| | Media Buyer & Planner Today | | | | | | | | | #1 Budweiser Clydesdales Back in Big Game | | After taking lots of consumer criticism on social media after it was reported that Budweiser would exclude its popular Clydesdales from its Super Bowl commercial this year, the brewer apparently had a change of heart. As reported first by Ad Age, the brewer will still not include the Clydesdales in a regular Super Bowl commercial, but has purchased from NBC 5 seconds of Super Bowl in-game airtime during which it will show the horses in a real-time setting. The "bumper" ad will run in the second quarter to promote its "Clydesdale Cam" on Bud's Facebook page which shows the horses in real time. As had been previously reported, the Clydesdales will be featured in a digital spot, while the in-game TV Bud commercial will plug the brewer's canned water disaster relief program. | | WHY THIS MATTERS: Last week it was reported that the beermaker's famous mascots would sit out the Super Bowl for the first time since 2001. However the company apparently had second thoughts about alienating lots of fans of the Clydesdales who will be among the more than 100 million views who will be watching the Super Bowl this Sunday. So it ponied up some additional cash to buy five seconds of NBC airtime to put them in front of their fans. | | A Take: Ad Age | | | | #2 Clydesdale Super Bowl Ad Voted Best Ever | | Budweiser's 2014 Super Bowl ad featuring the bonding between a Clydesdale and a puppy, titled "Puppy Love" has been voted the favorite in-game commercial of all time by fans in the USA Today Ad Meter poll. The poll has for 29 years tracked public opinion on Super Bowl ads each year following the big game. USA Today held a special poll, in honor of the 30th anniversary this year of the Ad Meter, in which the fans could pick from among the top commercials over past Super Bowls to select an all-time favorite. Eight Budweiser commercials, as well as eight from Pepsi, six from Bud Light, three from Doritos, two from Nike and one each from McDonald's, American Express, Snickers, Hyundai and Kia competed for fans hearts. The Clydesdale/Puppy relationship commercial won out. Runner up was another ad featuring the Clydesdales titled "Brotherhood" that aired in 2013. Both were created by Anomaly. Kia sponsored the anniversary poll. | | WHY THIS MATTERS: Perhaps it was this announcement reaffirming the popularity of Clydesdales Super Bowl commercials that prompted Anheuser-Busch InBev to make a last minute special five seconds of on-screen, in-game time to show the Clydedales in a bumper ad during the Super Bowl this year, after it previously had decided not to include them (see Story #1). Morale: When the public speaks, brands sometimes do listen. | | Two Takes: Ad Age | USA Today | | | | #3 Bud Light's Super Bowl Snapchat Strategy | | The A-B InBev beer brand is running two in-game Super Bowl spots this year, but is also planning to take its Bud Light slogan "Dilly Dilly" to social media – and to Snapchat, in particular. As Digiday reports Bud Light plans to run three types of Snap Ads, including a Snapchat game and two different types of Snapchat filters. It's part of the brand's largest Snapchat campaign ever. During the game, Bud Light will rotate animate filters of "Dilly, Dilly" signs and clinking Bud Light bottles. After the game, the brand will run geotargeted filters based on the game winner's home city. The winning city will get a "Friend of the Crown" filter, and the losing city will get a "Pit of Misery" filter. One of the Snap Ads is a 45-second interactive game called "The Battle of Beer Run." Bud Light declined to reveal its Snapchat ad spend surrounding the Super Bowl. | | WHY THIS MATTERS: Bud Light is using Snapchat to target millennial consumers. "Our core target consumer for Bud Light [via Snapchat] is 21-to-24 year old men and women who want to engage with brands through their mobile phone," says Margot Weiss, senior digital brand manager at Bud Light. And Bud Light had success advertising on Snapchat surrounding the Super Bowl last year. In 2017, it launched a Snapchat game that got an average watch time of 108 seconds, and users spent 4,700 hours playing the game, the company said. Anheuser-Busch InBev is also running Snapchat Super Bowl activations for its other brands, including Snapchat Lens for Budweiser and filter for Michelob Ultra. | | A Take: Digiday | |
| | |
| | 37 | | Percentage of increase in the number of video on demand programming ad impressions registered in fourth quarter through campaigns run by ad tech company Canoe. Ads served in VOD programming registered 6.99 billion impressions in fourth quarter 2017, compared to 5.11 billion a year earlier. Canoe also ran 3,412 campaigns in fourth quarter, up 46%. For the full year, Canoe registered 23.3 billion impressions, up 30% from 17.9 billion in 2016. And it ran 7,822 campaigns, up 35% from 2016. | – Reported by B&C
| |
| | | |
| | Fox Wins With Robust '9-1-1' | by Michael Malone
Fox won a tight Wednesday ratings race, its 1.3 score in viewers 18-49, per the Nielsen overnights and alongside a 5 share, just topping the 1.2/5 that NBC tallied.
The X-Files lost 10% on Fox for a 0.9, then drama 9-1-1 rated a flat 1.6.
On NBC, The Blacklist did a flat 1.1 and Law & Order: SVU dropped 7% to 1.3, before Chicago P.D. slipped 14% to 1.2.
CBS was just off the pace at 1.1/4. The Amazing Race rated a flat 1.2 and SEAL Team, which saw the team ship off unexpectedly to Afghanistan, slipped 9% to 1.0. Criminal Minds closed out prime up 11% to 1.0.
ABC was at 0.8/3. It had repeated comedies before Match Game did a flat 0.7.
Univision rated a 0.5/2 and Telemundo a 0.4/2.
The CW scored a 0.3/1, with Riverdale at 0.5 and Dynasty at 0.2. Both dramas were level with last week. | |
| | | |
| • GRAHAM MOYSEY was named CEO of IPG Mediabrands Canada, replacing Harvey Carroll, who left the company. Moysey is the former head of international at AOL, a post he held from 2013 to 2017. In all, he spent seven years at AOL. Prior to that, he was senior VP and head of digital at Canwest Mediaworks and also served as VP of sales and business development at Bell Canada.
| |
| | | |
| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
Learn More
20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
Learn More
Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
Learn More
Multicultural Television Summit
April 3, 2018 | New York, NY
Learn More
Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
Learn More
Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
Learn More
The Programmatic Summit
June 7, 2018 | New York, NY
Learn More
| | more events » | |
| | | | |
