| Today's Top Stories | | #1 | Nielsen Rolls Out Its Twitter TV Ratings
| | | The service will measure activity about TV from 19 million unique Twitter users in the U.S. who, in the second quarter alone, composed 263 million Tweets about live TV. It's not about the number of TV show tweets themselves. It's about the number of people who see them. In one example cited by The New York Times, there were only 225,000 tweeted posts about a recent episode of Grey's Anatomy that was watched by 9.3 million, but 2.8 million Twitter users saw the posts and might be motivated to watch the episode in delayed mode.
Why This Matters: This will help Twitter sell more advertising. However, the debate will still linger as to how many people who see the Tweets actually do tune into the shows.
Three Takes: NYT | B&C | MediaPost
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| | #2 | Kantar Media Launching TV Measurement Service
| | | The syndicated service, called Kantar Media Audience Advisor, will offer consumer viewership data, including program and commercial ratings, from more than one million set-top boxes. It will compete with Nielsen and other data companies such as Rentrak, which also uses set-top box data for TV audience research. Among the initial clients are agencies GroupM and Saatchi & Saatchi.
Why This Matters: More competition in the audience measurement arena is always good because it keeps everyone on their toes. Rino Scanzoni, chief investment officer at GroupM says Audience Advisor's "combination of second-by-second viewing behavior and robust purchasing data offers the kind of consumer understanding we need to help us make our clients' advertising campaigns as effective as possible."
A Take: B&C
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| | #3 | Marketers Agree They Must Take Risks, Become Customer-Centric To Up Sales
| | | Marketing execs at the Association of National Advertisers annual conference said companies need to be more aggressive to reach today's consumers. "We need to be bold, be disruptive," said Joe Tripodi of Coca-Cola. Stephen Quinn of Walmart said, "the consumer is in control" and decides what hits or misses. "This is a painful transition for us." And John Costello of Dunkin' Brands Group said marketers must let consumers know why their brands are different from their competitors. "Differentiate or die," he said.
Why This Matters: These big brands realize that with the economy still not thriving, and so many products in each category vying for consumer dollars, marketing campaigns more than ever have to stand out from the pack or risk being lost in the shuffle.
A Take: NYT
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#4 Small CPG Startups Make Inroads Using Digital, Social Media (Ad Age)
#5 Should The Ad Business Exorcize Direct Marketing? (Harvard)
#6 Twitter's Potential Ad Success Tied Closely To Television (Fast Company)
#7 IBM Research Finds Many CMOs Struggle With Big Data, Social Media (MediaPost)
#8 Will Ferrell Given Creative Control Over Dodge Durango Commercials (Ad Age)
#9 Study: Athletes Send Wrong Message To Kids By Marketing Junk Food (Adweek)
#10 Dentsu Reports 5% Increase in September Billings (MediaPost)
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Percentage of U.S. marketers who believe the most important marketing area over the next three years will be in social media, according to a survey by Adobe. This was the No. 1 choice among 12 areas on the list, indicating that there is no clear consensus.
– Reported by eMarketer
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| | MBPT Spotlight | Clients: Measured Reaction To Nielsen-Arbitron Deal—Access to cross-platform know-how seen as offsetting lack of competition
By Jon Lafayette
While Nielsen's $1.3 billion acquisition of Arbitron eliminates a rival, some of Nielsen's TV network and media buying clients say the deal could lead to improvements in media measurement.
After making some concessions to satisfy regulators, Nielsen last week sealed the deal, saying that adding Arbitron and its personal people meter technology will allow it to measure media consumption it hasn't been able to capture before and provide advertisers a better sense of how multiplatform campaigns perform.
That might turn out to be true, but some Nielsen clients who have heard it all before have some reservations.
"I like competition. So further consolidation I don't think helps anybody," says Lyle Schwartz, managing partner and director of research & marketplace analysis at media agency GroupM. "Competition breeds improvement. I think competition helps clients, but it is what it is."
Nevertheless, Schwartz agrees that in acquiring Arbitron, Nielsen gets the only other panel-based researcher in the industry, and it's learned a lot about multiplatform measurement in its work on the cross-platform measurement initiative Project Blueprint with comScore and ESPN. "I think there's a lot of intellectual property there," Schwartz added.
Bringing Projects In-Home
Nielsen worked with Arbitron on a project for Turner Broadcasting designed to add out-of-home viewership registered by Arbitron's personal people meters to Nielsen's in-home ratings numbers. Turner calls it CNN All Screen, and has used it to measure sports telecasts as well as news.
Why do some believe the marketplace is so enthusiastic about Arbitron? And what do research execs see as the main possible advantage of the merger?
For more, click HERE
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| | Fates & Fortunes | • ARTHUR SADOUN was named CEO of Publicis Worldwide. He was most recently managing director of Publicis Worldwide, a post he held since 2011. Prior to that he was CEO of Publicis France. He joined Publicis in 2006 as CEO of Publicis Conseil. Sadoun will also join P-12, the executive committee of Publicis Groupe and will report to Maurice Levy, chairman and CEO of Publicis Groupe.
• TIFFANY KIRK was named VP, managing director, local broadcast in Los Angeles, for Horizon Media. Kirk was most recently VP, director of activation at 4D, a Publicis Groupe agency, where she was responsible for branding initiatives and for managing all local TV and radio investments. Prior to that, she held positions at McCann-Erickson and Optimedia.
• SAMUEL CHESTERMAN was promoted to worldwide chief information officer at IPG Mediabrands. He was previously senior VP, director of technology. In his new role, he will oversee a 200-person global technology unit within IPG Mediabrands. Prior to joining the company in May 2012, Chesterman was group director of information technologies at Omnicom's Organic. He also served as manager of IT operations at Adobe Systems, when it was known as Macromedia.
