| | Media Buyer & Planner Today | | | | | | | | | #1 State Farm Ties Campaign to NBC's 'This is Us' | | State Farm and NBC are collaborating on a multiplatform, custom content campaign anchored by three creative pieces filmed in the style of the hit drama This is Us. The branded video pieces were created for State Farm, which has advertised in the series since it launched last season, by NBCUniversal Creative Partnerships. They will appear during different episodes of the show, each followed by a 30-second commercial. B&C reports that like This is Us, the State Farm video will use flashbacks and flash forwards to tell the story of a family. To deepen the connection between the show and sponsor, the videos will feature voiceovers by Justin Harley, who plays Kevin, the eldest of the Person triplets on the show. The State Farm video will also be distributed by NBCU's Social Synch and will be available on an NBC.com web page. NBCU is also creating complimentary original content on BuzzFeed and Vox Media, NBCU's strategic partners. The campaign will also be tweeted on the This is Us twitter handle. | | WHY THIS MATTERS: Ed Gold, ad director at State Farm, which worked with media agency OMD and promotion agency TMD on the project, says, "Going into this year, we wanted to try to extend our presence in there and do something with the show directly." The show runners and the network spelled out the terms. While they have tried not to overexposure the show, TJ Maxx has also run branded content inspired by the show. For State Farm, having additional exposure in one of TV's top-rated dramas is a major win. | | Two Takes: B&C | Adweek | | | | #2 Endeavor to Acquire 160over90 | | The entertainment and sports conglomerate formed when William Morris Entertainment and IMG merged, has agreed to acquire creative agency 160over90 from private-equity firm Searchlight Capital Partners for $200 million, The Wall Street Journal first reported. The agency's 180 employees will be housed within Endeavor's Global Marketing division, which also includes experiential agencies IMG Live and Fusion Marketing, along with public relations firm Catalyst. 160over90 handles branding and marketing for a number of colleges and professional sports teams, along with clients such as Under Armour, Ferrari and Nike. The sports tie-ins fit nicely with the entire Endeavor portfolio. Both William Morris and IMG continue to operate as part of the company, representing artists from all facets of entertainment and sports. | | WHY THIS MATTERS: This is just another example of non-traditional agency company (Endeavor) moving into the traditional agency landscape by acquiring actual ad or marketing agencies to expand their areas of expertise and help them bring in new clients. Mark Shapiro, co-president of WME and IMG, says, "As the [ad] business continues to move away from the 30-second spot and into a full-fledged focus on experiences, we want to be fully armed and stand out with a unique platform." He adds that the 160over90 agency "can enhance the platforms and channels and content that we are creating and producing for our clients, from Hollywood to sports." | | Two Takes: WSJ | MediaPost | | | | #3 Why Media Auditing Needs a Makeover | | An unidentified media auditor tells Digiday he believes media auditing needs a makeover because advertisers are being made to pay exorbitantly for reaching data benchmarks that may not be legit. He says the data pools used are often tainted and the results as to the effectiveness of campaigns are usually the outcome of negotiations that ultimately reflect an agency's performance in the best light. He says the only source to understand where ad spending has gone (what channels are used and audiences are reached) is the media agency. "So you have to take their word that's what they spent on those audiences," he says. | | WHY THIS MATTERS: The auditor says agencies should be required by their ad clients to open up their data books to them so they can see for themselves when it's being spent where and how it relates to other advertisers. "There's a reason you often hear the phrase 'you never get a bad media audit,'" he says. "It's because there is all this negotiation and agencies manipulating the data. The client and their auditors need to wake up and realize this practice is no longer fit for purpose." | | A Take: Digiday | |
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| | 10 | | Percentage of total U.S. ad spending that will go to Facebook in 2018, according to eMarketer projections. By 2019, Facebook will account for 11.3% of all U.S. ad spending, and will surpass print. Facebook has already surpassed newspaper ad revenue in the U.S. This year it is projected to reach $21.57 billion, twice the amount spent on newspaper advertising ($10.74 billion). | – Reported by eMarketer
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| | ABC Wins With 'Bachelor' | by Michael Malone
ABC took top ratings honors Monday, riding The Bachelor to a 1.5 in viewers 18-49, and a 5 share. That topped the 0.9/3 put up by CBS. The Bachelor fell 7% from last week to 1.4 and The Good Doctor returned to a 1.6, down a tenth from its last fresh airing.
On CBS, repeated comedies led into a repeated SWAT. NBC did a 0.8/3. The Wall grew 25% to a 1.0 and Better Late Than Ever went up 14% to 0.8. The Brave scored a 0.6, down 33%. Fox scored a 0.5/2 with repeats. Univision did a 0.5/2. Telemundo rated a 0.4/1. The CW did a 0.2/1 with repeats. | |
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| • MELISSA ROSE was named to the newly created position of chief people officer at brand experience agency Jack Morton Worldwide. She will work out of the Boston office and will be responsible for helping the agency hire, train and retain its talent. She was most recently VP of human resources at software company Anaqua, but has also held human resources executive roles at ad agencies including iProspect, Carat and Hill Holliday.
• DAVE MEEKER was promoted to the newly created position of global director, emerging technology at Dentsu Aegis Network's Isobar. Meeker will continue in his role as U.S. VP of the digital agency, where, among other accomplishments, was involved in developing Isobar's Virtual Reality Emotional Measurement and Analytics Platform. In his new role, he will work with Isobar's Newlab to expand the agency's tech capabilities globally.
• JOHN DICKERSON has been named co-host of CBS This Morning, joining Gayle King and Norah O'Donnell. He replaces Charlie Rose, who was fired after charges of sexual harassment were raised. Dickerson has been with CBS News since 2009 and has been moderating the CBS Sunday news program Face the Nation since June 2015. He has also served as the network's political director for the past six years. Dickerson will transition out of his Face the Nation post and the network will shortly name a successor.
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