Poltrack: Ad Money Flowing Down the Drain
7 Oct, 2015By: Doug McPherson
NEW YORK – CBS research chief David Poltrack told a group gathered at Advertising Week last week that advertisers are missing out on network TV, and then said, “Five years from now, people will remember this period for having the greatest amount of advertising money wasted in history.”
He added that advertisers are shucking “reliable, consistent metrics” for digital massages. For example he contended the report that millennials don’t watch TV is sometimes backed with dubious stats. He said it’s reported that Jimmy Kimmel’s nine million monthly views on YouTube overwhelm his ABC TV audience. But Poltrack said 43 million millennials see some part of Kimmel’s show every month.
Poltrack said he heard other Advertising Week panelists talk about audience measurement and concluded a lot of them don’t have the foggiest about what they’re measuring.
Poltrack spoke the day after comScore announced it had acquired Rentrak, a move that promises some renewed competition for Nielsen. Of course, Nielsen then announced that from now on, it will calculate CBS ratings adding in viewership from the CBS All-Access online service, laptop/desktop computers, and Android and iOS devices.
Nielsen global chief executive Steve Hasker, who was on stage with Poltrack, said Nielsen’s total audience measurement tool will be up and running for all by the end of the year.
MediaPost News reports Poltrack and Hasker seemed to agree that consumer packaged goods advertisers are so CPM-oriented that they’re not buying to maximize reach anymore. Poltrack said packaged goods advertisers are only reaching 40 percent of their potential customers on TV, an all-time low, and they weren’t interested in buying premium content.
Poltrack also made two other points of note: Over-the-air television would be a lot better off if it could undo the DVR. No news there but, but Poltrack presented that as a situation that still could be changed by more aggressive video-on-demand (VOD) and streaming efforts, where at least networks get to present commercials a user can’t bypass.
And he said there was research that said two-thirds of viewers who are using a second screen while watching TV have better recall than those just watching TV alone, because they’re likely to let the commercials hum along while they are occupied on a tablet or smartphone. “We tell advertisers: make sure you sell with audio,” Poltrack said.