Posts Tagged ‘advertising’

The Creators of Robot Chicken Love to Play With Toys

July 25, 2014  |  Media Week  |  No Comments

When conjuring names for their new stop motion adult animated series, Stoopid Buddy Stoodios co-founders Matt Senreich, John "Harv" Harvatine, Seth Green and Eric Towner submitted 80 different titles to Cartoon Network . While an early submission—Free Paid Advertising For Popular Toy Companies—was probably one of the most appropriate, executives passed. "Robot Chicken was the terrible one that stuck," explained Senreich, laughing. "But that's what we're trying to do: We’re trying to show off how cool your toy is." Now wrapping up season seven and green-lit for season eight, Robot Chicken's success stems from the tender love and care it takes to find hilarious ways to put toys in everyday situations and absurdly dark scenarios. And in a twist, for the first time the creators will feature a character they created ( Bitch Pudding ) rather than an actual toy in a new episode that will air on Sunday. Though each season takes a grueling 14 months to make, for the guys working on the show, it's just an excuse to play with toys. And although the personas of the toys or characters are mocked, Senreich believes it's great marketing. "It's okay to make fun of yourself in this day and age. If anything it's publicity and pretty free publicity in a way because it makes your characters look cool to the older kids," he said. "That kind of validates (marketers) in pop culture," Towner added. "You have to have a certain popularity to click with the audience." That knack for playing with pop culture also explains why the production house has attracted name brands like DC Comics, Hasbro and—Senreich's holy grail— Lucasfilm. Robot Chicken produced three Star Wars specials after the company reached out to them, saying how much it loved its parody

Read More

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

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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 ,”

Read More

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.

Read More

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.

Read More