| Today's Top Stories | | #1 | GroupM's Xaxis Partners With Networks In Programmatic Ad Platform
| | | The holding company's trading desk has created a new programmatic TV audience buying platform called Xaxis TV that will offer more TV-style measurement of online video. It is being called "the first solution to allow advertisers to sync their digital audience buying campaigns with broadcast TV ads and programming." Xaxis TV will purchase inventory for clients and package it based on real GRP, having signed exclusive ad inventory deals with Viacom, Fox, BET, Alloy and Hulu, according to an Adweek report.
Why This Matters: It's interesting that TV networks that have shied away from selling inventory through ad exchanges have signed up with GroupM and Xaxis TV to sell digital video inventory through ad exchanges. While it may not be top-tier inventory, it won't be at the bottom either, according to Xaxis global CEO Brian Lesser.
Two Takes: Adweek and MediaPost
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| | #2 | Dunkin' Donuts Launching First TV Ad Made Entirely From Vine
| | | During ESPN's Monday Night Football "Countdown" pre-game show tonight, the fast-food chain will run a five-second billboard ad unit that will appear full-screen between segments during ESPN pre-game segments, Adweek reports. It will feature a latte that flips a coin to signify the start of a football game. It is one of four versions that will appear during the show throughout the season.
Why This Matters: Ed Erhardt, head of sales at ESPN, says the Vine spinoff is "groundbreaking." Jonathan Doran, an analyst at Ovum, adds, "Integrating social media with TV is becoming more normal. But it's still very nascent and experimental."
A Take: Adweek |
| | #3 | CNET Targeting Hispanic Market With New Online Site
| | | CBS' Interactive's tech news Web site will branch out on Sept. 19 when it premieres CNET en Espanol, a Spanish-language edition of its current site, Adweek reports. CNET has teamed up with Sofia Vergara's Latin World Entertainment, which will bring Hispanic media agencies into the fold and help identify potential media partnerships. It will make its videos available on AOL, Roku, Xbox, Blinkx, Samsung Smart TV and Panasonic Viera TVs. T-Mobile is the launch sponsor.
Why This Matters: CNET is not the first tech site to offer a Spanish-language option but the move reinforces data that shows Hispanics are at the forefront of buying smartphones and other tech devices and a prime target for tech advertisers. Marla Skiko of SMG Multicultural says the site could "drive a lot of sales potential for brands."
A Take: Adweek |
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#4 TV Ad Spending Up 6.4% In Second Quarter (B&C)
#5 American Express Renews Corporate Sponsorship Deal With NBA (Ad Age)
#6 Conde Nast Traveler Repositioning Itself To Lure Readers, Advertisers (NYT)
#7 Apple Continuing To Bring More Marketing And Ad Functions In-House (Ad Age)
#8 Pizza Hut Selects McGarryBowen As Its New Creative Agency (Ad Age)
#9 Travelers Heavy Mobile Search Users (eMarketer)
#10 Broadcast Nets Hoping More Male Skewing Shows Will Boost Fall Viewership (Ad Age)
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Percentage of U.S. leisure travelers with a household income of $50,000 or more who took a trip at least 75 miles from home in 2013 and used a smartphone on the trip, according to MMGY Global, a travel marketing agency, and Harrison Group.
– Reported by eMarketer
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| | MBPT Spotlight | MBPT Spotlight: Networks Using Big Data To Drive Big Ratings—Simulmedia expects promotional spending to rise 5% to 10% as the new season begins
By Jon Lafayette
This premiere week broadcast networks will be relying more heavily on big data to find ways to remind viewers to watch the new fall shows.
The networks need to because the competition for viewer attention is tougher and the reach of on-air promo spots is shrinking. Plus, there's a new type of viewer to target—those who spend most of their TV time watching shows on a time-shifted basis. Season premieres begin the week of Sept. 16 on Fox; ABC, CBS and NBC follow a week later.
