Viacom has spent years finding better ways to match advertisements with audience. Last March, the company was a founding member of the OpenAP advanced audience platform. Its 2017 renewals with Charter and Altice USA included advanced advertising components. And CEO Bob Bakish has consistently emphasized the importance of continuing to develop these capabilities.
“….on the advanced advertising space, Viacom is clearly the market leader,” Bakish said at the UBS Global Media and Communications Conference in December. “…So I think that is a very exciting road ahead.”
Indeed. Especially since Viacom has now signed a multi-year agreement with Comcast that will further boost its advanced advertising and data capabilities.
The mutual advantages are clear. Viacom has a nationwide reach and deep advanced advertising expertise. Comcast, through anonymized data mined from set-top boxes in subscribers homes, knows who is watching which shows and can match that audience to ads using powerful tools developed through its FreeWheel unit. Together, they can better monetize ad inventory across premium video-on-demand and linear content.
“Today’s announcement reflects Viacom’s commitment to developing more expansive relationships with our distributors,” said Viacom Executive Vice President and Chief Data Officer Kern Schireson. “This new partnership with Comcast and FreeWheel builds on Viacom’s connections with valuable, diverse audiences and Comcast’s reach and data leadership, to create an advanced advertising platform with scale and sophistication. Marketers increasingly demand the ability to reach the right customers at the right time in a premium, trusted environment, and this transformative partnership furthers our ability to unlock greater value for our brand partners and accelerate the future of television advertising.”
“Viacom and FreeWheel have a shared goal of enhancing the value of the entire TV ecosystem,” said FreeWheel Executive Vice President and General Manager David Clark. “To do so, we believe in a shared vision of a TV and premium video unification roadmap that will accelerate the integration of TV’s broad reach and quality content with advanced cross-platform targeting, measurement and optimization capabilities.”
NBCU, which is a part of Comcast, also aligned with the OpenAP consortium last week.
PAW Patrol episodes are featured on NOGGIN. Image courtesy of Nickelodeon.
“Our audiences continue to enjoy Viacom content in more places and with more flexibility than ever before,” said Tom Gorke, Executive Vice President, Head of Distribution and Business Development for Viacom.
“The availability of NOGGIN on Prime Video Channels will be a great new way for Nickelodeon fans to watch and interact with the best in preschool content on the popular Amazon platform.”
Along with the rapid growth of Viacom Digital Studios and recent acquisitions of influence marketer WHOSAY and online video conference mecca, VidCon, NOGGIN’s expansion on Prime Video Channels is another way that Viacom is strengthening its presence on key next-generation digital platforms.
Nickelodeon launched NOGGIN as a stand-alone app in February 2015, and the ad-free platform has since topped the charts of Apple and Google, ranking as one of the Top 10 Kids Apps on the App Store’s Free Apps chart, as well as being the no. 1 grossing app for Music and Video in the Family Category on Google Play.
BET is in tune with what African-American viewers want: high-end drama and comedy, along with more refined reality and hard-hitting investigative documentary series.
On Wednesday, April 17, BET announced its upcoming slate of programming for 2018-2019, which will include all-star talent and a dramatic increase in original content.
“Creating powerful, engaging and provocative content has been BET Networks’ legacy for decades,” said Connie Orlando, Head of Programming, BET Networks. “With the increase in our original programming slate for 2019, we’re committed more than ever to telling the most compelling and authentic stories about the Black experience.”
Paramount Pictures’ Boomerang has boomeranged back from Viacom’s deep library
Eddie Murphy’s 1992 film Boomerang is being modernized into a 30-minute comedy series, which BET will partner with Paramount TV to produce. The show mines evergreen themes from the OG film like office politics, shown through the lens of today’s culture. Expect to see plotlines develop around gender roles and the relationship between Gen-X and millennials in the workplace.
Fresh off a successful launch for the Paramount Network, Viacom’s portfolio of adult channels (Paramount Network plus CMT and TV Land), just wrapped the quarter with strong ratings growth – in some cases, the highest in several years, making an essential contribution to the company’s ongoing transformation.
CMT secured its 16th consecutive month of year-over-year ratings growth. TV Land stamped out its best ratings month in more than four years. And Paramount Network debuted its premium content to enormous ratings gains over its predecessor network.
“As we look at how Viacom is performing domestically, there have [been] huge properties and huge networks, and I don’t see that changing,” Frank Tanki, who acts as general manager for CMT and TV Land, recently told Broadcasting & Cable. “We’ve got a lot of support from a lot of the Viacom management team, so I feel good about our future.”
Paramount Network – originals are connecting with new viewers
Driven by the success of the critically-acclaimed scripted event series Waco and anchored by returning hits Lip Sync Battle, Ink Master and Bar Rescue, Paramount Network’s original series are up 94 percent versus a year ago, with significant increases in both live and delayed viewing versus the prior quarter.
