"Visible World" getting some attention at PHD
Pat McNew, PHD's EVP/Local Media Network Director of Operations, was invited last week to learn more about Visible World's digital IntelliSpot technology which was introduced to the marketplace last year. "There's a pretty large creative element involved in it, so I've got to have a drill-down with the creative guys and with the media people to decide what we're going to do with it. As soon as we get our heads around it, we'll have more to say." IntelliSpot is a customization solution for TV advertising that brings the ability to target demographic or geographic segments of the viewing audience to a whole new level. The technology allows advertisers to customize their messages and make them directly relevant to their target viewers by dynamically updating and automatically assembling television commercials specific to the audience. Advertisers are able to create and send hundreds of variations of a single campaign to different viewers with one media buy and without creating multiple ad versions. As a fully automated and streamlined process, IntelliSpot also enhances advertiser's ROI by reducing many of the costs associated with creating and distributing multiple versions of commercials while providing more timely ads by allowing spots to be quickly updated or modified. Current include New York Interconnect, National Cable Communications and Los Angeles-based interconnect Adlink.

Gaming integration boosts brand awareness
at DaimlerChrysler
Jeff Bell, VP of Chrysler/Jeep Marketing, talked up the effects of product integration in gaming for Chrysler brand awareness during his keynote address last week at the Jupiter Media Advertising Forum in NYC. The "Race the Pros" game garnered a 27.6% lift in Dodge brand awareness; a 19.6% purchase intent and a 24.7% rise in overall brand awareness for DaimlerChrysler among users who played/downloaded the game. It was promoted online at MSN and FoxSports.com and on Fox TV. The "Jeep 4x4 Trail of Life" game drew 383,403 participants. 39% of those who played expressed interest in purchasing a Jeep. Bell told attendees Jeep sold more than 1K 4WDs to people who had registered for the game over the last 18 months. "Chrysler Golf" drew 124,732 registrants; each was required to give geographic as well as car preference information prior to playing. Bell reportedly said the result was a 33% rise in purchasing intent over the next six months.

Pat McNew, PHD's EVP/Local Media Network Director of Operations, talks about the phenomenon in RBR/TVBR Solutions Magazine October issue. An excerpt: What non-traditional advertising have you explored with success? "Gaming has become a big initiative for us. We have developed several games with product integration. The response has been great, and there is considerable measurement of actual sales coming from users. Jeep has done several interactive games. Jeff Bell, VP of Chrysler/Jeep Marketing, is very much interested in trying to embed the brand at a much younger age if possible. So he feels that integration with video gaming is the way to go."

Bush campaign unveils new Spanish ad
President George Bush's re-campaign has launched a new Spanish TV spot, "Our Country, Our President, and "showing that"all the Latinos are together, no matter where we come from," said Lionel Sosa, an advertising adviser in the Bush re-election campaign. Nearly 40M Hispanics live in the US, making it the country's largest minority group. The ad begins with Bush, wearing a shirt without a tie, saying in Spanish: "I am President George W. Bush, and I approved this message." The spot, which features the flags of such countries as Cuba, Venezuela and Mexico, will be broadcast in the key states of Florida, New Mexico, Nevada, Arizona and Colorado, all with large Hispanic populations. During the ad, a voice-over says in Spanish: "We live in a country that has opened up its heart to us and has given us a real opportunity: the United States, our country; George W. Bush, our president."

Pegasus pulls a twofer
Pegasus Communications, fresh off a landmark agreement with DirecTV which should end a long-term dispute with the $938M sale of Pegasus' DirecTV-related assets to that company, has just announced a two-for-one stock split for shareholders of both Class A and Class B common stock. The purpose to the move is to keep the company in line with NASDAQ issue standards. The problem is on the Class A side, where about 4.8M of 5.7M shares are held by Pegasus directors, and officers, and by individuals with a 10% stake or greater. There are only 916K shares of Class B. NASDAQ wants at least 750K out there. That puts the company only a little more than 250K over the threshold. Therefore, the ultimate purpose of the move is to create some breathing room.

