While it was hard for the TV trades to relent from the white-hot noise of the Bill O’Reilly buffoon-gone-wild sh&t* show, the TV transformation train chugged along. Without ignoring the impact of advertisers ditching the show, the jury is out on how it will effect the “no spin zone” network- which has been raking in Trump bump cash. So, let’s move on from that dumpster fire and look to the TV horizon where innovation springs a new. And damn, there is a good bit of weekend skimming to sift through. ICYMI:Peter Kafka makes good points when exploring how Apple Wants to Sell HBO, Showtime and Starz in a Single Bundle . WSJ’s Mike Shields notes Amazon’s NFL Streaming Deal Could Shake Up TV Advertising while Digiday’s Sahil Patel nails how TV Feels the Heat from Google and Facebook. Oh the ironies! Wayne Friedman explores how New Digital TV Services Continue To Spend More On TV Advertising and Ryan Joe @ AdExchanger notes that Nielsen Dives Into AI (but not small panels. Zing!)YouTube came out with a 10k view “solution” for ad fraud, and at least lip service for cleaning up--- oh and a five market launch for its TV service. Alan Wolk’s week in review this morning brings up a good point. Why should we care? Meanwhile the pages of TVREV are blessed with a flurry of originals (see below). Not the least of which, a byline from recent B&C Editor-in-Chief Dade Hayes on how Netflix needs hits too you know.In advertising, Eleanor Dowling shows How Five of TV’s Biggest Hit Shows Do When It Comes to Advertising Attention and John Cassillo puts mustard on opening day ad strategies. And David Bloom explores Oath and The Price is Right.Below, nuggets for your skimming pleasure.

TVREV Originals

Week In Review: YouTube TV Launches; Netflix’s Shows Still Sort of UnknownAlan WolkYouTube TV launched in five cities this week, but there doesn’t seem to be a compelling reason for anyone to switch or to choose YouTube over Sling or DirecTV Now. To further beat the dead horse we’ve been beating for a while now, we’re not big fans of skinny bundles or bullish on their future. Netflix May Not Have Ratings, But It Still Needs HitsDade HayesWhat exactly defines a Netflix hit? Some measurement companies, notably Symphony Advanced Media and Parrot Analytics, have tried to definitively track how many views Netflix content gets. But critical reception, awards heat and cultural buzz are major parts of the mix.  But just like the networks still judged by outdated metrics like Nielsen ratings, capturing what will compel people to subscribe is Netflix’s alpha and omega.Ready, Set, Reformat: What The Google Mandate Means For AgenciesFrank SintonGoogle’s mandate has been a relatively low-key announcement by the digital giant — who commands roughly 40% of the digital ad market — but it has some serious implications for the agency world. Ad Tech Alone Is Not Advertising: PadSquad Puts The Creative In Mobile AdsAlan Wolk “I never understood why mobile advertising was so boring,” notes Meehan. “You’ve got a supercomputer in your pocket, there’s so many incredible things you can do with it. Why resort to a stupid little rectangle with a logo and an image?”‘Archer: Dreamland’ a Dream Come True for Fans and Advertisers AlikeMike Gasbara + John CassilloArcher has raised the bar for adult animation with witty banter, exciting storylines and sexy sketches. Canvs found that 4.1% of Emotional Reactions during the premiere talked about it being funny. iSpot.tv revealed that commercials during the Archer premiere had a 89.35% view rate, meaning viewers stayed glued to the screen even during breaks in the action.  Despite All of TV’s Changes, Millions Still Think The Price Is RightDavid BloomAt 45 years old, “Price” is the longest running game show on television. It is older by far than many of its fans, whose demographics stretch from 20-something Millennials to retirees, male and female.That wide-ranging fan base keeps the show No. 1 in daytime, even as the TV industry’s audience demographics continue to age.Revealed: How Five of TV’s Biggest Hit Shows Do When It Comes to Advertising AttentionEleanor SemeraroDoes a show’s popularity translate to engagement during advertising? In order to find out, we used data from iSpot.tv to take a look at five popular shows, one from each of the biggest broadcast networks, to see what kind of attention is being translated to the ads. Swear An Oath, and Other Things To Do With New AOL/Yahoo BrandDavid BloomVerizon has been spewing lots of news these days, so here’s what you need to know about go90 and Oath.Don’t Wear Your Headset at the Dinner Table!Cortney Harding Worries that people will sit around the dinner table wearing headsets are likely overblown.Still, the potential for VR to create confusion on a mass scale and convince people that something is real has problematic potential, especially in an era of fake news.Which MLB Advertisers Could Hit Grand Slams This Opening Day?John CassilloMajor League Baseball advertisers tallied over 16 billion TV ad impressions over the course of last season’s national broadcasts, according to iSpot.tv. These are the brands that made the most of their ad time, delivering compelling spots that grabbed viewers’ attention and kept it. 

