| | Media Buyer & Planner Today | | | | | | | | | #1 Fox Moves to Increase Ad Effectiveness | | Joe Marchese, the new Fox Networks Group president of ad revenue, announced at the Fox upfront presentation several new ad initiatives aimed at making the company's broadcast and cable networks more effective for marketers. Fox plans to initiate new video measurement scores for digital ad campaigns via a deal with Moat. It's a similar deal that NBCUniversal struck with Moat and the companies plan to collaborate to bring the new Moat Video Quality Scores to linear television. FNG plans to guarantee ad buys against the Moat metrics for marketers that agree to participate. FNG will also offer a new "brand life optimization system" called UP//LIFT, powered by true[X], which is the advanced advertising unit of FNG. Viewer "sentiment" data gather by UP//LIFT on the Fox Sports Go app during a 1 p.m. NFL game on Fox could help an advertiser in real time decide which creative spot it should run again in the 4 p.m. game. FNG is also starting its own in-house integrated marketing agency called All City. The new unit will be headed by Tony Sella, former CCO of Fox Filmed Entertainment. It will help create branded content. | | WHY THIS MATTERS: The Fox moves are being taken not only to offer more effective advertising for marketers, but also to better compete with online digital sites. Better digital campaign measurement, a chance to make digital measurement part of linear TV campaigns and offering its own marketing agency help to marketers to create campaigns is a way for FNG to hold onto ad dollars that could potentially move from linear TV to competing digital platforms. | Two Takes: B&C | MediaPost
| | | | #2 NBCU Exec Blasts Digital Advertising | | NBCUniversal sales president Linda Yaccarino spent a good portion of the company's upfront presentation taking pokes at its digital ad competition, Adweek reports. "Promising brand safety is a really low bar, and some [digital] companies can't even do that," she told media buyers and marketers in the audience. "What the hell is view anyway?" she asked, questioning the value of a major selling point of digital platforms – views. "Has a 'view' ever bought one of your products? Has a 'like' ever walked into a store, purchased your products or driven a car out of the dealership?" She said in contrast TV works because "it reaches real people. Honestly, that should be game over." As part of the presentation, NBCU also aired a video showing online ads playing next to sexually-explicit content to illustrate that digital is not a safe environment for advertisers. | | WHY THIS MATTERS: Upfront presentations have traditionally been used by the TV networks to bash their TV network competitors, but as digital has made inroads into marketer ad budgets, the TV networks are realizing that linear TV companies must stick together to combat that loss of ad dollars to digital. This was the most blatant public attack by a TV company on digital yet. | | A Take: Adweek | | | | #3 Fox Upfront Touts Sports Over Primetime Shows | | As Ad Age reports, "it was hard to tell if it was Fox or ESPN's upfront presentation taking place at the Beacon Theater on Monday afternoon." Fox dedicated an early 15 minutes to its sports properties during the first half of the presentation to ad buyers, while the primetime entertainment programming, including the introduction of new shows, was relegated to later on. The network touted its new slogan "Own the Fall," that tied into its sports coverage and the unveiling of a new Fox Sports 1 morning show. Multi-sport announcer Joe Buck, football analysts Troy Aikman and Jimmy Johnson, and new baseball analyst Alex Rodriguez all made appearances and football analyst Terry Bradshaw did a rap song with Johnson. College football telecasts this fall and the World Series was also pitched to buyers. As Adweek reports, "Eventually," Fox Networks Group chairman and CEOs Dana Walden and Gary Newman, "did take the stage to share Fox's new fall schedule with buyers." | | WHY THIS MATTERS: Fox's primetime entertainment programming has clearly been ratings challenged and while the network finished second in the 18-49 demo among the broadcast networks, and its overall viewership for the season was up 2%, that was clearly due to sports viewing. Take out primetime college football, the World Series and the Super Bowl and Fox ratings really plummet in both viewers and demos. So it makes some sense to tout its strength in sports. Still, broadcast networks need marketer investments in entertainment programming, and making it sort of a second-class citizen was noticed both by media buyers and the media covering the event. | Two Takes: Ad Age | Adweek
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| | 140 | | Number of U.S. markets where Nielsen will install electronic audience meters to collect its local viewership data, replacing current paper diaries in those markets. The meters will total about 15,000 and be installed in newly recruited Nielsen homes in smaller marketers, including some that watch TV over the air. The new meters will not be part of the national TV ratings data. | – Reported by Broadcasting & Cable
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| | NBC Top of the Charts With 'Voice' | by Luke McCord
NBC won the broadcast ratings race Monday with a 1.5 rating/6 share among adults 18-49, according to Nielsen overnight numbers. The Voice slipped a tenth to a 1.8, while The Wall fell a tenth to a 1.0. ABC finished in second with a 1.2/4, followed by CBS at 1.1/4, Fox at 0.8/3 and The CW at 0.4/1. ABC's Dancing With the Stars shaved off a tenth to a 1.4, and the season finale of Quantico jumped 20% to a 0.6. CBS aired the finales of Man With a Plan and Scorpion. Man With a Plan was even at 1.0, and Scorpion rose 9% to a 1.2. Fox's Gotham and Lucifer each dropped a tenth to a 0.9 and 0.8, respectively. The CW ran Supergirl for a 0.5 (off a tenth) and Jane the Virgin at 0.2 (down two tenths). | |
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| • ECOLE WEINSTEIN was named executive VP and executive creative director at FCB. She was most recently a group creative director at Havas Chicago, where she spent 9 years. Prior to Havas, she was a copywriter at FCB.
• FUSION TV has formed a creative board to help the network identify a diverse talent pool for it to tap into. Named to the board are TV creator and producer VIOLA DAVIS; documentary producer and director EZRA EDELMAN; actress and filmmaker JODIE FOSTER; filmmaker and journalist HENRY LOUIS GATES JR.; actress MERYL STREEP; and rapper, writer and producer RESIDENTE.
• MARI KIM NOVAK was named president of event/conference company Advertising Week, where she will oversee New York operations and global sales. She was most recently chief marketing officer at Rubicon Project. She has also previously served as global head of marketing at Microsoft. | |
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