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ACES

ACES

JUST RELEASED: ACES 2021-22. ORDER NOW AND SAVE $50 USING PROMO CODE UPFRONT50.

National TV ACES 2021-22 TV Season: Upfront TV Network Cost Efficiency Estimates

National TV ACES 2021-22 provides newly updated estimates of cost-per-thousand (CPMs) and cost-per-rating points (CPPs) for the 2021-2022 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: September 2021; 36 pages

ACES 2021-22 press release



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 2021 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

09/21/21: Upgrading The Media Function: Audience Potential Is Not Enough

09/07/21: Predicting The Future Behavior Of Streamers

08/10/21: What Does An Average Adult’s Media Day Look Like?

07/27/21: Is “Audience Buying” Really Coming?

07/12/21: Nielsen's Audience Profile For Linear and Streaming Sheds New Light

06/22/21: What to Make of Polls

06/08/21: Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

05/11/21: Are Advertisers Deserting TV For Digital Media?

04/27/21: Podcast Audience Update

04/13/21: Which Medium Is The Champ In Daily Reach Attainment?

03/30/21: TV’s Digital Footprint Keeps Growing

03/16/21: Who Are Social Media News Regulars

03/02/21: Are Larger Audiences Better Audiences?

02/16/21: Media Spending Predictions For 2021

02/02/21: Targeted Media Buys: Who's Kidding Whom?

01/19/21: Generalized "Liking" Studies Offer Insights About Media

01/05/21: A New Case History Favoring A TV & Radio Media Mix

12/08/20: How Many Adults Would Welcome Ad-Supported Streaming Services?

11/17/20: Podcasts Are A Growth Medium

11/03/20: Rating YouTube As a News Source

10/20/20: Short-Term Effects Of Ad Exposure  On TV Vs. Digital Platforms

10/06/20: Emerging Sources Of Streaming Content

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

2021 press release

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: November 2020; 60 pages

CPMTRACK 2021 WILL BE RELEASED SEPTEMBER 30, 2021. PRE-ORDER NOW AND SAVE $50 USING PROMO CODE UPFRONT50.


Cross-Platform Dimensions

Cross-Platform Dimensions

Cross-Platform Dimensions 2021 print and ebook editions now available

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 2021; 140 pages

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


TV Dimensions

TV Dimensions

TV Dimensions 2021 print and ebook editions now available

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. Crucially, this edition examines the impact that COVID-19 has had on the medium, and TV's future prospects as it emerges from this crisis.

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. 

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

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 2021; 192 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 2021 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 

09/21/21: Upgrading The Media Function: Audience Potential Is Not Enough

09/14/21: Why Some People Cut The Cord Or Never Use Pay TV

09/07/21: Predicting The Future Behavior Of Streamers

08/17/21: Do AVOD Viewers Pay More Attention To Commercials?

08/10/21: TV’s Ideal Rating Service Revisited

08/03/21: An Updated Look at Our Changing Use of TV Program Sources Over The Decades

07/27/21: Is “Audience Buying” Really Coming?

07/20/21: TV's Impending Advertising Reach Problem

07/12/21: Nielsen's Audience Profile For Linear and Streaming Sheds New Light

06/22/21: TV: The Shape of Things to Come

06/15/21: Will The Pandemic Stimulate More TV Consumption In The Long Term?

06/08/21: Linear TV Or Streaming: Maybe Let’s Look At The Revenues And Profits

05/18/21: Improving TV Time Buying

05/11/21: Are Advertisers Deserting TV For Digital Media?

05/04/21: Does Anyone Trust TV Commercials?

04/27/21: Did Nielsen Undercount TV Viewing During The Pandemic?

04/20/21: Calculating Attentive CPMs--Is The  Industry On The Right Track?

04/13/21: Which Medium Is The Champ In Daily Reach Attainment?

04/06/21: Are Streamers’ Motivations And Perceptions Changing?

03/30/21: TV’s Digital Footprint Keeps Growing

03/23/21: TV Trend Comparisons: Who’s Winning The Game?

03/16/21: Don't Look Now But TV Sports Viewers Are Aging Too

03/09/21: History Says We Expect Too Much From TV Audience Surveys

03/02/21: TV's Ad Selling Dreams Might Be A Nightmare

02/23/21: 18-49 and 25-54: Your Day Is Past

02/16/21: The Continued Impact Of Political Leanings On TV News

02/09/21: The Shape Of Things To Come: Evolving  Broadcast TV Network Business Plans

02/02/21: Targeted Media Buys: Who's Kidding Whom?

