| | Media Buyer & Planner Today | | | | | | | | | #1 ANA Calls for Facebook Metrics Audit | | Association of National Advertisers president and CEO Bob Liodice wants Facebook's metrics to be audited and accredited by the Media Rating Council in light of the social network's recent admission that it had over-inflated the average time users spent viewing online video. "While the ANA recognizes mistakes do happen, we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require." | | WHY THIS MATTERS: Marketers are spending more than $6 billion a year on Facebook advertising and Liodice believes they need more assurance that the viewing data Facebook provides is accurate. He says Media Rating Council accreditation "is the standard of accepted practice that marketers and agencies have relied on for decades." | | Three Takes: MediaPost | Ad Age | Adweek | | | | #2 ESPN Getting Paid for Out-of-Home Viewing | | In an apparent industry first, a major media agency holding company in its upfront negotiations agreed to deals with ESPN that include out-of-home TV viewing as part of its ratings guarantees, Ad Age reports. Although not identifying the holding company, Eric Johnson, ESPN's executive VP of global multimedia sales, confirmed the deal as did a top buyer at the holding company. Some smaller agencies then also agreed to deals with out-of-home numbers. While terms of the deals were not released, the agencies reportedly received substantial pricing discounts to include the out-of-home data as part of overall viewing guarantees. | | WHY THIS MATTERS: The TV networks that carry live sports have been trying for years to monetize out-of-home viewing, which everyone agrees is substantial but since there is no standardized measurement capabilities have failed to get any agency to agree to it – until now. Nielsen has been working with ESPN to provide out-of-home data for this fall's college football telecasts, and the network says it has added meaningful lifts to total viewers. | | A Take: Ad Age | | | | #3 Haworth Wins Walmart Media Business | | Minneapolis-based Haworth Marketing + Media has won the $900 million Walmart U.S. media account, MediaPost reports. Haworth had been the media agency for Target, but lost that relationship in the spring. Around that same time, Walmart announced it was terminating its relationship with MediaVest, and talks reportedly began between Haworth and Walmart, both of whom declined to comment. | | WHY THIS MATTERS: Haworth lost the $700 million Target account but gained an even bigger retail ad spender. Helping to facilitate that was Michael Francis, longtime Target chief marketing officer who is now a marketing consultant for Walmart. Clearly his prior relationship with Haworth had a major bearing on Haworth getting the Walmart account. | | A Take: MediaPost | |
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| | 55 | | Percentage of corporate executives worldwide who say their companies make strategic judgments that are data-driven, according to second quarter 2016 research by Oxford Economics and SAP. | – Reported by eMarketer
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| | Ageless 'Grey's' Stays Strong on ABC | By Michael Malone
Grey's Anatomy rated a 2.4 on ABC, level with its premiere the week before, pacing the network to the Thursday prime title. ABC finished at a 1.6 rating in adults 18-49, per the Nielsen overnights, with a 6 share. NBC and CBS tied at 1.2/4. Fox posted a 0.9/3 while The CW weighed in at 0.3/1.
ABC rookie Notorious did a 1.1 while How to Get Away With Murder rated a 1.3; both were down a tenth of a point.
CBS was level with NBC despite airing repeats of comedies and Bull.
On NBC, Superstore did a 1.2, down 14% from its opener, while The Good Place fell 8% to 1.2. Chicago Med fell 7% to 1.3 while Blacklist slipped 15% to a 1.1.
Fox's Rosewood posted a 0.8 while Pitch did a 1.0; both were down a tenth from the week-before premieres.
The CW had repeats of Flash and Supernatural. | |
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| • JANA FRIEDMAN and TOM KERSTEN have joined The Weather Company as sales executives. Friedman is the new VP of East Coast ad sales, while Kersten was named VP of partner solutions. Both will work out of New York. Friedman was most recently director and head of national CPG sales at Twitter. Kersten was previously chief revenue officer at Wanderful. He also spent 10 years in sales at Microsoft. • KYLE ACQUISTAPACE was named president of creative agency Supermoon. He previously spent 16 years at Deutsch LA rising to partner and director of media and data strategy. • NEAL SCARBROUGH has been appointed to the newly created position of executive editor, and GABE SPITZER was appointed executive producer, original programming and brand content at Fox Sports. Scarbrough will have oversight of FS1's studio programming, while Spitzer will be in charge of original programming, documentary and branded content. Scarbrough joins from New England Sports Network where he was a senior director. Spitzer has worked on projects for networks including HBO, NBC, ESPN and Fox. | |
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| | Vice President, On Air Promotions, FOX Sports Marketing (Charlotte, NC) | Fox Sports – Charlotte, NC, United States
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