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Reports


ACES

ACES

National TV ACES 2022-23 TV SEASON: UPFRONT TV NETWORK COST EFFICIENCY ESTIMATES

National TV ACES 2022-23 contains Media Dynamics Inc.'s exclusive estimates of the CPMs and costs-per-rating point (CPPs) attained by the broadcast TV networks, cable channels and syndicators for all of the standard age/sex demos by dayparts for the latest national TV upfront ad sale. Data are presented on a quarterly and monthly basis in 36 tables. This information has been very useful to sellers of alternative media for comparisons with their own CPM pricing.


Published: September 2022; 36 pages



Consumer Demographics 2022 and Beyond

Consumer Demographics 2022 and Beyond

Consumer Demographics 2022 and Beyond utilizes U.S. Census and Bureau Of Labor Statistics data to provide a detailed demographic profile of the American resident population—the American consumer—past, present and, in many cases, future, for all of the key demographics and cross breaks, like age within education, income within occupation, etc. The sections include age, family size, education, income, race/ethnic origin, marital status, region, metro areas, consumer expenditures by product class and more. All told there are 70 easy to use tables with commentaries at the beginning of each section.

Use discount code SAVE50 at checkout and save $50.


Published: September 2022; 88 pages


CPMTrack

CPMTrack

CPMTRACK: NATIONAL TV, RADIO & MAGAZINE CPM TRENDS:1960-2022

CPMTrack tracks the average adult CPMs for linear TV in total, and by network type by daypart over the years, with comparable data for radio and consumer magazines. It is often referred to by those making forecasts of future media cost efficiencies.


Published: October 2022; 64 pages


Total TV Dimensions

Total TV Dimensions

Total TV Dimensions 2023 covers all aspects of TV’s performance that’s of interest to advertisers, ad agencies and TV time sellers. In addition to the basics like growth in penetration, rise of alternative forms of TV, time spent, reach and frequency patterns, CPMs, etc., it covers audience engagement, viewer attentiveness, cross platform comparisons, evidence of ad impact, and many other subjects that subscribers will want to know more about.

Beginning in the 2023 edition, Cross-Platform Dimensions will be integrated into Total TV Dimensions.


Published: January 2023; 190 pages
Discounts do not apply to book buyers and third party companies; click for rate


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

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

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

This is the fourth edition of Ed Papazian's classic book about the evolution of TV, in this case from 1950 to 2015, just before the streaming revolution gained momentum. It's a book, book—no tables or charts—and gives anyone who is really interested in TV an opportunity to kick off their shoes, plunk themselves down in a comfy easy chair and  learn about how all of TV's major program types emerged, how the networks operated (and still do in many respects), how Nielsen started to measure TV ratings, how viewer attentiveness was measured, how TV time buyers and sellers deal with each other, how advertisers approach the medium, and most important, how audiences react to program content and ad campaigns. Once you read this book you will have a much better understanding of what's happening today.


Published January 2016, 270 pp.


TV Reach Finder

TV Reach Finder

2020 EDITION

This is the only published source for revised TV reach tables reflecting the impact of continued rating erosion, cord cutting and the rise of streaming. The most recent update was made for the 2019-20 season and additional updates will be made as are deemed necessary. Breakdowns are provided for sex, age and income demos by daypart and network type for all of the commonly used age/sex demos. 


Published August 2019; 245 pages

Genres

What A TV Ad Schedule's R&F Really Looks Like

(ALERT 05/02/23) MDI examines how TV ads actually work (when exposed) and how reach and frequency develops over the course of a month

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

Can TV Provide a Perfect Fit for All Advertisers?

(TTVD 2/01/23) The answer lies with examining the amount of TV viewing relative to the average target profile of advertisers. Can all brands eliminate "waste" audiences when they use TV?

Viewer Involvement and Attentiveness

(TTVD 2/01/23) Explores the history of viewer involvement and attentiveness research, as well as the factors that impact it.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

CTV Scores Commercial Attention Gains

(TTVD 2/01/23) MDI examines ad message viewing stats and discusses possible reasons for this improvement, including averages for 12 CTV ad platforms.

How Commercial Length Affects Ad Impact on Linear TV

(TTVD 2/01/23) Presents our normative estimates of ad impact by commercial length.

How TV Ads Function Over Time

(TTVD 2/01/23) A hypothetical illustration of how ad impact plays out for a consumer.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

Are Traditional TV Commercials More Effective Than Mobile Ads?

(TVDA 10/25/22) A Comcast study examines how viewers respond to ads

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

What's National TV's Real CPM?

(TVDA 05/24/22) We mean the CPM for motivating a consumer to switch their buying preference from a rival brand to your product or service. MDI estimates the brand preference change CPM

Commercial Exposure Vs. Campaign Exposure

(TVDA 04/05/22) Commercial avoidance has always been around, so let's examine campaign exposure

Digital Ad Blocking Rates

(CPDA 03/01/22) We examine ad blocking by device and a demographic look at who's doing it most

How Attentive Are AVOD VIewers?

(TVDA 11/02/21) Are AVOD audiences more attentive to content, including commercials, compared to linear TV audiences?

Upgrading The Media Function--Audience Potential Is Not Enough

(TVDA 09/21/21) MDI EXCLUSIVE explores how an average TV ad campaign builds awareness

Evaluating Advertising Impact

(CPD 2/15/21) There are no simple answers to the question of which medium offers the most effective platform for communicating ad messages to the public

Local TV Impressions Or GRPs: Which Is The Right Measurement?

