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sales@spotsndots.com Copyright 2018.The Daily News of TV Sales Monday, April 1, 2019

VARIETY OF FACTORS DRIVING COMING CHANGE Attribution in the TV business has traditionally meant direct response ads with calls to action or easily measurable touchpoints like using tracked 800 numbers specific to a campaign. But the attribution landscape for local television is changing as more data scientists enter the industry, according to a new report by BIA Advisory Services commissioned by the TVB. BIA’s findings came from interviews with 17 thought leaders from the ranks of agencies, attribution solution providers and local TV broadcast groups. It found that ad agencies are being pressed for more accountability from their clients. That has them increasingly looking for data to support allocating ad budgets to various media mixes. While attribution solutions tend to focus on the sales response, the health of the brand is often ignored. “Building campaigns with sales response metrics and KPIs may drive lift in these metrics, but some agencies are concerned that brand health metrics decline in these campaigns in ways that can have lasting negative effects,” BIA managing director Rick Ducey writes in the report. In addition, attribution solutions are relatively expensive for “margin-sensitive agencies” that expect clients to pay for these services and pass along the data and insights to them. Attribution solution providers are riding a cultural wave driving change. This change revolves around marketing clouds, data science and multichannel, multitouch media models, Ducey explains. These vendors grew their roots first in digital, then network TV and radio, and now are coming to local TV. While agencies and broadcasters aren’t in any big hurry to use more sophisticated attribution models and methods, marketers are expected to start tipping this balance over the next three to five years. Local TV sellers have traditionally relied on client testimonials to document selling power. While TV sellers see the value in attribution, they’re under more pressure from agencies to deliver GRPs and meet CPP goals than to talk about attribution. However, TV sellers believe that with more data-driven and sophisticated attribution modeling, their medium will shine ever more brightly. While each of the three parties has different points of view on the topic, attribution is ultimately coming for local TV. For TV’s digital assets, it’s easier to implement than for broadcast TV’s traditional top-of-the-funnel marketing power. But advertisers “want and expect attribution,” Ducey points out. “Attribution will be increasingly important for local TV’s selling initiatives, including spot and digital touchpoints, to prescribe and document results of campaigns.”

ATTRIBUTION HEADED TO LOCAL TELEVISION, BIA SAYSADVERTISER NEWS The 2020 Jeep Gladiator will be a premium player, Automotive News reports. The Gladiator pickup’s base Sport model with the optional automatic transmission will start at $37,040, including shipping, putting it well above competing nameplates such as the Chevrolet Colorado and segment-leading Toyota Tacoma, which begin in the low to mid-$20,000s. With the manual transmission, the Sport is

$2,000 less. The top-of-the-line Rubicon trim starts at $47,040 with the eight-speed automatic transmission. Jeep says the priciest Gladiators, fully loaded, will top $60,000... Sprint will no longer sell its wireless service in Target stores nationwide, FierceWireless reports. Sprint says that while Target has been a “great sales partner,” the operator has decided to stop selling its services in the 1,500 Target stores

nationwide and will instead work with customers through its company-owned and dealer-owned stores as well as other retail outlets such as Walmart, Walgreens and Best Buy... Under pressure from federal regulators and some investors, Walgreens Boots Alliance is testing tobacco-free stores in the U.S., but the pharmacy chain’s leader has no plans to quit selling cigarettes entirely. “The safety of our patients is very important, but we also have to do what our customers are requiring us to do,” Walgreens Boots Chief Executive Stefano Pessina tells The Wall Street Journal. “We see that when we don’t sell tobacco, we have a lot of [negative] reactions.” The issue came up at the company’s annual shareholder meeting in January and again in February, when the FDA called out the company for selling tobacco products to minors... Major League Baseball has reinstated its promotional partnership with Papa John’s after suspending a game-day deal in June 2018 after controversial racial comments by the pizza chain’s then-CEO. Papa John’s and MLB are again offering the “Papa Slam” promotion, which this year rewards customers with 30 percent off total orders any time a player hits a grand slam. The league indefinitely suspended the deal after the resignation of John Schnatter, the chain’s founder, CEO and chair.

PAGE 2 The Daily News of TV Sales @ www.spotsndots.com

WHAT LYFT’S IPO SAYS ABOUT DRIVING HABITS Ridesharing giant Lyft last week priced its initial public offering at $72 a share, and saw a bump on its first day of trading. MarketWatch says the IPO’s prospectus for the first time lifted the veil on the remarkable business model that it shares with bigger rival Uber. If the data it has shared are a guide to the future, ride-sharing may be to the 21st Century what car ownership was to the 20th Century. Lyft says that just over half its riders use its service to commute to work, and 35 percent do not even own or lease their own vehicle.

