Spots N Dots
The Daily News Of TV Sales
March 23, 2016
RECORD AD SALES FOR NCAA MARCH MADNESS
AUTOMOTIVE IS TOP AD CATEGORY
Kantar Media estimates that the annual NCAA Division 1 Men’s Basketball Championship produced a record-setting $1.19 billion of TV ad spending in 2015 and is poised to exceed that amount this year. The annual collegiate basketball tournament, commonly known as “March Madness,” has evolved into “Marketing Madness,” Kantar says. The NCAA has successfully monetized the sporting event through media rights fees and corporate sponsorship payments while creating a platform for marketers to reap benefits from advertising and promotional programs anchored around the games.
According to MediaPost, citing iSpot.tv data, national TV advertisers spent $378.9 million through the first four days of the tournament across CBS, TBS, TNT and truTV. That compares to $329.9 million spent during the first four days of the tournament last year. 250 brands were reported as running 488 spots this year, compared to 220 brands running 395 spots last year on the same networks.
iSpot.tv figures the top advertisers so far this year are AT&T, with $21.9 million in national TV advertising; followed by the NCAA at $15.9 million; Capital One with $12.0 million; Southwest Airlines at $11.2 million; and Buick with $10.9 million.
Kantar’s historical data shows that ad rates for the Championship Game have risen ever year for the past decade except during the recession, when average rates fell in 2008 and 2009. But the average :30 that cost $1.118 million in 2006 cost $1.493 million in 2014 and $1.564 million in 2015. This year’s Championship Game will air Monday, April 4 on TBS—the first time the final game has been on basic cable rather than broadcast.
To put the 2015 pricing in perspective, Kantar says it was 18% less than the AFC/NFC pro football championship games that determined the Super Bowl participants. But it was significantly higher than the College Football Championship game or the most costly air time in other premium sports events.
Kantar notes that some advertisers run spots only in the early rounds. Last year that included Dish Network, Target and 7-11, who elected to advertise only in the first week of the tournament, but all three ran heavy spot schedules.
Over all last year, Automotive was the top category for the NCAA tournament, accounting for 18% of advertising, led by GM, Infiniti and BMW. Telecom was a strong #2 at 12.4%, led by AT&T, Samsung and Dish. Restaurants (Buffalo Wild Wings, Burger King, Taco Bell) and Financial Services (Capital One, Northwestern Mutual, Quicken) each accounted for 9.3% of tournament ad buying.
ADVERTISER NEWS
Automotive News reports a group of U.S. Volkswagen dealers traveled to Germany for a meeting with factory execs there and have asked for “reparations” for the lost value in their dealerships caused by the diesel emissions scandal. As we have reported, on top of the diesels that cannot be sold, U.S. dealers have also been facing a shortage of models they could sell, and The Wall Street Journal says the factory has committed to increase shipments of those vehicles to the U.S. VW has a dealer meeting scheduled at the NADA convention on 4/2 which will undoubtedly be a lively session……FanDuel and DraftKings have agreed to shut down operations in New York state through September when there will be an appeals hearing there. Eilers Research had found the Empire State was the largest market for fantasy betting with about 12.8% of players. The two firms last year ran huge TV campaigns at the start of the NFL season, and with New York in limbo at that time this year, it’s possible planners may look to switch network dollars to Spot……Even though SAB Miller is selling out of MillerCoors, the Chicago Tribune says the former joint venture will keep its corporate name and retain the Windy City as its headquarters. There had been speculation it might move to Colorado, Coors’ former home, or to Canada where Molson operated from. Molson Coors currently owns 42% of the joint venture and is paying $12 billion for the rest……Latest word on the divestitures coming from the upcoming Ahold supermarket merger with Delhaize is that Ahold’s Richmond-based Martin’s Food Markets will be sold or closed along with some Giant Landover stores in MD, DC, and VA……The NPD Group estimates visits to supermarkets for in-store meals or take-out of prepared foods is up 30% since 2008 and has grown into a $29 billion business yearly, which could help explain many restaurants’ continuing problems in customer traffic counts. Supermarkets have made the most progress in the dinner daypart, with 29% customer penetration, followed by lunch with 24% penetration……While many restaurant companies are refranchising locations to become “asset light,” Red Robin Gourmet Burgers is going the opposite way in Texas, buying 13 of its previously-franchised locations. The chain is heavily tilted towards company-ownership with 429 owned locations at the end of its last fiscal year and just 99 franchised units…….New York-based salad restaurant concept Chopt has taken 15 years to get to just 36 units, but will now expand more quickly with 10 new units slated for this year including its first in the Charlotte market.
