Streaming TV’s Best Kept Secret
The streaming news has gotten a little better this week for some publishers.
At long last, Disney’s streaming unit , which includes Disney+, Hulu and ESPN+ became profitable, one quarter ahead of schedule. And that’s pretty good news considering they were losing $1B a quarter not that long ago.
But for us media buyers, there’s a streaming network that flies a bit under the radar and is a good buy. It’s “Tubi.” The New York Times writes this week that Tubi has exploded in popularity over the last 18 months, now consistently outranking Peacock, Max, Paramount+ and Apple TV+ in total viewing time.
Only YouTube, Netflix, Amazon and Hulu are still ahead.
Tubi is free to viewers, it doesn’t require a subscription, and it’s ad supported. One other audience nugget – nearly half its audience is Black.
Who knew viewers would flock to 70’s procedural shows like, “Columbo” and films made on a $35,000 budget like “VelociPastor”? Apparently the execs at Tubi did.
Influencers With Highest ROI
This week The Drum had a great article on the value of athlete influencers, who bring in more than 7x the return on investment of traditional influencers.
Engagement rates with athlete influencers is more than double engagement with traditional influencers. Furthermore, consumers are more than 164% more likely to buy items or services related to the items the athletes endorse.
You can read more here.
The Metric You Should Be Tracking
Sometimes I wish there existed another word for the “attention” metric. The word “attention” evokes eye-rolling parents tolerating toddler antics, and the metric really deserves so much respect. Semantics aside, in today’s world of always-on social media, 24-hour news, digital addiction and messaging everywhere – “attention” is a measurement even mid-market brands should track. Is your creative cutting through the clutter? Is your channel mix and placements within the channel mix losing the message?
“Attention” is the gasoline to the ad plan fire. Because if no one notices, did it happen?
The IAB has developed a handy-dandy primer for how the industry is measuring “attention,” and I highly recommend the free download here.