Tv Powering Consumer Retail Habits, Survey Says
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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 Wednesday, June 27, 2018 Copyright 2018. TV POWERING CONSUMER RETAIL HABITS, SURVEY SAYS TV ADS STILL HEAVILY INFLUENCE SHOPPERS ADVERTISER NEWS Consumers may be able to click and buy online, but it’s There could be some tough days ahead for makers of television that drives retail sales. packaged foods. One analyst tells CNBC the category isn’t That’s according to a new survey conducted by GfK on likely to grow. Ken Goldman, food and retail analyst for J.P. behalf of TVB. The research shows television’s reach among Morgan, says manufacturers might see 1 percent growth “if shoppers: 83 percent of those surveyed said they’d seen a they’re lucky.” His comments came in the wake of a report TV spot during the prior two months. That’s nearly twice the that Kraft Heinz might have eyes for Campbell Soup. But 44 percent who said they’d seen an ad on social media, Goldman doesn’t think the deal is likely to happen. He says the medium with the second-biggest Kraft would be “taking on an awful lot exposure among retail consumers. of risk.” Campbell has struggled of late Broadcast TV station websites and and took on more debt in its efforts to apps ranked third, on par with radio, expand… The coffee wars in New York with 36 percent of shoppers saying City are intensifying. Los Angeles-based they’d seen and heard ads on those Coffee Bean & Tea Leaf is entering the two platforms. TVB chief research officer Hadassa Gerber market and planning to open 100 cafes says social media did better among shoppers than other in the Big Apple over the next decade, adding to the 1,200 categories like automotive or health care. “Digital does play locations it already has around the globe. A key reason for a great role for retail, but television is still pretty strong,” she the expansion initiative, CNBC reports, is that commercial says. rents in New York are finally starting to fall. Coffee Bean & Reach is only part of television’s advantage over social Tea Leaf plans to open its first stores in Manhattan later media. The GfK-TVB study revealed just how influential the this year… GE announced yesterday that it’s spinning off its medium is as shoppers moved through the purchase funnel. healthcare business and divesting its stake in oil-services When asked which media was most important in making company Baker Hughes. Business Insider, in its report on consumers aware of a product or service, 45 percent said the massive reorganization, says GE is trying to shore up TV. That’s five times the number that said social media. its balance sheet and streamline its businesses. It wants to When asked what got them to visit a store or a website, more focus more on aviation, power and renewable energy. The than a third said TV. That’s triple the number that answered company is now under the leadership of newly appointed social media. And when asked what led them to actually CEO John Flannery… Amazon’s efforts to transform its buy the product, 34 percent credited a TV ad, compared to Whole Foods stores are continuing this week. Today the 9 percent that said social media was the trigger. “Television e-commerce giant expands its recent slew of discounts for is still the most important out of all the media,” Gerber says. Amazon Prime members to all Whole Foods stores across “There’s nothing that comes even close to it.” (See the side- the U.S. That means discounts on hundreds of products, by-side numbers HERE). an extra 10 percent off sale items, and other perks like Television is increasingly pitching itself as a medium that free two-hour delivery. The nationwide rollout comes after works in tandem with digital. When it comes to motivating Whole Foods introduced the perks at a number of stores shoppers, the GfK/TVB research supports that pitch, with earlier this year… Forbes reports that Rite Aid executives 87 percent of shoppers saying TV ads influenced their have appealed to shareholders to vote in favor of its merger online searches. Gerber says that data helps illustrate to with grocery store chain Albertsons. But some investors marketers that it’s TV ads that are leading to online click- want to derail the deal. In a letter to shareholders about the throughs. vote on August 9th, Rite Aid CEO John Standley and lead The survey also delivers fresh evidence of the long-held independent director Michael Regan wrote that the