NETWORK NEWS
In the second season of Home Free on FOX, former NFL player, Heisman Trophy winner and sports analyst Tim Tebow will co-host, alongside famed professional contractor and home renovation TV Star Mike Holmes. The unscripted competition series returns Thursday, June 16, at 9:00 pm (ET)……The second season of The Inspectors, the first original scripted drama series to be part of the CBS Dream Team, It’s Epic!, has started production in Charleston, SC. The award-winning series will return to the three-hour CBS Saturday morning block for season two in fall 2016 with 22 new episodes. Set in Washington, DC, and inspired by compelling real cases handled by the United States Postal Inspection Service, the series follows Preston Wainwright (Bret Green), a determined teen thriving after being paralyzed in a car accident, who works as an intern assisting his U.S. Postal Inspector mom……Telemundo announced three TV specials to offer viewers complete coverage of the Billboard Latin Music Awards “Billboard Duets.”Detras de la Famawill broadcast on Saturday, April 23, at 9:00 pm (ET) and will feature exclusive and in-depth interviews with top Latin music artists including Nicky Jam, Jesse & Joy, Daddy Yankee and Julion Alvarez.La Alfombra de Premios Billboardairs Thursday, April 28, live at 7:00 pm (ET) and will showcase the fashionable and glamorous arrival of artists on the red carpet. Following the awards ceremony, the night will culminate at 11:35 pm with Premios Billboard: Acceso VIP,a live post-awards show that will give audiences an exclusive behind-the-scenes look of the Billboard Latin Music Awards. The awards show itself will be broadcast live on Telemundo Thursday, April 28, at 8:00 pm (ET).
MONDAY RATINGS
The season premiere of Dancing with the Stars on ABC had the most viewers Monday night, but NBC won the young demo, fueled by The Voice. The Nielsen Fast Nationals showed NBC with a primetime average 2.3 rating in Adults 18-49 and 5.8 in Households, with an average 9.354 million viewers. ABC was at 1.6 18-49, 6.8 HH and 10.446 million; CBS, with Scorpion, 1.4 18-49, 4.9 HH and 7.743 million; FOX, with Gotham, 1.2 18-49, 2.4 HH and 3.807 million; Univision 0.7 18-49, 1.0 HH and 1.747 million; Telemundo 0.6 18-49, 0.8 HH and 1.428 million; and The CW 0.3 18-49, 0.5 HH and 0.759 million.
WEEKLY RATINGS
For Week #26, March 14-20, CBS was at 1.6 18-49 and 4.8 HH; ABC 1.5 18-49 and 3.6 HH; NBC 1.4 18-49 and 3.9 HH; FOX 1.0 18-49 and 2.4 HH; Univision 0.7 18-49 and 1.0 HH; Telemundo 0.5 18-49 and 0.7 HH; and The CW 0.2 18-49 and 0.5 HH.
SYNDIE SNIPPET
She’s neither an attorney nor a judge, but The Hollywood Reporter says former Alaska Governor Sarah Palin is being eyed to star in a daytime court TV series by the production company Warm Springs. Big Ticket Entertainment's Larry Lyttle, whose credits include bothJudge Judyand Judge Joe Brown,is attached to the project as an executive producer.
SUBARU SOARS IN PUBLIC PERCEPTION
After Honda previously dominated the category from 2013 through 2015, this year Subaru has been named the Best Overall Brand for 2016 in the Kelley Blue Book Brand Image Awards. The annual ranking rates automakers for creating and maintaining brand perceptions that capture the attention and enthusiasm of the new-vehicle buying public. Strong consumer perception of the Outback and Forester helped drive Subaru's success in earning the top honor among all automakers. In addition to its Best Overall Brand win, this year Subaru once again claimed Most Trusted Brand and Best Performance Brand for 2016, after winning both accolades last year in 2015.
