| Today's Top Stories | | #1 | For Jaguar, Major TV Campaign and First Super Bowl Ad
| | | Luxury carmaker begins months-long ad campaign this Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April, Ad Age reports. Included in the campaign will be a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The "sophisticated" commercial (says Jeff Curry of Jaguar) will be created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King's Speech).
Why This Matters: Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors' Chevrolet, which will have multiple Super Bowl spots. But Curry says "the little guy" wants to "disrupt" the auto universe and show off its brand to a wider audience.
A Take: Ad Age
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| | #2 | Marketers Offer Ways To Improve Twitter
| | | The Wall Street Journal talked with seven brand and agency execs; in a nutshell, Keith Weed of Unilever suggested Twitter use more research to show how engagement helps advertising brands; Christopher Ray of LG wants to see more TV-related ad products and wants them to share analytics; Rishad Tobaccowala of Razorfish and DigitasLBI wants to see Twitter make its service more essential to a broader public audience; Rob Norman of GroupM wants better demographic information; and Sarah Hofstetter of 360i wants more ways to target Twitter users.
Why This Matters: These are the folks who control the ad dollars that will be spent going forward on the social network. Twitter execs need to pay attention.
A Take: WSJ |
| | #3 | More Marketers Shift From Multicultural Teams To Total Market Strategy
| | | Two years after Walmart announced it was eliminating its multicultural marketing team and making multicultural a company-wide business imperative, a majority of marketers are adopting a similar strategy. In an article for Ad Age, Chiqui Cartagena, VP of corporate marketing at Univision said 54% of all advertisers are practicing some level of Total Market strategy. She quotes Marelena Peleo-Lazar, chief creative officer of McDonald's as saying, "We are not in Kansas anymore; the general market doesn't look the same."
Why This Matters: U.S. Hispanics—growing in number and increasing in buying power—need to be courted by marketers as part of the mainstream who should stop allocating minimal isolated ethnic budgets. That is beginning to happen with major marketers like McDonald's, Coca-Cola and Kimberly Clark, among others, leading the way.
A Take: Ad Age
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#4 Google, Nielsen Partner On Online Campaign Ratings (Adweek)
#5 Legacy Replaces PHD With MediaCom As New Media Agency (MediaPost)
#6 Industry Experts Offer Tips To Making Money On Mobile (Ad Age)
#7 LeBron James Samsung Mobile Ad Draws 9 Million YouTube Views (Adweek)
#8 L'Oreal USA Moves Digital Media Business To Digitas (Ad Age)
#9 Publicis Acquires French Agency ETO (MediaPost)
#10 R/GA Wins Creative, Media Account For Beef Marketing Group (Ad Age)
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Percentage of U.S. smartphone users who said they would be most likely to click on a mobile retail ad if it offers a coupon, according to an xAd and Telmetrics study.
– Reported by eMarketer
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| | MBPT Spotlight | Millennials Aren't Really A Marketer's Worst Nightmare—Once You Get To Know All Sides Of Them
By Robin Hafitz, CEO, and Allison O'Keefe, senior VP, research, Open Mind Strategy
Millennials (born 1982-2000) are referred to in marketing and research circles as the largest and most elusive generation of all time. They are often painted as a group of self-obsessed, multitasking, digital natives with short attention spans, limited brand loyalty and a sense of entitlement that knows no bounds. In other words, a generation that seems like a marketer's worst nightmare.
While many of the descriptions above may, in fact, be supported by data, they certainly don't paint an accurate picture of this generation. But it's hard to get a complete picture when much of the data appears contradictory.
Focus on one data set and you'll hear that they are a generation of activists, uniquely equipped to join forces as a community and mobilize, more dedicated to making a difference and leaving their mark than any generation before.
Is this true? Yes. Does this mean that they don't also spend endless hours playing mind-numbing video games, partying and just having fun? Of course not—they're young!
Research continually shows that millennials are a generation more likely to be friends with their parents and eschew the "Generation Gap."
True? Absolutely. Does this mean they never act out or rebel against their parents? NO— that's part of what young adults do as they grow as individuals.
Probably most commonly, you hear that millennials are a generation obsessed with authenticity, that they demand it from brands, from celebrities and from content, and that without it you will never win their love.
Is there truth in this as well? Absolutely. Does this mean that they hate studio-created pop-stars, so-fake-you-can-smell-it reality TV shows and fantasy fiction? Come on. Check your Twitter trends.
Why do marketers find millennials so difficult to decode? And how do millennials' love of both short-form and long-form content present an opportunity?
For more, click HERE
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| | Fates & Fortunes | • MATT SCHNAARS was named senior VP, TV networks distribution, at NBCUniversal. He will oversee the distribution of NBCU's broadcast and television content—including linear networks, regional sports networks, video-on-demand and TV Everywhere—to cable, satellite and telco distributors. Schnaars was most recently VP, national accounts in the Media Networks division of The Walt Disney Company. Prior to that he worked in business development and sales for the Phoenix Media Group and CTV.
