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New family viewing dynamics give rise to a modern-day heirloom



New family viewing dynamics give rise to a modern-day heirloom

In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones. 

This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment heirloom. 

For parents, the shows they love, the fandoms they’re part of and the movies that remind them of their childhood are all things they want to pass down to their children. Recent WarnerMedia research, titled “Entertainment Heirlooms: Exploring New Family Streaming Dynamics,” found that 75% of parents agree it’s important to share the entertainment they love with their children. Over half of parents say they select content to ensure their kids become fans of the same shows they love. 

Unlike traditional heirlooms, older generations are not the only ones sharing. For example, 71% of parents agree their favorite content crosses generations and can be watched with grandparents, parents and children. Toddlers introduce their favorite cartoon characters to grandparents; teenagers share superhero remakes with their parents and siblings exchange lists of their top sci-fi films — all spurring new family bonding moments and rituals. 

However, to reach viewers at every life stage and make an impact that can last a lifetime, brands must understand the nuances of these new viewing dynamics. Beyond that, marketers have an opportunity to get closer to the content that fuels these modern-day heirlooms — and potentially create their own.

Parents’ attitudes have shifted regarding screen time

Despite digital detoxes and device-banning campaigns of the past, screens have now become a welcomed member of the family. Half of parents no longer feel guilty about screen time. Parents have realized that curated quality time spent with devices can be a highly valuable experience for their kids (rather than serving as a digital babysitter). 

Overall, parents have become more intentional about what their kids consume on their screens while looking to reap the benefits — 64% agree that screen time can be a positive vehicle for growth. As a result, parents are permitting more video time than ever before. 

This intentionality extends to the entertainment heirlooms they chose to share with their kids as they expect content to be additive to their children’s lives. 

For example, some parents turn to content to co-teach and supplement educational concepts amid constant school disruptions. In contrast, others want it to be a creative muse that encourages kids to dream big. A growing number of parents also want their children to be exposed to diverse human experiences and identities — 68% of parents seek out content for their kids that’s diverse in all aspects.

The big screen reclaims the living room as co-viewing sees a renaissance

While the early days of streaming were characterized by fragmented viewing across individual screens, the pandemic in many cases unified households around a single big screen in the living room. 

Over the past few years, parents have invested in projectors, soundbars and popcorn machines to elevate their viewing experience. For families, entertainment nights are a form of creative expression, as they bring in elements from their favorite stories to their homes, with 83% of parents saying they’re creating new traditions for family viewing. And it’s not just how they watch; it’s what they watch that’s changing. 

Parents are stepping beyond family-friendly territory when co-viewing with kids — more than half agree that they have been letting their kids watch slightly more mature programming for their age since the pandemic. This shift opens up more opportunities for families to share memories and create content connections across multiple generations while also providing brands with a broader array of opportunities to reach parents.

Now that parents desire to pass along favorites and discover new content gems with their children, they’re fully leaning into the entertainment they watch together, with 80% trying to be more present when watching content with their families. Advertisers need to recognize this shift when thinking about who’s in the room and how they can reach them.

How and where brands show up matters

As the bar has been raised for what parents expect from family entertainment, so have their expectations for brands. In an on-demand streaming era in which advertising opportunities are becoming more limited, marketers are racing to create an even tighter connection between brands and the content they support. This is even more evident as families bond over beloved IP. The immersion that occurs when these entertainment heirlooms are shared also offers significant benefits to marketers — 69% of parents agree they trust brands more if they advertise around high-quality content. 

And parents want trust along with the fun — 70% of parents trust brands that have more to offer than simply advertising their product to children. In February 2022, families had two of their favorite fandoms collide — basketball and ‘Teen Titans Go!’ — in a one-of-a-kind basketball event, ‘Cartoon Network Special Edition: NBA All-Star Slam Dunk Contest Presented by Nike.’ The event brought the Teen Titans superheroes to the real world to infuse their comedic flair into the sports commentary. 

Parents are becoming more lenient about screen time, but they continue to be cautious about what brands they bring into their lives. Fortunately, there is a symbiotic relationship between content and advertising as 64% of parents agree brands that advertise during the family or children’s favorite shows are top-of-mind. To build deep relationships with consumers, marketers need to be as intentional with their advertising as parents are with the brands and content they welcome into their homes. 

In this new world, brands need to be purposeful about when, how and where they show up in the lives of their consumers. In the same way that entertainment is already part of the family, brands can earn their place in the home by adding value and being complementary to family and kids’ programming.  

Sponsored By: Warner Media


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AMD CEO says 5-nm Zen 4 processors coming this fall



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Advanced Micro Devices revealed its 5-nanometer Zen 4 processor architecture today at the Computex 2022 event in Taiwan.

The new AMD Ryzen 7000 Series desktop processors with Zen 4 cores will be coming this fall, said Lisa Su, CEO of AMD, in a keynote speech.

