In the past decade, the way people consume television has changed dramatically. Gone are the days of rigid cable schedules and bulky satellite dishes. Instead, streaming TV has taken center stage, offering viewers the ability to watch their favorite content anytime, anywhere. But what exactly is streaming TV, and why should businesses pay attention to it? At Mad Men Marketing, we believe in staying ahead of the curve when it comes to media trends. Let’s break it down.

Understanding Streaming TV

Streaming TV, also known as Over-the-Top (OTT) television, refers to content that is delivered via the internet rather than traditional cable or satellite services. Platforms like YouTube TV, Hulu + Live TV, Sling TV, and FuboTV allow users to stream live television channels, including news, sports, and entertainment, without requiring a traditional cable subscription.

Types of Streaming TV

Streaming TV can be divided into three main categories:

1. Live Channel Streaming Services – These platforms, like YouTube TV, Hulu + Live TV, and Sling TV, provide access to live broadcast channels over the internet, often with cloud DVR capabilities for recording shows.
2. Subscription-Based On-Demand Services (SVOD) – Platforms like Netflix, Disney+, and HBO Max allow users to access a library of content on demand for a monthly fee but typically do not include live channels.
3. Ad-Supported Streaming (AVOD & FAST) – Free, ad-supported streaming services like Pluto TV, Tubi, and Freevee offer live and on-demand content at no cost to viewers, funded by advertisements. FAST (Free Ad-Supported Streaming Television) platforms provide live TV experiences similar to traditional cable but without the subscription fees.

Why Live Streaming TV Matters for Advertisers

The rise of live streaming TV has created new opportunities for brands to reach audiences in a more engaging and measurable way. Here’s why businesses should take notice:

• Highly Targeted Advertising – Unlike traditional TV ads, live streaming platforms allow advertisers to target audiences based on demographics, interests, and viewing behavior.
• Dynamic Ad Insertion (DAI) – Live streaming services use DAI technology to serve targeted ads in real time, maximizing relevance and engagement.
• Cross-Device Accessibility – Live streaming content is accessible on smart TVs, mobile devices, tablets, and computers, giving brands more touchpoints to reach their audience.
• Measurable Performance – Digital ad placements in live streaming TV offer real-time metrics on impressions, engagement, and conversions, allowing for data-driven ad strategies.

The Future of Live Streaming TV

With more households cutting the cord and opting for internet-based live TV services, the industry is only expected to grow. The rise of FAST platforms and hybrid subscription models means advertisers have more opportunities to engage with audiences in real time.

For businesses looking to expand their digital marketing strategy, live streaming TV advertising presents an opportunity to reach audiences in a way that is immersive, targeted, and highly effective. Whether through FAST platforms, live TV streaming services, or hybrid models, brands can craft engaging campaigns that align with modern viewing habits.

At Mad Men Marketing, we specialize in helping brands navigate the evolving media landscape. If you’re ready to explore live streaming TV advertising, let’s talk! Reach out to us today to craft a strategy that puts your brand in front of the right audience at the right time.

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Costing anywhere from $10 million to $13 million in production cost on an annual basis, families have a tradition of remaining glued to the TV as they watch wondrous floats followed by dizzying dancers and famous musical artists take spotlight after spotlight.

However, up until this year — when Peacock officially grabbed at the opportunity to be the one and only streaming platform to feature the parade — the event only aired on broadcast television, leaving marketers wondering whether it was worth the cost of sponsorship in a world that has been increasingly concerned with digital consumerism.

Our take on it? Absolutely, it still pays off. Here’s what to keep in mind:

The “Why”

Let’s face it: The Macy’s Thanksgiving Day Parade is here to stay.

Most would agree that simply partaking in the parade is an honor, offering companies the opportunity to showcase their commitment to American ideals and unity. And what better way to boost your brand reputation than to contribute to a national sense of holiday joy?

But warm and fuzzy sentiments aside, the reason a company might choose to participate as a sponsor of the Macy’s Thanksgiving Day Parade is simple: for the sheer amount of views they’ll amass.

This year, “NBC’s coverage of the Macy’s Thanksgiving Day Parade drew a total of 25.4 million total viewers and a 6.4 rating in the adults 18-49 demographic on Thursday across the live broadcast and encore immediately after,” according to Deadline.

What’s more, with holiday shopping on the horizon for most households, even an ephemeral appearance of your brand’s logo on a float may be all it takes to plant a spending seed in the mind of your potential customers.

The “How Much”

As large companies generate considerable returns on their investment following the Thanksgiving Day Parade, it makes sense that many would clamor to purchase ad space while the renowned parade airs live.

“In 2019, the network generated an estimated $49.2 million in ad revenue from the Macy’s Thanksgiving Day Parade, while The National Dog Show brought in $11.7 million and the prime-time NFL game … yielded $72.1 million,” as reported by AdWeek. “That’s close to $133 million in ad revenue for the three events.”

And comparing that to the aforementioned $13 million production price tag? Well, yeah, let’s just say that’s not bad at all.

That being said, for those looking to skip the traditional commercial ads and actually be recognized in one of the nation’s most beloved and non-controversial events of all time, businesses may also opt to sponsor the balloons themselves.

In fact, according to CBS News, brand new parade balloons cost sponsors approximately $200,000 each, or nearly $90,000 should they sponsor a returning balloon.

The Bottom Line

Okay, so maybe your business isn’t quite ready to tackle the Macy’s Thanksgiving Day Parade, but that doesn’t mean you can’t hold onto it as a big audacious goal of your own.

And if you’re ready to embark upon the journey that will carry you into the right direction of growth, Mad Men Marketing can help you get there!

After all, here at Mad Men Marketing, we are rooted in the belief that brands should interact with their customers, not interrupt them. And what better way to grow than to have measurable goals and research experts at your fingertips? From traditional marketing expertise to digital strategy, social media engagement and more, our team is ready and waiting to reach new heights of gratitude and success.

So, if you’re ready to learn more, contact Mad Men Marketing today by calling (904) 355-1766!

The post Parsing Through the Costs of the Macy’s Thanksgiving Day Parade appeared first on Mad Men Marketing.