| Today's Top Stories | | #1 | Old Navy Relying On Less TV, More Online For Back-to-School
| | | The clothing retailer's chief marketing officer Ivan Wicksteed tells Ad Age the chain is "trying to produce content that lives outside of TV. It's more organic content that people want to watch." Old Navy has been primarily TV-centric and will continue to air commercials featuring Amy Poehler. However, its back-to-school efforts targeting students and kids will mainly be digital videos and social elements.
Why This Matters: Like many retailers and other marketers that have been heavy TV users, more and more are moving dollars into digital and social media, particularly to reach younger millennials.
A Take: Ad Age
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| | #2 | AT&T Edges Out Verizon In First-Half Ad Spending
| | | The wireless industry spent $1.77 billion on national TV advertising through the first six months of 2014, according to data from research firm iSpot. The Wall Street Journal reports that AT&T has spent $480.2 million on TV ads, compared to $408.5 million for Verizon. AT&T concentrated its spending on NBC, CBS and Fox in that order, along with TNT on cable. Verizon spent most of its ad dollars on Fox, NBC and ABC in that order, with ESPN getting the largest cable network share.
Why This Matters: These are the two largest wireless advertisers, spending just under half of all wireless category ad dollars in the first half. That sizable amount of spending shows just how competitive the wireless category is and how important TV is as the various players battle to pull in new users.
A Take: WSJ
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| | #3 | Guinness Campaign Will Tout New Range Of Beers Made In The U.S.
| | | The Diageo-owned brand has imported almost all of its traditional Guinness beer from Ireland. But beginning in September, it will begin marketing under the Guinness megabrand, a series of different beers brewed in the U.S., Ad Age reports. The first new brew will be called Guinness Blonde American Lager and will be promoted via a national TV campaign. It has already been teased in a Playboy print ad.
Why This Matters: Guinness imported from Ireland is still a popular brand here, but Doug Campbell, director of Diageo's beer division, says there is a growing number of Americans who want to "buy from a brewery next door" to them.
A Take: Ad Age
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#4 Subway Tweets Its Way Through 'Sharknado 2' (MediaPost)
#5 Five Agencies Reach Final Round Of Juice Press Creative Search (Adweek)
#6 TubeMogul CEO Says Most Brands' Viral Videos Not Selling Products (Ad Age)
#7 JD Powers Adds Driver Digital Consumption Data To Annual Marketing Report (MediaPost)
#8 Private Equity Firm Lake Capital Wants To Build Agency Services Holding Company (Ad Age)
#9 Sparks & Honey Report Offers Marketers Lots Of Data On Generation Z (Digiday)
#10 Budgeting App Level Money Finds Millennials Spending More On Alcohol, Coffee, Fast Food (USA Today)
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Percentage of U.S. TV binge-viewers who say they enjoy watching shows this way because they don't have to watch commercials, according to a study by Annalect.
– Reported by eMarketer
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| | MBPT Spotlight | 'Super Enthusiasts'—An Enhanced Opportunity For Brands and Advertisers
By Gary Feldman, VP, Strategic & Digital Sales Research, Scripps Networks Interactive, and Chris Ryan, VP, Ad Sales Research & Strategy, Scripps Networks Interactive
In an industry that some might say has overdosed on "unscripted reality" shows—which most viewers know are neither reality nor unscripted—networks are scrambling to catch the next wave of content genres. "Lifestyle" television has emerged as the next big thing, in some sectors already beginning to eclipse reality in its relevance to consumers.
Lifestyle is inclusive. Audiences recognize themselves in the stories they see. Unlike the latest housewives catfight or "trash to riches" pseudo-documentary, lifestyle content inspires. It educates. We all aspire to provide a better home for ourselves and our families—to prepare and enjoy delicious meals; to see new places and meet new people. That's the power of lifestyle.
