| | Media Buyer & Planner Today | | | | | | | | | #1 Amazon, YouTube, Twitter Explore NFL Bids | | The three social media sites are all weighing bids for streaming rights to Thursday Night Football, according to a Bloomberg report, citing sources with knowledge of the matter. Each are reportedly bidding hundreds of millions of dollars for the rights that could run as long as five years. Fox just won the TV rights to Thursday Night Football through 2022. The NFL is reportedly looking for a social media company that could entice younger viewers. Amazon had a truncated rights package for 2017 that cost the platform $50 million. But the NFL apparently wants a long-term social media-tech partner. | | WHY THIS MATTERS: As more younger viewers stop watching TV and watch streaming programming digitally, all the networks, as well as the sports leagues, need to be thinking long-term about viewership. While the NFL still draws tens of millions of TV viewers, those numbers are slowing starting to decline. So it makes sense for the league to want to hook up with a long-term digital partner. Only about 300,000 people watched NFL games on Amazon this season, but that number could steadily grow over the next five years. | | A Take: Bloomberg | | | | #2 Streaming Boosts CBS's Non Ad Revenue | | CBS CEO Les Moonves says subscriber growth for CBS All Access and Showtime's OTT product are "far beyond where we expected them to be," attracting over 5 million OTT subscribers. As Broadcasting & Cable reports, Moonves says streaming services generate higher fees than traditional distribution and create a direct relationship with viewers. And those viewers are the next generation of viewers, much younger than those watching on traditional broadcast and cable TV. And Bloomberg reports that while CBS fourth quarter ad revenue was down, overall company profits were up with subscriber fees making the difference. CBS has been producing programming strictly for streaming and Moonves says, "In a nutshell, changing viewer habits are resulting in more subscribers for us and at higher rates." | | WHY THIS MATTERS: As viewers get more and more options to watching programming outside of traditional television, the broadcast networks have to find new ways to pull in revenue outside of advertising. Moonves has long said that content is king. So as long as CBS can produce content that viewers want to watch, and going forward pay for, it doesn't really matter whether future revenue comes from ads or subscriber and streaming rights fees. Even though that's something agencies and their clients might not want to see happen. | | A Take: Bloomberg | B&C | | | | #3 CMOs Need Better Personalilzed Marketing | | Long proclaimed as a harbinger of a new era of hyper-personalized, targeted and effective marketing, digital continues to struggle to realize its potential, says Evan Neufeld, VP of intelligence at digital business provider L2. Writing in Adweek, Neufeld says as more than 75 million U.S. internet users will turn to ad blockers, digital content, and advertising in particular, must be more relevant and less abrasive to readers and consumers. And Neufeld says an L2 survey found that 45% of chief marketing officers even gave themselves an unsatisfactory grade on the quality of their digital marketing efforts. He says brands need to stop waiting for unified data and gather their own about their own customers. And they must use it more often when marketing their products. "Very few brands effectively deploy data on a consistent basis," Neufeld says. That must change. | | WHY THIS MATTERS: With so many digital users now deploying ad blockers, marketers that don't reach consumers on a more personalized basis are going to begin to lose market share. Neufeld points out that 63% of millennial consumers agree that they are willing to share their data with companies that send personalized offers and discounts. Companies need to start developing these types of personal relationships. | | A Take: Adweek | |
| | |
| | 34 | | Percentage of ad agencies worldwide that say they strongly agree or agree that their clients should reduce digital ad spending unless issues of brand safety, viewability and fraud are resolved, according to a survey by Warc. On the brand or client side, 32% have the same feelings. Those against reducing digital ad spending even with the dangers number 40% among agencies and 42% among brands. | – Reported by eMarketer
| |
| | | |
| | NBC Olympics Down | by Michael Malone
NBC posted a 3.9 in viewers 18-49 during Thursday's prime, per the Nielsen overnights, and a 16 share. The figure was easily large enough to win the ratings race for the night, but represented a slight drop from Wednesday's 4.0/16 number.
Alpine skiing, figure skating and skeleton were on NBC Thursday from Pyeongchang.
CBS was tops among those without the Olympics, scoring a 0.8/3. The network aired repeats throughout prime.
ABC was just off at 0.7/3. The Bachelor Winter Games did a 0.7 from 8 to 10 p.m., down a tenth of a point from its premiere. A 20/20 focused on Roseanne Barr rated a 0.8.
Telemundo and Univision both rated a 0.5/2.
Fox rated a 0.4/1 with repeats of Gotham and 9-1-1.
The CW scored a 0.2/1 with repeats of Supernatural and Arrow.
| |
| | | |
| • JASMINE DADLANI was named director of strategy at McKinney New York. She was most recently senior VP and director of brand planning at Cramer-Krasselt. Priorto that she was senior VP of brand planning at Deutsch New York and brand planning director at Arnold Washington, D.C.
• MONIQUE DELAROSA was appointed to oversee the new marketing science and analytics department at Miami-based multicultural agency Alma. She was most recently chief marketing and analytics officer for Citibank. She also previously worked at SapientNitro.
• LISA KATZ and TRACEY PAKOSTA were promoted to co-presidents of scripted programming at NBC Entertainment. Katz has been executive VP of drama since joining the network in 2016. Pakosta joined NBC in 2011 and has been executive VP of comedy. Editor's note: The Media Buyer & Planner Today newsletter will be off Monday for Presidents' Day. See you Tuesday.
| |
| | | |
| 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 » | |
| | | | |
