In this week’s Week in Review: ITV enters early talks with RedBird IMI, Google launches its MM product for all marketers, and Alex Mahon calls for more promotion of PSB content online.
Top Stories
ITV Reportedly in Early Talks Over Production Merger with Redbird IMI
UK broadcaster ITV is reportedly in early stage talks about merging its production arm with All3Media, a studio owned by investment group RedBird IMI.
ITV had been rumoured towards the end of last year to be considering selling ITV Studios, which creates content for ITV’s channels as well as selling it to third-party broadcasters. One option being discussed between ITV and RedBird is for Studios to be separated from ITV’s broadcast business and merged with All3Media as a new company, which both ITV and RedBird would hold a stake in. Sources which reported the rumour to Reuters emphasises that the talks are still early, and won’t necessarily lead to a deal.
RedBird previously made a play for a major British media company when it bought UK newspaper The Telegraph in 2023. However the British government blocked the group from running the newspaper — RedBird is backed by Abu Dhabi, and its direct control of a major British newspaper was seen as a threat to freedom of expression and news quality in the UK.
Google Rolls Out MMM to All Marketers
Google has rolled out Meridian, its open-source marketing mix model (MMM), to all marketers globally. Following a test period, the MMM is now available for marketers to measure the impact of TV, YouTube, Google and social media campaigns on purchases and customer acquisition.
Google also announced the launch of a partner program with a select group of agencies and measurement vendors who have been trained on Meridian. Analytic Edge, a marketing analytics company designated as one of the partners, said the collaboration will help advertisers better understand the interactions between channels and improve their campaign strategies.
“Meridian integrates technical innovations to assess the indirect impact of search on marketing channels in the consumer journey,” said Santosh Nair, Founder & Director at Analytic Edge. “It enhances the measurement of reach and frequency for YouTube campaigns, helping advertisers with campaign planning.”
Channel 4’s Alex Mahon Warns Against Social Firms’ “Wanton Abandonment of the Pursuit of Truth”
Channel 4 CEO Alex Mahon has called for regulation to ensure young people can easily find verified, independent news on social media, warning of “a slide into an American news swamp.” Speaking at a Channel 4 and Royal Television Society event, and to the FT ahead of the speech, Mahon said social platforms have “publicly announced a wanton abandonment of the pursuit of truth.” She cautioned that Gen Z are faced with a social environment where “fiction travels faster than fact.”
According to Channel 4, Mahon highlighted four ways reliable information is under threat from social media: “Short form means less detail; speed means less context; the algorithms move the salacious faster to the top of feeds; solo viewing reduces socialisation of points of view, therefore reducing the likelihood that radical or socially destructive perspectives will be questioned.”
The Week in Tech
Barb Launches Two Prototypes for Big Data Integration
UK TV measurement body Barb this week announced the launch of a new prototype phase for Barb Panel Plus, its initiative to integrate big data sets with its classic panel measurement. Two prototypes — one from Kantar and one from RSMB and Sopra Steria — have been commissioned, and Barb will test both before making a decision on how to proceed by the end of the year. Two big datasets are being tested within these prototypes: return-path data from 900,000 Sky set-top boxes, sourced by measurement business TVbeat, and return-path data from HbbTV enabled connected TVs in 26 million homes, sourced by TVA. Read more on VideoWeek.
Amazon Launches New Tool for AI-Based TV Audience Building
Amazon last night announced Brand+, a new tool within the Amazon DSP which uses AI to build and optimise audiences across TV and video campaigns. While the product, as the name suggests, is built for brand awareness, the idea seems to be to cut waste and ensure only relevant audiences are targeted, adding a performance edge to brand campaigns. The ecommerce giant said that Brand+ identifies and targets individuals who are in-market for a particular product or service and likely to convert over time, while also meeting the brand’s awareness goals. Read more on VideoWeek.
Meta Tests Ads on Threads Amid Ongoing Social Media Uncertainty
Threads, the Meta-owned “microblogging” social media service, has begun testing ads in the US and Japan. Adam Mosseri, Head of Threads and Instagram, announced the introduction of ads on Saturday, beginning with tests among “a handful of brands” before further scaling the ad offering. The social media giant is leaning on its existing advertiser base and ad infrastructure to essentially expand the capabilities available on Facebook and Instagram to the newer platform. Meta said that advertisers will be able to add Threads to their campaigns by simply checking a box within Meta’s Ads Manager. Read more on VideoWeek.
Chinese AI App DeepSeek Sparks US Tech Stock Sell-Off
DeepSeek, an AI app from a Chinese startup, shot to the top of the Apple Store’s downloads in the US on Monday, wiping $1 trillion from US tech stocks. DeepSeek’s owners claim the model was built at a fraction of the cost of industry-leading models such as OpenAI because it uses fewer advanced chips. Chip giant Nvidia was hit particularly hard by the disruption, shedding $600 billion in market value.
