| | Media Buyer & Planner Today | | | | | | | | | #1 CBS, CW Finish Upfront Negotiations | | CBS and The CW are the first TV networks to primarily complete their upfront ad selling for the 2017-18 season. All of the major agencies had completed their ad buys, with some of the smaller agencies still wrapping up business. Sources told various media outlets that CBS sold about the same dollar total in primetime as last year's upfront with pricing up by high single-digit percentages. CBS sold more ad volume in its morning, daytime and late night dayparts at percentage increases in the high single-digits to low double-digits. The majority of the CBS deals were based on the C7 metric, but CBS also did some deals based on a new C35 metric, which includes commercials viewed in shows watched as long as 35 days after they originally air. CBS had volume increases in the consumer packaged goods, pharmaceutical and QSR categories, according to B&C. The CW primetime ad volume was up between 3% to 5%, with price increases reaching into the high single-digit to low double-digit range. | | WHY THIS MATTERS: This is the second straight year that CBS and The CW, which is a joint venture of CBS and Time Warner, finished their upfront negotiations on the same day. Although sources told Adweek that there was no joint selling between the two networks. There once was a time that the broadcast network upfront negotiations were completed by all the networks well before before July 4. However, those were in simpler times when ads were bought based on less complex metrics. | Three Takes: Adweek | B&C | MediaPost
| | | | #2 Reddit Pitches Advertisers in Cannes | | The social platform has a group of staffers at the Cannes Lions ad festival pitching marketers on both its existing and recently revamped self-service ad buying service and its newer rollout of video ads, in addition to its sponsored posts, mobile "cards" and banner ads. Reddit is also partnering with media agencies, including WPP's Essence and Omnicom Group's Resolution Media, to build self-service ad products for their clients use. It's just the second year that Reddit has had staffers attending the major creative ad festival. | | WHY THIS MATTERS: Reddit has some 300 million monthly users but it has been slow in developing ad opportunities for marketers. Its moves lately and its appearance in Cannes, where major social media competitors like Facebook, Google, Twitter and Snapchat have had longer presences, are an indication that it is taking steps in the right direction. Sherwin Su, associate director of social at Essence, told The Wall Street Journal: "Reddit is one of advertising's best kept secrets. At the core of their platform is a highly passionate and engaged group of users who are influential, authentic and disruptive across the internet." | Two Takes: WSJ | Adweek
| | | | #3 Nielsen to Measure YouTube Mobile App | | The Google-owned digital platform's mobile app has been added to Nielsen's Digital Ad Ratings and clients will now be able to get age and gender demographics for viewers, along with reach, frequency and gross ratings points. YouTube joins Snapchat and Pinterest among the apps having their ad views measured. | | WHY THIS MATTERS: "With the ongoing shift of TV dollars to digital, and specifically mobile video, top brands and agencies are aggressively moving toward more measurable reach," said Tariq Abouddafar, head of ad platforms at Tastemade. "Nielsen's ability to measure reach, frequency and GRP on YouTube mobile is a game changer as it allows us to expand our measurable YouTube inventory and audience guarantee, against Nielsen ratings." | Three Takes: B&C | Adweek | MediaPost
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| | 1 | | Percentage of ad spending increase taken in by the broadcast networks during the month of May, according to data from research company Standard Media Index. Cable networks posted a 2% gain in advertising for the month. Within those totals, advertising in sports programming was down 5% for both broadcast and cable in May. And broadcast primetime entertainment ad revenue was down 4% across the Big 4 networks. | – Reported by Broadcasting & Cable
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| | Fox Shows Fall But Network Still Wins | by Michael Malone
Fox was the top performer Wednesday, on a night when a 0.8 rating in viewers 18-49 was good enough to win. Fox had that 0.8, according to the Nielsen overnights, with a 4 share, a wee bit better than NBC's 0.7/3. Fox had MasterChef at 0.9, down 18% from last week, while The F Word With Gordon Ramsay slipped 13% to 0.7. NBC's Little Big Shots: Forever Young, with seniors showing off their skills, premiered at 1.0, and a new The Carmichael Show did a flat 0.8. Repeats followed. ABC was at 0.6/3. Repeated comedies led into To Tell the Truth at 0.6. CBS, in repeats throughout prime, was at 0.6/2. The CW, also in repeats, was at 0.2/1. Among Spanish-language networks, Telemundo, enjoying the return of El Señor de los Cielos, did a 0.6/3 and Univision a 0.5/2. | |
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| • MATT PRITCHARD was named to the newly created position of VP, digital acceleration group at Campbell Soup. He was most recently global head of digital at GlaxoSmithKline Consumer Health and prior to that was head of European digital strategy at Kellogg's.
• JEFF LEVICK has joined Derek Jeter's online sports site The Players Tribune as its first CEO. Levick was most recently chief revenue officer at Spotify and also served as president of global advertising and strategy at AOL.
• JENNIFER ALFSON was appointed executive creative director at Arnold New York. She was previously a senior creative director at Fallon, and also worked as a creative director at Grey New York. She has also worked at McCann New York. Arnold Worldwide also promoted three other execs. SASHA HARTMAN was elevated to president, chief client officer of Arnold Boston, from executive VP and executive marketing director. ELLIOT SEABON was promoted to chief growth officer of Arnold North America and previously serving as Boston managing director. And LISA UNSWORTH was named managing director and director of growth platforms for Arnold North America. She was previously chief marketing officer. | |
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