| Today's Top Stories | | #1 | Intuit to Buy Super Bowl Ad for a Lucky Small Business
| | | The maker of Quicken and TurboTax will offer the Super Bowl spot and other prizes, including its own business software, in the contest. The promotion will come via a campaign featuring NFL Fox Sunday cohost Jimmy Johnson and first-year Apprentice winner Bill Rancic. Businesses will submit company pitches, Intuit will create videos and post them on a special website and the public will vote. Agency RPA will create the ad for the winning business.
Why This Matters: The contest will give huge national exposure to the winner—and Intuit. The cost of the $4 million Super Bowl spot will get Intuit at least that amount of PR, not to mention lots of goodwill among potential small business customers.
3 Takes: Ad Age | WaPo | USA Today
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| | #2 | Interpublic Launches Brand Content Unit
| | | The media agency holding company is creating Mediabrands Publishing, which will operate as part of its Mediabrands division. The unit will be led by Mark Himmelsbach (chief operating officer) and Teddy Lynn (chief creative officer). Both join Interpublic from Omnicom agency BBDO. "We will not be looking to have brands produce content to put out on NBC," Himmelsbach told The New York Times. "We will be looking to help brands produce content to put on their own channels" on a website or social media, like Facebook, Instagram, Vine or Twitter.
Why This Matters: With more brands looking to create their own content, agencies need to get into this game. Several other agencies already have content units.
2 Takes: NYT | MediaPost
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| | #3 | Mobile Tops Desktop for Social Content Sharing
| | | Research by social sharing platform ShareThis finds that more Internet users are sharing content via mobile than via desktop. On Facebook, 60.3% of users share content via mobile, compared to 56.5% who share it via desktop. For Twitter, 13.6% of users share content via mobile, compared to 6% who share via desktop. For Pinterest, the percentage is 18.9% for mobile and 5% for desktop. The study also found that iPhone users drove the greatest percentage of sharing, with 12.4% of users sharing online content on the Apple phone, eMarketer reports.
Why This Matters: Mobile devices are continuing to grow in popularity and that means they are increasingly becoming a platform marketers have to advertise on.
A Take: eMarketer
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| #4 Why the Omnicom-Publicis Merger Is Good for Small Agencies (Ad Age)
#5 Potential Client Conflicts in Five Categories Resulting From Mega Merger (Adweek)
#6 NBC Primetime Upfront Ad Sales Hit $2.1 Billion on CPM Hikes of 7%-8% (B&C)
#7 Former McCann CEO Nick Brien Invests in Social-Commerce Startup (Ad Age)
#8 NAB Takes Issue With CEA's TV Viewing Data (MediaPost)
#9 Global Media Billings Reportedly Up 9.3% to $341 Billion in 2012 (MediaPost)
#10 Foursquare Selling Its Location Data Through Ad Targeting Firm Turn (Ad Age) |
|  | • 66.4
Percentage of iPhone users who share content from Facebook, according to a survey by ShareThis.
—Reported by eMarketer
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| | MBPT Spotlight | The 'Woof' Man Is Back. But Will the Audience Bite?—How Arsenio Hall hopes to work in today's competitive late-night landscape
By Paige Albiniak
The return of The Arsenio Hall Show to late night represents a $50 million bet by CBS Television Distribution and Tribune, who are partnering on the program. But the much-hyped, celebrated arrival also begs a question: How much is the deck already stacked against Hall before the first play is made?
In fact, the odds are pretty long. The show-which premieres in syndication on Tribune, CBS, Local TV, Sinclair and other stations on Sept. 9, 2013-is going to have to hit its ratings out of the park to become a moneymaker. These days, even NBC's storied Tonight Show is having a hard time making its financials work.
Arsenio's re-entry is designed to get Tribune out of the late-night sitcom business, which is expensive, risky and doesn't allow stations to control much of its advertising inventory. But it will also train a bright spotlight on late night itself, which-like myriad dayparts, perhaps most notably the evening news-struggles to prove it still has big-ratings and big-dollar potential in an increasingly fragmented viewing world.
Putting first-run instead of sitcoms in late night carries its attendant risks. In its first year, the cost of producing Arsenio is estimated to be $36 million, not including marketing, which will likely run $10 million to $15 million, according to sources. Compare that to an estimated $75 million annually-not including Jay Leno's estimated $15 million salary (which has been reduced significantly in recent years)-for NBC to produce The Tonight Show.
What will indicate "success" for Arsenio in today's economically tight TV environment? And what is the once-and-future host's attitude as he attempts this return?
For more, click HERE
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| | Fates & Fortunes | • KARIM MAWJI was named senior VP, digital platform, music & entertainment ad sales at Viacom. He most recently served as VP of digital ad sales for the Nickelodeon Group, also part of Viacom. Mawji will be based in Los Angeles and report directly to Jeff Lucas, head of sales for music and entertainment at Viacom. In his new role, Mawji will work with execs across Viacom's digital portfolio to drive sales strategy by aligning digital sales with editorial initiatives at each brand, including Comedy Central, MTV, Spike and TV Land. Mawji joined Nickelodeon in 2001 as an account executive. Prior to that, he held positions at Turner Broadcasting and ESPN.
