| | Media Buyer & Planner Today | | | | | | | | | #1 MediaCom, BBDO Win Office Depot | | WPP and GroupM agency MediaCom has won the Office Depot media planning and buying account, while WPP's Y&R was awarded the creative account, according to an initial report by Adweek, which cited multiple sources with direct knowledge of the review. The two WPP agencies pitched together. WPP has been forming dedicated agencies to handle all aspects of business for clients like Ford, Target, Walgreen's and Bose. It was not immediately known if they would follow that pattern for Office Depot, which also owns Office Max. Out is Omnicom agency Zimmerman, which was awarded the Office Depot account a year ago without a review. Zimmerman, which declined to participate in this most recent review, had replaced IPG agencies McCann for creative and UM for media. | | WHY THIS MATTERS: Office Depot is a decent-sized ad spender, having allocated $62 million to advertising in 2016 and $47 million for the first half of 2017, according to Kantar Media. But the chain has recently tried to rebrand a bit, and has also gone through a series of executive changes, including the hiring of a new chief marketing and customer officer in Jerri DeVard. | | A Take: Adweek | | | | #2 Winter Olympics Exceeding NBC Ratings Guarantees | | Through the first five days of NBC's Winter Olympics coverage, measuring viewership by a Total Audience Delivery metric that includes broadcast, cable and online streaming, viewership is averaging about 24 million per night in primetime. While that's down about 6% compared to its telecast from Sochi, Russia, four years ago, it is less than the viewer levels it guaranteed to advertisers, since the network deliberately set those levels lower. That inventory that was held back for ratings shortfalls or makegoods can now be sold, meaning more ad revenue for NBC. Mark Lazarus, NBC Broadcasting and Sports chairman, says, "We still have the ability to go back into the market and sell more. If you want to sell your product in the next two weeks, we're the window to consumers." | | WHY THIS MATTERS: The newly available ad units will not bring in a windfall of additional ad dollars to NBC, but Lazarus said it could amount to a few million dollars more. | | Three Takes: B&C | Adweek | Ad Age | | | | #3 AT&T Pitching Move into Digital Video Advertising | | The telco giant is making an aggressive move into digital advertising and, in particular, is pitching national scale for OTT advertising, according to three media buyers interviewed by Digiday. The company is pitching buyers the "AT&T digital video advantage," according to a pitch deck obtained by Digiday. It touts high video completion rate of between 95% and 97%, premium, non-skippable ad inventory, access to quality content on TV and across platforms, and that it can reach multi-platform audiences with one buy. Through DirecTV and DirecTV Now, AT&T is pitching a programmatic direct private marketplace across the company's OTT play. | | WHY THIS MATTERS: The pitch is targeting ad dollars now going to DirecTV Now competitors Amazon Video, YouTube TV, Hulu and CBS All Access. Leading the pitch is Brian Lesser, AT&T's advertising and analytics CEO, who knows the media agency business, since he was previously with GroupM. "I think the world needs an alternative to big-scale digital marketplaces. And we have the opportunity to build the biggest marketplace." | | A Take: Digiday | |
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| | 7 | | Percentage of January decline in 18-49 demo C3 ratings, the metric used for much of the buying and selling of broadcast and cable TV commercials, according to MoffettNathanson Research. Broadcast C3 ratings were up 1% in primetime in the demo, helped by the NFL playoff games, while cable ratings were down 10%. | – Reported by B&C
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| | NBC Stays Strong With Games | by Michael Malone
NBC won the ratings race with Olympics coverage, its 5.2 rating in viewers 18-49, per the Nielsen overnights, flat with the network's previous-night performance. NBC also pulled in a 20 share.
In second was ABC at 0.7/3.
NBC's Tuesday offerings included snowboarding, alpine skiing and speed-skating. On ABC, The Bachelor Winter Games premiered to a 0.8. The show sees 14 international bachelors and bachelorettes seek out love with existing Bachelor personalities.
CBS did a 0.6/2. It was in repeats.
Fox was at 0.5/2 with repeats.
Telemundo and Univision both rated a 0.5/2.
The CW weighed in at 0.4/2. After a repeat of The Flash, drama Black Lightning did a 0.5, down a tenth of a point from its airing last week. | |
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| • POOJA MIDHA was named president of TrueX, the video ad tech company owned by 21st Century Fox. She was previously senior VP of digital ad sales and operations at ABC. Prior to that she spent nearly 10 years at Viacom, primarily with MTV Networks, where she rose to senior VP, digital entertainment.
• BRIAN NICCOL was named CEO of Chipolte Mexican Grill. He was previously CEO of Yum Brands' Taco Bell and replaces Chipolte founder Steve Ells, who will keep his title of chairman. Niccol had served as Taco Bell CEO since 2015.
• RYAN MURPHY, who has produced several hit series on Fox and FX networks, has signed a multi-year deal to produce new series and films exclusively for Netflix. His move from a major network, follows that of Shonda Rhimes, who currently produces multiple series on ABC, but last year signed an exclusive deal to also move to Netflix.
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