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| | Media Buyer & Planner Today | | | | | | | | | #1 Advertisers Pull Out of Laura Ingraham Fox News Show | | After mocking one of the Parkland, Florida, high school shooting survivors, Fox News host Laura Ingraham on Thursday saw four advertisers pull out of her primetime show. Ingraham in a tweet derided high schooler David Hogg for not getting into several colleges he applied to. Hogg, in turn, used Twitter to call for an ad boycott of her show. It worked. As of late Thursday night, Nutrish, Wayfair, TripAdvisor and Johnson & Johnson said they were pulling their ads from the show. Nutrish, the pet food brand owned by Rachael Ray, was first to pull out. Wayfair, a big ad spender on the Ingraham show, said, "The decision of an adult to personally criticize a high school student who has lost his classmates in an unspeakable tragedy is not consistent with our values." TripAdvisor said Ingraham "crossed the line of decency." Other advertisers in the show who as of Friday morning had not made a decision on whether to continue advertising in the show include: Sleep Number, AT&T, Allstate, Bayer, Quicken Loans, Liberty Mutual, Arby's, Nestle and Hulu. They were all listed as advertisers in the tweet by Hogg. | | WHY THIS MATTERS: In the past, most calls for boycotts were ignored by brands. That's no longer the case. More and more consumers are watching the behavior of brands when it comes to where they advertise and what causes or celebrities they support. And if they are not in line with consumer values, they will find brands that are. This situation also highlights the power of social media. High schooler David Hogg now has more than 600,000 Twitter followers. So when he wrote about the incident with Ingraham, they were motivated to respond. And several of the advertiser brands noticed. | | Three Takes: Ad Age | Business Insider | Politico | | | | #2 Accenture Acquires Meredith's Digital Agency | | Accenture Interactive, subsidiary of management consultancy Accenture and the world's largest digital agency network by revenue at $4.4 billion annually, has acquired Meredith Xcelerated Marketing. MXM has U.S. offices in Dallas, Des Moines, Detroit, Los Angeles, New York and Washington, D.C. and lists as its clients Kraft Heinz, Lowe's, Volkswagen and WebMD, according to an Adweek report. | | WHY THIS MATTERS: This is just the latest acquisition of another digital agency by Accenture, which in addition to operating its management consulting operation, has been moving more and more into traditional ad agency operations in the area of digital marketing and advertising. And the move by consultancies like Accenture into the ad agency field has been troubling to traditional ad agency holding company executives who see it as another attempt to siphon away their revenue. | | Two Takes: Adweek | Ad Exchanger | | | | #3 Agencies Assess Impact of Facebook Data Shutdown on Clients | | Donnie Williams, chief digital officer at Horizon Media, tells Digiday that clients, following Facebook's decision to pull back its ad-targeting offerings, have been peppering the agency with questions like, "We have campaigns running – what happens to that?" and "How prepared are we?" And Horizon has responded by drafting a manual on the Facebook move's impact across marketing. Among the categories expected to be most negatively impacted are movie studios and automotive sales, particularly dealerships, that use third-party data heavily in their marketing. Less impacted will likely be consumer packaged goods companies like P&G and Unilever, which over the past few years have changed focus to less on targeted ads and more on mass reach. | | WHY THIS MATTERS: Horizon's Williams believes it will be a bit chaotic in the short-term until clients and the industry adjust. And another buyer said clients will now have to seek to do more with their own first-party data or to build more resources to gather it. | | A Take: Digiday | |
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| | 32 | | Percentage of U.K. internet users who, as the General Data Protection Regulation gets ready become law in May, say it will make them trust brands more about how they use their data. In addition, just 19% say they are confident that their data is being used in the best possible way by those who have access to it. Although 58% do see the enactment of the GDPR as a positive step in the area of data privacy and protection. | – Reported by eMarketer
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| | 'Big Bang' Elevates CBS to Thursday Night Win | by John Consoli
CBS, led by strong performances from sitcoms The Big Bang Theory and Young Sheldon, won the 18-49 Thursday night demo race, producing an overall 1.4/6 to defeat second-place ABC, which scored a 1.2/5, according to Nielsen overnight ratings.
Big Bang opened the night with a 2.4, followed by Young Sheldon with a 2.0 in the demo. Their combined 2.2 was flat vs. CBS coverage of the NCAA Basketball tournament from 8 p.m. to 9 p.m. last Thursday. Sitcom Mom did a 1.4 and Life in Pieces scored a 1.0. At 10 p.m., drama S.W.A.T. did a 0.9.
ABC was led by Grey's Anatomy which did a 1.7, down from a 1.9 last week. Station 9 did a 1.2, flat vs. its premiere last week, while Scandal did a 0.8.
NBC produced a 0.8/3 for the night. Superstore did a 0.7 and A.P. Bio did a 0.6, Will &Grace upticked to a 0.9 but Champions fell to a 0.5. At 10 p.m., Chicago Fire scored a 0.9.
Fox did an overall 0.7/3 with Gotham scoring a 0.7, flat with last week, and Showtime at the Apollo producing a 0.6, also flat.
The CW did a 0.5/2 with Supernatural doing a 0.7 and Arrow scoring a 0.4. Both were up over repeats last week.
Univision also did a 0.5/2, while Telemundo did a 0.4/2. | |
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| • CLIFF ATKINSON was named to the newly created position of senior VP, executive director, digital media at independent agency RPA. He was most recently with Saatchi & Saatchi Los Angeles where he oversaw digital strategy and investment.
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