| Today's Top Stories | | #1 | Twitter to Begin Selling World Cup Ad Packages
| | | The first match of the 2014 FIFA World Cup in Brazil is 11 months away, but the social network is planning to conduct a blind auction overseen by PricewaterhouseCoopers to begin selling promoted trends later this month, Ad Age reports. The four available packages are gold, silver and two bronze, with the highest bidders owning the day's promoted trends in 50 countries. The gold package—with a reserve price of $3.06 million—includes six promoted trends on six days, including the dates of the final game and one of the semifinal games.
Why This Matters: Real-time marketing is the new craze and with huge worldwide interest in the World Cup, this inventory can be extremely valuable to marketers during its one-month run. Ironically, in order to market in real time, marketers have to buy the inventory way in advance of the events.
A Take: Ad Age
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| | #2 | Agencies Give Marissa Mayer's Yahoo Mixed Reviews
| | | Now one year after Mayer took over Yahoo, some agency execs are complaining that the search engine is uncompromising when it comes to pricing and custom integrations. "If they're not willing to play ball, I'm not willing to invest the way I did before," one anonymous exec tells Digiday. On the record, execs are more upbeat. Barry Lowenthal of The Media Kitchen says the Yahoo sales team has been very accommodating, while Adam Shlachter of Digitas says Yahoo's overall strategy is "still not entirely clear."
Why This Matters: Mayer has not fostered as close a relationship with the agencies as she could, and this could hinder Yahoo's ad revenue prospects. If agencies want more openness and cooperation, why not offer it?
A Take: Digiday
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| | #3 | Budweiser Signs Rihanna for Major Worldwide Marketing Campaign
| | | The pop star will appear in a campaign called "Made for Music" that will include TV commercials, limited-edition packaging, digital elements, out-of-home ads and sponsorships of her concerts, along with Jay Z's. It is expected to span more than 85 countries beginning next week. The agency for the new campaign is Translation.
Why This Matters: Pepsi has Beyoncé and now Bud has Rihanna. Ricardo Marques, Bud's global ad director, says the beer maker's first coordinated international campaign involving music "allows us to bring Budweiser back as an icon of pop culture."
2 Takes: Ad Age | Adweek
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| #4 How Millennials Shop Online (eMarketer)
#5 Harley-Davidson Shuns Traditional Media to Reach Its Consumer Base (Ad Age)
#6 YuMe Rolls Out Multiscreen Household Targeting Program for Brands (MediaPost)
#7 Men's Magazines Show Ad Gains as Second-Quarter Ad Pages Decline Overall (Ad Age)
#8 LinkedIn Newsfeed Ads Will Be Slow to Reach Significant Scale (MediaPost)
#9 Marketing Consultant Says Marketers Spy as Much as the NSA (Ad Age)
#10 Marketing Research Firms' Revenue Flat in 2012 (MediaPost) |
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Percentage of female millennial Internet users ages 18-35 who spend between one and two hours a day shopping online, according to a survey by nonprofit research group Urban Land Institute.
—Reported by eMarketer
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| | MBPT Spotlight | Nielsen Report Finds Gay and Lesbian Sports Fans Should Be a Prime Target for Marketers
By John Consoli
When veteran NBA player Jason Collins announced that he was gay, the first active professional basketball player to do so, it made headlines around the world—not just on the sports pages, but on many newspapers, websites and newscasts.
A short time later, Brittney Griner, arguably the best women's college basketball player in the country, announced shortly after she was drafted by the Phoenix Mercury to play in the WNBA that she was gay.
A new report by Nielsen states, "More and more professional athletes are taking the courageous step to come out, publicly highlighting the connection between sports and the gay and lesbian community in important and unprecedented ways."
The report, titled "Major League: Gay and Lesbian Internet Users Are Avid Sports Fans," says gay and lesbian consumers are "in many ways...bigger aficionados than average fans."
The report points out that adult gay and lesbian Internet users are 11% more likely than the average adult to attend pro sports events, and they are 7% more likely to participate in an adults sports league.
Gay and lesbian adults are also 51% more likely than the average adult to watch sports-related videos online and 28% more likely to search for sports news via their computers. They are also 39% more likely to play fantasy sports online, and 19% more likely to purchase a sporting event ticket online.
A Nielsen analysis of the top U.S. sports Internet sites also found during the first quarter of 2013 a higher concentration of gay and lesbian visitors compared to the overall gay and lesbian online population.
What sports-related websites did gay and lesbian Internet users visit most frequently? And how does their spending compare to the general population?
For more, click HERE
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| | Fates & Fortunes | • ANDREW VARGA has joined Zimmerman Advertising as president and current president PAT PATREGNANI has been promoted to chief executive officer. Varga was previously chief marketing officer of Papa John's International, which announced his resignation in March though Varga stayed on board during a transitional period. Papa John's has been a client of Zimmerman Advertising since 1998 and while at Papa John's, Varga worked closely with Patregnani.
• ELISABETH HASSELBECK is joining the Fox News morning show Fox & Friends as cohost, succeeding Gretchen Carlson, who is getting a new daytime show on the network. Hasselbeck has been cohost on ABC's daytime show The View for the past 10 years, but her departure has been rumored for months. Hasselbeck, the lone conservative voice on The View, now joins a network that is more in tune with the political beliefs she has expressed on the air over the past decade. She described herself as "a long-time fan of Fox & Friends." Wednesday is her final day on The View, but she does not begin her stint on Fox & Friends until September.
