Strata

October 2010

• October 26

  Will This Be the Lowest-Rated World Series Ever?

  
  Originally appearing in The Hollywood Reporter, Oct 26, 2010
  
   ...Brad Adgate, senior vp research at Horizon Media. “It’s not a great matchup for casual viewers.”

  Adgate pointed to the 13.6 million average viewers for the 2008 series between the Philadelphia Phillies and Tampa Bay Rays as the recent low point. That, however, was followed by a rise last year to an average of 19.4 million when the New York Yankees beat the Phillies in the highest-rated Series in five years.

  Although the Yankees are missing, San Francisco and Dallas/Fort Worth are among the top 10 media markets and should at least get strong tune-ins from hometown fans. Said John Shelton, CEO of media-buying software firm STRATA, “Since Texas has never been in the Series, the entire state will be watching.” >Read More

• October 19

  STRATA’s 3Q Agency Survey: Recovery Stumbles, Political Helps Cable,  Digital Sees Less Obstacles

  CHICAGO, IL – Economic recovery for agencies slows as political ads dominate and digital advertising gains focus. This is according to the third quarter study by STRATA, a premier media buying and selling software provider. The survey, which follows advertising trends from leading agencies across the country, discovered that there has been a relapse in economic confidence. 33% of advertisers don’t anticipate the economy and their businesses to return to a strong growth period until at least mid 2011 and 47% are seeing their clients keeping the same budget as last year.

  TV is the top advertising choice followed closely by digital, but a significant growth area this quarter was cable. 31.3% of respondents say they are more focused on cable than they were a year ago.  That is a significant increase compared to the first quarter study (up 233%).  Cable’s resurgence could be due to the fact it is a political year.  Over half of the agencies polled say they are competing with political advertisers for space on TV, but with a finite amount of space on TV, many advertisers are looking into alternate mediums to get their message out.  The survey revealed that cable ranked second (behind TV) for political spend, followed by radio and internet.  That doesn’t necessarily mean that more dollars are going into political advertising this year.  58% say their political spend is about the same as it was during the 2008 political year and 36% say it is less than the last time around.

  “The economy is not recovering as quickly as originally projected,” said John Shelton, STRATA President/CEO. “Even with the increase in political advertising, spending has been fairly stagnant this quarter. We have noticed that cross-platform advertising is prevalent though, with nearly 47% saying they are doing more cross-platform advertising than ever before. Advertisers just don’t buy TV or digital; they are utilizing both simultaneously to stay competitive.”  >Read More

• October 13

  National Advertising Agency Fogarty Klein Monroe Moves Media Buying to STRATA

  STRATA, a premier media buying and selling software provider, today announced that Fogarty Klein Monroe (FKM), one of the nation’s top advertising agencies, has signed a multi-year agreement to use STRATA’s enterprise software system for their agency wide operations.  The new agreement will provide FKM with an advanced level of efficiency through STRATA’s comprehensive suite of tools for planning, buying, stewardship, optimization and billing.
  
  Founded in 1980, Fogarty Klein Monroe has grown from a firm with 38 clients to a global advertising empire with over a quarter of a billion dollars in billings.  Some of FKM’s major clients include Visa International, Best Western, Fox Sports, Greyhound, Volkswagen, Dell and Yellow Pages. The multi-year deal has STRATA taking over all of their media buying services from MediaBank. >Read More