| Today's Top Stories | | #1 | Mindshare Partners With Shazam On Audio Branding Initiative
| | | The newly launched program Audio+ will help clients drive consumer interaction between audio in their campaigns and second-screen mobile devices that use the Shazam App. For example, viewers who see a TV spot with music and use Shazam to identify the song will also see a brand tie-in. The deal will also provide Mindshare clients with data on who accesses the audio from their commercials.
Why This Matters: Norm Johnston, Mindshare's chief digital officer tells The New York Times, "We spend a lot of time with Google optimizing keywords for search, and a lot of time with Instagram and Pinterest talking about what brands should be doing with imagery, but not a lot of time on sound. It's the sonic territory that the brand would like to own."
A Take: NYT
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| | #2 | Social Media At the Heart Of 'Anchorman 2' Marketing Campaign
| | | Paramount Pictures, working with its digital agency Zemoga, has created a wide-reaching social media push for the upcoming Will Ferrell movie; Adweek says the push is "unlike anything done before." It includes extensive use of Tumblr, native ads on sites such as The Huffington Post, homepage takeovers on sites including Yahoo and MSN, contests on Instagram, and Facebook and Twitter ads. One winner will get to walk the red carpet with the stars when the movie opens Dec. 15 in New York.
Why This Matters: Ferrell, who with other cast members helped create the social content, says, "This has been the most comprehensive amount of material I've ever participated in." Guy Longwork of Sony's PlayStation Network believes the Anchorman 2 social approach will inspire copycats in categories outside entertainment.
A Take: Adweek |
| | #3 | Twitter's Vine Expands Its Mobile Reach With 21 New Languages
| | | The six-second videos via Vine's iOS app can now have versions in Danish, Dutch, Finnish, French, German, Indonesian, Italian, Japanese, Korean, Malay, Norwegian, Portuguese, Russian, Spanish, Swedish, Simplified Chinese, Traditional Chinese, Thai and Turkish. Its Android app is now available in those and two additional languages, Filipino and Polish.
Why This Matters: Native versions of the Vine apps will not only help users in each country join in video-making and sharing, it will also enable marketers to expand their reach internationally.
A Take: MediaPost
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#4 Five Ways Agencies Screw Up Mobile (Digiday)
#5 Pepsi Sees Blurred Lines Between Younger/Older Millennials Through VMA Research (Adweek)
#6 SMI Data Shows Broadcast Ad Revenues Up 14% In October (B&C)
#7 Hardee's/Carl's Jr. Campaign Derides Competitors' Buns (Ad Age)
#8 Sponsors Line Up To Salute CNN Heroes (B&C)
#9 Mobile Phones, Tablets Set To Top Computers In Marketer Importance (eMarketer)
#10 Jack Daniel's Rewards Worst Holiday Gifts With 'Proudly Ugly' Sweaters (MediaPost)
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|  | • 98
Percentage of U.S. marketers who say by 2016 mobile phones will be considered important for their ad campaigns, compared to 86% who believe that in 2013, according to a survey by the Association of National Advertisers and Nielsen.
– Reported by eMarketer
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| | MBPT Spotlight | What Google Doesn't Get About the Display Advertising Business
By Ayal Ebert, CEO and cofounder of Dispop
When Google launched its search-advertising platform back in 2000, people flocked to it as a way to drive online traffic toward publisher websites. Google built an entire empire on this model, and promised never to insert display ads into search results.
All of that changed last month, when Google reneged on this promise, saying it is now exploring ways to show display ads through online searches. The result was a breaking of the trust it had established in the online advertising community.
Google itself is all about scale and has no business in the visual artistry of display advertising. Their approach is more of a say-and-spray technique, which is also helping people get a particular message out to as many people as possible. But this approach sacrifices quality for quantity. And in this age of banner blindness and desensitization, the visual component is what will capture and hold a consumer's attention.
