| Today's Top Stories | | #1 | Acura Launches Major Campaign Without Primetime TV Ads
| | | The luxury auto brand will promote its new TLX model with a campaign that includes a significant investment in digital video, but no broadcast primetime TV, Ad Age reports. More than one-third of the ad budget will be for digital and Facebook will get a sizable chunk. Acura will also take over major Web portals such as Yahoo and MSN. TV ads will run on platforms such as Hulu and Crackle, and traditional TV spots will air during NFL games, late-night programming and SportsCenter among other cable shows.
Why This Matters: This is the first major campaign for Acura since it was separated from Honda. Ed Beadle of Acura says broadcast primetime is being bypassed because the research found the TLX customer seems to be more highly engaged in digital.
A Take: Ad Age
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| | #2 | New Hewlett-Packard 30-Second TV Spot Is All Vines
| | | The technology giant has produced a commercial for its Pavillion x360—a notebook that can also turn into a tablet—that is comprised entirely of six-second Vines, the Twitter-owned looping video platform, The Wall Street Journal reports. Marketing agency Niche recruited Vine talent for the spot. Many of those in the commercial have millions of Vine followers. HP's creative agency 180LA worked with the talent who had relative freedom to create their own Vines for the commercial.
Why This Matters: H-P isn't the first brand to use Vines in TV commercials. Dunkin Donuts, Trident and Airbnb have all previously used Vines in spots. But this Vine exclusivity shows a major marketer experimenting to find ways to further connect TV and digital audiences.
A Take: WSJ
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| | #3 | Burger King Asks, Digitally, 'You Want #ChickenFries With That?'
| | | The fast food chain is bringing back chicken fries after a two-year hiatus from its menu. The new campaign will be led by Code and Theory, Burger King's digital agency, Ad Age reports. There will be one TV spot, however. BK each Thursday will rerun a 2005 chicken fries spot. The commercial, originally created by Crispin Porter + Bogusky, was modified by BK's lead global agency David.
Why This Matters: This is the first time Burger King will have a predominantly digital campaign, and there's a potential reason. Since the chain dropped chicken fries from its menu, it's gotten lots of messages via social media to bring them back. Using mostly digital platforms to market the return is like giving the customers what they want—twice.
A Take: Ad Age
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#4 Thrillist Proves Native Advertising Campaigns Can Be Very Effective (WSJ)
#5 How T-Mobile CEO And CMO Are Rejuvenating Company Image (Ad Age)
#6 Puma Begins Multiplatform Campaign To Jumpstart Sales (MediaPost)
#7 Anti-Smoking Groups Believe Positive Messages Resonate Better With Teens (NYT)
#8 How Early-Adopter Brands Are Using Snapchat (Digiday)
#9 MillerCoors Pulls Tab On Creative Review For Miller Lite (Ad Age)
#10 Horizon Media To Get Advertising Data From SMI (MediaPost)
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Percentage of worldwide search marketers who say mobile performs much worse than desktop in the area of paid search, according to a study by Kenshoo.
– Reported by eMarketer
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| | MBPT Spotlight | Addressable Ads Move to the Forefront—Starcom MediaVest clients spend millions, get access to valuable data with advanced targeting technology
By Jon Lafayette
Usually seen as something remaining a few years away, addressable advertising has finally arrived. It has even had its own upfront.
Late last year, Starcom MediaVest Group brought together nine of its clients to buy a year's worth of addressable ad inventory from the four distributors who can deliver ads on an individual household basis—Dish Network, DirecTV, Comcast and Cablevision Systems. SMV called it a "Forefront," a term that joins upfront, Infront, AllFront and NewFront in the media buyer's lexicon.
The clients—including Procter & Gamble, Kraft, ConAgra and Allstate—brought what Tracey Scheppach, executive VP for precision video at SMV, described as "tens of millions" of dollars to the table. "We went to the four and we said we have a pool of money and for that we are looking for best-in-class pricing and access to data that helps our plans become accountable," she says. "So we have accomplished that and now we're in the process of executing all those campaigns."
ConAgra Foods signed on with SMG's Spark last year after running addressable ads with its previous agency. "When we found out they were pooling clients together in an upfront, we knew that would be a good opportunity for us to get some favorable pricing and some negotiations on data," says Heather Dumford, global marketing director, media at ConAgra. "That was really why we wanted to participate, to use the leverage of Starcom as opposed to doing our buys more from an individual company perspective."
What number should the addressable ad market hit, dollar-wise, this year and why? And how are some brands using the data to their advantage?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • LORI SENECAL was named to the newly created position of president and chief executive officer of the MDC Partner Network. She was most recently chairman and CEO of Kirshenbaum Bond Senecal + Partners, which is an MDC Partners agency. In this new role, she will report to Miles Nadal, chairman, president and CEO of MDC Partners. Senecal will continue to be affiliated with kbs+ as global executive chairman. ANDRE COSTE, chief financial officer at MDC Partner Network was given the additional responsibility of chief operating officer. ED BROJERDI, most recently president and chief creative officer at kbs+, will become CEO of kbs+ New York. The Partner Network was established last year as a division within MDC Partners and includes the MDC agency operations and corporate strategic resources divisions designed to provide expertise to partner firms.
• SKIP CHAISSON was named senior VP, creative & on-air promotion for El Rey Network. Chaisson is founder and principal of Skip Film, a production company specializing in movie trailers, main titles for film and TV, music videos, product advertising and sound and graphic design, as well as original programming.
• ROB GARDOS was named chief executive officer of Mediamorph, a cross-platform media and entertainment data management and analytics firm. He was most recently CEO and president of LiiiiKE, an iOS mobile shoping app that aggregates fashion deals and personalizes the experience. He is also the founder of GridApp Systems, a database management automation platform, and chief technical officer and general manager of register.com.
