Following what could be the most uncertain and protracted network upfront ad sales season, Media Dynamics has released official estimates for the 2020-21 season, calculating that total prime-time ad sales fell 14.8% from what was bought in the 2019-20 upfront sales season. However, after factoring for about $2.87 billion in cancellations of 2019-20 upfront ad commitments, Media Dynamics notes that 2020-21's prime-time take is only down 2.0% -- so far.
This week's edition focuses on some of the best original scripted series available to stream.
It's more than a month before the major agency holding company forecasters issue their 2020 year-end updates, but eMarketer today released revised projections for 2020 ad spending contraction for the major ad markets, as well as worldwide. All but one market -- China +0.3% -- is projected to decline.
Most U.S. ad agencies are happy with the number of advertising services they offer, but a slight majority feel there is room to add more. That's the finding of an analysis of 6,000U.S. ad agencies by digital marketing and media services agency Digital Third Coast. The study also found that most agencies currently offer more than three discrete advertising services to clients.
As difficult as the 2020 ad recession has been for the U.S., it's proven even more challenging for other major "Anglo" markets, especially Canada, Australia and the U.K. "Canada, which was hit hard in the second quarter (-47%), bounced back strongly to -10% in the third quarter," reads Standard Media Index's just published Anglo markets report.
More than half of American adults now stream ad-supported content, including those who subscriber to both audio and video premium streaming services. That's the finding of a collaborative study conducted by Omnicom Media Group, Edison Research and Pandora, which found 54% of American adults stream ad-supported audio, while 79% stream ad-supported video content.
Slightly more than half of ad execs say they have modified their normal advertising and media-buying plans this fall due to the presence of heavy political ad clutter. About a third of the executives -- both advertisers and agency media buyers -- told ad industry researcher Advertiser Perceptions they are "holding back" their media buys to avoid competing with or losing share of mind due to the heavy political ad cycle.
Ninety-four percent of active video pirates would switch to a legal method of accessing content, some even if it costs more. That's one of the top findings from the piracy portion of Hub Entertainment Research's new "Privacy + Piracy" report. The report, which is based on a survey of 2,500 U.S. consumers fielded in late August and early September, found 52% of active pirates would only switch to a legal means, only if it cost the same or less than what they are paying now, but 42% would be wiling to pay more.
On the heels of an IPG Mediabrands study revealing the reluctance American consumers have about sharing various forms of their personal data in order to receive more personalized advertising, Hub Entertainment Research has released a similar insight affirming that, but it depends on the level of "willingness" they are asked about.
A number of recent studies, including recent Wall Street analysts' reports, indicate OTT has been a major beneficiary of shifting media mixes during the COVID-19 pandemic. Preliminary findings from Borrell's annual local ad agency report indicate the budgets are coming primarily from conventional TV.