| Today's Top Stories | | #1 | Publicis Digital Agency MRY Folding Into Starcom MediaVest Group
| | | The agency, which specializes in social media, youth marketing and creative services, and has 350 staffers, will operate as an independent entity under the SMG umbrella and will retain its name, The Wall Street Journal reports. MRY CEO Matt Britton will join SMG's management team and report to SMG Global CEO Laura Desmond. MRY and SMG share some clients, including Coca-Cola and Spotify, and some will remain independent to MRY after realignment on Oct. 1.
Why This Matters: As media buying agencies are being asked to become more diversified by clients, they are looking to add more varied services to keep those clients from defecting to more specialized agencies. For the smaller MRY, realigning with SMG agencies will give it more leverage and clout when seeking new business.
Two Takes: WSJ | MediaPost
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| | #2 | Some Networks Reluctant To Lump Mobile Viewing And TV Ratings
| | | Nielsen sets to launch a new service to measure TV viewing on mobile devices and include that in network TV ratings, and programmers are having second thoughts, according to a Wall Street Journal report. Many TV networks and cable operators have not signed up to participate. Dave Poltrack, chief research officer at CBS Corp., says networks can currently get more ad dollars per viewer for online streaming than if they combined those viewers with TV ratings. "There's no incentive," he says.
Why This Matters: It's going to be a while before any media ad purchases are based on the new measurement. But Alan Wurtzel, NBC president of research, says the need to measure those mobile viewers is critical and will matter down the road as audiences shift viewing patterns.
A Take: WSJ
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| | #3 | GroupM Takes 49% Stake In Target's Agency Haworth
| | | Haworth Marketing + Media handles media investment for clients including retail giant Target, Ben & Jerry's, Beats by Dr. Dre, Honeywell, DreamWorks Animation and The Oscars. It has 140 employees, with offices in Minneapolis in Los Angeles and claims billings of $700 million in 2013. The agency will continue to operate independently but will share GroupM data and tech tools to help with analytics.
Why This Matters: Haworth's relationship with Target dates back to 1970, according to Ad Age, and was the agency's first client. The deal gives GroupM inroads into the massive Target ad spending which last year totaled $1.7 billion, including $700 million on measured media in the U.S.
Two Takes: MediaPost | Ad Age
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#4 FTC Warns 60 Top Print And TV Advertisers About Ad Disclosure Flaws (Ad Age)
#5 Cadillac Moving Global Headquarters From Detroit To New York (Adweek)
#6 Branding Lessons From China's E-Commerce Giant Alibaba (Ad Age)
#7 Agency Troika and CW Create Superhero Marketing Campaign (NYT)
#8 Vita Coco Names Saatchi & Saatchi As Creative Agency (Ad Age)
#9 Three-Year-Old Bounce TV Adds Distribution, Boosts Ad Base To 35 (B&C)
#10 Twitter Strategy Exec Talks Planning Big Event Campaigns With Brands (Ad Age)
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Percentage of U.S. leisure travelers who say they have never heard of a home lodging rentals service such as Airbnb or Home Away, according to a study by Warren Weiss Co.
– Reported by eMarketer
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| | MBPT Spotlight | The Human Side of Data: Think People, Not Profiles
By Steve Simpson, executive VP, global managing director, digital strategy, data and analytics for Starcom MediaVest Group
Information is growing; it's getting bigger and moving faster. Modern businesses know there is an opportunity to seize, but how do we think smart when it comes to Big Data?
The answer: Thinking smart is about thinking "people first."
Gathering data on people—what they do, when, where, how often—can seem intrusive. My Jawbone app monitors my vitals and my mobile apps show my location. Data is making it easier for marketers to be nosy. It blurs private and public boundaries.
But it also means having the ability to know people better and get closer to them. Businesses should see an individual's data as an invitation to get personal and an opportunity to move away from the idea that everyone is an average. LinkedIn and Netflix know this, allowing their users to personalize their own experience. They have created an exchange where individuals value sharing their personal information.
Data shouldn't be a zero-sum game. People like to share with friends and family because it enriches their lives to do so. Yet, they live by the adage, "Don't talk to strangers"—and most brands are strangers. That's why they should offer something in exchange. They need to ask themselves: "What can I do for people by using their data?"
What are the best ways data can help brands connect with consumers? And what have current brands been able to do to gain trust and, therefore, better data?
For more, click HERE
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| | Fates & Fortunes | • ANDREW LACK was named to the newly created position of chief executive officer of the Broadcasting Board of Governors. He was most recently chairman of Bloomberg Media Group, which he joined in 2008 as CEO. Prior to Bloomberg, Lack was chairman and CEO of Sony Music Entertainment and before that was president and chief operating officer of NBC. He also served as NBC News president from 1993-2001.At BBG, Lack will oversee Voice of America, Radio Free Europe/Radio Liberty, Radio and TV Marti, Radio Free Asia and the Middle East Broadcasting Networks.
• KEVIN WERTZ was promoted to president of Lowe Campbell Ewald. He was previously managing director of the marketing communications agency. In other promotions at the agency, KEITH CLARK, a 14-year veteran, was named managing director; WALTER HARRIS, who joined the agency in 2011, was named group management supervisor; and JARI AUGER, chief financial officer, was given the additional duties of chief operating officer.
