Professional TV Content Is Still King -- But Who's Next In Line For The Throne?

TVWatch

A media critique by Wayne Friedman Monday, Nov. 11, 2013

On the day Twitter’s initial public offering rocketed off the starting line, a number of TV and film content stocks -- Disney, CBS, Lionsgate, among others -- lost ground.This shouldn’t be too alarming. Media stocks that day were part of an overall market downside -- the biggest decline since late August. But one analyst suggested that the stocks of companies providing TV and film content may be overvalued.

A lot of "put" options for CBS, Fox, and Disney were heavy in play, meaning investors were thinking about lower stock prices for them in the near future.
For some, this goes against the grain of that long-recited phrase, “Content is King.” Perhaps that phrase should be recast as “Professionally produced content Is king.”

The content on such social media platforms as Twitter and Facebook comes in large part from non-professional sources -- average users who offer their own personal content for consumption.
Perhaps in the future, other content will reside somewhere in-between the professional and the non-professional.
For example, Bob Iger, chairman/CEO of Walt Disney Co., said the deal with Netflix for four original series based on Disney’s Marvel characters came about because the content and characters involved weren’t going to find a place on its own traditional TV networks.

To be sure, the Netflix shows will have a decent-sized production budget. But a different business model is at work here. Les Moonves, president/CEO of CBS, notes that as Netflix grows so will CBS – due to the revenue from CBS shows that run on the service.

It’s been a while since anyone seemed all that jazzed about the possibilities of “user-generated” content such as associated with the likes of YouTube.
What are the current views of advertisers about aligning themselves with user-generated content? Maybe more risk-averse entertainment marketers – movie studios and video gaming companies, for example - don’t mind taking the leap.

Twitter is moving into this arena as well. In the future, it hopes to add a lot more “advertising content” as well as “professional content” coming from the likes of traditional TV networks that increasingly value a close Twitter tie-in for needy shows in a fractionalized video marketplace.

TV content is surely still king. But a few princes, bishops, knights and castles have value as well. We just need to find their allegiances.

Three Signs You Should Make Leadership Team Changes Sooner Rather Than Later

Eblin Group

by Scott Eblin
November 6 2013

A few years ago I wrote a post called Three Reasons You Should Fire the Prima Donna. That one was about why leaders should be decisive in exiting high performing but totally disruptive members of their team. Consider this post the next level up companion to the Prima Donna post.

In the last couple of weeks, I’ve been in multiple conversations in which experienced senior leaders have discussed their lessons learned along the way. In every case, the leader said their biggest lesson learned was they should have made key changes in their senior leadership team sooner than they did.

That they all had the same big lesson is not that surprising to me. I’ve heard the same lesson dozens of times in 14 years of executive coaching. Heck, I had to learn the same lesson myself when I was an executive.

So why do so many senior leaders have to learn this lesson the hard way? Because firing people is hard. As one of my senior executive colleagues said years ago, “If the prospect of firing people doesn’t keep you up at night, there’s something wrong with you.”

Still, especially if you’re a leader charged with making big changes, there will likely be times when you need to make changes in your leadership team. Here are three signs that tell you when you need to do that sooner rather than later:

Lack of Buy-In: When you’re leading a big change, there will usually be people on your leadership team that are enthusiastic about it and others that want no part of it. They aren’t bad people, it’s just that where you’re going is not what they signed up for. It’s not going to get better for anyone with time. When you recognize the resistance, have an adult to adult conversation about why a change is likely best for all concerned.

Lack of Performance: You likely weren’t named leader of the team because you’re expected to keep things exactly as they are. In all likelihood, you’re expected to raise the performance bar significantly. Some people on your team will do great with that; others won’t. You want to give people a chance to develop but you also have to be realistic about whether they’re going to meet the new performance standards in a reasonable period of time. If they can’t, it’s time to make a change.

Lack of Time: If you find yourself scrambling between strategic and tactical priorities on a regular basis that may be a sign that you need to make some leadership team changes. If that scrambling involves cleaning up after other people’s messes and other forms of remediation, that’s a pretty clear sign that you need to make changes. Like everyone else, you only have so much time in a week. If you find yourself spending a lot of time on things that really shouldn’t be on your plate, you need to make some changes in your leadership team.

What’s your take? Looking back on your own lessons learned, what are the signs that it’s time to make changes in your leadership team?

