| | Media Buyer & Planner Today | | | | | | | | | #1 ABC Reaching Out to Primetime Men | | The Alphabet Network, long the leader among the Big Four, English-language broadcast networks in drawing primetime female viewers, is hoping to branch out its programming going forward to reach more men, ABC network president Channing Dungey tells Ad Age. Dungey says prior to her taking over in February 2016, ABC had become too younger female targeted and both she and sales head Rita Ferro believe more men are needed to balance the audience for advertisers. ABC currently skews 67% female in primetime, compared to 63% for NBC, 59% for CBS and 56% for Fox. But women can be reached in droves on cable also, while men are harder to reach outside of sports. Disney/ABC TV Group president Ben Sherwood says he would like to see a real collaboration going forward between content production at the network and ad sales, with Dungey and Ferro working "in lockstep to make shows consumers love and that advertisers want to be a part of." | | WHY THIS MATTERS: The upcoming season won't bring a huge move toward men, but Dungey tells Ad Age she is laying the groundwork to make ABC's primetime audience more balanced. That could be a risky strategy though. Michael Law, executive VP, managing director for video investment at Dentsu Aegis, says right now ABC has "a very appealing audience profile" of affluent woman. Its median audience income is $63,000, highest among the broadcast networks. So trying to make changes to the audience makeup could upset the apple cart. Still, there's a feeling that broadcasters must be broad in their audience reach, and that ABC must also do something to bolster its overall audience which was down 11% in primetime in the advertiser-desired 18-49 demo. | A Take: Ad Age
| | | | #2 Hispanics Plan 33% Holiday Spending Increase | | A new survey from ThinkNow Research finds that Hispanics plan to spend 33% more this holiday season than last year, Ad Age reports. The survey also finds that only 46% of purchases made by Hispanics will be in brick-and-mortar stores and that more will migrate to make their purchases online. Among the leading sites will be Amazon, which introduced a Spanish-language site earlier this year, along with Target, Macy's and JC Penney. Some 62% of Hispanics will also be using smartphones for purchases this holiday season. That compares to just 50% of the general market consumer base. Another key piece of data is that 10% of the Hispanics surveyed say they are more likely to spend based on the advertising they see, double the percentage of white consumers. | | WHY THIS MATTERS: The Hispanic demographic continues to grow as buyers of consumer goods in the U.S. and smart brands will continue to reach out and target them with their advertising and promotions. Nielsen says Hispanic buying power last year reached $1.4 trillion annually, with that group including both U.S.-born Hispanics and foreign-born Hispanics, many of whom use advertising as an information vehicle to learn about brands and then share their feelings with others both in-person and on social media. | A Take: Ad Age
| | | | #3 GS&P Wins Pepsi U.S. Creative Account | | Goodby Silverstein & Partners has won lead creative duties for the Pepsi brand in the U.S. following a review that included only Omnicom agencies. Pepsi parent PepsiCo has a relationship with Omnicom agencies dating back to 1960 when BBDO first won the Pepsi brand creative business, Adweek reports. And Goodby had previously worked on brands within PepsiCo's Frito-Lay division, according to Ad Age. BBDO won the creative account for Lay's earlier this summer. | | WHY THIS MATTERS: Pepsi is a widely known and prestigious brand and account, having spent some $192 million on U.S. measured media in 2016, according to the Ad Age Datacenter. The review came not long after the brand's embarrassing Kendall Jenner ad that was quickly pulled. The brand's in-house agency was involved in its creation, along with PepsiCo's global team. | Two Takes: Adweek | Ad Age
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| | 479 | | Number of videos posted on Instagram worldwide by Bleacher Report during May 2017, the most of any publisher, according to data from social media analytics firm NewsWhip. Next was Sports Illustrated with 325, followed by ESPN (249), BBC News (154), Complex (148), People (122), Fox News (119), Thrasher Magazine (100), Time (68) and Inked (63). | – Reported by eMarketer
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| | | Nielsen says the team that reports ratings was evacuated from its main data-processing facility in Oldsmar, near Tampa, Fla., because of Hurricane Irma. As a result viewership data will be delayed this week.
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| | • KRISTIN BARBOUR was named managing director of the new Camp+King office in Chicago. She joins the San Francisco-based agency from DDB, where she was most recently senior VP, group creative director and strategic lead on the Conagra Brands account. She had been with DDB for more than 20 years and prior to that was an account executive at Campbell Ewald. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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