At Scripps Networks Interactive, home to HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel, Great American Country and ULive, we don't just think about lifestyle "viewers" or lifestyle "website visitors." Over the last few years we've conducted extensive research to understand and define who those consumers are. Our studies indicate that lifestyle is about attitudes—specifically, positive attitudes. We refer to the consumers who embrace this category as "lifestyle enthusiasts."
In simple terms, lifestyle enthusiasts are actively engaged in home, food and/or travel. Our research team worked with external statistical experts to identify a set of attitudinal questions that not only define consumer engagement and interest but are predictive of specific behaviors in these categories.
For example, just because you cook doesn't necessarily mean you're a food enthusiast. But if you watch cooking shows, read about food and restaurants in magazines and online and enjoy sharing food experiences and stories, you might be a food enthusiast even if you've never cooked a meal.
This shift in our research approach from a behavioral definition to an attitudinal one mirror what's going on in our company's programming content.
How were "Super Enthusiasts" identified and defined in the Scripps research? And how has did Scripps' recent study quantify their value, especially for brands and advertisers?
For more, click HERE
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| | Fates & Fortunes | • MARY BETH WEST is leaving her post as executive VP, chief category and marketing officer at Mondelez. Executives previously reporting to West will now report to MARK CLOUSE, North American president of Mondelez, who was named to the newly created position of chief growth officer of the company.
• HARVEY GOLDHERSZ was named to the newly created positions of chief data officer of GroupM and chief executive officer of GroupM Analytics. Goldhersz moves over from holding company GroupM agency MediaCom, where he was North America CEO, as well as vice chairman and worldwide chief operating officer. PHIL COWDELL, most recently president of client services at GroupM, will succeed Goldhersz as North America CEO at MediaCom. His duties as worldwide COO will be absorbed by the agency's current leadership team, led by worldwide chairman and CEO Stephen Allan. Goldhersz previously was founder and CEO of MediaCom Digital, media.com and Grey E-Media.
• KERSTEN MITTON RIVAS was named president of MDC Partners' agency Source Marketing. At the same time, SETH BERK has joined Source Marketing as chief marketing officer. Rivas was most recently a managing director at Havas Worldwide New York. Berk was previously senior VP, chief marketing officer at Big Fuel Communications.
• JOSE MIRANDA was named regional director for analytics and insights at GroupM agency MEC. He will be responsible for the Latin America region. Miranda was most recently director of data and analytics at Havas Media Spain. He also previously worked at Carat Expert and Zenith Media.
• BRIAN CORNELL has joined retail chain Target as its new chief executive officer and chairman. Cornell succeeds interim CEO John Mulligan who has held that role since Gregg Steinhafel left the company in May. Cornell was most recently CEO of PepsiCo Americas Foods. Prior to that, he was CEO of Sam's Club and chief marketing officer at Safeway.
• BRADY QUINN has joined Fox Sports as a studio and game analyst for college football and the NFL. Quinn is a former Notre Dame and NFL quarterback. |
| | What They're Watching | BROADCAST RATINGS
'Big Brother,' 'America's Got Talent' Lead Wednesday Night
CBS' Big Brother and NBC's America's Got Talent tied as the evening's top shows. Big Brother was down one tenth from last week's episode, and America's Got Talent was down 8%. CBS and NBC also tied as the night's top broadcasters. CBS' Extant, airing at 10 p.m. for the first time, was even with last week's episode. NBC's Taxi Brooklyn was up one tenth. Fox came in next with a two-hour So You Think You Can Dance. ABC followed seeing Motive up one tenth from last week. The CW premiered Penn & Teller: Fool Us.
