| | Media Buyer & Planner Today | | | | | | | | | #1 Out-of-Home Viewing Gives NFL Boost | | According to Magna's annual U.S. Sports Report, out-of-home viewership of NFL games drew enough of an audience to boost 18-49 demo ratings for the 2016-17 season by 13% over baseline in-home deliveries, Ad Age reports. The report includes all NFL telecasts except for NBC's five-game Thursday Night Football package. Overall, OOH viewership of NFL telecasts added 911,072 adults 18-49 to each broadcast window (Sunday afternoon, Sunday night and Monday night). That would boost the 18-49 rating to a 6.32, which would be basically flat with the 6.38 produced for the 2015-16 season. Adding in OOH audience, NBC's Sunday Night Football saw its viewership in the demo reduced from an 11% decline when just in-home viewing was measured, to a 4% decline when OOH was viewers were added. | | WHY THIS MATTERS: As OOH viewership begins to be integrated into TV viewership data and the agencies begin to agree to include that data in their ad buying transactions with the networks for their clients, it will become more meaningful. And at least initially, it tends to show that while in-home viewership of the NFL declined last season and is off to a softer start this season, there are still lots of people watching the NFL games outside the home. Next step will be to determine how that should be monetized since it needs to be determined as to whether the OOH viewers' attention span of the commercials is similar to when they are watching from the confines of their homes. | A Take: Ad Age
| | | | #2 Brands Sign Up for Sponsored YouTube Series | | This week YouTube rolled out Ellen's Show Me More Show, a behind the scenes look at Ellen DeGeneres' daily talk show, with U.S. sponsors for the 14-week run including L.L. Bean and STX Entertainment. Hyundai is a sponsor for the show in Australia. As Digiday reports, the platform has been busy selling advertisers not only on sponsorships, but also on brand integrations for the shows. One media buyer told Digiday that ad packages for the Ellen show on YouTube range from $500,000 to $1.5 million and prices could be higher for some of its other original series down the road. YouTube previously announced that Johnson & Johnson is the exclusive sponsor for a singing competition series from Ryan Seacrest premiering later this fall, while Ulta Beauty is exclusively sponsoring singer Demi Lovato's show. YouTube is not only selling sponsorships, but also pitching advertisers on video ads running alongside the shows and custom segments within the shows. | | WHY THIS MATTERS: This is just another example of how digital is attempting to lure away traditional broadcast TV ad dollars. YouTube's head of original content is Susanne Daniels who has a background of programming for The WB broadcast network and for MTV on cable. So the platform is making a serious attempt to put on high quality original programming. "There is the reassurance that this is coming from top talent and something that YouTube is personally investing in," Marianne Rush, associate media director at GSD&M, tells Digiday. "It gives you a safeguard versus general [user-generated content] and cheap influencer content on YouTube." And Sarah Baehr, executive VP and managing partner of digital investment at Horizon Media says, "In a sense, YouTube, as a part of the overall video mix, can pull some TV ad dollars." | | A Take: Digiday | | | | #3 Google Giving Total Refunds for Fake News Traffic | | The company says that several of the major online ad exchanges have now agreed to issue full refunds for fraudulent ad space that was purchased through Google's DoubleClick Bid Manager tool. Back in August, Google was only prepared to reimburse refunds to advertisers for the "platform fee" they paid and that amounted to only 7% to 10% of their total ad spending on the fake traffic ads. So The Wall Street Journal and other media outlets are now reporting that Google supply partners like AppNexus, Index Exchange, OpenX, Teads, Telaria along with DoubleClick have committed to providing advertisers with total refunds for invalid traffic detected up to 30 days after monthly billing. | | WHY THIS MATTERS: The move should make advertisers happy as should moves by Google to attempt with more transparency to prevent future ad fraud problems. As Ad Age reports, Google says it will provide marketers with new features that will show the amount of invalid traffic detected in their campaigns before they bid and after an ad is served. The data will provide details such as whether the invalid traffic came from data centers, questionable browsers or inventory that is falsely represented. Google's supply partners will also get new data on invalid traffic found on their platforms. "By providing our customers and supply partners with access to this data, we hope to provide more transparency into the sources of invalid traffic, facilitate conversations with third parties, and make sure our clients' media spend does not enrich bad actors," Payam Shodjai, director of product management for DoubleClick Bid Manager said. | Three Takes: WSJ | Ad Age | MediaPost
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| | 30 | | Percentage share of all TV news viewing by Fox News Channel year-to-day, according to a Pivotal Research Group report, analyzing Nielsen live-plus-same-day data. All NBCUniversal news programming viewership, including MSNBC, has a 29% share, while Time Warner news programming, including CNN, is at a 20% share. ABC news programming has a 10% viewer share, while CBS has an 8% share. | – Reported by MediaPost
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| | Fox Sets the Thursday Pace | by Michael Malone
Fox was the top scorer in Thursday prime, posting a 1.0 in viewers 18-49, per Nielsen's overnights, alongside a 4 share. That squeaked by CBS' 0.9/4. Fox had the premiere of Gotham at 1.0, then a new The Orville at 1.1. Gotham finished last season at 0.9. Enjoying an NFL lead-in Sunday, the last Orville did a 2.6. CBS had comedy repeats leading into Zoo at a flat 0.5. NBC did a 0.8/3 with repeats of American Ninja Warrior and Chicago Fire. Telemundo weighed in at 0.7/3, with El Senor de los Cielos posting a hefty 0.8 at 10. ABC scored a 0.5/2 with repeats of Grey's Anatomy, Scandal and How to Get Away With Murder. Univision too did a 0.5/2. The CW tallied a 0.4/2 with Penn & Teller: Fool Us and Whose Line Is It Anyway? both at 0.4. Penn & Teller was flat and Whose Line went up 33%.
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| • SUE DeSILVA was promoted to executive creative director at DigitasLBi Boston. She was most recently a group creative director. Prior to that she was VP, creative director at MullenLowe Boston.
• PATRICK FREND was appointed managing director of business agency GALE. He was previously eastern president at Razorfish, where he had spent 17 years working his way up the executive ladder.
• MICHAEL CHAPMAN was promoted to executive VP and chief strategy officer at The Martin Agency. He was elevated from senior VP, managing director of strategic planning. He succeeds Earl Cox who retired. Chapman has been with the agency since 2000, except for two years when he left to become a senior planner at McCann London before returning. • STEVEN WOLFE PEREIRA was named to the newly created position of chief marketing officer at artificial intelligence company Quantcast. He was most recently CMO at Neustar and prior to that held executive roles at Datalogix and Starcom MediaVest. | |
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