Spots N Dots
The Daily News Of TV Sales
April 1, 2016
EMOTIONAL AD ENGAGEMENT DRIVES SALES
TV ADS CITED FOR ENGAGEMENT/MEMORY
Let’s face it—if people didn’t have emotions there would be almost no use for advertising. Brands have long known that appealing to people on an emotional level is what gets them to buy. Now, compiling data from a number of sources, the Video Advertising Bureau (VAB)has issued a report which concludes that The Greater the Emotional Ad Engagement—The Greater the Sales.
“Decisions are rarely ‘rational,’ they’re always influenced by emotions,” says a recent study by Nielsen on how emotions give a boost to advertising. A report by Market Enhancement Group identifies six principal emotions which drive consumers to buy. First is Greed: “If I make a decision now, I’ll be rewarded. Next is Fear: “If I don’t make a decision now, I’m toast.” There’s also Altruism: “If I make a decision now, I’ll help others.” Envy can come into play: “If I don’t make a decision now, my competition will win.” There’s Pride: “If I make a decision now, I’ll look smart.” And finally there’s Shame: “If I don’t make a decision now, I’ll look stupid.”
As for which ads are able to elicit an emotional response, VAB cites momentology.com in declaring that storytelling is key. “People relate to life stories, much more so than content that features or promotes a product.” So when it comes to a TV spot or online video ad, people can choose whether to watch or pay attention—and they would rather be told a story than have products pushed at them.
Turning again to Nielsen research, the advertising themes which resonate most are Humor, cited by 50% of respondents in a recent survey, followed by Athlete Endorsements (38%), Car-Themed ads (35%), Celebrity Endorsement (33%) and Competitive (27%). You may have heard that “sex sells,” by Sexual-themed advertising missed the top five, coming in sixth at 24%, ahead of Sports-themed at 15%.
“Engagement with an ad creates long-term memory, which in effect increases consumers’ likelihood to purchase,” says a report by International Key Facts. Just getting someone’s attention isn’t enough. Engagement—“a sense of immersion in an activity caused by personal relevance”—is what leads to long-term memory encoding of an ad. And based on its treasure-trove of data from many countries, International Key Facts says “TV ads generate almost 30% higher engagement and long-term memory than online ads.” That’s backed up in the VAB report by data from Neuro-Insight. Online ads were found to draw the viewer’s attention more than TV—but TV scored higher for both engagement and memory. And it’s remembering an ad’s message which leads to an actual purchase.
ADVERTISER NEWS
We’ve already reported there’s an important meeting scheduled as part of the NADA convention in Las Vegas tomorrow, this one between Volkswagen dealers and VW executives. Automotive News says if dealers don’t hear what they want from the factory representatives, the result could be a class-action lawsuit filed by the dealers. A prominent dealer attorney says he has “a complaint already drafted. It’s just waiting on my desk”……Chipotle Mexican Grill Inc. has filed a trademark application for the phrase “better burger” and a spokesman told Bloomberg it was “a growth seed idea we are exploring.” Chipotle also has a couple of other concepts beyond its Mexican food core: it currently operates 15 ShopHouse SoutheastAsian Kitchen restaurants and is an investor in the tiny Pizzeria Locale concept……Dave & Buster same-store sales rose 6% in the fourth fiscal quarter, but that came more from amusement sales (up 8.5%) than from food sales (+3.6%) or bar sales (+3.2%). Now at 82 locations in 30 states, the chain expects to add 9 or 10 new locations this year……After a social media campaign started by customers, Taco Bell will bring back the Beefy Crunch Burrito later this month as a limited time offer priced at $1……With cruising to Cuba possibly starting as early as this year, Carnival Cruise Lines’ profit almost tripled in the latest quarter. A 41% drop in fuel prices helped, but bookings are reported to be running ahead of last year at higher prices……Pepsi is rolling out another entry in the growing craft soda category, 1893 Original Cola and 1893 Ginger Cola, in slim 12-ounce cans. 1893 was the year in which Pepsi was founded……Still in the beverage business, Business Insider notes that while the volume of soda being consumed continues to trend downward, the number of purchases made of bottles and cans is actually increasing. Bottlers and soda companies like Coke, Pepsi and Dr Pepper Snapple are emphasizing smaller packages than previously offered, and actually produce better margins with smaller sizes like 7.5-ounce mini-cans……We’ve been reporting on the Market Force Information survey of restaurants this week, and Chick-fil-A was rated first for the second straight year in the growing chicken segment, winning nearly every attribute studied. Chicken-finger specialist Raising Cane’s was ranked tops in value and second in most other areas. Zaxby’s, Bojangles’ and El Pollo Loco rounded out the top five, while KFC was last in four of the seven attributes studied. 48% of respondents had visited a chicken restaurant at least five time in the previous 90 days; 22% at least 10 times.
