| Today's Top Stories | | #1 | Promoted Tweets Gain More Prominence For Brands In Twitter Redesign
| | | The social platform is now allowing photos and the first frame of Vine videos to automatically display in the streams users first see.
Why This Matters: It will allow marketers to include ad images in their paid tweets that users won't be able to avoid. In essence, brands will now have display ad opportunities on Twitter.
Three Takes: Ad Age | Adweek | Digiday
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| | #2 | L'Oreal Introduces Cosmetics Vending Machines That Engage With Consumers
| | | The beauty company is testing between now and Dec. 30 a seven-foot-tall, 14-foot-wide vending machine in a New York City subway station that can be stocked with up to 700 beauty items priced between $5.99 and $9.99 each, and can be purchased with a credit card, The New York Times reports. The machine contains a full-length mirror with digital capabilities that a woman can stand in front of and the machine will offer her advice based on what she's wearing. Digital agency R/GA developed the project.
Why This Matters: This is the latest example of experiential marketing, which seeks to give brands more tangible contact with consumers beyond simply appearing in ads or on retail shelves.
A Take: NYT |
| | #3 | Why Instagram Ads Are a Risky Bet For Facebook
| | | Jessica L'Esperance, VP of user experience at Huge, tells Ad Age, "It's going to be hard because [marketers] are going to have to come up with visually resonant sponsored photos that work in that [Instagram] medium." And Jeff Dachis, CEO of social analytics company Dachis Group adds, "My sense is that [Instgram is] a less receptive environment for a commercial intrusion."
Why This Matters: So why take the risk? Perhaps because Raymond James analyst Aaron Kessler projects that Instagram's worldwide ad revenue could total $178 million, while Deutsche Bank analyst Ross Sandler projects that the ad revenue total could be as much as $475 million.
A Take: Ad Age
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#4 How Data Drives Business For Chevy, Nissan (Ad Age)
#5 How Tech Startups Can Better Reach Brands (Adweek)
#6 Lenovo Signs Ashton Kutcher To Target Younger Consumers (Ad Age)
#7 Buyers View Broadcast, Cable on Similar Planes (B&C)
#8 McGarryBowen Wins Maserati Creative Account (Ad Age)
#9 Study Reveals How Women Use Their Mobile Phones (Adweek)
#10 ARF's New Awards Program Commemorates Erwin Ephron (MediaPost)
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|  | • 3.3
Billions of dollars of digital display advertising that will be bought through real-time bidding in the U.S. in 2013, according to a report by Magna Global.
– Reported by eMarketer
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| | MBPT Spotlight | Broadcast Networks Love Their C7 Currency; Advertisers…Not So Much
By John Consoli
Broadcast networks, eager to prove the value of new metrics, have been promoting their live-plus-seven-day primetime ratings heavily in press releases to the media lately. But even with all the resulting articles about the sizable audience gains of programming in time-shifted mode, most media agencies are not really buying in.
The agencies' lack of enthusiasm is not only because viewers waiting via DVRs can fast-forward through the commercials they buy for their clients, but also because even if those commercials are watched, for many major advertisers in key categories, timing is more important than volume.
In a recent newsletter to execs from media agency Carat, Billie Gold, VP, director of buying/programming research, wrote, "We are sure you all see the trades and email blasts touting how well a particular show did when time-shifted; live-plus-seven viewing is counted in. Well, that's great and it means a lot more people are watching the show in time-shifted mode, but it doesn't necessarily mean that the extra delivery is what our clients are getting."
Gold specifically cited "NBC's latest spin in the trades stating that their new hit show The Blacklist now holds the record as the first show ever to add an addition 6-plus million viewers when going from live-plus-same-day to live-plus-seven, a 57.3% increase. That's certainly great; however, when it comes to C3, the currency we use, there is only a 10.5% lift in ratings. Don't get me wrong, that's still worth boasting about, but we want you to understand the dynamics of network press releases."
For that week—Sept. 30 through Oct. 6—The Blacklist averaged 11.35 million viewers in live-plus-same-day and 17.85 million in live-plus-seven-day viewing. But in live-plus-three-day viewing, or C3, on which most media buys are based, The Blacklist averaged 12.5 million viewers.
Why does a dual ratings currency of C3 and C7 seem like a possibility? And how widespread is time-shifted broadcast primetime viewing this season so far?
For more, click HERE
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| | Fates & Fortunes | • KERRY MITCHELL was named to the newly created position of growth driver for Maxus Canada. She will focus on broadening Maxus' client base in Canada and supporting existing clients with new initiatives for growth. She was previous a VP at Rogers Media, where she led most of the company's major women's brands including Chatelaine, Flare, Today's Parent and Glow. She is also former chief operating officer of InBusiness Media and former VP of Telemedia and Transcontinental Publishing.
