| Today's Top Stories | | #1 | Coca-Cola And Nissan Among Those Testing Virtual Reality Advertising
| | | There are lots of hurdles, particularly the cost of the technology, but marketers such as Coke and Nissan are testing the delivery of visceral consumer experiences that also contain integrated ad messages via virtual reality systems, Ad Age reports. Several agencies said they're working on VR projects but would not discuss details.
Why This Matters: Down the road, once cost issues are worked out and VR systems are affordable to consumers, marketers could sponsor virtual experiences that go beyond current TV viewing and seamlessly intertwine content with ads. And the possibilities for just about every ad category are endless.
A Take: Ad Age
|
| | #2 | Next Big Marketing Challenge—Branding Campaigns For Marijuana
| | | With only two states permitting the sale of weed for recreational purposes and 20 total having some form of restrictive legalization, the marijuana industry is still not ready for a national campaign blowout. But there are companies with different brands of marijuana for sale and as the field gets more competitive they are going to seek ways to market themselves, Adweek reports.
Why This Matters: Colorado is on track to collect $134 million in taxes from its first year of pot sales and industry watchers say 14 more states are likely to adopt some level of legalization within the next five years. Joe Hodas, chief marketing officer of edible cannabis brand Dixie Elixirs, says much like with bourbon, all brands of marijuana are different—meaning, brand does matter.
A Take: Adweek
|
| | #3 | Kimberly-Clark's Rolls Out Novel Campaign For Incontinence Brand Depends
| | | The campaign is aimed at consumers under 50 and its goal is to reduce the stigma of the products by showing that bladder incontinence is common and affects younger people more than many people realize, The New York Times reports. The Ogilvy campaign includes commercials, print ads, billboards and a special website. One commercial suggests it's time to be more comfortable with "Underwareness."
Why This Matters: Kimberly-Clark's chief marketing officer Clive Sirkin says the mission of the brand is to "restore dignity" in people with incontinence. Competitor Procter & Gamble just announced it is returning to the incontinence marketplace with new feminine brands and will spend $150 million to market it over the next five years.
A Take: NYT
|
|
#4 Clinique Uses Online Video To Battle Growing List Of Competitors (Ad Age)
#5 Reddit Seeking To Jumpstart Its Advertising Business (NYT)
#6 Ogilvy NY CEO Wants Agency To Be More Aggressive in Digital (Adweek)
#7 How To Reach Those Misunderstood Millennials (Media Life)
#8 To Expand Ad Base, Pinterest Brings In More Males Users (Digiday)
#9 Consumers Like Taco Bell Spots But McDonald's Still Tops at Breakfast. (WSJ)
#10 Email Marketing Still An Effective Way To Reach Consumers (eMarketer)
|
|  | • 56
Percentage of U.S. digital marketers who say email marketing is the most effective way to retain customers, according to research by Gigaom.
– Reported by eMarketer
|
| | MBPT Spotlight | Merger Speculation Takes Focus Off Q2 Earnings—Analysts expected to question execs about consolidation
By Jon Lafayette
Media company second-quarter earnings are likely to be overshadowed by merger speculation.
One analyst, Todd Juenger of Sanford C. Bernstein went so far as to call the earnings reports "essentially irrelevant" in the wake of 21st Century Fox's takeover bid for Time Warner.
Media stocks had been rising steadily as a group for the past three years, but worries about consumers going over the top and signs the ad market may be weakening were making picking winners and losers in the industry trickier based on fundamentals. Now, however, it's all about figuring out which companies will be bought and which ones sold.
"This was not supposed to be a great quarter," said Michael Nathanson of MoffettNathanson Research. "Ratings for the group are not great. Scatter in June was kind of soft. We can tell advertising growth this quarter won't be impressive. And then all of a sudden, the deal happens, and it all takes a back seat to M&A speculation."
Nathanson noted that there was a similar pattern when cable and satellite companies started consolidating last year. To some degree, the consolidation of distributors is contributing to the merger speculation about programmers.
How is Nathanson expecting CEOs to play their hands in terms of whether they feel their companies are big enough to be competitive in the current landscape? And what are Nathanson's current earnings per share estimates for top media companies?
For more, click HERE (sub required)
|
| | What They're Watching | BROADCAST RATINGS
'Big Brother,' CBS Win Sunday Night
CBS' Big Brother was down one tenth from last week but finished as the evening's top broadcast show. CBS was the night's No. 1 broadcaster as Unforgettable and Reckless were even with last week. Fox came in second with a lineup of reruns. ABC and NBC tied for third among the English-language broadcasters. For ABC, a two-hour episode of Wipeout, beginning an hour earlier than normal at 7 p.m., hit a series low. Rising Star was down one tenth from last week. NBC aired reruns.
