Hot List: Measurement is Loco, All Things are Local
“I rather sit on the floor in the market of Toluca and sell tortillas than to have anything to do with those “artistic” bitches of Paris.” - Frida Kahlo
Have You Downloaded our new special report: Local TV: Perils & Promise In The Age Of Streaming from Alan Wolk, Tim Hanlon & Evan Shapiro? We surveyed 60k Americans- more young people watch local news than you may think. Overall, just as many people never watch as you imagined.
The Report is free for TVREV subscribers for 90 days. Read up, and stay tuned for a townhall where you can call BS if you want/dare!
ICYMI the week in review, MVPDs are the future of Local, and if Charter didn’t own the data pipes, would the deal have been wholesale?
Measurement Madness: A Tale of Fighting Davids and Embattled Goliaths
Last 30 days of Nielsen: decimated its workforce in the U.S., tried to use Amazon as a JIC buster and got VAB-Disney-Godelled into a reversal, and ran a Succession style succession on its CEO, David Kenney. How you like me Rao?
VideoAmp has been making inroads with its ad activation + measurement flavor of currency, but fighting goliath Cannes be costly! It had more layoffs while raising a $150mm G round to cover its debts from Vista Credit Partners (which is run by a David turned Goliath in his own right, Richard F Smith, the richest black man in America.)
A bit more measured, iSpot just absorbed 605 to accelerate building a megapanel of 80+ million smart TVs and boxes. Why? Glad you asked! We have an explainer from CEO/Founder Sean Muller. TLDR (tech, talent and data)
Meanwhile the Hollywood strike has everyone arguing over what’s fair– but how can anyone decide when streamer data is the secret sauce for platform Goliaths?
Honoring Hispanic Heritage
A lot of marketers are wrong about Hispanic Heritage: Truthset data finds just 58% of Hispanics were included in national datasets used by marketers in Q2 of 2023, which translates to about 20 million customers missed.
Solving this problem, TV makers can use data to connect audiences across content channels and services. Owning the data and the screen means that TVs themselves can now offer immersive hubs, like VIZIO.
FYI: The observation began in 1968 as Hispanic Heritage Week under President Lyndon Johnson and was expanded by President Ronald Reagan in 1988 to cover a 30-day period. It was enacted into law on August 17, 1988. The theme for 2023 is “Todos Somos, Somos Uno: We Are All, We Are One.”
NEWS YOU CAN USE
Advertising
Here's What Buyers Really Thought About the 2023 Upfront - Bill Bradley [Adweek]
How agencies are measuring impact for brands beyond the classic core metrics - Antoinette Siu [Digiday]
Netflix Ad Business Still in the Crawling Phase, CFO Says - Jon Lafayette [B&C]
Political ad spending for 2024 expected to shatter $10 billion, breaking record - Ben Kasimar [NBC News]
Strikes. Streaming. Social. Is the Fall TV Season Relevant Anymore? - Bill Bradley [Adweek]
TUBI’S NICHE PROGRAMMING ‘JUST KEEPS GOING’ IN MISCHIEF’S ABSURD NEW ADS - Tim Nudd [Ad Age]
DV's Interdependence with TTD & GOOGL is Growing: The Big Get Bigger - Laura Martin, Dan Medina [Needham]
Streaming Wars
How Parrot Analytics shook up Hollywood by picking streaming hits - Lucia Moses [Business Insider]
CTV Advertisers +4% In 1H, Roku Maintains 40% Of Impressions - Karlene Lukovitz [MediaPost]
Is TikTok the future of television? - Salea Blancaflor [Fast Company]
AMAZON PRIME VIDEO PREPS ‘THURSDAY NIGHT FOOTBALL’ DATA-RICH UPDATES - Dade Hayes [Sportico]
Has Max Become America’s Most Irrelevant Streaming Service? This Week’s 'Next Text' - David Bloom, Daniel Frankel [NextTV]
Which Streaming Service Cancels TV Series at the Highest Rate? This New Study Sets the Record Straight - Joe Otterson [Variety]
Streaming Forecast for 2024: North America to Drop to Third in Markets With Most Subscriber Homes - Georg Szalai [THR]
Local TV Study: Two-Thirds Of Younger Viewers Stream News - Karlene Lukovitz [MediaPost]
Warner Bros. Discovery CFO on Streaming Prices: “Quality Content Has Been Given Away Well Below Fair Market Value” - Georg Szalai [THR]
Why the war over streaming data is at the heart of Hollywood’s strikes - Wendy Lee [LA Times]
Data & Measurement
iSpot Buys 605 in Bid for TV-Measurement Market Edge - Brian Steinberg [Variety]
Why TV Advertisers Want More Outcomes-Based Measurement - Alyssa Boyle [AdExchanger]
IAB AND MRC’S NEW RETAIL MEDIA GUIDELINES TARGET THE INDUSTRY’S MEASUREMENT ISSUES - Adrianne Pasquarelli [Ad Age]
Streaming TV Ads Beat Mobile Ads For Informing Holiday Purchases - Karlene Lukovitz [MediaPost]
NIELSEN REPLACES CEO AMID MEASUREMENT TURBULENCE - Jack Neff [Ad Age]
Scoop: VideoAmp quietly laid off 10% of staff - Kerry Flynn, Sara Fischer [Axios]
TOP 5 FOOD AND BEVERAGE BRANDS RANKED BY ‘SHARE OF INFLUENCE’: DATACENTER WEEKLY - [AdAge]
Landscape
Disney Fielding Interest In ABC And Other Linear TV Assets From Byron Allen And Nexstar; Media Giant Calls Reports Of Sale Talks “Unfounded,” But Will Consider “Strategic Options” – Update - Dade Hayes, Jill Goldsmith [Deadline]
The New Stakes in Pay-TV Battles to Come - Dealbook Newsletter [NYT]
Who's got Next? - Evan Shapiro [ESHAP]
How Hollywood Is Preparing For A Prolonged Strike - Rose Celestin [Forbes]
GLOBAL INFLUENCER MARKETING SPEND EXPECTED TO HIT $34 BILLION IN 2023 - Gillian Follett [Ad Age]
Nexstar Adviser: Station Group Could Buy ABC O&Os With ‘Little Friction’ If Disney Decides To Sell Them - Daniel Frankel [NextTV]
Did Apple just end the codec wars? - Janko Roettgers [Lowpass]
Sports
Networks Reaping Billions In NFL Ads As Sports Remains Bright Spot - Michael McCarthy [Front Office Sports]
Fox Sports in Negotiations to Hold a New Men’s College Basketball Tournament in Las Vegas in Late March (Exclusive) - Seth Davis [TheMessenger Sports]
Disney+, ESPN+ to host an animated, ‘Toy Story’-themed NFL game on October 1 - Lauren Forristal [TechCrunch]
AARON RODGERS’ INJURY UNLIKELY TO ALTER JETS’ TV FLIGHT PLAN - Anthony Crupi [Sportico]
NBA Cracks Down On Player Rest Ahead of Multi-Billion Dollar Rights Talks - Michael McCarthy [Front Office Sports]
Why brands and rights holders should be putting women athletes at the centre of their marketing plans - Thayer Lavielle [SportsPro]
Endeavor plans UFC-WWE tag team on global media deals - Tim Baysinger [Axios]
