| | Media Buyer & Planner Today | | | | | | | | | #1 Nielsen Adds Comcast Set-Top Data to Local Ratings | The TV measurement service has reached an agreement with Comcast to incorporate some of its digital set-top box set-top into its local TV audience measurement. Comcast is the fourth major cable or satellite provider whose non-personally identifiable TV viewing data is being integrated with Nielsen's panel data. The process of integrating Comcast data into the overall Nielsen local ratings will begin in 2018.
| | WHY THIS MATTERS: As MediaPost reports, Nielsen has been criticized over the years for antiquated methods of TV viewership measurement at the local level, including non-metered markets which still rely on paper diaries. Megan Clarken, global present of Watch at Nielsen says incorporating multiple cable company set-top box data will present more comprehensive insights into local TV viewing. But Ed Papazian of Media Dynamics wonders what weighting schemes are involved with the set-top data to insure that all the methodologies blend together to present an accurate viewership portrayal. | Two Takes: MediaPost | B&C
| | | | #2 The&Partnership Wins Chico's Account | | The women's retail clothing chain has named WPP-backed The&Partnership to handle both creative and media planning and buying. The chain operates more than 1500 stores in the U.S. and Canada, under the Chico's, White House/Black Market and Soma names. But only the Chico's stores will be represented by The&Partnership. Zimmerman of Fort Lauderdale, Florida, was the incumbent agency. The&Partnership is an agency holding company created in 2013 that is 49% owned by WPP and includes assorted WPP agencies, including Chi&Partners and m/Six. The later agency will handle media planning and buying. | | WHY THIS MATTERS: Chico's spent about $33 million on measured media in 2016 and its ad plans include targeting its primary customer – women in their 40s and 50s who Andrew Bailey, The&Partnership's North America CEO told Adweek "are all too often ignored by marketers." Bailey says his agency, despite not having deep fashion experience, beat out several "very strong fashion agencies" in the review, but he would not identify them. | Two Takes: Adweek | MediaPost
| | | | #3 ESPN Plans Live Ads in SportsCenter | | The sports cable network ran a 37-second taped commercial on Tuesday night in which SportsCenter host Kenny Mayne pitched Fruit of the Loom inside the show. The commercial appeared to be live, although Mayne afterward confessed it was taped. But he said future SportsCenters would feature live, real-time commercials on the set. Ad Age said the Fruit of the Loom ad was part of the brand's broader "Sweet in Sweats" campaign, which also includes digital video spots and was created by Crispin Porter + Bogusky. | | WHY THIS MATTERS: Fruit of the Loom is a big spender on ESPN, having aired some 320 commercials on the network since the beginning of this year, Ad Age reports, with most appearing on SportsCenter. So it is no surprise that the brand would be the first to test out the in-show spots. As for future real-time ads, no details have yet been released on pricing or frequency. | A Take: Ad Age
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| | 65,373 | | Average annual dollar income of millennial-headed households in the U.S., according to the U.S. Department of Labor. That compares to $95,168 for GenX-headed households and $79,736 for Baby Boomer households. For households headed by people in their 70's, average income is $40,230, while for those in their 90's, income averages $31,272. All figures are before taxes. | – Reported by eMarketer
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| | Country Music Awards Lead ABC to Win | by Michael Malone
ABC was the big winner in Wednesday prime ratings, riding the CMA Awards to a 3.2 rating on the night in viewers 18-49, and a 12 share. Next up was Fox at 1.5/6. The 51st Annual CMA Awards, saluting the Country Music Association's top acts, scored a 3.2 across prime. Last year's CMA Awards, up against Game 7 of the World Series, did a 2.9. The 2015 awards scored a 3.8. Carrie Underwood and Brad Paisley hosted in Nashville last night. Fox had Empire at 1.8, level with its last new airing, and Star down a tenth of a point at 1.2. CBS did a 1.1/4. Survivor ticked up 7% to 1.6 while SEAL Team and Criminal Minds were both down a tenth of a point from their last fresh airing at 0.9. NBC was at 0.9/3. The Blacklist grew 13% to 0.9, Law & Order: SVU fell 8% to 1.1 and Chicago P.D. slipped 18% to 0.9. Telemundo and Univision both rated a 0.5/2.
The CW did a 0.4/1. Riverdale dropped 17% to 0.5 and Dynasty rated a flat 0.2.
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| • JIM ZABEL was named senior VP, marketing at Volkswagen of America. He succeeds Vinay Shahani, who left earlier this year and is currently VP of integrated marketing at Toyota Motor North America. Zabel was most recently managing director of Omni Advertising, based in Los Angeles.
• ERICA HOHOLICK was appointed president of business transformation agency Phenomenon. She was most recently global president of TBWA's Media Arts Lab. Replacing her in that role is KATRIEN De BAUW, who previously served as director of the Media Arts Lab in London. Prior to TBWA, Hoholick was with Ogilvy & Mather.
• SUSAN DINNAGE was appointed global president of Discovery Communications' Animal Planet. She had been president of UK/Ireland and chief content officer for Discovery Networks International. In the new structure for Animal Planet, she will lead a global team based in the U.S. and U.K. focused on animal-themed content for all screens. Dinnage has been with Discovery since 2009. | |
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