The Prescription To Build A Healthy Relationship With The Doctor In The House

MediaPost By Linda Murray Friday, Nov. 8, 2013

Whether you're for or against the Affordable Care Act, one thing's for sure: Healthcare is on everybody's minds. If you're a mom, of course, that's nothing new. Our 2013 “Dr. Mom Report” shows that women become hyper-focused on health and wellness as soon as they get pregnant – a focus that remains strong throughout their kids' childhoods.  In fact, moms say their number one aspiration is to promote the health and wellness of their families – even more than being a good role model or spending time with loved ones!  As more and more women gain access to healthcare, marketers are beginning to realize what a huge opportunity moms represent. The secret to gaining their long-term loyalty lies in understanding their mindsets, their challenges, and their "go-to" information sources when it comes to the health of their families. Rx: Reach her during pregnancy Our research shows that women undergo a dramatic shift in behavior as soon as they become pregnant. Suddenly, they're 122% more likely to take vitamins, 102% more likely to go to a healthcare provider (HCP) for a checkup, and 96% more likely to eat well. They're also planning ahead for their child's health: 35% first purchased over-the-counter (OTC) medicines for their baby before they even gave birth, and 14% added OTC medicines to their baby registry. Clearly, pregnancy is a time when women are receptive to messages about their own health and wellness, as well as that of their babies – so don't leave this important life stage out of your marketing plan. Rx: Reach her online When it comes to researching symptoms and medications, moms rely heavily on the internet for information and advice. In fact, 90% of moms say the internet has made them more informed about pregnancy and family health. They even say they're more influenced by online expert advice than by advice from their own mothers (65 vs. 52%).  While moms turn mostly to expert health information sites, they also check in with other parents on parenting websites (37%) and on social media (20%). By contrast, only about 9% of moms are influenced by information they find on a brand or product website. Even with so many trusted sources of information, 56% of moms report feeling overwhelmed by the responsibility of being "on call" 24/7. So be sure your online marketing messages are empathetic, informative, and easy to understand.  Rx: Reach her healthcare provider Moms do their homework online before making an appointment, but ultimately they trust their HCP above all other sources: 88% of moms rely on the recommendations of an HCP when their child is sick. Does that mean you should spend more of your marketing budget on patient communications in the doctor's office? Not necessarily. Our research shows that only 14% of moms are influenced by pamphlets or brochures found in their HCP's office. It's more effective for marketers to focus on professional communication campaigns, which can encourage HCPs to make those all-important recommendations to their patients. Rx: Reach her in the store Sixty-eight percent of moms buy health and wellness products in-store, and are looking for help at the point of sale. More than half of moms say they would like a mobile app (easy to access when in the aisle) that would help them select the right OTC medicine for their symptoms. This isn't surprising, considering the 54% increase in the number of moms using their mobile devices for health-related activities since 2011. Fifty-one percent of moms also say they would like on-shelf information to explain what symptoms each medicine treats, and 52% find that the pharmacist is a valuable resource when they're buying OTC medicines for the family. So whether you're focusing on in-store displays, professional communications, or a social media campaign, keep in mind that moms are actively looking for clear, helpful information about health and wellness. And if you really want to boost the health of your relationship with Dr. Mom, always approach her with genuine appreciation for the challenging job she does keeping her family healthy every day.

MediaGeneral,YoungDealSetToCloseTues.

TVNewsCheck

By Staff

 November 8, 2013 3:44 PM EST

Media General and Young announced the merger last June and the FCC OK'd it this afternoon. The combination creates a mega-group with 30 stations operating in 27 markets, reaching 16.5 million, or 14%, of U.S. TV households. On the pro forma basis, the merged company had 2012 revenues of $605 million, including approximately $115 million of political revenue.

Media General and Young Broadcasting expect to close their merger next Tuesday (Nov. 12), having today received news that the FCC had approved the deal, Media General announced Friday afternoon.
In giving its blessing, the FCC denied Informal objections to the merger filed by Spartan TV and Dish Network.

Media General and Young announced the merger last June. The combination creates a mega-group with 30 stations operating in 27 markets, reaching 16.5 million, or 14%, of U.S. TV households. On the pro forma basis, the merged company had 2012 revenues of $605 million, including approximately $115 million of political revenue. 

Media General received shareholder approval for the merger yesterday. Media General will continue to be traded on the New York Stock Exchange under its existing symbol MEG, retain the Media General name and remain headquartered in Richmond, Va.
“All of us at Media General are extremely excited about the prospects for the combined company, said George L. Mahoney, president-CEO of Media General. "I spent much of the third quarter visiting the Young television stations. What I found further confirms that both Young and Media General approach their markets in the same ways. That shared broadcast vision will further animate and strengthen the smooth integration that we expect. And that, in turn, means we’ll be in a position to capitalize even more quickly on our new, combined strength."

