| | Media Buyer & Planner Today | | | | | | | | | #1 Super Bowl Fatigue for Some Advertisers | | There are still major brands who love advertising in the Super Bowl, but this year's ads seem to have been a little tougher to sell, Digiday reports. Brands who have previously advertised multiple times in the big game like Toyota, Frito Lay, Taco Bell and Butterfinger are sitting it out. And as of early December, Fox's sellout level was only 90%, a level that in most recent years was reached in September or October. While the continuous rising cost of the 30-second spots themselves, about $5.5 million this year, is one reason, all the peripheral costs, from production to PR push and spending on additional digital support, has also given some brands pause. That $5.5 million spot could easily cost $10 million when all other costs are added in. "The decision has become a heck of a lot more difficult, and there's a bit of fatigue," says Mike Sheldon, chairman and CEO of Deutsch North America who has worked on Taco Bell Super Bowl spots in prior years. "If you're the CEO, you have to justify it a hell of a lot more." | | WHY THIS MATTERS: The Super Bowl will eventually sell out but is just taking longer. And as has been reported, new advertisers are continuously stepping in to replace those with fatigue. But social media has raised the scrutiny Super Bowl ads undergo. And the industry has not yet come up with a sure fire way to determine whether a Super Bowl ad is a success of not. "Everyone knows there's value," says Adam Kleinberg, CEO of Traction, "but no one knows how to quantify it." | | A Take: Digiday | | | | #2 W+K Moves from ESPN to Fox Sports | | Wieden+Kennedy New York, which has handled creative on the ESPN account since 1995 "mutually parted ways" with the all-sports network and has signed on for similar duties with ESPN rival Fox Sports, Ad Age reports. W+K New York is led by managing director Neal Arthur, who will oversee the Fox Sports account. The agency will create ads for all of Fox's top sports properties and original programming, including FS1's daily studio shows and the FIFA World Cup telecasts on Fox. Most recently, Fox has worked with Pereira & O'Dell on creative, along with Barton F. Graf and Hungry Man, but all have done so on a project basis with none as agency of record. | | WHY THIS MATTERS: Fox Sports overall is a major competitor of ESPN in the sports programming arena, although Fox's cable sports network FS1, which only launched in 2013, gets just about 25% the total day viewers that 37-year old ESPN gets. But Fox Sports is looking for W+K to amplify FS1 as being a "destination for smart, fearless, decisive sports opinions, as opposed to just sports news and highlights," says Robert Gottlieb, senior VP-marketing, for Fox Sports. For the larger Fox Sports brand, Gottlieb says he'd like to see programming touted as being "a bit louder and prouder than perhaps others in the space." | Two Takes: Ad Age | B&C
| | | | #3 Mobile Search, Programmatic Drive Google Growth | | Google parent company Alphabet saw its overall fourth quarter revenue increase 22% to $26.1 billion, with ad revenue generated by Google up 17% to $22.4 billion. The increase in ad revenue was credited to hikes in spending in mobile search, in its programmatic ad business and in ads bought on YouTube. How dominant was Google in search ads? Digital marketing firm Merkle says Google received 96% of all search-ad clicks on mobile devices in fourth quarter. Google also saw its Product Listing Ads grow significantly. | | WHY THIS MATTERS: Google continues positively clicking in all aspects of digital advertising and that is expected to continue in 2017. And based on its 2016 success, ad rates could be going up, particularly in the area of mobile search, where it continues to dominate. | Two Takes: Ad Age | WSJ
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| | 95.9 | | Percentage of total over-the-top (OTT) video service users who are projected to be YouTube viewers in 2017, according to eMarketer data. Some 66% of total OTT video service users are projected to be Netflix viewers in 2017, while 44% are projected to be Amazon viewers. Some 16.5% are projected to be Hulu viewers. | – Reported by eMarketer
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| | 'Scandal' Return Gooses ABC | by Michael Malone
ABC led the broadcast bunch Thursday with the return of Scandal, while The CW also drew some viewers with a strong start by Archie Comics drama Riverdale.
ABC did a 2.1 rating in adults 18-49, per Nielsen's overnights, and a 7 share. The Shonda shows were robust. Grey's Anatomy went up 19% to a 2.6, and Scandal returned to a 2.1, 17% better than its spring signoff. How to Get Away With Murder scored a 1.5, up 7% from its last new airing in November.
Fox was next at 1.0/4, with Hell's Kitchen at 1.2 and My Kitchen Rules at 0.8, both down a tenth of a point from a week ago.
CBS did a 1.0/3, as repeats led into a Mary Tyler Moore special at 0.7, then Pure Genius down 13% at 0.7.
NBC was in repeats and did a 0.6/2.
Among Spanish-language broadcasters, both Telemundo and Univision were at 0.6/2 as well.
The CW scored a 0.5/2. Supernatural posted a 0.6, level with its last airing. Greg Berlanti's Riverdale—a dark retelling of the Archie-Betty-Veronica-Jughead saga—premiered to a 0.5, on par with the network's other recent series debuts. | |
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| • ARTHUR SADOUN will succeed Maurice Levy as chairman and CEO of Publicis Groupe. Sadoun, who is presently CEO of Publicis Communications, will assume his new role on June 1. Sadoun, 44, has been with Publicis since 2006, joining as CEO of Publicis Conseil. In 2013 he was elevated to global CEO of Publicis Worldwide before his promotion in 2015 to CEO of Publicis Communications, which includes creative agencies Saatchi & Saatchi, Leo Burnett and Bartle Bogle Hegarty. Levy, 74, joined Publicis in 1971 and has been chairman and CEO since 1987.
• DIANA LAWRENCE was named to the newly created position of VP, director of digital and publishing investment at Horizon. She was most recently VP, director of integrated publishing at Carat. Prior to that she has held positions as activation director at MediaVest, associate director at UM, and print supervisor at MediaCom.
• KATIE NEWMAN was appointed U.S. chief marketing officer at Leo Burnett. She was most recently CMO of software and analytics company Ardent and also served as CMO of marketing at The Abundancy. Both of those companies were recently acquired by Leo Burnett. Prior to that she was group director, business development at Frequency540. She has also served two previous separate stints at Leo Burnett, from 2010-2013 as an account director and from 2005-2008 as an account supervisor. | |
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