| Today's Top Stories | | #1 | JC Penney Brings In Three New Agencies To Handle Its Marketing
| | | New senior VP of marketing Debra Berman conducted a whirlwind agency pitch over a three-week period and hired Doner to handle integrated marketing, including TV and radio executions, EVB to handle digital and Victors & Spoils to handle social and grassroots marketing. Out is Y&R, which was on board prior to Berman being hired.
Why This Matters: The approaching holiday sales season is of major importance to all retailers but to struggling Penney it's huge—customers have left the retailer in droves and Berman wants them back. "The critical thing in a turnaround related to marketing is traffic," she said. "These agencies are acutely aware of that."
Two Takes: Ad Age | Adweek
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| | #2 | Majority Of Hispanic Internet Users Find Web Through Cellphones
| | | A Pew Internet & American Life Project survey finds 60% of Hispanic mobile Internet users said they mostly go online via their mobile phones, according to an eMarketer report. Only 27% of white mobile Internet users do so.
Why This Matters: With more than $1 trillion in spending power annually, Hispanics should be a prime target for every marketer. And with so many Hispanics accessing the Web via phones, marketers need to be tailoring their ad campaigns to target them on that platform.
A Take: eMarketer |
| | #3 | Agency Exec Says World Cup Could Be A Marketer's Dream or Nightmare
| | | Mike Mikho, manager of business development at Big Fuel, writing in Adweek, says while the World Cup telecasts next summer from Brazil will draw a global audience of more than 3 billion fully engaged viewers, and interest in soccer is at an all-time high in many parts of the world, there are many potential obstacles. There are only commercial avails at halftime and limited on-screen opportunities, and there is expected to be an enormously cluttered social environment.
Why This Matters: Many marketers are going to want to reach this mass audience and will be willing to spend millions to do so. The question is, will their messages be able to break through all the clutter?
A Take: Adweek |
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#4 UM Awarded Lockheed Martin Media Account (Adweek)
#5 Men's Fitness The Latest Mag To Distribute Fragrance Samples (Adweek)
#6 Pros and Cons Of Collaborative Video Debated (Ad Age)
#7 Facebook Simplifies Its Ad Creation and Measurement Tools (Adweek)
#8 New Instant Buy Technology Could Help Brands, But Perhaps Not Retailers (NYT)
#9 Mozilla's Cookie-Blocking Plan Forcing Ad Business To Seek Alternatives (Adweek)
#10 Why Marketers Still Need Independent Media Agencies (Ad Age)
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Percentage of 18-29-year-old U.S. mobile Internet users who go online mostly via mobile phones, according to a Pew Internet & American Life Project survey.
– Reported by eMarketer
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| | MBPT Spotlight | Is Big Data the Enemy of Creativity?
By Sam Geer, associate director of strategy, MediaCom USA
As a newbie to the New York advertising scene, this year marked my first dalliance with Advertising Week. Celebrating its tenth anniversary, the four-day conference (okay, so they're using the term "week" a bit loosely) brings together 90,000 of the industry's most intriguing minds to share ideas, do a little networking, drink an obscene amount of coffee and use buzzwords with complete abandon.
Of all these buzzwords, "native advertising" seemed to be one of the more popular this year. In fact, one panelist went so far as to refer to his content as "indigenous" which, even now, I struggle to type with a straight face.
Other road-weary topics on the docket included branded content, mobile and the convergence of disciplines, but the lion's share of attention went to the two words most prolifically addressed in every session: big data.
A wise person once said that information is power, and it seems that brands, agencies, consultants and, really, anyone with two arms and two legs, has become obsessed with the collection of as much information as possible. But while no one doubts the importance of data collection, it's how it's used that really inspired the most interesting conversations.
At the "Wired Innovators" panel, Dave Gwozdz, CEO of mobile advertising network Mojiva, warned of a future in which big data may become the enemy of creativity. As someone who has carefully followed the rise of this trend in recent years, I can't say I disagree.
Why does Geer suggest that companies capable of combining big data with small data will be successful? Any how can big data kill creativity?
