Source: Media Post Politics - Unpredictability Of Trump Reflected In Campaign Disorder 5/26/16 by Philip Rosenstein The Republican party is deeply aware that the Trump campaign will need serious help to mount a challenge to match the Clinton-DNC machine this fall. It has already reserved $150 million in digital video ads and finalized joint fundraising vehicles with the Trump campaign.
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Sanders, Clinton Ads Hit Airwaves As California Primary Looms Source: The Washington Post 5/26/16 As the Democratic race between Hillary Clinton and Bernie Sanders in California grows tighter and the competition more fierce, both campaigns are now devoting additional money to television advertising.
A day after Sanders announced a new ad buy of less than $2 million in the state, Clinton announced her own television campaign. Ads featuring actor Morgan Freeman as well as labor leader and civil rights activist Dolores Huerta will air beginning on Friday in Fresno, Sacramento, and Los Angeles media markets. Some ads will also target Latino voters and Asian American voters. The total value of the buy is about six figures according to the Clinton campaign. The decision of both campaigns to begin airing television advertisements about two weeks before the state's primary on June 7 reflects the growing closeness of the race. Recent polling data is scarce, but a new survey from the Public Policy Institute of California found that in the last month the race between Sanders and Clinton has tightened. Clinton now holds a 46-44 lead over Sanders compared to her 48-41 lead over Sanders in March. Both Clinton and Sanders have campaigned intensely throughout the state this week. Sanders hopes to secure a large number of delegate's from the state's primary, when 475 are at stake. And while Clinton is likely to have enough delegates to secure her party's nomination before polls close in California on June 7, she is looking to avoid an embarrassing loss in the nation's most populous and one of its most liberal states. Strong prices in national broadcast and cable will be reflected in a strong upfront and scatter market.National TV Prices Firm Up, Reflect Tightening Of Scatter Market Source: MediaPost 5/23/16 by Joe Mandese Prices in the national TV advertising marketplace appeared to be firming up along with tightening scatter market conditions heading into 2016-17 upfront negotiations. The average cost-per-thousand (CPM) of national TV advertising inventory rose to an index of 145 in April, according to the RealCost Index, a collaboration of MediaPost and SQAD’s Netcosts services benchmarking national TV advertising costs. April rose 27 index points from March, but was down 20 points on a year-over-year-basis from April 2015. It was the lowest index value for April since 2010’s 136.
Most of the sequential gains were made up by the national broadcast TV networks, which saw their April index rise a 183, up 46 points from March. National cable TV networks, conversely, rose only 12 index points to a 144 in April vs. a 132 in March. Source: Media Post (via Huffington Post) 5/19/16
Pro-Clinton Super PAC Releases Anti-Trump Ads The pro-Hillary Clinton super PAC Priorities USA, has released its first general election attack advertisements against Republican nominee Donald Trump. The two ads released highlight Trump’s tumultuous history with women. The ads are set to run under a $6 million ad buy over the next three weeks in the states of Ohio, Florida, Virginia and Nevada. Coming off of 1Q with overall TV increases (broadcast +7.7% and cable +1.4%) the first half of 2016 is likely going to finish on a positive note. However, there are different viewpoints on how the second half will net out (see article below). That said, we're siding on the continuation of positive numbers this year given we will see continued political advertising through November (whether by candidates or PACs) and let's not forget the summer Olympics coming up. How does this impact the Upfront next week? We should be seeing single digit increases across the board - mid to high level depending on the network. The only concerning factor would be make goods given the ratings decline - we'll need to keep a close watch on that. Stay Tuned... National TV Market Strong, Second Half Raises ConcernsSource: MediaPost 5/12/16 By: Wayne Friedman In the first quarter, broadcast networks were up 7.7% in national ad revenue, according to Moffett Nathanson Research -- to $4.5 billion. Cable networks grew 1.4% to $5.4 billion. Some of cable’s low results came from the new timing of ESPN’s Bowl Championship Series Playoffs on New Year’s Eve. Taking that out of the equation meant a 3.8% rise. Overall, Moffett Nathanson says there was a core cable national TV advertising gain of 6% without that shift. ABC had a 5% increase to $831 million CBS improved nearly 50% to $1.7 billion (Super Bowl was on CBS this year) NBC Universal (and its stations) were down 17% to $1.3 billion. Fox was flat versus a year ago, at $689 million. For the full article go to MediaPost.com or click on one of the links below...
