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Media Dynamics, Inc.


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National TV ACES 2016-17 TV Season: Upfront TV Network Cost Efficiency Estimates

National TV ACES 2016-17 provides newly updated estimates of cost-per-thousand (CPMs) and cost-per-rating points (CPPs) for the 2016-2017 upfront. It presents our proprietary CPM and CPP projections for all three forms of national TV—broadcast networks, syndication and cable—by daypart and demographics on a monthly, quarterly and annual basis.

Since reports of this nature require considerable explanation and interpretation, we invite interested parties to review the prospectus.

Published July 21, 2016; 29 pages


America's Media Usage & Ad Exposure: 1945-2014

America's Media Usage & Ad Exposure: 1945-2014

This special report is Media Dynamics, Inc's exclusive analysis of the amount of time that adults devote to each of the major media, from the pre-TV days (1945) to today.

Time spent is only one aspect of this report. We also include estimates of fully attentive time spent, based on numerous research studies.

Estimates are provided of the number of ads adults are exposed to—in terms of having an opportunity to be seen/heard and, most important, how many are actually noted. The numbers are far lower than many may think.

Our analysis includes a full explanation of how our estimates are calculated, as well as information on the underlying qualitative research.

Published September 2014; 19 pages





National TV, Radio & Magazine CPM Trends: 1960-2016

CPMTrack 2016 provides considerable detail for national TV (network types, dayparts and, from 1994-95 on, demographics). Significant changes in magazine publishing genres over the years preclude this degree of differentiation, but CPMs by demographics from 2002-present are included for a number of editorial categories, in addition to more general adult CPMs for the top 150 publications. For radio, national spot and network adult CPM estimates on an all-daypart basis are provided.

Published: September 2016; 52 pages


Ed Papazian's MEDIOLOGY

Ed Papazian's MEDIOLOGY

There are so many new forces at play in the media world, and so much misinformation and wishful theorizing about them, that we feel the time is right to provide more objective evaluations in a series of thinkpieces. Each month we review the current situation and/or future prognosis for important issues such as the rise of SVOD; reforming the TV upfront; getting better cross-platform audience measurements; programmatic buying for TV; addressable TV; and more. Harkening back to Ed Papazian's days as a columnist at Media Decisions magazine in the 1970s and 1980s, these monthly reports use the same title, Mediology, the study of media.

To give you an idea of what Mediology is like, we have made the first issue, "What's The Prognosis For SVOD?", available free of charge here.


Intermedia Dimensions

Intermedia Dimensions


A Media Planner's Guide to Intermedia Comparisons

Intermedia Dimensions is designed to facilitate the process of making intermedia comparisons and, more importantly, reviewing the synergies and interactions that various media mixes can generate. In addition to the basics (demographics, CPMs, reach & frequency, timing, etc.), Intermedia Dimensions presents many qualitative indicators reflecting the ability of ads in each medium to register sales messages, including the vital aspect of ad receptivity.

In the 2017 Edition:
Cost-per-Rating Points for All Forms Of Media By Demos:
• National & Spot TV (all dayparts)
• Spot Radio
• Network Radio
• Magazines
• Newspapers
• Internet (video & banners)
• Out-of-home (billboards & digital)

Media Time Spent/Attentiveness/Ad Exposure
A new analysis trending the time we spend with each medium, how much time is fully attentive and how many ads we are exposed to daily from the 1960s to today.

Media Mix Reach Calculator
We have refined our formula, with exclusive adjustment factors that allow media planners or sellers to approximate the reach of any media mix in just a few minutes.

Published February 2017; 116 pages

Discounts do not apply to book buyers and third party companies; click for rates


TV Advertising In Perspective: How Does It Really Work?

TV Advertising In Perspective: How Does It Really Work?

