| Today's Top Stories | | #1 | Advertisers Worry About Changes To Cookies
| | | The possibility that Google could stop using cookies, which allow consumers to be tracked as they browse the Web, is causing concerns among ad executives, The Wall Street Journal reports. Google is instead considering the use of an anonymous identifier for each individual, which would prevent advertisers from building profiles of users based on their Internet browsing habits.
Why This Matters: Such a move could significantly disrupt how things are run in the $120 billion digital ad business, ad execs, tech firms and online analysts say.
A Take: The Wall Street Journal
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| | #2 | TiVo Research Shows TV Drives More New Customers To Buy Than Digital
| | | The study was done with Comcast Spotlight's Comcast Media 360 cross-platform ad unit that surveyed 735,000 homes for a Starcom MediaVest Group client. It found media exposure via TV led to nearly 70% of sales gains for customers new to a brand, according to a MediaPost report. Digital media activity, however, did inspire more sales from existing customers.
Why This Matters: Tracey Scheppach of SMG says the study offers insight and shows the effectiveness of multiple screen marketing campaigns.
Two Takes: MediaPost and Multichannel News
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| | #3 | Brands Are Mimicking Their Customers In Campaigns To Be More Likeable
| | | More agencies and marketers are adopting characteristics of their customers as they try to be seen less as institutions and more as sharing the values of consumers, Ad Age reports. Some of the companies mentioned include JetBlue, TD Bank, Liberty Mutual, Amazon and Disney.
Why This Matters: A whitepaper published by Liberty Mutual's agency Hill Holliday says trust in institutions has eroded over the past few years, spurring companies' desire to behave in a more human way. Marty St. George of JetBlue said the airline "was founded on the mission to inspire humanity. It's always been important to us."
A Take: Ad Age
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#4 Study Finds Major Brands Average 65 Days To Pay Digital Agencies (Ad Age)
#5 Pinterest's First Ad Units Will Not Include Banners (Adweek)
#6 Burger King Initial Sponsor Of FoxSports' You Tube Channel (Ad Age)
#7 Omnicom CFO Sees No Regulatory Concerns Preventing Merger With Publicis (MediaPost)
#8 United Airlines Brings Back 'Fly the Friendly Skies' Slogan after 20 Years (NYT)
#9 Nielsen To Add Mobile Device Viewing To TV Ratings In Sept. 2014 (Variety)
#10 Confessions Of An Agency Planner (Digiday)
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Percentage of women who watched digital video ads in first-quarter 2013 on the VideoHub network, compared to 47% men, according to data from the in-stream video buying platform.
– Reported by eMarketer
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| | MBPT Spotlight | Despite MLB's Declining Postseason Viewership, Marketers Continue To Buy In
By John Consoli
Last year's World Series, a San Francisco sweep of the Detroit Tigers, ranks among the least watched in baseball history, and is certainly the lowest in recent memory. The series averaged only 12.7 million viewers per game, down about 23% from the 2011 Fall Classic. And yet marketers are still buying into this year's Series to the tune of between $475,000 and $500,000 per 30-second spot, according to sources familiar with the negotiations.
There is some cause for optimism among Fox execs and the network's myriad baseball advertisers this year. The network does televise the American League Championship Series this season, and right now, major market teams such as the Boston Red Sox, the Tigers, Cleveland Indians and New York Yankees could be part of this year's World Series. So Fox ad packages for its postseason coverage could turn out to be an attractive buy, though ALCS ads continue to be pricey, selling for between $200,000 and $225,000 per 30-second spot, sources say.
Fox is looking for a climb from last year's National League Championship Series viewership numbers. (Fox and TBS alternate LCS games each year.) The 2012 NLCS on Fox was the lowest viewed Championship Series ever on a broadcast network, a drop of 9% from the ALCS televised on Fox in 2011. Granted, the seventh and final NLCS game on Fox last season did go head-to-head with both a presidential debate and an NFL game on ESPN, but it did draw only 8.1 million viewers.