• NASTIA LIUKIN has joined the NBC Winter Olympics team as a reporter. The former U.S. gymnast, and winner of five Olympic medals including a gold in the all-around competition at the 2008 Beijing Games, will present daily features for The Olympic Zone, a 30-minute daily show for NBC affiliates covering all aspects of the Games.
• TOR MYHREN was named worldwide chief creative officer of Grey. He is currently president and chief creative officer of Grey's New York office and will keep both of those titles. In the worldwide creative post, he succeeds Tim Mellors who is retiring. Myhren joined Grey in 2007 and added the title of president in 2010.
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Tuesday As Lineup Falls To Lows
NBC led Tuesday night among adults 18-49. The Biggest Loser dipped 10% from last week, while The Voice fell 15%. Both were season lows. CBS finished second. NCIS was even and NCIS: Los Angeles rose 4%. At 10 p.m., Person of Interest was down 18% to a series low. Fox was in third as The X Factor, airing out of its current time slot, was down 25% from its last episode. ABC was in fourth. Following a repeat of S.H.I.E.L.D., The Goldbergs was even with last week and Trophy Wife rose 17%. The CW rounded out the evening. With 18-49s, both The Originals and Supernatural were even with last week. In the net's targeted adults 18-34 demo, Originals and Supernatural rose two-tenths each.
For more, click HERE
CABLE RATINGS
'MNF' Scores Touchdown Against Monday Night's TV Lineup
ESPN's Monday Night Football tackled the cable competition Monday night, earning a 4.2 adults 18-49 rating and 10.8 million viewers. The net's SportsCenter, which leads out of MNF, came in second with a 1.6 in the demo and 3.2 million viewers. VH1's Love and Hip Hop nipped at SportsCenter's heels with a 1.5 demo rating and 3.0 million watchers.
For more, click HERE
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| Overnight Ratings: Tuesday, October 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| NCIS
| 3.0
| 19.0
| NBC
| THE BIGGEST LOSER
| 1.8
| 5.9
| FOX
| THE X FACTOR
| 1.6
| 5.1
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.6
| 4.1
| ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D. (R)
| 1.2
| 4.3
| CW
| THE ORIGINALS
| 0.9
| 2.0
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.5
| 11.3
| CBS
| NCIS: LOS ANGELES
| 2.6
| 14.8
| ABC
| THE GOLDBERGS (9:00)
TROPHY WIFE (9:30)
| 1.7
1.4
| 5.4
4.3
| FOX
| THE X FACTOR
| 1.4
| 4.4
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.2
| CW
| SUPERNATURAL
| 1.1
| 2.2
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.6
| 11.5
| CBS
| PERSON OF INTEREST
| 1.8
| 11.9
| ABC
| SHARK TANK (R)
| 1.0
| 3.2
| UNIVISION
| MENTIR PARA VIVIR
| 0.9
| 2.3
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Set to Tow the Ratings Line Again on truTV
South Beach Tow, the reality series that follows Miami's Tremont Towing business, begins its third season on Wednesday night at 10. The series follows Robert Asenoff Jr. and his sister Christie who run the business along with drivers Eddie, Jerome, Perez and Bernice. The new season has the crew dealing with competitors in the tow business as well as the internal squabbles among the workers. The upshot: The series is one of three reality shows about towing on truTV. The other two are Lizard Lick Towing and Operation Repo. South Beach Tow averaged about 1.5 million viewers last season with a 0.6 18-49 demo rating, so it's older viewers, not millennials, who are really tuning in.
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| • 'Million Dollar Listing: LA' Closes the Deal For the Season
This Bravo TV reality series airs its sixth season finale on Wednesday night at 9. The Los Angeles version is the original series, with a New York spinoff already having launched and a Miami version in production. Million Dollar Listing: Los Angeles follows realtors Josh Altman, Josh Flagg and Madison Hildebrand as they work to sell their high-priced properties. The series earlier this season was averaging about 1.3 million viewers and a 0.4 18-49 demo rating, but in the last three weeks, viewership has shot up. Last Wednesday 1.7 million viewers tuned in and the series drew a 0.6 18-49 rating. The upshot: Perhaps folks are catching on even more to the series, which has already been renewed for season seven. The audience is still solid for Bravo, albeit a bit on the older side.
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| • 'Ghost Hunters' Explores More Past Time to Finish Out Season Nine
This long-running Syfy series, which follows the paranormal investigators at The Atlantic Paranormal Society, closes out its ninth season on Wednesday night at 9. The season finale, airing on the night before Halloween, finds the team confronted with threatening paranormal activity in Cooperstown, N.Y.'s Hyde Hall. We'll see if it's a hall of fame episode or not soon enough.The upshot: Ghost Hunters has a loyal core audience that seems to tune in every week. The series this season has consistently averaged about 1.5 million viewers and a 0.6 18-49 demo rating, much like it did for season eight. Expect a similar number for the season finale.
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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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