Cynopsis 03/21/24: Disney simplifies streaming inventory

Cynopsis Medias First Morning Read
Thursday March 21, 2024

Today’s Premieres
A&E: Interrogation Files at 10p
BET+: Diarra from Detroit
HGTV: House Hunters: All Stars at 8p; Down Home Fab at 9p
Netflix: 3 Body Problem
SundanceNow: The Long Shadow

Today’s Finale
Paramount+: Halo

IN THE NEWS

At Wednesday’s One24 event, NBCUniversal unveiled new tech and data capabilities including audience segments powered be generative AI; shoppable innovations like Virtual Concessions; One Platform Total Measurement, a new framework that supports the company’s cross-platform planning and activation technology, One Platform Total Audience; and new partnerships with VideoAmp, EDO, and Kochava. “Television today is a full-funnel performance vehicle where marketers can launch, build and grow their brands across any screen at scale,” said Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal. “At One24, we’re continuing to drive our legacy of innovation, moving consumers from aspiration to action and partnering with marketers of all sizes to use technology to move their businesses forward.”

In an expansion of the Disney Real-Time Ad Exchange, Disney has created a direct path to advertiser demand with Google’s Display & Video 360 and The Trade Desk, unifying access to streaming inventory across Hulu and Disney+. “Disney’s goal is to empower advertisers to transact with the freedom and flexibility that best suits their business needs,” said Jamie Power, SVP, Addressable Sales, Disney Advertising. “Years ago, we committed to a vision and strategy of delivering 50% of our advertising in an addressable and automated way. Owning our own technology stack allows us to build a direct path between our premium inventory and the leading media buying platforms in the industry, simplifying the way ads are bought and sold on Disney, while delivering greater effectiveness for our clients.”

Apollo Global has made an $11 billion offer for Paramount Global’s film and TV studio business, according to The Wall Street Journal. Paramount is also considering an offer from Skydance Media to merge with Paramount, a deal that would include its TV networks.

Comscore has gained accreditation by the Media Rating Council for the Total Household Rating and Average Audience estimates in its national and local TV time-based grid reports, the first time a TV measurement provider has been accredited in all 210 measured local markets based on device tuning measurement. “Comscore is to be commended for the significant effort they have made over a number of years to put enhancements and upgrades into place in response to our feedback,” said George Ivie, Executive Director and CEO of MRC, adding that the distinction “will benefit the industry as a whole.”

That’s a thought echoed by measurement rival Nielsen. “Congratulations to Comscore, Inc. on receiving MRC accreditation for their total household rating and average audience estimates in national and local TV time-based grid reports,” posted Nielsen Nielsen CEO Karthik Rao on LinkedIn. “The more accredited data there is in the marketplace the better it is for everyone – buyers, sellers, viewers and all of us devoted to the science of audience measurement.”

Advertising collective ARS Advertising has completed the acquisition of Manifest, a content experience agency. Manifest will continue to operate independently under its existing brand. “Harnessing the power of both scale and range will fuel creativity while driving efficiencies across the two companies,” said Melissa Bouma, CEO of Manifest. “Manifest will remain fiercely independent and proud of our unique expertise– yet we’re not afraid to tap into the collective for the betterment of the work.”

2024 Sports Media Awards

Are you ready to be a part of the action in NYC this April?

Secure your front row seat at the premier sports media event of the year! Celebrate with finalists from CBS Sports, Draft Kings, FOX Sports, Harlem Globetrotters, NY Jets, LSU, the NFL, Nickelodeon, ESPN, Amazon Prime, Telemundo, Washington Wizards, and many more! The excitement unfolds at The Lighthouse, Pier 61, in NYC on April 11th!

SAVE MY SEAT

PRODUCTION & DEVELOPMENT

Hallmark has renewed “The Way Home” for season three. The family drama starring Andie MacDowell will launch its third run in 2025.

Also scoring a season three order is Paramount+ medical drama “Skymed.” Production begins next week in Manitoba and Ontario, with Aaron Ashmore upped to season regular.

Season three of Netflix’s “Heartstopper” has a premiere window: October. The streamer posted that info online, along with this tidbit: “As the summer holiday ends and the months race on, the friends begin to realize that the school year will come with both its joys and its challenges.”

David Schulner, creator of NBC medical drama “New Amsterdam” (2018-23), is developing a spin-off set 30 years after the original. The show would center on Dr. Max Godwin’s daughter, Luna.

David Schwimmer will star in the second season of Disney+ anthology series “Goosebumps,” based on the R.L. Stine books. The “Friends” alum will play a divorced dad overseeing the care of aging parents while having his twin teenagers for the summer.

