Univision unveiled a multiplatform upfront strategy Friday that includes more than a dozen new prime-time programs across its terrestrial networks in addition to a number of new online series and several other digital initiatives that will make much of Univision’s programming available to viewers on demand on multiple devices. Embracing the theme “Latinos Live Here,” Univision CEO Randy Falco told reporters on a press call that with a 73% share of the Spanish-language TV audience in the U.S., marketers “need to come to us if they want to reach them.” The new Univision programming announcement followed word that the network had done the first major upfront sales deal this year, inking a deal with Publicis Groupe’s Starcom and sister multicultural shop Tapestry for clients including Kellogg, Mars/Wrigley and Burger King, which are shifting dollars from English to Spanish-language TV. New prime-time novellas (produced through an exclusive arrangement with Mexican programmer Televisa) include When The Heart Commands, billed as a love story about resentment and revenge. Also on tap is a romantic comedy, For Her, I’m Eva. The network, which celebrates its 50th anniversary in the fall, also unveiled a new digital network, UVideos, which will offer thousands of hours of Univision programs on demand and that will be accessible via multiple devices including game consoles, smartphones, tablets and Internet-enabled TV. It will feature social media options as well, including TV check-ins and other social streams, and will launch this summer. “We’re doubling down our effort to meet the overwhelming demand from consumers and advertisers for premium digital content,” said Falco, “and we’ll be offering much more of our popular” programming across multiple platforms. The network is pitching marketers that its array of assets is the best way to reach the estimated 20% of the average marketer’s target that is Hispanic. Unlike many nets, said Falco, Univision still has 94% live viewership and 68% unduplicated reach, and twice the online traffic of any other network. The company also has a number of original online content projects in the works including a Web novela from Televisa and two that are being produced by Univision in association with actor/director Kate del Castillo. All three are designed exclusively for air on UVideos. Company officials said that access will have some authentication elements, which were not detailed. At its upfront presentation Tuesday (May 15), the network will unveil the launch of a series of genre-specific broadband channels that are being developed with outside partners. Several reality shows will return next season, including a joint Univision-Endemol production, Look Who’s Dancing!3, as well as the seventh installment of Our Latin Beauty, which is produced in house. Parody and Little Giants, both from Televisa, return for a second season. The network also said it was expanding its news studios in New York, Miami and Los Angeles in time for its coverage of the presidential election campaign this fall. (Earlier this week it confirmed a cable news channel joint venture with ABC News.) As for the sales market, David Lawenda, president, advertising sales and marketing for the company, said that several more deals are near completion. He told reporters that the Starcom deal signaled the company’s intention to sell simultaneously with the major broadcast and cable networks. “This is huge,” he said. “Five years ago we were an afterthought.”
What will the new upfront look like? Two time-tested business indicators -- scatter market pricing and real economic gross domestic product -- are signaling there will be only slight gains in TV spending. “The growth in spending in the upfront is going to be minimal at best,” says Rino Scanzoni, chief investment officer at GroupM, which controls a third of all TV media spending in the U.S. National TV spending -- for an entire TV season -- follows real U.S. GDP growth 99% of the time, says Scanzoni. (Real GDP numbers do not factor in inflation). For 2011, that growth number was around 2%. So far, for the first quarter of 2012, real growth continues at around that pace. Including inflation, GDP was closer to 4.0% in 2011. For the upcoming full TV year, Scanzoni says cable networks might show stronger improvement than the TV market as a whole -- around a 3% gain. But for broadcast, flat or lower numbers will be in order. “It will be a struggle,” says Scanzoni. For the upfront itself, estimates vary that broadcast will pull in anywhere from $9.2 billion to $9.5 billion; cable will be somewhat higher, at $9.4 billion to $9.7 billion. The second-quarter scatter market also continues to be a good measure in predicting where the national TV upfront will land, according to media-buying executives. Right now, the market is at 1% to 7% price hikes over upfront pricing set a year ago. “I always look at the scatter market for indication,” says Noah Everist, associate director of media investments for Campbell Mithun media unit Compass Point Media. And right now that seems to suggest “it’s going to be a orderly market.” More frantic marketplaces almost always signal wild price gains. A year ago, national TV networks took in very strong 9% to 16% price percentage gains. All of that led to a much weaker 2011-2012 quarter-by-quarter TV scatter market that followed. Media executives now theorize marketers shifted money into last year’s upfront and out of the scatter markets that followed. Media buyers agree slight price gains in the current scatter market will translate to upfront market. “I’m guessing mid-single-percentage-digit increases,” says Gary Carr, senior vp and executive director of national broadcast for TargetCast TCM. Further evidence of only slight TV gains is that for many advertising categories TV spending levels are near their all-time highs -- even factoring in corrections after the difficult recessionary periods after 2009 Says Scanzoni: “Many categories in 2011 have exceeded levels in 2007 -- except CPG [consumer products companies] and QSRs [quick-service restaurants], which are flat. He cites other estimates showing that national TV spending was overall flat in the fourth quarter 2011. He adds: “We are in a post-correction period. We are already at all time highs.”
