| Today's Top Stories | | #1 | IPG Mediabrands Unveils New Platform To Measure Social Media ROI
| | | Called Performly, the platform automatically values a marketer's social media activities by examining all brand-sponsored Facebook and Twitter activity, MediaPost reports. It measures earned media inspired by the activity, calculates the value of the earned media against both the client's paid media pricing as well as industry benchmarks, and aggregates the overall value into a currency dashboard.
Why This Matters: Eric Weaver, chief social officer for IPG Mediabrands, says for years marketers have questioned the financial impact of their social efforts and agencies have struggled to prove the true value of a like or a re-tweet. Now they can get answers to their questions.
A Take: Media Post
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| | #2 | Marketers Say Vine's New Loop Count Metric Is Good Start That Needs Refining
| | | The Twitter-owned video sharing platform has introduced a new metric allows users to observe in real time how popular their videos are which could be a valuable service for advertisers. It updates the number of viewers who have looped a video both on Vine and in embeds across the Web.
Why This Matters: This is a step in the right direction. Regular Vine advertisers like Tide, Charmin and Milk Bone, among others, no longer have to depend on random "likes" and user comments but get see real time usage results. The downside is that the six-second Vines can keep looping and there is no guarantee or proof anyone is watching.
Two Takes: Ad Week | Clickz
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| | #3 | Banana Boat Begins Campaign To Introduce New Sunscreen Just For Men
| | | The company says its new brand called Triple Defense Sunscreen For Men will be a first in the sun-care category -- a product made and marketed specifically for men. To promote the launch, JWT has created as series of commercials that will run online and on monitors in about 235 health clubs, The New York Times reports. Most sun-care products are unisex, although a 2006 study by Boston University School of Medicine found that 77% of magazine ads for sunscreen were placed in women's magazines.
Why This Matters: More personal care companies are beginning to spend big bucks to create and market new brands that target only men. Banana Boat joins Dove, which for the past year has been running a multi-media campaign to market its Dove Men+Care brand.
A Take: NYT
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#4 U.S. World Cup Team Goalie Has Small Window To Capitalize With Marketers (USA Today)
#5 Coca-Cola Will Take Over NASCAR, Yahoo Sites For Fourth of July (Adweek)
#6 Adam Richman's Status As Walmart Pitchman Shaky After Instagram Tirade (Ad Age)
#7 How Expedia UK Uses Email To Help Its Social And Mobile Efforts (MediaPost)
#8 Northwestern Mutual Selects GSD&M For Creative Account (Ad Age)
#9 Study: Ads In Tablet Magazines Have Same Recall Level As In Print Mags (WSJ)
#10 Facebook Buys Online Video Tech Firm LiveRail (Tech Crunch)
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|  | • 2:51
Number of hours and minutes per day U.S. adults will spend on average with mobile devices this year, according to eMarketer estimates.
– Reported by eMarketer
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| | MBPT Spotlight | Study Finds Spanish-Language Commercials More Effective With Bilingual Millennials Than English-Language Ads
By John Consoli
A handful of World Cup advertisers have been running some of their same Spanish-language commercials both on on Univision and on English-language broadcast networks that are televising other types of entertainment programming. The goal is to capture the attention of bilingual millennial Hispanics who might not be watching the tournament or other Spanish-language networks.
Perhaps the advertisers have read the results of a recently released study by Nielsen in collaboration with Univision and Starcom MediaVest Group's Multicultural division, which found there could be some significant benefit in reaching bilingual millennials on English-language networks with commercials in their native language.
While the millennial demo overall is a hot target for marketers these days, bilingual Hispanic millennials are even hotter. As the study points out, 38% of Hispanics age 18-29 are bilingual, an increase of 73% over the past decade.
The goal of the study was to determine how much influence language plays when advertising to bilingual consumers. Nielsen selected 227 bilingual Hispanics age 21-34 and used its consumer neuroscience technology to measure the brainwaves of those consumers while they watched identical TV commercials that aired in both English and Spanish, as well as commercials with a combination of both.
The technology measured subconscious reactions such as attention, memory activation, emotional engagement and action intent, and each ad was ultimately given an overall score for effectiveness.
What exactly did the study find? And what does it say about when to place key messaging in an ad that's in a different language than the programming being shown?
For more, click HERE
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| | Fates & Fortunes | • ANGELA COURTIN was named to the newly created position of chief marketing officer at Relativity Media where she will oversee marketing, branding, digital and advertising in the company's film, TV and sports departments. She will also oversee the company's branded entertainment and consumer products unit Madvine. Courtin was previously president of Dentsu Aegis Network US. Prior to that she was chief content officer for Aegis Media. She was also president and founder of Aegis' content agency The Story Lab.
