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ACES

ACES

NOW AVAILABLE!

National TV ACES 2019-20 TV Season: Upfront TV Network Cost Efficiency Estimates

National TV ACES 2019-20 provides newly updated estimates of cost-per-thousand (CPMs) and cost-per-rating points (CPPs) for the 2019-2020 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.

Publish Date: August 2019; 36 pages


CPD Alert

CPD Alert

STAY INFORMED! CPD and MDI Direct subscribers receive single subject reports of new developments and new research bi-weekly.

Subscribers to Cross Platform Dimensions 2020 or our new MDI Direct subscription service receive Alert reports of new developments and new research, delivered by email on an ongoing and timely basis. These are brief, single subject articles designed to keep you informed as events break or new information becomes available.

CPD ALERTS BY DATE

9/22/20: Frequency Concentration in Media

08/18/20: Wither Co-viewing?

08/04/20: Household Vs. Viewer Ratings: Why It Matters

07/21/20: What Do We Mean By "Viewing," Anyway?

07/07/20: Do Ads Really Follow the Eyeballs?

06/23/20: What Happens in A Media Minute?

06/09/20: The Shape Of Things To Come?

03/10/20: Is A Formula Approach The Way Forward For Comparing Platforms?

02/25/20: Why Can't TV Be Bought The Digital Way?

02/04/20: How Much Social Media Action Do TV Shows Generate?

01/21/20: How Profitable Are Media Ad Sellers?

01/07/20: TV & Digital Video Buying Methods: Will the Twain Ever Meet?

12/03/19: Radio's OOH Audience Isn't Just in Cars

11/12/19: Is Duration Weighting A Bridge Too Far?

10/29/19: 2019 Branding Campaign Spending by Medium

10/15/19: Where Do Adults Usually Get Their Local News?

10/01/19: Reach of Traditional Media Websites

09/17/19: Once Again, Consumers Say They Try to Avoid More Online Ads Than Those for Other Media

09/03/19: Radio's Reach Story is a Good Start, but More is Needed

08/20/19: New Study Says TV Clobbers All Other Media in Ad Effectiveness

08/06/19: Daily Media Reach: A Highly Fragmented Scene

07/23/19: The Neverending Question of How Much Frequency is Too Much or Enough

07/09/19: Selling Your Medium? Talk Marketing to Advertisers

06/18/19: Which Works Best: Creative or Media/TV or Digital?

06/04/19: When Comparing Media, it’s Sales Motivation that Really Counts

05/21/19: TV is Key to Reaching Those who Shun the Internet

05/07/19: Are Podcasts & Online In-Car Listening a Threat to AM-FM Stations?

04/23/19: How Valid are Reach Estimates Across Media?

04/09/19: Are Social Media Users TV Ad Receptive?

03/26/19: Are We Media Watchers, Readers or Listeners?

03/12/19: Digital Gains in Branding Dollars, but TV is Still the Champ

02/26/19: Is Social Media Activity Dominated by Young Adults?




CPMTrack

CPMTrack

2019 Edition

CPMTrack 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.

Publish Date: September 2019; 58 pages


Cross-Platform Dimensions

Cross-Platform Dimensions

Cross-Platform Dimensions 2020

The industry's comprehensive source for evaluating the media as advertising platforms

Media Dynamics, Inc.'s annual report designed to help make realistic evaluations of the audiences and advertising efficacy of TV, digital, radio, print and out-of-home on a comparative basis.

It’s impossible to understate the impact the new and emerging platforms have had on traditional media over the past two decades. Cross-Platform Dimensions is our attempt to quantify these changes and analyze how each of the media perform as advertising vehicles in this new environment. It also interprets what this all means from a media planner's standpoint, and delves into much-discussed areas like how to develop comparable audience metrics across media.

CPD comprises data previously covered in Intermedia Dimensions—audience, time spent, demographics, reach & frequency, CPMs, ad exposure and ad impact—but reassessed for the digital age.

All subscribers to Cross-Platform Dimensions receive Alert reports of new developments and new research, delivered by email on an ongoing and timely basis. These are brief, single subject articles designed to keep you informed as events break or new information becomes available. A complete list of articles to date is available here.


Published: February 2020; 160 pages

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


TV Dimensions

TV Dimensions

TV Dimensions 2020

(click here for 2020 editorial outline)

Since 1982, the industry's premier resource on TV as an advertising medium

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, viewer attentiveness, and ad impact metrics to how the TV industry is adapting to ensure its continuing profitability, the competitive inroads made by subscription video on demand (SVOD) and how the upfront time buying process works and can be improved.

Many analyses are exclusive to TV Dimensions, including how many ads the consumer really sees, estimating ad awareness by GRP level, and upfront ad revenues, as well as our most requested dataset: our annual upfront CPM estimates and trending. 

All subscribers to TV Dimensions receive Alert reports of new developments and new research, delivered by email on an ongoing and timely basis. These are brief, single subject articles designed to keep you informed as events break or new information becomes available. A complete listing of articles to date is available here.


Published: January 2020; 228 pages
Discounts do not apply to book buyers and third party companies; click for rates


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

TV Now & 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

TV Reach Finder

(8/2019) Exclusive! 4-week adult reach tables by GRP level and by demos

INTRODUCING THE 2020 EDITION--AVAILABLE NOW!

use promo code SAVE50 to save $50

This report tackles a long-overdue need: revisiting and revising TV reach tables to accurately reflect today's TV viewing environment.

Because of the increasing rating fragmentation affecting all sectors of linear TV, plus the impact of cord cutting (a more recent phenomenon), MDI has revisited its TV Reach Finder report and fully updated its tables to reflect the current 2019-2020 situation.

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 August 2019; 245 pages


TVD Alert

TVD Alert

STAY INFORMED! TVD and MDI Direct subscribers receive single subject reports of new developments and new research weekly.

Subscribers to TV Dimensions 2020 or our new MDI Direct subscription service receive Alert reports of new developments and new research, delivered by email on an ongoing and timely basis. These are brief, single subject articles designed to keep you informed as events break or new information becomes available.

TVD ALERTS BY DATE 

09/22/20: Is There a Problem with Local TV Impressions and Ratings?

09/15/20: The Impact Of Covid-19 On Linear TV Usage

09/08/20:  How Will Our TV Usage Change By 2025?

08/25/20: Does Anyone Watch TV Commercials? An Important Question Revisited

08/18/20: Wither Co-viewing?

08/11/20: Rising TV Ad Clutter and Its Implications

08/04/20: Household Vs. Viewer Ratings: Why It Matters

07/28/20: Better Targeting and Its Impact on ROI

07/21/20: What Do We Mean By "Viewing," Anyway?

07/14/20: The Ideal TV Rating Service: Dream Vs. Reality

07/07/20: Do Ads Really Follow the Eyeballs?

06/23/20: A Real World Assessment Of Frequency Capping

06/16/20: TV's Premium Ad Breaks: Should the Idea Be Expanded?

06/09/20: The Shape of Things to Come?

03/17/20: The Disconnect Between Audience Buying And Actual TV Consumption

03/10/20: TV Channel Access & Usage: Past, Present and Future

02/25/20: Why Can't TV Be Bought The Digital Way?

02/11/20: More Insights About TV Commercial Exposure From TVision

02/04/20: What Does The Future Hold For The  Impact Of The “Streaming Wars”?

