| Today's Top Stories | | #1 | Coke and Pepsi Face Potential Diabetes Backlash
| | | A study by Credit Suisse and Georgetown University finds 90% of doctors in the U.S., U.K. and Asia blame excessive sugar consumption for Type 2 diabetes, Adweek reports. The study says 43% of added sugars in people's diets come from sweetened beverages, and adds that many hold Coke and Pepsi responsible for increases in the disease. In the study, after people viewed a sugary soda ad with a pro-exercise, anti-obesity message, almost all had a positive attitude toward the brand. But when the ad was modified to be anti-diabetes, reactions were 37% more negative toward the brand.
Why This Matters: Coke and Pepsi have been careful not to mention diabetes in any health-related ads and marketing. While both are offering brands with lower sugar, they are not using diabetes as a reason, and are instead sticking to the soda's being healthier.
A Take: Adweek
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| | #2 | Magna Global Study Contradicts Nielsen Report Related To TV Show Tweets
| | | A new study by the Interpublic unit finds viewers post 21% more tweets per minute during commercials compared to programming minutes. It also found that as the number of tweets during a program increased, so did the number of tweets sent out during commercials. Those findings are in conflict with a Nielsen SocialGuide study released last month that showed 70% of TV tweets occur during program time vs. 30% during commercial breaks.
Why This Matters: The conclusions directly call out the viewer attentiveness to commercials, and that can affect client marketers' ad spending. If viewers are tweeting more often during commercials, they are taking their eyes off the screen and not watching the ads.
A Take: MediaPost |
| | #3 | Google Now Eighth Largest Spending Lobbyist In Washington
| | | The operator of the world's most popular Internet search engine has spent $18.2 million on lobbying, according to a report by Bloomberg News. Google now has 11 lobbyists working for the company as it seeks to end the National Security Agency intrusions into its data, and as it fights continuous battles to escape scrutiny of the FCC and FTC.
Why This Matters: In Washington government circles, lobbyists matter. "Google has put itself in the position of being heard when they need to be heard," says Jeffrey Birnbaum, president of Washington-based media strategy firm BGR Public Relations. There will come a time when advertisers might need to battle Google on a regulatory issue, and with its lobbying power, Google may have the upper hand.
A Take: Bloomberg |
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#4 Heinz Puts Its $120 Million Media Account Up For Review (MediaPost)
#5 Why Ad Agencies Have A Bright Future (Ad Age)
#6 Three Agencies Finalists In Skyy Vodka Creative Account Review (Adweek)
#7 Microsoft To Double Ad Exchange Supply, Expand Distribution Footprint (MediaPost)
#8 Eleven Replaces SK+G As Creative Agency For Vegas' Aria Resort & Casino (Adweek)
#9 Mobile Driving LinkedIn's Sponsored Updates (MediaPost)
#10 Mondelez Brand Execs Get Training From Agency Creatives (Digiday)
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Percentage of millennials age 18-33 who watch between 1 and 3 hours of television per day, according to a survey by Veveo. Another 13.6% watch between 3 and 5 hours of TV per day.
– Reported by eMarketer
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| | MBPT Spotlight | Data Finds That Branded Content Pales As a Sales Tool Compared to Earned Media
By John Consoli
Native advertising and branded content have become big buzz phrases in the ad marketplace as more and more marketers are opting to pay to have positive articles about their brands written and published or posted online and in print publications.
However, not all consumers are pleased about the practice and many see it as deceitful. In some instances, that could lead to a backlash.
While surveys have shown that consumers do rely heavily on recommendations from online reviews of products when making purchases, most want those reviews to be earned media reviews from independent journalists, experts or neutral bloggers, not from paid shills hired by a brand to write positive stuff.
Brothers Peyman and Pirouz Nilforoush, founders of ad tech company inPowered, believe marketers should promote their brands using expert recommendations, and their service offers a massive database of those types of articles and reviews that have been written about more than 1,000 companies and can be used in online ad campaigns.
inPowered is about a year old, but just a few weeks ago it added a twist to the service: A pop-up question that asks consumers if they would be more likely to buy the brand after reading an article that was selected to be part of a client's ad. This allows the company to rate the articles for each brand so that their clients know which ones are more effective in motivating consumer purchases and best to be used in their campaigns.
