| | Media Buyer & Planner Today | | | | | | | | | #1 TV Best Way to Reach Millennials | | A new Video Advertising Bureau survey finds that broadcast and cable TV, not YouTube, Facebook or streaming services, are still by far the best way for brands to reach all audiences, but millennials in particular, Adweek reports. The survey finds that adults spend five hours, 18 minutes on average watching linear TV programming each day. That's more time than they spend eating, drinking, shopping, talking on the phone or watching video on social platforms. That number drops to three hours per day for millennials, but TV time is still greater than the other activities combined. The survey finds millennials 18-to-24 watch 88% of prime-time programming live, while 25-to-34 millennials watch 86% of prime-time programming live. Millennials 18-to-24 also spend twice as much time each month watching video content on linear TV (72 hours) than on a computer or smartphone. Adults 18-to-34 watch TV four times as much as they do YouTube. Linear TV also drives stronger ad recall (62%) than tablets (47%), computers (54%) and smartphones (46%). And 64% of consumers believe they'll find memorable ads on linear TV. | | WHY THIS MATTERS: While streaming video viewing is growing, this survey shows that traditional viewing on linear TV is still the most effective way for advertisers to reach all audiences, but particularly the harder to reach millennial. "In digging deeper, past the easy assumptions on millennials' YouTube and TV usage, it's striking how much more time millennials spend with TV," says VAB president and CEO Sean Cunningham. "Millennials have an insatiable appetite for TV content." And even those millennials watching video on YouTube in many instances are watching content that originated on linear TV. | | A Take: Adweek | | | | #2 NFL Brands That Impress Fans | | A recent CBS News poll found that 58% of Americans cite football as their favorite sport and as a result, marketers are spending billions of ad dollars each year trying to reach those fans. Data company Viant used its Advertising Cloud to identify both heavy football fans and non-fans using automatic content recognition on smart TVs and compared their interests with some of the NFL's heaviest advertisers, including beer and automakers. The data found that 79% of NFL fans are likelier than non-fans to drink Miller Lite, 69% are more likely to drink Sam Adams than non-fans, while 53% of NFL fans are likelier to drink Miller. Also, NFL fans are 18% likelier than non-fans to shop at Costco and 8% are more likely to shop at Amazon. And while Domino's is the top pizza pick for NFL fans, they are also 20% more likely than non-fans to eat Papa John's pizza. As for auto choices, 16% of NFL fans drive a Ford, 15% drive a Chevrolet, 8% each drive a Dodge and Toyota, while 7% drive a Honda. | | WHY THIS MATTERS: It is interesting to note that based on this data, NFL advertisers seem to be making an impression on the fans. Particularly in the case of Sam Adams, which was the only craft beer to index among the fans' Top 10 favorite beers. "In an industry that's really dominated by just a handful of companies, this is a perfect example of who they are as a brand and how their marketing has impacted their perception," says Viant CMO Jon Schulz. "Sam Adams has run a very all-American marketing campaign for years, so to see them associated more with football fans – a very American game – shows how successful their marketing has been." | | A Take: Adweek | | | | #3 NBC Projects $1.2B Super Bowl, Olympic Revenue | | NBC Sports officials are anticipating the February 2018 Winter Olympic telecasts across its TV networks to bring in north of $900 million in ad revenue, while its Super Bowl telecast Feb. 4 Super Bowl telecast is projected to bring in $350 million with 30-second spots selling for $5 million each. "We expect to reach our revenue targets for both events," says Dan Lovinger, executive VP for ads sales at NBC Sports Group. In a first, NBC is selling the Olympics based on the People 2+ metric rather than households because it more easily translates to digital which will be combined in the guarantees. Lovinger says about 25% of ad sales revenue for both will come from advertisers sponsoring both events. Lovinger says no six-second ads will appear in the Super Bowl, but some could be sold for the two weeks of Olympic telecasts. Strongest ad categories in both events have been automotive, retail and technology/telecom. Movie studios have a strong Super Bowl presence. | | WHY THIS MATTERS: This is the first time that the same network has both the Super Bowl and the Olympics in the same month, but Lovinger says that has emboldened advertisers to spend more, rather than to cut back because of a perceived sports fatigue. "These events stand alone in public interest," Lovinger says. "They're the kinds of events that transcend sport and become cultural phenomena." | Three Takes: WSJ | B&C | Adweek
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| | 65 | | Percentage of Americans who say they trust Time Inc. as a news source, according to a survey by Sharethrough and Qualtrics. Some 60% also trust CNN, while 59% each The New York Times and The Wall Street Journal. Social networks didn't fare as well, with Facebook being trusted as a news source by 47% of Americans and Twitter by 33%. | – Reported by eMarketer
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| | ABC Wins With Advancing 'Dancing' | by Michael Malone
With a robust Dancing with the Stars, ABC took top prize in Monday's prime ratings, posting a 1.7 in viewers 18-49, per Nielsen's overnights, and a 6 share. That beat runner-up NBC's 1.5/6. NBC won the previous Monday with a 1.8. ABC saw Dancing with the Stars go up 15% to 1.5, then The Good Doctor climb 5% at 2.0. NBC had The Voice drop 10% to 1.9 and The Brave fall 20% to 0.8. Fox did a 1.0/3, as Lucifer rated a flat 0.8 and The Gifted a 1.1, up 10%. CBS weighed in at 0.8/3. Kevin Can Wait posted a flat 1.2 and 9JKL a 0.8, down 43% from last week, when it had a Big Bang Theory lead-in. The premiere of Superior Donuts was at 0.8, level with its season one finale, and Me, Myself and I slipped 22% to 0.7, before Scorpion was off 13% at 0.7.
Telemundo rated a 0.7/3 and Univision a 0.5/2. The CW was at 0.4/1, as Supergirl scored a 0.5 and Valor a 0.2, both flat with last week and the week before.
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| | • BRENT RIVARD has joined creative agency Mass Minority as president. The agency has offices in Toronto and New York and Rivard will be based in Toronto. He was previously managing director at Anomaly New York, where he oversaw AB InBev's global Budweiser account. Prior to that he held posts with Anomaly Toronto and with BBDO Toronto. | |
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