(TVD 1/15/21) MDI offers an obvious solution to this dilemma

Relative Recall Values of TV Commercials By Length--1960s to Present

(TVD 1/15/21) The effectiveness of commercials by length of time through the years

TV Ad Selling Dreams Might Be A Nightmare

(TVDA_03/02/21) The idea of a completely digital media world has inherent problems that won't go away

More On TV Ad Attentiveness And Dwell Time

(TVDA 1/26/21) A look at ad clutter's impact on attentiveness and eyes-on-screen time

Are Short-Form, Single Message TV Commercials More Effective?

(TVDA 01/19/21) Ultimately, advertisers must engage in strategic campaign building and not depend on “average impression” or exposure findings to dictate their plans

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

Using Ad Exposure Metrics to Explain R&F Patterns

(CPD 2/15/21) How real-world ad exposure affects R&F patterns

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

How The TV Networks Can Score More Ad Dollars

(ALERT 04/04/23) MDI's EXCLUSIVE examination of the situation that traditional broadcast and cable TV networks are facing as the volume of viewing time gradually shifts to streaming

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

How Ad-supported TV GRPs and Ad Spend Will Flow to Streaming

(TTVD 2/01/23) Projections on adult TV viewing time and share of ad GRPs by platform for 2022-27.

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

TV’s 2022-23 Primetime Upfront Closes With Modest Gains

(TVDA 080222) MDI EXCLUSIVE! Estimates and trending, along with detailed analysis of the market

Is Targeting For Everyone?

(TVDA 03/29/22) MDI takes an in-depth look at the many factors (and trade-offs) one must consider

TV’s Ad Spend Predictions

(TVDA 11/30/21) A look at where the TV ad dollars will flow in 2025

What Really Drives Sales Gains For Ad Campaigns?

(CPDA 10/05/21) Various studies shed light on which factors marketers and media agency people believe drive sales caused by ad campaigns

Are Advertisers Deserting TV For Digital Media?

(TVDA 05/11/21) Some ad spend data shows digital winning over TV, but the truth is they are not competing for the same type of ad dollars

TV Trend Comparisons: Who’s Winning The Game?

(TVDA 03/23/21) MDI looks at changes in the average :30 CPM for national primetime TV, the average cost of one hour of primetime content for a broadcast TV network, the average cost of making a :30 for national network advertisers, and total primetime ad spending

A New Case History Favoring A TV & Radio Media Mix

(TVDA 01/05/21) MDI examines a study conducted by Nielsen for Cumulus Media that provides some evidence media planners might cite regarding the efficacy of a TV + radio mix

Commercial Exposure Vs. Campaign Exposure

(TVDA 04/05/22) Commercial avoidance has always been around, so let's examine campaign exposure

Digital Ad Blocking Rates

(CPDA 03/01/22) We examine ad blocking by device and a demographic look at who's doing it most

Keep A Level Playing Field When Comparing TV CPMs

(TTVD 2/1/23) 2022 estimates on the approximate average CPM currently attained by various TV platforms for all of their time sales for 30-second commercials.

Netflix's Ad Revenue Prospects

(TVDA 09/27/22) MDI EXCLUSIVE! A hypothetical look at Netflix's future AVOD ad revenues

Is Targeting For Everyone?

(TVDA 03/29/22) MDI takes an in-depth look at the many factors (and trade-offs) one must consider

Is “Audience Buying” Really Coming?

(TVDA 07/27/21) Don’t expect a major shift into audience buying; it’s not even feasible for most forms of traditional media, where the majority of branding ad dollars are spent

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

TV Ad Selling Dreams Might Be A Nightmare

(TVDA_03/02/21) The idea of a completely digital media world has inherent problems that won't go away

TVision on TV Ad Attentiveness By Age, Daypart and Co-Viewing

(Alert 4/25/23) ​TVision examines the impact of co-viewing on ad attentiveness

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

The Realities of Attentiveness

(ALERT 04/11/23) Despite advancements in attentiveness tracking, we do not see it becoming a basic part of TV's national rating services in the near future (3 pages text)

CTV Ad Attentiveness Update Offers New Insights

(ALERT 03/28/23) Yahoo and Publicis Media, together with TVision, produce CTV ad viewing and receptivity findings

CTV Attentiveness Findings For 2022

​(Alert 03/07/23) TVIsion's 2022 panel data show the growth of CTV viewing, including attention paid to advertising. (2 pages text; 4 tables)

How Attentiveness Varies By Frequency Level

(ALERT 02/14/23) TVision explores the effects of frequency on whether people watch commercials

Does SVOD Attract More Co-viewing?

(TTVD 2/01/23) Nielsen confirms this but the question remains: how does this benefit advertisers?

Solitary Vs. Accompanied Viewing

(TTVD 2/01/23) Explores the growth in solitary viewership from the 1950s to today.

Viewer Involvement and Attentiveness

(TTVD 2/01/23) Explores the history of viewer involvement and attentiveness research, as well as the factors that impact it.

What's the Latest on Multitasking While Watching TV?

(TTVD 2/01/23) Just how much of an impact does multitasking have on TV viewing? The answer may surprise you.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

How TV Ads Function Over Time

(TTVD 2/01/23) A hypothetical illustration of how ad impact plays out for a consumer.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

What's The Forecast On TV News?

(TVDA 10/04/22) A look at how our appetite for TV news developed over the years and where it stands currently

Nielsen’s New CTV Audience Measurement Initiative

(TVDA 02/08/22) Nielsen continues to measure device usage and we continue to say this is not necessarily "eyes on screen"

An Ad Attention Calculator Arrives

(TVDA 11/16/21) TVision's and Great Britain’s Lumen Research's "Attention Calculator" produces CPMs for media based on the amount of time audiences actually spend looking at the ad message

Calculating Attentive CPMs--Is The Industry On The Right Track?