Last season's low postseason viewer totals don't jibe with the rich prices marketers are now paying. Yet, according to Neal Mulcahy, executive VP of Fox Sports sales, Fox's MLB postseason inventory is about 80% sold with two weeks to go before the first games air.
So why all the action? There are several reasons.
First, last season's Series was a four-game sweep. Traditionally, the longer a series goes toward a full seven games, the larger the viewership gets. Last season's World Series Game 4 did average 15.5 million viewers, up from the 10.5 million that watched Game 3. And marketers are always optimistic that the Series will remain dramatic, competitive and a full seven games, like in 2011, when the Series averaged 16.6 million viewers.
What are the other mighty compelling factors that make Fox confident about their World Series numbers this year? And which sponsors are back on board?
For more, click HERE
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| | Fates & Fortunes | • KERRY KEENAN was named chief creative officer at Deutsch, New York. She replaces Greg DiNoto. Keenan was recently cofounder of branded content company Half Irish. Prior to that she was global executive creative director at YREntertainment. She has also held positions at agencies that include BBDO, Leo Burnett, Saatchi & Saatchi and Bozell, according to an Ad Age report.
• TRACEY JENNINGS was named senior VP, group account director at GlobalHue, a full-service integrated marketing and digital ad agency. Jennings will be responsible for the Walmart account. She was most recently a VP at Liquid Soul, but previously worked at GlobalHue. Prior to that she was a purchasing buyer at Ford Motor Co.
• RICHARD KOSINSKI has joined social video marketing company Unruly as its U.S. president. He succeeds Art Zeidman who left earlier this year. Kosinski was most recently senior VP of sales at Quantcast and prior to that was VP of political advertising at Yahoo.
• ELIZABETH ROWNY was named managing director and partner at Cole & Weber United. She joins the agency from TBWA/Chiat/Day, where she was a worldwide managing director. Adweek reports that Rowny will move from New York to Cole & Weber United's Seattle offices and begin her new role on Oct. 1. She also previously worked as a client services director at SapientNitro, and held positions at Ogilvy & Mather and PricewaterhouseCoopers.
• PENRY PRICE was named VP, global sales for marketing solutions at LinkedIn. He was most recently president of Media6Degrees, an ad-targeting company. He also spent seven years at Google in assorted executive roles, including VP of global agency sales and partnerships.
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| | What They're Watching | BROADCAST RATINGS
'Million Second Quiz' Ends Up for NBC
NBC wrapped the two-week game show Million Second Quiz on Thursday, with the two-hour finale up from Wednesday and clocking in as the show's highest rating since its second airing on Sept. 10. The NBC News special, Valerie's Story: A Meredith Vieira Special, debuted at 10 p.m. NBC tied with ABC for third on the night. CBS repeats won the evening. Fox came in second despite the one-hour X Factor being down from last Thursday's two-hour episode. The singing competition also dropped from the comparable 8-9 p.m. hour. ABC aired all repeats except for the Wipeout season finale, which was even with last year's. The CW aired repeats.
(Note: Due to NFL pre-emptions in the Kansas City and Philadelphia markets on NBC and ABC, ratings may be inflated.)
For more, click HERE
CABLE RATINGS
'Duck Dynasty' Wins Wednesday Night Cable Ratings
A&E's Duck Dynasty was Wednesday's top cable program, with a 4.3 adults 18-49 rating, up from last week's 3.7. Bad Ink, which aired on A&E after Duck Dynasty came in second with a 2.0 adults 18-49 rating, up from a 0.5 on Sept. 17, when it did not have Duck Dynasty as a lead-in.