"Our service turns the most read and most influential real product reviews into ads and drives consumers to those ads," Pirouz Nilforoush says. "You can put a brand into our site and search our database and find every story written about that brand in the past 30 days. It also shows how many people saw the story and how many people read it."
How does the inPowered service work? And what did the company's beta study for Honeywell reveal about what really drives purchase consideration?
For more, click HERE
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| | Fates & Fortunes | • JAMES MORRIS was appointed as the first global head of MediaCom Beyond Advertising, the content marketing unit of MediaCom. Launched in 2008, the unit today has a staff of 435 operating in 42 countries with clients including Volkswagen, P&G, Sony, Universal Music and Shell. James had been head of MediaCom Beyond Advertising in Europe, The Middle East and Africa since 2011. PALLE DIEDERICHSEN succeeds Morris as head of MBA in EMEA.
• DWIGHT BARNS was named CEO of Nielsen Holdings, effective Jan. 1, succeeding David Calhoun, who will become executive chairman of the board of directors. Current chairman James Kilts will step down but will remain a Nielsen director. Bams joined Nielsen in 1997 and is currently president, global clients service. Prior to that, he was president of Nielsen's U.S. television ratings service. He began his career at Procter & Gamble, where he spent 12 years in marketing research and brand management.
• GUSTAVO MARTINEZ was appointed global president of JWT. He was most recently president of McCann Worldgroup in Europe and Asia. He assumes his new role in February 2014, and plans call for him to ultimately succeed Bob Jeffrey next year as JWT Worldwide CEO. Martinez has previously held executive posts with Ogilvy & Mather and with Saatchi & Saatchi.
• BRENT SMART was named CEO of Saatchi & Saatchi New York. He succeeds Durk Barnhill, who will move into a business development role with the agency. Smart was most recently managing director of Saatchi & Saatchi New York. Prior to joining Saatchi in 2011, he spent seven years with BBDO in assorted management positions.
• KAT DENNINGS and BETH BEHRS, stars of the CBS sitcom 2 Broke Girls, will host the 40th Annual People's Choice Awards. The show will be televised on CBS on Wednesday, Jan. 8 at 9 p.m.
• PITBULL will host the 2013 American Music Awards. The show will air on ABC on Sunday, Nov. 24 at 8 p.m. In addition to hosting, he will perform his new single "Timber" with Ke$ha.
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Tuesday as 'Biggest Loser' Rises, 'Voice' Falls to Low
NBC led Tuesday night with adults 18-49. The Biggest Loser rose 17% from last week, while The Voice fell another 8% to a new season low. CBS' NCIS again beat ABC's Agents of S.H.I.E.L.D. at 8 p.m., which was down a tenth from last week. NCIS: Los Angeles dipped 8% and Person of Interest matched last week's episode. The network took second. Fox was in third. Returning from a couple of weeks off, Dads and Brooklyn Nine-Nine were each even. New Girl rose 11% and Mindy Project improved 15%. ABC's S.H.I.E.L.D., returning from a week off, fell a tenth. Despite having a new S.H.I.E.L.D. as a lead in, The Goldbergs and Trophy Wife—which were each given full-season pickups last week—were down, with Goldbergs falling 12% and Trophy Wife dipping 14%. ABC placed fourth overall. The CW rounded out the evening. With 18-49s, The Originals dipped a tenth and Supernatural fell two-tenths. In the net's targeted adults 18-34 demo, Originals fell a tenth and Supernatural was down two tenths.