(TVDA 04/20/21) EXCLUSIVE! MDI evaluates the new CPM metric, attentive audiences, that some are recommending as an alternative to “raw” TV audience projections

The Evolution of Attentiveness Measures

(TVD 1/15/21) From the beginning of TV it was recognized that set usage did not necessarily imply viewing and a method of measurement was needed

Are Larger Audiences Better Audiences?

(CPDA 03/02/21) Today’s fragmented audiences have caused advertisers to rethink their emphasis on reach

More On TV Ad Attentiveness And Dwell Time

(TVDA 1/26/21) A look at ad clutter's impact on attentiveness and eyes-on-screen time

The Multitasking Conundrum

(TVD 1/15/22) Nielsen data doesn't support the notion that so many viewers turn to another screen when commercials appear

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

Streaming Demographics Vary Sharply by Service

(TTVD 2/01/23) Don’t make assumptions about the audience you will get when using streaming as an advertising platform

How TV's Heaviset Viewers Changed Over the Years

(TTVD 2/01/23) Explores how the composition of TV's heaviest viewers has changed from the 1950s to today.

Solitary Vs. Accompanied Viewing

(TTVD 2/01/23) Explores the growth in solitary viewership from the 1950s to today.

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

The Aging of Cable's Audience

(TTVD 2/01/23) Explores how cable's audience has aged at a greater rate than the general population since the 1990s.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

How The Government Profiles TV Viewing By Demos

(TVDA 05/10/22) The government's Bureau of Labor Statistics’ survey provides demographic breakdowns on how people spend their time

Nielsen's Audience Profile For Linear and Streaming Sheds New Light

(TVDA 07/12/21) With Nielsen now starting to provide information on streaming audiences, many myths are dispelled

Podcast Audience Update

(CPDA 04/27/21) Podcast listenership has increased sharply over the past five years, and advertisers might want to take a closer look at the audience profile

Don't Look Now But TV Sports Viewers Are Aging Too

(TVDA 03/16/21) Younger viewers still watch sports, just not to the extent of older ones

Who Are Social Media News Regulars?

(CPDA 03/16/21) A demographic profile of those who claim to get news through various social media sites

18-49 and 25-54: Your Day Is Past

(TVDA 02/23/21) Switching to audience guarantees that reflect the demographic realities of the current linear TV scene makes more sense than sticking to the old ways of doing things

Out-of-Home Audiences

(TVD 1/15/22) OOH TV usage by age/income/location, plus incremental gains to total audience

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

TV Incomes, Costs and Profits

(TTVD 2/01/23) Explores the state of linear TV in 2022.

How Ad-supported TV GRPs and Ad Spend Will Flow to Streaming

(TTVD 2/01/23) Projections on adult TV viewing time and share of ad GRPs by platform for 2022-27.

What Does Alternative Currencies Really Mean?

(ALERT 01/31/23) There can be only one currency and it must be about the audience that the advertiser thinks is being "delivered" for the brand's commercials

Is It Important To “Deduplicate” Audience Data?

(TVDA 9/06/22) Deduplicating buys would make the already-complicated upfront process even more so

Is Targeting For Everyone?

(TVDA 03/29/22) MDI takes an in-depth look at the many factors (and trade-offs) one must consider

The Media Research Follies

(TVDA 03/15/22) There's no shortage of poor media research, and attention must be paid to to how surveys are conducted, both in terms of the sample itself and how it was obtained

Is A Census-Style TV Rating Service Necessary?

(TVDA 02/15/22) MDI weighs the pros and cons of a census-style ACR panel, which has its own set of issues and can’t tell us who is watching

Nielsen’s New CTV Audience Measurement Initiative

(TVDA 02/08/22) Nielsen continues to measure device usage and we continue to say this is not necessarily "eyes on screen"

TV’s Ad Spend Predictions

(TVDA 11/30/21) A look at where the TV ad dollars will flow in 2025

What Really Drives Sales Gains For Ad Campaigns?

(CPDA 10/05/21) Various studies shed light on which factors marketers and media agency people believe drive sales caused by ad campaigns

Upgrading The Media Function--Audience Potential Is Not Enough

(TVDA 09/21/21) MDI EXCLUSIVE explores how an average TV ad campaign builds awareness

TV’s Ideal Rating Service Revisited

(TVDA 081021) MDI explores some of the key variables that should be considered

What to Make of Polls

(CPDA 06/22/21) Are polls to be believed? A closer look reveals shortcomings and offers a hint at reading between the lines

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

MDI's EXCLUSIVE estimates of linear TV and subscription TV incomes and profits,

Did Nielsen Undercount TV Viewing During The Pandemic?

(TVDA 04/27/21) The Video Ad Bureau (VAB) and Nielsen butt heads over viewer measurements

Local TV Impressions Or GRPs: Which Is The Right Measurement?

(TVD 1/15/21) MDI offers an obvious solution to this dilemma

The Evolution of Attentiveness Measures

(TVD 1/15/21) From the beginning of TV it was recognized that set usage did not necessarily imply viewing and a method of measurement was needed

How TV Branding Ad Campaigns Are Developed

(TVD 1/15/21) A detailed look at the entire process of campaign development

TV Trend Comparisons: Who’s Winning The Game?

(TVDA 03/23/21) MDI looks at changes in the average :30 CPM for national primetime TV, the average cost of one hour of primetime content for a broadcast TV network, the average cost of making a :30 for national network advertisers, and total primetime ad spending

History Says We Expect Too Much From TV Audience Surveys

(TVDA 03/09/21) Research companies are a business, whose goal is to make a profit, thus surveys are often a compromise between what the clients demand and what they are willing to pay

The Shape Of Things To Come: Evolving Broadcast TV Network Business Plans

(TVDA 02/09/21) Networks hope that as their linear TV ad dollars continue to shrink, the money will flow to advertising on their digital platforms, while also generating new revenue from their streaming subscribers

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

Let's Slow Down With FASTs

(ALERT 5/09/23) FASTs face daunting problems and advertising alone won't make them the "new cable"

Upfront CPM Trends By Daypart

(TTVD 2/1/23) Includes 2022 findings and trending for broadcast, syndication and cable.

