Welcome to the thirty-sixth edition of State of the Screens.

1. Return to New Year’s Day, Classic Rose Bowl, Boost CFP Overnights

TV ratings for the College Football Playoff semifinals were up big compared to the previous two years.

Ratings change compared to previous years:
1) 2018 vs. 2017: ↑ 26%
2) 2018 vs. 2016: ↑ 42%

The big change. Moving the games from New Year’s Eve to New Year’s Day.

The peak viewing time was between 9:00–9:15 PM EST.

Below are the 5 most-watched cable telecast of all time:
1) 2014 CFB National Championship (Oregon/Ohio State): 33.4m
2) 2014 CFB Semifinal (Ohio State/Alabama): 28.3m
3) 2014 CFB Semifinal (Florida State/Oregon): 28.2m
4) 2010 CFB National Championship (Oregon/Auburn): 27.3m
5) 2017 CFB Semifinal (Georgia/Oklahoma): 26.8m

College football has fared better than the NFL, but ratings declined during the regular season.

% change between 2016 and 2017:
1)
Fox: ↑ 23%
2) FS1: ↑ 4%
3) NBC: ↓ 3%
4) ESPN: ↓ 6%
5) CBS: ↓ 10%
6) ABC: ↓ 18%

Below are the 5 most-watched college football games during the regular season:
1) Alabama/Auburn (CBS): 13.7m
2) Georgia/Auburn (CBS): 13.5m
3) Ohio State/Wisconsin (Fox): 12.9m
4) Florida State/Alabama (ABC): 12.4m
5) Ohio State/Michigan (Fox): 10.5m

The big question. What impact will an all-SEC national championship have on ratings?

The last all-SEC national championship game (Alabama/LSU in 2012) was the lowest-rated finale over the past 16 years.

Quote from Chuck Neinas — Former Commissioner @ Big 12 Conference:
“We met the day after the game and said, ‘We need to look at a different system,’”

2. What’s Behind the Rapid Progress of Advanced Audience Targets in Linear TV

Brands are increasingly utilizing “digital” like data and targeting with traditional TV advertising.

How big is the market? A recent analysis from Credit Suisse projected that audience buying on traditional TV could be a$100B business by 2030.

That is 40% larger than the entire TV advertising business is today!

Quote from Joshua Summers — CEO @ clypd:
“There are two sides to this, and they’re exactly as you laid them out. But there’s a chasing of dollars across the border. Digital folks want to expand their ability to sell into linear, and linear folks want to expand the ability to sell into digital. Each side has the same goal: to cross that line.

Marketers want to increase the effectiveness of their buys, no matter where they’re delivered. And the way they’ve learned to do that in digital is through advanced data sets, whether it’s first-party, CRM-type lists or third-party data sets. They want to be able to leverage that.”

Flashback. Nielsen announces Comcast agreement to incorporate set-top box data for local TV audience measurement

3. Amazon Eyes Video Advertising Expansion

How aggressive will Amazon be in the video advertising space in 2018?

Crazy stat. The Fire TV stick was the #2 product on Amazon this holiday season and had double the sales compared to 2016.

Connected TV ranking by market share in the U.S.:
1) Roku — 23%
2) Chromecast — 22%
3) Amazon Fire — 21%
4) Apple TV — 13%

More:
1)
Niche Content Is Finally Going Mainstream

2) 2018 will be a pivotal year for Facebook’s video ambitions

3) Snapchat May Force Users To Watch Three Seconds Of Ads Before Skipping

4. IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

Advertising in podcasting has grown 85% over the past year.

Podcasting advertising revenue (% change):
1) 2015: $69M
2) 2016: $119M (↑ 72%)
3) 2017: $220M (↑ 85%)

Share of ads by delivery type:
1) Host Read: 60%
2) Pre-Produced: 40%

Share of ads by objective:
1) Direct Response: 73%
2) Brand Awareness: 25%
3) Branded Content: 2%

5. And The Top Ad Categories For 2017 Are: Auto, Banks, Insurance

Auto dealers ran 12m+ radio spots last year which was 62%higher than the next closest industry (finance).

Local radio is counting on $564M (↓ 9% vs. 2014) from theupcoming mid-term elections.

Radio is expected to account for 7% of the political spend in 2018.

Flashback. BIA/Kelsey: Local Radio Ads Will Inch Up To $14.2B In 2017

Politics is expected to account for 4% of all local radio advertising in 2018.