| Today's Top Stories | | #1 | Mondelez Announces Expansive Soccer Sponsorship Deal
| | | The snack food giant has signed a three-year deal beginning in 2014 to have its products become the official snacks of the U.S. men's and women's national soccer teams, as well as for Chivas USA, an MLS team in Los Angeles, The New York Times reports. Mondelez has also signed sponsorship deals with two MLS soccer players and with a National Women's Soccer League star. The deals make Mondelez brands exclusive league sponsors in four snack categories—cookies, crackers, candy and gum.
Why This Matters: Mondelez says this is its largest investment ever in a multibrand marketing effort. The timing could not be better with both the U.S. men's and women's teams qualified to play in the FIFA men's World Cup in 2014 and the women's World Cup in 2015.
A Take: NYT
|
| | #2 | Microsoft Developing Its Own Tracking Technology To Replace 'Cookies'
| | | Now in the early stages, it will span across desktop, tablets and smartphones running Windows and will also apply to Xbox game consoles and services, including its Internet Explorer Web browser and Bing search engine, Ad Age reports. Microsoft would join Google, Apple and Amazon, among others, in preparing for the eventual demise of tracking cookies.
Why This Matters: Replacing cookies with proprietary technologies would mean the only way advertisers could get data would be to do deals with each of the tracking technology owners, who could set up their own restrictions.
A Take: Ad Age
|
| | #3 | Pew Research: Most Young Adults Get Their News From TV and Web
| | | Young adults are consuming less news, but when they do, they get it by watching television and surfing the Web. MediaPost reports that among Gen-Xers in the Pew survey, 52% said they had watched TV news and 49% said they had consulted the Internet for news the previous day. That compares to 38% for radio and only 12% for newspapers. Among millennials, 43% get their news online, compared to 35% for TV, 27% for radio and 14% for newspapers.
Why This Matters: Reaching young adults with ad messages through news coverage is still a viable means for marketers, but they need to know where these younger consumers are going for that coverage. Based on this study, for instance, reaching young adults via newspaper ads is a marketing longshot.
A Take: MediaPost
|
|
#4 MediaCom Wins $100 Million ADT Media Planning/Buying Account (Adweek)
#5 Smirnoff App Lets Consumers Make Videos From Their Tweets and Photos (Ad Age)
#6 Ogilvy & Mather NY Wins Comcast Creative Business (Adweek)
#7 Is Snapchat A Good Ad Vehicle For Marketers? (Digiday)
#8 Pizza Hut Uses Tweets To Promote Its New Stuffed Crust Rollout (MediaPost)
#9 Want To Market To Moms? Do It By Smartphone (eMarketer)
#10 IAB Report Says Online Ad Revenue Grew 18% to $20.1 Billion in First Half (Adweek)
|
|  | • 87
Percentage of U.S. mothers who are currently smartphone users, according to a study by BabyCenter.
– Reported by eMarketer
|
| | MBPT Spotlight | Upstart Brand And1 Looks to Make Inroads Into a Category Dominated by Nike and adidas
By Barry Janoff, executive editor, NYSportsJournalism.com
And1 is the upstart brand that made some big noise about a decade ago in the sports apparel category before it was sold, then resold, then re-resold. In the latter years of that process, the company's street-sense marketing message became muddled and the consumers who drove the brand's success and were attracted to its brash attitude drifted off.
That was then, and the company is now trying to work its way back, having been given another life by Galaxy International, which acquired And1 in 2011. And1 apparel is being produced under the auspices of Galaxy licensee High Life Apparel. High Life also manufactures licensed apparel to the following brands: Team Vick (namely, NFL quarterback Michael Vick), Head USA (worn by the likes of Bode Miller, Andy Murray, Lindsey Vonn and Andre Agassi), Ecko and Protege (apparel and footwear sold exclusively in Kmart).
And1 was founded by Seth Berger and Jay Gilbert in 1993. Their initial foray into retail was a line of "trash-talking" tees, initially sold, according to the company's website, out of the trunks of their cars, bearing messages such as: "Pass the ball and save yourself the embarrassment." "Like your momma's drawers, your game has a lot of holes." "Your best defense is your breath."
