| Today's Top Stories | | #1 | 4As Rejects IAB's Online Ad Viewability Guidelines
| | | The American Association of Advertising Agencies has sent a letter to members saying it will not endorse the Interactive Advertising Bureau's guidelines, which suggested a 70% viewability threshold for online ads in 2015, The Wall Street Journal reports. One media agency exec, Todd Gordon of Magna Global agrees, saying, "Running a campaign and paying for 30% of the ads not being viewable isn't acceptable to us or our clients."
Why This Matters: Randall Rothenberg, president and CEO of IAB says implementing an industry standard to be accepted by all is "a complex matter" and indicated that the 70% threshold is a starting point, adding, "the more public discussion, the better."
A Take: WSJ
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| | #2 | Half The Top 10 U.S. Advertisers Cut Spending Through First Three Quarters
| | | Kantar Media's latest figures show the nation's largest ad spender, P&G, spent $2 billion on advertising through September, down 16.1% from same period last year. AT&T cut spending by 11.3% to $1.26 billion. Other Top 10 ad spenders cutting budgets included L'Oreal, Toyota and Comcast Corp. Largest Top 10 ad spender increase was by Pfizer which boosted spending by 19.5% to $1 billion.
Why This Matters: While the Top 10 cumulatively spent 1.7% less, the Top 100 advertisers boosted spending cumulatively by 1.3% and they account for more than 40% of total spending, according to a MediaPost report.
Three Takes: MediaPost | Ad Age | B&C
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| | #3 | Chanel Most Viewed YouTube Fashion Brand But Dior Spends More
| | | The French fashion company's channel has nearly 350,000 subscribers and racked up more than 140 million views in 2014, outpacing Louis Vuitton by 40 million views, according to business intelligence company L2 and YouTube marketing platform Pixability, Digiday reports. As for ad spending on YouTube, Dior spent an estimated $4.66 million, compared to $2.65 million by second-place Chanel, according to Strike Social data.
Why This Matters: While some fashion brands are finding success marketing via YouTube, 10% of brands in the category have no presence on YouTube. Andreas Goeldi, chief technology officer at Pixability finds the idea that some brands are not making the most of YouTube "quite shocking."
A Take: Digiday
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#4 New Kraft CEO Says Take 'Fresh Look' At Marketing Investments (Ad Age)
#5 Retailers Doing More Holiday Marketing Via Facebook Than On Twitter (eMarketer)
#6 Unilever's Axe Changes Marketing Approach For White Label Brand (Ad Age)
#7 National Retail Federation Expects Weekend After Xmas To Be Busy (USA Today)
#8 Top Brand Tweets Of 2014 (Ad Age)
#9 Five Issues Facing Madison Avenue in 2015 (WSJ)
#10 Solve Media Estimates Retailers Wasted $4.6B On Bot Traffic In 2014 (MediaPost)
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Percentage of U.S. retailers who say they were focusing this holiday season's marketing efforts on Facebook, compared to only 27% who said they are using Twitter, according to a survey by BDO USA. Facebook usage is down from 99% last year and Twitter is down from 52%.
– Reported by eMarketer
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| | MBPT Spotlight | Rough Ad Market Opening Window for Programmatic—Simulmedia doing business with more networks, looking for results to spur acceptance
By Jon Lafayette
The Television business is getting more comfortable with programmatic advertising, says Dave Morgan, CEO of Simulmedia, one of the pioneers in the field.
The trick in doing programmatic TV advertising is getting your hands on national TV inventory. Simulmedia started out getting local inventory from cable operators and satellite distributors. Last year, it worked directly with 10 cable networks and one broadcast network. Currently, it works with 84 of the top 90 cable nets and two broadcast networks.
But they're still taking baby steps, Morgan cautions. "I would describe all those as relationships that we're both taking it slow," he says. "We don't try to create an expectation that the world's about to become automated and bidded. But they need to be thinking about moving some of their inventory on an audience basis" as opposed to selling shows based on their age and sex demo averages.
A weaker-than-expected ad market in general is helping the case for Simulmedia and programmatic.
"Why take a risk on something when you've got a good thing," Morgan says. "Even flat audiences you still had pricing leverage. But not this year."
How does Morgan characterize the enduring value of programmatic in the face of network concerns? And how what is Simulmedia doing to patiently win over clients?
For more, click HERE (sub needed)
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Repeat, Special-Heavy Sunday
NBC led a repeat-heavy Sunday with its broadcast of the Seattle Seahawks-Arizona Cardinals Sunday Night Football matchup. ABC's annual Sound of Music: Sing-a-Long special was down a tenth from last year. CBS, whose lineup was delayed nearly an hour due to NFL overrun, finished second. In preliminary ratings, Undercover Boss was down 14%, while The Mentalist and CSI were flat. Fox also saw its lineup delayed in several markets due to NFL, but aired all repeats, save for a new Mulaney to finish fourth.
