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Tag: Upfronts

  • Upfronts Vs Newfronts: Controversy Over Online Video Audience Measurement

    Upfronts Vs Newfronts: Controversy Over Online Video Audience Measurement

    What is the appropriate way to compare the audiences of an online video series and a television series? This controversy can also be called… The Upfronts vs. the Newfronts!

    The Upfronts is where ad agencies on behalf of advertisers buy TV ads in bulk and also get presented with pitches by the various networks. The Upfronts have been around since 1962. The Newfronts are the digital equivalent, mostly featuring premium online content such as made for YouTube professionally produced series. The Newfronts have been gaining steam over the last few years but actually began in 2008. The Newfronts and Upfronts were just held back to back in New York City.

    What’s provoking jabs by TV execs such as CBS CEO Leslie Moonves, is that it’s becoming clear that the Newfronts and Upfronts are competing for the same ad dollars. The budgets from advertisers of premium online digital video is coming out of the original budgets for TV commercials. For instance, ad agency Magna Global announced at the Newfronts that they are shifting $250 million from TV to digital in 2016.

    At an Upfront breakfast speech, Moonves told the audience, “When it comes to digital, “The bloom is off the rose and the lack of effect of digital advertising are “absolutely true.” According to Adweek he put it this way:

    As for other networks highlighting their success in specific demographics during upfronts, Moonves noted, “different people brag about statistics that they just made up last week.”

    Moonves joined the chorus of broadcasters who are swinging back this week at the debatable claims coming from digital companies. “There’s a lot of stats that aren’t true,” said Moonves. “We see [ad] money coming back to the network. The bloom is off the rose [for digital].”

    The Wall Street Journal Thursday added fuel to the fire by questioning a comparison of the audience size of the TV show “Pretty Little Liars” and the YouTube show “How to Survive High School”. At the Newfronts Fullscreen said that the online show, “How to Survive High School” has amassed 36 million views since it launched last year, while in comparison “Pretty Little Liars” had 2 million viewers. This is a weak statistic, but it’s meant to illustrate the growing reach of premium online video content, not that the YouTube show is actually more popular than “Liars.” Per WSJ “Pretty Little Liars” has been averaging 2.5 million viewers an episode since January based on seven days of live and recorded viewing.

    Statistically it’s an apples-to-oranges comparison because the TV show has 2.5 million viewers every week while the web video show had 36 million views over the course of its existence. But at least those numbers are indisputable, while TV viewing is still relying on Nielsen estimates that are extrapolated from diaries and homes that installed their box.

    Another argument was made by a TV advertising trade group:

    Via WSJ — “Sean Cunningham, chief executive of the Video Advertising Bureau, a TV-led trade group that has been making the argument that digital outlets are overstating their audiences, said that with Fullscreen’s comparison, “the basic media math falls apart here in every way.”

    The VAB made the case that a better way to compare a Web video show with a TV show is to calculate the average audience at a given minute for both shows. The group found that since last August “Pretty Little Liars” averaged over 1.6 million viewers watching live at any given minute when on the air, while “How to Survive” averaged just 850 individual viewers during a given minute.”

    That way of comparison is silly and starts to make the hyperbole of online video proponents look sane. Not a good idea if you really want to make the case that online video views are overstated.

    By its nature TV shows are mostly viewed live or after being recorded while online video is viewed over a much longer period of time and the period of time right after they are uploaded is irrelevant. Measuring the audience of an online video at a given point in time instead of overall may apply to TV somewhat but obviously way understates the viewing audience of online video. “How to Survive High School” had 36 million views! That is in NFL playoff territory.

    Are they all unique? No. But so what? TV viewership is not unique over a multi-week period of time and TV execs don’t seem to have a problem with that. They charge advertisers based on their total viewership for the episode, even if the advertiser is advertising every week where there is substantial overlap in their viewers over time.

    Another aspect rarely noted is that digital ads are viewed preroll and cannot be bypassed, whereas TV ads are routinely fast-forwarded through or ignored (bathroom break!) and this is true of the younger age brackets especially. Of course with digital, unlike TV, there is usually only one ad per episode, but that’s likely to change over time.

    The point is that online digital is catching and likely surpassing the viewership of traditional TV viewership and it is freaking TV execs out!

  • YouTube Connecting Brands To Viral Videos

    YouTube Connecting Brands To Viral Videos

    YouTube announced at the Digital Content NewFronts a new product enabling brands to advertise on its fastest-rising videos. The product, called Breakout Videos, identifies videos as they begin to go viral and then along with other viral videos allows advertisers to place their video ads within them. The idea is that many brands want their products to be perceived as cutting edge or cool and their association with viral videos helps them achieve this.

    Breakout Videos is part of Google Preferred which allows advertisers to reach the top 5% of videos created by YouTube stars. YouTube CEO Susan Wojcicki stated, “This will allow marketers to feature their brands alongside the next big thing”.

    At the NewFronts YouTube brought out over 100 of the top YouTube stars and also announced Sesame Studios, a new channel from Sesame Street.

    Big Bird also made an appearance to unveil Sesame Studios, a new YouTube kids channel from the creators of Sesame Street.

    Read all of last nights announcements on the YouTube Official Blog.

  • Conan O’Brien Signs With TBS For Another Four Years

    Chalk up another win for Team Coco.

    The world of late night talk shows will be much different this time next year. David Letterman has already announced his retirement, Stephen Colbert will take his place at CBS, and Craig Ferguson is exiting The Late Late Show later this year.