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| | What They're Watching | BROADCAST RATINGS
'Betrayal' Slides 27% From Premiere
In its second week, ABC's new drama Betrayal slid. Leading into the soapy drama, Revenge was also down while Once Upon a Time was even with last week. ABC finished in fourth for the night. Fox's The Simpsons, which was just renewed for a record 26th season, aired its annual "Treehouse of Horror" Halloween special, which was even with last week, making it the top show of the night. Bob's Burgers fell, Family Guy dipped and American Dad was even. The network placed third. CBS' lineup was skewed 44 minutes in the Eastern and Central time zones due to NFL overrun. Accurate numbers will be available Tuesday. NBC won again with NFL football. Final numbers for the game between the Houston Texans and San Francisco 49ers will be available on Tuesday.
For more, click HERE
CABLE RATINGS
'Thursday Night Football' Scores As Top Cable Program
NFL Network's Thursday Night Football—which saw the Cleveland Browns defeating the Buffalo Bills and keep a spot atop the AFC North—led Thursday's cable ratings with a 2.8 adults 18-49 rating, dipping from last week's 3.2.
For more, click HERE
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| Overnight Ratings: Sunday, October 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| FOOTBALL NIGHT IN AMERICA (8:00)
NFL - TEXANS AT 49ERS (8:30)
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4.9
6.0
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12.8
15.6
| CBS
| 60 MINUTES (8:00)
THE AMAZING RACE (8:30)
| 3.6
2.8
| 17.0
12.9
| ABC
| ONCE UPON A TIME
| 2.5
| 7.7
| FOX
| THE SIMPSONS (8:00)
BOB'S BURGERS (8:30)
| 2.9
1.9
| 6.3
4.2
| UNIVISION
| MIRA QUIÉN BAILA
| 1.1
| 3.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL - TEXANS AT 49ERS
| 6.1
| 15.4
| FOX
| FAMILY GUY (9:00)
AMERICAN DAD (9:30)
| 2.5
2.1
| 5.2
4.4
| CBS
| THE AMAZING RACE (9:00)
THE GOOD WIFE (9:30)
| 2.2
2.0
| 9.3
9.4
| ABC
| REVENGE
| 1.9
| 6.7
| UNIVISION
| MIRA QUIÉN BAILA
| 1.3
| 3.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL - TEXANS AT 49ERS
| 5.3
| 12.6
| CBS
| THE GOOD WIFE (10:00)
THE MENTALIST (10:30)
| 1.8
1.7
| 9.8
9.0
| ABC
| BETRAYAL
| 1.1
| 4.0
| UNIVISION
| SAL Y PIMIENTA
| 0.9
| 2.7
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Doctors in Rotation Together on The CW
Two returning drama series will air back-to-back on Monday nights on The CW, with Hart of Dixie at 8 p.m. leading into Beauty and The Beast at 9. Hart of Dixie, entering its third season, aired mostly on Mondays last season; Beauty and The Beast, entering its second season, moves from Thursday nights, where it was paired with CW hit drama The Vampire Diaries. The upshot: Both these series drew comparable-sized audiences last season, averaging about 1.4 million viewers and a 0.5 18-49 demo rating. Clearly, a large chunk of The CW's millennial audience now watches these series online or delayed via DVR, but they are still drawing enough live viewers to keep them on the air. And actually, both now have median ages older than millennials with the average Hart of Dixie viewer being 42 and Beauty and The Beast's median age viewer being 45.
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| • CBS' Monday Comedy Foursome Off To A Shaky Start
The once dominant 8-10 p.m. block of four CBS series sprung a significant leak during the second week of the new broadcast season. Of particular concern is the poor showing of third season comedy 2 Broke Girls at 9 and the network's two new comedies, We Are Men at 8:30 p.m. and Mom at 9:30 p.m. 2 Broke Girls has been a hit for the network for its first two seasons, last year averaging 9 million viewers and a 3.0 18-49 rating, but last week the series fell to 7.7 million and a 2.4 in the demo. Mom dropped to 7 million viewers last week with a 2.2 demo rating, while We Are Men premiered last week and averaged 6.6 million viewers and only a 2.0 18-49 rating. The one semi-bright spot is How I Met Your Mother, entering its ninth and final season, but last week it dipped to 7.9 million viewers and a 3.1 demo rating. The upshot: CBS gets credit for moving The Big Bang Theory and Two and a Half Men to Thursday nights, where both have enjoyed success. But replacing them on Monday has not been easy.
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| • 'Stars' Still Drawing Mass Audience To the 'Dancing' on ABC
The median age viewer for Dancing With the Stars on ABC from 8 p.m. to 10 p.m. on Mondays is similar to last year's average of 62, but the series is still drawing a nice average 13.4 million in total. That's pretty good two weeks in for a show now in its 17th season. Though it's not likely that she'll win against the likes of Elizabeth Berkley Lauren, Christina Milian and Nicole "Snooki" Polizzi, courageous Valerie Harper, who at 74 is battling cancer, is likely to have viewers tuning in for as long as she can stay in the competition. Another story line on the dance competition series has been actress Leah Remini, who recently left the Church of Scientology and discussed her departure on the show. The upshot: DWTS has done well in its head-to-head battle with NBC's The Voice, which is averaging 14.5 million viewers during the first two weeks. However, The Voice is way ahead among younger viewers, averaging a 4.9 18-49 demo rating to DWTS' 2.2.
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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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