| Today's Top Stories | | #1 | McDonald's U.S. CMO Is Stepping Down
| | | Neil Golden will leave in early 2014, according to an Ad Age report, which quoted the company as saying it is too soon to speculate about his replacement. Golden has held the post since April 2008, when he succeeded then-retiring CMO Bill Lamar. McDonald's recently launched a number of new products and marketing initiatives but none has significantly boosted sales.
Why This Matters: Agency reviews are known to happen following the departure of a big brand CMO. McDonald's lead creative agency in the U.S. is DDB, while its media agency is OMD. They should have an indication soon if the fast food chain is planning any changes.
A Take: Ad Age
|
| | #2 | Many Marketers Plan To Begin Holiday Ad Campaigns Before Halloween
| | | A survey from Experian Marketing Services reports that 49% of more than 200 marketers polled say they plan to launch their holiday marketing before Halloween this year, MediaPost reports. They also say that while digital will play a role, the use of mobile advertising is low on their holiday marketing priority list, with only 24% set on using it.
Why This Matters: Bill Tancer of Experian says, "Consumers are increasingly driven by the hunt for the deal, and they want to shop earlier. They are no longer satisfied with just Black Friday, or even Cyber Monday or Super Saturday."
A Take: MediaPost
|
| | #3 | ESPN Joins Magna Effort To Automate Buying
| | | The sports cable networks giant has joined the Magna Consortium, a group looking to use data and technology to increase the efficiency and automation in media transactions. Other members of the consortium, which launched last month, include A+E Networks, Cablevision, Tribune Co., AOL and Clear Channel Media. Magna is the strategic, global media unit of the Interpublic Group.
Why This Matters: Automating the ad buying and selling process will save both the agencies and networks time and money. Adding a major TV network company like ESPN, with all of its resources, will enhance the efforts of the consortium.
A Take: B&C |
| #4 Yahoo Begins Automating Direct Sales Of Its Premium Ad Positions (Ad Age)
#5 Time Warner Cable Creates New Marketing Unit (MediaPost)
#6 Reality Infringes On Reality In New Hatfields & McCoys Marketing Scuffle (Ad Age)
#7 Publicis Consolidating Its Production Operations (MediaPost)
#8 IAB Study Finds Mobile Ad Budgets Up 142% From 2011 (Ad Age)
#9 Patrón Returning To TV With Four 15-Second Commercials (Adweek)
#10 Is Programmatic Ad Buying Ready For Primetime? (Digiday)
|
|  | • 68
Percentage of U.S. Internet users who watch TV on their personal computers, according to research from Jumptap and comScore. This compares to 20% who watch TV on tablets and 12% who watch TV on their smartphones.
– Reported by eMarketer
|
| | MBPT Spotlight | Nielsen Report - Marketers Should Make African-American Consumers Bigger Priority
By John Consoli
A new report by Nielsen stresses to marketers the importance of reaching the 43 million U.S. African-American consumers and offers insight into their media consumption and buying habits that can help aid in tapping into their $1 trillion annual spending.
The report strongly suggests that African-American consumers are more aggressive users of media than any other population group, including watching more television and reading more financial magazines. They are also major online website and social media users and spend more time shopping than other ethnic groups.
Yet, of the $75 billion spent annually on TV, magazine, radio and online advertising in the U.S., only $2.2 billion is spent with media focused on African-American audiences.
The report, titled Resilient, Receptive and Relevant—The African-American Consumer, states, "Black businesses, agencies and media continue to wrestle with this disparity as it is not reflective of the overall, high-consumption patterns and behavioral trends of the Black consumer."
This is the third report Nielsen has put out in collaboration with the National Newspaper Publishers Association, the 73-year-old federation of close to 200 Black community newspapers from around the country. The NNPA is also known as the Black Press of America.
As a demo group, the African-American population averages 35 years of age with more than half (53%) being under 35. And African-American women are slightly more dominant in number than men, with adult African-American women making up 54% of the Adult Black population and 52% of employed Blacks being female.
"While African-American men continue to dominate as the financial providers for Black households, companies seeking to connect with African-American consumers may want to pay close attention to women," the reports states.
What percentage of African-American women control the annual spending power of the group's population? And which companies are targeting Black consumers the most?
For more, click HERE
|
| | Fates & Fortunes | • BILL BORRELLE was named to the newly created position of senior VP of brand strategy and integrated marketing communications at Pitney Bowes. Borrelle was most recently CEO of McGarryBowen New York, where he spent seven years. In his new role at Pitney Bowes, Borrelle will oversee advertising, marketing communications, digital media strategy and events. Borrelle began his career at Citibank and also held posts at digital agencies Digitas and Wunderman.
• ADAM STOTSKY was promoted to president of the newly launched Esquire Network. Stotsky was previously general manager of both G4 network and Esquire Network and has overseen the launch of Esquire Network, which was rebranded from Style Network this week. Both G4 and Esquire Network are part of NBCUniversal's cable operations.
|
|
| | What They're Watching | BROADCAST RATINGS
'The Blacklist' Tops 'Hostages' With Strong Opening
In the first match-up of the new dramas The Blacklist and Hostages, NBC's The Blacklist reigned supreme. The James Spader drama didn't equal the rating Revolution drew in its premiere last fall, but it did draw a healthy number of total viewers. The serialized Hostages equaled the year-ago performance of Hawaii Five-0. The Blacklist had the advantage of a stronger lead-in from the fifth season premiere of The Voice. On CBS, the premiere of new Chuck Lorre comedy Mom was down from what Mike & Molly did in the time period last fall. Earlier in the night, the first two episodes of the final season of How I Met Your Mother were down from last year, but increased in viewership from 8 p.m. to 8:30 p.m. At 9 p.m., the third season debut of 2 Broke Girls fell. On ABC, the season opener of Castle was up from last year. Leading into the drama's return, Dancing With the Stars took a hit up against The Voice in its second week. Fox, whose Monday lineup bowed last week, also took an expected dip, though not as steep as ABC's. The new Sleepy Hollow was down but still strong, while Bones dipped. The CW aired repeats. Overall, NBC won the first night of the new season. CBS came in second in the demo, though it was third in total viewers. Fox was third in the demo and fourth in total viewers, and ABC followed though it was second in viewers.
