| | Media Buyer & Planner Today | | | | | | | | | #1 Agencies Forecast Moderate Ad Growth | | Three media agencies released updated advertising forecasts for 2017 that project low-to-mid-single-digit ad revenue growth in a year where digital will pass TV in ad spending. IPG's Magna says ad growth in 2017 will rise by 3.6% with total ad revenues reaching $510.7 billion globally. In the U.S., Magna says ad spending will jump a similar percentage to $186.5 billion. WPP's GroupM forecasts global ad spending to grow 4.4% to $547.3 billion. In North America, GroupM predicts ad spending will rise 2.6% to $193.6 billion. While Publicis Group's Zenith forecasts globe ad spending to increase a similar 4.4% to $566 billion, and U.S. ad spending to rise 4.3% to $190.8 billion. | | WHY THIS MATTERS: While ad spending is not predicted to soar, the forecasts are cautiously optimistic that it will continue to grow at a stable rate. And the U.S. ad spending projections are minus the approximate $1 billion spend on the NBC networks for the 2016 Summer Olympics, so, based on that, the 4.3% to 4.4% projected hikes at least right now seem to be somewhat impressive. Of course economic policies under incoming U.S. President Donald Trump could impact those spending projections. | | Three Takes: MediaPost | B&C | B&C | | | | #2 MetLife Launches Post-Snoopy Campaign | | The insurance company earlier this fall announced it was dropping Snoopy and the other Peanuts characters as its brand mascots and rebranding for the first time in 30 year. This week it is rolling out the first TV ads of the rebrand which take a more serious approach. Ads premiered on this Sunday morning's broadcast news shows and will air through Dec. 23, MediaPost reports. Website and digital components also premiered on Dec. 4. The campaign will include online video, digital banners and social advertising with assorted media partners. Argonaut is creative agency. | | WHY THIS MATTERS: MetLife says insurance companies are no longer perceived as "cold and distant" to consumers, so there is less of a need to use the Peanuts characters to represent the company as a family friendly operation. MetLife's new goal is to support its mission of helping businesses and employees navigate the changing workplace and help both meet their expectations. | | A Take: MediaPost | | | | #3 Less Model Photoshopping Works in Some Ads | | Photoshopping and retouching of models in fashion brand ads has been going on for decades, but with segments of consumers complaining that models in those ads need to be more representative of the population at large, more brands are eliminating the practice. Aerie, American Eagle's lingerie, active and loungewear brand, says its profits have been rising since banning Photoshopping and retouching from all of its marketing and brand imagery in 2014, Glossy reports. Online fashion retailer Modcloth also uses "real people" in most of its campaigns. | | WHY THIS MATTERS: A majority of fashion brands, like Victoria's Secret, still use over-the-top attractive models and retouch their ad images on top of that. But the consumers really have more power in this regard than they might realize if they want brands to drop those procedures. And for Aerie it's paid off. Earnings in 2015 were up 20%, while in third quarter of 2016, they rose 21%. Creative agencies, take note. | | A Take: Glossy | |
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| | 70 | | Percentage of U.S. smartphone app users ages 18-24 that use Snapchat, according to comScore. That's up from 29% just three years ago. Among smartphone app users ages 25-34, the upper end of the millennial demo, 41% use Snapchat, compared to only 6% three years ago. Those over 35 use Snapchat more sparingly. Some 14% use Snapchat, compared to 3% in 2013, still a sizable increase. | – Reported by eMarketer
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| | 'Sunday Night Football' Down But NBC Wins | By Michael Malone It being autumn in America and all, football ruled the night. Sunday Night Football did a 5.1 on NBC, down 12% from last week, leading out of a 3.2 Football Night in America. (The pre-game did a 3.1 last week.) With the Seahawks crushing the Panthers, the blowout nature of the game did not help ratings. NBC won easily at 4.7 in adults 18-49, per Nielsen's overnights, and a 14 share, ahead of Fox's football-fueled 2.7/8, CBS' 1.0/3 and ABC's 0.8/2.
Fox had an NFL overrun setting up The OT at 4.1. The Simpsons did a 2.4, up from last week's 1.3, while Son of Zorn was down 19% from its last new airing three weeks ago at 1.3. Family Guy grew 23% to 1.6, while Last Man on Earth climbed 22% to 1.1.
On CBS, 60 Minutes did a 1.5 before repeats, down from last week's football-aided 2.3.
On ABC, America's Funniest Home Videos scored a 0.9, down 18%, Once Upon a Time a 0.9, down 10%, and a two-hour Secrets and Lies finale a flat 0.7. | |
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| • CHRIS O'LEARY is out as international chief operating officer at General Mills, as the company announced it is planning a new global operating structure. The new organization will include four new group presidents, as well as a new global chief marketing officer. That announcement has left current CMO Ann Simonds in limbo, according to an Ad Age report. • JULIE SHAPIRO was named senior VP, business affairs at Freeform. She was most recently senior VP, head of business & legal affairs and general counsel at APA Talent Agency. Prior to that, she was VP, business & legal affairs at OWN: Oprah Winfrey Network. | |
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