| Today's Top Stories | | #1 | Several Major Auto Brands Plan To Increase Ad Spending In 2015
| | | Audi, Chevrolet and Lincoln execs each said their brands will increase marketing budgets next year to support new model launches, Ad Age reports. Audi will boost spending by about 10% compared to this year's spending levels, while execs for the other two brands did not give specific percentages. A Volkswagen of America exec said the company's marketing budget will be flat to slightly up in 2015.
Why This Matters: The increased spending to promote new models will keep those brand's agencies busy. Lincoln, in particular, is trying to make strong inroads into the minds of consumers. "We're building a brand, we're growing a brand, we've got new products to launch," says Matt VanDyke, director of Global Lincoln. "We're a challenger. We have to be smarter and scrappier than the next guy."
A Take: Ad Age
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| | #2 | SMG To Integrate Nielsen Catalina Purchase Data Into TV Planning and Buying System
| | | Starcom MediaVest Group believes the data will help its client advertisers identify consumer segments with high potential for consumer packaged goods and over-the-counter purchases and will enable the agencies to select TV programming that reaches those audiences, MediaPost reports. Two major SMG clients who will use the data are Kellogg and Kraft.
Why This Matters: Nielsen Catalina Solutions CEO Mike Nazzaro says, "Media's next wave is integrating large-scale data sets and software platforms into existing planning and buying systems to deliver the most effective advertising to the right audience."
A Take: MediaPost
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| | #3 | Sierra Mist Touts Calorie Reduction, New Can Design
| | | The PepsiCo-owned brand is undergoing yet another makeover since launching in 2000. In addition to a new can look, it will also add stevia, which will result in a 20% calorie reduction per 8-ounce serving. Those moves will be touted in a campaign from Van's General Store, the New York agency founded in 2012 by actor Liev Schreiber, Ad Age reports.
Why This Matters: Sierra Mist needs a consumer sales boost. In 2013, its volume fell 11.6% and it ranks 12th among all soda brands, according to Beverage Digest. Some of that might be due to parent PepsiCo having spent less on marketing the brand in 2013. Measured media spending was only $4.2 million in 2013, compared to $18.9 million in 2012, per Kantar Media.
A Take: Ad Age
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#4 Virgin Atlantic To Replace Y&R New York (Ad Age)
#5 Survey Finds Majority Of Smartphone Users Like Mobile Location Ads (eMarketer)
#6 AOL Canada Moves To Full Programmatic Ad Availability (MediaPost)
#7 Publicis Worldwide Moves Into the Startup Incubator Game (Digiday)
#8 Netflix Users Report Little Change In Ad-Supported TV Viewing (Ad Age)
#9 With The Exception Of Fox, Broadcast Networks Lag Behind Cable On YouTube (WSJ)
#10 Hub Network Becomes Discovery Family Channel Oct. 13 (B&C)
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Percentage of U.S. online retailers who say a percentage discount is the most effective customer incentive, compared to 21.8% who say free shipping is most effective, according to a poll by Retention Science.
– Reported by eMarketer
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| | MBPT Spotlight | What the NFL and Marketers Should Fear Most: The League's Female Fans
By Florian Kahlert, managing director of research company GfK MRI
According to the NFL, women make up a full 45% of its fan base—a remarkable achievement for what was once considered the ultimate "guy sport." Now, with new domestic violence charges about NFL players emerging almost daily, advertisers are beginning to flee the league. But have these brands misjudged the league's female fans? What is really at stake in the NFL's abuse scandals?
From GfK MRI's extensive consumer profile data, we know that two thirds (65%) of women who regularly watch Monday or Thursday night NFL games are between ages 18 and 54—the prime range for earning and consuming. Of these, the biggest segment is between 45 and 54—some 19%.
We also know that nearly half the regular female NFL viewers have household incomes of $75,000 or more. And among regular Monday and Thursday night watchers, the greatest concentration—roughly 40%—is in the $75,000-$199,999 income range, with slightly more than 5% in the $200,000+ category. In short, these women have money to spend.
Our data also shows that regular Monday or Thursday female viewers are from 20% to 39% more likely than all adults to say they have sole or joint responsibility for home purchasing decisions in a variety of categories—bedding/bath goods, household appliances, cooking and serving products and household furnishings. The same is also true for certain brands of foreign automobiles, mid-sized SUV's and televisions. Clearly, the NFL's women fans are decision-makers when it comes to spending.
What is the rest of the profile for these female NFL brands/prominent consumers? And why are brands justified in their additional concerns about these fans and their reaction to the NFL's recent issues?
For more, click HERE
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| | Fates & Fortunes | • ADAM RATTNER was named senior VP, business development director, Starcom USA. He was previously with the Starcom MediaVest Group in the U.K., where he led business development and marketing across the EMEA region. Prior to that, he managed Coca-Cola's media investment and owned assets across the U.K. and Ireland.
• DANA ANDERSON was promoted to senior VP and chief marketing officer at Mondelēz International. She was previously senior VP marketing strategy and communications. Anderson joined Kraft Foods in 2009 and moved to Mondelēz in 2012 after Kraft was split into two companies, with Mondelēz handling snacks and candy. She is a 25-year veteran of the ad business, having worked at assorted agencies, including a stint as president and CEO of DDB Chicago.
• STEVEN PILUSO has joined Omnicom's Rapp agency as U.S. head of activation and media. He was previously managing director and U.S. chief strategy officer at media agency PHD, which is also under the Omnicom umbrella. Prior to PHD, Piluso spent eight years at Mindshare holding positions including senior VP, media planning director, and director of content strategy. He also worked at agencies MPG and Y&R.
