Campaign

12 November 2018 - 2:22pm -- Claire O'Brien
Claire Enders was quoted in Campaign on Global, Britain’s biggest commercial radio group and how it is transforming UK out of home, taking the market from six main players to four and creating a new powerhouse with about 32% share, just behind JCDecaux on 36%.Global’s track record in radio since buying GCap in 2008 suggests it will grow the medium, rather than seek share. Claire Enders, founder of Enders Analysis, says Miron deserves credit: "It’s an enduring strength of Global to have a CEO who is very, very good at sales."
 

Digiday UK

12 November 2018 - 11:04am -- Claire O'Brien
Joseph Evans was quoted in Digiday UK on FT's audio strategy.  For the Financial Times, audio is proving an effective way to attract young audiences. So much so, that in the last three months the publisher has ramped up its marketing of subscriptions to its podcast audiences, 60 percent of which are aged between 22 and 37 years old, according to the publisher. “This is a smart acquisition strategy,” said Joseph Evans, senior research analyst at Enders. “The paper is getting into the news consumption routine of its listeners, in a high-attention context where it can demonstrate the authority of its journalists. Forming habits around content is key to any subscription offering.” There is some evidence of people paying for ad-free podcasts with bonus content, according to Evans. “We’ve counted nearly 100 podcasts on user-payment platform Patreon with at least 1,000 paying listeners, averaging about $5 [£3.80] per subscriber per month.”
 

PSB SVOD

The Public Service Broadcasters (PSBs) have been mulling a possible SVOD service, a decade after their ad-supported Project Kangaroo was blocked on competition grounds

Even if a reboot between the BBC and ITV were this time to be approved, we do not think Kangaroo 2 can succeed as a significant SVOD entrant in its home turf of the UK, above all because it’s too late

Other flaws in the offer are that it would be too small, non-premium, too old (archive), and too old (viewing profile), plus lacking sufficient financial resource to produce a pipeline of unique series

BT Q2 2018-19 results - Beating expectations, guidance still looks (a little) conservative

BT’s Q2 results were well ahead of both its full year guidance run-rate and financial market expectations, with revenue flat and EBITDA up 3% versus guidance and consensus at -2% for both metrics 

Operating metrics were more mixed, with broadband churn high and (our estimate of) net adds low, but fixed ARPU was solid, backed up by rapid adoption of BT Plus, fibre adoption re-accelerated and mobile was strong across all metrics

Digiday UK

8 November 2018 - 10:05am -- Claire O'Brien
Joseph Evans was quoted in Digiday UK on who the Guardian wants to get under the hood of what role news organizations can have on voice-activated devices. The publisher has assigned four dedicated employees — a developer, audio producer, designer and product lead — to figure out what kinds of stories and formats work best with Google Assistant, Google’s answer to Amazon’s Alexa for voice commands. Media analyst firm Enders estimates there are around 2 million households with smart speakers in the U.K., and a third of them use them for news regularly. "We’re talking small numbers,” said Joseph Evans, senior media research analyst at Enders. “But if they grow, the Guardian could use a strong position in voice to increase loyalty and hopefully the number of people contributing financially,” he said. “The addressable market is tiny, and monetization is impossible. But if Google’s footing the bill, you might as well give it a shot, as long as you remember that Google isn’t promoting its Assistant for the good of its health.”
 

Campaign

8 November 2018 - 8:37am -- Claire O'Brien

Douglas McCabe was quoted in Campaign on how UK consumers are spending increased amounts on brands that play a role in defining their identity, but adspend is failing to match this behaviour. Douglas said the reduced adspend on many identity categories was due to budgets moving towards online direct response channels and was symptomatic of "short-termism" in advertising. He said: "In this part of the market, identity is understood as a set of individualistic, rather than social, identifiers and attributes – a clear missed opportunity. Taking advantage means understanding which media allow marketers to reach customers as members of identity groups, rather than just as a target demographic."

BBC Drama: a loosening grip

A string of big, bold hits like Bodyguard, Killing Eve and Little Drummer Girl has reinvigorated the perception of the BBC’s drama schedule, with massive ratings and a coveted place in the public conversation

However, the lack of the broadcaster’s top dramas actually produced by BBC Studios—declining to just 4 of the top 25 in 2018—is cause for ongoing concern

At a time when the BBC is attempting to bulk up the iPlayer and programme IP has become the bedrock broadcasting asset, the BBC could be better placed  

Misplaced media spend in a booming identity economy: a brand opportunity

Most UK consumer spending, and the vast majority of its growth, is in categories which reflect who we are and where we feel we belong: lifestyle signifiers, passions, and social activities.

Communities are at the heart of this growing economy, but ad spend on media which visibly targets us as members of a group in a relevant context has on average lagged behind in these categories.

Advertisers recognising the power of emotionally and culturally relevant context in media, sponsorships or events, are finding an opportunity for building brands for the identity economy.

Wall Street Journal

6 November 2018 - 2:21pm -- Claire O'Brien
Matti Littunen was quoted in the WSJ on digital ad buying. A battle is brewing between Madison Avenue and Silicon Valley as companies shake up the way they buy ads.The rapid growth of Google and Facebook makes cutting out the agency middlemen ever easier, says Matti Littunen, senior research analyst at Enders Analysis.
 

Digiday UK

5 November 2018 - 1:36pm -- Claire O'Brien

Tom Harrington was quoted in Digiday UK on extending broadcaster prominence. “People are worried about news coming through other aggregators, the BBC is a trusted source,” points out Tom Harrington, media analyst at Enders Analysis. “Should that be backgrounded by tech platforms that have washed their hands of the treatment of the news they distribute?”

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