While perusing the most recent issue of The Weekly Standard, your Friday Forecasters came across this curious headline: “NBC’s Fake News Show.” The piece went on to explain that NBC had recently come under fire for selectively changing the title on their primetime news show from NBC Nightly News to NBC Nitely News for the purpose of Nielsen’s audience ratings tracking.
This week your Friday Forecasters sat down with Scott Kowalchek, President & CEO of DirectAvenue, a short form direct response television (DRTV) and brand media planning and buying agency. Our aim: to identify trends that may have an impact on the third quarter DRTV media marketplace as well as evolving directions that are likely to impact such advertisers into the future.
There’s a lot of talk about shifts in media consumption habits by generation and the implications that it has for the traditional interruptive television advertising model. We know eyeballs are shifting away from TV onto smartphones, tablets, laptops, and desktops, especially among the demographic groups under 35 years of age. We know too that more content is being streamed on a delayed or on-demand basis and that viewers are either fast forwarding past our commercials or foregoing them altogether.
This week our Friday Forecast appears on Tuesday so that we can dive into the water cooler talk du jour: the annual battle for supremacy known as the Super Bowl and its attendant commercial advertising.
Politics took center stage this year, yet amid our national disunity, the focus was on themes of inclusion, diversity, and commonality. These motifs were delivered with a range of approaches that varied from broad humor to thought provoking poignancy. From immigration to pot legalization, gender politics to religious differences, the full gamut of our political zeitgeist was on display. And yet for all of it, nothing was overtly controversial, mirroring halftime entertainer Lady Gaga’s decision to play it down the middle. While some might consider the approach largely bland or uninspired, we would argue that it was just the kind of feel good balm this country needed as it took a break from ceaseless infighting to gather together and applaud what has become the quintessential American unofficial holiday and celebration (smarting Falcon fans aside).