| | Media Buyer & Planner Today | | | | | | | | | #1 Gen Zers Love YouTube | | A new survey of some 1500 teens aged 13-to-20 by Defy Media for Adweek finds that 95% use YouTube and 50% say they cannot live without YouTube. The other social platforms lag behind YouTube in the world of Gen Zers. Some 69% say they use Instagram, 67% use Facebook, 67% use Snapchat, 52% use Twitter, 37% use Google, 33% use Pinterest, while 29% use Tumblr. As for not being able to live without one of the social platforms, behind YouTube's 50%, is Snapchat, far behind at 15%, Instagram at 9% and Facebook at 8%. Another major plus for YouTube in the demo – 66% of Gen Zers say they keep informed via YouTube, while only 6% mentioned Facebook. And 24% get shopping recommendations from YouTube, compared to 17% who get them from Instagram and 16% who get them from Facebook. | | WHY THIS MATTERS: While Snapchat may be a popular way for Gen Zers to communicate with each other, when it comes to gathering knowledge, including shopping information, YouTube is far and away more popular. That's something marketers should be paying attention to. | | A Take: Adweek | | | | #2 Screenvision Up for Sale | | The nation's second-largest seller of movie advertising is expected to be sold this summer, according to a report by The New York Post. Investment bank Moelis & Co. has been named to explore a possible sale of the ad firm Screenvision Media. Sources say there has been interest from assorted private-equity firms both in the U.S. and Asia. In 2012, China's Wanda acquired movie theater chain AMC Entertainment for $2.6 billion. Current Screenvision owners, which include private-equity firm Shamrock Capital, are expecting offers to be in excess of the $375 million that National Cinemedia, its rival movie ad firm offered two years ago. That deal was blocked by the Justice Department which said the merger would be harmful to theater owners' ability to share in ad revenue. | | WHY THIS MATTERS: Screenvision is a major player, selling ads on 14,600 screens in 90% of the country, including New York. It also has, of late, been bringing in more ad revenue from advertisers like Apple, Verizon and Samsung and its ad revenue is said to be approaching $200 million. | A Take: NY Post
| | | | #3 Compelling Shows Not The Only Key to Drawing Advertisers | | Media buyers, following last week's upfront ad sales presentations, say if the networks want to continue to get the bulk of their ad dollars they need to do more than put on compelling programming. Ben Winkler, chief investment officer at OMD tells the New York Times a fixed number of TV commercials in each show is not going to grow revenue that much for the networks, no matter how good the new shows are. "Just making more compelling shows is not going to solve that problem. This is the same challenge the record companies had: How fast do you shift to a new model at the risk of your existing, lucrative one?" But buyers and marketers were glad to see the networks announcing moves away from just selling traditional commercials using traditional demographics. "I was really kind of blown away by Turner," says Lou Paskalis, an exec at Bank of America Merrill Lynch, who oversees paid media investments, referring to its new data and audience-targeting collaboration with Viacom and Fox Networks Group. | | WHY THIS MATTERS: Agency ad buyers and their clients are glad to see the networks no longer relying on just potential hit shows to sell ads but it has also left some marketers hoping to get even more involved with the networks. Says Bank of America's Paskalis, "The thing I'd like to see the most, frankly, is even more focus on user experience and opportunities for marketers to join the conversation around the programming rather than just advertise adjacent to the programming." He said he'd like brands to be able to sponsor shows with limited commercial interruptions and to have marketers participate in plot developments in scripted shows. | | A Take: NYT | |
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| | 40 | | Number in millions of U.S. people who are projected to engage in some form of augmented reality at least once a month in 2017, according to eMarketer data. That's up 30.2% from last year and projected to reach 54.4 million by 2019. Much of that growth is expected to be fueled by the use of Snapchat Lenses and Facebook Stories. Meanwhile, virtual reality usage, expected to reach 22.4 million users this year, will be driven by 360-degree videos on social networks. | – Reported by eMarketer
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| | 'Billboard Music Awards' Down, But ABC Still Wins | by Michael Malone
ABC was the big winner among broadcasters Sunday, doing a 2.0 rating in adults 18-49 in prime, per Nielsen's overnights, and an 8 share. America's Funniest Home Videos ticked up 10% to 1.1, while the Billboard Music Awards did a 2.3, with 7.74 million viewers. Last year's Billboard Music Awards did a 3.1, with 9.6 million total viewers. Despite the decrease, everyone else was playing for scraps. Fox and NBC each had a 0.8/3. On Fox, Bob's Burgers was down 22% at 0.7, and The Simpsons fell 10% to 0.9. Making History was a flat 0.6 and a double run of Family Guy rated a 1.0, down 17%. On NBC, Dateline scored a 0.9 and two episodes of Shades of Blue, including the season finale, a 0.7. Shades did a 0.9 last week. CBS had a 0.7/3. 60 Minutes had a 0.8 across two hours, off 20% from last week. The Madam Secretary finale rated a flat 0.7 while the Elementary season closer did a 0.5, down a tenth of a point. On the Spanish-language networks, Univision had a 0.4/2 and Telemundo a 0.4/1. | |
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| • LOIS NIX was named senior and chief financial officer for the advertising sales division of Scripps Networks Interactive. She joins Scripps from The Weather Company, where she served as senior VP and chief operating officer for the digital and cable advertising sales division. She was with The Weather Company for seven years. Prior to that she held planning and strategy positions in the national sales operations at NBCUniversal, focusing on CNBC, MSNBC and Telemundo.
• JIM HACKETT is replacing Mark Fields as chief executive officer at Ford Motor Co. Hackett is being elevated from his post as chairman of the Ford Smart Mobility unit, which develops technology for Ford's connected vehicles. Prior to that he was CEO at Steelcase. Fields has held the CEO post at Ford since 2014.
• LES MOONVES has been given a two-year extension on his contract that will keep him as chairman, president and CEO of CBS Corp. through June 30, 2021. He has been with CBS since 1995, when he joined as president of entertainment. He was named president and CEO of CBS Corp. in 2006 and was given the additional role as chairman in 2016. | |
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