| Today's Top Stories | | #1 | Study Finds Fake Web Traffic Costing Advertisers Millions
| | | Dr. Paul Barford of MdotLabs says 10 traffic networks are serving up more than 500 million invalid ad impressions per month. He estimates in an Ad Age report that fraudulent traffic costs advertisers about $180 million a year. He gathered his information by posing as a Web publisher, signing up for various traffic generation services or PPV networks, which he filtered through software to identify fake Web traffic.
Why This Matters: Advertisers and their agencies don't want to be paying for impressions that don't exist. Some agencies are employing the services of companies like MdotLabs—GroupM, for one, employs at least three such firms.
A Take: Ad Age
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| | #2 | Hispanic Brands Gain Traction by Helping Finance Movie Through Integrations
| | | A recently released independent romantic comedy, 200 Cartas, about a New York man who visits Puerto Rico to search for a woman he's fallen in love with, cost about $1.2 million to make, and brand partnerships contributed about $300,000 of that total, The New York Times reports. Among the brands in the movie: Banco Popular, Bacardi, Target Rent a Car, Goya, Toro Verde Nature Adventure Park and Villas del Mar Hau hotel.
Why This Matters: The movie gives brands exposure to residents of both countries. Manuel Chinea of Banco Popular said the film is "one of those projects that connects the island to the mainland."
A Take: NYT
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| | #3 | Why LinkedIn Offers Significant Ad Opportunities for Marketers
| | | The social network's addition of its Influencer program—contributed content by business executives—is drawing more unique visitors. Shafqat Islam, CEO of content marketing company NewsCred, in Ad Age, cites a July 22 Richard Branson article that may not only have been seen by a good portion of his 2.2 million followers, but was shared directly from his LinkedIn site about 8,000 times, generating nearly 1,000 comments and 140,000 views.
Why This Matters: The Influencer program seems to be a mass reach opportunity for advertisers. The site's 230 million registered users dwarf any other business media online site. LinkedIn drives about 19 billion page views a month.
A Take: Ad Age
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| #4 BBDO Survey Finds Millennials Are Frequent QSR Customers (MediaPost)
#5 PHD Wins Carnival Cruises Media Account Away From Havas (Ad Age)
#6 Time Spent Shopping Shifts From PC to Mobile (MediaPost)
#7 Honda Launches Campaign to Help Save America's Drive-Ins (Ad Age)
#8 Jack-in-the-Box Leverages Vine With 101 Videos (MediaPost)
#9 Why Agencies Should Stop Playing Victim in Deferred Payment Battle (Digiday)
#10 Kaiser Permanente Launches Multimillion Dollar Health Care Push (MediaPost) |
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Percentage of U.S. adult Internet users who took part in some form of digital social networking in May 2013, according to data from the Pew Internet & American Life Project.
—Reported by eMarketer
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| | MBPT Spotlight | Summertime on Broadcast TV: When Viewership Declines and Median Age Rises
By John Consoli
For the broadcast networks, summer ratings are like a microcosm of a local neighborhood: the kids are outside playing during the longer days, while the adults are inside happily controlling the remote.
It happens, as they say, every summer; that's when viewership on the broadcast networks declines significantly, and the median age audiences of repeat episodes on those networks conversely edge up.
The average increase in median age for most of the broadcast series airing in repeats during the summer is about two years, although some series see their median number age up as much as eight or nine years.
Not even broadcast's most watched regular season series are immune to a bump of two or three years in their median age audiences during the hotter months.
Television's most watched comedy, CBS' The Big Bang Theory, which is still drawing a sizable 8.4 million viewers each week during summer repeats, has seen its median age audience rise from 51.5 years old during the regular season to 55.2 during the summer. These numbers are according to Nielsen research, looking at the summer season to date, from the end of the regular season on May 23 through the end of July.
TV's most watched drama, CBS' NCIS, which is averaging a similar 8.4 million viewers this summer, has seen its audience age up a little more than two years to 62.7 from 60.1.
Even NBC's hit singing competition, The Voice, which aired several of its final regular season episodes into June, saw its median age rise from 48.1 during the regular season to an AARP-certified 52.5 for its final four episodes in late May and early June. The Voice, however, grew its audience a bit, averaging 12.3 million viewers for its twice-a-week episodes, compared to 12.1 million viewers during the regular season. Those summer episodes, of course, were all first-run and included the season finale.
Which two series have shown the largest median-age increases this summer? And which two are the only ones actually showing decreases in median age?
For more, click HERE
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| | Fates & Fortunes | • GRAHAM RITCHIE was named chief strategy officer of Hill Holliday. Ritchie was most recently managing partner for Publicis Mojo Group, Australia and New Zealand. He joined Publicis Mojo in 1992 and held several senior positions before leaving in 1999 to become a founding partner of Nonstop Partners. He rejoined Mojo in 2004 as head of planning for the Sydney office and later assumed leadership for clients across Australia and New Zealand.
• PETER RAVAILHE was named managing director at TBWA\Chiat\Day. In his new post, he will oversee the Gatorade account and report directly to the agency's L.A. president Carisa Bianchi. Ravailhe previously worked with the agency's TBWA\Sports\Lab, which was established for global brands sports investments in Brazil in advance of the 2014 World Cup and 2016 Olympic Games to be held in that country.
