Spots N Dots
The Daily News Of TV Sales
August 17, 2016
RANKING THE BEST RIO OLYMPICS TV SPOTS
FOCUS ON INSPIRATION, NOT LAUGHS
Past the halfway point of the Rio Olympics, being broadcast on the broadcast and cable networks of NBCUniversal, the television ads from major sponsors are no doubt familiar by now to tens of millions of Americans actively watching the Summer Games. How effective are they, though, at delivering the message for the advertiser? Ace Metrix has subjected 136 Olympic-themed ads to its panel of viewers—at least 500 per ad.
Some of the spots began airing well before the actual Games began, but Olympic fever has obviously intensified this month. Ace Metrix tested 100 ads from official Olympic sponsors and 36 which were from non-sponsors, but with a theme obviously aimed at the Olympics. For the entire group, the average Ace Score (on the 0-950 scale) was 577. Official sponsor ads are outperforming non-sponsors by over 15 points—an average of 581 vs. 565.
Not surprisingly, 75% of all of the ads feature at least one athlete. Nearly all have main themes focusing on inspirational stories and images. Only a few use humor.
The highest Ace Score for an Olympic TV ad was “The Contenders” (pictured), a :60 for Dick’s Sporting Goods featuring Olympic contenders who actually work at Dick’s stores. It began airing back in March and achieved an Ace Score of 665. Dick’s is an official sponsor and the top five sponsor ads all outscored the #1 non-sponsor Olympic-themed spot.
The second highest score, 657, went to Bounty’s :30 “Allyson Felix: Faster Than Chloe.” It was one of the rare Olympics spots to go for laughs, with Team USA sprinter Allyson Felix racing her dog, Chloe, and using the paper towels to clean up the pup’s spills.
“Thank You Mom—Strong,” scoring 653, is a tearjerker for Procter & Gamble, running an extra-long two minutes as it focuses on the support and sacrifice of mothers of Olympic athletes. “Team USA & Chobani Present: Cooking with Marlen Esparza” is a cooking show packed into 1:45 with Olympic boxer Marlen Esparza showing her skills in the kitchen—of course, emphasizing Chobani yogurt.
Fifth place went to Samsung, as it focused on international unity to promote its phones. The full 1:40 version of “The Anthem—Rio 2016 Olympic Games” incorporated lines from national anthems of countries around the globe into a single song, scoring 651.
The top non-sponsor spot with an Olympic theme scored 646. “The Big Flavor Dipper Pizza” :30 for Pizza Hut was another spot which went for laughs, showing athletic moves associated with eating pizza in the living room while watching the Games. Apple scored a 645 for “The Human Family—Shot on iPhone.” The :60 lacks any direct references to sports, but emphasizes how people around the world are more alike than not, using photos shot on iPhones by numerous people as the late Maya Angelou reads her poetry.
ADVERTISER NEWS
The restaurant industry is said to be in a recession and traditional department stores are struggling, but housing is strong and home-improvement stores are doing very well. HomeDepot reported a 4.7% quarterly same-store sales increase and has upped its profit guidance for the year, now expecting a total sales increase of 6.3% at its 2,275 stores in North America. We’ll have Lowe’s results in tomorrow’s edition……Dick’s Sporting Goods quarterly same-store sales at its namesake chain were up 3.0%, but comps fell by 4.3% at Golf Galaxy units. It’s currently projecting a full year comp stores gain of 2-3% compared to a small negative last year, and is analyzing the leases of the SportsAuthority stores it bought to determine “which…leases it will retain or reject.” For the full year it will open approximately 36 new Dick’s, nine Field & Stream stores, and two Golf Galaxy locations……Honda dealers will have something new to sell this fall, the first five-door Civic hatchback made for the U.S. market. Automotive News says pricing hasn’t yet been announced, but will likely start just over $23,000……Advance Auto Parts had a quarter the CEO described as “not acceptable” and he promised “decisive actions to deliver near-term improvement.” Same-store sales were down 4.1% and after some store closures total revenue fell by 4.8%...... Supermarket News says Walmart has expanded a program of “everyday price investments” that started in some markets two months ago and comments the move appears to be “an industrywide trend toward heightening price competition as deflationary conditions continue”……Aetna announced it will withdraw from 11 of the current 15 states in which it had been selling health insurance under the Affordable Care Act, and that comes after competitors UnitedHealth and Humana earlier had announced cutbacks. On a county-by-county basis Aetna will be available in 242 counties next year compared to 778 now……Add FamousDave’s to the list of restaurant chains that are having problems—same-store sales at company-owned locations were down 6.4% for the quarter that ended on 7/3 and that’s on top of a 10.8% decline last year to make the 2-year drop an alarming 17.2%. Comps at franchised locations were a bit better at down 4.3%. The CEO says the chain will “start to reinvest in marketing”……In that troubled restaurant business, Nation’s Restaurant News has done an analysis of reports from publicly-traded companies and finds that every sector of the business has seen a pullback from first-quarter numbers except for the pizza segment, led by gains from Domino’s and Papa John’s. Fast-casual banners like Panera’s, Dickey’s and Shake Shack have suffered the most.
