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Outlook: Us Upfront Ctv Ad Spend To 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 Friday, July 2, 2021 Copyright 2021. OUTLOOK: U.S. UPFRONT CTV AD SPEND TO REACH $4.5B MORE MONEY MOVES TOWARD STREAMING VIDEO ADVERTISER NEWS For the first time,eMarketer has broken out the portion of Hyundai, Kia and Genesis continued to rack up U.S. U.S. upfront digital video ad spending that goes to connected sales gains in June while largely shrugging off supply con- TV (CTV). This year, the research firm says, advertisers will straints and parts shortages that have hobbled other auto- increase their upfront CTV video ad spending by almost makers, capping a strong Q2 for the brands as the industry 50% year over year to $4.51 billion. steadily rebounds from the pandemic. Automotive News This estimate includes all CTV video ad spending reports volume rose 45% to a monthly record of 72,465 at committed in advance, such as spending resulting from Hyundai, while deliveries jumped 43% to a June high of the TV upfronts, the Interactive Advertising Bureau 68,486 at Kia. At Genesis, sales advanced 184%. The three (IAB) Digital Content NewFronts, and other events and Hyundai Group brands are benefiting from new and rede- meetings. signed crossovers and other light trucks. At Kia, light trucks eMarketer forecasts that almost two-thirds of upfront digital accounted for 64% of all U.S. sales in the first half while video ad allocations will go to CTV placements this year, crossovers now represent 55% of Genesis volume… Bud- and that share is growing. About one-third of all CTV video weiser’s new July 4th campaign, “Go Fourth, America,” ad spending is committed upfront. launched this week with a nostalgic appearance from actor It’s become standard for a TV network to spend billions on Bill Pullman reprising his 1996 role as President Thomas building out its own streaming service, so it’s no surprise J. Whitmore in the movie Independence Day. Behind a that networks are placing more emphasis on their own crest-emblazoned podium, Pullman reminds folks across streaming services during upfront pitches, pushing for the nation that no matter your zip code or accent, we are all advertisers to commit 20% to 30% of upfront budgets to Americans, and we’re joined in the fight against the COV- their streamers, MediaPost reported in April. ID-19. The spot celebrates the U.S. with a COVID-era spin Upfront buying is a legacy tactic that on the film’s climactic presidential ad- flourished in the analog world of traditional dress, as Pullman calls on Americans to TV. Considering that most digital celebrate the national holiday like never advertising is sold programmatically, and before... KFC and its iconic bucket are that digital inventory is often purchased prominently featured in a new episode seconds before ads run, it is interesting that upfront buying of Crank Yankers, marking the first brand integration on would take hold in streaming video. the long-running Comedy Central show. The roughly four- But upfront buying makes more sense with CTV than minute clip offers KFC another way to reach TV viewers with other forms of digital advertising because high-quality who might skip commercials. The Crank Yankers appear- video inventory is scarce and expensive, whereas display ance follows KFC’s “A Recipe for Seduction” mock romantic inventory overall is abundant and cheaper. Also, ad formats thriller longform commercial on Lifetime that ran in Decem- with scarce inventory create incentives for advertisers to ber... If initial sales are any indication, Gap’s collabora- purchase the inventory in advance before it’s sold out. tion with rapper-designer Kanye West will more than live Meanwhile, consumers said that commercials they see up to the hype. The first product from West’s Yeezy Gap on CTV are more relevant than those on traditional TV, line — a $200 blue puffer jacket made of recycled nylon according to a new survey from Engine. — was released earlier this month and was sold out on Engine’s June Media Pulse report said 49% of consumers Gap’s website within hours. (Shoppers were able to preor- say ads on CTV do a much more efficient job of providing der the unisex jacket, which will be shipped later this fall.) users with relevant ad content, compared to 33% for Resale sites are now touting the coat, with prices as high traditional and cable TV. “Consumers are saying CTV as $1,000. The Yeezy line with could drive up to $990 mil- ads are relevant,” David Albert, GM, Engine Insights, lion in sales for Gap in fiscal 2022, according to an analysis told Broadcasting+Cable. “With the increase in AVOD by Wells Fargo… Walgreens Boots Alliance reported a viewership, advertisers should really be looking for ways stronger-than-expected Q3 and raised its outlook for the to integrate