| Today's Top Stories | | #1 | Yahoo Slips From Second To Fourth In Online Ad Share
| | | The search engine stays behind digital ad sales leader Google, but this year has also fallen behind Facebook and Microsoft, according to eMarketer estimates. Google will take in 39.9% of U.S. digital revenue share with $17 billion, followed by Facebook with a 7.4% share and $3.17 billion. Next is Microsoft with a 5.9% share and $2.53 billion, with Yahoo garnering a 5.8% share or $2.47 billion.
Why This Matters: Facebook surpassed both Yahoo and Microsoft based on its rapid growth of mobile ad revenue, highlighting the growing importance of reaching users on portable devices. While Yahoo and Facebook are projected to continue to increase ad share, both Microsoft and Yahoo are projected to continue to decline.
Two Takes: eMarketer | MediaPost
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| | #2 | Solve Media Data Finds 51% Of All U.S. Web Traffic Is Fraudulent
| | | Bot traffic is worst in Estonia (83%), Singapore (79%) and China (77%) but the U.S. percentage is quite high also, and getting worse. The third quarter was the first time Solve has seen U.S. numbers exceed 50%. They were at 43% in the second quarter.
Why This Matters: Many marketers continue to pay for online audiences that don't exist. The fraud trend is growing, particularly in Web video. Ari Jacoby of Solve tells Adweek the problem has now gotten notice of the C-suite, so there'll be more pressure to fix it.
A Take: Adweek |
| | #3 | GroupM Acquires Majority Stake In Social Marketing Agency ClickMedia
| | | The Vietnam-based company generated about $1.1 million in revenues last year, according to a MediaPost report. Terms of the deal were not disclosed. ClickMedia has a staff of 55 and services clients including Unilever and Estee Lauder. Hai Ha, founder and managing director, will continue to run the agency.
Why This Matters: Social media is growing in importance for marketers and media agencies are bulking up. Last week, GroupM acquired a stake in Singapore-based social media agency Volcanic. GroupM CEO Asia Pacific Mark Patterson expects ClickMedia to "make significant contributions to GroupM and its clients throughout the region."
A Take: MediaPost |
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#4 Apple Adds 'Made in USA' To Its Marketing Push For New Mac Pro (Ad Age)
#5 Diageo Planning Major Worldwide Rollout Of Bulleit Bourbon in 2014 (WSJ)
#6 Moto X Magazine Ad Will Change Colors When Readers Press Buttons (Ad Age)
#7 Dentsu Opens Trading Desk (MediaPost)
#8 Ace Metrix Finds Walmart Christmas Commercial The Most Effective (Ad Age)
#9 What's On The 2014 Wish List Of Media Buyers and Planners (MediaLife)
#10 FreeWheel, comScore Partner To Make Online Measurement More Like TV (MediaPost)
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Percentage of U.S. adults with children ages 2-13 who plan to purchase Ereaders for their children this holiday season, according to a survey by PlayCollective.
– Reported by eMarketer
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| | MBPT Spotlight | Numbers Game: TV Says Bye-Bye Boomers As a Generation Ages Out Of The Key Demo
By Max Dawson, Ph.D., consultant for Frank N. Magid Associates, Inc.
What's the best way to convince a baby boomer to retire? Show him how many Twitter followers his anointed successor has.
At least that's NBC's apparent strategy in nudging Jay Leno off the air. This April, NBC announced that 38-year-old Jimmy Fallon would replace 63-year-old Leno as the host of The Tonight Show in 2014 . While Leno remains first in his timeslot, Fallon's 8.3 million Twitter followers and 121 million YouTube views give him access to the elusive youth audience. NBC is banking on Fallon's social media acumen to draw a new generation of viewers—and advertisers—to the network late night.
Leno isn't the only boomer set to make a dramatic departure from TV land next year. In 2014, the youngest of America's baby boomers (born between 1946 and 1964) will turn 50, marking the first time in 50 years that the television generation is not represented within the 18-49 demo. Boomers' mandatory retirement from demographic relevancy will come as the youngest of the millennials (1977-1996) graduate into advertisers' sweet spot. There they'll join Generation X (1965-1976) as society's primary decision-makers. Meanwhile, the Pluralist Generation (those born since 1997) will comprise the entirety of the nation's youth market.
In post-2014 America's boomers, Xers, and millennials will butt heads with one another in the workplace, the marketplace and the political sphere with increasing frequency. These clashes will hearken back to the generational conflicts of the 1960s, but with one major difference. During the 1960s, television did its part to bridge a widening generation gap via programs that appealed to viewers of all ages. In the age of cable, DVRs and HBO Go, however, television rarely crosses generational divides. Even when we do watch the same shows as our parents or children we seldom watch them at the same time. Want to be the least popular person in your workplace? Bring up last night's Mad Men in the break room without first announcing "Spoiler alert!" to any millennials within earshot.
What does NBC's coming late-night switch tell us about the looming generational conflicts? And what lies beyond the demographic shifts of 2014?
For more, click HERE
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| | Fates & Fortunes | • CHRIS PERRY has left his position as chief marketing officer at Chevrolet U.S. His resignation comes just a week after Mary Barra was promoted to chief executive officer at Chevy parent General Motors. Perry joined General Motors in 2010 and had been global chief marketing officer of Chevrolet until earlier this year when he was replaced by Tim Mahoney. Prior to that he held several different marketing titles. Before joining GM, Perry was a marketing exec at Hyundai.
• SCOTT TRATTNER was named executive creative director at Facebook. He was previously executive creative director of TBWA/Media Arts Lab, the agency's unit dedicated to primarily handle Apple advertising.