01/28/20: How Much Will TV's Linear vs. Streaming Audience Change Between 2020-2025?

01/21/20: How Profitable Are Media Ad Sellers?

01/14/20: Does Anyone Really Watch TV Commercials?

01/07/20: TV & Digital Video Buying Methods: Will the Twain Ever Meet?

12/03/19: New TVision Take on Commercial Attentiveness by Daypart

11/19/19: Which TV Genres Benefit The Most From Delayed Viewing?

11/12/19: New Data On Subscription TV, Plus What’s Ahead

11/05/19: Non-Linear TV Content Streaming Is Not As Extensive As Believed

10/29/19: 2019 Branding Campaign Spending by Medium

10/22/19: The U.S. Government Finds that "TV" Viewing is on the Rise

10/15/19: How Important are Sports & News to "Pay TV"?

10/08/19: TV Commercial Exposure

10/01/19: Advertisers Spend More to Reach Viewers in Sports and News

09/24/19: What Do Streamers Watch?

09/17/19: The Evolution of TV Program Sources & Their Impact Over Time

09/10/19: How Fast is TV Losing its Audience?

09/03/19: OTT & Linear TV: Not an Either/Or Proposition

08/20/19: New Study Says TV Clobbers All Other Media in Ad Effectiveness

08/13/19: Assessing the 2019-20 Upfront

08/06/19: How Substantial is Linear TV's Digital Audience Lift?

07/30/19: Let's Upgrade our National TV Ratings so They Mean Something

07/23/19: The Neverending Question of How Much Frequency Is Too Much or Enough

07/16/19: Netflix Subscribers Gravitate Mainly to Non-Netflix Original Fare

07/09/19: What Happens If Netflix Decides to Sell Ads?

06/25/19: TV's Solitary Viewing on the Rise

06/18/19: TV's Rising Ad Clutter Problem and a Possible Solution

06/11/19: A Proposal to Change TV’s Upfront for the Better

06/04/19: Surprise, Surprise: Primetime TV Ad Clutter Remained the Same as Last Year

05/28/19: Pay TV “Nevers”…but not Forever?

05/21/19: Millennials’ and Boomers’ Favorite TV/Video Shows  & Networks Aren’t as Different as You Might Expect

05/14/19: Is Co-viewing a Plus for Advertisers?

05/07/19: Examining TV’s Imbalance of Content Access & Usage

04/30/19: Local News Access is Strong

04/23/19: TV Commercial Effectiveness by Length

04/09/19: Are Social Media Users TV Ad Receptive?

04/02/19: Second Screen Access While Watching TV Increasing Only Slightly?

03/26/19: The March of Time: Aging & Its Impact on TV Consumption

03/19/19: Cord Cutting Continues, but Where is it Going?

03/12/19: Digital Gains in Branding Dollars, but TV is Still the Champ

03/04/19: Profiling TV’s Connected Audience by Age & Time of Day

02/26/19: Another Study Using Eye Tracking Compares TV Commercial Lengths

02/19/19: How People Get their TV Matters to TV Programmers

02/13/19: Where do Out-of-Home TV Sports Viewers See their Teams in Action?

02/05/19: Did TV Dramatically Trim its Ad Loads this Season?

Genres

A Real World Assessment of Frequency Capping

(TVDA 6/23/20) Is it truly possible to control exactly how often a given consumer “sees” your TV commercial?

Advertising Impact Indicators Across Media

(CPD 2/15/20) A review of several decades' worth of ad impact research

Are Social Media Users TV Ad Receptive?

(TVDA 4/9/19) A profile of frequent social media users, their preferences in TV program genres and ad receptivity

Does Anyone Really Watch TV Commercials?

(TVDA 1/14/20) We estimate that only half of average minute commercial viewers take note of an average TV message

Does Anyone Watch TV Commercials?

(TVD 1/15/20) Viewer attentiveness studies, 1961-2016; exclusive estimates of comm'l. exposure by program genres, network types and ad positioning

Does Anyone Watch TV Commercials? An Important Question Revisited

(TVDA 8/24/20) Audience surveys utilized in buying and selling TV time are wildly inflated when it comes to quantifying commercial audiences; ignore this and you wind up paying for huge numbers of phantom viewers

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

Eye Tracking Study Compares TV Commercial Lengths

(TVDA 2/26/19) Eye tracking findings for TV spots by commercial length by Tobii Pro

How Long Does the Impact of a Single Commercial Exposure Last?

(TVD 1/15/20) How ad awareness, recall and sales impact diminish after ad exposure

How Many Ads are We Really Exposed To?

(CPD 2/15/20) Exclusive! Potential & actual daily ad exposure for adults by medium

How the Impact of TV Branding Campaigns is Measured

(TVD 1/15/20) How comm'l. impact research was developed and where it stands today

How TV Ad Campaigns Work over Time

(TVD 1/15/20) How a consumer really responds to a TV ad campaign over time

More Insights About TV Commercial Exposure From TVision

(TVDA 02/11/20) A considerable share of program viewers avoid or do not watch commercial; this varies by age, program content and level of ad clutter

New Findings on TV Ad Recall By Commercial Length

(TVDA 1/8/19) A recent analysis sheds additional light on this important topic

New Study Says TV Clobbers All Other Media In Ad Effectiveness

(TVDA 8/20/19) TV is consumers' overwhelming pick for motivating them to make purchases...right?

New TVision Take on Commercial Attentiveness by Daypart

(TVDA 12/03/19) Primetime audiences are more attentive; other dayparts less so

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

Rising TV Ad Clutter And Its Implications

(TVDA 8/11/20) The deluge of commercials has had a negative effect on advertising impact

Second Screen Usage While Watching TV Increasing Only Slightly?

(TVDA 4/2/19) A study by CivicScience on activities people engage in while watching TV

The Neverending Question of How Much Frequency Is Too Much or Enough

(CPDA 7/23/19) Provides a historical review of reach and frequency

Trending on the Relative Recall Values of TV Commercials by Length

(TVD 1/15/20) Exclusive! Analysis of comm'l. recall by ad length, 1960s-present

TV Ad Campaign Awareness: How Many GRPs Does it Take?

(TVD 1/15/20) Exclusive! Our formula for estimating TV ad awareness attainment by GRP level

TV Ad Campaign Wearout

(TVD 1/15/20) An in-depth review of research on wearout

TV Commercial Effectiveness by Length

(TVDA 4/23/19) Exclusive! MDI evaluates ad exposure, ad recall and ad impact for TV ads by length of message

TV Commercial Exposure

(TVDA 10/08/19) TVision's lastest panel study proves that all viewing experiences are not alike

TV’s Rising Ad Clutter Problem And A Possible Solution

(TVDA 6/18/19) Exclusive! MDI traces the evolution and impact of TV ad clutter since the 1960s and offers a possible solution

Using Ad Exposure Metrics to Explain R&F Patterns

(CPD 2/15/20) How real-world ad exposure affects R&F patterns

What Can ROI Analysis Tell us about Ad Impact?

(CPD 2/15/20) A review of ROI studies and their pitfalls

What Do We Mean By “Viewing,” Anyway?

(CPDA 7/21/20) The technology to record eye-on-screen behavior is available, so why aren't we using it?

