Traditional TV’s hot new dayparts, and Walmart’s hiring spree vs. record jobless claims: Datacenter Weekly

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Jobless claims surge

The economic stat of the moment is dire: The U.S. Department of
Labor this morning announced that 3.28 million Americans filed for
unemployment insurance in the week that ended March 21. 

“The number shatters the Great Recession peak of 665,000 in
March 2009 and the all-time mark of 695,000 in October 1982,”
CNBC
reports
. “The previous week, which reflected the period
before the worst of the coronavirus hit, was 282,000, which was
higher than expected at the time.”

Meanwhile, Walmart is on a hiring spree

Walmart,
Bloomberg News reports
, has “taken on 25,000 new employees
and given offers to thousands more in the first week of a hiring
push, as the biggest private employer in the U.S. scrambles to keep
its shelves stocked and checkouts staffed during the coronavirus
pandemic.” The company has compressed its usual hiring process,
which can take up to two weeks, into as little as three hours “by
eliminating formal interviews and written job offers [and] giving
store managers authority to make verbal offers right away.”

Walmart previously said that it intends to hire a total of
150,000 additional hourly workers in the short-term.

More TV, please

The prevailing media narrative is that shelter-in-place mandates
will be great for streaming services such as Netflix—and we’ll
surely see that play out over the coming weeks and months. But
according to iSpot.tv data,
shared exclusively with Datacenter Weekly, traditional TV is also
seeing big boosts in certain dayparts, from the perspective of ad
deliveries. (An obvious caveat: TV has lost a lot of high-priced
inventory due to the elimination of live sports during the
pandemic. Delivering more eyeballs across lower-cost programming in
cheaper dayparts is helpful, but obviously not a cure-all.)

From Monday, March 16, through Sunday, March 22, for
instance:

• ABC delivered 80 percent more median TV ad
impressions week-over-week to 2.4 million during its early
morning daypart.
• Fox News delivered 20 percent more median ad impressions
week-over-week to 635,232 in its overnight daypart.
• CNN’s early fringe median ad impressions were up 24.8 percent
week-over-week to 1.5 million.
• HGTV’s median ad impressions were up 19 percent
week-over-week to 700,958 in early fringe.
• Food Network’s median ad impressions were up 21.1 percent
week-over-week to 320,402 during the daytime daypart.
• Telemundo’s early morning median daypart ad impressions are
up 18.2 percent to 121,895.

More digital media too, please

The online extensions of many traditional media companies are
also seeing surges. A spokesperson for Telemundo, for instance,
tells Datacenter Weekly that Telemundo.com saw 5.3 million
video views through the seven days ended March 25, which is up 30
percent vs. the prior four-week average. The two top videos during
the period:

 1. “Pasos sencillos para asegurar tu futuro económico”
(“Easy steps to secure your economic future”), originally
released on Jan. 7: 306,000 views.
 2. “Cómo los emprendedores y pequeños negocios pueden
disminuir el impacto del coronavirus” (“How big and small
business owners can decrease the impact of coronavirus”),
originally released March 13: 271,000 views.

Digital networks

The marketing-services branches of global consultancies account
for four of the world’s five biggest digital networks, according
to Ad Age Datacenter’s tally from Ad Age Agency Report 2019.
We’re prepping updated figures now that we’ll publish
in Ad Age Agency Report 2020, out May 4.

World’s 10 biggest digital networks
Rank / Digital network / Revenue, 2018

1. Accenture Interactive: $8.5B
2. Deloitte Digital: $5.3B
3. IBM iX: $5.0B
4. Cognizant Interactive: $4.9B
5. PwC Digital Services: $3.8B
6. Wunderman Thompson (WPP): $2.0B
7. Publicis Sapient (Publicis): $1.7B
8. Epsilon-Conversant (Publicis): $1.2B
9. Ogilvy (WPP): $1.1B
10. Havas (Vivendi): $872M
Source: Ad Age Agency Report 2019.

Just briefly

• “How
to get Verizon and AT&T data-cap fees waived during the
pandemic,”
via Ars Technica.

• “Data
Scientists Use Machine Learning to Discover COVID-19
Treatments,”
per Health IT Analytics.

• “47,000
U.S. Stores Closed in About a Week Over Coronavirus,”

Bloomberg News reports.

• “Game
downloads will be throttled to manage internet congestion,”

per TechCrunch.

Coming up

This section of Datacenter Weekly is intended to highlight
upcoming data-centric events, but as we’ve noted the past few
weeks, we’ve paused that “community calendar” function as the
coronavirus crisis has escalated. For now, we’re directing your
attention to Ad Age’s
Coronavirus Industry Event Tracker
for the latest word on
canceled and rescheduled conferences and other get-togethers.

The newsletter is brought to you by Ad Age
Datacenter
, the industry’s most authoritative source of
competitive intel and home to the Ad Age Leading National
Advertisers
, the Ad Age Agency Report: World’s
Biggest Agency Companies
and other exclusive data-driven
reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.

Ad Age Datacenter is Kevin Brown, Bradley Johnson and Catherine
Wolf.

This week’s newsletter was compiled and written by Simon
Dumenco.

Source: FS – Advertising Blogs !
Traditional TV’s hot new dayparts, and Walmart’s hiring spree vs. record jobless claims: Datacenter Weekly