NETWORK NEWS
Marvel’s Agents of S.H.I.E.L.D.will bringGhost Riderto the 4thseason,according to a report inThe Hollywood Reporter.Gabriel Lunahas been cast asRobbie Reyes. Reyes has only been around thecomic world since March of 2014.Lunasaid in the report that he once he learned he had the role, he bought the entireRobbie Reyesrun from his local comic book store.Agents ofS.H.I.E.L.D.season 4 returns on Tuesday, September 20thata new time. 10 PM (ET) onABC……TVNewseris reportingthatNBC Nightly Newswith Lester Holtwas the most watched non-sports program last week,howeverit suffered viewer loss along with the rest of the network. When compared to the same week in 2012 fromLondon,Nightlywasminus 4% in total viewers and down 11% in the demo of adults 25-54. Meanwhile,ABC’sWorld News Tonight with David Muiris up 15% in total viewers and flat in the demo.CBS Evening News with Scott Pelleygained 12% in total viewers but was down 16% in the demo……Doubt,the newKatherineHeigldrama onCBShasHeiglplaying a tenacious defense attorney who falls for her clientplayed bySteven Pasquale. Additional cast members includeLaverne Cox,DuleHill,DreamaWalker, Elliott GouldandKobiLibi.Doubtis slated for a mid-season premiere……FOX is building buzz for two new Fall shows by teaming with Rooftop Cinema Club for free, but ticketed screenings of Lethal Weapon and Pitch in Manhattan, Brooklyn and Los Angeles.
MONDAY RATINGS
ABC’s Bachelor in Paradisemaintained its 1.4 18-49 rating from the previous weekon Monday night,according toNielsen.The program actually gained 4% in total viewers. Impressive considering theseries was up against track and field and women’s gymnastics onNBC’s Olympicscoverage from Rio. For Monday primetime NBC scored an average 6.9 rating in 18-49 and 13.9 in Households, with an average audience of 23.941 million. ABC was at 1.1 18-49, 2.7 HH and 3.875 million; CBS, with reruns, 0.7 18-49, 2.3 HH and 3.383 million; Telemundo, with Señora Acero 3: La Coyote, 0.7 18-49, 0.9 HH and 1.670 million; Univision 0.6 18-49, 0.9 HH and 1.627 million; FOX 0.4 18-49, 0.9 HH and 1.329 million; and The CW 0.3 18-49, 0.7 HH and 1.061 million.
WEEKLY RATINGS
NBC’scoverage of theSummer Olympic Games in Riofinished in the top 7 spots last week, according to Nielsen. For the week of August 8th, the Tuesday night Olympic coverage pulled a 10.0 18-49 rating. That night featured the women’s gymnastics final. Thursday night followed in place number 2 with a 9.1 rating in the same demo. Monday night placed 3rdwith a rating of 8.6 18-49.CBSplaced three separate runs ofBig Brotherin the top 10 with Sunday and Wednesday both delivering a 1.8 rating and Thursday getting a 1.7.Bachelor in Paradise on ABC,The BigBang TheoryandLife in PiecesonCBSandCelebrity Family FeudonABCfinished out the top 15 with a 1.4 rating or lower.The best performer forFOXwas a rerun ofMasterChefon Wednesday at 9 PM (ET) with a 0.6 18-49 rating.The CW,TelemundoandUnivisionhad no programs finishing in the top 25.
SYNDIE SNIPPET
Soledad O’Brien has signed on as host for the second season of the political magazine program Matter of Fact from Hearst Television. The weekly half-hour program, distributed by Sony Pictures Television and previously hosted by Fernando Espuelas, has received firm commitments for a second season on the Hearst television stations as well as stations owned by CBS, Meredith, Nexstar, E.W. Scripps, Tegna and Tribune. Among the new stations to carry Matter of Fact with Soledad O’Brien are FOX-owned stations in Los Angeles and Charlotte, extending the show’s reach to 75% of the country. The re-launched program with O’Brien as host will premiere September 10th.Hearst Television also will begin co-producing national specials in a new relationship with O’Brien’s production studio, Starfish Media Group.
PAY-TV Q2 LOSSES WORSE THAN A YEAR AGO
The second quarteris typically soft forpay-TV providers, but Leichtman Research Group (LRG) reports that Q2 of this year was worse than Q2 of 2015. Based on data from the 11 largest MVPDs, representing 95% of the market, LRG says video subscribers to cable, satellite and telco providers dropped 665,000 in Q2 2016, compared to a loss of 545,000 a year ago—which had been the record drop for a second quarter. Over the past year, according to LRG president Bruce Leichtman, the MVPDs (including Dish’s OTT Sling TV) have lost 705,000 subs, compared to a loss of 380,000 the prior year.
The latest figures include some new names in the top tier due to recent acquisitions. Comcast remains on top with 22.4 million subs, having lost 4,000 in Q2. The new #2 is Charter, having completed its acquisition of Time Warner Cable and Bright House, checking in at 17.3 million—but having lost 143,000 across its enlarged platform over the quarter. Altice, #3 by virtue of buying Cablevision, is at 3.6 million, down 25,000 in Q2. For all of the top cable companies the Q2 sub loss was 224,602, leaving them with 48.9 million.
