| | Media Buyer & Planner Today | | | | | | | | | #1 Broadcast C3 Ratings Take Major Hit | | Nielsen data finds broadcast television networks' C3 ratings in November dropped 16% vs. the same period a year ago, Ad Age and Broadcasting & Cable report. And ABC, CBS, NBC and Fox combined for an average primetime nightly average of just 2.07 million adults age 18-49, down from 2.47 million in November 2016. Worse, it was the seventh consecutive month in which C3, or ratings that measure viewers watching commercials over a three-day period, declined by double-digits. And while NBC was top-rated among C3 18-49 viewers for the month, with its most-watched shows, This is Us and The Voice, declined 11% in 18-49 viewers to 2.88 million. Cable TV also took a November hit in C3 ratings, with ad-supported networks declining by 11%. Even the most watched show on cable, The Walking Dead on AMC, saw its C3 18-49 ratings decline by 30% to about 5 million. That's still a large number but a scary percentage of decline. | | WHY THIS MATTERS: Viewers are continuing to defect from traditional TV, moving to digital streaming, OTT and VOD viewing. And this does not bode well for either the networks or their advertisers. While brands could move their ads to digital, those who want immediate mass reach still need to be in traditional TV, so they have to just accept the seeping away of viewers there. | Two Takes: Ad Age | B&C
| | | | #2 Accenture Buys Irish Agency Rothco | | Consultancies continue to make steady inroads into the traditional agency business, the latest coming with Accenture's acquisition of Irish creative agency Rothco. As Ad Age reports, the Dublin-based agency, one of Irelands best-known, will become part of the Accenture Interactive network. It just the most recent move by consultancy Accenture to buy up creative agencies. A year ago it bought London agency Karmarama and this year has acquired The Monkeys in Australia and Altima in France. Rothco has supermarket giant Tesco as a clients, as well as Allied Irish Banks. In addition to creative work, it also does strategy, tech, design and production. Accenture also has a research and development hub in Dublin called The Dock. | | WHY THIS MATTERS: Accenture and other large consultancies continue to acquire traditional agencies as they look to steal away agency clients. While the traditional agency holding company top executives have expressed concern, there seems to be little they can do to stop these new competitors. "Accenture Interactive has shown tremendous leadership in moving towards a new agency model, and we're excited to be part of that change," says Patrick Hickey, Rothco CEO. | A Take: Ad Age
| | | | #3 Strategist Says CMOs Must Takeover Media Planning | | Mark McLaughlin, who operates a strategy company bearing his name, writes in Ad Age that chief marketing officers need to take over media planning duties that most farm out to media agencies right now. "Strategic media planning is a best practice that faded away by mistake," he writes. "Now, CMOs need to bring it back as an in-house capability." Taking a shot at agencies, McLaughlin says, "Without unbiased media strategists involved, advertisers were seduced by agencies into accepting a crappy supply chain because they did not want to fall behind in pursuit of the programmatic holy grail." He says if marketers bring strategy back in house, it will eliminate kickbacks, non-transparency and help eliminate fraud. He offers several steps for CMOs to follow to bring back media planning in-house. | | WHY THIS MATTERS: Clearly this is a self-serving piece by a strategist outside of traditional media agencies who could benefit if CMOs follow his advice. But he does raise some points and media agencies should be listening and ready to respond to defend their turf. | A Take: Ad Age
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| | 24 | | Percentage of increase in ad views in premium video during the third quarter of 2017, compared to a year ago, according to a new report from FreeWheel. Premium video viewing is also shifting back to bigger TV set screens from other digital devices. Ad views via over-the-top devices that connect to TV sets, such as Roku, rose 47% year-over-year. | – Reported by B&C
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| | Fox Rides Ebullient 'Empire' To Wednesday Win | by Michael Malone
Fox took Wednesday ratings honors, riding Empire to a 1.6 prime score in viewers 18-49, per Nielsen's overnights, and a 6 share. In second was ABC at 1.2/5. Empire grew 27% to 1.9 and Star ticked up 8% to 1.3. On ABC, The Goldbergs went up 7% to 1.6 and Speechless did a flat 1.1. Modern Family scored a level 1.7 and American Housewife grew 8% to 1.3, then Designated Survivor increased 14% to 0.8. CBS did a 1.0/4. Survivor lost 6% for a 1.7, followed by repeats of SEAL Team and Criminal Minds. NBC was at 0.8/3. After a repeat of The Wall, Golden Globes 75th Anniversary Special scored a 0.8 from 9 to 11. Univision scored a 0.5/2 and Telemundo a 0.4/2. The CW was at 0.4/1. Riverdale rated a 0.5 and Dynasty a 0.2, both shows flat with last week.
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| • ARTHUR O. SULZBERGER JR. is retiring as publisher of The New York Times Co. at the end of this year, after 25 years in the role, and will be succeeded by his son A.G. SULZBERGER, who is currently deputy publisher. The elder Sulzberger, 66, will continue as chairman of the company. A.G. Sulzberger, 37, joined the Times in 2009, after stints as a reporter with The Providence Journal and The Oregonian.
• SANDY THOMPSON and DICK de LANGE are leaving their positions at Young & Rubicam as global chief strategy officer and North America chief strategy officer, respectively. Thompson has been with Y&R since 2010, while de Lange has been with the agency since 2014.
• SHARON FRIEDLANDER was named VP of insights at the Radio Advertising Bureau. She succeeds Annette Malave who is leaving the radio trade association. Friedlander was previously a partner and director of media planning GroupM's MEC. She has also been with media agency OMD. | |
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