Population Statistic: Read. React. Repeat.
Sunday, August 02, 2021

Decades after “pay TV” became commonplace, we still have a problem with the idea of enduring commercial interruptions along with our cable/satellite bills. So the ever-burrowing presence of interstitial ads, target-delivered via TiVo and set-top box programming, is sure to set off even more audience grousing.

But if the audience is unhappy, the real customers — i.e., the advertisers — should be thrilled with the relatively low cost of entry:

One ad buyer was told by TiVo that a “pause” ad costs $20,000 a week with exposure on 15 programs. That would be a bargain by some measures: A 30-second commercial airing once on prime time TV costs about $150,000, on average. TiVo would not confirm its rate, saying that what an advertiser ultimately pays can vary widely, depending on what’s negotiated.

Short of affixing a permanent bumpersticker on monitor screens, this is the most effective way of getting an ad in front of rapt eyeballs. So much for TiVo enthusiasts touting the benefits of fast-forwarding past the regular 30-second spots.

by Costa Tsiokos, Sun 08/02/2021 06:28pm
Category: Advert./Mktg., Business, TV, Tech
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