With a dearth of hit shows, NBC is taking a gamble by doubling up on “The Voice” next season. The singing competition has been a huge success, but adding a fall edition could dilute its impact. For the 2012-13 season, NBC is also bringing back low-rated comedies “Whitney” and “Community,” although the network will shift them to Fridays as part of a move to add more comedies. NBC will have at least an hour a night of the genre on Tuesdays through Fridays. Only one NBC comedy, “The Office,” is in the top-50 scripted shows this season. Yet NBC Broadcasting Chairman Ted Harbert indicated that Madison Avenue appreciates them more than Main Street. The advertising community loves them and we still get a premium (price) on the shows because of the upscale audience they deliver,” he said as NBC announced its 2012-13 schedule on Sunday. On an unrelated topic, Harbert addressed the burgeoning controversy around Dish Network’s new Auto Hop DVR function that allows viewers to click a button and automatically skip all commercials in a show, if viewed the day after broadcast. Referring to the TV business, he said: “I think this is an attack on our ecosystem.” He indicated that he would comment further about it at NBC’s upfront presentation Monday. After “The Voice” was a surprise hit starting in the spring of 2011, NBC gave it a rest last fall. This spring, it has continued its appeal as the third-highest-rated show in prime time, trailing “American Idol” by less than 2% in the 18-to-49 demo by one measure. The Voice” will return this fall on Mondays for two hours. Its second weekly airing will run for an hour on Tuesdays. Then another version will launch in early 2013. "There was never any doubt that we were going to do two segments a year eventually, once we got our sea legs,” NBC entertainment chief Bob Greenblatt said. He said two runs a year is de rigueur for hit reality series, from “Survivor” to “Dancing with the Stars.” The one that was “sacrosanct” was “American Idol,” yet Greenblatt said that effectively has a fall version now with the “X Factor.” This is where there may be some risk of fatigue. “There are too many of these shows … there’s definitely clutter,” Cecile Frot-Coutaz, CEO of FremantleMedia North America, said earlier this year of sing-offs. Her company is behind “Idol” and “X Factor” -- which is being reworked after a solid -- but not exceptional -- debut season. This fall, NBC is moving news magazine “Rock Center with Brian Williams,” to the Thursday at 10 p.m. time slot. The time period was an NBC drama stronghold for decades with “L.A. Law” and “ER.” Also this fall, “Law & Order: Special Victims Unit,” the last of the lucrative Dick Wolf franchise, will return for a 14th season, airing Wednesdays at 9 p.m. There, it will be followed by a new Wolf drama, “Chicago Fire,” about a Windy City fire squad. On Thursdays, “30 Rock” will return to lead off the night, followed by returnees “Up All Night,” “The Office” and “Parks and Recreation.” Surprisingly, NBC is not slotting one of its four new fall comedies in the lineup. NBC used the hour on Mondays following “The Voice” this spring to launch drama “Smash” to some success. This fall, “Revolution,” a new sc-fi drama from J.J. Abrams set before the Industrial Revolution, will air in that time period. “You have such a large audience following into the 10 o’clock period, you actually have a fighting chance of making something work,” Greenblatt, the NBC entertainment chairman, said. The four new comedies this fall are “Go On,” “The New Normal,” “Animal Practice” and “Guys with Kids.” There is only one new drama in “Revolution,” although several are set for midseason. NBC FALL 2012-13 SCHEDULE (*New programs in UPPER CASE; all times EST) MONDAY 8-10 p.m. – “The Voice” 10-11 p.m. – “REVOLUTION” TUESDAY 8-9 p.m. –“The Voice” 9-9:30 p.m. – “GO ON” 9:30-10 p.m. – “THE NEW NORMAL” 10-11 p.m. – “Parenthood” WEDNESDAY 8-8:30 p.m. – “ANIMAL PRACTICE” 8:30-9 p.m. – “GUYS WITH KIDS” 9-10 p.m. – “Law & Order: Special Victims Unit” 10-11 p.m. – “CHICAGO FIRE” THURSDAY 8-8:30 p.m. – “30 Rock” 8:30-9 p.m. – “Up All Night” 9-9:30 p.m. – “The Office” 9:30-10 p.m. – “Parks and Recreation” 10-11 p.m. – “Rock Center with Brian Williams” FRIDAY 8-8:30 p.m. – “Whitney” 8:30-9 p.m.