| | Media Buyer & Planner Today | | | | | | | | | #1 P&G May Have Trouble Moving Money Back to TV | | The consumer products goods giant is not happy with the results of its digital advertising and is planning to shift more of its marketing dollars back into TV during this year's upfront buying season. However, that might not be so simple. As Ad Age reports, P&G is one of several major marketers that have been grandfathered into legacy ad deals by the networks that reward them for long time big spending. The guarantees them smaller price hikes on relatively low bases, compared to new, lesser spending advertisers. If demand for ad inventory is high across the industry, the networks may want to limit the cheaper inventory it sells to P&G and accept higher pricing from others. Adding to the dilemma is that P&G has so many brands that it could eat up large chunks of ad inventory at those lower prices. | | WHY THIS MATTERS: Several networks turned away money from advertisers at lower rates in last year's upfront because of high demand and tight inventory situations, and that was with P&G having moved a chunk of its ad dollars into digital. Now wanting to come back in, could create an even tighter situation. However, P&G is still a massive ad spender and the networks need to think twice about taking a hardline against it. After all, the networks are trying to keep advertisers from moving dollars into digital. Why would they refuse to take money from an advertiser that wants to come back? | A Take: Ad Age
| | | | #2 Death Sells for Some Brands | | McDonald's recently pulled an ad for fish sandwiches in Britain with a "dead dad" angle that outraged some who called it creepy. But industry observers said that ad was awkwardly written. As Digiday reports, there are several other examples, both in the U.S. and abroad, where brands are successfully using death and dying themes. Spectrum's "Grim Reaper Has a Satellite Dish" TV spot features The Reaper dissing satellite dishes in a conversation on a train with a mummy, mad scientist and a werewolf. In a Finnish spot, a man eats a piece of chocolate while reminiscing about his deceased wife. The Digiday article, by "copyranter" Mark Duffy, also lists ads from Dubai and Argentina. | | WHY THIS MATTERS: Duffy says while sex may no longer sell, some brands are embracing "sweet death," adding, "death can seemingly sell anything, contacts, auto insurance, backpacks, bottled water, even hair tonic. Bring out your dead (and dying) and throw them on the 2017 advertising corpse-wagon." | | A Take: Digiday | | | | #3 More Publishers Producing Facebook Summer Shows | | The social media giant recently signed deals with Conde Nast, Mashable and Refinery29 to produce original and exclusive video shows, joining its previously list of partners including BuzzFeed, Vox Media, Attn and Group Nine Media. The new deals were first reported by Reuters on Thursday, but Digiday, quoting an anonymous source, says Facebook's goal is to turn its video tab into a YouTube-like experience. Facebook is looking to distribute entertainment content on its redesigned mobile app video tab. It is looking for two tiers of shows – original shows of 20-to-30 minutes in length both scripted and unscripted that it would own; and 4-to-10 minute "spotlight" shows that Facebook would stream but not own. | | WHY THIS MATTERS: Clearly Facebook is looking to get into the TV business and steal advertising away from linear TV. Right now it is funding the cost of production of the original shows, but down the road Facebook is hoping to build advertising around the shows to pay for production. | | A Take: Digiday | |
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| | 346 | | Cumulative eSports revenue in millions that is expected to be reached in 12 European countries in 2017, according to data from SuperData Research. That would be up from $301 million in 2016. Sweden has the largest share of that total with $40.8 million, followed by Russian with $35.4 million, France with $22.5 million and the U.K. with $16.8 million. | – Reported by eMarketer
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| 'Beat Shazam,' 'Love Connection' Lead Fox to Win
| By Luke McCord
Fox took the top spot among broadcasters in primetime Thursday with a 1.1 rating/5 share among adults 18-49, according to Nielsen overnight numbers. The debuts of Beat Shazam and Love Connection scored 1.2 and 1.1, respectively. NBC placed in second with a 0.9/4 with Red Nose Day specials. Celebrity Ninja Warrior pulled in a 1.1, Running Wild With Bear Grylls for Red Nose earned a 0.9, and the Red Nose Day special scored a 0.7. CBS followed with a 0.7/3, airing comedy repeats and a new Amazing Race at 0.6 (down two tenths from last week). ABC (0.6/2) and The CW (0.2/1) aired repeats. Spanish-language broadcasters Univision and Telemundo did 0.5/2 and 0.4/1, respectively.
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| • VANESSA WATTS was named executive VP of media at Laughlin Constable.
She will oversee media planning and strategy for the agency's clients. Watts was previously senior VP, group account director for planning at Havas Media Chicago. She also held positions at BBDO and DDB and was an account director at MPG.
Editor's Note: The Media Buyer & Planner Today newsletter is taking a long weekend. Enjoy your Memorial Day. We'll be back Tuesday.
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