CTV into their media plans. The data continue year. Priorities under new CEO Rosalind Brewer include to support CTV as a component of a successful media creating “neighborhood health destinations around a more campaign.” modern pharmacy.” To that end, Walgreens has opened 46 The connection with streaming commercials is stronger Village Medical at Walgreens stores. It plans to open 35 among younger viewers, with 62% of millennials and 56% more by the end of this year, for a total of approximately 80 of Gen Z viewers finding more relevance onHulu , YouTube co-locations... H&M reported a 75% increase in sales and TV, Peacock, Pluto and other platforms, compared to 44% higher-than-expected profits in the quarter ending May 31, for Gen X and 29% among boomers. compared to the same period last year. Online sales have When it comes to advertising on traditional television, 61% continued to grow even as stores have reopened and more of millennials and 52% of Gen Z viewers said it was relevant, customers returned amid a rise in vaccination rates, CEO but just 35% of Gen X viewers and 19% of boomers agreed. Helena Helmersson said. NETWORK NEWS AVAILS The revolving door of co-hosts continues on ABC’s WNEM, a Meredith Corporation TV station in Flint /Tri veteran daytime talker The View. Meghan McCain has Cities, Mich., is recruiting for an Account Executive. The announced her departure after a tumultuous four-year stint AE solicits new advertisers and increases opposite Joy Behar, Whoopi Goldberg, Sunny Hostin, share of business for existing advertisers. weekly guest co-host Ana Navarro, and the most recent This position assesses the market potential addition, Sara Haines, who stepped in this season after of prospective accounts and meets with local Abby Huntsman departed. ABC reportedly tried to keep businesses to learn about their marketing McCain, who still has two years left on her contract... Dick needs. The AE achieves assigned revenue Wolf’s NBC medical drama Chicago Med has secured the goals through sale of airtime, internet or other bulk of its original cast. S. Epatha Merkerson, Oliver Platt, products and services to new and existing clients. Excellent Nick Gehlfuss and Brian Tee have computer skills and problem-solving closed new multi-year deals to continue skills required. Visit Meredith.com/ on the popular Chicago Fire spinoff careers to apply. EOE. series. Remaining original cast member I’m always a stone’s throw WFXR (FOX) and WWCW (CW), in Marlyne Barrett has one more year on away from my children. I have the beautiful Blue Ridge Mountains her existing contract and also is set to the forehead bruise to prove it. of Roanoke / Lynchburg, Va., has return... Homeland alum Costa Ronin is an immediate opening for a highly set as a lead opposite Morena Baccarin motivated and experienced Creative and Ryan Michelle Bathé in NBC’s Services Director. We are looking for untitled bank-heist drama pilot. Written FunnyTweeter.com a brand and marketing expert to help by Nick Wootton, the project is a high- us promote both stations and our digital stakes two-hander about Elena Federova and mobile assets inside and outside (Baccarin), a recently captured international arms dealer and of the station. Candidates must have excellent copywriting brilliant criminal mastermind who orchestrates a number of and conceptual skills and social media experience. Must coordinated bank heists throughout New York City, and Val have strong interpersonal and communication skills and the Fitzgerald (Bathé), the socially outcast FBI agent who will ability to work well under pressure and prioritize multiple stop at nothing to foil her plan... Nadine Ellis (Let’s Stay projects. APPLY HERE. EOE. Together) has landed a lead role opposite Yaya DaCosta, WGAL, the market-leading, Hearst-owned NBC affiliate in Morris Chestnut and Joe Morton in the Fox drama series Lancaster, Pa., is seeking business development passion Our Kind of People. Ellis will play Leah Franklin-Dupont, and marketing creativity for an experienced and entry- replacing LeToya Luckett, who had been originally cast in level position. Easy access to major Northeast cities while the role... The CW’s “Magnificent” Saturday mornings will enjoying quality of life, modern farmhouse living and outdoor continue. The network and Litton Entertainment have recreation amongst the rolling hills of Pennsylvania. Blended extended their deal for One Magnificent Morning, the lifestyles abound in Pennsylvania’s rapidly growing, teen-targeted three-hour reality block. Launched in 2014, affordable, state capital market of Harrisburg-Lancaster, the current Magnificent lineup includes Jack Hanna’s Into where your Account Executive career awaits. CLICK HERE the Wild, This Old House: Trade School, Best Friends to apply.
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