• MICHAEL EPSTEIN, chief strategy officer at Carat, will also become chief client officer U.S. He succeeds Steven Feuling, who was recently named U.S. CEO at Vizeum, which like Carat, is part of the Dentsu Aegis Network. Prior to joining Carat in 2013, Epstein was president of strategic resource and client services at Mindshare.
• DAN ROSEN was named global advertising director at telecom company Telefónica. He was most recently global CEO at WPP mobile agency Joule. Prior to that he was CEO of Europe, Middle East and Africa at Joule. He was also founder and head of AKQA's global mobile practice, and also served as managing director of Associated Newspapers' interactive subsidiary, Greenland. |
| | What They're Watching | BROADCAST RATINGS
'Black-ish' Starts Strong Behind 'Modern Family'
ABC used its Emmy-winning Modern Family to prop up another rookie sitcom. The series debut of Black-ish got off to a good start, slightly higher than the numbers that Rebel Wilson vehicle Super Fun Night debuted to behind Modern Family last year. Black-ish had a smaller lead-in from the veteran comedy, however, which was down 12% from last season's premiere. On its new night, sophomore The Goldbergs was down 26% from its premiere out of Agents of S.H.I.E.L.D. last year, but up from what the show averaged during its freshman run. Earlier, The Middle returned down 16%. At 10 p.m., Nashville dipped 25% from last year's premiere rating. Overall, ABC finished second in the demo. After premiering out of the finale of America's Got Talent last week, NBC's Mysteries of Laura shed 25% in its move to its regular 8 p.m. time slot, but did retain 97% of its total viewer count. Returning for its sophomore season, Chicago P.D. was down a tenth from its series debut. Law & Order: SVU returned down 22%. NBC led the night among total viewers, but finished third in the demo. In its second week, Fox's Red Band Society dipped 23%, which followed Hell's Kitchen. Fox took fourth. CBS' new cycle of Survivor debuted up a tenth from last fall's premiere, while Big Brother wrapped its season also up a tenth from last year. CBS won the night in the demo. The CW rounded out the night with Penn & Teller: Fool Us.
For more, click HERE
CABLE RATINGS
'Sons of Anarchy' Stays At The Front of the Pack
FX's Sons of Anarchy was Tuesday's top cable show, pulling a 2.2 rating with adults 18-49 and 4.1 million viewers. 19 Kids and Counting on TLC came in second in prime time, drawing a 1.0 rating and 2.5 million viewers in the demo. Little People, Big World, also on TLC, had a 0.7 rating and 2 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, September 24
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | SURVIVOR | 2.8 | 9.8 | | ABC | THE MIDDLE (8)
THE GOLDBERGS (8:30) | 2.1
2.3 | 7.4
7.0 | | NBC | THE MYSTERIES OF LAURA | 1.5 | 9.9 | | FOX | HELL'S KITCHEN | 1.3 | 3.7 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.6 | | CW | PENN & TELLER: FOOL US | 0.5 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MODERN FAMILY (9)
BLACK-ISH (9:30) | 3.7
3.3 | 10.9
10.8 | | CBS | SURVIVOR (9)
BIG BROTHER (9:30) | 2.6
2.7 | 9.4
7.3 | | NBC | LAW & ORDER: SVU | 2.1 | 10.1 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.3 | | FOX | RED BAND SOCIETY | 1.0 | 3.4 | | CW | PENN & TELER: FOOL US (R) | 0.4 | 1.4 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.5 | 6.8 | | NBC | CHICAGO P.D. | 1.9 | 8.4 | | ABC | NASHVILLE | 1.5 | 5.6 | | UNIVISION | LA MALQUERIDA
| 0.8 | 2.1 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Bones' Returns For More Competition
The long-running Fox drama is back for its tenth season (8 p.m.) and next Thursday it leads into the new Fox 10-part drama series Gracepoint. Last season, in one of the most competitive time periods on broadcast television—Monday night at 8—Bones went head-to-head with ABC's Dancing With the Stars and NBC's The Voice, along with the CBS sitcom How I Met Your Mother in its final season. Bones averaged a decent 6.4 million viewers and a 1.7 18-49 demo rating and was the most-watched Fox drama of the season, and 18th most-watched primetime drama on broadcast. The upshot: Bones has been moved all over the schedule by Fox and has always performed competitively. Now it'll be taking on Grey's Anatomy on ABC and Thursday Night Football on CBS.
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| • Parenthood' Back For Final Season
The NBC dramedy returns for its sixth and final season. The always critically acclaimed, ratings-challenged series moved last season from Tuesday to Thursday at 10, where it averaged only 4 million viewers and a 1.3 18-49 demo rating. Having various freshman comedies lead into it—all of which were canceled—didn't help. The upshot: This season, Parenthood takes on ABC's touted Shonda Rhimes rookie drama How To Get Away With Murder, so the going will be tough. NBC will only air 13 episodes of the show before closing the book on it in the fourth quarter.
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| • ABC Sings Help Me, Shonda
Veteran Shonda Rhimes-created series Grey's Anatomy (8 p.m.) and Scandal (9 p.m.) on ABC lead into her new show How to Get Away With Murder (10 p.m.). In season 11, Grey's Anatomy averaged 8.5 million viewers and a 2.7 18-49 demo rating on Thursday night at 9, tying it for second-most-watched drama in the demo with NBC's The Blacklist. Scandal on Thursday night at 10 averaged 8.4 million viewers and topped the demo among dramas with a 2.8 rating. How to Get Away With Murder—about first-year law students, and starring Viola Davis—gets the solid lead-in from Scandal. The upshot: The series has drawn mostly positive reviews from critics and media buyers. With two of the demo's most-watched scripted series as a foundation, How to Get Away With Murder should become another ABC staple.
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