| Today's Top Stories | | #1 | GM to Launch Major Chevy Silverado National Ad Campaign With 2014 Model
| | | TV spots will premiere July 4 in Texas, where one in six pickup trucks in the U.S. are sold, before rolling out nationally with spots on ESPN during MLB Home Run Derby (July 15) and the MLB All-Star Game on Fox the following night. The campaign was created by Commonwealth and will include digital, print and experiential elements. While GM would not comment on the cost of the campaign, it is expected to top the $350 million spent on Silverado promotion last year, Adweek reports.
Why This Matters: Silverado and Sierra generated two-thirds of GM's profits in 2012. Chevy hopes to steal sales from the category's top-selling truck, the Ford F-150. Chris Perry, VP of Chevy U.S. marketing, says, "We want people to touch, feel and experience this new Silverado."
2 Takes: Adweek | Ad Age
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| | #2 | Time Spent on Social Network Sites Rises, and Consumer Fatigue Sets In
| | | A May survey of U.S. Web users by The Buntin Group and Survey Sampling International found that the average time spent per week on email, text and social among respondents reached 23 hours, dominated by email (7.8 hours), Facebook (6.8 hours), YouTube (5 hours), Google+ (4.3 hours) and Twitter (4.2). But eMarketer reports that "even the most digitally connected consumers are beginning to fatigue" with 54% of respondents saying they walked away from technology at least occasionally in the past year to gain time in-person.
Why This Matters: Consumers are still spending a massive amount of time on social sites and while they may take breaks from time to time, it is still a vital place for marketers to reach them with their messages.
A Take: eMarketer
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| | #3 | LinkedIn Increasing Content to Bring In More Ad Dollars
| | | The social network site seems to be following Facebook's monetization path, according to an Ad Age report. LinkedIn is urging brands to develop unique content for their company pages and its newest phase has ad units letting them promote content to a broader audience via news feed. The site had 52.1 million unique visitors in May, compared to 37.6 million a year earlier, per comScore, but average time spent on the site per users is flat at around 20 minutes.
Why This Matters: The obstacle LinkedIn faces is that it's still perceived as a "careers network," according to Peter Fasano, senior VP at Social@Ogilvy. Colin Sutton, social media director at OMD believes "it's going to take some time" for LinkedIn's strategy to have significant impact on its ad revenue.
A Take: Ad Age
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| #4 SMG Multicultural Does Major Upfront Deal With NuvoTV (B&C)
#5 Hurdles Remain Before Mobile Marketing Truly Drives In-Store Purchases (Ad Age)
#6 Digital Creative Agencies Moving Into Media Planning, Buying (Digiday)
#7 Bridgestone Drops Richards Group, Names Publicis Dallas Creative Agency (Ad Age)
#8 Summer Marketing Campaigns Salute Veterans in Advance of Veterans' Day (NYT)
#9 Nike's 'Just Do It' Slogan Celebrates Its 25th Anniversary (Adweek)
#10 IgnitionOne Leaving the Dentsu Umbrella (Ad Age) |
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Percentage of U.S. Internet users polled in May 2013 who have used email and Facebook to communicate with others, according to a survey by The Buntin Group and Survey Sampling International.
—Reported by eMarketer
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| | MBPT Spotlight | How Automatic Content Recognition Technology Can Impact Multiscreen Viewing
By Yangbin Wang, founder and CEO, Vobile
The explosive growth of online video viewing shows no signs of abating. Almost a quarter of all video viewing in households with high-speed Internet access now takes place on a device other than a television set.
When Internet-based video viewing first began to take off, some wondered if TV programming would eventually be supplanted by content produced and distributed solely online. But instead, the Internet became another medium to distribute content produced primarily for television. Something similar is happening with the second-screen phenomenon.
Consumer usage patterns are evolving over time, but it seems clear that no one screen is replacing another. Instead, people are using multiple screens—as many as four or even more—for a number of purposes. In many cases, mobile devices serve as the first screen. At other times, the television may be the primary screen, with viewers using mobile devices like smartphones or tablets to access complementary content.
Some television content producers have leveraged the trend by designing content like behind-the-scenes programming, sites containing more information on popular characters and even alternative camera angles for the second screen. Sports broadcasters may provide second-screen services to give viewers a chat venue, sponsor prize competitions and deliver stats and insider information.
Complementary content can provide new revenue opportunities. But the profusion of tablets and mobile devices and increase in online video sharing on social media sites offer other opportunities and challenges for content publishers who produce primary content. Online video sharing opens up new possibilities for low-cost distribution and audience expansion. But it also increases the incidence of video piracy and makes advertisers reluctant to sponsor content distributed on channels that they cannot control.
The television content production industry and broadcasters alike are looking for ways to reinforce and expand content distribution channels, and automatic content recognition technology can be an ideal solution. When content owners can identify content accurately, they not only enforce rights and agreements while tracking usage but also provide new ways for users to access video content wherever they are and whenever they want it.
How does automatic content recognition technology work—and work to make viewing easier and more accessible? And how will it help measurement of viewership?
