The Stackpile » Trudy Jewett

Leno Show plummets faster than Balloon Boy

Trudy Jewett — Wed, 04 Nov 2009 15:58:33 +0000

Ratings are rapidly declining for the former number one talk show host who was going to change the face of television. The first few weeks Leno’s show was pulling in 6.2 million viewers, today he averages 1.4 million. Not the ratings hero NBC projected him to be.

Arguably, the powers that be say the savings generated by not having to produce a scripted program compensate for low ratings. But does Leno deliver the viewers its expensive scripted drama predecessor delivered? And did moving the talk show king to the 10 pm time slot generate more revenue for local affiliates than late-night newscasts?

Slowly but surely local network affiliates are seeing a decline in viewer ship, a drop in ratings and are growing very impatient. Late-night newscasts were a crucial source of revenue for networks. Without strong ratings local networks can’t demand top dollar for advertising. How long can they sustain losing revenue hand over fist in an economy already hit with a recession?

I suspect the powers that be, which are maintaining that Leno’s show will deliver long term, will rethink their strategy in some markets and go back to late-night newscasts.

2 days, 12 hours and counting…

Trudy Jewett — Wed, 10 Jun 2009 15:15:12 +0000

On June 12th analog televisions will, by law, have to make the switch to Digital Television. Here are three things you need to know:

Who’s affected?

If rabbit ears own a place on your television set and you do not subscribe to a satellite, cable, or other paid television service, you will have to make the switch.

How do I switch?

Consumers have three options to continue getting television reception:

1. Purchase a DTV converter box for your existing TV set set ($40-$70). If you haven’t applied for a government coupon to help cover the cost it may be too late. You can get more information at www.dtv2009.gov

2. Purchase a TV set with a built-in digital tuner.

3. Subscribe to cable, satellite or other pay TV service, if that carrier offers the local broadcast stations you want.

Why, by law, do I have to switch?

Analog television service uses standard broadcast technology that utilizes a large spectrum of airwaves. Going digital will free up the airwaves for more innovative services such as “multicasting” –offering several channels of digital programming at the same time, using the same amount of spectrum required for one analog program. In other words, television audiences will have more viewing options.

What was once so great…now this?

Trudy Jewett — Wed, 27 May 2009 18:10:02 +0000

Its been several weeks since the Globe submitted its offer to the NY Times, and in that time it seems the media storm has subsided…for now.

Once able to out-bill all of the TV stations in the Boston DMA – The Globe is now jeered as a dying medium, a dinosaur, and an old rag. The fact is the Globe owes $20 million in concessions and is losing about $1 million dollars a week.

Thanks to the local media, industry press and newswires, everyone seems to have an opinion about its fate. It seems each person has a different point of view but only two things are certain:

1. The Globe will be here tomorrow, it will find new and innovative ways to keep its place in this uncertain media landscape. TV stations have not been without their own drama – the ratings competition is pretty fierce. And radio stations are feeling the impact of the transition to monthly people meter ratings.

2. Readership of the print edition will continue to decline. Shutting the Globe down tomorrow would be a tragedy but the alternative doesn’t look any better. If the NY Times decides to keep the print edition it will be a matter of time before they are faced with the same economic challenges.

So what should the Globe do if they want to keep their place in today’s media?

Here’s an idea: Get more people to read your content online and discover innovative ways to generate advertising dollars.

Sure, the print edition will be missed. But like anything else in life we learn to embrace something new and move on.

Are the Cards stacked against advertisers to Steel time during the Super Bowl?

Trudy Jewett — Mon, 02 Feb 2009 19:41:08 +0000

Most American auto companies announced they are not going to advertise in this year’s Super Bowl because of a slumping economy. It’s my guess they don’t want over sixty million people to think the bailout plan included a marketing budget. Sensitivity to the current economic climate seems to be the common strategy.

But the slumping economy hasn’t affected the juggernaut known as the biggest game of the year. Surprisingly, thirty seconds of ad time hit its highest spending threshold to date – 3 million dollars. Last year, during one of the highest rated games in history, commercials fetched 2.7 million.

Who has extra cash to burn? Well you have your beer brewers who have strong sales during the recession. How else are we supposed to get through this difficult time? Budweiser’s ad featuring “party starter” Conan O’Brian was one of the few that I care to remember. And if you recall seeing a one-second Miller High Life commercial you were one of the few that didn’t blink during commercial breaks.

Movie studios also brought their A game. Although at times I felt as if I was in a theater forced to watch twenty minutes of previews before the main attraction. And I’m not sure anyone remembered to pick up their 3D glasses, much less wear them.

Soft drink maker Pepsi walked away with the “W”. McGruber was the favorite over Tony Polamalu.

And last but not least, the dot com job search engines. With so many people looking for work or to make a move, it is not surprising Monster spent over three million dollars on a commercial featuring a stuffed moose.If the slumping economy doesn’t turn around we all might find ourselves having to trade in our gold for cash.

To see your favorite ads from the Big Game visit: http://video.yahoo.com/network/100076996?v=4409180&l=5499020