NEW & RETURNING SERIES

Natural history series “Predator v Prey” debuts Saturday, April 20 at 8p on BBC America and AMC+. Narrated by actor Howard Charles (“Whitstable”), the series offers a forensic look at the hunts of predators.

HGTV’s “The Ugliest Homes in America” returns for season five on Monday, April 22 at 9p. The renovation series’ last run attracted over 8.3 million viewers eager to see horrendous houses.

“The Synanon Fix” kicks off Monday, April 1 at 9p on HBO. The four-part docuseries explores the rise and fall of the treatment center Synanon, which grew from a groundbreaking drug rehabilitation program in the late 1950s into a controversial, to put it mildly, communal living experiment.

Part two of FX’s “AHS Delicate” launches Wednesday, April 3 at 10p. The horror drama stars Emma Roberts and Kim Kardashian.

COMING UP

Documentary “Blue Carbon: Nature’s Hidden Power” premieres Sunday, April 21 at 9p on CNN. The film combines the languages of music and science for a call to action to protect the planet.

STREAMING

Advertisers leveraging big screens are seeing interactive CTV campaigns achieve engagement rates 4.6x higher than mobile video and 10.3x higher than desktop video, according to Innovid’s “The CTV Advertising Report 2024: Your Data-Driven Source for CTV Performance Trends.” Key findings include:
· CTV accounted for 53% of video impressions – up 12% compared to the year prior. The average CTV campaign reach in 2023 more than doubled compared to two years prior.
· The average frequency delivered has increased from 4.08 to 7.40 over the past two years.
· Audiences expect relevant, 1:1 content, even with ad experiences. Interactive ads had an average of 92 additional seconds of time earned vs. standard pre-roll video. Dynamic ads, those personalized to the viewer, generated more than 38 seconds of additional time earned.

“Advertisers are realizing the true power behind the measurable, impactful, and innovative ad experiences that only CTV can provide,” said Dani Cushion, CMO, Innovid. “As TV rapidly shifts to a 100% digital future, the time is now for advertisers to optimize every aspect of their campaigns for streaming.”

Streaming’s share of viewing time has increased from 49.3% to 57.5% in Q4 since 2021, while cable/satellite has fallen from 41.5% to 33.8%, according to Inscape’s Q4 2023 TV Market Trends report. Of note: Smart TV app usage has leveled off over the last nine months, landing at around 5.5 native apps used per device. Inscape notes that this is “perhaps a sign to the market that consumers have had their fill and are simply fatigued by an endless array of subscriptions and authentications to navigate.”

TECH TALK

The government of Saudi Arabia plans to create a $40 billion fund to invest in artificial intelligence, according to The New York Times, which reports representatives of Saudi Arabia’s Public Investment Fund have discussed a potential partnership with Andreessen Horowitz, a Silicon Valley venture capital firm, along with other financiers. A fund of that magnitude would make Saudi Arabia the world’s largest investor in AI.

Companies that invest in AI tools have seen an average increase in revenue of 24%, according to data from Keen Decision Systems. “While AI continues to be a buzzword for many industries, its application is actually having positive business impacts for marketers,” said Greg Dolan, CEO of Keen Decision Systems. “AI can significantly improve forecasting and measurement for marketers, leading to increases in revenue and ROI. Future-forward marketers should invest in AI and machine learning to improve their business outcomes and stand apart from their competitors.”

RETAIL MEDIA

US retail media spending will grow 30% in 2024, largely driven by offsite programmatic retail media platforms, according to a US ad spend forecast from Advertiser Perceptions, which forecasts over $20 billion in spending in offsite programmatic retail media advertising next year. In 2025, retail media ad spending is expected to pass $81.6 billion, representing 23.5% of all digital advertising in the US. “Brands have been pouring money into retail media over the past few years,” said Eric Haggstrom, Director of Business Intelligence and Head of Forecasting for Advertiser Perceptions. “While we expect this trend to continue, retail media will evolve significantly in the coming years. As ad auctions on retailers’ own properties become saturated, brands will look to utilize retailers’ data to power their buys outside of retailers’ digital walls. Media and ad tech companies need to form relationships with retail media platforms or risk missing out on one of the few large and quickly growing segments of the digital advertising market.”