Perplexity AI Bids for TikTok with Plan for US Government Stake
Perplexity AI, an AI search firm backed by Nvidia and Jeff Bezos, has launched a fresh bid for TikTok’s US business. The proposal would allow the US government to own up to 50 percent of the merged entity, according to Associated Press, in line with Donald Trump’s conditions for the continued operation of TikTok in the US. The offer is a revision of Perplexity’s bid submitted to TikTok owner ByteDance before the proposed ban was due to come into effect.
European JICs Form Audience Measurement Coalition
Several major European joint industry committees (JICs) for media measurement have created the Audience Measurement Coalition (AMC), a group aiming to advise European regulators on policy matters related to audience measurement. The announcement follows the introduction of the European Media Freedom Act, which includes measures to boost transparency in audience measurement. The AMC’s 18 members include Médiamétrie (France), Videoforschung GmbH (Germany) and NMO (Netherlands), as well as measurement companies Nielsen and Kantar.
AI Drives Ad Sales at Meta
Meta ad revenues jumped 21 percent YoY during Q4, the tech giant announced in its latest earnings report, with AI driving personalised advertising. Meta CFO Susan Li said the company’s AI investments were “continuing to better personalise when ads show up, including the optimal locations in the depth of someone’s feed, to introduce ad supply when it’s most optimal for the user and revenue.” The company said it will invest $60-65 billion to fuel its AI strategy in 2025.
X is “Barely Breaking Even” as Financers Prepare Debt Sell-Off
Elon Musk’s X is “barely breaking even”, according to an internal email from Musk seen by The Verge. The report says the banks that financed the billionaire’s takeover of Twitter are preparing a coordinated move to sell off some of the $13 billion in debt they loaned Musk, aiming to capitalise on the X owner’s ties to Donald Trump. But investors said the company only has around $400 million cash on its balance sheet, down from $1.4 billion in 2022. “Our user growth is stagnant, revenue is unimpressive, and we’re barely breaking even,” Musk said in the email to staff.
Google Loses Bid to Dismiss Digital Advertising Antitrust Lawsuit
A US judge has denied Google’s bid to dismiss a lawsuit brought by a coalition of states, accusing the tech giant of unlawfully dominating digital advertising markets. As a result, Google must face the antitrust lawsuit, which alleges that the company maintains an unlawful stranglehold over digital advertising, allowing it to artificially raise ad prices. The trial is scheduled to begin in March.
The Week in TV
Sky News to Shift Revenue Model Towards Paid Content
Sky News is planning to shift its revenue model towards creating premium paid content, the broadcaster’s executive chair said in a speech to staff on Tuesday. According to the FT, David Rhodes told staff that the business’ revenue streams were “largely stagnant” given a reliance on advertising and sponsorship. The new strategy, dubbed “Sky News 2030”, will focus on paid products, including podcasts, newsletters, events and live shows.
Project Rise Partners Launches Late Paramount Bid
A consortium of investors have launched a late bid for Paramount Global, weeks before the company’s acquisition by Skydance Media is set to close. According to Variety, Project Rise Partners have submitted a $13.5 billion bid, higher than Skydance’s $8 billion offer. The consortium also seeks to grow Paramount’s headcount, according to the reports, a significant difference from plans for further cuts under Skydance.
Comcast Posts Flat Peacock Subscriber Numbers in Q4
Comcast posted 2 percent YoY growth during Q4, but reported heavy broadband customer losses and stagnating paid subscribers for its Peacock streaming service. The telco is planning to spin off select cable networks into a separate publicly traded company, and revealed that 98 percent of Peacock viewing is driven by the NBC and Bravo channels, which will remain part of Comcast’s NBCU media segment. The business also laid off 40 staff at NBC News, according to CNBC.
Ad Alliance Launches Dedicated Sales Unit for Healthcare Sector
Ad Alliance, the German sales house covering RTL Deutschland and Bauer Media Group, has created a Healthcare sales unit, established to offer marketing solutions for the pharmaceutical and healthcare industry. The unit will be headed up by Sebastian Dankwart, who has been named Director Sales Healthcare. “By marketing the Bauer Media Group, we are strengthening the pharmaceutical expertise in the Ad Alliance portfolio,” said Ad Alliance CSO Michael Dorn.
ProSieben Chairman Dr. Andreas Wiele Steps Down
Dr. Andreas Wiele, Chairman of the board at German broadcaster ProSieben, has announced he will not seek a further term of office. Wiele intends to step down from the Supervisory Board in May, initiating the search for a successor. “I would like to thank my colleagues on the Supervisory Board and the Executive Board for the trustful collaboration over the past three years,” he said. “With an outstanding Executive Board and a clear strategy, ProSiebenSat.1 is on the right track and in a great position.”
