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Response This Week February 8, 2017

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8 Feb, 2017



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NEW HYBRID 120 5-18
NEW KANTAR 120 12-14


NEW a2b 468 1-18
Performance Marketers Get Super Bowl Playing Time  
CARLSBAD, Calif. – The advertising sales numbers for Super Bowl LI are in: $432.4 million came from 62 brands with 89 spots – including four extra commercials that ran in overtime, reports according to Total in-game sales were estimated in the $350 to $400 million range.
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Ohlhausen: FTC to Focus on ‘Concrete’ Harms and Fraud 
ATLANTA – Acting Federal Trade Commission (FTC) Chair Maureen Ohlhausen says the commission will focus on fraud and “concrete consumer injury,” as opposed to “speculative injury” or “subjective types of harm.”
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Report: Local TV Ads to Rise 16% by 2020; Mobile Video to Jump 250% by 2021 
CHANTILLY, Va. – BIA/Kelsey reports that after a 2017 dip from 2016’s $21.9 billion, local TV advertising spending is expected to rise 16 percent – from $20.9 million in 2017 to $24.2 million – by 2020.
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Report: Cord-Cutters Double Since 2013; Costs are the Culprit 
CAMBRIDGE, Mass. – Forrester Research reports that the number of pay-TV cord cutters has doubled during the past three years – from 3 percent of the population surveyed to 6 percent.
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Consumers Can Text for Discounts in Pfizer’s Latest Viagra TV Ad  
NEW YORK – Pfizer’s new TV commercial for its erectile dysfunction drug Viagra lets viewers text a keyword from their phones for special discounts on it. Insiders say it’s an apparent first for a pharma company.
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a2b Fulfillment welcomes Jason Field as business development executive, where he’ll find new growth opportunities and develop business-to-business relationships.

A new study by the Association of National Advertisers (ANA) finds that more than 80 percent of members will be conducting business via e-commerce by 2019. Nearly three-quarters of marketers surveyed believe e-commerce drives revenue for their companies, and of those, 43 percent said such initiatives account for up to 10 percent of all sales.

Amazon’s net sales increase 22 percent to $43.74 billion in the fourth quarter of 2016, lower than analysts’ and the company’s expectations. But net income did surpass analysts’ estimates, rising to $749 million, compared to $482 million in fourth-quarter 2015.

NBC closes Cloo, its crime-and-mystery-focused channel, while simultaneously announcing that Oxygen will retool to focus on true crime programming for women. Cloo was closed due to a lack of MVPD coverage, an NBC spokesperson told Multichannel News. Cloo originally launched in 2006 as Sleuth before changing its name.

In his first move to scale back net neutrality enforcement, Federal Communications Commission (FCC) Chairman Ajit Pai officially endorses AT&T’s Data-Free TV. Pai says the agency is closing an investigation into decisions by AT&T and Verizon to exempt certain video streams from customers’ data caps. The move comes three weeks after former FCC Chairman Tom Wheeler criticized the initiatives as potentially harmful to consumers and competition.

Rubicon Project and Integral Ad Science (IAS) partner to offer advertisers third-party viewability scores on video advertising. The scoring occurs on an individual ad placement level, and is offered as part of auction bid requests. The viewability offering leverages IAS’s Media Rating Council-accredited viewability solution, the new OpenRTD 2.5 metric, and Rubicon Project’s global premium publisher catalog.

T-Mobile takes the top spot in wireless provider customer service in 2016, beating out AT&T, Verizon and Sprint, according to Nielsen. T-Mobile won among wireless service providers in overall customer satisfaction, “Net Promoter Score,” and “Likelihood to Recommend.”

Lightspeed Marketing Communications and Intelligent Registration & Events merge to create a full-service event marketing agency. The new company specializes in events, advisory boards, creative, marketing, and communications.

AT&T workers in three-dozen states are voting on whether to authorize a strike if they can’t negotiate a new pact with the carrier. The Communication Workers of America said the 21,000 wireless retail, call center, and technical workers “are fed up with AT&T’s decisions to cut pay and benefits and outsource jobs.” The workers’ contract is up Feb. 11, although union members could continue to work beyond that date as negotiations continue. 

GES, a global experiential marketing partner producing live events, launches the 2017 Trend Tracker, the world’s largest event trend guide. GES has researched and compiled the ultimate list of top trends in live event planning and strategy, marketing, technology, and design.

New York Attorney General Eric Schneiderman is suing Charter and its Time Warner Cable (TWC) subsidiary, claiming that the internet provider “allegedly conduct[ed] a deliberate scheme to defraud and mislead New Yorkers by promising internet service that they knew they could not deliver.” A 16-month investigation that included “hundreds of thousands of subscriber speed tests,” concluded that Spectrum-TWC customers were “dramatically short-changed on both speed and reliability,” the attorney general’s announcement said.

TripleLift launches Apex, the first server-side header bidding technology for native advertising. Apex is the culmination of TripleLift’s mission to create technology that enhances publisher yield through consumer-centric ad experiences.



eTail West 2017
Feb. 27-March 2, 2017 | Palm Desert, Calif.
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DRMA Chicago Reception
March 20, 2017 | Chicago
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Response Expo 2017
April 25-27, 2017 | San Diego
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Loyalty Expo, presented by Loyalty 360
May 2-4, 2017 | Orlando, Fla.
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CMO Exchange 2017
Feb. 26-28, 2017 | Los Angeles
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Natural Products Expo West 2017
March 8-12, 2017 | Anaheim, Calif.
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International Beauty Show 2017
March 12-14, 2017 | New York
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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: Associate Director of Development - Johns Hopkins University
Location: Baltimore
Posted: 1/21/17

Position: Chief Development Officer - Feed the Children
Location: Oklahoma
Posted: 1/13/17

Position: Marketing Administrator - Hughes
Location: Germantown, Md.
Posted: 12/16/16

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