When Comparing Media, It's Sales Motivation that Really Counts

(CPDA 6/4/19) An examination of the difference between ad recall and impact

Changing TV Commercial Lengths

(TVD 1/15/20) Exclusive! National/spot advertisers' use of comm'ls. by length, 1965-2019

New Findings on TV Ad Recall By Commercial Length

(TVDA 1/8/19) A recent analysis sheds additional light on this important topic

Primetime TV Ad Clutter Remained the Same as Last Year

(TVDA 6/4/19) Per data from Kantar Media, the TV nets did NOT reduce primetime ad clutter in the 2018-19 season

Rising TV Ad Clutter And Its Implications

(TVDA 8/11/20) The deluge of commercials has had a negative effect on advertising impact

TV’s Rising Ad Clutter Problem And A Possible Solution

(TVDA 6/18/19) Exclusive! MDI traces the evolution and impact of TV ad clutter since the 1960s and offers a possible solution

Advertisers Spend More to Reach VIewers in Sports and News

(TVDA 10/01/19) Our analysis of how basic TV program types performed in terms of viewing time, GRPs and ad revenues

Digital Gains in Branding Dollars, but TV is Still the Champ

(TVDA 3/12/19) MDI's exclusive analysis shows how much branding ad campaigns spent on each medium relative to total ad spend by medium

Time Spent Does Not Determine Ad Spend

(CPD 2/15/20) Exclusive! Branding ad spend vs. time spent by medium

TV Ad Revenue Trends

(TVD 1/15/20) Trends in national & local TV spending, plus current-year share of ad revenues/impressions by platform

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

Eye Tracking Study Compares TV Commercial Lengths

(TVDA 2/26/19) Eye tracking findings for TV spots by commercial length by Tobii Pro

Is Duration Weighting A Bridge Too Far?

(CPDA 11/12/19) The MRC begins a process to provide advertisers and agencies with a common standard when making cross-platform audience comparisons

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

What Do We Mean By “Viewing,” Anyway?

(CPDA 7/21/20) The technology to record eye-on-screen behavior is available, so why aren't we using it?

A Call To Action: Let’s Upgrade Our National TV Ratings So They Mean Something

(TVDA 7/30/19) It's time for advertisers and their agencies take the required initiative to really improve the relevance of their national TV buys

Advanced TV

(TVD 1/15/20) Pros & cons of advanced TV, addressable TV and programmatic TV time buying

Better Targeting and Its Impact on ROI

(TVDA 7/28/20) With proper testing, the key may lie with addressable TV

Household Vs. Viewer Ratings: Why It Matters

(TVDA 8/04/20) Precise consumer targeting cannot occur until the issue of set usage versus viewer ratings is clarified

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

Defining TV Viewer Engagement

(TVD 1/15/20) Viewer attentiveness studies, 1950-2018; current estimates by program type

More Insights About TV Commercial Exposure From TVision

(TVDA 02/11/20) A considerable share of program viewers avoid or do not watch commercial; this varies by age, program content and level of ad clutter

New TVision Take on Commercial Attentiveness by Daypart

(TVDA 12/03/19) Primetime audiences are more attentive; other dayparts less so

Wither Co-viewing?

(TVDA 8/18/20) MDI's EXCLUSIVE numbers on solitary and co-viewing going back to the 1950s

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Heavy Viewers Then & Now

(TVD 1/15/20) How the composition of TV's heaviest viewers changed between 1998 and 2019

Median Age Analysis of TV Program Genre Viewers

(TVD 1/15/20) Exclusive! Media age analysis by program genres and network types

Out-of-Home Audiences

(TVD 1/15/20) OOH TV usage by age/income/location, plus incremental gains to total audience

Profiling the Audiences of TV's Major Program Types

(TVD 1/15/20) Exclusive! Sex/age/income profiles by program genres and cable channel types

TV's Solitary Viewers

(TVD 1/15/20) Trends in solitary viewing & proportion of viewers watching alone

A Proposal to Change TV's Upfront for the Better

(TVDA 6/11/19) Our take on how the upfront can be improved to benefit both buyers AND sellers

Broadcast Network Primetime Production Costs

(TVD 1/15/19) Exclusive! Trends in b'cast. network primetime production costs by program genre

Broadcast TV Retransmission Fees

(TVD 1/15/20) TV station retransmission fees and broadcast network share, 2016-19

Doing Business: How The TV Industry Works

(TVNT 1/15/16) A history of how the TV industry works

Linear TV's Incomes & Profits 2018

(TVD 1/15/20) Exclusive! 2019 estimates of incomes, costs and gross profits for the b'cast. nets, basic cable and TV stations

Romancing The Viewer: The History of TV Advertising

(TVNT 1/15/16) Ed Papazian's insider account of how TV advertising has evolved

The State of The Broadcast Networks: Don’t Count Them Out

(TVDA 12/10/19) Our findings may surprise many who regard the broadcast networks as dead men walking

TV Ad Revenue Trends

(TVD 1/15/20) Trends in national & local TV spending, plus current-year share of ad revenues/impressions by platform

TV Commercial Production Costs

(TVD 1/15/20) National advertiser production costs for TV :30s, 1965-2019

What Happens If Netflix Decides to Sell Ads?

(TVDA 7/09/19) Exclusive! MDI offers its projection on this scenario, including the impact on broadcast and cable TV

How Many Channels do We Watch?

(TVD 1/15/20) Trends in overall channels viewed, time spent and the number of channels viewed (including SVOD) over extended time frames

Examining TV's Imbalance of Content Access & Usage

(TVDA 5/9/19) We examine the cord cutting revolution and provide details on just how viewers are getting their content.

How Will Our TV Usage Change By 2025?

(TVDA 9/08/20) MDI offers our own projections about the amount of “TV” content that the average adult will consume by 2025, as well as what platforms will be used to access it

A Call To Action: Let’s Upgrade Our National TV Ratings So They Mean Something

(TVDA 7/30/19) It's time for advertisers and their agencies take the required initiative to really improve the relevance of their national TV buys

Consumer Magazine CPM Estimates: 1960-2018

(CPMT 9/15/18) P4C CPMs for top 150 magazines (average), 1960-2018; yearly CPMs for selected demos by magazine genre, 2002-18

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPM Trends

(CPD 2/15/20) Topline CPM trends for TV, magazines and radio, 1960-2019

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

National TV CPM Estimates: 1960-61 to 2018-19

(CPMT 9/15/18) Adult CPMs by broadcast, syndication and cable by daypart, 1960-61 to 2018-19; annual CPMs by daypart & demos, 1994-95 to 2018-19

Radio CPM Estimates: 1960-2018

(CPMT 9/15/18) Adult CPMs for network and national spot radio, 1960-2018

TV Upfront 2018-19 CPMs

(ACES 8/15/18) Our proprietary CPM projections for all three forms of national TV—broadcast networks, syndication and cable—by daypart and demographics on a monthly, quarterly and annual basis

TV Upfront 2018-19 CPPs

(ACES 8/15/18) Our proprietary 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.

TV Upfront CPM Comparisons by Daypart

(TVD 1/15/20) Upfront CPMs by network type, demos and dayparts, 2008-09 to 2019-20 seasons

Advertising Impact Indicators Across Media

(CPD 2/15/20) A review of several decades' worth of ad impact research

Cross Platform Reach Formulas

(CPD 2/15/20) Exclusive! MDI's formulas for estimating reach across media

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

How Valid are Reach Estimates Across Media?

(CPDA 4/23/19) Shows how actual tabulations of cross media reach (TV & digital) compare with estimates made using random duplication assumptions

Is Duration Weighting A Bridge Too Far?

