| Today's Top Stories | | #1 | Agencies, Brands Turning To Students For Millennial Insight
| | | Media agency Spark and its client Taco Bell have enlisted about 30 advertising students at Miami University to assist in a project to drive downloads among millennial consumers of a new mobile app that the fast food chain is launching later this year, The Wall Street Journal reports. Procter & Gamble, Nestle and Pepsi have also used Miami U students for similar projects.
Why This Matters: "We need new energy and fresh perspectives," says Scott Hess, senior VP of human intelligence at Spark. "We need people who have grown up as digital natives."
A Take: WSJ
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| | #2 | Magazine Trade Group Begins Audience Measurement Across Platforms
| | | The Association of Magazine Media is launching a new monthly audience measurement tool that will track magazine readership and viewership across print, mobile Web and online video. A report—"Magazine Media 360"—will be posted on the group's website and will follow 147 magazine brands from 30 publishers; it will include aggregated data from research organizations such as GfK, MRI, Ipsos, comScore, Nielsen Online and SocialFlow.
Why This Matters: With magazines being read less in print and more digitally, this service is an important tool to help publishers continue to maximize ad revenue and make it easier for advertisers to see which publications are getting the biggest audiences. "We're no longer in the business of magazines but magazine media," says Mary Berner, president and CEO of the trade group.
Three Takes: Media Life | MediaPost | WSJ
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| | #3 | Havas' Programmatic Buying System Has Access To Over 100 Global Markets
| | | The media agency is offering a new system that enables advertisers to run programmatic buying across a number of demand-side platforms at the same time with one single point of contact. Called Affiperf, it is being released after three years of research, and Havas is describing it as the first "meta" DSP solution.
Why This Matters: Programmatic was started as a way to initiate instant buying by agency trading desks and brands in real-time across multiple platforms, but the rise in the number of DSPs has made the process slower and more complex. Havas says its new solution will simplify and speed up the programmatic process for its clients.
A Take: MediaPost
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#4 Leo Burnett Amps Up Brand Activation Unit Arc (Ad Age)
#5 Office Depot Taps McCann For Creative And UM For $100M Media Account (MediaPost)
#6 MillerCoors Tests Branded Content With 26 Different Tech Companies (Adweek)
#7 DigitasLBi Partners With Rubicon For Programmatic Buying (MediaPost)
#8 Boy Scouts Target Millennial Parents In New Campaign (Ad Age)
#9 Advertising Trade Associations Plan Ad Fraud Crackdown (WSJ)
#10 FTC Chair To Marketers: Don't Use Bogus Research To Back Health Claims (Ad Age)
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|  | • 35.6
Share of worldwide ad spending that North America will contribute during 2014—or, $194 billion, the largest percentage of any of the regions, according to estimates.
– Reported by eMarketer
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| | MBPT Spotlight | Telemundo Research Says Marketers Should Use Hispanics As Their Brand Ambassadors
By John Consoli
Telemundo's newly unveiled study focuses on the media habits of Latino consumers. It also suggests that marketers should be looking beyond the idea of Hispanics as a target for ads and instead consider them potential marketing ambassadors for their brands.
Hispanics, according to the research, are not only heavy users of social media, but a majority also tend to talk to friends and family about the programming they watch, and share video clips.
Research also shows that the number of Hispanics living in the U.S. in 2014 is significantly higher than the currently attributed 55.8 million, when you consider intermarried couples and mixed households where there are non-Hispanics who are indoctrinated into Latino culture.
The research was commissioned by Telemundo parent NBCUniversal and is based on data collected by EthniFacts. It was released as part of an Advertising Week presentation on Monday.
The presentation highlighted some examples of how marketers are successfully reaching Hispanics on English-language television via commercials, both in Spanish and in English with Spanish sensibilities. One slide points out that in 2013, viewers watched 25 billion hours of English-language television and 18 billion hours of Spanish-language television, which offered up "43 billion hours of opportunity" for marketers to reach Hispanic viewers through both.
What did the research say about Hispanics' "passion" for ads in Spanish vs. in English? And what did the study say about the power of Hispanics' reliance on social media?
For more, click HERE
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| | Fates & Fortunes | • BEN PRICE was promoted to executive VP, national ad sales and SIMON ROBINSON was elevated to chief operating officer, national ad sales at Discovery Communications. Price, who joined Discovery in 1989, was most recently senior VP, national ad sales overseeing Discovery's regional offices. Robinson joined Discovery in 2006 and was most recently executive VP and chief financial officer of Discovery Communications' U.S. networks and corporate financial planning and analysis. In his new role, Price will join the existing ad sales leadership team of Scott Felenstein and Sharon O'Sullivan. He will divide his time between New York and Los Angeles and continue to oversee Discovery's regional ad sales strategy. Robinson will oversee the national ad sales teams for research, commercial operations, sales support and strategic sales. He will continue as chief financial officer of Discovery's U.S. networks.
