Media Buyer + Planner: Nielsen Missing Streamers; Mexican Content Coming

Media Buyer & Planner Today   December 7, 2017     Top Stories       #1 Nielsen Not Fully Measuring Streaming Viewers The TV ratings service has acknowledged that TV networks have not been getting full credit for all the people watching television programming through streaming services, The Wall Street Journal reports. Nielsen says that's because live content through an internet-delivered streaming service lags behind the same content being delivered via cable, satellite or over-the-air broadcasting. As a result those viewers are not being listed as "live" in Nielsen daily ratings reports. "We found that when Live content is streamed to the TV set, delivery takes longer than that of traditional cable and over-the-air delivery," Nielsen said in a statement. Under the Nielsen system, if a viewer's online stream is more than 25 seconds behind the live telecast, they fall into the delayed viewing bucket. Nielsen says it is working with its TV network clients to change its processing systems to redefine live viewing for streaming content on TV sets. The discrepancy is only impacting live ratings. WHY THIS MATTERS: This situation particularly impacts NFL ratings which is basically all live. The Journal says if streaming live viewers were fully counted in a recent Sunday Night Football game on NBC, the number of 18-49 viewers would have increased by 2%. Fox has had similar problems with a recent Sunday afternoon game's ratings being cost 2.4% of its 18-49 viewers. Not only could this be partially accountable for the lower NFL ratings this season from Nielsen data, but it could also be costing the networks ad revenue. "There is a significant undercounting due to latency, which could cost broadcasters tens of millions of dollars on the NFL alone over the course of the 2017 season," says Joe Brown, senior VP of research at NBC Sports. A Take: WSJ   #2 Mexican Branded Content Firm Eyes U.S. Mexico-based Cultura Colectiva, a 4-year-old business that publishes text and video content designed to be share by U.S. Hispanics on social media is planning to open a New York office and hire a 20-person staff, The Wall Street Journal reports. The new staff will not only create social media content geared to English-speaking U.S. Hispanics, but will also sell advertising for its English-language website and social media accounts. Some 80% of Cultura Collectiva's current branded content deals are with large U.S. brands such as Adidas, Levi's and Netflix. WHY THIS MATTERS: "Branded content is important to all audiences and the multicultural segment continues to grow," says Jorge Mercado, consumer communications director at multicultural ad agency Alma. While Cultura Collectiva is still small, it expects to grow its annual revenue to $6.3 million this year, up from $3.2 million last year. But the company has the potential to grow fast in the U.S. Its Spanish-language Facebook site already has 22 million followers. A Take: WSJ   #3 Avocados from Mexico, M&M's Back to Super Bowl The two previous Super Bowl advertisers are returning to the big game with Avocados from Mexico back for its fourth consecutive year, while M&M's is returning after a three-year hiatus. Creative agency GSD&M, media agency Havas Media and social media and digital company Richards Larma will all work on and place the Avocados for Mexico 30-second spot, in the Super Bowl and on other platforms. Mars Wrigley announced that its M&M's brand will also be running a 30-second spot created by BBDO. Another Mars brand, Skittles will also return to the Super Bowl, but Snickers, which was in the last Super Bowl, will sit this one out. WHY THIS MATTERS: When brands run in several consecutive years in an event, or return after short hiatuses despite the huge price tag of a 30-second spot, it shows how effective those commercials can be. Three Takes: Ad Age | Ad Age | MediaPost     #4 Data Spending to Hit $10B (MediaPost) #5 How Agencies Hide Sexual Harassment Claims (Digiday) #6 MRC Releases Digital Audience Standards (MediaPost) #7 Stagwell Acquires Digital Agency Forward3D (WSJ) #8 Havas to Handle Mentos' Media (Adweek) #9 No Anthem Protests But NASCAR Ratings Down (B&C) #10 HGTV's 'Fixer Upper' Promo Gets 230M TV Ad Impressions (B&C)   Stat Of The Day     3.46 Number of people in billions worldwide who use the internet from any location at least once per month, according to new projections by eMarketer. That's up 6.1% from 2016 and makes up 46.8% of the total world population. That number is projected to grown to 4.1 billion by 2021 when it will make up 53.7% of the world population. – Reported by eMarketer   Ratings     Fox Wins With Energized 'Empire' by Michael Malone Fox was the top ratings earner in Wednesday prime, riding a resurgent Empire to a 1.5 score in viewers 18-49, and a 6 share. That topped the 1.3/5 put up by CBS. Empire lifted 13% to 1.8 and Star posted a flat 1.2. CBS had Survivor at a level 1.8, SEAL Team at a flat 1.1 and Criminal Minds down a tenth of a point at 0.9. ABC and NBC both did a 1.1/4. ABC had The Goldbergs up 7% at 1.5 and Speechless at a flat 1.1. Modern Family ticked up 6% to 1.7 and American Housewife grew 20% to 1.2. Designated Survivor scored a flat 0.7. For NBC, A Very Pentatonix Christmas rated a 0.8 (the special previously aired November 27) while Law & Order: SVU dropped 13% to 1.3 and Chicago P.D. lost 8% for a 1.2. Univision was at 0.5/2 and Telemundo at 0.4/2, both same as last week. The CW did a 0.4/1. Riverdale rated a 0.5 and Dynasty a 0.2, both shows flat.   Fates & Fortunes     • BRIAN SULLIVAN was promoted to president and chief operating officer of Fox Networks Group. He succeeds Randy Freer who left Fox last month to serve as CEO of Hulu. Sullivan was most recently president and COO of Fox Networks' Digital Consumer Group, where he has led digital strategy for all the Fox platforms. He also held several executive positions at Sky in Germany and the UK and also worked at Showtime Networks.     Events     Technology Leadership Summit February 28 – March 1, 2018 | Raleigh, NC Learn More 20th Annual Multichannel News Wonder Women Luncheon March 22, 2018 | New York, NY Learn More Advanced Advertising Summit – Spring Edition March 26, 2018 | New York, NY Learn More Multicultural Television Summit April 3, 2018 | New York, NY Details To Come Technology Leadership Awards at NAB April 9, 2018 | Las Vegas, NV Learn More The Programmatic Summit June 2018 | New York Learn More Digital Media Tech Leadership Summit June 2018 | Location TBD Learn More more events »   Jobs     Local Sales Manager Hearst Television, Rogers, AR   Director of Engineering - Transmissions NET - Nebraska's PBS and NPR Stations, NE   Assistant Chief Engineer WGAL, Lancaster, PA   Director of Engineering, Network Operation and Distribution NET - Nebraska's PBS and NPR Stations, NE   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2017 NewBay Media, LLC

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