Well, it's January, and that means a few things. NFL play-offs. Crowded suburban gyms, and mid-season TV premieres. It's also the beginning of our busy media buying season as many of our clients are on annual fiscal calendars. This week all of us TV media buyers have been in the thick of ratings projections - the process whereby we evaluate the performance of a particular show by evaluating the Nielsen data and then project or predict how it will perform ratings-wise in the coming year/during our clients' flights in that particular market. We do this for all of the available programs we can purchase. It gets particularly tricky when we are having to predict how brand new shows will perform. But it's part of the art and science of the job that keeps us doing the work instead of machines - and it also means we watch a lot of TV which we don't mind.
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