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This Week in TV News: ‘The Office’ and Streaming Subscriptions

This week, we’re talking about why “The Office” is still incredibly popular even though it’s off the air, and we’re reading about how TV preferences could be linked to political leanings.

Why “The Office” still works. “The Office” has been off the air since 2013, but it’s still one of the most-watched shows on Netflix. Why? “Office” creator Mike Schur explains: “I think Steve Carell is a genius, and the fact that he never won an Emmy for that performance should be a source of national shame forever,” adding, “I think the cast was incredible. I think the idea behind it was amazing.” (Adweek)

Adults over 50 feel overlooked by brands. The VAB released a report on adults 50 and over, finding that most of the age groups feels ignored by brands, and nearly half would avoid a brand that ignores their cohort. There are 114 million adults 50 and older in the U.S., and they spend more than 7 hours per day viewing video. (VAB)

You are what you watch. A study found a correlation between political leanings and TV preferences. The report, from The Norman Lear Center at USC Annenberg and the futurePerfect Lab, used statistical clustering analysis to identify those who lean liberal or conservative, and those who swing. The research found the swing group consumed the most TV and like shows like “The Voice” and “Dancing with the Stars.” The shows that “unite” audiences included “America’s Funniest Home Videos,” “Bones” and “Criminal Minds.” (Deadline)

Streaming subs are sometimes driven by just one show. A study from PwC found 36% of viewers have subscribed to a streaming service just to access one show. Among 18 to 29-year-olds, 46% said they had subscribed for one title. (MediaPost)

What Makes Us Cadent

We recognize that building a culture of teamwork, accountability, and excellence helps us deliver on our mission to restore simplicity for marketers who use the power of sight, sound, and motion to reach their audiences.

The business of TV has remained relatively unchanged for the past 50 years. Today, the industry is rapidly transforming in response to a number of challenges like audience fragmentation and inflationary pricing. In order to empower the future of brand advertising and bring clarity to our clients, we embody a core set of values prioritizing teamwork, collaboration, clarity, honesty, leadership and focus. They impact everything we do, internally and externally.

These are the five core values we put into practice every day.

Together we’re better. With a one-team mindset, when one of us wins, we all win. We win by bringing different perspectives to the table and empowering individuals to bring their own viewpoints and experiences. We thrive on feedback and critical, honest conversation. Together, we celebrate one another’s accomplishments, hold one another accountable in fair and nonjudgmental ways, and help one another grow and learn.

Knowledge is power. The industry is changing, and our team is constantly seeking knowledge and ways to improve. It powers better decisions and unlocks potential. And in a rapidly evolving industry, we encourage curiosity, and ask questions to build upon our base of knowledge and understanding of the TV landscape.

Our knowledge differentiates us. Our curiosity to seek what’s next and meet the demands of the changing industry sets us up to execute, and it fuels the success we bring to clients.

Embrace change. There’s no doubt the TV ecosystem is changing. At Cadent, we see this change as an opportunity for progress. What better time to pitch new ideas and meet the needs of a changing industry than right now?

Change keeps us open-minded, nimble, and responsive to the ever-evolving situations we face as a company, and as individuals. We build our team with people who are excited at the opportunity to make their mark on the industry and move the needle for clients, and we prize strength, resilience, patience, and flexibility.

Lead the way. We blaze the trail for each other. We aim to inspire with our creativity, inventiveness and innovativeness, and we encourage every member of the Cadent team to contribute to the effort. It’s paramount that employees feel safe and supported enough to take risks, float ideas, and start conversations. Simply put, we are active models of excellence: in our products, our services, and our entire organization.

Results over rules. Thomas Edison has been credited with saying, “There are no rules here. We’re trying to accomplish something,” and we feel much the same way. We have a rebellious streak, and that’s a good thing – we find entirely new paths of success for our clients. We don’t hold preconceived notions about the best way to succeed.

At Cadent, we know our success is based upon our clients’ successes. So we aim to overcome any obstacle and never waiver in our quest to excel, on their behalf and our own.

For more on our values, read how the Cadent team gives back to our communities. See our available roles here.

This Week in TV News: GoT, Beyoncé and ‘Jeopardy!’

Beyoncé’s new documentary hit Netflix this week, and a Las Vegas man is attracting a younger demo to “Jeopardy!” Read the latest in TV news.

