| | Media Buyer & Planner Today | | | | | | | | | #1 Wavemaker Wins Adobe Media Account | | The WPP and GroupM media agency formed last summer when existing agencies Maxus and MEC merged, has won its first major new account – tech software giant Adobe, Adweek first reported. The account was put up for review in October and includes both media planning and buying in the U.S. Goodby Silverstein & Partners previously handled both media and creative for Adobe, according to a MediaPost report. GS&P continues to handle Adobe creative, which was not part of the review. | | WHY THIS MATTERS: Adobe spends about $55 million per year on advertising in the U.S. and the win is a good first one for the newly combined agency. | Two Takes: Ad Age | Adweek
| | | | #2 NBC Reduces Opening Ceremony Ad Load 30% | | Following a social media firestorm during NBC's opening ceremony telecast of the 2016 Summer Olympics, where viewers objected to what they considered to be an overabundance of commercials, the network has decided to reduce its ad load by 30% for the Winter Olympics opening ceremony telecast on Friday night. NBC will televise via tape-delay from Pyeongchang, South Korea, the opening ceremony beginning at 8 p.m. E.T. NBC will also livestream the opening ceremony beginning at 6 a.m. on Friday with ads, but sans commentary from opening ceremony hosts Mike Tirico and Katie Couric. | | WHY THIS MATTERS: Dan Lovinger, executive VP of ad sales at NBC Sports Group, said that reducing the commercial load in the opening ceremony was [wink, wink] "not because of the [negative] feedback specifically, but because we wanted to create a more continuous viewing opportunity, and we thought it was important." Lovinger added that because of the reduced ad load in Friday night's telecast, it will be "a slightly more precious place to be" for brands. Since the Olympic competition is televised over an 18-day period, there will be plenty of opportunity for NBC to make up for the 30% decrease in commercial load during the opening ceremony. | | A Take: Adweek | | | | #3 Toyota Gets Exclusive Six-Second Ads in Olympics | | NBC did not run any six-second ads during its Super Bowl telecasts, but will include them in its Olympics coverage. Automaker Toyota, as part of its overall ad deal for the Games, will have exclusive rights to run a series of six-second ads during the telecasts, both in primetime and in the late night telecasts, following the local news, Adweek reports. Toyota will not run any ads in the Friday night opening ceremony telecast, but will run two six-second spots during each of 12 nights of NBC's primetimes coverage. Toyota created custom six-second spots as part of its larger Olympic buy. | | WHY THIS MATTERS: Toyota has had a long-running relationship with NBC and that was seemingly a factor in getting the exclusivity. "Toyota is an [International Olympic Committee] top partner, and we've been working with them on that for quite some time," says Dan Lovinger, executive VP of sales for NBC Sports Group. Toyota has been a global Olympic sponsor since 2015 and was the first car company to join the IOC's marketing program. | | Three Takes: Adweek | |
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| | 1.8 | | People worldwide in billions who will watch mobile video at least once per month this year, according to eMarketer projections. That's up 11.9% from 1.67 billion in 2017. Projections for 2019 call for mobile video viewers to reach 2.04 billion, which would be an increase of 8.3% over this year. | – Reported by eMarketer
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| | CBS, Fox Edge Out NBC in Razor-Thin Demo Battle Win | by John Consoli
CBS and Fox tied for the best overall 18-49 demo rating in Wednesday night primetime, each scoring a 1.3/5 to edge out NBC, which did a 1.2/5, based on Nielsen's overnight ratings.
Leading CBS was the premiere of special reality series Big Brother: Celebrity Edition, which produced a 1.8 rating in the 8 p.m. hour. Reality series The Amazing Race, which aired at 8 p.m. last week, scored the same 1.2 in its new 9 p.m. time period. But fell to a 0.9 at 10 p.m.
Fox was led by 9 p.m. drama 9-1-1, which did a 1.7, leading out of The X-Files which produced a 0.9.
NBC was topped by veteran police drama Law & Order: SVU, which did a 1.3 at 9 p.m., leading out of The Blacklist at 8 which did a 1.0 and leading into Chicago P.D., which scored a 1.2.
ABC finished in fourth in the demo, with an overall 0.7.3. The network pulled its Wednesday night group of comedies from 8 p.m. to 10 p.m. to air Disney Pixar animated movie Inside Out which averaged only a 0.8. A 10 p.m. airing of The Match Game did a 0.6, down from a 0.7 last week.
Univision did a 0.5 and Telemundo did a 0.4.
The CW produced a 0.3 with drama Riverdale scoring a 0.4 but the remake of drama series Dynasty doing just a 0.2.
In the overall viewer battle, CBS' Big Brother: Celebrity Edition drew 7.25 million viewers to edge out NBC's Chicago P.D. which drew 7.22 million as the most-watched show of the night. | |
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| • DAVE CAMPANELLI and SARAH BAEHR were promoted to co-chief investment officers at Horizon Media. Together they fill the role that had been held by Marianne Gambelli prior to her departure last year to become president of ad sales for Fox News Channel. Campanelli was elevated from executive VP, managing partner for video investment, while Baer was promoted from executive VP, managing partner for digital investment. Campanelli has been with Horizon for 20 years. Baehr joined Horizon in 2016 from Carat, where she was executive VP, managing director, digital strategy. She also held a digital executive role at MediaVest and was a VP, media at Razorfish.
• KRISTIN WEAVER was appointed senior VP, media director at independent agency Cramer-Krasselt New York. She was most recently a managing partner at Mediacom and also served as an associate managing director at media agencies Universal McCann, Optimedia and Starcom MediaVest Group.
• RICHARD LAWSON was named managing director for client growth at FCB Inferno. He succeeds SHARON JIGGINS who was promoted to executive VP, client services. Lawson was most recently head of client growth at Anomaly. • ANDREA MILESKIEWICZ has left her position as VP, creative director at MullenLowe Boston to join the creative department at Facebook, Adweek's Agency Spy reports. She had been with the agency for 10 years.
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February 28 – March 1, 2018 | Raleigh, NC
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