| Today's Top Stories | | #1 | ANA Study Finds More Marketers Relying On In-House Agencies
| | | Association of National Advertisers' membership finds 58% of marketers now utilize in-house agencies, up 16% from 2008, and 52% say they are assigning new marketing functions such as digital, social and mobile to those in-house agencies. About 50% of in-house agencies also handle some level of media planning and/or media buying.
Why This Matters: ANA CEO Bob Liodice told MediaPost, "The emergence of the in-house agency is a potential warning sign for agencies. We urge our agency peers to adapt to this new reality and offer greater value to avoid gradual disintermediation with clients."
Two Takes: MediaPost and Ad Age
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| | #2 | GoDaddy Changes Marketing Approach In New Campaign
| | | After building a reputation by using buxom, scantily clad women in its advertising for the past several years, the Internet services company will launch a campaign featuring action movie star Jean-Claude Van Damme, beginning Thursday night during NBC's NFL Kickoff game, The New York Times reports. The new ads will focus more on the company's specific services, with the theme "It's Go Time," stressing that GoDaddy can help businesses with whatever challenges they face.
Why This Matters: New GoDaddy chief executive Blake Irving says of past campaigns, "We got a lot of attention—we were edgy and funny. We were also on the edge of inappropriate." He adds the new campaign will still be edgy but won't "push customers away."
A Take: NYT
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| | #3 | Motorola Cell Phones To Get Fashion Week Runway Exposure
| | | The cell phone maker is sponsoring four designers during Made Fashion Week in New York—Hood by Air, Telfar, En Noir and Rochambeau—and some of them are planning to incorporate Motorola's Moto X phone into their runway shows, Ad Age reports. Some of the fashion models are expected to carry the phones prominently as they walk the runways. Motorola will also have Moto X kiosks at Fashion Week parties.
Why This Matters: It's not mass exposure like TV spots would get, but the Moto X is not targeting the masses. Instead, it is being marketed as more of a fashion accessory so this type of campaign works well for it.
A Take: Ad Age
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| #4 Retail Industry Remains The Largest Spender In U.S. Digital Advertising (eMarketer)
#5 AdBlock To Run Anti-Advertising Ad Campaign (Ad Age)
#6 IPG's AFG& Wins Blistex Creative Account (Adweek)
#7 'New York Post' Revamps Website, Offers New Ad Formats (Ad Age)
#8 Survey Details TV Viewers' Shopping Preferences (MediaPost)
#9 Can Brody Turn Around Yahoo's Ad Fortunes And Save His COO Job? (Adweek)
#10 New Dow Jones Consumer Product Exec On Native Advertising (Digiday)
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|  | • 9.42
Billions of dollars that the U.S. retail industry will spend on digital advertising in 2013, according to an eMarketer survey.
– Reported by eMarketer
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| | MBPT Spotlight | Whoomp! There It Is: TV Sports Fans Are Prime Target For Music Marketers
By John Consoli
A recent report by Nielsen says music and sports are natural complements to one another, with music having become engrained in the tradition of many sporting events. In addition to the tradition of fans singing songs led by public address announcers at stadiums, the report points out that many of today's biggest recording artists are performing at live sporting events, at the halftime of football and basketball games or following baseball games.
The report talks about how many sports fans are also big music fans, about how certain types of music are more popular with fans, and details how NFL Super Bowl halftime performances by recording artists result in immediate boosts of song and album sales.
"The Super Bowl halftime show is nearly as famous as the event itself, and its headliners are always greatly anticipated by music and sports fans alike," the report states. "These performances provide so much exposure that they're typically followed by significant spikes in sales the week after the event. The Olympic Games' Opening and Closing ceremonies, the World Cup, the NBA and NHL All-Star games and other events feature big-time live performances."
The 2010 World Cup's official song, "This Time For Africa," sung by Shakira and featuring Freshlyground, sold 1.7 million tracks in the U.S. alone, according to the report. Hank Williams Jr.'s famed "All My Rowdy Friends Are Here on Monday Night" remake of "All My Rowdy Friends Are Coming Over Tonight" that served as the Monday Night Football opening theme song from 1989 through 2011, helped revive the original song's sales to the tune of 254,000 downloads.
What other popular—and lucrative—examples were cited in the report? And is this a revenue stream many recording artists aren't taking advantage of?
For more, click HERE
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| | Fates & Fortunes | • PEGGY RENKEN HUDSON was named senior VP of government affairs at the Direct Marketing Association. She replaces Jerry Cerasale, who is retiring at the end of the year after 20 years with the organization. Hudson will work with Cerasale initially as she transitions into the job. She was most recently CEO of Hudson Global Strategies, a consulting company. She has also served as VP of federal and international affairs for BP America.
