| Today's Top Stories | | #1 | How Social Data Led to Hyatt Altering a Campaign at Last Minute
| | | After months of planning and a significant expense, the hotel chain's agency, Sparks and Honey, recommended a segment of a campaign targeting career-minded "women who have it all" be scrapped after monitoring social media activity that was negatively reacting to a book on the topic by Facebook COO Sheryl Sandberg, Ad Age reports.
Why This Matters: Sparks and Honey tracks data from social analytics firm Topsy, Google searches and Netflix data, among others, and uses that information to help clients stay ahead of the public opinion curve. In this case, the agency helped its client avoid a possible consumer backlash.
A Take: Ad Age
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| | #2 | Agencies Quietly Testing Visible World's Programmatic Ad Buying Platform
| | | Since January, two major agencies have been beta testing the new AudienceXPress platform, which was started by targeted TV ad server Visible World, MediaPost reports. The agencies, which were not identified, have reportedly served nearly 2 billion ad impressions to TV program viewers nationwide through the audience buying system over the past six months. The cable operators involved in the testing were also not disclosed but are Visible World customers.
Why This Matters: To put its volume in perspective, however, according to Nielsen Adviews, on a single summer day, one broadcast network serves almost the same number of impressions that this sell-side platform did in six months. So at this point, its impact is just potential, but it is interesting.
A Take: MediaPost
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| | #3 | Facebook Monetizing Instagram Without Adding Advertising
| | | James Borow, cofounder and CEO of Shift, says brands are creating Instagram videos and sharing them on their Facebook pages and then further boosting them into paid ads in the Facebook newsfeed. In this way, Borow writes in Ad Age, the brands reach Facebook's 818 million monthly active mobile users, which is way more than Instagram's 130 million.
Why This Matters: Facebook is indirectly benefiting from its ownership of Instagram. Marketers get additional exposure for their video ads than if they were to run on Instagram (which currently has no advertising) and Facebook gets higher ad rates than if it were to begin offering Instagram.
A Take: Ad Age
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| #4 Datalogix Analysis Finds Promoted Tweets Boosted Brands' Offline Sales (Adweek)
#5 British Airways, Iberia Name Carat Their New Global Media Agency (MediaPost)
#6 Survey Finds Buyer Interest in NewFronts But Spending Goes to TV First (Adweek)
#7 Travel Industry Steadily Increasing Digital Ad Spending (eMarketer)
#8 Nielsen and FreeWheel Expand Online Campaign Ratings Partnership (Adweek)
#9 Office Max Targeting Back-to-School Customers Based on Political Leanings (Adweek)
#10 New York Coffee Company Using Mock Political Campaign to Market Brand (NYT) |
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Projected dollars in billions to be spent by the U.S. travel industry on digital advertising in 2013, up 14% over 2012, according to estimates.
—Reported by eMarketer
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| | MBPT Spotlight | MLB Network, a Hit With Viewers, Sets Ratings Records for First Two Quarters
By John Consoli
Major League Baseball Network's sales chief Bill Morningstar says that when dealing with advertisers, his intention is always to "under-promise and over-deliver."
The scorecard on Morningstar can be summed up with: So far, so good. MLB Network has set ratings records for both first and second quarters and it is on its way to a record third quarter as well.
Year-to-date, MLB Network's average total day viewership is up 38% over 2012, including increases in every key demo. Viewership among men 18-34 is up 50%, among men 18-49 it's up 18% and among men 25-54, it's up 32%.
For the 2013 baseball season, which for MLB Network began in early April, the network's regular season game viewership is up 10% over 2012 with an average of 242,000 viewers per game. Meanwhile, MLB Tonight, the network's flagship studio show, has seen a 26% increase in viewers over the 2012 regular season. Sunday editions of MLB Tonight are up 44%.
In other good news for advertisers who have invested in the network, for the week of July 29 through Aug. 4—when it aired comprehensive coverage leading up to the non-waiver trade deadline, including 13 live hours on July 31—the network recorded its second-most watched regular season week ever based on total day viewership. It averaged 114,000 viewers, up 50% from the same week in 2012.
Overall since its launch in 2009, MLB Network's average total day viewership has increased 162%. Granted, the percentages are off smaller base audiences, but for advertisers who bought into the network when it first debuted, or even those who bought ad time for this current baseball season, they have pretty much experience over-delivery of viewers throughout.
How does Morningstar work with advertisers to get them the right mix of desired demo viewer? And what advertisers are presenting sponsors of the network's programming this season?
For more, click HERE
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| | Fates & Fortunes | • PHIL CARA was named senior VP, digital entertainment advertising sales at NBCUniversal, where he will oversee digital ad sales for a portfolio of sites, including Fandango and E! Online. Also, JAMES KRECKLER was promoted to senior VP, digital entertainment ad sales, and will drive revenue and create marketing campaigns for NBCU's entire digital entertainment portfolio. And AARON RADIN has joined NBCU in the newly created position of senior VP, partnerships and portfolio products. Cara was most recently senior VP of sales at The Huffington Post. Prior to that, he was VP of sales at AOL, and executive director of sales at Yahoo. Kreckler joined NBCU in 2012 as VP, ad sales for iVillage. Prior to that, he held positions at DoubleClick, Rodale and AOL. Radin was most recently CEO at Toura, a tech platform that distributes content to mobile devices. Prior to that he led sales and business development at Radio One and also worked at the CBS Television Stations Digital Media Group.
• RUUD WANCK was named to the newly created position of global chief operating officer of GroupM Interaction. As global COO, Wanck will focus on GroupM's digital operations, digital technology, platform strategies and digital trading development. He will work closely with GroupM global chief digital officer Rob Norman. Wanck is currently chief digital officer for GroupM EMEA, and will retain those responsibilities and also join the company's Global Executive Committee. He previously also served as chairman of GroupM in the Benelux countries and worked at GroupM agency MEC.