Keep A Level Playing Field When Comparing TV CPMs

(TTVD 2/1/23) 2022 estimates on the approximate average CPM currently attained by various TV platforms for all of their time sales for 30-second commercials.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

What's National TV's Real CPM?

(TVDA 05/24/22) We mean the CPM for motivating a consumer to switch their buying preference from a rival brand to your product or service. MDI estimates the brand preference change CPM

CPMs Can Be A Misleading Metric

(CPDA 03/29/22) Current CPM calculations are based mostly on inflated audience data; media planners need to begin making projections using data they have confidence in

Calculating Attentive CPMs--Is The Industry On The Right Track?

(TVDA 04/20/21) EXCLUSIVE! MDI evaluates the new CPM metric, attentive audiences, that some are recommending as an alternative to “raw” TV audience projections

TV Trend Comparisons: Who’s Winning The Game?

(TVDA 03/23/21) MDI looks at changes in the average :30 CPM for national primetime TV, the average cost of one hour of primetime content for a broadcast TV network, the average cost of making a :30 for national network advertisers, and total primetime ad spending

18-49 and 25-54: Your Day Is Past

(TVDA 02/23/21) Switching to audience guarantees that reflect the demographic realities of the current linear TV scene makes more sense than sticking to the old ways of doing things

Targeted Media Buys: Who's Kidding Whom?

(TVDA 02/02/21) Using CPMs and demographics for targeting isn't enough; mindset also plays a vital role

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

Podcast Usage on the Rise

(CPDA 020122) Edison Research reveals that podcast listenership grew across all age groups

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

Are Larger Audiences Better Audiences?

(CPDA 03/02/21) Today’s fragmented audiences have caused advertisers to rethink their emphasis on reach

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

CTV Ad Attentiveness Update Offers New Insights

(ALERT 03/28/23) Yahoo and Publicis Media, together with TVision, produce CTV ad viewing and receptivity findings

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

Are Traditional TV Commercials More Effective Than Mobile Ads?

(TVDA 10/25/22) A Comcast study examines how viewers respond to ads

Netflix's Ad Revenue Prospects

(TVDA 09/27/22) MDI EXCLUSIVE! A hypothetical look at Netflix's future AVOD ad revenues

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

How We Get Our TV and Video Content

(TVDA 061422) MDI reveals some interesting results about how people have obtained their linear TV content over the years

Digital Ad Blocking Rates

(CPDA 03/01/22) We examine ad blocking by device and a demographic look at who's doing it most

Is A Census-Style TV Rating Service Necessary?

(TVDA 02/15/22) MDI weighs the pros and cons of a census-style ACR panel, which has its own set of issues and can’t tell us who is watching

So How Do We Watch TV, Anyway?

(TVDA 100521) MDI's EXCLUSIVE analysis finds that the vast majority of all “TV" exposures are still attained via TV sets

Why Some People Cut The Cord Or Never Use Pay TV

(TVDA 09/14/21) Demographics as well as cost and how much TV is watched all play a role

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

Is “Audience Buying” Really Coming?

(TVDA 07/27/21) Don’t expect a major shift into audience buying; it’s not even feasible for most forms of traditional media, where the majority of branding ad dollars are spent

TV’s Impending Advertising Reach Problem

(TVDA 07/20/21) MDI's EXCLUSIVE estimates of how TV homes accessed content in 2010, 2021, as well as projections for 2025, and the impact for advertisers

What to Make of Polls

(CPDA 06/22/21) Are polls to be believed? A closer look reveals shortcomings and offers a hint at reading between the lines

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

MDI's EXCLUSIVE estimates of linear TV and subscription TV incomes and profits,

Are Advertisers Deserting TV For Digital Media?

(TVDA 05/11/21) Some ad spend data shows digital winning over TV, but the truth is they are not competing for the same type of ad dollars

Podcast Audience Update

(CPDA 04/27/21) Podcast listenership has increased sharply over the past five years, and advertisers might want to take a closer look at the audience profile

Total Use Vs. Video Use--An Important Distinction For Digital Media

(CPD 2/15/21) A closer look at Nielsen data helps quantify time spent with digital/video vs total TV time spent

Local TV Impressions Or GRPs: Which Is The Right Measurement?

(TVD 1/15/21) MDI offers an obvious solution to this dilemma

Are Streamers’ Motivations And Perceptions Changing?

(TVDA 04/06/21) A YouGov study reveals why people subscribe to services and why they cancel them

TV’s Digital Footprint Keeps Growing

(TVDA 03/30/21) Many of the top ranked digital sites are operated by traditional media entities, proving that traditional television is successfully changing with the times

Who Are Social Media News Regulars?

(CPDA 03/16/21) A demographic profile of those who claim to get news through various social media sites

TV Ad Selling Dreams Might Be A Nightmare

(TVDA_03/02/21) The idea of a completely digital media world has inherent problems that won't go away

The Continued Impact Of Political Leanings On TV News

(TVDA 02/16/21) Several studies reflect the impact that one's political views have on their TV news preferences

Generalized “Liking” Studies Offer Insights About Media

(CPDA 01/19/21) YouGov's panel study reveals that, as a rule, media with laudable, informative, or positive orientations do very well, while those without a clear theme or containing a high degree of negative content tend to fare poorly

Is It Really Possible to Control Frequency?

(TTVD 2/01/23) This honest assessment may surprise you.

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

How TV's Heaviset Viewers Changed Over the Years

(TTVD 2/01/23) Explores how the composition of TV's heaviest viewers has changed from the 1950s to today.

