ANA Media Alert: Polling Data

New York, NY, March 5, 2008 - The ANA (Association of National Advertisers) today released polling data from their February 28th TV and Everything Video Forum.  The audience, comprised of over 500 marketers, agency executives and media representatives, used handheld polling devices, responding to questions on a variety of topics throughout the day. 

The most noteworthy results can be found below.

• 79 percent of respondents feel that a 52-week TV season is the right model to use going forward, with only 21 percent thinking that networks should stick to a traditional fall kickoff.
• 55 percent of respondents felt that branded products in movies and television shows enhances the overall brand image. 34 percent felt that branded products can appear forced, or too “commercial.”  The remaining 11 percent thought that this marketing strategy has no image impact.
• The respondents were split when discussing the timeframe of when brand-specific commercial ratings would become a reality
         - 42 percent feel that it will happen within 1-3 years
         - 43 percent feel it would be more than three years out
         - 5 percent feel the industry is within one year of having brand-specific commercial ratings
         - 9 percent of respondents stated that this would never become a reality
• 53 percent of respondents think that in five years, their preferred way of watching their favorite TV program will be recorded through DVR.  
        - 22 percent think that it will be watching it in real-time
        - 14 percent think that it will be downloaded onto a personal viewing device 
        - 11 percent think that it will be online through the computer
• 54 percent of client-side marketers polled said that online video advertising is already a part of their media mix.  Another 30 percent said they will have it as part of their mix within one year. 
   

If you would like to schedule an interview with an ANA executive to discuss these polling results, please contact Lesley Weiner at lweiner@cooperkatz.com or 212.455.8079, or Rachael Adler at radler@cooperkatz.comor 212.455.8037.