| Today's Top Stories | | #1 | Twitter Banter Between Brands Becomes a Growing Trend
| | | As brands strategize about how best to use social media to talk to consumers, they are also increasingly tweeting at each other, Ad Age reports. The practice is still not widespread because of concerns at some marketers' legal departments. Some P&G brands such as Charmin and Tide tweet at other brands within their own parent company; other brands such as AMC Theaters and Oreo tweet each other because they are represented by the same agency (360i) while others tweet at brands with no connection, sometimes contentiously.
Why This Matters: The goal is to get recognition from consumers for being clever and quick to jump on trending topics or tweets. "A lot of it is about striking the right match," says 360i president Sarah Hofstetter.
A Take: Ad Age
|
| | #2 | SMGX Reorganizes and Moves To London
| | | SMGX, the Starcom MediaVest Group unit formed in 2009 as a U.S.-based operation to manage developments in advertising for advantage TV platforms has quietly shut down in the U.S. and moved to London, MediaPost reports. Matt Blackhorn, president of emerging markets for SMG is the new head of the global SMGX division. John Muszynski, who headed SMGX in the U.S., will continue in his role as chief investment officer of SMG media agency Spark, which he assumed earlier this year, and will also oversee media investment for a number of other SMG agency clients, including Disney.
Why This Matters: SMG wanted to give SMGX a more global presence. "It's an international business," Blackhorn said. The U.S. practice was placed within the agencies and London will be the new base.
A Take: MediaPost
|
| | #3 | Nike Tops the List Of Clients Agency Execs Most Want To Work With
| | | A study commissioned by The Talent Business finds other marketers among the Top Six include Google, Volkswagen, Adidas, Apple and Coca-Cola, according to an Ad Age report. Among the marketers at the bottom of the list: L'Oreal, Kellogg, General Motors, GlaxoSmithKline, Reckitt Benckiser and Colgate. A total of 330 CEOs, managing directors, creative directors and heads of planning globally participated.
Why This Matters: Marketers were assessed on their reputation for collaborative working, excellence of their marketing team, ability to produce award-winning creative work and being socially responsible. This is not a list you really want to be at the bottom of.
A Take: Ad Age
|
| #4 E-Cigarette Makers Starting To Spend Big Ad Dollars (NYT)
#5 Newell Rubbermaid Begins Global Media Review (Ad Age)
#6 Kia's New Animated Ads For Viewers Tuning Into Adult Swim 'Toon Block (MediaPost)
#7 Goodby Silverstein & Partners Wins Assignment From Seagate Technology (Adweek)
#8 Twitter Makes Lead-Generation Tool Available To Advertisers (MediaPost)
#9 Study: Viewers Have Similar Reaction To Online Video And TV Ads (eMarketer)
#10 Potential Obstacles For Internet Advertising Revenue Stream (NYT)
|
|  | • 74.4
Number in millions of U.S. mobile phone video viewers in 2013, according to estimates; the number is expected to rise to 116.9 million by 2017.
– Reported by eMarketer
|
| | MBPT Spotlight | Nielsen Report Calls Single-Source Data 'The Holy Grail' Of Marketing
By John Consoli
A new Nielsen report is touting the use of single-source data as "the holy grail" to help marketers run more effective and profitable advertising campaigns.
Single-source data measures media exposure and brand purchasing for the same people, allowing sales to be attributed to a particular ad platform with more precision.
The report, jointly authored by Nielsen executives Karthik Rao, managing director of media analytics; Mark Sneathen, senior VP, client consulting; Nada Bradbury, senior VP, product leadership; and Mike Nazzaro, CEO of Nielsen Catalina Solutions, goes on to say, "single-source databases allow companies to understand, at an individual, anonymized level, who is watching and not watching their ads, and who is buying and not buying their goods."
The report notes that marketers have used segmentation focus groups and surveys to identify audiences and methodologies such as data fusion to estimate sales lift of advertising. However, while those tools are an integral part of marketing and media planning today, they do not make it possible to specifically match any given individual's degree of media exposure to an ad campaign with his or her purchase behavior.
Marketers who consistently buy TV programming that reaches a general audience of only adults up to age 49 are missing out on about half the purchase dollars in some important categories, the report says, adding that big data will help marketers reach the consumers they might now be missing out on.
What part does the report say big data plays in making campaigns more efficient? And why does the report suggest the time is now right for single-source to make an ad-industry impact?
For more, click HERE
|
| | Fates & Fortunes | • VINCENT BELLORE has resigned as chairman of Havas and will be succeed by his son YANNICK BELLORE. The succession plan was announced a few months ago, and this announcement makes it official. Yannick Bellore, 33, joined the Bellore Group in 2006 and was named CEO of Bellore Media in 2009. He was appointed VP and managing director of Havas in 2011.