Several of us in the ad community have grown more and more concerned with Google encroaching on the realm of display advertising. Among the reasons why:
Google Is a Monopoly. The world's largest search engine established an empire with AdWords and they serve a functional purpose. As a company attempt to be all things to all people, building out experimental tools in areas that are not part of their core focus. Google is facing antitrust issues by the Federal Trade Commission because of bundling products such as search and display. That's why they may never push the display product, which can be perceived as being too risky for their search business.
What other Google-specific red flags does Ebert cite? And what does Ebert say Google doesn't understand about display for small businesses?
For more, click HERE
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| | Fates & Fortunes | • JOHN WATKINS, president of ABC Owned Television Stations national television sales, plans to retire at the end of January 2014. Watkins has served in this role since 1986 and his oversight included national sales representation for the eight ABC owned television stations, including WABC-TV New York; KABC-TV Los Angeles; WLS-TV Chicago; WPVI-TV, Philadelphia; KGO-TV San Francisco; KTRK-TV Houston; WTVD Raleigh and Durham, N.C.; and KFSN-TV Fresno, Calif. He has also been responsible for specialized sale units under the ABC national television sales umbrella, including Full Circle Sales, regional and sports entertainment sales and Internet sales operations. Overall, he has been with ABC for almost 42 years. A successor will be announced at a later date.
• DAVID LANG was appointed chief content officer, North America at Mindshare, the GroupM media agency. Lang was previously North America president at Mindshare Entertainment, the agency's branded content unit, and a role he will also continue to serve in. Lang's team at Mindshare Entertainment in 2008 created the online series Motherhood, starring Leah Remini, which also became a TV series. Prior to joining Mindshare, Lang was senior VP of development and production at Lorne Michaels' Broadway Video.
• STEVEN WOLFE PEREIRA was named chief marketing officer at marketing analytics company Datalogix. He was most recently executive VP at MediaVest and managing director of MediaVest Multicultural. Prior to that he held positions at Univision and at Akamai Technologies.
• DOUG McMILLON will become the new chief executive officer of Wal-Mart Stores, replacing Mike Duke who is stepping down at the end of January after five years in the position. McMillon is currently CEO of Wal-Mart's international division, a post he's held since 2009. Before that he was president and CEO of Wal-Mart's retail warehouse chain Sam's Club.
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| | What They're Watching | BROADCAST RATINGS
'AMAs' Surge to Four-Year High
ABC's broadcast of the 41st Annual American Music Awards surged 32% from last year to a four-year high. The three-hour show was also up 30% in total viewers. ABC tied with Fox for second overall. Fox was inflated by NFL overrun in the 7 p.m. hour, which helped The Simpsons jump 61% and Bob's Burgers spike 27%. Family Guy was even with last week and American Dad rose 13%. NBC easily won the night with its overtime thriller between the Denver Broncos and New England Patriots. CBS rounded out the evening. The Amazing Race fell 25% to a series low and The Good Wife dipped 7%. The Mentalist rose 7%.
For more, click HERE
CABLE RATINGS
'Thursday Night Football' Tackles Cable Lineup
NFL Network's Thursday Night Football matchup between the New Orleans Saints and the Atlanta Falcons bested the cable competition, earning a 2.9 adults 18-49 rating and 7.7 million viewers. In second was NFL Network's postgame offering NFL Total Access, garnering a 1.3 demo rating and 3.1 million watchers. Rounding out the top three was Adult Swim's 11:30 p.m. airing of Family Guy, which tied NFL Total Access in the demo but came in behind in total viewers with 2.4 million.
