| Today's Top Stories | | #1 | Omnicom Creates Dedicated Agency For Nissan Account
| | | Called Nissan United, the new unit will be made up of staffers from TBWA (creative), OMD (media), Critical Mass (digital), Interbrand (brand strategy) and Emanate (public relations). TBWA's creative partner on Nissan in Japan, Hakuhodo, will also be represented. John Castle of TBWA will be president of the new unit, which will be based in New York and have an initial staff of about 30.
Why This Matters: Nissan joins several other major automakers who have dedicated multi-faceted agency units. Among them: Team Detroit for Ford; Hudson Rouge for Lincoln; Team Mazda; Commonwealth for General Motors' Chevrolet and Rogue for Cadillac, and Innocean for Hyundai.
3 Takes: Ad Age | Adweek | MediaPost
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| | #2 | Big Brands Getting Ripped Off By Bots
| | | Bot vendors and shady traffic sellers are generating and selling 15 billion phony ad impressions a month in the U.S., according to MdotLabs. An Adweek article identifies a list of marketers negatively impacted that includes: American Express, Allstate, Maybelline, GE Capital, Disney, Comcast, Subway, LL Bean, Farmers, Starbucks, Honda, EA Sports, Priceline, Staples, Lifelock, Audi, Samsung, Avis, Choice Hotels and AT&T.
Why This Matters: These companies aren't aware that they are being taken advantage of and that no one is actually seeing the ads. Mdot set up phony websites to identify the brands being ripped off. Mdot CMO Timur Yarnell says most brand CMOs might think they have protections already in place, but they don't. And yes, Mdot does offer a service that can help protect marketers.
A Take: Adweek
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| | #3 | Study Finds Millennial Parents More Mainstream Than Marketers Think
| | | Kansas City, Mo.-based independent agency Barkley finds parents 25-34 are more like previous generations and are more pragmatic than they are given credit for, according to an Ad Age report. Among the data: 40% of millennials 25-34 are already parents (10.8 million households) and in the next 10-15 years, 80% of millennials expect to be parents. The study also finds no higher percentage of millennials being college educated compared to baby boomers.
Why This Matters: One difference between millennial parents and the boomer and Gen X parents at that same point in their lives: Millennials have less wealth. Marketers need to realize that they are not shopping at Abercrombie, Macy's and Sephora, but instead at Walmart, Kohl's and Dollar General.
A Take: Ad Age
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#4 Horizon Media Unveils New Branded Content Venture (MediaPost)
#5 PHD Wins Global Buying/Planning For $148 Million Newell Rubbermaid Account (Ad Age)
#6 Mohegan Sun Shifts Some Media Biz From Horizon To Media Storm (Adweek)
#7 Aegis Media Acquires MediaVision, Forms Aegis Scotland (MediaPost)
#8 CW Network To Roll Out Major Cobranding Campaign With Ford Fiesta (Adweek)
#9 Mobile, Social Gamers Big On Making In-Game Purchases (eMarketer)
#10 Meredith, Scripps Networks Interactive Seeking Sponsors For Their Web Series (NYT)
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Percentage of digital game players who made an in-game purchase while playing a Facebook game, according to a study by Arkadium.
– Reported by eMarketer
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| | MBPT Spotlight | NBC Sports Group Looks To Gain On Last Season's Record NHL Viewership
By John Consoli
National Hockey League telecasts on NBC and NBC Sports Network, now known as NBCSN, last season were hot.
When the lockout-shortened 2012-13 NHL regular season ended in late April, NBC Sports Network crowed that it was the most-watched NHL season on cable television since the 1993-94 season on ESPN/ESPN2. On NBC broadcast network, the weekend afternoon regular season game viewership was the most-watched on the network since the 2005-06 season.
The entire 84 game Stanley Cup playoffs on NBC, NBCSN and CNBC was the most-watched postseason since 1997 when ESPN and Fox shared the NHL TV rights. The six-game Stanley Cup Finals matchup won by the Chicago Blackhawks over the Boston Bruins was the most watched Finals since 1994. And Game 6 drew 8.2 million viewers on NBC, up 66% over the previous year's Game 6.
That's a lot of success to boast of, and NBC and NBCSN toted that and a great deal of positive viewer data in its efforts to sell this season's hockey ad inventory earlier this year. And marketers are starting to see NHL telecasts as a way to target those hard to reach millennial males, according to Seth Winter, executive VP, sales and marketing, NBC Sports Group.
How are the networks characterizing the male NHL viewers they're hoping marketers will try to reach through their coverage? And what are their expectations with the return of outdoor play?
