| | Media Buyer & Planner Today | | |
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| | | | | #1 Broadcast TV Mass Reach Still Matters | | As viewers continue to abandon broadcast television and online sites offer marketers more targeted consumer reach options, most advertisers continue to put the bulk of their promotion dollars in TV. As reports in both Broadcasting & Cable and The New York Times state, mass audience reach still matters. And that fact is important to the broadcast networks as they offer up their upfront pitches to ad buyers this week. Not only is mass reach important to many advertisers, but even more important is mass immediate reach. Mark Marshall, executive VP, ad sales at NBCUniversal says television, both broadcast and cable, still delivers the quickest reach out there, something that our digital friends cant necessarily do, and thats probably the biggest differentiating point that we have in the marketplace. And Jo Ann Ross, president of ad sales at CBS, says, You fish where the fish are swimming and we have a big school of fish. And Joe Marchese, head of ad sales for Fox Networks Group adds, Its great if I can target someone I know is a truck driver who searched for the word truck who visited my site a lot, but where do I get them to watch my ad? Whos going to make him or her watch it? | | WHY THIS MATTERS: Not only does the TV networks pitch of mass immediate audience reach still resonate with ad buyers, but the digital sites are struggling with problems of their own. While the ability to target ads to audiences is a plus, digital is getting a black eye because of issues of ad fraud, viewability problems and the placing of ads next to objectionable content. This is going to open the doors for the traditional TV networks to not only keep some of the dollars that might defect to digital but also to draw some back that previously left. | Two Takes: B&C | NYT
| | | | #2 OpenAP Continues to Recruit | | The targeting platform partnership between Fox, Turner and Viacom, known as OpenAP, will be discussed in front of mass industry audiences during upfront presentations this week. While the founding partners are still recruiting major media companies to join them, Donna Speciale, president of Turner Ad Sales, expects recruitment will get easier once beta testing begins. Adweek reached out to major media companies to gauge their interest in OpenAP. Several, including CBS, A+E Networks, Discovery and Scripps Networks Interactive, say they are open to the platform and have been discussing it with the founding partners. None have yet committed. Were open to whatever works for the business, because you cant have nine versions of these tools, says Peter Olsen, executive VP of national sales for A+E, it doesnt make sense. | | WHY THIS MATTERS: The traditional TV networks are looking for ways to combat the loss of advertisers to digital sites which are better able to more finitely target audiences. OpenAP is a way for the TV networks to accomplish it. But not only do multiple major networks need to offer the same platform for ad buying, but the ad agencies and their clients must also buy in. | Two Takes: Adweek | Ad Age
| | | | #3 Gap Between Hits, Duds Shrinking | | In television, there used to be the haves and have nots when it came to distinguishing which shows had the bigger audiences and which would be renewed each year. Now, thats no longer the case. As The New York Times reports, shows with ratings that would have prompted cancellation not long ago, are being renewed and even touted by networks as successes. And even the highest rated shows on television are in ratings free-falls. Take Foxs Empire, for example. It is still the third-highest-rated 18-49 scripted show on television, yet its demo ratings are down 38% and its viewership is down almost 6 million viewers among live-plus seven day ratings. ABC hit Scandal sustained major ratings declines this season but is returning next season. There are a few shows that have maintained their ratings and remain highly watched. One of those is ABCs The Bachelor, which has televised more than 200 first-run episodes, and this season had a 3% increase in its 18-49 demo rating. | | WHY THIS MATTERS: More competition and more choices for viewers is bound to negatively impact ratings. Remember when there were only three broadcast networks and no cable? Network hit shows would get 45% audience shares. A more recent example CBS reality series Survivor. In the 2000-2001 season the show averaged 29.7 million viewers and a 12.6 18-49 demo rating. This season it is still a highly watched primetime show, but averaged 7.9 million viewers and a 1.7 demo rating. Its all relative to the times and circumstances. And advertisers know that and adjust. | | A Take: NYT |
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| | 3.9 | | Percentage of first quarter organic growth reported by Dentsu Group. Within the group, Dentsu Aegis Network, which oversees the holding companys operations outside of Japan, posted an organic growth of 3.1%. In the Americas, organic growth was only 0.6%. Highest organic growth was in Japan at 4.7%. | Reported by MediaPost
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| | NBCs Sunday Trio Up in Win | by Luke McCord
NBC led all broadcasters in primetime Sunday with a 1.0 rating/4 share among adults 18-49, according to Nielsen overnight numbers. Little Big Shots rose 8% from last week to a 1.3. Chicago Justice jumped 10% to a 1.1. Shades of Blue spiked 29% to a 0.9. CBS came in second with a 0.9/4. 60 Minutes bumped up a tenth to a 1.0, while the season finale of NCIS: Los Angeles grew 10% to a 1.1. Madam Secretary and Elementary were each flat at 0.7 and 0.6, respectively. ABC finished in third with a 0.8/3. The two-hour season finale of Once Upon a Time jumped 13% to a 0.9. Match Game followed with a 0.6 (down from a 0.8 in its last airing). Fox placed in fourth with a 0.6/3. Following comedy repeats, the 2017 Miss USA broadcast scored a 0.8dropping from last years 1.2. On the Spanish-language broadcasting front, Univision pulled in a 0.4/2, while Telemundo did a 0.3/1. |
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| JONATHAN SCHAAF was named chief agency officer at Conde Nast. In that role he will oversee the media company's agency relationships and sales efforts. He was most recently president of enterprise partnerships for Omnicom Media Group, where he oversaw both the North America and global partnerships teams, as well as the audience-based programmatic private marketplace. He also served as president of digital investment and global director of digital strategy at OMG, as media director at Razorfish, and as VP of integrated media at Gyro.
JOE MAGLIO was appointed CEO of McKinney New York. He was previously managing director at Havas New York. Prior to that he was a group account director at Publicis and also held the position of marketing director at Ogilvy. He is also co-founder of The Mozzarella Joint, a food stand in Yankee Stadium.
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