In the satellite TV market, DirecTV was up 342,000 to 20.5 million, while Dish (including Sling) was down 281,000 to 13.6 million. That put total satellite video subs at just over 34 million, up 61,000 for the quarter.
ACCOUNT ACTIONS
Ad Agereports that Anheuser-Busch InBev has added Droga5 to its agency roster to handle strategic planning and creative execution for A-B InBev's new Best Damn brand of flavored malt beverages. Droga5 recently parted ways with Heineken USA……Loews Hotels has launched a review of U.S. creative and media for all of its brands, according to Adweek, with the review expected to take 3-6 months. The hotel chain’s contract with Catch New York ended a few weeks ago after three years. The assignment includes Loews Hotels and Resorts, Loews Regency and the new OE Collection launched last year.
THIS AND THAT
WHDH Boston will dramatically expand news programming next January as the current NBC affiliate becomes an independent. 7News will be on the air 87 hours per week. WHDH also plans to air Family Feud weeknights 8-9 PM ahead of a two and a half hour news block……Reuters reports that Univision is bidding for Gawker, which is being auctioned by a federal bankruptcy court. A “stalking horse” bid of $90 million from Ziff Davis has set the floor for all other bidders……Ford Motor Company is doubling its 130-member Silicon Valley team and investing in tech companies with a goal of having a fully autonomous car in commercial operation for a ride-sharing service in 2021.
AVAILS
News-Press TV LLC is seeking an experienced full-time Local Sales Manager to lead the Fox, CW and News-Press NOW Television Stations and Digital Properties team of professional AEs in St. Joseph, MO. The LSMs primary purpose is to manage a team of AEs in the generation of revenue by utilizing broadcast and digital properties to create effective advertising solutions for local businesses. More details HERE. If qualified email cover letter, noting your referral source with resume to , position ID: 6009. EOE.
WTVT, FOX O&O, in Tampa, FL is seeking an Account Executive. This opening at the top rated station in Tampa requires the servicing of existing transactional accounts along with the development of new broadcast and digital business. Candidate must be highly motivated and possess strong presentation and prospecting skills. Position requires prior broadcast sales experience, preferably in an LPM market. College degree is preferred.CLICK HERE for more information or to apply for this position. EOE/M/F/Veteran/Disabled
KOAT-TV, the Hearst-owned ABC affiliate in Albuquerque, NMis seeking an energetic, passionate, and analytical National Sales Manager who is up to the challenge of setting new records across multiple platforms. The NSM works with national rep firms to sell advertising and leads and motivates the national sales team to exceed revenue goals. Candidate should have the ability to work in a fast paced environment and be excellent in broadcast sales negotiation. CLICK HERE to apply. EOE
Sinclair’s ABC and FOX duopoly in Charleston-Huntington WV, the 67th DMA, is looking for a strong General Sales Manager to help guide our overall sales efforts. This position requires an individual who possesses strong leadership skills who can lead the way as we adapt to a multi-screen, integrated marketing approach to selling.Must have strong leadership capabilities and a successful track record in sales management and staff development. 3-5 years’ experience in TV sales management required.Qualified candidates, CLICK HERE to apply. EOE/Drug Free Workplace.
KTSF-TV, the largest Asian-language television station in the #3 Asian Market, seeks a National Business Development Manager. The Asian market represents over 25% of the very affluent San Francisco DMA, with significant growth expected in the future. We are seeking an aggressive and dynamic individual to pursue television and digital media ad sales with national advertisers. This position will represent all KTSF platforms (TV/Digital/Mobile). To apply for position: please submit cover letter & resume to: or fax 415-467-7559. No calls please.
Sales Manager: WLFI, conveniently located between Indianapolis and Chicago,offers an excellent opportunity to grow your management experience with a great Media General station. The Sales Manager is responsible for leading, teaching, and motivating the sales team along with growing local revenue, (core and digital). Strong leadership and team-building skills, analytical, problem solving, communication, writing, and presentation skills preferred. Prior management experience a plus but not required.CLICK HEREfor more info or to apply now, requisition #16-01237.EOE/M/F/V/D
TEGNA’s top rated NBC affiliate in beautiful Portland, Maine has a rare opportunity for a Local Sales Manager. WCSH is looking for a forward thinking leader who can inspire and challenge our staff, spot and create opportunity to grow developmental business across our robust platforms, and expand core sales with a broad base of established clients. Previous management experience a plus, but we’ll consider strong candidates with 5-plus years of results driven television and digital sales success. CLICK HERE for more details or to apply. EOE/Drug Free Employer.
The Olympics are good for teaching geography. When I was a kid I thought ‘Croatia’ was a foot fungus.
--Larry the Cable Guy
If the object of tennis is to hit the ball into the net and swear a lot, I’m very, very good.
--Conan O’Brien
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SPOTS N DOTS
The Daily News Of TV Sales
August 17, 2016
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