| Today's Top Stories | | #1 | Coca-Cola Begins 2014 World Cup Soccer Marketing Push
| | | FIFA championship matches begin next summer, but the cola maker has begun its marketing campaign as a sponsor of the Mexican National Team, running its first TV commercial with a World Cup tie-in this week on Univision Deportes, MediaPost reports. The campaign will include billboards, print ads and point-of-sale promotions and sweepstakes.
Why This Matters: Lauventria Robinson, VP of multicultural marketing, Coca-Cola North America, says, "Seventy percent of the 52 million Hispanics in the U.S. today are Mexican or of Mexican descent, and many continue to follow their team." Coke's involvement with the campaign "hits very close to home." Anali Cabrera of Coke adds, "This new spot highlights our commitment to the Latino community, letting them know that we have and will continue to celebrate and support their team."
A Take: MediaPost
|
| | #2 | Shoppers Will Be Spending Less This Back-to-School Shopping Season
| | | Back-to-school is the second largest shopping season of the year, with $84 billion in sales last year. But a survey by BigInsight finds that 77% of families with school-aged children say the economy will affect their spending plans this year, Ad Age reports. The survey done for the National Retail Federation found that 37% of households with children 6-17 will spend less than they did last year, which is actually a smaller percentage shift than five years ago.
Why This Matters: While consumers continue to be budget conscious, back-to-school items are still considered necessities. Smart marketers will continue to aggressively promote and offer the right 'rithmetic on pricing and discounted specials to motivate consumers to purchase their brands.
A Take: Ad Age
|
| | #3 | AT&T Main Sponsor of New Limited-Run ESPN Women in Sports Series
| | | As presenting sponsor of the series Nine for IX, the telco has committed to a run of 27 branded 30-second spots and will be featured in the same number of sponsored "sneak peek" segments that will air each Tuesday morning on SportsCenter, Adweek reports. Procter & Gamble's Gillette Venus brand is secondary sponsor. ESPN's audience comprises 25% women. To draw more women to this series, the network will get a promotional push on sibling ABC's Good Morning America and syndicated series Katie.
Why This Matters: AT&T is in a fierce competitive battle in the smartphone category and women are big users of smartphones. It makes sense to reach out to women via this targeted series geared toward them.
A Take: Adweek
|
| #4 Nokia Hoping JWT Can Help Turn Around Its Slumping Sales (Ad Age)
#5 Mizuno Gets Huge Online Brand Lift in Week After Wendy Davis Filibuster (Adweek)
#6 Microsoft Exploring Ad Options With Facebook (MediaPost)
#7 An Inside Look at Pantene's Successful Twitter Program (eMarketer)
#8 Motorola Rolls Out First Ad for Moto X Smartphone (Ad Age)
#9 Dubious Stats About Mobile (Digiday)
#10 Omnicom Settles Discrimination Suit (MediaPost) |
|  | • 65
Percentage of business-to-consumer marketers worldwide who say the most effective tactic for achieving email marketing objectives is creating relevant and compelling content, according to a June 2013 survey by Ascent2 and Research Underwriters.
—Reported by eMarketer
|
| | MBPT Spotlight | Nielsen Report Offers Insight Into How U.S. Consumers Deal With Rising Costs
By John Consoli
In today's economic climate, it's imperative that manufacturers and retailers find ways to build consumer loyalty and deliver value by touting benefits such as convenient locations, reward programs and at-home consumption in order to keep the flow of customers coming into stores and making purchases, according to a new report by Nielsen.
Agencies also need to keep all this in mind when developing campaigns for chains and their merchandise.
"Financial headwinds are the new normal, and U.S. consumers are feeling the effect across the board," writes Todd Hale, senior VP, consumer and shopper insights at Nielsen. "Whether it's spiking food and gas prices, surging energy bills, mounting health care costs, higher payroll taxes or all of the above, rising costs of living are putting the squeeze on everyone's wallets."
The Nielsen data was collected from March 14 through May 6 of this year and included 27,896 respondents.
Hale says the first thing marketers need to do is gain a solid understanding about how people are fighting to face their economic challenges, and to then tailor their marketing strategies to help consumers navigate the economy.
The Nielsen report finds that while payroll taxes were a major issue earlier this year, currently, less than a quarter of households (23%) say they've been affected by the payroll tax hike.
The area where most consumers say they feel the highest negative impact is in rising food prices; 64% of the households surveyed in the Nielsen report call that the biggest drain on their income. Next—and mentioned by 58% of households—is rising gas prices, followed by rising utility and energy costs (40%) and rising health care costs (30%).
What are the economic realities, statistically speaking, that marketers are up against? And how has weather affected certain categories?
For more, click HERE
|
| | Fates & Fortunes | • JEWEL has joined NBC's The Sing-Off as a judge when the a cappella singing competition returns for a limited fourth season run sometime this December. She replaces Sara Bareilles and joins Shawn Stockman and Ben Folds as incumbent judges who appeared on the show when it last aired in fall 2011. NICK LACHEY will return as host.
