Industry headlines


10th - 16th November 2014


November 14, 2014

Sainsbury's celebrates Christmas Day truce in First World War-themed TV ad

Sainsbury’s has recreated one of the most famous moments of the first world war in its new Christmas advert, which is squarely pitched at toppling John Lewis as king of festive sentimentality. The commercial, which premiered during ITV’s Coronation Street on Wednesday night, is in association with the Royal British Legion and retells the story of Christmas Day in 1914, when opposing British and German soldiers emerged from their trenches to exchange gifts and play football. While some have questioned the tastefulness of using war to sell food and drink, Sainsbury’s has smartly agreed to donate all profits made from the sale of a (£1) chocolate bar that features in the advert to the RBL.

November 14, 2014

MTV and Channel 5 Collaboration

Viacom leveraged its new acquisition this week when Channel 5 helped the MTV Europe Music Awards reach record viewing figures. The event attracted more than 2.3 million viewers in the UK after a group decision was made to broadcast it on C5. The show garnered almost six times as many viewers (551,000) on C5 as it did on MTV’s own channel and website (97,000).

November 14, 2014

Channel 4 to make record investment in drama in 2015

Channel 4's spend on drama shows next year will be its highest ever in the category, the broadcaster's chief creative officer, Jay Hunt, revealed at its Upfronts event this week. At the annual event for agencies, Hunt said that Channel 4 is commissioning its first pre-watershed drama since Brookside ended 12 years ago. The ABC will be set in a multiracial school in the north of England and will be written by Ayub Khan-Din, who was behind East Is East. Hunt described it as "vibrant, witty and heartwarming".

November 14, 2014

Channel 4 launches programmatic VoD marketplace

Channel 4 is to offer advertisers a digital marketplace to buy advertising programmatically, from next year on All 4, its new video on-demand (VoD) platform. Jonathan Lewis, the head of digital and partnership innovation at Channel 4, said the move is the first time a broadcaster in Europe has developed a programmatic platform for agencies to buy VoD ads against its "unique" audience segmentation. Lewis said: "Channel 4’s unique first party data already offers advertisers superior targeting against our engaged, young, upmarket audience on our growing VoD platform, and the radical addition of automation and programmatic buying is a another game-changer for the commercial TV VoD industry in 2015."


November 14, 2014

Digital beats TV for Christmas ad viewing as 40% mums watch online

Online video has triumphed over TV when it comes to Christmas ad viewing according to a new study, which found that 40 per cent (2 in 5) of mums now watch festive ads online first, compared to just 14 per cent on TV. The annual Christmas Advertising Report by Netmums, which surveyed 2000 mums following the airing of Sainsbury’s Christmas ad this week, found that the number of mums watching the Christmas ads online has shot up from just seven per cent in 2012. Almost half (36 per cent) of mums taking part in the national study said they re-watched their favourite ads on YouTube, along with 41 per cent who discussed the ads on social media.

November 14, 2014

YouTube launches ad-free paid streaming service to rival Spotify

Google is launching an ad-free paid music YouTube service that will look to leverage the site’s impressive cache of tunes to rival Spotify and the Apple-owned Beats Music. The “Music Key” subscription service launches this week and lets users listen to artists from all three major labels as well as those from hundreds of independent publishers. Music lovers will be able choose between a £9.99 ad-free version which allows ad-free music, background play and offline viewing on smartphones, tablets and YouTube.com. There will also be a free alternative version which will run ads.

November 14, 2014

John Lewis 2014 Christmas ad smashes record for most shared

John Lewis' 2014 Christmas ad could be on target to be the most shared John Lewis Christmas ad of all time, after it overtook 'The Bear and the Hare' in social media shares during its first 24 hours. In its first 24 hours, the ad was shared 202,953 times, up 2% on activity following the launch of John Lewis' 2013 ad over the same period, which was shared 198,244 times.


November 14, 2014

Facebook shines and mobile is the star: up 39% on the year

Facebook reported Q3 revenue and earnings per share that beat analysts’ expectations. Particularly impressive was mobile, bringing in approximately 66% of advertising revenue for the third quarter of 2014, up from approximately 49% of advertising revenue in the third quarter of 2013. Mobile daily active users were 703 million on average for September 2014, an increase of 39% YoY. Monthly active users (MAUs) were 1.35 billion as of September 30, 2014, an increase of 14% YoY


November 14, 2014

JCDecaux launches content Division

JCDecaux claims to be the first UK outdoor company to launch a dedicated content department. The division will focus on putting the audience at the heart of its digital screens. JCDecaux has created a "beframeus" brand identity for the content on its screens, which will be complemented by a Facebook page. Recent content created for the new initiative has included a campaign featuring keen curry cooks during National Curry Week last month. Another campaign featured pictures of "snappy dressers" for the fashion strand StreetStyle to coincide with London Fashion Week.


November 14, 2014

News UK finds tablet ads as memorable as print

The content and advertising in tablet editions of newspapers are processed by readers in a way far closer to the print experience than previously thought, according to the results of a neuroscience study led by News UK. The study, focussing on the Times tablet app, found that print and tablet advertising and content deliver the same levels of engagement and memorability, challenging the general industry view that the platform drives behaviour, rather than the content. The research discovered that tablets generate more immediate visual attention, while print is a slower burn medium, eliciting stronger levels of emotional intensity. However, both deliver the same levels of memory encoding, which is crucial in influencing future actions. Tablet ads in newspapers are seen for a shorter period of time than print ads (due to their solus page status), but still deliver the same levels of memorability. The study also found that the position on the page – right versus left – had no impact on attention levels. _________________________________________________________


November 14, 2014

Bauer Media repositions local radio portfolio

As part of the changes, the company is also introducing a new visual and sonic logo, a multi-platform digital offering and an experiential street team. The move is part of Bauer Media's new strategy to focus on audience growth and expand its local portfolio. From January 2015, Bauer Place will have two new brand extensions in each city for a wider market of listeners. For example in Liverpool, in addition to Radio City on FM, there will be Radio City 2 on AM, appealing to a 45- to 64-year-old audience. The third station, Radio City 3 will offer an entry point to the brand for 15- to 25-year-olds on DAB.