| | Media Buyer & Planner Today | | | | | | | | | #1 NFL Ends Season with Most TV Viewers | | The National Football League has taken its share of bashing by media reports that its viewership has been declining, but final regular season TV ratings data shows that despite losing 9% of its year ago audience, NFL games accounted for 37 of the Top 50 TV broadcasts in 2017, Ad Age reports. Citing Nielsen data, the report says the 37 Top 50 telecasts in 2017 beats the 28 of Top 50 that the NFL recorded in 2016 and returns it to the 2015 level. And 13 of the 2017 Top 20 broadcasts were NFL games. While the CBS and Fox Sunday afternoon broadcasts all produced big viewership numbers again, NBC's Sunday Night Football averaged 18.2 million viewers, down from 20.4 million a year ago, but still the most-watched primetime show. | | WHY THIS MATTERS: While media reports and certain politicians including President Trump have bashed the NFL, the league's game telecasts are down the same 9% as is the Big Four primetime broadcast network viewership. So it did not perform any worse than all of the rest of traditional TV, still drew more viewers, and is still one of the best ways for advertisers to reach younger adults, families and even women who do not traditionally watch primetime TV. | | A Take: Ad Age | | | | #2 Snapchat May Force Users to Watch Ads | | The youth-targeted social media platform has been reluctant to impose ads on its audience but is now weighing whether to force its users to sit through three seconds of commercial breaks before offering a skip option on ads, Ad Age reports. Right now its younger viewers are skipping commercials within less than a second with a quick tap of the screen. Apparently Snapchat's ad sales team is applying pressure on management to make the change to perhaps a three-second delay before commercials can be zapped. YouTube has a policy where its TrueView ads run for five seconds before they can be eliminated. | | WHY THIS MATTERS: The move makes sense for Snapchat. The platform's ad revenue growth has been slowed and brands are reluctant to advertise because users tune out ads before they even run. The Media Research Council has determined that two seconds is the minimum time needed for a video ad to be considered viewable. Snapchat increasing to three-second mandatory viewing would address that situation and help please some advertisers and also allow the platform to boost its ad revenue. The counter argument is how much would it alienate users. | | A Take: Ad Age | | | | #3 Bud Believes 'Dilly Dilly' More Popular Than 'Wassup' | | In 1995, Budweiser took the TV commercial airwaves by storm with its commercials that had the characters using the phrase "Wassup" when approaching beer-drinking friends in the spots. There haven't been many catchphrases that have caught on nationwide since then. Until most recently with the new Bud Light commercials featuring the phrase, "Dilly, Dilly" – used by Bud Light beer drinkers. The campaign was created by Wieden+Kennedy and has been a hit on social media. The New York Times reports when NFL teams score touchdowns, fans take to social media using the phrase. Some fans are creating signs with the words, holding them up at outdoor pre-game show telecasts. And some kids have even made up special jerseys with the phrase. And Pittsburgh Steelers quarterback Ben Rothlisberger even has an audible play call using the phrase. | | WHY THIS MATTERS: The ultimate goal of a campaign is to have people talking about it, working it into their everyday lives, and having it become part of the culture, i.e. the Dos Equis "Stay Thirsty My Friends" phrase. Andy Goeler, Bud Light's VP of marketing, believes "Dilly, Dilly" has surpassed the popularity of "Wassup" which propelled Budweiser sales more than 20 years ago. | | A Take: NYT | |
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| | 3:58 | | Hours and minutes per day that U.S. adults averaged with non digital TV in 2017, according to eMarketer estimates. While time spent with traditional TV is declining steadily, and time spent with digital video is rising, there is still far to go before the latter catches up with the former. eMarketer estimates that U.S. adults in 2017 averaged 1 hour and 17 minutes per day with digital video in 2017, significantly less than with traditional TV. And by 2019, the gap will narrow but will still be substantial with 3 hours and 47 minutes for TV and 1 hour and 26 minutes for digital video. | – Reported by eMarketer
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| | 'Bachelor' Premiere Drives ABC | by Michael Malone
Bachelor-driven ABC seized ratings honors Monday, putting up a 1.2 score in viewers 18-49, per the Nielsen overnights, and a 4 share. That beat the 0.8/3 posted by CBS and the 0.8/2 that NBC rated. The premiere of The Bachelor did a 1.5 from 8 to 10 p.m. and was followed by a Good Doctor repeat. The Bachelor opened to a 1.8 last January. CBS had repeated comedies before a SEAL Team rerun. On NBC, The Wall scored a 0.8 and Better Late Than Never at 0.7 across two hours. Better Late rated a 1.1 Dec. 11.
Fox was at 0.7/2. Lucifer did a 0.7 and The Gifted a 0.7. Both were down 13% from their last original airings. Univision rated a 0.5/2 and Telemundo a 0.3/1. The CW did a 0.2/1, with a Supergirl repeat, then Valor at a flat 0.2. | |
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| • HODA KOTB has been named co-anchor of the 7 a.m. to 9 a.m. Today show, joining Savannah Guthrie as co-host. She replaces Matt Lauer, who was fired on Nov. 29 amid sexual harassment allegations. Kotb will continue to co-host the 10 a.m. hour of Today with Kathie Lee Gifford. Kotb has co-hosted the 10 a.m. hour of Today with Gifford since 2008. She joined NBC News in 1998 as a correspondent for Dateline. While Guthrie and Kotb will be the first all-female duo to co-anchor Today, they are not the first all-female duo to host a broadcast network morning news show. Diane Sawyer and Robin Roberts co-hosted Good Morning America on ABC from 2006 to 2009.
• NATALIA KIRYANOVA was promoted to chief executive officer of Wavemaker Russia. Wavemaker is the new name of WPP and GroupM media agencies MEC and Maxus which have been merged. Kiryanova was most recently deputy CEO for MEC Russia. She initially joined MEC in 2006 and was named a managing partner in 2010.
• ADAM KASPER was named executive media director at IPG digital agency Genuine. He was previously served as chief media officer at Havas Media North America, and was most recently an independent strategic advisor.
• BRIAN CURRAN is leaving his post as chief operating officer of DAS Group of Companies. He has held the position at the Omnicom-owned marketing agencies unit since 2004, but has been with parent Omnicom for more than 30 years.
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