| Today's Top Stories | | #1 | Colorado Town Approves Bud Light's Weekend Takeover Promotion
| | | When the supposed secret plans to take over the small mountain community of Crested Butte, Colo., the weekend of Sept. 5-7 for a giant party were made public, many residents protested. With many debating pros and cons at a Thursday evening city council meeting, the governing body voted unanimously to approve the event, Ad Age reports.
Why This Matters: Money talks. The approval came after Bud Light parent Anheuser-Busch In-Bev upped its donation to the town to $500,000 from $250,000. The additional payout was a pittance compared to all the money it has spent on the summer-long "Wherever, USA" campaign.
A Take: Ad Age
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| | #2 | 'Golden Era' Print Ad Artist's Highlighted At N.Y. Museum
| | | The artist, McCauley Connor, now 100, illustrated ads from the late 1940s through the early 1960s for brands like Bell Telephone, Blue Bell denim, Carrier, Ford, Hi Ho Crackers, Plymouth and United Air Lines, while working for agencies that included N.W. Ayer, The New York Times reports. Connor's work will be on display Sept. 10- Jan. 11 at the Museum of the City of New York.
Why This Matters: Promotions touting the event refer to Connor as one of Madison Avenues original "Mad Men," and the Times notes that in postwar America, "illustration was an integral part of the marketing machinery, often preferred over photography to help pitch products."
A Take: NYT
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| | #3 | Report Says Hispanic Food Shoppers Becoming More Mainstream
| | | Market research company Packaged Facts says the impact of in-language marketing efforts on Hispanic food shoppers is lessening, with only 36% of those in its survey saying they remember more about, or pay more attention to, products and services that are advertised in Spanish, MediaPost reports.
Why This Matters: While Packaged Facts says it is still worth the investment for food marketers to advertise in Spanish, shopping habits are also becoming more aligned with the general market. Packaged Facts analyst Robert Brown says food marketers need to build a connection with brands that might still be viewed as purely "American."
A Take: MediaPost
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#4 Why Consumers On Social Platforms Want Service, Not Friendship (Ad Age)
#5 Google's DoubleClick's Better Shopping Campaign Optimization Tools (MediaPost)
#6 IBM Exec Talks Media Marketing Strategy (eMarketer)
#7 Facebook Expands Event Ads To Mobile (MediaPost)
#8 Hershey Introduces Redesigned Corporate Logo (Ad Age)
#9 WPP Agencies Y&R, VML Develop Talking Water Fountain (MediaPost)
#10 'Wall Street Journal' Ranks Summer's 10 Biggest Ad Stories (WSJ)
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Percentage of U.S. Internet users who spend at least 3 hours online daily, according to a survey by research company Toluna. The survey also found that 62% of U.S. Internet users also spend at least 3 hours watching TV each day.
– Reported by eMarketer
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| | MBPT Spotlight | Marketers Advised To Spend More Time Engaging Consumers, Less Time Promoting
By John Consoli
Let's file this under the "It's not too late" department: According to a new whitepaper by social media analytics and management company Sprinklr, customers can get more than halfway through their buying process before a brand campaign reaches them. However, with consumers spending more and more time on social media—it's now over three hours per day for the average user—reaching out to prospective buyers on that platform can only up your chances of finding them before a purchase is made.
The report, titled "The Elements of Social Selling," cites three "universal principles" that marketers need to follow. The first is to get personal—find out as much as possible about a brand's target audience using information gathered via social media.
The average person on social media posts "their interests, they share their Amazon favorites, they discuss products they like and dislike," the report says. "And all of this data is freely and publicly available. This information is rich with explicit and implicit clues to what individuals' needs are."
The whitepaper also urges marketers to "learn to find these clues, assemble them into a coherent picture that informs action and then act on that data to improve the likelihood of a sale."
A second-step principle the report lists is to add value to a brand by creating and sharing content with potential customers online. "Creating and sharing an insightful blog post, beautiful image, inspiring video or even a highly relevant offer can establish trust and influence customer preference significantly," the report suggests.
What does the report—in the third principle—suggest is the best way to nurture and maintain customer loyalty over a longer period of time? And what parts make up the six-step process to becoming a "highly recommended" brand?
