วันอังคารที่ 5 สิงหาคม พ.ศ. 2557

Pandora's Move to More Cars Drives New Formats; Millennials Tune Out Summer Broadcasts

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Today's Top Stories
#1 Pandora Weighs New Formats As Distribution Broadens To Cars
  The largest Internet radio company is considering a move to programming beyond music—including sports, news and talk—as the service becomes more available in cars and can attract listeners on the road, Bloomberg News reports. Pandora can be accessed in 33% of new cars in the U.S., but still trails Sirius XM, which is installed in 71% of new cars. Of Pandora's 76.4 million total users, 7 million of those are in autos.
Why This Matters:
An expansion into different types of programming opens up the door for more types of advertising, which will be a good thing for both Pandora and marketers.

A Take: Bloomberg

#2 Stations Hurt By Heavy National Olympics, World Cup Ad Spend
  LIN Media is the latest local station owner to post second-quarter financial results with weak national advertising. LIN's Q2 TV ad sales were flat from the same period a year earlier and CEO Vince Sadusky says many national marketers reallocated ad dollars to marquee national TV events, cutting back on local spending. One exception was the auto category, Sadusky says, where ad spending was up for the third quarter in a row.
Why This Matters: Major marketers love big-time live sports telecasts and are willing to move chunks of local dollars into the national telecasts. But local stations are hoping to recoup some of those lost dollars when the political election season comes around beginning in September.
A Take: WSJ 

#3 McDonald's Ads On Instagram Provoke User Backlash
  The fast food chain recently ran a number of sponsored ads on Instagram promoting its Bacon Clubhouse Burger and hoping to target a millennial audience. The ads are generating many negative comments from users who were upset at seeing McDonald's ads in their news feeds, Adweek reports. McDonald's has had similar experiences with promos it ran on Twitter.
Why This Matters: Instagram is looking to expand its advertising and draw more marketers in, but the McDonald's experience could create some second thoughts. The last thing marketers want to do is alienate potential customers by displaying photos of their brands in users' photo streams.
A Take: Adweek


#4 Petsmart Launches Creative Agency Review (Ad Age)

#5 Should Publishers Really Be Thinking 'Mobile First'? (Digiday)

#6 'Details' Magazine Starts Male-Targeted Digital Ad Network (Adweek)

#7 Speculation Begins Over What Brands P&G May Drop (Ad Age)

#8 Reckitt Benckiser and Facebook In Nine-Figure Brand Engagement Deal (MediaPost)

#9 Shazam Launches New Sales Platform For TV Networks (WSJ)

#10 The KFC Colonel Pumps Gas In New 'Fill-Up' Promotion (MediaPost)

• 50
Percentage of U.S. smartphone owners who say they are not open to mobile tracking of their in-store locations, according to a study by PunchTab. Just 27% of smartphone owners say they would allow mobile tracking, and of those, 88% would like to receive coupons while in stores.
Reported by eMarketer

MBPT Spotlight
Millennial's Continue To Defect From Summer Broadcast TV—To the Tune of 20%
By John Consoli


Millennials are continuing to defect from live broadcast television viewing this summer. Through July 27 the five English-language broadcast networks in primetime were cumulatively averaging 2.3 million 18-34 viewers per night, down about 600,000 or 20% from the 2.9 million they were averaging during the same period last summer.

Fox has suffered the biggest millennial defections, down 207,000 18-34 viewers this summer, or a whopping 27%; ABC is next, down 164,000 viewers in the young demo, a decline of 19%. NBC is drawing 126,000 fewer 18-34 viewers, down 19%, while CBS is down just 68,000, off a lower base but down 16% in that demo.

The CW is a bit below being flat compared to last summer, down only 8,000 viewers per night, or 5% compared to last summer, but again, off a very low base audience. Just how bad millennial viewing has been tapering off can be seen in The CW's recent move to cancel two new millennial-targeted summer comedies after only two weeks on the air.

The network scratched Backpackers and Seed after they both left the gate with paltry viewership. Backpackers averaged only 471,000 viewers, while Seed averaged 497,000. Of those numbers, Backpackers averaged just 88,000 18-34 viewers per episode, while Seed averaged 101,000.

What are the most watched series by millennials this summer on the broadcast networks—including the only one with more than 1 million 18-34 viewers? And what is the particular irony about the shows in the top 10?

For more, click HERE

Fates & Fortunes
• TIM CASTREE is leaving his post as MediaVest USA chief operating officer after holding that title for six years. Prior to that, he was chief executive officer at Leo Burnett Australia. Both MediaVest and Leo Burnett are part of Publicis Groupe. A replacement has yet to be named.

JEFF BENJAMIN is leaving his position as chief creative officer of JWT North America to start his own agency. He has held the post since 2012, joining JWT from Crispin Porter + Bogusky, where he was chief creative officer and a partner. JWT global CCO Matt Eastwood will fill his role until a successor is hired. Eastwood joined the agency in June and was previously chief creative officer of DDB.

GWYN JONES is stepping down as chief executive officer of Bartle Bogle Hegarty at the end of this year. He will be succeeded by NEIL MUNN, who is currently global chief operation officer. Jones has spent his entire 27-year career at BBH. Munn joined the agency in 2004 from Unilever, where he was global marketing director on the Axe brand.

NICOLE BRISCOE has agreed to a new contract with ESPN and will become a SportsCenter anchor, as well as taking on additional new assignments. She is currently host of ESPN's NASCAR Countdown. Briscoe joined ESPN in 2008 and has served in various posts on the network's NASCAR coverage since then. She begins her new role in January. She is married to IndyCar series driver Ryan Briscoe.

