| Today's Top Stories | | #1 | ANA CEO: Don't Blame Marketers For Poor Agency Starting Salaries
| | | Bob Liodice responded to a Wall Street Journal article by 4As CEO Nancy Hill by telling her not to blame marketers for agency salary structure problems. He says the major agency holding companies are profitable enough to pay better salaries and marketers delaying compensation payments should not be used as the scapegoat. Liodice says many agency careers are not attractive for young job seekers, a situation that must be remedied.
Why This Matters: The point/counterpoint articles in the Journal on successive days show that despite the 4As and ANA working together on some projects, there is still a deep divide on agency compensation issues between the two organizations.
A Take: WSJ
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| | #2 | American Honda Consolidates Digital Duties With Razorfish
| | | After an eight-month review, the Publicis Groupe agency was selected to oversee digital marketing for both the Honda and Acura brands. Digital was previously split among several agencies, including Meredith Xcelerated Marketing, Genex, RPA and Mullen. RPA will continue to handle creative for Honda, as will Mullen for Acura. MediaVest continues as the media agency for both brands.
Why This Matters: American Honda is a sizable digital advertiser. It has been increasing expenditures and is currently estimated to spend north of $50 million annually on digital.
Three Takes: MediaPost | Ad Age | Adweek
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| | #3 | Survey: Over 90% Of Media Buyers Use Programmatic
| | | AOL Platforms surveyed senior execs at 25 major U.S. brands, 96 agencies and 56 publishers to come up with an industry profile on programmatic ad buying, MediaPost reports. The survey found that only 9% of agency execs polled said they aren't using programmatic buying in some capacity. Among those who are, 86% are buying display ads via programmatic, 60% are buying mobile and video, 34% are buying social media, 24% search and 7% for TV.
Why This Matters: : "Programmatic is moving out of the minor leagues," says Allie Kline, chief marketing officer at AOL Platform. "What started as a way to automate real-time bidding on remnant inventory has evolved into a force for innovation across numerous areas of the advertising landscape."
A Take: MediaPost
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#4 New Facebook Tool Helps Advertisers Attribute Sales Better (Ad Age)
#5 Twitter Testing Promoted Video Program (MediaPost)
#6 A CMO's Guide To Marketing Automation (Ad Age)
#7 Burger King Pulled Twitter Ad When Robin Williams News Broke (Adweek)
#8 Why More Ads May Be Appearing At Gas Stations (WSJ)
#9 Magazines Running More Scented Ads This Year (Ad Age)
#10 MDC Partners Acquires Majority Stake In Hunter PR (MediaPost)
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|  | • 36.7
Percentage of U.S. adults 65-plus who say they will make a digital shopping purchase this year. That percentage equals a market of 16.9 million people for retailers to target.
– Reported by eMarketer
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| | MBPT Spotlight | Regional Sports Nets' Cumulative MLB Ad Sales Projected To Finish Up 5% Above Last Season
By John Consoli
Regional network Major League Baseball telecasts cumulatively are having another solid ad sales year as the season heads into the final pennant stretch-run.
Kyle Sherman, executive VP of Home Team Sports (HTS), a division of Fox Sports Media Group, which sells advertising for RSN telecasts for every MLB team except the Toronto Blue Jays, says he anticipates overall ads sales finishing up about 5% higher than last season, and in the current marketplace where many marketers are cutting back on their ad spending, up is good. In fact, Sherman says HTS within the past few weeks signed a major deal with Volvo, which bought an ad package across several markets.
Sherman says overall ad sales for the RSNs will finish ahead of the previous season for the fifth straight year. "We've been showing ad sales growth every year since 2010 of between 5% and 15%," Sherman says. Of course ad sales vary among the regional networks, and is pretty much tied into the type of season success the MLB teams in those local markets are having.
So far this season 12 of the 29 U.S.-based MLB teams are No. 1 in household ratings since the start of the season in their respective markets in primetime, which runs from 7 p.m., when most of the local games start each night, to 11 p.m.
