| Today's Top Stories | | #1 | Instagram Grows Marketer List A Month Into Accepting First Ads
| | | General Electric, Levi's, Lexus and Ben & Jerry's are among those who've joined initial advertiser Michael Kors. Preliminary results, according to published reports, have been positive with the brands gaining an influx of new followers.
Why This Matters: Instagram reviews and evaluates every ad before it allows it to be posted to ensure the quality and integrity of the ads. But while the companies have gained lots of followers, Instagram has yet to be able to quantify the return on investment of the ads.
Two Takes: Ad Age | Digiday
|
| | #2 | eMarketer Again Raises Programmatic Advertising Estimates
| | | Only three months after projecting marketers would spend $3.34 billion in 2013 and $8.69 billion by 2017 on programmatic or real-time advertising, eMarketer has revised those figures upward to $3.37 billion in 2013 and $9.03 billion by 2017. eMarketer's latest report says the revisions are due to an overall increase in projected digital display advertising.
Why This Matters: "Advertisers are clearly keen to take advantage of the cheaper pricing and targeting capabilities offered by real-time bidding inventory, which is why we're seeing such dramatic increases in adoption year over year," Clark Fredrickson, VP of eMarketer, told MediaPost.
Three Takes: MediaPost | Ad Age | eMarketer
|
| | #3 | Anheuser-Busch InBev Readying Major Marketing Rollout Of New Cider
| | | The new brand, Johnny Appleseed cider, has been in development since 2011 and will primarily target drinkers ages 21-27, according to a distributor memo obtained by Ad Age. The memo says the new cider will be supported with "significant marketing support" and described it as a "major new brand launch."
Why This Matters: Get ready for the cider wars. Johnny Appleseed is expected to take aim at Angry Orchard, the cider brand marketed by Boston Beer Co., brewer of Sam Adams.
A Take: Ad Age
|
|
#4 Hispanics Most Likely To Use Digital Coupons (MediaPost)
#5 HTC Takes Marketing Campaign To Times Square (WSJ)
#6 Digital Agency Firstborn Wins All Nippon Airways Global Media Account (Ad Age)
#7 Marketers Wary Of 'Holiday Creep' Backlash (eMarketer)
#8 Mattel Moves Europe Account To Lowe & Partners' Madrid-based Lola (Ad Age)
#9 Wikipedia Battles PR Companies Over Glaringly Positive Brand Comments (Digiday)
#10 MillerCoors Promotes Beer Brand Using Prohibition Repeal Day (Ad Age)
|
|  | • 26
Percentage of U.S. retail chief marketing officers who say they are running the majority of their holiday promotions for 2013 either before or during Black Friday and Thanksgiving weekend, according to a survey by BDO USA.
– Reported by eMarketer
|
(Note: Due to the redesign of the host B&C website, some readers of yesterday's MBPT Newsletter may have missed the link to the spotlight. We regret the error. The story—"What Google Doesn't Get About the Display Advertising Business,"
By Ayal Ebert, CEO and cofounder of Dispop—can be found HERE)
| | MBPT Spotlight | At Clear Channel, Tim Spengler Looks To Be Industry's New Sales Force
By John Consoli
For Tim Spengler, who started his position as president of content marketing and revenue strategy at Clear Channel Media and Entertainment this week, the switch isn't just any move. Spengler is the most recent media agency executive to jump from the buying side of the table to the selling side.
It's been almost a decade since Mel Berning left as president of national broadcast buying at MediaVest to become president, ad sales at A+E Networks, a position he continues to hold today. And just about two years ago, Donna Speciale left as president, investment and activation at MediaVest to become president of Turner Entertainment & young adult sales. In between, there have been a number of others who've made similar moves.
For Spengler, this marks the first time in a career that has spanned more than 25 years where he will be working as a media ad seller.
He began his career as a buyer in the national broadcast department at NW Ayer in 1986 before moving to Lowe and Partners Worldwide in 1991. He joined Western Media International in 1995, the year the media buying agency was acquired by the Interpublic Group, and he became senior VP and general manager for national TV buying.
In 2000, Western Media was renamed Initiative Media and Spengler rose to executive VP, director of national broadcast and then to chief activation officer, before being named president of Initiative North America. In 2012, he was named CEO of Magna Global, the strategic media investment and intelligence unit of IPG Mediabrands, where he oversaw $32 billion in annual media spending for IPG clients worldwide.
MBPT contributing editor John Consoli talked to Spengler just before his first day on the job at Clear Channel about his thoughts on changing buyer side allegiance, and his transition into a new post that was created for him.
After more than 20 years on the agency buy side, you are moving to the media selling side. Several agency execs have made similar moves over the last decade. How easy or hard do you think this transition will be?
Both the buying and selling side have a similar focus and require a similar skill set. Both involve consumers—what do they want and how do you best reach them. Both deal with marketing clients and both deal with content. Those are three areas you focus on regardless of which side—buying or selling—you are working on. Media buying and media selling have more things in common than they do differences.
What is Spengler's plan for bringing sales and content sides together at Clear Channel? And what is his plan for working with former clients at Initiative and Magna Global?
For more, click HERE
|
| | Fates & Fortunes | • MIKE DUDA was named to the newly created position of chief executive officer at creative agency Johannes Leonardo. He was most recently managing partner of Consigliere Brand Capital, a marketing consultancy and investment fund, which he colaunched with the Los Angeles Lakers' Steve Nash. Prior to that, he was a partner and chief corporate strategy officer at Deutsch.
• TOM McGOVERN was promoted to president of Optimum Sports, the sports media and marketing division of Omnicom Media Group. McGovern has been overseeing Optimum Sports as managing director since 2009 and he was a founding member of the division, which was created in 2003 as a sports unit of media agency OMD, before becoming separate. Prior to that, McGovern was director of sports marketing at OMD. He joined Omnicom Group agency BBDO in 1988 as an assistant national TV buyer and rose to senior VP, associate media director before moving to Optimum Sports.