– “Community” 9-10 p.m. – “Grimm” 10-11 p.m. –Dateline NBC” SATURDAY Encore programming SUNDAY (Fall 2012) 7- 8:15 p.m. -- "Football Night in America" 8:15-11:30 p.m. -- "NBC Sunday Night Football" SUNDAY (Post-football/Winter 2013) 7-8 p.m. – “Dateline NBC” 8-9 p.m. – “Fashion Star” 9-10 p.m. – “The Celebrity Apprentice” 10-11 p.m. – “DO NO HARM”
Despite the lingering effects of the Japanese earthquake and tsunami, the Tokyo-based agency holding company managed to post a 3.3% gain in net sales for its fiscal year ended March 31. Dentsu, the parent company of agencies such as 360i and mcgarry bowen, said that while production continued to recover in Japan, the nation’s economy remained uncertain due to compounding effects of the overseas economic slowdown. “However, demand for advertising, mainly television spots, showed signs of recovery from the summer onward as clients' supply chains were restored,” Dentsu said in an earnings report released early this morning. “As a result, performance in the second half was robust overall.” Dentsu estimates that the Japanese ad economy contracted 2.3% during calendar year 2011, marking the fourth consecutive calendar year of erosion for one of the world’s largest advertising markets. “Looking at the breakdown of advertising expenditures by medium, spending in the traditional media category fell 2.6%, while advertising in promotional media was down 4.6%, falling below the previous year's level,” Dentsu stated, adding that “satellite [TV] media-related advertising expenditures posted double-digit growth (up 13.6%) as the switch to digital terrestrial broadcasting boosted demand for television sets equipped with three-band tuners.” Not surprisingly, the Internet remained one of the most robust sectors of the Japanese ad economy, expanding 4.1%, “due in part to the development of new advertising modalities targeting social media.”
Univision says it has made the largest single-agency upfront deal ever with Starcom USA and its multicultural media agency Tapestry.Terms of the deal were not disclosed.Univision says the deal will be the first to use a "video neutral approach," which considers all media platforms for the big Spanish-language network, two broadcast networks, three rated cable channels, local TV and radio stations, and Univision’s online, mobile and social video destinations.The companies said this was a groundbreaking partnership and included "a shift of some traditionally 'general market' English-language media investments to Univision." It did not reveal specifics."The main dialogue of the past few weeks in the industry has centered around the need to break down the walls between traditional TV and digital video -- which is absolutely critical, and a key element to this deal,” says Mike Rosen, president of activation at Starcom USA, in a release. He added: “However, we know there are more, equally important walls that need to be torn down, including the ones between multicultural and general market, as well as ones between national and local."Univision says the Spanish-language TV market continues to grow, with some of that rise coming at the expense of the English-language networks. It regularly outranks one or more of top four networks -- NBC, ABC, CBS and Fox -- on nearly every single night among adults 18-34. Univision says that during the first quarter of this year, it drew a larger audience than NBC on four of every five nights in the key adult 18-34 demographic and on more than half of nights among adults 18-49.
