| | Media Buyer & Planner Today | | | | | | | | | #1 Summer Ratings Plummet for Broadcasting Networks | | The Big Four English-language broadcast networks saw an accelerated drop in ratings during July, which included a continued exodus of younger viewers, Ad Age reports. According to Nielsen C3 data, broadcast ratings in July declined by 17% from the same month in 2016 and July PUT levels among the 18-24 age demo fell by 20%. Overall, the Big Four networks in July averaged 3.83 million adults 18-49 per night or a 3.0 rating in C3, down from 4.63 million and a 3.6 rating in 2016. ABC took the biggest July decline, averaging 895,000 18-49 viewers, a drop of 24%, and a 0.7 C3 rating. CBS was down 12% in 18-49 viewers to 873,000 and Fox was down 10% to 794,000 viewers. NBC was the most-watched July broadcast network, averaging 1.21 million among adults 18-49 or a 0.9 C3 rating, but that was down 20% from its last July total of 1.5 million. | | WHY THIS MATTERS: In addition to being able to less monetize its programming with ad dollars, the networks also have to be concerned that less viewers will be seeing all of their on-air promotions for their new fall programming, which could impact viewership there. There are a few exceptions this summer, however. NBC's America's Got Talent is up 8% in viewership in July and NBC's World of Dance and American Ninja Warrior, ABC's The Bachelorette and CBS' Big Brother all did well in July. | A Take: Ad Age
| | | | #2 UM Wins Spotify Media Account | | The music streaming service has selected IPG Mediabrands' agency UM to handle its global media planning and buying, Adweek reports. UM beat out finalists in the review that included Dentsu's Vizeum and Publicis Groupe's Zenith Optimedia. Incumbent agencies out include Dentsu agency 360i which handled U.S. media, and Goodstuff which was UM's agency of record in the U.K. Spotify also handles some media marketing and creative internally. The creative business, primarily handled by Wieden + Kennedy, was not part of the review. | | WHY THIS MATTERS: According to research firm COMvergence, Spotify spends between $40 million and $50 million a year globally each year. Kantar Media says Spotify spent $16.6 million last year on media in the U.S. The service is not a huge advertiser, but not tiny either. | | A Take: Adweek | | | | #3 Dodge Deletes Posts After Social Media Backlash | | Fiat Chrysler's Dodge brand eventually deleted social media posts promoting drag races which it had sent out via the brand's Twitter account on the same day that a Dodge Challenger driven by a pro-Nazi protester plowed into a crowd killing a woman and injuring some 19 others in Charlottesville. A total of four tweets had been sent out promoting the races in Detroit with the hashtag #RoadkillNights. Bloomberg reports that more than 740,000 Dodge followers and others on Twitter criticized the brand for keeping the posts up after the violence and death. Dodge waited until Tuesday to delete the last of the posts. "It seems to me completely tone deaf that they wouldn't acknowledge that it was one of their vehicles that was very clearly identified in the weekend's events," says Scott Monty, co-managing partner of Brain+Trust Partners, which advises companies on social media use. "Having a hashtag that is so similar or at least related to what happened, you would think they would just eradicate any existence of that." Dodge is the lead sponsor of the website Roadkill, which is tied to a magazine and TV show owned by The Enthusiast Network. | | WHY THIS MATTERS: Dodge's delayed response was in sharp contrast to Tiki Brand Products and the Detroit Red Wings, which both issued statements immediately on Saturday distancing themselves from the white nationalists who carried Tiki torches and signs that altered the hockey team's logo with swastikas during the rally. Dodge apologized but many see it as too little, too late. How it will impact that brand remains to be seen. Brain+Trust Partners' Monty, who led Ford Motor Co.'s social media strategy from 2008 to 2014, says Dodge's delayed reaction "says something" about the brand. | | A Take: Bloomberg | |
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| | 73.7 | | Percentage of U.S. digital marketers who say better measurement attribution will get priority attention from them in 2017, according to eMarketer data. Other top priorities include: cross device audience recognition (51.3%); modeling to target audiences (40.8%); programmatic media buying (39.5%); and linking offline and online data (39.5%). | – Reported by eMarketer
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| | NBC Wins Tuesday Based on 'Talent' | by John Consoli
NBC again handily won the Tuesday night primetime 18-49 demo ratings battle, based on the usual strong performance of summer hit America's Got Talent, recording a 2.3 rating and 9 audience share, per Nielsen's fast nationals. AGT recorded a 2.8/11 from 8 p.m. to 10 p.m., matching the show's highest 18-49 rating since June 3, 2014. It also averaged a whopping 13.1 million viewers. The network's average was pulled down a bit by Hollywood Game Night which recorded a 1.3/5 in the demo and 5.4 million viewers, both numbers still solid for summer. In fact, Tuesday night was the show's second most-watched episode ever and was the second most-watched show of the night. ABC finished second overall with a 0.8/3 in the demo, led by a two hour Bachelor in Paradise from 8 p.m. to 10 p.m. which averaged a 1.1/4 and 3.8 million viewers. At 10 p.m. Somewhere Between recorded a 0.4/2, up 33% from last week. Telemundo finished the night with a 0.7/3, with novella El Senor de los Cielos recording a 0.9/4 at 10 p.m, following its two earlier shows on the night that averaged a combined 0.6/2. CBS scored a 0.6/2 with repeats of NCIS, Bull and NCIS: New Orleans each recording almost similar 0.6/2s. Univision finished with a 0.5/2 with all three of its novellas also averaging similar ratings in the demo. Fox averaged a 0.4/1 with repeats of Lethal Weapon, The Mick and Brooklyn Nine-Nine. Meanwhile The CW scored a 0.3/1 with repeats of The Flash and DC's Legends of Tomorrow. | |
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| • CHRIS CASTALLO was appointed head of development for go90, Verizon's ad-supported OTT service that targets young audiences. Castallo was most recently executive VP of alternative programming and development at CBS.
• MIKE CHAMBERLIN was named managing director of Huge Oakland, while NICHOLAS KIM was appointed group VP, strategy and DAVID LOWRIE-REED has joined as VP, client services. Chamberlin was most recently managing director of Razorfish San Francisco. Kim was head of the digital practice at Prophet, while Lowrie-Reed was digital strategy lead at TenTen Group. | |
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