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Media Buyer & Planner Today: The Ad Industry's Top Stories for August 1, 2013

 
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Today's Top Stories
#1 Average Daily Time Spent With Digital Media Will Bypass TV This Year
  The average adult will spend 5 hours, 9 minutes per day online, on non-voice mobile activities (which includes mobile Internet usage) or with other digital media this year, according to eMarketer's latest estimates. That compares to 4 hours, 31 minutes that will be spent watching television. Average TV watching will decline by 7 minutes. Non-voice mobile usage will grow to 2 hours, 21 minutes, up from 1 hour, 33 minutes in 2012.
Why This Matters: TV viewing is basically flat, but consumers are spending more of their other leisure time using mobile phones for things beyond making calls. That's more of a reason why marketers have to develop ways to reach these consumers with mobile campaigns.
A Take: eMarketer

#2 Publicis CEO Says Rival WPP Has Client Conflicts Too
  In the wake of the announced merger between media agency holding companies Publicis and Omnicom, Publicis CEO Maurice Levy fired back at critics who claim his merger with Omnicom will create numerous client conflicts, saying rival holding company WPP is not immune from client conflicts either. WPP CEO Martin Sorrell told Ad Age in response that client conflicts are a problem if they're not managed properly through organizational structuring.
Why This Matters: It sounds like tit for tat, but both execs are correct. It's virtually impossible to survive as an agency with a single client from each category, so conflicts will arise. Setting up internal firewalls—and keeping clients comfortable with them—makes those conflicts more palatable.
A Take: Ad Age

#3 U by Kotex Plans Summer Concert Campaign With Social Media
  Kimberly-Clark will attempt to reach out to female teens for its U by Kotex brand with a new campaign that will include five 30-second spots projected on jumbo screens on stage behind performers at the American Idol summer tour and at Bruno Mars concerts this month, MediaPost reports. The spots will ask lifestyle questions to which the females in the audiences will be encouraged to respond using Twitter and Instagram. Results will be posted on screen. Free product samples will also be distributed.
Why This Matters: Few teens are at home watching TV during the summer, but many are out attending concerts, so this is a smart way for the brand to reach its targeted audience.
A Take: MediaPost

#4 Global Marketing Groups Air Concerns About Omnicom-Publicis Merger (Ad Age)

#5 ABC Completes Upfront Sales, Taking in $2.4 Billion (B&C)

#6 Donnovan Andrews Discusses New Role as Industry's First Innovation Chief (MediaPost)

#7 Breadth of a Pitchman: Diverse Marketers Still See Snoop Lion as King (Ad Age)

#8 A+E Networks Group Reports 12%-13% Upfront Ad Revenue Gain (Adweek)

#9 Farmers Insurance Unveils New Corporate Logo (MediaPost)

#10 Y&R Rebrands SicolaMartin Into Y&R Austin (Adweek)


32
Minutes per day that the average U.S. adult will spend reading an offline print publication in 2013, according to estimates.
Reported by eMarketer

MBPT Spotlight
The Next Big Thing in Out-of-Home Advertising—Sponsors are set to get their brand's act together and take it on the road…literally
By Eric Strauss, director of sponsorships, G5 Sponsorships

Shadow traffic isn't the only potential (if at times frustrating) revenue opportunity the freeway offers, and transportation entities around the country are ready and happy to road test a number of newer ones. And there was plenty of talk about sponsorship-based plans for generating revenue at last week's Transportation Research Board's (TRB) Midyear Meeting in Washington, D.C.

With transportation budgets getting reduced and safety initiatives expanding, Departments of Transportation (DOTs) and other transportation entities covered a full slate of topics. Those included non-conventional advertising in airport terminals, and digital advertisements on transportation infrastructure. But the standout new sponsorship opportunity is the ability to brand our nation's busiest highways.

DOTs plan to capitalize on what traditional billboard companies have known all along—motorists are the perfect captive audience for sponsors to gain exposure for their brands. Drivers can't change the channel. With the national average one-way commute now at 25.5 minutes, Americans are spending almost an hour a day in their cars. Also, DOTs can offer a competitive edge over traditional outdoor advertising by pitching signage in the right-of-way.

"The signs within the right-of-way, such as the ones indicating speed limits, provide the essential information motorists need to legally drive on our nation's interstates," said G5 Sponsorships COO Matt Hamill. "This opportunity gives brands the chance to benefit from a behavior that every driver has been trained to do—pay close attention to the messages posted on DOT signage along the roads."

In fact, many major brands are already in negotiations for the chance to be the inaugural sponsor in participating states.

What are some of the naming and sponsorship opportunities now available? And what brand restrictions currently exist?

