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ChoiceStream's February Audience Cost Calendar Reveals Real Estate Uptick

February 13, 2014



BOSTON, MA -- (Marketwired) -- 02/13/14 -- ChoiceStream, the top choice for brand advertisers interested in advanced target optimization and programmatic buying, today announced the next installment of its Audience Cost Calendar -- a monthly exploration of media buying costs, segment trends and predictions that stem from ChoiceStream's Audience Cost Index.

Real Estate was at an all-time high last month, with Real Estate: Buying and Selling tracking closely with Real Estate: Moving and Storage. Another interesting trend related to the cost of football segments leading up to this year's Super Bowl. Over the past two years, football segments including Sports: College Football, Sports: Fantasy Sports and Sports: Football have remained relatively stable from October 2012 through October 2013. However, the last few months have seen a steady decline in rank with a slight Super Bowl related up-tick in rank during January.

"We noticed a sustained upward trend through 2013 in segments traditionally associated with New Year's resolutions -- General Health and Personal Finance," said Bill Guild, VP, Marketing at ChoiceStream. "Marketers seem to be capitalizing on improving physical and financial health."

2012 saw a peak in the rank of Marriage segments in November and December, that peak was repeated in October and November of 2013. Society: In a Relationship segments also show a distinct cycle spiking upward around July and showing a sustained high ranking from December through April. This year, the rise in December and January has been very large, hitting a peak of 191 this past month with Valentine's Day fast approaching.

We might be surprised to see that demand for college basketball segments dipped to a low during March Madness. Ranking of College Basketball segments declined from December '12 through March of '13. As March '14 fast approaches, the trend is being repeated. College Basketball has been on the decline from a rank near 200th in October, to 42nd in December with a slight rise to 79th in January. Based on experience, we should expect these segments to remain low through March.

To view the full infographic for the month of February, take a look at ChoiceStream's Audience Cost Calendar that can be found here.

Methodology

ChoiceStream tracks approximately 315 segments. Tracked segments are rollups of similar segments from multiple data providers including ChoiceStream's Pollshare. Each segment receives a calculated index with the monthly average price set at 100. An index of 110 indicates that the segment traded 10 percent higher than the overall average that month. Beginning this month ChoiceStream has changed the way it calculates the audience rankings by reporting the cheapest segment (also referred to as the cheapest price index) as number one, and a higher price index will correspond with a higher-ranking number.

About ChoiceStream

ChoiceStream improves ad relevance and digital campaign performance by programmatically selecting optimum advertising opportunities based on a dynamic understanding of consumers' active preferences. With an extensive first and third party data network enhanced by proprietary data, ChoiceStream can target and convert the most valuable consumers in real-time. ChoiceStream is headquartered in the Innovation District of Boston and works with industry leading brands and their agencies. For more information on Choicestream, please visit www.ChoiceStream.com.

Media Contacts: Brynn MoynihanHorn Group on behalf of ChoiceStream choicestreamteam@horngroup.com (646) 202-9753 Bill Guild ChoiceStream bguild@choicestream.com



Source: ChoiceStream


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Source: Marketwire


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