Extreme Reach recently had the pleasure of hosting the ANA/4A’s Joint Policy Committee at a seminar covering the recent SAG-AFTRA contacts. The event was attended by over 120 industry professionals in Marina Del Rey, and featured speakers Doug Wood and Stacy Marcus of the law firm Reed Smith. Doug and Stacy were the lead negotiators for the industry team that bargained the new 2013 Radio & TV Commercials Contracts with SAG-AFTRA.
The top highlights from the event included a review of the most significant changes in the 2013 Commercials Contracts.
Rate Increases: Wages were increased by 6% across the board, and are retroactive to April 1. Any commercials produced on or after that date are subject to the new rates and terms. Cable use payments are now maxed at 3000 units, up from 2000 units. P&H goes from 15.5% to 16.8%.
Spanish Language Increases: Spanish Language TV commercials saw an increase of 5-10% in addition to the 6% base increase noted above. Use in Puerto Rico is no longer to be paid for as “foreign” use.
Editing Provisions: Advertisers are now entitled to have a second free lift under Section 26A (Shorter/Longer Versions) and Section 26K has been modified to allow certain retail advertisers to make multiple versions of a basic spot (featuring different products) without creating a “new” commercial and having to pay additional use fees. Those changes were formerly so cost-prohibitive that signatory agencies had been at a competitive disadvantage pitching retail business.
In this seminar recap, learn about important changes regarding Internet content, new Ad-ID requirements, the Clearinghouse Initiative and more.
Your Extreme Reach talent management team is here to assist you in understanding how to implement new contract terms and provisions. In fact, we’re making all necessary retroactive payments on behalf of our clients. Questions? Contact us!
In a multi-screen world, cross-media reporting is the only true measure of today’s video advertising. And up until now, cross-media measurements haven’t shown the full picture.
Online platforms typically provide Web-only data, or at best, just show basic TV ratings information. On the other hand, TV platforms usually don’t include Web or online performance data.
But now, with our new Cross-Media Reporting Suite, you can immediately see how your TV and online advertising work together to drive results in your live campaigns. Our new reporting suite provides insightful, actionable answers to help uncover:
- How to split media budgets between TV and online video advertising
- How the combination of TV and online video advertising may increase overall campaign results
- How numerous online campaign performance metrics can be measured against TV campaign activity
- How to optimize the reach, frequency, creative, media and mix of TV and online video campaigns
Plus, our platform provides all the integrated tools you need to respond to those insights, so you can make media and creative adjustments that will improve the results of your live campaigns.
Learn more about the insights provided in our Cross-Media Reporting Suite in our new press release.
This year’s Super Bowl commercials sported a distinctly digital theme. For starters, nearly half of the network TV ads were delivered digitally via the Extreme Reach platform. Also, a record number of Super Bowl commercials were introduced both on TV and online. And, during the game, most TV ads aimed to drive viewers to the Web.
The ad industry’s biggest event is an insightful indicator of advertising trends. This Marketing Land article points out some interesting cross-media trends among this year’s crop of Super Bowl ads. More than 80% of ads that aired during the Super Bowl featured an online call to action, driving TV viewers to Twitter, Facebook, or branded webpages. Almost all of these digital destinations featured interactive video content, taking the opportunity to directly engage with TV viewers once they made the jump online.
TV and online video advertising can be interconnected in a variety of ways that leverage the unique advantages of each medium while gaining new benefits from tying them together. Here’s an example of how stunning HD TV ads can now be instantly transformed into interactive ads for online video campaigns.