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Response This Week January 18, 2017

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18 Jan, 2017



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Wheeler Not Leaving FCC Quietly; Warns Republicans Not to Repeal Net Neutrality  
WASHINGTON – If Federal Communications Commission (FCC) Chair Tom Wheeler entered Washington like a lamb, he’s definitely leaving like a lion.
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Super Bowl Could Draw $500M in TV Ads; Social Media Scoring Big  
NEW YORK – This year’s Super Bowl could yield $500 million in total ad revenues – $55 million more than the 2016 contest, according to Kantar Media.
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TV Usage Data: Live Viewing Flat at 92% in 2016 
AMSTERDAM – Live viewing held “steady” in 2016 at 92 percent of all TV watching, according to data from Altice USA’s Optimum set-top boxes.
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IAB: Mixing Traditional and Digital Raises Purchase Intent by 90% 
NEW YORK – Consumers viewing a constant message on several channels can improve purchase intent by 90 percent and brand perception by 68 percent, says new research from the Interactive Advertising Bureau (IAB).
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Deloitte: ‘Flat Is the New Up’ in TV Ad Revenues; Predicts a Flat 2017 
NEW YORK – U.S. TV ad revenues will be flat in 2017, predicts Deloitte Global. Deloitte says total U.S. TV revenues – all national networks, local TV stations, and cable – will hit $72 billion in 2017.
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Bloomberg’s Walter Bulgrin of Flushing, N.Y. passed away on Dec. 30 at age 55. Bulgrin had worked at Bloomberg for more than 19 years, selling national TV for 15 years before switching exclusively to direct response. Outside of work, Bulgrin dedicated much of his time to his church, where he was in the final process of becoming a deacon. He also spent many overnights at the Koinonia Mission House homeless shelter helping less fortunate men get back on their feet. Services were held on Monday, Jan. 2, in Whitestone, N.Y. Bulgrin is survived by his wife of 30 years, two daughters, as well as numerous family members and friends. For more information or to reach out, please contact Bloomberg’s David Bickford at (212) 617-6014 or

GroupM, the media-buying unit owned by ad-industry giant WPP, is working on a way to let advertisers count how many impressions their commercials get, whether on TV, alongside streaming video, or other new viewing frontiers, according to an exclusive report from Variety. GroupM is working with the Video Advertising Bureau, the industry group that promotes content from big media outlets ranging from ABC to Viacom. If the technology can’t be brought to market in the next two years, said Lyle Schwartz, GroupM’s president of investment for North America, “I might have to kill somebody, and it might be me.” 

Edith Ramirez will leave the Federal Trade Commission (FTC) on Feb. 10 nearly four years after being named chairperson by President Obama. Under her leadership, the FTC brought several notable enforcement actions against tech companies that allegedly violated consumers’ privacy.

The Federal Communications Commission (FCC) approves Nexstar’s $4.6 billion acquisition of Media General. The approval comes with the FCC’s blessing on the station divestitures planned by Nexstar, which will bring the newly combined station group in line with the Local Television Ownership Rule.

Apple Inc. plans a new business in original TV shows and movies that will launch by the end of 2017, a move that could make it a bigger player in Hollywood and offset slowing sales of iPhones and iPads.

A ruling by the Ninth U.S. Circuit Court of Appeals will let Apple app purchasers move forward in suing Apple. Some believe Apple monopolized the iPhone app market by preventing users from purchasing apps outside of the App Store. The ruling reads: “Apple prohibits app developers from selling iPhone apps through channels other than the App Store, threatening to cut off sales by any developer who violates this prohibition. Apple discourages iPhone owners from downloading unapproved apps, threatening to void iPhone warranties if they do so.”

AT&T urges a federal judge to reject the U.S. Justice Department’s lawsuit against its DirecTV business, arguing that the lawsuit relies on “only a handful of episodic, separate contacts” comprising nothing more than “industry chatter.” Bloomberg BNA reports that AT&T said that Judge Michael Fitzgerald should shelve the antitrust charges by the Department of Justice. The telco said the government’s lawsuit doesn’t “allege any traditional theory of antitrust liability” and is based on “narrow and generalized allegations of ‘information sharing.’”

Ooyala reports that 41 percent of U.S. adults plan to cut back or cut the pay-TV cord in 2017. Also, in third-quarter 2016, more than 52 percent of all video views were generated on mobile devices. Ooyala notes that on average, consumers around the globe watch four more hours of mobile video per week than they did four years ago. As small screen usage shoots up, TV viewing time has dipped by 2.5 hours each week. 

DoubleVerify, a provider of technology that authenticates the quality of digital media and seeks to optimize ad performance, integrates its third-party media authentication services with YouTube. The integration allows brand advertisers to measure the quality of their video ads on YouTube with DoubleVerify viewability and digital fraud management services. 

IBM finds that 67 percent of Generation Z shop in brick-and-mortar stores most of the time, with another 31 percent shopping in-store sometimes. Tech-savvy consumers, ages 13 to 21, are willing to pay more for value and a personalized experience. Location is important. Most have an entrepreneurial spirit, so brands managing to connect well with this group tapped into creative ideas, IBM says.

Sitecore Commerce releases its cloud-enabled software platform that lets marketers and merchandisers personalize end-to-end shopping experiences. Product updates include: reducing cart abandonment, boosting order size, and increasing rebuy percentages.

Sling TV CEO Roger Lynch slams AT&T’s DirecTV Now, tweeting, “You should add @directvnow to that list of things to stay away from!” in response to DirecTV Now streaming service warning customers to stay away from the cabins, woods, and masks featured in the “Friday the 13th“ movies. “Try @Sling instead!” Lynch added.



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

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

Position: Account Executive - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 11/25/16

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