| | Media Buyer & Planner Today | | | | | | | | | #1 YouTube TV To Be NBA Finals Presenting Sponsor | | The video platform has signed a multiyear deal with the NBA that includes it becoming the first ever presenting partner of NBA finals telecasts, which this year begin on ABC on May 31. The deal includes in-game commercials spots, call-outs and the YouTube logo on the court and throughout various arenas. YouTube TV will also stream the NBA finals games. The NBA sees it as a way to reach younger viewers, even though it already has the youngest fan base of any of the major professional televised sports. YouTube TV's streamed Finals games will include the same national commercials as the ABC telecast. But it will get to sell two minutes per hour of local ad time. YouTube TV will also stream and advertise in next month's NBA G League finals and in the fall WNBA finals. | | WHY THIS MATTERS: YouTube is in the mix as a digital player in the televising of major professional sports. Last year it streamed MLB games and it has renewed and extended its deal with MLB for the coming season, including streaming some regular season games and returning as the presenting sponsor of the World Series for 2018 and 2019. And it also has an exclusive streaming deal with two Major League Soccer teams. Down the road could become a major destination for marketers wanting to reach that younger pro sports viewing audience across multiple sports. In its latest deal, YouTube's goal is to market itself to that younger audience by running ads in NBA games. As Ad Age reports, 57% of YouTube TV ad impressions have been generated by its in-game NBA ad buys this season, according to iSpot.tv data. | | Three Takes: Ad Age | USA Today | Variety | | | | #2 Warner Bros. Signs $3M Ad Deal with Trivia HQ | | The studio has become the first major sponsor of the live game show app in a $3 million deal that will include the promotion of three movies, Ad Age first reported citing sources. And Trivia HQ will used $250,000 of the money to offer its largest prize ever for its Wednesday game. Among the movies Warner Bros. plans to promote during the live trivia competition show on the app is Steven Spielberg's Ready Player One. Trivia HQ also over the weekend tweeted a message that showed its logo alongside a Nike Air logo, testing the date March 26 and suggesting more sponsorships to come. According to Beebom, the HQ tweet also included a short gif promoting Nike Air Max Day and the release of the Air Max 97/1 Sean Witherspoon. HQ Trivia started off with daily prizes of $1000 a game but prize money has increased to as much as $50,000 with winner take all games. Peak audience for the games reached 2.18 million people earlier this month. | | WHY THIS MATTERS: As word of mouth publicity grows, and audience participation increases, more and more advertisers will see this as another way to reach the younger-skewing digital audience. While there are a limited number of live shows each week right now, that number could grow as more advertisers become interested. And the more advertisers, the higher the prize money that could be offered. | | Three Takes: Ad Age | Beebom | Adweek | | | | #3 Buyers See NFL as Prime Way to Reach Mass Audience | | As ratings for entertainment programming continue to erode, networks including Fox and ESPN are touting their NFL programming as a way for advertisers to reach mass audiences, including women. And, as Broadcasting & Cable reports, media buyers are buying into the pitch. In many instances, sports programming is also losing viewers, but the overall audience size, for the most part, is usually larger than entertainment shows. And networks like Fox are still fully invested in pro sports. This fall Fox has added NFL Thursday Night Football to its primetime mix. And executive VP of sports sales Neil Mulcahy sees the 11-game Thursday night schedule as an opportunity for advertisers to reach folks before their weekend spending. And Nielsen says Fox Sports viewers are 78% more likely than the average TV watcher to be from a household with $150,000 or more income. "More and more, we are looking at sports to be a version of 'entertainment,'" says Horizon Media co-chief investment officer Dave Campanelli. | | WHY THIS MATTERS: Despite sports losing viewers like entertainment shows, Horizon's Campanelli believes that the NFL can be a better alternative for advertisers. "Ratings for sports are still more stable than entertainment. They are also still live. While you might get a higher percentage of the sports audience watching via digital streaming, they are still watching live, which is different than a network entertainment show where digital means delayed viewing, which adds to the challenge of measuring and buying." | | A Take: B&C | |
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| | 3 | | Percentage of advertisers worldwide who have learned how blockchain could improve transparency and reduce ad fraud, according to a survey by the World Federation of Advertisers and dataxu. Another 21% say this will be a major priority in 2018, while 41% say it will be a minor priority. Some 21% say it is something they will investigate in 2019 or later, while 7% say it's not a priority at all. And 7% say they aren't sure what they will do in regard to blockchain. | – Reported by eMarketer
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| | Stormy Story Paces CBS to Ratings Title | by Michael Malone
CBS cruised to the Sunday title in ratings, riding NCAA basketball and 60 Minutes to a 2.5 in viewers 18-49, per the Nielsen overnights, and a 9 share. That trounced the 1.2/5 that ABC put up.
ABC and CBS split the win the previous Sunday.
A March Madness overrun did a 5.9 on CBS, then 60 Minutes, where Stormy Daniels was interviewed by Anderson Cooper about an alleged affair with President Trump, did a 4.0, up from last week's 1.6. Fully 21.3 million people watched, said CBS. Drama Instinct scored a 1.4, up 40% from its premiere, then NCIS: Los Angeles grew 25% to 1.0 and Madam Secretary climbed 17% to 0.7.
ABC had America's Funniest Home Videos up 13% at 0.9, then American Idol down 6% at 1.7 from 8-10 p.m. Drama Deception took ABC to the end of prime, down 22% for a 0.7.
Fox did a 0.8/3, as Bob's Burgers went up 14% to 0.8, The Simpsons elevated 25% to 1.0, Brooklyn Nine-Nine did a flat 0.9, Family Guy went down 10% to 0.9 and The Last Man on Earth posted a level 0.7.
NBC rated a 0.7/3. After a Little Big Shots repeat, a new LBS dropped 18% for a 0.9. Genius Junior fell 30% for a 0.7 and Timeless was off a tenth of a point at 0.6. Univision rated a 0.5/2 and Telemundo a 0.3/1. | |
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| • GABRIELLE BELL was named chief executive officer, Europe, for Omnicom agency Hall & Partners. She was most recently chief strategy officer at M&C Saatchi London, where she spent five years. Prior to that she held planning and strategy positions at DraftFCB London and also worked as a European brand manager at Unilever after beginning her career at JWT.
• TIM BRAZ has joined video marketing company Innovid as senior VP, sales. He was previously senior VP, North America sales, at digital marketing platform Ignition One. Prior to that he was a VP at Adobe.
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| Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
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April 3, 2018 | New York, NY
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April 9, 2018 | Las Vegas, NV
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June 7, 2018 | New York, NY
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