Can you capitalize on what I’m about to discuss?
Can you optimize your sales and marketing strategy learning from this?
Who Pays to Produce a Television Show?
You and I want to watch Prison Break, CSI, Survivor, 24, House and so forth.
TV shows cost a fortune to put together and there are really only two main revenue streams. One is harder to get than the other.
No commercials = No TV
Someone has to pay for you to watch CSI. If you don’t pay then someone else has to pay twice or three times.
An episode of CSI runs about $2 million dollars to produce.
That doesn’t include anything but getting the DVD (film) to the network.
Then you have to cover all the costs of your Mom and Uncle George working at CBS, answering phones, janitoring, etc.
Now CSI airs on Thursday night and we all watch. But being the clever guys that we are, we Tivo out the commercials so we don’t have to watch those evil things.
If everyone did that? We’d be watching reruns of Gilligan’s Island for the rest of our lives.
No commercials = no one to pay for us to watch the show. 45 minutes of Gil, Nick, Sarah, Warrick and Katherine, 15 minutes of advertising.
But alas, costs of production go up, especially on good shows, and advertisers (the people who pay for you and me to watch TV) are getting ripped off because we won’t play fair.
How are Advertisers Reacting to the Shift?
Advertisers see the success of their ads going down the tubes. Advertising on TV has not proven to be a universally successful way to spend promotional dollars anyway, but for name recognition and brand building, it’s tough to beat it.
So, the advertisers have to get your attention. And the networks that run the news so you can watch the weather and sports are scared to death that Wheaties, Ford, and Coca Cola are going to leave them and spend their money elsewhere.
The big advertisers leave for other places….and the local network station and all the employees go broke. Jobs lost.
So, the network execs at both national and local levels have to come up with something to keep advertisers paying salaries, lights and health benefits.
They use product placement in television shows. That means that when I watch CSI, I get to watch Katherine drink a Pepsi and Gil drive a Ford and it’s clear.
Last couple of episodes of 24 this last season, Cisco Systems unveiled their new conferencing system as a piece of the show 24. It was very cool and not subtle in any way. If it weren’t for Cisco, I probably wouldn’t have seen 24 that week and we all get that.
But what happens when it comes to your local news, weather and sports?
We’ve all seen TV stations boost ratings by hyping the weather. Terrible storm on it’s way…when in reality it might drop a 1/2 inch of rain.
The station doesn’t want viewers, it NEEDS viewers. Jobs. Just like anyone and anywhere else.
But the news has always been sort of sacred.
Just the Facts? Hard to Tell
When I took journalism in college, my professor, “Wild Bill” Huntzicker pounded in objectivity and remaining neutral. Sticking to the facts. Wild Bill didn’t like features or editorials (though he later wrote a few). Real journalism was the facts and only the facts.
But with literally hundreds of choices as to what I can watch at 11 PM, the news is no longer a choice between one in three channels.
Advertising dollars per network are getting smaller.
So you can hype the weather, tell more sensationalistic news stories and you can add value to your advertisers by giving them extra time in news stories themselves.
Product placement in News Stories?
I don’t have a problem with product placement in the news stories, but I wonder if there shouldn’t be some kind of disclosure.
New research just out says this:
Advertisers’ messages are infiltrating small-market television newscasts at about the same percentage that owners of digital video recorders are skipping the commercials, say researchers at the University of Oregon.
Should Viewers Be Disturbed?
What’s disturbing about this trend of “stealth advertising” is that viewers seldom are aware of potential slants in coverage because the connection of a story to an advertiser rarely is disclosed, said Jim Upshaw, a professor of journalism.
Stealth advertising, he said, uses commercial messages that are intended to promote a product or service “that are cloaked in some other garment than a normal commercial.”
“Stations are not telling their viewers that what they are putting on the air in news or feature stories or in other news content is being done to court a specific advertiser,” Upshaw said.
What Should Viewers Do?
“I think people need to learn to be media literate, informed viewers of television. We may not be able to stop these practices but we need to be aware that these practices do exist.”
Upshaw and colleagues monitored two evening newscasts a month at 17 U.S. stations over four months in early 2004, including a February ratings sweeps week in which stations target larger audiences and thereby increase advertising revenues. The markets were affiliated with the four major commercial networks (ABC, CBS, NBC and Fox).
They found that 90 percent of 294 monitored newscasts included at least one instance per newscast of stealth advertising. They documented 750 instances, about 2.5 individual slots per newscast — with an average of one minute, 42 seconds per occurrence — of commercial influences.
The study — co-authored by Upshaw and colleagues David Koranda, a visiting professor of advertising, and former journalism doctoral student Gennadiy Chernov, now at the University of Regina in Canada — appeared in the June issue of the journal Electronic News.
Who used stealth advertising the most?
Who Showed More Commercially Influenced Content?
Small market stations showed more commercially influenced material, either connected with or not connected with paid advertising, the researchers found. Small and medium markets also showed more explicitly commercially influenced promotional content.
