latter run by former Nielsen CEO Jon Mandel—exist solely to parse consumer TV viewing and buying habits until there's a complete picture of a client's target user.

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Study: Primetime Spending Wildly Inefficient


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