| Today's Top Stories | | #1 | Amazon Adds Major Video Ad Growth Potential With Acquisition Of Twitch
| | | The e-commerce giant's $970 million acquisition of video-streaming service Twitch, a major rival of YouTube, will enable it to bolster its ad revenue intake in a new area. Most of Amazon's revenue has been from display ads though it has recently focused on subscription-based video movies and TV shows. This acquisition gives Amazon a service with 55 million viewers of content that it can sell ads against.
Why This Matters: While Twitch's viewer total pales compared to rival YouTube's 1 billion, it draws a large percentage of harder-to-reach millennials because it's a gameplay watching site.
A Take: Ad Age | MediaPost | Adweek
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| | #2 | Gannett Looks To Ignite The Return Of The Giant Banner Ad
| | | The media company is unveiling on USAToday.com and a slew of new "Gravity ads," which take over a person's computer screen with a video ad or TV spot, The Wall Street Journal reports. Gannett believes these homepage-hijacking ads will command a premium rate and that advertisers will like them because they more easily grab online viewers attention.
Why This Matters: Steve Ahlberg of Gannett says advertisers will be able to easily convert their TV commercials or YouTube videos to Gravity units, so it will be a way to bring TV-like ads to the Web. But lurking in the background is the potential downside—the impact could be a negative one if readers become annoyed by the intrusion.
A Take: WSJ
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| | #3 | Pinterest Rolling Out Expanded Analytics Tool For Marketers
| | | The social network has unveiled a new stats dashboard in 31 languages that will help brands get a more complete picture of the consumers viewing their paid pins. Among the data made available is where a brand's audience lives, gender, what other brands they're interested in, what level of traffic Pinterest is driving to their sites and what devices they are using, Ad Age reports.
Why This Matters: All of this free data will help marketers better target their advertising on Pinterest. According to The Wall Street Journal Jason Costa, Pinterest product manager, said during a trial run with Lowes that the chain introduced a DIY-focused marketing strategy after learning that its "create-your-own-colorful-doormat" pin got more than 200,000 repins.
A Take: Ad Age | Adweek | WSJ
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#4 NASCAR Campaign Uses Revamped Title Format To Broaden Fan Appeal (NYT)
#5 Shell Ramping Up Social Media Game (Adweek)
#6 GroupM Acquires French Digital Agency Keyade (MediaPost)
#7 Chevrolet CMO Talks About Auto Brand's Marketing (WSJ)
#8 Ebola Merchandise Marketers Gearing Up For Hysteria Sale
#9 Agency Execs Hope Vine Content Stays Native (Digiday)
#10 Estee Lauder Breast Cancer Awareness Campaign Takes Page From ALS (NYT)
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Average back-to-school dollars spent on electronic devices by U.S. parents who are Internet users for their kids, grade school through college, for the upcoming school year, according to a poll by ebiquity for American Express. Textbook spending was next with an average $270, followed by clothing at $265.
– Reported by eMarketer
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| | MBPT Spotlight | Horizon Media Report—World Cup Posted Global World-Class Ratings
By John Consoli
The 2014 men's FIFA World Cup set records for TV viewership in the U.S., but it was also wildly popular in other countries around the world, including some countries that didn't even have a team playing in the tournament.
In the month or so since Germany defeated Argentina in the World Cup championship, lots of stories have been written about viewership, but Horizon Media has culled together a comprehensive country-by-country look at audience levels.
The U.S.-based media agency, using data gathered by Columbus Media International agencies, did an analysis of World Cup viewing across 15 countries. CMI is a group of 40 worldwide independent media services agencies of which Horizon Media is a cofounding member.
The analysis can be useful to global marketers looking to advertise their brands in next summer's women's World Cup, although viewership levels might not be as high as for the men. But the report does highlight country-by-country what the viewing patterns were and can give marketers an idea of how passionate each nation's consumers are toward big-event soccer telecasts in the future, including the 2018 Men's World Cup in Russia.
Countries featured in the Horizon Media report include the U.S., Germany, the Netherlands, Belgium, Italy, Poland, Sweden, Argentina, Spain, France, Bulgaria, Canada, Peru, Turkey and Russia. Six of those countries—Sweden, Bulgaria, Canada, Peru and Turkey—did not have a team in the Cup.
What single factor helped boost viewing levels across many countries? And how did the viewership of the championship game differ from one country to another—including several that didn't have a team in the Cup?
For more, click HERE
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| | Fates & Fortunes | • NOAH MALLIN was named head of social for North America at media agency MEC. He will report to Shenan Reed, president of digital for MEC, North America. Mallin has most recently been a consultant on a variety of startups in the digital and social area. Prior to that, he was head of the social marketing and content team at Digitas New York.
• WARREN SCHLICHTING, currently senior VP of Dish Media Sales, was promoted to Senior VP, programming and media sales, effective Oct. 1. He will also have the media sales group reporting to him. He succeeds STEVE SWAIN who was appointed chief financial officer for Dish. ADAM GAYNOR was also promoted to VP and will take on increased responsibilities within the Media Sales group. Schlichting joined Dish in 2011 and prior to that was senior VP of new business development at Comcast. He was also CEO of ad tech company Hiwire. Gaynor has been with Dish since 2008 and prior to that was executive director of digital media and interactive ad sales at the Game Show Network.
