| | Media Buyer & Planner Today | | | | | | | | | #1 Turner Launches Sports Marketing Agency | | Turner Broadcasting is launching a full-service, in-house sports marketing agency called Turner Sports Ignite that will offer clients a one-stop shopping way to market themselves on the assortment of Turner Sports properties including NBA, MLB, March Madness college basketball on TV and on digital properties including Bleacher Report. The new unit follows in the footsteps of Turner Ignite, which offers clients of its cable networks, including TNT and TBS, data and branded content solutions. Turner's on-air commentators and show hosts, including Charles Barkley and Shaquille O'Neal will be available to help brands create content. Both have millions of followers on social media. | | WHY THIS MATTERS: Will Funk, executive VP of sales and property sponsorships at Turner Sports, says the new unit will deliver enhanced value and solutions directly to brands without them having to go through creative and media agencies and sports talent agents. The new unit, he says, will "provide a better, more streamlined way for advertisers to connect with consumers." | Two Takes: B&C | Adweek
| | | | #2 AOL Offers Consumer Incentive Ads | | The Verizon-owned company is launching a new initiative called BrandBuilder which includes new types of advertising. AOL will work directly with marketers to create custom, native ads and will offer incentives to consumers who click on the ads. One new unit called "DataPerks" will give free Verizon mobile data in exchange for clicking on a mobile ad to download coupons. Another format called "Player Up" will involve video ads. When consumers click to play a video, a full-page ad will take over the screen for three to seven seconds prior to the video playing. That is less than the typical video ads that take over screens for 15 to 30 seconds. | | WHY THIS MATTERS: Spencer Sloe, VP of advertising product and strategy for AOL Content & Brands, says, "Less intrusive ad experiences like Player Up and DataPerks will give viewers the experience they desire, and we anticipate seeing higher engagement numbers as a result. If consumers are receiving value from the ads they see, it's likely that they won't feel compelled to use ad blockers." | Two Takes: Adweek | Media Post
| | | | #3 Carlyle Buys Claritas from Nielsen | | Private equity company the Carlyle Group has agreed to acquire the Claritas market segmentation business from Nielsen, Ad Age reports. Claritas, which was founded in 1961, provides data and analytics to help measure the efficiency of marketing. It was acquired by Nielsen in 2009 but the company said it no longer fits in with its product portfolio. Heading up the company will be former Nielsen Catalina CEO Mike Nazzaro and other members of his former Catalina team. | | WHY THIS MATTERS: Nazzaro sees Claritas as "a crown jewel in the segmentation space" and believes it can fill an important roles in programmatic digital ad buying. | A Take: Ad Age
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| | 18.2 | Percentage of U.S. internet users who have purchased products directly via social media, according to a survey by digital commercial strategy, design and development consulting firm Sumo Heavy.
| – Reported by eMarketer
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| | ABC Gets Last Laugh | by Michael Malone
With its thriving comedies, ABC won the night with a 1.7 rating in adults 18-49, according to Nielsen's overnights, and a 6 share. Fox was runner up at 1.5/5, then NBC at 1.4/5, CBS at 1.2/4 and The CW at 0.2/1.
The Goldbergs grew 12% to 1.9 and Speechless was up 6% to a 1.7, then Modern Family elevated 15% to 2.3 while Black-ish ticked up 6% to 1.7. The season premiere of Match Game did a 1.3, 44% better than its season finale.
Fox's Lethal Weapon scored a flat 1.4 and Star a 1.6. Musical drama Star debuted last month at 2.2.
NBC's Chicago P.D. did a 1.5, up 25% over its last Wednesday original, while Law & Order: SVU's 1.5 was up 15%. Blindspot rated a flat 1.1.
On CBS, Undercover Boss grew 9% from its premiere to 1.2 and Criminal Minds was a flat 1.3, before Code Black went up 11% to 1.0.
CW aired an Arrow repeat before a new Frequency did a flat 0.2.K | |
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| • TUCKER CARLSON will replace Megyn Kelly as host of the nightly Fox News Channel 9 p.m. time period, following Kelly's move to NBC News. Carlson currently hosts the 7 p.m. time period, a position he has held since November. Carlson joined Fox News in 2009 as a political contributor and was named a co-host of Fox & Friends Weekend in 2012. He has also spent time hosting news programs on CNN and MSNBC. MARTHA MacCALLUM will replace Carlson in the 7 p.m. time period. | |
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