“Our goal this quarter was to introduce the channel to new viewers and begin to establish it as the home for premium scripted series,” said Kevin Kay, president of Paramount Network, CMT and TV Land, in a recent email to staff.
Paramount Network’s lineup of premium, high-quality series really gets moving this summer with the launch of several highly anticipated new series, including the sweeping epic drama Yellowstone starring Kevin Costner and written and directed by Taylor Sheridan (Wind River, Sicario, Hell or High Water) on June 20 and American Woman starring Alicia Silverstone and Mena Suvari launching June 7. Later this summer, the dark comedy Heathers and Rest in Power: The Trayvon Martin Story, from producer, Shawn “Jay Z” Carter, will debut. Carter’s most recent project for the network, TIME: The Kalief Browder Story, garnered a prestigious Peabody Award.
CMT – connecting with fans onscreen and off
Driving the ratings growth at CMT is a pivot toward the unscripted fare that its core fans react to so strongly (like most Viacom networks, CMT has drastically reoriented itself since CEO Bob Bakish took the helm in late 2016). Country music remains front and center, with music series and specials including, CMT Crossroads, and Hot 20 Countdown garnering their highest ratings in several years, while CMT Artists of the Year, nabbed its highest ratings ever.
The network tapped The Hills and Laguna Beach creator Adam DiVello for Music City, which documents five scrape-your-way-to-the-top strivers trying to insert themselves into Nashville’s music scene. CMT has a new slate of unscripted originals that will begin rolling out this year, including fan-favorite Wife Swap. With the hugely popular scripted hit Nashvillewrapping up its sixth and final season in July, this unscripted slate provides a clear path forward for CMT.
“So these are the kinds of ideas that I think make more financial sense for a network,” Kay told Adweek. “If you pick the right properties, you don’t have to be spending millions and millions of dollars an episode to bring an audience to a channel.”
With steady ratings growth anchoring the core television business, CMT’s leadership has begun exploring more ways that they can sync with Viacom’s company-wide focus on growing its live events business (all six of Viacom’s flagship networks – BET, Nickelodeon, Nick Jr., MTV, Paramount Network, and Comedy Central – will host live events this year). Last year’s CMT Music Awards rippled out into a three-day festival in downtown Nashville, and the net plans to expand its CMT on Tour and CMT Next Women of Country Tour.
“There’s so much opportunity in the space,” Kay told Adweek. “We should be in the CMT festival business, [to] which we’re getting very close.”
TV Land – modern pop culture classic series is appealing to more viewers
TV Land’s mix of beloved modern pop culture classic series is connecting with fans. Driven by the strong performance of Roseanne, Mom, King of Queens and Everybody Loves Raymond, the net ranked as the 15th highest-rated channel on all of ad-supported cable in March.
With momentum building toward the new seasons of Youngerand Teacherson June 5, TV Land is likely to continue its tremendous momentum over the summer.
“TV Land is just a great workhorse, and I think that there is still growth for our two originals, Younger and Teachers,” Tanki told Broadcasting & Cable. “Younger this past summer is coming off its highest season ever, which in a multi-season franchise is really exciting. Teachers is another really hysterical series that we want to get out there. So for TV Land, it’s a little bit of if it’s not broke, don’t fix it.”
In the last week, Paramount Pictures’ A Quiet Place won the domestic box office and MTV’s Jersey Shore Family Vacation rolled to the strongest unscripted cable debut in six years. The efforts provide commercial evidence of Viacom’s ongoing transformation – fueled by wide-ranging creative investments in talent, programming, and marketing.
The chart-topping numbers are especially encouraging in a media environment of ever-more-elusive audiences. The divergent paths to success of these two properties – A Quiet Place delivering something novel by elevating a horror story to a genre-busting blockbuster that appeals to all audiences, Jersey Shore Family Vacation building on MTV’s deep well of intellectual property to connect with its core demographic – underscore the way in which a creative renaissance is driving Viacom’s growth.
Marketing a near-silent film in an era of loud
Making a bet on the film’s potential playability, Paramount unveiled A Quiet Place at SXSW to great response. The highly original film immediately started compiling incredibly strong reviews. A clever marketing campaign then helped launch A Quiet Place to a $50.3 million opening weekend, good for the second-best domestic opening of 2018 (behind Black Panther). With a $17 million budget, the Platinum Dunes-produced and John Krasinski-directed film is a validation of Paramount’s reoriented slate and refreshed marketing approach under CEO Jim Gianopulos, who joined the studio last year.
“An innovative concept, with great talent both behind the camera and in front, and a savvy distribution and marketing plan led to Paramount’s biggest opening since 2016,” wrote Viacom CEO Bob Bakish in a staff memo about the film’s success.
Building strong relationships with talent has become a particular focus for Viacom under Bakish, and Krasinski, who will produce and star in the Paramount Television-produced Jack Ryan for Amazon and co-created Paramount Network’s hit show Lip Sync Battle, demonstrates the enormous cross-brand potential that forming such deep relationships can yield.