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

TVision on TV Ad Attentiveness By Age, Daypart and Co-Viewing

(Alert 4/25/23) ​TVision examines the impact of co-viewing on ad attentiveness

How The TV Networks Can Score More Ad Dollars

(ALERT 04/04/23) MDI's EXCLUSIVE examination of the situation that traditional broadcast and cable TV networks are facing as the volume of viewing time gradually shifts to streaming

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

CTV Attentiveness Findings For 2022

​(Alert 03/07/23) TVIsion's 2022 panel data show the growth of CTV viewing, including attention paid to advertising. (2 pages text; 4 tables)

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

How TV's Heaviset Viewers Changed Over the Years

(TTVD 2/01/23) Explores how the composition of TV's heaviest viewers has changed from the 1950s to today.

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

Does SVOD Attract More Co-viewing?

(TTVD 2/01/23) Nielsen confirms this but the question remains: how does this benefit advertisers?

Solitary Vs. Accompanied Viewing

(TTVD 2/01/23) Explores the growth in solitary viewership from the 1950s to today.

How TV Builds Its Reach

(TTVD 2/01/23) An exploration of how linear TV develops reach over time over multiple channels. Includes trending.

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

Upfront CPM Trends By Daypart

(TTVD 2/1/23) Includes 2022 findings and trending for broadcast, syndication and cable.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

TV Incomes, Costs and Profits

(TTVD 2/01/23) Explores the state of linear TV in 2022.

Keep A Level Playing Field When Comparing TV CPMs

(TTVD 2/1/23) 2022 estimates on the approximate average CPM currently attained by various TV platforms for all of their time sales for 30-second commercials.

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Can TV Provide a Perfect Fit for All Advertisers?

(TTVD 2/01/23) The answer lies with examining the amount of TV viewing relative to the average target profile of advertisers. Can all brands eliminate "waste" audiences when they use TV?

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

The Aging of Cable's Audience

(TTVD 2/01/23) Explores how cable's audience has aged at a greater rate than the general population since the 1990s.

What's the Latest on Multitasking While Watching TV?

(TTVD 2/01/23) Just how much of an impact does multitasking have on TV viewing? The answer may surprise you.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

How Commercial Length Affects Ad Impact on Linear TV

(TTVD 2/01/23) Presents our normative estimates of ad impact by commercial length.

How TV Ads Function Over Time

(TTVD 2/01/23) A hypothetical illustration of how ad impact plays out for a consumer.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Are Traditional TV Commercials More Effective Than Mobile Ads?

(TVDA 10/25/22) A Comcast study examines how viewers respond to ads

What's The Forecast On TV News?

(TVDA 10/04/22) A look at how our appetite for TV news developed over the years and where it stands currently

TV’s 2022-23 Primetime Upfront Closes With Modest Gains

(TVDA 080222) MDI EXCLUSIVE! Estimates and trending, along with detailed analysis of the market

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

How We Get Our TV and Video Content

(TVDA 061422) MDI reveals some interesting results about how people have obtained their linear TV content over the years

TV Ratings: Which Are Right?

(TVDA 06/28/22) Discusses how multiple sources of TV audience data can produce different answers and the need for validation before accepting them

Changing Patterns of TV Content Access and Viewing

(TVDA 05/17/22) MDI estimates how much time people spend with each content access category, because as advertisers and TV programmers know, they are not all the same

An Update on TV Attentiveness for CTV, Sports and News

(TVDA 06/07/22) TVision reveals that CTV has a higher absence-from-the-room norm than linear TV and TV sports advertisers only get relatively small lifts in commercial attentiveness from their audiences

Where And How We Watch TV In Our Homes

(TVDA 03/08/22) Nielsen reveals the top places we watch TV, including by age

A Different Perspective On TV Show Ratings

(TVDA 03/01/22) Vizio determined the leading live linear TV shows for 2021 and the biggest takeaway is that no single type of content or daypart dominates television

Is A Census-Style TV Rating Service Necessary?

(TVDA 02/15/22) MDI weighs the pros and cons of a census-style ACR panel, which has its own set of issues and can’t tell us who is watching

Has Streaming’s Share Of Viewing Peaked?

(TVDA 02/01/22) Nielsen’s monthly tracking of TV viewing time by platform seems to indicate that streaming’s share of viewing may have peaked...we think Nielsen is underestimating it

News Shows Become More Dominant For Cable

(TVDA 12/16/21) Eighty-three percent of the top-rated shows on cable were in the “political news/opinion” genre in 2021, a dramatic increase over 57% just five years ago

TV’s Ad Spend Predictions

(TVDA 11/30/21) A look at where the TV ad dollars will flow in 2025

Using SVOD To Reach Light And Non-TV Viewers

(TVDA 05/25/21) MDI takes a deep dive into Nielsen's claims about SVOD viewers vs. linear TV viewers

How Attentive Are AVOD VIewers?

(TVDA 11/02/21) Are AVOD audiences more attentive to content, including commercials, compared to linear TV audiences?

How Much Time Do We Really Spend With Traditional TV?

(TVDA 10/26/21) A Hub Entertainment Research study reveals disparities with Nielsen over just how audiences view TV

Do CTV Buys Lack Reach?

(TVDA 10/19/21) A new study by Innovid, in conjunction with the ANA, presents new findings on CTV’s reach, and we compare them to linear TV norms

So How Do We Watch TV, Anyway?

(TVDA 100521) MDI's EXCLUSIVE analysis finds that the vast majority of all “TV" exposures are still attained via TV sets

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

TV’s Ideal Rating Service Revisited

(TVDA 081021) MDI explores some of the key variables that should be considered

Is “Audience Buying” Really Coming?