Dave Morgan, CEO of Simulmedia, which works with four of the five big broadcast nets, expects promotional spending to be up 5%-10%. And he expects an even bigger jump in targeted spending. "We're up three times from last year," Morgan says.
Simulmedia has created a publicity available database of how promo campaigns have performed, partly to allow clients to see how they're doing, but also to send a message. "This is no longer guesswork," Morgan says. "We want to make sure everybody knows that this season you'll be able to measure promotion on an actual [return-on-investment] basis."
Simulmedia not only measures performance of campaigns after they run, but it claims it can predict how many viewers it can recruit and how much that will cost. "We have a lot of confidence since we have a lot of numbers," says Morgan. Last year, Simulmedia began offering clients guarantees on how its targeted promotions would perform, and "we haven't had to give back money yet."
How can the networks better reach viewers who watch shows on a delayed basis? And how does Simulmedia collect its data?
For more, click HERE
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| | Fates & Fortunes | • CHER, ED SHEERAN, RYAN TEDDER and MIGUEL were named advisers for the upcoming season of NBC's singing competition show The Voice. Cher will work with Blake Shelton's team of performers on the show. Sheeran, who's been singing on Taylor Swift's North American "Red Tour," will work with coach Christina Aguilera's team. Tedder, founder of OneRepublic and producer of artists such as Adele, Beyoncé, Maroon 5 and Carrie Underwood, will work with coach Adam Levine's team. And singer Miguel will work with Cee Lo Green's team. All are new additions for the coming fifth season of The Voice, NBC's most-watched non-sports primetime show. The new season premieres Monday, Sept. 23.
• BRUNO MARS will be the halftime performer on the Fox telecast of Super Bowl XLVIII on Sunday, Feb. 2, 2014. He follows Beyoncé, who performed during the most recent Super Bowl, and Madonna, who performed two years ago. Other recent halftime show performers include The Black Eyed Peas, The Who, Bruce Springsteen & The E Street Band, Tom Petty and the Heartbreakers, the Rolling Stones, Paul McCartney and U2.
• JEREMY MALE was named chief executive officer of CBS Outdoor Americas and WALLY KELLY was promoted to president and chief operating officer. Male was most recently CEO of the UK, North Europe and Australia for JCDecaux SA, where he also served on its executive board since 2000. Prior to that, he was director of European operations for TDI, then a subsidiary of Viacom. He has also held various management positions at consumer goods companies such as Jacobs Suchard and Tchibo. Kelly has been with CBS Outdoor since 1996 in assorted executive posts.
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Big With 'SNF' Premiere
The season premiere of Sunday Night Football drove NBC to the Sunday win. Football Night in America also finished high. Final, more accurate numbers for FNIA and the game will be released Tuesday. Fox, which aired repeats, came in second due to NFL runover. CBS also had its lineup skewed by 51 minutes in the Eastern Time Zone due to the Women's U.S. Open Tennis final. Accurate numbers will be available Tuesday. ABC rounded out the evening. The season finale of Secret Millionaire rose.
For more, click HERE
CABLE RATINGS
'Burn Notice' Wins Thursday Night Cable Ratings
The penultimate episode of USA's Burn Notice was Thursday's top-rated cable original with a 1.2 adults 18-49 rating, up from a 0.9 on Aug. 22. Lifetime's Project Runway and USA's Graceland tied for second with both shows earning a 0.7 in the demo. Project Runway was down from a 0.8 last week and Graceland was down from a 0.8 on Aug. 22.