For more, click HERE
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| | Fates & Fortunes | | • MICHAEL WRIGHT is leaving his position as president and head of programming at Turner networks TNT, TBS and TCM. Wright has been with Turner for 12 years. He was named senior VP of original programming for TNT in 2004, and added responsibility for TBS programming in 2005 and TCM in 2007. Before Turner he was VP of movies and miniseries at CBS Productions and CBS Entertainment. Wright will reportedly stay on until a successor is found. |
| | What They're Watching | BROADCAST RATINGS
'Big Brother' Tops Night Full of NFL Preemptions
Preseason NFL football forced preemptions in markets on all five broadcasters Thursday night. Ratings for all network broadcasts are inflated due to those preemptions, and expected to decline later Friday when final numbers come in. CBS finished as the night's top broadcaster, airing Big Brother. Fox aired reruns to finish second. NBC had back-to-back episodes of Welcome to Sweden. ABC aired The Quest and the special World's Wildest Commercials. The CW had reruns.
For more, click HERE
CABLE RATINGS
'Teen Mom 2' Tops Wednesday
MTV's Teen Mom 2 continues to have a strong second-half of its fifth season, ending Wednesday night as the top original cable program. The reality show pulled a 1.0 rating with adults 18-49 and 1.7 million viewers. The top episode of FXX's Simpsons marathon aired at 7:30 p.m. with a 0.8 rating in the demo and 1.6 viewers. History's American Pickers landed a 0.7 rating and 3.2 million for the penultimate episode of season 6.
For more, click HERE
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| | Overnight Ratings: Thursday, August 28 |
| 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | TWO AND A HALF MEN
(R) (8)
THE MILLERS (R) (8:30) | 1.4
1.5
| 6.5
6.3 | | NBC | HOLLYWOOD GAME NIGHT (R) | 1.5 | 5.9 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.5 | | FOX | SLEEPY HOLLOW (R) | 1.2 | 4.5 | | ABC | THE QUEST | 0.9 | 4.1 | | CW | THE VAMPIRE DIARIES (R) | 0.5 | 1.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.5 | 7.5 | | FOX | BONES (R) | 1.3 | 5.0 | | NBC | WELCOME TO SWEDEN (9)
WELCOME TO SWEDEN (9:30) | 1.3
1.1
| 4.9
4.4
| | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.2 | 3.0 | | ABC | THE QUEST | 0.9 | 3.7 | | CW | THE ORIGINALS (R) | 0.5 | 1.3 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | ELEMENTARY (R) | 1.1 | 4.5 | | ABC | WORLD'S WILDEST COMMERCIALS | 1.1 | 4.2 | | NBC | AMERICA'S GOT TALENT (R) | 0.9 | 4.1 | | UNIVISION | LA MALQUERIDA
| 0.8 | 2.2 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • College Football Kicks Off On ABC Primetime
On Saturday night at 8 p.m., ABC begins its fall college football telecasts with Oklahoma State visiting defending national champion Florida State. OSU is ranked just outside the Top 25 in preseason polls; Florida State is ranked first. Last season's opening game matching two Top 10 teams, Georgia and Clemson, drew 7.2 million viewers and a 2.7 18-49 demo rating. Last season the entire ABC Saturday night college football schedule averaged 5.6 million viewers and a 1.7 18-49 demo rating. The upshot: This opening game should draw a larger audience than last season's opener because it features the defending champ/top preseason pick. Advertisers looking to reach the often-elusive mass male audience in broadcast primetime are happy football season is back. |
| • 'The Strain' Draws Audiences On FX
The cable network's freshman series, renewed for a second season after only six episodes, continues it run on Sunday nights at 10. The Strain—based on a vampire novel trilogy by Oscar-nominated filmmaker Guillermo del Toro and Chuck Hogan—is averaging 2.3 million viewers and a 1.0 18-49 demo rating. The upshot: The Strain is one of Sunday night's most watched series in the demo and it has produced a solid viewer number for a network that is experimenting with original programming on Sunday nights for the first time. |
| •More Drama Due On Bravo's Jersey Housewives
The Real Housewives of New Jersey has been averaging just under 2 million viewers and a 0.9 18-49 demo rating since it returned for its sixth season in July. Viewership has been slightly down from season five's 2.3 million/1.1 but that could change in the weeks ahead for the Sunday 8 p.m. series. According to tabloid reports, Victoria Gotti will be making appearances and add some cheating rumors to fuel the fire in what has been a subdued season. The upshot: Even with a slight slip, the series is still one of the most watched on Sunday nights on cable, particularly in the demo. | There will be no Media Buyer + Planner Today Newsletter on Monday, Sept. 1. We will return on Tuesday, Sept. 2.
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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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