Google recently launched a closed beta in Search Ads 360 for offsite retail media campaigns, enabling advertisers to improve performance by combining unique retailer audiences with Google AI and scale across channels. In SA360, Google says it has created a privacy-centric way for participating retailers to enable brands to use their first-party data to fuel AI-powered Performance Max campaigns. Over the coming months, the company will test features that allow for self-service campaign management for brands. An early beta partner is Lowe’s, which is launching its first offsite retail media offering on Google Search and Shopping inventory, using a managed service model and partnering with SA360 on the journey toward self-service options for their brand partners in the future. “In SA360’s self-service model, brands will be able to measure success of their campaigns with accurate, closed-loop reporting at the brand, campaign or stock-keeping unit (SKU) level,” said Product Manager Ewan Fisher in a blog post. “Closed-loop reporting enables brands to directly tie ad spend to sales at the individual product level and make changes to maximize profit. For example, a brand may choose to promote certain SKUs in a separate campaign or a brand may choose to adjust return on ad spend (ROAS) targets for a set of SKUs. When brands can optimize campaigns to drive higher performance and demonstrate efficient media spend, they can also choose to increase their investments in high-performing channels.”

Epsilon announced the launch of the next generation of its retail media platform. Epsilon Retail Media applies AI and person-first identity in the ad server. “Epsilon enables Ahold Delhaize USA brands to offer a cutting-edge, differentiated platform to advertisers that allows them to better engage shoppers wherever they may be,” said Bobby Watts, SVP, Executive Lead AD Retail Media at Peapod Digital Labs. “The retail media landscape is getting more crowded by the day, and advertisers are demanding impactful solutions. Epsilon Retail Media helps us deliver just that, enabling advertisers to engage shoppers in ways not before possible, driving more sales while building brand loyalty.”

SPORTS ROUNDUP

The NIL deal gender gap drastically closed year-over-year, according to SponsorUnited’s NIL Marketing 2023-24 report, with women athletes holding 52% of the name/image/likeness deals. Additional findings include:
· Former Southern Methodist University volleyball standout Alex Glover set a new standard in the collegiate sports landscape by securing 41 NIL deals in the past 12 months, the highest number recorded for a female college athlete.
· Women’s volleyball scores the highest percent increase in brand deals, largely due to Glover’s volume of brand partnerships, as well as the sport’s popularity and a strong grassroots participation.
· Brands ramped up activations, reflecting the increasing transition from traditional investments in professional sports. As of this year, 35% of brands now exclusively target NIL athletes.
· Hey Dude Shoes has emerged as the top player with deals across 78 athletes, followed by CVS Pharmacy (55 deals), adidas (54), Raising Cane’s (46) and Powerade (40).

Among the innovations NBCU shared yesterday were some features on Peacock that should enhance the streaming experience for the Olympics in July. Multiview enables subscribers to view up to four matches at once, and an interactive “Live Actions” button helps viewers navigate the over 5,000 hours of live coverage.

The roster announcers for Fox Sports’ 29th season of Major League Baseball includes Joe Davis, John Smoltz and Ken Rosenthal, who will open the season with the New York Yankees facing off against the Houston Astros on Saturday, March 30 at 7p on Fox. Among this season’s highlights, the lead crew will call the match-up between the Los Angeles Dodgers and New York Yankees on Saturday. Former St. Louis Cardinals ace Adam “Waino” Wainwright makes his debut as a regular season game analyst on Saturday, May 4, during “Baseball Night in America” alongside Adam Amin. The pair reunite with analyst A.J. Pierzynski and Verducci across the pond for the 2024 MLB World Tour: London Series on Saturday, June 8.

NESN is kicking off a celebration today, the 40th anniversary of the first live game broadcast on NESN, with the Bruins and Red Sox live game telecasts. The Bruins game against the Rangers will feature dedicated NESN 40th Anniversary coverage during the pre and postgame shows on NESN. During the Red Sox Spring Training matchup against the Orioles, there will be footage from NESN’s first broadcasted Spring Training game on March 21, 1984 integrated into the telecast, which will air on NESN+.

GOING GLOBAL

Banijay announced “Someone Killed Spiderman – Accidentally Famous” (w/t), a new co-production between Sky Studios and Groenlandia, globally distributed by Banijay Rights. Inspired by the story of how Italian pop band 883 was formed, and named after their debut album, the eight part series is created, written, and directed by Groenlandia’s Sydney Sibilia.

Boat Rocker has partnered with Ireland’s Deadpan Pictures to produce “Video Nasty,” a scripted comedy-drama series for BBC Northern Ireland, BBC Three and iPlayer, Virgin Media Television (Ireland), and WDR (Germany). The series is produced with Screen Ireland/ Fis Eireann. Boat Rocker will distribute the series globally.

