| Today's Top Stories | | #1 | Chrysler Moves Its Global Social Media Business To IPG Mediabrands
| | | The automaker has been working for several years with social media specialty shops, but has decided to move its social business to its traditional media agency group IPG Mediabrands, Ad Age reports. Mediabrands Publishing will now handle the social account for eight Chrysler Group brands. IPG agency UM has handled Chrysler media buying and planning since 2009.
Why This Matters: Marketers continue to try to figure out which type of agency can best support their social campaigns because virtually every type of agency—media, creative, digital and PR—all seem to be building social capabilities.
A Take: Ad Age
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| | #2 | AT&T Adworks Broadens 'TV Blueprint' Service For Better Ad Targeting
| | | Two new data streams will be added: anonymous, aggregate AT&T mobile subscriber data and anonymous, aggregate AT&T U-verse TV set-top box viewership data for single-person households.
Why This Matters: AT&T believes adding mobile subscriber data, even though it will not include behavioral data, will allow marketers to better target tech-savvy consumers based on the devices they use. The new U-Verse data lets advertisers pinpoint a specific member within a household based on his or her TV viewing patterns.
A Take: MediaPost | Multichannel News | Fiercecable
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| | #3 | Unilever Begins Global Digital Agency Review
| | | The packaged goods giant was wrapping up a U.S.-focused digital agency evaluation, which has now been folded into a larger pitch, Ad Age reports. Unilever is said to be evaluating creative, Web development, online marketing, mobile, social media and data and analytics. Among the digital agencies that have been working with Unilever—Ogilvy; Razorfish; Huge; R/GA; Profero; Noise; and VaynerMedia. PR agencies Edelman, GolinHarris and Weber Shandwick have also handled social media work for various brands. Both incumbents and non-incumbents have been invited to participate in the review.
Why This Matters: Unilever is a huge advertiser, having spent $1.29 billion on U.S. advertising alone in 2013. So when a marketer that large decides to revamp its agency roster, it's a big deal.
A Take: Ad Age
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#4 Budweiser Creates Video Series To Support Summer Music Festivals (Adweek)
#5 Havas Partners With AOL On Programmatic Ad Buying Platform (MediaPost)
#6 BMW Running First Ads On Blogging Platform Medium (Ad Age)
#7 Horizon Media Begins Guest Speaker Program To Inspire Creativity (MediaPost)
#8 Big Retailers Urged To Not Cede Control Of Their Data (Ad Age)
#9 Battle To Market High Tech, High Priced Workout Clothes Heats Up (NYT)
#10 Pepsi Gets Extra Large Helping Of Consumer Input Before Fountain Machine Rollout (Ad Age)
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Percentage of U.S. digital shoppers whose biggest annoyance is the high cost of shipping fees by ecommerce companies, according to a study by Harris Interactive. Next mentioned as most irritating, by 38%, was getting an item that didn't look like it did online.
– Reported by eMarketer
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| | MBPT Spotlight | Planners See Taking Advantage of Technology As Winning Strategy—Top agency executives say changing digital landscape offers brands new opportunities and challenges
By Jon Lafayette
Technology, and the data it leaves in its wake, is making the job of media planner and strategist more important and more challenging.
The top planners from the biggest agencies say they are able to better identify customers, select new channels to reach them and measure the effectiveness of campaigns, thanks in part to emerging digital tools.
Staying afloat in the new wave of data won't be easy, however. Planners say they must be vigilant that any new information is sound and that new platforms are legitimate. But far from fearing they will be replaced by machines, strategists say automation frees them and gives them more time to come up with creative ideas.
B&C business editor Jon Lafayette asked the industry's top planners for their thoughts on some of the key issues impacting the TV advertising business. An edited version of their responses follows.
As multiplatform campaigns increase in popularity and social media becomes a growing part of the mix how is the role of TV in marketing changing?
JP Aguirre, UM: Brands that have woken up to the power of social are using their television ads as an invitation to converse and be a part of pop culture. The growing number of people who are multitasking on tablets and smartphones, own smart TVs or use technologies like Shazam are making it easier for brands to be at the center of those conversations. The trick for brands today is not how they can have a voice, but what they should say that is not perceived as self-interest. The best multiplatform campaigns I've seen think about audience utility first and then weave a brand's product or service message in a non-intrusive way.
What did the planners say it would take to make them comfortable shifting a large share of their clients' dollars from traditional television to digital video? And how did they say technology would change what they do and how they do it over the next one to three years?
For more, click HERE (sub required)
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| | Fates & Fortunes | • TIM HOWARD, goalkeeper for the U.S. Men's National Team in the 2014 FIFA World Cup, has joined NBC Sports in a multiyear deal to be part of its coverage of the Barclays Premiere League. Howard will work as many as 10 Premiere League games this year as an analyst in the booth or in an on-site studio for the pregame, halftime and postgame shows. Howard, who plays for Premier League club Everton, will have his assignments scheduled around this team's matches. League coverage begins Saturday, Aug. 16.
• BARRY McMULLIN has joined the WWE as senior VP of sales & partnership marketing. He was most recently senior VP, partnerships at the Professional Bull Riders, Inc. (PBR) and prior to that was a VP at Wasserman Media Group. McMullin has also served as director of new business development and as VP of team marketing at the NBA.
• ROBERT GESSNER, president of MCTV (formerly Massillon Cable TV) was elected chairman of the American Cable Association. PATTY BOYERS, VP of Boycom, was elected vice-chair. Gessner succeeds Colleen Abdoulah, chair of Wow! Internet, Cable and Phone.
