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clypd Blog

Watching the Man on the Moon with Uncle Walter, 50 Years Later

By clypd Blog, Throwback Thursdays No Comments

On July 20, 1969, three American men landed on the moon. As we approach the 50th anniversary of this giant step forward for mankind, there will be no shortage of TV specials looking back on the day. CNN, Discovery, National Geographic Channel, PBS, and the Smithsonian Channel are just some of the networks planning specials. It is only fitting that TV networks will mark the achievement in the weeks leading up to the anniversary, given the role TV networks played in bringing the nation together in the summer of 1969.

Expect to see a lot of Walter Cronkite, CBS News’ anchor of the era, in the lookbacks. When Apollo 11 launched, he was host of the top-rated broadcast news program, having eclipsed longtime NBC rivals Chet Huntley and David Brinkley. In fact, Cronkite’s CBS audience for the moon landing was more than the combined total for NBC and ABC that day, further cementing his legacy as the leading TV newsman for the next decade and “the most trusted man in America.”

Cronkite grew his leading viewership base in the decade leading up to the moon landing via his coverage of President John Kennedy’s assassination in 1963, followed a few years later by his reporting on the deaths of Robert Kennedy and then Martin Luther King in 1968.   Read More

Stranger Things Have Happened, But Not Often: the Reintroduction of a Failed Soda

By clypd Blog, Throwback Thursdays No Comments

On April 23, 1985, the Coca-Cola Company debuted New Coke, replacing its flagship and market-leading soda, then called Coke.

Blind taste tests, a market research strategy employed by chief rival Pepsi, indicated that consumers overwhelmingly preferred the sweeter New Coke. So confident were Coke executives in the new flavor, they discontinued production of Coke the same week that New Coke was release. They evaluated releasing New Coke as a brand extension to Coke, but with bottlers were already pushing back after the launch of Cherry Coke, they preferred to shut down Coke production. New Coke’s introduction was an epic mis-read of consumer sentiment, and the original flavor was brought back to store shelves quickly, with production restarting just 79 days after New Coke’s launch.

This was not just a footnote in the summer of 1985. It was a sonic boom within the Cola Wars, evidenced by ABC News’ Peter Jennings interrupting daytime soap “General Hospital” with the special report. Read More

Earth Day (b. April 22, 1970)

By clypd Blog, Throwback Thursdays No Comments

This past Monday, April 22, marked the 49th Earth Day. The evergreen idea was led by environmental activists Denis Hayes and Wisconsin Senator Gaylor Nelson. But without branding help from a Mad Man in the Copywriting Hall of Fame, it was doomed for a fragile existence.

Julian Koenig, who died in 2014, was the copywriter behind many legendary ad campaigns including VW’s “Think Small” and “Lemon,” Timex’s “It takes a licking and keeps on ticking,” and the naming of Earth Day.

Following his 1941 graduation from Dartmouth, Koenig did not take a straight path to advertising. He served a few years in the Army, spent a short time at Columbia Law, worked for the Yonkers Indians, a semi-pro baseball team, and set out to write novels. But then he stumbled in to advertising, and after impressing founder Bill Bernbach with a spec ad, he landed at Madison Avenue’s legendary Doyle Dane Bernbach in the 1950s. The spot that got him hired which never ran, was for Hires Root Beer. It featured a little boy holding a bottle of the soda with caption ”the finest beer I never tasted.” Read More

March Madness: A Slam Dunk for Advertisers

By clypd Blog, Throwback Thursdays No Comments
Roughly 100 million people will tune in to the 68-team March Madness college basketball tournament this year. Played across three weeks, in 14 cities, from the first play-in games in Dayton, OH, to the Final Four in Minneapolis, fans, cities, colleges, and broadcast partners all benefit from the plentiful madness.

The first NCAA basketball tournament tipped off 80 years ago, in 1939, and Oregon came out on top of the eight-team event, beating Ohio State in the final game, 46-33. In 1951, the field doubled to 16, and in 1975 doubled again to 32 teams. It was not until 1985 that 64 teams made the dance. The current 68-team format was adopted in 2011. Read More

Lincoln and Washington: Still Marketing Gold

By clypd Blog, Throwback Thursdays No Comments

Presidents’ Day weekend is intended to honor both George Washington and Abraham Lincoln and provide a three day break. More of us know it as a long weekend filled with mattress and appliance sales.