With the dawn of the upfront presentations by the Big Four networks, a Wall Street analyst suggests that a lackluster scatter market means buyers may have slightly overpaid in last year’s market. Most scatter pricing this season has been less than 10% above the upfront market -- a slim enough bump to suggest the market may have been overheated, according to a new report by RBC Capital Markets’ David Bank. In a “normal” market dynamic, “scatter premiums generally run at roughly mid-teens versus the upfront; therefore in retrospect, pricing increases” last summer, which were in the “low-teens for many networks” were “probably somewhat higher than … should’ve been,” said Bank, noting that there are a slew of factors that can alter scatter pricing from advertiser to advertiser, including whether the advertiser was an upfront buyer. Bank is projecting this year’s market to yield CPM increases in the 6% to 7% range. As for volume, he expects a similar mid-single-digit bump for broadcast and cable networks for the 2012/13 season -- about the same as the current one. Fox, with shows like “Glee” and “New Girl,” generally moves first in the upfront selling among the Big Four; it has seven hours a week less in prime-time inventory than the other three. Bank expects the pharmaceutical category to remain lukewarm -- with few new product releases and patent expirations -- while the auto market should remain solid, but weaken to some extent. Bank suggests that buyers will continue shifting dollars from broadcast to cable networks -- several cable networks are holding presentations this week -– seeking to reduce pricing inflation. Networks that target an upscale audience could have notable “pricing power.”
Allied Integrated Marketing, which executes marketing campaigns for entertainment clients including movie studios, video game companies and TV networks, has launched a new division, Allied Moxy, focused on African-Americans, the company announced Thursday. Moxy will focus on “earned media,” including social media and publicity, and will also work with grassroots organizations, according to Allied President Clint Kendall, who was quoted by DMnews.com as saying the new division was launched in response to growing demand from clients: “It’s an important demographic for our clients. Particularly for our movie clients, the African American demographic is a key audience for movie-going.” Allied Moxy is already working with Universal Pictures on marketing for “Snow White and The Huntsman,” which opens nationally on June 1st. The new African-American division joins other Allied marketing divisions focused on multicultural and niche audiences, including divisions targeting Hispanics and religious viewers. African-Americans buy movie tickets about 13.4 times per year, versus an overall market average of 11 times per year, according to a 2011 survey by BET, and are 22% more likely to have repeat viewings of a movie. In 2009, African-American moviegoers accounted for 21% of a total 1.3 billion tickets sold, according to a survey by the Motion Picture Association of America -- disproportionately more than their 12.6% share of the overall population. Overall African-American spending power is expected to reach $1.1 trillion by 2015, according to the 2011 edition of The State of the African-American Consumer, a report produced collaboratively by Nielsen and the National Newspaper Publishers Association.
Across the globe, Nickelodeon research finds there is a “stronger sense of connectedness within the family,” with data showing that fathers are more heavily involved than before. Research covered 20 countries and found that in 82% of them fathers are more “hands-on” and spend more time with their kids than in the past. In 95% of the countries, however, both sons and daughters view mom as the “go-to parent” and the one they are closest to. Grandparents are viewed as a source of “emotional and practical support” by their grandchildren, and kids want to spend more time with them no matter how much they do. “Parents, kids and grandparents today, across every region in the world, share more in common and are drawn closer together by shared interests and embracing new value systems of tolerance and acceptance,” wrote Sarah Dell’Aquila, a manger in international research and insights at Nickelodeon, on a Viacom blog. The research, tabbed “The Global Family,” suggested there are opportunities for increased multi-generational TV viewing. Research showed TV “lead(s) family leisure time in nearly 100% of markets studied, while two-thirds of kids watch a movie at home with their parents.” “This co-viewing allows families to actively share tastes and interests in what they are watching together,” Dell’Aquila wrote. Programmers may also have a greater opportunity to reach kids on digital platforms than before as parents are increasingly warming to their use. While kids for some time have had to lobby to use the technology, parents are now more open to it -- and Dell’Aquila writes that 6- to 8-year-olds now are “the start of a truly digital generation.” The research showed that some parents consider kids among their best friends -- a dynamic with particular strength in Brazil and Poland. The U.K. and Mexico are also areas that are above average in this category. The closeness seems to breed openness, where kids are “increasingly exposed to their parents’ financial concerns.” Data shows that parents talk to their kids about money matters at home the most in Brazil and Mexico, and at a low level in Korea. “This all shows that the decision-making process for families everywhere, across all categories and countries, is moving towards a more collaborative and democratic system,” Dell’Aquila wrote.
