| Today's Top Stories | | #1 | Study Finds 'Hate' Drives Viewers to Return to Dramas
| | | When viewers hate characters or situations in TV shows they watch, they're more likely to tune in again to the next episode, according to a study by research firm Canvs. Broadcasting & Cable reports that the study looked at 5,709 episodes of more than 431 TV series. "Hate is literally more than three times as powerful as love at predicting viewership," says Jared Feldman, CEO of Canvs.
Why This Matters: Marketers looking for audience reach should make note of this when buying TV advertising. Feldman says audience hateful feelings can pull in larger viewership of shows. "The more hate there is about a Kardashian, the more likely the audience is to watch," he says. He suggests marketers measure and track the hate factor "obsessively because this is what's driving your business."
A Take:B&C
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| | #2 | Snapchat Lowering Ad Prices
| | | The social media app is now charging advertisers as low as $100,000 for an ad through its application programming interface, Digiday reports, citing unnamed sources. That's down significantly from the minimum $500,000 it was charging when it first opened the platform to ads in late 2014.
Why This Matters: "[Snapchat] is getting rid of high minimums so brands can experiment in ways they haven't been able to yet," says one agency exec. This also comes at a time when more advertisers are developing creative video specifically for Snapchat that blends into the platform to look and feel like everyday user content.
A Take:Digiday |
| | #3 | MRC Accredits 'Sophisticated' Ad Fraud Detector
| | | The marketing industry organization for the first time has certified a company that detects "sophisticated" ad fraud traffic, Ad Age reports. White Ops received the accreditation under the Media Rating Council's new Invalid Traffic Detection Guidelines. The MRC is currently reviewing several other companies including comScore, DoubleVerify, Integral Ad Science, Moat and Pixalate for the same certification.
Why This Matters: Battling sophisticated invalid ad traffic requires using constantly updated advanced analytics and significant human intervention to catch previously undetected tactics. Companies like White Ops are more adept at rooting out those more complex types of ad fraud that are beginning to surface.
A Take: Ad Age |
| #4 Brands Taking YouTube Talent to TV (MediaPost)
#5 VML Wins PepsiCo's Brisk (Ad Age)
#6 MDC to Acquire Swedish Creative Agency (WSJ)
#7 Crystal Pepsi Relaunching With Nostalgic Campaign (Ad Age)
#8 Adidas Expands Kanye West Deal (WSJ)
#9 Rapp CEO Resigns in Wake of Lawsuit (MediaPost)
#10 Five Steps to Foster Diversity (Ad Age)
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Percentage of U.S. marketers who are using personalized content in their emails to consumers, according to a survey by Evergage and Researchscape. Some 56% are also customizing ads on their websites, but customization falls considerably on mobile and web apps.
Reported by eMarketer |
| | Ratings | 'AGT' Grows on NBC
By Michael Malone NBC took top broadcast honors Tuesday with a 2.0 rating in adults 18-49, per the Nielsen overnights, alongside an 8 share. NBC had Olympic swimming trials at 1.3, before America's Got Talent grew 4% to 2.4. Next up was ABC at 0.9/4 and CBS at 0.9/3, then Fox at 0.7/3 and The CW at 0.3/1. ABC had repeated comedies before a new Uncle Buck at 1.1, up a tenth of a point, and To Tell the Truth at a flat 1.0. CBS had a repeated NCIS before the summer premiere of Zoo at 0.9 across two hours. Zoo, based on the James Patterson novel, opened to a 1.2 last summer. On Fox, Hotel Hell rated a 0.9, up a tenth, and Coupled did a flat 0.5. The CW had a repeated The Flash and then a new Containment at a flat 0.3. For more, click HERE |
| | Fates & Fortunes | GANNON JONES was named senior VP, product marketing at Allstate. Jones was previously VP of brand marketing at MillerCoors before departing last November. Prior to that he was chief marketing officer at PepsiCo's Global Nutrition Group and also served as VP, marketing, at PepsiCo's FritoLay division.
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