For more, click HERE
CABLE RATINGS
Laughs Lead Thursday Night
Adult Swim's Family Guy hour took first and second place. Both the episodes drew a 1.2 rating from adults 18-49 and 2.7 million viewers. The Big Bang Theory on TBS at 10 p.m. finished third, with a 1.1 rating in the demo and 2.7 million viewers. Pawn Stars on History was the top original cable program of the night, pulling a 1.0 rating and a viewership of 3.6 million.
For more, click HERE
|
| Overnight Ratings: Sunday, July 27
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 60 MINUTES | 0.9 | 7.7 | | ABC | WIPEOUT | 0.7 | 3.0 | | FOX | AMERICAN DAD (R) (7)
BOB'S BURGERS (R) (7:30) | 0.6
0.8 | 1.4
1.6 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.6 | 2.5 | | UNIVISION | AQUÌ Y AHORA
| 0.6 | 1.9 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.1 | 6.5 | | FOX | THE SIMPSONS (R) (8)
THE SIMPSONS (R) (8:30) | 1.0
1.1 | 2.2
2.6 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.9 | 3.5 | | ABC | WIPEOUT | 0.8 | 3.3 | | UNIVISION | BAILANDO POR UN SUEÑO
| 0.6 | 1.9 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | FAMILY GUY (R) (9)
AMERICAN DAD (R) (9:30) | 1.4
1.3 | 3.0
2.6 | | CBS | UNFORGETTABLE | 1.0 | 6.4 | | ABC | RISING STAR | 0.9 | 3.5 | | UNIVISION | BAILANDO POR UN SUEÑO
| 0.8 | 2.3 | | NBC | CHICAGO FIRE | 0.6 | 2.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | SAL Y PIMIENTA
| 0.9 | 2.4 | | NBC | CHICAGO P.D. (R) | 0.7 | 3.3 | | CBS | RECKLESS | 0.6 | 4.2 | | ABC | CASTLE | 0.6 | 3.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Another Final Rose Gets Handed Out On ABC . . .
The summer reality series The Bachelorette concludes with a two-hour season finale on Monday night at 8 p.m., during which 27-year-old Andi Dorfman officially picks which bachelor she wants to marry. The Bachelorette will be followed by a special hour-long live show at 10 p.m., The Bachelorette: After The Final Rose, during which Dorfman and the final two bachelors look back on their season-long journey. Narrowed down from a field of 25, the two remaining bachelors are Nick Viall and Josh Murray. Widespread media reports are predicting Andi picks Murray. The upshot: Those media reports have not caused much viewer tune-out. The past two episodes averaged 7 million viewers, more than the 6.6 million that the series had averaged up until then. So fans are still watching in decent numbers for a summer series.
|
| • . . . While 'Young Hollywood' Returns To The CW . . .
The 16th Annual Young Hollywood Awards, which celebrates the best young talent in film, music and television, will be televised live for the second year in a row on The CW on Monday at 8 p.m. Prior to that it was televised on Ion a few days after the live event. This year's event will be hosted by Kelly Osbourne. Scheduled to make appearances as performers and presenters are Derek Hough, Nikki Reed, Trey Songz, Kellan Lutz, Bella Thorne, Kat Graham and Gina Rodriquez, among others. Winners in a multitude of acting, singing and some offbeat categories are selected by teen fans. The awards are owned and produced by Penske Media, publisher of Variety. The upshot: The awards are seemingly held at the wrong time of year to draw the right TV viewership of teens and younger millennials, since summer is not when you'll find lots of them at home watching television. Last year's telecast drew only 870,000 viewers and a 0.3 18-49 demo rating.
|
| • . . . And Bear Grylls Runs 'Wild' on NBC
Former British Special Forces soldier turned survivalist Bear Grylls returns to NBC with another summer series on Monday night at 8 p.m. The new series will run six episodes and is titled Running Wild with Bear Grylls. In this series, Grylls take celebrities into remote and wild locations for a 48-hour high-octane journey. They include Zac Efron, Ben Stiller, Channing Tatum, Deion Sanders, Tom Arnold and Today show anchor Tamron Hall. Last summer Grylls starred in Get Out Alive with Bear Grylls, a competition series in which contestants followed Grylls through the woods of a New Zealand location as they tried to win a $500,000 prize. No prize money this time around for the celebs. The upshot: Get Out Alive with Bear Grylls averaged only about 3.9 million viewers last summer, but did pull in a summer-solid 1.4 18-49 demo rating, and a 1.0 in the 18-34 demo. Advertisers will be happy and so will NBC if Grylls can duplicate those demo numbers.
|
|
|
| |  |  |
| 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
|
|
| | |
|
|
|
| | | | | | |
