| Today's Top Stories | | #1 | Most Brand Apps Ignoring Hispanic Market
| | | A recent survey commissioned by BiTE interactive found 45% of fluent Spanish speakers ages 18-34 feel brands aren't doing enough to make their apps accessible to the Hispanic community, BiTE executive VP Joseph Farrell said. Writing in Ad Age, he added that 22% of the Hispanics polled said they would be much more interested in learning about a brand if it offered an app in Spanish.
Why This Matters: Sounds like someone should wake up and smell the census. YouGov, which conducted the survey, estimates 45 million U.S. Hispanics speak Spanish as a first or second language; Nielsen Mobile Hispanic Insights says Hispanics are 28% more likely to own a smartphone than non-Hispanics. This is a consumer group brands should be marketing to aggressively.
A Take: Ad Age
|
| | #2 | Survey: Music Site In-Stream Audio Ads an Untapped Marketing Opportunity
| | | A report by Forrester Research finds 28% of U.S. online adults stream music on their desktop or mobile devices, but only 6% are willing to pay to access streaming online or on-demand radio services, Mobile Marketer reports. That suggests marketers should look to advertise on free music sites such as Pandora, which garners 55% of the streaming music users.
Why This Matters: The digital audience is diverse, with an equal gender split, half married, almost half with children, a little more than half who own homes, and 22% earning a household income of $100,000 or more, the survey finds.
A Take: Mobile Marketer
|
| | #3 | MediaCom Wins Siemens AG Global Media Account Away From PHD
| | | The German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. Horizon Media continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately.
Why This Matters: This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.
A Take: Ad Age
|
| #4 AOL to Acquire Video Ad Exchange Adap.tv for $405 Million (Adweek)
#5 Forrester Analyst Says More Brands Need to Budget for Innovation (Ad Age)
#6 JP Morgan Chase Initiates Digital Agency Review (Adweek)
#7 Hispanic Agency Orci Launches New Multicultural Market Agency (MediaPost)
#8 Hostess Twinkie Relaunch Targets Men 18-35 (Adweek)
#9 Five Brand Facebook Flops (Digiday)
#10 Ammirati Wins Labatt Creative Account (Adweek) |
|  | • 64
Percentage of female Internet users in Canada who find out about new brands and products from friends and family, according to a survey by Ipsos OTX and Ipsos Global @dvisor. TV ads and the Internet were tied for second as a source with 62% each.
—Reported by eMarketer
|
| | MBPT Spotlight | NewMediaMetrics Study Reveals Dramatic Jump in Multiple-Screen TV Viewing
By John Consoli
Much has been written about how TV viewers are shifting to other platforms to watch their favorite shows, but the newly released 2013 NewMediaMetrics 360 Cross-Platform Study reveals just how rapidly it has occurred over the past year.
Data in the annual study by the brand strategy company shows hefty double- and even triple-digit percentage increases of TV viewers in various demo groups who over the past 12 months have started watching TV programming on screens beyond traditional television.
Along with documenting these shifting viewing patterns, the study gets into the myriad ways marketers and their media planning and buying agencies can use emotional attachment to brands and assorted TV, online and print media to find the best way to target the most desirable customers as an alternative to mass reach.
The study includes data collected from a sample of 4,250 respondents and culled information on 60 TV networks and 150 websites.
Gary Reisman, cofounder and principal of NewMediaMetrics, believes the days of media agencies using reach alone to make media buys is outdated, yet he says "there are still agencies that are looking for volume discounts rather than buying based on the value of each impression."
Reisman adds, "It's critical for marketers to figure out the best way to reach their most important customers. Brands need to know on what platform their most loyal and emotionally attached users are watching TV. There needs to be a radical shift in how agencies buy TV impressions. Agencies can no longer just look for eyeballs. There's an overabundance of TV impressions and marketers and their agencies need to be more precise in which impressions they buy and pay for."
How did viewing numbers on different devices compare to watching on traditional television? And how can the survey's addition of emotional attachment and brand data to the viewing numbers help marketers?
For more, click HERE
|
| | Fates & Fortunes | • WILL SOMERS was promoted to senior VP of network research at Fox Broadcasting Co. He now heads Fox's audience intelligence and research strategy team, overseeing the company's audience measurement, strategic analysis and performance estimates, market research and program testing, digital and cross-platform consumer research and affiliate insights. He has been with Fox since 2000. Prior to joining Fox, Somers was a research exec for Walt Disney Co.'s Buena Vista Television and Touchstone Television studio. He also worked for Western International Media.