Cynopsis BIG TV Summit: Measurement, CTV and more for Agencies & Networks

Speaking sponsorships selling quickly! Act fast

Establish yourself among the industry’s biggest agencies, brands, and networks to help amplify your Influence, spotlight your expertise and illuminate your brand. Want to know more?

CONTACT ALBERT NASSOUR, EXECUTIVE DIRECTOR OF SALES

RATINGS

Tack on seven days of viewing and ABC’s Oscars telecast hit a four-year high of 21.01 million. That’s up from the initial call of 19.5 million Live+SD viewers.

Also racking up viewers is “9-1-1,” which moved from Fox to ABC this season, and has collected 8.85 million viewers in Live+3 numbers for its season seven premiere. That’s up from its Live+SD audience of 4.93 million, and includes 2.4 million streaming viewers.

FOX News Digital closed out February reaching 3.1 billion total multiplatform minutes, 1.6 billion total multiplatform views, and 115 million total digital multiplatform unique visitors, according to Comscore.

EXECUTIVE MOVES

Rhona Tarrant is joining CBS as Executive Editor of fact-checking initiative CBS News Confirmed. Tarrant has verified information for Storyful and the Google News Initiative.

AI company Arki announced the appointment of a new leadership team, including Vijay Agarwal, as SVP Engineering (formerly Head of Engineering at LG Ad Solutions); Avi Das, as CRO (formerly Head of Sales at Liftoff Mobile); Tiffany Flores, as SVP Global Operations (formerly VP of Ad Operations at LG Ad Solutions); Ed Haslam, as SVP Marketing (formerly CMO of ZypTV); Lisa Hu, as CFO (formerly CFO at Rapid Robotics); Chaitanya Upadhyay, as CPO (formerly Head of Product at LG Ad Solutions); and Joe Zachariah, as CTO (formerly VP of Engineering at LG Ad Solutions).

This Day in History
1935 – Persia was officially renamed Iran.

Answer to Our Last Trivia Question
In which sitcom did Paul Lynde replace James Whitmore as the lead? “Temperature’s Rising” (1972-74). Kudos to: Justin Pierce-JP Consulting Group/LA; Kevin Moran-Blarney Productions/Pasadena, CA; Ken DuBow-DuBow Media Distribution/LA; David Westberg-SAG-AFTRA Credit Union/Burbank; Synda Kollman-Charter Marketing Group/Boca Raton, FL; John Kukla-KDFW Fox 4/Dallas; Gerry Bixenspan-TV Marketing Inc./NYC; Greg West-WATC TV/Atlanta

Today’s Trivia Question
Which anthology series included an episode starring Steve McQueen and Peter Lorre? (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: a limit of four answers per time zone.)

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Kerry Smith
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Albert Nassour
Executive Director of Sales
917-545-3129
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Stephanie Cronk
Senior Marketing Director
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HAYSTACK NEWS/NYNY, LA, CHICAGO:
Responsible for developing partnerships to drive strategic and creative solutions for clients also help advertisers build their brands by supporting the world’s most premium news publishers. Full info HERE

PERFORMANCE MARKETING DIRECTOR

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ACCOUNT REP: MPT NATIONAL CORPORATE SALES

MARYLAND PUBLIC TELEVISION FOUNDATION
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Responsible for managing and optimizing paid search campaigns to drive targeted traffic and achieve business objectives. The ideal candidate should possess a strong understanding of search engine marketing (SEM), excellent data analytical skills, and the ability to stay updated on industry trends. Full info HERE

PAID SOCIAL SPECIALIST
AKA NYC
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TV One
SILVER SPRING, MD – HYBRID REMOTE

Contribute strategic thinking and new ideas to the building and development of consumers promotions and marketing campaigns and work on marketing strategies, in partnership with the internal research team and media agency, for programming initiatives to inform our understanding of the target audience. Full info HERE

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SILVER SPRING, MD – HYBRID REMOTE

Conceptualize, develop, design and animate digital & social videos across various content verticals including entertainment, lifestyle, fashion/beauty and TV One Networks’ show extensions and develop designs for promo campaigns, original movies, and original and acquired series, original movies, and all network and branding initiatives. Full info HERE

PRODUCER/WRITER
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SR. PROJECT MANAGER
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Coordinate off-channel marketing and creative services projects, timing, administrative coordination, and processes to ensure that our projects are delivered on time, budget and produce the desired results. You will be the go-to person for everything involving a project’s organization, client communication, planning, and timeline. Full info HERE

