| | Media Buyer & Planner Today | | | | | | | | | #1 Agencies Using Digital Data to Buy Linear TV | | Most media buyers are using digital data to make their linear TV buys, according to a VideoAmp survey, Broadcasting & Cable reports. The survey found that 66% of media ad buyers are leveraging digital data for linear buys and 57% are targeting TV viewers across digital screens and devices. More than half of the buyers said they would try a cross-screen platform to buy ads on linear TV and digital video, with 58% saying they're likely to increase their usage. The study was conducted by Industry Index and found that 60% of buyers believe that campaigns executed through a cross-screen platform outperform conventional, non-integrated campaigns. | | WHY THIS MATTERS: Jay Presad, chief strategy officer at VideoAmp says brands and agencies are now tasked with planning, buying and measuring precise audiences across all platforms and "the time has come for the industry to catch-up with consumers' media consumption habits with entirely new data models and truly unified platforms." Of course VideoAmp offers an integrated TV operating system that enables advertisers to reach audiences across all platforms, but based on the survey, it is the direction buyers want the industry to go. | | A Take: B&C | | | | #2 comScore Measuring Addressable Ads for Dish, Sling | | Dish Network, the satellite broadcast service provider, is working with comScore to measure addressable ads targeted to individual households no matter where or how they are watching, including through its over-the-top Sling TV, Ad Age reports. Currently, Dish measures addressable ads that run on its traditional satellite service separately from those that run on Sling TV. But it will now be able to combine the two so marketers can get a more total reach picture with an apples-to-apples audience comparison. It can also measure across platforms including desktop, mobile devices, smart TVs and devices like Roku. | | WHY THIS MATTERS: Adam Lowy, head of ad sales at Sling TV, says comScore's measurement will boost the potential reach for addressable campaigns and bring new business to the addressable marketplace. Dish has been selling ads for Sling TV in programmatic auctions since last summer and in the fall, allowed marketers to buy addressable ads across both Dish and Sling in a single buy. Now advertisers will be able to measure reach across both. | | Two Takes: Ad Age | B&C | | | | #3 TCA To Address TV's Biggest Issues | | The Television Critics Association's annual winter press tour event begins Thursday and the more than 200 television journalists attending the 14-day event are expected to discuss some of the TV industry's biggest questions for 2018, reports Adweek, which has compiled a list of seven of them. Since all the major broadcast and cable networks will be in attendance, they will be subject to questioning by the media at their respective sessions. Among the questions expected to be raised: What is the future of the 21st Century Fox TV properties that both will and won't be acquired by Disney? Can ABC successfully revive American Idol? Will Hulu continue its momentum when The Handmaid's Tale returns? Will Paramount Network give USA and TNT a run for their money? With the Super Bowl and Winter Olympics, how big will NBC's 18-49 demo lead be this season? Can anyone limit Netflix's inroads into the traditional TV business? How will sexual harassment scandals continue to reshape TV. | | WHY THIS MATTERS: The TCA tours, both summer and winter, are places where the media can openly address TV network execs in an open forum, and attempt to get answers about strategy and their programming and business operations. Of course the network execs can stonewall, but lots of news and disclosures usually come out of the two-week events. And a lot of those details can be of great interest to the media agencies and marketers who have ad interests in those networks. | | A Take: Adweek | |
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| | 59.9 | | Percentage of U.S. internet users who believe even relevant ads in streaming services take away from their viewing experience, according to a survey by IBM Cloud Video. Another 12.4% say any ads, regardless of relevance, take away from the viewing experience. Some 18.5% say ads neither enhance nor detract from their viewing experience. While only 9.2% say ads enhance their viewing experience. | – Reported by eMarketer
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| | Fox Wins With Hearty '9-1-1' Premiere | by Michael Malone
Fox won the ratings championship Wednesday, riding the premieres of The X-Files and 9-1-1 to a healthy 1.6 score in viewers 18-49, per the Nielsen overnights, and a 6 share. That topped the 1.2/5 put up by ABC and NBC. But The X-Files didn't exactly pop, doing a 1.4, well down from its last finale's 2.4. The premiere of drama 9-1-1, from Ryan Murphy and Brad Falchuk, scored a strong 1.8. On ABC, The Goldbergs slipped 6% to a 1.5, and Speechless fell 8% to a 1.1. Modern Family was a flat 1.7 and American Housewife a flat 1.3. The premiere of Match Game was good for a 0.9, up 50% from its last fresh airing. On NBC, Blacklist went up 11% to 1.0 and Law & Order: SVU grew 8% to 1.4. Chicago PD ticked up 8% to a 1.3. CBS weighed in a 1.1/4, with the premiere of The Amazing Race at 1.6. Its finale last year did a 0.7. SEAL Team dropped 18% to 0.9. Criminal Minds did a flat 0.9. Telemundo and Univision both scored a 0.5/2. The CW rated a 0.2/1. Repeats of Riverdale and Dynasty aired. | |
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| • JULIE DeTRAGLIA was promoted to the newly created position of head of research at Hulu. It will be the first time the company centralizes research and insights under a single executive. DeTraglia was previously head of ad sales research. She will now oversee research for ad sales, consumer marketing and user experience, and will advise Hulu's senior executives on sales strategy, consumer insights, consumer acquisition and product design. Prior to Hulu, DeTraglia spent 15 years at NBCUniversal where she rose to senior VP of digital research.
• KELLY CAMPBELL was named VP of business affairs, unscripted & alternative programming, at Global Road Entertainment. She was most recently with Kleinberg Lange Cuddy & Carlo, where she counseled and represented entertainment clients engaged in various aspects of the TV business. She will report to Phil Gurin, president of unscripted & alternative at Global Road.
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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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Multicultural Television Summit
April 3, 2018 | New York, NY
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Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
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The Programmatic Summit
June 2018 | New York
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Digital Media Tech Leadership Summit
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