Spots N Dots
The Daily News Of TV Sales
June 15, 2016
NEUROSCIENCE PREDICTS IN-MARKET SALES
SEEKING TO MAXIMIZE AD EFFECTIVENESS
Marketers rightly want to know whether their advertising worked. But that’s after-the-fact, although it helps in figuring out how to make improvements for the next time. But a new groundbreaking collaborative study between CBS, Nielsen Consumer Neuroscience and Nielsen Catalina Solutions claims to have proven that neuroscience tools can predict beforehand whether ad creative will be effective and even predict in-market sales.
The study used a combination of EEG, biometric and facial coding consumer response tools. As presented to The Advertising Research Foundation's Audience Measurement 2016 conference, the five-month study showed meaningful, statistically significant relationships between individual neuroscience measures and in-store sales for the same creative executions.
"As a result of the partnership with Nielsen at our Television City Research Center inLas Vegas, we are excited to now offer an array of new neuroscience measures for pre-testing advertising," saidDavid Poltrack, Chief Research Officer, CBS Corporation and President, CBS Vision. "These tools enable us to offer advertisers a unique opportunity to assure that their creative will deliver before they move forward with their campaigns."
When used separately, the relationship to sales of the individual metrics ranged from a low of 9% for facial coding to a high of 62% for electroencephalography (EEG).The study showed that the integration of multiple neuroscience measures results in up to 77% explanatory power with in-store sales. Because of this work, Nielsen Consumer Neuroscience says it is now able to calibrate these neuroscience measures for clients' creative to predict in-market success.
Nearly 60 video ads from consumer packaged goods companies, ranging from adult beverages and soft drinks to women's beauty products and diapers, were evaluated in multiple lab locations across the U.S. The incremental sales generated by the specific TV schedules for those same ads were then determined by Nielsen Catalina Solutions using their single source dataset. This dataset included 4.3 million cable set-top-box households and retail purchase behavior from more than 90 million households and is nationally representative.
There are hundreds of different metrics within EEG, core biometrics, and facial coding that can be generated for a single ad based on complex brainwave patterns, heart rate, skin conductance and patterns of facial expression. The study confirmed the importance of multiple measures and gives new insights into the right combination to predict in-store sales.
"We believe this is the holy grail for marketers: confidence in knowing creative's potential impact on the bottom line—before it ever enters the market," said Dr.Carl Marci, Chief Neuroscientist at Nielsen Consumer Neuroscience.
ADVERTISER NEWS
That influx of ad dollars spent last September by the fantasy sports sites may turn out to be a One Time Only bonanza, and not just because some states are questioning the legality of the businesses. Bloomberg News was first to report that FanDuel and DraftKings are talking about a merger that would create a single company controlling about 95% of the fantasy sports industry. In a related note, in New York, the first state to curtail the companies’ operation, some legislators appear ready to legalize fantasy betting with the state taking some revenue from the companies……With knowledge that millions of prior leases will soon be expiring, BMW Financial Services will now make Bimmers (yes, it’s actually ‘bimmer,’ not ‘beamer’) coming off lease available to non-BMW franchised dealerships and some used-only independent dealerships. A BMW exec said, “Given the changing dynamics facing the grounding dealer and with more off-lease inventory entering the market, we needed to take our upstream remarketing program to the next level”……Although sales of sedans are currently a segment that has been cooling off, Volvo expects to capture about 5% of the midsize import sedan market with the new S90 that will go on sale next month, and the company expects most sales to be “conquests” of buyers deserting other brands. The vehicle replaces the S80 that goes all the way back to when Ford owned Volvo……Macy’s will open a new store prototype in the Columbus, Ohio market on 6/25 and the Dispatch there says the store will be “100 percent brand new.” Among the differences are a Connect@Macy’s kiosk as customers walk in, a personal-shopper service, and expanded store-within-a-store sections including LensCrafters, Premier Salon and Spa, a Papyrus stationery shop and a Tux Shop operated by Men’s Wearhouse……Staples announced a plan to offer same-day delivery in some key major markets. Orders placed by 3PM will be delivered by 7PM for an extra fee of $15……The major soft drinks companies are trying to create attractive packaging to help revive sagging carbonated soft drinks sales. After Coke and Pepsi announced packaging changes, Dr.Pepper will now start a Pick Your Pepper campaign with a variety of designs available at stores and a website allowing visitors to design their own labels……Earlier this month, the ACSI survey reported T-Mobile and Sprint have made big gains in customer satisfaction, and now a study done by Market ForceInternational has found the based on value, T-Mobile subs are more satisfied than any of the other Big 4 national carriers. Among non-contract wireless brands, Consumer Cellular was best with Cricket the runner-up.
NETWORK NEWS
Justin Hires has joined the cast of the new action-adventure drama series MacGyver,a reimagining of the classic series, airing Fridays at 8:00 pm (ET) this fall on CBS. Hires will play WiltBozer,MacGyver’s ambitious roommate. Lucas Till and George Eads also star……NBC Olympicsunveiled the set design for NBC’s daytime and late night studio, which will be located on Rio de Janeiro’s iconic Copacabana Beach. It’s actually two sets—one indoor and one outdoor, with panoramic views of the beach, Sugarloaf Mountain, and the Rio coast line. Ryan Seacrestwill serve as host for NBC’s late night coverage of the 2016 Rio Olympic Games. Bob Costaswill host primetime.