• STEVE BORNSTEIN will step down as president and chief executive of NFL Network when his contract expires in the spring of 2014; he will be succeeded by BRIAN ROLAPP, chief operating officer of NFL Media, who will become executive VP. Bornstein joined the NFL in 2002 and was instrumental in establishing NFL Network, which premiered in 2003. Bornstein joined ESPN and was named president in 1990. In 1997 he was named ESPN chairman as well as president of ABC. Bornstein's latest move was first reported by The New York Times.
• LINDA FEARS was named VP/editor-in-chief of Family Circle, after eight years as editor-in-chief. She will also continue as editorial director of Meredith's Food Content Center of Excellence. CHERYL BROWN was named editor-in-chief of Allrecipes magazine. She was most recently editorial director of Recipe.com. BRITTA CLEVELAND was promoted to senior VP, research solutions, from VP.
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Tuesday as 'Talent' Dips
NBC won Tuesday as America's Got Talent dipped slightly from last week. Fox was in second as So You Think You Can Dance held steady. ABC's Extreme Weight Loss was even with last week to put the network in a tie with CBS' repeats. The CW's Whose Line Is It Anyway? slipped, and the network's new reality competition Capture premiered slightly higher than what Perfect Score did in the time slot last week.
For more, click HERE
CABLE RATINGS
VH1 Leads Monday Cable
VH1's Love & Hip Hop Atlanta won Monday night with a 2.3 adults 18-49 rating, up from last week's 2.0. The network's Hit the Floor came in second with a 1.4 rating in the demo.
For more, click HERE
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| Overnight Ratings: Tuesday, July 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.5
| 4.4
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.5
| CBS
| NCIS (R)
| 1.1
| 7.6
| NBC
| HOLLYWOOD GAME NIGHT (R)
| 1.0
| 3.6
| ABC
| EXTREME WEIGHT LOSS
| 0.9
| 3.4
| CW
| WHOSE LINE IS IT ANYWAY? (8)
WHOSE LINE IS IT ANYWAY? (8:30)
| 0.8
0.9
| 2.4
2.4
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.6
| 9.4
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.4
| 3.9
| UNIVISION
| LA TEMPESTAD
| 1.4
| 3.5
| ABC
| EXTREME WEIGHT LOSS
| 1.3
| 3.8
| CBS
| NCIS: LOS ANGELES (R)
| 0.9
| 6.1
| CW
| CAPTURE
| 0.4
| 1.0
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.8
| 10.0
| UNIVISION
| QUE BONITO AMOR
| 1.1
| 3.2
| CBS
| PERSON OF INTEREST (R)
| 0.8
| 5.0
| ABC
| BODY OF PROOF (R)
| 0.6
| 2.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Sniffing Out the 'Honey Boo Boo' Slip
TLC's Wednesday 9 p.m. reality series Here Comes Honey Boo Boo, which returned two weeks ago averaging 2.9 million viewers and a 1.0 18-49 demo rating in two half-hour episodes, took a bit of a dip last week, averaging 2.3 million viewers and a 0.9 demo rating. That might be because the season premiere episode got lots of publicity surrounding its "Redneck Slip 'n Slide," in which two cast members wrapped themselves in plastic bags, poured cooking oil on the floor and greased themselves in butter. The other episode featured a "watch-and-sniff" element. Gimmicks aside, however, the drop of 20% in viewership and 10% in the demo is within the normal fall-off between season premiere and second episode. The upshot: The series featuring seven-year-old Alana Thompson and her self-proclaimed redneck family is still one of Wednesday night's most-watched cable series, and should settle back in without the aid of oil, plastic, grease or anything too pungent.
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| • Searching for the 'Best Daym Takeout'?
Daymon Patterson, a 6'5", 390-pound food critic nicknamed Daym Drops, will host this new 10 p.m. Wednesday Travel Channel food series in which he tours Chicago, New Orleans, Atlanta and other "iconic" food cities, offering up his review and "off-the-wall" commentary on carry-out food. Patterson is the creator of his own YouTube channel called Ghetto News Network, on which he has focused on reviews of foods from the leading fast food chains, and has drawn more than 12 million views to date. His trademark is doing his reviews while sitting behind the steering wheel of his car with food in hand. The upshot: Travel Channel already has series like Burger Land, Best Sandwich, Bizarre Foods, Food Paradise and Man v. Food Nation. Best Daym Takeout ought to fit right in.
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| • Scripting 'The In-Laws' With a Little TLC
TLC, a network known for pushing the reality series envelope, will offer up its first scripted series on Wednesday at 10 p.m. titled Surviving the In-Laws. It will premiere as two back-to-back half-hour episodes. As the network describes it, In-Laws is a series about "overbearing mothers-in-law, interfering fathers and years of family holidays served with a side of passive-aggression." The series is not a typical scripted one; it's filmed more like a reality series. The stories and resulting scripts were written based on interviews with real people sharing their experiences about their relationships with their in-laws. The upshot: The opening two episodes are considered a pilot and if they draw an audience, the network plans to order a full season. The series seems right in the TLC wheelhouse and one review said some viewers tuning in might even think it's just another TLC reality series.
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