Posts Tagged ‘television’

Why You Likely Won’t See Too Much Political Advertising During the Olympics

July 29, 2016  |  Media Week  |  No Comments

With the torch about to be lit at the 2016 Summer Olympics in Rio de Janeiro, all eyes are on NBC. And with the TV-friendly time zone—Rio is only an hour ahead of the East Coast—NBC is looking to set records for viewership and advertising dollars. But even as NBC is looking at a bigger haul for ad revenue than it had in 2012—in March, the network surpassed $1 billion in national broadcast, cable and digital sales, four months earlier than it did four years ago—don't expect an onslaught of campaign ads from Hillary Clinton or Donald Trump. Unless, that is, you happen to live in one of the 10 to 14 swing states that will likely determine which party wins the White House this year. It would seem that the massive audience the Olympics provides—NBC drew more than 217 million viewers over the 17 days of the 2012 London Games, including an average of 31 million per night in prime time—would be an ideal chance for candidates to get their messages out. But with only so many political dollars to go around—Borrell Associates projected north of $11 billion in political advertising for the 2016 cycle—campaigns value efficiency over audience size, especially with all the ways available to reach voters, many of which didn't exist just four years ago. "[Voter groups] can be found and targeted in way more efficient ways," said Lenny Stern, co-founder and CEO of SS+K, the agency behind youth vote campaigns for Barack Obama in 2008 and 2012. Thanks largely to technology, marketers today have better ways to directly target specific audience segments rather than casting a wide, pricey net. The average cost for a 30-second spot for Rio is $100,000, Kantar Media estimates, which would be a slight increase over the previous two Summer Olympics. But for prime time, that price could be as high as $1 million, according to The Wall Street Journal. "Finding voters in Virginia, Ohio, Florida or Wisconsin in the most efficient way is much more important than some scaled, amazing platform that grabs a lot of eyeballs," Stern argued. The 2016 presidential election is anything but typical; you would have to be living under a rock, that was living under another rock, to not be familiar with the two candidates. After all, one is a former first lady, and the other is a reality TV star. "You're not introducing [voters] to new people," Stern said. "Here, you're really trying to target … people who are your supporters, or who are persuadable." Campaign money swings into battleground states Election ad dollars may not flow heavily on a national level—political advertising accounted for just 1 percent of all commercial inventory during the London Games—because for many campaigns, that spending occurs at the local station level. "You also bring into play on the Senate, House and local races," said Jon Swallen, CRO at Kantar Media. "There is a bigger pool of political advertising." Kantar found that in 2012, the spending was much higher in key battleground markets than in non-battleground states. Political ads only accounted for 1.5 percent of all local station inventory during the games. For example, political ads took up 38 percent of Reno, Nev., NBC affiliate KRNV's inventory.

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CBS Spins Off Carpool Karaoke Into Its Own Series, on Apple Music

July 26, 2016  |  Media Week  |  No Comments

The Late Late Show with James Corden wasn't kidding about trying to beat Spike's new rival series (also combining cars and karaoke) to the punch. Today, CBS Television Studios announced that Apple Music had landed global rights to Carpool Karaoke, a series based on the wildly popular segment from The Late Late Show. It will be created and produced by Corden and Late Late Show executive producer Ben Winston. The weekly series will consist of 16 episodes, in which celebrities ride along with the host and "visit places meaningful to the celebrity," according to the release. A host (which is very unlikely to be Corden) and premiere date will be announced later. CBS said Carpool Karaoke will also continue as a recurring segment on The Late Late Show. Apple Music is available in more than 100 countries. The service, which gives subscribers access to more than 30 million songs, costs $9.99 per month. While the show is obviously a good fit for Apple Music, it's still surprising that CBS didn't put the series on its own fledgling streaming service, CBS All Access. Executive producers had initially been dismissive of efforts to spin off Carpool Karaoke, as The Tonight Show Starring Jimmy Fallon had done with Lip Sync Battle on Spike