NETWORK NEWS
CBS says The Late Show with Stephen Colbert was the only 11:30 pm late night program to post first quarter growth versus last year, according to Nielsen most current ratings for first quarter 2016. In Q1 of 2016, Late Show was up +33% in adults 18-34 (0.4/03 from 0.3/01), +20% in adults 18-49 (0.6/03 from 0.5/02), +14% in adults 25-54 (0.8/04 from 0.7/03) and +1% in viewers (2.82 million from 2.78 million) compared to last year’s comparable quarter……Meanwhile, NBC says The Tonight Show Starring Jimmy Fallontopped the late-night ratings for the week of March 21-25, beating its ABC and CBS time-period competition in all key categories—adults, men and women 18-34, 18-49 and 25-54, plus total viewers.Fallon grew 6% versus the prior week in adult 18-49 rating (0.85 to 0.90) to equal his top average in five weeks (matching his best since a 0.96 for February 15-19)……The Masters will be broadcast on CBS for the 61st consecutive year from the Augusta National Golf Club in Georgia. CBS Sports will bring viewers all the color, artistry and drama of the first major of the year with live third-round coverage of the Masters onSaturday, April 9(3:00-7:00 pm ET). Final-round 18-hole coverage is scheduled forSunday, April 10(2:00-7:00 pm ET). Highlights of early-round play will be presented by CBS Sports onThursday, April 7andFriday, April 8 (11:35-11:50 pm ET; both nights).
WEDNESDAY RATINGS
Empire was back and FOX ruled Wednesday night. The Nielsen overnights showed FOX with an average 3.0 rating in Adults 18-49 and 5.4 in Households, with an average audience of 8.686 million viewers (Empire drew over 12 million). CBS, led by Survivor, was at 1.8 18-49, 5.3 HH and 8.693 million; NBC, with Chicago PD, 1.3 18-49, 3.9 HH and 5.845 million; ABC, led by a Modern Family rerun, 1.1 18-49, 2.9 HH and 4.412 million; The CW 0.7 18-49, 1.2 HH and 1.999 million; Univision 0.7 18-49, 1.0 HH and 1.835 million; and Telemundo 0.6 18-49, 0.8 HH and 1.475 million.
NATIVE VIDEO PLUS TV CAN BREAK THROUGH
A joint study by Ace Metrix and BuzzFeed findsthat native video performs on par with TV ads for overall ad effectiveness, driven by its ability to grab attention. Moreover, when paired with TV ads that focus on product education or desire building, long-form native video can enhance a brand’s ability to better break through and connect with consumers holistically. However, as with TV ads, the most successful long form digital ads are those that have a relevant connection with the brand and target consumers.
“Findings from our work with Ace Metrix offer salient best practices that brands can leverage to make their long form native video more impactful and relatable, while also developing a deeper understanding of the role this format plays in their overall content strategy,” said Tami Dalley, Senior Director of Research at BuzzFeed. “We are thrilled to be able to work with our brand marketing partners to include these best practices in campaigns to ensure maximum effectiveness.”
Capitalizing on the Content Era: Leveraging Native Video to Drive Brand Equity, is based on analysis of 79 long-form native videos created by BuzzFeed, Funny or Die, Mashable, College Humor, Vice, Refinery29 and Maker Studio. The study took place from June to December, 2015.
Best practices revealed by the study include:Try using emotion to connect with consumers; Tell a cohesive story that entertains viewers; Provide practical tips that consumers will find useful; and Using text overlays in the video provides a great opportunity to further punctuate its message. Finally, they advise marketers to make sure the content of your video has an authentic tie-in to your brand.
POLITICAL ADVERTISING STILL STRONG
The race for the Republican presidential nomination may be getting the most press, but Democrat Bernie Sanders has been running the most spots on TV. According to tracking by Media Monitors in the top 60 DMAs the Sanders campaign ran 5,414 spots in the period from March 18 to 27. Also on the Democratic side, Hillary Clinton’s campaign aired 1,214 spots in the same date range.
Republican Ted Cruz’s campaign ran 413 spots, while the Trusted Leadership PAC pitched in 707 spots and the Club For Growth Action PAC added 31, giving Cruz a total of 1,151 spots. Donald Trump’s campaign bought 853 ads on broadcast TV. John Kasich For President ran only 14 TV spots, while the Super PAC New Day Independent Media Committee added 139 spots bring his total to 153 spots.
As far as TV spots aired against candidates, there was only one PAC buying spots against Donald Trump in the 10 day period. Our Principles PAC bought 212 spots with negative messaging against Trump.
THIS AND THAT
The first two weekends of the NCAA Tournament hauled in $755.8 million in advertising on CBS, TBS, TNT and truTV, according to iSpot.tv data reported by MediaPost. That’s a boost of more than $200 million from the same point last year……WWE has a multi-year deal with Snapchat for WrestleMania.Snickers will be the first brand partner, beginning this Sunday.
FORD ISSUES NEW RECALLS
Ford Motor Companyissued three separate recalls for about 48,300 vehicles.The largest covers certain 2015-16 Ford Transit vans to fix side curtain air bags. Another is for a heater issue with 2015-16 model-year Lincoln MKC and 2016 Ford Explorer SUVs. And the thirdis forF-650 and F-750 heavy-duty trucks to replace the parking brake cable connector clips.