• KINGSLEY TAYLOR was named director of new business at David&Goliath. He was most recently client service director at Mile 9 and before that was senior partner and global business director at Ogilvy & Mather.
|
|
| | What They're Watching | BROADCAST RATINGS
'Big Brother' Up as CBS Wins Thursday
On a night where the networks experienced pre-emptions across the board for NFL preseason action—which likely inflated numbers—CBS tentatively won Thursday. Big Brother was up from last week. NBC took second. The season finale of Hollywood Game Night rose. ABC tied with Fox's repeats for third. The two-hour finale of Motive increased from last week. The CW aired repeats as well. Final numbers will be subject to higher-than-normal adjustments.
For more, click HERE
CABLE RATINGS
'Duck Dynasty' Dominates Wednesday Night Cable Ratings
A&E's Duck Dynasty was Wednesday's top cable program, with a 4.1 adults 18-49 rating, down from last week's 4.5 adults 18-49 rating. Modern Dads, which runs on A&E after Duck Dynasty, came in second with a 1.5 demo number, down from last week's 1.9.
For more, click HERE
|
| Overnight Ratings: Thursday, August 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | CBS
| TWO AND A HALF MEN (R) (8:00)
TWO AND A HALF MEN (R) (8:30)
|
1.8
1.9
|
7.2
7.5
| FOX
| GLEE (R)
| 1.5
| 4.6
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.8
| NBC
| AMERICA'S GOT TALENT (R)
| 1.4
| 5.2
| ABC
| MOTIVE
| 1.3
| 6.3
| CW
| THE VAMPIRE DIARIES
| 0.4
| 1.1
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| BIG BROTHER
| 2.6
| 8.4
| NBC
| HOLLYWOOD GAME NIGHT (R)
| 1.5
| 4.7
| ABC
| MOTIVE
| 1.4
| 6.4
| FOX
| NEW GIRL (R) (9:00)
THE MINDY PROJECT (R) (9:30)
| 1.4
1.3
| 4.6
4.2
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.4
| CW
| AMERICA'S NEXT TOP MODEL (R)
| 0.4
| 1.1
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| ROOKIE BLUE
| 1.5
| 6.0
| NBC
| HOLLYWOOD GAME NIGHT
| 1.5
| 4.8
| CBS
| ELEMENTARY (R)
| 1.4
| 5.9
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Polygamy is All the Talk on 'Sister Wives'
On a special episode of TLC's reality series Sister Wives on Sunday night at 9, the polygamist family, the Browns, will answer viewer questions about polygamy and express their own views about living that lifestyle. Among the questions answered: What do the teens really think of the family dress code? Which mom is the strictest? The series, now in its fourth season, follows ad salesman and family patriarch Kody Brown, his four wives and their 17 children. Brown has said that his situation is legit since he is legally married to one woman and the other marriages are spiritual in nature. The upshot: TLC is known for its controversial reality series (Toddlers and Tiaras, Virgin Diaries, Extreme Cougar Wives and My Teen Is Pregnant and So Am I) and Sister Wives is averaging 2.2 million viewers this season—just about what it has averaged for its first three seasons. There is still viewer interest, and Sunday night's special should draw an even bigger number.
|
| • Viewers Not Forgetting 'Unforgettable'
This CBS summer police drama airing on Sunday nights at 9 has drawn a solid summer audience, averaging just shy of 7 million viewers and a 1.2 18-49 demo rating. The series stars Poppy Montgomery as an NYPD detective with a rare ability that allows her to recall every day of her life in intricate detail, and she uses that memory to solve crimes. The series aired for one regular season (2011-12) before the network canceled it, and then they brought it back as a summer series. The upshot: The summer move was a smart one by CBS. Unforgettable averaged 10.2 million viewers and a 2.0 18-49 rating when it last aired and it was a head scratcher when the network dumped it. It does have a solid lead-in on Sunday nights in Big Brother, but drawing 7 million viewers and a 1.2 demo rating during the summer makes it one of broadcast's most-watched shows.
|
| • College Football Kicks Off Again on ABC Primetime
ABC begins its fall Saturday night at 8 college football telecasts this weekend when Georgia meets Clemson. It will be interesting to see what type of audience the matchup draws. Last season's opening game featured eventually national champion Alabama vs. Michigan, a game 'Bama won by a 41-14 score. That game averaged a solid 7.9 million viewers and a 3.0 18-49 demo rating. This Saturday's opening game will feature two Top 10-rated teams. The upshot: Advertisers who want to reach that elusive male audience, particularly as a mass audience in broadcast primetime, have to be happy that it's football season again. ABC's Saturday night college games drew well last season, averaging 7.2 million viewers and a 2.3 demo rating for eight telecasts.
|
|
|
| |  |  |
|
| 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
|
|
| | |  |
| | | | | | |
