| Today's Top Stories | | #1 | McDonald's Will Join Verizon As NFL Twitter Amplify Partner
| | | The NFL and the social platform announced that the telecom company was the first sponsor for tweets of the league's content and game highlights. Adweek quotes sources as saying the fast food giant will also jump on board as an NFL tweet sponsor. Verizon, however, will have exclusive mention during the NFL's Super Bowl Twitter activity on Feb. 2. Verizon's first sponsored Tweet will be during the Thursday night NFL game between the San Francisco 49ers and St. Louis Rams.
Why This Matters: Real-time Tweets from live events have become hugely popular among Twitter users so this is a good place for marketers to be. On top of that, interest in the NFL is at an all-time high.
Three Takes: Adweek, WSJ and Yahoo Finance
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| | #2 | Move To End the Tax Deduction For Ad Expenses Could Be Revived
| | | While the ad industry was celebrating Advertising Week in New York, Congress in Washington was mulling new calls to eliminate the standard tax deduction for ad expenses, Adweek reports. The House Ways and Means Committee was discussing the possibility, led by its chairman Rep. David Camp (R-Mich.). "We are starting to see the strongest signal we've seen in years," said Dan Jaffe of the Association of National Advertisers. "We've been told by House staff that they are seriously looking into some limitations on the deduction."
Why This Matters: It could be the ad industry's worst nightmare with repeal of the deduction adding hundreds of millions of dollars to marketers' tax bills, crimping ad expenditures and reducing revenue for ad-supported media.
A Take: Adweek
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| | #3 | Four Hearst Magazines To Include Vials Of Perfume Attached To Nov. Issues
| | | In what ad industry observers are calling a first, 100,000 subscribers each of Hearst's Elle, Cosmopolitan, Marie Claire and Seventeen, will get sample vials of Marc Jacobs Daisy and Eau So Fresh poly-bagged and affixed to the magazines, Ad Age reports. "The technology just didn't exist," said Hearst's Michael Clinton. The plan has been in the works for 10 months, including attempts to get postal approval. The vials will not be in newsstand magazines because of the potential waste if issues aren't sold.
Why This Matters: Scratch and sniff ads are no longer revolutionary. For magazine publishers it could become a bright additional ad revenue source from beauty advertisers that are still among the more prolific magazine ad spenders.
A Take: Ad Age
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#5 Deloitte: Mobile Will Add 8% or $66 Billion To Retail Chain Holiday Sales (MediaPost)
#6 Estee Lauder Plans Agency Review In 2014 (Ad Age)
#7 Consumers Need Not Be Deluged With Messaging For Campaign To Work (MediaPost)
#8 Daimler's Car2Go Launches National Campaign (Ad Age)
#9 Lower Agency Fees Means Less Money To Hire Top Talent (Adweek)
#10 Aegis Media Probes The Influence Of Brand 'Likes' On Facebook (Ad Age)
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Percentage of U.S. marketers in September who said the Facebook Exchange ad-buying platform is "very effective," according to a survey by RBC Capital Markets and Ad Age.
– Reported by eMarketer
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| | MBPT Spotlight | RSN's Ad Sales Strong As NBA, NHL Seasons Approach
By John Consoli
Ad sales for the upcoming NBA and NHL seasons on the regional sports networks are as strong as they are at the national level with virtually all marketers who advertised during the 2012-13 season back for 2013-14 for coverage of both leagues.
Kyle Sherman, executive VP of Home Team Sports—which sells ads to national advertisers for the Fox RSNs, some of the Comcast RSNs, MSG and NESN—said 23 of the biggest NBA ad spenders are back so far this season, while 22 of the top 25 NHL advertisers have also returned.
Major NBA advertisers coming back include MillerCoors, KFC, Geico and AT&T. Taco Bell, which bought into the NBA telecasts toward the end of last season, has purchased inventory for the entire season this time around. Sherman says the auto category is very strong with big brands including General Motors and Kia.
