| | Media Buyer & Planner Today | | | | | | | | | #1 Fox's Six-Second Ads Selling for Up to $75K | | A report by Ad Age, citing sources familiar with the situation, says Fox is selling its new six-second ad units that will launch during the Aug. 13 Teen Choice awards telecast for as high as $75,000 per unit. Fox is also selling packages, including one that bundles two six-second ads and two 30-second ads for $450,000, sources tell Ad Age. Another package for $150,000 incudes digital ads in the digital streaming telecast of the show, as well as during a concert titled 'Teen Fest' that will stream online prior to the awards show. Fox has not yet said which of its digital platforms will stream the events. | | WHY THIS MATTERS: Brands, including Duracell and Mars which have been announced as buyers of the six-second ads in the telecast, apparently want to be involved in the historical first airing of the short ads and are also hoping that they strike a note with the younger Teen Choice audience. But as Variety reports, the annual Teen Choice awards overall has been losing viewers. Last year overall ratings were down 30% from the previous year, including a 25% decline among the 18-49 demo. | | A Take: WSJ | | | | #2 OTT Audiences Attractive to Marketers | | Streaming, or the so-called over-the-top, TV viewers are one of the most engaged audiences for marketers, according to a new study from FreeWheel, a unit of the Comcast advertising solutions teams. An Adweek report finds that streaming TV viewers complete 98% of all video ads, compared to smartphone users who finish 86% and desktop users who finish 84%. The OTT viewer is also younger, with a median age of 23, than linear TV viewers, and streaming households tend to make $10,000 more per year than traditional TV households. The survey found that OTT views also showed higher awareness of brands and brand favorability than desktop or mobile users, although mobile users still tend to show higher purchase intent. | | WHY THIS MATTERS: The number of OTT viewers is still small compared to traditional linear TV viewers, but the tendencies are among those most brands like. Jonathan Bokor, senior VP and director of precision video at Publicis Media Exchange tells Adweek that a combination of reaching out to both OTT and linear TV viewers is the ideal for marketers. "We believe that the future of TV will marry the best of linear and digital and when OTT is transecting at scale with more standardized measurement, it will realize its full potential for brand marketers. Today, despite the measurement challenges, it represents incremental reach and value for our clients, and we will continue to seek out creative solutions to tap into these audiences." | | A Take: Adweek | | | | #3 Buyers Praise CBSN Targeting Digital Millennials | | CBS News is focusing on reaching younger viewers through its three-year old 24-hour, online streaming news channel CBSN, and its efforts are drawing positive comments from some media agency execs whose clients want to reach those younger news viewers, according to a Digiday report. While traditional broadcast and cable news channels skew much older – Fox News has a median age of 68, while CNN has a primetime median age of 59 – CBSN's median age is 38 with 80% of its audience in the 18-49 demo. "Like most linear products, CBS News is aging up," says Jason Maltby, president and co-executive director of national broadcast for Mindshare North America. "They're not getting millennials, which is not a sustainable long-term and mid-term business proposition. With CBSN, they're trying to figure out where they fit in the digital world and how they can be relevant across platforms." | | WHY THIS MATTERS: There are many brands who want to reach a younger news audience but can't find that demo on traditional broadcast and cable news outlets. That why those telecasts are filled with pharmaceutical company ads. While CBSN does not call itself a millennial news outlet, it does tout itself as a place more brands can target younger audiences interested in news. | | A Take: Digiday | |
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| | 53 | | Percentage of viewer increase CBS says it received for its 2016-17 primetime season from time-shifted viewing platforms that includes 35-day delayed TV, VOD and DVR viewing, as measured by Nielsen's new metric. The network says time-shifted viewing boosted its daily primetime viewership to 12.1 million, compared to 7.9 million viewers for live-plus same day or 10.5 million for live-plus seven day averages. | – Reported by MediaPost
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| | 'Talent'-Rich NBC Wins By a Mile | by Michael Malone
NBC was the easy winner in Tuesday ratings, scoring a gaudy 2.4 in viewers 18-49, per the Nielsen overnights, and a 10 share. America's Got Talent paced NBC to the big win. ABC and CBS were at 0.5/2. America's Got Talent rated a 2.7, up a tenth of a point from last week. NBC said it was the summer staple's top score since June 6. World of Dance grew 13% to 1.8. ABC had repeated comedies before a fresh Somewhere Between at a flat 0.4. Among Spanish-language networks, Telemundo did a 0.7/3 thanks to strong performances by Sin Senos Si Hay Paraiso and El Señor de los Cielos, and Univision a 0.5/2. CBS was in repeated dramas throughout prime. Fox, in repeats, scored a 0.4/2. The CW, also in repeats, came in at 0.2/1. | |
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| • CRAIG COLEMAN was named VP of marketing at the Interactive Advertising Bureau. He was most recently head of digital product marketing and client solutions for Gannett Digital and USA Today. Before that, he was VP of marketing at Screenvision, and was also VP, brand manager and partnership marketing at NBCUniversal.
• KASH SREE was promoted to executive creative director at gyro New York. He was previously a group creative director. The agency veteran has also held creative roles at JWT, SS+K, Bartle Bogle Hegarty and Wieden+Kennedy.
• IRENE ROSENFELD is departing as chief executive of Mondelez International after an 11-year stint, and will be replaced by DIRK VAN dePUT, who is currently head of McCain Foods in Canada. Van dePut has also held executive roles at Danone SA, Coca-Cola and Mars. • KATRINA NEYLON was named head of the global content team at FreemantleMedia International. She was previously executive VP, sales and marketing at StudioCanal. Before that, she was senior VP of sales for Europe, Middle East and Asia at Shine, and has also held positions at Walt Disney Co. and Fox.
• VICKY FREE was appointed senior VP of marketing for Disney/ABC Home Entertainment and Television Distribution. She was most recently executive VP and chief marketing officer at BET Networks, and prior to that was VP of entertainment marketing at Turner Entertainment Networks. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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