| | Media Buyer & Planner Today | | | | | | | | | #1 Coke, Pepsi Losing Youth Appeal | | The two soft drink giants have distinctly different consumer bases, but one major thing in common – both do poorly among millennial consumers, according to data from ecommerce and consumer analytics company Connexity. Adweek reports that Coke's largest consumer base is the 35-to-44 year old age demo, while Pepsi's is 65-plus. However both underindex among consumers 18-24. Politically, Pepsi overindexes among Democrats and lower income consumers, while Coke overindexes among Republicans and higher income consumers. | | WHY THIS MATTERS: Younger consumers are the future, so clearly no soft drink brand wants to concede that audience segment. While both Pepsi and Coke have expanded their beverage portfolios beyond soda and introduced smaller package sizes to appeal to younger consumers who tend to drink less soda, they still are not able to pull in significant numbers within that demo. Rochelle Bailis, director of content at Connexity, believes both brands need to do a better job of target marketing to 18-to-24 year olds. | | A Take: Adweek | | | | #2 Dunkin' Donuts Becomes Official NHL Sponsor | | The company has signed its first national professional sports league partnership by becoming the official U.S. coffee, donut and breakfast sandwich of the National Hockey League, MediaPost reports. The Dunkin' Donuts sponsorship will officially launch during the 2017 Bridgestone NHL Winter Classic televised on NBC on Jan. 2. In addition to TV spots airing during major NHL national telecasts on NBC, Dunkin' will also have a presence in NHL team arenas with LED Signage and Jumbotron displays and with on-site activations. It will also offer consumers special limited-time NHL team logo donuts at its participating stores. | | WHY THIS MATTERS: Dunkin' Donuts has previously had local partnerships with several NHL franchises, but this is its first all-inclusive national partnership with the league. | | A Take: MediaPost | | | | #3 CMOs Lack Focus on Analytics | | A new study from the CMO Council, in partnership with Deloitte, finds corporate chief marketing officers are not fully prepared to embrace integrated data-driven analytics to drive revenue, better returns and more profitable customer relationships for their companies. According to a MediaPost report, only 6% of the more than 200 participants in the study say they are finding routes to grow revenue across all facets of their business globally. Only 8% say they are improving the customer experience and just 7% say they are looking for strategic partnerships that drive growth. | | WHY THIS MATTERS: While CMOs view themselves as growth drivers, few are prepared to use that data their companies collect to better connect with customers. "It's about marketing driving the bottom line," says Liz Miller, senior VP of the CMO Council. She adds that marketers must take all the data they collect, analyze it and come up with better strategies to drive growth. | | A Take: MediaPost | |
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| | 69 | | Percentage of U.S. marketers who cite higher bot fraud as a significant challenge to using programmatic ad buying effectively, according to a survey by the Association of National Advertisers and Forrester Consulting. Some 64% also cite the lack of transparency to the costs within the programmatic supply chain as a major challenge, along with 63% who cite the potential for buying traffic with little or no viewability. | – Reported by eMarketer
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| | CBS' 'Victoria's Secret Fashion Show' Down | By Michael Malone NBC won Monday night with a 1.7 rating in adults 18-49, per Nielsen's overnights, and a 6 share. The Voice was a flat 2.0 and Timeless was up 9% to 1.2. CBS did a 1.6/5, with Kevin Can Wait at a flat 1.5, Man With a Plan down 8% at 1.2, and 2 Broke Girls off 14% at 1.2, before a Big Bang Theory repeat. The Victoria's Secret Fashion Show did a 2.1, down 9% from last year's airing. ABC and Fox both posted 1.1/4s. ABC's Great Christmas Light Fight premiered at 1.3, same as it opened to last year, then Conviction did a 0.8, down 20%. Fox's Showtime at the Apollo, hosted by Steve Harvey, scored a 1.1 across prime. CW did a 0.4/1, with two repeated Supergirl episodes. | |
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| • AMY CALVERT has joined KJRH TV in Tulsa, Oklahoma, as VP and general manager. The station is owned by E.W. Scripps and is an NBC affiliate. She was previously general manager at GEB America, a digital satellite network featuring Christian and family programming. • MARK ANDERSEN was named group executive director at Colle+McVoy in Minneapolis. He was most recently senior creative director at Best Buy. He also previously worked as a creative director at another Minneapolis agency, Modern Climate. • CAMERON TEMPLETON was appointed a creative director at 22squared in Atlanta. She was previously a creative director and copywriter at New York agency Firstborn Multimedia. Prior to that, she managed creative services for TV Guide Channel. • ASHLEY GOLD was named VP of sales at Hearst Television. She will oversee ad sales at Hearst's 30 TV stations and two radio stations. She was most recently general manager at KRON-TV in San Francisco and KOIN in Portland. | |
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