According to a striking study of Nielsen television viewership data of 25 sports, all but one have seen the median age of their TV viewers increase during the past decade.
The study, conducted exclusively for SportsBusiness Journal by Magna Global, looked at live, regular-season game coverage of major sports across both broadcast and cable television in 2000, 2006 and 2016. It showed that while the median age of viewers of most sports, except the WTA, NBA and MLS, is aging faster than the overall U.S. population, it is doing so at a slower pace than prime-time TV.
The trends show the challenges facing leagues as they try to attract a younger audience and ensure long-term viability, and they reflect the changes in consumption patterns as young people shift their attention to digital platforms.
“There is an increased interest in short-term things, like stats and quick highlights,” said Brian Hughes, senior vice president of audience intelligence and strategy at Magna Global USA. “That availability of
information has naturally funneled some younger viewers away from TV.”
Jeramie McPeek, former longtime digital media executive for the Phoenix Suns who now runs Jeramie McPeek Communications, a social media consultancy, also cited the movement of younger consumers to digital platforms.
“It is smartphone and tablet usage by younger people who are on Snapchat or Instagram all day long and watching a lot of videos on YouTube and Netflix,” McPeek said. “Rarely are they watching TV and they are on their device constantly where they can watch videos on demand.”
Dani Benowitz is Executive Vice President, Director of Investment for MAGNA and has been part of the IPG family since 2003.
She is responsible for managing $34 billion in media investments. In our exclusive Legends & Leaders interview, Dani looks back at her years in the business and shares her focus and priorities for both herself and for Magna. Watch my full interview with Dani above and the full Legends & Leaders Video Interview series here.
While traditional media buying dynamics seemingly remain unchanged, the foundations on which they have been built are collapsing and new foundations are being simultaneously erected. In my new series of Legends & Leaders video interviews, you will be surprised to find a media industry that has a clear grasp of its challenges, is in the
The global investment for this 2017 could reach 33.3 billion dollars, according to MAGNA estimates.
Programmatic advertising has one of the most relevant investments at the international level, due to its relationship with elements such as user experience, internet browsing and e-commerce, to mention a few.
Figures from MAGNA estimate that the investment in programmatic advertising worldwide for this 2017, could reach 33.3 billion dollars, according to MAGNA estimates.
The growth in investment within this segment places Mexico with a 53 percent investment in program advertising, compared to Ecuador, whose investment in that segment is 71.5 percent.
This information tells us about an area of opportunity for further development of platforms that will have a greater impact for program advertising in Mexico, especially considering that it is one of the three Latin American countries that concentrate three out of four users of Internet in the region, according to data from ComScore and along with Brazil and Argentina account for 72 percent of the total users connected to the internet.
Charlene Weisler: When do you see the industry getting away from the proxy measurements of age and gender?
David Cohen: Today we’re doing both at the same time. We’re focused on standard age/sex demo and at the same time measuring what that looks like for a custom audience. I think about that as two rails that are going along horizontally — we’re keeping track of both. Your question is, “When do we slough off the standard age/sex demo,” and I have to believe in the next three to five years that will become much more material. We have a joke that adults 18-49 is not a buying demo, it’s a family reunion. We think that this huge swath of audience doesn’t make very much sense.
Weisler: Do you think we will get to standardized segmentations as an industry standard, or will it all be custom?
Cohen: That’s a great question. As an industry, when we say auto-intender we need to mean the same thing for some big broad swaths of custom audiences. I do think there’s a need for an alliance — for a group of people to get together. It could be Facebook, Google, some of the big media companies to define what we mean for the following twenty big segments. There will always be custom but I do think we need to get to some level of standardization. We are pushing for that.
It doesn’t take a psychic to predict that the role of audience-based strategies and the data that drive those will be more in evidence than ever during this year’s fast-approaching television upfronts.
But what, specifically, do agency and media executives expect to happen in regard to so-called programmatic or advanced television deals this time around?
Though his remarks were focused on the agency of the future within the context of the industry’s outlook for the next several years, David Cohen, president, North America at Magna, made points that will certainly resound during upfronts time, in a keynote given at this week’s Gabbcon 2017 New York Audience-Based Buying Conference.
“There’s no doubt that audience-based buying is the way the business is going,” Cohen said in a keynote preview video. “For 60 years, we’ve been ruthlessly focused on context — ‘I need to be in a premiere or finale or this or that content.’ And while that’s still important, the world we live in today is far more data-rich, so understanding the right person in the right context is where the sweet spot is.”
Geico has in recent years found inventive ways to challenge the skippable format of pre-roll video advertising. But a recent study from Magna has found that even skipped pre-roll ads can increase brand awareness.
The report, called “Turbo Charging Your Skippable Pre-Roll Campaign,” analyzed behaviors around ad skipping and identified ways advertisers can maximize the impact of their pre-roll ads. The IPG Mediabrands unit studied the online viewing habits of 11,338 users, using webcams, eye-tracking sensors and surveys to measure attention, emotional response and time spent with up to three 30-second pre-roll ads.
“There isn’t a lot of research out there on how to best create ads for a skippable digital environment,” said Shelly Rose, research director of intelligence solution and strategy at Magna. “It was a goal of this study to provide some guidelines on what works best and what doesn’t.”
The study resulted in some good news for advertisers. Of the 65 percent of viewers that skipped their pre-roll ads, 10 percent could still recall the brand. The finding is significant, said Rose, considering that out of the 35 percent who watched the videos, the study found only 45 percent were able to recall the brand.
Back in May, IPG Mediabrands signed the biggest Google Preferred deal in history. We shifted more than $200 million of our TV ad spend to YouTube.
I had no idea how much our announcement would impact the conversations that we were having with media partners, clients, peers, and even our competitors. “Why?” was the question that people kept asking. Why was that the right decision, and why was it right to move during the upfront season?
The answer is simple: At IPG Mediabrands, we believe in planning for the world we live in, not the world we grew up in. This is central to our dynamic marketing and client proposition, and how we evolve at the pace of both the consumer and industry at large.
Read the full report here
Ad-spending growth is poised for a significant slowdown in 2017, due to economic and political uncertainty, according to the latest forecast from Magna Global, the ad-buying agency owned by Interpublic Group of Cos. The global ad business will see a slowdown to 3.6% spending growth next year, down from the 5.7% growth clip projected for