DONE DEALS
Joe Sciortino has been named Vice President and General Manager of Raycom Media’s KSLA (CBS) Shreveport, LA. Sciortino moves to Shreveport from Hattiesburg, MS, where he was Vice President and General Manager at Raycom’s WDAM (NBC)……WDAM’s new Vice President and General Manager is Jama Davis Killingsworth. She was with WDBD (FOX) Jackson, MS, for 12 years, the last three as General Manager and General Sales Manager. Raycom Media is in a shared services agreement with WDBD.
AVAILS
CALA Broadcast Partners LLC is acquiring broadcast television properties in the Mississippi Delta and is looking for the right person to operate its sales department. The Director of Sales will oversee sales for WABG, EABG, WXVT and WNBD - ALL of the Big Four networks in the Greenwood/Greenville DMA.We need an experienced, hands-on person who is not afraid of the hard work required in a small operation. If you believe you’re the right candidate, send your resume, cover letter and salary requirements IN CONFIDENCE to .
Do you love to sell? Do you describe yourself as positive, energetic, fun and kind? Are you comfortable making sales calls and have a proven ability to build effective presentations? If you answered yes then we have an excellent opportunity for you to work and live in an award winning region for both livability and business. WHNS in Greenville, SC is seeking an Account Executive. The ideal candidate must have a strong background in new business development. Qualified candidates can CLICK HERE to apply. EOE.
KTEN-TV, Denison, TX is looking for an enthusiastic and talented General Manager for their NBC, ABC and CW affiliates. A successful candidate will not only train, manage, and motivate the station’s personnel, but also manage and control sales revenue through the development of strong relationships with sales and sales management. Our GM needs to be a progressive thinker who can drive growth opportunities.Must possess a strong background in development and budgeting.Resume to: . EOE/Pre-employment drug test required.
WTVG 13abc in Toledo, OH seeks a dynamic Account Executive. Must have a consultant sales approach and will be responsible for developing advertising relationships and customized marketing solutions across television and digital platforms for potential clients. Ideal candidate will have a minimum of one year outside sales experience, media sales preferred. Great upside potential for the right candidate and a chance to grow with Gray Television. College degree preferred. Please send resume to rug screen/background check required. EOE.
KARK Channel 4 (NBC) and FOX16 in Little Rock are looking for an Account Executive. Do you often find yourself day dreaming at your current job?Are you envisioning how you can create greater impact? Do you want to look forward to coming to work?Are you looking to put your creativity to work?Then KARK Channel 4 (NBC) and FOX16 in Little Rock, may be your answer. We’re looking for our next superstar to join our team!CLICK HERE to apply. EOE
KCBD, the Raycom-owned dominate #1 NBC affiliate in Lubbock, TX seeks a dynamic General Sales Manager. The candidate must be an innovative leader who knows how to maximize revenue on all platforms. A successful track record driving LOCAL and DIGITAL revenue and selling creative solutions is required. We need an expert at pricing/inventory control, strategic planning, managing multiple sales projects, motivating and leading local AE's and developing new business.CLICK HERE to apply now. No calls please.EOE-M/F/D/V
Are you an innovative GSM or LSM who enjoys growing revenue and market share? Are you a team building communicator with 5+ years of TV Sales Management experience? Do you have a successful track record of taking your station to new sales heights? Sinclair Broadcast Group is hiring a Director of Sales in the Springfield/Champaign, IL markets. The DOS will be responsible for market wide inventory and sales for 5 stations.CLICK HERE for more info or to apply now.E.O.E.
WSOC-TV, the #1 rated ABC affiliate in Charlotte, NC seeks a talented Account Executive who is an innovative and aggressive self-starter with a proven track record of developing new business, selling multi-platform digital opportunities, developing great relationships with clients and growing market share. We are seeking passionate, driven, and organized solution providers, who thrive on helping clients reach their business goals through creative strategies. If you are ready to demonstrate your drive, discipline, and entrepreneurial spirit, send your resume to or to . EOE M/F
Local Sales Manager:KWES-TV in Midland, TX is currently recruiting for a Local Sales Manager. We're searching for a dynamic candidate with strong leadership, motivational and sales skills along with a proven track record of success. Exceptional skills in recruiting, coaching, and training top performing sellers is a must.Achieving sales objectives, building relationships, communicating clearly and the ability to forecast, budget and execute a strategic plan is critical.CLICK HEREto apply and submit resume with your application.No calls please. EOE-M/F/D/V
Telemundo New York (WNJU) seeks a dynamic Local Sales Manager who will lead, motivate, and inspire our Account Executives to exceed revenue goals across multiple platforms in a fast pace environment. We are searching for an experienced leader who has a track record of building strong teams and growing market share. The ideal candidate will have a passion for developing business from Agencies or Direct Local Accounts, and a minimum of 10 years broadcast sales management experience.CLICK HERE for more info or to apply. EOE
More than 47,000 people have signed a petition to allow guns at the Republican National Convention. And every single one of them is a Democrat.
--Conan O’Brien
Due to this weekend's expected snowfall, experts are predicting a spike in usage of the dating app Tinder. But remember, in either case, you rarely end up getting as many inches as you anticipated.
--Seth Meyers
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SPOTS N DOTS
The Daily News Of TV Sales
April 1, 2016
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