| Today's Top Stories | | #1 | Millennials Abandoning Broadcast Networks in Droves
| | | Nielsen data shows some primetime programs have lost as much as 30-40% of their 18-34-year-old audience this season, according to a Broadcasting & Cable report. ABC live-plus-same day rating is down 18.6% in the demo, while The CW is down 16.1%. NBC is down 9.7%, Fox is down 7.4% and CBS is down 3.2%. And the lost viewership is about the same in delayed viewing, meaning significant numbers of millennials have abandoned broadcast primetime completely. Among the shows losing the most viewers in the demo are ABC's How to Get Away With Murder and Fox's Family Guy, which both have dropped about 700,000 millennials.
Why This Matters: Brands are looking to reach millennials more than ever and while they have traditionally not bought broadcast based on 18-34 guarantees, they were getting significant numbers with the overall broadcast buy. On top of that, losses in 18-34 do impact 18-49 guarantees. And, at least one major buying agency, Magna Global, last week agreed to pull $250 million out of television and move it into YouTube's Google Preferred.
A Take: B&C
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| | #2 | Google Explores Defining Acceptable Ads
| | | The search engine is reportedly exploring an online acceptable ads policy that could be adopted by the entire industry, Digiday reports, citing unnamed sources. Google is working on a policy under which only ads that meet its standards would run on its own site, YouTube and through its DoubleClick ad exchange, through which publishers sell their inventory. Google wants to only run fast loading ads, which it believes can help offset ad blocking that is initiated by users frustrated by slow loading ads.
Why This Matters: Google, along with Facebook, control about 64% of the digital ad marketplace. So with that kind of clout, Google can have a sizable impact on the kinds of ad formats that become the industry standard.
A Take: Digiday
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| | #3 | NBCU Quantifies Love Connection With Viewers
| | | Working with research firm Coherency and its LoveQuotient methodology, the media company is offering clients a way to ensure that their ad campaign will leave viewers with the right feeling about their products. And in turn, deliver sales for the brands who advertise. NBCU's lifestyle cable networks – Bravo, E!, Esquire, Oxygen and Sprout – are working with brands to determine which programming will deliver the best viewer results based on brand love. A study found NBCU lifestyle network viewers are 34% more engaged with programming content, 55% more engaged with advertiser content, and 50% more likely to share information about advertisers via social media.
Why This Matters: This is just another example of the new types of data beyond traditional age demographics being used to help brands reach audiences in a more productive manner.
A Take: B&C |
| #4 Clorox Partnership With Oracle Shaped Review (Ad Age)
#5 Imaginative Liquor Ads Target Millennials (NYT)
#6 Spotify Using Streaming Behavior to Target Ads (Ad Age)
#7 Cartoon Breakfast Videos Boost Denny's (Adweek)
#8 100% Viewability Doesn't Guarantee Conversions (MediaPost)
#9 How Gen Z Girls Shop Online (Adweek)
#10 Ford Escape Integrates With NBC Shows (MediaPost)
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Percentage of auto brands worldwide that posted on Instagram in fourth quarter 2015, according to an L2 Think Tank analysis. That compares to 25% who posted on Snapchat. Almost every major industry category has a 90% or more usage rate on Instagram. Snapchat's biggest user category is Activewear (71%).
– Reported by eMarketer |
| | Ratings | Nearly 10.5 Million Watch 'Good Wife' Finale
By Michael Malone
ABC and CBS split the spoils on a soft night for broadcast TV, both putting up a 1.0 in adults 18-49, per the Nielsen overnights, with a 4 share. NBC and Fox did 0.9/3s.
The series finale of The Good Wife rated a 1.2 on CBS, up 20%, with 10.47 million total viewers. Before that, 60 Minutes and Madam Secretary both rated a flat 1.0. Elementary closed out prime with a 0.7, down a tenth.
ABC had America's Funniest Home Videos at 1.2, down a tenth, then Once Upon a Time at a flat 1.2. The Family was at 0.7 and Quantico at 0.9—both down a tenth.
NBC's Little Big Shots rated a 1.3, down 19%, and The Carmichael Show slid 20% to a 0.8. Crowded rated a 0.7, down a tenth, and Dateline was a flat 1.0.
Fox's Bordertown scored a flat 0.4 before a Simpsons repeat, then a new Simpsons did a 1.1, down 17%. Bob's Burgers was down 9% at 1.0, and Family Guy was off 7% to 1.3. The Last Man on Earth tallied a flat 0.9. For more, click HERE |
| | Fates & Fortunes | • CHRIS SHUMAKER was promoted to global chief marketing officer at FCB. He has been with the agency since 2013 and was previously North America CMO. Prior to joining FCB, Shumaker was U.S. CMO at Publicis and has also held executive posts at Grey Worldwide and The Martin Agency.
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WFSU TV/FM – Tallahassee, FL, United States
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Arkansas State University – Jonesboro, AR, United States
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ION Media Networks, Inc. – USA, United States, United States
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NBCUniversal – Universal City, CA, United States
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