| | Media Buyer & Planner Today | | | | | | | | | #1 Ad Campaigns Ignore Stepmoms | | Family ads may be getting more inclusive but one group has remained invisible – stepmoms – according to an Adweek report. In a first person article, Kate Hanley, VP and associate director of strategic planning at Frank About Women, a think tank based at MullenLowe Winston-Salem, says more than 40% of U.S. homes include stepfamily members, but they are rarely shown in mainstream marketing, and heading the list of those being shunned is stepmoms. Hanley asks, "When's the last time any brand stood up for stepmom? In an age when brands are eager to showcase inclusivity and to celebrate the changing face of American families – like Honey Maid's "This is Wholesome" campaign and Angel Soft's "Just Dad" spot – we still don't see a lot of love for stepmoms." | | WHY THIS MATTERS: With so many stepfamily members in the U.S., Hanley says more brands should try showing stepmoms as the unsung heroes many of them are. And that might include just a mention here and there in brand commercial spots. Hanley tells brands and agencies, particularly during the holidays, "It's time to rethink how you approach today's American family a bit more." | | A Take: Adweek | | | | #2 R3 Predicts More Media Agency Reviews | | The international consultancy in its latest report, focuses on transparency, media reviews and acquisitions, and offers up some predictions for 2018. R3 projects that agencies that have been able to sell their own transparency as a differentiator will come out on top in agency reviews in the coming year. He points to the success in 2017 of GroupM's Medicom, IPG Mediabrands and Dentsu's Vizeum. And he says transparency issues and marketers desire to cut costs and consolidate agency relationships, like P&G and Unilever have done this year, will result in even more agency reviews. R3 founder and principal Greg Paull believes there will also be more merging of digital agencies with creative or full-service agencies within holding companies. And all of this, R3 says, could result in a major agency holding company getting an acquisition offer from a global consultancy like Accenture or Deloitte. | | WHY THIS MATTERS: As brands continue to make demands in their relationships with agencies, and seek to operate under new parameters, there will be continued pressure on those agencies to change and deliver or lose those accounts. Says R3's Paul, "This was the first year that anyone truly recognized the fact that the [agency] model's under threat. Next year will be an interesting tale of how [the holding companies] try to move beyond that threat." | | A Take: Adweek | | | | #3 Diageo Brings Virtual Bar to Amazon Echo Show | | The alcoholic beverage company has launched a service for the voice-controlled home speaker Amazon Echo Show that shows people how to make cocktails with its various brands, Digiday reports. The "skill" gives people three options: They can ask for a recipe and be talked through it; it offers cocktail suggestions based on user preferences such as sweet or sour; and it teaches people mixology techniques. Ingredients for the cocktails can be saving to shopping lists that are sent to the Alexa mobile app, where the user can buy the ingredients. Users can also purchase 12 of Diageo's brands including Smirnoff, Captain Morgan and Johnnie Walker through Amazon. | | WHY THIS MATTERS: The Diageo "bar" is being rolled out in the U.K. first, where some 40% of households are expected to own an Amazon Echo by next year, according to Radiocentre. And Diageo's goal is to be at the top of the curve in this area of marketing, ahead of its rival brands. | | A Take: Digiday | |
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| | 46 | | Percentage of U.S. internet users who were traditional pay TV subscribers in 2017, down from 54% in 2016 and from 61% in 2015, according to data from PWC. At the same time in 2017, the percentage of "cord-trimmers" reached 27%, up from 23% in 2016 and 18% in 2015. While the percentage of "cord-cutters" reached 19% in 2017, up from 17% in 2016 and 16% in 2015. | – Reported by eMarketer
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| | CBS Wins With Comedies | by Michael Malone
CBS took the ratings crown Thursday, its comedies leading the network to a 1.3 score in viewers 18-49, per the Nielsen overnights, and a 5 share. That got by NBC's 1.0/4. After a Big Bang Theory repeat, a new Young Sheldon lost 15% for a 1.7 and Mom did a flat 1.4, then Life in Pieces a level 1.1. Drama SWAT grew 10% to a 1.1. On NBC, a double shot of Great News rated a 0.5 and a 0.4. It did a 0.7 in its last airing. A Saturday Night Live Christmas rated a 1.1 from 9 to 11 p.m. ABC scored a 0.9/4. A Charlie Brown Christmas rated a 1.3 and CMA Country Christmas a 0.7. Univision was at 0.5/2 and Telemundo at 0.3/1. Fox did a 0.3/1 with repeats of Gotham and The Orville. The CW rated a 0.2/1 with repeats of Supernatural and Arrow. | |
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| • ERIC SCHMIDT is leaving his position as executive chairman of Google parent company Alphabet. He's been with Google and more recently its renamed parent company Alphabet for 17 years. Until 2011, he served as CEO. Schmidt will continue to serve on the board and be a technical advisor to the company.
• JOHN SCHNATTER, founder of pizza chain Papa John's, is stepping down from his position as CEO. He will be replaced by STEVE RITCHIE, who currently serves as president. Schnatter, who owns close to 25% of the company, will continue as chairman. Schnatter stepped down from his CEO post once before, in 2005 in the face of declining sales, but returned three years later.
• RANDY COHEN, co-founder, president and chief operating officer of ad research company Advertiser Perceptions, will add the title of CEO. Current CEO, co-founder Ken Pearl, will become executive chairman.
Editors' Note: The Media Buyer and Planner Today newsletter will be taking time off for the holidays. Have a Merry Christmas and a Happy New Year. We'll be back Jan. 2. Cheers.
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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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April 3, 2018 | New York, NY
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April 9, 2018 | Las Vegas, NV
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