Glee is becoming the 800 lb. singing gorilla of Twittered television. The high school musical show reached a peak of more than 53,000 Tweets last week, blowing past its prior showing of roughly 40,000. And once again, Glee left the competition in the dust. Heroes had 11,607 Tweets, and Gossip Girl grabbed 10,873. Close on the heels of those teen prep heels was Oprah, who got a nice bump from Mike Tyson’s tear-filled appearance, which pulled in 10,739 Twitter posts.
Just a month into its $100 million branding campaign, Yahoo (NSDQ: YHOO) is switching gears and handing the reins to Omnicom Group shop Goodby, Silverstein & Partners from the previous agency lead, WPP’s Ogilvy & Mather, AllThingsD’s Kara reports. San Francisco-based Goodby, most famous for its “Got Milk?” ads, comes in as the TV and out-of-home ads appear to be turning some consumers off. Market researcher YouGov told SAI last week that since running the spots, Yahoo has experienced the biggest buzz score drop it has taken all year.
While Goodby is at the head, O&M will move to a support role, with its focus resting on international marketing efforts, including all forthcoming brand launches in France, Taiwan, Hong Kong, Korea, Brazil and Indonesia, Yahoo Integrated Marketing and Brand Management SVP Penny Baldwin told AllThingsD. It wasn’t a total loss for WPP either, as O&M siblings Neo and Mindshare will continue to manage the media buying and planning operations.
Baldwin insisted that the decision should not be seen as a negative judgment against O&M, or that the campaign had started off on the wrong foot. Bringing in Goodby is part of a plan to “broaden” its outside marketing views. Still, Baldwin did cite Goodby’s proximity to Yahoo’s Sunnyvale headquarters are plus. The means if the buzz on Yahoo’s marketing effort doesn’t show some turnaround, Goodby account directors will likely hear about it face-to-face.
With TV award show ratings and ad dollars on the wane, media and production companies are turning to the Web to help boost views and revenues. At the Variety Entertainment & Technology Summit, Orly Adelson, president of Dick Clark Productions, admitted that the problem of “analog dollars being reduced to digital dimes” was very real. But she maintained that media companies were obligated to continue to try to monetize their content online—even if it was just snippets, in lieu of full shows and movies.
Take the American Music Awards. Instead of cannibalizing the network TV ad deals by live-streaming the whole show, Dick Clark Productions is live-streaming the pre-show – complete with celebrity guests, text and Twitter-based questions from the audience, as well as widgets (powered by Ustream), that will let viewers post the stream to their social media profiles. Coke is the pre-show’s sponsor.
Variety President Neil Stiles (pictured right) asked Adelson (pictured left) whether she was worried about Coke opting-out of spending more money to advertise on the live TV show vs the Web – and she responded with an emphatic no. “We created an additional revenue stream, because Coke wasn’t a sponsor for the TV show,” she said. “They may not have thought that the AMA’s on TV would reach their target audience, but now with the live-streamed pre-show, they have another option.”
Online ad spending and M&A forecasts are a dime-a-dozen – but that hasn’t stopped investment research firms like Soleil-Media Metrics from continuing to make them. Laura Martin, the firm’s managing director, told Variety Tech/Ent Summit attendees that she’s seeing signs – particularly in the advertising industry – that the economic recovery being bantered about is genuine.
“With the exception of local spend lagging national, everything we see and hear coming out of companies like Disney (NYSE: DIS), Fox and Time Warner leads us to believe that this isn’t just a headfake in terms of [an ad] rebound,” she said. She suggested that the next few rounds of earnings reports would show “robust performance” from the big media companies – partly because of the return of ad spend—but also because they’d already “cut 10 to 20 percent of their costs,” and aren’t able to spend money fast enough to undo the gain.
Martin (pictured center) also said there would be so much consolidation in the media landscape, that a year from now, the market will look “nothing like it does today.” At issue are the credit markets—which are still locked up compared to two years ago. “Companies can’t sell their assets the way they could before,” Martin said. “That’s why if you’re Marvel, you sold cheap to Disney. Or you sell cheap to News Corp. or Comcast.”