Media Buyer + Planner: Big Agency Blues; Instagram Pounding Snapchat

Media Buyer & Planner Today   August 4, 2017     Top Stories       #1 Big Media Agencies Losing Client Confidence A report by Paris-based independent research company COMvergence finds many large and mid-sized brands are moving their media business from agencies owned by the "Big Six" holding companies to smaller, independent agencies, Adweek reports. Oliver Gauthier, COMvergence founder and principal, says out of 42 U.S. pitches, 16 resulted in brands moving their cumulative $2 billion in media spending to independent agencies. Among those moving their media to independent agencies recently are Sprint moving to Horizon Media, Honda moving to RPA and Darden Restaurants moving to The Tombras Group. WHY THIS MATTERS: As Gauthier puts it, "There are fewer and fewer retentions with incumbents having very few chances to retain their business. Clients are more eager to make a change." And that's giving the independent agencies a chance to make more inroads in business previously dominated by agencies of the major holding companies, WPP, Omnicom, Publicis, Havas, Dentsu and MDC Partners. Gauthier also cites the ANA transparency report as a possible reason for brands to shift to independent media agencies. A Take: Adweek   #2 More Marketers Instagramming than Snapchatting A new report from business intelligence firm L2 finds that brands are uploading content to Instagram Stories more than twice as often as they are to Snapchat, Adweek reports. The firm tracked 89 brands who have both an Instagram and Snapchat account during July, and found that marketers posted 1,347 Instagram Stories compared to 614 Snapchat stories. During the week of July 10, 41% of marketers used Instagram Stories compared to 9% of brands who posted to Snapchat. Some 72% of the Snapchat stories for the month came from beauty brands and only 13% were from retailers. Instagram generated 38% of content from beauty brands and 26% from retailers. WHY THIS MATTERS: L2 says "as Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified." Snapchat needs to encourage more of a diversity of brand content and also needs to make adjustments to its Stories content tools to make it more convenient and worthwhile for brands to post. A Take: Adweek   #3 NBC Touts Delayed Viewership NBC Entertainment chairman Bob Greenblatt told a Television Critics Association session that delayed viewing and digital streaming of broadcast programming are what's keeping his network profitable. Greenblatt says NBC has had its most profitable year in 17 years, buoyed by "significant" revenue derived from delayed viewing. Greenblatt urged the TV critics in attendance to get the word out that more TV audiences are watching in delayed mode and on different platforms and that this is how audiences should be measured, not just live. And that's how ads should be monetized. NBC shows are now available on 14 different digital platforms and Greenblatt says ratings can soar using Nielsen's new 35-day metric. He said NBC's freshman hit This is Us produced a 2.8 18-49 demo rating on all platforms for live-plus same day, that rating jumped to 5.6 in live-plus seven day and then soared to a 13.0 over a 35 day period when all platform viewership was included. WHY THIS MATTERS: As viewing habits continue to change and become more fragmented, the linear TV networks need to continually find ways to monetize their shows to continue to draw in significant ad dollars. Including delayed viewing and digital viewing is the way to do this, assuming it can be verified and then accepted by advertising. A Take: Adweek | MediaPost     #4 Snapchat Upgrades Self-Serve Ad Tech (Ad Age) #5 400 Brands Advertise on Fake News Sites (MediaPost) #6 Accenture Acquires Marketing Consultancy (Adweek) #7 Brands Bristle at Third-Party Sellers on Amazon (Digiday) #8 Etsy Suspends Campaign (Ad Age) #9 Vice Spins Off UK In-House Agency (Digiday) #10 Mobile Marketing's AR Opportunity (Adweek)   Stat Of The Day     2.7 Percentage of second quarter pay TV subscriber losses, according to a report by MoffettNathanson Research. That amounts to 941,000 viewers and is described as the "worst quarterly loss ever." And projections for third quarter could see subscriber defections as high as 1 million to 1.2 million. Dish Network alone lost 196,000 subscribers in the quarter. – Reported by MediaPost   Ratings     Pre-Season Football Paces NBC by Michael Malone Football-showing NBC won the Thursday ratings race easily, posting a 2.3 score in viewers 18-49, per the Nielsen overnights, and a 10 share. CBS was runner-up at a distant 1.1/5. The ratings are not time zone adjusted and are subject to change. NBC had pre-season football throughout prime, the Hall of Fame Game featuring the Dallas Cowboys and Arizona Cardinals, with Dallas winning. CBS had repeated comedies, then Big Brother at a flat 1.9 and Zoo at a level 0.5. Fox was at 0.7/.3. Beat Shazam scored a 0.8 and Love Connection a 0.6. Both ratings were flat. Among Spanish-language networks, Telemundo weighed in at 0.6/3 and Univision at 0.5/2, both the same as last week. ABC did a 0.5/2. Boy Band rated a flat 0.5 and Battle of the Network Stars a level 0.6, before The Gong Show scored a 0.6. That too was flat with last week. The CW rated a 0.4/2, with Penn & Teller: Fool Us at 0.4 and Whose Line Is It Anyway? at 0.4. Both shows climbed 33% over last week.   Fates & Fortunes     • BRIAN LESSER was named to CEO of a new AT&T advertising and analytics business unit that will use the company's consumer data and content assets. Lesser was most recently CEO of GroupM North America. Kelly Clark will assume Lesser's responsibilities at GroupM on an interim basis until a permanent successor is named. Prior to his post at GroupM, Lesser was global CEO of Xaxis, WPP's programmatic platform. • MARIA ELENA SALINAS is leaving her post as co-anchor of Univision News at the end of the year, after a career of 35 years with the network. A successor will be named in the coming months. Salinas has been co-anchor of Univision's flagship evening news telecast.  • RAFAEL RIZUTO is leaving his post as executive creative director at 180LA. According to an Agency Spy report, he will be taking a yet to be disclosed position in the San Francisco area.   Events     News Technology Summit September 26-27, 2017 | Atlanta Airport Marriott, GA Learn More Streaming Technology Leadership Summit October 16-17, 2017 | The Stewart Hotel, NYC Learn More NYC Television Week October 16-19, 2017 | NYC Learn More B&C Hall Of Fame October 16 | Grand Hyatt Hotel, NYC Learn More VR 2020 Summit October 17 | The Stewart Hotel, NYC Learn More Advanced Advertising October 18 | Sheraton Times Square, NYC Learn More NextTV Summit New York City October 18 | Sheraton Times Square, NYC Learn More Hispanic Television Summit October 19 | Sheraton Times Square, NYC Learn More TV Data Summit October 19 | Sheraton Times Square, NYC Learn More more events »   Jobs     Director of Sales WROC – Rochester, NY, United States   Executive Producer WBNS 10TV – Columbus, OH, United States   Engineering Division Director NET - Nebraska's PBS and NPR Stations – Lincoln, NE, United States   Digital Content Producer / Production Assistant / IT Support Sinclair Broadcast Group – Wilkes-Barre, PA, US   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2017 NewBay Media, LLC

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