• MEGYN KELLY will move from her post as anchor of the daytime Fox News Channel show America Live to host a network primetime show when she returns from maternity leave. Kelly has anchored America Live from 1-3 p.m. since 2010. She's been with Fox News since 2004, initially as a Washington, D.C.-based correspondent. Prior to that, she was a reporter for ABC affiliate WJLA-TV in Washington. Fox News Channel has also signed long-term contract extensions with current primetime hosts BILL O'REILLY, SEAN HANNITY and GRETA VAN SUSTEREN, and with afternoon anchors BRET BAIER and SHEPARD SMITH.
|
|
| | What They're Watching | BROADCAST RATINGS
NBC Wins as 'Talent' Falls to Season Low
NBC won Tuesday as America's Got Talent declined to a season low while Off Their Rockers at 8:30 p.m. fell. Fox was in second as So You Think You Can Dance dropped. In third was CBS, which saw Big Brother tie its series low in its Tuesday premiere. ABC, which took fourth, saw the recently renewed Extreme Weight Loss tie its season low. The CW aired all repeats.
For more, click HERE
CABLE RATINGS
'Love & Hip Hop' Tops Monday
VH1's Love & Hip Hop won Monday night with a 1.7 adults 18-49 rating, even with last week. WWE Raw on USA Network came in second with a 1.4 in the demo, also even with last week.
For more, click HERE
|
| Overnight Ratings: Tuesday, July 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.6
| 4.6
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.7
| CBS
| NCIS (R)
| 1.1
| 8.2
| ABC
| EXTREME WEIGHT LOSS
| 0.9
| 3.4
| NBC
| OFF THEIR ROCKERS (R) (8)
OFF THEIR ROCKERS (8:30)
| 0.8
0.8
| 3.4
3.6
| CW
| HART OF DIXIE (R)
| 0.3
| 0.7
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.1
| 8.7
| CBS
| BIG BROTHER
| 1.8
| 5.6
| UNIVISION
| AMORES VERDADEROS
| 1.5
| 4.1
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.4
| 4.0
| ABC
| EXTREME WEIGHT LOSS
| 1.1
| 3.5
| CW
| AMERICA'S NEXT TOP MODEL (R)
| 0.2
| 0.5
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMREICA'S GOT TALENT
| 2.5
| 9.9
| UNIVISION
| QUÉ BONITO AMOR
| 1.2
| 3.2
| CBS
| PERSON OF INTEREST (R)
| 0.7
| 4.1
| ABC
| BODY OF PROOF (R)
| 0.6
| 3.0
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • NBC Continues 'AGT' Summer Love Affair on Wednesdays
NBC's hit summer variety competition series, which premiered on Tuesdays at 9 p.m. in early June, will add a second first-run episode night on Wednesdays at 8 p.m.. Since its premiere on June 4, AGT has averaged 11.2 million viewers and a 2.9 18-49 demo rating on the night. Last summer, across three nights, it averaged 11 million and a 3.1 demo number, so it remains right on target. On Wednesdays last summer it averaged 9.1 million viewers and a 2.4, so the bar is slightly lower. The upshot: AGT draws the most viewers of any regular series on television during the summer when it airs in first run. It is NBC's summer counterpart to regular season hit The Voice. As long as the network keeps AGT running only during the summer, even if it's on multiple nights, it will keep this series fresh. Now in its eighth season, the series produces summer numbers that would make it a regular season hit.
|
| • 'Big Bang' Making Noise on TBS
Even with first-run telecasts on CBS during the regular season, Chuck Lorre's hit sitcom The Big Bang Theory continues to pull in sizable cable viewership during the summer months on TBS. Last Wednesday, between 9-11 p.m., four half-hour episodes of the sitcom averaged 3.2 million viewers and a 1.3 18-49 demo rating, making those four shows the most watched on cable on that night. Even more impressive, the numbers have grown as the summer continues, countering the typical trend. Two weeks ago, the four Big Bang episodes drew an average 2.9 million and three weeks ago they averaged 2.6 million. The upshot: This series proves that airing a series in off-network, while it is still on broadcast in first-run, can work if the show is a favorite. Many times, the cable audience of these series differs from that on broadcast, meaning advertisers would be wise to buy time in both.
|
| • Diva Q Pitmaster Puts On Her Traveling Shoes
On Wednesday at 8 p.m., Travel Channel will televise back-to-back episodes of a new reality series BBQ Crawl, starring Danielle Dimovski, aka Diva Q Pitmaster. After appearances on BBQ Pitmasters on TLC, Diva Q now has her own series, which follows Danielle and her husband Vlado as they traveled for six weeks to 10 states and 32 cities to sample BBQ at various locations, while also competing in five barbeque competitions. The upshot: Another series that fits right in the wheelhouse of Travel Channel, and perhaps another personality to garner some publicity for the network. What makes the series interesting is that the BBQ competition circuit is dominated by men, so this 39-year-old diva with a marketing degree who worked for retail chain Zellers is a smart bet and a breath of fresh air.
|
|
| Due to the holiday, Media Buyer & Planner Today will not publish on Thursday, July 4, and Friday, July 5.
| |  |  |
|
| 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
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
|
|
| | |  |
| | | | | | |
