| | Media Buyer & Planner Today | | | | | | | | | #1 Buyers Balk At Fox's Price for Less Clutter | | While Fox plans to shrink commercial loads within episodes of its Sunday night animated comedy block by as much as 40% next season, it does have to make up that lost revenue somehow. While advertisers will get to run commercials in a less cluttered environment, those ads will cost more. A lot more, according to ad buyers who spoke with Ad Age, with one stating Fox's initial pricing is "more aggressive than what they indicated it would be." In some instances double or triple the price of a traditional Sunday night ad. And on top of that, Fox has told buyers they will not be getting viewership guarantees for the ads run in the less cluttered environment – i.e. no makegoods for soft ratings. Some ad buyers are critical of Fox's plan to sell branded content blocks of some three minutes long in between Sunday shows. Says one, "There aren't a lot of advertisers out there who have something interesting to talk about for three-and-a-half minutes." And he adds, "So you create a better viewing experience during The Simpsons and then you put three minutes of commercials at the end of it and lose people going into Family Guy." | | WHY THIS MATTERS: It's the ad buyers that Fox and other networks looking to reduce commercial loads need to convince about better alternatives. And right now the jury is still out. There is no easy solution. Dave Campanelli, executive VP and manager partner of video investment at Horizon Media says, "Conceptually, improving the commercial experience on linear TV is a great idea. It's a no-brainer. But how you do it is the real challenge." | | A Take: Ad Age | | | | #2 CBS Creates Cross-Platform Ad Sales Unit | | The TV network has formed a new unit called CBS Eye Max that will focus on cross-platform innovation and branded integrations outside of traditional ad buys. Linda Rene, executive VP, primetime sales and innovation, will also head up this new unit. CBS ad sales executives Antoinette Clarke, Cristin DeVries and Despina Legakis will also work with the unit. Each represents ad sales for a different daypart. The Eye Max team will work with CBS Television Network and CBS Interactive's digital properties to come with innovative ways for brands to integrate and partner. The Eye Max team will report to Jo Ann Ross, president and chief advertising revenue officer at CBS. The Eye Max unit will work with advertisers during the upfront, but Ross says clients can begin working with it immediately. | | WHY THIS MATTERS: As Broadcasting & Cable reports, at a time when advertisers are questioning the value of traditional 30-second commercials, and shifting marketing dollars to video, TV networks are looking to provide more creative advertising ideas, including innovative integrations and branded content across their TV and digital platforms. Says Ross, "We are constantly pushing to elevate the level of creativity for clients and audiences, and we are always looking to do more and more outside of the box." | | Three Takes: Adweek | B&C | Variety | | | | #3 Music in Marketing Grows in Importance | | In the age of home voice devices, audio experts and chefs are testing how sound affects people's taste buds and could impact the food they buy in a store or order at restaurants, Ad Age reports. "We look beyond music simply being used as a background track in a commercial or on a playlist and look at it in terms of how it can affect consumer perception and behavior," says Steve Keller, founder of Nashville-based audio consultancy iV. And Charles Spence, professor of experimental psychology at Oxford University, says, "If you can name it, an agency is thinking about doing it," in regard to sound in marketing. And it is all being spurred by the increased adoption by consumers of voice-activated devices such as Amazon Echo and Google Home. | | WHY THIS MATTERS: Traditional ad agencies have their hands full. With new technologies continuing to emerge, they are being asked by clients to come up with new ways to help sell products and services. While music has always been part of the TV commercial scene, it was mostly used as catchy jingles that would help consumers remember a product or brand. Now scientists and psychologists are looking into how music can actual make consumers feel good about using a brand or product, or trigger an unconscious need to go out and buy it. | | A Take: Ad Age | |
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| | 60 | | Percentage of companies worldwide who say they are not prepared for the European Union's General Data Protection Regulation (GDPR) that will be implemented in May, according to a study by Crowd Research Partners. Among the reasons are the lack of staff experts who know how to implement it, as well as lack of budget to implement the new regulations and monitor them. Some companies say it is not a priority, while others say they may try to avoid notifying anyone in the event of a data breach. | – Reported by eMarketer
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| | 'Roseanne' Leads ABC to Tuesday Night Win | by John Consoli
Another strong performance by Roseanne helped ABC win the Tuesday night, primetime 18-49 ratings demo battle, leading the network to a 1.3/5 to edge out NBC's 1.1/5, according to Nielsen overnights.
Roseanne scored a 3.4, flat from last week, to open the night. Sitcoms Alex, Inc. (1.2), Black-ish (1.1), and Splitting Up Together (1.0) followed. At 10 p.m., For the People did a 0.5.
NBC's The Voice did a 1.5, up from a 1.3 last week, Rise did a 0.8 and Chicago Med a 1.2.
Finishing in third on the night in the demo was CBS with a 1.0/4. NCIS did a 1.1, up significantly over last week's repeat. Bull also did a 1.1 and NCIS: New Orleans a 0.8.
Fox scored a 0.7/3, with Lethal Weapon doing a 0.7, down from last week. LA to Vegas did a 0.6, also down, while New Girl did a 0.6.
The CW did a 0.6/2 with The Flash and the Black Lightning finale.
Univision did a 0.5/2 and Telemundo a 0.4/2. | |
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| • YUSUF CHUKU was named chief strategy officer, North America, for WPP's Y&R. He was most recently a freelance strategist but prior to that was executive VP and head of planning at McCann New York. He also served as chief strategy officer at Cheil New York, head of strategic services at McKinney New York, and as global planning director at JWT New York, according to an Ad Age report. In his new role at Y&R, Chuku succeeds Dick de Lange who resigned in January and will become managing director and global head of planning at Huge.
• STACY ADAMS has joined ABC Entertainment as VP, current programming, where she will oversee scripted drama and comedy programming for the network. She was previously VP of current programming at CBS, and prior to that was VP of drama development at Paramount/CBS Studios.
• LAURA ROGERS was promoted to executive creative director at Campbell Ewald. She began her career at the agency 22 years ago as an art director and was most recently a group creative director. • JEFF STEINHOUR was appointed chairman of the graduate program VCU Brandcenter at Virginia Commonwealth University. Seinhour is managing partner and CEO of Markham & Stein, and a former founding partner and ex-global vice chairman of Crispin Porter + Bogusky. He succeeds John Adams, chairman emeritus at the Martin Agency, who has been VCU Brandcenter chairman since 2015.
• TERRY BRADSHAW, HOWIE LONG and MICHAEL STRAHAN will host the new Fox Thursday Night Football Pre-Game Show for the 2018 NFL season. It will begin airing during Week 4 of the season when Fox begins its Thursday night NFL telecasts. All three of the NFL Hall of Fame players will continue in their roles as analysts on the Fox NFL Sunday pre-game, halftime and post-game shows.
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