1. (Actions outpaced investment by 243%)
Niche Cable ‘Punches Above Its Weight’ In Its Ability To Stir Conversation and Action For Brands and Advertisers
iSpot data reveals that niche cable drives consumers to talk about the advertising.
Niche networks show significantly more searches & social action (comments, likes, shares) relative to the investment made. This is true across a variety of advertisers.
Niche Cable Impact Index = % spend on niche cable networks / % social & search activity attributed to niche cable networks
(of advertiser’s total cable spend)
(of advertiser’s total social/search activity attributed to cable)
Niche Cable Impact Index
343
199
176
139
130
(Actions outpaced investment by 243%)
Niche Cable Impact Index
126
126
114
110
102
A flat index indicates spend is equal to social/search activity. The greater the index, the more social/search activity relative to spend.
Source: Nielsen Ad Intel, National Cable TV Spend, 1/1/ /31/2016; Digital actions based on iSpot.tv and reflects TV commercial-related searches (Google, Bing, Yahoo!), social actions (posts, likes, shares and comments related to TV ads on Facebook, Twitter, YouTube, iSpot.tv). Digital actions are correlated to TV ad airing data.