For more, click HERE
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| | Fates & Fortunes |
| | What They're Watching | BROADCAST RATINGS
'Super Fun Night' Debuts Strong Out of 'Modern Family'
ABC's Super Fun Night got off to a strong start Wednesday, as the Rebel Wilson vehicle matched what The Neighbors—the previous new comedy to premiere out of Modern Family—debuted to in that time slot last fall. It was also higher than Suburgatory's premiere last fall in that time slot as well. (Neighbors moved to 8:30 p.m. following its premiere.) Leading in to Super Fun Night, Modern Family was even with last week. In its second week, Back In the Game was down from last week's premiere, while lead-in The Middle fell as well. At 10 p.m., Nashville slipped a little. Overall, ABC tied with CBS in the demo to win the night, although CBS won among total viewers. NBC's reboot of 1960s cop drama Ironside got off to a slow start, posting below what Chicago Fire debuted to in that space last year. Earlier, Revolution slipped more in its new time slot, while Law & Order: SVU tumbled double-digits from last week's two-hour premiere. NBC finished in fourth. CBS' Survivor and CSI rose slightly, while Criminal Minds slipped. Fox was in third as The X Factor was down slightly. The CW, which kicks off its fall season Thursday night, aired repeats.
For more, click HERE
CABLE RATINGS
NL Wild Card Game Draws 4.6M Viewers to TBS
TBS drew 4.6 million viewers for its broadcast of the National League Wild Card Game between the Cincinnati Reds and Pittsburgh Pirates, according to Nielsen.
For more, click HERE
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| Overnight Ratings: Wednesday, October 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | CBS
| SURVIVOR
| 2.6
| 10.1
| FOX
| THE X FACTOR
| 2.3
| 7.1
| ABC
| THE MIDDLE (8:00)
BACK IN THE GAME (8:30)
| 2.2
1.8
| 7.8
6.6
| NBC
| REVOLUTION
| 1.5
| 5.4
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.7
| THE CW
| ARROW SEASON 1 RECAP
| 0.5
| 1.7
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| MODERN FAMILY (9)
SUPER FUN NIGHT (9:30)
| 4.2
3.2
| 10.9
8.2
| CBS
| CRIMINAL MINDS
| 2.7
| 11.0
| FOX
| THE X FACTOR
| 2.6
| 8.4
| NBC
| LAW & ORDER: SVU
| 2.0
| 6.8
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.2
| THE CW
| WHOSE LINE IS IT ANYWAY? (R) (9)
WHOSE LINE IS IT ANYWAY? (R) (9:30)
| 0.4
0.4
| 1.1
1.2
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| CSI
| 2.1
| 9.5
| ABC
| NASHVILLE
| 1.9
| 6.0
| NBC
| IRONSIDE
| 1.4
| 6.8
| UNIVISION
| QUE BONITO AMOR
| 1.2
| 3.1
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Doubling the Vampire Fun On The CW
Season five of The Vampire Diaries premieres on Thursday night at 8 p.m. on The CW, followed by a new spinoff series, The Originals. The new series follows the return of "the original vampire family." A thousand years ago, the family members pledged to remain together forever but time has passed and bonds have been broken. Now Klaus Mikaelson, the original vampire-werewolf hybrid, has returned, as has diabolical former protégé Marcel, and the duo will fight a battle for power throughout the series. The upshot: The Vampire Diaries, up until last season's premiere of Arrow, had been The CW's most-watched series, so it makes sense to introduce this series leading out of it. This should be a classic case of audience flow—both shows come from the mind of executive producer Julie Plec—and prove to be a successful night for The CW… assuming The Originals is well done.
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| • NBC Sitcoms Are In For a Crazy Battle
Welcome to the Family joins the NBC Thursday night lineup at 8:30, leading out of Parks and Recreation. The new sitcom follows parents Dan and Karina Yoder who find out on the day their daughter Molly is graduating from high school with an acceptance to college that she is also pregnant. The baby's dad? Junior Hernandez, from another high school, who gets this news in the middle of his valedictorian speech. Of course, the Caucasian and Hispanic families don't get along, and that's the gist of the series. At 9 p.m., Sean Hayes (Will & Grace) returns to NBC to star in the sitcom Sean Saves The World, playing a divorced gay dad who has to juggle demanding career and personal lives. The Michael J. Fox Show, which premiered last Thursday at 9, moves to its regular 9:30 time period. The upshot: TV critics love Parks and Recreation star Amy Poehler but audiences haven't flocked to her show. Last week, the series premiered with only 3.3 million viewers and a 1.3 18-49 demo rating. Not exactly a prime lead-in for Welcome to the Family, and if that doesn't get much of an audience, it will hurt Sean Saves The World, which is tasked with going up against CBS' freshman hit The Crazy Ones. Last week the Robin Williams sitcom outdrew The Michael J. Fox Show by 8 million viewers.
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| • It's 'Millers' Time on CBS
This new CBS sitcom starring Will Arnett as recently divorced Nathan Miller premieres on Thursday night at 8:30 leading out of The Big Bang Theory. When Nathan's father (Beau Bridges) decides to divorce his mom (Margo Martindale), the meddlesome mother moves in with Nathan. So Nathan's dreams of hitting the dating scene with his best friend Ray (JB Smoove) become a bit complicated. The upshot: This series will clearly get sampling leading out of Big Bang, the most-watched sitcom on television. Last week Big Bang drew 20 million viewers and a 6.1 18-49 demo rating in the 8:30 time period leading into the premiere of The Crazy Ones, which drew 15.5 million. So if The Millers eventually fails as a series, it won't be because nobody initially tuned in.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
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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