Spots N Dots
The Daily News Of TV Sales
June14, 2018
TWITTER: WE PROVIDE A BOOST FOR TV ADVERTISERS
SOCIAL MEDIA SITE TOUTS DATA FROM NIELSEN
Twitter has long worked to position itself as the best social media partner for television programmers. Now it is out with data from new Nielsen Total Ad Rating (TAR) studies commissioned by Twitter showing incremental reach for television advertisers.
The series of studies found that Twitter provided an average of 6 percent incremental audience reach to TV across four measured cross-platform campaigns. For marketers, says Twitter, there are three key findings on how to connect with more of your target audience on Twitter.
First, Twitter says pairing with TV provides incremental reach. In one study, a large CPG brand ran a campaign during a major global sports event that included a Twitter First View Promoted Video ad. The brand saw 22 percent incremental reach with its target audience on Twitter versus advertising on TV alone. By taking advantage of consumer interest and activity around sports and combining that with the increase in unique impressions from using First View, the campaign was able to achieve this large jump in reach.
The study also found that Twitter’s incremental audience skews younger: 18- to 24-year-olds consistently showed the largest gains in incremental reach via Twitter compared with all other age groups and targets. This second point is critical for marketers, according to Twitter. “While this demographic is a digitally connected audience, it’s also one of the most elusive demographics to reach if relying solely on television,” says the analysis provided by Twitter.
According to the Nielsen Total Audience Report, in Q1 2017 Generation Z (those aged 20 and younger) consumed 50 percent less TV than Generation X and 66 percent less TV than Baby Boomers. However, Twitter saw an average of 25 percent incremental reach to TV among those aged 18 to 24 across the four campaigns measured.
The third key point, says Twitter, is that its reach is on-target. Each of the campaigns implemented relatively broad audience targeting (most of the campaigns targeted 18- to 49-year-olds, both male and female).
Twitter had a higher percentage of its impressions reach target audiences than did TV, to a tune of 40 percent more on average across the four measured campaigns. In fact, the study found that Twitter outperformed the Nielsen digital-on-target-percentage norms by an average of 14 percent for the measured campaigns. “These results point to Twitter being an increasinglystrong supplement to TV,” said the Twitter analysis of the TAR studies it commissioned from Nielsen. While not identified, the research subjects were four large-scale advertisers from different industries, with campaigns running on Twitter and TV during heavy TV advertising periods (February– March 2017).
ADVERTISER NEWS
Home insurance from Amazon could be on the horizon. According to CNBC, citing tech news website The Information, the e-commerce giant has reportedly discussed offering home insurance. It would potentially complement the company’s growing line of smart home devices powered by Alexa. But the idea already has a few skeptics: While Amazon may lead the way in smart home devices, the things the company’s products aren’t suited to preventing—or even detecting—statistically cause the costliest insurance claims. That includes things like fire and lightning, bodily injury and other property damage, water damage and freezing, and wind and hail… Chef’dis bringing its meal kits to Walgreens and Duane Reade. CNBC says Chef’d will bring its meal kits to 30 Walgreens and Duane Reade stores in the New York area as part of a partnership with Smithfield Foods. This is one of the first instances of a meal kit company teaming up with a drugstore chain. Chef’d will begin by offering three meals at the retailers. Each kit starts at $15.99… Fortune reports that Ikea is partnering with Lego, Adidas and Sonoson products ranging from perfume to speakers. The Sonos- Ikea networked speaker, known as a Symfonisk, debuts in 2019 and is the first of what Ikea says will be more audio products. A body scent called Osynlig, meanwhile, comes from perfume designer Ben Gorham. Some of the partnerships aren’t even built yet: Lego says it will announce more details of its Ikea dealings soon… AdAgesays Volvo’s emotional 10-second vignettes promoting its V60 family-oriented estate car portray the modern reality of family. The campaign includes an elderly gay couple together for 40 years, a lesbian couple with a toddler, the Swedish-American actor Joel Kinnaman(Robocop) and a pair of model twin sisters. They’re created by ForsmanBodenfors, which sought to illustrate the tagline “protect what’s important to you.”