(CPDA 11/12/19) The MRC begins a process to provide advertisers and agencies with a common standard when making cross-platform audience comparisons

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

The Disconnect Between Audience Buying And Actual TV Consumption

(TVDA 3/17/20) If all advertisers bought TV time based on weighting each person in each home by their desirability, there would be a huge shortfall in available GRPs among the younger adult segments and upscale adults

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

2019 Branding Campaign Spending by Medium

(TVDA 10/29/19) We have analyzed U.S. ad spending both in total and for branding campaigns alone, a distinction that we feel to be very important

A Real World Assessment of Frequency Capping

(TVDA 6/23/20) Is it truly possible to control exactly how often a given consumer “sees” your TV commercial?

Advertising Impact Indicators Across Media

(CPD 2/15/20) A review of several decades' worth of ad impact research

Are Social Media Users TV Ad Receptive?

(TVDA 4/9/19) A profile of frequent social media users, their preferences in TV program genres and ad receptivity

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

Cross-Media Reach Tables

(CPD 2/15/20) Reach tables by medium for varying GRP levels

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Digital Gains in Branding Dollars, but TV is Still the Champ

(TVDA 3/12/19) MDI's exclusive analysis shows how much branding ad campaigns spent on each medium relative to total ad spend by medium

Do Ads Really Follow The Eyeballs?

(CPDA 7/07/20) The data will tell you: time spent does not determine ad spend

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

How Individual Media Develop Reach

(CPD 2/15/20) Exclusive! How each medium attains reach from an average minute to a full year by demos

How Many Ads are We Really Exposed To?

(CPD 2/15/20) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many Media do We Use?

(CPD 2/15/20) How the number of media used builds quickly over time

How Much Social Media Action Do TV Shows Generate?

(CPDA 2/04/20) With rare exceptions, it's not as prevalent as some may claim, according to Nielsen

How Much Will TV's Linear vs. Streaming Audience Change Between 2020-2025?

(TVDA 1/28/20) MDI's exclusive forecast of time spent with TV's many options

How Profitable Are Media Ad Sellers?

(CPDA 1/21/20) Rating declines are only part of the story, particularly when non-advertising revenue is added to the mix

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

How Will Our TV Usage Change By 2025?

(TVDA 9/08/20) MDI offers our own projections about the amount of “TV” content that the average adult will consume by 2025, as well as what platforms will be used to access it

Is A Formula Approach The Way Forward For Comparing Platforms?

(CPDA 3/10/20) It’s difficult to see a path forward that will solve the comparability riddle and apply to all or even most situations

Is Duration Weighting A Bridge Too Far?

(CPDA 11/12/19) The MRC begins a process to provide advertisers and agencies with a common standard when making cross-platform audience comparisons

Is Social Media Activity Dominated by Young Adults?

(CPDA 2/26/19) Compares recent findings by Pew and Nielsen on social media usage by age groups, including reach levels by individual websites

Millennials' & Boomers' Favorite Shows & Networks

(TVDA 5/21/19) A surprising number of shared favorites appear in a YouGov study of Millennials' and Boomers' popular TV shows and networks

New Study Says TV Clobbers All Other Media In Ad Effectiveness

(TVDA 8/20/19) TV is consumers' overwhelming pick for motivating them to make purchases...right?

Non-Linear TV Content Streaming Is Not As Extensive As Believed

(TVDA 11/05/19) Nielsen’s Local Watch report for May 2019 sheds some light

Once Again, Consumers Say They Try To Avoid More Online Ads Than Those For Other Media

(CPDA 9/17/19) One more bit of evidence on how consumers perceive the media and the ads that run on them

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

Radio's OOH Audience Isn't Just in Cars

(CPDA 12/03/19) At-work and at-home listening play a major role

Radio’s Reach Story Is A Good Start, But More Is Needed

(CPDA 8/20/19) Reach tallies are a good start, but more is needed to make the sale

Reach of Traditional Media Websites

(CPDA 10/01/19) ComScore reveals eight of the top 20 websites visited in June 2019 were traditional media operations

Second Screen Usage While Watching TV Increasing Only Slightly?

(TVDA 4/2/19) A study by CivicScience on activities people engage in while watching TV

Selling Your Medium? Talk Marketing to Advertisers

(CPDA 7/09/19) Selling your medium only on "audience" stats isn't going to get the business; you must sell from a marketer's POV

The Disconnect Between Audience Buying And Actual TV Consumption

(TVDA 3/17/20) If all advertisers bought TV time based on weighting each person in each home by their desirability, there would be a huge shortfall in available GRPs among the younger adult segments and upscale adults

The Neverending Question of How Much Frequency Is Too Much or Enough

(CPDA 7/23/19) Provides a historical review of reach and frequency

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

TV & Digital Video Buying Methods: Will The Twain Ever Meet?

(CPDA 1/07/20) MDI clarifies misconceptions about how TV time is bought and sold

TV is Key to Reaching Those Who Shun Internet

(CPDA 5/21/19) The profile of "online-nevers" and heavy TV viewers is similar enough that advertisers seeking reach might want to consider both

What Do We Mean By “Viewing,” Anyway?

(CPDA 7/21/20) The technology to record eye-on-screen behavior is available, so why aren't we using it?

What Happens In a Media Minute?

(CPDA 6/23/20) We tally the TV, digital, radio and print media activities of 217 million US adults

Where Do Adults Usually Get Their Local News?

(CPDA 10/15/19) A Pew Study provides answers by age and education

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

Which Works Best: Creative or Media/TV or Digital?

(CPDA 6/18/19) Reviews several studies on the relative importance of "creative," "media" and other variables that generate sales results

Why Can't TV Be Sold The Digital Way?

(CPDA 2/25/20) The capability to do so does not exist, and in many cases, the assumed benefits would be negated by adjustments in the marketplace

Effective Frequency Vs. Recency: Are Media Scheduling Theories Valid?

(MID 5/15/17) Reviews the development and underlying theories that created the opposing "effective frequency" and "recency" concepts in media planning

Heavy Viewers Then & Now

(TVD 1/15/20) How the composition of TV's heaviest viewers changed between 1998 and 2019

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

2019 Branding Campaign Spending by Medium

(TVDA 10/29/19) We have analyzed U.S. ad spending both in total and for branding campaigns alone, a distinction that we feel to be very important

A New Analysis Of How We Get Our TV Content

(TVDA 3/03/20) MDI's EXCLUSIVE fall 2019 findings by four basic types of content suppliers: the broadcast TV networks, TV stations, basic cable channels and SVOD/OTT

A Proposal to Change TV's Upfront for the Better

(TVDA 6/11/19) Our take on how the upfront can be improved to benefit both buyers AND sellers

Advertisers Spend More to Reach VIewers in Sports and News

(TVDA 10/01/19) Our analysis of how basic TV program types performed in terms of viewing time, GRPs and ad revenues

Advertising Impact Indicators Across Media

(CPD 2/15/20) A review of several decades' worth of ad impact research

America's Changing Tastes in Primetime Fare

(TVD 1/15/20) Primetime top 10 show ratings, 1950-2019 plus composition of top 10 shows by genre over time

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

Broadcast Network Primetime Production Costs

(TVD 1/15/19) Exclusive! Trends in b'cast. network primetime production costs by program genre

Broadcast TV Retransmission Fees

(TVD 1/15/20) TV station retransmission fees and broadcast network share, 2016-19

Changing TV Commercial Lengths

(TVD 1/15/20) Exclusive! National/spot advertisers' use of comm'ls. by length, 1965-2019

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPM Trends

(CPD 2/15/20) Topline CPM trends for TV, magazines and radio, 1960-2019

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

Cross-Media Reach Tables

(CPD 2/15/20) Reach tables by medium for varying GRP levels

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

Defining TV Viewer Engagement

(TVD 1/15/20) Viewer attentiveness studies, 1950-2018; current estimates by program type

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Digital Gains in Branding Dollars, but TV is Still the Champ

(TVDA 3/12/19) MDI's exclusive analysis shows how much branding ad campaigns spent on each medium relative to total ad spend by medium

Do Ads Really Follow The Eyeballs?

