Deciding what to watch is harder than ever. Convincing viewers to watch a particular show is getting even more complex.

Horizon Media turned to artificial intelligence to find patterns in social media that would help it find what influences viewers. One thing it found was that what it called “everyday influencers” play a bigger role in program selection than people with huge social media following.

Traditionally, the best way to get people to watch a show on TV has been to promote it on TV. But with a huge share of people watching TV with a smartphone in their hand, social media is becoming an important way people sift through viewing options.

Horizon points to one study that shows that 33% of viewers use word of mouth via social to reduce the massive menu of options available to them.

After on-air promos, the second most important influencer of viewer behavior is recommendations from friends and family, Kirk Olson, senior VP, entertainment Insights & Consulting at Horizon Media, told Broadcasting+Cable.

“Recently we’re seeing those recommendations from family and friend moving into online, digital and social conversations,” Olson said. “People are using social media recommendations as a way to make the final decision about what they want to watch and what they don’t.”

Artificial intelligence provided Horizon with a tool to figure out the way people were connected via social media.

“There was no way we could do it without AI,” said Sheri Roder, executive VP and chief of WHY, the agency's intelligence center of excellence. “The AI allows us to do this kind of work and really get in there and understand what was going on and see patterns that I don’t know that would would have seen otherwise.”

Once properly trained (by a human), “the AI does a much better job than any of those previous tools in understanding that data in a much more human way,” Olson added.

Horizon looks at social-media posts that simply asked, “What should I watch next?” Not surprisingly, the more times a particular show was recommended to the ask, the more likely it was that the recommendation would be accepted.

If a show was recommended once, the chance that the show would be watched was only 40%. The odds were 50-50 when a show was recommended five times. When a program got more than 10 recommendations, the recommendation was accepted 60% of the time.

Some recommenders had more influence than others -- and surprisingly it wasn’t celebrities with tons of followers that people online seemed to listen to.

Most powerful were recommenders with just 100 followers. Their recommendations were accepted more often that those from people with thousands of followers, Horizon found.

“Your mom could be an everyday influencer, because it not about follower count,” Roder said. “When it comes to shows, the important thing is that they’ll follow recommendations from someone who shares their interests.”

In its research, Horizon studies the bios of the recommender and the person seeking a recommendation. When there was a higher level of commonality in the bios, the recommendation was twice as likely to be followed.

Looking at the bios of people who were identified as “everyday influencers,” Horizon found they were fans of either sports or culture; they tended to lean left in politics and they were often part of the “culture class” and described themselves as authors and writer.

Horizon also found that every title had its own community of influencers. A person can be an influencer within that micro-community, whether or not they’re an influencer in the broader social media realm, Roder said.

And each show’s micro-community is different. For Netflix’s Bridgerton, for example, 26.1% were pronoun announcers, 7.6% were authors or writers and 4.8% were animal lovers.

For Ozark, another Netflix show, 11.9% were pronoun announcers, 9.9% were sports fans and 7.8% were proud parents, with 6.4% calling themselves animal lovers, culture enthusiasts or film lovers.

Using AI, Horizon also looked at what people said about a show when recommending it. For example, with Apple TV Plus’s Ted Lasso, key themes were that it was a feel-good show, the titular character’s positive attitude and kindness and that the show was funny and good natured.

With the granular data AI generated, Horizon was able to figure out what would resonate with individual shows' communities and come up with potential ways to promote the show to influencers.

With Ozark, influencers tended to be millennial men who were party goers, outdoorsy and loved sports. They liked sports in general, golf and SEC college sports; music; outdoor oriented brands like REI and GoPro and liquor brands Dos Equis and Jack Daniels.

To activate those influencers, a sponsorship of parties celebrating highlights show on MLB Network could be effective. So would micing up a player (reminding viewers of the wiretapping that’s part of the Ozark storyline). Partnerships could be struck with liquor brands to create tailgate parties during SEC games, with clips of the show playing during commercial breaks. Brands also could partner with GoPro to create on outdoor team challenge course and livestream the first-person footage.

Other ideas included sending Ozark star Jason Bateman to SEC conference games or teaming up with local breweries to how viewing night or trivia night with questions based on the show.

Horizon is taking its findings to media clients and planning to build programs to take advantage of its research.

“With the granularity of the information we are getting, we can cut that up and then help clients to focus their efforts in these very specific areas,” Roder said.

