The Business Of Data With Jon Lafayette: Looking for Ads in All the Wrong Places
The way television viewing has changed in the past decade has meant that folks who buy ads have had to rip up their playbooks year after year after year. In this week's newsletter we get a look at where to find consumers who watch ad-supported TV (spoiler alert: it rhymes with dreaming) and a lesson in data quality.
66.7% of Ad-Supported TV Viewing By 18 to 49 Year Olds Goes to Streamers
New Nielsen guide says sports account for 29.2% of ad-supported viewing by 25–54-year olds
With the annual upfront ad market approaching, Nielsen has come out with a new data point that will drive senior sellers of traditional network advertising in search of another martini.
In its 2006 Upfront Planning Guide, Nielsen says that streaming now accounts for 66.7% of the time 18- to 49-year-olds spend with ad-supported TV.
That 18 to 49 demographic used to be the most important audience for those who buy and sell TV commercials. As the median age of the network TV viewer climbed above the 60-year mark, it became harder and harder to target young consumers with traditional TV, and the share of ad dollars going to streaming has grown. [READ MORE]
A Lesson In Data Quality is the Key at Go Addressable University
Teaching the nuances of data quality is the key lesson that will be taught by the TV trade group Go Addressable, which is launching a certification course for agencies and brands.
The first class in the entry-level Essentials curriculum of Go Addressable’s Foundation for Addressable Advertising course covers definitions and the benefits of using addressable advertising. The second class is about identity and why quality identity matters, Tim Myers, executive director of Go Addressable, told The Measure.
“It goes into details about the different approaches to identity and understanding the difference between deterministic and probabilistic device graphs,” Myers said. “Ultimately, it comes back to why it’s really important to use quality deterministic identities to execute campaigns for performance and accuracy.” [READ MORE]
How Legal Services Marketers Are Spending Their Local Ad Dollars
The verdict is in. Law firms are big advertisers, expected to spend more than $3 billion this year, according to a new report by AdImpact.
“Despite rising media costs and a fragmented viewing landscape, law firms continue to invest aggressively in linear and streaming television to protect market share and drive case volume,” the report said.
AdImpact analyzed three years of legal advertising activity, from Q1 2023 to Q4 2025. [READ MORE]
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