• MARI GHUNEIM has joined truTV as VP of digital strategy and development and DANIEL MANU was named senior director of digital programming and will report to Ghuneim. Ghuneim was most recently a digital media and brand marketing consultant but prior to that was VP of digital media for Bravo. She also served as executive director of AOL in the lifestyle and entertainment areas. Manu was most recently editorial director for TelevisionWithoutPity.com. Prior to that, he was director of content for TV Guide Online.
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| | What They're Watching | BROADCAST RATINGS
'Gotham,' 'Scorpion' Mostly Steady in Week Two
In their second weeks, two freshman dramas managed to hold a good chunk of their series premieres. Fox's Gotham dipped 13% in its second episode (and lost only a million total viewers) while Sleepy Hollow dropped 15% to its lowest rating. Fox took third. CBS' Scorpion held up even better, losing just two tenths—despite a much smaller lead-in from a repeat episode of The Big Bang Theory, whose new episode at 8 p.m. fell 13%. At 10 p.m., NCIS: Los Angeles returned for its new season—the first without leading out of NCIS—down 37% from last year's premiere and on par with what the canceled Hostages debuted to in that time slot last year. Overall, CBS took second on the night (but first among total viewers). NBC led the night as The Voice matched last week's premiere and The Blacklist dipped 18%. ABC returned Castle up two-tenths from its premiere last year. Earlier, Dancing With the Stars fell 14%. (Note: ABC affiliates in Boston and Kansas City aired Monday Night Football.) ABC finished fourth. The CW officially kicked off its fall season with the iHeart Radio Music Festival, which was even with last year's showing.
For more, click HERE
CABLE RATINGS
'The Strain,' 'Real Housewives of New Jersey' Tie on Sunday Night
FX's The Strain dipped two-tenths from last week, tying Bravo's Real Housewives of New Jersey for the top original cable spot on Sunday. Both shows pulled a 0.9 rating with adults 18-49. The Strain had 2 million viewers with the Bravo reality show bringing in 1.9 million. HBO's Boardwalk Empire was on par in total viewers at 2 million, but rated slightly lower in the demo with a 0.8. The Ray Donovan season finale on Showtime had a 0.7 rating and 2 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, September 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG THEORY (8)
THE BIG BANG THEORY (8:30) | 4.7
3.1
| 16.2
12.3
| | NBC | THE VOICE | 3.6 | 12.0 | | FOX | GOTHAM | 2.8 | 7.3 | | ABC | DANCING WITH THE STARS | 1.8 | 12.3 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.6 | | CW | IHEART RADIO MUSIC FESTIVAL | 0.3 | 1.0 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.2 | 13.5 | | CBS | SCORPION | 3.0 | 13.3 | | ABC | DANCING WITH THE STARS | 2.1 | 13.0 | | FOX | SLEEPY HOLLOW | 1.7 | 5.1 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.8 | | CW | IHEART RADIO MUSIC FESTIVAL | 0.2 | 0.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE BLACKLIST | 2.8 | 10.6 | | ABC | CASTLE | 2.4 | 11.3 | | CBS | NCIS: LOS ANGELES | 1.9 | 9.4 | | UNIVISION | LA MALQUERIDA
| 0.6 | 1.9 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • New Comedies Open The Night For ABC
The sitcom Selfie (8 p.m.) revolves around a social media star, with 263,000 avid followers, who looks to trade some of that Internet connection for a more personal one. Selfie leads into romantic comedy Manhattan Love Story at 8:30 p.m., which exposes the different thought processes of men and women as it follows a couple from the first moment of their relationship. The upshot: It won't be easy for these two new ABC sitcoms against veteran ratings hits—CBS' drama NCIS, which averages around 18 million viewers, and The Voice, which draws around 13 million to NBC. Does counterprogramming still work? ABC will soon find out.
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| • MTV Opens the Wild Rides Of 'Happyland'
This new scripted soapy teen dramedy (11 p.m.) explores the behind-the-scenes lives and relationships of the young workers at a popular theme park. Things get complicated when the teenage daughter of a "park princess mom" meets the new park owner's son—in fact, "complicated" is a small word for it. The upshot: Happyland is the third scripted series brought to MTV by network president Susanne Daniels (after comedy Faking It and drama Finding Carter). It follows the network's successful formula—lots of teen angst mixed with a bit of controversy, and perfect for its late-night time period.
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| • 'Chicago Fire' Keeps Flame Burning
The NBC drama returned last week for season 3 (10 p.m.) with a full head of steam to the tune of 9.1 million viewers and a 2.6 18-49 demo rating. That was up significantly over its averages of 5.9 million viewers and a 1.7 demo rating the first season, and 7.1 million and a 1.9 in the demo for season 2. The upshot: Chicago Fire did lead out of NBC singing competition hit The Voice but it retained a solid 70% of that show's viewership and 65% of its sizable 18-49 audience
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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