By S-3 Public Affairs
FACT OF THE WEEK
AdAge reports on a new review of the effectiveness of the 6-second ad. The ads were tested next to 15- and 30-second spots “from three different well-known, general interest brands, including Hershey’s, in different combinations and sequences.” The takeaways:
- “Six-second ads have a more positive impact when used to reinforce a message already delivered by a longer ad.”
- “When used exclusively, 15-second ads were seen as twice as effective as 6-second ads and 30-second ads.”
IN THE MEDIA
As podcast popularity continues to grow so too does the focus on advertising opportunities, the platform technology, and metrics around the medium. TechWorld explains why: “Podcast listeners are a burgeoning demographic that might come to represent one of the most lucrative channels available to advertisers. Between 2015 and 2016, the number of Brits tuning into podcasts grew 27 percent to 4.7 million, while across the pond, almost 40 percent of Americans listen to podcasts, while 24 percent tune in monthly, representing the captive ears of 60 million potential consumers.”
AdExchanger (h/t Morning Consult Brands) notes that the podcast technology itself is dated, but “Digital audio and broadcast radio companies see an opportunity to fix the podcast experience for users by making it look and feel more like digital audio, where content is recommended to listeners before they know they want it. Through recommendations, these platforms can open more inventory by making back-catalog episodes easier to find. They can also collect more data on listening habits and share that with advertisers.”
“Pandora and Spotify have the technology, infrastructure and data to reinvent the listener experience by applying algorithms to recommend content for users, like they do in music. … Radio giants iHeartMedia and NPR are also establishing themselves as podcast destinations … IHeartRadio, iHeartMedia’s streaming app, has 100 million monthly active users, and NPR’s streaming app NPR One gets 4 million podcast listeners every week. … As audio and radio giants fix the podcast user experience, they’re also opening the doors for smarter podcast advertising,” but there’s a concern that programmatic advertising could change the listener experience.
IN THE ADMINISTRATION
South Korean President Moon Jae-in is set to visit the White House on Tuesday. Newsday reports, “President Donald Trump is expected to return to Long Island next Wednesday for a forum on the MS-13 gang, Rep. Peter King said Thursday. King (R-Seaford) said he has been working with the White House on the event, which is tentatively scheduled to be held at the Morrelly Homeland Security Center in Bethpage.”
ON THE HILL
It’s a busy week on the Hill in advance of the holiday weekend. Focus is on the National Defense Authorization Act and next steps on the Farm Bill. The House is also expected to consider a Senate-passed Dodd-Frank reform bill and right-to-try legislation. The Senate is also expected to pass the MISSION Act to improve Veterans’ health care options.
Monday (May 21): Senate executive session to consider the nominations of Dana Baiocco (to be commissioner of the Consumer Product Safety Commission), Jelena McWilliams (to be chair of the board of the Federal Deposit Insurance Corporation), and James Randolph Evans (to be ambassador to Luxembourg); Senate Armed Services Subcommittee closed markup of the FY2019 National Defense Authorization Act; House Rules Committee hearing to consider the Economic Growth, Regulatory Relief, and Consumer Protection Act, Right to Try Act, and general debate on the FY2019 National Defense Authorization Act;
Tuesday (May 22): Senate Appropriations Subcommittee hearing on the FY2019 budget request for the Treasury Department (with testimony from Secretary Steven Mnuchin and IRS Acting Commissioner David Kautter) and markups of the FY2019 agriculture appropriations bill and energy and water development appropriations bill; Senate Armed Services Subcommittee open and closed markups of the FY2019 National Defense Authorization Act; Senate Banking Committee executive session to markup the Foreign Investment Risk Review Modernization Act; Senate HELP Committee hearing on addressing shortages and improving care in the healthcare workforce; Senate Commerce Committee executive session to consider 10 bills and nominations; Senate Foreign Relations Committee business meeting to consider the Marrakesh treaty, Global Food Security Reauthorization Act, and two Senate resolutions; House Education and the Workforce Committee hearing on the policies and priorities of the Department of Education, with testimony from Secretary Betsy DeVos; House Judiciary Committee oversight hearing of the U.S. Patent and Trademark Office, with testimony from Undersecretary of Commerce for Intellectual Property and PTO Director Andrei Iancu; House Appropriations Committee markup of the FY2019 Interior, Environment, and Related Agencies appropriations bill; House Financial Services Committee markup of the Modernizing Credit Opportunities Act, Transitional Housing for Recovery in Viable Environments Demonstration Program Act, Housing Choice Voucher Mobility Demonstration Act, and Foreign