BBC Publishes Net Zero Roadmap
The BBC has published its first Climate Transition Plan, laying out steps to reach Net Zero by 2050. The plan includes reducing, optimising and innovating its energy to low-carbon solutions, and developing skills across the organisation to drive action within operations, editorial and content production teams. The BBC said it has already made significant progress towards its science-based targets.
MFE Bids on WBD-Owned Polish Broadcaster TVN
MFE, the pan-European media group controlled by the Berlusconi family, has mounted a bid to buy Polish broadcaster TVN from Warner Bros Discovery (WBD). MFE’s preliminary offer only targets TVN’s free-to-air business, according to Reuters. Sources said WBD has received bids from at least three interested parties.
UK Government Considers Netflix User Contribution to BBC Licence Fee
The UK Government is considering asking Netflix and Disney+ viewers to contribute to the licence fee, according to Bloomberg, in efforts to secure BBC funding. The government is to review the BBC’s Royal Charter which expires in 2027, raising questions over the public service broadcaster’s (PSB) financial future. Sources told Bloomberg that options on the table include a tax on streaming services, listener fees for BBC Radio, or allowing the PSB to use advertising.
The Week for Publishers
Daily Mail Cuts Staff as it Merges Digital and Print Teams
The Daily Mail is cutting under 100 staff as part of its efforts to merge its digital and print teams, the Financial Times reported this week. The news publisher is more closely integrating staff from its Sunday paper, the Mail on Sunday, into the rest of the team, and is expecting all reporters to produce content for both its print and online publications. The company is running a 30 day consultation period before deciding how many jobs will be cut, but the maximum is 99 according to the FT.
Daily Star Puts Digital First in Leadership Shake Up
UK newspaper the Daily Star, owned by publishing group Reach, has announced a shake up of its leadership which will make the newspaper’s digital output its primary focus. Current editor-in-chief Jon Clark is stepping down, and deputy editor Denis Mann will step in as editor of the Daily Star and Daily Star Sunday. Mann however will report to Ben Rankin, who will take the job title of editor-in-chief of Daily Star Online and lead the newspaper’s overall newsroom.
Google News Showcase Launches in Croatia
Google News Showcase, a news product launched by the search giant as a means of paying publishers in return for bespoke news content, has launched in Croatia. 24sata, Večernji list, Index.hr and Net.hr are among the media publishers that have signed on to Google News Showcase in Croatia, according to Google. With the addition of Croatia, Google says that News Showcase is now running in 31 countries, with over 2,800 publications participating.
Ipsos Data Ranks BBC, Yahoo and Mail Online as Top UK News Websites
BBC News, Yahoo News, and Mail Online were the top three ranking news websites in the UK in December, when ranked by both total page views and by total minutes spent on site. Press Gazette’s analysis of Ipsos iris data ranked The Telegraph fourth, ITV fifth, and The Guardian sixth in terms of total minutes spent on site. All of these saw a year-on-year decline in total minutes except for Yahoo and The Telegraph, which were up by 18.2 percent and 24 percent respectively.
Reach Renews Taboola Deal
UK publishing group Reach has renewed its content recommendation deal with Taboola, taking their partnership into its thirteenth year. In the new deal, Reach will continue to use Taboola’s products across its titles, and will also implement Taboola’s header bidding product, which the two say will power improved monetisation.
The Week for Brands & Agencies
Dentsu Ordered to Pay ¥300 Million Over Olympics Bid Scandal
Japanese holding group Dentsu has been ordered by a Tokyo court to pay ¥300 million (around £1.56 million) in damages sought by prosecutors over its role in a bid rigging scandal relating to the 2021 Olympics. People working for Dentsu at the time were accused of conspiring with the Tokyo Games organising committee to preselect winners for contracts relating to test events and venue management for the Olympics. Dentsu has said it will appeal the ruling.
WFA Identifies Biggest IP Risks from AI
The World Federation of Advertisers has identified what it says are the six biggest intellectual property (IP) related risks that come from using AI. Based on qualitative research involving the WFA’s AI steering board and IP experts working for WFA members, the trade group says the biggest risks are:
- Loss of control over your brands’ IP and data input into GenAI tools by your staff, agency staff and other suppliers.
- Breach of third-party IP rights or confidentiality by inputting third-party IP or data into a GenAI tool without necessary permissions
- Generating brand outputs that inadvertently infringe third-party IP rights.
- Lack of ownership or exclusive rights over IP in- and outputs created by GenAI tools.