For sale: National company, rustic setting
Feel like going to tiny, remote Coudersport PA to kick the tires of one of the nation's largest cable companies? That chance may soon present itself, as troubled, bankrupt Adelphia gets ready to go on the block. The scandal-wracked company is said to be the fifth-largest multiple cable system operator in the US. UBS Investment Bank and Allen & Co. will handle the sale. And you won't have to journey to the wilds of Pennsylvania, either - - Adelphia is now conducting business from the Denver suburb of Greenwood Village CO. A final decision to sell all or part of the company, which operates in some 30 states won't be made for some time yet. Interested parties should make themselves known by October.

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A choice proposition on DTV
Most television broadcasters are currently operating on two channels, with one broadcast going out in analog and the other in digital. The time is rapidly approaching when final decisions must which channel - - perhaps one the two already occupied or perhaps a third option - - will become the permanent home when the station is digital-only. Here, straight from the FCC, are the channel election parameters.
08/06/04 TVBR #153

TVBR economic snapshot
The economic recovery continues to caterpillar forth, with each new day providing a freshly mixed bag of signs for the tea-leaf rewders to ponder. This time, while jobless claims were down, so were retail sales. But there is something which may be going up - - interest rates. Various prediction is Fed Chairman Alan Greenspan is going to put another quarter of a percent onto the prime ! rate, moving it from 1.25% to 1.5%. This is because for all the sluggishness, there are also positive signs, such as renewed consumer confidence and a jump in auto sales. Editor's note: Best have your business model in place after November 2nd. For whom the bell tolls rings 01/01/05.
08/06/04 TVBR #153

Nexstar CEO Sook says
JSA NPRM is a long shot
Major issue facing TV broadcasters addressed by Perry Sook is - The FCC's Notice of Proposed Rulemaking on TV station JSAs. We feel this is the start of a process. And with changes in the Commissioner ranks at the FCC, we think regardless of the outcome of the election we think this process will take a substantial amount of time to play out-perhaps years.
08/05/04 TVBR #152

TVB: cable penetration drops, satellite rises
Nielsen figures showing a nine-year low in cable penetration thanks to the growth of alternative delivery systems (ADS), which are mostly, satellite DBS. See the list.
08/05/04 TVBR #152

FCC puts the cattle-prod
to DTV process
The FCC has taken several steps toward bringing the conversion to digital television to a conclusion. All of them are aimed squarely at broadcasters. 08/05/04 TVBR #152

TV/DTV allotment requests on ice
The FCC is putting a freeze on all requests to make allotment and/or service area changes to existing analog and/or digital television stations. It goes into effect immediately and will stay in effect until further notice. The action is being taken to further the DTV transition. TVBR observation: Annoyed? Wanna comment? Forget it. The FCC explains that, too, saying that "...this freeze is procedural in nature and therefore the freeze is not subject to the notice and comment and effective date requirements..." most such dictates require.
08/04/04 TVBR #151

Another FCC light bulb idea
May see light as the commission is thinking of dimming the light on Joint Sales Rules (JSA) on the TV side. Big area of concern here but few years away. TVBR observation: When was the last time - first time - any FCC commissioner hit the streets at 8:30am and sold a spot in any competitive environment? Answer? Idle hands in an election year - you know the saying. 08/04/04 TVBR #151

RBR Closer Look
The Number two radio group in size
Cumulus Media and their CEO Lew Dickey went under the RBR microscope from - Survived "the perfect storm" - - Confluence of disparate events, all of which conspired to inflict particular damage on the radio image. - Not part of the spot clutter problem and welcomed Clear Channel's upcoming spot diet, - Somewhat-embattled ratings giant Arbitron a vote of confidence.
RBR observation: See the total report. 08/04/04 RBR #151