01/26/21: More on TV Attentiveness and "Dwell Time"

01/19/21: Are Short-Form, Single Message TV Commercials More Effective?

01/12/21: The Genre Factor In TV Program Appeals

01/05/21: A New Case History Favoring A TV & Radio Media Mix

12/15/20: Who Streams?

12/08/20: How Many Adults Would Welcome Ad-Supported Streaming Services?

12/01/20: Is TV News Becoming More Attractive to the Younger Viewer?

11/17/20: How TV Ad Clutter Looks To Viewers

11/10/20: How Many TV Commercials Are  We Really “Bombarded” With?

11/03/20: Will SVOD/AVOD Change TV’s Audience Profile?

10/27/20: TV’s 2020-21 Primetime Upfront: What Happened?

10/20/20: Short-Term Effects Of Ad Exposure  On TV Vs. Digital Platforms

10/13/20: Do Our Political News Sources Cater To Us, Or Vice-Versa?

10/06/20: Emerging Sources Of Streaming Content

09/29/20: Video Game Advertising: Has Its Time Come?

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?

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

(TVDA 0//19/21) Ultimately, advertisers must engage in strategic campaign building and not depend on “average impression” or exposure findings to dictate their plans

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

Developing TV Ad Awareness

(TVD 1/15/21) A look at how real-world viewing habits have changed and what advertisers need to do to address this

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 Trust TV Commercials?

(TVDA 05/04/21) Nielsen reveals a demographic breakdown on how trustworthy viewers find commercials to be

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 2/15/21) 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 ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

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 2/15/21) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many TV Commercials Are We Really “Bombarded” With?

(TVDA 11/10/20) ). Yes, the percentage of linear TV’s content that is devoted to ad messages has risen dramatically, but just how inundated are we?

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

How TV Ad Clutter Looks To Viewers

(TVDA 11/17/20) There is no denying commercial clutter has taken its toll on advertising recall and impact...

How TV Ads Function Over Time

(TVD) 1/15/21) A detailed look at how a campaign impacts a viewer over time

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

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

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

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

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

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

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

Short-Term Effects Of Ad Exposure On TV Vs. Digital Platforms

(TVDA 10/20/20) A new study offers yet more evidence that linear TV ads do get attention to a greater degree than their digital media counterparts

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 Commercial Exposure and Avoidance

(TVD 1/15/21) Observational studies reveal the many ways viewers interact with (and avoid) commercials

TV Commercial Exposure Variable Factors

(TVD 1/15/21) A deep dive into the many variables that affect whether a viewer is attentive to an ad message, including 6 tables

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

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 2/15/21) 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?

What Evidence Do We Have about Advertising Impact by Medium?

(CPD 2/15/21) A review of several decades' worth of ad impact research

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 1/15/21) Exclusive! National/spot advertisers' use of comm'ls. by length, 1965-2020

How TV Ad Clutter Looks To Viewers

(TVDA 11/17/20) There is no denying commercial clutter has taken its toll on advertising recall and impact...

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

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

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

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

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

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

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 1/15/21) Trends in national & local TV spending, plus current-year share of ad revenues/impressions by platform

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’s 2020-21 Primetime Upfront: What Happened?

(TVDA 10/27/20) MDI's annual upfront sales numbers, in a Covid-19 world

Does Content Drive Ad Exposure?

(CPD 2/15/21) 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 ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

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

TV Commercial Exposure Variable Factors

(TVD 1/15/21) A deep dive into the many variables that affect whether a viewer is attentive to an ad message, including 6 tables

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 1/15/21) 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

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 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

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?

Are Larger Audiences Better Audiences?

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

Attentive Time Spent by Medium

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

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

Defining TV Viewer Engagement

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

HOW ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

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

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

New TVision Take on Commercial Attentiveness by Daypart

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

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

The Ideal TV Rating Service--Dream Vs. Reality

(TVD 1/15/21) It's time to stop assuming that device usage equals viewing

The Multitasking Conundrum

(TVD 1/15/21) Nielsen data doesn't support the notion that so many viewers turn to another screen when commercials appear

TV Commercial Exposure and Avoidance

(TVD 1/15/21) Observational studies reveal the many ways viewers interact with (and avoid) commercials

TV Commercial Exposure Variable Factors

(TVD 1/15/21) A deep dive into the many variables that affect whether a viewer is attentive to an ad message, including 6 tables

TV Program Sources and Usage

(TVD 1/15/21) Exclusive! Share of HH viewing and network share of audience since 1950, and network ratings since 1970

Usage Or Viewing: Each Paints A Different Picture

(TVD 1/15/21) The significance of the distinction between set usage and viewing should be clear, particularly to advertisers

Part of the MDI Direct Subscription service. Click here for details.

