| Today's Top Stories | | #1 | Study Knocks Fast-Food Chains For Luring Kids With Toys Instead of Food
| | | A study, funded by the Robert Wood Johnson Foundation, charges that fast-food companies continue to emphasize toy giveaways and movie tie-ins when marketing to kids on TV rather than focusing on the nutritional values of food. Particularly slammed are McDonald's and Burger King.
Why This Matters: Both fast food chains are part of the voluntary Children's Food and Beverage Advertising Initiative where companies pledged to devote 100% of child-directed ads to healthier foods. Said one researcher, "It's hard to tell what they are marketing; food was an afterthought."
Two Takes: Ad Age and Adweek
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| | #2 | WPP CEO Disses Proposed Omnicom-Publicis Merger
| | | In a conference call with analysts, Martin Sorrell called the company's suggestion that the merger was necessary to help each of them better compete with online companies like Google "nonsense," adding that it would lead to a "structurally clunky" and strategically unsound company. He also predicted escalating client defections as marketers explore the implications of the merger.
Why This Matters: Of course the Omnicom and Publicis brass will call Sorrell's comments sour grapes since the merger would knock WPP from its current position as the world's largest agency holding company. As to the actual impact of the merger…regulatory agency approval has to come first.
Three Takes: MediaPost, Adweek and Ad Age
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| | #3 | Coca-Cola Ads Under Attack In Mexico
| | | New York City Mayor Michael Bloomberg is not the only politician railing against the soft drink companies. The Wall Street Journal reports that in Mexico, there is a public health battle over sugary soft drinks. Coca-Cola, which leads the nation's soda sales, is a major target. A series of outdoor ads in Mexico City shows a 20-ounce bottle of soda next to the 12 spoonfuls of sugar it contains. Legislation has been proposed to heavily tax soda sales and there have been calls to eliminate soda from schools.
Why This Matters: Coca-Cola has a lot to lose in this battle. "In the Mexican countryside, if you go to somebody's house and they don't have Coke to offer, they apologize," says Alejandro Calvillo, head of the public-interest group that financed the anti-soda campaign.
A Take: WSJ |
| #4 More Major Brands Using 3D Printing As Marketing Tool (Ad Age)
#5 Mobile Specific Ad Networks Doomed To Fail (Digiday) #6 Twitter Buys Trendrr To Track Social Conversations Across Media (Ad Age)
#7 Patagonia's 'Buy Less' Marketing Campaign Spurs More Buying (Businessweek)
#8 P&G Moves Herbal Essences Creative Account To Wieden & Kennedy (Ad Age) #9 Pinterest Builds Hub For Fashion Week (Digiday)
#10 Nearly One-Fifth Of Google's Revenue Will Come From Mobile Search Ads (eMarketer) |
|  | • 19.1
Percentage of Google's ad revenue that will come from mobile search in 2013, up from 12.3% in 2012, and projected to grow to nearly 31% by 2015.
– Reported by eMarketer
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| | MBPT Spotlight | Spanish-Language Broadcast Nets Having No Problem Drawing Viewers This Summer
By John Consoli
While English-language broadcast television is, for the most part , going through its typically bland summer viewership pattern, Spanish-language broadcast is on fire.
In summer-to-date numbers, Univision ranks as the No. 1 broadcast network among adults 18-34 and No. 3 among adults 18-49 on all of television.
In the week ending August 25, Univision out-delivered two or more of the English-language broadcast networks on six nights of the week among both adults 18-34 and 18-49. For that week, Univision had 11 of the top 25 programs in both adults 18-34 and adults 18-49.
Telemundo is also having a solid summer, recording the best ratings numbers for July and August in the network's history.
While the Spanish-language networks do have the advantage of televising all first-run novelas throughout the summer, there also seems to be more loyalty shown by its viewers. Univision and Telemundo do not post the level of total viewers that the broadcast networks get during the summer, but they lose a lot less viewers, and the viewer gap closes significantly.
And all this while Univision has been able to overtake all of the broadcast networks in key demos.
Univision won the July sweeps ratings in the 18-34, 18-49 and 12-34 demo categories. It also beat Fox in total viewers per night, averaging 3.6 million to place fourth among all broadcast networks.
It didn't just win the July sweeps, it shellacked the English-language networks, beating second-place Fox in the 18-49 demo by 21%, in the 18-34 demo by 20% and in the 12-34 demo by 30%.
"Univision is now very competitive with the English-language broadcast networks, particularly during the summer, but also during the regular season on many nights in both the 18-34 and 18-49 demos," says Brad Adgate, senior VP, research at Horizon Media. "The gap right now between Univision and the English-language broadcast networks is closing faster than the gap between cable and broadcast in the 18-49 demo."
For Univision, the summer conquest is a pleasant reminder of when the net beat NBC in the 18-49 demo in the February sweeps.
What have been the top rated Spanish-language series this summer? And how has the "Latina Power Shift," as one study calls it, made these ratings that much more important?
For more, click HERE
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| | Fates & Fortunes | • DANIEL VASSALLO has joined Starcom USA as VP, digital director on the media agency's Novartis account. He will be based out of Starcom's New York office. Vassallo was most recently VP of performance media, search and social marketing at the JAR Group. While there, he established the agency's digital media practice and was responsible for strategy development, execution, measurement and optimization across digital media, search and social marketing campaigns. Prior to that, Vassallo was VP, director of media at Digitas Health.
