Posts Tagged ‘advertising’

Do You Have to Go Overseas or Buy a Competitor to Get New Video Subscribers?

July 23, 2014  |  Media Week  |  No Comments

Netflix executives practically had party hats on during their earnings call on Monday. The reason? The company topped 50 million subscribers for the first time. Comcast, meanwhile, was similarly pleased to report that it had expanded, but not by convincing new subscribers to sign on—by moving forward with its deal to acquire Time Warner Cable. Domestically, consolidation is the name of the game for traditional TV subscription services. But while techies are quick to pit hated cable companies against beloved digital video pioneers, Netflix's sub gains

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Kevin Spacey Tries to Take Over the World … in His Ads [Video]

July 22, 2014  |  Media Week  |  No Comments

With two Oscars to his name, and a current starring role in one of the most celebrated TV series on the air, Kevin Spacey already has the world at his feet. But it's clear he wants more. Or at least, so it appears from his advertising work. We recently looked at the commercials he's done and noticed a theme. He always seems to portray a man of mystery on the hunt—whether playing a secret agent for for E*Trade, a power-hungry kingpin for Call of Duty or a man seeking perfection on American Airlines. Is Spacey being typecast in his ads? Or could he bring a greater range than advertisers give him credit for? Check out the video above, and judge for yourself.

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Nielsen Exec: Don’t Expect to Be Impressed by Impact of Mobile TV Ratings

July 9, 2014  |  Media Week  |  No Comments

Nielsen Media Research has declared itself "open for business" in terms of tracking TV viewing on smartphones, tablets and other electronic gadgets. But don’t expect those numbers, which will be available for the first time with the new fall broadcast season, to be impressive, statistically speaking. "It will start small and build gradually," Cheryl Idell, Nielsen’s evp of U.S. media, said at the semi-annual Television Critics Association conference kickoff in Beverly Hills. “We won’t see dramatic changes in ratings with this data added in.” That may not be the big splash the advertising community has been hoping for. Claire Browne, vp, director of media research at ad agency RPA in Los Angeles, described Nielsen as "behind the curve" and "playing catch-up" on measuring mobile viewing, a project that’s been in the works for years. "They have to do this to remain relevant," she said. "Consumer behavior is running so far ahead of the research." Nielsen first announced the long-gestating service last fall, promising TV networks a better cross-platform gauge of total viewers so they can set their ad rates accordingly. Advertisers are also clamoring for the data so they can strike the best media buying deals and keep up with the on-the-go consumer who’s increasingly turning to mobile devices for entertainment.

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The CW Wraps Upfront Sales

June 24, 2014  |  Media Week  |  No Comments

The CW has finished its upfront sales, making Fox the last man standing in this year's ad sales bazaar. Volume for the network was down slightly (as it has been everywhere but NBCU, this season's first-place finisher), with CPM bumps up between three and four percent, said a source familiar with the network's deals. The network was looking to expand its palate during the 2014-15 upfront season, and buyers seemed pleased overall with the notion of a broader audience. With the success of comic book drama Arrow, new series Flash attracted plenty of attention from the advertising community. It's a property that has been rumored for years and the run-up to the new show on Arrow has whetted fanboy appetites; it remains to be seen whether comic geek rabble can be successfully translated into viewership gains for the new show, but hopes are high given recent successes. Still, it's not a foregone conclusion: ABC's Agents of S.H.I.E.L.D. didn't do nearly as well as hoped this past year.

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Networks Are Writing Discounted C7 Deals, But Not Everyone’s Biting

June 2, 2014  |  Media Week  |  No Comments

Even with Kevin Reilly out at the News Corp broadcaster and ratings declines from an aging American Idol, Fox has managed to score a serious deal: GroupM, arguably the biggest media agency network, is buying C7 guarantees. GroupM didn't respond immediately to requests for comment, but one of the networks is said to be dangling a 3 percent pricing discount in front of agencies that will agree to C7 guarantees. It hasn't even been that long since the networks started selling C3—the shift to C7 is something buyers have long resisted, given the length of time it takes to process the data and the need for immediate returns on ads such as movie trailers. With C7 guarantees, you may see that your ad was delivered, but if your ad was delivered on unskippable VOD on Tuesday and your movie opened on Friday, it's probably not a great feeling to shell out cash for that delivery. And GroupM does represent Paramount Pictures among many, many other big-name clients including Unilever and AT&T.