Winter is here, and so are big ratings. “Game of Thrones” is officially HBO’s most popular show. The final season’s premiere episode came in with 17 million views last Sunday, not even taking in account views from digital video recorders and on-demand as well as catch-up viewing on HBO. (WSJ)

Beyoncé doc comes to Netflix.  Homecoming: A Film by Beyoncé” premiered at 3 am Wednesday morning. The documentary chronicles the pop star’s 2018 Coachella performances, which were “designed to bring a specifically African American feel and experience to the world, basing the whole show in her love for the culture of historically black colleges and universities,” according to Variety. Netflix acquired the doc for an unspecified amount. (Variety)

Las Vegas man’s “Jeopardy!” winning streak boosts ratings. Game show contestant James Holzhauer’s two-week streak (in which he won about $700,000) brought in a 7.7 household rating on Monday, up 15% from a week earlier. Notably, Holzhauer has outperformed prime-time broadcast programs among adults under 35 for six out of ten nights of his run. (Vulture)

Consumers are interested in ad-supported OTT. An OpenX survey found 54% of respondents said they preferr a “cheaper or free service that was supported by ads, compared to a more expensive ad-free service.” (MediaPost)

How Our Values Drive Us to Give Back

At Cadent, we believe giving back to our communities is essential, so in 2018 we launched our company-wide #ConnectForACause initiative, focusing on areas of importance to our employees, including homelessness and hunger, education and youth services, animal welfare, support for our military and veterans, and health services.

Cadent employees donated their time and resources to collect and pack school supplies and toiletries for those in need, knitted hats for children with cancer, organized holiday food drives, created care packages for military members, volunteered at the SPCA, and dozens of other service projects. They participated in company-sponsored marathons and bike rides, and they made donations to various organizations.

As a company, we know our engaged and enthusiastic employees give their all to our clients, and we’re proud to help them bring that same engagement and enthusiasm to their favorite causes.

By all measures, the year was a resounding success, and we’re looking forward to an equally successful 2019.

The Philly Cadent team wears purple for Alzheimer’s awareness.
Employees took part in a bike race to end MS.

The Great Corporate Health Challenge, Sponsored by #ConnectForACause

This year, we invited interested employees to download an app to log nutritious meals and snacks they ate, the amount of water they drank, the time they spent practicing deep breathing and mindfulness, the number of steps they walked, and exercise – all important indicators of healthy living. The app was part of the Great Corporate Health Challenge, and teams vied to compile the best stats. Participants reported that among their greatest motivation for joining the Challenge was competition with colleagues.

Another major motivator? Among the three competing companies, the grand prize was a donation to a charity chosen by the company with the highest average point score, making the Great Corporate Health Challenge a perfect companion piece to our #ConnectForACause efforts. Cadent’s teams excelled, choosing to donate the grand prize to Feeding America, a nonprofit network of more than 200 food banks that feed more than 46 million people.

Additionally, there was an internal competition between Cadent teams. The winning team donated to CASA, a local agency in SJ focused on foster children, and an individual winner donated to Atlanta Mission, an organization that fights homelessness and hunger.

In a follow-up survey, 80% of the participants reported that they were going to continue working on their health, 70% said the Challenge had led to better teamwork and improved relationships with coworkers, 60% had changed one or more bad habits, and over half had more energy.

We hope they’ll use some of that energy during 2019’s #ConnectForACause and that 100% are feeling good about the hard work they’re doing for their communities, their company, and themselves.

For more, check out our Careers page.

This Week in TV News: DTC Shoppers’ Streaming Habits and Disney+

How many people will tune into “Game of Thrones” this Sunday, and what content will appear on Disney+? Let’s explore these questions, plus a study around DTC shopper streaming habits and a secret Donald Glover movie on Amazon.

