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Response This Week August 3, 2016

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3 Aug, 2016



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Studies, News on the Olympics Offer Unpleasant Surprises for Sponsors  
SAN BRUNO, Calif. – As the 2016 Olympic Games reach the starting line, studies on viewership have already left the blocks. One that’s garnering attention in the ad industry comes from YouTube. It found that fans are more interested in the athletes themselves – or even parodies of the games – than they are in Olympic-themed ads.
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Upfront Yields Big Gains yet Trouble Lurks 
NEW YORK – As the upfront season closes, broadcast and cable networks are all smiles as some bagged double-digit CPM (cost-per-thousand viewers) increases and volume rose across the board.
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Click-to-Call Spending to Hit $5.9 Billion in 2016 
CHANTILLY, Va. - Global click-to-call spending will hit at $5.9 billion in 2016 and reach $13.7 billion by 2020, according to a new report from BIA/Kelsey.
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Broadband Providers to Court: Reexamine ‘Heavy Handed’ Net Neutrality Rules 
WASHINGTON – Internet service providers (ISPs) have asked a federal appeals court to reconsider its recent decision approving net neutrality rules.
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Research: Ad Agency Clients Most Interested in TV 
CHICAGO – Advertisers still want to buy TV ahead of all other media – including digital, mobile, streaming video, and radio, says new research from Strata, a media buying and selling software provider.
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In Response’s May issue, our annual Cable Network Directory did not include information from MeTV. Here is the network’s contact and demographic information, as well as a brief description:

MeTV Network
Jeff Nash
26 N. Halsted St.
Chicago, IL 60661
Phone: (312) 705-2633
Fax: (312) 705-2620
Male/Female Viewer Percentage: 50/50
Average Viewer Age: 60
Average Viewer Income: $72,100
Total U.S. Households: 76 million
Offers Long-Form/Short-Form Media: No/Yes

MeTV is America’s No. 1 all-classic television network with an unrivaled library of the greatest shows in television history. MeTV is ”Memorable Entertainment Television,” delivering quality programming from the 1950s, 1960s, 1970s and 1980s that advertisers and audiences find timeless and engaging.

Joe Abruzzese, Discovery Communications’ ad sales chief, will retire at the end of the year, capping 46 years in the industry.

National Merchants Association appoints Brian Berkenbile to vice president of sales and customer service.

AdSupply, an ad format delivery company, partners with BidSwitch, a platform integration company. Barry Adams, BidSwitch’s vice president of commercial development, says, “AdSupply’s standard of providing quality ad tech and the guarantee of human viewability combined with the high standard of fraud prevention were key reasons BidSwitch selected AdSupply as a supply partner.”

The American Association of Advertising Agencies (4As) has rejected the guidelines issued in July by the ANA and Ebiquity on how to proceed in business relationships with media agencies. Instead, the 4As is urging its members to rely on the guidelines it issued earlier this year, which the ANA has rejected.

Global media company Matomy Media Group launches mtmy, a mobile-focused full-service ad agency to generate data on app-specific user behavior and apply these insights across multiple channels.

TapJoy, a mobile gaming ad platform, releases the findings of a study conducted with comScore that show TapJoy’s mobile rewarded ad product saw a 17-point lift in aided awareness and 23-point lift in mobile ad recall over the control groups. Rewarded ads have been shown to nearly double positive sentiment towards brands, according to a recent Forrester study.

Meredith’s TV stations post a 3.5-percent drop in non-political advertising revenue for its fiscal fourth-quarter period – with political advertising rising four times vs. a year ago. Nonpolitical advertising was at $90.3 million, with political advertising at $4.5 million.

Ad-tech firm GumGum launches AdBuilder, an online hub that enables marketers and agencies to customize, set up, edit, and implement in-image and in-screen ads.

A new survey from WinMagic says 23 percent of companies report that they stop a data breach every day.

Pandora partners with Moat, a provider of mobile in-app viewability measurement, to allow advertisers to buy 100 percent in-view impressions across mobile in-app and desktop inventory. Pandora is guaranteeing viewability and that advertisers can buy on viewable CPMs without wasting impressions.

eMarketer reports Android users, on average, touch their smartphone 2,617 times a day. More than half of active phone sessions used just one app.



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Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Account Executive - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 8/1/16

Position: Online Marketing Specialist, Traffic Acquisition - SmarterTravel
Location: Boston
Posted: 7/22/16

Position: Direct Response Marketing Vice President - Ideal Living
Location: Sherman Oaks, Calif.
Posted: 7/9/16

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