| Today's Top Stories | | #1 | Buyers Downplay Strong Scatter on Eve of Upfront
| | | The TV networks have been selling ads at strong scatter prices for the last few quarters and are optimistic that higher prices will continue when ad inventory is sold beginning later this month for the 2016-17 season. Media buyers, however, say higher prices are the result of lower ratings where the networks have to give away additional ad units to make up for guarantee shortfalls. Buyers also disagree with the networks that ad dollars are moving back to TV from digital. They say that's just posturing by the networks.
Why This Matters: Between $8 billion and $9 billion will be spent with the five major English-language broadcast networks alone. With that kind of money at stake, it's going to be hard for the networks to dictate how it will go down. Add to that the new role of data and ad targeting and increased competition from digital, and there are reasons why the buyers are feeling confident.
A Take: B&C
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| | #2 | Analyst Questions Negative Report About MDC
| | | MDC Partners stock price has continued to fall on Monday as the agency holding company continued to deal with a scathing research report from short seller Daniel Yu and his Gotham City Research, MediaPost reports. The report said the company will be exposed for additional "wrong-doings" by the ongoing SEC probe. However, analyst Richard Tullo of Albert Fried has publicly said he's skeptical of Gotham City, says the company uses a pen name and may have attacked other companies under various identities. He says the media should have vetted the report before publishing the allegations.
Why This Matters: Gotham is not a disinterested, neutral party in the matter. It is also a short seller that makes its money by issuing reports that convince markets to force down the value of companies. MDC says it plans to defend itself against what it calls Gotham's "false and misleading accusations" that are "solely focused on destroying the value we are creating for our shareholders."
A Take: MediaPost
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| | #3 | Digital Video Market Surges Into NewFronts
| | | As the digital NewFronts begin this week, the participating media companies will be trying to motivate more marketers and their agencies to spend more dollars in digital, particularly mobile. They will tout projections that digital ad spending is expected to rise 28% this year, and will attempt to dispel concerns about ad viewability and ad blocking. Some 40 companies will make NewFront presentations over the next two weeks, all aimed at getting advertisers to move ad dollars out of traditional television.
Why This Matters: The linear TV networks and digital video companies can debate amongst themselves about the value of their respective platforms to advertisers. But it is the advertisers themselves who make the call on where their dollars will go. And their agencies take the NewFronts seriously. "We have many clients attend NewFronts as upfronts," says Dave Penski, CEO of Publicis Media Exchange. "So they are very important to us."
A Take: B&C |
| #4 Virtual Reality Will Get Push at NewFronts (Adweek)
#5 Pinterest to Broaden Sales Focus (WSJ)
#6 Agencies Must Embrace Change to Survive (Ad Age)
#7 Digital Strategy Driving Gucci Growth (Glossy)
#8 Nissan Shifts Gears With Focus on Safety (Ad Age)
#9 How Ars Technica Cut Ad Blocking From 40% to 25% (Dididay)
#10 Pepperidge Farm Recipe Videos Help Boost Sales (Ad Age)
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|  | • 38
Percentage of senior level marketing executives worldwide who say the CEO in their company is primarily responsible for their data and analytics agenda, according to a survey by McKinsey & Company. Another 13% say the chief information officer bears primary responsibility, while 11% say it's the chief marketing officer.
– Reported by eMarketer |
| | Ratings | ABC, NBC Split Weak Night
By Michael Malone
ABC and NBC split the honors among broadcasters Sunday night, scoring twin 1.1 ratings in adults 18-49, per the Nielsen overnights, with a 4 share. CBS and Fox did 0.9/3s on a lackluster ratings night. ABC's America's Funniest Home Videos rated a 1.3, up a tenth, and Once Upon a Time a flat 1.2, then The Family a 0.8 and Quantico a 1.0—both flat with last week. NBC had repeats of Little Big Shots before a new episode at 1.6, down 11% from its last original Sunday airing. The Carmichael Show rated a 1.0, up 43%, and Crowded a 0.8, up 14%, then Dateline up 11% at 1.0. On CBS, 60 Minutes, Madam Secretary and The Good Wife rated 1.0s, all level with the previous week. Elementary did a 0.8, up 14%. Fox had comedy repeats leading in to American Country Countdown Awards at 1.0. In December, American Country Countdown did a 0.5. For more, click HERE |
| | Fates & Fortunes | • JEFF LIANG was named chief digital officer at MDC Partners agency Assembly. He was most recently senior VP, media lead at Starcom MediaVest Group, and succeeds Alan Smith. Prior to SMG, Liang spent time in executive positions at assorted media agencies, including PHD, Universal McCann, Mindshare, Razorfish and Omnicom. • ROB THORSEN has been promoted to the newly created position president at Big Spaceship. Thorsen was previously managing director and had been performing most of the duties he will continue to do as president. He has previously held positions at Bartle Bogle Hegarty, Mother New York and BBDO New York. • ROBERT RICCARDI was appointed chief executive officer at Argonaut. Riccardi previously was a managing partner at Goodby Sliverstein & Partners, where he worked for over two decades. • TRISH MUELLER has resigned from her position as chief marketing officer at Home Depot, Adweek reports. KEVIN HOFMANN will succeed Mueller as CMO and will continue in his role as president of online operations. Mueller joined Home Depot in 2009 as VP of advertising. Prior to that she was senior VP of marketing and advertising at Sports Authority. Hofmann has been with Home Depot since 2006. • LAUREN ZALAZNICK has joined the Nielsen board as an independent director. She is currently an advisor and investor in digital startups, but previously was chairman of entertainment & digital networks and integrated media at NBCUniversal. She also held executive roles at Viacom. • HUNTER NICKELL was named CEO of Raycom Sports. He most recently oversaw partnership management at IMG College. Prior to that he was president of Speed Network, before it became Fox Sports1, and of Fox Sports Net.
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