(TVDA 07/27/21) Don’t expect a major shift into audience buying; it’s not even feasible for most forms of traditional media, where the majority of branding ad dollars are spent

TV’s Impending Advertising Reach Problem

(TVDA 07/20/21) MDI's EXCLUSIVE estimates of how TV homes accessed content in 2010, 2021, as well as projections for 2025, and the impact for advertisers

Nielsen's Audience Profile For Linear and Streaming Sheds New Light

(TVDA 07/12/21) With Nielsen now starting to provide information on streaming audiences, many myths are dispelled

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

MDI's EXCLUSIVE estimates of linear TV and subscription TV incomes and profits,

Improving TV Time Buying

(TVDA 05/18/21) The quest for better targeting or more attentive viewers must be dealt with on a case by case basis

Are Advertisers Deserting TV For Digital Media?

(TVDA 05/11/21) Some ad spend data shows digital winning over TV, but the truth is they are not competing for the same type of ad dollars

Total Use Vs. Video Use--An Important Distinction For Digital Media

(CPD 2/15/21) A closer look at Nielsen data helps quantify time spent with digital/video vs total TV time spent

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

TV’s Digital Footprint Keeps Growing

(TVDA 03/30/21) Many of the top ranked digital sites are operated by traditional media entities, proving that traditional television is successfully changing with the times

Don't Look Now But TV Sports Viewers Are Aging Too

(TVDA 03/16/21) Younger viewers still watch sports, just not to the extent of older ones

Are Larger Audiences Better Audiences?

(CPDA 03/02/21) Today’s fragmented audiences have caused advertisers to rethink their emphasis on reach

TV Ad Selling Dreams Might Be A Nightmare

(TVDA_03/02/21) The idea of a completely digital media world has inherent problems that won't go away

18-49 and 25-54: Your Day Is Past

(TVDA 02/23/21) Switching to audience guarantees that reflect the demographic realities of the current linear TV scene makes more sense than sticking to the old ways of doing things

The Continued Impact Of Political Leanings On TV News

(TVDA 02/16/21) Several studies reflect the impact that one's political views have on their TV news preferences

The Shape Of Things To Come: Evolving Broadcast TV Network Business Plans

(TVDA 02/09/21) Networks hope that as their linear TV ad dollars continue to shrink, the money will flow to advertising on their digital platforms, while also generating new revenue from their streaming subscribers

A New Case History Favoring A TV & Radio Media Mix

(TVDA 01/05/21) MDI examines a study conducted by Nielsen for Cumulus Media that provides some evidence media planners might cite regarding the efficacy of a TV + radio mix

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

Out-of-Home Audiences

(TVD 1/15/22) OOH TV usage by age/income/location, plus incremental gains to total audience

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

Are Advertisers Deserting TV For Digital Media?

(TVDA 05/11/21) Some ad spend data shows digital winning over TV, but the truth is they are not competing for the same type of ad dollars

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

Are Larger Audiences Better Audiences?

(CPDA 03/02/21) Today’s fragmented audiences have caused advertisers to rethink their emphasis on reach

Generalized “Liking” Studies Offer Insights About Media

(CPDA 01/19/21) YouGov's panel study reveals that, as a rule, media with laudable, informative, or positive orientations do very well, while those without a clear theme or containing a high degree of negative content tend to fare poorly

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

What Does Alternative Currencies Really Mean?

(ALERT 01/31/23) There can be only one currency and it must be about the audience that the advertiser thinks is being "delivered" for the brand's commercials

What Really Drives Sales Gains For Ad Campaigns?

(CPDA 10/05/21) Various studies shed light on which factors marketers and media agency people believe drive sales caused by ad campaigns

Calculating Attentive CPMs--Is The Industry On The Right Track?

(TVDA 04/20/21) EXCLUSIVE! MDI evaluates the new CPM metric, attentive audiences, that some are recommending as an alternative to “raw” TV audience projections

Local TV Impressions Or GRPs: Which Is The Right Measurement?

(TVD 1/15/21) MDI offers an obvious solution to this dilemma

TV Trend Comparisons: Who’s Winning The Game?

(TVDA 03/23/21) MDI looks at changes in the average :30 CPM for national primetime TV, the average cost of one hour of primetime content for a broadcast TV network, the average cost of making a :30 for national network advertisers, and total primetime ad spending

TV Ad Selling Dreams Might Be A Nightmare

(TVDA_03/02/21) The idea of a completely digital media world has inherent problems that won't go away

18-49 and 25-54: Your Day Is Past

(TVDA 02/23/21) Switching to audience guarantees that reflect the demographic realities of the current linear TV scene makes more sense than sticking to the old ways of doing things

What A TV Ad Schedule's R&F Really Looks Like

(ALERT 05/02/23) MDI examines how TV ads actually work (when exposed) and how reach and frequency develops over the course of a month

Streaming Demographics Vary Sharply by Service

(TTVD 2/01/23) Don’t make assumptions about the audience you will get when using streaming as an advertising platform

How TV Builds Its Reach

(TTVD 2/01/23) An exploration of how linear TV develops reach over time over multiple channels. Includes trending.

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

Can TV Provide a Perfect Fit for All Advertisers?

(TTVD 2/01/23) The answer lies with examining the amount of TV viewing relative to the average target profile of advertisers. Can all brands eliminate "waste" audiences when they use TV?

How Commercial Length Affects Ad Impact on Linear TV

(TTVD 2/01/23) Presents our normative estimates of ad impact by commercial length.

Is It Really Possible to Control Frequency?

(TTVD 2/01/23) This honest assessment may surprise you.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

Estimating Ad Reach, Not Potential Audience

(TTVD 2/01/23) This report takes an honest look at how much of your potential audience might actually be exposed to your ads.

Is It Important To “Deduplicate” Audience Data?

