NBCU touts efficacy of Prime Pod ad format | TV networks unite to create addressable ad tech | Insiders say $3.5B YES Network deal has been struck
March 13, 2019
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NBCU touts efficacy of Prime Pod ad format
NBCUniversal, with Ameritest, reports that its Prime Pod ad units deliver 28% higher engagement than traditional pods, 27% more ad awareness, a 21% rise in brand interest and 8% higher purchase intent. NBCU is extending the format to all of its networks, including daytime and late-night programming.
Adweek (tiered subscription model) (3/5),  MediaPost Communications (3/5) 
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Local Television
TV networks unite to create addressable ad tech
A consortium of TV networks is working on a technology standard called Open Addressable Ready to improve ad targeting on smart TVs. The consortium includes Discovery, NBCUniversal, AMC Networks, Disney Media Networks, CBS and Turner.
The Wall Street Journal (tiered subscription model) (3/12) 
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Insiders say $3.5B YES Network deal has been struck
A group of investors, led by Amazon and including the New York Yankees, reportedly is close to purchasing New York cable sports station YES Network from Disney for about $3.5 billion. The Yankees already own 20% of YES, and the deal would give the group control of the remaining 80%.
New York Post (3/7) 
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Comcast will give advertisers first FreeWheel pitch
Comcast will be giving advertisers an inside look at FreeWheel strategy during its NowFront event, which is scheduled for Wednesday. The company will also reveal a new agreement with Inscape, a partnership that will tap into data from millions of Vizio TVs to improve ad campaign targeting.
Ad Age (tiered subscription model) (3/8) 
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New WarnerMedia executive team hosts employee town hall
New WarnerMedia executive team hosts employee town hall
(Drew Angerer/Getty Images)
WarnerMedia employees were briefed Wednesday at a New York town hall by several top executives, including Robert Greenblatt, content leader, who confirmed a more corroborated effort between units. Jeff Zucker, head of CNN and Turner Sports, highlighted his intent to seek out new sports opportunities, and Kevin Tsujihara, Turner animation and classic movies head, affirmed his interest in targeting young adults and children by blending company divisions.
The Wall Street Journal (tiered subscription model) (3/6) 
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Digital Media
The streaming wars are expensive
Several media companies, including Disney, Discovery and WarnerMedia, are investing billions of dollars in content and technology to compete with the likes of Netflix and Amazon. Trading licensing revenue for a business model that has yet to generate profitable cash flow is a risky proposition, says media analyst Michael Nathanson.
Bloomberg (tiered subscription model) (3/10) 
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Disney will get rid of "vault" to showcase OTT
Disney will get rid of "vault" to showcase OTT
Disney is aiming to gain another advantage over its competitors in the streaming wars by announcing an end to its vault approach, wherein it periodically made a few movies from a 34-movie list unavailable to increase demand. The policy change will make these films available to stream and is a product of Disney's theory that its exclusive content will attract subscribers.
The Verge (3/7) 
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Programming News
Noah aims to focus on policy with "The Daily Show"
Noah aims to focus on policy with "The Daily Show"
(Ari Perilstein/Getty Images)
Trevor Noah told SXSW audiences about the challenges "The Daily Show" team faces daily during the Trump White House era, in which news is breaking all the time. He also discussed his plans to cover the 2020 campaign trail in full force, with a major focus on policy.
The Hollywood Reporter (3/9) 
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Research and Report
TV on-air promo impressions decrease, but value inches up
Recent data from iSpotTV show that 914,618 TV network promotions yielded 187.1 billion impressions in 2019's first two months, a decrease from 935,720 promos netting 197.2 billion at the same point last year. Promo value increased from 2018's $198.2 million to $211 million now.
MediaPost Communications (3/8) 
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Broadband subscriptions bounce back due to new households
The broadband industry experienced a resurgence in 2018 thanks to the formation of new households, from which 44% of new subscriptions came. Total broadband subscriptions increased by 3.3 million last year.
Multichannel News (3/6) 
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Campaigns and Agencies
Mars adds Skittles to boost WWE partnership
Mars adds Skittles to boost WWE partnership
Mars has extended its partnership with World Wrestling Entertainment, with "WrestleMania" being sponsored by Snickers for the fourth year in a row and featuring five WWE stars on limited-edition, co-branded Hunger Bars, as part of the brand's "You're Not You When You're Hungry" push across TV broadcasts, social and digital. New for this year, Mars' Skittles brand has been named as presenting partner for September's "Hell in a Cell" WWE event.
MediaPost Communications (3/11) 
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VB&P's final work for Reebok defies convention
VB&P's final work for Reebok defies convention
Venables Bell & Partners' final campaign for Reebok features an anthem 90-second spot titled "Storm the Court," which shows a girl wearing the brand's Aztrek Double shoes interrupting a basketball game and mesmerizing players and onlookers until they join her in some unique dance moves. The push is running across TV, digital and social, and Reebok's Melanie Boulden says, "The message is clear: We're asking you to sport the unexpected -- break convention."
Campaign US (free registration) (3/11),  MediaPost Communications (3/11),  Ad Age (tiered subscription model) (3/11) 
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The Richards Group showcases dreamlike Cayman Islands
The Richards Group showcases dreamlike Cayman Islands
(Cayman Tourism/YouTube)
The Richards Group's new campaign for the Cayman Islands' Department of Tourism takes a whimsical approach by showcasing giant imagery of the island's natural beauty spots alongside tiny figures of people dancing or scuba diving. "Dream in Cayman" is running across print, TV, paid search, paid social and digital video on YouTube and Hulu.
MediaPost Communications (3/6),  The Drum (free registration) (3/6),  Adweek (tiered subscription model) (3/6) 
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Put your ego in your pocket and sit on it.
Beverly Jenkins,

March is Women's History Month

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About NCC Media
NCC Media is the ad sales, marketing and technology organization that represents cable, satellite and telecom operators in every U.S. market. NCC Media meets marketers' needs to target consumer prospects efficiently and effectively in the communities where they live. Jointly owned by three of the nation’s largest MSOs – Comcast Cable, Cox Communications and Charter – NCC Media is constantly evolving to maintain its status as the industry’s most effective multi-platform sales organization. Consistent innovation and growth makes NCC Media your best partner in building the media plan of tomorrow, and today.

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