NETWORK NEWS
ABC premiered its new documentary series The Last Defense to a less-than-stellar audience Tuesday night. The Last Defense is from actress Viola Davis and Julius Tennon. It explores flaws in the American justice system through the cases of DarlieRoutierand Julius Jones. The debut episode averaged a 0.5 adult 18-49 rating and 2.7 million viewers. That was enough to tie 48 Hours on CBS in the demo, but the docuseries finished last in the time slot in total viewers. The Last Defense had ABC’s biggest summertime audience in the 10 PM (ET) hour since August of 2016. NBC won the night with America’s Got Talent doing a 2.2 demo rating and 11.3 million total viewers. NBC’s other talent competition series, World of Dance, posted a 1.5 rating and 6.2 million total viewers… Kent Weed, the co-founder of the A. Smith & Co. production firm, has decided to step down from the day-to-day operations of the successful company to concentrate more on his life outside show business. Weed and Arthur Smith formed the company 18 years ago, and it’s been responsible for several successful reality programs, including American Ninja Warrior on NBC, Hell’s Kitchen on Fox, and the upcoming Titan Games on NBC. Weed has already stepped down from his position as president of A. Smith & Co. but will continue to be executive producer of American Ninja Warrior… The documentary film NossaChape, from Jeff and Michael Zimbalist, will air on Fox as part of the Magnify series of films debuting on June 23 during the 2018 FIFA World Cup. The film tells the tragic story of Brazilian soccer club Chapecoense’s2016 plane crash in Colombia. Q Ball is another film in the series set to premiere next year. It tells the story of an inmate basketball team at San Quentin State Prison in California. NBA star Dwyane Wade of the Miami Heat and business partner Rich Kleimanare executive producing the project… Dania Ramirez, who played Cinderella on ABC’s Once Upon a Time, has signed on for another major role on a fairy tale-themed drama. Ramirez will join the cast of Tell Me A Story, the straight-to-series project in the works at CBS All Access. Tell Me a Story, written and produced by Kevin Williamson, takes the world’s most beloved fairy tales and reimagines them as dark and twisted psychological thrillers. The first season of the serialized drama interweaves The Three Little Pigs, Little Red Riding Hood and Hansel and Gretel into an epic and subversive tale of love, loss, greed, revenge and murder. Ramirez joins an all-star cast that includes James Wolk, Danielle Campbell, Paul Wesley, Billy Magnussen and Kim Cattrall… Living Biblically’s Patrick Walsh has joined Fox’s new comedy series The Cool Kids as executive producer and showrunner. He is replacing Kevin Abbott, who served as executive producer/showrunner on the pilot. Walsh’s previous credits include six seasons of Last Man Standing on ABC. He’s also been tapped as the showrunner for the Last Man Standing revival on Fox. The Cool Kids will be paired with Last Man Standing on the Fox Friday night schedule this fall.
AUTO DEALERS FEELING LESS OPTIMISTIC
The quarterly Cox Automotive Dealer Sentiment Index (CADSI) finds U.S. auto dealers are still riding high—but becoming cautious. Overall, dealers are more positive than negative when describing current market conditions in the Q2 report. However, while current sentiment improved, expectations for the next quarter deteriorated substantially compared to the optimism measured in Q1. “The biggest concern coming from this quarter’s survey is that expectations for the market moving into the summer have diminished substantially,” noted Cox Automotive Chief Economist Jonathan Smoke.
In Q1 2018, an index rating of 70 indicated a substantial majority of dealers were very optimistic about the coming months—largely due to positive views of the tax reform enacted in late 2017. But the euphoria has diminished. The majority remain positive but indicate that costs continue to increase, inventory levels are now a challenge, and higher interest rates are beginning to weigh on the business.
The current market index is 51, up two points from the Q1 reading and the highest since the survey began in Q2 2017. More dealers were also positive on Customer Traffic in Q2 than Q1, with an index rating of 40, up from 35 earlier this year.
COMCAST MAKES $65B BID FOR FOX ASSETS
The potential bidding war for a big chunk of 21st Century Fox’s entertainment assets took a step closer to reality yesterday. Comcast offered $65 billion for those assets, setting up a showdown with Walt Disney, both media titans fighting for supremacy in a rapidly changing business.
Comcast says its all-cash bid offers a premium of about 19 percent to Disney’s all-stock $52.4 billion offer. According to The Wall Street Journal, Fox has received the offer and will review it.
The offer comes on the heels of Tuesday’s U.S. court ruling that approved AT&T’s acquisition of Time Warner. Industry executives and Wall Street were closely watching that decision, which was viewed as allaying antitrust concerns as it relates to a Comcast bid for Fox. Fox’s board last year rejected Comcast’s original bid, even though it was greater than one from Disney. Directors believed it was more risky with regulators and would require the sale of valuable assets that would reduce the value of the deal to Fox.