A Quiet Place’s unique storyline – featuring a family tiptoeing through a post-apocalyptic world infested with insectoid monsters that will devour anyone who makes a sound – created an opportunity for Paramount to execute an equally original pre-release marketing plan. They delivered: moviegoers in nearly 100 theater chains caught the sonically attuned monsters devouring noisy spectators in pre-show spots, with the stern warning that “the movie theater should be A Quiet Place.” A pre-Super Bowl ad, a launch of the second trailer on Ellen, and a kick-off spot and accompanying stunts at the SXSW Film Festival primed diverse audiences for the film’s release.
“Paramount’s reconstituted management team is focused on allowing great filmmakers to make great movies, and then doing everything we can to support those movies,” said Paramount Pictures Chairman and CEO Jim Gianopulos. “In A Quiet Place, we did exactly that: We gave a talented young director license to put together something unlike anything else out there, and then threw our marketing and distribution expertise behind the project.”
Tapping an iconic property to connect with a core audience
Jersey Shore Family Vacation had less work to do in the name-recognition department, as its iconic predecessor, Jersey Shore, had long ago etched its cast into the cultural conversation. The unknown was whether this fist-pumping bunch, six years older and reunited in the beaches and bars of Miami, would still connect with audiences.
It did. The show’s nearly 10 million total viewers and 4.2 average rating in the core 18-34 demo on live-plus-three-days metrics made Jersey Shore Family Vacation the most-watched unscripted debut on U.S. cable since 2012. The original Jersey Shore had ignited a global franchise – with spin-offs in the UK, Spain, Poland and Mexico, plus the recently launched hit Floribama Shorein the U.S – and the cast’s return resonated globally, with the premiere airing in nearly 180 countries and territories.
The strong ratings complemented a seven-hour trending run on Twitter and acted as an emphatic endorsement of MTV’s revamped creative direction under President Chris McCarthy. Under his leadership, the network has grown ratings for three consecutive quarters for the first time in seven years behind a blend of revitalized franchises, returning classics and original programs.
“MTV is about celebrating youth culture and music where talent and creativity unite to produce content that resonates across generations,” said McCarthy, who also oversees VH1 and Logo. “Jersey Shore Family Vacation and the new Floribama Shore demonstrate how MTV can harness our heritage to create programming that appeals to a mass audience while serving as a great launching pad for our new series.”
Viacom scored 13 nominees for this year’s Webby Awards, appearing across diverse categories – a blend of comedy, kids’ stuff, award shows activations, marketing campaigns, lifestyle programming and more – underscoring the company’s reach across broad demographics. Each of these 13 standouts is eligible for both The Webby Award – chosen by the 2,000-member International Academy of Digital Arts and Sciences – and The Webby People’s Voice Award, which fans can vote on here through Thursday, April 19.
The 22nd annual iteration of the best-of-the-internet awards also granted Viacom 14 honoree slots, a sort of honorable mention that positions the activations alongside the vote-eligible finalists.
Click through below to vote for specific Viacom entries. The Webby Awards will announce this year’s honorees on Tuesday, April 24, and will host an award show in New York City on May 14. Fans can stream the show on the Webby website the following morning.
The Big Sick – Life in the Laugh Lane – Film & Video/Branded Entertainment/Comedy
Viacom’s latest consumer insights include confronting discrimination in the US, what makes global kids flourish, American teens driving change, kids and sports in Australia, and who global teens trust. As always, on our blog you can find these and all our stories in English, Latin American Spanish and Brazilian Portuguese.
I left the Forum about two hours ago (7 p.m. PST) and it’s finally setting in that the KCAs are over. And to be honest, I was a bit relieved — not that the event was over, but that I had successfully made it from New York to Los Angeles, to pre-parties, to the press tent (I got lost twice), to the Orange Carpet and finally to my seat.
John Cena gets slimed. (Photo by Jeff Kravitz/FilmMagic)
As I was live blogging, my goal was to try and keep my “live” coverage to a minimum — a paradox, I know. But as any child of the internet age knows, you can’t truly experience anything if you’re trying to document it in real-time. I’ve made this mistake many times in life — professional and personal — and the lesson is, you retain much more about whatever’s happening in front of you if you focus your attention on what is in front of you, not at your phone or notepad.
On Friday, March 16, RuPaul Charles werked his way down Hollywood’s Walk of Fame in one of his dashing tartan suits and trademark glasses. The entertainment icon and LGBT advocate was finally cementing his status as a Hollywood legend, with a gleaming bronze star.
RuPaul is not only the newest member of the Hollywood Walk of Fame, he’s the only drag star to be inducted.
“This is absolutely the most important moment in my professional career,” said RuPaul in a speech at the ceremony.
Actress Jane Fonda introduced RuPaul, telling the crowd that he deserves a star at least three times the size of anyone else’s, to match the colossal contributions he’s made to entertainment and society at large.
“Behind the glamour, behind the drag queen is a man of great depth, incredible intelligence and compassion,” said Fonda.