| Today's Top Stories | | #1 | Facebook Pushes Back Its Video Ad Launch
| | | The social network platform is delaying its previously announced October rollout of 15-second video ads. Facebook plans to charge between $1 million and $2.4 million per spot, according to Ad Age. This marks the third delay of the launch this year. Apparently, there is concern over user backlash and marketers haven't exactly been jumping on board, choosing to wait and see how well the first batch is accepted.
Why This Matters: It is a setback for marketers who did want in so they could use the video ads as part of their Black Friday promotions and early holiday shopping campaigns.
A Take: Ad Age
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| | #2 | Fashion Week Event To Offer Dresses Made From Subway Restaurant Items
| | | The sandwich chain is partnering with Nolcha Fashion Week to host a Sept. 11 show in which all of the designs will be made entirely from Subway sandwich wrappers, plastic sandwich bags, gift cards, straws, salad bowls, pizza boxes and cookie bags, MediaPost reports. Four designers have put together dresses for what will be a competition, judged by a panel that includes Jared "The Subway Guy" Fogle. The winner receives a year's worth of Subway foot-long sandwiches. The contest is meant to promote Subway's sustainable materials.
Why This Matters: Seems like this year more brands are integrating with the various Fashion Week events. Subway global CMO Tony Pace says, "We're glad to provide designers a new venue to express their unique style on the runway."
A Take: MediaPost
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| | #3 | Keebler Using Trees As Marketing Sites
| | | The cookie maker's new "Tiny Doors Project" commissions artists to build tiny doors at the base of trees across the country, Ad Age reports. The project is spearheaded by Leo Burnett and experiential marketing agency City Eventions. About 40 environmentally correct doors have been erected in a dozen cities so far, including Orlando, Detroit, Philadelphia and Kansas City.
Why This Matters: "Everyone knows that Keebler elves make cookies in the Hollow Trees," says Mike Doyle, VP, creative director at Leo Burnett. "If there was ever a project that we should be doing something around, it seemed like this would be the one."
A Take: Ad Age
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| #4 Honda, P&G Sponsoring Third Season Of 'X Factor' (B&C)
#5 Former Fashion Retailer CMO Launches New Agency (Ad Age)
#6 Minteye Offers Interactive Way To Skip Pre-Roll Video Ads (Adweek)
#7 Nike Uses Creative 'Transforming' Billboard in Shanghai (MediaLife)
#8 Translation Replaces Leo Burnett As Sprite Creative Agency (Ad Age)
#9 Pivotal Analyst Wieser Calls Dentsu/Interpublic Next Most Logical Merger (MediaPost)
#10 Video Streaming Beating DVR and VOD Viewing (eMarketer) |
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Percentage of U.S. 18-34-year-old TV viewers who watch digital video or stream digital content at least once per day, according to a survey by Ipsos MediaCT.
– Reported by eMarketer
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| | MBPT Spotlight | Smaller Hispanic Broadcast Nets Can Offer Expanded Reach For Marketers
By John Consoli
While its older and bigger sibling network Univision is beating the English-language broadcast networks in all the key demos among under 49-year-old adult viewers, UniMás is also having a solid summer, relative to its size.
Viewership this summer is averaging about 578,000 viewers per night and a 0.3 18-49 rating, about flat with last summer when the network was known as Telefutura. Parent company Univision Communications changed the name and focus of the network in January, targeting Hispanic Millennials age 18-34, after media buyers had complained that the 11-year-old broadcast network lacked a clear identity.
The plan seems to be working. Smaller Spanish-language networks offer something of a win-win opportunity for marketers: A chance to reach a constantly growing younger audience, and at a lower rate.
UniMás execs are eagerly anticipating the premiere later this month of Gossip Girl: Acapulco, the Mexican adaptation of the American TV series Gossip Girl. It will be the network's first series that directly targets bilingual teen and millennial Hispanics.
Among the other Hispanic broadcast networks this summer, according to Nielsen data, Estrella TV is averaging about 182,000 viewers in primetime and a 0.07 18-49 rating; Azteca America is averaging about 93,000 viewers and a 0.04 18-49 rating; while MundoFox is averaging about 59,000 viewers per night and a 0.02 18-49 rating.
Those audiences on the secondary Spanish-language networks are smaller than on Univision and Telemundo, and their ad rates are also correspondingly lower, enabling marketers to reach more than 900,000 Hispanic audience members a night who are not watching the Big Two. And UniMás draws more viewers per night than the combined audiences of Estrella TV, Azteca America and MundoFox.
What is the summer median age audience of the Hispanic nets? And what are their best-rated summer series this year?