- Third-party AI-generated fraudulent ads impersonating your brand in paid media.
- Third-party organic content impersonating your brand.
Sport, BVOD and Online Formats Push Q3 Ad Spend Over £10 Billion
UK ad spend reached £10.6 billion in Q3 2024, according to the latest Expenditure Report from the Advertising Association (AA) and WARC, marking the first time ad spend has exceeded £10 billion in a third-quarter period. The total spend represents a 9.7 percent increase on Q3 2023, continuing the solid rise in UK ad spend after dipping during the pandemic in 2020. The growth was driven by double-digit YoY increases for online display, search and direct mail, according to the figures, offsetting double-digit declines in cinema, magazine brands and online classifieds.
Meanwhile TV spend fell by 2.6 percent YoY, despite the Olympics, Paralympics and Men’s Euros finals during the quarter. AA and WARC suggested the sports events contributed to an 8.7 percent increase in BVOD spending. However the BVOD figure is included in the overall total, so while spending on streaming services is on the rise, it was still not enough to offset the overall decline in ad spend on TV. Read more on VideoWeek.
Starbucks Swaps Discounts for Brand-Building in Marketing Push
Coffee giant Starbucks has announced plans to up its investment in upper-funnel marketing activity, including investing in linear TV. The company discussed the plans in its earnings call for the latest quarter, which it calls Q1 fiscal 2025, when revenue was flat compared with the previous year. The “Back to Starbucks” strategy marks a shift from short-term sales promotions to longer-term brand building, following a 4 percent decline in store sales during the quarter. The company added that holiday promotions garnered “lower-than-expected performance” at the end of 2024. Read more on VideoWeek.
Pandora Consolidates Global Media Account with Dentsu
Jewellery brand Pandora has consolidated its global media account with Dentsu, which it has worked with since selecting the Japanese group as a key global media partner in 2016. The expanded remit will see Dentsu handle media duties in 36 markets including the USA, Canada, UK, Italy, France, Germany, Spain, Poland, and Australia . “We truly consider our relationship with Dentsu to be a strategic partnership that has grown well beyond that of a media agency,” said Dennis Pedersen, VP of paid media and performance marketing at Pandora. “Dentsu’s willingness to innovatively rethink how we approach customer-centricity, has been invaluable to Pandora’s transformation over the last several years.”
S4 Capital Expects Q4 Results Above Consensus Forecast
Marketing group S4 Capital issued a trading update this week, stating that fourth quarter results will be in line with its own expectations when they’re released in March. Executive chairman Sir Martin Sorrell said results will be slightly ahead of current consensus forecasts, which lead to a nearly 25 percent jump in the company’s share price following the announcement.
Ad Accessibility Alliance Launches New Ad Accessibility Resource Hub
The Ad Accessibility Alliance, a group originally brought together by P&G and egta, this week announced the launch of a new hub, designed to provide resources “for anyone in the industry to help them at whatever stage they are on their accessible advertising journey,” according to the announcement. The new resource hub is available to anyone and provides best practice examples, guidance and practical steps that advertisers and their agencies and production companies can take to make their advertising accessible.
Trade Groups Launch New All Party Parliamentary Group
UK advertising trade groups ISBA, the IPA, and the AA, this week announced the launch of a new All Party Parliamentary Group (APPG) to advocate for the industry in Parliament. The groups say the new APPG will raise the profile of advertising and share positive economic and social contributions with parliamentarians, while also showcasing the industry’s successes in areas such as responsible advertising, job creation, regional investment and exports.
Hires of the Week
Monks Hires Rick Eiserman for Google Partnership
Monks, the digital-first operating brand of S4 Capital, has appointed Rick Eiserman as President, Google Global Lead. Eiserman will help accelerate the integration of Google Gemini across Monks’ AI-centric solution Monks.Flow, while supporting the growth of Monks’ partnership with Google. He previously worked as an advisor on integrated marketing for Virgin Galactic.
IPA Announces Three New Group Chairs
The Institute of Practitioners in Advertising (IPA) has named Jason Cobbold, CEO of BMB, as Chair of the IPA Commercial Leadership Group. Meanwhile Nick Maddison, Managing Partner at the7stars, and Genna Trentham, Client MD at Wavemaker UK, will co-Chair the IPA Client Relationship Group.
This Week on VideoWeek
Consent or Pay: What Publishers Need to Know
Meta Tests Ads on Threads Amid Ongoing Social Media Uncertainty
Amazon Launches New Tool for AI-Based TV Audience Building
Starbucks Swaps Discounts for Brand-Building in Marketing Push
Sport, BVOD and Online Formats Push Q3 Ad Spend Over £10 Billion
Ad of the Week
Maxus Mifa 7, Maximum Space
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