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Who Might Replace Fox Chairman Kevin Reilly? Probably Not John Landgraf

May 29, 2014  |  Media Week  |  No Comments

Fox's chairman Kevin Reilly has stepped down after much upfront-season speculation about how much longer the exec's tenure would last. In his absence he leaves... no one, yet. Reilly's direct reports are all due to have their hotel expenses approved by network group chairman Peter Rice for the moment. It's hard to know who will end up with such a high profile (and, frankly, thankless job), but several people have already suggested FX president John Landgraf, given the success of that network's original programming. Of course, since Fox owns both properties, it might want to keep Landgraf where's he's successful—and anyway, he's insisted he's not interested.

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7 Stats That Spell Trouble for TV and Online Video Ads

April 14, 2014  |  Media Week  |  No Comments

Nothing beats video advertising for engaging consumers, forging emotional connections and building brand awareness. Unfortunately, the two major delivery vehicles for video ads face enormous, intractable problems due to attrition, cultural changes and flat-out fraud. Any advertiser that sinks significant money into TV and online video ads faces an uncomfortable truth: That a significant and growing percentage of dollars spent in those mediums is wasted. “ The New Reality of Digital Video Advertising ,”

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The Most Threatening Thing to the Advertising World

March 17, 2014  |  Media Week  |  No Comments

Advertising is under attack in Washington on a number of fronts. It’s accused of making kids fat, taking away our privacy, even making it easier for the government to spy on us.

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FCC Takes Aim at TV Joint Sales Deals

March 6, 2014  |  Media Week  |  No Comments

Does the Federal Communications Commission have it in for local broadcasters? Some insist that's the case.

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Dish-Disney Carriage Deal Disables the Hopper

March 4, 2014  |  Media Week  |  No Comments

Six months after the expiration of their joint carriage deal, the Walt Disney Co. and Dish Network on have agreed to a long-term pact that will not only keep ABC, ESPN and other Mouse House channels up and running in the satellite company’s 14.1 million households, but includes concessions related to the ad-skipping “AutoHop” service. In a statement released Monday night, both parties indicated that the new deal “will result in dismissal of all pending litigation” between Dish and Disney. Per terms of the new pact, Dish will disable AutoHop functionality for ABC content within the C3 ratings window. In other words, the operator won’t actively promote the wrinkle that allows viewers to strip out all commercials in ABC shows during the first three days after a given premiere date. As C3 remains the currency against which ratings guarantees are made, this is a not-inconsiderable concession. It is believed that the language of the agreement allows for the flexibility to extend the freezing of AutoHop should a more advanced/extended metric (i.e., C7) be adopted. Meanwhile, in an acknowledgment of Dish’s compliance, Disney will drop any and all pending litigation against the company for its PrimeTime Anytime and AutoHop features. It is unclear how Disney’s decision will impact ongoing litigation by other broadcast networks . The deal also provides a structure for other advertising models as the market evolves, including dynamic ad insertion, advertising on mobile devices and extended advertising measurement periods. There are a lot of moving parts involved in the Disney-Dish agreement, but it’s worth noting that the new deal would seem to put to rest any speculation that Dish would seek to carve out a lower-priced ESPN-free tier. Dish chairman Charlie Ergen has speculated that operators would eventually choose to drop ESPN and save their customers the “onerous” cost of the industry’s highest carriage fee—$5.54 per sub per month, according to recent SNL Kagan estimates. “Time to shovel the dirt on this idea,” MoffettNathanson analyst Michael Nathanson wrote this morning in a note to investors. “For now, the sports-lite strategy will remain nothing more than a theoretical curiosity. It was never a realistic expectation that Disney might seriously entertain a contract provision allowing Dish, or anyone else, to pursue this strategy.” Lastly, the Disney-Dish accord includes a provision for the two companies to launch the first personalized over-the-top service to “broadband only” Dish homes. Dish will also carry the SEC Network , the University of Texas’ Longhorn Network and Disney Junior. SEC Net launches on Aug. 21.

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