• THOMAS CRAMPTON was promoted to global managing director of Social@Ogilvy. He was most recently managing director of the Asia-Pacific region. He succeeds John Bell who departed not long ago to join Travelers Insurance as VP of enterprise digital marketing. Crampton joined Ogilvy in 2009. Prior to that he spent 18 years as a newspaper correspondent, primarily with the International Herald Tribune and The New York Times.
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| | What They're Watching | BROADCAST RATINGS
Barbara Walters Special Leads ABC to Wednesday Win
ABC led all the networks on Wednesday. The annual special, Barbara Walters Presents: The 10 Most Fascinating People of 2013 (which is in its last year with Walters retiring in 2014) was the top show of the night. Among total viewers, the 90-minute special rose 16% over last year. NBC finished second. Without the benefit of leading out of The Voice, The Sing-Off was down 45% from last Tuesday. Michael Bublé's Holiday Special was down 7% from last year's edition. Fox, airing only the two-hour X Factor, finished third. CBS followed with the special A 15th Annual Home for the Holidays With Celine Dion and reruns. The CW rounded out the evening with a two-hour broadcast of the iHeartRadio Jingle Ball.
For more, click HERE
CABLE RATINGS
'Family Guy' Tops Tuesday Night Lineup
Adult Swim's 11:30 p.m. airing of Family Guy topped Tuesday night's cable roster, earning a 1.2 adults 18-49 rating and 2.4 million viewers. TBS' 9:30 and 9 p.m. offerings of The Big Bang Theory came in second and third in the demo with 1.1 and 1.0, respectively. But both topped Family Guy in total viewers, garnering 2.9 million watchers for the 9:30 p.m. Big Bang episode and 2.7 million viewers for the 9 p.m. airing.
For more, click HERE
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| Overnight Ratings: Wednesday, December 18
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE SING-OFF
| 1.7
| 5.5
| ABC
| THE MIDDLE (R) (8:00)
THE GOLDBERGS (R) (8:30)
| 1.4
1.3
| 5.9
4.8
| FOX
| THE X FACTOR
| 1.3
| 4.9
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.0
| 2.9
| CBS
| A HOME FOR THE HOLIDAYS WITH CELINE DION
| 0.6
| 4.9
| CW
| THE IHEARTRADIO JINGLE BALL 2013
| 0.5
| 1.3
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| MODERN FAMILY (R) (9:00)
BARBARA WALTERS PRESENTS: THE 10 MOST FASCINATING PEOPLE OF 2013 (9:30)
| 1.8
1.9
| 6.2
7.8
| NBC
| THE SING-OFF
| 1.6
| 5.4
| FOX
| THE X FACTOR
| 1.4
| 5.2
| CBS
| CRIMINAL MINDS (R)
| 1.3
| 6.4
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.1
| 3.0
| CW
| THE IHEARTRADIO JINGLE BALL 2013
| 0.6
| 1.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| BARBARA WALTERS PRESENTS: THE 10 MOST FASCINATING PEOPLE OF 2013
| 2.3
| 9.4
| NBC
| MICHAEL BUBLÉ'S 3RD ANNUAL CHRISTMAS SPECIAL
| 1.3
| 5.0
| CBS
| CSI: CRIME SCENE INVESTIGATION (R)
| 1.1
| 6.6
| UNIVISION
| MENTIR PARA VIVIR
| 1.0
| 2.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'The X Factor' Limps To The Finish Line
The final three competitors in Fox's singing competition, The X Factor, performed on Wednesday night and the winner will be announced on the two-hour "grand finale" Thursday night at 8. The trio includes Carlito Olivero, 24, from Chicago; Jeff Gutt, 37, from Detroit; and group Alex & Sierra, both 22, from Florida. The winner will receive a recording contract with Syco/Sony Music. The two-hour live telecast will also feature performances by One Direction, Mary J. Blige and Leona Lewis. The upshot: Bringing in new judges Kelly Rowland and Paulina Rubio to join Demi Lovato and Simon Cowell did nothing to impact ratings, which fell drastically compared to last season. The Thursday night X Factor last fall averaged 8.4 million viewers and a 2.8 18-49 demo rating. This season, it has averaged 5.3 million viewers, and a 1.5 demo rating, down 35% and 47%, respectively. A big audience turnout tonight is unlikely. It'll be interesting to see what happens next season, when Lovato leaves the show to return to her singing career.
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| • 'A Charlie Brown Christmas' Returns To Stress Goodwill Toward All
This year's first ABC airing of the animated holiday classic came on Monday Dec. 2 at 8 p.m. and it drew 7.1 million viewers and a 1.9 18-49 rating, beating out a first-run episode of the new Fox freshman drama series Almost Human (5.8 million viewers and a 1.7 demo rating). The nugget will repeat on Thursday night at 8. First aired on TV in 1965, the episode features Charlie Brown and his friend Linus searching for the meaning of Christmas, not to mention the perfect tree. Last December, a second airing of A Charlie Brown Christmas drew 5.8 million viewers and a 1.7 demo rating. The upshot: Usually second airings in the same season of animated specials do not draw as well as first airings, but there are occasions when those repeated closer to Christmas do as well or better. This might be one of those.
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| • 'White Collar' Has Yet To Collar Renewal
The veteran USA Network drama starring Matt Bomer as con man gone somewhat straight Neal Caffrey concludes the fall portion of its fifth season on Thursday night at 9. The series premiered this season with 2.5 million viewers and a 0.6 18-49 demo rating, but has averaged 2.3 million with that same 0.6 demo rating during its October through mid-December run. The upshot: White Collar still draws a solid audience for USA, but is down from the 3 million it averaged in season four. It has gone up against lots of first-run broadcast network fall season shows on heavy viewing Thursday nights, and when it returns early next year to finish its fifth-season run, expect White Collar's viewership to go up a bit. It has, however, not been renewed for season six yet.
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