| | Media Buyer & Planner Today | | | | | | | | | #1 Super Bowl Ads Don't Boost Purchase Consideration | | Ad campaigns built around expensive Super Bowl commercial time improve brand buzz and consumer propensity to talk about brands, but they don't appear to significantly lift purchase consideration, according to YouGov BrandIndex data reported by Ad Age. YouGov BrandIndex compared consumer reaction to advertisers pre- and post-Super Bowl. It found that five brands in this year's Super Bowl – Avocados from Mexico, Skittles, T-Mobile, Bai and the NFL – saw statistically significant lifts in brand buzz. Only three brands – the NFL, Bai and Busch made significant gains in word of mouth. In purchase consideration, only Avocados from Mexico and Snickers showed significant lift. | | WHY THIS MATTERS: The results are from a sample of just 4500 persons nationwide, but the data should give Super Bowl advertisers, who spent around $5 million for each 30 second, in-game spot, thought about whether there aren't better ways to spend that money. Reaching 110 million viewers immediately is great, but if the commercials don't motivate them to buy, then it seems like money wasted. | A Take: Ad Age
| | | | #2 Twitter Rethinks Ad Strategy | | The social network says it will revamp its advertising strategy, shifting away from older offerings like promoted tweets in favor of video ads, The Wall Street Journal reports. Twitter also plans to grow its data-licensing business. The moves come in the wake of Twitter's announcement on Thursday of its 10th straight quarter of slowing revenue growth, despite an 11% fourth quarter growth in its user base. U.S. ad revenue in fourth quarter was down 7%. | | WHY THIS MATTERS: Increased user growth usually translates to hefty ad revenue growth but that hasn't happened for Twitter. Despite President Trump's multiple daily tweets, the increased visibility hasn't motivated marketers jump in in a significant way. Twitter is hoping its video ads will be attractive to big spending advertisers such as automakers who can show off their brands. And its data-licensing is already successful, but there are plenty of outlets to sell to. | | A Take: WSJ | | | | #3 A+E to Develop Shows for Snapchat | | The cable network group is the latest TV programmer to try to reach out to younger viewers by developing shows for Snapchat's Discover platform. The first show being developed is titled Second Chance. It will be the first unscripted show a network has produced for Snapchat that is not based on an existing TV brand or franchise. The first episodes will be available in the U.S., U.K., Canada and Australia in April. A+E says it has several other series in development for Snapchat. Other networks offering shows on Snapchat include ABC, NBC, Turner and BBC. | | WHY THIS MATTERS: More networks are offering programing to Snapchat to try to reach younger viewers and share in the ad revenue. For marketers, this can offer them an opportunity to reach younger millennials who are not watching traditional, linear TV. | Three Takes: B&C | Ad Age | Adweek
| |
| | |
| | 16 | | Dollars in billions that advertisers are projected to spend in 2017 on mobile search advertising, according to BIA/Kelsey. That is up from $12 billion in 2016. Projections say mobile search ad spending could reach as high as $23 billion by 2021. | – Reported by Media Post
| |
| | | |
| | Shonda Dramas Lead ABC to Win | by Luke McCord
ABC took the top spot Thursday night with its trio of Shonda Rhimes dramas, notching a 1.7 rating/6 share among adults 18-49, according to Nielsen overnight ratings. Grey's Anatomy fell 9% to a 2.1, Scandal dropped 6% for a 1.6, and How to Get Away With Murder was flat at 1.3.
CBS came in second with a 1.5/5, followed by Fox at 1.1/4, NBC at 1.0/4, and The CW at 0.5/2.
CBS' Big Bang Theory slipped a tenth to a 3.0, and The Great Indoors lost 6% for a 1.6. Mom and Life in Pieces were even at 1.6 and 1.3, respectively. Training Day dropped a tenth for a 0.8.
Fox's MasterChef Junior debuted a new season to a 1.3, while My Kitchen Rules jumped two tenths to a 0.9.
NBC's Superstore was down 8% at 1.1, while Powerless was down 18% at 0.9. Chicago Med and The Blacklist were flat at 1.2 and 0.9, respectively.
The CW's Supernatural and Riverdale matched their last showings at 0.6 and 0.4.
Spanish-language broadcaster Univision scored a 0.7, and Telemundo pulled in a 0.6. | |
| | | |
| • FRED LEVRON was named to the newly created position of worldwide creative partner at IPG's FCB. He was previously executive creative director at marketing entertainment and sports agency CAA. Prior to that he was ECD at Ogilvy & Mather Paris.
• PACO OLAVARRIETA was appointed partner and chief creative officer at Hispanic agency D Esposito & Partners. He joins from Hispanic agency Dieste in Dallas, where he held assorted executive creative roles during his five years there. | |
| | | |
| | Senior Manager, Engineering & IT, WRC | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States
| | | | Director of Engineering | Sinclair Broadcast Group – West Palm Beach, FL, United States
| | | | Station Engineer | ION Media Networks – Salt Lake City, UT, United States
| | | | Director | | WBNS 10TV – Columbus, OH, United States | | | | more jobs » | |
| | | | |