A third of Lyft users, in other words, are now post-car. And while the number of active users is reasonably small, it is growing almost exponentially. In early 2016, it was just 3.5 million. At the end of last year, that rose to 18.6 million. The company revenues per user doubled during that time, to $12 a month. Some 30.7 million people — or nearly 10 percent of the U.S. population — took at least one Lyft ride last year. The

company’s revenues tripled between 2016 and 2017, and doubled again last year to $2.1 billion. Total bookings (the amount spent on rides, excluding tolls and taxes) in 2018 were $8.1 billion. Last quarter, Lyft passengers took 178.4 million rides, or just under 2 million a day. The scale of the economic opportunity for Lyft and Uber is dramatic, studies show. Owning and driving our own cars is extremely costly and inefficient, in time, effort and money. Data from the American Automobile Association suggests that the cost of driving your car each mile is roughly twice the cost of the fuel: In other words, wear and tear — measured as maintenance, repairs, and replacement tires — works out at roughly as much again as the amount you spend on gas.

YOUTUBE TV HITS 100% TV MARKET COVERAGE Approximately two months after declaring its service was available nationwide, YouTube TV said it is now available in 100 percent of the TV markets in the U.S. YouTube TV has yet to divulge its subscriber totals, but recent reports suggest the service is catching up with leaders Sling TV and DirecTV Now. Earlier this month, Bloomberg reported that YouTube TV had passed 1 million subscribers and that Hulu with Live TV is approaching 2 million subscribers. Dish Network ended 2018 with 2.42 million Sling TV subscribers, and DirecTV Now closed out the past year by losing 267,000 subscribers. FuboTV said in October that it was approaching 250,000 subscribers. YouTube TV is priced at $40 per month and includes more than 60 live TV channels, cloud DVR and support for up to six accounts. Channels include ABC, CBS, Fox and NBC along with local affiliate broadcast television from those networks in 90 percent of markets where YouTube TV is available. The lineup also includes AMC, Cartoon Network, CNN, ESPN, Fox News, FS1, FX, TBS, TNT and several regional sports networks.

NETWORK NEWS Law & Order: SVU and its star Mariska Hargitay have cemented their places in television history. NBC has renewed Dick Wolf’s series for a record-setting 21st season, making it TV’s longest-running primetime live-action series, surpassing the previous mark of 20 seasons set by mothership series Law & Order (1990-2010) and Gunsmoke (1955-75). The police procedural’s renewal also marks a milestone for Hargitay’s Lt. Benson as the longest-running character in a primetime live-action series... The NCIS universe will be welcoming a familiar face. David James Elliott is set to reprise his JAG character, Navy Capt. Harmon Rabb Jr., in a multi-episode arc on NCIS: Los Angeles. He will make his debut in the May 12 episode, The Guardian. The hit CBS military drama JAG, which ran for 10 seasons, spawned the successful NCIS franchise as the mothership NCIS series originated as a spinoff from JAG... CBS will present a new The Late Late Show Carpool Karaoke Special with Celine Dion on Monday, May 20 at 10 PM (ET). This marks the fifth primetime special for late-night talker... NBC News, MSNBC and Telemundo will host the first Democratic presidential primary debate of the 2020 cycle live from Miami. The debate will take place on back-to-back nights on Wednesday, June 26 and Thursday, June 27. The prime time events will be broadcast live across all three networks with real-time Spanish-language translations on Telemundo.

HULU PUTS A CAP ON AD LOADS There are few TV-watching annoyances worse than a long commercial break, and now Hulu has taken a hard-line stance against overstuffing ads by limiting show interruptions to 90 seconds, Ad Age reports. This essentially has removed more than half of the commercial time that had previously run in programming on the streaming TV service. Hulu told network partners like NBC, Fox, Turner and Viacom that it will implement a new cap on ads and has been quietly enforcing the regulations since the start of the year. Previously, commercial breaks on Hulu could run anywhere from 180 seconds to 240 seconds, but now those ad pods can only last 90 seconds, according to Peter Naylor, head of advertising sales at Hulu. Without the standard, watching Hulu was a commercial crapshoot, where some shows could have, say, six ads in a row, then other shows could have three, with break lengths that varied.

THIS AND THAT Spending in Apple’s App Store and Google Play will see more than a 100 percent increase over the next four years, Sensor Tower reports. Google will see a faster pace of growth, but Apple is still expected to enable more than 60 percent of all mobile app spending by 2023... Rocker Mick Jagger has been ordered to undergo medical treatment by his doctors, leading the Rolling Stones to postpone a major U.S. stadium tour. Details on the 75-year-old Jagger’s condition weren’t made public. The “No Filter” tour was scheduled to begin in Miami on April 20.

