Media Buying and Inbound Marketing Blog

Media Buying 101: Ohio State Football Wins the Ratings Battle

By Jane Peters on October 8, 2012 |


Screen Shot 2014 02 26 at 5.55.26 PMEven though Ohio State won't be going to a bowl game this year.  They still draw an audience.  Saturday's game on ABC, Saturday Night College Football  (Nebraska at Ohio State) scored a preliminary 1.4 adults 18-49 rating, up from last week's 1.2 preliminary rating.  It won the ratings battle beating out the West Virginia at Texas game and the Notre Dame-Miami game.  All three scored higher than 48 Hours on CBS.

Thursday Night Football on October was the night's top cable program with a 2.6 adults 18-49 rating, down from a 3.3 last week. The season premiere of Jersey Shore  came in second with a 2.5 adults 18-49 rating, way down from a 4.0 for its season 5 premiere on January 5, 2012.  MTV may need to re-think this Jersey disaster.  

Live sports programs continue to dominate ratings as DVR's and alternate viewing habits erode the TV ratings. Smart media buyers are looking for the ratings and driving up the rates as more buyers try to capitalize on the sports ratings domination.  A Cleveland cable company is asking TV buyer OH$25,000 for the Monday Night Football game just prior to the Tuesday election.

Political advertising continues to stifle local advertisers in swing states as campaigns head into the final days.  Many have turned to inbound marketing and digital advertising. Google and Bing are seeing more political action too. Social media has come into play as candidates advertise on Facebook, post on Tumblr and share playlists on Spotify. 

While this political season has seen an all time high for spending, are regular advertisers seeing a return on their advertising investments?

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