Top Headlines for Your Skimming Pleasure

BMW, Allstate Pull Ads From 'O'Reilly Factor' After Harassment ReportReuters -- Tim BaysingerFox Losing More Advertisers After Sexual Harassment Claims Against O’ReillyNew York Times -- Emily Steel + Michael S. Schmidt Consumers Favor Brands Pulling Ads From 'O'Reilly' ShowMediaPost -- Tanya GazdikOpenAP Names Accenture as Third-Party AdministratorBroadcasting & Cable -- Jon LafayetteCable TV is Powering a Big Increase in News ConsumptionWall Street Journal -- Alexandra BruellStudy: Viewer Awareness for Netflix and Amazon Series Lags Well Behind Cable and Broadcast Shows"Variety -- Daniel HollowayAmazon’s NFL Streaming Deal Could Shake Up TV AdvertisingWall Street Journal -- Mike ShieldsTV Feels the Heat from Google and FacebookDigiday -- Sahil PatelRoku To Strike Demographic-Based Audience Guarantees For OTTAdExchanger -- Kelly LiyakasaNew Digital TV Services Continue To Spend More On TV AdvertisingMediaPost -- Wayne FriedmanNielsen Dives Into AIAdExchanger -- Ryan JoeNew Targeting Feature Seeks To Identify All Devices Within A HouseholdMediaPost -- Tobi ElkinWGA Sends Strike Warning Letter To Ad Buyers As Upfronts LoomDeadline -- David Robb + Nellie AndreevaNBCU’s Linda Yaccarino Asks Buyers To Embrace New Upfront StrategiesAdExchanger -- Alison WeissbrotFX’s Upfront Lacked an Ad Sales Chief, But It Did Have the Season 3 Premiere of FargoAdweek -- Jason LynchNBCU Running Commercials Highlighting Upfront PortfolioBroadcasting & Cable -- Jon LafayetteA First: AMC Networks Will Give Upfront Spotlight to All Cable OutletsVariety -- Brian SteinbergUpfronts 2017: AMC Adding Data to Its Scripted StoryBroadcasting & Cable -- Jon LafayetteAzteca America’s Upfront Gets Political; Introduces OTT + Programmatic OptionsAdweek -- Jason LynchPepsi Pulls Ad Featuring Police, Protesters and Kendall JennerWall Street Journal -- Jennifer MaloneyYouTube TV Launches in 5 Cities, Inks Deal With AMC Networks for Internet Skinny BundleVariety -- Todd SpanglerYouTube TV has Promise, but Needs to Grow Before It's Worth $35CNET YouTube Channels Must Now Hit 10K Views to Start Earning Ad RevenueMarketing Land -- Ginny Marvin‘Buying VoD is a Box-Ticking exercise’: Problems with Broadcast Video-On-DemandDigiday -- Lucinda SouthernGroupM Execs Start One2One, Addressable TV CompanyMediaPost -- Wayne FriedmanMarketers Used to Make Ads to Sell Products. Now They’re Creating Whole TV ShowsCNBC -- Lucy HandleyApple Wants to Sell HBO, Showtime and Starz in a Single BundleRecode -- Peter KafkaMipTV Feels Full Impact of Digital TV RevolutionVariety -- John HopewellTV Group ATSG Issues Guidelines For Ad, Data TargetingMediaPost -- Wayne FriedmanDigital Advertisers Bought More Varieties of Data in 2016Advertising Age -- Kate KayeAudience Measurement Struggles To Keep Up With Changing Viewing BehaviorMediaPost -- Larissa FawMashable’s Pete Cashmore: Snapchat is the Future of Cable TVDigiday -- Aditi SangalWhat TV Advertisers Can Learn From SnapchatAdExchanger -- Patrick HanavanESPN is Thinking Beyond TV with ‘Special Projects’Digiday -- Sahil PatelAs Content Spending Goes Wild, What Role Will Advertising Play?AdExchanger -- Jacqueline Corbelli Showtime Lands on Dish’s Sling TV as Skinny-Bundle Add-On OptionVariety -- Todd SpanglerAT&T Ups its Unlimited Data Game, Throws in HBO for FreeCNETNetflix’s New Thumbs Rating System Goes LiveTechCrunch -- Darrell EtheringtonModi Media Vets Stake Out Addressable TV Firm For Multi-MVPD BuysAdExchanger -- James HercherSome Marketers Want More Ad Testing, Less Debating About MetricsWall Street Journal -- Mike Shieldsgo90 Notches Warner Bros. Content DealMultichannel News -- Jeff BaumgartnerTwitter Targets Tie-Ups with Pay-TV Broadcasters in Live Video PushThe Telegraph -- James TitcombData Shows NCAA Accounts For 9% Of TV Ad Spending During Women's Basketball TourneySports Business Daily -- David BroughtonNielsen, Other Media Measurement Players Face Whole New BallgameForbes -- Howard HomonoffAlways-On TV Data Solution from Alphonso Empowers Brands and Media Agencies with Real-Time Ad Insights and Closed Loop AttributionYahooNielsen: Live TV Viewing Continues to DeclineMultichannel News -- Jon LafayetteViewership for Final Four Games Increases by 44%Broadcasting & Cable -- Jon LafayetteTapad and Matter More Announce Strategic PartnershipPR NewswireAttribution Means a Nuanced Understanding of Channel Impact: Q&A with Manu Mathew, Visual IQExchangeWire -- Lindsay RowntreeViacom Nets Up Rush To Head Of 'Audience Science'MediaPost -- Joe Mandese