• JOHN SEIGENTHALER is joining Al Jazeera America as its nightly news anchor when the network launches on Aug. 20. Seigenthaler spent 11 years at NBC News, where he appeared on Today, Dateline and Meet the Press, and anchored various programs on CNBC and MSNBC, before starting his own public relations company in 2008.
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| | What They're Watching | BROADCAST RATINGS
'Big Brother' Remains at Season-High for Third Straight Week
For the third straight Thursday, CBS' Big Brother stayed at its season-high rating. Big Brother drove CBS to win the night overall. NBC came in second. The Winner Is... ended its summer run up, and Hollywood Game Night also was higher. ABC was in third. Both Motive and Rookie Blue had higher ratings but Wipeout fell. Fox and The CW aired repeats. Note: Several markets pre-empted regular programming for NFL preseason games, likely inflating ratings.
For more, click HERE
CABLE RATINGS
Shark Week Takes a Bite Out of Wednesday Night Cable Ratings
Two Shark Week specials, The Great White Serial Killer and Top Ten Sharkdown, topped Wednesday night's cable ratings. The Great White Serial Killer garnered a 1.6 adults 18-49 rating while Top Ten Sharkdown came in a second with a 1.3 adults 18-49 rating.
For more, click HERE
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| Overnight Ratings: Thursday, August 8
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | CBS
| THE BIG BANG THEORY (R) (8)
TWO AND A HALF MEN (R) (8:30)
| 2.2
2.0
| 8.4
7.2
| NBC
| AMERICA'S GOT TALENT (R)
| 1.3
| 5.0
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.3
| 3.4
| ABC
| WIPEOUT
| 1.1
| 4.2
| FOX
| GLEE (R)
| 0.8
| 2.5
| CW
| THE VAMPIRE DIARIES (R)
| 0.3
| 0.7
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| BIG BROTHER
| 2.5
| 7.1
| NBC
| THE WINNER IS...
| 1.4
| 5.2
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.2
| ABC
| MOTIVE
| 1.0
| 4.8
| FOX
| NEW GIRL (R) (9)
THE MINDY PROJECT (R) (9:30)
| 0.8
0.8
| 2.2
2.1
| CW
| AMERICA'S NEXT TOP MODEL (R)
| 0.3
| 0.8
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| HOLLYWOOD GAME NIGHT
| 1.5
| 4.7
| ABC
| ROOKIE BLUE
| 1.2
| 5.1
| CBS
| ELEMENTARY (R)
| 1.1
| 5.0
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • Fox Hopes 'Teen Choice' Heats Up Sunday Night
Teen Choice 2013, which honors the hottest teen icons in television, music, film, sports, fashion, comedy and on the Web, will once again air on Fox on Sunday at 8 p.m. live from the Gibson Amphitheater in Los Angeles. Darren Criss of Fox's Glee and Lucy Hale of ABC Family's Pretty Little Liars will cohost, and One Direction and Paramore will be among those performing. Making appearances will be Skylar Astin, Abigail Breslin, Demi Lovato, Bella Thorne and Erin Andrews, among others. Acuvue returns as an official sponsor and will present a special award recognizing a celebrity making a positive impact on teens. The upshot: Puzzlingly, the awards are given out during the summer, when most teens viewing is down. Last year's viewership was only 3 million with a 1.0 18-49 rating, putting it fourth in its time period and third in the demo, although younger demos were higher. Might be smarter to switch the awards to fall.
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| • AMC Breaks With 'Breaking Bad'...But First, the Last Eight Episodes
The second half of the fifth and final season of this critically acclaimed drama series on AMC begins on Sunday at 9 p.m. Series star Bryan Cranston won three consecutive leading actor drama Emmys during the show's first three seasons and has given memorable performances in seasons four and five. The first half of season five averaged 2.6 million viewers, up 37% from season four. Breaking Bad will return as a lead-in to a new AMC drama series at 10 p.m. titled Low Winter Sun, which the network is clearly hoping might be a worthy replacement. The network will also premiere Talking Bad, airing on Sundays at 11 p.m. to accompany the final Breaking Bad episodes. Like Talking Dead does during The Walking Dead's season, Talking Bad will be an hour-long talker about that night's episode. The upshot: This is a big night of television for AMC. Breaking Bad started slowly in 2008, averaging 1.2 million viewers its first year. While it has grown steadily, it viewership took off big-time earlier this year. Its return could draw about 3 million or more on Sunday night.
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| • 'What Not to Wear' Gets Set to Bid Farewell
This long-running makeover reality series on TLC begins its final run on Friday at 10 p.m. with cohosts Stacy London and Clinton Kelly. The duo has presided over 325 makeovers on the show and several of them will be featured in the Oct. 18 series finale, which takes a look back at the decade-long series. Among those getting final season makeovers: a mother of nine and a woman who is surprised while seated in the audience of the ABC daytime show, The Chew. The network is also soliciting video farewells from fans, some of which will air during the finale. The upshot: What Not to Wear was a popular series in its day beginning a decade ago, but there are so many fashion reality shows on cable today that it just got lost in the shuffle. Last summer, it was only drawing about 700,000 viewers per episode and TLC did it a favor by bringing it back for one more farewell season for its viewers—although putting it on low-viewing Friday nights is not exactly a favor.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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