MONDAY RATINGS
ABC ruled Monday night with Game 5 of the NBA Finals as the Cleveland Cavaliers won and ensured a Game 6 tomorrow for the Alphabet Network with the Golden State Warriors leading the best-of-seven series 3-2. The Nielsen overnights put ABC at a primetime average 5.1 in Adults 18-49 and 8.2 in Households, with an average audience of 14.131 million. NBC, with American Ninja Warrior, 1.8 18-49, 3.5 HH and 6.181 million; Univision, with Copa América: Mexico vs. Venezuela, 1.2 18-49, 1.4 HH and 2.844 million; CBS, with reruns and Braindead, 0.7 18-49, 2.9 HH and 4.361 million; FOX 0.6 18-49, 1.7 HH and 2.630 million; Telemundo 0.6 18-49, 0.9 HH and 1.563 million; and The CW 0.3 18-49, 0.7 HH and 1.057 million.
WEEKLY RATINGS
For Week #38, June 6-12, ABC was at 2.0 18-49 and 4.1 HH; NBC 1.4 18-49 and 3.1 HH; Univision 0.9 18-49 and 1.2 HH; CBS 0.8 18-49 and 3.6 HH; FOX 0.6 18-49 and 1.3 HH; Telemundo 0.5 18-49 and 0.8 HH; and The CW 0.2 18-49 and 1.2 HH.
COMPETITIVE INFO
Newspaper National Network (NNN) announced that it would dissolve at the end of this month. Owned by the top 20 newspaper companies in the United States and the Newspaper Association of America (NAA), NNN was founded 22 years ago as a business development arm of the newspaper industry helping national advertisers and their agencies obtain access to the newspaper industry’s scale and reach.
NAA stopped announcing annual ad sales figures several years ago, but the print newspaper business continues to decline in all reports by the publicly traded chains and private analysts. National print revenue has been particularly weak, although the newspaper companies have had success building ad revenues for their online products.
Since its inception, NNN says it has generated almost $3 billion in developmental ad revenue from the national advertiser marketplace. Three years ago, CEO Ray Chelstowski launched N3 Digital which provided advertisers and their agencies with the ability to build out integrated local media campaigns nationwide.
“The partners of NNN are extremely grateful to Ray and what his team has been able to accomplish over the years,” said NAA President and CEO David Chavern. “With that said, as the media marketplace has continued to evolve, the partners felt the need to invest in an alternative go to market strategy, focused on emerging digital opportunities and ROP advertising, rather than significant capital investments in NNN at this time.”
NADA: DEALERS RANK LEXUS, TOYOTA TOPS
Lexus ranked #1 overall among automotive brands in a survey by the National Automobile Dealers Association (NADA) that measured dealer sentiment of franchise value, automaker policies and automaker field staff. Toyota was second, followed by Subaru, Honda, Porsche, Ford, Mercedes-Benz, Kia,Jeep and Audi.
The NADA Dealer Attitude Survey is conducted twice a year. The NADA says its goal is to encourage automakers to regularly engage in constructive and beneficial exchanges with their dealers.Additionally, in conjunction with the survey, NADA hosted more than two dozen meetings between individual automakers, members of NADA's Industry Relations Committee, and Dealer Council representatives to review the survey findings and discuss successes, concerns, and areas for improvement.
Lexus has retained the top overall spot for the past three years (six survey cycles), and has scored in the top five throughout the last six years. “Brands that rank in the Top 10 among their peers in the marketplace are clearly doing something right, and they deserve recognition for it,” said NADA President Peter Welch.
In addition to measuring overall dealer sentiment, the survey also measured consideration of dealer input on product, product quality concerns, and advertising programs. In the 2016 winter survey, Lexus received the top score for consideration of dealer input, followed by Toyota, Subaru and Honda. Ford and Kia tied for fifth, and Hyundai, Lincoln, Mercedes-Benz and Porsche tied for seventh to round out the Top 10.
Dealer response rates to the survey were also measured, as NADA says the willingness of dealers to share their views with their manufacturers is one of the best ways to gauge the desire to grow the OEM-dealer relationship on an ongoing basis. Lexus achieved the #1 ranking for survey participation, with 89% of its dealers completing the 2016 winter survey. Mercedes-Benz was second at 85%, followed by Hyundai (81%), Porsche (81%), Toyota (76%), Ford (73%), Audi (73%), Lincoln (68%), and Fiat and Jaguar at 66%.
SIMMONS INTEGRATES TV/CONSUMER DATA
Simmons Research says it has integrated national TV viewership data with its National Consumer Study (NCS). The consumer research company says the integration significantly increases the number of measured programs and networks available to marketers, agencies and media companies to profile their consumers and reduces the time it takes to receive insights on cable and broadcast TV.