As the strikes by the writers and actors unions pass 100 days, viewers support the strikers and are ready to adjust their viewing habits when the supply of scripted programming runs out, according to a survey by Horizon Media.

In its Tipping Point study, Horizon found that the public is more aware and invested in the Hollywood labor dispute than in other strikes.

Among those surveyed, 45% said they supported the striking Writers Guild of America and 39% said they supported actors union SAG-AFTRA. Just 9% backed the studios, 8% favored the networks and 9% supported the streaming services.

Also Read: Producers and Writers Are Finally Sitting Down To Talk

Horizon’s analysis also found that the raised fist emoji has been used more than 53,000 times in social media as a sign of support for the striking writers and actors.

Viewers said they will make alternate content choices if episodes of their favorite shows do not arrive on schedule this fall.

While waiting for the strikes to settle, 47% of those surveyed said they’d rewatch old shows, 35% they would find shows and movies on other streaming services they subscribe to, 28% said they would spend more time on other non-entertainment hobbies and 25% said they’d try new genres of entertainment.

Horizon found that only 15% said they would cancel a streaming service if it ran out of new content because of the strike. But viewers aged 35 to 49 indicated more of a willingness to subscribe to a new platform for new-to-them content, while younger viewers said they were more likely to pause subscriptions and spent more time watching social media content. People over 50 years old were likely not to change their media habits.

When asked if they would be willing to pay more if streaming prices were to go up to meet the demands of striking writers and actors, about 28% of total respondents said “yes.”  That number increases to 38% for those who support the strikers. Horizon found that for younger viewers 18-25 and 26-34, the percentages increase to 46% and 41% respectively.  

The numbers do not suggest an overwhelming willingness to pay out of pocket to solve an issue people largely see as the responsibility of the businesses, the agency said.

“Unlike past strikes, people are not only invested in the WGA and SAG-AFTRA strikes, the Tipping Point study also reveals that going forward they are willing to alter their viewing habits in a major way,” Maxine Gurevich, senior VP, cultural intelligence at Horizon’s WHY research unit, said. “Given these findings, the next few months will be critical in working to find a swift resolution to the strike, as well as ensuring content libraries are smarter and even more accessible.”

The study had 600 respondents in the U.S. and was conducted on July 18 and 19.

Media agency Horizon Media is working with Burst Premium Network to deliver local stories highlighting diversity, equity and inclusion in crowdsourced segments using user-generated content that can be sponsored by Horizon’s clients.

Horizon served as an adviser in shaping the unwired network. which now includes 150 stations that use Burst software to manage and utilize user-generated content to bolster their newsgathering.

The Burst Premium Network segments air as frequently as three times a week on each station and consist of a locally focused 30-second vignette paired with a 30-second commercial. They are designed to line up with commemorations like Black History Month, Pride, Asian American and Pacific Islander Heritage Month, Hispanic Heritage Month and Mental Health Awareness Month.

“We’re showcasing the stories of ordinary people doing extraordinary things,” Burst CEO Bryant McBride told Broadcasting+Cable. ”We know there’s a market for that. We want to showcase amazing people in their community that no one’s ever heard of. A lot of them are traditionally marginalized people.”

As a part of the upfront market, Horizon’s national clients are getting a first look at the segments.

“We are intentional about consistently operating in a manner that advances DEI for the good of our clients, our business, our industry and the communities we collectively serve,” Bill Koenigsberg, founder and CEO of Horizon Media, said. “Working with Burst to introduce a new way for brands to forge authentic connections with local communities by amplifying diverse voices and sharing untold stories is an extension of that commitment and of our focus on DEI innovations.”

Burst has been providing its user-generated content software to stations for eight years. The software gives the stations access to mobile video and photos from viewers, fans and social media in a way that’s compatible with the stations’ production systems.

“Our software has become the industry standard for user-generated content for local news,” said McBride.

The user-generated content is used during newscasts to supplement stations’ own newsgathering capabilities with video about weather, fires, animals and other local-news staples. “It’s the stuff you need to feed that local news beast,” McBride said.

When there is a snowstorm, Burst urges people to share their video so it can be used on TV, giving a station potentially millions of cameras to cover a story. “We’ve changed the dynamics of news collection,” McBride said.

After the death of George Floyd amplified the Black Lives Matter movement and corporate America made commitments to tell more diverse stories, Burst started a program to tell stories that teach, heal and humanize at sale for national advertisers, McBride said.

