InterMedia Insights 5.9.2016

eMarketer's Spring 2016 TV Dashboard

Hot Media Trends for May 9, 2016

  • YouTube CEO Susan Wojcicki claimed that her company reaches more adults 18-49 on mobile alone than any other TV network. Based on dubious stats, it was only a matter of time before someone from the TV side—say, several networks—returned fire. It took less than a day for someone to push back against those bold claims about audience reach at a NewFronts event. Time Warner Cable Media took up the charge, devoting its NewFronts presentation at New York’s Edison Ballroom to making the case that TV is still by far the best way to reach audiences, and yes, that includes millennials. While the company didn’t specifically address Wojcicki’s comments, several execs took aim at Facebook, YouTube and other disruptors’ claims that audiences are abandoning linear TV.  Time Warner Cable Media talked about how unreliable ad-tech measurement continues to be. (Read More in ADWEEK)

  • Amazon has joined Google in asking the FCC to issue new set-top-box rules that would let more companies develop boxes that can access pay-TV programs. Amazon argues, as Google has, that unlocking set-top boxes will not pose a threat to consumers’ privacy because it will be bound by its existing privacy policy. Amazon says it currently “gives consumers protection over the collection, use, and distribution” of their personally identifiable information, and will apply that policy to new services tied to set-top boxes. Today, cable and satellite customers typically rent set-top boxes at an average cost of $231 per year. Many viewers who also watch online video on a TV screen use separate streaming devices – like Roku or Amazon Fire TV – while people who watch TV shows on tablets or smartphones often do so via apps. The cable industry opposes the FCC’s proposal and argues that unlocking set-top boxes will let Google and other web companies collect more data about consumers.  (Read More on ResponseMagazine.com)


  • Millennials are generally pro-technology and big fans of media, it will come as no surprise that this does not extend to advertising, and especially messages in their social media feeds. That’s according to a new survey of 2,500 teens and adults conducted by Harris Poll on behalf of Lithium Technologies, which found that a majority of young adults dislike ads in their social media feeds. 74% of respondents ages 16-39 said they don’t like to be targeted by brands in their social media feeds. 56% of the respondents said they have limited their social media use in response to the proliferation of ads – a troubling finding not only for advertisers but for social networks themselves, which are grappling with the difficult task of balancing user experience and monetization. (Read More on MediaPost)


  • Activision Blizzard Inc. banked on a one-two punch of growing digital sales and newly acquired King Digital Entertainment PLC to deliver strong first-quarter earnings and a more robust full-year outlook. The videogame giant’s addition of King Digital paid off from the get-go. The mobile game maker, which Activision acquired in late February for $5.9 billion, pitched in about 23% of adjusted revenue in the quarter. (Read more on WSJ.com)


  • Operating revenues increased 14% for E.W. Scripps Company in first-quarter 2016, totaling $209 million, compared with Q1 2015. This includes the media company’s three segments: 34 radio stations in eight markets, 33 television stations in 24 markets and local and national digital media brands, including podcast platform Midroll Media, Newsy and Cracked. While TV revenue was up $21 million and digital up $4 million, the company’s radio revenue was $14.6 million in Q1 2016, down 4.6% from $15.3 million in the 2015 quarter. (Read more on Inside Radio)


This and That…

Millward Brown Publishes Study on the Digital Life of Moms

Moms control approximately $2 trillion in purchasing power in the U.S., so reaching this segment of the population is important to many marketers. Recent research suggests the best place to reach them is online, with more than 70 percent of women with children spending time across digital devices in their daily lives. (Get their White Paper Here)  Topline findings in the report include:

  • Both moms of younger children (under 6) and those with older children (6-16) are more likely to have gaming consoles, tablets and fitness bands when compared to the general U.S. population.
  • Moms with children under 6 are 22% more likely than moms of kids 6-16 to subscribe to an online streaming service (and 27% more likely than the overall U.S. population).
  • Moms with young children tend to be more likely to use a branded mobile app, engage with brands on blogs and participate in Facebook commentary, compared to the moms with older children.
  • Across product categories, moms with children under 6 generally tend to show more willingness to engage with a brand than those with children 6-16.


Television Update, Q1 2016: In Advance of the Upfronts, Four Changes on the Horizon

eMarketer publsihed this report covering technological and marketplace forces that could disrupt the way TV advertising in the US will be valued and sold in 2016 and over the next few years. The effects of these, though, are likely to be felt as a drawn-out process, rather than as a single abrupt event. (Get their report here)

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