What are the particularly hot markets for scatter ads as the season moves into the late pennant push? And when does the selling period for the 2015 season begin?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
Robin Williams Special Strong for ABC
ABC News special 20/20: The Life and Death of Robin Williams was the top-rated primetime broadcast news telecast since May. Extreme Weight Loss was even with its last original episode on July 29. ABC was the night's second-highest rated network. NBC won the night. America's Got Talent was the highest rated program of the evening, even with last Tuesday's episode. Food Fighters was down one tenth from last week. CBS, Fox and the CW aired reruns.
For more, click HERE
CABLE RATINGS
Love & Hip Hop Beats Back Shark Week
Love & Hip Hop: Atlanta protected its top cable spot from Discovery Channel's Shark Week programming. The VH1 reality show had a 1.9 rating with adults 18-49 and 3.7 million viewers. Jaws Strikes Back, part of Shark Week programming, drew a 1.6 rating and 3.4 viewers. USA's 9 p.m. and 10 p.m. hours of WWE Entertainment along with Monster Hammerhead on Discovery Channel pulled a 1.5 rating in the demo with 4.4 million, 4.5 million and 3.4 million viewers, respectively.
For more, click HERE
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| Overnight Ratings: Tuesday, August 12
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.2 | | CBS | NCIS (R) | 1.0 | 8.1 | | NBC | FOOD FIGHTERS | 1.1 | 4.4 | | ABC | EXTREME WEIGHT LOSS | 1.0 | 3.8 | | FOX | FAMILY GUY (R) (8) | 0.7
0.6 | 1.8
1.5 | | CW | ARROW (R) | 0.2 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.0 | 9.4 | | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.4 | 3.6 | | ABC | EXTREME WEIGHT LOSS | 1.3 | 4.1 | | CBS | NCIS: LOS ANGELES (R) | 0.9 | 6.1 | | FOX | NEW GIRL (R) (9)
THE MINDY PROJECT
(R) (9:30) | 0.5
0.5
| 1.2
1.3
| | CW | SUPERNATURAL (R) | 0.3 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.1 | 9.7 | | ABC | 20/20 | 1.7 | 7.2 | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.2 | 2.9 | | CBS | PERSON OF INTEREST (R) | 0.8 | 4.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Bean Is Not Who He Seems In New TNT Crime Drama
Sean Bean stars as Martin Odum, an FBI undercover agent with the ability to transform himself into a different person for each assignment, in TNT's Legends, which premieres at 9 p.m. The 10-episode drama is based on a book by Robert Littell, and the term "legends" is CIA lingo for an agent's past memories and identities. Ali Larter costars. The upshot: TNT has some of the most watched dramas on cable this summer in Rizzoli & Isles, The Last Ship, Major Crimes and Falling Skies. The network is hoping to add this new series to that list.
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| • 'Duck' Down As Season Six Ends
The onetime cable megahit's season-six finale airs at 9 on A&E. This season the show posted 3.8 million viewers, compared to 5.6 million viewers for season five earlier this year and 9 million for season four, which ended in late 2013. The upshot: A&E officials have been quoted as saying episodes for a seventh season have already been filmed so another season is likely assured. Even with a sizable viewer tune-out over the past year, Duck Dynasty continues to be one of the most watched cable series in primetime.
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| • Fan Favorite 'Wahlburgers' Returns On A&E
The Wahlberg brothers, singers-turned-actors Donnie and Mark, along with chef brother Paul, proved earlier this year that they are popular not only in their home state of Massachusetts but throughout the country. A&E's Wahlburgers premiered to 4 million viewers in January and ended up averaging 2.7 million viewers for the season through March. The series returns for season two at 10 p.m. and another solid showing is likely. The upshot: The second-season premiere is leading out of the Duck Dynasty season finale which should draw more than 3 million, giving Wahlburgers a tasty lead-in. Even if a mass number of Duck Dynasty viewers are not fans of the Wahlbergs, most of the Wahlburger viewers who tuned in last season should be back.
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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