| Today's Top Stories | | #1 | Maxus Wins $220 Million L'Oreal Media Account in U.K., Ireland
| | | The GroupM agency won the planning and buying business away from incumbent ZenithOptimedia following a review. Also involved in the review was Omnicom Group's PHD. The account includes L'Oreal brands Maybelline, Lancome, YSL and Garnier, among others.
Why This Matters: This is a major account win for Maxus, while it's the second major account that ZenithOptimedia has lost since Tim Hipperson was named CEO replacing Gerry Boyle earlier this year. British Airways moved its global account to Carat in August.
Two Takes: MediaPost | Campaign
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| | #2 | Mattel Reaching Out To Hispanic Moms In Holiday Campaign
| | | The toymaker has initiated its first Spanish-language TV campaign that it has dubbed "Toy Feliz" ("Toy Happy") which will include commercials on Univision stations in Los Angeles, Houston and Miami, 60-second radio ads in those markets and in-store advertising in Walmart stores in those markets, The New York Times reports. The campaign is from multicultural agency Axis, a unit of IPG. It will run until Jan. 6 and could extend beyond.
Why This Matters: Lisa McKnight of Mattel said Hispanic moms spend on average about $20 more than other consumers on each toy shopping trip and are loyal to specific toy brands. She is hoping a successful holiday campaign can have lasting implications for Mattel.
A Take: NYT |
| | #3 | Most Marketers Unfazed About Teen Usage Declines On Facebook
| | | Digitas conducted a study of the social network and found kids in their late teens have been less active on the platform, and Facebook chief financial officer David Ebersman acknowledged that. But Scott Hess of media agency Spark SMG tells Ad Age while Facebook may have peaked among teens, "it remains an incredibly important utility. It is the center of their social-networking universe even as they use Instagram and Snapchat and Kik and everything else."
Why This Matters: Marketers who want to reach teens can't ignore Facebook regardless of the declines in usage. As Dave Peck, head of PayPal's social media said, "Find me a better network. You take half of what Facebook has and it's still more than anyone else has. It's not like I can advertise on Snapchat."
A Take: Ad Age
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#4 FTC Clears Omnicom-Publicis Merger (Adweek)
#5 Kids' Site CEO Offers Advice To Marketers On Coping with COPPA (Ad Age)
#6 Gawker Reverses Course on Ad Exchanges (Digiday)
#7 Macy's Exec Discusses the Chain's Social Media Strategy (eMarketer)
#8 Infomercial User Moves To Primetime TV Spots (Adweek)
#9 Deloitte Survey Finds More Holiday Consumers To Shop Online (eMarketer)
#10 With Mobile App Users Included, 'USA Today' Now Top-Read Newspaper (WSJ)
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Percentage of U.S. Internet users who expect to shop online this holiday season, according to a Deloitte survey.
– Reported by eMarketer
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| | MBPT Spotlight | Kellogg's Goes For Gold in New 2014 Winter Olympics Marketing Push
By Barry Janoff, executive editor, NYSportsJournalism.com
The Kellogg Co. has been serving breakfast since 1906, encompassing over the years such iconic brands as Corn Flakes, Frosted Flakes, Rice Krispies, Apple Jacks, Froot Loops, Honey Smacks, Frosted Mini-Wheats, Special K, Pop-Tarts and Eggo.
Since 1976, Kellogg's has also been part of the U.S. Olympic movement via sponsorship of teams and athletes. The company supported the Games from 1976-92 and the U.S. Olympic teams from 2000-08. During this time, a variety of Kellogg brands have carried the U.S. Olympic rings and other symbols.
In 2011, the Battle Creek, Mich.-based company returned as a top-tier associate by becoming an official marketing partner of the U.S. Olympic Committee, in time to activate for the 2012 London Games.
To mark the 100-day countdown to the 2014 Winter Olympics in Sochi, Russia, Kellogg's unveiled a campaign that celebrates the company's support of U.S. Olympic and Paralympic athletes and hopefuls. Team Kellogg's includes the likes of snowboarder Gretchen Bleiler, Meryl Davis and Charlie White (ice dancing), Sarah Hendrickson (ski jumping), Torin Yater-Wallace (freestyle skiing), Amy Purdy (Paralympic snowboarding) and Noelle Pikus-Pace (skeleton); and Olympic legends Jim Craig (hockey) and Kristi Yamaguchi (figure skating).
A multimedia campaign will be driven by the organic mantra, "From Great Starts Come Great Things," which ties the company's place as a breakfast giant to the unique yet somewhat similar ways in which Olympic athletes and hopefuls got their start.
A series of "Start Stories" videos, part of the Kellogg's "Give A Great Start" initiative, will follow Team Kellogg's journeys to the Sochi Games and provide consumers with a chance to help give breakfast to kids in need.
According to Kellogg's, for each view, like, re-tweet, pin or share of the athletes' Start Stories, or Great Start online content, Kellogg's will donate one breakfast to a child in need. Kellogg's said its goal is to provide two million breakfasts to kids nationwide. (See all the videos here.)
Here, Sandy Uridge, senior director of integrated consumer promotions for Kellogg's talks about the Olympics and the power of using the Games as part of a marketing plan.
There are so many brand messages that seem forced, so was there a moment when Kellogg's thought, 'We make breakfast, let's focus on great beginnings?'
Looking back, it seems like a smooth, easy process. But there was a lot of work involved in making it work and getting it to resonate on many levels. It fits in so well with so many things we are doing. When you peel back what brands are doing at the Olympics, most of the world focuses on the finishes. We celebrate the start, the beginning. When you talk about breakfast being the start of the day and the most important meal of the day, it really comes together well. We are very true to our equity with Great Starts. This is a campaign that truly embodies what Kellogg's is all about.
