A few years ago, sponsoring a float cost the brands $75,000. Image the fees exceeded $100,000 in 2025.

Oh for the days when it was little more than marching bands from across the country, Popeye and Mickey Mouse balloons, and Santa. I much prefer Philly's Mummer's Day Parade, sponsored only by (this is true) IBEW Local Union 98, Live! Casino & Hotel, and McDonald's, and of course a few thousand drunken mummers who can't play the banjo and nobody cares.  Priceless!

Gee, too bad about the First Amendment to the Constitution, that "freedom of the press" thing and a functioning democracy.

For anyone needing a refresher: This protection is essential for a functioning democracy, as it allows the media to inform the public without government censorship and criticism of officials. The First Amendment also protects the right to freedom of speech and prevents government restrictions on what can be published or said, with some exceptions like obscenity, defamation, and incitement to violence.

But hey, when MSM seems to be fully owned by complicit ownership, no biggie, right?

I did this once too for a timeshare presentation in New Orleans (for aquarium tickets). From sales technique (learning) standpoint, it was illuminating to observe the dance of the sales rep, the "manager" and the "closer", who each offered increasingly advantageous deals "just for us", "today only" and "a special opportunity". They were very good (and practiced). My wife was swayed, but we were newly married and didn't have two nickels to rub together. The purchase of a long-term vacation commitment was beyond our means. Still, a great sales training experience and the aquarium was wonderful.

I guess I just proved your point.

I think it is time we revisited the lexicon for describing TV types. 

Generally we talk about linear versus streaming. But linear is a mode of consumption; streaming is a mode of distribution. Streaming as the technology for getting content and ads into my home is in the process of disintermediating broadcast, cable and satellite. But if I watch Law & Order: SVU on YouTube TV at 9PM Thursday, or if I watch a football game on Prime, aren't I watching linear TV? (as in, "it's on now"; it's time slot-dependent.) Both these sources get into my home via streaming.

I think there are two dichotomies here that we are blurring: mode of distribution (broadcast/cable/satellite versus streaming); and consumer behavior (time-based versus on-demand viewing.)

Because of the unquestioned importance of sports to the entire video ecosystem, this isn't a trivial point. I think if programmers and advertisers want to make the best decisions about content and advertising management, they'd be best-served by disentangling distribution technology and consumer behavior.

So, nothing has changed at CBS in 23 years?  Would Mr. Goldberg approve of the hiring of an unqualified, inexperienced lightweight to make personnel, editorial, and other decisions at CBS news?

Good column.  Enjoyed reading this. HOpe you had a good Thanksgiving

Linda

"To me, incentivizing you to take my meeting feels, well, a little icky -- too much like bribery." I agree. I am reminded of the time my wife and I accepted an offer of a free show in Las Vegas. All we had to do was sit through a presentation on a "great offer" on a time share. Never again!

I found that Ole' Smokey peanutbutter whisky is smoother and taste better and is $10 less a bottle.

I think the cap should move up to 50 or 55% in my opinion, I believe that outside of O&O networks outside of NYC, LA, & CHI etc that there will only be 3 major TV groups Nexstar, Gray, & Sinclair in my opinion.

On the other hand,Wayne, buying WBD would give Netflix a strong national and minternational TV nes presence that is still very profitable as well as the capability to churn out "original" TV series and made-for-TV movies for its own use that can be syndicated to others for profit. As for "original" movies that are initially distributed theatrically, owning a major Hollywood film maker would give netflix an opportunity to get such content for its library at more reasonable rates by sensible cost cutting--not overpaying stars, etc. ---and better control of theme and subject selections with Netflix's  foreign as well as domestic interests being considered. 

So we have seen 40% lift in ad performance with AI where the consumer request a call from business and the AI bridges call center and consumer. No one dials, no one waits on hold, and no missed calls. Other stat is 90% reduction call center hours compared to other campaigns.

@David Raab: Would love to read your take and happy to publish it H2M (on MediaPost), if that's something you're interesetd in. Happy Thanksgiving.

How do these on-premise targeting features address the traffic loss of zero-click? Or is the point that the revenue impact of reduced traffic is offset by these features?

Hi Joe,
Funny you should write this.  I was just yesterday thinking about exactly the same thing but, being an incurable consultant, saw it as a 2x2 matrix: 

                            |       Seller          |
                      ___ |  Agent|  Human |
Buyer      - Agent__|_A2A _|_H2A___| 
_________Human_|_A2H _|_H2H___|

The advantages of the matrix are that  it shows relationships among the interaction types more clearly and it gives space in each cell to list examples, questions, issues, etc.

There's a blog post in here somewhere but it won't get written until I've finished this week's H2T (turkey) interctions. 

Was a pretty good book by Bernard Goodberg.

Yes, but without trust, you may not even have the chance to spark awareness. Think of all the spam that comes into your email that you don't even read the company name of before deleting. This is due to lack of credibility and trust. 

It's 23 years since Bernard Goldberg's NYT bestseller "Bias" about CBS News. It's about time someone acts to restore balance.

The better question night revolve around why 18-34 remains such a coveted demographic. Mr. Mandese referenced rethinking "reach." No matter how frequently  the younger among us are frenetically mucking around on TikTok, I'm not convinced they're truly being "reached." Nor am I convinced, what with the very compelling expose on AI virtually eliminating so many entry level jobs for the 21 to 25 demographic I recently read, that the young among us actually have the wherewithal to purchase much of anything. 

AI's Achilles heel? The A stands for artificial. Artificial EVERYTHING has always been lesser than, a shell of that which is natural. And the time, and effort expended to produce naturally has ALWAYS enhanced flesh and blood humans. AI is antithetical to all that is best about humanity, and its encroachment is well evident in discourse today...

Regarding comparisons between Cable at its prime and You Tube, let's remember that at that time--roughly 2000-2015--cable's collective share of viewing was about 40-50%and just about every cable home resident watched --on average--about 5-8 channels weekly. You Tube has a much smaller audience by comparison--only 13% of all viewing and, per other sources--only about a 60-65% reach in terms of users who devolte something like two hours per day to 18-20 videos. 

Never mind. Found it by clicking on anchor spot 

Why not show the spot?