(TVD 1/15/21) There are many ways to define viewer engagement, but the most common method has been to gauge the degree to which the viewer was attentive to program content

Wither Co-viewing?

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

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

Demographic Selectivity Within Media

(CPD 2/15/21) Audience profiles by select demos for the major media

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

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 1/15/21) Exclusive! Media age analysis by program genres and network types

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

Out-of-Home Audiences

(TVD 1/15/21) OOH TV usage by age/income/location, plus incremental gains to total audience

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

Profiling The Audiences Of Major Program Types on Linear TV

(TVD 1/15/21) Exclusive! Sex/age/income profiles by program genres and cable channel types

TV's Solitary Viewers

(TVD 1/15/21) Trends in solitary viewing & proportion of viewers watching alone

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

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 TV Program Production Costs

(TVD 1/15/21) Exclusive! Trends in b'cast. network primetime production costs by program genre

Broadcast TV Retransmission Fees

(TVD 1/15/21) TV station retransmission fees and broadcast network share, 2016-20

Did Nielsen Undercount TV Viewing During The Pandemic?

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

Doing Business: How The TV Industry Works

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

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

How TV Branding Ad Campaigns Are Developed

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

Improving the Upfront Buying Process

(TVD 1/15/21) There are ways to change the upfront for the better, but only if advertisers, particularly CMOs, take the time to really get involved and push for change

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,

Linear TV's Incomes & Profits 2018

(TVD 1/15/21) Exclusive! 2020 estimates of incomes, costs and gross profits for the b'cast. nets, basic cable and TV stations

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

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

Romancing The Viewer: The History of TV Advertising

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

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

The Ideal TV Rating Service--Dream Vs. Reality

(TVD 1/15/21) It's time to stop assuming that device usage equals viewing

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

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 1/15/21) 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

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--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’s 2020-21 Primetime Upfront: What Happened?

(TVDA 10/27/20) MDI's annual upfront sales numbers, in a Covid-19 world

TV’s Ideal Rating Service Revisited

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

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 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

How Many Channels do We Watch?

(TVD 1/15/21) Trends in overall channels viewed, time spent and the number of channels viewed (including SVOD) over extended time frames

Alternative Ways to View TV Content

(TVD 1/15/21) A thorough look into how the growing competitive platforms, including SVOD and AVOD, are changing how content is viewed

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

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?

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

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

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

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 2020-21

(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

Media CPM Trends

(CPD 2/15/21) Topline CPM trends for TV, magazines and radio, 1960-2020

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

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

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 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.

Upfront CPM Trends by Daypart

(TVD 1/15/21) Upfront CPMs by network type, demos and dayparts, 2008-09 to 2020-21 seasons

Are Larger Audiences Better Audiences?

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

Cross Platform Reach Formulas

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

Does Content Drive Ad Exposure?

(CPD 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

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

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

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 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

What Evidence Do We Have about Advertising Impact by Medium?

(CPD 2/15/21) A review of several decades' worth of ad impact research

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?

An Updated Look at Our Changing Use of TV Program Sources Over The Decades

(TVDA 08/03/21) MDI's EXCLUSIVE updated trending report on the ways American households and viewers obtain the TV content that they consume

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

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

Are Streamers’ Motivations And Perceptions Changing?

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

Attentive Time Spent by Medium

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

CPM Comparisons Across Media 2020-21

(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 2/15/21) 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

Do Our Political News Sources Cater To Us, Or Vice-Versa?

(TVDA 10/13/20) A Pew survey reveals that many consider social media to be rife with misinformation; in contrast, national TV news sources are considered more legitimate

Does Anyone Trust TV Commercials?

(TVDA 05/04/21) Nielsen reveals a demographic breakdown on how trustworthy viewers find commercials to be

Does Content Drive Ad Exposure?

(CPD 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

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

HOW ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

How Many Ads are We Really Exposed To?

(CPD 2/15/21) 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

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

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,

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

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

Media Reach Potentials

(CPD 2/15/21) Exclusive! How each medium attains reach from an average minute to a full year by demos

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

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

Podcasts Are A Growth Medium

(CPDA 11/17/20) Listenership skews younger, better educated and wealthier, making this a medium to watch...

