| Today's Top Stories | | #1 | Lenovo Pays To Be Made Fun Of As Sponsor Of Onion Web Series
| | | The computer technology company is the butt of jokes written into the series Tough Season, which follows a guy's quest to become a champion of his fantasy football league, Ad Age reports. Each of the 13 episodes, which run on TheOnion.com as well as on a dedicated Lenovo site, are about five minutes long and feature assorted NFL players. The series was produced by The Onion Labs, an in-house creative and marketing agency, on behalf of Lenovo.
Why This Matters: It's rare that a marketer will not only sponsor, but encourage jokes about its products in a TV series script as well. But Lenovo believes this is an effective way to reach the millennial audience that watches the series. Eric Korsh of Lenovo's agency Digitas says Lenovo is "willing to be made fun of – to be part of the joke." He adds, "We're putting Lenovo's name out there but as a company with a certain attitude for this young group that likes authenticity, humor and self-awareness."
A Take: Ad Age
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| | #2 | Car Sellers Looking To Refine Their Pitch To Women
| | | With women today making the final decision on more than 60% of new car purchases, according to Nissan, and women influencing 85-95% of the purchase of GM's Cadillac brand, carmakers and their dealers are looking to find ways to better reach women with their pitches, The Wall Street Journal reports. GM research also finds that 74% of women feel they are misunderstood by automakers and Melody Lee of Cadillac says, "That's a huge missed opportunity there."
Why This Matters: Agencies need to work closely with automakers to find ways to better reach and motivate women to buy their products. It's especially important now because social media has given women "a voice that can impact brands like no other time in history," says Jody DeVere of AskPatty, a women's auto-advisory website.
A Take: WSJ
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| | #3 | Sprint Hangs Up Quickly On Framily Plan Campaign
| | | The wireless company's marketing will drop the term and it's not yet been determined if the quirky Frobinson family will continue to appear in commercials for the new Family Value Pack, Ad Age reports. Figiulo & Partners, the creative agency that developed the Framily campaign remains Sprint's agency of record.
Why This Matters: With all the money Sprint spent to develop and market the off-beat campaign, five months seems like a short time to kill it off. But Sprint has decided to switch tactics with a new plan that concentrates more on cheaper data like rival T-Mobile. "There is clearly room in our industry for two disruptors," Sprint CMO Jeff Hallock says.
A Take: Ad Age
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#4 Lincoln TV Spots With Matthew McConaughey Aim To Target A Broader Audience (Automotive News)
#5 Belk Selects iCrossing To Handle Digital (Adweek)
#6 Kirshenbaum Acquires Majority Stake In London-Based Agency Albion (Ad Age)
#7 Blogs Can Still Work For Brands – If They're Done Right (Digiday)
#8 Kia Hamsters Back Promoting Soul EV In New TV Campaign (MediaPost)
#9 Big TV Spender Sonic Uses Just Digital To Promote New Slushy Flavor (Adweek)
#10 What Marketers Need To Know About Twitter's Timeline Changes (Ad Age)
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Percentage of U.S. digital coupon users who redeemed a coupon found on their smartphones at a store, according to research by Forrester Consulting done for RetailMeNot.com.
– Reported by eMarketer
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| | MBPT Spotlight | Numbers Game: Online Video Reigns in Connecting with U.S. Hispanics—And Now Measurement Can Prove It
By Marla Skiko, executive VP/director of digital innovation, Starcom MediaVest Group's Multicultural Division
The U.S. Hispanic audience has a love affair with online video. The multitude of research, such as in the example below, confirms that Hispanics are far more likely to watch, download, share and discuss video than other audience groups by a wide margin. This makes it critical for marketers to be able to seize the video opportunity to reach and engage this rapidly growing audience.
In order to fully seize that opportunity, our focus shifts to validation. Measurement in the video arena has been an area of intense focus for the industry at large. One of the keys to shifting more spending to online video is the ability to have like measurement across online and offline and to ensure advertisers are reaching their desired audience groups.
The advantage with digital media is the ability to serve impressions specifically to an individual in real time. One key metric now in question and being used to evaluate digital/video delivery is called "Percent In target." This metric, which can be measured using comScore vCE among other tools, represents the percent of total impressions from the campaign that were delivered against the intended target.
The narrower a target audience is the more difficult it will be to achieve a high percentage of target composition (in target comp %) of that given online audience. It would then follow that it is more difficult to achieve a high in target comp % for Hispanic specific demographics vs more broadly defined targets. While that is the case, with an in-depth understanding of the Hispanic digital audience and marketplace, it is possible to boost the in target comp % of a Hispanic digital buy and use vCE to verify a buy is reaching its intended Hispanic audience.
In fact, in a recent white paper Starcom MediaVest Group developed in partnership with comScore, we outline some best practices to follow when utilizing vCE metrics applied to Hispanic audiences.
Do measurement advances effectively encompass the U.S. Hispanic audience? What's the best way to utilize metrics to increase buying in the demo?
For more, click HERE
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| | Fates & Fortunes | • EDWARD MENICHESCHI was promoted to president and chief marketing officer of the Condé Nast Media Group. He was most recently VP and publisher of Condé Nast's Vanity Fair. Menicheschi replaces Lou Cona who is leaving the company. Condé Nast will name a new publisher for Vanity Fair soon, the company said. Prior to his role at Vanity Fair, Menicheschi was president of Condé Nast's WWD Media Worldwide, and he has also held a number of senior titles at Vogue and GQ.