• DEBRA COUGHLIN was named a managing director at mcgarrybowen, where she will oversee the JPMorgan Chase account. The news comes according to a report in Adweek. She replaces Susan Canavari who left earlier this year to take a position at Chase. Coughlin was previously executive VP and global chief marketing officer at IPG's FCB. Prior to that she was executive VP of branding and advertising at Citi North America and before that was executive VP and CMO at Citi Cards. She also was senior VP, global branding at MasterCard.
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| | What They're Watching | BROADCAST RATINGS
NBC, Fox Split Wednesday Win
As viewers head into the Fourth of July weekend, NBC and Fox tied for the Wednesday win among adults 18-49. Following a repeat of America's Got Talent, NBC's Taxi Brooklyn rose 10% from last week's premiere. Fox's So You Think You Can Dance? slipped a tenth. CBS was third, as Big Brother dipped 22% from last Wednesday. ABC and The CW aired repeats.
For more, click HERE
CABLE RATINGS
ESPN Wins Tuesday with World Cup
ESPN had the top three cable shows on Tuesday with World Cup play between the U.S. and Belgium leading the pack, followed by two airings of SportsCenter. The World Cup match—the final showing for the U.S. in this World Cup—had a rating of 4.6 in the demo and 13.4 million total viewers. The 6:40 p.m. episode of SportsCenter had a 2.8 rating and 7.1 million viewers; the 2:39 p.m. had a 1.4 rating in the demo and 1.4 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, July 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 1.8 | 5.6 | | FOX | SO YOU THINK YOU CAN DANCE? | 1.3 | 3.9 | | NBC | AMERICA'S GOT TALENT (R) | 1.2 | 5.7 | | UNIVISION | DE QUE, TE QUIERO TE QUIERO
| 1.0 | 2.7 | | ABC | THE MIDDLE (R) (8)
THE GOLDBERGS (R) (8:30) | 0.9
0.8
| 3.8
3.2
| | CW | ARROW (R) | 0.2 | 0.9 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 1.5 | 7.0 | | FOX | SO YOU THINK YOU CAN DANCE? | 1.4 | 4.1 | | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.4 | 3.7 | | ABC | MODERN FAMILY (R) (9)
THE GOLDBERGS (R) (9:30) | 1.0
0.9
| 3.5
3.1
| | CBS | CRIMINAL MINDS (R) | 0.6 | 3.3 | | CW | THE 100 (R) | 0.2 | 0.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | TAXI BROOKLYN | 1.1 | 5.4 | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.0 | 2.7 | | CBS | CSI (R) | 0.7 | 4.5 | | ABC | MOTIVE (R) | 0.6 | 2.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Cooking Channel Back with Fresh Helpings of 'St.' Fare
The network's reality series Eat St. returns with new episodes on Thursday night at 8 p.m. The network describes the series as "a lip-smacking celebration of North America's tastiest, messiest and most irresistible street food." The series is hosted by stand-up comic James Cunningham, who describes himself as a guy who loves food but can't cook. During this new season, Cunningham will continue to visit assorted mobile food vendors who provide creative takes on fast food eats. The upshot: Eat St. continues as part of the network's mix that also includes Good Eats, America's Best Bites, Unique East and Nadia G's Bitchin Kitchen, among others.
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| • 'NY Med' Follows Up on Most-Watched Episode, Stat
The critically acclaimed medical reality series premiered for its second season last Thursday at 10 p.m., drawing 5.6 million viewers, the most who've ever watched a single episode of the series on ABC. NY Med, which offers an inside look at real-life surgeons at Manhattan's New York Presbyterian Hospital and at University Hospital in Newark, also got some added publicity last week, when a nurse featured in the series was fired for sending out an Instagram photo of a messy post-op surgical room. The series was filmed a while back and she has since gotten a job with another hospital but the publicity could surely draw even more viewers this Thursday night. The upshot: The series averaged 4.3 million viewers last season, so its first episode drew a much bigger audience. As is always the case, the second episode audience size will give a better indication of what's in store for this series for the remainder of the summer.
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| • 'Big Brother' Rolling Along For CBS
The CBS summer reality series will return for its fifth overall episode of its new summer season on Thursday night at 9 p.m. The series airs Wednesday, Thursday and Sunday nights. Last week's Thursday episode drew 6.6 million viewers and a 2.3 18-49 rating. The demo number was the highest among all broadcast primetime series on the night and the series finished second in viewers only to fellow CBS show The Big Bang Theory. The upshot: Last summer on Thursdays, Big Brother averaged 6.5 million viewers and a 2.3 demo rating, so early on in its 16 season, the series continues to be one of summer TV's most popular among audiences.
| Note:
MBPT will not publish a July 4 edition. The next issue will be Monday, July 7. Happy holiday.
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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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