For more, click HERE
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| | Fates & Fortunes | • DENNIS DUNPHY was named Veria Living director of ad sales for the Central and Western regions. He was most recently director of interactive advertising sales at TiVo.
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| | What They're Watching | BROADCAST RATINGS
'Under the Dome' Sheds 15% in Week Two
CBS' Under the Dome fell slightly from last week's premiere, and with repeats from 8-10 p.m., CBS won the night. ABC came in second as The Bachelorette declined and Mistresses rebounded. NBC's night of premieres, including reality drama Siberia, put the network in third. American Ninja Warrior was down from last year's debut. Fox's The Goodwin Games ended its brief run even with last week. The CW aired all repeats.
For more, click HERE
CABLE RATINGS
'Ray Donovan' Posts Showtime's Best Series Debut
The premiere of new Showtime drama Ray Donovan posted the network's highest rated original series debut ever, drawing 1.35 million viewers at 10 p.m. following the final season premiere of Dexter. The drama starring Liev Schreiber bested Homeland's 2011 debut by 25% and drew 2.22 million viewers for the night.
For more, click HERE
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| Overnight Ratings: Monday, July 1
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | ABC
| THE BACHELORETTE
| 1.7
| 6.2
| NBC
| AMERICAN NINJA WARRIOR
| 1.5
| 4.6
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.5
| CBS
| HOW I MET YOUR MOTHER (R) (8)
MIKE & MOLLY (R) (8:30)
| 1.2
1.1
| 4.3
4.4
| FOX
| RAISING HOPE (R) (8)
THE GOODWIN GAMES (8:30)
| 0.7
0.6
| 2.0
1.5
| CW
| OH SIT! (R)
| 0.3
| 0.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICAN NINJA WARRIOR
| 1.9
| 5.3
| ABC
| THE BACHELORETTE
| 1.8
| 6.4
| UNIVISION
| AMORES VERDADEROS
| 1.5
| 3.9
| CBS
| 2 BROKE GIRLS (R) (9)
THE BIG BANG THEORY (R) (9:30)
| 1.2
1.6
| 5.0
5.8
| FOX
| NEW GIRL (R) (9)
THE MINDY PROJECT (R) (9:30)
| 0.6
0.5
| 1.4
1.4
| CW
| THE CARRIE DIARIES (R)
| 0.2
| 0.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| UNDER THE DOME
| 2.8
| 11.5
| ABC
| MISTRESSES
| 1.2
| 3.8
| UNIVISION
| QUE BONITO AMOR
| 1.2
| 3.2
| NBC
| SIBERIA
| 1.1
| 3.2
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • BET Puts On Its 'Game' Face
This dramedy that follows the lives of professional football players on the fictional San Diego Sabers returns after a six-week hiatus for its midseason premiere on Tuesday at 10 p.m.; it will lead into a special one-hour original movie from the creators of The Game, titled Being Mary Jane and starring Gabrielle Union. The Game slipped a bit during the first half of its sixth season, averaging 2 million viewers and a 1.1 18-49 rating after premiering with 2.5 million. In season five it averaged 2.5 million and a 1.3 demo rating. The Being Mary Jane movie was to be the pilot episode of a new BET drama series and word is that it may still come in 2014. In the movie, Union stars as a single TV news anchor juggling her professional and personal lives. The upshot: The Game still draws a significant predominantly African-American audience that marketers can target each week and if Being Mary Jane clicks, it could become another solid series for the network.
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| • Even in Repeats, 'NCIS' Is a CBS Juggernaut
The military and police procedural drama—the most-watched series on all of television that just completed its 10th season on CBS—now airs in repeats during the summer in its regular 8 p.m. Tuesday time slot. It's not matching its 18 million-plus regular season average audience, but NCIS is bringing in a very decent summer repeat audience of 8.5 million viewers. The upshot: Other than NBC's summer competition series America's Got Talent, NCIS, in repeats, is beating just about every other series on television, both broadcast and cable. It's lost some of its younger audience—it's averaging a 1.1 in the 18-49 demo vs. a 3.2 during the regular season—but it is still drawing a mass audience. In head-to-head competition with NBC's The Voice finale a few weeks ago, and with the NBA playoffs, it still pulled in more than 8 million viewers. That makes it a remarkably solid vehicle for summer advertisers and a good revenue source for CBS.
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| • Veteran Fox Dance Series Losing Audience
After seven weeks of regular season telecasts, So You Think You Can Dance on Tuesdays at 8 p.m. is averaging 4.6 million viewers and a 1.7 18-49 demo rating for Fox, down from its average for all of last summer of 5.5 million viewers and a 2.0 rating. However, a competition series usually grows its audience as it moves toward the finals, so there is a chance the series will gain more tune-in through the summer. SYTYCD also aired for a while head-to-head with NBC's popular competition series The Voice, which extended its season into the early summer, as well as against NBA playoff games and America's Got Talent. The upshot: The series, now in its 10th season, still has a solid core audience for a summer series; for advertisers, it has a median age of 46, which is still younger than most programming on the broadcast networks.
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Phone: 201-314-0424 | Send Email
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