The Burst National Network currently reaches about 90% of U.S. households. There’s only one station per market and each station has either the No. 1 or No. 2 newscasts in the market.

Segments usually appear in the second block of a newscast to be away from the crime and mayhem that can often lead the telecast, putting the stories in a safer environment for advertisers.

Burst splits the revenue generated by the segments with the stations.

Burst solicits videos on various websites, calling for people to help fill what McBride calls “a hole in the American narrative,” McBride said.

People send in stories about a grandmother who was a civil rights leader, or an aunt who was the first person in the country to do something. “The stories are pouring in,” he said. “Of the tens of thousands we get, we take the ones that really grab people and inspire and shape them and repackage them.”

McBride himself is a storyteller. He grew up in Canada and wanted to be the first Black hockey player in the National Hockey League, but found out Willie O’Ree had played for the Boston Bruins from 1958 to 1979. McBride later became VP of business development for the league and hired O’Ree as an NHL Ambassador.

He co-produced a documentary about O’Ree, called Willie, which can be streamed on Peacock.

“There is a need to tell these stories,” McBride said. “Victory for us is really simple. When people go, ‘I had no idea. How come I wasn’t taught this? How come I don’t know this?’ that’s victory. These stories aren’t being told widely, or as widely as they should be.”

Media agency Horizon Media said it will be using viewership data from VideoAmp as a currency for buying television advertising during the upfront market for some of its clients.

Horizon will also continue to use Nielsen in other upfront transactions.

VideoAmp is one of the measurement companies using big data from millions of homes to provide an alternative to Nielsen, which has long dominated the TV ratings business.

“It is extremely important to Horizon that we develop relationships in the currency and measurement space that we believe have scale and representation, drive innovation, and are transparent and collaborative with both buy and sell sides,” said Dave Campanelli, chief investment officer, Horizon Media.  “VideoAmp meets those needs for us, and we are thrilled to establish this deeper relationship as we build towards the future and drive better results and business outcomes on behalf of our clients.”

As part of its new agreement, Horizon will also be able to use VideoAmp for planning, analytics and measurement in order to drive better outcomes for clients.

A number of media companies have made deals to use VideoAmp data to either transact or measure. The list includes Paramount, NBCUniversal, TelevisaUnivision, Fox  Warner Bros. Discovery, Allen Media Group and The Walt Disney Co. 

Also Read: Paramount Sees Boost in Results From Campaigns Using VideoAmp Currency

Media companies can use alternative currencies if media buyers and their clients agree.

"We are excited to announce our work with a forward thinking, results-driven, and progressive agency like Horizon Media and its adoption of VideoAmp as a new currency for the coming Upfronts. We have a unique approach in that we not only provide more accurate and reliable measurement than the legacy panel-only currency, but also the tools to plan and optimize against that data throughout the campaign,” said Michael Parkes, president, VideoAmp. “This means that Horizon and its clients will be able to leverage big data as currency for more sophisticated transactions that have shown to increase advertiser return on investment. We look forward to helping Horizon and its clients achieve success.”

Ad buying agency Horizon Media said it is launching Horizon Sports & Experiences, a new company that will be led by former Turner President David Levy and Chris Weil, former CEO of Momentum Worldwide.

The new unit was created to provide marketers with a comprehensive approach to engaging in sports sponsorships and experiential marketing.

Horizon Sports & Experience will focus on intellectual property creation and monetization and offer expertise in strategic advisory and consulting, media rights, sponsorship and sales and activation. Horizon Media’s recently launched metaverse consultancy, Chapter & Verse, will be merged into the expanded offerings of HS&E.

Levy and Weil will serve as co-CEOs and will be equity partners in the new company. Horizon’s Scout sports and event marketing team will be folded into Horizon Sports & Experiences. Michael Neuman, head of Scout, will become executive of HS&E, reporting to Levy and Weil.

“As marketers seek more integration and more connections with the consumer, we are always seeking ways to evolve ahead of the landscape to meet those needs, and Horizon Sports & Experiences will do just that,” said Horizon Media founder and CEO Bill Koenigsberg.

"What we have created here will bring a unique – and complementary - combination of sports, experiential, and media capabilities and expertise under one tent that will be a marketer’s dream. Further, I am thrilled about the game-changing work that we will do with two industry powerhouses like David Levy and Chris Weil, who join me as partners in HS&E and enter the Horizon family with an incredible list of accomplishments behind them and nothing but open opportunity to lead, create, and grow ahead of them," Koenigsberg said.

