| | Media Buyer & Planner Today | | | | | | | | | #1 NBC Includes Digital Viewing in Olympic Guarantees | | NBCUniversal will set its 2018 Winter Olympics telecast ad guarantees using its Total Audience Delivery, a metric that will blend its broadcast and cable TV coverage with streaming viewership. It is the first time the network will do this, in an attempt to monetize viewing across all of its platforms including digital streaming, apps and over-the-top devices. It will also base its guarantees on a cumulative P2-plus rating, or persons aged two or older, across all platforms. NBC did share its Total Audience Delivery data with advertisers during the 2016 Summer Olympics but the numbers were not used as part of audience guarantees. Dan Lovinger, executive VP, advertising sales at NBCU Sports Group, says deals have already been done with "multiple" advertisers using the new P2-plus metric. Lovinger says NBCU is also selling ad packages that include both the Winter Olympics and the Super Bowl for 2018. | | WHY THIS MATTERS: NBCU took a bath during the 2016 Summer Olympics, missing its TV ratings guarantees by 3.1 points or 17%, and the network had to pay out sizable makegoods. This time, the goal is to leave no money on the table by attempting to monetize everyone who views the Olympics on whatever screen they view it – particularly millennials who tend to watch more digitally rather than via traditional TV. | A Take: Ad Age
| | | | #2 MRC Accredits Nielsen's Digital TV Measurement | | The Media Ratings Council has given accreditation to Nielsen's Digital in TV Ratings, which measures live and delayed linear TV commercial viewing on desktops and mobile devices. That viewing is added to viewing on TV sets to calculate C3 and C7 ratings used to buy and sell ad time. It is based on a combination of census-level data, demographics and the representative panels of viewers in Nielsen homes with people maters. Digital in TV Ratings was launched in 2015 and is currently being used by clients including ABC, CBS, Freeform and Univision. Digital in TV Ratings is the second component of Total Audience Measurement to get MRC approval. The first was Digital Ad Ratings. | | WHY THIS MATTERS: Getting the MRC seal of approval is important to Nielsen. "It's a big deal because the metric is used to trade billions and billions of dollars' worth of advertising and that audiences are fragmenting across [digital] devices," says Megan Clarken, president of product leadership at Nielsen. She adds that the accreditation is industry validation that Nielsen has been using the proper methods of measurement. | Three Takes: B&C | Adweek | Media Post
| | | | #3 Cannes Lion Parent Acquires MediaLink | | London-based Ascential, the company that owns and operates the annual Cannes Lions International Festival of Creativity, has acquired advertising and media consulting company MediaLink. The deal includes a cash payment of $69 million but that can rise to more than $200 million if certain targets are reached. Michael Kassan is CEO of MediaLink, whose clients have included Time Inc., Conde Nast, Unilever, AT&T, and 21st Century Fox. Kassan will continue to run the company as an independent unit. Among the roles MediaLink plays is to help marketers select agencies to work with and helps with digital startups. It also is involved in executive recruiting. MediaLink will become part of Ascential's Information Services division. | | WHY THIS MATTERS: It's certainly a windfall deal for MediaLink and Kassan for a company he started as a one-man show. It is also an indication of how important all the various aspects of the ad agency and media business see the need for advice on how to operate and perhaps rethink their business directions. | | Three Takes: Ad Age | Media Post | WSJ | |
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| | 60 | | Percentage of U.S. internet user millennials, ages 20-35, who say they "like seeing ads that show diverse types of families," according to a survey by Barkley and Futurecast. Some 77% of millennials also like ads "that show real people in real situations," while 59% say they "don't like ads that make life look perfect." | – Reported by eMarketer
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| | ABC Tops Monday on Strength of 'Bachelor' | by Luke McCord
ABC won the primetime ratings race Monday with a 1.8 rating/6 share among adults 18-49, according to Nielsen overnight numbers. The Bachelor matched last week's 2.3, while Quantico was flat at 0.7.
Fox finished in second with a 1.5/5. 24: Legacy, in its first night in its normal timeslot, pulled in a 1.5, as did the premiere of APB.
CBS came in third with a 1.3/5. Kevin Can Wait was flat at 1.5, while Man With a Plan nabbed a 1.4. Superior Donuts was down from its 1.9 premiere to a 1.3. 2 Broke Girls scored a 1.3, and Scorpion did a 1.2.
NBC trailed with a 0.8/3. The Celebrity Apprentice slipped a tenth to a 0.9 over two hours, and Timeless dropped three tenths to a 0.6.
The CW scored a 0.5/2. Both Supergirl and Jane the Virgin matched their previous totals, with a 0.7 and 0.3, respectively.
On the Spanish-language broadcasting front, Univision earned a 0.7, and Telemundo pulled in a 0.6. | |
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| • AMY ARMSTRONG was named the first U.S. chief operating officer for IPG Mediabrands' media agency Initiative, as part of a new operating structure. She was most recently U.S. president of another IPG media agency BPN. The current Initiative U.S. president, Kris Magel, will shift his role to East Coast president of the agency, according to an Ad Age report. Armstrong will oversee all U.S. offices and the regional presidents from East Coast, Midwest and West Coast. Max Baxter, global CEO of Initiative, says the new structure will allow Initiative to be more client focused. Magel will continue to oversee some of the agency's largest clients out of the New York office. CHRIS ACTIS was named president of the Midwest region. He was most recently president of Asia-Pacific for Neo@Ogilvy. A West Coast president has yet to be named. • STEPHANIE PERDUE was appointed chief marketing officer at TGI Fridays. She was most recently chief product marketing officer at Taco Bell, where she worked since 2004. JERRY COMSTOCK was also named president and chief operating officer at TGIF. He is former CEO of Strategic Restaurants Corp., which owned 300 Burger King units. He has also held executive positions at Bennigan's, Wherehouse Music and AutoNation. TGIF chairman John Antioco had been serving as interim COO since Ricky Richardson departed a year ago. Perdue succeeds Brian Gies at CMO.
• JEFF BENJAMIN was named executive creative director and partner at independent New York agency Barton F. Graf. He was chief operating officer of JWT North America before departing in 2014 to begin his own creative agency and has since been working as a consultant. Prior to that he was chief creative officer and partner at Crispin Porter + Bogusky and before that was senior art director at Goodby Silverstein & Partners.
• AMY AVERY was appointed to the newly created position of chief intelligence officer at Droga5. She was previously head of data and analytics at JWT. Prior to that she was senior VP, head of data & analytics at BBDO North America. • SCOTT BROWN has joined independent Los Angeles agency Battery as VP, creative director, while RAYMOND HWANG was promoted to that same role. Brown was most recently with TBWA/Chiat/Day, where he spent the past 15 years in creative roles. Hwang has been with Battery since 2015 and prior to that was an integrated creative director with Saatchi & Saatchi Los Angeles.
• JASON MUSANTE was named global executive creative director at Huge, while DEREK FRIDMAN was appointed global executive experience director, according to an AgencySpy report. Musante succeeds Hans Neubert, while Fridman replaces Sherine Kazim, both of whom left the agency. Musante recently joined Huge from Havas, where he was group executive creative director in New York. Fridman was group creative director at Huge Atlanta.
• ROB WADE has joined Fox Broadcasting as president of alternative entertainment and specials. He was most recently the showrunner on ABC's Dancing with the Stars and also served as head of entertainment development at BBC Worldwide. He has also served as executive producer on Fox's The X Factor and on NBC's America's Got Talent. • MARK TEIXEIRA, former MLB player with the New York Yankees and four other teams, has joined ESPN as an MLB analyst.
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| | Senior Manager, Engineering & IT, WRC | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States
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