For more, click HERE
CABLE RATINGS
'TNF' Leads 'Colbert' Finale
The NFL Network had the top two shows on cable Thursday, with Thursday Night Football leading the pack. The Tennessee Titans vs. Jacksonville Jaguars game had a 1.6 rating with adults 18-49, down from last week's 2.4, and 4.8 million viewers. The matchup's postgame drew 1.5 in the demo and 3.7 million viewers. The Colbert Report series finale on Comedy Central took third in original cable, with a 1.0 rating and 2.1 million viewers. The year's final Daily Show episode, Colbert's lead-in, had a 0.8 in the demo and 2 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, December 21
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NFL FOOTBALL (7)
60 MINUTES (7:30) | 4.7
3.5 | 17.6
15.3 | | NBC | FOOTBALL IN AMERICA | 2.6 | 9.2 | | FOX | MULANEY (7)
BOB'S BURGERS
(R) (7:30) | 1.2
0.9
| 3.7
2.1
| | ABC | SOUND OF MUSIC: SING-A-LONG (R) | 0.9 | 4.5 | | UNIVISION | AQUÍ Y AHORA
| 0.5 | 1.6 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | FOOTBALL NGHT IN AMERICA (8)
NFL FOOTBALL (8:30) | 4.4
5.5 | 14.0
17.6 | | CBS | 60 MINUTES (8)
UNDERCOVER BOSS (8:30) | 2.2
1.6
| 12.7
9.9
| | ABC | SOUND OF MUSIC: SING-A-LONG (R) | 1.2 | 5.3 | | FOX | THE SIMPSONS (R) (8)
BROOKLYN NINE-NINE
(R) (8:30) | 1.1
0.9
| 2.9
2.2
| | UNIVISION | GRANDES TEMAS DE LAS TELENOVELAS
| 0.5 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 5.5 | 16.9 | | CBS | UNDERCOVER BOSS (9)
THE MENTALIST (9:30) | 1.4
1.4
| 8.5
8.8
| | ABC | SOUND OF MUSIC: SING-A-LONG (R) | 1.4 | 6.3 | | FOX | FAMILY GUY (R) (9)
BOB'S BURGERS
(R) (8:30) | 1.1
1.1
| 2.3
2.3
| | UNIVISION | GRANDES TEMAS DE LAS TELENOVELAS
| 0.5 | 1.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 4.7 | 14.1 | | ABC | SOUND OF MUSIC: SING-A-LONG (R) | 1.4 | 6.1 | | CBS | THE MENTALIST (10)
CSI (10:30) | 1.3
1.3 | 8.4
7.9 | | UNIVISION | SAL Y PIMIENTA
| 0.6 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Anger Management' Ends For Sheen—and FX
The FX comedy will air its final two episodes (10 p.m. and 10:30 p.m.) as the series ends its 100-episode run, limping off the air after a strong start. The series in its first season averaged almost 3 million viewers and a 1.2 18-49 demo rating, but went downhill fast after that. It's lengthy second season averaged just 1.2 million and a 0.5 rating, with recent episodes pulling in well below those numbers. The upshot: Many fans who watched Sheen in the CBS series Two and a Half Men tuned in early, but at this point, FX can't be too upset that the series is ending. The final episodes may not even draw 1 million viewers.
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| • 'Light Fight' Draws Holiday Viewers
The second December season of the ABC reality series The Great Christmas Light Fight (8 p.m.), in which families decorate their homes to the extreme and battle for prizes is drawing a decent-sized holiday audience for ABC. After premiering with 6.8 million viewers and a 1.7 18-49 demo rating two weeks ago, it drew 5.3 million and a 1.4 last week—but that was going head-to-head with the penultimate episode of NBC's The Voice, which drew more than 12 million, and it did draw better than Fox's American Country Countdown Awards. The upshot: This short-run series is a fun watch for families. This week features a flame-shooting sleigh and a home that's turned into a gingerbread house.
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| • 'State of Affairs' Struggling For NBC
The new drama series (10 p.m.) starring Katherine Heigl as a CIA analyst working directly for the President premiered five weeks ago with 8.6 million viewers and a 2.2 18-49 demo rating, but season-to-date is averaging 6.9 million and a 1.7. It replaced the NBC hit The Blacklist in the time period, which was averaging 10.1 million viewers and a 2.7. State of Affairs is averaging fewer viewers in the time period to fellow dramas Castle (ABC, 9.1 million) and NCIS: Los Angeles (CBS, 8.9 million), although it is more competitive with them in the demo. The upshot: State of Affairs will be airing a first-run episode this week against repeats for its competitors, however, it also no longer has The Voice as its lead-in, which could negatively impact viewership further.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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