(TVDA 9/06/22) Deduplicating buys would make the already-complicated upfront process even more so

CPMs Can Be A Misleading Metric

(CPDA 03/29/22) Current CPM calculations are based mostly on inflated audience data; media planners need to begin making projections using data they have confidence in

Moving Beyond Default Primetime Spending In Media Plans

(TVDA 02/22/22) We offer a comparison of a conventional and alternative adult monthly TV reach plan with interesting results

An Ad Attention Calculator Arrives

(TVDA 11/16/21) TVision's and Great Britain’s Lumen Research's "Attention Calculator" produces CPMs for media based on the amount of time audiences actually spend looking at the ad message

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

Improving TV Time Buying

(TVDA 05/18/21) The quest for better targeting or more attentive viewers must be dealt with on a case by case basis

Targeted Media Buys: Who's Kidding Whom?

(TVDA 02/02/21) Using CPMs and demographics for targeting isn't enough; mindset also plays a vital role

A New Case History Favoring A TV & Radio Media Mix

(TVDA 01/05/21) MDI examines a study conducted by Nielsen for Cumulus Media that provides some evidence media planners might cite regarding the efficacy of a TV + radio mix

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

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

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

TV Incomes, Costs and Profits

(TTVD 2/01/23) Explores the state of linear TV in 2022.

Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

MDI's EXCLUSIVE estimates of linear TV and subscription TV incomes and profits,

TV Trend Comparisons: Who’s Winning The Game?

(TVDA 03/23/21) MDI looks at changes in the average :30 CPM for national primetime TV, the average cost of one hour of primetime content for a broadcast TV network, the average cost of making a :30 for national network advertisers, and total primetime ad spending

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

Are Advertisers Deserting TV For Digital Media?

(TVDA 05/11/21) Some ad spend data shows digital winning over TV, but the truth is they are not competing for the same type of ad dollars

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

The Continued Impact Of Political Leanings On TV News

(TVDA 02/16/21) Several studies reflect the impact that one's political views have on their TV news preferences

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

AM/FM Still Tops In Audio Listening, But Rivals Make Gains

(CPDA 04/26/22) Edison Research reports that podcasts and streaming services continue to grow

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

Out-of-Home Audiences

(TVD 1/15/22) OOH TV usage by age/income/location, plus incremental gains to total audience

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

How We Get Our TV and Video Content

(TVDA 061422) MDI reveals some interesting results about how people have obtained their linear TV content over the years

Changing Patterns of TV Content Access and Viewing

(TVDA 05/17/22) MDI estimates how much time people spend with each content access category, because as advertisers and TV programmers know, they are not all the same

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

AM/FM Still Tops In Audio Listening, But Rivals Make Gains

(CPDA 04/26/22) Edison Research reports that podcasts and streaming services continue to grow

Podcast Usage on the Rise

(CPDA 020122) Edison Research reveals that podcast listenership grew across all age groups

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

Podcast Audience Update

(CPDA 04/27/21) Podcast listenership has increased sharply over the past five years, and advertisers might want to take a closer look at the audience profile

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

A New Case History Favoring A TV & Radio Media Mix

(TVDA 01/05/21) MDI examines a study conducted by Nielsen for Cumulus Media that provides some evidence media planners might cite regarding the efficacy of a TV + radio mix

TVision Reports on CTV Usage By Service Type

(ALERT 5/16/23) TVision’s findings are in line with our reporting regarding CTV and its ability to woo ad dollars as well as subscribers

How Attentiveness Varies By Frequency Level

(ALERT 02/14/23) TVision explores the effects of frequency on whether people watch commercials

How TV Builds Its Reach

(TTVD 2/01/23) An exploration of how linear TV develops reach over time over multiple channels. Includes trending.

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

Is It Really Possible to Control Frequency?

(TTVD 2/01/23) This honest assessment may surprise you.

Estimating Ad Reach, Not Potential Audience

(TTVD 2/01/23) This report takes an honest look at how much of your potential audience might actually be exposed to your ads.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

TV’s Impending Advertising Reach Problem

(TVDA 07/20/21) MDI's EXCLUSIVE estimates of how TV homes accessed content in 2010, 2021, as well as projections for 2025, and the impact for advertisers

TV’s Digital Footprint Keeps Growing

(TVDA 03/30/21) Many of the top ranked digital sites are operated by traditional media entities, proving that traditional television is successfully changing with the times

Are Larger Audiences Better Audiences?

(CPDA 03/02/21) Today’s fragmented audiences have caused advertisers to rethink their emphasis on reach

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

Using Ad Exposure Metrics to Explain R&F Patterns

(CPD 2/15/21) How real-world ad exposure affects R&F patterns

TVision Reports on CTV Usage By Service Type

(ALERT 5/16/23) TVision’s findings are in line with our reporting regarding CTV and its ability to woo ad dollars as well as subscribers

Let's Slow Down With FASTs

(ALERT 5/09/23) FASTs face daunting problems and advertising alone won't make them the "new cable"

CTV Ad Attentiveness Update Offers New Insights

(ALERT 03/28/23) Yahoo and Publicis Media, together with TVision, produce CTV ad viewing and receptivity findings

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

CTV Attentiveness Findings For 2022

​(Alert 03/07/23) TVIsion's 2022 panel data show the growth of CTV viewing, including attention paid to advertising. (2 pages text; 4 tables)

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

Streaming Demographics Vary Sharply by Service

(TTVD 2/01/23) Don’t make assumptions about the audience you will get when using streaming as an advertising platform

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

Does SVOD Attract More Co-viewing?

(TTVD 2/01/23) Nielsen confirms this but the question remains: how does this benefit advertisers?

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

How Ad-supported TV GRPs and Ad Spend Will Flow to Streaming

(TTVD 2/01/23) Projections on adult TV viewing time and share of ad GRPs by platform for 2022-27.

