| | Media Buyer & Planner Today | | | | | | | | | #1 Live TV Viewing Declines as SVOD Grows | | Nielsen's second-quarter Total Audience Report finds the number of homes subscribing to traditional linear television are declining while home subscriptions to streaming video-on-demand grows. At the same time, Live TV viewing fell 6% in the quarter to 3:55 hours per day from 4:09 in the same quarter a year ago among persons 18 and over. Meanwhile time-shifted TV viewing was up to 32 minutes a day from 30 minutes a year ago. Nielsen data finds that 69.5 million U.S. households now have a connected-TV streaming device and in second-quarter, 59% of U.S. homes had a subscription to a VOD service such as Netflix and Hulu, up from 53% a year ago. Wired cable homes were down to 51.8 million from 53.4 million a year ago and satellite homes were up 35.3 million from 34.1 million. Telco serviced homes were down to 9.7 million homes from 11.2 million. | | WHY THIS MATTERS: The gradual but steady movement away from traditional linear TV to SVOD is going to have more and more of an impact on how advertisers reach consumers. Homes with connected-TV devices are younger and more affluent and also are more likely to have kids which presents more opportunities for brands vs. older, empty-nest homes. | | Two Takes: B&C | Adweek | | | | #2 Smartphone Addiction Widespread | | A new global study from Deloitte finds that people are obsessed with their smartphones, according to reports by eMarketer and MediaPost. How obsessed is obsessed? The study finds that among consumers 18 to 75, most people check their smartphones approximately 47 times a day. And among that group, younger users check them an average of 86 times a day. Nearly nine in 10 respondents say they check their smartphones within an hour of waking up each morning, and nearly the same number do so before bed each night. Other percentages include: 92% who check their smartphones while out shopping; 89% who check it while watching TV; 81% while eating at a restaurant; 78% while eating at home; 59% while driving; and 54% in a business meeting. | | WHY THIS MATTERS: Clearly if consumers are paying that much attention to their smartphones it offers tremendous opportunities for brands to reach out to them. The trick is to find ways to do it without annoying them. But certainly with so many consumers addicted to looking at their phones throughout the day and night, regardless of what other tasks they are performing, this is where lots of ad dollars are going to be spent going forward. | | Two Takes: eMarketer | MediaPost | | | | #3 Older TV Viewers More Attentive | | New data from TVision Insights, a company that tracks eye movements of people watching TV programs and commercials, says those 65-plus years old have the highest attention index of any age group watching TV, MediaPost reports. Viewers 65-plus posted a 113.6 index in the company's most recent testing. Conversely, viewers 18-years old and younger had the lowest attention index score of any age group at 89.7. The results were almost identical for commercial viewing with those 65-plus scoring a 110.5 index vs. those 18-and-under scoring a 90.6. Generally men have a slightly higher program and commercial attention index than women, while lower income households score higher in attention than the highest-income homes. The latest report collected data from Atlanta, Boston, Chicago, Dallas, Los Angeles, New York and Seattle. | | WHY THIS MATTERS: This data is seemingly more reliable than data in which consumers offer answers, because it is measuring actual eye movements when watching programming and commercials. What it shows tells brands is that when they advertise on TV they have a better chance of getting their message across to older viewers. However, many brands are not fans of targeting older viewers. That supports a moving of ad dollars out of TV and into platforms that are more frequented by younger viewers, including streaming digital video. In that regard, this study is not good news for the traditional TV networks. | | A Take: MediaPost | |
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| | 286 | | Dollars in billions of brand value assigned to Google in BrandZ's most recent Top 100 Most Valuable U.S. Brands ranking. The list is put together by agency holding company WPP and Kantar Millward Brown. Google is at the top of the most valuable brand list. Next is Apple with an assigned brand value of $279 billion, followed by number three Amazon with an assigned value of $165 billion. | – Reported by MediaPost
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| | 'Empire' Enables Fox Win | by Michael Malone
Fox was the top ratings earner in Wednesday prime, posting a 1.6 in viewers 18-49, thanks to a strong Empire, and a 6 share. Second was CBS at 1.3.5. Fox saw Empire increase 11% to 2.0, then Star at a flat 1.2. CBS had Survivor up 6% at 1.7, SEAL Team up 22% at 1.1 and Criminal Minds up 11% at 1.0. The networks were up against the Country Music Association Awards a week ago on ABC. ABC and NBC were both at 1.2/5. ABC had The Goldbergs up 8% at 1.4 and Speechless up 10% at 1.1, then Modern Family up 13% to 1.7 while American Housewife grew 8% to 1.3. Designated Survivor increased 14% to 0.8. On NBC, The Blacklist was a flat 0.9, The Voice did a 1.4 (it rated a 2.0 the night before) and Chicago P.D. was up 33% at 1.2. Telemundo and Univision both rated a 0.5/2. The CW tallied a 0.3/1, as Riverdale scored a 0.5 and Dynasty a 0.2, both level with last week. | |
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| • KATE HOWE was promoted to CEO of gyro UK. She was previously managing director of the Dentsu Aegis agency. BETH FREEDMAN was appointed to succeed Howe as managing director. Freedman was most recently head of client services at Saatchi & Saatchi Pro London. She has also held account director posts at Fallon and Arnold. In other gyro appointments, IAN BELL was named chief strategy officer and DAVID HARRIS was elevated to chief creative officer. Bell was most recently global strategy partner at Dentsu agency Carat.
• ORCHID RICHARDSON was named VP and managing director of the Interactive Advertising Bureau's Data Center of Excellence. She was most recently general manager of publisher and media solutions at 33Across.
• NATE HAYDEN was appointed senior VP of original content at Jukin Media, which produces video content for TV and the web. He is former head of AOL Studios in New York and Los Angeles and also served as VP of development at FremantleMedia North America.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
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Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
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Multicultural Television Summit
April 3, 2018 | New York, NY
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Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
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June 2018 | New York
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Digital Media Tech Leadership Summit
June 2018 | Location TBD
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