For more, click HERE
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| Overnight Ratings: Sunday, November 24
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| FOOTBALL NIGHT IN AMERICA (8:00)
NFL - DENVER BRONCOS AT NEW ENGLAND PATRIOTS (8:30)
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6.3
9.4
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18.8
26.8
| ABC
| 2013 AMERICAN MUSIC AWARDS
| 4.2
| 12.9
| FOX
| THE SIMPSONS (8:00)
BOB'S BURGERS (8:30)
| 2.9
1.9
| 6.6
4.0
| CBS
| THE AMAZING RACE
| 1.5
| 8.0
| UNIVISION
| MIRA QUIÉN BAILA
| 1.3
| 3.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL - DENVER BRONCOS AT NEW ENGLAND PATRIOTS
| 9.3
| 25.9
| ABC
| 2013 AMERICAN MUSIC AWARDS
| 4.5
| 13.1
| FOX
| FAMILY GUY (9:00)
AMERICAN DAD (9:30)
| 2.2
1.8
| 4.5
3.8
| UNIVISION
| MIRA QUIÉN BAILA
| 1.5
| 4.4
| CBS
| THE GOOD WIFE
| 1.3
| 9.5
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| NFL - DENVER BRONCOS AT NEW ENGLAND PATRIOTS
| 8.0
| 20.7
| ABC
| 2013 AMERICAN MUSIC AWARDS
| 4.6
| 12.8
| CBS
| THE MENTALIST
| 1.5
| 10.6
| UNIVISION
| SAL Y PIMIENTA
| 1.1
| 3.1
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Fast N' Loud' Drives Discovery's Male Viewership
Discovery's heavily male-skewing reality series on Monday nights at 9 has drawn consistently solid viewership in its fourth season, averaging about 2.3 million viewers and a 1.1 18-49 demo rating. Fast N' Loud follows Richard Rawlings and Aaron Kaufman from the Dallas-based Gas Monkey Garage as they search for beat up cars and then restore them for profit. The search portion of Fast N' Loud is a bit similar to History's American Pickers, as Rawlings and Kaufman travel country back roads and search through barns and open fields for cars. Aaron is the mechanic who decides which cars to buy, while Richard is the negotiator who tries to get the best deal. The upshot: The series has almost consistently drawn 2.3 million viewers each week since it returned for season four in September. It has grown in viewership in each of its four seasons and frequently wins the night on cable outside of sports programming among men 18-49 and 25-54.
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| • Two CW Series Staring At Midseason Finales
Hart of Dixie on Monday night at 8 and Beauty and The Beast at 9 will televise their finale episodes before going on hiatus, with a return in 2014. In the interim, The CW will air specials during the month of December on the night. Hart of Dixie is now in its fourth season and season-to-date has averaged 1.1 million viewers and a 0.4 18-49 rating. Beauty and The Beast, now in its second season, is averaging 900,000 viewers and a 0.3 18-49 rating. Both series are airing on new nights and both are down compared to the same period last season. Hart of Dixie last fall was averaging 1.4 million viewers and a 0.6 demo rating, while Beauty and The Beast was averaging 1.3 million and a 0.7 in the demo. The upshot: Hart of Dixie seems to have a pretty solid core audience that followed in from last season to this one, but Beauty and The Beast has taken a bit of a hit. Of course, last season's numbers are a bit skewed because they include the series premiere episode that drew more than 3 million viewers. Broadcast networks that put series on hiatus do not have good track records when those series return, making this a gamble for The CW.
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| • Nobody Loves Mondays As Much As ESPN
The San Francisco 49ers, who lost the Super Bowl last season to the Baltimore Ravens, visit the Washington Redskins this week on ESPN's Monday Night Football telecast at 8:30. The 49ers are still not a lock to qualify for this year's postseason play, with a record of 6-4, while the Redskins are pretty much already out of the playoff picture with a 3-7 record. That doesn't mean folks won't be watching MNF as usual—especially 49ers fans. The upshot: ESPN, unlike NBC with Sunday Night Football, does not have a clause in its TV rights deal with the NFL to change games like NBC does, so the network is stuck with whatever schedule it had at the beginning of the season. So far this year, ESPN's MNF is averaging 12 million viewers and a 4.7 18-49 demo rating, compared to 12.8 million and the 5.1 it averaged for the entire 2012 season. But that's still a mass number of viewers, making this one of the premier places to be for advertisers on Monday nights.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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