For more, click HERE

Fates & Fortunes
SOLEIL MOON FRYE will be the new host of OWN's daytime show Home Made Simple when it returns for its third season this October. The series is produced in collaboration with MediaVest LiquidThread and Procter & Gamble. Moon Frye is best known from her role as a child actor on the Punky Brewster TV series. Now a married mother of two, she is cofounder of clothing line The Little Seed, as well as an author and blogger.
MARJORIE COHN was named to the newly created position of head of television at DreamWorks Animation. She will oversee the production and development of all TV efforts by the studio, which will include some 1,200 hours of original programming. Cohn spent 26 years with Nickelodeon, most recently serving as president of content development before leaving in April. Joining Cohn at DWA as head of TV production will be MARK TAYLOR, who worked with Cohn at Nickelodeon. Also part of Cohn's team will be PETER GAL, a DreamWorks Animation veteran, who will serve as head of TV development.
CHRISTINE BRADT has joined Starcom USA as senior VP, director, overseeing the agency's Mattel account. She will be based in Los Angeles. Also, STACY KARABUYKOV was named VP, activation director at Starcom, overseeing national buying for clients that include Del Monte, CBS Films, ABC Cable Network Group and Universal Orlando Resort. Bradt joins Starcom from Mullen, where she spent 16 years and was most recently senior VP, director of connectivity, planning and strategy. Prior to that, she held posts at TBWA\Chiat\Day and The Media Edge. Karabuykov was most recently director of media consolidation at Innocean, where she developed and implemented integrated marketing and consolidated buying strategies for video across all platforms for Hyundai and Kia Motors. Prior to that, she was an associate group director at Carat, handling broadcast, cable and syndication clients.


What They're Watching
BROADCAST RATINGS
'America's Got Talent' Falls to Season Low

NBC pulled ahead of Fox on Wednesday as America's Got Talent fell from last week to a season low and Camp improved, while Fox's MasterChef was down slightly. CBS, in third, saw Big Brother drop. ABC's The Lookout was flat to put ABC in fourth. The CW aired repeats.

For more, click HERE

CABLE RATINGS
'Counting Cars' Drives History to Tuesday Win
History's Counting Cars was Tuesday's top cable program with a 1.3 adults 18-49 rating. BET's The Game and Discovery's Deadliest Catch tied for second, each earning a 1.2 rating in the demo, both down a tenth from last week.

For more, click HERE

Overnight Ratings: Wednesday, July 31
8 PM
NET SHOW A18-49
Rating
TOTAL VIEWERS
(MILLION)
CBS
BIG BROTHER
2.0
6.1
NBC
AMERICA'S GOT TALENT (R)
1.5
6.6
UNIVISION
PORQUE EL AMOR MANDA
1.3
3.3
FOX
MASTERCHEF (R)
1.0
2.6
ABC
THE MIDDLE (R) (8)
SUBURGATORY (R) (8:30)
0.8
0.7
3.6
2.9
CW
ARROW (R)
0.3
1.2

9 PM
NET SHOW A18-49
Rating
TOTAL VIEWERS
(MILLIONS)
NBC
AMERICA'S GOT TALENT
2.3
10.0
FOX
MASTERCHEF
2.2
5.4
UNIVISION
LA TEMPESTAD
1.2
3.2
CBS
CRIMINAL MINDS (R)
1.0
4.8
ABC
MODERN FAMILY (R) (9)
THE NEIGHBORS (R) (9:30)
0.9
0.6
3.3
2.3
CW
CAPTURE (R)
0.2
0.8

10 PM
NET SHOW A18-49
Rating
TOTAL VIEWERS
(MILLIONS)
CBS
CRIMINAL MINDS (R)
1.2
6.2
NBC
CAMP
1.2
4.2
UNIVISION
QUÉ BONITO AMOR
1.1
3.2
ABC
THE LOOKOUT
0.9
3.5





TOMORROW'S BIG RATINGS STORIES TODAY
A Toast as 'Hatfields & McCoys' Return to History...
The legendary clans, which were featured in a ratings-busting three-episode scripted miniseries on History in May 2012, return on Thursday at 10 p.m. as the stars of a reality series. The new show, Hatfields & McCoys: White Lightning, follows the current real-life descendants of Randall McCoy and Devil Anse Hatfield, who remarkably still live along the West Virginia and Kentucky border on the same land where their ancestors feuded 150 years ago. They are still working in coal mines and making moonshine and they still don't get along. Still, a liquor salesman tries to get the families to partner in a joint moonshine business. The upshot: With some of the ridiculously lame reality series now on broadcast and cable TV, this one actually sounds interesting and seems like it has some merit. Anyone who watched the Hatfields & McCoys miniseries last year—and there were many, as its 13.8 million average viewers made it the most-watched non-sports series in ad-supported cable history—should find this interesting, at least on first blush. History could have another hit on its hands.

...As 'Young Hollywood' Airs on Its Ideal Home: The CW...
The 15th Annual Young Hollywood Awards, which celebrates the best young talent in film, music and television, will be televised on The CW on Thursday at 8 p.m. Known as the "Oscars of Young Hollywood," the telecast offers young celebs such as Selena Gomez, Kelly Osbourne, Liam James, AnnaSophia Robb, Lucy Hale, Dave Franco, Cody Simpson and Bella Thorne, among others. The upshot: The awards telecast is right in The CW's targeted audience wheelhouse of teens and younger millennials. It should draw a decent-size audience; however, it is airing during the summer, when a good chunk of the net's viewers might be out.

...And 'Ridiculousness' Makes Its Mark Again on MTV
The second half of season three of this MTV video clip series, hosted by Rob Dyrdek, returned two weeks ago and picked up where it left off with its midseason finale in April. The Thursday at 10 p.m. series offers up viral Web videos, which Dyrdek and his cohosts then pan. Since its return, Ridiculousness is averaging 1.5 million viewers and a 0.6 18-49 demo rating, similar to the 1.6 million and 0.8 18-49 demo rating it averaged in its first-half run and also in line with its second season averages. The upshot: The 18-49 demo rating is low because this series is more popular among viewers 12-34. It also skews more heavily younger male.


Director of Media Sandbox - Michigan State University - East Lansing, MI

Sales Management - Confidential

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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

Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email



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