DIRECTOR, CUSTONER ACQUISITION

GOLDEN HIPPO
WOODLAND HILLS, CA (Hybrid)

Golden Hippo is hiring a Director, Customer Acquisition to be responsible for leading a direct response marketing team to test, optimize, and scale new product campaigns. This role will help to identify opportunities and the strategy for overall Customer Acquisition initiatives. Anticipated Salary Range is $131.6k – $175.5k + bonuses. Full info HERE

SR. YOUTUBE ADS SPECIALIST
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Golden Hippo is hiring a Sr. YouTube Ads Specialist to lead YouTube media buying. This role is involved in the entire campaign cycle, including creating and testing new ads and targeting options, launching and overseeing campaigns, and scaling budgets while maintaining KPI’s. Anticipated Salary Range is $86.4k – $115.2k + bonuses. Full info HERE

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SR. DIRECTOR, DISTRIBUTION COUNSEL

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Partner with distribution attorneys/distribution team to achieve maximum value and rights from strategic deal development through drafting. Negotiate legal distribution deal terms and rights for the linear networks, TVE, VOD, OTT, SVOD, FAST and digital across all platforms. Min. 10 years relevant television/cable network legal distribution exp. Full info HERE

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Achieve revenue and growth targets across linear and digital. Identify and execute strategies which result in exceeding revenue targets. Develop and execute effective sales strategies that showcase as well as maximize overall revenues for the overarching National Sales division. 7-10 yrs exp. in advertising, media & relevant sales management roles. Full info HERE

SENIOR AUDIO/VIDEO PROMOTION PRODUCER >>
WHYY/PHILADELPHIA:
Produce best-in-class promotional spots, accurately reflecting WHYY’s brand mission, from strategy through management approvals. Write killer scripts for audio and video to engage audiences. Organize promotional spot production schedule for video and audio spots needed for TV, FM, digital and social platforms. 10-15+ years’ experience. Full info HERE

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Develop a cogent strategy for developing and publishing WHYY news content across social media and emerging digital platforms. Convey and create SEO, social media and digital best practices in concert with the digital staff with the focus of informing and developing the newsroom’s digital muscles. Five or more years of journalism experience. Full info HERE

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BUSINESS PARTNERSHIPS AND DEVELOPMENT EXECUTIVE >>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC:
Proactively identify, research, and develop new opportunities for our family-friendly programming blocks on ABC, CBS, NBC, The CW, Telemundo, & other media & digital/social outlets. Support creation and present strategic, cross-media concepts to multiple stakeholder groups that meet our client’s business objectives. 8 + yrs of business dev. exp. Full info HERE

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GAME ON MEDIA SOLUTIONS/Remote: Game On Media Solutions is looking for an independent business development oriented sponsorship sales representative. Focus will be on TV/Streaming project opportunities for brands that include product integration and placement. This is an Independent Contractor performance compensated opening. Attractive fees can be earned for closed deals. Full info HERE

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THE LEDE COMPANY/LA: Full-service strategy, communications and social impact consulting firm, specializing in corporate, entertainment and nonprofit sectors. We are looking for a Talent Assistant to a Talent Publicist in Los Angeles. We are seeking enthusiastic candidates who can work in a fast-paced environment, are driven & have strong communication and writing skills. Full info HERE

EXECUTIVE PRODUCER FOR NATIONAL POLITICAL SHOW >>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC: Develop and oversee the production of a daily or weekly national political show that covers the most important political news and events of the day. Develop and execute strategies to increase the show’s audience and engagement. At least 5 years of experience as an executive producer for a political show or similar program. Full info HERE

EXECUTIVE PRODUCER OF NEWS/ENTERTAINMENT
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BAHAKEL COMMUNICATIONS/CHARLOTTE NC:
Oversee all editorial and entertainment content, news production and presentation. Responsible for day-to-day operations of the show: producing, writing, and guiding creative. Develop content for the News @ TEN, plan, assign and create production schedules. 7 years of experience as executive producer or show producer. Network experience preferred. Full info HERE

THURSDAY MARCH 21
ABC: 9-1-1, Grey’s Anatomy, Station 19
CBS: NCAA Men’s Basketball
CW: The Conners, The Conners, Son of a Critch, Son of a Critch
FOX: Next Level Chef, TMZ Investigates
NBC: Law & Order, Law & Order: Special Victims Unit, Law & Order: Organized Crime
PBS: NYC Arts, Concert for George
Telemundo: La Casa de Los Famosos, El Senor de Los Cielos
Univision: Futbol CONCACAF, Futbol Central, Futbol CONCACAF

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