Vab: Shows Need for Third-Party Data

Spots N Dots
The Daily News Of TV Sales
February 8, 2016

GLITCH BOOSTED FACEBOOK TIME SPENT

VAB: SHOWS NEED FOR THIRD-PARTY DATA

Facebook got some bad publicity back in October when it had to fix its app for Apple iOS mobile devicesbecause it was draining users’ batteries. The problem was that the app continued to run in the background, without the user being aware, performing tasks not initiated by the user. Facebook apologized and reduced the background activities that its iOS app would perform.

But that got someone at the Video Advertising Bureau (VAB) thinking: Did that background activity artificially increase time spent using Facebook by users? Facebook is very protective of its data—which has been a source of complaint by competitors and some advertisers for years. But VAB noted that iOS devices—iPhones and iPads—constitute 60% of the comScore Mobile Panel. Looking at broad data from that comScore panel—which VAB refers to as “a rare 3rd party measure of Facebook”—it found that after the Facebook app was updated on October 22, 2015, total minutes using Facebook dropped 40% from September to November for the iPhones measured by comScore and average minutes per visitor dropped 41%. For iPads, total minutes dropped 39% and average minutes per visitor dropped 39%.

Meanwhile, for the same period, Facebook total minutes for the part of the comScore panel using Android devices was up 2% and average minutes per visitor flat.

VAB shared its findings with Ad Age and Facebook initially declined to comment at all. But after the story ran Facebook issued a statement insisting that “just last week we mentioned on our earnings call that we grew both the number of people using Facebook on mobile, and time spent.”

The Ad Age story quoted a couple of major agency buyers of social media advertising that the glitch was bothersome, but that time spent is not a major consideration in whether to use Facebook. Some don’t care about time spent at all. It’s all about unique visitors, one buyer said, and Facebook “just crushes it.”

Even so, VAB said the problem points up the need to have someone measure Facebook other than Facebook. Also, VAB said, the obvious next question is: How long has this been going on? Again looking at comScore data, VAB found that the total time spent minutes in November 2015—after the October “fix”—of 185.46 billion viewing Facebook on desktop and mobile was the lowest for a single month since 185.02 billion in April 2014. And the average minutes per viewer of 853.4 minutes in November 2015 was the lowest since 841.9 minutes in November 2013.

ADVERTISER NEWS

Furniture Today reports traditional marketing methods still dominate in furniture stores’ ad spending. Its analysis shows the typical furniture store will invest 45% of its ad budget in television this year, up from 38% in 2015……TempurSealy North American bedding sales were up 4.2% in the fourth quarter, achieved despite what the CEO called “a relatively low-octane economic environment”……AsburyAutomotive, the seventh-largest auto seller in the country, saw profit more than triple the prior year in the fourth quarter, with same-store new vehicle sales up 4.8% and used-vehicle sales up 3.8%. For the full year, Asbury sold 105,981 new vehicles, up 11% total and 5.9% on a same store basis, which slightly outpaced the industry average of 5.7%...... Both Coca-Cola and PepsiCo are due to report quarterly results later this week, and there may be some evidence that lower gas prices could be helping soda sales. A Wells Fargo survey found that non-alcoholic beverage sales at convenience stores rose 5.5% in the fourth quarter. That of course includes bottled water and energy drinks but Coke and PepsiCo also are heavily into those segments also……Bloomberg News reports SportsAuthority is “taking steps” towards a bankruptcy filing after missing a January interest payment. The chain has another payment due next week……Mattress Firm has completed its acquisition of Sleepy’s to become the first “border-to-border and coast-to-coast” mattress specialty retailer, with over 3,500 stores and an estimated $3.6 billion in annual sales……J.C. Penney has created a humorous TV spot about its return to the appliance business for its three test markets, San Antonio, San Diego, and Tampa……Fred’s January comps were up 0.7% over a year-ago increase of 4.3%. Its CEO notes retail pharmacy sales lagged due to a very low year for incidence of colds and flu……Dunkin’ Donuts will join the “value” competition restaurants are engaged in after fourth quarter same-store sales fell by 0.8%. “Competition is fierce and getting fiercer,” its CEO noted. “Guests are letting us know that the price-value equation needs to work for them.” Meanwhile sibling brand Baskin-Robbins comps were up 4.4% and Nation’s Restaurant News says the same warm weather that hurt Dunkin’s coffee sales may have helped Baskin’s ice cream business……L Brands (mostly Victoria’sSecret and Bath & Body Works) had a healthy 6% same-store increase for the quarter that ended on 1/31, and a 5% increase for its full fiscal year.

NETWORK NEWS

Miley Cyrus has been named a key adviser for the upcoming 10th season of NBC’s musical competition series The Voice. The new season begins with a two-hour episodeMonday, February 29, at 8:00 pm (ET)……Fall Out Boy, Little Big Town, NE-YO and Pentatonix will take to the stage during The Wonderful World of Disney: Disneyland 60. The two-hour special airs Sunday, February 21, at 8:00 pm (ET) on ABC……In a series first, 11 new teams of social media stars depart from their own homes all across the country and head for Mexico City, where they set off fireworks and dig deep at an archaeological Roadblock, on the season premiere of The Amazing Race, Friday, February 12, at 8:00 pm (ET) on CBS……NBC has renewed Shades of Blue for a second season.

