| Today's Top Stories | | #1 | Geico Poised to Pass Allstate as Nation's Second Largest Auto Insurer
| | | The marketer known for its talking gecko and pigs in its commercials spends some $1 billion a year on advertising, and it has paid off. Ad Age reports that Geico has already passed Allstate in sales for the first quarter, writing $4.72 billion in auto insurance premiums compared to $4.53 billion for Allstate. State Farm is the leader. Allstate still led for the year ending March 31 by $17.65 billion to $17.16 billion.
Why This Matters: This battle shows that advertising does work as Geico has been growing continuously over the past decade. Allstate is not a wallflower when it comes to ad spending either, and is all over TV with its "Mayhem" themed commercials. While Allstate was not commenting, expect the insurer to ramp up its marketing in the second half of the year to try to ward off Geico.
A Take: Ad Age
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| | #2 | BET Networks the Latest to Give Brands a Platform Through a Festival
| | | In conjunction with its televised BET Awards this Sunday, BET Networks is conducting a three-day festival called the BET Experience. Similar to the Essence Music Festival, it will feature live entertainment, film screenings, panels and other events. According to The New York Times, sponsors that will have a broad presence include Coca-Cola, Grey Goose and Procter & Gamble. Lots of samples will be distributed.
Why This Matters: "We decided to create this public event to give our viewers an opportunity to touch our brand and for brands to touch our viewers," said Debra Lee, chief executive and chairman of BET Networks.
A Take: NYT
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| | #3 | Bacardi Rolls Out Summer Video Campaign in Theaters and on Mobile
| | | In a continuing effort to reach male millennial consumers—ages 21 to 24—the brand will air a video spot in about 100,000 U.S. movie theaters over the summer and will also have a mobile interactive element via Shazam, MediaPost reports. The video, which sheds some light on the history of the brand, will also air on TV throughout the summer. There will also be a print campaign.
Why This Matters: Like many marketers these days, baby boomers are being passed over as ad campaigns target younger audiences to bring in future life-long customers. Bacardi believes the mobile element tied into the video showing in the movie will be appealing to a millennial audience.
A Take: MediaPost
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| #4 AOL Shooting Live 'Stress Sweat' Ads for Secret Deodorant (Ad Age)
#5 Interactive Creative Agency Traction Establishes Media Practice (MediaPost)
#6 What's the Future for CMOs? (Digiday)
#7 Grey Departs as E*Trade's Creative Agency (MediaPost)
#8 How Elmer's Keeps Mom Stuck on the Brand (eMarketer)
#9 Chobani Puts Creative Account Up for Review (Ad Age)
#10 Study Finds Yelp Influences Local Consumer Buying (MediaPost) |
|  | • 2.3
Percentage of digital ad spending share of total ad spending in Thailand in 2012, up from 1.9% in 2011, according to eMarketer calculations.
–Reported by eMarketer
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| | MBPT Spotlight | Consumer Neuroscience Can Help Create More Effective Ads at Significant Savings to Marketers
By John Consoli
Advertising is one of the newest areas to which neuroscience research has been applied, but its potential impact on the marketing of brands can be immense, says a report by Nielsen NeuroFocus president Joe Willke and senior VP of client service Blake Burrus.
The Nielsen execs say ad compression is only one application of consumer neuroscience, but it's one that can offer considerable rewards to marketers.
"We've always known a significant part of advertising spend is wasted," the report states. "Now, neuroscience can identify the exact moments in an ad that activate memory, draw attention or prompt an emotional response, and determine on a second-by-second basis which parts are and are not effective in engaging viewers."
By including only the most effective elements in their ads, marketers can attain significant savings by "shortening their length while also maintaining or improving their overall impact." Traditional 30-second commercials can be cut to 20-, 15- or even 10-second spots in a way that maintains or even increases their impact.
The report discusses how electroencephalography (EEG) works in measuring brain activity. The EEG provides detailed measurement of both conscious processing and what lies beneath it. "From the millions of pieces of information that bombard our senses, EEG can pick out three key metrics: (1) whether a viewer's memory is being activated; (2) when and how far people's attention is engaged; and (3) whether the viewer is drawn emotionally towards or leans away from a stimulus. These three metrics can then be combined into an overall gauge of how effectively a viewer is being engaged."
In order for EEG measurements to be used effectively in advertising, the report says, two more things needed to happen. "The first was systemization of the clinical measurement process at a scale that could accommodate the needs of large companies in a timely as well as cost-effective fashion. The second was the harnessing of computing capacity sufficient to analyze 18,000 data points per second, or over half a million in a typical 30-second ad."
The report says the operational capabilities of large companies solved the first criterion, while the arrival of Big Data has solved the second one.
Today, the report adds, the technique has been "successfully industrialized," and "the early days during which consumer neuroscience was a matter of inspired start-ups strapping equipment to test subjects are largely over."
How does the process work? And how did neuroscience analysis help CBS tailor the right spot for its drama The Good Wife?
For more, click HERE
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| | Fates & Fortunes | • JIM PRENDERGAST and DAN WEINBERG have joined NBC Sports Group as directors of sales, NBC Sports Ventures. They will both focus on revenue growth for the NBC Sports Ventures portfolio, which includes Alli Sports, the American Century Golf Championship, the PNC Father/Son Challenge and the Rugby Sevens Collegiate Championship. Prendergast was most recently director, sales and business development at NFuse Marketing. Prior to that, he was with IMG Sports & Entertainment, where he was general manager of national sales for the Big East Conference. Weinberg was most recently head of global sales for Tough Mudder. Prior to that, he was director of business development for Elite Marketing Group.