How does Kellogg's plan to get the Great Start social media message out? And how will cereal packaging after the Games figure into the strategy?
For more, click HERE
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| | Fates & Fortunes | • TIM O'BRIEN was named to the newly created position of executive VP/digital media and chief revenue officer at Nexstar. Meanwhile, Marc Montoya, senior VP of Internet media sales and operations has left the company. O'Brien will be responsible for the development of Nexstar's multiscreen strategy and will oversee the media company's overall digital media business portfolio. He was most recently president and managing partner at consulting firm Prescient Strategy Group. Prior to that he spent 14 years as a senior executive at NBC, where he was executive VP and chief revenue officer at CNBC. Before that he was president and general manager in the NBC Television Stations division, where he served, among other roles, as president and general manager of WNBC-TV.
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| | What They're Watching | BROADCAST RATINGS
'Scandal' Tops Night as ABC Wins Halloween
On a Halloween night that included specials and repeats, ABC's Scandal, which was even with last week's airing, was the highest-rated show, driving ABC to the win. The 8 p.m. special, It's The Great Pumpkin, Charlie Brown, was down 19% from last year's airing. Grey's Anatomy dipped 7%. CBS was in second. Following a repeat The Big Bang Theory, The Millers tumbled 26% and The Crazy Ones sank 17%. At 10 p.m., Elementary (which also followed a Big Bang repeat at 9:30 p.m.) fell 6%. NBC's SNL Halloween special aired at 8 p.m. Sean Saves the World rose a tenth and The Michael J. Fox Show dipped 8%. Parenthood was even. NBC placed third. Fox and The CW tied for fourth. Fox aired a special "Meet the top 12" X Factor clip show. The CW's Vampire Diaries fell 38% from last week, while Reign was even with last week. In the net's targeted adults 18-34 demo, Vampire Diaries fell 46% and Reign dipped two-tenths.
For more, click HERE
CABLE RATINGS
'American Horror Story' Tops Wednesday Cable Ratings
Without a new episode of A&E's Duck Dynasty to contend with, FX's American Horror Story: Coven put a spell on the Wednesday night cable race, earning a 2.0 adult 18-49 rating and 3.7 million total viewers. Two Adult Swim airings of Family Guy rounded out the top three, garnering a 1.4 and 1.3 in the demo and 2.7 and 2.6 million watchers, respectively.
For more, click HERE
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| Overnight Ratings: Thursday, October 31
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (R) (8:00)
THE MILLERS (8:30)
| 2.5
2.0
| 11.6
9.6
| ABC
| IT'S THE GREAT PUMPKIN, CHARLIE BROWN
| 2.2
| 7.0
| NBC
| SATURDAY NIGHT LIVE
| 1.7
| 5.5
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.2
| 3.3
| FOX
| THE X FACTOR
| 0.8
| 3.2
| CW
| THE VAMPIRE DIARIES
| 0.8
| 2.1
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| GREY'S ANATOMY
| 2.6
| 8.9
| CBS
| THE CRAZY ONES (9:00)
THE BIG BANG THEORY (R) (9:30)
| 1.9
2.0
| 8.1
8.4
| NBC
| SEAN SAVES THE WORLD (9:00)
THE MICHAEL J. FOX SHOW (9:30)
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1.2
1.1
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4.1
3.6
| UNIVISION
| LA TEMPESTAD
| 1.0
| 2.5
| FOX
| GLEE (R)
| 0.6
| 2.0
| CW
| REIGN
| 0.6
| 1.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| SCANDAL
| 2.9
| 9.2
| CBS
| ELEMENTARY
| 1.7
| 9.3
| NBC
| PARENTHOOD
| 1.3
| 4.0
| UNIVISION
| MENTIR PARA VIVIR
| 0.8
| 2.2
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Say Yes To The Dress' Ends Year 10 Of a Happy Union With Viewers
This long-running TLC reality series will air its season finale on Friday night at 9. Say Yes To The Dress, which follows the happy if stressful travails at Kleinfeld Bridal in Manhattan as prospective brides search for their perfect wedding gowns, has resulted in four spinoffs during its run and it is still drawing an average viewership of 1.2 million per episode. The upshot: Since the series airs on Friday nights, other than prospective brides, it skews fairly old. This season, it has averaged only a 0.3 18-49 rating. However, the series has drawn about the same number of viewers each week without much fluctuation so that means its audience is with it for richer or for poorer.
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| • Search For Gold Resumes On Discovery
Gold Rush, the Discovery reality series that follows a group of guys mining for gold in Alaska and parts of Canada, returned for its fifth season last Friday night at 9 and drew 2.9 million viewers and a 1.2 18-49 rating. It was the most watched cable series on the night in the demo and was second in viewers only to a kids' movie on Disney Channel. Earlier this year during season four, the series was averaging as many as 4.7 million viewers and a 1.9 in the demo. Expect its audience to grow as season five continues into the remainder of the fourth quarter. The upshot: Gold Rush is Discovery Channel's highest-rated and most-watched series and draws lots of harder-to-reach men.
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| • ABC To Televise Clash of the Unbeatens
Saturday night college football on ABC begins at 8 p.m. and will feature 7-0 and seventh-ranked Miami vs. 7-0 and third-ranked Florida State. Florida State is led by freshman quarterback Jameis Winston who has already thrown for more than 2,000 yards and 23 touchdowns. Miami holds the all-time series lead between the teams at 31 wins to 26, but has lost the last three times they played Florida State, each by more than 15 points. Despite both teams being unbeaten, Florida State is favored by a whopping 22 points. The upshot: This is the biggest college game of the week and should draw more than the 6 million viewers per game that ABC is averaging for its Saturday night football telecasts over the past five weeks.
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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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