For more, click HERE
CABLE RATINGS
'Dexter' Finale Goes Out on Ratings High, Drawing 2.8 Million Viewers
The series finale of Showtime's Dexter delivered its highest rated telecast ever on Sunday. It was the largest audience for a Showtime original episode, and improved over its season-eight premiere and its season-seven finale. Following Dexter, the first season finale of Ray Donovan grew from its series premiere. The episode ended its season as the highest-rated freshman series in the network's history, outpacing Homeland's first season. Despite a competitive night of programming with the Primetime Emmy Awards, NFL Sunday Night Football and the penultimate episode of AMC's Breaking Bad, Lifetime's Devious Maids also hit a series high in its first season finale Sunday night. The drama was up from its June series premiere. The episode also posted double-digit gains in key demos.
For more, click HERE
|
| Overnight Ratings: Monday, September 23
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| THE VOICE
| 4.5
| 13.7
| CBS
| HOW I MET YOUR MOTHER (8:00)
HOW I MET YOUR MOTHER (8:30)
|
3.4
3.7
|
9.0
9.4
| ABC
| DANCING WITH THE STARS
| 2.3
| 12.9
| FOX
| BONES
| 1.9
| 6.7
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.9
| CW
| HART OF DIXIE (R)
| 0.2
| 0.8
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 5.4
| 15.7
| FOX
| SLEEPY HOLLOW
| 3.1
| 8.6
| CBS
| 2 BROKE GIRLS (9:00)
MOM (9:30)
| 2.8
2.5
| 8.8
7.9
| ABC
| DANCING WITH THE STARS
| 2.3
| 13.8
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.3
| CW
| WHOSE LINE IS IT ANYWAY? (R) (9:00)
WHOSE LINE IS IT ANYWAY? (R) (9:30)
|
0.2
0.3
|
0.6
0.7
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 3.8
| 12.6
| ABC
| CASTLE
| 2.2
| 11.5
| CBS
| HOSTAGES
| 1.8
| 7.5
| UNIVISION
| QUÉ BONITO AMOR
| 1.0
| 2.9
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • A Completely New Night On ABC
The network has totally revamped Tuesday nights with two new dramas and two new comedies. Leading off at 8 p.m. will be Marvel's Agents of S.H.I.E.L.D., in which Clark Gregg reprises his role of Agent Phil Coulson from Marvel's feature films, as he assembles a small, select group of agents from the worldwide law enforcement organization known as S.H.I.E.L.D. Next up will be new comedies The Goldbergs at 9 and Trophy Wife at 9:30. The Goldbergs follows a 1980's family and Trophy Wife is about a reformed party girl who gets married and has to deal with kids and all kinds of ex's. Drama Lucky 7 at 10 follows the lives of a group of gas station workers who win the lottery. The upshot: It is highly unusual for a network to replace an entire night of programming with new shows to start a season. Making it a little more difficult to predict is the question of audience flow, which seems suspect here. S.H.I.E.L.D. will skew younger and male, and the sitcoms will skew older and female, and might not be a good flow into Lucky 7. Time will tell, but give ABC props for pushing the envelope.
|
| • 'Person of Interest' Tries to Draw Interest and Viewers to CBS Tuesday
Entering its third season, CBS drama Person of Interest moves to Tuesday nights at 10 p.m. from Thursday nights at 9. The series is one of CBS' most-watched dramas, averaging 13.4 million and a 2.7 18-49 demo rating last season. In its new time period it should do equally well, joining CBS' two most-watched dramas in NCIS at 8 and NCIS: Los Angeles at 9. Military crime series NCIS, entering its 11th season, averaged 18.5 million viewers and a 3.2 18-49 demo rating last season, while spinoff series NCIS: Los Angeles is beginning its fifth season and averaged 15 million viewers, with a 2.7 demo rating last season. The upshot: This is a blockbuster night of drama on CBS which moved Person of Interest because it wanted to introduce some new comedies on Thursday night, but also because NCIS viewers are a great fit for Person of Interest. These series will draw older audiences though, so it will be interesting to see if ABC's all-new night of dramas and comedies can make some inroads with younger viewers.
|
| • NBC Hoping To Light A 'Fire' On a New Night
NBC drama Chicago Fire returns for a second season on Tuesday nights at 10, after spending last season on Wednesday nights at 10. It replaces Parenthood on Tuesdays, which NBC moved to Thursday night at 10. The series started off solid last season, took a dip and then revived a bit, but still only averaged 5.9 million and 1.7 19-49 rating. This season, however, it will have the Tuesday night version of the NBC hit singing competition The Voice leading into it, so the network is hoping for some better audience flow. The upshot: Chicago Fire does have lots of females tuning in, so maybe NBC's logic is sound. But the series will have to grow its audience because last year's numbers are too low in both viewers and demos to make the NBC affiliates happy with this series that leads into local news.
|
|
|
| |  |   |
|
| 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
|
|
| | |  |
| | | | | | |