company rule that reach is even better when it’s paired with frequency. has strived to maintain competitiveness in “a consolidating That’s because when shoppers said they saw one to and evolving marketplace,” and that the proposed merger three TV spots, 78 percent reported taking some action in “accelerates those efforts.” The $24 billion merger would response. But when they saw four or more commercials, leave Rite Aid shareholders owning about 30 percent of 86 percent took action. What sort of action? Forty-three the combined new company. The combination of Rite Aid— percent said they visited a brick-and-mortar store, compared which operates RediCinic—and Albertsons would create a to 28 percent who saw one to three ads. And 40% said they company with 319 health clinics and 4,345 pharmacies… visited a retailer’s website or app, compared to 26 percent Starbucks will start selling packaged Teavana products at who viewed fewer TV ads. grocery stores this year. Fortune says it’s the company’s Exposure to four or more TV commercials also delivered latest move to get more mileage out of its tea products and improved results for things like going online to learn more lessen its reliance on its cafés. Starbucks is planning to sell about a product, searching for online coupons or promotional tea sachets in six different flavors this summer en route to a (Continued on page 3) national rollout over the rest of the year. NETWORK NEWS AVAILS The Bachelorette led ABC to victory in the Monday Account Executive, Durham Bulls - Durham, NC: Out- overnights—and a certain win in adults 18-49 and all the key side salesperson needed to generate new sponsorship demos)—with a 4.3 rating/7 share in households from 8-10 business. Individual must be a highly persuasive, motivat- PM (ET). Those results were up 5 percent from the year-ago ed self-starter with 2-4 years of sales experience who can week. The Bachelorette led into week two of non-scripted communicate effectively through both written and oral pre- The Proposal (2.6/ 5), which was on par with its debut a week sentations. Sports marketing experience, understanding ago. It was a slow start, meanwhile, for the second-season of marketing/promotions, radio/television advertising and premiere of the CBS scripted drama Salvation. It posted internet research skills are preferred but not a must for a 2.4/4 in households in the 9-10 PM slot. Programming the right candidate. Valid driver’s license, reliable trans- Insider notes that was 25 percent below its 3.2/6 debut in portation and a four-year college degree preferred. Please the same hour on July 12, 2017. Another APPLY HERE. Capitol Broadcasting reason for concern: a loss of 12 percent in Company participates in E-Verify, and household rating in the 9:30 PM half-hour all properties are tobacco free. EOE (2.6/ 4 to 2.3/ 4). CBS saw a marginal When the lady at the DMV M/F. gain at 10 PM from Elementary (2.8/ 5). asked if I wanted to be an organ If you have the drive and passion to NBC’s American Ninja Warrior (2.5/ 5) donor, I told her, “Yes, but only succeed in sales, WKOW, the ABC af- hit a wall—down 26 percent from the 3.4/ if I die.” filiate in Madison, WI, wants you on its 6 of a year earlier. The network’s Running team! WKOW is looking for an Account Wild with Bear Grylls (2.1/ 4) in the 8 Executive who is competitive in nature PM hour trailed competing and can develop creative ideas and Fox’s So You FunnyTweeter.com Think You Can Dance (2.4/ 4) by 12 solutions for our clients. If you think percent… Deadline reports that Nicole you’re qualified, and want to work with Ari Parker, who joined Fox’s Empire as a recurring character a great group of people in one of America’s best places midway through this past fourth season, has been promoted to live, send your cover letter, resume and references to: to a series regular for the upcoming fifth season of the hip- [email protected]. No calls, please. WKOW is an Equal hop-themed family drama. Parker appeared in five episodes Opportunity Employer. last season as Giselle Barker, the beautiful trophy ex-wife WMBF in Myrtle Beach is seeking a Senior Digital Sales of Eddie Barker (Forest Whitaker). Empire, from creators Specialist. This individual is a highly skilled hunter who Lee Daniels and Danny Strong, Imagine Television will focus on developing new revenue and new customers and 20th Century Fox TV, is Fox’s No. 2 series in adults by identifying the prospect’s digital marketing needs. The 18-49 and total viewers.