| Today's Top Stories | | #1 | Agency Execs Mixed On The Impact Of A La Carte TV
| | | Some media buyers believe if the government allows consumers to cherry-pick individual networks to subscribe to, it will kill off smaller networks, allowing surviving larger ones to raise ad prices. And without competition, clients would have to pay what was asked. Marc Morse, senior VP, national broadcast at RJ Palmer tells Ad Age, "Competition allows us to use networks against each other to negotiate lower prices." Amy Sotiridy, senior VP and director of national broadcast at Initiative, said an a la carte system would make it nearly impossible for new networks to launch.
Why This Matters: The a la carte debate has been going on for some time, but the dispute between Time Warner and CBS, which led to CBS being taken off the air for several weeks, has Washington taking a fresh look at the TV programming model.
A Take: Ad Age
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| | #2 | Oh, Maaan! Campaign Attacks Nick For Continuing To Take 'Junk Food' Ads
| | | In an earlier campaign, the Center for Science in the Public Interest and several other children's advocacy groups took a swipe at the kids' network by bashing popular network character SpongeBob SquarePants. In its newest campaign it goes after the network by attacking series Dora the Explorer for hawking "nutritionally dangerous foods" like Cinnamon Toast Crunch and Sour Patch Kids popsicles to kids.
Why This Matters: Nickelodeon recently launched a program with Birds Eye to encourage healthier eating among kids, but Margo Wootan of CSPI says the network is not doing enough. She says Nick only runs one PSA ad urging kids to eat healthy for "every 30 junk-food ads" it airs.
A Take: Adweek
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| | #3 | ANA, 4As Update Agency Review Guidelines For Marketers
| | | Marketers need to issue more detailed briefings to agencies throughout their agency search process, according to the two ad industry trade groups who have put together a revised set of guidelines for marketers to follow. Tom Finneran of the 4As said marketers have not been adhering to the earlier suggested practices that include sharing enough information with the agencies about their expectations as clients and following some standard procedures.
Why This Matters: "Marketers are strongly encouraged to take the time to provide proper and detailed briefing guidance throughout the agency selection process or otherwise risk a 'garbage in, garbage out' result," said Bill Duggan of the ANA.
A Take: Ad Age
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| #4 Digital To Account For 22.7% Of Worldwide Ad Investments in 2013 (MediaPost)
#5 Advertisers Struggle To See ROI From Branded Content (Ad Age)
#6 'Responsive' Websites Not Yet Bringing In Big Ad Dollars (Adweek)
#7 Nissan Launching Music Video Program On Vevo (MediaPost)
#8 CEO Sorrell Says WPP Is A 'Data' Company, Not An Advertising Company (Digiday)
#9 Rentrak's TV And Consumer Data Patented (B&C)
#10 Aegis Media Buys Shanghai-based Agency Trio (MediaPost)
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Percentage of the global population that uses Facebook, up from 3.1% in 2008, according to a report by eMarketer in collaboration with Starcom MediaVest Group.
– Reported by eMarketer
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| | MBPT Spotlight | Why Not Let The Viewers Or Media Agencies Pick The Series The Broadcast Networks Order?
By John Consoli
The five major English-language networks cumulatively produced 104 scripted pilots for the new 2013-14 broadcast season, the highest total since 2007; from those ordered, 52 series were picked that they now expect to air and promote with varying degrees of hype and hope.
Most won't succeed. Out of the 37 new series that aired during the 2012-13 regular season, only 10 were renewed, and some of those had viewership bordering on cable series numbers. The networks, of course, renewed them, either because they couldn't cancel everything—that would have left too many holes to fill—or because their own studios produced the series, and the networks want to air enough episodes to get them into syndication.
And that's a pretty good indication that the current pilot system is financially out of control, costing the networks billions of wasted dollars on programming that viewers continually reject. At the same time, marketers, who spend hundreds of millions on advertising in these shows, are rewarded with make-goods and find themselves moving their ads into shows they didn't select in the first place.
All of which raises an interesting question. Since the broadcast networks have such a poor track record of selecting new shows to offer viewers each year, maybe it would benefit them to be more inclusive in their selection process.
Since they are spending so much on advertising in these new shows that for the most part fail, shouldn't marketers have some say in the development process? Certainly their media agencies all have sophisticated research capabilities that could possibly contribute myriad insights to the selection process. Perhaps, but for the most part, neither agencies nor clients get to see the scripted series the networks select to put on the schedule until the process is finalized.
What would agency research execs say to weighing in on the series development process? Also: Amazon's approach to getting viewers involved in the series selection process.
For more, click HERE
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| | Fates & Fortunes | • CLARK KOKICH was named chief strategy officer at mobile performance ad company Marchex. Kokich was most recently chairman of digital agency Razorfish, where he held posts as president and CEO. He was with Razorfish since 1999. He is also a board member on two public companies, Rocket Fuel, the programmatic media-buying platform, and Acxiom, an enterprise data and analytics firm.
• DAVID HORTON was named chief marketing officer at the Las Vegas Sands Corp., where he will be responsible for all sales and marketing functions of the multiple Sands resort hotels. He was most recently with Hilton Hotels and Resorts.