As president of Turner and before that president of Turner’s advertising and sports units, Levy engineered Turner's partnership with CBS to televise college basketball’s March Madness and grew Turner’s relationship with the NBA. He left Turner and parent Time Warner after they were acquired by AT&T.

“Throughout my career, I have had tremendous opportunities to build and grow some of the world’s most esteemed brands by creating and identifying the partnerships, content and value propositions that deliver consistent value to their audiences through sports and entertainment platforms and experiences,” said Levy, who after leaving Turner was briefly CEO of the Brooklyn Nets and founder of Back Nine Ventures.

“Still, I know that in today’s ever-changing media landscape, there are even more opportunities to develop strong new IP destination events and help existing and emerging sports leagues navigate new distribution platforms, as well as sponsorship and sales,” Levy said. “To that end, we’ll also be looking at opportunities to deploy available capital for strategic acquisitions to extend these capabilities and accelerate HS&E’s impact for our clients. I’m excited that all our clients, including those coming with me from Back Nine to HS&E – Top Rank Inc., Learfield and others, will have more services and opportunities across this fused buy-sell-brand lens that is further amplified by Horizon’s deep consumer insights and analytics offerings.”

Since 2003, Weil had been CEO of Momentum Worldwide, which managed mover $5 billion in sponsorship assets.

“Given fundamental shifts in consumer attitudes and behaviors that are continuing to drive the evolution of brand experience – both physical and digital – I believe that Web3 is going to be the ‘experience Web,’” said Weil. “So, we’re creating a company that will be at the forefront of monetizing Web3 in this blended physical-digital world. What the industry needs most going forward is an agency model that can seamlessly and comprehensively support this approach and serve all of a marketer’s sports and brand experience needs in one place – media rights, sponsorship consulting, sales, the monetization of properties and IP, and more. That is precisely what we’ve developed with Horizon Sports & Experiences, and we’ll be aggressively identifying and exploring acquisitions across IP, experiential and other services that align with our vision.” ■

Horizon Media said it hired Troy Scarlott as senior VP, managing director, creative & innovation collective.

Most recently chief operating officer at SmartBug Media, Scarlott will help the agency execute strategically sound, innovative and inspired programs for clients.

“Troy’s award-winning portfolio has earned him the respect and admiration of professionals across the industry – agencies and clients alike. His perspective will be an invaluable aspect of our creative approach,” said Karen Hunt, president of Horizon’s Western Region. “With his energy, passion, and leadership, I look forward to working with him to expand Horizon’s reach and impact.”

Scarlott will report to Hunt.

Scarlott has worked for top agencies including BBDO, J. Walter Thompson, iCrossing and Edelman and with clients in categories including automotive, consumer packaged goods, hospitality, entertainment, technology, quick service restaurants, beverage and financial services. 

“Horizon Media has built a strong foundation of delivering business solutions for clients – beyond the traditional advertising and marketing KPIs,” said Scarlott. “The marketing landscape is always changing, and Horizon knows how important it is to stay in front of that change for clients by consistently delivering creative campaigns that engage audiences. I look forward to working with the leading talent here at Horizon Media to further develop our offerings and generate the best possible campaigns for our clients.”   ■

Media buyer Horizon Media said it launched Green Thread, a new unit designed to help business-to-business clients grow revenue through data-driven strategies.

The agency also acquired Revenue Enablement Institute, an advisory and research firm that will supplement Great Thread’s capabilities.

Chris Hummel, who was managing director of The Revenue Enablement Institute, was named president of Green Thread. Before joining Green Thread, Hummel was CMO for companies that were Horizon clients.  

Stephen Diorio, who was also a managing director of REI, will retain that post and report to Hummel.

“Horizon is continuously evolving to meet the needs of our clients and of the changing media and marketing landscape, and now with Green Thread, we have a core capability that allows us to better serve a broader B2B client base with tailored offerings and capabilities,” said Bill Koenigsberg, CEO and founder of Horizon Media. 

“With our previous expansions into e-commerce, analytics, content, technology, sports marketing, and experiential, among other areas, we have created an independent ecosystem that enables us to be a full marketing solutions partner with the capabilities and reach to help companies of all sizes deliver positive business outcomes,” said Hummel has been a Horizon client on three separate occasions – "so I am confident that his leadership, business acumen, global cultural fluency, and the world-class talent he brings to Green Thread will accelerate our clients’ businesses.”

