Exclusive reporting and analysis
Hulu, which is upping its game in original content, just announced it plans to revive "The Mindy Project" for a fourth season after Fox dropped the TV sitcom. Here's one reason why: "The Mindy Project" was the eighth-most popular show on Hulu from November 2014 through the end of April 2015, at least according to data from the Web analytics firm SimilarWeb.
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The big broadcast networks have made their presentation to advertisers at the annual upfronts, bringing a busy week full of booze and buzzwords to a close. And as media buyers and networks sit down at the negotiating table, CMO Today is bringing you the best -- and most cringe-worthy -- moments from the upfronts this week.
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Nielsen has been a controversial character on this year's upfront stages. CMO Today caught up with Nielsen Global President Steve Hasker to talk about the company's role in the upfronts, the NewFronts and the movement of money from TV to the Web. We also got an update on its efforts to be able to measure TV viewing everywhere.
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Ad buyers say that the connected TV landscape, at least in its current state, can be a messy, disjointed place to run ad campaigns.
And onceVerizon Communications $4.4 billion deal for AOL becomes official sometime later this year, that will likely still be true, say agency and advertising technology executives. At least initially.
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: Bashing measurement giant Nielsen is one of media executives' favorite pastimes. Even more so these days, as traditional TV ratings plummet while American eyeballs shift to newer devices that are more difficult for Nielsen to track. In an interview with CMO Today, Nielsen Global President Steve Hasker chatted about the upfront season -- and how networks are pitching advertisers on new data products that in many cases rely on data from Nielsen-owned entities.
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A McDonald's ad from last year focused too much on the toy inside a Happy Meal and not enough on the food, according to a watchdog that monitors marketing geared toward children.
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This season, the CW Network gambled on a virgin to lift its ratings, and it paid off. Next time around, it is betting on a crazy woman. Coming off a season in which it saw its audience grow by 12%, the CW is launching only one new show in the fall -- "Crazy Ex-Girlfriend," which it is pairing with "Jane the Virgin," the network's hour-long comedy that drew solid ratings and lots of critical acclaim in its first year.
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U.S. publisher Digital First Media said it is is no longer looking to sell the company and that its chief executive will step down at the end of June. The publisher, which owns 76 daily newspapers including the Denver Post, San Jose Mercury News and the St. Paul Pioneer Press, said a sale of the whole company or its regional groups is now off the table after a strategic review determined that it is “not in the best interest of shareholders at this time.”
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Publishers are still digesting the details of Facebook's new “Instant Articles” initiative, which in the first 24 hours has set off reactions ranging from panic to confusion to envy across the online news landscape. One major consideration is whether Facebook can help publishers generate revenue from their mobile audiences more successfully than they can themselves.
Read More >>AutoNation Inc., the U.S.'s largest auto retailer, is rolling out an unusual promotion to hype the brand: it is giving away $10 million to one customer. This week, the Ft. Lauderdale, Fla., auto-dealership chain will launch its biggest and most expensive marketing push ever to mark its 10 millionth car sale, a $20 million coast-to-coast ad campaign that includes a $10 million sweepstakes.
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The $4.4 billion deal represents a bet on the future of media and technology as big U.S. telecommunications companies pivot into the lucrative business of TV and online video.
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In recent years AOL CEO Tim Armstrong smelled opportunity in the digital-advertising business and acted on it. His bets are now paying off handsomely, with Verizon agreeing to buy AOL for $4.4 billion.
Content distributors still love to romance the “power of the network,” but Verizon’s shocking deal to buy AOL has the feel of a crumbling empire, Dennis K. Berman says.
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Online publishers are anxiously awaiting details of an initiative called Instant Articles, under which Facebook will publish content from major news outlets rather than link back to their sites.
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Verizon is buying AOL for $4.4 billion in cash, a deal aimed at advancing the telecom giant’s growth ambitions in mobile video and advertising.