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Despite Streaming Options, Millennial Women Plan to Watch the Olympics on TV

July 19, 2016  |  Media Week  |  No Comments

The 2016 Summer Olympics are just a few weeks away, and it looks like the TV-friendly time zone of the host city, Rio de Janeiro, will pay big dividends for NBC. With Rio just one hour ahead of the East Coast, NBC Sports executives have consistently said these games will feature the most live coverage for any Olympics that NBC has been a part of. Despite the digitally-charged media ecosystem that NBC finds itself entrenched in—for the third Olympics in row, NBC will offer every event outside of the opening ceremonies live for digital consumption— it appears that at least one audience demographic is ready to watch the games the old fashioned way, and it's not one most would've expected. Influenster , whose 2 million members are comprised mostly of millennial women, surveyed 3,992 women around the age of 25 to find out their viewing habits for the upcoming games. The product discovery and reviews platform found that the overwhelming majority of millennial women that plan to watch the Olympics will do so in front of the television (75 percent) instead of livestreaming the competition (18 percent). Overall, more than half (54 percent) of millennial women surveyed are planning to watch any coverage from Rio. Airing on a tape delay hasn't hampered NBC's ability to pull in gigantic ratings—NBC averaged north of 30 million viewers for its primetime coverage from London in 2012. In fact, Jim Bell, NBC's executive producer for its Olympics coverage, has argued that the decision to make every sport live on a digital platform has actually increased TV viewership. "By providing more content you got more viewers and more interest, it was the rising tide that lifted all boats," he said during a Paley Center for Media event last month. But for NBC, being able to have big-ticket Olympic sports like swimming, diving, track and field, beach volleyball and gymnastics airing in the moment instead of on a delay should only further boost viewership. It should come as no surprise then that many of the American athletes that millennial women are most aware of, or at least the ones they follow on social media, participate in those major events. Of the 57 percent of those who took part in the survey, Michael Phelps (15 percent) and Gabby Douglas (14 percent) were the top two U.S. athletes followed

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The Return of ‘Stephen Colbert’ and Jon Stewart Gives Late Show a Ratings Boost

July 19, 2016  |  Media Week  |  No Comments

CBS had hoped that its decision to broadcast The Late Show with Stephen Colbert live during both political convention weeks would give the show the boost in ratings and buzz that it's been seeking for months. Last night, the return of two longtime Comedy Central pals—his Colbert Report alter ego and Jon Stewart—helped the program do just that. Monday night's Late Show live broadcast beat its competitors in the 56 overnight metered markets with a 2.1 rating, its best overnight household rating since May 10. That put it ahead of The Tonight Show Starring Jimmy Fallon (2.0) and Jimmy Kimmel Live (1.5). Late Show, which is broadcasting live during both political conventions, averaged a 0.5 rating in the 18-49 demo in the 25 local people meter markets. It was the show's best rating since Feb. 15, but still wasn't enough to overtake The Tonight Show, which had a 0.7. These ratings will be updated later today when national ratings are available. Season to date, Late Show is averaging a 0.62 in 18-49, with 2.8 million viewers overall, which is well behind The Tonight Show (a 1.01 rating and 3.7 million total viewers). Kimmel is in third place with a 0.56 demo rating and 2.4 million total viewers

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Fox Finishes Upfront Sales Strong Thanks to Interest in New Shows Like Lethal Weapon

