| | Media Buyer & Planner Today | | | | | | | | | #1 CBS to Start Streaming OTT Sports Net | | CBS is planning to launch a new 24-hour livestreaming sports channel next year that as part of its ongoing over-the-top strategy, CBS CEO Les Moonves said during an earnings call on Monday. He says the new channel will be modeled like the CBS streaming news service, CBSN, which is now becoming available as a channel on skinny bundles. He says the infrastructure already in place for CBSN will be used for the new streaming OTT sports network to keep down costs and make it profitable in a shorter period of time. | | WHY THIS MATTERS: CBS has already had success with OTT ventures and Moonves seems to have big plans for the streaming sports venture, including perhaps, bidding on some exclusive rights to stream major sports like NFL, NCAA basketball and the PGA. Of course, that would open up new opportunities for advertisers who want to reach sports viewers digitally and via OTT devices. | Three Takes: Ad Age | Adweek | B&C
| | | | #2 Twitter Says It Can Boost TV Campaign Reach | | A new study by the social platform done in partnership with Nielsen finds that adding Twitter to an ad campaign overall provides a 6% incremental audience reach beyond advertising on TV alone. In one campaign that included a Twitter First Viewed Promoted Video ad, a brand got 22% incremental reach among its target audience using Twitter as part of the campaign versus advertising on TV alone. Tim Perzyk says the study shows that Twitter doesn't just reach a non-descript audience, but specifically extends the reach of TV campaigns to connect with a younger portion of the audience advertisers want to target. | | WHY THIS MATTERS: The report comes at a time when ad dollars are starting to flow back to TV from digital as marketers seek to run their commercials next to safer, premium content. The Twitter study hopes to convince advertisers to trust its platform for effectiveness and move some of those TV dollars back. | Two Takes: B&C | MediaPost
| | | | #3 Branded Tarps Baseball's New Revenue Stream | | The Chicago Cubs first unveiled a silver rain tarp with the logo for Reynolds Wrap covering the infield during a rain delay in 2015 and since that time more and more Major League Baseball teams have added a similar tarps with a single advertiser logo and message. Ad Age ran photos of several of them covering fields including for the New York Yankees (Glad), Washington Nationals (Skittles), Boston Red Sox (L.L. Bean) and Cincinnati Reds (Bounty). The Nationals just unveiled their new Skittles-branded tarp with the catchphrase: "Taste the Rainbow" and below it: "If raindrops were Skittles, this wouldn't be that bad." | | WHY THIS MATTERS: There seems to be no space immune to advertising these days, but this one makes sense. An ad message across a 160 square-foot infield that some 20,000 to 40,000 people in the stadium can't miss seeing during a rain delay, in addition to a TV viewing audience that can catch a glimpse as the cameras pan the stadium during the delay. "It's a novel idea," says Michael Neuman, a managing partner of Scout Sports and Entertainment. "It's the largest piece of real estate you can possibly buy in a stadium." Key, he says, is for the brands to have a sense of humor and be clever when designing the tarp. | A Take: Ad Age
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| | 11.7 | | Percentage of organic growth reported by agency holding company MDC Partners for second quarter 2017. The company also reported a revenue increase of 15.9% to $390.5 million, beating industry estimates by $21.85 million. | – Reported by MediaPost
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| | Noisy 'Bachelorette' Finale Gives ABC the Win | by Michael Malone
ABC was the top scorer in Monday prime ratings, posting a 2.1 in viewers 18-49, according to Nielsen's overnights, and an 8 share. NBC was second at 1.3/5. The finale of The Bachelorette took up all of prime, and grew from last week's 1.5. On NBC, American Ninja Warrior went up 14% to 1.5 and Midnight, Texas was a flat 0.8. Fox was at 0.7/3. Two hours of So You Think You Can Dance did a flat 0.7. Among Spanish-language networks, both Telemundo and Univision did a 0.7/3. CBS was at 0.5/2. Repeated comedies led into CBSN: On Assignment at a flat 0.4. The CW scored a 0.2/1. A repeat of Supergirl preceded Hooten & the Lady at a level 0.2. | |
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| • ICARO DORIA was named chief creative officer at Arnold Worldwide. He was most recently CCO at DDB New York and succeeds Jim Elliot who left in March. Prior to DDB he oversaw creative at Wieden+Kennedy in Brazil and before that held creative positions at Goodby Silverstein & Partners, Y&R and Saatchi & Saatchi New York.
• BERNARDO RODRIGUEZ was appointed chief digital officer at J.D. Power. He was previously managing director of strategy at IPG agency Huge, and prior to that was managing director of digital strategy at Accenture.
• JOHN BRUNNING has joined WPP digital agency Mirum as technical director, where he will work on the agency's Mazda account in conjunction with dedicated specialty unit Garage Team Mazda. He succeeds Sasha Pfandt. Prior to that, Brunning was technical lead on the Mazda account when he worked at Hearst agency iCrossing. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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Streaming Technology Leadership Summit
October 16-17, 2017 | The Stewart Hotel, NYC
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NYC Television Week
October 16-19, 2017 | NYC
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B&C Hall Of Fame
October 16 | Grand Hyatt Hotel, NYC
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VR 2020 Summit
October 17 | The Stewart Hotel, NYC
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Advanced Advertising
October 18 | Sheraton Times Square, NYC
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NextTV Summit New York City
October 18 | Sheraton Times Square, NYC
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Hispanic Television Summit
October 19 | Sheraton Times Square, NYC
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TV Data Summit
October 19 | Sheraton Times Square, NYC
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