Tag Archives: AMC

Live from #MediaInsight: Every Voice is heard: Shared Perspectives

A keynote panel featuring:

Tom Ziangas, SVP Research, AMC NETWORKS

Bruce Leichtman, President and Principal Analyst, LEICHTMAN RESEARCH
Karen Ramspacher, SVP of Research and Insights, PARTICIPANT MEDIA
Christie Kawada, SVP Client Consulting and Strategic Marketing Science, NIELSEN

Moderated by Marc Berman, Editor in Chief, TV MEDIA INSIGHTS
How do we determine what’s working and what’s not in TV?  What is the measure of success?
  • Participant Media/pivot: “the power of a story well told can change the world.”  Success isn’t only about ratings, but the impact that programming has on society.  “New heroes” are part of the millennial generation – people who are taking action to make an impact. 
  • AMC Networks: success changes across networks.  For a network like IFC, most viewing is from DVR.  For WE tv, Braxton Family Values is the top show in its time slot among African-Americans.  For shows like Breaking Bad and Mad Men, the social prevalence can be a measure of success.    
  • Nielsen: TV lives and dies by Nielsen ratings in many cases, but there is more to the picture.  Smaller networks may not have the ratings, but may be creating a huge emotional response with viewers, so the value of the brand plays a big role.  It’s important to understand why people are passionate about what they watch - lifting the hood on consumers and using research to dig well beyond basic demographics.   
  • Leichtman: the best predictor of the future is the past.  It’s important to look beyond the numbers of a quant study and analyze trends – tracking the industry can be the best way to truly measure success.   

Measuring success gets more challenging as new platforms emerge.  Netflix’s original programming earns critical accolades, but how can we measure success when we can’t look at ratings the same way we can with traditional TV? 

Social media is also changing the conversation, as it’s no longer clear what’s more valuable – ratings or volume of social chatter?  This poses a big question for advertisers – where should they be looking?  

For a network like pivot where social action is important, social media is key.  It’s important to see not only that people are posting, but understand what they are posting and whether that translates into the social action that pivot is looking for.  

Tom Ziangas notes that it’s a great time to be in research, where the mix between quantitative and qualitative can help to round out the picture.   

Marc Berman mentions the importance of research when it comes to understanding the industry – “if you want to be involved in media, start out in research.” 

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Insights on Consumer Behavior from A+E, AMC, AOL, Nat Geo & Viacom

Doesn’t it seem like just yesterday that everything centered around the television? Having the entire family unite to watch a particular TV show was a tradition and a marketer’s dream.

Now, the whole family might gather for appointment TV – but with second and third screens at the same time. Understanding how people consume media and what opportunities lie in translating these understandings into new innovation is what the future is all about.

The Media Insights & Engagement Conference is about unlocking new insights to drive growth and influence smarter decision making, specifically as it relates to media engagement. You’ll hear how:

‘ A+E Networks is using a management tool to analyze total video consumption on TV, VOD, SVOD, DTO, and digital websites/apps

‘ A new, innovative approach to research provided marketers at AOL with insights into consumers’ multiscreen behavior and advertising effectiveness

‘ Qualitative and quantitative sources helped AMC grow their audience watching multiple programs on the network

‘ National Geographic Society is inspiring the next generation of explorers through new media outlets

‘ Sophisticated data synthesis techniques have armed content marketers at Viacom Media Networks with tools to craft more fact-based promotional strategies

And much more. Download the brochure for the complete agenda and session descriptions. Mention MEDIA14BLOG and save 15% off the standard rate on your pass.

Analyzing TV & Consumer Behavior: Insight from A+E, AMC, AOL, Nat Geo & Viacom

Doesn’t it seem like just yesterday that everything centered around the television? Having the entire family unite to watch a particular TV show was a tradition and a marketer’s dream.

Now, the whole family might gather for appointment TV – but with second and third screens at the same time. Understanding how people consume media and what opportunities lie in translating these understandings into new innovation is what the future is all about.

The Media Insights & Engagement Conference is about unlocking new insights to drive growth and influence smarter decision making, specifically as it relates to media engagement. You’ll hear how:

‘ A+E Networks is using a management tool to analyze total video consumption on TV, VOD, SVOD, DTO, and digital websites/apps

‘ A new, innovative approach to research provided marketers at AOL with insights into consumers’ multiscreen behavior and advertising effectiveness

‘ Qualitative and quantitative sources helped AMC grow their audience watching multiple programs on the network

‘ National Geographic Society is inspiring the next generation of explorers through new media outlets

‘ Sophisticated data synthesis techniques have armed content marketers at Viacom Media Networks with tools to craft more fact-based promotional strategies

And much more. Download the brochure for the complete agenda and session descriptions. Mention MEDIA14BLOG and save 15% off the standard rate on your pass.