This report examines the ways that individual TV commercials and entire ad campaigns function in capturing "eyeballs," gaining awareness and motivating sales. It begins with a frank and sobering review of the changing environment most commercials operate in, followed by an exploration of evidence about commercial exposure and the way consumers respond to ad campaigns, including wearout. The report concludes with a formula that allows those who are interested to predict the ad awareness of TV campaigns at various exposure (GRP) levels.

TV Advertising In Perspective: How Does It Really Work showcases data that appears in TV Dimensions and other Media Dynamics reports that are now out of print. It is an ideal report for those who may be interested in TV advertising, but not the larger picture that we present in TV Dimensions.

Published June 2015; 45 pages


TV Dimensions

TV Dimensions

Just released!

Here's a peek at what's new:

  • What's The Score On Unbundling?
  • Enter SVOD
  • Is TV'S Upfront Still Necessary?
  • Programmatic Time Buying For TV?
  • The Realities & Myths Of Addressable TV
  • Integrating Ad Performance Metrics
  • TV Ad Campaigns As The Viewer Sees Them
  • Program Environment & Its Effects On Commercial Impact

The 2017 edition of TV Dimensions provides the only independent and objective analysis of what's happening in television today. It covers all relevant aspects of the medium's performance, ranging from audience fragmentation, program type appeals, CPM trends, viewer attentiveness, and ad impact metrics to how the TV industry is adapting to ensure its continuing profitability, the competitive inroads made by subscription on demand (SVOD) players like Netflix, and how the upfront time buying process works and can be improved.

As indicated in the Editorial Outline, many of our reports contain our own expert estimates on subjects such as commercial exposure levels, the profitability of various segments of the TV industry, realistic TV reach curves, SVOD viewing by demographics, and America's weekly TV diet by program genre.

The Table Of Contents also provides a complete listing of all of the articles and tables included in this year's edition.

Published January 2017; 240 pages

Discounts do not apply to book buyers and third party companies; click for rates


TV Essentials

TV Essentials


This first edition of TV Essentials represents our response to a growing number of requests for a review of TV basics in a compact, easy-to-read volume. TV Essentials is a 92-page report culled from the more detailed TV Dimensions 2016.

TV Essentials includes:
Trending on TV's facilities, ad revenues and viewership
Demographic appeals of major TV program types
TV's reach capabilities
CPMs by key buying demos
Commercial exposure factors

TV Essentials is the ideal introduction to the concept of television as an advertising medium, at a lower price point than our flagship publication, TV Dimensions. We encourage you to click on the TV Dimensions vs. TV Essentials button to the left to compare the data available, to determine which best suits the needs of your company.

Published April 2016; 92 pages

Ebook edition is available now; print edition will ship May 16, 2016


TV Now and Then: How We Use It; How It Uses Us

TV Now and Then: How We Use It; How It Uses Us

By Ed Papazian

Ed Papazian brings his first-hand experience to bear on the history of television and its relationship to advertising.

Over the past six decades of my career, I have either witnessed or been a participant in all of television's many evolutions and transformations, all the while remaining a fan to this multi-faceted medium. My background is sufficiently varied, so as to enable me to appreciate the many nuances and tradeoffs that are involved in both the business of television and how audiences respond to both ads and programming.

This book focuses on two pivotal aspects: the first is the evolution of the medium's programming and how audiences respond ("How we use it"); and the second concerns the business side—how programs are created, how time is bought and sold, how ads are created and how they function ("How it uses us"). In both cases I have tried to tell it like it is, while still being as objective as possible, despite strong personal feelings I may have about some of the events and practices the book covers.

Published January 2016, 270 pp.


TV Reach Finder 2015

TV Reach Finder 2015

Media Dynamics, Inc.'s NEW report tackles a long-overdue need: revisiting and revising TV reach tables to accurately reflect today's TV viewing environment.

It has been evident for some time that long held assumptions about TV's reach capabilities need to be rethought in light of today's audience definitions, rating fragmentation and the constant increases in commercial loads that are causing people to avoid ad messages by skipping commercials and spending more time with ad-free TV. This report analyzes the situation, including comparisons with old TV reach tables, and presents our independent estimates of what TV reach tables should look like today.