MUSA TARIQ has joined Apple as digital marketing director. He was previously global senior director of social media and community, digital brand, at Nike. Prior to that he was global director of social media marketing at Burberry.

What They're Watching
BROADCAST RATINGS
'MasterChef' Leads Monday Night
Fox's MasterChef was up 7% from last week to finish as the evening's top broadcast show. Hotel Hell was down one tenth of a point from last week. Fox and NBC tied as the night's top-rated networks. NBC's Running Wild With Bear Grylls and American Ninja Warrior were both down one tenth from last week. ABC premiered Bachelor in Paradise—a spinoff of the Bachelor franchise—followed by Mistresses, which declined one tenth from last week. CBS' Under the Dome was up one tenth from last week. Whose Line Is It Anyway? on The CW was even with its last new episode on July 2.

For more, click HERE

CABLE RATINGS
'True Blood' Takes Sunday Night
HBO's True Blood continues to be Sunday's top cable program with a 1.7 rating, down one tenth from last week, and 3.4 million viewers. Fellow vampire program The Strain, Keeping Up With the Kardashians and Family Guy tied for the second spot with a 1.2 rating; the shows pulled 2.3 million, 2.4 million and 2.2 million viewers respectively.

For more, click HERE

Overnight Ratings: Monday, August 4
8 PM
NET SHOW A18-49
Rating
TOTAL VIEWERS
(MILLIONS)
FOX MASTERCHEF 2.0 5.2
ABC BACHELOR IN PARADISE 1.3 4.9
NBC RUNNING WILD WITH BEAR GRYLLS 1.3 4.0
UNIVISION MI CORAZÓN ES TUYO
1.3 3.4
CBS 2 BROKE GIRLS (R) (8)
MOM (R) (8:30)
0.9
0.9
4.1
4.0
CW WHOSE LINE IS IT ANYWAY? (R) (8)
WHOSE LINE IS IT ANYWAY? (R) (8:30)
0.6

0.5

1.6

1.6


9 PM
NET SHOW A18-49
Rating
TOTAL VIEWERS
(MILLIONS)
NBC AMERICAN NINA WARRIOR 1.8 5.2
UNIVISION LO QUE LA VIDA ME ROBÓ
1.6 4.0
ABC BACHELOR IN PARADISE 1.4 5.1
FOX HOTEL HELL 1.4 4.0
CBS MIKE & MOLLY (R) (9)
TWO AND A HALF MEN
(R) (9:30)
1.1
1.0

5.0
4.3

CW ARROW 0.2 0.6

10 PM
NET SHOW A18-49
Rating
TOTAL VIEWERS
(MILLIONS)
NBC AMERICAN NINJA WARRIOR 2.1 7.9
CBS UNDER THE DOME 1.6 5.8
UNIVISION QUÉ POBRES TAN RICOS
1.3 3.0
ABC MISTRESSES 0.9 6.6

TOMORROW'S BIG RATINGS STORIES TODAY
ABC Goes a Little Bit Country, a Little Bit Rock
The Country Music Association's annual four-day music festival held in Nashville in June is filmed each year and condensed into a three-hour ABC TV special. The 2013 version, titled CMA Music Festival: Country's Night of Rock, will air on ABC Tuesday night at 8 p.m., with performers including Tim McGraw and Faith Hill, Jake Owen, Darius Rucker, the Zack Brown Band, Dierks Bentley, Luke Bryan, Lady Antebellum, Miranda Lambert, Brad Paisley, Rascal Flatts and Blake Shelton. The country group Little Big Town will host for the second year in a row. The upshot: This is the 10th year ABC will broadcast the special. Last year it drew a sizable for summer 8.2 million viewers and a 2.0 18-49 demo rating, far exceeding the 2012 telecast which drew 5.7 million viewers and a 1.5 demo rating.

'Shipping Wars' Set to Deliver Seventh Season
This A&E series, which follows six independent shippers who compete to transport items that traditional carriers won't deliver, completes its sixth season on Tuesday at 10 p.m. with new back-to-back half-hour episodes. Shipping Wars episodes are isolated and not serialized in that each week, drivers deliver difference loads, so there is no special concluding episode. The upshot: The series this season has averaged 1.5 million viewers, slightly above the 1.4 million it averaged in season five, along with a 0.5 18-49 demo rating. For a sixth season series, flat is good, and Shipping Wars will be returning with new episodes for season 7.

A Heaping Helping Of 'Hollywood' Hospitality on Reelz
The 2014 reality TV version of the 1960s CBS hit comedy The Beverly Hillbillies returns for season two on Reelz as Hollywood Hillbillies premieres Tuesday night at 9 p.m. The series stars Michael Kittrell who gained popularity on YouTube and parlayed it into a series based around his Georgia family that heads off to Hollywood for a fresh start. Returning for the second season with Kittrell are his grandmother, known as "Mema," along with aunt Dee Dee and uncle "Big" John. Hollywood Hillbillies will lead into a new Reelz reality series titled Celebrity Legacies at 10, which offers an inside look at the drama that unfolds after the deaths of famous people and how businesses using their names and likenesses continue even after they're gone. Among the legacies featured: Whitney Houston, James Gandolfini, John F. Kennedy, Marilyn Monroe and Heath Ledger. The upshot: Reelz is looking to expand its original programming but its CEO Stan Hubbard has said he wants the programs to be entertaining and informative. Hollywood Hillbillies meets the first criteria, while Celebrity Legacies meets the second.


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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

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Phone: 917-281-4708 | Send Email






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