| | Media Buyer & Planner Today | | | | | | | | | #1 Buyers Underestimate TV Viewership | | A new study by the Video Advertising Bureau finds media agency executives and marketers underestimate how much time Americans spend watching TV because their own media habits are different, Broadcasting & Cable reports. The survey found that because media buyers are younger, more affluent, urban and tech-centric than the general population, they spend more time on the internet and other emerging platforms. Advertising people watch an average of less than two hours a day of TV but think they watch as much TV as the average American. In fact, American adults average more than 4 1⁄2 hours of TV per day. Average adults also spend half the time advertising people think they spend watching video on a computer and a seventh of the time estimated watching on a mobile device. The survey found 61% of ad people watch 30 minutes or more per day watching on a computer and 70% think the public does too. However, Americans average only 12 minutes per day watching on a computer. | | WHY THIS MATTERS: The danger in mistaking their own media habits for consumers' media habits can result in media buyers allocating more ad dollars on behalf of their clients to digital rather than to traditional TV. This could not only cost the TV industry revenue, but also result in less advertising aimed at a larger audience. Danielle DeLauro, senior VP for strategic sales insights at the VAB says so much attention is being paid to digital platforms that it "warps our perspective on the people we are trying to reach." She adds, "The problem with this myopic focus on what's new and next is that marketers need to sell products today, and that requires a precise understanding of how people are actually using media now." | | A Take: B&C | | | | #2 Shea Moisture Pulls Ad after Twitter Backlash | | The personal care and beauty brand has pulled a new video ad after receiving a backlash of criticism on Twitter. Shea Moisture's predominant customer base is black women who protested the promotional video that featured white women and marketing its hair care products to them. Twitter received some 33,000 tweets in a relatively short period of time. Many of the tweets expressed the feeling that the brand seemed to be abandoning its traditional customer base. The video was created by VaynerMedia as part of a campaign that features a diverse group of 40 women. Richelieu Dennis, founder and CEO of Shea Moisture parent Sundial Brands, says the goal of the campaign was not to disrespect existing black consumers but to highlight the challenges all women face with defining their beauty and dealing with hair care. | | WHY THIS MATTERS: This is another situation where negative social media reaction has brought a brand to its knees. In this case, Shea Moisture was trying to broaden its customer base, but offended its long-time customers. One Twitter respondent said there are so many brands that cater specifically to white women that it is not wrong to have a few that cater specifically to black women. Interestingly, Ad Age points out that haircare brands that appeal to predominantly white women, like Unilever's Dover and Procter & Gamble's Pantene, have reach out to black women and other ethnic groups without major recriminations. | Two Takes: Ad Age | Washington Post
| | | | #3 Advertisers Returning to O'Reilly Timeslot | | With Bill O'Reilly departed and Tucker Carlson Tonight replacing The O'Reilly Factor at 8 p.m., a bunch of advertisers who had pulled out were back into the timeslot on Monday night. Among those buying time in Carlson's new 8 p.m. show were Mercedes-Benz, Infiniti, Honda, Jenny Craig, Claritan, Untuckit, Old Dominion Frieght and ancestry.com, Ad Age reports. "Our concern was with the disturbing allegations made against Bill O'Reilly, and not with Fox in general, although we were naturally monitoring their handling of these allegations," said Untuckit CEO Aaron Sanandres. | | WHY THIS MATTERS: The return of advertisers is good news for Fox News as the upfront selling season approaches. Of course there are still dozens of advertisers who pulled out and haven't yet comeback, however, Carlson's ratings for his 9 p.m. show weren't that much less than O'Reilly's at 8. He was averaging 3.27 million viewers and a 0.57 18-49 demo rating at 9, compared to O'Reilly's 3.98 million and 0.61 demo rating at 8, according to Nielsen data. If he improves on those even a little there is no reason to believe most of the advertisers, if not all, will return. | Two Takes: Ad Age | B&C
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| | 42 | | Percentage of internet users worldwide who prefer watching TV shows on laptop or desktop computers, according to a survey by Accenture. That compares to 23% who prefer to watch on traditional TV. Some 13% say they prefer to watch on their smartphone. Those numbers compare to 32% who preferred to watch TV shows on computers in 2016, 52% who preferred to watch on traditional TV and 10% who preferred to watch on smartphones. | – Reported by eMarketer
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| | 'Voice' Leads NBC to Win | by Michael Malone
NBC took top ratings honors Monday, cruising to a 1.5 in viewers 18-49, per Nielsen's overnights, and a 6 share. The Voice did a 1.9, off a tenth of a point from last week, while Taken scored a 0.8, also off a tenth. ABC was just off the pace at 1.3/5. Dancing With the Stars was off 6% at 1.6 and Quantico did a flat 0.6. CBS and Fox were both at 0.8/3. CBS was in repeats throughout prime. Fox had Gotham returning at 0.9 and APB's 0.7 was a 17% rise over last week. The CW was at 0.4/1, with Supergirl down 29% at 0.5 and Jane the Virgin off 50% at 0.2. Among the Spanish-language players, Univision was at 0.6/2 on the night, and Telemundo at 0.4/2. | |
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| • DEREK MURPHY and GREG STANGEL were appointed to the newly created positions of senior VPs of global solutions for advertising sales at Fox Networks Group. They will work together to develop and executive strategic partnerships across FNG's domestic and international media assets and will report to Danielle Maged, executive VP of global solutions. Murphy previously operated the consulting practice 31Ventures, but prior to that was executive VP and general manager of USA Today. He has also served as general manager of multicultural media at AOL Huffington Post Group and held positions at CNN Interactive, Disney and American Express. Stangel was previously a senior member of the Global Sports Property Team at CAA Sports, a division of Creative Artists Agency. He has also held sales roles with the New York Mets and National Hockey League. • STEVE PILUSO was named to the newly creative position of executive director of Media Storm, where he will develop brand strategy for the agency and also oversee its media clients across assorted categories. He was most recently a global client president at Dentsu Aegis, where he oversaw the Microsoft account. Prior to that he was U.S. head of activation at Rapp. chief strategy officer at PHD East, and spent 9 years at Mindshare in assorted media planner and strategy positions.
• MICHELLE ROWLEY was appointed a group planning director at Deutsch New York. She was previously director of brand planning at Deep Focus. She also served as VP of brand planning at Grey New York and held a similar role at SS+K.
• MICHAEL FANUELE has left his position at chief creative officer at General Mills, Ad Age reports. He had held the position since Sept. 2014. Prior the joining General Mills, he worked on the agency side as chief strategy officer at Fallon and before that as CSO at Euro RSCG. He is also a founding partner of agency Walrus. • Recording artist DRAKE will host the telecast of the first NBA Awards on TNT on Monday, June 26 at 9 p.m. During the show, the NBA will present all of its major awards, including MVP, Rookie of the Year, Sixth Man, Defensive Player of the Year and Most Improved Player. All those awards are sponsored by Kia.
• MIKE TIRICO will succeed Tom Hammond as host of NBC Sports Group's Triple Crown horse racing coverage, beginning with the 2017 Kentucky Derby on Saturday, May 6. Hammond will continue his work with NBC Sports are part of its 2018 Winter Olympics coverage from PyeongChang, South Korea.
• JENNIFER BREITHAUPT was promoted to global consumer chief marketing officer at Citi. She succeeds Leslie Gillin who recently left to join rival bank Chase. She has been with Citi for some 17 years and was most recently senior VP, entertainment marketing, where she put together marketing partnerships, including the Citi Concert Series on NBC's Today Show. | |
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