(CPDA 7/07/20) The data will tell you: time spent does not determine ad spend

Does Anyone Really Watch TV Commercials?

(TVDA 1/14/20) We estimate that only half of average minute commercial viewers take note of an average TV message

Does Anyone Watch TV Commercials?

(TVD 1/15/20) Viewer attentiveness studies, 1961-2016; exclusive estimates of comm'l. exposure by program genres, network types and ad positioning

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

Doing Business: How The TV Industry Works

(TVNT 1/15/16) A history of how the TV industry works

Examining TV's Imbalance of Content Access & Usage

(TVDA 5/9/19) We examine the cord cutting revolution and provide details on just how viewers are getting their content.

Eye Tracking Study Compares TV Commercial Lengths

(TVDA 2/26/19) Eye tracking findings for TV spots by commercial length by Tobii Pro

Heavy Viewers Then & Now

(TVD 1/15/20) How the composition of TV's heaviest viewers changed between 1998 and 2019

How Fast Is TV Losing Its Audience?

(TVDA 9/10/19) Taking all-daypart stats, the decline is not as great as some believe

How Important Are TV Sports And News To Pay TV?

(TVDA 10/15/19) According to a recent study, important enough to affect overall cord cutting

How Individual Media Develop Reach

(CPD 2/15/20) Exclusive! How each medium attains reach from an average minute to a full year by demos

How Long Does the Impact of a Single Commercial Exposure Last?

(TVD 1/15/20) How ad awareness, recall and sales impact diminish after ad exposure

How Many Ads are We Really Exposed To?

(CPD 2/15/20) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many Channels do We Watch?

(TVD 1/15/20) Trends in overall channels viewed, time spent and the number of channels viewed (including SVOD) over extended time frames

How Many Media do We Use?

(CPD 2/15/20) How the number of media used builds quickly over time

How Much of TV's Content do We Watch?

(TVD 1/15/20) Exclusive! Analysis of how much TV content is available vs. how much is viewed, 1950-2019

How Much Social Media Action Do TV Shows Generate?

(CPDA 2/04/20) With rare exceptions, it's not as prevalent as some may claim, according to Nielsen

How Much Will TV's Linear vs. Streaming Audience Change Between 2020-2025?

(TVDA 1/28/20) MDI's exclusive forecast of time spent with TV's many options

How People Get Their TV Matters to TV Programmers

(TVDA 2/19/19) Over-the-air TV viewing levels relative to total TV usage by program source and SVOD status

How Profitable Are Media Ad Sellers?

(CPDA 1/21/20) Rating declines are only part of the story, particularly when non-advertising revenue is added to the mix

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

How Substantial is Linear TV's Digital Audience Lift?

(TVDA 8/06/19) Nielsen data reveals broad differences by showtype

How TV Ad Campaigns Work over Time

(TVD 1/15/20) How a consumer really responds to a TV ad campaign over time

How TV Builds its Reach

(TVD 1/15/20) Reach development by network program type & combinations of networks, plus total reach by sex/age and daypart

How TV Programming Hooks & Lures Audiences

(TVNT 1/15/16) A retrospective on popular TV genres

New Ways to Watch TV

(TVD 1/15/20) Growth of SVOD, time spent by platform and by age

How Will Our TV Usage Change By 2025?

(TVDA 9/08/20) MDI offers our own projections about the amount of “TV” content that the average adult will consume by 2025, as well as what platforms will be used to access it

Is A Formula Approach The Way Forward For Comparing Platforms?

(CPDA 3/10/20) It’s difficult to see a path forward that will solve the comparability riddle and apply to all or even most situations

Is Duration Weighting A Bridge Too Far?

(CPDA 11/12/19) The MRC begins a process to provide advertisers and agencies with a common standard when making cross-platform audience comparisons

Is There A Problem With Local TV Impressions And Ratings?

(TVDA 9/22/20) The real problem is that local market audience measurement has always been the ugly stepchild where TV ratings are concerned

Linear TV's Incomes & Profits 2018

(TVD 1/15/20) Exclusive! 2019 estimates of incomes, costs and gross profits for the b'cast. nets, basic cable and TV stations

Median Age Analysis of TV Program Genre Viewers

(TVD 1/15/20) Exclusive! Media age analysis by program genres and network types

Millennials' & Boomers' Favorite Shows & Networks

(TVDA 5/21/19) A surprising number of shared favorites appear in a YouGov study of Millennials' and Boomers' popular TV shows and networks

More Insights About TV Commercial Exposure From TVision

(TVDA 02/11/20) A considerable share of program viewers avoid or do not watch commercial; this varies by age, program content and level of ad clutter

National TV CPM Estimates: 1960-61 to 2018-19

(CPMT 9/15/18) Adult CPMs by broadcast, syndication and cable by daypart, 1960-61 to 2018-19; annual CPMs by daypart & demos, 1994-95 to 2018-19

New Data On Subscription TV, Plus What’s Ahead

(TVDA 11/12/19) Who subscribes and how much do they spend?

New Study Says TV Clobbers All Other Media In Ad Effectiveness

(TVDA 8/20/19) TV is consumers' overwhelming pick for motivating them to make purchases...right?

New TVision Take on Commercial Attentiveness by Daypart

(TVDA 12/03/19) Primetime audiences are more attentive; other dayparts less so

Non-Linear TV Content Streaming Is Not As Extensive As Believed

(TVDA 11/05/19) Nielsen’s Local Watch report for May 2019 sheds some light

Once Again, Consumers Say They Try To Avoid More Online Ads Than Those For Other Media

(CPDA 9/17/19) One more bit of evidence on how consumers perceive the media and the ads that run on them

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

OTT and Pay TV: Friends of Foe?

(TVDA 9/03/19) Advertisers need to be aware of the benefits of using both

Out-of-Home Audiences

(TVD 1/15/20) OOH TV usage by age/income/location, plus incremental gains to total audience

Primetime TV Ad Clutter Remained the Same as Last Year

(TVDA 6/4/19) Per data from Kantar Media, the TV nets did NOT reduce primetime ad clutter in the 2018-19 season

Primetime TV from Uncle Milty to Netflix

(TVNT 1/15/16) A history of primetime TV programming

Profiling the Audiences of TV's Major Program Types

(TVD 1/15/20) Exclusive! Sex/age/income profiles by program genres and cable channel types

Profiling TV's COnnected Audience by Age & Time of Day

(TVDA 3/4/19) Daily time spent linear TV vs. TV-connected devices by age and time of day

Radio’s Reach Story Is A Good Start, But More Is Needed

(CPDA 8/20/19) Reach tallies are a good start, but more is needed to make the sale

Reach of Traditional Media Websites

(CPDA 10/01/19) ComScore reveals eight of the top 20 websites visited in June 2019 were traditional media operations

Romancing The Viewer: The History of TV Advertising

(TVNT 1/15/16) Ed Papazian's insider account of how TV advertising has evolved

Second Screen Usage While Watching TV Increasing Only Slightly?