Basketball shoes helped And1 to make serious in-roads into the hoops landscape. At one point the brand claimed to have more than 90 NBA endorsers, including Stephon Marbury, Ben Wallace, Rafer Alston, Jason Williams and Kevin Garnett.
Perhaps more important to spreading the brand's message was its Mixtape Tour, which featured live competition, weekly exposure on ESPN 2 and a series of videotapes and video games with top street-ball players from across the nation.
Beginning in 2005 the brand went through a series of ownership changes. American Sporting Goods acquired it from the original owners in 2005. In February 2011, Brown Shoe company acquired ASG, including And1. In October 2011, Brown sold the And1 brand to Galaxy International.
A key part of the brand's reboot is a new version of the Mixtape Tour. The Summer Remix Tournament was held in Philadelphia over Labor Day weekend in conjunction with IMG Worldwide.
How does And1 director of marketing Maurice Levy view the pros, cons and challenges facing the company? And how realistic is it to think And1 can get some big NBA player endorsements?
For more, click HERE
|
| | Fates & Fortunes | • TROY RUHANEN was promoted to executive VP of Omnicom Group. He was most recently BBDO chairman and CEO of the Americas. Ruhanen will not be replaced at BBDO, which is part of Omnicom Group. In his new role, Ruhanen will be charged with driving cross-agency collaboration among Omnicom agencies' largest clients. Ruhanen joined BBDO in December 2004 as managing director of its New York office. In July 2009, he was named deputy chairman of North America, before being promoted to chairman and CEO of the Americas in 2011. Prior to joining BBDO, Ruhanen was managing director of Leo Burnett in Sydney, Australia.
• SARAH HOFSTETTER was promoted to U.S. CEO of digital agency 360i. She was most recently president of the Dentsu-owned agency. At the same time, 360i U.S. CEO BRYAN WIENER was upped to global CEO and chairman. JARED BELSKY succeeds Hofstetter as U.S. president. Belsky was most recently executive VP at 360i.
• CHRISTIAN JUHL was named CEO of North America for independent digital agency Essence. He was most recently president of Razorfish West.
• THOM HINKLE was named VP of comedy at TBS network. He will be responsible for original scripted comedy at the network and will serve as the primary liaison between TBS and the studios. He was most recently copresident at Carousel Television, the TV production unit for Stevel Carell's Carousel Productions. He will be based in Los Angeles. Prior to Carousel, Hinkle was VP of NorthSouth Productions. He also served as producer on pilots for TBS and TLC. He began his career at The Daily Show with Jon Stewart, where started in research and was later promoted to associate producer and field producer.
|
|
| | What They're Watching | BROADCAST RATINGS
'Originals' Steady in Time Slot Premiere
Like on Monday, The CW debuted a brand-new Tuesday lineup. The Originals, debuting in its regular time slot, was down slightly from its premiere last Thursday but premiered above what Hart of Dixie debuted to last year in that space. Supernatural premiered its ninth season four tenths above last year's premiere in 18-49s and 140% above what the canceled Emily Owens, M.D. debuted to in that time slot last year. Supernatural also doubled Emily Owens' premiere in 18-34s. Following a recap episode of The Voice, Chicago Fire dropped. NBC still won the night. CBS' NCIS tumbled, while NCIS: Los Angeles dipped a tenth. At 10 p.m. Person of Interest fell to a series low. CBS came in second. ABC's Agents of S.H.I.E.L.D. dipped in its third week. The Goldbergs fell two tenths to a 2.0, while Trophy Wife held steady. The network finished in third place. Fox took fourth. Dads was even as Brooklyn Nine-Nine rose. New Girl was up while The Mindy Project dipped.
For more, click HERE
CABLE RATINGS
NFL and 'SportsCenter' Top Monday Cable Ratings
ESPN's NFL regular season coverage, which saw the New York Jets beat the Atlanta Falcons 30-28, led Monday night cable ratings with a 4.4 adults 18-49 rating and 11.4 million total viewers, according to live + same day numbers. The network's SportsCenter, airing after the Jets/Falcons game, came in second with a 1.7 adults 18-49 rating and 3.4 million viewers.
