| | Media Buyer & Planner Today | | | | | | | | | #1 Viacom Nets Shake Up Buying Assignments | | The cable media company has restructured its media agency responsibilities without an official review, according to an Ad Age report. Viacom cable channels MTV, VH1 and Logo are switching agencies. MullenLowe Mediahub, which had been VH1's media agency since 2013, will now handle traditional TV and digital media buying and planning for MTV and Logo. Spark Foundry, which had been MTV's media agency, will now handle addressable advertising for MTV, VH1 and Logo via platforms such as DirecTV. And MullenLowe is replacing Media Storm as media agency for Logo. | | WHY THIS MATTERS: While the same agencies are working for Viacom, shifting networks matters to those agencies. John Moore, global president of MullenLowe Mediahub, is pleased that his agency will now get to work for MTV as it attempts to regrow its audience, even though that network spent about half that its previous Viacom client VH1 spent on advertising last year. And picking up the Logo account adds to MullenLowe's account win streak this year, having picked up Chipolte, Ulta Beauty, Staples and Remy Cointreau. Spark's additional work for VH1 and Logo adds to its account wins this year which include Southwest Airlines, Bel Group and KFC in the U.S. | | A Take: Ad Age | | | | #2 Verizon Pays $2B for New NFL Streaming Deal | | The telecom giant has struck a new $2 billion dollar, five-year deal with the NFL that will not only allow it to keep streaming the league's games on its mobile network, but to also stream games on its Yahoo, Yahoo Sports and go90 platforms. Under the new deal, Verizon's annual rights fee is increasing from $250 million per year to $450 million. But under the new deal, Verizon will no longer have the exclusive mobile rights. It gave up those rights in order to expand its streaming rights across its other digital platforms. Verizon will stream Sunday Night Football, Monday Night Football and Thursday Night Football, all playoff games, including the Super Bowl, and Sunday in-market games. It will also have rights to NFL highlights and "jointly-developed original content." Verizon also remains an official sponsor of the NFL. | | WHY THIS MATTERS: This deal and the increase in rights dollars that the NFL is receiving is an indication that even as NFL viewership declines single-digit percentages there is a huge interest by media outlets to carry and stream their game telecasts. Brian Angiolet, Verizon's seniorVP and global chief media and content officer says the NFL "remains the marquee sport" for reaching a mass audience. And he adds that while viewership on traditional TV platforms is declining a bit, viewership on mobile continues to grow." And, of course, Verizon gets to sell a certain amount of commercial inventory on its platforms for each game. | | Two Takes: WSJ | B&C | | | | #3 Delivery Services in Holiday TV Battle | | FedEx, United Parcel Service and the United States Postal Service are locked in a marketing battle to win over holiday customers who will be shipping out packages between now and the end of the month. As the New York Times reports, FedEx has recruited New Orleans Saints quarterback Drew Brews to star in its commercials to make a connection with consumers. And both U.P.S. and the U.S. Postal Service, unlike their traditional campaigns highlighting their relationships with retailers and business-to-business mailing connections, are touting their services to people at home. James Cochrane, senior VP and chief customer and marketing officer for the Postal Service says, "This time of the year we get on the porch. The rest of the year we're in the warehouse." And U.P.S. says it has initiated a variety of moves aimed at reaching the "end customer." | | WHY THIS MATTERS: U.P.S. alone expects to deliver 750 million packages between Thanksgiving and New Year's Day, a 5% increase over last year. And it expects 65% of those packages to be delivered directly to homes. With more people shopping online, all the parcel delivery services want to be top of mind to consumers. | | A Take: NYT | |
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| | 10.5 | | Dollars in billions that U.S. companies will spend on third-party data in 2017, according to data from Winterberry Group, the Interactive Advertising Bureau and the Data & Marketing Association. They will spend another $10.13 billion on data activation efforts designed to put those insights into practice. The most money, $3.53 billion, will go toward audience data related to omnichannel, which includes personal indentifiable information like name, address, email, interests and behavior. Another $3 billion will be spent on transactional data or personal purchase history. And $2.08 billion will be spent on digital behavior. | – Reported by eMarketer
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| | NBC Wins With Football | by Michael Malone
NBC took top honors in Sunday prime, riding Sunday Night Football to a 4.2 rating in viewers 18-49, and a 14 share. In second was football-fueled Fox at 2.9/10. NBC had Football Night in America at 2.1, down 38%, then the game, Steelers versus Ravens, off 6% at 4.9. Fox had an NFL overrun, which boosted The Simpsons up 59% to 2.7 while Bob's Burgers did a flat 1.6. A second Bob's Burgers rated a 1.3, then Family Guy went up 9% to 1.2. ABC was at 0.9/3. America's Funniest Home Videos fell 10% to 0.9 and the film Frozen rated a 1.2. CBS did a 0.8/3. 60 Minutes was down 8% to 1.1, then Wisdom of the Crowd slipped 22% to 0.7. NCIS: Los Angeles was good for a flat 0.8 before Madam Secretary was up a tenth of a point at 0.7. Univision rated a 0.5/2 and Telemundo a 0.3/1. | |
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| • DOMINIC FAILS was named senior VP of local media sales for Univision Communications. He will oversee sales strategy and sales for the company's radio business nationwide. Fails has been with Univision since 2014, when he joined as VP and director of sales for Univision Chicago. Prior to that he held sales management positions at Journal Broadcast Group, NBCUniversal and Viacom.
• ANGELA JOHNSON was appointed president of mcgarrybowen New York. She joins the Dentsu-owned agency from WPP, where she was most recently team director for the Kimberly-Clark account which was handled by several of the holding company's agencies. She has also held managing director posts at WPP's Ogilvy in both London and Chicago.
• PATRICK YEE is out as chief executive officer at MDC Partners' agency Laird+Partners, after just a short stint that had him replacing Trey Laird as CEO in March. Yee's departure was first reported by the New York Post. Before joining Laird+Partners, Yee was executive VP, marketing & strategy at Refinery29. • CHRISTINE COOK was named senior VP and global sales and brand strategy at CNN's short digital film unit Great Big Story. She was most recently senior VP and global head of advertising partnerships for Flipboard. Prior to that she was with The Daily and also held sales roles with Martha Stewart Living, IAC/InterActive Corp., Financial Times and The New York Times digital unit.
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