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Adweek | April 18, 2016 | Vol DITCHING THE PARTIES | Q&A WITH SAMANTHA BEE | BROADCAST SCHEDULERS THE VOICE OF MEDIA | APRIL 18, 2016 UPFRONT PREVIEW TheNew Guard TURNER’S DAVID LEVY, DONNA SPECIALE AND KEVIN REILLY REINVENT THE ENTERTAINMENT NETWORKS’ PROGRAM SLATES AND AD LOADS. BY JASON LYNCH SNAP IT! REAL-TIME UPFRONT COVERAGE PROGRAMMING #1 DESTINATION FOR ORIGINAL PROGRAMMING #1 SHOW ON TELEVISION THE WALKING DEAD #1 LATE NIGHT SHOW ON TELEVISION TALKING DEAD TOP 3 PREMIERES IN CABLE HISTORY FEAR THE WALKING DEAD, INTO THE BADLANDS, BETTER CALL SAUL ©2016AMCNetworkEntertainmentLLC.AllRightsReserved.Source:NMR.CY’15,Prime.A18-49,C3.#1Destination:OriginalProgramAvgamongBroadcast&Cablenets,exclsports,specialsandrepeats.#1Show:A18-49,C3.RankamongPrimeprograms,exclsports, specials & repeats for CY’12-CY’15. #1 Late Night: A18-49, C3. Rank among all talk show format programs, excl repeats for CY’12-CY’15. Top 3 Premieres: A18-49, C3. Top premieres: Historical ratings through CY’15, C3 data available ’07 to current, Prime Cable Series Premiere t/c. ADWEEK | APRIL 18, 2016 | VOL. LVII | NO. 14 UPFRONT CntsTHE WEEK 4 Facebook’s 10-year plan; Crackle on demand; Advertising Week Europe. TRENDING 8 Upfront extravaganzas are so done; VR’s next wave; inside agency hackathons. VOICE 14 Grey’s Per Pedersen on why creative awards matter. DATA POINTS 16 How millennials consume streaming music. MOVER 18 Bloomberg’s Scott Havens. FACETIME 19 THR hits NYC. PERSPECTIVE BRAND NAME 39 The dream of nurturing a newborn thanks to American Girl dolls and accessories. SWIPE 41 COVER STORY Livestreaming camera; app-connected Moleskine notebook; UnderArmourfitness Turner kit. PORTRAIT 43 Blaine Lifton’s Time Hyperbolous. The home of TBS and TNT heads SPACES 44 into the upfronts bristling with LittleBits inspires 20 invention, and so does program and ad sales innovation. its workspace. RIGHT ON SCHEDULE INFO DIET 45 A close look at the five broadcast Underground’s network execs who decide what Christopher Meloni. you see, when you see it, and what advertisers buy in prime time. 28 LOOK BACK 46 The fabulous Richard Simmons. From left to right, David Levy, Kevin Reilly and Donna Speciale at the company’s COVER AND THIS PAGE: SASHA MASLOV New York office. ADWEEK | APRIL 18, 2016 3 THE WEEK IN MEDIA AND MARKETING MOOD BOARD The Week Upfr nt In Emojis TNT orders revival of TalesFromthe CryptfromM.Night Shyamalan. TOP STORY Here Come The Robots BOTS WERE BIG NEWS AT Sony’s animated Emoji FACEBOOK’S F8 SUMMIT LAST Movie to feature Spotify, WEEK. BY CHRISTOPHER HEINE other smartphone apps in plot. If Facebook’s annual F8 developers conference was any indication, the tech giant wants to dominate your life. CEO Mark Zuckerberg laid out a 10-year plan that looks to transform his company into a massive, all-things- virtual endeavor that’s part amusement park, part tech-utilities garden. It aims to be leading the following frontiers: virtual-reality platforms and devices like Oculus Rift; 360-degree cameras; Sprint livestreaming—even with drones; pulls ad in Messenger chatbots and other forms of which woman calls artificial intelligence; and wearables. T-Mobile “ghetto.” On chatbots, in particular, Zuckerberg said: “We think you should message a business just the way you would message a friend. To order flowers on 1-800-Flowers, you never have to call 1-800-Flowers again.” NBA Board of Governors approves sale of sponsorships on player jerseys. ILLUSTRATION: MATTHEW BILLINGTON MATTHEW ILLUSTRATION: 4 APRIL 18, 2016 | ADWEEK THE WEEK “When you tell a 22-year-old to ‘turn of the phone, Crackle NEWS don’t ruin the movie,’ they hear ‘please cut of Headed to your left arm above the elbow.’” Cable TV AMC Entertainment CEO Adam Aron, to Variety. the theater Crackle just inked its first chain said it may allow texting during movies, but distribution deal with a cable reversed course following Twitter backlash. provider. Sony’s ad-supported streaming service, which includes shows like Jerry Seinfeld’s Comedians in AD OF THE WEEK Cars Getting Coffee and Agency: Dennis Quaid drama The Organic Valley Humanaut Art of More, will be available to Comcast’s 22 million video Where is an honest depiction of subscribers this week in time what real women actually do in for the cable operator’s annual the morning? Not in advertising, Watchathon Week. Crackle is according to this hilarious spot set to hold its second upfront from Organic Valley, which this week, following years parodies the perfect world of being part of the Digital of women’s wake-up time, as Content NewFronts. depicted in ads, before offering a —Tim Baysinger much more realistic (and painfully comical) take. The relatable humor nicely positions Organic Valley as a brand that gets women—and whose organic balance protein Whisper Adds New shakes are perfect for their Polling Feature typically hectic day. –Tim Nudd Whisper’s treasure trove of candid omissions by the mobile app’s burgeoning millennial ACCOUNT IN REVIEW and Gen Z audience stands to Nat Geo Leads Engagement be an intriguing opportunity for brands that want to connect with While sports dominate consumers on such personal Americans’ social levels. And that’s essentially the engagement, it’s a idea behind the Venice, Calif.