www.spotsndots.com Subscriptions: $350 per year. This publication cannot be distributed beyond the office of the actual subscriber. Need us? 888-884-2630 or [email protected] The Daily News of TV Sales Tuesday, November 28, 2017 Copyright 2017. SMB FIND LOCAL EVENTS ‘VERY IMPORTANT’ LOCAL EVENT PARTICIPANTS LOVE TV TOO ADVERTISER NEWS Station events may not get the attention that digital does, but a Remember all the fuss about Black Friday? More than $5 recent survey shows that 97% of local businesses participate in billion dollars in sales? Well, (yesterday’s) Cyber Monday some sort of local event or promotion. And plenty are spending sales are projected to top $6.6 billion -- up 16.5 percent from to market those events. That’s money stations are increasingly last year, according to CBS News....Kroger is introducing targeting as a way to grow sales revenue. a premium and sustainable store brand floral line called How much is up for grabs? A Borrell Associates survey Bloom Haus, which will debut in time for the holidays, says shows the average local business spends $28,200 per year fooddive.com. The new line carries the Rainforest Alliance on a range of events. But that number is a bit deceiving. Certified seal, which means plants have been grown and Among what Borrell labels “event enthusiasts” the figure harvested using sustainable and socially responsible is $46,949. “This is often seen as a marketing practices. The new floral line will be sold in stores expenditure, not an ‘advertising’ line item,” Borrell and available for online ordering using Kroger’s points out. ClickList curbside pickup service. According There’s another good reason for TV reps to to the news release, the line also could become develop a relationship with event enthusiasts available for home delivery as the retailer expands according to the survey. It shows they expect its delivery services....A new study by Technomic to spend $119,468 this year on traditional finds that more consumers are skipping breakfast advertising—a 6% increase for a year ago. now than they were two years ago. All-day Borrell says the survey shows the group is also breakfast menus are still popular, with 30% of more likely to be growing their marketing budgets as 29% consumers reporting they buy breakfast foods outside of forecast to spend more this year. That compares to 23% for the traditional morning hours more now than they did two local advertisers overall. Digital may be the area that most said they plan earmark years ago. In addition, brunch is gaining popularity, with some of those new dollars toward, but being enthusiastic 40% of respondents saying they eat brunch at least once a supporters of events it shouldn’t be surprising that 41% plan week....Office-sharing company WeWork plans to expand to beef up their event marketing. There’s also an existing into retail, which could include adding short-term leases for tie-in for TV reps too. The survey shows 24% plan to spend retail firms or incorporating retail stores into its co-working more on cable TV ads while 21% expect to put more dollars spaces as an amenity for its users, The Real Deal reports. into broadcast TV. The company has branched into several different areas As more broadcasters become a virtual in-house digital of business already. For instance, it has created a gym agencies how event enthusiasts are spending their digital in New York, acquired the coding school Flatiron School dollars also opens a door as stations offer components that and announced plans to establish an elementary school, can be sold in tandem with traditional spots. according to The Real Deal....Clothing retailer Everlane, If there is a downside for TV reps it’s that event enthusiasts which has built a loyal online following since opening its haven’t always worked with local stations. While two-thirds digital doors in 2011, is launching its first two brick-and- used newspaper advertising in 2016 but only about one- mortar locations. The stores, on Prince Street in New York in-four bought ads on broadcast or cable TV. That said, and in San Francisco’s Mission District, will open Dec. 2 and because this group is more prone to spend on marketing, will sell Everlane’s T-shirts, cashmere, denim and shoes, Borrell points out that they’re also 32% more likely to The Washington Post reported. The New York location will have purchased television advertising than other local be about 2,000 square feet and the San Francisco store businesses. And because a lot of digital outreach is seen as will be 3,000 square feet....Nearly 700 workers are being “low-budget DIY solutions”—that includes social media and laid off from a facility that stores and provides products to email outreach being done in-house—Borrell says there’s Kroger, one of North Texas’ largest grocers. Kroger has an “odd dynamic” to how budgets are allocated. Consider nearly 100 stores in the Dallas-Fort Worth region. The this: social media is the No. 1 ad type used according to the grocer will end all operations at SouthStar, resulting in survey, but only 4% of marketing budgets go toward that the loss of 690 jobs....Macy’s Retail Holdings Inc., will form of marketing. At the same time 28% buy broadcast purchase up to $400 million in outstanding debt notes TV but they spend 31% of their budgets on the medium. in the next few weeks. The company did not release an Cable TV gets about 9% of the budget. A big reason is explanation for the pay-down in a Nov. 27 news release. event-prone companies give television some of the highest Macy’s had about $6.9 billion of outstanding debt at the scores on effectiveness. end of 2016. Borrell says “event enthusiasts” are most commonly service businesses, retail stores, religious and civic organizations, and health care businesses. Three-quarters are businesses that have been around for 10 years or more. NETWORK