Inside Google & Facebook's Metrics Misery
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INSIDE GOOGLE & THE VOICE OF MEDIA | APRIL 17, 2017 FACEBOOK’S METRICS MISERY WHO WANTS THEIR MTV? FRESH FROM REMAKING VH1, CHRIS MCCARTHY PLANS TO RETURN VIACOM’S CORNERSTONE BRAND TO ITS LIVE GLORY. BY JASON LYNCH FINAL DAYS TO ENTER isaacawards.com IMAGINATION. INSPIRATION. INVENTION Only Adweek celebrates the inspired inventors in media, advertising & marketing and technology. GO FOR THE GOLD. ENTER TODAY GRAVITY AWARD/ GOLD WINNER 2016: Marketing & Advertising: Creative Invention and Event/ Experience Invention, The Field Trip to Mars, Lockheed Martin, McCann New York, New York CONTENTS THE WEEK IN MEDIA AND MARKETING APRIL 17, 2017 | VOL. LVIII NO. 11 Upfront By Tuesday FEATURES morning, WHAT’S NEXT United Airlines FOR MTV 14 lost nearly Can Chris McCarthy $1 billion make music television in market great again? value. METRICS MELTDOWN 18 Marketers push back TOP STORY against Facebook and Google. Crash UPFRONT And Burn TRENDING 5 Upfronts; media brand UNITED AIRLINES ILLUSTRATES campaigns; reimagining the Brawny man; HOW NOT TO RESPOND TO A PR Iceland gets hot. CRISIS. BY EMMA BAZILIAN VOICE 10 How LGBT equality Just when Pepsi was threatening to hold onto the PR fail empowers brands. crown for another week, United Airlines swooped in with a publicityThe Big Bang disaster for the ages. On April 9, a 69-year-old doctor DATA POINTS 11 wasTheor forciblyy (CBS) removed from a UnitedBlack-ish plane (ABC) after he and several - Males and females - Females 18-34 Targeting TV audiences other 18-24 passengers and 55+ were ordered to- Income give less up than their $50K seats on the sold- show by show. - Income less than $50K - Interests: TV, face/body out- Interests: flight TV , humorto , make room for employees. care and college Video of the altercation, which physics left the man bloodied with a broken nose and missing teeth, quickly went viral, resulting in a massive backlash. When an internal memo from CEO Oscar Muñoz defending the airline’s actions only further escalated public criticism—including calls for a boycott in China—he backtracked with another statement, saying, “This horrible Flip or Flop (HGTV) This is Us (NBC) situation has provided a harsh learning experience from which we will FACETIME 12 - Females 45+ - Females 18-34 take immediate, concrete action.” All said, the week’s- Income events $50-150K could end up Adweek- Income takes over $100K Atlanta. - Interests: celebrity - Interests: TV, costing United Airlines more than $1 billion—but atnews, least restaur antsit provided and brands face/body care, travel with a master class in how not to handle a PR disaster. home furnishings PERSPECTIVE BRAND NAME 34 American Giant’s classic hoodie is blowing up the web. MOOD BOARD The Week in Emojis Empire (Fox) Conan - Females 18-34 O’Brien (TBS) - Income less than $50K - Males 18-44 - Interests: shopping, TV, - Income $50-150K face/body care - Interests: sports, TALENT POOL 36 colleges, TV A polyglot helps brands reach across the globe. NCIS (CBS) Bachelor in Paradise (ABC) - Males and females 18-44 - Income over $100K - Females 25-34 PORTRAIT 37 - Interests: travel, and 45-64 New York startup face/body care, colleges - Income $100-150K and universities - Interests: TV, celebrity agency JohnXHannes. news, restaurants Apple reportedly has Starbucks adds Tesla briefly overtakes McDonald’s LOOK BACK 38 “secret” team working on social media-inspired GM to become most valuable tests recruiting via Will & Grace. IMAGES STARR/GETTY AND DAVIES AIRPLANE: diabetes treatment. #pinkdrink to menu. U.S. automaker. Snapchat in Australia. Dramas primarily Comedies indexed Crime shows skewed Reality shows skewed Home improvement Late night shows skewed toward females, toward 18-34 year olds more toward males, toward females, younger shows indexed significantly skewed toward males and most over-indexed and searchers with ages 18-44, and higher searchers (18-34), and toward female, an older 18-44 years old and mid with 18-34 year olds. lower incomes (less income (over $100K). lower income (less audience (45 and up), mid to higher income BE IN THE KNOW *4 out of 5 agree “Adweek helps me do my job better.” Half say “a lot better.” Get the new APP now! FREE TO CURRENT SUBSCRIBERS App Store is a service mark of Apple Inc. Google Play is a trademark of Google Inc. Amazon’s trademark is used under license from Amazon.com, Inc. PHOTO: RAQUEL BEAUCHAMP; YULIYA KIM | * SOURCE: EQUATION RESEARCH TRENDING | THIS WEEK’S INSIGHTS AMC NETWORKS More than 60 actors dined with buyers, including The Walking Dead’s Norman Reedus. TELEVISION year as ad sales chief, Collins was ready “to do something bigger,” he said. “I wanted to reach out to a wider swath of people in the ad community, ‘I wanted to because not everyone was able AT UPFRONTS, to go to the dinner. But even more reach out to a importantly, it was the right moment for us to come together as AMC wider swath Networks.” His group, too, will save BIGGER IS its biggest upfront push for post- of people event meetings with agencies. Meanwhile, Discovery Comm- in the ad BETTER AGAIN unications has no plans to follow suit and bring back its own annual upfront community.’ AFTER MOVING AWAY After taking last year off, he moved event. Its new upfront approach Scott Collins, president of his presentation to mid-March. “We of bringing its top execs to agency advertising sales, AMC Networks FROM BIG ANNUAL rethought it and said, doing a big brand meetings tailored for their clients “is PRESENTATIONS, event early, it gives it more time to effi cient for us, but importantly, it’s SOME COMPANIES ARE seep in and [the ad sales team more effi cient for the agencies and clients. time to] actually activate off it,” said We want to be respectful of their time, provides broader exposure to our REVERSING COURSE. Olsen. “We like this time frame.” and for them to be able to attend all employees throughout the agency. BY JASON LYNCH But Olsen admits that by sitting these events is asking a lot,” said Often when there is one bigger out last year, A+E lost the thread on Ben Price, who is overseeing his fi rst presentation, the invite list is much its brand messaging. So that theme upfront as Discovery’s new ad sales more restricted,” said Marianne was front and center during this year’s chief. “I’m really happy with it; that’s Gambelli, chief investment offi cer event, which provided the company because the feedback we’ve gotten at Horizon Media. However, she Over the past couple years, several with a big platform to announce the has been really positive.” allows that signifi cant moves—like media companies have scrapped relaunch of its Biography franchise. That’s because buyers generally AMC Networks assembling its their lavish annual upfront events, “Everyone is talking about audience, fi nd the smaller, agency-specifi c entire portfolio—could justify the opting for more intimate, and far less but the only way to get great audience upfront meetings more valuable. occasional larger upfront event: “If expensive, dinners and meetings is through great shows and great “Smaller events allow for an the messaging changes, and there’s with individual agencies. Discovery brands, so let’s focus on them,” said experience that is more personalized a bigger story, then that bigger forum Communications, AMC Networks and Olsen, whose team is now conducting and customized to our business, and would make sense.” A+E Networks—joined this year by more targeted, data-heavy upfront Viacom (for more on that company’s discussions with buyers. upfront strategy, go to page 14)— AMC Networks also wanted to decided that when it came to splashy put its shows, rather than new data upfront spectacles, less was more. initiatives, in the upfront spotlight, But now, some of them are having as it brought its fi ve networks second thoughts, with both AMC and together for the fi rst time during A+E reversing course and reinstituting its April 6 event. “To sit there and their upfront productions. Peter wax poetic about data isn’t the best Olsen, evp of national ad sales for use of anyone’s time,” said Scott A+E NETWORKS A+E Networks, said the company’s Collins, president of advertising sales Singer-rapper Lizzo performed for the annual fête—held in late April or early for AMC Networks. The company upfront audience. May—had gotten lost in the crush had held agency dinners for two AMC: CAROLINE MJ DORN; A+E: GETTY IMAGES FOR A+E of NewFronts and upfront events. consecutive upfronts, but in his fi rst ADWEEK | APRIL 17, 2017 5 TRENDING BRANDING Why Media Brands Are Advertising PUBLICATIONS explained Peter Weingard, WNYC’s CMO. “With free expression under ARE PUSHING THE attack, the press, including WNYC, IMPORTANCE OF is reasserting our mandate to report JOURNALISM—AND fearlessly and accurately.” In March, WNYC released its latest SUBSCRIPTIONS. ad campaign, from its creative agency BY KRISTINA MONLLOS Eyeball, which included lines like “Fake news is nothing new, but it’s still fake,” and “Tweets are not the whole story.” The Atlantic Actor Michael K. The proliferation of “fake news”— The effort is “purposely provocative, Williams stars in the be that the insult lobbed at journalists playful in tone and meant to attract brand campaign and publications that President attention to get people to listen in,” from W+K. Donald Trump and his administration noted Weingard. The latest ads, which detest or the websites peddling false were placed on Metro North and released a short fi lm, Am I Typecast, read, “Vanity Fair: ‘The way down, big information across the web to make subway cars, bus shelters and even a starring actor Michael K.