"The explosion of technology has completely changed the way in which consumers interact with Video," saidPat Pellegrini, President and Chief Research Officer at Simmons. "Marketers and agencies must be able to pivot strategies to ensure they reach the desired audience with the right message, on the right channel, at the right time.”
Simmons measures over 60,000 variables related to consumer behaviors, attitudes, intent and brand affinity, including 1,000 distinct media properties, 500 product categories, and 8,000 brands. By overlaying those consumer behaviors with viewership of broadcast and cable networks and over 25,000 TV programs, Simmons says it can provide deeper insights into not only what the consumers are watching, but also the key consumer attributes that are driving this consumption. “As a result, agencies and their brands can leverage rich consumer profiles from the Simmons NCS to plan their TV spend,” the announcement said.
Pellegrini says Simmons will also be adding additional cross-device video consumption and consumer preferences to NCS and other Simmons studies shortly.
THIS AND THAT
May retail sales beat expectations, rising 0.5%, driven by auto sales. It was the second straight month of gains reported by the Commerce Department……Snapchat has launched a "colossal expansion of its advertising, ushering in a new era for the app," reports Adweek. As part of that development, users can now expect to begin seeing ads between theirs friends' stories. Userscan dismiss the ads, and they won't be inserted directly into stories. However, when the ads do appear they will be full screen with the sound on……In its biggest acquisition ever, Microsoft is buying LinkedIn for $26.2 billion. Reuters says that by connecting widely used software like Microsoft Word and PowerPoint with LinkedIn's network of 433 million professionals, the combination could enable Microsoft to add a suite of sales, marketing and recruiting services to its core business products and potentially challenge cloud software rivals such as Salesforce.com……A federal appeals court upheld the FCC action putting Internet service providers under Title II rules designed for utilities. AT&T quickly vowed to take the case to the Supreme Court and other ISPs are likely to join that effort.
DONE DEALS
Dennis Swanson, who launched Oprah Winfrey’s national career from WLS (ABC) Chicago and went on to high level positions at the NBC, CBS and (most recently) FOX station groups, has ended his 60-year-plus career. As first reported by TVNewsCheck, Swanson quietly retired last week……Mindshare, the media agency network that is part of WPP, has appointedCheryl Idellto run its West Coast operations. Idell joins from Nielsen where she most recently held the role of EVP Client Solutions leading the Disney relationship. She will be based inLos Angelesand will also have responsibility for the Portland and newly launchedSan Franciscooperations.
AVAILS
WIS, the NBC affiliate, and dominant multi-platform media outlet, in Columbia, SC, has an opening for an experienced Local Account Executive with 3-5 years sales experience. You must have a proven track record of negotiating and developing business in broadcast sales and digital sales. Position requires that you are computer literate, and possess excellent verbal and written communication skills.Qualified applicants, get more info or click to APPLY NOWand attach cover letter and resume. No phone calls please. EOE-M/F/D/V
WUPV, in Richmond, VA has a fantastic opportunity for an experienced LSM or senior account executive ready to move up to our open LSM position in market #56.Strong background in Local Core/Digital sales and agency negotiation preferred. A well-developed skillset to budget, grow and accurately forecast revenue a must.If you possess creative leadership skills, the ability to develop new business, relationship-building skills and a successful track record in television and/or media sales, send your resume to . Drug Screen and MVR check required.EOE-M/F/D/V.
WCCB Charlotte, the 2016 CW Network Model Affiliate Award Winner, is looking for a Digital Sales Manager who can lead our team members to develop winning digital marketing strategies for our clients. The ideal candidate will be someone with a passion for new media and the tenacity to keep up with its evolution. All candidates must have prior experience selling digital products with a proven track record. If qualified, please submit resume your resume to Carol Mangin at . EOE.
Telemundo 47 (WNJU, New York) seeks an experienced Account Executive who can help brands and businesses connect with Hispanic consumers, prepare proposals, negotiate and sell commercial airtime for WNJU and the station’s other platforms such as digital, social and out-of-home media.Minimum 5 years’ experience in television or other media sales, and a four year degree required. We’re looking for someone to maximize revenue from an assigned list of clients as well as pursue and develop revenue from new advertisers.CLICK HERE for more info or to apply now.EOE.
WFTS-ABC Action News in Tampa, FL seeks a qualified, dynamic, driven leader to motivate and direct a top performing sales team. The Local Sales Manager must be willing to get in the trenches with AEs and participate in the development of NTR and digital revenue. The LSM will be responsible for training and supervision to ensure reps meet their individual goals and sales dept objectives. Minimum 2 years of successful sales management experience and proven ability to work in a fast paced environment. Qualified candidates, CLICK HERE to apply (search for job #11903). EOE.
Business Development AE: WPLG-TVMiami seeks an aggressive sales professional to work primarily in developing new business for television, digital and special initiatives. This position requires someone who has the ability to cold call, identify prospects not using television, make appointments with decision makers and make the sale. The ideal candidate should be a self-starter and a motivated individual who has knowledge of media and Digital Advertising sales. Send resume to: Alex Price, Local Sales Manager . No phone calls please. EOE.