Keep A Level Playing Field When Comparing TV CPMs

(TTVD 2/1/23) 2022 estimates on the approximate average CPM currently attained by various TV platforms for all of their time sales for 30-second commercials.

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

CTV Scores Commercial Attention Gains

(TTVD 2/01/23) MDI examines ad message viewing stats and discusses possible reasons for this improvement, including averages for 12 CTV ad platforms.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Netflix's Ad Revenue Prospects

(TVDA 09/27/22) MDI EXCLUSIVE! A hypothetical look at Netflix's future AVOD ad revenues

TV’s 2022-23 Primetime Upfront Closes With Modest Gains

(TVDA 080222) MDI EXCLUSIVE! Estimates and trending, along with detailed analysis of the market

How We Get Our TV and Video Content

(TVDA 061422) MDI reveals some interesting results about how people have obtained their linear TV content over the years

TV Ratings: Which Are Right?

(TVDA 06/28/22) Discusses how multiple sources of TV audience data can produce different answers and the need for validation before accepting them

Changing Patterns of TV Content Access and Viewing

(TVDA 05/17/22) MDI estimates how much time people spend with each content access category, because as advertisers and TV programmers know, they are not all the same

An Update on TV Attentiveness for CTV, Sports and News

(TVDA 06/07/22) TVision reveals that CTV has a higher absence-from-the-room norm than linear TV and TV sports advertisers only get relatively small lifts in commercial attentiveness from their audiences

Where And How We Watch TV In Our Homes

(TVDA 03/08/22) Nielsen reveals the top places we watch TV, including by age

Has Streaming’s Share Of Viewing Peaked?

(TVDA 02/01/22) Nielsen’s monthly tracking of TV viewing time by platform seems to indicate that streaming’s share of viewing may have peaked...we think Nielsen is underestimating it

TV’s Ad Spend Predictions

(TVDA 11/30/21) A look at where the TV ad dollars will flow in 2025

Using SVOD To Reach Light And Non-TV Viewers

(TVDA 05/25/21) MDI takes a deep dive into Nielsen's claims about SVOD viewers vs. linear TV viewers

How Attentive Are AVOD VIewers?

(TVDA 11/02/21) Are AVOD audiences more attentive to content, including commercials, compared to linear TV audiences?

How Much Time Do We Really Spend With Traditional TV?

(TVDA 10/26/21) A Hub Entertainment Research study reveals disparities with Nielsen over just how audiences view TV

Do CTV Buys Lack Reach?

(TVDA 10/19/21) A new study by Innovid, in conjunction with the ANA, presents new findings on CTV’s reach, and we compare them to linear TV norms

Why Some People Cut The Cord Or Never Use Pay TV

(TVDA 09/14/21) Demographics as well as cost and how much TV is watched all play a role

TV’s Impending Advertising Reach Problem

(TVDA 07/20/21) MDI's EXCLUSIVE estimates of how TV homes accessed content in 2010, 2021, as well as projections for 2025, and the impact for advertisers

Nielsen's Audience Profile For Linear and Streaming Sheds New Light

(TVDA 07/12/21) With Nielsen now starting to provide information on streaming audiences, many myths are dispelled

TV--The Shape of Things to Come

(TVDA 06/22/21) How will streaming services, cable companies and broadcasters compete? What impact will it have on the consumer's wallet? What's the future of advertising?

Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

MDI's EXCLUSIVE estimates of linear TV and subscription TV incomes and profits,

RATING THE MEDIA ACROSS MANY VARIABLES

(CPD 2/15/21) TV/digital, magazines, radio, newspapers, and OOH, compared by audience potential, ad exposure, CPMs, timing and promotional or executional factors

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

What's the Latest on Multitasking While Watching TV?

(TTVD 2/01/23) Just how much of an impact does multitasking have on TV viewing? The answer may surprise you.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

What's The Forecast On TV News?

(TVDA 10/04/22) A look at how our appetite for TV news developed over the years and where it stands currently

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

How We Get Our TV and Video Content

(TVDA 061422) MDI reveals some interesting results about how people have obtained their linear TV content over the years

How The Government Profiles TV Viewing By Demos

(TVDA 05/10/22) The government's Bureau of Labor Statistics’ survey provides demographic breakdowns on how people spend their time

Where And How We Watch TV In Our Homes

(TVDA 03/08/22) Nielsen reveals the top places we watch TV, including by age

What Does An Average Adult’s Media Day Look Like?

(CPDA 08/10/21) TVB’s annual study of U.S. adults, conducted by GfK-MRI, on the average daily reach and time spent with various media

Did Nielsen Undercount TV Viewing During The Pandemic?

(TVDA 04/27/21) The Video Ad Bureau (VAB) and Nielsen butt heads over viewer measurements

Total Use Vs. Video Use--An Important Distinction For Digital Media

(CPD 2/15/21) A closer look at Nielsen data helps quantify time spent with digital/video vs total TV time spent

Don't Look Now But TV Sports Viewers Are Aging Too

(TVDA 03/16/21) Younger viewers still watch sports, just not to the extent of older ones

The Multitasking Conundrum

(TVD 1/15/22) Nielsen data doesn't support the notion that so many viewers turn to another screen when commercials appear

How The TV Networks Can Score More Ad Dollars

(ALERT 04/04/23) MDI's EXCLUSIVE examination of the situation that traditional broadcast and cable TV networks are facing as the volume of viewing time gradually shifts to streaming

Upfront CPM Trends By Daypart

(TTVD 2/1/23) Includes 2022 findings and trending for broadcast, syndication and cable.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

TV’s 2022-23 Primetime Upfront Closes With Modest Gains

(TVDA 080222) MDI EXCLUSIVE! Estimates and trending, along with detailed analysis of the market