(TVDA 4/2/19) A study by CivicScience on activities people engage in while watching TV

Selling Your Medium? Talk Marketing to Advertisers

(CPDA 7/09/19) Selling your medium only on "audience" stats isn't going to get the business; you must sell from a marketer's POV

The Development of Non-primetime Dayparts

(TVNT 1/15/16) A history of non-primetime TV daypart programming

The Disconnect Between Audience Buying And Actual TV Consumption

(TVDA 3/17/20) If all advertisers bought TV time based on weighting each person in each home by their desirability, there would be a huge shortfall in available GRPs among the younger adult segments and upscale adults

The Evolution Of TV Program Sources And Their Impact Over Time

(TVDA 9/17/19) A fresh look at how America’s TV set usage has been allocated by program content source

The Ideal TV Rating Service: Dream Vs. Reality

(TVDA 7/14/20) It begins with this: we can no longer assume that device usage equals viewing

The Impact Of Covid-19 On Linear TV Usage

(TVDA 9/15/20) Examines how overall viewing has been affected, including the impact of streaming

The March of TIme: Aging & its Impact on TV Consumption

(TVDA 3/26/19) How aging affects the amount of TV we consume and the parallel effect of more content being available to the viewer

The Neverending Question of How Much Frequency Is Too Much or Enough

(CPDA 7/23/19) Provides a historical review of reach and frequency

The Shape of Things to Come?

(CPDA 6/09/20) What does the future of media and television hold, post-pandemic?

The State of The Broadcast Networks: Don’t Count Them Out

(TVDA 12/10/19) Our findings may surprise many who regard the broadcast networks as dead men walking

The U.S. Government Finds TV Viewing on the RIse

(TVDA 10/22/19) The Bureau of Labor Statistics finds we are spending more time in front of screens

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

Trending on the Relative Recall Values of TV Commercials by Length

(TVD 1/15/20) Exclusive! Analysis of comm'l. recall by ad length, 1960s-present

TV & Digital Video Buying Methods: Will The Twain Ever Meet?

(CPDA 1/07/20) MDI clarifies misconceptions about how TV time is bought and sold

TV Ad Campaign Awareness: How Many GRPs Does it Take?

(TVD 1/15/20) Exclusive! Our formula for estimating TV ad awareness attainment by GRP level

TV Ad Campaign Wearout

(TVD 1/15/20) An in-depth review of research on wearout

TV Channel Access & Usage: Past, Present and Future

(TVDA 3/10/20) We revisit our analysis of long trends regarding channel access and weekly usage for an average adult since 1950 and projections for this year and 2025

TV Commercial Effectiveness by Length

(TVDA 4/23/19) Exclusive! MDI evaluates ad exposure, ad recall and ad impact for TV ads by length of message

TV Commercial Exposure

(TVDA 10/08/19) TVision's lastest panel study proves that all viewing experiences are not alike

TV Commercial Production Costs

(TVD 1/15/20) National advertiser production costs for TV :30s, 1965-2019

TV is Key to Reaching Those Who Shun Internet

(CPDA 5/21/19) The profile of "online-nevers" and heavy TV viewers is similar enough that advertisers seeking reach might want to consider both

TV Penetration & Access Trends

(TVD 1/15/20) Trends in TV penetration & methods of accessing content, 1950-2019

TV's Premium Ad Breaks: Should the Idea Be Expanded?

(TVDA 6/16/20) The problem with this very promising concept was how to orchestrate it, and who to sell it to.

TV’s Rising Ad Clutter Problem And A Possible Solution

(TVDA 6/18/19) Exclusive! MDI traces the evolution and impact of TV ad clutter since the 1960s and offers a possible solution

TV's Solitary Viewers

(TVD 1/15/20) Trends in solitary viewing & proportion of viewers watching alone

TV's Solitary Viewing on the Rise

(TVDA 6/25/19) Examines the changes in solitary viewing from the 1950s to present day

TV's Upfront 2019-20

(TVD20 1/15/20) MDI's exclusive upfront assessment

What Do Streamers Watch?

(TVDA 9/24/19) Nielsen data on what the 56% of adults who streamed TV/video content in May 2019 watched

What Do We Mean By “Viewing,” Anyway?

(CPDA 7/21/20) The technology to record eye-on-screen behavior is available, so why aren't we using it?

What Happens If Netflix Decides to Sell Ads?

(TVDA 7/09/19) Exclusive! MDI offers its projection on this scenario, including the impact on broadcast and cable TV

What Happens In a Media Minute?

(CPDA 6/23/20) We tally the TV, digital, radio and print media activities of 217 million US adults

What Kinds of TV Programs do We Watch?

(TVD 1/15/20) Exclusive! Time spent by program genre by sex/age groups

When Comparing Media, It's Sales Motivation that Really Counts

(CPDA 6/4/19) An examination of the difference between ad recall and impact

Where Do Adults Usually Get Their Local News?

(CPDA 10/15/19) A Pew Study provides answers by age and education

Where do Out-of-Home Sports Viewers See Their Favorite Teams in Action?

(TVDA 2/13/19) An analysis of where out-of-home TV viewers watch sports by age group

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

Which Works Best: Creative or Media/TV or Digital?

(CPDA 6/18/19) Reviews several studies on the relative importance of "creative," "media" and other variables that generate sales results

Why Can't TV Be Sold The Digital Way?

(CPDA 2/25/20) The capability to do so does not exist, and in many cases, the assumed benefits would be negated by adjustments in the marketplace

Wither Co-viewing?

(TVDA 8/18/20) MDI's EXCLUSIVE numbers on solitary and co-viewing going back to the 1950s

2019 Branding Campaign Spending by Medium

(TVDA 10/29/19) We have analyzed U.S. ad spending both in total and for branding campaigns alone, a distinction that we feel to be very important

Advertising Impact Indicators Across Media

(CPD 2/15/20) A review of several decades' worth of ad impact research

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

Consumer Magazine CPM Estimates: 1960-2018

(CPMT 9/15/18) P4C CPMs for top 150 magazines (average), 1960-2018; yearly CPMs for selected demos by magazine genre, 2002-18

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPM Trends

(CPD 2/15/20) Topline CPM trends for TV, magazines and radio, 1960-2019

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

Cross-Media Reach Tables

(CPD 2/15/20) Reach tables by medium for varying GRP levels

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Do Ads Really Follow The Eyeballs?

(CPDA 7/07/20) The data will tell you: time spent does not determine ad spend

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

How Individual Media Develop Reach

(CPD 2/15/20) Exclusive! How each medium attains reach from an average minute to a full year by demos

How Many Ads are We Really Exposed To?

(CPD 2/15/20) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many Media do We Use?

(CPD 2/15/20) How the number of media used builds quickly over time

How Profitable Are Media Ad Sellers?

(CPDA 1/21/20) Rating declines are only part of the story, particularly when non-advertising revenue is added to the mix

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

Reach of Traditional Media Websites

(CPDA 10/01/19) ComScore reveals eight of the top 20 websites visited in June 2019 were traditional media operations

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

What Happens In a Media Minute?