Su said the new processors with Zen 4 architecture will deliver a significant increase in performance upon their launch in the fall of 2022. Additionally, Su highlighted the strong growth and momentum for AMD in the mobile market as 70 of the more than 200 expected ultrathin, gaming and commercial notebook designs powered by Ryzen 6000 Series processors have been launched or announced to-date.

In addition, other AMD executives announced the newest addition to the Ryzen Mobile lineup, “Mendocino;” the newest AMD smart technology, SmartAccess Storage; and more details of the new AM5 platform, including support from leading motherboard manufacturers.

“At Computex 2022 we highlighted growing adoption of AMD in ultrathin, gaming, and commercial notebooks from the leading PC providers based on the leadership performance and battery life of our Ryzen 6000 series mobile processors,” said Su. “With our upcoming AMD Ryzen 7000 Series desktop processors, we will bring even more leadership to the desktop market with our next-generation 5-nm Zen 4 architecture and provide an unparalleled, high-

performance computing experience for gamers and creators.”

AMD Ryzen 7000 Series desktop processors

The new Ryzen 7000 Series desktop processors will double the amount of L2 cache per core, feature higher clock speeds, and are projected to provide greater than 15% uplift in single-thread performance versus the prior generation, for a better desktop PC experience.

During the keynote, a pre-production Ryzen 7000 Series desktop processor was demonstrated running at 5.5 GHz clock speed throughout AAA game play. The same processor was also demonstrated performing more than 30% faster than an Intel Core i9 12900K in a Blender multi-threaded rendering workload.

In addition to new “Zen 4” compute dies, the Ryzen 7000 series features an all-new 6nm I/O die. The new I/O die includes AMD RDNA 2-based graphics engine, a new low-power architecture adopted from AMD Ryzen mobile processors, support for the latest memory and connectivity technologies like DDR5 and PCI Express 5.0, and support for up to four displays.

AMD Socket AM5 Platform

The new AMD Socket AM5 platform provides advanced connectivity for our most demanding enthusiasts. This new socket features a 1718-pin LGA design with support for up to 170W TDP processors, dual-channel DDR5 memory, and new SVI3 power infrastructure for leading all-core performance with our Ryzen 7000 Series processors. AMD Socket AM5 features the most PCIe 5.0 lanes in the industry with up to 24 lanes, making it our fastest, largest, and most expansive desktop platform with support for the next-generation and beyond class of storage and graphics cards.

And AMD said the “Mendocino” processors will offer great everyday performance and are expected to be priced from $400 to $700.

Featuring “Zen 2” cores and RDNA 2 architecture-based graphics, the processors are designed to deliver the best battery life and performance in the price band so users can get the most out of their laptop at an attractive price.

The first systems featuring the new “Mendocino” processors will be available from computer partners in Q4 2022.

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AMD’s Ryzen 7000 desktop chips are coming this fall with 5nm Zen 4 cores



AMD’s Ryzen 7000 desktop chips are coming this fall with 5nm Zen 4 cores

AMD’s upcoming Ryzen 7000 chips will mark another major milestone for the company: they’ll be the first desktop processors running 5 nanometer cores. During her Computex keynote presentation today, AMD CEO Lisa Su confirmed that Ryzen 7000 chips will launch this fall. Under the hood, they’ll feature dual 5nm Zen 4 cores, as well as a redesigned 6nm I/O core (which includes RDNA2 graphics, DDR5 and PCIe 5.0 controllers and a low-power architecture). Earlier this month, the company teased its plans for high-end “Dragon Range” Ryzen 7000 laptop chips, which are expected to launch in 2023.

Since this is just a Computex glimpse, AMD isn’t giving us many other details about the Ryzen 7000 yet. The company says it will offer a 15 percent performance jump in Cinebench’s single-threaded benchmark compared to the Ryzen 5950X. Still, it’d be more interesting to hear about multi-threaded performance, especially given the progress Intel has made with its 12th-gen CPUs. You can expect 1MB of L2 cache per core, as well as maximum boost speeds beyond 5GHz and better hardware acceleration for AI tasks.

AMD is also debuting Socket AM5 motherboards alongside its new flagship processor. The company is moving towards a 1718-pin LGA socket, but it will still support AM4 coolers. That’s a big deal if you’ve already invested a ton into your cooling setup. The new motherboards will offer up to 24 channels of PCIe 5.0 split across storage and graphics, up to 14 USB SuperSpeed ports running at 20 Gbps, and up to 4 HDMI 2.1 and DisplayPort 2 ports. You’ll find them in three different flavors: B650 for mainstream systems, X650 for enthusiasts who want PCIe 5.0 for storage and graphics and X650 Extreme for the most demanding folks.

Given that Intel still won’t have a 7nm desktop chip until next year (barring any additional delays), AMD seems poised to once again take the performance lead for another generation. But given just how well Intel’s hybrid process for its 12th-gen chips has worked out, it’ll be interesting to see how it plans to respond. If anything, it sure is nice to see genuine competition in the CPU space again.