For 2016, Lexus captured the Best Overall Luxury Brand title from last year's winner Porsche by obtaining the top average Brand Watch factor scores among all luxury makes and being highly regarded with its strong lineup, driven primarily by its popular ES and RX models.In addition, Lexus reclaimed its Most Trusted Luxury Brand award for 2016, after Mercedes-Benz won the award last year in 2015.Lexus also previously won Most Trusted Luxury Brand in 2013 and 2014.
Claiming the top spot among truck shoppers for the third year in a row, Ford won the Best Overall Truck Brand category. Ford has won seven out of the eight times Kelley Blue Book has announced this award, with only Toyota outranking them in 2013. The F-150 helped the manufacturer earn the award for 2016, as truck shoppers ranked the brand highest among all other truck brands.
Among non-luxury automakers, Honda once again won Best Value Brand for 2016, after previously winning the award in 2015, as well as from 2011 to 2013. Chrysler won 2016 Best Car Styling Brand, driven by the 300.Benefiting from its upscale Denali trim models, GMC won its third Brand Image Award in a row as this year's Most Refined Brand, with high ratings for comfort, interior layout, technology and prestige/sophistication.
UNIVISION DIVES DEEPER INTO DIGITAL
Univision Digital, the digital division of Univision Communications Inc. (UCI), has launched Univision Beta, a new initiative aimed at accelerating digital innovation across the organization and expanding audience reach through the creative use of emerging digital and social platforms, with special emphasis on news and information. Functioning as an in-house innovation lab housed at Newsport, UCI’s state-of-the-art news facility in Miami, the Univision Betateam is experimenting with cutting-edge products, tools, formats and technologies that can enhance Univision’s ability to inform and engage with audiences in the U.S. and abroad.
Initial projects already under way are focused on expanding Univision News’ coverage of the 2016 election to new storytelling and messaging platforms such as Snapchat, Purpleand Slack. Univision Beta will also work with internal teamsand outside research organizations to explore digital opportunities and implement new technologies, as well as develop data-driven analytics tools to support news and business related decisions, among many other projects. Univision Beta is led by Univision’s director of digital innovation, Carlos Martinez de la Serna.
THIS AND THAT
comScore and Adobe announced a global partnership which will have comScore incorporate new Adobe Certified Metrics, standardized digital consensus data built on the Adobe Platform and powered by Adobe Analytics. Adobe will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers……Gannett has invested in Spirited Media, operator of the mobile news site Billy Penn in Philadelphia. The minority investment will allow Spirited Media to expand the mobile-first approach to new local markets.
DONE DEAL
Michael Zimbalist has joined linear TV ad targeting company Simulmedia as Chief Marketing Officer. He comes from 10 years at the New York Times Company, where he was most recently Senior Vice President of Advertising Products and Research & Development.
AVAILS
The CW Affiliate in Greensboro, NC, WCWG is seeking a General Manager. A successful candidate will not only train, manage, and motivate the station’s personnel, but also manage and control sales revenue through the development of strong relationships with sales and sales management. Our GM needs to be a progressive thinker who can drive station growth and must possess a strong background in development and budgeting. Please send resume to: . EOE/Pre-employment drug test is required.
Account Executive: Do you have what it takes to close the big deal? Can you put together creative cross platform campaigns? If the answers are yes, come to WJXT and News4jax.com where our sales and marketing team bring creative ideas to life in Jacksonville, Fla. We’re looking for dynamic and passionate contributors who have a love for helping their clients succeed. 3 – 5 years of broadcast sales experience and college degree preferred. Learn more about us HERE. Please send resume to: . EOE
WFOX-TV, the Cox Media Group-owned Fox affiliate in Jacksonville FL, (TV Market Rank #47) seeks an exceptional Local Sales Manager. The LSM leads a team of Account Executives, helps develop/achieve strategic business plans/budgets, and grows incremental business/market share. A strong track record in new business development, transactional expertise and digital/multi-platform sales success required. We provide on-going consultation services and the finest resources & marketing tools in the industry. CLICK HERE for more info or to apply now. EOE.