4/1/2019

Trevor Noah

The whole country has been rocked by the news that

hundreds of parents have been accused of bribing their kids’ way into elite

colleges — and also U.S.C.

The Daily News of TV Sales @ www.spotsndots.com PAGE 3

BILL WOULD BAN SALARY HISTORY INQUIRIES Many job postings, including ones that appear in Spots n Dots, occasionally ask applicants for a detailed salary history. But a freshly-passed House of Representatives bill aims to stop the practice. The Paycheck Fairness Act, which passed last week 242 to 187, largely propelled by the Democratic majority, would nationalize a patchwork of state and local laws requiring equal pay for men and women by prohibiting employers from asking about an applicant’s past compensation when calculating a salary offer, MarketWatch reports.

The legislation, which aims to close workplace salary gaps, would also step up worker protections for asking about pay, in addition to beefing up pay data collection and enforcement. The bill would heighten court damages and narrow the defenses companies can invoke to explain why men and women are paid differently. The measure would also set up a grant program earmarking money to train women and girls to be better salary

negotiators. According to U.S. Census figures from 2017, women on average earn 80 cents for every dollar a man makes. The Bureau of Labor Statistics’ first pay data on men and women in 1979 said women made 62 percent of their male counterparts.

TWITTER, SAMBA TV IN MEASUREMENT TRIAL Analytics company Samba TV has partnered with Twitter to measure the effectiveness of Twitter in driving tune-in across broadcast and cable, OTT streaming originals, and sporting events like the National Basketball Association, National Football League and National Hockey League, FierceVideo reports. The companies just held a closed beta period, and Samba measured more than 30 Twitter campaigns across 15 different programmers. When looking at campaign exposures on Twitter, Samba said it found an average lift of 28 percent in Verified Tune-in Rate to the measured premiere episodes. Samba TV is linking cross-screen ad exposure to a representative data set sourced from more than 20 million households worldwide to help programmers measure and optimize tune-in campaign performance.

4/1/2019

Funny Tweeter

There is no bigger liar than the person who named the

everything bagel.

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BREAKING: COMSCORE LOSES TOP TWO EXECS ComScore’s top two executives have abruptly left the company, Ad Age reported late yesterday, with CEO Bryan Wiener citing “irreconcilable differences” with the board. He’s being replaced by an interim CEO, Dale Fuller, a board member. Wiener, who became CEO of ComScore last April, has stepped down along with President Sarah Hofstetter, who also cited differences with the board. Wiener was formerly executive chairman of Dentsu’s 360i and Hoffstetter was CEO. Their departure comes as ComScore adds three additional board members: former Chairman-CEO of WPP’s GroupM Irwin Gotlieb; SoFi Chief Marketing Officer Joanne Bradford; and the former CEO of GfK MRI, Kathi Love. Rob Norman, former chief digital officer of GroupM, was already serving as a ComScore board member. ComScore has spent the last year trying to course-correct following several years of internal challenges, including accounting irregularities and management shakeups. Wiener’s departure marks the third CEO ComScore has lost in three years.

U.S. CONSUMERS CAUTIOUS TO START 2019 American consumers barely increased their spending in January after a sharp pullback in December, adding to recent evidence the economy may have slowed after strong growth in 2018, The Wall Street Journal reports. Personal-consumption expenditures, a measure of household spending, increased a seasonally adjusted 0.1 percent in January from the prior month, the Commerce Department said. That was less than the 0.3 percent rise economists had projected, and it did little to recover lost ground after a 0.6 percent slump in December. But other data suggested there are pillars of strength in the economy. Consumer sentiment picked up in March, the University of Michigan said, and new-home sales rose swiftly in February, according to the Commerce Department.

MCDONALD’S TRIES MAJOR MARKETING OVERHAUL McDonald’s is changing its approach to reach African-American consumers. It’s unveiling “Black & Positively Golden,” which it calls the biggest overhaul to the restaurant chain’s targeted marketing in 16 years — an effort so broad it isn’t calling it a campaign, but rather “a campaign movement.” Lizette Williams, McDonald’s USA’s head of cultural engagement and experiences, tells Ad Age, “What we’ve done is refresh the approach to the engagement in order to be more resonant with the African-American consumer today,” with a focus on stories of truth, power and pride and a celebration of black excellence. One spot, designed to have a documentary or “fly on the wall” feel, features a black U.S. Marine. Others offer feel-good moments such as a woman receiving a giant check for a $10,000 college scholarship from the brand. Sales at the chain rose 2.5 percent last year, despite a 2.2 percent decline in visits, according to Ad Age.