ADVERTISERS CHASE WORLD CUP INVENTORY
The 2018 FIFA World Cup kicks off today in Moscow’s Luzhniki Stadium, and AdAgesays that despite a no-show by the U.S. national team, stateside broadcasters Fox and Telemundo say demand for ad inventory has been robust.
Soccer isn’t a sport that allows for a steady stream of commercial breaks, but sponsorship entitlements and available real estate in the pregame, postgame and halftime shows are expected to generate hundreds of millions of dollars in ad sales revenue for the networks.
According to the report, much of that inventory is already spoken for. There are 48 matches that make up the initial Group Stage of the tournament, and they’re sold out. Only a handful of spots in the eight Knockout Round matches remain up for grabs.
An uncluttered ad environment and the allure of live sports have made the World Cup a must-buy for usual suspects (and official FIFA partners) like Anheuser-Busch InBev, Coca-Cola, McDonald’s and Adidas. Money is also rolling in from financial services, technology companies and movie studios. According to media buyers, much of studio investment was originally earmarked for an extended NBA Finals run, and was diverted to the soccer tournament.
PEOPLE PREFER FREE STREAMING
This one probably won’t come as a surprise: A study for the Interactive Advertising Bureau (IAB) finds that consumers around the world would rather get video streaming for free than pay for it. The IAB survey found that 67 percent of consumers globally have streamed live video content, and 52 percent of that group prefer free, ad-supported live streaming over subscription and a la carte services.
Sixty-four percent of those that have streamed live video have engaged with an ad—such as pre-roll or sponsored ads—while live streaming. The most common actions taken in response to seeing an ad during a live streaming session were remembering the brand that was advertised, clicking on the ad, and visiting the brands’ website.
GOING TO THE DOGS, IT APPEARS, PAYS OFF
A study by Nationwide, which just happens to be a major pet health insurer, finds that 90 percent of employees in pet-friendly workplaces feel highly connected to their company’s mission; fully engaged with their work; and willing to recommend their employer to others. In contrast, less than 65 percent of employees in non-pet friendly workplaces made the same claims. The survey, conducted with the Human Animal Bond Research Institute, defined “pet friendly” as a workplace allowing pets all or some of the time or providing other benefits, such as pet insurance.
The results show that more than three times as many employees at pet-friendly workplaces report a positive working relationship with their boss and co-workers. Moreover, these employees are more likely to stay with a company long term. The findings held true even among non-pet owners in both pet-friendly and non-pet-friendly workplaces.
THIS AND THAT
DraftKingshas officially applied for a state license to offer sports betting in New Jersey. DraftKings recently announced it selected Resorts Casino Hotel as its New Jersey casino licensing partner, satisfying an expected regulatory requirement for the company to offer an online sports betting product in the state… Auto manufacturers continue to invest in ride-hailing companies. In the latest move, Toyota is investing $1 billion in Grab. The Singapore-based company recently bought out Uber’s Southeast Asia operations.
AVAILS
KMBC-TV/Hearst Television’s ABC affiliate in Kansas City has an opening for an experienced Account Executive. We are looking for an AE who is highly motivated, can grow revenue on existing accounts and secure new advertisers to the station. Ideal candidate will have strong business development experience as well as the ability to effectively negotiate. If you have a proven track record of producing revenue on multiple platforms, click HEREto apply. EOE.
WAVY-TV10 and WVBT FOX43 in the Norfolk, VA, market seeks a results-driven Account Executive. This experienced sales professional must have a winning attitude and a desire to succeed! Responsibilities include managing agency business, new business generation, client relationship building, proposal preparation and presentation to a diverse customer base. The ideal candidate should have a minimum 2 years of media sales experience. Bachelor’s degree preferred, with an emphasis in Business/ Marketing or Communications. To be considered for this job you must APPLY ONLINE. No calls. Pre-employment background & DMV check.
Looking for a great place to live and to work for an industry leader? WJCL 22, the Hearst-owned ABC affiliate in the Savannah-Hilton Head market, is looking for a Research Director. The ideal candidate will be will be analytical, creative and proactive and should also be proficient in Nielsen software, Kantar and Wide Orbit Media Sales. This position is actively engaged in providing relevant research and strategic guidance to the stations’ news, programming and creative services departments. Please click HEREto apply. EOE.
Kim Jong Un said he wants to open a McDonald’s in North Korea. The first happy meal toy is Mayor Mc-Un.–Larry the Cable Guy
Getting away from it all is great until you realize there’s no pizza delivery.–FunnyTweeter.com
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SPOTS N DOTS
The Daily News Of TV Sales
June14, 2018
Phone: 888-884-2630