One surprising new fourth-quarter advertiser for both NBA and NHL telecasts on RSNs is the federal government, which will be running informational ads about the Affordable Care Act, letting viewers know how to enroll.
Sherman says the government is planning to run ads in 28 states where the state governments have not allocated funds to promote the insurance exchanges. "The RSNs we represent are in about 23 of those states," he says.
Sherman also said HST is making more inroads into men's healthcare products and is in discussions with both P&G and Unilever for potential brand deals in that category.
What results did HTS staffers find from its Nielsen-conducted viewer engagement study of NBA fans? And what does Sherman consider to be HTS' real competition for ad dollars?
For more, click HERE
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| | Fates & Fortunes | • CHRIS SHUMAKER was named North America chief marketing officer at Draftfcb. He was most recently executive VP and CMO at Publicis U.S. before departing earlier this year. He was also executive VP and worldwide chief growth officer at Foote Cone Belding (FCB), which IPG merged with Draft to form Draftfcb. He also worked at Grey North America and at The Martin Agency.
• AILEEN ANGULO has joined Telemundo Media in the newly created position of senior VP of on-air promotions. She was most recently a creative and production consultant, working on projects for E! Entertainment and Sony Entertainment, among other clients. Prior to that she was content director and executive producer at Bulldog Films. She also held several positions at Sony Entertainment Latin America earlier in her career.
• NANCY O'DELL, DREW SCOTT AND JONATHAN SCOTT will host HGTV's commercial-free broadcast of the Rose Parade on Jan. 1 at 11 a.m. O'Dell is cohost of the syndicated show Entertainment Tonight and the Scotts are the stars of the HGTV reality series Property Brothers. Also reporting from the parade route will be JOSH TEMPLE of House Crashers, which airs on HGTV sibling the DIY Network. This year the Rose Parade's presenting sponsor is Honda.
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| | What They're Watching | BROADCAST RATINGS
'Back in the Game' Debuts OK, 'Revolution' Tumbles on New Night
As the lone new series to premiere Wednesday, ABC's comedy Back In the Game got off to a decent start, improving in the double digits from what The Neighbors premiered to in the time slot last fall and down slightly from its lead-in. The season debut of The Middle fell from its year-ago premiere, and Modern Family, fresh off its fourth Emmy win, slipped from its fourth season premiere. At 10 p.m., the sophomore bow of Nashville dipped from its series premiere to tie CBS for second in the hour. It was enough for ABC to win Wednesday, however. NBC and CBS tied for third. NBC's Revolution, relocated from its plum time slot after The Voice, came in lower than its last fall debut but up from the canceled Animal Practice and Guys With Kids premieres in the 8 p.m. time period. At 9 p.m., Law & Order: SVU rebounded with its two-hour season premiere up from a year ago. CBS' lineup also posted declines compared to last fall. At 9 p.m. Criminal Minds fell and CSI dipped at 10 p.m. Survivor was also down from its week-ago premiere. Fox placed second for the night, while The X Factor managed to tick up from last week. On the CW, the finale of Capture was on par with the previous night.
For more, click HERE
CABLE RATINGS
'Sons of Anarchy' Wins Tuesday Night
FX's Sons Of Anarchy was Tuesday's top cable program with a 2.4 adults 18-49 rating, down from the 2.5 it earned for last week's premiere. Comedy Central's Tosh.0 came in second, with a 1.2, down from last week's 1.4.
