HARKER BOS GROUP
Friday Harker Roundup
Friday, October 27, 2017
Nielsen Wants To Measure Netflix -- Does Netflix Even Care?
October 23, 2017
What does Netflix think about Nielsen's efforts to measure viewing of TV programming on its platform? Maybe just a shrug of the shoulders. Netflix has long said that because it is not an ad-supported service, it doesn’t serve anyone to release viewership data — publicly, anyway. Privately? That may be another matter. Major TV-movie studios/networks make deals with Netflix — and in return, sometimes, Netflix offers data of how those network programs are performing. That’s only fair. Still, TV executives say that data isn’t much. With the announcements of its SVOD measuring service — which will start by only analyzing Netflix — Nielsen provides viewership results of some Netflix shows.
NAB Panel: Showing Attribution, ROI Are Key To Gain Ad Budget
October 24, 2017
To gain a larger share of ad budgets and remain competitive with digital media, local radio and TV stations need to do a better job of showing attribution and return on investment to advertisers. That’s according to a group of agency and broadcast execs speaking on a media panel last week in New York. During the panel at NAB Show New York, moderator Scott Hopeck, president of the New York region for iHeartMedia, challenged the industry to up its game for demonstrating attribution to their agency and advertiser partners. “How many people in radio and TV have that capability right now that your client can go to a dashboard to show how many spots in their campaign have run and how many impressions have been delivered, to the minute, to provide attribution for an agency or a client that’s looking for it?” Hopeck asked the crowd at the Jacob Javits Convention Center. Very few hands went up in the air. Calling it a challenge, Hopeck said this type of granular reporting is “something we as an industry need to be better at.”
Videology Offers Programmatic Software for Free to Advertisers
October 25, 2017
Advertising software company Videology said it is launching a new product that enables automated audience buying and will let advertisers and media agencies use it for free. Scott Ferber, founder and CEO of Videology, said he is providing access to the data-enabled TV software—called DETVGo—without charge in order to accelerate the industry’s shift to advanced advertising. “The whole concept here is, we want to remove the barriers to entry and execution of advanced advertising and programmatic TV,” Ferber said.
Culture, Commerce And Consciousness Is #BlackGirlMagic
October 26, 2017
According to a new study by Nielsen, African-American consumers continue to be some of the most influential in the U.S. when it comes to everything social and digital. Black women, in particular, have a unique sway over U.S. popular culture. #BlackGirlMagic is a name that encompasses the unique power Black women hold where culture, commerce and consciousness intersect, says the report. Nielsen’s seventh installment in the Diverse Intelligence Series on Black consumers uses insights to quantify #BlackGirlMagic, says the report. This information is important for marketers to understand, as Black women make up 52% of the Black population and control the lion’s share of African-Americans’ $1.2 trillion in annual buying power. The increase in total Black buying power can be traced in part to the increase in educational attainment and entrepreneurship of Black women. Any conversation about reaching Black women starts on digital and social platforms.
Modest Change, Some Setbacks For Radio On FCC Ownership Docket
October 27, 2017
In what chairman Ajit Pai says is a “significant nod to reality,” the Federal Communications Commission is poised to make some of the most dramatic changes to media ownership regulations in more than a decade at its meeting next month. While welcome by many broadcasters, the proposal rejects attempts to change how ownership limits are calculated in embedded markets while leaving AM-FM subcaps in place. It includes other updates that are unlikely to have a big impact on the radio industry. Operating under the framework of a reconsideration of the decisions made by the FCC in August 2016 that largely left all the media rules untouched, Pai said Thursday the steps will help to bring the FCC’s media ownership rules into the digital age. “We will be voting on modernizing our media ownership rules to reflect the marketplace of the present, not the past,” he wrote in a blog post.