Using a variety of sources, including our own estimates, the bulk of this report presents 4-week adult reach tables by GRP level, starting with 1 GRP and rising one point at a time to 500 GRPs, after which we extend the tables to 1000 GRPs in 100 GRP intervals. Tables are provided covering early AM, daytime, early fringe, primetime and late fringe, for 18 basic demos (adults/men/women aged 18+, 18-34, 18-49, 25-54, 55+ and H.H. income $150,000+).

We have also included a formula for combining reach estimates across dayparts, which will be of interest to users of this report.

Detailed information, including the introduction and table guide, is available by clicking on the button to the left.

Editorial Note:
Media Dynamics, Inc. is the source for TV Upfront Report, based on decades of experience and careful review of all of the available research on TV viewing habits, the growth of broadband-only users, and­ the increased penetration of subscription video-on-demand (SVOD) services, such as Netflix and Hulu. We also have had the opportunity to review actual reach tabs made recently and compared them to what the often-outdated reach tables show—some of the contrasts have been shocking, especially for the 18-34s and the affluent segments. Ultimately, we synthesize all of this information into our independent estimates.

Published November 2015; 249 pages


TV Upfront Report 2015-16

TV Upfront Report 2015-16

How It Works and Where It's Headed

This exclusive analysis of the 2015-16 primetime upfront shows how much advertisers spent, how each broadcast TV network fared, how cable fared, what the average CPMs were, and includes trends, in some cases going back to 1990-91.

Equally important, this new report reviews the upfront concept itself: how it started and got to where it is today; how it works; and why it makes sense for both buyers and sellers.

Finally, there is the question of getting more value out of the upfront. This report explains why many advertisers are missing the boat in this regard and suggests ways to improve the way they approach the upfront.

Published September 2015; 40 pages



America's Evolving TV Program Diet

This report examines how the typical TV home divided its total set usage time by type of programming and by demographics. (From TV Dimensions. 1 page text; 3 tables)

Hey, Advertisers, What's Your Real Reach & Frequency?

This analysis examines what happens when you look at a planned media buy or a total media plan in terms of likely ad noting, not just the theoretical "opportunity to see"(originally published as a Mediology report, 3 pages; 3 tables)

How Do Audiences Respond to TV Commercials?

An informative review of the major research studies on TV commercial exposure, as well as our estimates of commercial exposure (noting) factors by daypart, network type, program genre, commercial position and length of break. (From TV Dimensions.4 pages text; 6 tables)

Programmatic Time Buying for TV?

Reviews the claims of programmatic advocates and defines the areas where major conceptual and data validity issues arise. (From TV Dimensions. 5 pages text)

Rekindling Interest in Radio

This report takes a look at radio as an advertising medium, examining the issues facing radio today and offering suggestions on how radio can improve its standing relative to other media (originally published as a Mediology report, 4 pages)

Targeting: More to It Than Meets the Eye

There are many ways to use targeting to reach consumers. This report takes two key targets—heavy users and mindset groupings—and examines how focusing on each produces different results (originally published as a Mediology report, 5 pages; 1 table)

TV Ad Awareness: How Many GRPs Does It Take?

This paper presents a logical way for the media planner or advertiser to predict his/her ad awareness attainment relative to GRPs, providing s/he is willing to make certain clearly defined assumptions about the campaign's appeal and impact. While we do not intend that the model we have constructed be a substitute for actual case by case research, we have found it to be reasonably predictive in many cases. (From TV Dimensions.5 pages text, 4 tables)

TV Median Age Analysis

Analyzes the median ages of TV viewers for all dayparts and major program genres. Trends in the age of the major networks' primetime audiences is also included. (From TV Dimensions.2 pages text; 4 tables)

Where Are Magazines Headed?

This report studies magazines' losing battle against television and digital media, and posits ways for the medium to get back on track (originally published as a Mediology report, 5 pages; 1 table)