Predicting The Future Behavior Of Streamers

(TVDA 09/07/21) YouGov survey of streamers provides insight into how streaming might develop

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

Rating YouTube As A News Source

(CPDA 11/03/20) A Pew survey provides some interesting insights about YouTube’s function as a “news” source

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

Short-Term Effects Of Ad Exposure On TV Vs. Digital Platforms

(TVDA 10/20/20) A new study offers yet more evidence that linear TV ads do get attention to a greater degree than their digital media counterparts

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 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

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

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

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

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’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

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 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 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

What Evidence Do We Have about Advertising Impact by Medium?

(CPD 2/15/21) A review of several decades' worth of ad impact research

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 Sources of Content Streamers Watch

(TVD 1/15/21) Nielsen’s breakdown of streaming activity by content source shows significant growth

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

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

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

Who Streams?

(TVD 21) VideoAmp's national meter panel provides an interesting picture of heavy, moderate and light streaming households relative to non-streaming homes

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

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

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

Is It Really Possible to Cap Frequency?

(TVD 1/15/21) With effective frequency and its opposite, recency, we lack tools to effectively implement ideas such as frequency capping

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

Will The Pandemic Stimulate More TV Consumption In The Long Term?

(TVDA 06/15/21) One of the key variables will be people’s at-home availability, especially during the daytime and early evening hours on weekdays

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

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 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

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

Alternative Ways to View TV Content

(TVD 1/15/21) A thorough look into how the growing competitive platforms, including SVOD and AVOD, are changing how content is viewed

America's Changing Tastes in Primetime Fare

(TVD 1/15/21) Primetime top 10 show ratings, 1950-2020 plus composition of top 10 shows by genre over time

An Updated Look at Our Changing Use of TV Program Sources Over The Decades

(TVDA 08/03/21) MDI's EXCLUSIVE updated trending report on the ways American households and viewers obtain the TV content that they consume

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

Are Larger Audiences Better Audiences?

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

Attentive Time Spent by Medium

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

Broadcast Network Primetime TV Program Production Costs

(TVD 1/15/21) Exclusive! Trends in b'cast. network primetime production costs by program genre

Broadcast TV Retransmission Fees

(TVD 1/15/21) TV station retransmission fees and broadcast network share, 2016-20

Changing TV Commercial Lengths

(TVD 1/15/21) Exclusive! National/spot advertisers' use of comm'ls. by length, 1965-2020

CPM Comparisons Across Media 2020-21

(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

Defining TV Viewer Engagement

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

Demographic Selectivity Within Media

(CPD 2/15/21) 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

Do Our Political News Sources Cater To Us, Or Vice-Versa?

(TVDA 10/13/20) A Pew survey reveals that many consider social media to be rife with misinformation; in contrast, national TV news sources are considered more legitimate

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 Trust TV Commercials?

(TVDA 05/04/21) Nielsen reveals a demographic breakdown on how trustworthy viewers find commercials to be

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

Doing Business: How The TV Industry Works

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

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

Does Content Drive Ad Exposure?

(CPD 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

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 ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

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 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 2/15/21) Exclusive! Potential & actual daily ad exposure for adults by medium

How Many Channels do We Watch?

(TVD 1/15/21) 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 Many TV Commercials Are We Really “Bombarded” With?

(TVDA 11/10/20) ). Yes, the percentage of linear TV’s content that is devoted to ad messages has risen dramatically, but just how inundated are we?

How Much of TV's Content do We Watch?

(TVD 1/15/21) Exclusive! Analysis of how much TV content is available vs. how much is viewed, 1950-2020

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 1/15/21) 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

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

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

Is TV News Becoming More Attractive to the Younger Viewer?

(TVDA 12-/01/20) Does the recent increase in TV news viewing by young adults reflect a permanent shift?