Hummel and Diorio are the co-authors of the recently published book Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth.

“Green Thread fills a gaping hole in the solution support ecosystem for most enterprises by aligning sales, marketing, and service strategy and by helping establish an operational blueprint for connecting commercial business processes, enterprise data, and other company growth assets,” said Hummel. “B2B companies often have multiple consultancies, research institutes, and agencies simultaneously tasked with solving isolated go-to-market objectives. Unfortunately, that approach often fragments growth efforts into fragmented siloes. Green Thread will help marketing and sales leaders adjust to the realities of a more data-driven, capital-intensive growth strategy by aligning all stakeholders and connecting all company commercial assets, data, and business processes.”  ■

Media agency Horizon Media said it is working with Comscore on a test to see if Comscore local TV measurement data can be used as currency while planning and buying local TV commercials.

Comscore would offer local buyers an alternative to Nielsen, which has long dominated the ratings business. Comscore has been able to make inroads in local markets, signing up stations and station groups for its audience measurement services.

TV networks and media buyers have more aggressively been looking for alternatives to Nielsen. Horizon made a pledge that 15% of its deals in the current upfront market would use an alternative to Nielsen as currency. 

While Nielsen’s undercount of national network viewing got a lot of attention last year, the Media Rating Council also found that Nielsen undercounted local viewing during the pandemic. Nielsen local ratings service is not accredited, like its national ratings service.

“Horizon is looking to evaluate Comscore on various elements of the ‘currency’ process. This will range from the efficacy of the planning data and tools to the stability and volatility of the data over time, as well as its usability within the buying process with Strata/Freewheel. We will also be assessing the ability to seamlessly onboard 1st and 3rd party targeting,” said Eric Blankfein, executive VP of CORD, Horizon. “We are encouraged by Comscore’s position on all these elements, enough so to give them the balance of 2022 to test as an alternative local video currency.”

Horizon’s test of Comscore data will have two phases. At first, Comscore’s data will be examined for rigor, stability and viability. Once it passes muster, Horizon said it will conduct a live, in-market test, looking at how well client and brand objectives are met by test plans and buys. 

The live in-market text will also enable Horizon to review the technical and commercial viability of using Comscore local data.

“As brands continue to invest in local media, due to its consumer relevancy and proximity to point of purchase, the need for better reliable measurement has grown with it,” said Carol Hinnant, chief revenue officer at Comscore. “We have worked through a lengthy RFP process with Horizon to substantiate that Comscore is the optimal provider for local currency. Comscore has been the only true local-market currency against the incumbent for more than ten years and we are proud to count Horizon among those looking for a more reliable and innovative alternative. We look forward to continuing through the testing phase and working with Horizon as we continue to advance innovation in local TV measurement.”

Comscore’s national ratings are being reviewed as currency by companies including Paramount and Warner Bros. Discovery. ■

Continuing progress in addressable advertising, Horizon Media’s Horizon Next is using Adcuratio’s National Custom Messaging technology to send specially created commercials into individually targeted households.

The campaign -- for an unidentified brand -- is appearing in national programming on A+E Networks and Fox Corp. channels in the homes of subscribers of Dish TV, Sling TV and DirecTV.

“Data has always powered every step of our planning and buying process. Utilizing Adcuratio’s technology to bring addressability to our national ad inventory brings an enhanced level of control to activating custom audience segments for our clients,” says Rachel Wallach-Baker, senior VP, managing director, video investment at Horizon Next.

Also: ViacomCBS, Dish, Adcuratio Go Addressable in Broadcast Network Inventory

Adcuratio’s National Custom Messaging lets an advertiser run different versions of its ad within the same commercial unit. It uses consumer data to put the most relevant version of the ad in each addressable consumer's home based on audience segmentation.

“Bringing household-level audience targeting to national TV is an incredibly powerful tool for marketers, and we’re proud to be working with Horizon Next as their clients realize the benefits of our platform,” says Chris Geraci, chief client officer at Adcuratio.