(CPDA 6/23/20) We tally the TV, digital, radio and print media activities of 217 million US adults

Where Do Adults Usually Get Their Local News?

(CPDA 10/15/19) A Pew Study provides answers by age and education

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

A Call To Action: Let’s Upgrade Our National TV Ratings So They Mean Something

(TVDA 7/30/19) It's time for advertisers and their agencies take the required initiative to really improve the relevance of their national TV buys

A Proposal to Change TV's Upfront for the Better

(TVDA 6/11/19) Our take on how the upfront can be improved to benefit both buyers AND sellers

Advanced TV

(TVD 1/15/20) Pros & cons of advanced TV, addressable TV and programmatic TV time buying

The Neverending Question of How Much Frequency Is Too Much or Enough

(CPDA 7/23/19) Provides a historical review of reach and frequency

TV & Digital Video Buying Methods: Will The Twain Ever Meet?

(CPDA 1/07/20) MDI clarifies misconceptions about how TV time is bought and sold

Why Can't TV Be Sold The Digital Way?

(CPDA 2/25/20) The capability to do so does not exist, and in many cases, the assumed benefits would be negated by adjustments in the marketplace

A Call To Action: Let’s Upgrade Our National TV Ratings So They Mean Something

(TVDA 7/30/19) It's time for advertisers and their agencies take the required initiative to really improve the relevance of their national TV buys

A Proposal to Change TV's Upfront for the Better

(TVDA 6/11/19) Our take on how the upfront can be improved to benefit both buyers AND sellers

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

Effective Frequency Vs. Recency: Are Media Scheduling Theories Valid?

(MID 5/15/17) Reviews the development and underlying theories that created the opposing "effective frequency" and "recency" concepts in media planning

Frequency Distribution In Media

(CPDA 9/22/20) MDI's EXCLUSIVE new estimates of the current distribution of usage by quintiles for several media options based on monthly activity

Is There A Problem With Local TV Impressions And Ratings?

(TVDA 9/22/20) The real problem is that local market audience measurement has always been the ugly stepchild where TV ratings are concerned

New Study Says TV Clobbers All Other Media In Ad Effectiveness

(TVDA 8/20/19) TV is consumers' overwhelming pick for motivating them to make purchases...right?

Radio’s Reach Story Is A Good Start, But More Is Needed

(CPDA 8/20/19) Reach tallies are a good start, but more is needed to make the sale

Selling Your Medium? Talk Marketing to Advertisers

(CPDA 7/09/19) Selling your medium only on "audience" stats isn't going to get the business; you must sell from a marketer's POV

The Ideal TV Rating Service: Dream Vs. Reality

(TVDA 7/14/20) It begins with this: we can no longer assume that device usage equals viewing

The Neverending Question of How Much Frequency Is Too Much or Enough

(CPDA 7/23/19) Provides a historical review of reach and frequency

TV & Digital Video Buying Methods: Will The Twain Ever Meet?

(CPDA 1/07/20) MDI clarifies misconceptions about how TV time is bought and sold

TV Ad Campaign Awareness: How Many GRPs Does it Take?

(TVD 1/15/20) Exclusive! Our formula for estimating TV ad awareness attainment by GRP level

What Can ROI Analysis Tell us about Ad Impact?

(CPD 2/15/20) A review of ROI studies and their pitfalls

Why Can't TV Be Sold The Digital Way?

(CPDA 2/25/20) The capability to do so does not exist, and in many cases, the assumed benefits would be negated by adjustments in the marketplace

Broadcast TV Retransmission Fees

(TVD 1/15/20) TV station retransmission fees and broadcast network share, 2016-19

Linear TV's Incomes & Profits 2018

(TVD 1/15/20) Exclusive! 2019 estimates of incomes, costs and gross profits for the b'cast. nets, basic cable and TV stations

What Happens If Netflix Decides to Sell Ads?

(TVDA 7/09/19) Exclusive! MDI offers its projection on this scenario, including the impact on broadcast and cable TV

2019 Branding Campaign Spending by Medium

(TVDA 10/29/19) We have analyzed U.S. ad spending both in total and for branding campaigns alone, a distinction that we feel to be very important

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

Cross-Media Reach Tables

(CPD 2/15/20) Reach tables by medium for varying GRP levels

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Do Ads Really Follow The Eyeballs?

(CPDA 7/07/20) The data will tell you: time spent does not determine ad spend

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

How Individual Media Develop Reach

(CPD 2/15/20) Exclusive! How each medium attains reach from an average minute to a full year by demos

How Many Ads are We Really Exposed To?

(CPD 2/15/20) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many Media do We Use?

(CPD 2/15/20) How the number of media used builds quickly over time

How Profitable Are Media Ad Sellers?

(CPDA 1/21/20) Rating declines are only part of the story, particularly when non-advertising revenue is added to the mix

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

Where Do Adults Usually Get Their Local News?

(CPDA 10/15/19) A Pew Study provides answers by age and education

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

2019 Branding Campaign Spending by Medium

(TVDA 10/29/19) We have analyzed U.S. ad spending both in total and for branding campaigns alone, a distinction that we feel to be very important

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Do Ads Really Follow The Eyeballs?

(CPDA 7/07/20) The data will tell you: time spent does not determine ad spend

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

New Study Says TV Clobbers All Other Media In Ad Effectiveness

(TVDA 8/20/19) TV is consumers' overwhelming pick for motivating them to make purchases...right?

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

Out-of-Home Audiences

(TVD 1/15/20) OOH TV usage by age/income/location, plus incremental gains to total audience

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

2019 Branding Campaign Spending by Medium

(TVDA 10/29/19) We have analyzed U.S. ad spending both in total and for branding campaigns alone, a distinction that we feel to be very important

Advertising Impact Indicators Across Media

(CPD 2/15/20) A review of several decades' worth of ad impact research

Are Podcasts and Online In-car Listening a Threat to AM/FM Stations?

(CPDA 5/7/19) Edison Research examines the impact

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

CPM Comparisons Across Media 2019-20

(CPD 2/15/19) CPM comparisons for the major media by sex, age & income

Cross-Media CPP Analysis 2019-20

(CPD 2/15/20) Cost-per-rating point comparisons for the major media by sex, age & income

Cross-Media Reach Tables

(CPD 2/15/20) Reach tables by medium for varying GRP levels

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

Demographic Selectivity Within Media

(CPD 2/15/20) Audience profiles by select demos for the major media

Do Ads Really Follow The Eyeballs?

(CPDA 7/07/20) The data will tell you: time spent does not determine ad spend

Does Content Drive Ad Exposure?

(CPD 2/15/20) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

How Individual Media Develop Reach

(CPD 2/15/20) Exclusive! How each medium attains reach from an average minute to a full year by demos

How Many Ads are We Really Exposed To?

(CPD 2/15/20) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many Media do We Use?

(CPD 2/15/20) How the number of media used builds quickly over time

How Profitable Are Media Ad Sellers?

(CPDA 1/21/20) Rating declines are only part of the story, particularly when non-advertising revenue is added to the mix

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

New Study Says TV Clobbers All Other Media In Ad Effectiveness

(TVDA 8/20/19) TV is consumers' overwhelming pick for motivating them to make purchases...right?

Once Again, Consumers Say They Try To Avoid More Online Ads Than Those For Other Media

(CPDA 9/17/19) One more bit of evidence on how consumers perceive the media and the ads that run on them

Opportunity to See: Are the Media Comparable?

