| | Media Buyer & Planner Today | | | | | | | | | #1 Why Honda Dropped Mediavest/Spark | | When the automaker announced in January that it was severing its relationship with Publicis Groupe media agency Mediavest/Spark it did so because of alleged irregularities in how its account was being handled, according to a Wall Street Journal report. Sources familiar with the matter told the Journal that the decision was made after Honda learned that the agency was not paying media companies within the expected period of time. It was also alleged that money that was meant to pay bonuses to certain agency staffers on the Honda account was not paid to those individuals. And that Honda at one point was overcharged based on how the agency was allocating personnel to handle the account. Honda then replaced Mediavest/Spark with independent agency RPA to handle its media buying and planning. Mediavest/Spark had handled the account since 2013 when it won it away from RPA. | | WHY THIS MATTERS: Honda spends north of $500 million a year on media so the loss of the account to Mediavest/Spark was a major blow. But Honda's decision reflects a growing attitude among marketers that their agencies need to be on the same page with them and there needs to be unquestionable trust. A spokesperson for Publicis says, "Trust is the bedrock of our client-agency relationships. Following discussions with our client, we immediately took steps to address their concerns." Obviously it was too little, too late. | | A Take: WSJ | | | | #2 Foursquare Testing Location Data Dashboard | | The social platform is offering a new analytics tool for retailers and other brands that packages all of the company's foot traffic data into a web dashboard that includes 93 million mapped locations, Adweek reports. Called Foursquare Analytics, the new tool is being tested by Taco Bell, TGI Fridays, Lowe's, H&M and Equinox. The data offers what times of the day different demo groups go to a store and at what times. It can measure who a store's most frequent customers are. It can also measure how the numbers compare to their competitors. | | WHY THIS MATTERS: Location data is growing in popularity as a tool for digital advertisers and as a result more digital platforms are beginning to offer location data as a way to help marketer clients prepare their campaigns. | Two Takes: Adweek | Media Post
| | | | #3 Tombras Group Named Darden Media Agency | | The Knoxville, Tenn.-based independent, full service agency has been named the media agency of record for five of Darden Restaurants chains, Adweek reports. Tombras replaces incumbent Neo@Ogilvy as the media agency for Bahama Breeze, The Capital Grille, Eddie V's Prime Seafood, Seasons 52 Fresh Grill and Yardhouse and will handle media planning and buying. Darden's two largest chains, Olive Garden and LongHorn Steakhouse, were not part of the review. | | WHY THIS MATTERS: The five Darden chains are not huge ad spenders having allocated just north of $4 million in total during 2016, but it is still a big win for independent Tombras Group, which is a 70-year-old family run agency. Some 16 agencies reportedly participated in the review. | | A Take: Adweek | |
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| | 4.8 | | Percentage of decline of TV ad impressions among adults 18-49 in primetime during the month of February, according to an analysis of Nielsen data by Privotal Research Group. Total TV usage during the month was down by 4.2% for total day, although it was down only 1.9% among all households. Commercial loads rose to 10.8 minutes per hour, up from 10.6 minutes per hour for Feb. 2016. | – Reported by Broadcasting & Cable
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| | 'Voice' Leads NBC to Win | by Michael Malone
NBC was the broadcast winner Monday, the network riding The Voice to an overall 1.9 rating in adults 18-49, per Nielsen's overnights, and a 7 share. Two hours of The Voice did a 2.4 before Taken did a 1.0. Last week, The Voice did a 2.6 and Taken a 1.2.
ABC was runner up at 1.6/6. The 24th premiere of Dancing With the Stars scored a 2.0 before Quantico did a 0.8, up 33%. Dancing's fall finale did a 1.8.
CBS was third at 1.1/4. Kevin Can Wait did a 1.1, down 15%, and Man With a Plan a 1.0, off a tenth. Superior Donuts scored a 1.0, as did 2 Broke Girls—both were down a tenth—before drama Scorpion's flat 1.1.
Fox was good for a 0.8/3, with 24: Legacy at 0.8, down from 1.0, and APB at a flat 0.7.
The CW tallied a 0.5/2, with Supergirl off 14% at 0.6 and Jane the Virgin at a flat 0.3.
Among Spanish-language players, Telemundo did a 0.6/2 while Univision did a 0.5/2. | |
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| | • TOM STILES was named VP of sales at Simulmedia, the technology company for TV advertisers. He most recently ran his own consulting company, but prior to that spent 12 years at Nickelodeon Group where he rose to senior VP of sales and marketing. He also held positions at Conde Nast, eGreetings and at the then New York Times-owned Tennis magazine. | |
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