TVBR Closer Look
Winds of Naples, FL
Bending the Palm Trees
Hurricane season doesn't officially end until Nov. 30th. but they are coming; just wait. Key forecaster Bob Coen from Universal-McCann media revenue forecast sees these storms for the balance of 2004. This is just the short term picture. We have heard many new buzz words and phrases hanging around: Spot Load Diet, Forward Guidance ending, Weekly Pacing canned, Reality Show is charted to pace your individual station(s) by to hit your budget compliance. 08/03/04 TVBR #150

Veronis Suhler takes stock of communications
Has dusted off its crystal ball, and sees a turnaround in communications and advertising businesses which should carry forth into 2008. TVBR observation: Does this mean we can all just sit back, try not to screw up and watch the money roll in?
08/03/04 TVBR #150

Veronis Suhler Stevenson
sees radio growth returning
Defend and remain convinced that radio is going to return to its normal pattern of 6%+ growth. The question is when? At this point, it appears that the VSS forecast out today of 6.7% growth for 2004 is extremely bullish. TVBR observation: Again, no forward pacing so for your guidance we suggest you print the chart attached inside. 08/02/04 TVBR #149

Concentrating on men
Reaching men included a great chart ranking programming elements of both radio and television side-by-side in terms of their ability to find high concentrations of men, without wasting impressions on women, if that is germane to your particular advertising campaign. In general, a number of radio formats do a better job than any television format in delivering a high concentration of men. TVBR observation: When viewing the TV list this is a place for cross marketing and if radio markets on TV then it seems logical to buy that 15 or 30 second promo spot for your morning drive on Leno or Letterman plus don't forget cable and guys like Dennis Miller etc. View this as a good research programming tool. 08/02/04 TVBR #149

Who gets the FCC FINE?
Well, the 'F' word slipped out plus others choice phrases from the mouth of DNC Don Misher when all was happy except the balloons didn't fall as planned. Misher caught on-air by CNN saying: We need balloons... I want all balloons, 'God---' no balloons. Then the slip of that great 'Fudge' word - just over a few crummy balloons. TVBR observation: Who does FCC fine? The balloon maker, the balloon blower upper, the balloon cord puller, Misher, the DNC, John Kerry since those balloons were for him, or CNN? Na on CNN that is cable. Ah, what the 'Fudge', nobody cares. It was a slip of the, ahhh, tongue. 07/30/04 TVBR #148

Radio Look see - Local gains lead to modest June increase
The radio industry picked up the pace with local advertising in June, bringing in 5% more cash than in the same month in 2003. National business, on the other hand, was an anchor that slipped out of the boat, dragging the total business increase to a gain of 3%. But at least it was a gain! RBR observation: Most of the mid-level radio group dog and pony shows have featured reports of a more robust Q2 and YTD. Some one must be having problems!
07/30/04 RBR #148

DTV transition:
Fritts offers an olive branch
Acting on the advice of Rep. Billy Tauzin (R-LA), has fired off a letter to his opposite number at the NCTA, Robert Sachs, proposing that representative of the broadcast and cable businesses sit down soon to hash out details of the DTV transition. TVBR observation: Tauzin is absolutely right - - to begin with, legislators are not experts in broadcasting or cable. They do not necessarily know when they are monkeying with a trifle or with a cornerstone of either business. To top it off, their broadcast vote may be little more than a bargaining chip - - something to trade in return for a vote to get a new cloverleaf built in their district! If the broadcasting and cable industries want a resolution that is businesslike, they will be much better off doing it themselves. 07/28/04 TVBR #146

Another analyst weighs in on Clear Channel's "more is less"
"Reading between the lines of management comments, we believe inventory reduction heavily involves inventory unit sales shift from 60 second units to 30 second units without significant unit price discount," RBC Capital Markets analyst David Bank. But he says details of just how that will be accomplished remain "elusive."
RBR observation: Interesting question Mr. Bank raises: Cutting spots in overnights might reduce clutter and even increase average unit prices, but if nobody's listening, does it matter? On the other hand, it is hard to see how CCU can cut inventory in its most important day-parts... 07/28/04 RBR #146