Also: Top Media Companies Aim to Set Addressable Standard

Adcuratio’s platform uses a persistent Adcuratio ID to match audiences with the particular attributes an advertiser chooses. Segments built for other media outlets can be matched to a live linear TV footprint using the Adcuratio ID, bridging the gap between digital and linear TV activations. ■ 

As the television business continues to move closer to a streaming model, essentially turning the advertising measurement business on its ear, a panel of top industry executives said Thursday that the future will depend on how ratings companies, buyers and sellers can effectively analyze and interpret the reams of data available, and in some cases, pair that with panel data to paint a more accurate picture of who is watching what.

Nielsen has come under fire lately for its reliance on panel data, which it found difficult to validate during the pandemic. In early September, the Media Rating Council suspended Nielsen’s accreditation for local ratings. The MRC is seen as the seal of approval for measurement companies signaling their ratings have been determined using the proper methodology.

At a panel titled “The Future of Measurement” at Thursday’s virtual TVB Forward conference and moderated by TVB executive VP and chief research officer Hadassa Gerber, Nielsen chief operating officer Karthik Rao said while panel data has come under fire during the pandemic, it is still an important part of the process. 

“They’re not enough, we’ve acknowledged that all the way back to 2018, when we brought in other data sets to help complement what we provide from a panel perspective,” Rao said. “We continue to believe that panels are foundational. They’re the only thing that can provide access to what  people actually do in their households.” 

Rao continued that driving home that importance to clients and the rest of the industry is one of his top two priorities for the year — along with the addition of broadband-only homes and helping clients transact business based on ad impressions.

“Ultimately, this has to lead into the ability to measure the implicated frequency across media,” Rao said. 

Comscore executive vice chairman and CEO Bill Livek said his biggest priority is to ensure that his company has the most correct information to measure viewership. 

“We are big believers that the way you get the most correct information available are from big data sets that are further augmented with other data sets, so you can look at who is watching what specific program by second and look at the characteristics that go beyond age and gender,” Livek said. “Also, it’s very important to make sure we are counting all the impressions that are available, with the similar standards that are on digital and on television. Lastly, it is to continue to invent, to invent products that measure consumers who are in-market right now for certain products and how it relates directly to their television viewing.” 

Horizon Media executive VP and managing partner, Local One, Nancy Larkin, said that ensuring the validity of data is crucial to ad buyers and agencies.

“A pay on delivery model from all broadcasters would be a tremendous push forward,”  Larkin said. “Most important is a measurement that is accredited, reliable, and has substantial representation in each local market, and that it includes bulk viewing regardless of where that may be.Too much time is spent on the buyers and agencies having to analyze data that is flawed, faulty, looking at different samples. You guys need to get it right.”

E.W. Scripps Co. VP of sales and local media Missy Evenson added while buyers and agencies move toward impressions measurement, it is crucial that all parties are on the same page.

“It’s important to get that third-party accreditation and a source that provides trust for us in the MRC,” Evenson said. “An agreed-upon currency around impressions for everybody is equally important and a push as to an agreed-upon definition of what an impression is across all platforms is important. Universe estimates that we can all agree on and that have been validated are going to be very important to us.” 

Livek agreed, adding that not all impressions are created equal. 

“Someone watching the nightly news on a local station vs. a kid jumping through a hoop on a video is a very different type of impression,” Livek said. “Those are the pieces of the puzzle also that we’re committed to show that television video is unique vs. other forms of video available.”

The Comscore CEO added that his company will begin the MRC accreditation process in mid-October. 

Reports have said that Nielsen will be looking for RPD (Return Path Data) and ACR (Automatic Content Recognition) methodology accreditation from the MRC for its national metered markets, and Rao said the company is in active discussions to extend that to local markets as well. 

“We are in active discussions,” Rao said. “There is no question why we won’t go beyond the metered markets as well. It’s a matter of sequence. We are committed, we’re executing and we’re in active conversations as we have been for decades.”

Looking ahead, Larkin said that automation and pay per performance are the two biggest areas that buyers and agencies need to focus on. 

“COVID slowed us down a little bit, but we’re hoping that 2022 will move us forward with a lot of automated practices,” Larkin said. "Pay per performance … it’s where everybody needs to go. It’s going to be the thing that sustains our business.” 

Karina Dobarro, senior VP, managing director, Multicultural & International Brand Strategy at Horizon Media, will be honored with this year’s award for Executive Leadership in Hispanic Television and Video.  

Dobarro will accept her award, presented by B+C and Multichannel News, during the annual Hispanic Television and Video Awards ceremony.

The award recognizes Dobarro for her professional contributions as a “media decision-maker” responsible for increasing and sustaining media commitments through Horizon’s multicultural practice, which she built over the past six years.  The practice supports nearly 30 brands. 

