Another top research executive has stepped down at Carat, a media agency that opened shop in the U.S. nearly a decade ago largely on the basis of its research capabilities. Rob Frydlewicz, vice president-director of research for Carat Insight, the agency's research arm, is leaving, MediaDailyNews has learned. What makes Frydlewicz's departure noteworthy is that it comes 18 months after former Carat research diva Joanne Burke stepped down as executive vice president and managing director of Carat Insight, and like Burke before him, Frydlewicz is not leaving for another job, but simply because he's grown disenchanted, say executives familiar with his move. Frydlewicz could not be reached for comment, but he was a key player in Carat's research organization, and recently played a central role in the development of Carat's magazine research symposium with Meredith Corp. In a bigger sense, Frydlewicz's departure is symbolic of a broader exodus of media research and strategy executives from Madison Avenue. When Burke, one of the first executive hired by Carat, stepped down in December of 2004, she said she simply wanted to change her life. That was the same reason Mary Ellen Vincent cited when she stepped down from the top research position at MediaVest one month earlier. Neither Burke nor Vincent have turned to the business. Meanwhile, other high profile media research executives have left the agency world. Two of Madison Avenue's most renowned media researchers - MindShare's David Marans and PHD's Barbara Zack - left to join IAG Research, a company that Wednesday announced $47 million in new equity financing, ensuring that it will be a major player. Earlier this year, former MediaCom research chief Tony Jarvis joined Clear Channel Outdoor, while former OMD research diva Beth Uyenco joined MSN. Meanwhile, Frydlewicz's departure couldn't come at a worse time for Carat. It took the agency a year to find a replacement for Burke, naming Amy Drill senior vice president-media innovation development in November 2005. Drill joined from research supplier Ipsos, where she was senior vice president product development and marketing. Frydlewicz could not be reached for comment. Media Researchers That Have Left Madison Avenue May 2006: Rob Frydlewicz leaves Carat (destination unknown) May 2005: David Marans leaves MindShare (now at IAG) August 2005: Beth Uyenco leaves OMD (now at MSN) December 2004: Joanne Burke leaves Carat (whereabouts unknown) November 2004: Maryellen Vincent leaves MediaVest (whereabouts unknown) September 2004: Tony Jarvis leaves MediaCom Worldwide (now at Clear Channel) April 2004: Gregg Liebmann leaves Zenith Media (now at CNN) April 2004: Barbara Zack leaves PhD (now at IAG) December 2003: Jon Swallen leaves Universal McCann. (now at TNS) August 2003: Ira Sussman leaves Initiative Media. (now at the Cabletelevision Advertising Bureau)
Although political and Olympic advertising in 2006 will boost local station revenues by 7.2 percent to $22.2 billion, this is a far cry from double-digit percent increases of previous big political and Olympics advertising years. "Unfortunately, we had automotive advertising that had been strong in years past," said Mark R. Fratrik, vice president of BIA Financial Network, a Chantilly, Va.-based financial advisory firm that came up with the numbers. "We don't have that as much from autos anymore." Local TV advertising periods still rise and fall according to a two-year cycle--all because of the increases in political and Olympic TV advertising in even-numbered years. While the even-numbered years are still good, the odd-numbered years are getting weak. That's why comparing 2006 with 2005 isn't a true barometer. A better comparison is looking at 2004--which shows a somewhat bleaker picture. This year, 2006 is poised to be down $300 million, or about 1 percent, versus 2004. "What I'm seeing is that in the future for the odd-numbered years, you are not going to have any growth," said Fratrik. For example, last year--2005--was off 8 percent versus numbers in 2004. The good news is that the economy is doing well, says Fratrik. "You have a decent economy. First-quarter U.S. growth is 4.5 percent. But gas prices are going up as well." Future growth from TV stations must come from new sources of revenue--the selling of digital multicasting signals to other programmers, revenue from retransmission consent, and Internet deals, said Fratrik. In the future, BIA says that certain small broadcasters may be able generate up to 25 percent of their revenue and 40 percent of their cash flow from these new applications. The biggest revenue-producing TV station group in 2005 was Fox Broadcasting, with $2.3 billion in 2005--which has held the top spot for a number of years. CBS-owned stations come next at $1.9 billion; then NBC at $1.6 billion; Tribune Broadcasting is at $1.17 billion and ABC is at $1.15 billion. Fox always pulls in the most revenue because it owns the largest market stations--nine of the top 10.
The fat lady is a long way from singing for "American Idol." The phenomenon continues to post mellifluous numbers for Fox. Tuesday's finale broadcast--the winner was crowned in a two-hour special last night--drew 30.6 million viewers, a 9 percent jump over a year ago. The showdown between finalists Taylor Hicks and Katharine McPhee also posted an 11.8 in the adult 18-to-49 demo--a more modest 2 percent gain over the same broadcast a year ago. As it has all season, "Idol" also gave a lift to surging drama "House," which followed it. "House" drew an all-time high of 25.7 million viewers--well above its season average of 17 million--and a record 10.3 in the 18-to-49 demo. "House" retained 87 percent of its "Idol" lead-in audience. "Idol"'s continued strength will power Fox into first place for the season--which ended last night--in the coveted 18-to-49 demo, putting the News Corp. network in the pole position as the upfront looms. With three nights to go, Fox led the demo with a 4.3 in regularly scheduled programming--the core of what's sold in the upfront--with CBS and ABC tied for second at 3.9, and NBC in third with a 3.2. Fox improved upon last year by 13 percent. CBS was poised to finish first in both total viewers and adults 25 to 54. In 25 to 54, CBS held a commanding lead with a 5.0; ABC and Fox were tied at a 4.5, and NBC was significantly farther back at a 3.9.