For more, click HERE
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| | Fates & Fortunes | • MICHAEL DAVIDSON has been named head of strategy at Venables Bell & Partners. He was most recently a group strategy director at Goodby, Silverstein & Partners, where he spent the past six years. He began his career in 1995 at AMV BBDO, joined Goodby in 2001 and left in 2004 to join TBWA/London. He returned to AMV in 2006 before rejoining Goody in 2007. In his new role, he will oversee 21 staffers in the VB&P strategy department and succeeds Lucy Farey-Jones, a partner at the agency and executive strategy director, who will continue advising on high-level client strategy but who will also shift focus to the agency's own strategy. LEANDER CHAPMAN was also hired by Venables as a group strategy director. He previously worked at assorted agencies including Translation, Grey, Saatchi & Saatchi and BBDO.
• DOUG COLLINS has joined ESPN as an analyst on NBA Countdown, where he will replace Michael Wilbon. Collins, a former NBA player and veteran coach, joins Earvin "Magic" Johnson, Jalen Rose and Bill Simmons on the ESPN and ABC pregame shows. Collins will also make regular appearances across other ESPN programming, including on SportsCenter, ESPN Radio and ESPN.com. Wilbon will continue his role on ESPN's Pardon the Interruption and will also continue to have a presence on ESPN's NBA coverage across its platforms.
• STEVE CHESKIN was named VP of programming at Reelz Channel. He had been a programming consultant for the network since April. Prior to that, he was executive VP of programming for TLC, where he developed series such as Sister Wives, Say Yes to the Dress: Atlanta, Sarah Palin's Alaska and Extreme Couponing.
• LISA SHERMAN is resigning as executive VP and general manager of Logo. Her resignation comes at a time when plans are set for Logo to become more fully aligned with sister Viacom network MTV, but will still remain a separate brand under MTV president Stephen Friedman. Sherman has been with Logo since 2005, when she helped launch the network.
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| | What They're Watching | BROADCAST RATINGS
CW's New Monday Lineup Mostly Even With Last Year
The CW kicked off its first full week of premieres, with its new Monday lineup premiering mostly even with last year's lineup. At 8 p.m., Hart of Dixie was down from its Tuesday premiere last year. It also matched what 90210 premiered to in that time slot last year in 18-49s, but down with 18-34s. Without the benefit of the highly rated Vampire Diaries as its lead in, Beauty and the Beast tumbled considerably from its year-ago Thursday premiere. The sophomore drama matched Gossip Girl's premiere in that space last year with 18-49s, but was off with 18-34s. It was down from its premiere last year in both demos. The CW's lineup was pre-empted in New York due to NFL football. NBC won the night. The Blacklist, which received a full-season pickup last week, was down from last week, while its lead-in, The Voice, dipped. Fox was in second. Bones was down, while Sleepy Hollow slipped. After splitting last week, ABC overtook CBS for third. Dancing With the Stars rose, while Castle fell. CBS' Monday lineup continued to sag, finishing in fourth place. We Are Men, 2 Broke Girls and Mom all dipped from last week. Hostages continued to shed viewers at 10 p.m. Leading off the night, How I Met Your Mother was even.
For more, click HERE
CABLE RATINGS
MLB Division Series Hits Home Run For Friday's Cable Ratings
TBS' broadcast of the MLB division series won Friday night among cable originals with a 1.1 adults 18-49 rating. Syfy's WWE Friday Night Smackdown came in second among original cable programming with a 0.7 adults 18-49 rating but was down a tenth from last week's broadcast. Smackdown was beaten, however, by reruns of Family Guy at 11 and 11:30 p.m. each earning a 1.0 adults 18-49 rating. Robot Chicken and American Dad repeats also finished ahead of Smackdown, each garnering 0.8 adults 18-49.
