| | Media Buyer & Planner Today | | | | | | | | | #1 Cinnabon's Carrie Fisher Tweet Draws Backlash | | The U.S. baked goods company was flooded with a backlash of tweets from around the world on Tuesday in response to what it had hoped to be a tribute to actress Carrie Fisher to mourn her passing. Cinnabon quickly deleted the tweet and apologized after Twitter users called it insensitive, "tacky" and in "poor taste." The tweet was seen as promotional for the company. It pictured Fisher as Princess Leia with a Cinnabon as her hair bun with a caption that read: "RIP Carrie Fisher, you'll always have the best buns in the galaxy." Following a flood of negative comments, Cinnabon pulled the tweet and apologized, saying, "Our deleted tweet was genuinely meant as a tribute, but we shouldn't have posted it. We are truly sorry." | | WHY THIS MATTERS: Twitter posts can bring enormous popularity to brands but can also be their undoing. A positive usage was Arby's becoming entwined with talk of singer Pharrell and his oversized hat, which resembles the Arby's logo. On the negative side was Cheerios, which faced a backlash after singer Prince's death earlier this year when it posted an image saying "Rest in Peace" and used a single Cheerio to dot the eye. | | Three Takes: USA Today | CNBC | CBS News | | | | #2 Newspaper Readership Still Strong | | A Nielsen Scarborough study measuring U.S. newspaper readership found that more than 169 million adults read a newspaper in print, on a website or on a mobile app every month in 2016, MediaPost reports. Overall, newspapers reach 69% of the U.S. population each month. The study found that 81% of monthly newspaper readers engage with a print product and some 51% read a print newspaper exclusively. The other 49% read a newspaper on at least one digital platform, with 30% reading both digital and print. Only 5% get their news from a website exclusively. Newspaper audiences continue to be more educated and more affluent than non newspaper readers, and are also getting younger, with millennials now representing 24% of total monthly readership. | | WHY THIS MATTERS: Yes print newspaper readership continues to decline as does ad revenue in print newspapers. But this study shows that the U.S. population still values news gathered and put out by newspaper companies and it seems to be an audience marketers should value more than they seem to right now. | | A Take: MediaPost | | | | #3 Programmatic Alliances to Be Tested in 2017 | | As marketers look for total transparency in every aspect of their digital ad buys and publishers move to header bidding to alleviate their programmatic woes, 2017 is shaping up to be a grimmer one for programmatic alliances where digital ads are bought blindly, Digiday reports. While publishers might want to band together to create automated buying scale to rival giants like Facebook and Google, advertisers are getting more hesitant because of the ad fraud possibilities tied into broad automated buying systems. | | WHY THIS MATTERS: Media agencies and their clients want to target audiences with more precision, in addition to avoiding the possibility of paying for ads reaching non-existent viewers. GroupM's creation of mPlatform is a prime example of that. Buying mass inventory blind, even at sizable discounts, is seen by many as not something they want to participate in any longer. | | A Take: Digiday | |
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| | 935.4 | | Dollars in billions that Snapchat is projected to generate from worldwide advertising revenue in 2017, according to an eMarketer forecast. This year Snapchat is expected to generate $366.6 million in ad revenue with most of that being U.S.-based. However, by 2018, 25% of Snapchat's ad revenue is expected to come from markets outside the U.S. | – Reported by eMarketer
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| | 'Kennedy Center Honors' Powers CBS on Slow Night | By Luke McCord CBS took the top spot in primetime Tuesday with a 1.0 rating/4 share among adults 18-49, according to Nielsen overnight numbers. Following a repeat of NCIS, annual special Kennedy Center Honors rose 11% from last year to a 1.0. ABC and NBC followed with 0.8/3s. NBC aired repeats of The Wall, This Is Us and Chicago Fire. ABC aired repeats of The Middle, American Housewife, Fresh Off the Boat and The Real O'Neals. A 20/20 special on George Michael followed with a 0.9. Fox trailed with a 0.4/1, airing repeats of Brooklyn Nine-Nine, New Girl and Bones. The CW earned a 0.2/1. The network aired a repeat of The Flash and a new episode of No Tomorrow for a 0.2 | |
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| | • TADASHI ISHII is resigning from his position as global CEO of Dentsu Inc. His resignation announcement comes as Japanese labor officials recommended that the company be prosecuted for workload violations in the wake of a suicide by an employee last December following months of heavy overtime work. Dentsu Inc. is the parent company of the Dentsu Aegis advertising agency network, which includes Carat, Isobar, Merkle, Posterscope and mcgarrybowen. | |
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