| | Media Buyer & Planner Today | | | | | | | | | #1 Turner Strikes Gold with NBA All-Star Sellout | | Commercial time during the annual NBA All-Star Game telecast on Turner's TNT on Sunday, Feb. 18, is completely sold out, Broadcasting & Cable reports. In addition, all the other All-Star game weekend telecasts and on-site sponsorships are sold out as well. As has been the case for the past several years, Turner has once again set a record for All-Star Game programming ad revenue. This year's revenue total tops last year's reported total of $36.9 million per Kantar Media data. Among the major sponsors this year are Kia, presenting sponsor of the NBA All-Star Game and Inside the NBA; Autotrader, which presents the pregame NBA Tip-Off and Players Only segments; Mountain Dew Kickstart, which sponsors Friday's Rising Stars game; and MetroPCS, sponsor of Keven Garnett's Area 21 talk show. All-Star Saturday Night is presented by State Farm and includes the Taco Bell Skills Challenge, the JBL Three-Point Contest and the Verizon Slam Dunk competition. American Express is halftime sponsor and also sponsor of a four-day festival in Los Angeles during the weekend. Jack Daniels is hosting a mobile music studio and Tissot is sponsoring a challenge quiz contest. | | WHY THIS MATTERS: Turner Sports executive VP for ad sales Jon Diament says the All-Star game sold well against the Olympics because its sponsors are different from those in the Winter Games. "The NBA skews very tech-oriented, very millennial," he says. Plus the All-Star game includes a lot of regular season NBA official sponsors, along with a growing number of national marketers who sponsor individual teams. The All-Star game ad sales success also shows that there are marketers who want to be in big-ticket, annual sports events on TV, no matter what the sport. | | A Take: B&C | | | | #2 Major Winter Olympic Advertisers Cut Spending | | Traditionally large Olympic ad spenders are expected to spend less on this year's games than they did during the 2014 Winter Olympics, according to a Wall Street Journal report. Citing sources, the Journal says big ad spenders like General Motors, Procter & Gamble and AT&T will cut back due to concerns about viewership declines for the Winter Games, which are less popular than the Summer Games, and because of new strategies to cut back on expensive major events in favor of more targeted platforms and programs. NBC is still expected to draw some $900 million in ad dollars for the Winter Games, although acknowledging that roughly 60% of advertisers overall will be new ones to the Winter Games. P&G and AT&T are both expected to trim their Olympic ad spending by at least 30%. General Motors is expected to cut Olympic spending this year by about 10%. Those three were the top three TV ad spenders in the U.S. during the 2014 Games, according to Kantar Media data. Coca-Coca, another big spender, is also expected to cut ad allocations for the Games. | | WHY THIS MATTERS: The Olympic telecasts air for more than two weeks, so there are always going to be marketers who can fill in the blanks when some pull out. And as NBC has said, since it holds the rights to televise the Olympics through 2032, it is in the best interest of the network to develop relationships with a diverse group of advertisers, not just with a handful of the largest spenders. Since this year's Winter Olympics are being held just after the Super Bowl and during the NBA All-Star Game, it is facing even more direct competition that in most years it airs. | | A Take: WSJ | | | | #3 Unilever Threatens to Reduce Digital Spending | | With Procter & Gamble already not only saying it will, but having pulled ad dollars from digital sites that display divisive content, the other major packaged goods company Unilever has also now taken a public stance against those sites. Unilever chief marketing officer Keith Weed says the company will only invest in platforms that are "committed to creating a positive impact in society," according to reports in the Wall Street Journal and Ad Age. "Unilever will not invest in platforms or environments that do not protect our children or which create division in a society, and promote anger or hate," he said. "We will prioritize investing only in responsible platforms." Weed says Unilever will privately work with each tech platform and has already had discussions with Facebook, Google, Twitter, Snapchat and Amazon to share ideas on how each can improve their opportunities to keep a larger share of Unilever ad dollars. | | WHY THIS MATTERS: It matters to the social media sites because Unilever controls billions of dollars in ad spending. Weed says while ad fraud is another major problem that needs to be fixed, the public cares more about the content environment on social media sites and that's one area that withholding ad dollars can more immediately fix. | | Two Takes: WSJ | Ad Age | |
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| | 1.8 | | Percentage of decrease in pricing for all individual primetime ads in NBC's Winter Olympic Games telecasts from South Korea compared to the Winter Games telecasts in 2014 from Russia, according to SQAD. NBC is getting between $538,499 and $650,241 per 30 second spot. Those numbers do not include pricing for ad in streaming content, and NBC is streaming more content than four years ago. | – Reported by B&C
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| | Olympics Power NBC | by Michael Malone
NBC rode the Olympics to an easy Sunday prime win, posting a 5.1 in viewers 18-49, per the Nielsen overnights, and an 18 share. Next up was ABC at 0.9/3.
The previous Sunday featured the Super Bowl on NBC.
NBC's prime peak occurred when women's figure skating aired. The network said the top markets for Sunday's prime telecast were Salt Lake City, Denver and Milwaukee.
ABC had repeats of America's Funniest Home Videos and two repeats of Celebrity Family Feud, before Shark Tank did a 0.8, down 27% from its last fresh airing.
CBS weighed in at 0.7/2. 60 Minutes started prime at 0.7, up from the previous week's 0.3 (against the Super Bowl pre-game), then Big Brother: Celebrity Edition did a 1.2, down 33% from its premiere. A SEAL Team repeat followed, and an NCIS: Los Angeles rerun closed out prime.
Fox did a 0.4/2 with repeated comedies. Univision and Telemundo both did a 0.4, while The CW did a 0.2. | |
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| • SABAH ASHRAF was appointed CEO for North America operations at WPP's global brand agency Superunion. She was most recently president of New York design agency Icrave. Prior to Icrave, Ashraf was director of business strategy at IDEO and prior to that spent more than a decade at frog design, where he rose to general manager. Superunion was created earlier this year when WPP combined five of its consultancies -- Brand Union, The Partners, Lambie-Nairn, Addision Group and VBAT into one agency.
• JENNIFER SALKE was named president of Amazon Studios. She replaces Roy Price who left in October. Salke has been president of entertainment at NBC since 2011. Prior to that, she was executive VP, creative affairs at Twentieth Century Fox Television, where she spent 9 years.
• MICHAEL STROBER is leaving his position at Turner where he was executive VP of client strategy and ad innovation, along with co-head of Turner Ignite. Prior to that, he was senior VP of client insights and innovation at Turner Ad Sales • RICK DODDS has left his position as executive creative director at Droga5 London. His move follows the recent departure of Droga5 chief creative officer Ted Royer
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