| | Media Buyer & Planner Today | | |
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| | | | | #1 More National Brands Join MLB Telecasts on RSNs | | With the Major League Baseball new season approaching the end of its first week, ad revenue sellout levels for the 29 regional sports networks in 25 markets are at 80%, with cost-per-thousand price increases up 6% compared to last year, Broadcasting & Cable reports. Several new national brands have bought ad schedules of $1 million or more, according to Craig Sloan, executive VP of Home Team Sports, the division of Fox Sports Media Group that sells the national RSN ads for every MLB team in the U.S. Among those new advertisers are Exxon, Choice Hotels, Snapple, Hankook Tires, TruGreen and Kings Hawaiian. Several returning national brands have increased their ad spending, including State Farm, Volkswagen, Ford, Ace Hardware, AARP and pharmaceutical company ABVIE. Top spenders include MillerCoors, Apple, T-Mobile, Taco Bell and USAA. | | WHY THIS MATTERS: Cumulative ratings for the RSNs last season were flat compared to the year before, but in this market where ratings for most programming are declining, flat is good. Sloan says several advertisers have actually moved some primetime entertainment ad dollars into the RSN telecasts and some digital dollars have been moved also, in the wake of the digital content problems. Sloan says MLB telecasts are also helped by the family atmosphere of baseball. Major League Baseball telecasts are a safe, family environment, he says. There is not a much safer environment than professional baseball for advertisers. | | A Take: B&C | | | | #2 YouTube Blocks Ads on Small Channels | | The social platform has updated its policies to get control over which videos can make money from ads. Under new rules, instead of allowing YouTube channels to sell advertising as soon as their videos are up on the site, they will now have to reach 10,000 lifetime views before they can sell ads. YouTube claims the new rule change was in the works since November and was not a direct response to content safety concerns that recently have caused a defection of advertisers, Ad Age reports. | | WHY THIS MATTERS: The change will give YouTube more time to review each channel and its video content so it can ultimately make a more informed decision on whether the content is suitable and not offensive to advertisers. It is a move welcomed by both ad agencies and their clients. | Two Takes: Ad Age | WSJ
| | | | #3 Did Pepsi Ad Reveal Flaw with In-House Agencies? | | Members of ad agency and ad tech businesses are raising the possibility that by using its in-house creative agency to develop the controversial Kendall Jenner ad, the Pepsi might have lost the wider sense of context that outside agencies bring. In a first person article in Adweek, Mark Ray, principal and creative director at Portland, Ore.-based agency North, believes the Pepsi ad would have had a broader audience perspective if the brand had used an outside agency. While conceding that in-house agencies bring benefits to brands, he says sometimes the holy grail of in-house efficiency blinds them to whats actually happening just outside their walls. And in a USA Today report, Matt Britton, CEO of marketing tech firm Crowdtap, says in-house agencies may be more reluctant to offer criticism on important campaigns. He says often it is about consensus-building and making everyone happy. | | WHY THIS MATTERS: More and more brands are opening their own in-house agencies as a way to save money and produce campaigns quicker. All brands are under pressure to cut costs, and the agencies are often in the cross hairs, Britton says. But an occurrence like the Pepsi ad misstep is reason for brands to take another look at the role their internal agencies play. When a brand is planning a controversial campaign, especially when making a political statement of some kind, it is often better to get some outside expert voices involved. | Two Takes: Adweek | USA Today
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| | 71 | | Percentage of U.S. teen smartphone users who say they spend three hours or more each day watching digital video, according to an Ipsos study conducted for Think with Google. Some 52% also spend three or more hours a day using messaging apps, 51% are involved with social networking, while 42% play video games. | Reported by eMarketer
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| | | Editor's note: Today's ratings were delayed.
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| JESSE ANGELO, CEO and publisher of the New York Post, was given the additional responsibility of chief of digital advertising solutions at News Corp. In this new role, he will oversee the sale of digital ads as part of multi-platform packages across News Corp. media brands, including The Wall Street Journal, Barron's, MarketWatch, News America Marketing and The Post. Each media brand will continue having its individual sales teams selling ads.
JOSE MIGUEL SOKOLOFF was named chief creative officer at MullenLowe London. Sokoloff is founder of MullenLowe SSP3 in Colombia, where he was chief creative officer. He will continue in his current role as global president of the MullenLowe Group creative council.
MINDY SEARS was elevated to lead creative director at RAPP San Francisco. She rejoined RAPP in December as a creative director after serving as associate creative director at Organic. Prior to that she was an art director at RAPP. Both RAPP and Organic are part of Omnicom. |
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| | Manager, Television Analytics | NASCAR NC, United States
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