For more, click HERE
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| Overnight Ratings: Thursday, September 19
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| THE X FACTOR
| 1.9
| 6.1
| CBS
| THE BIG BANG THEORY (R) (8:00)
TWO AND A HALF MEN (R) (8:30)
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2.1
1.6
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8.8
7.0
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.8
| NBC
| THE MILLION SECOND QUIZ
| 1.2
| 4.8
| ABC
| WIPEOUT
| 1.2
| 4.4
| CW
| THE VAMPIRE DIARIES (R)
| 0.3
| 0.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (R) (9:00)
TWO AND A HALF MEN (R) (9:30)
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2.2
1.7
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7.9
6.6
| NBC
| THE MILLION SECOND QUIZ
| 1.7
| 6.1
| ABC
| GREY'S ANATOMY (R)
| 1.4
| 5.1
| FOX
| DADS (R) (9:00)
BROOKLYN NINE-NINE (R) (9:30)
| 1.2
1.1
| 3.0
2.7
| UNIVISION
| LA TEMPESTAD
| 1.1
| 3.0
| CW
| AMERICA'S NEXT TOP MODEL (R)
| 0.2
| 0.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| SCANDAL (R)
| 1.2
| 4.1
| CBS
| ELEMENTARY (R)
| 1.0
| 5.0
| NBC
| VALERIE'S STORY: A MEREDITH VIEIRA SPECIAL
| 1.0
| 4.4
| UNIVISION
| QUÉ BONITO AMOR
| 1.0
| 2.7
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • Beards In the Lion's Den as 'Duck Dynasty' Visits 'Last Man Standing'
When the ABC sitcom Last Man Standing premieres for its third season on Friday night at 8, series star Tim Allen, who plays henpecked family man Mike Baxter, will be visited by cable reality stars Si and Willie Robertson from the A&E hit Duck Dynasty. Also premiering Friday night on ABC will be the second season of sitcom The Neighbors at 8:30, which is moving from Wednesday night at 8:30 where it aired last season. The two sitcoms will lead into Shark Tank, which returns at 9 to begin its fifth season after performing well in repeats this summer. The upshot: Last Man Standing and Shark Tank both had relatively successful Fridays last season. Last Man averaged 6.6 million viewers and a 1.4 18-49 demo rating and Shark Tank averaged 6.2 million viewers and a 1.8 demo rating. The Neighbors drew only 5.8 million viewers on the higher TV viewing night of Wednesday and was moved out of that block.
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| • Syfy Hasn't Pinned Down 'Smackdown' For More Friday Nights Yet
WWE Friday Night Smackdown might not be drawing as large an audience on Syfy at 8 p.m. Friday nights as its sibling WWE Raw draws on Monday nights on USA network, but it is still pulling in a lot of wrestling fans. Smackdown is averaging about 2.7 million viewers and a 0.8 18-49 demo rating, but has drawn lots more millennials to the network since joining the lineup in the spring of 2010. Until then, Smackdown was on MyNetworkTV, which did not renew it at the time. NBCUniversal picked it up for its cable networks. WWE Raw is averaging 4.1 million views and a 1.5 demo rating on Monday nights on USA. The upshot: The WWE contract with Syfy ends at the end of September so negotiations are seemingly coming down to the wire with no renewal announcement quite yet. It's one of the highest-rated shows on the network and is a strong vehicle for Syfy to use to promote its other programming.
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| • Primetime Emmy Awards Take Center Stage
The 65th annual celebration of television's best programming and performers airs Sunday night at 8 p.m. on CBS. Each of the Big Four broadcast networks rotate coverage. The show aired on ABC last year with the telecast drawing 13.3 million viewers and a 3.9 18-49 demo rating. This year's show will be hosted by Neil Patrick Harris. The slew of presenters will include Matt Damon, Michael Douglas, Tina Fey, Kerry Washington, Alec Baldwin, Will Arnett, Andre Braugher, Bryan Cranston, Claire Danes, Jimmy Kimmel and Sofia Vergara. Elton John will perform. The upshot: Not helping the potential viewership is that the telecast runs head-to-head with NBC's Sunday Night Football which last year drew an average 21.3 million viewers and an 8.7 18-49 demo rating. This Sunday on NBC, the Chicago Bears vs. Pittsburgh Steelers is another solid NFL matchup that could lure away viewers, although the Emmy's draw more female viewers than male.
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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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