Adweek - 26.08.2019

IN THIS ISSUE
AUGUST 26, 2019 | VOL. LX NO. 20

TRENDING

Why

publishers

upped their

game with

special

interest

magazines.

TA L EN T P O OL
72andSunny’s deputy ecd is changing
the narrative for women.

FEATURE

Actor and activist Eva Longoria is
Adweek’s first Beacon Award winner.

10

6

36

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34

PERSPECTIVE
How StarKist’s Charlie convinced
Americans to eat canned tuna.

COVER: GIZELLE HERNANDEZ

“Wine coolers have come out

of nowhere,” declared our

columnist George Lazarus

in the fall of 1984, and the

man was right. Odds are,

anyone who remembers the

Reagan Era also remembers

sipping these cloyingly sweet

blends of jug wine, carbonated

water and juice. Adweek,

which is celebrating its 40th

anniversary this year, dutifully

covered the proliferation of

wine cooler brands. None was

bigger than Bartles & Jaymes,

which fizzed its way to the top

of the category thanks to TV

spots starring two suspender-

wearing galoots named Frank

Bartles and Ed Jaymes inviting

America to chill with a pink

grapefruit cooler. America

did—at least until 1991, when

Congress raised the wine

excise tax from 17 cents

a gallon to $1.07. Almost

overnight, the party was over.

—Robert Klara

IN ADWEEK

HISTORY

SEPTEMBER

1984

Coinciding, almost certainly not coincidentally, with

this month’s debut of Popeyes’ chicken sandwich—

described by the chain as its biggest product launch

in 30 years—last week’s Twitter battle engulfed

several brands in a debate about which fast-food

brand has the best chicken sandwich. Popeyes,

Wendy’s, Boston Market and Chick-fil-A all got

involved in the poultry debate on Twitter, and while

things got a little fiery, Adweek declared Popeyes

the winner in our coverage. —David Griner

Sandwich Showdown

$2.

BILLION IN

OUT-OF-HOME

REVENUE IN THE

SECOND QUARTER

OF 2019, MARKING

GROWTH IN THE

INDUSTRY NOT SEEN

IN OVER A DECADE.

(SOURCE: OAAA)

BIG NUMBER

HULU AND AMAZON PRIME VIDEO ARE

GAINING ON NETFLIX. BY KELSEY SUTTON

Netflix is still king of the streaming

world in the U.S., but its dominance is

expected to slip slightly as competitors

like Hulu and Amazon Prime Video take

on more market share and new services

enter the streaming space, according to

a new forecast from the research firm

eMarketer.

By the end of 2019, 158.8 million

viewers are expected to watch Netflix

programming, according to the firm,

with the streaming service posting

continued growth. Nonetheless, it’s

expected that Netflix will reach 87%

of the overall streaming viewers,

compared to the 90% share it captured

STREAMING WARS

TOP STORY

MARKETING

YEARS

BOLD

Twitter said it is no longer accepting

ads from state-controlled media

entities. The announcement came on

the same day the platform discovered

coordinated activity from China

attempting to sow political discord

in Hong Kong. Advertisers affected

by the change will have 30 days to

offboard from Twitter’s ad products.

“We want to protect healthy discourse

and open conversation,” the firm wrote

online. —David Cohen

TWITTER State-Run Ad Ban

five years prior.

Netflix’s hold on the market will

slowly but steadily decline over the next

five years, eMarketer predicted, dipping

to a little over 86% of total over-the-top

(OTT) video service users by 2023.

As Netflix’s dominance declines

slightly, Amazon Prime Video and Hulu

are steadily growing in market share.

Amazon Prime Video is expected to

have 96.5 million viewers this year,

an 8.8% increase from 2018. Hulu,

meanwhile, is estimated to reach 75.

million U.S. viewers in 2019, or about

41.5% of subscribers to OTT video

services.