YouTube, Fullscreen take misleading shots at traditional media
Numbers never lie. But they can surely be manipulated.
And during the past two weeks of NewFronts presentations, digital video players took that to heart.
During YouTube’s Brandcast, CEO Susan Wojcicki made the bold claim that “on mobile alone, YouTube now reaches more 18- to 49-year-olds than any network.” And she didn’t stop there, adding that the online video hub reaches more young adults during prime time than the top 10 TV shows combined.
Wojcicki wasn’t the only one launching verbal missiles at traditional television. Just a few days later, as multichannel network Fullscreen was touting its evolution into a full-fledged media company, its head of sales Kevin McGurn added even more fuel to the fire.
Fullscreen is rolling up its top 25 male- and female-skewing channels and selling it as one package to advertisers, dubbed HisScreen and HerScreen, allowing brands to make a single buy across popular creators’ channels like Grace Helbig and the Fine Brothers.
Instead of letting that do the talking, McGurn decided to compare the combined reach of those packages to single television programs, which is becoming a popular way for digital players to compare themselves to television. For example, McGurn said the combined reach of the HisScreen channels was comparable to college football’s Sugar Bowl and AMC’s The Walking Dead.
“I think they’re [making these comparisons] because they need a big number,” Charlie Fiordalis, Chief Digital Officer at Media Storm, told Adweek. “But I don’t see it necessarily as a meaningful number.”