| Today's Top Stories |
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| | #1 | JCPenney's First Holiday Campaign Under New Marketing Head
| | | Senior VP of marketing Debra Berman worked with new agency Doner on the campaign, which will include six different TV spots running from now until Christmas, Ad Age reports. There will be specific spots targeting Hispanic consumers in markets such as Miami and Los Angeles and the company is introducing its first Facebook page in Spanish. The spots will be less based on promotional pricing and focus more on the scope of gifts that can be purchased for different members of the family.
Why This Matters: For the past few years Penney's sales have been down as it shifted marketing strategies to no avail. Berman is hoping for a fresh start to begin a turnaround with this new campaign.
A Take: Ad Age
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| | #2 | Kmart Taking Some Heat For Joe Boxer TV Commercial
| | | A new national TV spot by the retail chain that depicts a group of men in boxer shorts shaking their booties to a Christmas carol has rung the bells of complaint on some social network platforms, the Huffington Post reports. The campaign is for the Joe Boxer brand of underwear sold exclusively at Kmart and Sears. Some consumers say they will boycott Kmart and others say the commercial should be pulled. But not everyone is offended.
Why This Matters: Kmart has said it will continue to run the commercial and despite the negative outcry, an online poll by Huffington Post finds that 65% of respondents say the commercial is not too risqué. The chain has also gotten itself lots of buzz and notoriety, which is rarely a bad thing.
A Take: Huffington Post
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| | #3 | Chrysler Moves $30 Million Mexico Creative Ad Account To Richards/Lerma
| | | The Texas-based Hispanic agency won a five-agency pitch in Mexico City that also included Y&R, Oveja Negra Lowe, Publicis Groupe's Marcel and local agency Made. Incumbent Leo Burnett declined to participate, Ad Age reports. The media business, handled by UM, was not part of the review. Richards/Lerma currently handles the Chrysler Ram truck business in Mexico and will now triple the size of its office there to 30 people to help accommodate.
Why This Matters: Chrysler de Mexico is fourth among the country's biggest automakers, behind Nissan, General Motors and Volkswagen, but ahead of Ford, so the win is a nice one for Richards/Lerma.
A Take: Ad Age
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#4 Ad Network Does Unauthorized Solicitation Of Pandora User Info (Digiday)
#5 ANA Report Finds Marketers Unhappy With Sponsorship ROI Data (MediaPost)
#6 Spanish Banks Raising Profile In U.S. With Major Ad Campaigns (Ad Age)
#7 LinkedIn Adds Showcase Pages To Draw Content Marketing Money (MediaPost)
#8 Black Friday Gets More Digital (eMarketer)
#9 New Media Alliance To Promote Hispanic Print Media As Ad Vehicles (MediaPost)
#10 Fifteen Big Stats About Social Shopping (Digiday)
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Percent of local mobile advertising dollars that will account for total U.S. mobile ad spend in 2017, according to a study by BIA/Kelsey.
– Reported by MediaPost
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| | MBPT Spotlight | How Brands Can Seize the Instagram Advertising Opportunity
By Guillaume Lelait, North America VP, Fetch
Instagram rolled out ads for the first time this past month, offering a unique approach for brands to reflect on their image and engage with users. Instagram has initially only allowed a selection of brands already active on the platform to advertise in an attempt to keep the advertisements consistent with the site's feel.
Michael Kors unveiled its first attempt at an Instagram ad and received mixed reviews, and it will definitely be a trial-and-error process as brands continue to perfect their strategies. Users will, however, have control over what ads they see, creating more incentive for brands to make their ads pleasing to users.
A user's state of mind is different when checking social networks as they interact with each platform (i.e. Facebook, Instagram, Twitter or LinkedIn). It is up to advertisers to understand these differences in a user's mindset, and play up the strategies that can work best for them. It takes a unique approach when a previously unadvertised medium like Instagram begins to roll out ads for the first time. Users often react negatively at the start, so creativity is the key.
What five key tactics do the folks at mobile ad services company Fetch suggest brands keep in mind as they launch Instagram ads? And what is the importance of developing a hashtag strategy?
For more, click HERE
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| | Fates & Fortunes | • ADAM PINCUS was named to the newly created position of executive VP, programming and production for GroupM Entertainment North America. He will report to Peter Tortorici, GroupM Entertainment global chief executive officer. Pincus will be responsible for overseeing all programming development and production for GME's North American client investments in television and digital content. He will also be involved in creative oversight and the development of new financial models. Pincus was most recently managing partner at GroupM media agency MediaCom and director of the agency's branded entertainment unit, MediaCom Beyond Advertising. Prior to joining MediaCom, Pincus owned and operated his own production company, Hour One. Before that he was senior VP, on-air, original programming & new media at Sundance Channel.
• MANUEL MARTINEZ was appointed president of Telemundo Stations, where he will have oversight over 16 owned TV stations. He will report to Valari Staab, president of NBCUniversal Owned Television Stations. Martinez was most recently president and general manager of WTVJ Miami. He also previously was president and general manager of Telemundo 51 WSCV Miami and head of the Telemundo Station Group Digital unit.
• MARIA BARTIROMO is leaving CNBC after 20 years at the network to join Fox Business Network where she is expected to anchor a daily program. She was the first journalist to report live from the floor of the New York Stock Exchange on a regular basis and is best known for hosting the CNBC program Closing Bell. She has also hosted and was managing editor of the weekly syndicated show On the Money with Maria Bartiromo.
