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4

World

May 2017

V I D E O A G E

According to Global Agency’s

official statement, the fact that

President Trump is shown in the

poster “as a street singer sitting

in a corner of a wall in Mexico

with a sombrero, added humor

to the U.S.-Mexico issues.”

In the past, Pinto has also

created

other

controversial

promotional campaigns using

caricatures of Nicolas Sarkozy

(when he was President of

France); German Chancellor

Angela Merkel, and Barack

Obama (when he was the U.S.

president). But Reed Midem,

the organizers of MIP-TV and

MIPCOM, did not allow the

billboards to be used around

Cannes. This timeGlobal Agency

did not negotiate the space with

Reed Midem, but with the city of

Cannes instead, plus they used

an “illustrated image” and not a

photograph and thus permission

was granted.

Pinto is also the creator of the

format, which is about giving

a second chance to forgotten

celebrities to regain their fame.

For this reason the billboard

depicts Trump in an imaginary

future, having lost his fame,

with a chance to get it back.

TCR Increases

LinearTV

RatingsTo+35

C

BS is flauntingprimetime

program viewing gains

from Nielsen’s new Total

Content Ratings (TCR), which

pools together live viewing plus

time-shifted viewing across 35

days, on a variety of devices

and services, including digital,

mobile, VoD, and DVR.

According

to

CBS,

the

network’s entertainment shows

have grown on average 54

percent, versus Nielsen’s live-

program-plus-same day ratings.

CBS’s TCR numbers only

include linear viewing on VoD

and DVR platforms and not any

digital viewing. CBS has said that

the online and mobile viewing

metrics are “still indevelopment.”

However, NBCUniversal has

shown concern about TCR

because VoD measurement

comes from panels, not census

level. Plus, TCR provides

incomplete OTT viewership.

According to NBC, TCR has

“no quality control measure

for digital fraud, viewability,

or completion rate.”

“Y

ou have to see this,” said Moving Pictures Media Group’s Rene Leda to a

VideoAge

reporter at MIP-TV,

taking him to view a billboard on the Croisette in Cannes, right in front of the Grand Hotel. It publicized

one of the latest Global Agency formats from Turkey,

Bring Your Fame Back

, using President Donald

Trump’s caricature.

A second, andmuch larger billboardwith the same image was posted on the side of a building on top of the Fred luxury

store next to Louis Vuitton in Cannes.

A group of tourists convened at the billboard by the Grand Hotel, seemingly perplexed by the cryptic message, but

nevertheless busy taking photos of the large poster.

The billboards received some attention on social media, too, although the

comments were less than favorable: “What a disgrace,” and “This is not right,”

among them.

But Global Agency’s CEO, Izzet Pinto, welcomed the criticism: “This is good,

we’re looking for controversy,” told

VideoAge

.

Trump Used to Promote a Turkish Format

INNOVATION

CREATION

CELEBRATION

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