• ERIC DeMONT was named senior VP of analytics for shopper marketing agency MARS Advertising. DeMont was most recently senior VP and director of analytics at MRM Worldwide. He previously held marketing positions at Accenture and Valassis.
• NICK BARHAM was named to the newly-created position of chief strategy officer at TBWA\Chiat\Day Los Angeles. He was most recently global director of W+K Tomorrow, a unit of Wieden + Kennedy based in Portland. He also served as planning director at Wieden + Kennedy Shanghai, where he helped build the agency's client list there. He also worked previously at TBWA as planning director of TBWA\China.
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Tuesday as 'AGT' Rises Slightly
NBC won Tuesday as America's Got Talent rebounded from last week while Off Their Rockers at 8:30 p.m. was up. Fox was in second as So You Think You Can Dance remained flat. ABC, which took fourth place, saw Extreme Weight Loss improve from last week's season low. CBS and The CW aired repeats.
For more, click HERE
CABLE RATINGS
'True Blood' Tops Sunday Night
HBO's True Blood was Sunday's top cable program with a 2.3 adults 18-49 rating, up a te nth from last week. Keeping Up With the Kardashians on E! came in second with a 1.3, up from last week's 1.1 rating.
For more, click HERE
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| Overnight Ratings: Tuesday, July 9
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.5
| 4.7
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.9
| CBS
| NCIS (R)
| 1.1
| 8.5
| ABC
| EXTREME WEIGHT LOSS
| 1.0
| 3.3
| NBC
| OFF THEIR ROCKERS (R) (8)
OFF THEIR ROCKERS (8:30)
| 0.9
1.0
| 3.7
4.0
| CW
| HART OF DIXIE (R)
| 0.2
| 0.6
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.3
| 8.8
| UNIVISION
| AMORES VERDADEROS
| 1.6
| 4.2
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.4
| 4.0
| ABC
| EXTREME WEIGHT LOSS
| 1.1
| 3.4
| CBS
| NCIS: LOS ANGELES (R)
| 1.0
| 6.2
| CW
| AMERICA'S NEXT TOP MODEL (R)
| 0.1
| 0.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.7
| 10.2
| UNIVISION
| QUÉ BONITO AMOR
| 1.3
| 3.5
| CBS
| PERSON OF INTEREST (R)
| 0.9
| 5.4
| ABC
| BODY OF PROOF (R)
| 0.5
| 2.6
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • FX Crosses 'The Bridge'...
The Bridge, a new drama based on the tensions that exist on the U.S.-Mexican border, premieres with a special 90-minute episode on Wednesday at 10 p.m. on FX. The series, starring Mexican actor Demián Bichir and German actress Diane Kruger, is loosely based on a Danish/Swedish series of the same name. It follows two detectives, one Mexican and one American, who jointly investigate a serial killer committing crimes in both countries along the border. In the opening episode, an anti-immigration American judge is found dead on the bridge connecting El Paso and Juarez, and the detectives have to navigate the laws in both countries. The case also uncovers more murders related to illegal immigration and drug trafficking. The upshot: The border crime theme is a relatively common one in movies, so there is no novelty; however, the issue of border security and illegal immigration is a hot button in the U.S. right now. The timing for the series is right, and FX has had success with original drama series.
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| • ...While NBC Comedy Takes You Camping...
Coming off a disappointing regular season, NBC is being aggressive with original series this summer. On Wednesday at 9 p.m. it premieres Camp, a sitcom revolving around the Little Otter Family Camp where "parents decompress over gin and tonics, while their kids run wild, and teenage counselors fall in and out of love," as the network says. The series stars Rachel Griffiths as the camp owner, who is competing with an upscale camp across the lake. Griffiths' character is pursued by both the other camp's "arrogant but sexy owner" and by her camp's younger handyman. The upshot: The theme is one that's been seen before in countless summer movies, so much of the series' success will depend on the writing and acting. Give NBC a thumbs-up for adding an original sitcom to its summer schedule and for leading Camp out of hit summer series America's Got Talent, which draws around 10 million per episode. If this series fails, it is not because NBC didn't give it a chance.
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| • ...And Married Beauties Chase the Crown on TLC
Originally titled Mrs. Perfect, TLC has changed the title of the series about the "Mrs." beauty pageants to Crown Chasers, which will premiere on Wednesday at 10 p.m. with a special 90-minute episode. The reality series will take viewers inside the world of what TLC describes as "the highly-competitive and dramatic Mrs. pageant circuit in Denver, Colo." The series will follow five "crown-hungry women" ages 30-52 who "will go to extremes like dieting and cosmetic surgery to ensure that they have what it takes to compete and capture the attention of the local judges." The upshot: Live telecast viewership of the major national beauty pageants are way down from their heyday, but they don't show the behind-the-scenes stuff that this series will. And TLC knows how to do it best, having had major success with its kiddie pageant reality series Toddlers & Tiaras for several years. Critics might shake their heads at some of the reality series on TLC, but the network has laughed all the way to the bank as viewers and advertisers flock to them. On Wednesday, however, we'll find out whether the viewers think 30-52-year-olds are as appealing as toddlers or spinoff Here Comes Honey Boo Boo.
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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