Kantar Media Newsroom: GOP looks to align with Trump in latest ads

Welcome to this week’s Kantar Media Newsroom, your weekly summary of the news that matters in the media and marketing industries. To learn more about how we can help you monitor both paid and earned media and make informed decisions, please contact us at info-us@kantarmedia.com.

Hot Topics

Not going to ask if you heard “yanny” or “laurel”

Because it’s laurel. At any rate, the yanny/laurel craze peaked late last week, and you would’ve had to burrow under a very large rock in order to avoid the question. Not since #TheDress has the internet seen such uproar. Even famed musician Yanni got in on the gag, claiming he only hears his name in a cheeky tweet. Of course, brands, sports teams, and anyone with a Twitter handle took their spin on the merry-go-round, all stating their opinions, outrage and general apathy to the latest craze. But it’s laurel…because yanny isn’t even a word. #MicDrop

No boys allowed…?

Has #MeToo gone too far? A new concept in community workspaces has attracted controversy for precisely the reason they were created – “The Wing” is growing throughout the country with a no-men-allowed policy. “The Wing doesn’t allow members to bring in male clients for meetings; there isn’t even a restroom available for men if they did find a way in. Legal experts see this practice as sex discrimination and the New York City Commission on Human Rights has opened an investigation into whether The Wing violates anti-discrimination law.” So, here we are as women, feeling marginalized and “not allowed” to be at the table, glass ceilings and all – now building the same type of environment in a reversed role. Of course it is part of a larger discussion of safety, opportunity and empowerment – but does it have to go to the level of no-men in order to accomplish this? Are we embarking on a next-level micro-discrimination, or is this just a fad? “Across the country in San Diego, Hera Hub emphasizes that while it’s ‘female-focused,’ men are encouraged to join the community and support the female members. Under five percent of members are men, but founder Felena Hanson says there are men in the space daily. ‘To be supportive of women, you don’t have to ban men,’ said Hanson. ‘The structure and style of business, and the competitive nature of the industry was really developed by men. Coming into that environment over the last 50 or so years, women often feel like outsiders in the industry. We want to create a space that is safe and supportive, but invite men into our boardroom — if you will — and ask that they’re part of the conversation. It’s not us versus them.’”

Royal wedding marketing

The dress, the flowers, the strange hats – all the pomp and circumstance in Windsor, England had the U.S. transfixed early on Saturday morning. In prepping for the big day, brands had to determine what they were going to do to try and capitalize on this big money-maker. AdAge suggested the following, “Don't use your social channels to say anything about the royal wedding in advance; Don't use your social channels to say anything about the royal wedding as it's happening; Don't use your social channels to say anything about the royal wedding afterward.” What?! Don’t do anything? But what about seizing an opportunity to connect your brand with the royal family? They brought up a good point – using Oreo’s tweet from the 2013 Super Bowl and its unexpected power outage – that marketers are just itching to be “that tweet,” the in-the-moment hit that goes viral and endears everyone to that brand. “It's funny to look back now and see the relatively paltry number of retweets (14,908, as of this writing) and likes (6,840) on that supposedly groundbreaking tweet, but all the media hype around it at the time still somehow helped convince countless marketers and agencies that they had to get in on the real-time marketing craze. The idea was that a brand could be seen as relevant by meshing with the real-time conversation about stuff going on in the world. Sounds good in theory, I guess? Or at least it did at the time.” The point for U.S. marketers is, “stay out of it. And particularly when it comes to a quintessentially British affair like a royal wedding, American brands have no business trying to hop on the bandwagon.”


They are falling in line

The once very-divided GOP has seemingly fallen in line with the president’s rhetoric and policies. With midterm elections going on this year, it has forced candidates to take a stand either way – siding with building a wall and draining the swamp has seemingly been the choice of the Republican Party. Of course, the easiest way to see if candidates are pro-Trump is by looking at their advertising. “Trump’s name or image has appeared in 37% of Republican ads for the US House and Senate between Jan. 1 and May 10 of this year, according to data provided to the USA TODAY NETWORK by Kantar Media’s Campaign Media Analysis Group (CMAG), which tracks political ads. Every one of those Trump mentions has been a favorable one, according to CMAG.”

Facebook continues its commitment to fight ad fraud

In efforts to curb misinformation found on its platform, Facebook has partnered with D.C. think tank the Atlantic Council, which will help identify the fraudulent posts. “Facebook CEO Mark Zuckerberg has tried to regain public trust in the company by repeatedly speaking about the company’s latest efforts to combat disinformation. Some of those efforts include partnering with news organizations like Agence France-Presse and the Associated Press to fact check news, photos, and videos. Facebook didn’t provide many details on how the Atlantic Council would help spot potential disinformation, only to that the think tank’s cyber forensic team would work with Facebook staff to deliver ‘real-time insights and updates on emerging threats.’” Facebook is still working to build back its credibility, and it remains to be seen whether or not this partnership will bear fruit and help curb misinformation.

One More Thing

GDPR is upon us

And no one cares, apparently. The EU-enforced legislation goes into effect on Friday, and companies are all over the place getting their ducks in a row – or ignoring their ducks completely. “A recent survey of chief marketing officers and e-commerce and marketing executives found that 16 percent of companies had no plans in place to address GDPR, according to SAP, a business software firm that owns Gigya and is based in Germany. Another 10 percent of respondents weren't sure if their company had a plan.” Fortunately, some companies are taking this as an opportunity to “spring clean” of sorts. “The prepared companies are taking the opportunity from GDPR to get a handle on how they collect data, where they store it all and how they apply it across their businesses. They're combing through hundreds of points of contact with consumers from their stores to their websites and events, sorting through the databases and organizing the process. But some publishers and smaller companies see only small portions of their internet traffic coming from Europe. People who work closely on GDPR compliance, and who spoke on condition of anonymity so as not to out clients, said they have heard from companies that won't make changes to address a small segment of their audience or customer base that's in Europe.” The penalties are stiff – we’ll see how effective policing will be during the first months of the new law.

Kantar Media’s Dimension 2018 is out!

DIMENSION 2018 explores four of the largest issues facing the media industry from improving creative standards and relevance online and achieving greater channel integration. Explore and download here!

Who's on Top? May 7-13, 2018

McDonald's new campaign is leaving customers speechless

The week of May 7 saw a 12% decrease in spend on new national TV ads compared to the previous week. Advertisers spent a total of $840 million on national TV, with $119 million (14%) dedicated to new commercials.


In a set of new ads released this week, McDonald's customers indulging in the new fresh beef Quarter Pounder are left without words when celebrities like Gabrielle Union, John Goodman and Charles Barkley step in to speak for them. The golden arches spent $8.5 million on national TV with the ads running more than 1,500 times on broadcast and cable networks in both English and Spanish


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