- print brand that leads based tech company’s latest in social interactions. Buick and GMC BIG NUMBER offering—a polling feature According to meant to attract packaged- According to sources with direct Shareablee’s list of 1 goods brands, retailers knowledge of the matter, General the Top 25 Social U.S. Nat Geo 332.3m and other marketers. Called Motors has issued a “blind” RFP Brands in Q1 2016, $170 Whisper Polls, the product has concerning its Buick and GMC brands. National Geographic recently been utilized by the tech This means the company is looking for had332.3milliontotal 2 MILLION company to supply periodicals new agencies to handle the accounts, actions (including likes, NBA 322m shares and more) across like Cosmopolitan, Glamour and which spent nearly $500 million on BuzzFeed’s Facebook, Twitter, 3 Teen Vogue with gratis data for measured media in 2015, according to earnings for 2015, Instagram and YouTube. NFL 168.3m their editorial needs. Brands Kantar Media. Leo Burnett has been which fell short The NBA, NFL, and 4 will have to pay an undisclosed lead creative shop for Buick and GMC of its projected WWE also landed in the WWE 153.4m sum for the polls, as this since 2007, with DigitasLBi handling earnings of topfive,followedby development marks Whisper’s digital work. A client spokesperson 5 $250 million. BuzzFeed’s video recipe latest monetization move. —C.H. declined to comment. —Patrick Coffee (SOURCE: FINANCIAL TIMES) platform Tasty. Tasty 143.7m ADVERTISING WEEK EUROPE LONDON HIGHLIGHTS FOR THE WEEK ARE: IN/OUT MONDAY TUESDAY WEDNESDAY THURSDAY DigitasLBi global CALLING One-on-one Snapchat One-on-one An informal chief media officer conversation and Mobile conversation interview with Baba Shetty will The fourth annual Advertising Week Europe with WPP Storytelling: a with Martin Glenn, leave the agency to start kicks off in London on Monday, April 18 chief conversation columnist CEO of The Football his own research and advisory running through Friday, April 22. A hybrid of executive with Nick Bell, and Association, and firm. Macy’s CMO Martine industry thought leadership, special events Sir Martin vp of content commentator Karen Buchanan, Reardon to depart after 32 and entertainment, the conference draws Sorrell. at Snapchat. Piers Morgan. CEO of Publicis years at the company. The attendees from the brand, media, marketing 5 p.m. , Noon, 10 a.m., London. 4 p.m. , New Republic EIC Gabriel and technology communities. ITV Stage. ITV Stage. IPA Stage. IPA Stage. Snyder steps down. ILLUSTRATION: CARLOS MONTEIRO; SHETTY: MATT GELINEAU MATT SHETTY: MONTEIRO; CARLOS ILLUSTRATION: 6 APRIL 18, 2016 | ADWEEK SUNDANCETV IS THE FASTEST-GROWING ENTERTAINMENT NETWORK. Growth as impressive as our programming. Source: Nielsen, C3, 2015 (12/29/14-12/27/15) vs. 2014 (12/30/13-12/28/14), Prime (M-Su 8p-11p), Bcast & Ad-Supported Cable, Ent networks exclude news, kids, sports & Spanish.A25-54 (000), THE A WORD © 2016 SundanceTV LLC SundanceTV © 2016 TRENDING | THIS WEEK’S INSIGHTS “this is absolutely the right way to go for us.” THAT’S A WRAP A+E won’t be Smaller networks, meanwhile, are finding holding events that the funds required for a huge upfront like last year’s presentation would better be spent else- blowout. where, especially when there’s no guarantee that “the big decision markers” will attend, said Brad Schwartz, president of Pop. “As an emerging network, if an event like that is go- ing to cost $2 million, I’d rather have a ninth [original] series on the air.” So far, buyers are thrilled to cross more of these big gatherings of their upfront calen- dars. “The broader events have far outlived their usefulness and don’t really draw the real decision makers because they provide little ‘Doing that big New York event ... made a lot of noise, but it failed to really connect us [with THE UPFRONTS core partners].’ Rita Ferro, evp, Disney media sales and marketing relevant information, take up too much time and don’t provide an environment for sub- WhyTVUpfront stantive discussion,” said Rino Scanzoni, chief investment ocer, GroupM. “The smaller individual meetings can be far more valuable.” Spectacles Are So Over Still, several other companies and net- works continue to see value in the tradi- COMPANIESLIKEDISCOVERYANDA+ENETWORKSAREDITCHING tional events, including Freeform. Viacom holds separate presentations for many of its THE PRICEY SPRING EXTRAVAGANZAS—YET STILL CONNECTING channels, and Scripps hosts several major WITH CLIENTS. BY JASON LYNCH presentations with talent around the country.
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