For more, click HERE
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| Overnight Ratings: Wednesday, September 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| THE X FACTOR
| 2.4
| 7.3
| CBS
| SURVIVOR
| 2.3
| 9.4
| ABC
| THE MIDDLE (8:00)
BACK IN THE GAME (8:30)
| 2.4
2.2
| 8.8
7.9
| NBC
| REVOLUTION
| 1.8
| 6.8
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.6
| 4.0
| CW
| ARROW (R)
| 0.3
| 1.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| MODERN FAMILY
| 4.1
| 11.4
| CBS
| CRIMINAL MINDS
| 2.8
| 11.3
| FOX
| THE X FACTOR
| 2.6
| 7.9
| NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT
| 2.5
| 9.1
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.2
| CW
| CAPTURE
| 0.2
| 0.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT
| 2.9
| 9.9
| CBS
| CSI: CRIME SCENE INVESTIGATION
| 2.1
| 9.0
| ABC
| NASHVILLE
| 2.1
| 6.6
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Michael J. Fox Anchors New NBC Thursday . . .
NBC is giving the actor/comedian the spotlight by premiering the new Michael J. Fox Show with back-to-back half-hours on Thursday night between 9 p.m. and 10 p.m. Then next Thursday, the series will move into its regular 9:30 time period. In the series, Fox plays Mike Henry, a popular news anchor who had put his career on hold to spend more time with his family and focus on his health after he was diagnosed with Parkinson's Disease. But five years later, he decides to get back to work. Opening Thursday night at 8 is veteran sitcom Parks and Recreation, which will also air two half-hour episodes, while veteran NBC drama Parenthood moves from Tuesday nights at 10 to Thursday night at 10. Two more new sitcoms, Meet the Family and Sean Saves the World, will premiere next Thursday at 8:30 and 9 p.m. respectively. The upshot: The Michael J. Fox Show is expected to get a massive tune-in, despite leading out of Parks and Recreation, which averaged only 3 million viewers last season. Parenthood may have a more difficult time going up against the season premiere of CBS drama Elementary, which averaged 9.9 million viewers last season. Parenthood averaged only 4.9 million on Tuesday nights.
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| • . . . While Robin Williams Gets 'Crazy' On CBS . . .
The Academy Award winner returns to television with the premiere of new sitcom The Crazy Ones, a workplace series about an advertising genius whose unorthodox methods and unpredictable behavior would get him fired if he wasn't the owner of the agency. Sarah Michelle Geller plays his daughter and agency partner. The series will air in its regular 9 p.m. time period on Thursday. To give it the best possible opening night, CBS will premiere two new episodes of veteran sitcom The Big Bang Theory at 8 and 8:30 p.m. CBS' other veteran Thursday night comedy, Two and a Half Men, moves from 8:30 to 9:30 this season. CBS will premiere another new sitcom, The Millers, next week at 8:30, leading out of Big Bang. And second-year drama Elementary returns at 10. The upshot: Much like NBC's Michael J. Fox Show, The Crazy Ones with Williams is also expected to draw a massive opening night audience. Based on lead-in power, Williams has the advantage. Big Bang last season averaged 15.5 million viewers, more than three times the audience of The Michael J. Fox Show lead-in Parks and Recreation.
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| • . . . And 'Glee' Tunes Up For Its Fifth Season on Fox
The network surprised many in April when it renewed this sometimes-struggling musical dramedy for not just a fifth season, but also a sixth. So Glee returns to Thursday nights at 9, leading out of already-struggling 8 p.m. Fox series, The X Factor. Every attempt to rejuvenate the once hit series about a high school glee club, including bringing in several guest stars for short arc roles, did not work out so well last season. The series ended up averaging 5.6 million viewers and a 2.1 18-49 demo rating, getting solidly out-watched in its time period by ABC's Grey's Anatomy and CBS' Person of Interest. But there were times when Glee showed some spark. One episode in April, right before it was renewed, drew 6.6 million viewers and a 2.8 demo rating. The upshot: The series still pulls in some younger and harder to reach millennial viewers. Sadly, this summer, one of the ensembles most important stars, 31-year-old Cory Montieth, died of a drug overdose. Many fans who had abandoned the series, may be drawn back in to see how Glee plans to pay tribute, and then move on. This Thursday, the series will go head-to-head with the first hour of the two-hour season premiere of Grey's; that veteran drama averaged 8.3 million viewers and a 2.8 demo rating last season.
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