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US Cable networks steal a march over b’cast counterparts in ad efficacy
MUMBAI: In an increasingly fragmented and cluttered television environment in America, advertisers are constantly seeking the most effective way to mamise the bang for their buck. If a recent study is any indication then advertisers would do well to look increasingly at cable networks.
Ads work better on cable than on broadcast network television in the US. There is a marked difference in attitudes toward advertising on broadcast and cable networks. These findings are contained in a study which had been commissioned by the Cabletelevision Advertising Bureau in the US.
Conducted by Knowledge Networks/SRI the findings contradict long-held notions of TV viewing. How People Use TV 2004 compares broadcast and cable viewer patterns, preferences, and responses to advertising on the telly. The presentation was made at the National Cable and Telecommunications Association (NCTA) convention.
Viewer perception: Ads work better on cable. Forty three of per cent viewers said that they were inclined to buy products from advertisers on cable networks, whereas 36 per cent would buy a broadcast advertiser’s brand. Similarly striking is the difference in perceived clutter. One-third of adults 18-49 said the volume of ads on broadcast networks detract from their enjoyment of programming, compared to 23 per cent for cable shows.
Viewer perception: More bad news for NBC, ABC, CBS and Fox. Viewers see cable as being more central to their lives. From how networks fit their lifestyles to what programming dominates water-cooler conversations, the majority of viewers cite ad-supported cable channels over broadcast networks. For example 57 per cent of viewers said cable networks consistently showed the best programmes. A meagre 19 per cent took up for broadcast networks.
Primetime isn’t the same for all demos. For instance, men 18-34 tune in from 10 pm to 1 am. Thus a lot of the shows that they watch are not considered primetime by advertisers.
All exposure is not created equal. The basic message of the study is that at a time when 50 per cent of American homes have three or more televisions and 78 per cent of viewers are
doing something else while watching TV, advertisers need to be airing their commercials on the networks and programmes that get people’s attention.
KN/SRI provides regular reports and analysis on consumers’ use and ownership of media and technology. The Cabletelevision Advertising Bureau represents almost all of America’s ad-supported cable networks and system operators that serve more than 90 per cent of all US cable subscribers.
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Madison World to launch AI platform M BrAIn for media planning
Agency group invests about $1 million as it shifts to AI driven growth planning.
MUMBAI: If media planning once ran on spreadsheets and gut instinct, the next chapter may run on algorithms and curiosity. Madison World is preparing to roll out the first version of its proprietary artificial intelligence platform Madison M BrAIn in early April, as the independent agency group accelerates its transition toward AI driven planning and product led media services.
The platform, expected to involve an investment of around $1 million, is designed to reshape how the agency approaches strategy by combining internal knowledge, external data sources and advanced AI models into a single intelligence ecosystem.
According to Madison Media, OOH and Hiveminds partner and group CEO Ajit Varghese the initiative forms part of a larger structural rethink within the organisation. “Traditionally agencies built frameworks around media planning and allocation. We are redesigning that structure into what we call a Growth Planning System (GPS),” Varghese said.
The shift reflects a growing belief that effective media strategy must begin earlier in the decision making process. Instead of jumping directly to channel allocation, planners must first decode the market itself identifying consumer barriers, purchase triggers and the core challenges facing a brand.
Once those insights are mapped, agencies can build clearer growth agendas for clients and design media strategies that connect more closely with business outcomes.
To support that approach, Madison has built Madison M BrAIn as what it describes as a human AI cognitive ecosystem. Acting as a central intelligence hub, the platform aggregates proprietary insights alongside external data sources and large language models, enabling planners to access deeper market intelligence before building campaign strategies.
Varghese said one of the core objectives is to democratise knowledge across the organisation. “In the past, this level of understanding was largely available to senior leaders or experienced strategists. With Madison M BrAIn, even a junior planner should be able to access the same intelligence and approach clients with a far more informed perspective,” he said.
The agency has already implemented the new planning philosophy internally and completed three months of testing for the AI platform, with early trials showing encouraging results in terms of learning capability and system performance.
While the first version relied on global large language models, Madison is now developing its own proprietary Small Language Model (SLM) to serve as the core of the M BrAIn ecosystem.
“The SLM will be able to read global LLMs, but the LLMs cannot read the SLM,” Varghese explained. “That ensures all the intelligence we build remains within the Madison ecosystem and strengthens our proprietary knowledge base.”
The first version of Madison M BrAIn is expected to go live in early April, with a more refined version targeted by the end of June. Over time, the platform will integrate additional external data streams and APIs including consumer insight platforms, social listening tools and client datasets.
These integrations are expected to enhance the system’s learning capability and enable it to generate increasingly sophisticated strategic recommendations.
Although the platform is currently being deployed for internal use, Madison sees potential for it to evolve into a licensable product in the future.
“At the moment, our focus is to stabilise and strengthen M BrAIn internally. But over time there is potential for this to become a product that could be licensed externally,” Varghese said.
The AI platform is also part of a wider technology transformation underway at the agency group. Alongside M BrAIn, Madison is building a broader digital infrastructure called the Catalyst operating system, which aims to integrate operational processes, data and product platforms into a unified ecosystem.
This broader technology stack could require an additional $1 million to $1.5 million investment over time, though spending will be phased and reviewed regularly.
“We are evaluating progress every three months and prioritising the most critical capabilities first,” Varghese said.
Madison expects the full AI and operating ecosystem to be fully functional within 12 to 18 months, positioning the agency to combine human strategy with machine intelligence as the advertising industry enters its next data driven phase.