“My job brings me great personal satisfaction,” Dobarro said. “I see our team’s role not only as strategic advisers but as advocates of Hispanic consumers and media. I believe in collaboration and partnership. I believe together, we are stronger.”

Upon learning that she was selected, Dobarro said, “I’m honored. This recognition reinforces the work our Horizon Multicultural team does to advance Hispanic marketing and inclusive media practices.”  

Dobarro has had an admirable career.  She was initially hired to build the multicultural practice and was given the added opportunity to lead the international network relationship. 

She also developed the business plan for a new entity that became 305 Worldwide, Horizon’s multicultural content and creative agency. 

Today, Dobarro also leads an agency-wide effort called “Project Embrace” to advance inclusive media practices by empowering employees with new diversity training and tools.  

“The racial justice movement has brought light to the lack of diverse talent and inclusive practices within the advertising industry,” Dobarro said. “We see a shift where minority segments are at the forefront of  marketing conversations.”  

“I am hopeful that this is not just a trend, but a true movement for
our advertising industry,” she added.

For all the hand-wringing about cord cutting and commercial avoidance, it’s hard to top TV advertising as a medium, according to the findings of a new report.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1 million investment, television’s lift is consistently 7 times better than paid search and 5 times better than online display ads across a broad list of advertising categories.

The study comes as advertisers, through their media agencies, and the networks are negotiating upfront ad deals for the next TV season. During this year's upfront presentations, networks bashed digital advertising for an array of issues, including viewability, bot fraud and ads landing near content that isn’t brand-safe.

Related: ANA: Fight Against Bot Fraud Is Winnable

The new study also found that the lift from TV ad campaigns from 2010 to 2016 provided a lift 5 times better than online display ads.

“Dollar for dollar, TV provides the most scale and delivers the highest return on ad spend from both a sales and awareness perspective,” the report said. “It’s important to note that even TV will reach a saturation point, and the next marketing dollar should be spent elsewhere. To ensure an optimized marketing mix, advertisers should adopt a data-driven approach that can inform the ideal media allocation across all channels based on all internal and external market conditions to meet their performance goals.”

Read more at broadcastingcable.com.

The editors of Multichannel News have announced the 2015 class of Wonder Women.

The 13 women, who appear in a congratulatory announcement on page 27 of Monday’s Multichannel News, comprise the 17th class of cable, telecommunications and related entertainment and technology executives to be so honored. Their profiles will appear in the Jan. 26, 2015, edition of the magazine, and they will be saluted at a luncheon event at the Hilton New York on Thursday, March 19, 2015. The event, as always, is co-sponsored by the New York chapter of Women In Cable Telecommunications.

More information -- including photos and bios of the honorees, event details and a roster (and videos) of past speeches from Wonder Women luncheons -- are available now at a newly re-launched microsite, mcnwonderwomen.com. Keep that site bookmarked for future news, including celebrity hosts and an upcoming separate class of Women to Watch.

Here is the 2015 class of Wonder Women (alphabetically).

• Lynn Charytan, Senior Vice President of Legal Regulatory Affairs, Senior Deputy General Counsel, Comcast Corp.
• Katy Ferguson, Executive Vice President, Managing Partner, Entertainment, Horizon Media
• Jennifer Hightower, Senior Vice President, Law and Policy, General Counsel, Cox Communications
• Sandra Howe, Senior Vice President, Global Marketing, ARRIS
• Susette Hsiung, Executive Vice President, Production, Disney/ABC Cable Networks Group
• Sandra Kapell, Executive Vice President, Human Resources and Administration, Cablevision Systems
• Judi Lopez, Senior Vice President, Affiliate Distribution & Marketing, NUVOtv and Fuse
• Sarah Madigan, Executive Vice President, Content Distribution, Univision Communications
• Melissa Maxfield, Senior Vice President of Federal Government Affairs, Comcast Corp.
• Courteney Monroe, Chief Executive Officer, National Geographic Channels U.S.
• Tina Pidgeon, General Counsel, Chief Compliance Officer, Senior Vice President of Government Affairs, General Communication Inc.
• Jane Rice, Senior Vice President, Distribution, A+E Networks  
• Claudia Teran, Executive Vice President, Business and Legal Affairs, Deputy General Counsel, Fox Networks Group, and General Counsel, Fox Sports