• SCOT SAFON is leaving his post as executive VP for CNN Worldwide, where he has managed HLN in the U.S. In the interim, CNN/U.S. executive VP Ken Jautz will add the additional duties of overseeing the news network. Safon is a 22-year veteran of Turner Broadcasting. He joined CNN Worldwide in 2002 as senior VP of marketing and promotion. Meanwhile, ANDREW MORSE was named senior VP of CNN/U.S., where he will oversee the newly combined domestic newsgathering and digital editorial efforts. Morse was most recently head of U.S. television for Bloomberg. Also, TONY MADDOX, who had some oversight of domestic newsgathering, will now focus solely on international operations, including CNN International and CNN en Español. CNN senior VP MICHAEL BASS will add oversight of New York and Atlanta based programming.
|
|
| | What They're Watching | BROADCAST RATINGS
'America's Got Talent' Dips Again as NBC Wins Tuesday
NBC won Tuesday night, though America's Got Talent fell again. Fox was in second as So You Think You Can Dance also dropped. ABC's Extreme Weight Loss matched its season high, putting the network in third for the night. The CW's Whose Line Is It Anyway? was up slightly. Capture dipped from its premiere last week. CBS aired all repeats.
For more, click HERE
CABLE RATINGS
'True Blood' Ties Shark Week on Sunday
HBO's True Blood and Discovery's controversial Megalodon: The Monster Shark Lives tied as Sunday's top cable program with both shows earning a 2.2 adults 18-49 rating. True Blood was down from last week's 2.4.
For more, click HERE
|
| Overnight Ratings: Tuesday, August 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.4
| 4.4
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.4
| ABC
| EXTREME WEIGHT LOSS
| 1.1
| 3.9
| NBC
| HOLLYWOOD GAME NIGHT (R)
| 1.1
| 3.8
| CBS
| NCIS (R)
| 1.0
| 7.8
| CW
| WHOSE LINE IS IT ANYWAY? (8)
WHOSE LINE IS IT ANYWAY? (R) (8:30)
| 0.9
0.8
| 2.3
2.3
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.3
| 8.8
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.3
| 3.7
| ABC
| EXTREME WEIGHT LOSS
| 1.2
| 3.9
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.1
| CBS
| NCIS: LOS ANGELES (R)
| 0.9
| 5.8
| CW
| CAPTURE
| 0.3
| 1.0
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.6
| 9.7
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
| CBS
| PERSON OF INTEREST (R)
| 0.8
| 5.1
| ABC
| BODY OF PROOF (R)
| 0.6
| 2.9
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'The Bridge' Viewers Are Playing Catch-Up...
The new 10 p.m. Wednesday FX crime drama last week got beat in live viewership and in the 18-49 demo by time period competitors Necessary Roughness on USA, the animated American Dad on Adult Swim and by repeats of Duck Dynasty on A&E. The series that follows two detectives, one Mexican and one American, who jointly investigate a serial killer that is committing crimes in both countries along the border, premiered four weeks ago with 3 million viewers and a 0.9 18-49 rating, but since then has averaged 1.8 million and a 0.6 demo rating. The upshot: FX is touting the series for its live-plus-three-day viewing numbers, the ratings currency that advertisers are buying their ads against. FX says the third episode of The Bridge posted an 88% increase in the adults 18-49 demo over its live-plus-same-day rating. Using live-plus-seven-day viewing, its premiere gained 67% in viewers, ranking it the second most watched series premiere in FX history. Advertisers, however, are not buying based on that currency.
|
| • ...While 'Royal Pains,' 'Necessary Roughness' Continue to Clean Up Live...
These two USA Network drama series continue to draw large audiences on Wednesdays. The fifth season of Royal Pains at 9 p.m., starring Mark Feuerstein as a former New York City doctor who revives his career as a "doctor in demand" in the wealthy Hamptons on Long Island, is averaging 3.6 million viewers and a 0.8 18-49 demo rating. Necessary Roughness, now in its third season, about a divorcee and single mom who takes a job as a therapist for a professional football team, is averaging 2.2 million and a 0.7 demo rating. The upshot: Royal Pains, even though it is down a few hundred thousand viewers compared to last summer, is still the most watched cable series on Wednesday nights. Necessary Roughness is also down a bit from last summer and loses a chunk of the Royal Pains lead-in, but is still among the top viewed cable series on Wednesdays at 10 p.m. Both are good alternatives to broadcast on the night during the summer months.
|
| • ...And a Road Rules MTV Series by Any Other Name Still Draws a Crowd
This season, known as The Challenge: Rivals II, MTV's Wednesday at 10 p.m. series originated in 1998 as Road Rules: All Stars, before being renamed Real World: Road Rules Challenge. Last season it was Battle of the Exes. While you might need a scorecard to keep up, the 24th season of the series, which premiered July 10, drew 1.6 million viewers and a 0.9 demo rating; last week it jumped to 1.8 million and a 1.0 demo rating, although its primary audience is made up of younger teens and millennials. This season, 16 pairs of rivals started the Survivor-like series competing in a jungle in Thailand. BMX rider T. J. Lavin is the host. The last pair of contestants standing wins. The upshot: An amazing 24 seasons in, it is quite a feat that the series is still averaging more than 1.5 million viewers. But with the MTV audiences, as viewers grow older and out of the demo, new ones come on board to replace them.
|
|
|
| |  |  |
|
| 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
|
|
| | |  |
| | | | | | |