For more, click HERE
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| Overnight Ratings: Sunday, September 8
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| FOOTBALL NIGHT IN AMERICA (8:00)
NFL FOOTBALL (8:30)
| 7.0
9.7
| 18.3
24.8
| FOX
| THE SIMPSONS (R) (8:00)
BOB'S BURGERS (R) (8:30)
| 2.9
1.8
| 6.5
4.1
| CBS
| 60 MINUTES
| 1.9
| 8.8
| ABC
| SHARK TANK (R)
| 1.0
| 3.6
| UNIVISION
| LA ROSA DE GUADALUPE
| 0.5
| 1.6
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL FOOTBALL
| 9.2
| 23.9
| CBS
| BIG BROTHER
| 1.9
| 6.8
| FOX
| FAMILY GUY (R) (9:00)
FAMILY GUY (R) (9:30)
| 1.7
1.7
| 3.7
3.5
| ABC
| SECRET MILLIONAIRE
| 1.1
| 4.3
| UNIVISION
| SAL Y PIMIENTA
| 0.7
| 1.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL FOOTBALL
| 8.8
| 21.8
| CBS
| UNFORGETTABLE
| 0.9
| 5.2
| UNIVISION
| SAL Y PIMIENTA
| 0.7
| 2.0
| ABC
| CASTLE (R)
| 0.6
| 3.0
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • ABC's 'Mistresses' Finishes Its Summer Run
The provocative Monday drama about the "scandalous" lives of four girlfriends ends tonight after an entire summer of first-run episodes. Starring Alyssa Milano as part of an ensemble cast, this nighttime soap, which was starting to struggle, competing with the CBS sci-fi drama hit Under the Dome at 10 p.m., has scored a big jump in viewership the past two weeks since the network moved it to 9 p.m. The first week after the move, Mistresses drew 6% more viewers, with an 11% rise in the 18-49 demo. Last week it drew 17% more viewers, reaching 4.1 million, and a 30% boost in the demo to 1.3. It will end the season averaging just north of 4 million viewers per night and a 1.3 demo rating. Not bad for a series that is watched almost exclusively by women. The upshot: This series turned out to be a nice addition to the summer schedule, even with ABC putting it head-to-head with Under the Dome. ABC brass should be wondering why they chose not to put this series on during the regular season. It might have been a good Thursday night fit with Grey's Anatomy and Scandal.
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| • NBC Offers a Million Seconds of Gaming Pleasure
This innovative game show hosted by Ryan Seacrest will air at 8 p.m. nearly every night of the week beginning Monday and running through its two-hour finale on Thursday, Sept. 19. There will only be a one-night break—Sunday, Sept. 15, when the network airs its usual Sunday Night Football telecast. The game show airs live each night from a mega-sized hourglass-shaped structure along the Hudson River in New York City. Contestants will include some selected by the producers and others picked based on a separate 24/7 online competition. The contestants will take turns sitting in a "money chair" and as long as they continue to answer questions correctly, they build up a money pool. The five top players will live and sleep in the same building as the set. The game continues throughout the day and night, not only during the live televised portion. The grand prize can be anywhere from $5 million to $10 million. The upshot: NBC is airing The Million Second Quiz leading into the new fall season, hoping to get viewers into the habit of watching the network in the two weeks preceding the official new season startup.
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| • A Fall Monday? Must Be Time For Some Football on ESPN
The Philadelphia Eagles take on the Washington Redskins in the first game of the new Monday Night Football season on ESPN, beginning at 7 p.m. The game will be immediately followed (at approximately 10:15 p.m.) by the second game of a doubleheader pitting the Houston Texans against the San Diego Chargers. This will be ESPN's eighth season televising MNF. The upshot: The NFL is alive and well and has already drawn big opening-week audiences on NBC, CBS and Fox. Last season's opening doubleheader pitted the Baltimore Ravens vs. the Cincinnati Bengals and the Chargers vs. the Oakland Raiders. The Ravens/Bengals game at 7 averaged 10.9 million viewers and a 4.7 18-49 rating. The Chargers/Raiders game averaged 10.5 million viewers and a 4.9 demo rating. Those weren't as big as the NBC primetime audience or the CBS or Fox Sunday afternoon viewership, but anytime an audience tops 10 million and a 4.0 demo rating these days, it is a notably well-watched telecast. At 10 million plus, ESPN's MNF will more than likely be the highest-rated cable program during the 17-week NFL season.
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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