“News is the big income generator for television stations,” Upshaw said. “Something like 40 percent of a station’s advertising sales revenue comes from ads running during newscasts or news-related presentations. Big markets do this too but often in other ways and different time slots.”
Is “News” Big Business?
Upshaw spent 22 years as a television journalist. From 1982 to 1992 he was a reporter for the NBC-owned station in Washington, D.C. He retired from full-time teaching in June 2006. Upshaw and colleagues noted that commercial TV stations are indeed businesses.
Previous studies have found that local small-market stations broadcast a variety of news and news-like materials that appear to have advertiser influences. The purpose of the UO study was to provide a national content analysis that moves researchers into “an unprecedented exploratory effort to understand this apparent threat to the long-term credibility of television news.”
The researchers explored promotional tone or content, product placement on the screen within stories or even on the desks of anchors, sponsored segments within newscasts and news framing, in which a legitimate story quietly raises positives images of companies or brands. They also noted anecdotal examples of commercial influence at many TV stations.
In addition, the UO study explored recent trends that may be driving advertisers and television stations, respectively, to find new ways to reach the public or raise revenues.
Some Ways to Bypass Stealth Advertising?
New technologies, they noted, have allowed the public to bypass commercial radio and television stations through satellite radio, downloadable music and digital recording. A 2001 study found that owners of digital recording devices (in 5 percent of U.S. homes) spend 60 percent of their time watching recorded or delayed programs and skip 92 percent of commercials. A study in 2004 projected that that by 2010 some 41 percent of U.S. households will have such devices and advertising skipping may cost the television industry $27 billion in lost revenue.
The study’s objective was to gauge the extent of material that may have commercializing effects on newscasts, and thus potentially on viewers, the authors wrote. The study did not directly question the motives and intents of news professionals, station managers and advertisers, they added.
“Further research should broaden scholarly understanding of the complex relations between television advertising and television journalism,” they wrote. “One aim should be to expose decision-making factors that can allow unlabeled commercial elements to bob in a stream of ‘objective’ news content.”
How to Persuade Using Covert Images, Stories & Messages
Covert Subliminal Influence
with Kevin Hogan, Psy.D.
6-DVD with complete Manual on CD
“LIVE” SEMINAR ON COVERT HYPNOSIS, SUBLIMINAL PERSUASION AND SUBTLE INFLUENCE
One “live” seminar with NOTHING edited out. Learn the secrets of covert hypnosis, subliminal persuasion (including HOW to make subliminal dvd’s!) and subtle forms of influence I’ve never talked about anywhere before.
Almost all of the information you experience in this all-day seminar is NEW. It’s not in any of my books. It’s not in the Covert Hypnosis CD program. It’s not in the Science of Influence.
And, where I didn’t know all the answers (like ALL the specifics in making a subliminal dvd) I brought in the subliminal video expert Mark Ryan. More on this in a minute (I know…it’s so cool…)
This DVD program is hot-off-the-presses and contains demonstrations of nonverbal and verbal communication that you haven’t seen or experienced before.
You will learn how to tell a story with Covert Hypnosis. This necessary skill set is what separates those who are good at subtle influence… and those that are truly masters. And I walk you through it, demo it and even have the class participate. You will be blown away. Promise.
Turn the DVD program off after just this DVD and you will have one heck of a return on your investment. (I promise, almost no one can tell a story well and it is stories that sell. Stories that market. Stories make money.)
- You’ll learn how to embed false memory in others in seconds.
- You’ll learn how to change memory.
- It’s subtle.
- It’s powerful.
Oh…and I’ll tell you why you want and need to know this…. 🙂
Next you’re going to find out the seemingly magical use of energy around you to create incredible comfort and trust or discomfort and fear. I would argue that it isn’t magic, that it’s science but no time for that. The skills are all transferable. You’ll see audience members interact with me and in minutes learn how to do this most important skill.
You’re going to find out how to shape beliefs with single words or images.
I’m going to show you how simply tearing a piece of paper can cause enormous pain inside of someone. And what you can learn from this!
You”ll find out the secrets that Mark Ryan and I use to create what may be the only commercially available subliminal DVD’s that work. We will both explain why and then….you’re going to find out why we are hesitating before releasing more.
- You are going to learn how to get from “no” to “yes.”
- You are going to watch me work.
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*EVERYTHING* in this seminar has been scientifically tested. No guess work. No BS. No time wasters. It’s 100% proven technology.
And it’s 100% heart.
You will have fun and learn at the same time.
Unlike most programs you watch, I explain EVERYTHING I DO LIVE. Questions are taken and answered from the audience. It’s all here for you.
This program, newly released, comes on six DVD’s. It’s everything that those who attended got INCLUDING the manual which is rich in research and information on subliminal messaging.
You are one of the first to have this incredible program and I am proud that you will.
6-DVDs plus Manual on CD (PDF format).