| | Media Buyer & Planner Today | | | | | | | | | #1 Agencies Forecast Moderate Ad Growth for 2018 | | Several media agencies – WPP's GroupM, IPG Mediabrands' Magna and Pubicis Groupe's Zenith – issued their 2018 ad forecasts ahead of the UBS Global Media and Communications conference on Monday. All project overall U.S. ad spending to be up by between 4.1% and 5.2% in 2018, although they disagree on ad spending levels across the different media platforms. GroupM projects that TV ad spending in 2018 will rise 4% to $81.9 billion. That's up from $79.5 billion for 2017, when TV spending is projected to grow 2%.. Magna expects national TV ad sales to be up 0.2% in 2018 and local TV ad sales to rise 10%. Zenith projects U.S. TV ad spending to decline 0.4% in 2018 to $68.2 billion. Specific details about ad projections across platforms can be found in three Broadcasting & Cable reports listed below. | | WHY THIS MATTERS: As society transitions more into the use of digital media, traditional media platforms like TV, newspapers and magazines, in particular, are going to see more ad dollars moving away and onto digital platforms. Facilitating the movement out of TV is the ability for marketers to better target audiences online, although the TV companies are banning together to come up with ways to combat that and offer better targeting opportunities. | | Three Takes: B&C | B&C | B&C | | | | #2 Publishers Team Up to Battle Digital Giants | | More digital publishers, in an attempt to continue to effectively compete with the digital duopoly of Facebook and Google when it comes to selling ads, are partnering with other small publishers on deals to bring in larger ad clients. The latest is a partnership between female targeting site PopSugar and male-skewing site Complex. The two digital media companies recently jointly did a campaign with clothing retailer Banana Republic designed to run across both sites, The Wall Street Journal reports. The branded campaign is called "From Where We Stand," and includes three documentary-style videos featuring celebrity couples. The publishers are splitting the ad revenue from the campaign. The two sites combined have more than 80 million monthly visitors and they plan to jointly solicit more brands and retailers in the coming year. | | WHY THIS MATTERS: Reach or scale is important to most brands but that just gets digital platform operators' feet in the door. The sites must also offer an audience worth reaching and must offer provocative ways for brands to market themselves to those audiences. "I think it's really important to not try and just win on scale alone," says Rich Antoniello, founder and CEO of Complex. "I think that's where a lot of people make mistakes. The way to differentiate yourself and provide value to the advertiser is to bring storytelling and content development to the mix." | | A Take: WSJ | | | | #3 Will Sexual Harassment Impact Morning Show Advertising? | | Massive publicity was generated by Matt Lauer's firing from NBC's morning Today show and the question now is how the situation will play out in the minds of advertisers. Adweek raised the question among some media buyers and the answer pretty much is that the jury is still out. "From an advertiser perspective these things are, for the most part, surprises. So there's not a lot an advertiser could do to prepare for that," says Dave Campanelli, executive VP and director of video investment at Horizon Media. Campanelli says in the case of NBC, quick action and resolution of the situation will help get the network past it. "Most advertisers will look at this as an incident that was taken care of and are going to move on. That's assuming there are no more surprises." Says Barry Lowenthal, president of The Media Kitchen, "Is this going to hurt NBC? Absolutely. Is it going to accelerate the migration of viewers [to digital]? That's already happening." | | WHY THIS MATTERS: Ad rates are based on viewership, and if viewers stop watching Today over a period of time, advertisers might cut back on their advertising. This of course could help the other networks with morning shows. Traditionally most of the major brands run advertising on all three broadcast network morning shows, albeit at different levels of spending. If Today holds its audience, brands could remain. If not, they may move some of the Today dollars into the other morning shows. It's still too early to tell. | | A Take: Adweek | |
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| | 193.3 | | Number in millions of U.S. internet users who watch streaming video at least once a month on any app or website that bypasses traditional service, according to eMarketer data. That's about 70.8% of all internet users. There are also 168.1 million who use the internet through connected TV at least once a month and that's about 61.5% of all internet users. | – Reported by eMarketer
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| | 'Sunday Night Football' Up as NBC Wins | by Michael Malone
NBC rolled to a prime title Sunday, riding Sunday Night Football to a 4.9 rating in viewers 18-49, and a 17 share. That topped the 2.0/7 that Fox put up. Football Night in America grew 21% to 3.4 on NBC, and the game, Eagles versus Seahawks, went up a tenth of a point to 5.2. Fox had The OT at 2.7, then The Simpsons at 1.7, up 55% from its last original airing two weeks ago. Ghosted grew 25% to 1.0, Family Guy went up 22% to 1.1 and Last Man on Earth was up a tenth at 0.8. CBS did a 1.2/4, as 60 Minutes slipped 20% to 1.2. The Carol Burnett 50th Anniversary Special did a 1.5, and an NCIS: Los Angeles repeat closed out prime. ABC was at 0.9/3. An America's Funniest Home Videos repeat led into a new episode, which was down 17% at 1.0. Shark Tank was down 10% to 0.9 and was followed by a repeated Shark Tank. Univision was at 0.4/1 and Telemundo at 0.3/1. | |
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| • KRISTI LIND was named to the newly created position of executive VP and chief client officer at independent media agency Canvas Worldwide. Lind was most recently a managing director at OMD, where she spent 12 years. Prior to that she was communications director at Saatchi & Saatchi and also served as a media director at Young & Rubicam and Wunderman. • UWE ELLINGHAUS is leaving his position as global chief marketing officer at General Motors' Cadillac brand, citing health issues. He has held position since early 2014. Cadillac president Johan de Nysschen will oversee the marketing department until a replacement is named. Ellinghaus was previously with luxury design and accessory brand Montblanc, and prior to that was CMO at BMW, where he spent 14 years.
• CHRISTA CARONE was appointed president of digital media agency Group Nine Media. She was most recently chief operating officer at WPP's SJR and also served as managing director of Colloquial.
• JOE ALEXANDER is departing his position as chief creative officer of The Martin Agency, where he worked for more than 25 years. Prior to joining the agency in 1991, he held creative positions at TBWA/Chiat/Day, among others. At Martin he was CCO since 2012.
• KEVIN ROE was named senior VP of client services at branded content and social marketing agency Fullscreen. He was most recently a group VP at Razorfish Austin and will work out of the Austin office of Fullscreen.
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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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April 3, 2018 | New York, NY
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April 9, 2018 | Las Vegas, NV
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