• STEPHEN DiMARCO was appointed president of Millward Brown Digital. He was previously chief client officer of the digital unit, which was formed in 2013 when Dynamic Logic and Compete were merged. DiMarco had been chief marketing officer of Compete.
• MOLLIE SPILMAN was named global chief revenue officer at ad retargeter Criteo. She was most recently executive VP-global sales and operations at Millennial Media.
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| | What They're Watching | BROADCAST RATINGS
Emmys Down But Still Strong
Monday night's 66th Annual Primetime Emmy Awards was down from last year's NFL-infused telecast. NBC's three-hour airing posted 15.6 million and a 4.2 18-49 demo rating, a drop from last year's 17.6 million and 4.9. Last year's show, which aired on CBS, had the benefit of airing on the awards' usual Sunday night perch in late September and was preceded by an NFL doubleheader. Still, last night was the show's second best telecast since 2006. NBC led Monday night. Elsewhere on broadcast, Fox came in second. MasterChef was even with last week, while Hotel Hell rose 7%. ABC finished third, seeing Bachelor in Paradise stay even and Mistresses rise 13%. CBS aired repeats except for a new Under the Dome, which fell 7%. On The CW, America's Next Top Model was even with last week's premiere.
For more, click HERE
CABLE RATINGS
MTV's 'Video Music Awards' Takes Sunday's Top Honors
The 2014 Video Music Awards on MTV dethroned HBO's True Blood as Sunday night's top cable program. The awards show had a 4.2 rating with adults 18-49, with 8.3 million viewers tuning in for performances by Maroon 5, Taylor Swift and lifetime achievement winner Beyoncé. Those numbers were, however, a big drop from last year's show, which posted were 10.1 million viewers and 5.2 18-49 demo rating. True Blood met the True Death, with a 2.1 rating in the demo and a viewership of 4 million for its series finale. TNT's The Last Ship closed out its first season with a 1.0 rating and 4.4 million viewers.
For more, click HERE
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| | Overnight Ratings: Monday, August 25 |
| 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | 66TH PRIMETIME EMMY AWARDS | 3.6 | 13.7 | | FOX | MASTERCHEF | 2.0 | 5.3 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.3 | | ABC | BACHELOR IN PARADISE | 1.2 | 4.6 | | CBS | 2 BROKE GIRLS (R) (8)
MOM (R) (8:30) | 0.9
1.0 | 3.9
3.9 | | CW | WHOSE LINE IS IT ANYWAY (R) (8)
WHOSE LINE IS IT ANYWAY (R) (8:30) | 0.4
0.4
| 1.2
1.3
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | 66TH PRIMETIME EMMY AWARDS | 4.0 | 14.6 | | FOX | HOTEL HELL | 1.6 | 3.9 | | ABC | BACHELOR IN PARADISE | 1.3 | 4.6 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.1 | | CBS | MIKE & MOLLY (R) (9)
TWO AND A HALF MEN
(R) (9:30) | 1.1
0.9
| 4.9
4.3
| | CW | AMERICA'S NEXT TOP MODEL | 0.4 | 1.1 | | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | 66TH PRIMETIME EMMY AWARDS | 3.7 | 13.1 | | CBS | UNDER THE DOME | 1.4 | 6.6 | | UNIVISION | LA MALQUERIDA | 1.0 | 2.3 | | ABC | MISTRESSES | 0.9 | 3.2 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'America's Got Talent' Is Again Top Summer Draw
After several summers as the most watched series on broadcast, America's Got Talent last summer was edged out by CBS' hit sci-fi drama Under the Dome. Not so this time. In this its ninth season, AGT's Tuesday episodes, now airing at 9 p.m., are averaging 10 million viewers and a 2.3 18-49 demo rating. Viewership should grow, as crowning the winner gets closer. The upshot: AGT is even doing well in Tuesday-night repeats. NBC has been airing a one-hour repeat at 8 leading into new episodes; last Tuesday the repeat drew 5.7 million viewers and a 1.1 18-49 demo rating, which was more viewers than most summer series showing first-run episodes.
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| • 'Tyrant'—Done For the Year or Forever?
This new FX drama, which tells the story of an American family drawn into the workings of a turbulent Middle Eastern nation, airs its 10th and final episode at 10 p.m. It has averaged 1.6 million viewers and a 0.5 18-49 demo rating so far, and FX has not announced whether the series will return for a second season. The upshot: FX renewed a similar show, The Americans, which averaged 1.3 million viewers and a 0.4 demo rating in its first season, so who knows? Fans hoping for more should tune in for the finale.
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| • 'Tosh.0' Returns With Fresh Clips
The video-clip favorite returns for the second half of its sixth season at 10 p.m. on Comedy Central. Tosh.0 averaged 1.5 million viewers and a 1.0 18-48 demo rating when it aired from February through May. That's down significantly from 2.3 million viewers and 1.4 18-49 demo rating for all of season 5 as viewership was hurt early by the Olympics and NCAA basketball, which lured core millennials away. The upshot: Tosh.0 remains one of the highest-rated series on cable among viewers 18-24, 18-34 and even 18-49. |
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