It's no longer a question of whether TV networks will be available on an à la carte basis through streaming-video services, but how powerful those services will get.
Everyone from satellite companies to tech players to TV networks are devising ways to make TV programming more attractive to younger viewers who aren't seduced by traditional cable bundles with bloated offerings and bills to match. The result is a sudden flurry of products -- including Sling TV, HBO Now and CBS All Access -- that threaten to undermine the traditional TV model. While it's still early going, the new services are already requiring marketers to reexamine how they advertise on TV.
Here's what CMOs need to know to prepare for advertising in an "over-the-top" world.
|CONTENT||PRICE||HOW TO ACCESS||ADVERTISING|
|SONY'S PLAYSTATION VUE||Up to 85 channels, including CBS, Fox, AMC, TBS and USA. Live and on-demand content currently available in New York, Chicago and Philadelphia.||$49.99 to $69.99 per month||PlayStation 4 and PlayStation 3||Same commercial breaks and national ads as linear TV channels delivered via cable or satellite TV service.|
|DISH NETWORK'S SLING TV||Basic package includes 19 channels, such as ESPN, AMC, A&E, TNT, TBS, CNN, Food Network and Disney Channel. HBO available for $15 extra. Broadcast networks not available. Live and on-demand content.||Starting at $20 per month||Roku, Xbox One, Amazon Fire TV, Android phones and tablets and iOS phones and tablets||Same commercial breaks and national ads as linear TV channels delivered via cable or satellite TV service. Sling is also testing dynamic ad insertion.|
Launch: Slated to bow this summer
|20 to 30 channels, including Viacom networks and new shows from YouTube network AwesomenessTV||TBD||TBD
Initially only on mobile devices
|The service will reportedly include 25 channels, including ABC, CBS and Fox.||$25 to $35 per month||Limited to iOs devices||TBD|
Launch: This month
|HBO series and movies, as well as a Vice channel||$14.99 per month||Apple devices and Cablevision Optimum Online subscribers||Ad-free|
|CBS ALL ACCESS||Live and on-demand access to most current CBS programming as well as a library of older content. NFL is not included.||$5.99 per month||CBS.com and CBS app through Apple and Android||Current seasons of shows will have full ad load; prior seasons of shows will have 25% less commercial time; older CBS classics will be available ad-free.|
|NICKELODEON'S NOGGIN||Aimed at preschoolers, the platform includes older Nickelodeon and Nick Jr. shows.||$5.99 per month||iPhone, iPad and iPod Touch||Ad-free|
Launch: Fourth quarter
|Original comedy series and some NBC Universal programming||About $3 per month||TBD||Will likely be ad-free.|
|WWE NETWORK||Live WWE events and on-demand wrestling content||$9.99 per month||Roku, PlayStation, Xbox One, iOs, Android, among other devices||Commercials air in between live-streamed programming; one ad is served for every fourth stream of on-demand content.|