• MARTA LA ROCK was named executive planning director at JWT New York, where she will handle strategic planning on the Royal Caribbean account and also lead cross-agency integration for JWT with its parent company WPP. La Rock was most recently chief strategy officer at mcgarrybowen New York. Prior to that, she was a senior partner, worldwide planning director at Ogilvy & Mather. She also held positions at Young & Rubicam New York and TracyLocke.
• BELLE LENZ was named to the newly created position of regional director of communications for the Americas at Dentsu Aegis Network. She was most recently VP of global communications at IPG Mediabrands. Prior to that, she was corporate communications director for North America at Havas Media.
• JULIANNE HOUGH is joining ABC's Dancing With the Stars as a fourth judge when the new season premieres on Sept. 15. She joins returning judges Len Goodman, Carrie Ann Inaba and Bruno Tonioli. Hough is a two-time champion on the show.
• KEVIN FRAZIER was named cohost of Entertainment Tonight where he will emcee alongside Nancy O'Dell. He was most recently co-anchor and managing editor of The Insider. He succeeds Rob Marciano who recently left to join ABC's Good Morning America. LOUIS AGUIRRE will succeed Frazier at The Insider. He joins Thea Andrews a cohost. Aguirre was most recently co-anchor of WSVN Miami's Deco Drive.
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| | What They're Watching | BROADCAST RATINGS
'Big Brother,' CBS Lead Wednesday Night
CBS was the night's top broadcaster with Big Brother up 10% from last week to finish as the evening's top show. The 9 p.m. episode of Extant – the network aired two episodes back-to-back - was even with last week's 10 p.m. episode. NBC's America's Got Talent hit a series low, down one tenth of a point from the previous Wednesday. Taxi Brooklyn was even with last week. On Fox, So You Think You Can Dance was down one tenth from last week while ABC's Motive climbed one tenth from last week. On the CW, Penn & Teller: Fool Us was up one tenth from last week.
For more, click HERE
CABLE RATINGS
Off-Net Comedy Leads Tuesday Night
TBS' 9 p.m. The Big Bang Theory episode along with Adult Swim's 11 p.m. Family Guy and 10:30 p.m. American Dad showings all pulled the top rating of Tuesday night, a 1.2 among adults 18-49, and a viewership of 3 million, 2.6 million and 2.5 million, respectively. The 9 p.m. airing of The Big Bang Theory and the 11:30 p.m. episode of Family Guy followed, drawing a 1.1 in the demo and 3 million and 2.4 million viewers, respectively.
For more, click HERE
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| | Overnight Ratings: Wednesday, August 20 |
| 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.3 | 6.6 | | UNIVISION | MI CORAZÓN ES TUYO | 1.3 | 3.2 | | NBC | AMERICA'S GOT TALENT (R) | 1.1 | 5.6 | | FOX | SO YOU THINK YOU CAN DANCE | 0.9 | 3.4 | | ABC | THE MIDDLE (R) (8)
THE GOLDBERGS
(R) (8:30) | 0.9
0.9
| 3.3
3.1
| | CW | PENN & TELLER: FOOL US | 0.6 | 1.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 1.8 | 9.2 | | UNIVISION | HASTA EL FIN FEL MUNDO | 1.4 | 3.5 | | ABC | MODERN FAMILY (R) (9)
MODERN FAMILY
(R) (9:30) | 1.2
1.2
| 3.5
3.8
| | CBS | EXTANT | 1.0 | 5.5
| | FOX | SO YOU THINK YOU CAN DANCE | 0.9 | 3.2 | | CW | THE 100 (R) | 0.2 | 0.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.2 | 2.8 | | CBS | EXTANT | 0.9 | 5.6 | | NBC | TAXI BROOKLYN | 0.8 | 4.9 | | ABC | MOTIVE | 0.8 | 3.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Simpsons' Marathon Begins On FXX
At 10 a.m. FXX started airing all 552 episodes of The Simpsons in chronological order, which will take about 12 days. Beginning Sept. 2, FXX will air episodes in fringe, primetime and late night throughout the week. And every Sunday, the network will televise a themed "mini-marathon" of eight episodes that will begin at 4 p.m., leading into the 8 p.m. new episode of The Simpsons on Fox. The upshot: FXX paid a reported $1.25 million per week for exclusive cable and VOD/non-linear rights to The Simpsons. This should be utopia for fans of Homer, Bart and the rest of the family.
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| • NBC Thursday Comedies Struggling
After a one-week hiatus, NBC's Welcome to Sweden returns solo, with back-to-back episodes at 9 and 9:30. The series was recently renewed by NBC, which canceled its companion Working the Engels this week. Welcome to Sweden, which stars Greg Poehler and is executive produced by Greg's sister Amy Poehler, follows a couple who move to the wife's native Sweden where the husband must deal with culture clashes and try to win over his wife's very Swedish family. The upshot: NBC is searching for a comedy success that can draw audiences during the summer and maybe even in the fall. However, this series isn't generating big numbers, averaging 2.3 million viewers and a 0.7 in the 18-49 demo through five episodes.
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| • NFL Network Readies Fans For 'Thursday Night Football'
NFL Network will televise a third-week preseason game between the Pittsburgh Steelers and Philadelphia Eagles at 7:30. The network last aired a preseason game two Thursdays ago between the San Francisco 49ers and Baltimore Ravens that drew 1.8 million and a 0.7 demo rating. The upshot: Viewers don't flock to preseason NFL games like they do during the regular season, but the cable numbers for those preseason games are still solid for summer and offer up lots of harder to reach men. Once the regular season starts, NFL Network will simulcast the CBS Thursday Night Football telecasts.
| We're taking a day off tomorrow, so there will be no newsletter for Friday, August 22. We'll be back Monday. Thanks.
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