For more, click HERE
|
| Overnight Ratings: Tuesday, October 8
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| THE VOICE
| 2.8
| 9.7
| ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D.
| 2.8
| 7.7
| CBS
| NCIS
| 2.7
| 17.9
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.6
| 4.2
| FOX
| DADS (8:00)
BROOKLYN NINE-NINE (8:30)
| 1.3
1.5
| 3.1
3.4
| CW
| THE ORIGINALS
| 0.9
| 1.9
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.1
| 10.4
| CBS
| NCIS: LOS ANGELES
| 2.6
| 14.8
| FOX
| NEW GIRL (9:00)
THE MINDY PROJECT (9:30)
| 2.1
1.4
| 4.0
3.0
| ABC
| THE GOLDBERGS (9:00)
TROPHY WIFE (9:30)
| 2.0
1.4
| 5.7
4.7
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.5
| CW
| SUPERNATURAL
| 1.2
| 2.5
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| CHICAGO FIRE
| 2.2
| 7.6
| CBS
| PERSON OF INTEREST
| 2.0
| 11.7
| ABC
| SCANDAL (R)
| 1.0
| 3.2
| UNIVISION
| MENTIR PARA VIVIR
| 1.0
| 2.6
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Slice of Paranormal Life on The CW
New series The Tomorrow People premieres on Wednesday night at 9 p.m. leading out of the CW network's most-watched series Arrow. In The Tomorrow People, a group of humans born with paranormal abilities are being hunted down by a paramilitary group of scientists known as Ultra. Lead-in series Arrow—based on DC Comics characters—premieres its second season on The CW. For the early part of last season, Arrow averaged more than 3 million viewers, something a CW series had not done since the 2009-10 season when America's Next Top Model averaged 3.3 million. Arrow ended last season averaging 2.9 million viewers for first-run and repeat episodes, along with a 0.9 18-49 rating. The upshot: You can't get a better lead-in than a network's most-watched returning series, so The Tomorrow People is being given every chance to succeed by the network, which has moved from its traditional real-life teen angst dramas to more sci-fi-type programming over the past few years.
|
| • FX Horror Anthology Has Got That 'Coven' Feeling
American Horror Story gets all witchy in a new tale this season. American Horror Story: Coven premieres on Wednesday night at 10, the third season of the FX network series. Like many a series about witchcraft and vampires today, the series is set in New Orleans, in this case at a special school where young witches are being trained to protect themselves against those trying to exterminate them once and for all. The series, cocreated by Ryan Murphy (Nip/Tuck, Glee), stars an ensemble cast that includes Jessica Lange, Taissa Farmiga, Kathy Bates, Emma Roberts and Angela Bassett. The upshot: This series is a big ratings draw for FX. Last season it premiered with 5.5 million viewers and after that averaged about 2.6 million and a 1.5 18-49 rating for the remainder of the season. It was also nominated for 17 Emmy Awards.
|
| • 'American Pickers' Search For European Treasures
This hit History channel reality series returns for its fifth season on a new night, airing Wednesdays at 9. The series follows Mike Wolfe and Frank Fritz who once again drive through back roads searching for junkyards and barns that might contain valuable relics of the past. This season, instead of traveling through the southern U.S. for the entire duration, the duo will head to Europe where they will do their "picking" in Italy and England—and deal with the language barrier in the former. In Europe they will dig through properties that were built in the 1600s and get to pick through a garage in London that hasn't been opened for 12 years. The upshot: Last season the series averaged 4.5 million viewers and a 1.0 18-49 demo rating on Mondays when paired with the hit Pawn Stars. History moved Pawn Stars to Thursday nights for its new season, and now moves American Pickers to Wednesdays. The show has developed a solid following so the new night shouldn't make too much difference either way.
|
|
|
| |  |  |
|
| 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
|
|
| | | 
|
| | | | | | |
