| | Media Buyer & Planner Today | | | | | | | | | #1 Accenture Opens Digital Ad-Buying Division | | The giant consulting company is launching the Accenture Interactive Programmatic Services practice that, among other services, will handle digital planning and ad buying for clients. As first reported by The Wall Street Journal, while Accenture Interactive had been working with clients for some time to help them move their programmatic or automated, digital ad buying in-house and away from traditional media buying agencies, the new division will itself begin planning, buying and managing programmatic ad campaigns for clients. And this would put them in direct competition with traditional agencies for marketers' ad dollars and media accounts. Traditional agency execs have been skeptical that consultancies like Accenture, even though they have been buying actual digital agencies, would make a concerted effort to directly buy advertising for clients – or to be successful if they tried. Now they will find out. | | WHY THIS MATTERS: Traditional ad agency holding companies get a large amount of their revenue from media buying. As the Journal reports, the "advertising and media-investment management" division of WPP, the world's largest agency holding company, accounted for around 47% of its revenue in 2017. And Radisson Hotel Group recently made Accenture Interactive its digital agency of record, choosing it over three traditional ad buying agencies in a review. Says Scott Tieman, global lead of programmatic services at Accenture Interactive, "Advertisers are reacting to the changing media landscape and they want to move beyond the status quo and take back control of their media capability. We believe we can help our clients do things differently." | | Two Takes: WSJ | MediaPost | | | | #2 Fiat Chrysler Puts U.S. Media Account in Review | | One of the world's largest automakers has launched a U.S. media agency review for the first time in nearly nine years, Ad Age first reported. Incumbent media agency is IPG's UM, which won the account in 2009, and which will participate in the new review. UM's offices in Detroit, New York and Los Angeles all work on the account, with Scott Russell overseeing the account out of Detroit. The review will cover media buying and planning for all of the company's major brands, including Chrysler, Jeep, Dodge and Ram. Global media is not included in this review. Publicis Groupe's Starcom handles Fiat Chrysler's business in Europe, Middle East, Africa and Asia-Pacific. | | WHY THIS MATTERS: Fiat Chrysler is a big ad spender, allocating some $2.2 billion into advertising in the U.S. and as much as $4 billion globally, according to assorted reports. It is just one of a number of auto companies who have launched media or creative agency reviews recently, including Ford, Mercedes-Benz and Volkswagen. | | Three Takes: Ad Age | Adweek | MediaPost | | | | #3 NBC Wins 18-49 Demo Race | | The Peacock network will win the season 18-49 demo race for the second year in a row and for the fourth time in five seasons, finishing with a 2.2 rating. As the final week of the 2017-18 season comes to a close, Fox, CBS and ABC are deadlocked with 1.5 rating, with The CW trailing with a 0.6 rating. CBS won the total viewers race for the 10th straight season, this time averaging 9 million viewers per night, and edging out NBC, which averaged 8.9 million, including viewership of the Super Bowl and Winter Olympics. ABC, which finished in fourth place in the demo race for the past four seasons, aided by the revival of Roseanne and the success of drama The Good Doctor, was able to move into the second-place tie. CBS sitcom The Big Bang Theory was the most-watched primetime show, averaging 18.8 million viewers, edging out Roseanne, which averaged 18.7 million in a shorter season run. | | WHY THIS MATTERS: Linear TV ratings for the broadcast networks continued downward this season and if you take away the Super Bowl and Olympics, NBC's purely entertainment program rating among 18-49 viewers was a 1.6, significantly below its overall 2.2 demo rating. Next season's ratings battle dynamics will be far different from this season's. CBS will televise the Super Bowl, NBC will not have the Olympics and Fox has added Thursday Night Football to its primetime schedule. Fox has projected that its 18-49 demo rating will increase by double-digits next season with the addition of TNF. | | Three Takes: Adweek | B&C | MediaPost | |
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| | 61 | | Percentage of European internet users who say they would want their identification information like social security numbers protected once the General Data Protection Regulation goes into effect, according to a survey by Capgemini. Some 51% list contact information like name, address, email and phone number. Some 40% would want their financial history shielded, 32% would want their demographic information kept confidential, 24% would not want their employment history published, while 12% want their spending habits kept private. | – Reported by eMarketer
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| | NBC Wins With 'Voice' Finale | by Michael Malone
NBC won the Tuesday prime title, posting a 1.4 in viewers 18-49, per the Nielsen overnights, and a 6 share as the finale of The Voice aired. That topped the 1.3/5 that ABC put up.
On NBC, a repeat of The Voice led into the finale from 9 to 11 p.m., up 7% from last week's show at 1.5.
On ABC, the Roseanne finale slipped 8% to 2.4 and The Middle series swan song went up 21% to 1.7. The Splitting Up Together season closer did a 1.0 and For the People's finale rated a 0.5, both shows flat.
CBS was at 0.8/3. The NCIS finale did a level 1.2 and led into an NCIS repeat. Sticking with CBS' theme for the night, the premiere of 48 Hours: NCIS rated a 0.5. The CW rated a 0.5/2. The Flash finale grew 14% to 0.8 and The Hundred was down 25% to 0.3.
Fox too did a 0.5/2, with the movie Hancock filling all of prime.
Telemundo scored a 0.5/2 and Univision a 0.4/2. | |
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| • VINCENT SADUSKY has been named the new president and chief executive officer of Univision Communications, succeeding Randy Falco, in a move first reported by Bloomberg. Sadusky most recently served as president and CEO of Media General from 2014 to 2017. Prior to that he spent eight years at LIN Media, where he rose to president and CEO. He also worked at Univision rival Telemundo from 1994 to 2004, rising to the position of chief financial officer. He currently sits on the board of Hemisphere Media Group. Falco joined Univision in 2011. Prior to that he was chairman and CEO of AOL, and before that spent 31 years at NBC, rising to the position of president and COO.
• DAN REALSON was appointed VP of digital ad sales at Fox News Channel. He was most recently VP of digital strategy and sales at CNN. Prior to that, he held sales positions at Time, NBC Digital and Bloomberg.
• JASON ROSENBAUM has rejoined media agency UM as global chief financial officer. He joins from WebMD, where he spent more than three years as VP, strategic pricing and yield management. Prior to that he was VP, associate director of finance at UM. He also served as a global client finance manager at Ogilvy & Mather.
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June 5-6, 2018 | Tampa, FL
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June 7, 2018 | New York, NY
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August 2, 2018 | Los Angeles, CA
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