CBS, Nielsen launching cross-media measurement trial

RBR &TVBR

By cmarcucci on Oct, 31 2013 with Comment 1

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More good news coming from the Nielsen-Arbitron merger: They jointly announced CBS’s participation in Nielsen’s first-ever trial to measure cross-media campaigns on local television and radio. The test will combine data from Nielsen’s Local People Meter panel with data from the newly acquired Nielsen Audio’s PPM panel to provide the cross-platform measurement. Results will be shared in late Q1. It will focus on combining CBS local TV audience data with CBS Radio audience data to build a foundation that measures unduplicated reach and time spent across both media.

Earlier this year, Nielsen announced the successful completion of a two-week technical trial with CBS aimed at capturing and measuring viewing of television content on mobile devices using Syncbak technology.

The new trial, says Nielsen, will also measure reach and frequency for campaigns that run on both local TV and radio. The test results will expand local media planning analytics and develop more robust inputs for marketing mix modeling. As this pilot test develops, Nielsen intends to open participation across a wider group of clients for the benefit of the industry.

By looking at their audience across local TV and radio in a given month, CBS is exploring the development of an analytic framework that would allow media planners to develop cross-media strategies to maximize reach as well as address the issues of day-to-day and week-to-week reach, distribution and the concept of recency.

“In today’s multi-platform advertising environment, it is not enough to set full campaign reach and frequency targets,” said David Poltrack, Chief Research Officer, CBS Corp. “The advertiser must distribute the exposure to their message over time – and in a manner that assures that each potential purchaser is exposed to that message in a consistent manner before each purchase occasion. With our strong combination of television and radio stations in major markets and the extension of these local stations over online and mobile platforms, CBS is uniquely positioned to provide advertisers with the combination of market penetration and controlled frequency distribution needed to optimize the return from their media investments in these markets. Armed with this new cross-platform, local market custom analysis, each advertiser will be able to use these powerful media to their full potential and both TV and radio stations nationwide will benefit.”

“We are very pleased to be working with CBS to bring together television and radio measurement as a result of our newly acquired Nielsen Audio capabilities and for the benefit of all clients,” stated Lynda Clarizio, President U.S. Media, Nielsen.  “Developing new models of cross-media measurement allow our clients to identify expanded markets of potentially loyal consumers of products or content.”

RBR-TVBR observation: This is great news for not only CBS, but other media companies like Journal Broadcast, Hearst, Cox Media Group and more. Having the ability—the tools–to now show near real-time rich data on cross media campaigns will most definitely drive cross-platform buys—whether or not the radio and TV stations are co-owned. It will drive more creative pitches and prove they worked after the fact. The future of cross-platform campaigns also only gets better with Nielsen’s announcement that beginning with the 2014-15 TV season it will incorporate audiences viewing TV content on digital devices into traditional TV measurement.

Read more at http://rbr.com/cbs-nielsen-launching-cross-media-measurement-trial/#PQyZ9eBWdTkpcOUS.99

3Q 2013 Spot Recap: Total, -17.4%; Core,

Reasons why developing long-term, local direct business is the pillar of all TV and Radio revenues: Philip Jay LeNoble, Ph.D.

tvnewsCheck

MATRIX LOCAL TV SALES REPORT2013SpotRecap:Total,-17.4%;Core,-1.2%

Without the heavy political spending, total spot revenue dropped 17.4% in the third quarter compared to last year, according to Matrix Solutions. And core was dragged into negative territory by weakness in a host of categories, including including quick service restaurants (down 42.5%), retail (down 28.5%), legal services (down 22.5%) and telecommunications (down 6.2%). Auto was up nearly 5%.

By Harry A. Jessell

 November 1, 2013 8:35 AM EDT

Feeling the full effect of the political advertising comps, total spot revenue dropped 17.4% in the third quarter compared to the same quarter last year, according to Matrix Solutions.
Core revenue, which factors out political spending, was also down compared to 2012, but only 1.2%.

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The comparison with 2011 are much brighter. Total was up 6.4%, while core rose 7.5%.

