Summary
Continued growth overall, key shifts in population demographics. New technology enables advertisers to better reach these targets.
Analysis
OK, Nielsen is out with new 2008/09 HH universe estimates. Overall increase of around 1.5% is shadowed by changes in demographics. Without going into too many numbers and figures, huge gains reported in numbers of Hispanic HH's and older 55+homes. Basically the top 25 and top 50 markets remained constant, but the real opportunity and challenge during the upcoming year is how do we as marketers better reach out to these targets. Project Canoe, st top boxes and the like will enable us to drill down to core customers with appropriate messaging. For those of us who remeber the impact of cable TV interms of narrowcasting, new technology makes that seem like ancient history. Interesting how TV is becoming more and more like the internet in terms of targeting, measurement and ROI, it will be exciting to see what trnspires in the next 3-5 years.