For more, click HERE
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| Overnight Ratings: Monday, October 7
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| THE VOICE
| 4.1
| 13.5
| CBS
| HOW I MET YOUR MOTHER (8:00)
WE ARE MEN (8:30)
| 2.9
1.8
| 7.4
5.4
| ABC
| DANCING WITH THE STARS
| 2.0
| 12.6
| FOX
| BONES
| 2.0
| 7.1
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 4.0
| CW
| HART OF DIXIE
| 0.4
| 1.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 4.9
| 15.2
| FOX
| SLEEPY HOLLOW
| 2.7
| 7.8
| ABC
| DANCING WITH THE STARS
| 2.2
| 13.4
| CBS
| 2 BROKE GIRLS (9:00)
MOM (9:30)
| 2.2
2.0
| 7.2
6.6
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.3
| CW
| BEAUTY AND THE BEAST
| 0.4
| 1.2
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 3.2
| 11.3
| ABC
| CASTLE
| 2.0
| 10.8
| CBS
| HOSTAGES
| 1.2
| 5.1
| UNIVISION
| MENTIR PARA VIVIR
| 0.9
| 2.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Vampires and Monster-Hunting Brothers—It's a Tuesday Night On The CW
Drama series Supernatural returns for its ninth season on The CW on Tuesday night at 9, leading out of freshman vampire series The Originals, which premiered last Thursday at a special time leading out of prequel series The Vampire Diaries, but now moves to its regular spot. Last week The Originals averaged a solid-for-The-CW 2.2 million viewers and a 1.0 18-49 demo rating leading out of Vampire Diaries on Thursday. At Tuesday at 8 p.m., it leads into Supernatural, which follows two brothers who lost their mother to a mysterious demonic force and now travel the country combating paranormal evil. The upshot: Supernatural has been a solid staple primetime series for The CW. It averaged 1.9 million viewers and a 0.8 18-49 rating last season, but averaged close to 1 million viewers in repeats this summer—not bad for a millennial skewing network whose viewers are out doing things other than watching TV during the summer months.
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| • Will ABC's Tuesday Night Collapse Continue in Week Three?
The network tried something bold this season, introducing a whole new night of programming on Tuesdays. It worked the first week for the most part, but most of the shows bled viewers in week two. And 10 p.m. drama Lucky 7 was canceled late last week—making it the first canceled show of the season. This Tuesday will be very telling for the network and the night. It's most popular new series, Marvel's Agents of S.H.I.E.L.D., premiered two weeks ago to 12.1 million viewers and a 4.7 18-49 rating, making it one of TV's most-watched series. Last week, it dipped 28% in viewers to 8.7 million, and 30% in the demo to a 3.3. The 9 p.m. sitcom The Goldbergs dipped from 8.9 million in its premiere to 6.1 million and from a 3.1 to a 2.3 in the demo. At 9:30, sitcom Trophy Wife fell 36% in viewers to 4.3 million and 39% in the demo to a 1.4. The upshot: Agents of S.H.I.E.L.D. is safe, but if The Goldbergs and Trophy Wife continue to slide this week, they could join Lucky 7 on the cancellation list. Last week, Lucky 7 averaged only 2.6 million viewers and a 0.7 demo rating, beaten by several cable primetime series.
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| • Keeping Watch On Fox's Slipping Tuesday Lineup
None of the network's four sitcoms is working particularly well as the season enters its third week. Two new male-skewing sitcoms, Dads at 8 p.m. and Brooklyn Nine-Nine at 8:30 drew only 3.4 million viewers each last Tuesday night and a 1.3 and 1.4 18-49 demo, respectively. Returning female-skewing sitcoms, New Girl at 9 and The Mindy Project at 9:30 did just as poorly. New Girl drew 2.9 million viewers and a 1.9 demo rating, while Mindy did a cable-esque 2.9 million in total viewers and a 1.5 demo rating. The upshot: Fox is determined to establish a comedy night outside of its Sunday animation block but viewers aren't buying Tuesday night. The question is how long will Fox want to pay out make-goods rather than pulling the plug on one or more of these series, which at a higher ad rate are not producing much better than some off-net cable and original comedies. For instance, The Big Bang Theory on TBS in off-net is averaging about 2.4 million and a 1.1 demo rating.
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