| Today's Top Stories | | #1 | Starcom Does Major Product Integration Deal With Turner
| | | The year-long marketing and research partnership developed as an early 2013-14 upfront agreement will be highlighted by brand integrations in programming on TBS, TNT, truTV and Adult Swim. Writers and producers for all of the shows on those networks will be able to integrate Starcom clients' brands into the story lines. The deal also includes a customized research study that will examine the effectiveness of product integrations. The partnership will begin immediately and continue through the third quarter of 2014.
Why This Matters: This deal follows an earlier product placement agreement Turner did with MillerCoors. Amanda Richman, president of investment and activation at Starcom told Ad Age that TV content is driving social media chatter and "we want our brands to be associated with that content."
A Take: Ad Age
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| | #2 | 'V' Is For Veggies; That's Good Enough For Produce Marketers
| | | The Partnership for a Healthier America, the Produce Marketing Association, and Sesame Workshop have reached a two-year agreement that will allow growers, suppliers and retailers who belong to PMA to use the Sesame Workshop characters in their advertising and marketing of fruits and vegetables to kids without paying a license fee.
Why This Matters: Sesame Workshop is giving up a sizable amount of revenue to waive its license fee but it sends a message to all brands marketing to kids that profits should not always be the end-all when it comes to selling products aimed at children.
Two Takes: Adweek | MediaPost
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| | #3 | Kitchen Appliance Brand Bucks Data, Targets Millennials
| | | A new online video ad campaign by Bella (formerly Bella Cucina), touting its coffee makers, toasters, juicers and slow cookers, is taking a different tack than its competitors, according to a New York Times report. The Sensio-owned brand is targeting consumers 21-36 when most people who buy kitchen appliances are over 45. The commercials feature younger consumers using smartphones as they intermingle among the Bella products in the kitchen and at a dinner party.
Why This Matters: There's no reason why younger consumers should not be considered targets for kitchen brands. They have to cook and eat too. Bella is trying to stir up interest with millennials whom they could grab as customers for many years to come.
A Take: NYT
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#4 Microsoft Introduces New Bing Smart Search Ad Unit (MediaPost)
#5 YouTube To Hike Ad-Split Percentages Charged To TV Networks (Ad Age)
#6 Valpak Offering Digital Coupons on Samsung Wallet (MediaPost)
#7 Deutsch Named Lead Creative Agency On J&J's Acuvue Account (Adweek)
#8 P&G To Use TiVo Research To Measure Cross-Platform (B&C)
#9 Marketing Groups Protest New FCC Mobile Spam Rules (MediaPost)
#10 Brands' Halloween Tweets On Twitter (Digiday)
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Percentage of digital buyers who said they would shop on a brand site instead of an online retailer like Amazon if the brand site offered exclusive products, according to a survey by eTailing Solutions.
– Reported by eMarketer
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| | MBPT Spotlight | (Welcome to the first in a new series of Spotlight features, where MBPT asks a top industry research executive to comment on a study or a survey that's crossed their desk recently. Leading off: Stacey Lynn Schulman of the TVB.)
The Numbers Game
Big Data Can't Guarantee Researchers Won't Wind Up With Red Faces
By Stacey Lynn Schulman, Chief Research Officer, TVB
I don't know about you, but I get emails almost every day about a new research "study" seeking to either denigrate or indemnify some aspect of our understanding of consumers and the media landscape. Headline-grabbing research is de rigueur these days. The advent of the Internet and social media has birthed a plethora of turnkey research products for inquiring minds to launch a survey and data visualize their results. Expedient? Yes. Cost-efficient? Sometimes. Can you invest in your business around it? Not without careful vetting.
The prevailing opinion among buyers and planners today is that between the volume, velocity and variety of data available to us, we should be able to understand consumers better than they understand themselves—and, therefore, connect with them in ways that surprise and delight. We all want that. But bigger and faster doesn't mean better. Set-top box data isn't necessarily better than a sample panel. Yesterday's behavior will not always predict tomorrow's.
Market researchers know that conducting research that has a sound theoretical basis and an explicit set of assumptions is the requirement of any research that seeks to project its findings to a population with a known degree of accuracy. This is the foundation of Probability Sampling. I guarantee you that a great deal of the industry research you see touted in the press to promote one medium or service over another does not meet these guidelines. So how do you know which studies meet the sniff test?
Why is Big Data—and the way you approach it—key to why one should consider upgrading their research approach? And what historical example does Schulman cite to prove that "big" is not always better?
For more, click HERE
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| | Fates & Fortunes | • NORMAN PEARLSTINE was named to the newly created position of executive VP and chief content officer of Time Inc. Pearlstine most recently held a chief content officer post at Bloomberg LP for the past five years. Prior to that, he was a senior adviser to Carlyle Group and before that spent 10 years as editor-in-chief of Time Inc. Martha Nelson, current editor-in-chief of Time Inc. will be departing the company. Pearlstine's new role at Time Inc. will primarily be to work with the business and editorial units to drive the development of new content and products throughout the editorial portfolio, the hopes of increasing revenue growth.
• NICOLE SABATINI was named senior VP of marketing and BEECHER SCARLETT was appointed VP of ad sales at TVGN (TV Guide Network). Sabatini was most recently VP of ad sales and marketing for Bravo Media. Prior to that she was VP of marketing at Nickelodeon. Scarlett was previously a senior sales executive at USA Network. Prior to that, he held national ad sales positions at several networks including E!, Style, G4, My Network TV, Univision and CNBC.