July 13, 2016  |  Media Week  |  No Comments

After nursing its wounds during last year's upfront presentation, Fox is in a much more celebratory mood this time around. The Fox Networks Group—which includes Fox, Fox Sports, FX, FXX, National Geographic Channel, Nat Geo Wild and Nat Geo Mundo (but not Fox News Channel)—has wrapped its upfront negotiations with volume increases of around 5 percent in CPM (cost per thousand viewers reached) and gains in the high single-digits to low double-digits, according to a person familiar with negotiations. This is a big reversal from last year's mediocre upfront, where Fox—which had fallen to fourth place in the 18-49 demo despite the arrival of Empire—had CPMs that were down as much as 2 percent below the 2014-15 upfront. Volume had been flat at the time. Fox rebounded slightly this past season to third place among the broadcast networks. For the second upfront, ad sales chief Toby Byrne and his team sold inventory across its entire portfolio (except for Fox News). The group had upfront success with its plans to reduce National Geographic Channel's ad load by up to 50 percent for its new series and specials. Fox had the strongest buyer interest from new fall dramas Lethal Weapon and Pitch, as well as midseason entries 24: Legacy, Star and its revival of Prison Break. Buyers had reacted enthusiastically to almost all of Fox's new shows during May's upfront presentation. The network will premiere all 16 of its fall series during a one-week blitz in September. Fox kicked off the marketing campaign for fall baseball drama Pitch during last night's 87th MLB All-Star Game. ABC finished its upfront sales last week, while CBS and The CW wrapped up their upfront deals on June 27

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Inside the Delicate Mechanics of Marketing Mr. Robot’s Second Season

July 11, 2016  |  Media Week  |  No Comments

USA Network used to be best known for "blue skies" procedurals. But the network's signature show is now Mr. Robot, its Golden Globe-winning dark drama about a group of hackers (led by Rami Malek and Christian Slater) intent on bringing down one of the world's biggest conglomerates. "It's been a brand builder for us and really points to where our characters have evolved," said Chris McCumber, president, entertainment networks for NBCUniversal Cable Entertainment. As the show returns for Season 2 on July 13, he said, "We have a high demand from our ad clients, which is why we are in the business of trying to build out this franchise beyond the 12 episodes that are going to be on this summer." That also requires a delicate marketing and brand blitz for Season 2, as the network tries to nurture the audience for its critically acclaimed freshman sensation while remaining faithful to Mr. Robot's anti-corporate, anti-establishment message. "At the core, everything has to feel authentic, and that's always our barometer for everything we do as it relates to Mr. Robot," said Alexandra Shapiro, evp, marketing & digital for NBCU's cable entertainment networks. "Is this appropriate? What would [Malek's character] Elliot say about it?

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How Time Inc.’s New Video-Only Platform Hopes to Unearth the Next Big Digital Star

July 1, 2016  |  Media Week  |  No Comments

As the digital video ecosystem has exploded over the past five years, it's given rise to a new kind of celebrity: Those who are able to amass large swaths of fans without having to be on a traditional media platform. Now that the industry, along with advertisers, has accepted the importance of digitally-born stars, Time Inc. saw the perfect opportunity to extend its coverage of the traditional celebrity space into YouTube, Vine and Instagram. Announced during its NewFronts presentation , Time Inc. formally took the wraps off Instant , its new mobile-first video-only brand, during last week's VidCon. Instant launched with Degree Deodorant as the exclusive sponsor for the first six months; all the advertising will be either sponsored or branded content. Instant, which is built exclusively for mobile consumption, though it can be viewed on desktops—caters to a growing fanbase that sees YouTubers like Lilly Singh in the same vein as a Jennifer Lawrence. But it's also for those older generations who may not be up to speed on the fast-growing ecosystem. "The goal with Instant is for my grandmother to be able to go onto the site and enjoy herself and get caught up," said Instant editorial director Kirstin Benson. "These digital artists ebb and flow; some of them back out of the industry and there's new ones every day." Instant will be run by Time's two celebrity and pop culture brands People and Entertainment Weekly and will also work with YouNow and Musical.ly. Launching a new media brand in today's oversaturated world is akin to asking viewers to find a needle in a very large haystack. But Benson, who has experience launching new digital platforms after heading up WhoSay, says that using the clout of People and EW gives Instant a massive leg up. "The space is so crowded," she said. "Those two outlets help give us the street cred that we would need." One way Instant will look to gain relevancy is to become the place that will unearth the next big digital star, which has become a key goal across the entire industry . Two of Instant's series, You Should Follow and The Instant Mix, are dedicated to finding untapped talent. "We are literally crawling the internet," said Benson, who adds they're focusing on international talent as well