The origin of Presidents’ Day dates back to the 1880s, when the February 22nd celebration of Washington’s birthday was first named a federal holiday. Disneyland capitalized on the day off, releasing a print ad using cartoon characters playing the fife and drum to invite families to spend the day at Disneyland. Read More

I Wish I Were an Oscar Mayer Wiener…Mobile Driver

By clypd Blog, Throwback Thursdays No Comments

Since German immigrants Oscar and Gottfried Mayer opened their small meat market on the north side of Chicago in 1883, they have been leaders in many forms of advertising and communications – including sponsorship of Polka bands in the 1890s, label enhancements, radio and TV ads, and for the last 83 years, the iconic Wienermobile.

Oscar was known to have had a flair for marketing, and launched early brand awareness of the meat market by sponsoring polka bands in German neighborhoods throughout Chicago, and with a sponsorship of a German exhibit in the 1893 Chicago World’s Fair. Read More

Bringing Consistency and Transparency to Data-Driven Linear

By clypd Blog, Product No Comments

Over the past several years, the TV industry has begun to embrace advanced audience buying and data-driven linear. The majority of the larger Media Owners have developed internal advanced audience targeting capabilities and actively pitched those solutions (Discovery Engage, Disney Luminate, Fox AIM, A+E Precision, Turner Ignite, Viacom Vantage) in last year’s upfront. With the 2018-19 broadcast season demonstrating a strong uptick in data-driven linear transactions, the need for industry standards and transparency has become more important than ever to ensure alignment.

While clypd has been providing tools to allow sellers and buyers to define, transact, and report on advanced audiences on a single platform, several consortia of television buyers and sellers have emerged. These consortia helps to further facilitate advanced audience buying in linear, working to address issues that have been holding back the industry from fully embracing advanced audience buying. Read More

Dick Wolf’s Journey from Toothpaste to Police Procedurals

By clypd Blog, Throwback Thursdays No Comments

The clypd holiday party a few weeks ago featured an 11-question TV trivia quiz, befitting of a company rooted in the TV business. One of the questions: name five detectives from any season of the Law & Order franchise. Participants had more than 30 names to choose from, an indication of the longevity of the franchise.

As I Googled the series the next day to get reacquainted with more actors’ names, I learned more about its creator, Dick Wolf. Coincidentally, it’s also Wolf’s birthday today- he was born on December 20, 1947.

Dick Wolf’s parents met while working at NBC, and his father later went in to advertising, as a producer. Dick took the opposite route, starting out in advertising as a copywriter at agency Benton & Bowles and later switching to TV. Read More

Retailers and Advertisers Flock Around Rockefeller’s Annual Tree Lighting

By clypd Blog, Throwback Thursdays No Comments

Earlier this month, it was warm enough, and quiet enough, to sit outside on the patio at Rockefeller Center, and enjoy a glass of wine at the end of the day. Just days later, the sidewalks would be crowded with tourists and locals as well, gathered to take in a view of the giant Rockefeller Center tree.

The lighting of the tree is a shiny gift not just for tourists and TV viewers, but also for retailers. And it is a huge money maker for networks and broadcasters.

Networks love holiday TV specials for gathering multiple generations around the TV. Retailers love the increase in GRPs in order to showcase holiday themed ads and deals that drive consumers to their ecommerce sites and stores. Read More

Using Viewing Probabilities to Explore Advanced Audiences

By clypd Blog, Research No Comments

Because age and gender demographics have traditionally been used by the advertising industry, viewing patterns have been well established and are mostly consistent over time. With the availability of advanced audiences from a variety of data sources, more precision in reaching an audience is possible. By understanding how advanced audiences differ from traditional demographics, we stand to gain in advertising efficiency. 

As an example, a campaign for a new dog treat wants to target dog owners. The target could be created using MRI fusion data or a first-party match of a database of dog owners onto Nielsen respondents. Before creating a proposal for the campaign, clypd users could benefit from exploring how the Dog Owner segment has historically viewed – in particular, which networks and dayparts have higher audience indices for this target and are likely to be effective for ad placement. Read More