WEEKEND RATINGS

ABC, with Shark Tank, and CBS, with Super Bowl’s Greatest Halftime Shows tied at a 1.2 rating in the 18-49 demo on Friday night, but Nielsen showed CBS with an average 6.08 million total viewers to ABC’s 5.90 million. NBC was at 0.9 18-49 and 4.31 million; FOX 0.7 18-49 and 2.68 million; and The CW 0.4 18-49 and 1.03 million.

The Republican Presidential Debate put ABC on top for Saturday primetime, registering an average 1.9 rating 18-49 and an average audience of 11.63 million. CBS, with the NFL Honors, was at 1.0 18-49 and 4.39 million; NBC 1.0 18-49 and 3.69 million; and FOX 0.5 18-49 and 1.90 million.

ANOTHER PROBLEM FOR SUBWAY

Subway has (yet another) problem, and Nation’s Restaurant News suggests that problem may have come from its prior advertising having been too successful.

Eight years ago, the chain introduced its $5 Footlong campaign with a catchy jingle that was extremely successful, although not very profitable to store owners. It repeated the offer several times afterwards as a limited-time promotion, but rising commodity costs have made the offer impossible to repeat now.

With “value” the catchword in quick-service restaurant marketing now, Subway has now gone back to a price-point strategy offering a $6 Footlong, but as NRN notes, with the $5 offer so established in consumers’ minds, “it sounds more like a price increase than a budget deal.” The lessons according to NRN: “Such is the challenge for a chain that uses a single, discounted price point for too long.” It adds “None of this is to say price-based promotions are a bad idea. Chains just must tread carefully when they use them—and when they end them.”

THIS AND THAT

Some fast-food chains are gearing up for higher fish sales during Lent. QSR reports Church’sChicken is highlighting shrimp and crispy fish offerings starting this week, and Long John Silver’s, which says it gets a 75% boost in sales on Ash Wednesday, is starting a sweepstakes offering winners a grand prize cruise……New Jersey has sued Volkswagen over excess diesel emissions, joining Texas, New Mexico and West Virginiain doing so.

AVAILS

General Manager: A small privately-held broadcast company is looking for the right person to operate its television station in the shadow of the Rocky Mountains. The GM will oversee all departments, including news, but is also directly responsible for sales department management. Our right candidate will be an experienced GM who likes to be actively involved in sales, or a broadcast sales manager looking to move into his/her first general manager role. Send cover letter, resume and salary requirements in confidence to . EOE.

TribuneownedKSTU Fox 13in beautifulSalt Lake City(#34) is looking for a seniorAEto come join the #1 revenue station in the market. Great ratings, great sales team and a great future for the right candidate. Contact Beth Young (LSM) with serious inquiries r call directly 801-536-1394.

KPTV Fox12 / PDX TV Portland, OR is searching for a General Sales Manager. Candidates must have a strong business development and NTR track record. GSM establishes sales revenue and expense budgets. Experience with National Sales preferred. Proficiency in recruiting and developing a sales staff, a minimum of 6-8 years of experience in local television sales, and previous management experience required including supervision of a minimum staff of 4 direct reports. Qualified candidates can apply at EOE

ABC6 in Providence, RI is looking for a sales professional with management experience to join this growing ABC affiliate as its National Sales Manager. We need an enthusiastic, accountable individual to work with Katz Continental and the national clients– at the agency and local levels. As part of our management team, the qualified candidate will also be involved with our local and regional sales efforts. Great opportunity for someone looking for a move into a top 60 market. Resume to: Business Manager, ABC6, 10 Orms St, Providence, RI 02904. No calls please. EOE.

Gulf California Broadcast Company is looking for a Director of Sales who is highly motivated with a proven record of success, to oversee sales revenue for its television and web properties. The successful candidate will have 5 to 10 years’ experience in a broadcast television sales management role, and a highly motivated personality, with great interpersonal skills. Solid written and verbal communication skills are a must. More details HERE. To apply, note referral source and send resume to: . EOE.

WAFF-TV, in Huntsville, AL is seeking a Local Sales Manager who can drive revenue and lead our local sales team to success. A strong background in Local Core/Digital sales and agency negotiation is preferred. A well-developed skillset to budget for, grow and accurately forecast revenue is 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, then APPLY ONLINE and attach your resume. No calls please. EOE-M/F/D/V

Media mogul Sumner Redstone has stepped down as the chairman of CBS. The 92-year-old Redstone said, ‘I’m finally old enough to start watching CBS.’

--Conan O’Brien

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SPOTS N DOTS
The Daily News Of TV Sales
February 8, 2016

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