Less than one week until the major networks present their upcoming schedules in the TV Upfront 2016/2017 season. For those who have never gone to an upfront it is the highlight of the broadcast networks with more Pomp and Circumstance than most college graduations. It is here where the media world will review the TV schedules and learn which networks are reaching the core audience numbers. Ironically, most years, after viewing all of the upfronts, it is apparent that all the networks are #1 (in some fashion). This year it will be interesting to see/hear who thinks they are #1 with the hard to reach millennials. Fox, consistently the "younger" network, will likely push the high reach of programs like Empire to reach millennials. CBS, known as the older network, will highlight that the Big Bang Theory has consistently delivered the younger audience viewers. When all is said and done, advertisers should focus on what the guaranteed delivery is for their specific buy, making sure their core audience is met. Additionally, we will see more online focus this year versus last year, again marketers need to understand the guarantees for that audience and how/if it will be optimized throughout the year. Stay tuned for more Upfront Updates...Let us know if you have any questions. Upfronts 2016: Numbers Show Millennials Abandoning Broadcast Networks Defections come in both live and delayed viewing, with ABC the hardest hitSource: Broadcasting & Cable 5/9/16 Written by: John Consoli ...With more claims and counter-claims likely during next week's broadcast/cable upfront extravaganza, B&C wanted to do some fact-checking by examining season-to-date Nielsen data. It shows an unmistakable trend: Millennial viewers have continued abandoning broadcast network primetime programming in droves this season in both live and delayed viewing modes. Some shows have lost as much as 30-40% of their 18-34-year-old audience, according to the ratings figures. ...Taking the biggest hit has been ABC, whose 18-34 live-plus-same day rating is down 18.6%. The CW, which has traditionally catered to younger audiences but in recent years has aged up with its programming target, is down 16.1% this season among 18-34s. NBC is down 9.7%, Fox is down 7.4% and CBS is down 3.2%. Overall, the five broadcast networks are down 10.4% in 18-34 viewership. The trend does not bode well going forward for the broadcast networks as they struggle to survive, not only in their battle within an oversaturated linear TV market but also in a battle for viewers and ad dollars with the continually growing digital and OTT viewing competitors. ...Then there are a bunch of shows with fewer than 1 million millennials last season and this season who are also bleeding millennial viewers. They include ABC's Galavant (down 330,000) and Castle (-300,000); CBS' The Odd Couple (-300,000), CSI: Cyber (-250,000) and Mom (-250,000); Fox's MasterChef Junior (-250,000) and Sleepy Hollow (-250,000); ABC's Modern Family (-250,000); CBS' 2 Broke Girls (225,000); ABC's Shark Tank (-200,000); and Fox's Bob's Burgers (-200,000). As the numbers bear out, even most of broadcast's most-watched shows aren't immune to millennial defections. For the full article, go to B&C.com or click on one of the links below:
For the past few years we have been reading and hearing about the broader definition of video and viewing...it's not just on TV. Yes, there is agreement that video should incorporate all areas from TV to desktop and ipad/device however the way in which the data from the different devices has been flawed. The following is a current article about Nielsen and it's combined ratings system. Things to keep in mind as you move forward with your media plans... 1) When you buy video, what is the guarantee? Ratings, Views, etc. 2) While video can be purchased with traditional tv campaigns, what will it be optimized on throughout the campaign? 3) Who is buying the data for you (TV Group, Video Group)? 4) What prices are you using as a benchmark. If you have any additional questions, please reach out to any of the team here at RMVco. One Part TV, One Part Digital: How Nielsen Jiggers Total AudienceSource: Media Post Written 5/8/2016 By: Wayne Friedman As Nielsen pushes its “total audience” measurement system as the new currency for a hybrid TV and video advertising marketplace, some fundamental issues remain -- especially the fact that Nielsen will effectively be adding many more sources of video viewing to the measured universe, and consequently, will fragment the TV/video advertising marketplace beyond anything Madison Avenue has experienced to date.Before that happens, a number of big video platforms still need to integrate Nielsen’s digital measurement software in order to become part of its universe.
...It’s not alone in that pursuit, of course. comScore is also moving toward a more comprehensive measurement of total audiences, and its recent acquisition of and integration with Rentrak’s TV audience measurement data is expected to accelerate that. comScore has already made some key announcements about plans to provide even more integrated and holistic measurement of its panel’s complete media consumption -- TV, digital, you name it -- by measuring usage on every device used by those households. But Nielsen’s big leverage continues to be the fact that it is the established baseline currency for the apex medium in the mix -- television. ...Meanwhile, Nielsen is also offering Total Ad Ratings as a means of measuring the effectiveness of advertising campaigns, which is the bottom line for brands and agencies buying TV and digital video. Separating advertising from program content make sense, Abcarian explains, noting: “The relationship between an ad and a program is becoming less and less -- because of dynamic ad insertion and other [advertising efforts].” One of the biggest issues Nielsen has had to confront in reporting the data is accounting for the different “languages” -- or ways of looking at -- audience exposure among its different customer types. While this article focuses mainly on You Tube viewing... From the first candidate announcements in April 2015 through the Iowa caucuses this past February, Google reported that 110 million hours of videos related to all the candidates and their issues had been viewed on YouTube. We predict the number of total when including social media is likely double. Online Video Is Shaping The Race To The White HouseSource: Media Post's marketing:politics 5/2/16 By: Krista DiBiccari ...Google noted that 110 million hours is “estimated to be the equivalent of watching over 100 times every piece of content ever aired on CNN, C-SPAN, MSNBC and Fox News.” ...Such video advertising isn’t limited to YouTube, as the medium has also exploded on Facebook, AOL and beyond. Indeed, Sanders’ mobile video ad campaign targeting 25-44 year-olds was directly responsible for his primary upset in Michigan, AOL spokespeople told Marketing Dive. Campaigns are using search to drive people not only to the paid ads, but also to videos they’re posting on a regular basis. The key: anticipate the questions voters will have and be ready in advance with brief videos that provide timely answers that will show up atop search results. At the same time, counterattack the video search tactics of rival candidates ...Facebook, Instagram, Pinterest have also been driving video views this primary season. As we head toward the final primaries and then the conventions, we can say with a high degree of confidence that the race to the White House will surely be through online video For the full article go to MediaPost.com or click on one of the links below.
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