| | Media Buyer & Planner Today | | | | | | | | | #1 Nielsen to Measure Netflix Shows | | The audience measurement company is rolling out a new service that will provide clients with viewership data of shows streamed by subscription video-on-demand services. The service will initially measure Netflix shows only, but add programming for Hulu and Amazon Prime in 2018. Among the first clients to sign up for the service are A+E Networks, Disney/ABC, NBCUniversal, Lionsgate and Warner Bros. The service will provide data comparable to what Nielsen provides for linear TV, including ratings, reach, frequency and demographics. In announcing the new service, Nielsen also offered some ratings data for Netflix shows. Nielsen says the premiere of The Defenders the week of Aug. 18 averaged 6.1 million viewers. The first episode of Fuller House averaged 4.6 million viewers for the week of Sept. 22, while the season five premiere of House of Cards averaged 4.6 million viewers May 30 to June 6. The new data does not include mobile viewing as yet. | | WHY THIS MATTERS: As the Wall Street Journal reports, while Netflix doesn't carry ads, the data could provide ad buyers more insight into broader viewer habits. And it will give the networks and studios and media buyers an idea of what kind of viewership their shows being streamed on Netflix are getting. Meanwhile, Netflix, which has been secretive about its viewership numbers and has refused to make them public, programming viewership, is disputing the data the Nielsen released. MediaPost said a spokesperson for Netflix said, "The data that Nielsen is reporting is not accurate, not even close, and does not reflect the viewing of these shows on Netflix." | Three Takes: B&C | MediaPost | WSJ
| | | | #2 Accenture Acquires 17th Agency | | The global consultancy's digital operation has added its 17th agency since 2013, this time acquiring Paris-based digital commerce agency Altima. The agency has 370 employees with offices in France, Canada, China and the U.S. and, according to Ad Age, creates and adapts experiences for e-commerce, mobile and in-store commerce. Among its clients, reports Adweek, are L'Oreal Luxe, Sephora, telecom company Orange Business Services, Guerlain and Monte Carlo Hotels. COMvergence estimates Altima's 2016 revenues to be in the $31 million range. | | WHY THIS MATTERS: Consultancies like Accenture continue to acquire agencies as they attempt to aggressively move into the space occupied by traditional agencies. Accenture Interactive is currently the world's largest holder of digital agencies, with a 2016 revenue of $4.4 billion, up 51% from the previous year, according to Ad Age. Accenture also recently hired Nikki Menonca, who was president of Europe, Middle East and Africa for Omnicom media agency OMD. | Two Takes: Adweek | Ad Age
| | | | #3 Telemundo's Ratings Draw Buyer Attention | | Since replacing its traditional novellas at 10 p.m. with a new "Super Series" concept four years ago, Telemundo has overtaken rival Univison during Monday to Friday primetime in live-plus-three-day and live-plus-seven day 18-34 and 18-49 ratings. And that's quite an accomplishment since just five years ago, in the 2011-2012 Hispanic broadcast TV season, Univision was averaging 2.1 million viewers in 18-49 in weeknight primetime, compared to Telemundo's 734,000, according to Nielsen data. While it's original Super Series, El Senor de los Cielos is now in its fifth cycle and is currently averaging 1.9 million viewers per night and 1.1 million in the 18-49 demo, another 10 p.m. Super Series, El Senor spinoff El Chema averaged 2 million total viewers and 1.1 million in the 18-49 demo, outperforming the Unvision 10 p.m. show by 21% in the demo. | | WHY THIS MATTERS: Although the ratings numbers remain close among the competitors, when you overtake the competition for the first time ever, it is big news for the insurgent network. "It's a very exciting time to be Telemundo right now," Stephen Paez, senior VP and director of multicultural at media agency Spark Foundry, tells Broadcasting & Cable. "Their success has put them top of mind among ad buyers." And Dana Bonkowski, VP multicultural at Starcom adds, "If there is a brand that wasn't advertising with Telemundo before, they should be now." | | A Take: B&C | |
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| | 24.4 | | Number in millions of Snapchat users ages 18-24, according to eMarketer data. That compares to 23.5 million users in that age group for Facebook and 22.1 million for Instagram. | – Reported by eMarketer
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| | NBC Wins With Strong 'This Is Us' | by Michael Malone
NBC seized top honors in Tuesday ratings on a robust This Is Us, the network posting a 2.0 in viewers 18-49 across prime, per the Nielsen overnights, and a 7 share. That topped CBS' 1.2/4. On NBC, The Voice was off 9% at 2.1 and This Is Us did a flat 2.8. Law & Order True Crime: The Menendez Murders rated a flat 1.1. On CBS, NCIS slipped 7% to 1.3 and Bull posted a flat 1.2, before NCIS: New Orleans rated a level 1.1. ABC was at 1.0/4. The Middle fell 7% to 1.3 and Fresh Off the Boat did a flat 1.1, then Black-ish was off 8% to 1.2 and The Mayor dropped 20% to 0.8. Kevin (Probably) Saves the World scored a flat 0.8. Fox did a 0.8/3, with Lethal Weapon at a level 0.9, The Mick up 14% to 0.8 and Brooklyn Nine-Nine down 14% to 0.6. The CW averaged a 0.7/3, with The Flash at 0.9 and DC's Legends of Tomorrow at 0.5. Both were down a tenth of a point from last week's season premieres. Among Spanish-language broadcasters, Telemundo did a 0.6/2 and Univision scored a 0.5/2.
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| • EDUARDO MARQUES was named chief creative officer at 180LA, succeeding William Gelner who is leaving the agency. Global president Al Moseley will also assume some global chief creative responsibilities. Marques has been with 180LA for just under three years, and previously held creative posts at Pereira & O'Dell and Ogilvy Brazil. Gelner joined the agency 10 years ago as executive creative director. Prior to that he was a group creative director at Bartle Bogle Hegarty New York and also held creative roles at Cliff Freeman and at Fallon.
• KEVIN PORTER was named media communications director at independent reative agency Walrus. Porter was most recently media director at Wieden+Kennedy, where he worked for the past 10 years. | |
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