Investment Risk Review Modernization Act; House Rules Committee hearing to consider amendments to the FY2019 National Defense Authorization Act; House Foreign Affairs Committee hearing on advancing effective conservation policy worldwide, markup of the DELTA Act, and subcommittee hearings on the effectiveness of U.S. oil and gas competitiveness and Lebanon and Iraq after the elections; House Intelligence Subcommittee closed hearing on ongoing intelligence activities; House Veterans’ Affairs Committee hearing to assess the VA’s governance structure; House Homeland Security Subcommittee hearing on whether immigration and border security policies are being exploited through legal loopholes; House Natural Resources Subcommittee legislative hearingon three federal land bills; House Energy and Commerce Subcommitteehearings on Department of Energy modernization and legislation addressing development, regulation, and competitiveness of advanced nuclear energy technologies and Internet of Things legislation; House Transportation and Infrastructure Subcommittee hearing on implementation of the FAST Act’s motor carrier provisions; House Oversight and Government Reform Subcommittee joint hearings on TARP and freedom of speech on college campuses; Joint Economic Committee hearing on what regulatory red tape means for the innovation economy; The Hill event on America’s opioid epidemic with Sens. Sherrod Brown (D-OH) and Shelley Moore Capito (R-WV);
Wednesday (May 23): Senate Appropriations Subcommittee hearings on the FY2019 budget requests for the Indian Health Service(with testimony from a panel including Acting Director Rear Adm. Michael Weahkee) and NASA(with testimony from Administrator Jim Bridenstine), and committee business meeting to consider 302(b) subcommittee allocations and markups of the energy and water development and agriculture appropriations bills; Senate Armed Services Committee closed markup of the FY2019 National Defense Authorization Act; Senate Judiciary Committee hearing on the nominations of Britt Grant (to be Circuit Judge for the Eleventh Circuit), Allen Winsor (to be District Judge for the Northern District of Florida), Patrick Wyrick (to be District Judge for the Western District of Oklahoma), and Edward Felten and Jane Nitze (to be members of the Privacy and Civil Liberties Oversight Board) and subcommittee hearing on exploited loopholes affecting unaccompanied alien children; Senate Homeland Security and Governmental Affairs Committee hearing on the nominations of Emory Rounds (to be director of the Office of Government Ethics), Kelly Higashi (to be an associate judge of D.C. Superior Court), and Frederick Nutt (to be controller of the Office of Management and Budget’s Office of Federal Financial Management); Senate Budget Committee hearing on the GAO report to reduce federal duplication and overlap; Senate Banking Committee hearing on the status of the housing finance system, with testimony from Federal Housing Finance Agency Director Melvin Watt; Senate HELP Committee executive session to consider the Pandemic and All-Hazards Preparedness and Advancing Innovation Act; House Foreign Affairs Committee hearing on the State Department’s budget, operations, and policy priorities, with testimony from Secretary of State Mike Pompeo and subcommittee hearings on U.S. engagement in Asia’s diplomatic and security structure, Chinese investment and influence in Europe, and combating transnational criminal threats in the Western hemisphere; House Homeland Security Committee hearing on post-caliphate ISIS and threat implications for America and the West; House Appropriations Committee markup of the FY2019 Transportation, Housing and Urban Development appropriations bill and report on FY2019 budget allocations;House Natural Resources Committee markup of 6 bills; House Financial Services Subcommittee hearings on 11 legislative proposals to help fuel capital and growth on Main Street and the impact of autonomous vehicles on the future of insurance; House Ways and Means Subcommittee hearing on tax reform and small business; House Veterans’ Affairs Subcommittee legislative hearing on 5 bills; House Oversight and Government Reform Subcommittee joint hearing on the Federal Information Technology Acquisition Reform Act; House Education and the Workforce Subcommittee hearing on regulatory reform; House Energy and Commerce Subcommittee hearing to examine the Olympic community’s ability to protect athletes from sexual abuse;Heritage Foundation event on trade with Commerce Secretary Wilbur Ross and Sens. Ben Sasse (D-NE) and Joe Manchin (D-WV); CNN town hall eventwith House Minority Leader Nancy Pelosi (D-CA);
Thursday (May 24): Senate Foreign Relations Committee hearing to review the FY2019 State Department budget request, with testimony from Secretary of State Mike Pompeo; Senate Armed Services Committee closed markup of the FY2019 National Defense Authorization Act (through Friday if not completed on Thursday); Senate Judiciary Committee executive business meeting to consider 13 bills and nominations; Senate Banking Committeehearing on cybersecurity risks to the financial services industry; Senate Finance Committee hearing on rural healthcare in America.