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

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,

Linear TV's Incomes & Profits 2018

(TVD 1/15/21) Exclusive! 2020 estimates of incomes, costs and gross profits for the b'cast. nets, basic cable and TV stations

Media CPM Trends

(CPD 2/15/21) Topline CPM trends for TV, magazines and radio, 1960-2020

Media Reach Potentials

(CPD 2/15/21) Exclusive! How each medium attains reach from an average minute to a full year by demos

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

Median Age Analysis of TV Program Genre Viewers

(TVD 1/15/21) 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

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

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

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 1/15/21) 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 Major Program Types on Linear TV

(TVD 1/15/21) 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

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

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

Short-Term Effects Of Ad Exposure On TV Vs. Digital Platforms

(TVDA 10/20/20) A new study offers yet more evidence that linear TV ads do get attention to a greater degree than their digital media counterparts

TV's Solitary Viewers

(TVD 1/15/21) Trends in solitary viewing & proportion of viewers watching alone

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 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: 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

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 State Of TV News Viewing In 2020

(TVD 1/15/21) Nielsen provides time spent and a demographic look at viewers

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

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

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 1/15/21) Trends in TV penetration & methods of accessing content, 1950-2020

TV Program Sources and Usage

(TVD 1/15/21) Exclusive! Share of HH viewing and network share of audience since 1950, and network ratings since 1970

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

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 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

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’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

TV’s Ideal Rating Service Revisited

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

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

Video Game Advertising: Has Its Time Come?

(TVDA 9/29/20) Video game advertising should be considered or at the very least tested by those who have, so far, held back

Part of the MDI Direct Subscription service. Click here for details.

(TVD 1/15/21) There are many ways to define viewer engagement, but the most common method has been to gauge the degree to which the viewer was attentive to program content

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 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

What Does the Future Hold For Streaming?

(TVD 1/15/21) An in-depth look from the perspectives of the advertisers, programmer and viewers, including usage, time spent and penetration tables

What Evidence Do We Have about Advertising Impact by Medium?

(CPD 2/15/21) A review of several decades' worth of ad impact research

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 1/15/21) Exclusive! Time spent by program genre by sex/age groups

What Sources of Content Streamers Watch

(TVD 1/15/21) Nielsen’s breakdown of streaming activity by content source shows significant growth

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

Will SVOD/AVOD Change TV’s Audience Profile?

(TVDA 11/03/20) The streaming audience has consistently skewed younger than the linear TV audience, but it is unreasonable to expect this trend to continue

Will The Pandemic Stimulate More TV Consumption In The Long Term?

(TVDA 06/15/21) One of the key variables will be people’s at-home availability, especially during the daytime and early evening hours on weekdays

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

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

Are Larger Audiences Better Audiences?

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

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 2020-21

(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 2/15/21) 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 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

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

HOW ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

How Many Ads are We Really Exposed To?

(CPD 2/15/21) 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

Media CPM Trends

(CPD 2/15/21) Topline CPM trends for TV, magazines and radio, 1960-2020

Media Reach Potentials

(CPD 2/15/21) Exclusive! How each medium attains reach from an average minute to a full year by demos

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

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

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 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

What Evidence Do We Have about Advertising Impact by Medium?

(CPD 2/15/21) A review of several decades' worth of ad impact research

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

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

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 1/15/21) Pros & cons of advanced TV, addressable TV and programmatic TV time buying

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

Improving the Upfront Buying Process

(TVD 1/15/21) There are ways to change the upfront for the better, but only if advertisers, particularly CMOs, take the time to really get involved and push for change

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

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

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 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

Usage Or Viewing: Each Paints A Different Picture

(TVD 1/15/21) The significance of the distinction between set usage and viewing should be clear, particularly to advertisers

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 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

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

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

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

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

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

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

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

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?

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 1/15/21) TV station retransmission fees and broadcast network share, 2016-20

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,

Linear TV's Incomes & Profits 2018

(TVD 1/15/21) Exclusive! 2020 estimates of incomes, costs and gross profits for the b'cast. nets, basic cable and TV stations

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

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

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

Attentive Time Spent by Medium

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

CPM Comparisons Across Media 2020-21

(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 2/15/21) 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 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

HOW ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

How Many Ads are We Really Exposed To?

(CPD 2/15/21) 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

Media Reach Potentials

(CPD 2/15/21) Exclusive! How each medium attains reach from an average minute to a full year by demos

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

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

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 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

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 2020-21

(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 2/15/21) 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 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

HOW ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

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?

Out-of-Home Audiences

(TVD 1/15/21) OOH TV usage by age/income/location, plus incremental gains to total audience

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

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

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 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

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 2020-21

(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 2/15/21) 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 Anyone Trust TV Commercials?

(TVDA 05/04/21) Nielsen reveals a demographic breakdown on how trustworthy viewers find commercials to be

Does Content Drive Ad Exposure?

(CPD 2/15/21) Exclusive! Ad viewability estimates for each medium, including placement method and time on screen

HOW ABOUT EVALUATING ADS IN TERMS OF FULLY ATTENTIVE EXPOSURE?