For more, click HERE
CABLE RATINGS
'Family Guy' and 'American Dad' Top Tuesday
Family Guy and American Dad's two-hour block on Adult Swim took the top spots for the cable net Tuesday. Both of Family Guy's episodes pulled a 1.2 rating and 2.8 million viewers, while the 10:30 p.m. airing of American Dad brought in a 1.2 rating and 2.5 million viewers. The 10 p.m. Dad offering had a 1.1 rating and 2.3 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, July 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.2 | 6.5 | | NBC | AMERICA'S GOT TALENT | 1.2 | 6.3 | | FOX | SO YOU THINK YOU CAN DANCE? | 1.1 | 3.4 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.1 | 2.9 | | ABC | THE MIDDLE (R) (8)
THE GOLDBERGS (R) (8:30) | 0.9
0.9
| 4.1
3.5
| | CW | PENN & TELLER: FOOL US | 0.5 | 1.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.2 | 10.9 | | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.4 | 3.7 | | CBS | CRIMINAL MINDS (R) | 1.1 | 3.6 | | FOX | SO YOU THINK YOU CAN DANCE? | 1.1 | 3.6 | | ABC | MODERN FAMILY (R) (9)
THE MIDDLE (R) (9:30) | 1.0
1.0 | 3.6
3.3 | | CW | THE 100 (R) | 0.2 | 0.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.3 | 3.2 | | CBS | EXTANT | 1.1 | 5.9 | | NBC | TAXI BROOKLYN | 1.1 | 5.6 | | ABC | MOTIVE | 0.7 | 3.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • ABC's 'Quest' For Ratings Mixes Fantasy With Reality
Ogres? Dragons? Game of Thrones-like sword games? That's what 12 contestants will face in The Quest, a new competition series premiering on Thursday night at 8 p.m. on ABC. The contestants are placed in a scripted fantasy world featuring a state-of-the-art mythical realm that includes projections, animatronics, prosthetics and real-time motion capture. They will face an assortment of fantasy-themed challenges as part of a story that unfolds around them and includes scripted actors. As ABC describes the series, "the 12 contestants will rely on physical stamina, intelligence and resourcefulness," with one hoping "to emerge as the one true hero" and win the game. The upshot: The series is from the producers of The Lord of the Rings trilogy and The Amazing Race, so fans of those movies and that TV series (and folks curious about the goings-on at Renaissance fairs) should be interested in tuning in—at least to start.
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| • 'Pawnography' A Hit On History
Since premiering three weeks ago in History's 10 p.m. Thursday time period, this game show from the producers behind the hit series Pawn Stars has become a winner in its own right. Pawnography, which airs back-to-back half-hour episodes each Thursday, is averaging 2.6 million viewers and a 0.7 18-49 demo rating. It's hosted by comedian Christopher Titus and features contestants competing against both each other, and Pawn Stars cast members Rick, Corey and Chumlee, in three rounds of trivia-style questions. Competitors can win money and/or items from the Pawn Stars' Gold & Silver Pawn Shop in Las Vegas. The series is filmed before a live studio audience in Las Vegas. The upshot: It was only a matter of time before the network spun off another series from this popular staple. And History is leading Pawnography out of back-to-back episodes of Pawn Stars. It is not quite matching its originator's viewer numbers—Pawn Stars gets 3.4 million viewers and a 1.0 18-49 demo rating—but the Pawnography viewership is solid enough to call the show a cable hit.
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| • Flay's the Thing On Food
Bobby Flay has been everywhere on the Food Network: Throwdown with Bobby Flay, BBQ with Bobby Flay, Grill It! with Bobby Flay, Bobby Flay's BBQ Addiction, you name it. He's also been on Iron Chef America and hosted 3 Days to Open. Now he returns to the network to host the second season of Beat Bobby Flay. On the show, two contestants each week face off against each other in a cooking challenge and the winner gets to compete against Flay. The winning contestant gets a slight advantage in that he or she gets to pick the dish that Flay will have to match. In this season's first episode, chef Anthony Lamas from Kentucky and chef Jennifer Nguyen from Washington come to New York for a chance to beat Bobby. The upshot: Flay has been the ultimate network mainstay for several years, and enough viewers keep tuning in to those shows to make Food brass feel comfortable enough to keep him on the menu.
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