• TODD RIDDLE was named executive creative director at Deutsch Los Angeles. He was most recently executive creative director at Fallon Worldwide. Prior to that he was group creative director at BBH New York.
|
|
| | What They're Watching | BROADCAST RATINGS
'Dancing With the Stars' Performance Finale Down 19%
The first night of ABC's Dancing With the Stars season finale was down 19% from last year's. At 10 p.m. Castle rose 11%. ABC finished in a three-way tie with CBS and Fox for third in the demo, but won the night outright with total viewers. NBC led the night in the demo. The Voice dipped 6% to another fall low, while The Blacklist was even with its last episode two weeks ago. CBS' How I Met Your Mother dipped 6% to a season low, while 2 Broke Girls was flat. Mike & Molly rose 9%, which helped Mom rise 16% and Hostages improve 10%. In the second week in its regular time slot, Almost Human shed 17% and Sleepy Hollow dipped 12%. 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, Hart of Dixie dipped a tenth and Beauty and the Beast was even.
For more, click HERE
CABLE RATINGS
'The Walking Dead' Staggers Away With Sunday Win
AMC's The Walking Dead landed in the top cable spot on Sunday, earning a 5.7 adults 18-49 rating and 11.3 million viewers. The net's lead-out chat show, Talking Dead, came in second with a 1.8 in the demo and 3.4 million watchers. Bravo's Real Housewives of Atlanta came in third, garnering a 1.5 demo rating and 3.3 million viewers.
For more, click HERE
|
| Overnight Ratings: Monday, November 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.2
| 11.3
| CBS
| HOW I MET YOUR MOTHER (8:00)
2 BROKE GIRLS (8:30)
| 2.9
2.7
| 8.0
7.9
| ABC
| DANCING WITH THE STARS
| 2.0
| 13.8
| FOX
| ALMOST HUMAN
| 1.9
| 6.0
| UNIVISION
| CORAZÓN INDOMABLE
| 1.4
| 3.8
| CW
| HART OF DIXIE
| 0.4
| 1.0
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.4
| 11.3
| CBS
| MIKE & MOLLY (9:00)
MOM (9:30)
| 2.5
2.2
| 8.4
7.3
| ABC
| DANCING WITH THE STARS
| 2.3
| 14.7
| FOX
| SLEEPY HOLLOW
| 2.2
| 6.6
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.1
| 3.0
| CW
| BEAUTY AND THE BEAST
| 0.3
| 0.8
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 3.0
| 10.8
| ABC
| CASTLE
| 2.1
| 11.3
| CBS
| HOSTAGES
| 1.1
| 4.6
| UNIVISION
| MENTIR PARA VIVIR
| 0.8
| 2.2
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • TNT 'Marshals' New Forces To Tag Along With 'Boston's Finest'
A new police reality series, Marshal Law: Texas, premieres on TNT on Tuesday night at 10, leading out of the second season premiere of Boston's Finest. Marshal Law: Texas centers on the elite Southern District of Texas, U.S. Marshals Service Gulf Coast violent offenders and fugitive task force in Houston. Each week they track down the baddest of the bad guys, including some of the nation's most wanted criminals, and serve warrants. The task force includes six men and two women. Boston's Finest returns at 9 for a second season with six new episodes. It is executive produced by Donnie Wahlberg and offers viewers an up-close look at 19 different officers who are part of four different units of the Boston Police Department. The upshot: The first season of Boston's Finest averaged just north of 1 million viewers per episode. Last week, one of the officers featured on Boston's Finest apparently took his own life. The Boston Police Department is still investigating the circumstances surrounding his death.
|
| • Someone Will Have a Ball On 'Dancing With the Stars'
After 10 weeks of tangos, paso dobles and sambas, season 17 of the ABC dance competition series will crown a winner on Tuesday during a special 8-10 p.m. telecast. The three remaining competitors—Corbin Bleu, Jack Osbourne and Amber Riley—will have competed the first part of the final competition on Monday night's regular edition. On Tuesday they will perform one final dance element and the winners will be announced at the end of the show with the public vote from Monday night being combined with the judges votes from both nights. Lady Antebellum, Enrique Iglesias and Ylvis will perform. The upshot: Dancing With the Stars has an older median age of 62, but it is still drawing a top overall viewership. This season it has averaged 13.3 million viewers and a 2.0 18-49 rating, down just slightly from last fall season's 13.5 million and a 2.1. Those numbers are still pretty impressive for a series that first came on the air in 2005.
|
| • Rudolph Guides the Way For CBS
The annual airing of the 1964 animated classic Rudolph The Red-Nosed Reindeer will be televised on CBS on Tuesday night at 8. Rudolph, narrated by Burl Ives, was color-corrected in 1998 to return its rich, original colors. CBS is preempting the most-watched TV series on television, NCIS, to air the Rudolph special. The upshot: Kids watch this annual telecast in droves and lots of parents are watching too. Last year the telecast drew 10.1 million viewers and a 2.9 18-49 demo rating. It also averaged a 4.8 rating among kids 2-11, a 4.3 with kids 6-11 and a 2.1 rating among teens 12-17. It's a golden nugget, and a worthwhile mass-viewing family event for advertisers to align with.
|
|
Note: There will be no issue of Media Buyer & Planner Today from Wednesday, Nov. 27-Friday, Nov. 29. Look for MBPT to return on Monday, Dec. 2—and have a happy Thanksgiving.
|
| |  |  |
|  |
|
| 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
|
|
| | | 
|
|
|
| | | | | | |