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| | What They're Watching | BROADCAST RATINGS
'Agents of S.H.I.E.L.D.' Premieres As Top Drama in Four Years
ABC's highly anticipated Marvel's Agents of S.H.I.E.L.D. premiered as the highest rated drama debut in nearly four years. The action drama kicked off the entirely new lineup for ABC with 11.9 million viewers. At 9 p.m., new comedy The Goldbergs was up from what the now canceled Happy Endings did in the time period last fall. Trophy Wife at 9:30 p.m. fell from its lead-in, though it was still higher than the year-ago time period. By 10 p.m. the luck started to run out for the network, with freshman drama Lucky 7 sharply down from its lead-in in the demo and down from Private Practice's 2012 season premiere. The network tied for second place. But it was NBC who won Tuesday night. The second night of The Voice was up from the comparable night last fall. With the strong lead-in, sophomore Chicago Fire gained both from its Wednesday series premiere and Parenthood's season opener last fall. CBS, which tied for second in the demo but was first in total viewers, saw dips across the board. The season premiere of NCIS was down from last fall, NCIS: Los Angeles declined and the relocated Person of Interest also dipped from its Thursday season premiere in 2012 and was below the series premiere of Vegas in the time period last year. Fox was fourth and all of its shows saw double-digit declines over their week-ago premieres in the face of increased competition. Dads, Brooklyn Nine-Nine, New Girl and The Mindy Project all tumbled. On The CW, the season finale of Whose Line Is It Anyway? drew a 0.5 in the demo at 8 p.m. and Capture at 9 p.m. was down from last week. The network placed fifth.
For more, click HERE
CABLE RATINGS
'Monday Night Football' Wins Monday Cable Ratings
ESPN's Monday Night Football was the night's top program with the Bengals/Steelers match-up earning a 5.6 adults 18-49 rating, down from last week's 5.9. USA's Monday Night RAW was the top non-sports program with a 1.4, down from last week's 1.5.
For more, click HERE
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| Overnight Ratings: Tuesday, September 24
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D.
| 4.6
| 11.9
| NBC
| THE VOICE
| 4.0
| 12.7
| CBS
| NCIS
| 3.4
| 19.5
| FOX
| DADS (8:00)
BROOKLYN NINE-NINE (8:30)
| 1.5
1.8
| 3.6
4.0
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.6
| CW
| WHOSE LINE IS IT ANYWAY? (8:00)
WHOSE LINE IS IT ANYWAY? (R) (8:30)
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0.5
0.4
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1.3
1.3
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 5.2
| 15.6
| CBS
| NCIS: LOS ANGELES
| 3.0
| 16.2
| ABC
| THE GOLDBERGS (9:00)
TROPHY WIFE (9:30)
| 3.2
2.3
| 9.1
6.6
| FOX
| NEW GIRL (9:00)
THE MINDY PROJECT (9:30)
| 2.1
1.5
| 4.1
3.0
| UNIVISION
| LA TEMPESTAD
| 1.1
| 2.8
| CW
| CAPTURE
| 0.2
| 0.7
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| CHICAGO FIRE
| 2.8
| 9.2
| CBS
| PERSON OF INTEREST
| 2.3
| 12.3
| ABC
| LUCKY 7
| 1.3
| 4.6
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 2.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Crime Pays For CBS and Should In Return
CBS premiered the new season of its reality hit Survivor last Wednesday at 8 p.m. This week it brings back two of its popular dramas, Criminal Minds at 9 and CSI: Crime Scene Investigation at 10. Criminal Minds, which follows an ensemble cast of profilers from the FBI's Behavioral Analysis Unit, returns for its ninth season after averaging 10.1 million viewers and a 2.5 18-49 demo rating last season. CSI, about Las Vegas crime scene analysts, returns for its 14th season after averaging 9.5 million viewers and a 2.1 demo rating last season. The upshot: CBS has the fewest holes of any broadcast network as this night indicates. Both Criminal Minds and CSI are among the Top 10 most-watched dramas on television, and after nine and 14 years, respectively, that's a pretty good feat.
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| • NBC Looks To Start a New 'Revolution'
The sci-fi drama that took the fall season by storm last year on Monday nights leading out of The Voice returns to a new night and time, Wednesday at 8 p.m., opening the night for NBC and leading into veteran police drama Law & Order: SVU. Revolution was the most-watched and highest-rated new drama series last season until NBC put it on hiatus for several months. The series returned and, in total, ended up averaging 7 million viewers and a still-decent 2.5 18-49 rating, but it was at a 3.0 when it went on hiatus. L&O: SVU also returns Wednesday night for its 15th season with back-to-back premiere episodes between 9-11 p.m. In the dramatic 9 p.m. opener, Detective Benson, played by Mariska Hargitay, disappears while tracking down a rapist and murderer. The upshot: Not sure that Revolution can recapture its magic from early last season but the series is one of the youngest-skewing dramas on broadcast, with a median age of 48, so the network is hoping it can draw a large millennial audience. SVU was moved to Thursday nights at 10 late last season and didn't perform that well there. On Wednesday nights at 9 it averaged about 6 million views and a 1.6 18-49 rating, good for a series that is entering its 15th season, but not a performance that will turn around NBC's ratings problems.
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| • Emmy Favorite 'Modern Family' Begins Season Five on ABC
The Emmy Award-winning ABC ensemble comedy returns for its fifth season on Wednesday night with two half-hour episodes between 9 p.m. and 10 p.m. The network's most-watched sitcom averaged 9.5 million viewers and a 3.5 18-49 demo rating last season. Returning sitcom The Middle, back for its fourth season, opens the night at 8 and will lead into new comedy Back in the Game at 8:30, taking over the time period occupied by The Neighbors last season, which has moved to Friday night. Back in the Game stars Maggie Lawson and James Caan and has a bit of a Bad News Bears spirit about it. At 10, nighttime soap opera Nashville returns for its second season. The series struggled in this time period last season averaging only 5.1 million viewers and a 1.6 18-49 rating. The upshot: The Middle and Modern Family are staples for the network. Back in the Game seems like a good fit leading out of family comedy The Middle. Nashville needs to pick up more viewers or it might be replaced at midseason.
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Phone: 201-314-0424 | Send Email
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