• MICHELLE BEISNER has joined ESPN as an NFL features reporter. She will contribute to ESPN's Sunday NFL Countdown pregame show. She joins ESPN from NFL Network where she worked since 2006 as a studio host and field reporter. She has also held posts at Fox Sports, CBS Sports, NBC Sports and the Speed Channel among others. She was also a member of the Denver Broncos Cheerleaders from 1997-2003 before making the move into reporting. She is married to Fox Sports lead play-by-play announcer Joe Buck. |
| | What They're Watching | BROADCAST RATINGS
'Bachelorette' Finale Down
On ABC, the season finale of The Bachelorette was followed by the special The Bachelorette: After the Final Rose, which outperformed the finale. The wrap-up show tied NBC's American Ninja Warrior as the night's top broadcast show. But The Bachelorette's finale was down 27% from last August's finale, while the special was down 16%. ABC was the night's top broadcaster. NBC premiered Running Wild with Bear Grylls, which was down one tenth from the premiere last July of Get Out Alive with Bear Grylls. American Ninja Warrior was up 11% from last week, earning its highest demo rating since the series' fourth episode in 2012. NBC and Fox tied for second. Fox's MasterChef was down one tenth from last week and Hotel Hell was even with last week. CBS' Under the Dome was even with last week. The CW rounded out the night with its broadcast of The Young Hollywood Awards.
For more, click HERE
CABLE RATINGS
'True Blood' Wins Sunday
HBO's True Blood continues to have a winning final season. The No. 1 Sunday cable show took a 1.8 rating in the 18-49 demo and 3.4 million viewers. NASCAR Sprint Cup action at Indianapolis Motor Speedway on ESPN came in second with a 1.2 rating in the demo and 5.2 million viewers. The Kardashian family kept up: their E! reality show tied NASCAR in the ratings and pulled 2.5 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, July 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | MASTERCHEF | 2.0 | 5.6 | | ABC | THE BACHELORETTE | 1.9 | 7.3 | | NBC | RUNNING WILD WITH BEAR GRYLLS | 1.4 | 4.6 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.1 | | CBS | 2 BROKE GIRLS (R) (8)
MOM (R) (8:30) | 0.9
0.9 | 4.0
3.9 | | CW | 16TH ANNUAL YOUNG HOLLYWOOD AWARDS | 0.3 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE | 2.0 | 7.8 | | NBC | AMERICAN NINJA WARRIOR | 2.0 | 5.7 | | FOX | HOTEL HELL | 1.5 | 4.1 | | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.5 | 3.7 | | CBS | MIKE & MOLLY (R) (9)
TWO AND A HALF MEN
(R) (9:30) | 0.9
0.9
| 4.7
4.2
| | CW | THE 16TH ANNUAL YOUNG HOLLYWOOD AWARDS | 0.2 | 0.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE: AFTER THE FINAL ROSE | 2.1 | 7.9 | | NBC | AMERICAN NINJA WARRIOR | 2.1 | 5.8 | | CBS | UNDER THE DOME | 1.5 | 6.6 | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.4 | 3.3 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'The Haves and the Have Nots' End Season Two On OWN
The Oprah Winfrey Network's highest-rated series ever ends its second season on Tuesday night at 9 p.m. and it has continued to pull in record viewership for the network since returning for its summer season in late May. The Haves and the Have Nots from writer, director and producer Tyler Perry is a drama that follows the dynamic between the wealthy Cryer family, and the poor Young family whose members comprise the hired help at an opulent mansion in Savannah, Ga. The series stars John Schneider as the patriarch of the Cryer family and Tika Sumpter, who heads up the Young family. This summer the series has averaged 3 million viewers and a 0.8 18-49 demo rating. It concluded the first part of season two in March with an episode that averaged 3.6 million viewers. The upshot: OWN premiered in January 2011 and has been searching for scripted hits ever since. This one has hit pay dirt for the network and additional episodes for another season have already been ordered.
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| • YouTube Dance Sensation Looks To Draw Fans To Lifetime
New reality series Raising Asia premieres on Tuesday night at 10 on Lifetime. It focuses on Asia Monet Ray, an eight-year-old singer and dancer who is already a hit on YouTube. Asia has also appeared on the Lifetime reality series Dance Moms and placed third on Abby's Ultimate Dance Competition in its first season on Lifetime, making this series a spinoff of sorts. Raising Asia finds the young star striving to take her career to the next level with the help of her mother Kristie, her bodybuilder father Shawn and younger sister Bella Blu. The upshot: Lifetime will lead Raising Asia out of an episode of Dance Moms, which averages more than 2 million viewers per episode, so that should result in a good premiere episode tune-in. If the network has promoted the series right, it should also draw lots of Asia's YouTube fans.
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| • TNT's 'Rizzoli & Isles' Dominating Tuesdays
The network's 9 p.m. hit crime drama Rizzoli & Isles has been the most watched scripted series on Tuesday nights on cable since returning for its fifth season on June 17. The series, which stars Angie Harmon as a detective and Sasha Alexander as a medical examiner who work together to solve crimes in Boston, is averaging 5.3 million viewers and a 1.0 18-49 demo rating so far this summer. The upshot: TNT offers marketers a solid Tuesday night of summer drama content with Rizzoli & Isles leading into another drama Perception, starring Eric McCormick as an eccentric neuroscience professor who helps law enforcement solve cases. Perception loses a chunk of its lead-in audience but still averages 2.6 million viewers and a 0.5 demo rating.
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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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