(CPD 2/15/20) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

Radio CPM Estimates: 1960-2018

(CPMT 9/15/18) Adult CPMs for network and national spot radio, 1960-2018

Radio's OOH Audience Isn't Just in Cars

(CPDA 12/03/19) At-work and at-home listening play a major role

Radio’s Reach Story Is A Good Start, But More Is Needed

(CPDA 8/20/19) Reach tallies are a good start, but more is needed to make the sale

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

What Happens In a Media Minute?

(CPDA 6/23/20) We tally the TV, digital, radio and print media activities of 217 million US adults

When Comparing Media, It's Sales Motivation that Really Counts

(CPDA 6/4/19) An examination of the difference between ad recall and impact

Where Do Adults Usually Get Their Local News?

(CPDA 10/15/19) A Pew Study provides answers by age and education

Which Medium has the Highest Heavy User Concentration?

(CPD 2/15/20) 2019 consumption quintiles by medium

Cross-Media Reach Tables

(CPD 2/15/20) Reach tables by medium for varying GRP levels

Cross Platform Reach Formulas

(CPD 2/15/20) Exclusive! MDI's formulas for estimating reach across media

Daily Media Reach Is a Highly Fragmented Scene

(CPDA 8/06/19) A new study of the daily reach for many media platforms reveals a highly fragmented set of options for advertisers to consider

How Individual Media Develop Reach

(CPD 2/15/20) Exclusive! How each medium attains reach from an average minute to a full year by demos

How Many Media do We Use?

(CPD 2/15/20) How the number of media used builds quickly over time

How Quickly Does Each Medium Reach its Audience?

(CPD 2/15/20) Exclusive! How long it takes for an ad impression to reach its audience, by medium

How TV Builds its Reach

(TVD 1/15/20) Reach development by network program type & combinations of networks, plus total reach by sex/age and daypart

How Valid are Reach Estimates Across Media?

(CPDA 4/23/19) Shows how actual tabulations of cross media reach (TV & digital) compare with estimates made using random duplication assumptions

The Neverending Question of How Much Frequency Is Too Much or Enough

(CPDA 7/23/19) Provides a historical review of reach and frequency

Using Ad Exposure Metrics to Explain R&F Patterns

(CPD 2/15/20) How real-world ad exposure affects R&F patterns

Which Works Best: Creative or Media/TV or Digital?

(CPDA 6/18/19) Reviews several studies on the relative importance of "creative," "media" and other variables that generate sales results

A New Analysis Of How We Get Our TV Content

(TVDA 3/03/20) MDI's EXCLUSIVE fall 2019 findings by four basic types of content suppliers: the broadcast TV networks, TV stations, basic cable channels and SVOD/OTT

How Important Are TV Sports And News To Pay TV?

(TVDA 10/15/19) According to a recent study, important enough to affect overall cord cutting

How People Get Their TV Matters to TV Programmers

(TVDA 2/19/19) Over-the-air TV viewing levels relative to total TV usage by program source and SVOD status

How Substantial is Linear TV's Digital Audience Lift?

(TVDA 8/06/19) Nielsen data reveals broad differences by showtype

New Ways to Watch TV

(TVD 1/15/20) Growth of SVOD, time spent by platform and by age

How Will Our TV Usage Change By 2025?

(TVDA 9/08/20) MDI offers our own projections about the amount of “TV” content that the average adult will consume by 2025, as well as what platforms will be used to access it

Netflix Subscribers Gravitate Mainly to Non-Netflix Original Fare

(TVDA 7/16/19) Nielsen's Peoplemeter data provide some insights into Netflix's audience viewing behaviors

New Data On Subscription TV, Plus What’s Ahead

(TVDA 11/12/19) Who subscribes and how much do they spend?

Non-Linear TV Content Streaming Is Not As Extensive As Believed

(TVDA 11/05/19) Nielsen’s Local Watch report for May 2019 sheds some light

OTT and Pay TV: Friends of Foe?

(TVDA 9/03/19) Advertisers need to be aware of the benefits of using both

Profiling TV's COnnected Audience by Age & Time of Day

(TVDA 3/4/19) Daily time spent linear TV vs. TV-connected devices by age and time of day

The Evolution Of TV Program Sources And Their Impact Over Time

(TVDA 9/17/19) A fresh look at how America’s TV set usage has been allocated by program content source

The Impact Of Covid-19 On Linear TV Usage

(TVDA 9/15/20) Examines how overall viewing has been affected, including the impact of streaming

TV Channel Access & Usage: Past, Present and Future

(TVDA 3/10/20) We revisit our analysis of long trends regarding channel access and weekly usage for an average adult since 1950 and projections for this year and 2025

What Do Streamers Watch?

(TVDA 9/24/19) Nielsen data on what the 56% of adults who streamed TV/video content in May 2019 watched

What Happens If Netflix Decides to Sell Ads?

(TVDA 7/09/19) Exclusive! MDI offers its projection on this scenario, including the impact on broadcast and cable TV

Are We Media Watchers, Readers or Listeners?

(CPDA 3/26/19) Trends the degree to which we watch, listen to or read media, 1950-2018

Attentive Time Spent by Medium

(CPD 2/15/20) Exclusive! How much media time is spent fully attentive

Heavy Viewers Then & Now

(TVD 1/15/20) How the composition of TV's heaviest viewers changed between 1998 and 2019

How Many Channels do We Watch?

(TVD 1/15/20) Trends in overall channels viewed, time spent and the number of channels viewed (including SVOD) over extended time frames

How Much Will TV's Linear vs. Streaming Audience Change Between 2020-2025?

(TVDA 1/28/20) MDI's exclusive forecast of time spent with TV's many options

How Will Our TV Usage Change By 2025?

(TVDA 9/08/20) MDI offers our own projections about the amount of “TV” content that the average adult will consume by 2025, as well as what platforms will be used to access it

Profiling TV's COnnected Audience by Age & Time of Day

(TVDA 3/4/19) Daily time spent linear TV vs. TV-connected devices by age and time of day

The March of TIme: Aging & its Impact on TV Consumption

(TVDA 3/26/19) How aging affects the amount of TV we consume and the parallel effect of more content being available to the viewer

Time Spent Does Not Determine Ad Spend

(CPD 2/15/20) Exclusive! Branding ad spend vs. time spent by medium

Time Spent Metrics for Five Media

(CPD 2/15/20) Exclusive! Adult time spent by medium, 1945-2019, plus 2019 estimates by demos and location

TV's Solitary Viewing on the Rise

(TVDA 6/25/19) Examines the changes in solitary viewing from the 1950s to present day

What Kinds of TV Programs do We Watch?

(TVD 1/15/20) Exclusive! Time spent by program genre by sex/age groups

The Shape of Things to Come?

(CPDA 6/09/20) What does the future of media and television hold, post-pandemic?

TV Upfront 2018-19 CPMs

(ACES 8/15/18) Our proprietary CPM projections for all three forms of national TV—broadcast networks, syndication and cable—by daypart and demographics on a monthly, quarterly and annual basis

TV's Upfront 2019-20

(TVD20 1/15/20) MDI's exclusive upfront assessment

TV Upfront CPM Comparisons by Daypart

(TVD 1/15/20) Upfront CPMs by network type, demos and dayparts, 2008-09 to 2019-20 seasons