| | Media Buyer & Planner Today | | | | | | | | | #1 Snapchat Losing Publishers to Instagram | | Two years ago the Snapchat Discover section was a must place to be for many large publishers as they scrambled to reach millennial consumers. Today, according to a Digiday report, many of those publishers have defected to Instagram. While Hearst still uses Snapchat Discover channels, most of its efforts are on Instagram, where one of its magazines, Harper's Bazaar, has 3 million followers, and others have more than 1 million. Hearst's senior VP and editorial director of digital media, says the company uses Snapchat so little that she does not even know the number of followers each brand has. | | WHY THIS MATTERS: Snapchat continues to face questions about user growth and retention and this has been reflected in its declining stock price. But publishers do realize that it's not good to put all their eggs in one basket. David Grant, president of PopSugar Studios, says, "You never want a world where there's one place to go. Having two big distribution platforms [to reach millennials] is making them better. I hope they hate each other and try to kill each other all day long." | | A Take: Digiday | | | | #2 NBA Jersey Ads Debut Next Season | | It was a long road to approval, but starting next season NBA teams can wear jerseys with relatively small 2.5 by 2.5-inch ad patches above the left breast. Ad Age reports that so far there is not a mass rush by brands to take part. Each team is making its own deal with brands and so far, of the nine NBA teams that have signed up advertisers, most are "backyard deals." That is, the ads will be either for in-state companies or firms with ties to a team. For example, General Electric, headquartered in Boston, will display its logo on Boston Celtics jerseys in a $7 million per-year deal. Goodyear, based in Akron, Ohio, will pay more than $10 million to appear on the uniform of the Cleveland Cavaliers. And Infor, a New York software company whose logo will appear on Brooklyn Nets jerseys next season, is also providing data and analytics for the Nets organization. The most expensive ad patch so far would be on the NBA champion Golden State Warriors jerseys with the team asking for between $10 million and $20 million a year. | | WHY THIS MATTERS: If fans don't rebel, this is another revenue opportunity for the teams and another way for brands to reach potential consumers. Now that the NBA had made the first move among the major U.S. professional sports leagues, it will be interesting to see which league follows suit. Both the NFL and NHL already have ad deals for practice jerseys but not game jerseys. | A Take: Ad Age
| | | | #3 'Big Brother' Viewer Engagement Boosts Brands | | Veteran CBS reality series Big Brother is now in its 19th season and continues to be one of the most watched summer series on television. Broadcasting & Cable worked with Canvs, the emotional analytics company, to see how viewers are reacting to the series so far this summer, and also examined iSpot.tv advertiser data for the show. Overall, there have been 163,014 Emotional Reactions to episodes this summer, making Big Brother the most reacted-to series between its June 28 premiere and July 12 airing. Love has been the most frequently expressed feeling occurring in 19.7% of the Emotional Reactions. Other top reactions include excitement, craziness and funny. In its first two weeks of multiple weeknight airings, 103 brands aired 150 spots over 300 times, resulting in 663.6 million TV ad impressions, according to iSpot.tv data. A major plus for advertisers is that the average view rate for a commercial during Big Brother is over 91%. Among the most viewed spots were for brands including Kleenex (99.3%); Ziploc (99.3%), Sears (99.1%); Mazda (99%); and Lyrica (98.8%). Another plus for advertisers – 83.7% of viewers watched Big Brother live, with another 14% watching within three days of original airing. | | WHY THIS MATTERS: Viewers traditional watch significantly less TV during the summer months, so marketers are always looking to find shows where their ads can work best. Based on the data provided by Canvs and iSpot.tv, Big Brother is one of those shows. | | A Take: B&C | |
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| | 31 | | Number of North America homes in millions that were using smart home systems in 2016, according to a study by Berg Insight. That number is projected to grow to 73 million by 2021 and total 55% of all homes in North America. A smart home is defined as a home with a system of internet-connected devices, including TVs, that are operated by a smartphone app or web portal. | – Reported by MediaPost
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| | CBS, NBC Win With Unscripted Staples | by Michael Malone
CBS and NBC were the top ratings grabbers Thursday, both scoring a 1.1 in viewers 18-49, per the Nielsen overnights, and a 5 share. CBS had repeated comedies leading in to Big Brother at 1.8, down a tenth of a point, and then drama Zoo at a flat 0.6. NBC aired an America's Got Talent repeat and then The Wall up 20% to 1.2 and Night Shift at a flat 0.7. Fox was next at 0.8/3, as Beat Shazam did a flat 0.9 and Love Connection lost 14% at 0.6. ABC rated a 0.6/3. Boy Band scored a 0.6 and Battle of the Network Stars a 0.7, then The Gong Show rated a 0.7. All three were flat with last week's performance. The CW rated a 0.3/1. The season premiere of Penn & Teller: Fool Us scored a 0.4 and the debut of Hooten & the Lady a 0.2. Among Spanish-language networks, Univision did a 0.7/3 and Telemundo a 0.6/2. | |
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| • SHANE ATCHISON is leaving his position as global CEO of WPP agency Possible, along with the agency's U.S. president JASON BURBY. Both will depart by the end of this year, following the announcement last week that Possible was merging with another WPP agency Wunderman. MARTHA HIEFIELD was promoted to the newly created role of CEO of the Americas at Possible. She will report to Wunderman North America CEO Seth Solomons. Hiefield was previously global talent officer at Possible. • TRAVIS HOWE was appointed to the newly created position of senior VP, digital ad product sales and strategy, at ESPN. He will be responsible for establishing strategy for ESPN's digital ad business to enhance the overall ESPN platform. He was most recently executive VP and general manager of global platform solutions at Mediaocean. Prior to that, Howe was senior VP, head of digital ad sales for the Americas at Sony. He also held assorted positions at Accenture.
• JON KREVOLIN was named executive VP and executive creative director at Doner. He was most recently a creative director at R/GA New York. Before that, he was a group creative director at 360i and also held creative director roles at BBDO New York and JWT New York.
• CHRIS SCHRAFT was promoted to president of content sales and agency development at Time Inc. branded content studio The Foundry. There, he will head up the studio's newly-created Branded/Native Sales Center of Excellence. Schraft has been with Time Inc. since 2007. In another move, CHRIS McLOUGHLIN has joined The Foundry as senior VP and head of sales. He was most recently chief revenue officer at LittleThings.com and prior to that was publisher of Rolling Stone. | |
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