| | Media Buyer & Planner Today | | | | | | | | | #1 Advertisers Flee Thursday Night TV | Declining TV ratings on Thursday nights have resulted in big ad spending movie studios and some other advertisers to shift dollars to higher rated nights like Sunday, Monday and Wednesdays, Ad Age reports. Citing iSpot.tv data, Thursday night, once the top night for movie studio spending, fell to fourth place with studio advertisers allocating $140 million on the night. That was behind Sunday night ($242 million), Monday night ($165.1 million) and Wednesday night ($163.5 million). Overall, for total-day studio ad spending across broadcast and cable by studios, Sunday accounted for $453.3 million, or 23% of the category's overall $1.96 billion ad investment in TV during the 2016-17 season. For total-day, Wednesday studio spending rose 16% to $293.2 million. Among the major TV studio spenders reallocating their ad spending to different days are Twentieth Century Fox, Universal Pictures, Warner Bros. and Paramount Pictures. Also reallocating ad dollars from Thursday nights were the larger retailers. Nielsen data finds Thursday night 18-49 ratings for first-run broadcast network programming last season averaged a 1.3 or 1.67 million adults. However take away NBC's NFL Thursday Night Football out of the mix and the rating was just a 1.0 or 1.28 million adults 18-49.
| | WHY THIS MATTERS: Thursday night "Must See TV" doesn't exist for NBC or any other network, broadcast or cable, outside of the fall telecasts of Thursday Night Football and The Big Bang Theory on CBS. Despite Thursday being a night where movie studios and retailers want to reach consumers heading into the weekend, the inefficiencies of buying Thursday night TV is now an incentive to move those dollars to higher viewed nights. At least for now the dollars are mostly just moving to different nights rather than out of TV. | A Take: Ad Age
| | | | #2 Facebook's Loud Autoplay Music to Advertisers' Ears | | Many users may be annoyed by autoplay ads that come on with sound blasting, but advertisers are happy about Facebook's policy of offering autoplay videos that start running with the volume already turned up. Facebook is trying to convince users by saying it makes it "easier to enjoy video" and adding that it also makes for "a better place to watch videos." The Coalition For Better Ads, the industry group that lobbies platforms to adopt less annoying ads, says autoplay with volume on ads are more tolerated than beloved by consumers. And it calls the practice "distruptive" because the noise catches them off guard. It says many people will instantly close the window without noticing what it is about. But Facebook believes advertisers, particularly movie studios and other entertainment brands want their video ads to come on with sound. Paul Casinelli, senior director of product marketing at digital video tech company Brightcove, tells Ad Age, "Consumers might get irritated. But video is the preferred piece of content for advertisers, and they want to do as much as they can to get that user's attention." | | WHY THIS MATTERS: Facebook has so much scale and wants to continue to capture the lion's share of digital ad dollars, that apparently that is more important than offending a segment of users. In this case, it seems to be a win-win for advertisers and their creative agencies, and an annoyance for those who find that type of advertising content disturbing. | | A Take: Ad Age | | | | #3 Hashtags Disappear From TV Commercials | | While TV advertisers are using various means to drive consumers to their websites, most have cut back on their use of hashtags in their commercials. According to an Ad Age report, iSpot.tv has conducted a study of more than 500,000 commercials since 2012 and found that hashtags in TV commercials reached their peak in fourth quarter of 2014 when 8% of national ads included them. The use of hashtags began declining in 2015 and by January 2016, appeared in only about 3% of national TV ads. Most recently they are appearing in under 2% of TV commercials, and that rivals 2012 levels. | | WHY THIS MATTERS: Sean Muller, CEO of iSpot.tv tells Ad Age: "I think advertisers have gotten smarter about driving consumers to their own properties, where they have a direct relationship, as opposed to driving to a third-party website." The use of hashtags by brands can also backfire since there is not control over what people will write. McDonald's using a hashtag in 2012 invited customers to share nice memories about the chain, but instead some wrote complaints. More brands are thinking it's not worth the risk. | | A Take: Ad Age | |
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| | 34 | | Percentage of North America digital marketers who say that inaccurate location is the most serious challenge to using mobile location data, according to a Forrester Consulting survey, commissioned by location-based mobile marketing platform Verve. Some 33% also say that a major problem is understanding how to use location to deliver relevant messaging. Among other obstacles: 28% find difficulties in combining mobile location with other customer data; 28% find difficulty in defining the targeting to apply; 27% find problems achieving scale of reach; and 27% find a lack of transparency in location data collection. | – Reported by eMarketer
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| | NBC Wins Tuesday by a Mile | by Michael Malone
NBC was the easy winner in Tuesday prime ratings, posting a 2.2 in viewers 18-49 and a 9 share. America's Got Talent scored a flat 2.4, with nearly 12.4 million viewers, while World of Dance lost a tenth of a point at 1.6. ABC and CBS were both at 0.5/2. ABC had repeated comedies while CBS had repeated dramas. Fox did a 0.4/2. It too aired repeated comedies. The CW was at 0.3/1, with repeats of The Flash and Hooten & the Lady. Among Spanish-language networks, Telemundo weighed in at 0.6/2, thanks in part to El Señor de los Cielos with a 0.7 at 10 p.m., while Univision was at 0.5/2. | |
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| • JOHN ANTONIADES was promoted to managing director, global business for Spark Foundry, the agency previously known as Mediavest/Spark. He was most recently CEO of Middle East and North Africa at Starcom Mediavest Group. He will oversee global business growth for the agency and will report to Spark Foundry U.S. CEO Chris Boothe.
• SHANE ATCHISON was appointed chief marketing officer at cloud-based data solutions company Domo. He was most recently global CEO of WPP agency Possible, but left the company following its merger with another WPP agency Wunderman. JASON BURBY, who was president of the Americas at Possible and also departed following the merger, also joined Domo as chief customer success officer.
• KAREN GOODMAN was named group creative director at Havas Chicago. She was previously creative and content director for Under Armour's global concepts and strategy division. She has also held creative positions at Pappas Group and Johannes Leonardo. • CURTIS ROSE was promoted to chief operating officer at EP+Co. He was elevated from senior VP and director of creative technology. He has been with the agency since 2003. | |
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