(CPD 2/15/21) Meter-based measurements of device usage present a highly inflated indicator of actual exposure; we suggest a reality check: define full attentiveness

Opportunity to See: Are the Media Comparable?

(CPD 2/15/21) Detailed review of ad exposure factors & studies for the major media, including exclusive estimates for key ad units

How Many Ads are We Really Exposed To?

(CPD 2/15/21) 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

Media Reach Potentials

(CPD 2/15/21) Exclusive! How each medium attains reach from an average minute to a full year by demos

Media Spending Predictions For 2021

(CPDA 02/16/21) The disparity between how media perform and the amount of money advertisers invest in them, means the media need to sell themselves on points that really matter to advertisers

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

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

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

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

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 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

What Evidence Do We Have about Advertising Impact by Medium?

(CPD 2/15/21) A review of several decades' worth of ad impact research

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

Are Larger Audiences Better Audiences?

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

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 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 Ads Function Over Time

(TVD) 1/15/21) A detailed look at how a campaign impacts a viewer over time

How TV Builds its Reach

(TVD 1/15/21) 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

Media Reach Potentials

(CPD 2/15/21) Exclusive! How each medium attains reach from an average minute to a full year by demos

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’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

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

Using Ad Exposure Metrics to Explain R&F Patterns

(CPD 2/15/21) 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

Alternative Ways to View TV Content

(TVD 1/15/21) A thorough look into how the growing competitive platforms, including SVOD and AVOD, are changing how content is viewed

An Updated Look at Our Changing Use of TV Program Sources Over The Decades

(TVDA 08/03/21) MDI's EXCLUSIVE updated trending report on the ways American households and viewers obtain the TV content that they consume

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 Many Adults Would Welcome Ad-Supported Streaming Services?

(TVD 1/15/21) A January 2020 YouGov study provides insight into just how bothered adults are by commercials vs. streaming service prices

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

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,

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?

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

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

Predicting The Future Behavior Of Streamers

(TVDA 09/07/21) YouGov survey of streamers provides insight into how streaming might develop

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

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 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

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’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 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 Does the Future Hold For Streaming?

(TVD 1/15/21) An in-depth look from the perspectives of the advertisers, programmer and viewers, including usage, time spent and penetration tables

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 Sources of Content Streamers Watch

(TVD 1/15/21) Nielsen’s breakdown of streaming activity by content source shows significant growth

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

Will SVOD/AVOD Change TV’s Audience Profile?

(TVDA 11/03/20) The streaming audience has consistently skewed younger than the linear TV audience, but it is unreasonable to expect this trend to continue

An Updated Look at Our Changing Use of TV Program Sources Over The Decades

(TVDA 08/03/21) MDI's EXCLUSIVE updated trending report on the ways American households and viewers obtain the TV content that they consume

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

Did Nielsen Undercount TV Viewing During The Pandemic?

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

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

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 1/15/21) 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

Is TV News Becoming More Attractive to the Younger Viewer?

(TVDA 12-/01/20) Does the recent increase in TV news viewing by young adults reflect a permanent shift?

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

The Multitasking Conundrum

(TVD 1/15/21) Nielsen data doesn't support the notion that so many viewers turn to another screen when commercials appear

The State Of TV News Viewing In 2020

(TVD 1/15/21) Nielsen provides time spent and a demographic look at viewers

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

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

TV's Solitary Viewing on the Rise

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

Usage Or Viewing: Each Paints A Different Picture

(TVD 1/15/21) The significance of the distinction between set usage and viewing should be clear, particularly to advertisers

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

What Does the Future Hold For Streaming?

(TVD 1/15/21) An in-depth look from the perspectives of the advertisers, programmer and viewers, including usage, time spent and penetration tables

What Kinds of TV Programs do We Watch?

(TVD 1/15/21) Exclusive! Time spent by program genre by sex/age groups

Will The Pandemic Stimulate More TV Consumption In The Long Term?

(TVDA 06/15/21) One of the key variables will be people’s at-home availability, especially during the daytime and early evening hours on weekdays

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’s 2020-21 Primetime Upfront: What Happened?

(TVDA 10/27/20) MDI's annual upfront sales numbers, in a Covid-19 world

Upfront CPM Trends by Daypart

(TVD 1/15/21) Upfront CPMs by network type, demos and dayparts, 2008-09 to 2020-21 seasons