NEWS AVAILS The latest Nielsen ratings are showing that Megyn WGAL, Hearst Television’s NBC affiliate in the Kelly is struggling to get big numbers in her time slot on Harrisburg-Lancaster, PA market is seeking a skilled NBC’s The Today Show. Currently, Kelly is on track to Account Executive. Best candidates are deliver historically low numbers for the November sweeps. driven to make a difference and possess The Wrap is reporting that Kelly’s numbers for November an insatiable desire to help businesses show only 699,000 viewers in the coveted adult 25-54 grow. Media sales experience is desired demographic. The number is even smaller in adults 18-49 with a skill in negotiating win-win solutions. with only 548,000 demo viewers. If the trend continues, Accelerate your media sales career by Kelly will have the lowest sweeps numbers of any period joining a prominent broadcast station with a progressive since the Today Show first started broadcasting at 9 AM portfolio of resources to fuel your success. CLICK HERE (ET). It should be noted that both the to apply. EOE. WATCH THIS! 7 AM (ET) and 8 AM (ET) hours have WPBF 25, Hearst Television’s ABC seen a dip in ratings, but not at the Pilot [over intercom]: This affiliate in beautiful West Palm Beach, same scale as Kelly’s. The 10 AM (ET) is your captain speaking, FL, seeks a National Sales Manager hour with Kathie Lee Gifford and Hoda since you are here for 14 to join our winning team. Our ideal Kotb has suffered in viewership as hours anyway, here’s the candidate will have a proven record well. It’s unknown how NBC and Kelly first season of my podcast. of growing revenue share, while over- will address the viewership erosion…… achieving TV, digital and multi-platform Next Monday, December 4th will be the budgets. Prior experience handling debut of the tenure at the Political business is a plus. Our NSM Jeff Glor’s FunnyTweeter.com anchor desk of the CBS Evening News. will be responsible for setting the The promos have begun to air on the vision and leading our excellent team network for Glor’s first night as anchorman. Glor’s new of National sellers to continued success. Applicants must assignment is part of the CBS News division’s effort to possess strong leadership, negotiation, interpersonal, place more emphasis on their digital efforts and a group of organizational and computer skills. CLICK HERE to apply. correspondents who will appear regularly on the evening EOE. broadcast. He takes over a broadcast that has remained Cox Media Group Tulsa seeks a Local Sales Manager in third place behind ABC’s World News Tonight and for KOKI Television, KMYT, MeTV, Fox23.com, Mobile, NBC’s Nightly News in both total viewers and the news Tablet and other digital services. The LSM will identify demo of adults 25-54. Prior to joining CBS News, Glor was and drive sales strategies in order to attain revenue and the weekend evening news anchor and weekday reporter share goals through development of overall direction, at WHDN-TV in Boston. Before that assignment, Glor was product and training for all products. Strategize and work an anchor and reporter for WSTM-TV Syracuse. Glor is collaboratively with all sales managers and the entire sales replacing Scott Pelley who was assigned to work full-time organization to successfully execute the traditional, digital at the CBS newsmagazine 60 Minutes……Arizona State and business development needs of CMG Tulsa. CLICK University’s Walter Cronkite School of Journalism HERE for a full list of responsibilities and qualifications, or and Mass Communications has announced that it is to apply now. EOE taking back the award it gave to Charlie Rose in 2015. WBTV/Charlotte Raycom Media is hiring a Digital Sales The announcement follows the accusations that Rose had Consultant. This person will be responsible for prospecting, sexually harassed several women and his subsequent approaching, presenting and closing new dismissal by CBS News. “This unprecedented action is business with a focus on our digital products. taken with the utmost seriousness and deliberation. We are Minimum 2 years’ experience in outbound not in the business of trying to rewrite history,” said school digital sales. Experience in programmatic dean Christopher Callahan in a statement……. The 66th advertising sales is a plus. Be a driving force annual Miss Universe Pageant on Fox managed a 1.1 and digital leader! Qualified applicants, can adult 18-49 rating and 4.4 million total viewers on Sunday CLICK HERE to apply. Be prepared to attach your resume night. The number was down from last year’s 1.5 rating with cover letter. No phone calls please. EOE-M/F/D/V and 5.2 million viewers. NBC’s coverage of the Green WHEC-TV (News10NC), Rochester, NY, a Hubbard Bay Packers and Pittsburgh Steelers game was easily Broadcasting station is seeking an energetic, passionate, the most viewed program of the night. The telecast drew analytical and creative National Sales Manager who a 12.2 household rating in the Nielsen metered markets. is up to the challenge of setting records across multiple A three percent increase over the comparable game from platforms. The NSM will lead, motivate and inspire the last season. Sunday Night Football on NBC is currently national rep sales team to meet revenue goals and assist averaging a 4.1 adult 18-49 rating and 13.4 million total the Local Sales Manager with local sales when needed. viewers in the overnights……CBS is getting its best ratings This position includes management of some regional for CBS Sunday Morning since 2013. The show, now accounts as well. Interested candidates please apply hosted by Jane Pauley, averaged 6 million total viewers in at http://www.whec.com/openings. No telephone calls the just-completed November sweep. That’s a 1% increase please. EOE. over last November’s 5.92 million. CLICK HERE to place a job in Spots n Dots!
