By S-3 Public Affairs
FACT OF THE WEEK
The State of the Screens takes a look at the actual cost of advertising on TV versus digital and finds that TV’s expensive reputation may not match its value, depending on the audience you are trying to reach. “There are more minutes of video advertising delivered daily from TV during Judge Judy than all of YouTube across all of America every day. The math. Judge Judy has roughly 10M average viewers watching 8 minutes of ads every day. That is 80M minutes of advertising every day from a single 30-minute show!”
“TV may have the scale and digital may have the growth, but smart brands are planning/buying these together and taking advantage of the strengths of each. Local video advertising is projected to increase to $37B by 2022.
- Local video ad spend in 2022 (% of total):
- Television: $29.8B (80%);
- Digital: $5.3B (14%);
- Other: $2.0B (6%).”
MediaPost predicts the landscape will continue to change. “I believe that better use of data, science and software is going to enable TV companies to drive higher prices over the next three or four years’ prices … and still deliver even better and more predictable ROI for advertisers. That will happen, and most folks will win. TV networks will get more yield on their audience. Advertisers will get more customers. Nielsen and other data companies will sell more targeting and measurement data. And consumers will get more relevant ads.”
IN THE MEDIA
Digiday reports on advances in the Podcast advertising space. “Podcasting has long had a reputation among advertisers as being low-tech, hard to measure and reliant on a quaint ad format, but its players are stepping up their efforts to dispel those notions. On Sept. 6, companies from NPR and Westwood One to How Stuff Works gathered at the fourth annual IAB Podcast Upfront. But in contrast with past events, where the emphasis was on content, this time presenters focused on products like targeted marketplaces, attribution and retargeting tools to attract brand advertisers, who have mostly ignored podcasting because of the medium’s measurement issues.
“Some media agencies are skeptical that new stabs at measurement will work, while others see it as a sign that the medium is finally catching up to the obsession with measurement that’s encroaching on other forms of digital advertising. … Podcast is small relative to other digital mediums, but revenue is projected to more than double in size, to $659 million by 2020, according to an IAB/PwC study. Legacy media companies continue to invest in the space: Univision was a first-time presenter at this year’s upfront. And compared to other digital mediums, podcasting has been fairly low-tech — more than two-thirds of its ads were host-read, and under 60 percent were dynamically inserted in 2017, the IAB/PwC study said — a reputation that podcasters seem determined to shed.”
IN THE ADMINISTRATION
President Trump is traveling to Missouri next week to campaign for Josh Hawley. The Hill reports, “Trump’s reelection campaign announced Thursday that Trump would travel to Cape Girardeau, Mo., for a rally Sept. 13 on behalf of Hawley, who is currently Missouri’s attorney general.” The president will also travel to Jackson, Mississippi for a campaign rally Friday in support of Senator Cindy Hyde-Smith according to local media reports.
ON THE HILL
Congress returns Wednesday with continue work towards a government funding package. The Senate continues its work on nominations with a cloture vote scheduled for Wednesday for Charles Rettig to be the IRS commissioner.