For more, click HERE
CABLE RATINGS
'MNF': Bears-Packers Ties For Season's Top Telecast
The Chicago Bears' 27-20 victory over an Aaron Rodgers-less Green Bay Packers tied Monday Night Football's best rating of the season with a 10.1. The NFC North battle tied with the MNF season-opening game between the Philadelphia Eagles and Washington Redskins, and was slightly under its 16.5 million viewers with 16.1 million. The game helped ESPN win the night among all networks—broadcast or cable—among viewers, households and all key male and adult demos. In Chicago, the game delivered a 20.3 rating on ESPN and a 13.7 on local station WCIU, for a combined 34.0 rating in the market. In Milwaukee, the game delivered a 13.9 rating on ESPN and a 36.4 on WISN, for a combined 50.3 rating in the market. Through nine weeks (10 games), ESPN's Monday Night Football slate is pacing slightly higher than in 2012 with a 8.5 rating and 13.4 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, November 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| NCIS
| 2.9
| 19.0
| ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D.
| 2.5
| 7.0
| NBC
| THE BIGGEST LOSER
| 2.1
| 6.8
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.6
| 4.1
| FOX
| DADS (8:00)
BROOKLYN NINE-NINE (8:30)
| 1.4
1.6
| 3.7
3.9
| CW
| THE ORIGINALS
| 0.9
| 2.0
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.5
| 11.9
| CBS
| NCIS: LOS ANGELES
| 2.4
| 14.6
| FOX
| NEW GIRL (9:00)
THE MINDY PROJECT (9:30)
| 2.0
1.5
| 3.9
2.9
| ABC
| THE GOLDBERGS (9:00)
TROPHY WIFE (9:30)
| 1.5
1.2
| 5.0
3.8
| UNIVISION
| LA TEMPESTAD
| 1.1
| 3.0
| CW
| SUPERNATURAL
| 0.9
| 2.1
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.2
| 10.4
| CBS
| PERSON OF INTEREST
| 1.9
| 11.7
| UNIVISION
| MENTIR PARA VIVIR
| 0.8
| 2.2
| ABC
| IN THE SPOTLIGHT WITH ROBIN ROBERTS: COUNTDOWN TO THE CMA AWARDS
| 0.7
| 3.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • CMA Awards Looking For a Rebound
The 47th annual CMA Awards, during which the Country Music Association honors the genre's finest industry members will be televised live from the Bridgestone Arena in Nashville on Wednesday night beginning at 8. The show will again be hosted by Brad Paisley and Carrie Underwood, and in addition to the dozens of awards being handed out, the numerous performances will include several fun collaborations: Taylor Swift with Vince Gil and Alison Krauss; Zac Brown Band with Foo Fighters frontman Dave Grohl; and Hunter Hayes with Jason Mraz. There will also be a tribute to the late country music legend George Jones. The upshot: Airing on a Thursday night in November last year, the CMAs drew a credible 13.6 million viewers and a 3.8 18-49 demo rating, but the viewer total was the lowest ever, down 21% from the previous year. The network has to be hoping that moving it back to Wednesday night and away from CBS' formidable The Big Bang Theory, which it had to compete against last time, will help bring in more women and younger viewers.
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| • Network Hopes 'Beverly Hills Pawn' Reelz 'em Back In
Reelz Channel's version of a pawnshop reality series returns on Wednesday night at 9 with the second season of Beverly Hills Pawn. The half-hour episodes explore the luxury pawnshop owned by Yossi Dina, where the Hollywood elite go, and where Dina shows off his negotiating savvy. According to Reelz's promotion of the series, Dina "makes million-dollar pawn deals for masterpieces, gems, antiques and priceless Hollywood treasures only attainable by the rich and famous." The upshot: Reelz has traditionally aired programming about movies, as well as off-net syndicated scripted and reality series, but Beverly Hills Pawn was one of its first original series, developed as part of a programming deal with Asylum Entertainment. It worked well last summer and the network is hoping for an even better season two.
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| • MTV2's 'Guy Court' Ready To Rule
A new, half-hour, 10-episode comedic courtroom series titled Guy Court premieres on MTV2 on Wednesday night at 11. The series offers up a variety of offbeat cases—such as a plaintiff claiming his best friend dated his ex-girlfriend, and a roommate who refused to wear deodorant. Judge Donnell Rawlings will preside over the court, assisted by bailiff Melanie Iglesias. Cast members from the MTV2 reality series Guy Code and Girl Code will serve as lawyers for the plaintiffs and defendants on the show. The upshot: The series is a natural spinoff of Guy Code and Girl Code for MTV2 which targets a younger, male 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
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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