• SUSAN LEVISON was named executive VP, original programming and production at VH1. Levison will be based in Los Angeles and will oversee all current original programming and new development, as well as celebrity talent development for the network. She was most recently executive VP and head of creative affairs at FishBowl Worldwide Media. Prior to that, she was senior VP, comedy development for Fox Broadcasting Co., and before that, VP, drama development at Fox.
• PAUL PASTOR was promoted to senior VP of strategy and consumer analytics for Disney/ABC Television Group. In his new role, he adds responsibility for all research activities related to the ABC Television Network, ABC Studios, ABC Family and Disney/ABC Domestic Television. He continues to also be responsible for the development of Disney/ABC Television Group's long-range business, distribution and product growth strategies, as well as for the execution of customer relationship marketing programs across the divisions and oversight of network media planning. He succeeds Charles Kennedy.
• DARREN MORAN was named chief creative officer at Havas New York. He will also serve as co-chief creative officer of Havas Worldwide North America. Moran was most recently an executive creative director at BBDO and prior to that was chief creative officer at DraftFCB. He assumes the duties that were handled in the interim by Havas chief creative officer for global brands Lee Garfinkel, who continues in that role.
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| | What They're Watching | BROADCAST RATINGS
NBC Edges Fox for Wednesday Win
NBC edged out Fox for the Wednesday win. America's Got Talent and Camp each rose. Fox saw MasterChef dip. CBS came in third with Big Brother even with last week. ABC, in fourth, saw The Lookout stay even with last week. The CW aired repeats.
For more, click HERE
CABLE RATINGS
'Love & Hip Hop Atlanta' Wins Monday Night Cable Race
VH1's Love & Hip Hop Atlanta was Monday's highest rated cable program with a 2.2 for adults 18-49 rating, down from last week's 2.3. The season premiere of T.I. and Tiny, also on VH1, came in second with a 1.9 in the demo.
For more, click HERE
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| Overnight Ratings: Wednesday, August 7
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | CBS
| BIG BROTHER
| 2.1
| 6.1
| NBC
| AMERICA'S GOT TALENT
| 1.5
| 6.3
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.8
| FOX
| MASTERCHEF
| 1.0
| 2.8
| ABC
| THE MIDDLE (R) (8)
LAST MAN STANDING (R) (8:30)
| 0.9
0.8
| 3.7
3.3
| CW
| ARROW (R)
| 0.4
| 1.3
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.5
| 10.0
| FOX
| MASTERCHEF
| 2.2
| 5.4
| CBS
| CRIMINAL MINDS (R)
| 1.1
| 4.8
| UNIVISION
| LA TEMPESTAD
| 1.1
| 3.1
| ABC
| MODERN FAMILY (R) (9)
THE NEIGHBORS (R) (9:30)
| 0.9
0.7
| 2.9
2.3
| CW
| SUPERNATURAL (R)
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| CAMP
| 1.2
| 4.0
| CBS
| CSI (R)
| 1.1
| 6.0
| ABC
| THE LOOKOUT
| 0.9
| 3.4
| UNIVISION
| QUÉ BONITO AMOR
| 0.9
| 2.6
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Burn Notice' Is No Flame-Out in Final Season
USA Network's veteran spy drama Burn Notice, which in early June returned for its seventh and final season on Thursdays at 9 p.m., has been cable's most watched scripted series on the night, averaging 3.6 million viewers and a 1.0 18-49 demo rating. It is down from last summer when it averaged about 4.2 million viewers and a 1.2 18-49 demo rating. The upshot: Interestingly, for its four episodes in June, when schools were still open before summer break, Burn averaged nearly 4 million viewers and a 1.3 demo rating. Since then, it has averaged 3.1 million viewers and a 0.9 demo rating.
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| • 'Big Brother' on Thursdays Gives Lots of Bang for Ad Bucks
The Thursday 9 p.m. edition of this CBS summer reality competition series has grown its audience from 6.2 million viewers and a 2.1 18-49 demo rating on its first Thursday night episode on July 10, to 7.1 million viewers and a 2.5 demo rating last Thursday. Amazingly, the three weekly telecasts don't seem to be overkill for viewers. Word of the racist, homophobic and xenophobic comments made by a few of the houseguest contestants may have generated some press—and brought more of the curious—but viewership for the show traditionally does pick up as the summer goes on and it gets closer to the final eliminations. Last summer's Thursday night episodes averaged 6.5 million and a 2.3 demo rating, so the series is a bit ahead of those numbers. The upshot: Thursday is more important than the other Big Brother nights for those advertisers who want to reach weekend shoppers and moviegoers. One interesting note, however: As good as Big Brother has been doing on Thursday nights, it is still being outdrawn, at least in viewers, by repeats of the CBS sitcom series The Big Bang Theory, which airs at 8 p.m. and is pulling in about 8 million viewers per episode.
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| • 'Pawn' of a New Era 'Stars' Big-Time on Its New Night
Pawn Stars, History's hit reality series, returned in mid-June for its seventh season on a new night, now airing Thursdays at 9 p.m. The move was a good one: The show is now dominating that night, averaging a whopping 4.4 million per half-hour episode with a 1.3 18-49 demo rating. The series, which is centered on the Gold & Silver Pawn Shop in Las Vegas, is averaging almost 1 million more viewers per episode than it did last season, with about the same 18-49 demo rating. The upshot: While there is not much broadcast network competition on Thursday nights during the summer, retailers and movie companies still love to run commercials on the night to draw in customers for the blockbuster summer movie weekends. So History continues to look smart by moving Pawn Stars to Thursday nights.
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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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