| Today's Top Stories | | #1 | P&G Trimming More Than Half Its Brands Will Have Agency Implications
| | | The packaged goods giant plans to merge or discontinue between 90-100 brands as it moves to focus on its top 70-80 brands, chairman and CEO A.G. Lafley said on the company's earnings conference call Friday. Those top brands have accounted for 90% of company sales and 95% of profits over the past three years. The others combined have brought in less than $100 million in sales annually. "We are going to create a faster growing, more profitable company that's far simpler to operate," Lafley said.
Why This Matters: P&G has already been trimming its advertising and this move will result in more sizable ad cutbacks. It will also, no doubt, result in consolidations or elimination of some agencies that handle those brands.
Three Takes: Ad Age | Adweek | WSJ
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| | #2 | Web Video Hasn't Stolen Much Ad Dollars From TV—Yet
| | | Despite softer ad spending upfronts for both broadcast and cable TV, Web Video outlets have not capitalized, The Wall Street Journal reports. "Among the big Web video company, I don't see a single winner there," says Amanda Richman, president of investment and activation at Starcom. David Cohen, chief investment officer at UM, says there is no
Why This Matters: Despite the positive PR being put out by Web video outlets, online video content still has a long way to go before it offers the mass audiences that keep marketers returning to broadcast and cable. UM's Cohen says the TV networks did a good job this upfront of selling ads in online streaming of regular episodes.
A Take: WSJ
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| | #3 | GM's OnStar Runs Live Video Ad On Some AOL Properties
| | | The 30-minute video ad was part of a new large-scale campaign promoting GM's 2015 cars and OnStar's new digital capabilities built into them, The Wall Street Journal reports. The live video showed the unveiling of three Wi-Fi enabled GM cars on public streets in San Francisco, Boston and Ann Arbor.
Why This Matters: Last summer, AOL tested a live ad for Secret deodorant. The GM video ad was on a much greater scale, and Wendy MacGregor, AOL's senior VP of sales says to expect a lot more such ads. "This is a big moment for us," she says, "and [CEO] Tim [Armstrong] really believes in live. He's always interested in experimenting."
A Take: WSJ
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#4 YouTube 'Homegrown Talent' Campaign Still Lacks Mainstream Users (Ad Age)
#5 FX Networks Moves Media Buying, Planning To Zenith (Broadcasting & Cable)
#6 Ad Holding Company Project Worldwide Acquires L.A. Agency Pitch (Ad Age)
#7 Some Of Cable's Hottest Shows Have Lowest Commercial Retention (WSJ)
#8 LinkedIn's Q2 Ad Revenue Grows 44% To $106 Million (Ad Age)
#9 Mazda Uses Fashion Rocks Microsite To Roll Out New Miata (Adweek)
#10 Hershey Selects Agencies For Brand And Corporate Communications (Ad Age)
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Percentage of U.K. millennials that say that are active users of social networking mobile apps, according to research from Voxburner. Games came it second at 70%, followed by music at 56%.
– Reported by eMarketer
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| | MBPT Spotlight | A Crash Course For Marketers: 12 Trends Shaping Today's Content Landscape
By Robin Hafitz and Allison Wright, Open Mind Strategy
In today's media landscape, everything old is new again, while everything new gets old pretty quickly. Throughout the many qualitative and quantitative research projects we conduct at Open Mind Strategy, we see modern media consumers exhibiting a range of new and fast-evolving behaviors, while also demonstrating that certain wants and needs are perpetual.
We're often asked what we see in the marketplace. The following is a high-level overview of twelve trends shaping today's content landscape, from scripted TV to news content, and the passion points that are driving consumer and brand connectivity, communication and convergence.
1) Screen Convergence
Modern media consumers—of almost all ages—connect to the things they care about via all screens. Increasingly, the way they want their content is less about the particular screen and more about what they want at that moment.
2) IWWIWWIWI (I want what I want when I want it)
People are time-shifting, on-demanding and streaming more than ever, and the younger they are the more likely they are to think that watching exactly what they want to watch exactly when they want to watch it is a God-given right.
3) Everything's a New Release
Consumers can do more than simply pick between fresh daily choices for content; they can choose what to consume out of everything that has ever been made—whether in original form or newly curated—as long as it's stored online.
What are the current ways consumers use the collaborative viewing picture? And what is the great and ever-growing appeal of local knowledge—whether around the corner or around the world—for consumers?
For more, click HERE
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| | Fates & Fortunes | • SARAH HYLAND, who stars as oldest sibling Haley Dunphy on the ABC hit sitcom Modern Family, will cohost this year's Teen Choice Awards which air Sunday, August 10, live on Fox. She joins Tyler Posey, star of MTV's Teen Wolf, who was previously announced as cohost.
• TOM JOHNSON will be the executive editor of a new cable/digital political venture at Bloomberg Media. Johnson is leaving his current post as senior broadcast producer at ABC's World News. His departure was announced via a note to the World News staff by executive producer Michael Corn.
