The Cable & Telecommunications Association for Marketing, the Alexandria, Va.-based cable industry trade group, has selected Omnicom’s OMD to handle media planning and buying duties after a review, according to sources.
The client is planning to spend between $35-40 million on an image campaign in 2010, per sources.
The agency declined to comment, referring calls to the client. CTAM also declined to comment.
The group has focused in recent months on comparing TV and Internet viewing and how the environments of both media stack up for advertisers.
In July CTAM released the results of a study conducted by Adweek-parent Nielsen that concluded that watching TV programs on the Internet has jumped 16 percent in six months, but it hasn’t cannibalized the traditional TV audience. Of those surveyed for the study, 33 percent indicated that watching video over broadband Internet increased their TV viewing, compared to 13 percent who said it decreased their TV viewing.
In June, the group completed a separate research project — a joint effort with the research firm NeuroFocus — that suggested that television presents a more effective commercial environment than the Internet or mobile devices. “TV is particularly good at striking an emotional chord and conveying a sense of novelty,” said CTAM research vp Clay Collier at the time the study was released. “If you want to draw someone in and create an immersive environment, TV is a better fit. On the smaller screens, certain emotional triggers — facial expressions, for example — are somewhat undermined.”
The Neurofocus study was met with skepticism by some Adweek readers, given CTAM’s mission to promote cable. “To suggest this study is credible is a complete joke,” wrote one, adding, “However, it’s equally silly to suggest TV is dead as a medium.”