Farmers Insurance has put its media agency assignment into review, according to sources. According to Kantar, the client spent a little more than $155 million on ads in 2011. The incumbent on the account is WPP’s Mindshare. The agency is expected to defend, although it declined to comment, referring queries to the client. Sources indicated that Select Resources International is overseeing the review process and that an RFI has been issued. Mindshare has handled the auto and homeowners insurer since 2009, adding subsidiary 21st Century Insurance and Financial Services in 2010. The review comes after recent changes in the client’s executive ranks. Michael Linton joined the company as CMO last fall. Linton, a 30-year marketing veteran, previously held posts at eBay, Best Buy, Progressive Insurance, and Procter & Gamble, among other firms. And Jeff Dailey was promoted to CEO in January of 2012. Farmers has focused on building its national identity in recent years, sponsoring high-profile sports events such as NASCAR and a number of golf and tennis matches. It also has the naming rights to a proposed new pro football stadium in downtown Los Angeles, Farmers Field. The review comes just two months after Farmers launched a search for a new agency to guide its efforts in social media, which the firm has recently been investing in more heavily. A client rep said an announcement on the social media account is expected soon, but had no information on the broader media review. Farmers claims it is the country's third-largest insurer of both personal lines, passenger automobile and homeowners insurance. It also provides a wide range of other insurance and financial services products.
Yahoo CEO resigns over resume discrepancyChief Executive Scott Thompson steps down after a dissident shareholder calls attention to an apparent misrepresentation of his college credentials. -- L.A. Times March 12, 2012 It is a great pleasure now being associated with MediaPost, a position I attained thanks in no small part to a resume compiled over many decades and a spotless reputation. However, in the past few days, a few matters have arisen that I believe must be cleared up before they get blown out of proportion. First of all, it has been brought to my attention that my biographical material references “winner, Congressional Medal of Honor.” This was inadvertently added by a junior staffer some years ago and simply did not come onto my radar. The accurate information, which I have corrected on my CV, is “winner, $20 Maryland Lottery Mix ‘n’ Match scratch-off.” I apologize if anyone was misled due to this clerical error. Similarly, the line that mentions “Chief Executive Officer, Ford Motor Co." should have read “Lessee, 1999 Mustang.” I daresay, however, that I did not win this position based on some resume on file. MediaPost called me.* But there is always some malcontent just looking to tear a successful person down. For instance, there was also some confusion about the years I attended Cambridge University as a Gates Cambridge Scholar. The education field on my job application mistakenly lists 1973-1977. The correct dates should be “never.” Meanwhile, a thorough audit of my records by Deloitte & Touche turned up an apparent discrepancy in my first expense report. The item identified as “Lexis-Nexis research for blockbuster investigative series” should read “hotel sexcapade with floozy.” I hasten to add that as a matter of fiduciary responsibility, Madyson and I each had the cereal and croissant breakfast. Neither of us so much as approached a chafing dish. This I explained to the maitre d’, who was persistent in questioning the sausage and egg residue on my plate. As I explained to both him and the police officer, the hot entrees were placed there due to a clerical error. This matter was satisfactorily resolved when I paid the difference out of my own pocket. Due to another oversight, the expense item “taxi to Newark Airport” should have read “differential, continental breakfast and hot buffet.” I must say I am as mystified as anyone as to how these minor discrepancies slipped through the cracks. Likewise, I am neither a 10th-degree judo blackbelt or a 33-degree Mason. To be an absolute stickler, in 1988, vacationing on Long Beach Island, I failed to administer sunscreen and suffered a second-degree burn. Also, for clarity, the word “Abbottabad” should be replaced with the words “Port Authority.” I hope this clears up any outstanding confusion so I can put these distractions behind me and commence the work MediaPost hired me to do. Semper Fi! *Returned call.