Friday Funday . . .

THE CLOCK IS TICKING ON TCR:  Nielsen is racing against the clock to prove the efficacy of its Total Content Ratings (TCR) platform before the start of the TV Upfronts in May.  The attached AdExchanger Article provides a glimpse into the early results being reported by Nielsen.  On paper the numbers look promising – double digital increases in total C3 ratings across all devices vs. same day live TV ratings, and a drop in the median age of viewers by 5-10 years depending on the show.  Both of these are welcome stats for the networks who are scrambling to overcome set top ratings erosion, especially within the younger demos.  But the question every attendee of the Upfronts will be asking is whether or not the networks feel confident enough in the TCR numbers to guarantee those ratings, or stay with the traditional measurement model for this cycle.  The answer to that question will have a ripple effect across the entire marketing ecosystem for the next 12 months.

PUBLISHERS SINGING THE FACEBOOK BLUES:  So this is interesting.  Since the beginning of 2017 third party publishers (think any entity producing content) have seen a precipitous drop in reach on Facebook.  It seems to be affecting everyone from large news publishers like the Boston Globe, to lifestyle blogs like LittleThings, and even endemic aggregators like RNS (that’s the Religious News Service, in case you didn’t know).  Regardless of what’s being posted or who’s posting it, the reach numbers seem to be dropping across the board.  The one common denominator is that the affected posts are written articles.  So conspiracy theorists are wondering if FB has quietly changed their algorithm to prioritize video (and more profitable video ads) above articles in its news feed.  You could also envision the issue of fewer people visiting FB to get their news as social content proliferates across the internet.  Either way, it’s not a good sign for publishers who rely on FB for distribution.

IS THE SECOND SCREEN MAKING AUDIO MORE ESSENTIAL THAN EVER?:  Picture a family relaxing in their living room watching television. 20 years ago the TV screen would have been the center of focus in the room. But today’s living room also includes a myriad of other connected devices being used while the TV is watched. This phenomenon is called “second screening” and it’s becoming an ad effectiveness menace for TV advertisers. The problem is this – even if a TV show has strong audience ratings how can you be sure viewers are actually watching the show (and the ads), instead of staring at their mobile devices while sitting in front of the TV? Nielsen has recently completed a neuroscience study which proves “co-viewing” the second screen is becoming a major drag on TV’s ROAS. One of their most interesting findings is that “advertisers and agencies should probably spend more energy thinking about the audio content of their television ads, because the research shows that second screens keep viewers tuned to a channel during advertising”. Think about that for a minute. Audio’s attention getting power is becoming a more important element in video creative since viewers no longer have eyes on the commercials. Makes you wonder if brands should just start buying more audio and less video advertising in the first place?

Have a great Friday (and weekend) guys!

292 thoughts on “Friday Funday . . .

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