| | Media Buyer & Planner Today | | | | | | | | | #1 Sharp Drop in Time Spent on Facebook | | New research from Verto Analytics finds a sharp drop in the time users are spending on Facebook this year, compared to last year, eMarketer reports. According to the latest monthly data from the firm, Facebook users in the U.S. still spent more time with the platform than users of any other social network – 18 minutes and 24 seconds per day. But that is a significant drop from the average 32 minutes and 43 seconds per day as measured by Verto Analytics a year ago. According to the Verto data, the amount of time spent by Snapchat and Twitter users in 2017 have both increased over 2016, but both those platforms are miniscule in time spent compared to Facebook. The average time spent daily on Snapchat per user is 4 minutes, while average time spent on Twitter per user is 3 minutes and 2 seconds. Verto says Facebook users have logged in less frequently than last year. | | WHY THIS MATTERS: The Verto Analytics figures are at odds with eMarketer's lastest estimates for time spent on Facebook. eMarketer expects Facebook users to average roughly 41 minutes per day on the platform this year, up one minute from 40 minutes last year. Regardless of time spent, Facebook is still the undisputed leader for total users. Among U.S. social networks, Verto shows Facebook as having 199.4 million monthly unique users in October 2017, followed by Instagram at 144.3 million, Twitter with 110.8 million, Facebook Messenger with 104.7 million and Pinterest with 84.4 million. | | A Take: eMarketer | | | | #2 Six-Second World Series Ads Scored for T-Mobile | | Nick Drake, T-Mobile's executive VP of marketing and experience, describes the telecom company's World Series ad campaign on Fox which included a number of six-second commercials among its mix of 15- and 30-second spots as being "hugely effective." In fact, he says it was "the most successful campaign we've run this year." The six-second spots primarily promoted that T-Mobile was donating $20,000 to Team Rubicon's hurricane relief efforts for every home run hit during the World Series. And some of those spots ran in small on-screen windows while the game was actually being played. The six-second spots highlighted that as part of their donation pledge, T-Mobile would make an additional donation for every viewer who promoted the relief effort via a tweet. The company wound up donating nearly $2.6 million to hurricane relief, with roughly half owed to the viewer-tweet element. | | WHY THIS MATTERS: Fox Sports has been at the forefront of testing out six-second commercials in assorted sports telecasts. Its next test will come in its Thanksgiving day NFL telecast of the Minnesota Vikings vs. Detroit Lions game. Duracell, SoFi and Walt Disney Studios are among those who have bought six-second units in that game. And Discover has a six-second spot scheduled to run in Fox's Saturday, Nov. 25 telecast of the Ohio State vs. Michigan college game. Price is the same for a six-second unit as for a 15-second spot, according to Fox Networks Group executive VP of ad sales Bruce Lefkowitz. | A Take: Ad Age
| | | | #3 Verizon Expands Sponsorship of NBCU's Macy's Parade | | The telecommunications giant is expanding its multi-plafrom sponsorship of NBCUniversal's broadcast of the Macy's Thanksgiving Parade, Broadcasting & Cable reports. Verizon will produce a 60-second video that will air during the parade broadcast thanking first responders who are giving up their holidays to keep people safe. During the broadcast, the digital aspects of Verizon's sponsorship will also be promoted. Verizon for the second year, will host a 360-degree livestream of the parade on its YouTube page that will give viewers a street-level view of the event. And this year, the livestream will feature additional cameras, including one attached to the lead float. It will also have augmented reality aspects, with Easter Eggs that livestream viewers can discover that will give them additional information and offers. Verizon says there were 1.3 million total views of last year's 360-degree livestream. Elements of Verizon's campaign will run on NBCU's strategic digital partners Apple News, BuzzFeed and Concert. Verizon will also be airing commercials during the Thanksgiving day and night NFL games. | | WHY THIS MATTERS: As Mark Marshall, NBCU's executive VP for entertainment advertising sales says, "The parade comes the day before the biggest shopping day of the year and has a multi-generational audience." So it gives the brand lots of exposure. And John Nitti, chief media officer at Verizon adds that not only is it an opportunity for the company to leverage its different technologies during the telecast and livestream, but he says Thanksgiving Thursday and Black Friday is the Super Bowl of retailing. "Black Friday is one of our highest traffic days, both in-store and online." | Two Takes: B&C | Adweek
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| | 59 | | Percentage of consumers who will do some shopping online for tech products this holiday season, according to the Consumer Technology Association. That's up by 2% over last year, but will still be behind the 79% who will go to physical stores to buy some of their holiday tech gifts, and that is up 5% from last year. The rise in shopping at brick-and-mortar stores, however, is the result of a rise in brand-specific tech stores like Apple or Microsoft, as well as pop-up shops from Amazon. | – Reported by MediaPost
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| | ABC Wins as 'Dancing' Winds Down | by Michael Malone
ABC was the top earner in Monday ratings, scoring a 1.6 in viewers 18-49, and a 6 share. Dancing With the Stars led ABC to the win, ABC just ahead of NBC at 1.5/5. Dancing With the Stars scored a 1.4 in its final Monday telecast, down a tenth of a point from last week. The champion is crowned tonight. The Good Doctor did a flat 1.9. ABC won last Monday too. On NBC, The Voice was down 11% to 1.7 and The Brave fell 10% to 0.9. CBS did a 1.0/4, as Kevin Can Wait went up 17% to 1.4 and Man With a Plan grew 20% to 1.2. Superior Donuts ticked up 11% to 1.0 and 9JKL posted a flat 0.8. Drama Scorpion grew 13% to 0.9. Fox was at 0.9/3, as Lucifer decreased 10% to 0.9 and The Gifted weighed in at a level 0.9. Telemundo rated a 0.6/2 and Univision a 0.5/2. The CW did a 0.4/1. Supergirl scored a 0.5 and Valor a 0.2, both shows flat. | |
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| • ANTONIO ROMAN was named senior VP, local media New York sales for Univision. He will lead the company's New York-based sales teams across TV, radio, digital and experiential marketing. He most recently served as senior VP of national sales. Roman has been with Univision in assorted roles since joining in 1996.
• PATRICIA JANIOT is joining Univision, effective January 2018, as co-anchor of Noticiero Univision Edicion Nocturna and of primetime magazine Aqui y Ahora, where she will work alongside Enrique Acevedo. Janiot joins Univision from CNN en Espanol where she spent 26 years as on-air anchor of assorted news shows. At Univision she succeeds longtime anchor Maria Elena Salinas.
• ROY TORRES was appointed group creative director at VML Atlanta. He was most recently a creative director with 22squared. HILARY BURNS was named group director, client engagement at VML Chicago. She was previously director of client services at SapientRazorfish. | |
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February 28 – March 1, 2018 | Raleigh, NC
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