“Game of Thrones” viewership predictions. It’s likely Game of Thrones season 8 will premiere to its biggest ratings ever. The show trounces its own ratings every season, so the last season will be big. How big? The record holder is 2017’s penultimate season, with 12 million viewers in the overnight Nielsens, up 36% from the season 6 finale. (Entertainment Tonight)

A whole new world… of Disney streaming. The long-awaited streaming service was announced Thursday afternoon. Content from Disney’s vast repository will include titles from Disney-owned brands (Pixar, Star Wars, the Disney Channel, Marvel and National Geographic) and 21st Century Fox properties. Disney CEO and chairman Bob Iger said the company is “putting forward an aggressive strategy” during the investor day event. (AdExchanger)

DTC shoppers stream, a lot. Research from Telaria and Hulu found DTC shoppers spend 13 hours watching live or on-demand streaming TV every week, 20% more time than they spend watching cable TV. What’s more, DTC shoppers who watch both streaming and linear TV were twice as likely to buy a product after seeing an ad that those consumers that only saw on linear TV. (MediaPost)

Amazon’s secret Rihanna and Donald Glover movie. Amazon is streaming “Guava Island,” both starring and produced by Glover. In its first 18 hours, the movie will be free. After that window, it will only be available for Amazon Prime subscribers. The streaming service is betting that the film will bring in a new audience, who might decide to sample other Prime content. (Adweek)

See last week’s TV trends.

This Week in TV News: ‘Game of Thrones’ and OTT ad spend

This week, we’re talking about “Game of Thrones,” OTT revenue next year and a more automated future for TV advertising.

TV ads get more automated, easier. A Videa study of more than 200 marketing and ad professionals found 52% of respondents strongly agree that TV buying is transforming. More than 50% of survey respondents said they see money moving from digital to TV with easier, more automated buying. (RBR)

It’s a streaming world. Seventy percent of U.S. households have at least one streaming service subscription, compared with 40 percent of U.K. homes, according to a study from nScreenMedia’s Vindicia. The average American subscriber watches 3.4 services, at an average of $8.53 per month. (Forbes)

OTT ad revenue to double by 2020, Magna says. The agency predicts  OTT ad spend will see 39% growth to $3.8 billion in 2019 and 31% growth to $5 billion by 2020. (AdExchanger

“Game of Thrones” finale approaches. Beginning April 14, the final season of the epic HBO show will air. Time breaks down the season teasers, photos from the set and cast tweets to try to decipher what happens in the last episodes of the show. (Time)

See last week’s TV trends.

Faith-Based Titles Find Success with Custom On-demand Audience

As we head into spring and approach a few religious holidays including Easter and Passover, we wanted to shine a light on Cadent’s unique approach to achieving success with on-demand faith-based films.

Each year, we work with a handful of faith-based titles and take a special approach planning them. That’s because we can’t treat a faith-based film in a particular genre with the same targeting approach as we might use for other films in that same genre. For a drama title with a $1-10 million opening box office, for example, the on-demand revenue is $2.5 million on average, compared to about $1 million for a faith-based drama.

We know broad targeting approaches won’t work here. The audience for faith-based titles is very specific, and while there is definitely opportunity for success on-demand, there aren’t obvious attributes with which to target these potential viewers. Additionally, we have to work within regulations on using faith and religious preference data.

Our solution was to leverage the volume of faith-based titles we planned to develop a custom audience segment with a distribution partner that doesn’t use any PII to reach likely viewers.

This content segment utilizes first-party data and lets us target renters we know have interest in faith-based content from previous activity, not personal information. Using addressable advertising, we can promote new releases and catalog faith-based films while adhering to privacy rules.

This refined segment works. On a recent faith-based drama, Cadent used addressable advertising to target a custom audience and saw a 328% lift in the platform buy rate compared to the baseline campaign metrics without addressable support. Reaching that right audience can make or break a revenue goal–especially for campaigns with limited or no theatrical support.

There are many more opportunities to refine performance by homing in on the right target. Consistently, we see about 7% of on-demand sales come from new renters. Sampling only our faith-based films, that average is closer to 13%. This indicates a rich potential for a sales lift with the right audience.

There are also opportunities for success through aligning with seasonal events. We see substantial sales lifts annually thanks to certain holidays like President’s Day, which sees a 71% boost in transactions compared to a normal Monday.

Looking at the month ahead, Easter usually isn’t one of these occasions. It always lands on a Sunday and tends to carry a minimal lift of about 5%, not really big enough to warrant backing with a large budget. That is not the case for faith-based titles–the transaction lift can be upwards of 400%! Easter represents a big opportunity for this custom audience.

The same can’t be said for all faith-based holidays: Christmas, for example, doesn’t drive a significant increase, likely because there are other seasonal catalog titles in addition to a plethora of major new releases competing for attention.

Our custom addressable solutions open up a lot of new opportunities to promote and find success with smaller-budget, niche-audience films like these.

Learn more about Cadent in-home entertainment.