• CURTIS STONE was named regular guest cohost on ABC's daytime cooking series The Chew. Stone has been a frequent guest on the show and will make his official debut as guest cohost on Nov. 12. As guest cohost he will fill in for one of the five regular cohosts on the show when they are off. Stone is a chef and TV host. His current hosting gig is on Bravo's Top Chef Masters.
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| | What They're Watching | BROADCAST RATINGS
'CMA Awards' Draw Four-Year High With Total Viewers
ABC's broadcast of The 47th Annual CMA Awards on Wednesday drew its highest total viewers number since 2009, and a strong adults 18-49 rating. Year-over-year, the awards were up 24% in the demo and 21% with total viewers (last year's show aired on a Thursday). It was also the show's second-most watched since 2005. The CMA Awards led ABC to a convincing Wednesday win among the networks. In a distant second was CBS. Survivor rose 9%, while Criminal Minds and CSI were even with last week's lows. Fox was third as The X Factor was even with its last regular show on Tuesday. NBC's Revolution was flat with last week's series low while Law & Order: SVU was up 7%. The CW rounded out the evening. With 18-49s, Arrow rose two tenths, while Tomorrow People was even. In the net's targeted adults 18-34 demo, Arrow rose three tenths and Tomorrow People inched up a tenth.
For more, click HERE
CABLE RATINGS
'Sons of Anarchy' Tops Tuesday Cable Ratings
FX's Sons of Anarchy headed the Tuesday night cable pack with a 2.4 adults 18-49 rating and 4.5 million total viewers. Rounding out the top three were TBS's The Big Bang Theory and Adult Swim's Family Guy with each earning a 1.3 in the demo. Big Bang had slightly more total watchers with 2.8 million compared to Family Guy's 2.5 million.
For more, click HERE
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| Overnight Ratings: Wednesday, November 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE 47TH ANNUAL CMA AWARDS
| 4.4
| 16.7
| CBS
| SURVIVOR
| 2.5
| 9.2
| FOX
| THE X FACTOR
| 1.5
| 4.5
| NBC
| REVOLUTION
| 1.4
| 5.2
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 4.0
| CW
| ARROW
| 1.0
| 2.7
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE 47TH ANNUAL CMA AWARDS
| 4.9
| 17.1
| CBS
| CRIMINAL MINDS
| 2.4
| 9.6
| NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT
| 1.5
| 5.6
| FOX
| THE X FACTOR
| 1.4
| 4.5
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.3
| CW
| THE TOMORROW PEOPLE
| 0.6
| 1.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE 47TH ANNUAL CMA AWARDS
| 4.8
| 16.1
| CBS
| CSI: CRIME SCENE INVESTIGATION
| 1.7
| 8.9
| NBC
| DATELINE
| 1.1
| 4.5
| UNIVISION
| MENTIR PARA VIVIR
| 0.9
| 2.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • In Terms of Ratings, ABC's 'Wonderland' Is Anything But
After its first three episodes, the first-year ABC fairy tale-themed drama Once Upon a Time in Wonderland is not drawing a lot of viewer interest. The spinoff of the more successful, but also declining Sunday ABC series Once Upon a Time is set in Victorian-era England and based around Alice and the strange land that exists on the other side of the rabbit hole. At present, it is only averaging 4.9 million viewers and a 1.7 18-49 rating. That compares to the Sunday series that is averaging 7.7 million viewers and a 2.4 demo rating. The upshot: Part of the problem may be the time period. It is competing with two of the most watched primetime series on television in the CBS comedies The Big Bang Theory and The Millers. But clearly it is not even being watched by a sizable number of original Once Upon a Time series viewers. Last Thursday, the show was replaced by It's the Great Pumpkin, Charlie Brown Halloween special but the next few weeks for this series with first-run episodes during the November sweeps will be critical for its future. The cancellation clock is ticking.
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| • 'The X Factor' Is a Non Factor on Thursdays
Fox's twice-weekly singing competition, The X Factor, is in a free-fall on Thursday nights in its 8 p.m. time period. After averaging 9 million viewers and a 3.1 18-49 demo rating for the start of the season to this point last year, the series is down to 6.7 million and a 2.0 demo rating, and that was before last Thursday's 3.3 million and 0.8 demo rating was factored in. A viewership decline season to season of more than 25% and an 18-49 demo rating decline of more than 35% is not promising for this third year Simon Cowell series. The upshot: All the shuffling of judges has not helped and the series is clearly losing young viewers in its head-to-head competition with CBS' sitcom The Big Bang Theory. This week, Selena Gomez will perform live in a clear attempt to bring some of those young viewers in.
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| • 'Tamar & Vince' Season Finale on WE tv
The second season of this Braxton Family Values spinoff series concludes on WE tv on Thursday night at 9. The series this season has followed Tamar Braxton, one of the singing Braxton sisters, and husband/manager Vince, who welcomed their first child and also worked on the launch of Tamar's new album, Love and War. The upshot: The series this season continued to have a large following of African-American women in both the 18-49 and 25-54 demos. All told, it has averaged about 900,000 viewers per episode and a 0.4 demo number, with its most-watched episode reaching 1.1 million viewers. No word yet on whether the series will get a third season.
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