• MARK COATNEY was named senior VP, digital media at Al Jazeera America. Coatney will now oversee the new cable news network's website. He was previously director and "media evangelist" at Tumblr, and before that was social media projects editor at Newsweek.
• BILL BORRELLE is leaving his post as CEO of McGarryBowen New York. He is departing for a client-side position which he would not disclose, according to a report in Ad Age. Borrelle held the CEO post since 2009. Prior to that he was a group managing director at the agency. Before joining McGarryBowen in 2006, Borrelle was senior VP at Digitas, and prior to that was senior VP at Wunderman.
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| | What They're Watching | BROADCAST RATINGS
Two-Hour 'MasterChef' Leads Fox to Win
Fox won Wednesday night. A two-hour MasterChef was down from last week's one-hour episode, although it was even with last week during the 9 p.m. hour. NBC took second, but was first in overall viewers. America's Got Talent rose while Camp was even with last week's rating. CBS, in third place, saw Big Brother dip. ABC's The Lookout rose. The CW aired repeats.
For more, click HERE
CABLE RATINGS
'Pretty Little Liars' and 'Rizzoli & Isles' Tie for Top Spot in Tuesday Night's Cable Ratings
TNT's Rizzoli & Isles and ABC Family's Pretty Little Liars tied as Tuesday's top cable originals, each earning a 1.4 adults 18-49 rating. Rizzoli & Isles was up from last week's 1.1 demo number. BET's The Game came in next with a 1.2 adults 18-49 rating, up from last week's 1.1.
For more, click HERE
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| Overnight Ratings: Wednesday, August 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | CBS
| BIG BROTHER
| 2.0
| 6.3
| FOX
| MASTERCHEF
| 2.0
| 5.3
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.6
| NBC
| AMERICA'S GOT TALENT
| 1.3
| 6.0
| ABC
| THE MIDDLE (R) (8:00)
THE MIDDLE (R) (8:30)
| 0.8
0.8
| 3.5
3.4
| CW
| ARROW (R)
| 0.3
| 1.1
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| MASTERCHEF
| 2.4
| 6.3
| NBC
| AMERICA'S GOT TALENT
| 2.2
| 9.7
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.3
| CBS
| CRIMINAL MINDS (R)
| 0.9
| 4.7
| ABC
| MODERN FAMILY (R) (9:00)
THE NEIGHBORS (R) (9:30)
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1.0
0.7
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3.4
2.4
| CW
| SUPERNATURAL (R)
| 0.2
| 0.8
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| CSI: CRIME SCENE INVESTIGATION (R)
| 1.1
| 5.6
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
| NBC
| CAMP
| 0.9
| 3.5
| ABC
| THE LOOKOUT
| 0.8
| 3.3
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Project Runway' Still Draws a Crowd
This fashion competition series hosted by Heidi Klum is quietly having another successful season, its seventh on Lifetime and 12th on TV overall. Airing at 9 p.m., the series has been averaging 2 million viewers and a 0.7 18-49 rating since its season premiere on Lifetime in mid-July. This Thursday the 11 remaining designers will have to create a look based on a shoe from the "Marie Claire shoe closet." Guest judges this week will be The Big Bang Theory star Kaley Cuoco and Marie Claire editor-in-chief Ann Fulenwider. The upshot: For a series in its 12th season, Runway is still drawing very well each week. Last week it actually drew 500,000 more viewers than it did for its season premiere. However, the big test will come once it has to compete with the new Thursday broadcast network fall primetime schedule.
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| • No Endless Summer for NBC's 'Night'
Hollywood Game Night concludes its short summer run on Thursday night at 10. On the final night of competition two contestants will lead their respective teams of three celebrities that will include Tom Arnold, Terry Crews, Emilie de Ravin, Jerry Ferarra, David Giuntoli and Hoda Kotb, in a series of party games in hopes of winning the $25,000 grand prize. Jane Lynch hosts. The upshot: The series was once averaging 4.3 million viewers and a 1.3 18-49 demo rating but NBC began airing repeats of the show several times per week. Now it's demo number has fallen to a 1.2 as it gets ready for its finale. Still, as summer shows go, this one performed decently for NBC, particularly in the demo.
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| • 'SpongeBob' Still Soaking Up Viewers, Including Parents
It's not in primetime, but four Nickelodeon episodes of SpongeBob SquarePants on Thursday nights from 5 p.m.-7 p.m. are drawing lots of kids—and a decent number of parents as well. The long-running, well-loved animated series is averaging 3 million viewers per half-hour along with an 18-49 demo rating of 0.6. Only two Thursday night cable series last week—Burn Notice and Pawn Stars—drew more viewers in primetime. The upshot: Yes, it's a lot of kids, but for marketers wanting to target this audience, it is a mass one. Each half-hour pulls in almost an exact 3 million and 0.6, so advertisers can probably reach the same audience by just picking a half-hour inside the two-hour block.
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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
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Phone: 917-281-4708 | Send Email
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