• BILL RAFTERY has been hired by Fox Sports 1 to serve as its lead analyst for the Big East Conference basketball game telecasts. He was previously with ESPN. Raftery will reunite with Gus Johnson, who will serve as FS1's main play-by-play announcer, and with whom Raftery previously teamed on CBS-televised college games. Raftery will continue in his role with CBS as lead analyst for men's college basketball.
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| | What They're Watching | BROADCAST RATINGS
Univision Ties With Fox for Thursday Win
On a night where most nets aired repeats, Spanish-language broadcaster Univision was able to tie Fox for the Thursday win among adults 18-49. For Fox, Hell's Kitchen was even with last week while the finale of Does Someone Have to Go? was steady as well. ABC was the only other net to air new programming, finishing in third place. Wipeout and Motive both returned from four weeks off down to the lowest rating for each. Rookie Blue fell to a season low. NBC, CBS and The CW aired repeats.
For more, click HERE
CABLE RATINGS
USA Network Takes Top Two Spots on Wednesday Cable
USA Network's Royal Pains was the top cable original Wednesday night with a 0.8 adults 18-49 rating, even with last week. The network's Necessary Roughness came in second with a 0.7, also matching last week's performance.
For more, click HERE
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| Overnight Ratings: Thursday, June 27
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| HELL'S KITCHEN
| 2.0
| 5.4
| CBS
| THE BIG BANG THEORY (R) (8)
TWO AND A HALF MEN (R) (8:30)
| 2.0
1.3
| 7.9
6.0
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.8
| ABC
| WIPEOUT
| 0.9
| 3.7
| NBC
| PARKS AND RECREATION (R) (8)
PARKS AND RECREATION (R) (8:30)
| 0.6
0.6
| 2.1
1.8
| CW
| THE VAMPIRE DIARIES (R)
| 0.3
| 0.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | UNIVISION
| AMORES VERDADEROS
| 1.5
| 4.0
| CBS
| PERSON OF INTEREST (R)
| 1.0
| 6.5
| ABC
| MOTIVE
| 0.9
| 5.0
| FOX
| DOES SOMEONE HAVE TO GO?
| 0.9
| 2.3
| NBC
| THE OFFICE (R)
| 0.7
| 1.7
| CW
| BEAUTY AND THE BEAST (R)
| 0.2
| 0.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | UNIVISION
| QUÉ BONITO AMOR
| 1.2
| 3.3
| ABC
| ROOKIE BLUE
| 1.1
| 5.1
| CBS
| ELEMENTARY (R)
| 0.9
| 5.3
| NBC
| AMERICA'S GOT TALENT (R)
| 0.9
| 3.4
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • The 'Anna Nicole' Story on Lifetime
For the second Saturday night in a row, the cable network will televise an original biopic—this one about the life and death of Anna Nicole Smith that touches on her glamorous life, alcohol and drug issues, her struggle to raise her son and her marriage to octogenarian millionaire J. Howard Marshall. Agnes Bruckner stars as Smith, Martin Landau plays Marshall, Virginia Madsen is Smith's mother and Adam Goldberg portrays lawyer Howard K. Stern. The upshot: Lifetime has had success with these biopics and ripped-from-the headlines original movies. Last Saturday night, the network's original movie about the Jodi Arias murder case drew 3.1 million total viewers, more than several broadcast network shows. Expect another three million viewers to tune in on Saturday.
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| • Amateur Investigators Figure Out 'Whodunnit' on ABC
The network's latest reality series, Whodunnit?, which invites 13 "guests" to an estate complete with a butler, premiered last Sunday at 9 p.m. One guest was "murdered" and the rest were instructed to determine the killer among them. This Sunday, another guest is "killed" and the mystery deepens. Much like other reality competition series with a large cast, alliances are formed while some contestants choose to go it alone. Each week the remaining guests investigate various clues to try to find the killer and win the $250,000 prize. The upshot: Whodunnit? is the first primetime reality series from CSI franchise creator Anthony Zuiker, so it has a solid bloodline. In its premiere last Sunday, the series drew 4.1 million viewers and a 1.3 18-49 rating. It went head-to-head against the premiere of NBC summer drama Crossing Lines, which drew 4.4 million viewers but only a 0.7 18-49 rating. This Sunday's telecast will shed some light on how well Whodunnit? will do for the rest of its run.
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| • BET Doles Out Annual Awards on Sunday
Chris Tucker will host this annual awards show, which recognizes accomplishments in music, sports and film, live from the Nokia Theatre in Los Angeles at 8 p.m. on BET. Angela Bassett and Gabrielle Union will be among the presenters and R. Kelly, Chris Brown and Miguel are among the performers. Miami Heat star Dwyane Wade will receive the Humanitarian Award presented by State Farm and Charlie Wilson will receive the Cadillac Lifetime Achievement Award. The upshot: Last year's telecast—which drew 7.4 million viewers and a 3.2 18-49 demo rating—was the most-watched program in both viewers and in the demo on cable on the Sunday night it aired. BET will re-air the telecast on Tuesday, July 2, on its international network in the U.K. and Africa, where it will reach more than 13 million households in some 50 countries.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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