    However, TBS is sticking with Coco. The cable network announced at the upfronts in New York City today that it has officially renewed Conan through 2018. Head of programming at TBS and TNT Michael Wright explained the network’s decision, “Over the past four years, we have built a terrific relationship with Conan O’Brien and are thrilled to be extending his series for another three years.” He added, “We couldn’t have asked for a better late-night host or a more enthusiastic ambassador for the TBS brand.”

    O’Brien has hosted Conan on TBS since 2010. Although the show averages about 800,000 viewers per night, Wright cited O’Brien’s ability to bring a young fanbase to the program. Additionally, Conan scores strong with the advertising-desirable 18-34 demo. The 51-year-old also has a massive social media presence with 10.7 million followers on Twitter, plus another 2.5 million Facebook fans.

    Here are a few recent gems from his Twitter page:

    Once David Letterman says “good night” for the final time next year, O’Brien will become the longest-running host of late night television. Late Night with Conan O’Brien premiered on September 13, 1993.

    In a recent interview with The Wrap, O’Brien spoke about his journey and what he’s learned from his years on the late night circuit, “It’s very humbling to do this show. The thing you don’t know when you’re younger is you think it’s all about getting there. And then at one point people start to tell you, by your 25-year-old definition, you got there — but you’re still not satisfied. I won’t say you redefine what it is, but you realize the trick, as you get a little older, is especially in comedy to me — there are comedians who are still inspirational to me. Steve Martin is still the funniest guy in the room. Martin Short is still the funniest guy in the room.”

    You can check out Conan weeknights 11/10c on TBS.

    Image via Conan O’Brien, Twitter

  • Shonda Rhimes To Take Over Thursday Nights On ABC

    It’s that time of the year again, upfronts in New York City, where television executives announce their fall primetime schedules for advertisers. It looks like it’s Shonda Rhimes’ world, and we’re just living in it.

    The prolific showrunner and series drama creator will be taking over the valuable Thursday night time slots on ABC starting next fall.

    Rhimes’ three one-hour long dramas will run back-to-back-to-back, starting with Grey’s Anatomy moving up an hour to 8 pm then Scandal at 9 pm followed up by her newest show How to Get Away With Murder at 10 pm.

    ABC president Paul Lee said of Rhimes, “I call her the Charles Dickens of the 21st century. If Charles Dickens was black and a woman.”

    ABC has a lot of catching up to do and are clearly banking on Rhimes to come through on a premium and valuable night from an advertising stand point. The network is expected to finish in fourth place amongst the major networks this season with advertisers in that ever so important demo of 18 to 49.

    Rhimes and the alphabet network are hoping that How to Get Away With Murder will anchor the Thursday night time slot. The crime drama starring Viola Davis is described as, “A sexy, suspense-driven legal thriller about a group of ambitious law students and their brilliant, mysterious criminal defense professor. They become entangled in a murder plot and will shake the entire university and change the course of their lives.”

    Here’s a list of ABC’s Complete Fall 2014-2015 Schedule:

    Monday
    8-10 p.m. — Dancing With the Stars
    10-11 p.m. — Castle

    Tuesday
    8-8:30 p.m. — Selfie
    8:30-9 p.m. — Manhattan Love Story
    9-10 p.m. — Agents of SHIELD
    10-11 p.m. — Forever

    Wednesday
    8-8:30 p.m. — The Middle
    8:30-9 p.m. — The Goldbergs
    9-9:30 p.m. — Modern Family
    9:30-10 p.m. — Black-ish
    10-11 p.m. — Nashville

    Thursday
    8-9 p.m. — Grey’s Anatomy
    9-10 p.m. — Scandal
    10-11 p.m. — How to Get Away With Murder

    Friday
    8-8:30 p.m. — Last Man Standing
    8:30-9 p.m. — Cristela
    9-10 p.m. — Shark Tank
    10-11 p.m. — 20/20

    Saturday
    8-11 p.m. — Saturday Night Football

    Sunday
    7-8 p.m. — America’s Funniest Home Videos
    8-9 p.m. — Once Upon a Time
    9-9:30 p.m. — Resurrection
    10-11 p.m. — Revenge

    Image via Wikimedia Commons

  • Google Reportedly Enters $100 Million Partnership With Magna Global

    Google has reportedly struck an “upfront” deal with Interpublic Group’s Magna Global, which oversees $37 billion in media billings globally.

    USA Today reports that Magna Global has committed $100 million of client money to Google properties including YouTube, the Display Network and mobile. The deal is for a year with the option to renew, and Magna gets access to Google ad inventory, data and “the chance to work more closely on client marketing campaigns” with Google.

    The report quotes Torrence Boone, managing director of agency business development for Google in the Americas: “There’s the notion of being able to tap into scarcity around inventory, which is critical and underpins the upfront model in TV. That model is porting over to digital.”

    He reportedly also hinted that Google is readying a new class of “scare, premium ad inventory.”

    On Friday, Magna announced a strategic partnership with comScore, Experian and Rentrak to launch “high definition buying,” a cross-platform data set with solutions for planning, buying and optimizing media across TV, digital, video and mobile.

    “By creating a new marketplace for our clients based on a more accurate way of targeting most valued customers and understanding which messaging motivates key buying decisions, we will further our goal of delivering the most effective plans for each and every campaign,” said IPG CEO Jacki Kelley. While MAGNA negotiates with all media on behalf of the organization, the investment we have made in tools like High Definition Buying separates us from our competitors. We believe that no client is alike and therefore no media plan should ever be duplicated if we are indeed to drive true business outcomes,”

    High Definition Buying became available immediately.

    Image via Magna Global