• PETER KERAMIDAS was named executive VP, planning, strategy and administration of Sonar Entertainment, while JENNA GLAZIER has joined the company as senior VP, television series. Keramidas was most recently VP, home entertainment and international participations at Warner Bros. Studios. Glazier joins Sonar from Whalerock Industries (previously BermanBraun), where she was most recently senior VP of TV and Film. |
| | What They're Watching | BROADCAST RATINGS
PGA Overrun Forces CBS Shift
The PGA Championship ran long Sunday night, ending at 9 p.m. on the East Coast, forcing CBS to shift its primetime programming. Airing at 10 p.m. ET, Big Brother was down 15% from last week's 8 p.m. airing based on early reporting. The PGA Championship overrun was the night's highest rated show. ABC's Wipeout tied a series-low rating, down 20% from last week. Rising Star was down 22%. Fox broadcast the 2014 Teen Choice Awards and NBC aired reruns.
For more, click HERE
CABLE RATINGS
Comedies Win Thursday Night
TBS' 9:30 p.m. The Big Bang Theory episode and Adult Swim's 10:30 p.m. airing of Family Guy both pulled a 1.0 rating with adults 18-49. The two shows had 2.8 million and 2.3 million viewers, respectively. TBS' 10 p.m. Big Bang Theory showing saw a 0.9 rating and 2.7 million viewers. Adult Swim's controversial new comedy Black Jesus premiered as the top original cable program of the night, also with a 0.9 rating in the demo and 2 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, August 10
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 60 MINUTES* | 2.1 | 11.1 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS (R) | 0.9 | 4.5 | | FOX | AMERICAN DAD (R) (7)
THE SIMPSONS (R) (7:30) | 0.6
0.8 | 1.3
1.9 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.6 | 2.8 | | UNIVISION | AQUÌ Y AHORA
| 0.6 | 1.5 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER* | 2.7 | 12.2 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.9 | 3.2 | | ABC | WIPEOUT | 0.8 | 3.2 | | FOX | 2014 TEEN CHOICE AWARDS | 0.7 | 2.3 | | UNIVISION | BAILANDO POR UN SUEÑO
| 0.6 | 2.0 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | UNFORGETTABLE* | 1.4 | 7.4 | | NBC | AMERICA'S GOT TALENT (R) | 0.9 | 3.4 | | FOX | 2014 TEEN CHOICE AWARDS | 0.9 | 2.8 | | UNIVISION | BAILANDO POR UN SUEÑO
| 0.9 | 2.5 | | ABC | RISING STAR | 0.7 | 2.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | RECKLESS* | 1.7 | 5.4 | | NBC | AMERICA'S GOT TALENT (R) | 0.9 | 3.7 | | UNIVISION | SAL Y PIMIENTA
| 0.8 | 2.1 | | ABC | CASTLE (R) | 0.6 | 4.0 |
*PGA Golf tournament ran until 9 p.m., pushing CBS programming later on the East Coast. | | TOMORROW'S BIG RATINGS STORIES TODAY | • There's a Rumor: Laughter's On It's Way As 'Candid Camera' Returns
The hidden camera hijinks series which first premiered in 1948 and has been revived several times over the years is returning to television on Monday night at 8 p.m. on TV Land with all new episodes. The cable network will televise new episodes through Thursday of this week at 8, before the series settles into its regularly scheduled 8 p.m. Tuesday time period on August 19. This latest version is co-produced and co-hosted by Peter Funt, son of Allen Funt, the show's creator and original host; cohosting with Funt will be Mayim Bialik of The Big Bang Theory. Making guest appearances this season will be Megan Hilty, Carnie Wilson and baseball star Reggie Jackson. The upshot: Different versions of Candid Camera have aired on ABC, NBC, CBS and Pax TV over the years, as well as in first-run and repeat syndication. Peter Funt has cohosted since 1987, including stints with Suzanne Somers and Dina Eastwood, and now is joined by Bialik, whose place costarring on TV's hottest sitcom should help this show.
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| • 'Major Crimes' Getting Major Viewership
This popular third-season TNT police drama will air the finale of its 10-episode summer run on Monday night at 9 and will go on hiatus until later in the year when it returns with additional episodes. The Closer spinoff stars Mary McDonnell as Captain Sharon Raydor, who oversees a Los Angeles detectives unit. This summer, Major Crimes is averaging 5.2 million viewers and a 0.9 18-49 demo rating, higher than its second season averages of 4.5 million and 0.8 in the demo. It is also the summer's second-most watched drama on cable behind fellow TNT crime drama Rizzoli & Isles. First season crime drama Murder In the First, which leads out of Major Crimes on Mondays at 10, will also wrap up its first 10 episodes. That series, cocreated by Steven Bochco, has averaged a credible 2.8 million viewers. The upshot: Major Crimes, which succeeded The Closer after that series ended following seven strong seasons, has continued to draw a mass audience for TNT much like its predecessor did. It has been renewed for a fourth season but Murder In the First so far has not been renewed.
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| • 'Hit The Floor' Ending Slam-Dunk Second Season
This VH1 scripted drama will air its final episode of season two on Monday night at 9 p.m. Hit The Floor stars an ensemble cast that includes Dean Cain, Kimberly Elise, Taylour Paige and Logan Browning and is based around a fictitious NBA basketball team and its cheerleading squad. In the season finale of the primetime soap opera, the team makes it final push for the league championship and the murder of the cheer team's choreographer, which occurred in the first episode of this season, is solved. The upshot: Hit the Floor has been a winner for VH1 and has already been renewed for a third go-round. This season it has averaged 2.5 million viewers and a 1.1 18-49 rating. It is the highest rated scripted series of the summer on cable in the 18-49 demo and also No. 1 among women 18-49.
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