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| | What They're Watching | BROADCAST RATINGS
Fox Wins Big With World Series Clincher
The Boston Red Sox's clinching victory in the 2013 World Series drove Fox to the easy win on Thursday. The Red Sox's 6-1 win, giving the team their third championship in the last 10 years, drew the highest numbers of the series and the best since 2011's Game 7. CBS was in a distant second. Survivor fell 4% to a series low, while Criminal Minds tied its own series low, dropping 11%. CSI also fell to a new series low, dipping 14%. ABC's Super Fun Night suffered without a new Modern Family as a lead-in, dropping 14%, while Nashville fell 13% from last week to hit a series low. Earlier, The Middle was down 5% to a season low and Back in the Game was even. ABC placed third on the night. NBC, which finished fourth, aired only a new Revolution, which was flat with last week's. The CW rounded out the evening. With 18-49s, Arrow dipped two-tenths and Tomorrow People fell a tenth.
For more, click HERE
CABLE RATINGS
TNT Tips Off NBA Season With Record 4.5 Million Viewers for Doubleheader
TNT tipped off another NBA season on Tuesday night, drawing a network-best 4.5 million viewers to its opening night doubleheader. The viewership number was the best combined average for an opening night doubleheader in TNT history, topping the previous mark from 2010. The combined 2.9 U.S. household rating was second to the number from 2010. Individually, the opening game between the Miami Heat and Chicago Bulls—which featured the return of Bulls star Derrick Rose who'd missed an entire season while recovering from injury—drew 5.4 million viewers, which was second best to 2010's Heat-Boston Celtics opener. That game featured the debut of LeBron James with Miami. The late game between the Los Angeles Lakers and Los Angeles Clippers averaged 3.6 million viewers. TNT kicks off its regular slate of Thursday doubleheaders Oct. 31 with the Bulls playing host to the New York Knicks and the Clippers hosting the Golden State Warriors.
For more, click HERE
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| Overnight Ratings: Wednesday, October 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| 2013 WORLD SERIES - ST. LOUIS CARDINALS AT BOSTON RED SOX
| 4.6
| 16.7
| CBS
| SURVIVOR
| 2.3
| 9.0
| ABC
| THE MIDDLE (8:00)
BACK IN THE GAME (8:30)
| 2.1
1.7
| 8.0
6.2
| NBC
| REVOLUTION
| 1.4
| 4.9
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.3
| 3.9
| CW
| ARROW
| 0.7
| 2.3
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| 2013 WORLD SERIES - ST. LOUIS CARDINALS AT BOSTON RED SOX
| 5.7
| 19.4
| CBS
| CRIMINAL MINDS
| 2.4
| 10.6
| ABC
| MODERN FAMILY (R) (9:00)
SUPER FUN NIGHT (9:30)
| 2.2
1.8
| 7.4
5.4
| UNIVISION
| LA TEMPESTAD
| 1.1
| 3.1
| NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT (R)
| 0.9
| 3.9
| CW
| THE TOMORROW PEOPLE
| 0.6
| 1.7
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| CSI: CRIME SCENE INVESTIGATION
| 1.8
| 9.6
| ABC
| NASHVILLE
| 1.4
| 5.2
| NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT (R)
| 1.2
| 4.5
| UNIVISION
| MENTIR PARA VIVIR
| 0.9
| 2.3
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • That 'Great Pumpkin' May Be Elusive, But It's Still A Treat For ABC
The network will air its annual Halloween-themed Peanuts gang animated classic It's the Great Pumpkin, Charlie Brown Thursday night at 8 p.m. and will also air the bonus cartoon You're Not Elected, Charlie Brown, featuring Linus making a run for class president. The two animated shows will replace the struggling freshman series Once Upon a Time in Wonderland for this Thursday. It's the Great Pumpkin, Charlie Brown first aired in 1966. The upshot: The Halloween and Christmas animated specials on all the broadcast networks always draw a solid audience of kids and their parents. Last year's telecast of Great Pumpkin drew 8 million viewers and a 2.7 18-49 demo rating, which won the time period among the advertiser-desired adult demo.
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| • 'Saturday Night Live' Looking To Scare Up Bigger NBC Numbers
After cancelling its Thursday night freshman series Welcome to the Family, NBC also decided to bench its low-rated 8 p.m. comedy series Parks and Recreation this week and air a one-hour Saturday Night Live clip special from 8-9 p.m. The special will contain memorable clips of SNL Halloween skits from the late-night show over the years. The upshot: Whatever NBC airs can't draw any fewer viewers than Parks and Recreation, which is averaging only 3.2 million viewers and a 1.2 18-49 demo rating.
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| • Nat Geo Hopes To Score Precious Metal With 'Meltdown'
Meltdown, a new half-hour documentary series on National Geographic Channel, premieres on Thursday night at 10 with back-to-back episodes. The series follows a new breed of treasure hunters who search for precious metals, which they then sell to be melted down for new uses. Their searches take them from back alleys to old and abandoned buildings, and from factories to the world of high tech. In the opening episode, one hunter gets exclusive access to a manufacturing equipment warehouse and looks for precious metals in the equipment's old components. The upshot: With the economy still not humming seamlessly, many folks are looking for ways to supplement their income. This series may give them some ideas—or show them what some folks are able to do to bring in extra coin.
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| Media Buyer & Planner Today
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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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