| | Media Buyer & Planner Today | | | | | | | | | #1 NFL TV's Most Expensive Spots | | The three most expensive broadcast programs for 30 second ads continue to be NFL games by a wide margin, with two dramas rounding out the Top Five, according to Ad Age's annual TV ad pricing survey. NBC's Sunday Night Football is the most expensive ad on television, costing an average $669,602, Ad Age reports, followed by $550,709 ads on NBC and CBS Thursday Night Football telecasts. NBC's second-year drama This is Us averages $394,428, while Fox's Empire costs an average $305,369 per 30. Rounding out the Top 10 are CBS sitcom The Big Bang Theory ($285,908); NBC's The Voice on Mondays ($259,180); ABC veteran sitcom Modern Family ($239,782); NBC's The Voice on Tuesdays ($229,956); and ABC's vet medical drama Grey's Anatomy ($213,576). ABC has eight of the Top 20 most expensive shows, NBC has seven, CBS has four and Fox has two. Four new shows are among the Top 20 most expensive in terms of advertising: NBC's Will & Grace, CBS' Young Sheldon, ABC's Roseanne, and NBC's Law&Order True Crime: The Menendez Murders. | | WHY THIS MATTERS: Mass immediate reach continues to drive broadcast network ad popularity among advertisers. Despite being under the microscope for losing viewers, the NFL still draws the most viewers by far and is able to bring in big prices for advertising for its network partners. And while ratings for non-sports entertainment shows continue to decline, advertisers are willing to pay more for less. On average, a 30-second broadcast primetime ad for the 2017-18 season costs $134,009, up 6% from $126,333 last season. That's at the same time the 18-49 demo viewership has declined by 8% compared to last season. | A Take: Ad Age
| | | | #2 Experiential Marketing on the Rise | | With more questions arising over the safety and effectiveness of digital ad buys, many marketers are turning to experiential marketing as a way to reach consumers. Denise Wong, president of George P. Johnson Experiential Marketing, says, "Two or three years ago, clients saw it as an incremental spend. Now they're moving dollars previously slated for media or broadcast into experiential." She says it's a way to "not only go out with a brand's message and promise, but give consumers a chance to try it." And Debbie Kaplan, executive VP of experiential marketing at WPP's Geometry Global agrees. She says brands are not only investing more in experiential projects, but "you're seeing more competition from highly creative smaller agencies." Not only are experiential events evolving beyond just showing a product at a show, but the events themselves can now be turned into ads and videos through digital platforms or TV, says MullenLowe Open global CEO Anthony Hopper. | | WHY THIS MATTERS: Changing habits of consumers are helping spur the growth of experiential marketing. Instead of being content with just watching a TV commercial or digital ad, which can even be skipped or muted, consumers are responding to attending live events to see products a work. These are just more dynamic ways for a brand to showcase itself. As Giant Spoon project manager Patrick Jong puts it, "No one is tweeting or posting about a billboard." | | A Take: Adweek | | | | #3 Altered Ads Must Be Labeled in France | | A new French law, effective Oct. 1, says any photos used in a commercial context, including ads, must be labeled as being retouched if a model's body shape has been digitally altered, Ad Age reports. The penalty is a fine of 30% of an ad's cost or a minimum of $45,000. It is unclear, however, if the new law applies to global ad campaigns that originate outside of France but whose ads are distributed in the country. But a law firm specializing in media recommends out of the country brands assume the law applies to their ads if they run in France. | | WHY THIS MATTERS: The French law is part of a movement globally toward more socially responsible attitudes toward images on women in the media. In the U.S., although there is no law, Target and American Eagle have won kudos from consumers for their claims that they don't airbrush photos. Marketers like P&G, Unilever, AT&T and Johnson & Johnson have been active in supporting accurate portrayals of women in ads. The Association of National Advertisers is also pushing for a more accurate portrayal of girls and women in ads. | A Take: Ad Age
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| | 774.1 | | Snapchat's projected worldwide ad revenue in millions for 2017, according to revised eMarketer estimates. Earlier estimates had projected Snapchat ad revenue to reach $900 million but slower-than-expected user growth resulted in a downgrade. Still, ad revenues would be up 127.5% over 2016, when Snapchat took in $340.3 million. | – Reported by eMarketer
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| | NBC Wins With 'Sunday Night Football' | by Michael Malone
NBC was the big winner in Sunday ratings, riding Sunday Night Football to a comfy win. NBC did a 4.6 in viewers 18-49, per Nielsen's overnights, and a 17 share. CBS was next at 1.7/6. NBC's Football Night in America grew 6% to 3.4, while Sunday Night Football, Colts versus Seahawks, slipped 8% to 4.9. CBS enjoyed a football boost too, the NFL leading into 60 Minutes, which rated a 2.0, down 20%. Wisdom of the Crowd premiered at 1.4. The season premiere of NCIS: Los Angeles did a 1.2, up a tenth from its May finale, and a SEAL Team repeat followed. Fox scored a 1.3/5. After a Simpsons repeat, the season premiere of Bob's Burgers rated a 1.3, up from its 0.7 spring closer, and the premiere of The Simpsons a 1.4, up 56% from its season finale. Ghosted had a 1.4 for its series premiere, and the season opener of Family Guy did a 1.3, up 30% from its last season's finale. Last Man on Earth rated a 0.9, up 29% from its spring finale. ABC was at 0.9/3. The premiere of Toy Box scored a 0.4 and the premiere of Shark Tank a 1.3 across two hours, then the series opener of Ten Days in the Valley a 0.6. Univision did a 0.5/2 and Telemundo a 0.3/1.
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| • DEVIKA BULCHANDANI was promoted to president of McCann New York. She has been with McCann since 1997 and was most recently a managing director and also served as president of McCann XBC, the McCann Worldgroup dedicated unit for MasterCard. She will give up the McCann XBC position, as XBC managing director Nicolas Guzman assumes the head role on an interim basis. CHRIS MACDONALD, who had been overseeing McCann New York as part of his role as McCann North America president, was elevated to head of McCann Worldgroup North America where, in addition to McCann, he will oversee MRM/McCann, Momentum Worldwide, media agency UM, and PR agency Weber Shandwick.
• NICK ALLEN was named senior VP, group managing director at R/GA New York, where he will oversee the Verizon account. Allen was most recently global and North America group business head of the Diageo and New York Life accounts at Anomaly. At R/GA, he succeeds Anthony Romano who recently was named CEO of Bartle Bogle Hegarty New York.
• KIM DeNAPOLI was appointed executive VP and head of experiential at FCB Chicago's FCBX. She was previously executive producer of experiential and content development at Ogilvy & Mather. Prior to that she was group account director, experiential & content development at Geometry Global, and senior director of client services at GMR Marketing. • DAVID ORTIZ and KEITH HERNANDEZ have joined Fox Sports as analysts for its MLB post-season studio shows. Ortiz retired after last season culminating a 24-year MLB career that included 10 All-Star game appearances and a World Series MVP. Hernandez was National League MVP in 1979 and is currently an analyst on the New York Mets telecasts. | |
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