• ROSS LEVINSOHN was named executive chairman of Scout Media, the men's sports and lifestyle digital publisher. He was most recently chief executive officer of Adweek parent Guggenheim Digital Media, now Guggenheim Entertainment Media, before departing in June. Prior to that he was executive VP and head of global media at Yahoo. Previous to this he was president of Fox Interactive Media. |
| | What They're Watching | BROADCAST RATINGS
'The Quest' Premieres Soft for ABC
Hybrid unscripted competition-fantasy series The Quest delivered a weak debut for ABC Thursday night. The Quest premiere rated 43% lower than that of Whodunnit? a hybrid competition murder-mystery series that ABC bowed in June, 2013, and canceled after one season. Rookie Blue followed The Quest, even with its last original episode on July 17. NY Med was down one tenth from last week's episode. CBS was the night's top broadcaster. Big Brother was the most watched broadcast show of the evening, even with last week. NBC's Welcome to Sweden was down one tenth from last week. Working the Engels and Last Comic Standing were both even with last week. Fox's Gang Related was even with last week. The CW aired reruns.
For more, click HERE
CABLE RATINGS
'Sharknado 2' Twists To the Top
Sharknado 2: The Second One was Wednesday night's most watched cable program. The Syfy original movie had a 1.3 rating for adults 18-49 and 3.9 million people tuned in to see Tara Reid's saw-hand and Ian Ziering's chainsaw. The Family Guy hour on Adult Swim came in next. The 11 p.m. episode had a 1.3 rating and 2.6 million viewers while the following showing had a 1.2 rating and a viewership of 2.5 million.
For more, click HERE
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| Overnight Ratings: Thursday, July 31
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG THEORY
(R) (8)
THE MILLERS (R) (8:30) | 1.6
1.2 | 7.2
5.4 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.3 | | NBC | HOLLYWOOD GAME
NIGHT (R) | 1.0 | 3.9 | | ABC | THE QUEST | 0.7 | 2.8 | | FOX | SLEEPY HOLLOW (R) | 0.5 | 1.8 | | CW | THE VAMPIRE DIARIES | 0.1 | 0.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.1 | 6.2 | | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.5 | 4.0 | | ABC | ROOKIE BLUE | 0.9 | 4.5 | | FOX | GANG RELATED | 0.7 | 2.3 | | NBC | WELCOME TO SWEDEN (9)
WORKING THE ENGLES (9:30) | 0.7
0.6
| 2.6
1.9
| | CW | THE ORIGINALS | 0.1 | 0.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.3 | 3.1 | | NBC | LAST COMIC STANDING | 1.2 | 3.3 | | ABC | NY MED | 0.9 | 5.4 | | CBS | ELEMENTARY (R) | 0.7 | 6.2 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • Now You See Them: 'Masters of Illusion' Joins CW Summer Lineup
Hosted by actor Dean Cain, this summer series premieres on Friday night at 8 p.m. on The CW network and will feature magic tricks and large-scale illusions in front of a studio audience. A similarly titled series was broadcast on Pax TV network in 2000 and 2001 and it was revived in 2009 when it aired on MyNetworkTV. Masters of Illusion also aired in 2012 as a series of specials in syndication. Gay Blackstone, former president of the Academy of Magical Arts, is one of the executive producers. The upshot: The CW this summer is trying all sorts of experimenting with different types of series hoping one will pull ratings out of a hat. This is the second magic-type series the network has introduced this week. On Wednesday it premiered Penn & Teller: Fool Us.
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| • WE Airs Something Borrowed, Something New From David Tutera
The wedding planner returns with the seventh season of a series on WE tv on Friday at 8 that will be titled David Tutera's CELEBrations. Previously during its run it has been titled My Fair Wedding, My Fair Wedding: Unveiled and David Tutera: Unveiled. In other seasons, women would send Tutera, described by Life & Style magazine as the "Best Celebrity Wedding Planner," tapes asking for his help in planning their wedding and he has helped many execute their dream nuptials, adding his own touches. This season, Tutera will help Hollywood stars plan their special events, including rapper Lil' Kim, former Housewives of Beverly Hills cast member Taylor Armstrong and WWE Diva turned pop star Amy Weber. The upshot: The series keeps getting retooled and renamed but it has stayed on the air for seven seasons, meaning that WE tv execs feel it has a strong enough following to keep the series going with little tweaks to the theme.
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| • 'Hell on Wheels' Makes AMC Return
This drama series, set in the post-Civil War West during the building of the first transcontinental railroad, returns for its fourth season on Saturday night at 9 p.m. The AMC series, starring Anson Mount and Colm Meaney, is based around the conflict between government and big business, ranchers, homesteaders and the railroad. Season four is being expanded to 13 episodes from 10; the first 10 episodes of Hell on Wheels will run consecutively through Oct. 4, and after a month-long hiatus, it will return for the final 3 episodes beginning Nov. 8. The upshot: AMC took a gamble and moved this series to lower-viewing Saturday nights last season and it still did surprisingly well. It averaged 2.1 million viewers, compared to 2.4 million in season two.
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Phone: 201-314-0424 | Send Email
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