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BFD Expert Voices - Media Deals

BFD Expert Voices

Nielsen continues to court streaming platforms as traditional TV companies seek to diversify beyond it. 

Driving the news: Nielsen announced a three-year deal with Amazon yesterday to measure its "Thursday Night Football" broadcasts on Prime Video and Twitch. 

Nielsen said this deal "will be the first time a streaming service will have one of its live programs measured as part of Nielsen's National TV measurement service." 

"Our collaboration with Nielsen will allow us to provide advertisers with familiar campaign measurement to make apples-to-apples comparisons across their multi-channel media investments," Amazon Ads' director of media measurement Srishti Gupta said. 

Why it matters: Nielsen still holds clout despite concern from major media companies and advertisers. Its Amazon deal gives it more staying power as broadcasters and ad buyers evaluate live programming. 

But it's more the newcomers who are using Nielsen data — when it suits them, of course.

During its recent earnings call last month, Netflix executives touted their record 7.7% share of overall TV viewing in June based on Nielsen data. 

The big picture: Traditional media companies like Disney, Paramount Global, Warner Bros. Discovery and NBCUniversal have been testing new measurement solutions.

Nielsen rivals include iSpot.tv and VideoAmp, both of which have recently raised new capital.

Yes, but: Many of this year's upfront deals will use Nielsen as other measurement partners are in a testing phase. GroupM, for example, said it will transact using Nielsen. 

Meanwhile: Nielsen's private equity takeover is still ongoing. The company postponed its shareholder meeting last week "to finalize a preliminary agreement" with WindAcre. 

1 big thing: Nielsen's lovers and haters

Illustration of the Nielsen logo with all shapes pointing down.

Liberated Syndication Inc., a Pittsburgh-based podcast hosting platform, is quickly expanding ahead of its plans to relist on an exchange.  Libsyn's latest purchase gives it a European foothold and the company tells Kerry that it's launching in Canada.  

Why it's the BFD: Libsyn's agreement yesterday to acquire Julep Media, a Munich-based podcast ad tech company, would be its sixth acquisition since 2021 as the podcast industry consolidates to compete for listeners and ad dollars. 

Details: Libsyn said Julep monetizes more than 500 podcasts and works with more than 300 brands and agencies including Deutsch Telekom and Ikea. Julep CEO Steffen Hopf will remain and support growth in Europe. 

This deal follows Libsyn's acquisition of Podcast Ad Reps in March, Podgo Media in November 2021, AdvertiseCast in June 2021, Glow in April 2021 and Auxbus in February 2021. 

Libsyn will launch in Canada, Rich Romano — VP, marketing, brand and communications at Libsyn — said in an email to Axios. 

It recently named Bob Kane as the country manager and signed Canadian sportscaster Bob McCown's podcast and Canadian comedy podcast company, The Sonar Network, to exclusive deals. 

Catch up quick: Libsyn was spun out of FAB Universal in 2016 after the latter settled a shareholder lawsuit. In 2019, the SEC charged FAB Universal executives with misleading investors about its business operations in China.

Libsyn has had its own financial controversies. The SEC revoked Libsyn's stock listing in April after it neglected to file company reports.

Libsyn has since completed its 2019 and 2020 audits. The company plans to re-register with the SEC and relist on an exchange after completing its 2021 audits, Romano tells Axios.

It has appointed new leadership — Jonathan Charak as CFO, Brad Tirpak as CEO, John W. Gibbons as president and CPO — and has taken on new capital.  

What they're saying: "The number of podcasts on AdvertiseCast's network has doubled since the original acquisition, so clearly something's working," Jacob Kastrenakes writes for Hot Pod.

2. The BFD: Libsyn goes global

Illustration of a collage featuring headphones and pieces of money.

GoldenArk Media, a subsidiary of blockchain tech company GoldenArk, and Cherry Blossom Studios signed a $10m partnership deal. https://axios.link/3STvmIg

⚽️ The Glazer family is open to selling a minority stake in Manchester United FC, which could be valued at £5b ($6b), per Bloomberg. Elon Musk tweeted yesterday he was buying the club but later clarified that it was a joke. https://axios.link/3QNjmWW

20VC, podcaster Harry Stebbings' venture capital fund, acquired Good Future Media, a short-form video agency. https://axios.link/3ArVuCI

WeVideo, backed by Thompson Street Capital Partners, acquired PlayPosit, a Denver-based video interactivity software company. https://axios.link/3w6AeA0

Warner Recorded Music announced a global joint venture with Lee Daniels Music. https://axios.link/3zYZ3yT

3. Deal flow

The Daily Wire hired Disney veteran Eric Caballero as CMO. https://axios.link/3pra1s6

Julian Edelman, former New England Patriots star, launched a podcast with comedian Sam Morril called "Games with Names." https://axios.link/3PrjnPd

Litmus Music hired Monti Olson as president to lead music rights acquisitions. He was most recently EVP, head of music publishing North America at BMG. https://axios.link/3AnkPxQ

Stephan Schäfer resigned as co-CEO of German TV giant RTL. https://axios.link/3PsRMgr

Wattpad Webtoon Studios hired Sera Tabb as head of global TV, appointed Taylor Grant as head of global animation and promoted Lindsey Weems Ramey to head of global film. https://axios.link/3plhPf1

YouTube hired Miguel Quiroga as VP of product partnerships. He spent more than 20 years at Verizon. https://axios.link/3Pycdsl

4. Movin' on up (or out)

SPAC looking to take Trump's media firm public delays earnings report (Axios)

"Digital World Acquisition Group, the blank check company that plans to merge with the parent company of former president Donald Trump's social media app Truth Social and take it public, has requested an extension from the SEC to file its second-quarter earnings results," Sara Fischer writes.

Swizz Beatz, Timbaland sue Triller for $28 million in missing payments (Washington Post)

"[A]ccording to the suit, things began to sour in January, when Triller missed a large payment to the Verzuz founders. The company then agreed to a settlement requiring Triller to pay Swizz Beatz and Timbaland $18 million by March 20, with $1 million a month for the 10 months following. According to the lawsuit, Triller has missed every one of these payments," Taylor Lorenz reports.

BBC journalists considering strike action over news channel merger (Variety)

"[T]he merging of BBC News and BBC World News staff means 70 jobs in the U.K. are at risk, prompting the National Union of Journalists to ballot potential strike action," K.J. Yossman writes.

5. Channel surfing

Illustration of a pair of sunglasses with lenses that look like tv screens.

Happy PSL Season at Dunkin' Day, Media Deals readers! 🎃

🍿 Situational awareness: Cineworld said today that it is "evaluating various strategic options to both obtain additional liquidity and potentially restructure its balance sheet through a comprehensive deleveraging transaction."

@tim_bays: New York Mets vs Atlanta Braves. An important series that now has the added benefit of seeing a top prospect make his debut. 

@kerrymflynn: "I Am Groot" on Disney+. Vin Diesel's best role. 

Thank you for reading Axios Pro Media Deals! Please ask your friends, colleagues and people who watch "TNF" on Twitch to sign up.

August 17, 2022

1 big thing: Nielsen's lovers and haters