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New York Times to Air TV Ad During Oscars for New ‘Truth’ Campaign

The New York Times will air its first TV ad in seven years on Sunday's broadcast of the Academy Awards on ABC

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New York Times
FILE - An editorial appears on the front page of the New York Times, in New York, Dec. 5, 2015.

New York,28Feb, 2017: The New York Times will air its first TV ad in seven years on Sunday’s broadcast of the Academy Awards on ABC, as the 166-year old newspaper looks to highlight independent journalism amid U.S. President Donald Trump’s attacks on the media as “fake news.”

The Oscars are among the pricier ad buys on television, with 30-second commercials going for between $1.9 and $2 million, according to ad-tracking firm Kantar Media. While ABC, owned by Walt Disney, does not comment on how much it receives from advertisers, a source with knowledge of negotiations said the Times’ ad buy was in that range.

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The Oscars is traditionally the most-watched non-sports event broadcast in the United States.

Since Trump’s November 8 election victory, the Times has seen an uptick in digital subscribers and revenue even as its business on the print side declines. During the Times’ most recent quarter, the paper added 276,000 digital subscribers and grew digital ad revenue by nearly 11 percent, accounting for more than 40 percent of its overall ad revenues.

People ride the subway as they read newspapers as the train pulls into the Times Square in Manhattan, New York, Feb. 17, 2017.

People ride the subway as they read newspapers as the train pulls into the Times Square in Manhattan, New York, Feb. 17, 2017.

Building online readership

The New York Times, the Financial Times, The Wall Street Journal and Gannett are building on the online readership they gained during the 2016 presidential election by marketing unbiased reporting as a sales strategy.

Trump has repeatedly bashed the press. In a tweet last week citing The New York Times, NBC, ABC, CBS and CNN, he said the media was “the enemy of the American People!”

Last year’s Oscars broadcast attracted 34.4 million viewers, making it the third-lowest-rated Oscars since 1974. Still, only National Football League games and Fox’s airing of the final game of last fall’s World Series drew more viewers in 2016.

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Ad a response to ‘fake news’

The New York Times commercial is part of a broader brand campaign, the paper’s first in a decade, that aims to position the newspaper as a reliable outlet in the face of the rise of the “fake news” epidemic.

The company’s 30-second commercial repeats the words “The Truth Is” on screen, with voices in background getting increasingly louder, with different endings including “our nation is more divided than ever” and “alternative facts are lies.”

The ad ends with: “The Truth is more important now than ever.”(VOA)

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Time-shift TV Won’t Cut Amount of Live TV, Says Study

The study also found that time-shift TV was used more frequently for watching TV programmes and movies, and not as frequently for watching sports and news. 

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Some of the households were given premium TV channels, which included popular movies and shows without commercial breaks, for six weeks. Pixabay

Time-shift television, a technology that allows people to watch TV shows they missed without presetting devices to record content, may not reduce the amount of time people spend watching live TV and the advertisements on the shows, suggests new research.

The findings, published in the journal Management Science, showed that people with time-shift TV watched slightly more TV overall than they did before having the technology; they did not watch less live TV, and they did not watch fewer advertisements.

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Our findings should interest advertisers as well as cable companies and producers of TV content,” Ferreira added. Pixabay

“Advertisers have been concerned that using time-shift TV would decrease the amount of time people spend watching live TV, which would reduce their exposure to ads,” said study co-author Pedro Ferreira, Associate Professor at Carnegie Mellon University in the US.

“Our findings should interest advertisers as well as cable companies and producers of TV content,” Ferreira added.

For the study, the researchers used a randomised control trial that involved cable customers from more than 50,000 households.

Some of the households were given premium TV channels, which included popular movies and shows without commercial breaks, for six weeks.

In some of those households, consumers were also given access to time-shift TV, which allowed the researchers to observe the effect of the technology on consumers’ consumption of TV.

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The study also found that time-shift TV was used more frequently for watching TV programmes and movies, and not as frequently for watching sports and news. Pixabay

The study found that on average, having access to the premium channels with time-shift TV increased households’ total consumption of TV through viewership of both live and previously aired programmes.

Having time-shift technology did not change the amount of time consumers viewed live TV but boosted the concentration of total TV viewership because viewers used the technology disproportionately more to watch popular programmes.

Also Read: Addition of ‘Interpreter’ Mode on Google Assistant
The study also found that time-shift TV was used more frequently for watching TV programmes and movies, and not as frequently for watching sports and news.

The technology did not change the consumers’ behaviour towards watching advertisements when they watched the original TV channels live, suggesting that consumers did not use the technology to strategically avoid advertisements, the results showed. (IANS)