Monday (September 10): House Natural Resources Subcommitteeoversight field hearing on the federal Columbia River power system (to be held in Pasco, WA);
Tuesday (September 11): New Hampshire primaries; Brookings Institutionevent on the anniversary of the global financial crisis (through Wednesday);
Wednesday (September 12): Rhode Island primaries; Senate to resume consideration of the nomination of Charles Rettig to be IRS commissioner;Senate Banking, Housing and Urban Affairs Committee hearing on countering Russia; House Rules Committee hearing on the Save American Workers Act; House Foreign Affairs Subcommittee hearing to review current developments in Ethiopia; Commission on Security and Cooperation in Europe briefing on free-trade zones; 48th Annual Congressional Black Caucus Legislative Conference (through Sunday); The Hill event on infant and early childhood education, with speakers including Reps. Nanette Barragán (D-CA) and Bobby Scott (D-VA);
Thursday (September 13): New York primaries for state and local office; Senate Banking, Housing and Urban Affairs Committee hearing on implementation of the Economic Growth, Regulatory Relief, and Consumer Protection Act, with testimony from Comptroller of the Currency Joseph Otting, Federal Reserve Board of Governors Vice Chairman for Supervision Randal Quarles, Federal Deposit Insurance Corporation Chairman Jelena McWilliams, and National Credit Union Administration Chairman J. Mark McWatters; Senate Agriculture, Nutrition & Forestry Committee hearing on perspectives of U.S. agricultural trade, with testimony from U.S. Department of Agriculture Chief Economist Dr. Robert Johansson, Undersecretary of Agriculture for Trade and Foreign Agricultural Affairs Ted McKinney, and U.S. Trade Representative Chief Agricultural Negotiator Gregg Doud; Senate Budget Committee hearing to receive an update on transparency at the Congressional Budget Office, with testimony from CBO Director Keith Hall; Senate Finance Committee hearingon the nomination of Gail Ennis to be inspector general of the Social Security Administration; Senate Foreign Relations Committee business meeting to consider 9 pending nominations and hearing on Russia’s role in Syria and the Middle East, with testimony from representatives of the State and Defense Departments and USAID; Senate Homeland Security & Governmental Affairs Committee hearing on evolving threats to the homeland; Senate Energy and Natural Resources Committee hearing to examine the role of U.S. LNG in meeting European energy demand; Senate Environment and Public Works Committee hearing on advanced nuclear technology and the benefits of licensing accident tolerant fuels for commercial nuclear reactors;Senate Commerce, Science & Transportation Committee hearing on emerging transportation technologies; House Oversight and Government Reform Committee hearing to evaluate federal disaster response and recovery efforts; House Foreign Affairs Committee hearing on oversight of U.S. sanctions policy and markup of a Democratic resolution requesting the President and Secretary of State transmit records related to communications between President Trump and Vladimir Putin; House Small Business Committee hearing on how the opioid epidemic affects small business; House Energy and Commerce Subcommittee hearings on air quality impacts of wildfires and examining barriers to expanding innovative, value-based care in Medicare; House Transportation & Infrastructure Subcommittee hearing on the state of positive train control implementation, with testimony from a panel including the heads of the Federal Railroad Administration and National Transportation Safety Board; House Armed Services Subcommittee hearingon Army Futures Command, with testimony from Undersecretary of the Army Ryan McCarthy and U.S. Army Futures Commanding General John Murray;House Veterans’ Affairs Subcommittee hearings on 2 bills and the role of the interagency program office in VA electronic health record modernization; House Science, Space and Technology Subcommittee joint hearing to examine the underlying science and impacts of glider truck regulations; House Appropriations Subcommittee oversight hearing on the NASA James Webb Space Telescope; House Rules Subcommittee Members’ Day hearing on proposed rule changes for the 116th Congress; House Natural Resources Subcommittee legislative hearing on an Indian lands bill; House Homeland Security Committee markup of 5 bills; Commission on Security and Cooperation in Europe briefing on black and minority populations in Europe;The Hill’s Newsmaker Series event featuring Reps. Peter King (R-NY) and Henry Cuellar (D-TX);
Friday (September 14): House Energy and Commerce Subcommitteehearings on solutions to strengthen U.S. public safety communications and reducing maternal mortality; House Foreign Affairs Subcommittee hearing on U.S. policy toward Syria, with testimony from representatives of the State Department and USAID; House Judiciary Subcommittee hearing to examine sober living homes; American Enterprise Institute conference on the 10th anniversary of the financial crisis, with keynote remarks from House Financial Services Committee Chairman Jeb Hensarling (R-TX); Washington Post Live event on space, with speakers including Vice President Mike Pence and NASA Administrator Jim Bridenstine.