Matrix is a Pittsburgh-based supplier of customer relations and sales management software. Its quarterly local TV sales report, exclusive toTVNewsCheck, is based on sales data from more than 400 client TV stations. It includes revenue from station-specific websites and digital subchannels.
The auto spending continues to be strong, rising 4.6% in the quarter, thanks mostly to a 21.3% gain from local dealerships (tier 1). That and a 5.8% increase from dealer associations (tier 2) more than offset a 17.6% drop in direct spending from the auto makers (tier 1).
"Matrix has been predicting that automotive will continue to grow through at least 2013 and that seems to be happening," said Matrix President D.J. Cavanaugh.

BRAND CONNECTIONS

The strongest category was casual dining. It was up 134.3% over 2012 and 153.7% over 2011.

Another bright spot was services. It was up 50.4% for the quarter.
But core was dragged into negative territory by weakness in a host of other categories, including quick service restaurants (down 42.5%), retail (down 28.5%), legal services (down 22.5%) and telecommunications (down 6.2%).
Healthcare was off 14.1%, despite the roll out of Obamacare.
"Many people are expecting a rise in healthcare advertising, but Matrix hasn’t seen it in 2013, with a few market-specific exceptions," Cavanaugh said. 
Broadcast TV Sales, Third Quarter Comparisons 

Category Group	2013 vs. 2012	2013 vs. 2011
Alcoholic Beverages	+56.2%	+128.0%
Auto Total	+4.6%	+34.0%
Auto — Tier 1	-17.6%	-7.2%
Auto — Tier 2	+5.8%	+80.5%
Auto — Tier 3	+21.3%	+20.5%
Department Stores	-1.4%	-27.3%
Education	-9.3%	2.2%
Financial, Insurance, Real Estate	-0.9%	-4.5%
Food	+5.0%	-7.4%
Furniture	+11.4%	+31.1%
Government & Organizations	-50.4%	-34.0%
Health Care	-14.1%	-5.9%
Home Stores & Products	-8.5%	-13.3%
Legal Services	-22.5%	-25.3%
Leisure & Entertainment	+6.1%	+7.5%
Media	-1.1%	-6.1%
Non-Alcoholic Beverages	-0.3%	-2.5%
Political	-93.6%	-40.8%
Products	-6.3%	+8.0%
Restaurants — All	-9.5%	-19.7%
Restaurants — Quick Serve	-42.5%	-51.0%
Restaurants — Dining	+134.3%	+153.7%
Retail	-28.5%	-22.8%
Services	+50.4%	+88.5%
Supermarkets/Grocery	-11.9%	+3.1%
Telecommunications	-6.2%	+8.9%
Travel	+4.3%	+19.2%
GRAND TOTAL	-17.4%	+6.4%
EXCLUDING POLITICAL

DOOH, Mobile Platforms Partner for Multiscreen Ad Delivery

DigitalOutsider

By Erik Sass Friday, Nov. 1, 2013

Digital out-of-home and mobile advertising are a natural pairing, allowing advertisers to engage consumers on the go and near the point of purchase, while also offering more precise measurement through interactivity. Now mobile advertising platforms and digital out-of-home networks are integrating their products to allow real-time, real world, multiscreen ad delivery.In one of the latest tie-ups, mobile advertiser Verve Mobile has formed a strategic partnership with Vistar Media, which operates over 100,000 digital screens across the U.S., to create a multiscreen, location-based marketing platform. The deal gives Vistar access to location data drawn from  Verve’s mobile ad platform, which will enable advertisers to deliver complementary video ad messages to consumers via multiple screens, with DOOH displays reinforcing mobile and vice versa.
The partners are rolling out two products: multiscreen geo-fencing, which gives advertisers the opportunity to buy all digital media within a designated area -- including, for example, all the DOOH screens and mobile inventory in the vicinity of one of their own stores (or a competitor’s). The second product, location-based audience buying, allows advertisers to target specific Verve users and then use Vistar’s “Real World Retargeting” technology to place ad messages on DOOH inventory in areas where those consumers are concentrated.
Vistar and Verve aren’t the only ones working to integrate out-of-home and mobile advertising. This week mobile ad platform xAd announced a partnership with out-of-home agency Posterscope, allowing advertisers to use xAd’s location data and “SmartFencing” (geofencing) capability to target mobile users who are in the vicinity of a Posterscope ad with additional ad messages, promotions, directions to a nearby store, and so on. Advertisers can also use xAd’s audience data to focus on the most likely consumers. The partners can then measure the actual impact of the ad messages through xAd’s Store Visitation Lift product.