• BRAD ROSEBERRY was named chief creative officer at Publicis Dallas. He was most recently executive creative director at TBW/Chiat/Day in New York. Prior to that he was senior VP, creative director at BBDO New York. He has also worked at Goodby Silverstein and Wieden & Kennedy Amsterdam.
• MICHELLE MORRIS has joined Facebook as its U.S. industry lead, auto. She was most recently auto industry director at Google. Prior to that, she worked on the Chrysler account at BBDO. She will be based in Detroit.
• JEFF KROLIK was promoted to president of Fox Sports Regional Networks. He will also have oversight over Fox Deportes. Krolik was most recently executive VP of FSRN and has led its day-to-day operations since 2007. Prior to that he was general manager of Fox Sports Bay Area from 1995-2007, and before that spent 15 years at HBO where he rose to VP of HBO International.
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| | What They're Watching | BROADCAST RATINGS
'Almost Human' Dips 29% In Night Two
The second night of Almost Human's two-night debut drew more modest ratings than Sunday's premiere (which aired out of NFL coverage), shedding 29%. The sci-fi drama from J.J. Abrams slightly improved in its 8 p.m. time slot debut from the previous occupant Bones. Sleepy Hollow dipped a tenth from last week. Fox placed second on Monday. NBC won the night with an all-Voice lineup. Following a recap show at 8 p.m., The Voice aired its regular episode offset by an hour, down 11% from last week. ABC, which aired NFL in both the Charlotte and Boston markets, tied Fox for second. Initial Dancing With the Stars numbers rose 35% and Castle improved 15%. CBS placed fourth, as its 8-10 p.m. comedy block all matched last week's ratings. Hostages dipped a tenth. The CW rounded out the evening. With 18-49s, Hart of Dixie and Beauty and the Beast were both even. In the net's targeted adults 18-34 demo, the series were even as well.
For more, click HERE
CABLE RATINGS
'The Walking Dead' Tops Sunday Night
AMC's The Walking Dead beat the rest of the cable pack Sunday night, earning a 6.0 adults 18-49 rating and 12 million viewers. Talking Dead, which airs on AMC after The Walking Dead, came in second with a 2.2 in the demo and 4.1 million watchers. Bravo's Real Housewives of Atlanta rounded out the top three, garnering a 1.6 demo rating and 3.7 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, November 18
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| HOW I MET YOUR MOTHER (8:00)
2 BROKE GIRLS (8:30)
| 3.1
2.7
| 8.1
7.8
| ABC
| DANCING WITH THE STARS
| 2.2
| 13.9
| NBC
| THE VOICE
| 2.2
| 7.6
| FOX
| ALMOST HUMAN
| 2.2
| 6.6
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 4.3
| CW
| HART OF DIXIE
| 0.4
| 1.0
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.5
| 10.8
| ABC
| DANCING WITH THE STARS
| 2.5
| 15.1
| FOX
| SLEEPY HOLLOW
| 2.5
| 7.1
| CBS
| MIKE & MOLLY (9:00)
MOM (9:30)
| 2.3
1.9
| 7.9
6.7
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.2
| 3.5
| CW
| BEAUTY AND THE BEAST
| 0.3
| 0.7
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.3
| 10.2
| ABC
| CASTLE
| 2.3
| 12.0
| CBS
| HOSTAGES
| 1.0
| 4.5
| UNIVISION
| MENTIR PARA VIVIR
| 0.8
| 2.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Esquire Network Hopes Calls and Brawls Help Gain New Reach
Two months after female-skewing Style Network was rebranded to become male-skewing Esquire Network, a pair of original series will premiere on Tuesday night. The first, a six-part reality series titled Risky Listing, follows the agents of Picken Real Estate as they try to do "nightlife" deals for restaurants, bars and nightclubs in New York City; the series airs at 9 p.m. The second series, White Collar Brawlers, is a bit more macho. The reality series deals with white-collar office workers who settle their disputes with work colleagues by boxing them in the ring, as their work colleagues cheer each of them on. It'll air at 10 p.m. The upshot: Esquire is in the process of developing more male-skewing shows for its schedule. There are more to come, but here's a look at what the network perceives as "male-skewing."
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| • A&E Goes Full Boar With More 'American Hoggers'
A&E network's reality series that follows the Campbell family and their mission to protect Texas residents and ranches from the devastating chaos caused by millions of invasive wild boars is one month into its third season. Airing on Tuesday nights at 10 with back-to-back half-hour episodes, the series is averaging 1.2 million viewers and a 0.4 18-49 demo rating since returning on Oct. 22. The upshot: American Hoggers averaged 1.8 million and a 0.7 demo rating last season, so it's off to a slow start. While the series involves a fascinating topic—feral hogs have caused up to $50 million per year in damage in the state of Texas alone—it's a mystery as to how many folks in more urban states are fascinated enough to watch each week.
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| • 'Ravenswood' Takes A Break
The ABC Family teen drama Ravenswood will air its midseason finale on Tuesday night at 9. A spinoff of the popular series Pretty Little Liars, Ravenswood premiered on Oct. 22 with 2.1 million viewers and a 0.9 18-49 demo rating. Since then, it has averaged about 1.1 million viewers. The series is set in the fictional town of Ravenswood, Penn., and follows five teen strangers whose lives become intertwined by a deadly town curse. The series will return with new episodes on Jan. 7 at 9 p.m., leading out of Pretty Little Liars. The upshot: The series is primarily geared toward teen and young millennial women and drew ABC Family's largest premiere audience ever among women 18-34. The network says it generated more tweets than any other new series premiere this season. The midseason finale will draw well among its target audience.
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| 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
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Phone: 917-281-4708 | Send Email
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