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5 Viacom Board Members, Including the CEO, Are Ousted in Massive Overhaul

June 16, 2016  |  Media Week  |  No Comments

After taking weeks to line up all his pieces in his battle with Viacom CEO Philippe Dauman, Sumner Redstone has finally made his big move to regain control of his company. Today, his National Amusements, Inc., which controls Viacom and CBS Corp., announced that it had removed five members of Viacom's board of directors—including Dauman—and had elected five new independent directors. The massive board overhaul also sets the stage for Dauman's eventual dismissal as Viacom CEO. The five new directors are Kenneth Lerer (BuzzFeed chairman and former chairman and co-found of The Huffington Post), Thomas May (chairman of Eversource Energy), Judith McHale (president and CEO of Cane Investments, and former president and CEO of Discovery Communications), Ronald Nelson (Avis Budget Group's executive chairman of the board, and former co-COO of DreamWorks SKG) and Nicole Seligman (former president of Sony Entertainment). They are replacing Dauman, George Abrams, Blythe McGarvie, Frederic Salerno and William Schwartz, all of whom have been battling with 93-year-old founder and chairman emeritus Redstone over the company's future. Remaining as Viacom directors are COO and director Thomas Dooley, Cristiana Sorrell, Deborah Norville, Charles Phillips, Jr., Redstone and his daughter Shari, who is non-executive vice chair

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NBC Sets Fall Premiere Dates and Will Use ‘The Voice’ to Launch Its 3 New Series

June 15, 2016  |  Media Week  |  No Comments

Because NBC's No. 1 series, Sunday Night Football, stretches well past 11 p.m., the network can't use it to help any of its new shows this fall. Instead, the network is making the most of its No. 2 show, The Voice, which it will deploy to launch all three of its new fall series, NBC announced today. The Voice, with new coaches Alicia Keys and Miley Cyrus, kicks off Season 11 on Monday, Sept. 19. Then NBC will air two episodes of its new Kristen Bell-Ted Danson comedy, The Good Place, which moves to its regular 8:30 p.m. Thursday spot on Sept. 22. (Trailers and descriptions of NBC's three new shows can be found here.) New drama This Is Us will debut Tuesday, Sept. 20, after The Voice's Tuesday airing and will remain at 10 p.m. for three weeks until moving to its regular 9 p.m. slot on Oct. 11

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Why Vice Won’t Have Reviews on Its Upcoming Gaming Channel

June 14, 2016  |  Media Week  |  No Comments

It already counts 11 verticals covering everything from news and sports to women's issues, music, food and tech. Now Vice is planning to expand its scope even further, pulling back the curtain today on a gaming vertical that was first announced at the company's NewFront presentation last month. The as-yet unnamed channel, set to fully launch in the fall, will focus on gaming culture, big and small, through personal storytelling. "It's probably the biggest medium today for communications," Joel Fowler, publisher of the new vertical, told Adweek. Fowler also runs Vice's EDM and culture channel, Thump. Vice already produces gaming-related content for Motherboard and The Creators Project , but will now have its own "dedicated place where we can devote resources," explained Fowler. "We see it more as doubling down on all the gaming content that we've been doing." Vice is debuting the first episode of Pixel by Pixel, the first video series for the vertical, during this year's Electronic Entertainment Expo, or E3. Vice partnered with Twitch to stream the episode live during its E3 broadcast later this afternoon. The series profiles indie game developers in the weeks leading up to the release of their projects. The first episode follows Alex Preston, creator of Hyper Light Drifter. The game is autobiographical in nature. Preston was born with a serious congenital heart defect. The game's main character confronts challenges he must resolve before he dies. Vice will roll out the first episode for each of the five new shows in the coming months leading up to the site's launch; all five videos will be sponsored by Taco Bell. By late summer, Vice will debut the first episode of esports-themed series Versus, which will center on the game Smite.

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