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The Daily News of TV Sales @ www.spotsndots.com PAGE 2 SALESPEOPLE STILL VALUED FOR CAR BUYING UNIVISION EXPANDS VIA YOUTUBE Is the showroom car salesperson an endangered species Univision is looking beyond television to expand their in this increasingly digital world? Maybe not. Although revenue model. The network has launched two original car shoppers are arming themselves with more vehicle shows for YouTube, per DigiDay. The two shows, “¿Qué information gathered online before going into a dealership, crees?” (“What Do You Think?”), and “La Polémica” (“The it’s the pre-purchase interaction with the salesperson that Controversy”). The shows run anywhere from two minutes leads to high sales satisfaction, according to the J.D. to five minutes each. Power 2017 U.S. Sales Satisfaction Index Study. One of the reasons Univision found YouTube more appealing “Dealers can’t control a customer’s pre-purchase activities, than Facebook is its monetization system, which allows the but they should be prepared to positively influence areas network to make money off their videos with pre-roll video. that will affect a customer’s likelihood to buy as well as The network also posts clips of their TV shows, and reported their level of satisfaction,” says Power an average watch time of six minutes VP Chris Sutton. An example, he says, across its six YouTube channels. That is is to post photos of actual inventory to compared with an average watch time of their website or engage with shoppers via They should have a cyber 30 seconds for its videos on Facebook. text messaging or phone calls. Also, be monday but just for people “Each platform has its ethos, if you sure that online specials are up to date on the internet, right? will,” Sameer Deen, SVP of Univision and easy to access from the dealer’s site. Interactive Media, told MediaPost. “If “These simple things go a long way you want to get to younger audiences, toward earning a sale and satisfying a YouTube has to be part of your strategy. customer,” Sutton says. Facebook is about sharing. YouTube is The latest satisfaction study found Jim Gaffigan about search-driven, probably longer- that demonstrations are key. As vehicle format content because people will sit technology becomes more complex, shoppers rely on back and engage.” dealership experts to demonstrate how to use the new Univision is a linear TV network but is looking to reach technology. In this case, 41% of mass market buyers and all audiences through their short videos by targeting people 33% of luxury buyers want to completely learn about a searching for entertainment and soccer news. vehicle’s features and controls during the delivery process. Additionally, 65% of shoppers who have a sales consultant ECONOMIC NEWS show them how to use features on their personal The real estate market continues to improve, and signals smartphone say it was a “very effective” tool. for new construction are especially strong. According to After the purchase, 80% of mass market buyers and Bloomberg, the sale rate for new homes (properties that 87% of luxury buyers indicate they were contacted by the have not yet been built) is the highest it has been since dealership. But only 32% of mass market buyers and 51% January 2007. of luxury buyers receive a second follow-up explanation Many areas of the country are seeing strong increases, of vehicle features. That second follow-up improves including the Midwest, which saw a 17.9% increase in home satisfaction by as much as 100 points (on a 1,000-point sales. The average selling price of a home in October 2017 scale) among both mass market and luxury buyers. was $400,200, a record high, but also a hindrance for first- Lincoln and Mercedes-Benz rank highest in sales time homebuyers to enter the market. satisfaction among luxury brands, each achieving a score of New home sales make up around 10% of the real estate 830. This is the first time Lincoln ranks highest. Mercedes- market, and are counted by the National Association of Benz previously ranked highest in 2014. Infiniti ranks third Realtors when a contract is signed. The sales are a result with a score of 821, followed by Porsche at 818. of low mortgage costs and a steady job market, and despite Buick ranks highest in sales satisfaction among mass rising interest rates. market brands for the second consecutive year, achieving a score of 808. MINI ranks second with a score of 803 SUNDAY NIELSEN RATINGS - LIVE + SAME DAY and GMC ranks third with a score of 793. The study—now in its 31st year and redesigned for 2017— measures satisfaction with the sales experience among new-vehicle buyers and rejecters, who are those who shop a dealership and purchase elsewhere. The 2017 satisfaction study is based on responses from 28,989 buyers who purchased or leased their new vehicle in April or May 2017.
SEE THOSE “HOLIDAY BOWS” IN CAR SPOTS? They’re not just a cheap prop. Car Bow Store began making big bows out of their Warminster, PA facility in 2012. The first year, the company sold about 5,000 bows. Last year, they sold 25,000. Before 2012, the bows were made in China, and were flimsy, the ribbon was semi-transparent, and they had glue splattered all over them, said a spokesman. 11/28/2017
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