While Ryzen 7000 will be AMD’s main focus for the rest of the year, the company is also throwing a bone to mainstream laptops in the fourth quarter with its upcoming 6nm “Mendocino” CPUs. They’ll sport four 6nm Zen 2 cores, as well as RDNA 2 graphics, making them ideal for systems priced between $399 and $699. Sure, that’s not much to get excited about, but even basic machines like Lenovo’s Ideapad 1 deserve decent performance. And for many office drones, it could mean having work-issued machines that finally don’t stink.

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Disney’s Disney+ ad pitch reflects how streaming ad prices set to rise in this year’s upfront



Disney’s Disney+ ad pitch reflects how streaming ad prices set to rise in this year’s upfront

With Disney+, Disney is looking to set a new high-water mark for ad prices among the major ad-supported streamers. The pricey pitch is representative of a broader rising tide in streaming ad pricing in this year’s TV advertising upfront market, as Disney-owned Hulu, Amazon and even Fox’s Tubi are looking to press upfront advertisers to pay up.

In its initial pitch to advertisers and their agencies, Disney is seeking CPMs for Disney+ around $50, according to agency executives. That price point applies to broad-based targeting dubbed “P2+,” which refers to an audience of any viewer who is two years old or older (though Disney has told agency executives that programming aimed at viewers seven years old and younger will be excluded from carrying ads). In other words, more narrowly targeted ads are expected to cost more based on the level of targeting. A Disney spokesperson declined to comment.

At a $50 CPM, Disney+ is surpassing the prices that NBCUniversal’s Peacock  and Warner Bros. Discovery’s HBO Max sought in last year’s upfront market and that gave ad buyers sticker shock. The former sought CPMs in the $30 to $40 range, while the latter sought $40+ CPMs. By comparison, other major ad-supported streamers like Hulu, Discovery+ and Paramount+ were charging low-to-mid $20 CPMs that major ad-supported streamers charge. As a result, Peacock’s and HBO Max’s asks ended up being price prohibitive, with some advertisers limiting the amount of money they spent with the streamers because of their higher rates.

Unsurprisingly, agency executives are balking at Disney+’s price point. “They’re citing pricing that no longer exists, meaning Peacock and HBO Max recognized they came out too high and they’re reducing it. Disney+ is using earmuffs to pretend that second part didn’t happen,” said one agency executive.

However, Disney+ isn’t the only streamer seeking to raise the rates that ad buyers are accustomed to paying. Hulu is also seeking to increase its prices in this year’s upfront, with P2+ pricing going from a $20-$25 CPM average to averaging in the $25-$30 CPM range, according to agency executives. And during a call with reporters on May 16, Fox advertising sales president Marianne Gambelli said that the company will seek higher prices for its free, ad-supported streaming TV service Tubi in this year’s upfront market. It’s unclear what Tubi’s current rates are, but FAST services’ CPMS are typically in the low to mid teens, said the agency executives.

“We have to get the value for Tubi. Tubi has grown to a point — it’s doubled, tripled in size over the past couple of years. So we are going to obviously make that a priority and look for not only more volume but price,” Gambelli said.

Meanwhile, in pitching its Thursday Night Football package that will be streamed on Amazon Prime Video and Twitch, Amazon has been pressing for a premium on what Fox charged advertisers last year, according to agency executives. The e-commerce giant will be handling the games’ ad placements like traditional TV, meaning that it will run the same ad in each ad slot for every viewer as opposed to dynamically inserting targeted ads. “It’s streaming broadcast,” said a second agency executive.

An Amazon spokesperson declined to comment on pricing but did provide a general statement. “Thursday Night Football on Prime Video and Twitch is a purely digital broadcast, and we’re excited to bring fans a new viewing experience. There are 80MM active Prime Video households in the U.S. and, in a survey of our 2021 TNF audience, 38% reported they don’t have a pay-TV service – meaning TNF on Prime Video and Twitch enables brands to connect with cord-cutters and cord-nevers. Brands can also reach these viewers beyond TNF. Our first-party insights enable them to reengage TNF audiences across Amazon, such as in Freevee content.”

One of the agency executives that Digiday spoke to said the latest ask is for a plus-10% increase on Fox’s rates, though what Fox’s rates were are unclear and other agency executives said the premium that Amazon is asking for varies. Ad Age reported in February that Amazon was seeking up to 20% higher prices than Fox’s rates. “I don’t know if it is consistently plus-10, but it is definitely more. Which is crazy because Fox couldn’t make money on it, which is why they gave it up for this fall,” said a second agency executive.

“Someone was eating way too many gummies before they put the pricing together,” said a second agency executive of Amazon’s Thursday Night Football pitch.

Ad-supported streaming service owners also see an opportunity to push for higher prices as advertisers to adopt more advanced targeting with their streaming campaigns, such as by using the media companies’ and/or advertisers’ first-party data to aim their ads on the streamers. 

Said one TV network executive, “You’ll see premiums, especially as it relates to advertisers that really want to hook into [their company’s streaming service] and buy those targeted audiences across the platform and either use [the TV network’s] first-party data or bring their own data to the table. That’s the biggest business we’re in, and that’s where we see great growth from a pricing standpoint.”


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