For more, click HERE
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| | Fates & Fortunes | • TONI RACIOPPO was named senior VP, media services at The Halo Group, the New York-based branding and marketing communications agency. She previously held posts as senior VP, group director at Zenith Media, account director at MEC and client communications director at OMD. She also held stints at BBDO and at William Esty.
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| | What They're Watching | BROADCAST RATINGS
NBC Scores With NFL Opener
The kickoff to the 2013 NFL season drove NBC to an easy Thursday night victory. Final, more accurate numbers will be released later on Friday. The game's start was delayed until just after 9 p.m. ET due to inclement weather. CBS was in a distant second with Big Brother up from last week. ABC took third. Wipeout returned from a few weeks off with a two-hour episode, which was higher than its last original. Rookie Blue also rose. Fox and The CW aired repeats.
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 4.6 adults 18-49 rating, up from last week's 4.1 adults 18-49 rating. Modern Dads, which airs on A&E after Duck Dynasty, came in second with a 1.9 in the demo, up from last week's 1.5.
For more, click HERE
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| Overnight Ratings: Thursday, September 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| FOOTBALL NIGHT IN AMERICA (8:00)
NFL FOOTBALL (8:30)
| 5.6
8.1
| 15.0
20.7
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 4.0
| CBS
| THE BIG BANG THEORY (R) (8:00)
TWO AND A HALF MEN (R) (8:30)
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1.5
1.3
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7.3
6.3
| ABC
| WIPEOUT
| 1.1
| 3.7
| FOX
| GLEE (R)
| 0.6
| 1.8
| CW
| THE VAMPIRE DIARIES (R)
| 0.3
| 0.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL FOOTBALL
| 10.4
| 26.7
| CBS
| BIG BROTHER
| 2.4
| 7.1
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.5
| ABC
| WIPEOUT
| 1.1
| 3.4
| FOX
| NEW GIRL (R) (9:00)
THE MINDY PROJECT (R) (9:30)
| 0.5
0.5
| 1.4
1.4
| 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) | NBC
| NFL FOOTBALL
| 10.4
| 25.0
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
| ABC
| ROOKIE BLUE
| 1.0
| 4.2
| CBS
| ELEMENTARY (R)
| 0.8
| 3.8
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • Queen Latifah Offers a Touch of Class on CBS
The entertainer will narrate a two-hour CBS special airing Friday night from 8-10 titled Teach that will pay tribute to America's teachers. The special will explore the American education system through the eyes of teachers and will visit schools around the country and follow four teachers inside their classrooms at various grade levels. The special was produced by Academy Award-winning filmmaker Davis Guggenheim. The upshot: Latifah took on the host and narrator's role because her mother was a teacher and she wants to "help shine a light on the individuals whose job it is to motivate and mentor our most important resource." Instead of putting it on low TV viewing Friday night, however, CBS should be airing it on a Sunday night when more families watch TV together.
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| • NASCAR Preps For the Chase
ESPN televises most of the second half of the NASCAR season races, but broadcast sibling ABC gets a few of them for primetime airing. On Saturday night at 8, ABC televises the all-important Sprint Cup Series race at Richmond International Raceway. It's the race that determines which 12 drivers will qualify for the Chase for the Sprint Cup. This year, the top 10 drivers in points automatically qualify, while two "wild card" drivers are determined among places 11-20 by which of those racers have the most victories. Not all the places are set, which always makes Richmond a wild night. Some of the sport's biggest names—including defending champ Brad Keselowski—remain on the bubble. The upshot: Last year's comparable September race from Richmond drew a solid for Saturday with 5.1 million viewers. Expect in that range again this Saturday night.
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| • TV's Most-Watched Show Returns Sunday Night
NBC's Sunday Night Football premieres this weekend at 8:30 p.m. The SNF season opener pits the New York Giants vs. the Dallas Cowboys in an NFC Eastern Division rivalry. Both the Giants and Cowboys missed the playoffs last season so the teams will have extra incentive to try to get this season off to a good start. Last year's SNF season opener, with the Denver Broncos defeating the Pittsburgh Steelers 31-19, set a then-record for NBC's highest-rated SNF game ever, drawing 27.6 million viewers and an 11.0 18-49 demo rating. That held up as the most-watched SNF regular season telecast until the last game of the year, in which the Washington Redskins defeated the Cowboys 28-18. That game was watched by 30.3 million viewers. The upshot: The Giants and Cowboys always draw big national audiences. Expect the viewership for this game to fall somewhere between 27 million and 30 million. Last season, SNF was TV's most-watched series, averaging 20.9 million viewers per game.
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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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