| Today's Top Stories | | #1 | Marketers on Board for Viceland Premiere
| | | The cable TV channel owned by Vice Media and A+E launches Monday with a long list of advertisers including Unilever, Bank of America, T-Mobile, Toyota, Samsung and Bushmills, among others, according to a Wall Street Journal report. The goal is to have half of the Viceland channel's ad inventory to be made up of native ad content within the first year. Vice Media will produce those ads for the marketers.
Why This Matters: Vice wants to reach a younger audience and believes that group is turned off by traditional advertising. But Chris Geraci, president of national broadcast at Omnicom Media Group, says he's not sure if a large number of marketers will want to run only native advertising. "It remains to be seen whether you can gain critical mass to support an entire network this way," he says.
Two Takes: WSJ | B&C
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| | #2 | IBM's Watson Provides Brainpower to Turner Sales
| | | The TV company has signed a deal with IBM to incorporate data provided by the computer into its ad sales. Adam Steinberg of IBM says Watson will infuse "new levels of data and science into advertising decisions." Turner will also use advanced predictive analytics from Neustar's MarketShare to do planning and forecasting and has hired James Russo, formerly of Nielsen, as senior VP, client strategy and development.
Why This Matters: As TV program ratings alone disappear from most marketers' decision making processes, other factors like analyzing historical ad spending patterns to measure success and gathering information from product users are becoming more prominent. The hope is that Watson can crunch data and offer Turner advertisers a better chance of success.
Two Takes: B&C | WSJ
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| | #3 | AT&T Collecting Outdoor Data for Clear Channel
| | | The company will roll out in 11 markets, including New York and Los Angeles, digital billboards synced up with AT&T mobile phone customers that will allow the collection of data about those who pass by various Clear Channel-owned billboards. Plans call for a nationwide rollout by the end of the year. In addition to partnering with AT&T Data Patterns, Clear Channel also has deals with PlaceIQ and Placed, to help collect data in conjunction with their billboards.
Why This Matters: The data can be helpful to advertisers using the billboards, but the process also raises privacy concerns. Clear Channel says the data is anonymous and the individual consumers won't be identified by name. And they can opt out. But privacy activists are skeptical. At some point, expect the Federal Trade Commission to get involved.
Two Takes: NYT | MediaPost |
| #4 Starcom MediaVest Group Lays Off 80 (Adweek)
#5 Del Toro Polishes Heineken's Star (Ad Age)
#6 Deloitte Digital Buys Creative Agency Heat (WSJ)
#7 Geico Begins Offbeat Online Video Campaign (Ad Age)
#8 Fashion Podcasts Attractive (Digiday)
#9 Marketers Offering Leap Day Promotions (Ad Age)
#10 Publishers Unite Vs. Facebook, Google (Digiday)
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|  | • 50.4
Percentage of U.S. agency and marketing professionals who say their company has a data management platform to help aggregate marketing information from across a variety of channels, according to a survey conducted by Advantage Business Research for Ad Age and Neustar. Another 27.0% say they plan to implement a DMP within the next 12 months, and 21.7% of others say they will implement one within two years.
– Reported by eMarketer |
| | Ratings | Oscars Down 5% From Last Year
By Michael Malone
The 2016 Academy Awards telecast on ABC averaged a 23.4 household rating and 36 share in the overnight metered markets, according to Nielsen, a 5% drop from last year's HH rating. In adults 18-49, the awards scored a 13.5 with a 37 share in Local People Meter Markets, a 3% drop from last year's telecast.
Last year, the broadcast rated a 24.6 household and 13.9 in 18-49.
Nielsen will release time-zone adjusted fast national ratings this afternoon.
The household score reflects 56 U.S. markets.
The 88th annual Academy Awards telecast was hosted by Chris Rock, who addressed the lack of nominations for minority performers in a blistering opening monologue.
The telecast was hurt in part by the lack of widely enjoyed films claiming prizes. Spotlight, a well-reviewed but lightly viewed feature, won Best Picture, ahead of favorite The Revenant. Crowd-pleaser Star Wars: The Force Awakens was shut out.
Ratings drops for major broadcast events year over year are the norm, as a greater amount of programming choices face viewers, and more take in the program on digital platforms. For more, click HERE |
| | Fates & Fortunes | • NEIL GOLDSTEIN was promoted to senior VP and group publisher at AMI Entertainment magazines, including Star, National Enquirer, OK! and Soap Opera Digest. Goldstein was previously VP and group publisher of Star and National Enquirer. Goldstein, who has been with AMI since 2009, will continue to report to David Jackson, executive VP and group publisher.
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