• BURTON JABLIN was named president of Scripps Networks, succeeding John Lansing, who is retiring after nine years in the post. Jablin was most recently president of Scripps' home networks which include HGTV and DIY. Jablin will be succeeded by KATHLEEN FINCH, who was most recently senior VP and general manager of HGTV and DIY networks. In Jablin's new role, he will be responsible for Food Network, Travel Channel, Cooking Channel and Great American Country network, in addition to overseeing HGTV and DIY.
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| | What They're Watching | BROADCAST RATINGS
Fox Wins Demo; NBC Takes Total Viewers on Wednesday
Fox won Wednesday night even though MasterChef was down from last week. NBC took second but was first with overall viewers. America's Got Talent and Camp were each up. CBS, in third place, saw Big Brother rise. ABC's The Lookout climbed 43% for its season finale. The CW aired repeats.
For more, click HERE
CABLE RATINGS
'The Game' Wins Tuesday Cable Ratings
BET's The Game season finale was Tuesday's top cable program with a 1.9 adults 18-49 rating, up from last week's 1.2 demo number. There was a three-way tie for second with Comedy Central's Tosh.0, USA's Suits and TNT's Rizzoli & Isles all earning a 1.2. Suits was up from last week's 1.0 and Rizzoli & Isles was down from last week's 1.4.
For more, click HERE
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| Overnight Ratings: Wednesday, September 4
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | CBS
| BIG BROTHER
| 2.2
| 6.6
| FOX
| MASTERCHEF
| 1.9
| 4.9
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.8
| NBC
| AMERICA'S GOT TALENT
| 1.4
| 6.1
| ABC
| THE MIDDLE (R)
| 0.9
| 3.9
| CW
| ARROW (R)
| 0.3
| 1.1
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.3
| 9.9
| FOX
| MASTERCHEF
| 2.1
| 5.5
| UNIVISION
| LA TEMPESTAD
| 1.4
| 3.6
| ABC
| MODERN FAMILY (R) (9:00)
MODERN FAMILY (R)
(9:30)
| 1.1
1.1
| 3.8
3.5
| CBS
| CRIMINAL MINDS (R)
| 1.0
| 5.0
| CW
| SUPERNATURAL (R)
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | UNIVISION
| QUÉ BONITO AMOR
| 1.2
| 3.2
| CBS
| CSI: CRIME SCENE INVESTIGATION (R)
| 1.1
| 5.5
| ABC
| THE LOOKOUT
| 1.0
| 3.8
| NBC
| CAMP
| 1.0
| 3.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • NFL Kicks Off On NBC Thursday
The 2013 National Football League season officially begins on Thursday night at 8:30 with the season opener—the Super Bowl champion Baltimore Ravens visiting the Peyton Manning-led Denver Broncos. Last season's kickoff game on NBC aired Wednesday night because Thursday of that week was reserved for the nomination of President Obama at the Democratic National Convention. The upshot: Last year's game between the Dallas Cowboys and New York Giants drew 23.9 million viewers and a 9.7 18-49 demo rating from 8:30 p.m.-11 p.m. in primetime, making it the third most-watched opening game in NBC's 11 years of televising it. Expect another large audience to tune in on Thursday night, though it will be hard to top last year's season opener.
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| • 'Wilfred' Sees the Dog Days on FX
This comedy series, about a disillusioned man (Elijah Woods), who has a unique friendship with his neighbor's dog, Wilfred. To Woods' character, and only to his character, the dog appears in the form of an Australian man in a cheap dog suit. The show concludes its third season on Thursday night at 10 on FX. The first episode of Wilfred drew 2.5 million viewers in 2011, but the number has steadily declined since. It drew only 900,000 for its season-one finale, rebounded a bit leading out of Charlie Sheen's Anger Management in season two, averaging 1.3 million and a 0.7 initially, but then fell to under 900,000 once its lead-in started losing audience as well. In season three, after premiering to 835,000 viewers it has averaged only about 660,000 and a 0.3 demo rating this season. The upshot: Those numbers are nowhere near what it takes for a series to stay on FX. If the network does bring it back for a fourth season, it may become part of the new FXX network schedule.
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| • 'Tamar & Vince' Are Set For Big Launches on WE tv
The second season of the Braxton Family Values spinoff series returns to WE tv on Thursday night at 9. As this season begins, Tamar Braxton, one of the singing Braxton sisters, and her manager/husband Vince are preparing for the birth of their first child (the series was taped earlier, and their son Logan has already been born) and the duo work on the launch of her new album, "Love and War." The upshot: Tamar & Vince has a large following of African-American women in both the 18-49 and 25-54 demos. While the series averaged fewer than 1 million total viewers per episode last season, its total first run of episodes was seen by 5.6 million viewers.
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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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