• RENATO de PAULA was named regional CEO for Latin America at MEC, succeeding Michael Jones, who is retiring. De Paula was previously CEO of Mexico and Colombia for Havas Worldwide and also regional director of Havas Worldwide Digital across Latin America.
• DARREN MORAN is leaving his post as chief creative officer at Havas Worldwide New York, after joining the agency a year ago. Prior to that he was creative director of Draftfcb New York.
• DAVID SAVAGE was promoted to the newly created role of chief client officer at direct marketing agency R2C Group. In this role, Savage will be responsible for driving alignment of service and growth for the client strategy team on both coasts. Savage joined R2C Group in 2005 and is also an executive VP and managing partner. He will continue to manage the new business team for the agency and also continue to manage the daily operations of the Philadelphia office, along with executive VP, managing partner Marilyn Davis. |
| | What They're Watching | BROADCAST RATINGS
'NCIS: New Orleans' Debuts Below 'NCIS: LA'
CBS premiered the third iteration of its NCIS franchise with its Scott Bakula-led New Orleans version on Tuesday. Airing out of the original NCIS, New Orleans was down 17% in the demo from what NCIS: Los Angeles premiered to in that slot last year, but slightly up in viewers, topping Madam Secretary on Sunday as the most-watched fall premiere so far. Leading into NCIS: NOLA, the original version returned down 19% from last year's premiere. At 10 p.m., Person of Interest returned down 22%. CBS finished in second overall, but first among total viewers. NBC won its second straight night of the week on the backs of The Voice's two-hour Tuesday premiere and the third season debut of Chicago Fire. Voice was down 15% from last fall's Tuesday debut, but Chicago Fire returned even from last year's premiere, with a series best at 10 p.m. Up against the debut of NCIS: NOLA and The Voice in its new 9 p.m. time slot, ABC's Marvel's Agents of S.H.I.E.L.D. was down considerably from the show's heavily publicized debut last year, but only a tenth off from its finale in May. New drama Forever rose two tenths from its preview on Monday in its regular Tuesday time slot debut, though it dipped among total viewers. Forever's rating was 31% higher than what Lucky 7—which lasted only two episodes—premiered to in that space last year. Earlier, the Dancing With the Stars results show dropped 27%. ABC finished in third. Fox's Utopia sank further, dropping two tenths from last Tuesday at 8 p.m. New Girl dipped 24% from last week's premiere and The Mindy Project was down 23%. Fox finished fourth. The CW aired repeats.
For more, click HERE
CABLE RATINGS
'Monday Night Football' Continues to Score
ESPN's Monday Night Football telecast was the top program of the night, pulling 13.3 million viewers. It had a 5.2 rating with adults 18-49. SportsCenter kept 3.4 million viewers after the game, with a 1.6 rating in the demo. Love & Hip Hop Hollywood on VH1 had a 1.3 rating and 3.4 million viewers for its second episode. Also on the net, T.I. And Tiny saw a 1.0 rating and 1.8 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, September 23
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.5 | 11.4 | | CBS | NCIS | 2.5 | 18.0 | | ABC | DANCING WITH THE STARS | 1.9 | 9.6 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.6 | | FOX | UTOPIA | 1.2 | 1.9 | | CW | ARROW (R) | 0.3 | 0.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.5 | 14.6 | | CBS | NCIS: NEW ORLEANS | 2.5 | 17.1 | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D. | 1.9 | 5.6 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.1 | | FOX | NEW GIRL (9)
THE MINDY PROJECT (9:30) | 1.3
1.0
| 2.3
2.0
| | CW | SUPERNATURAL (R) | 0.3 | 0.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 2.7 | 9.4 | | CBS | PERSON OF INTEREST | 1.8 | 10.7 | | ABC | FOREVER | 1.7 | 6.5 | | UNIVISION | LA MALQUERIDA
| 0.8 | 2.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Themes Like Old Times On 'Survivor'
The popular CBS reality series begins its 29th edition (8 p.m.) with a special 90-minute episode, returning the "Blood vs. Water" theme. Former MLB pitcher John Rocker is among the competitors, as are Natalie and Nadiya Anderson who competed on The Amazing Race on CBS. The upshot: Last fall's Survivor: Blood vs. Water averaged 9.7 million viewers and a 2.5 18-49 demo rating. CBS continues to air two different editions during the season and both have traditionally done well, with the fall version usually drawing slightly higher. For a series that first aired in 2000, Survivor lives up to its name well. CBS will lead the premiere into the season finale of Big Brother.
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| • 'Big Brother' Picks Next King or Queen of The House
The 16th season of the CBS summer reality hit concludes with a 90-minute finale (9:30 p.m.) with three competitors left—Victoria Rafaeli, Code Calafiore and Derrick Lavasseur. A live jury made up of this season's castoffs will select the winner of $500,000. The upshot: Unlike last summer's controversial comments from contestants, this summer's episodes were relatively tame. The series has cumulatively averaged about 6.4 million viewers and a 2.3 18-49 demo rating, pretty similar to last summer without as much negative drama. The numbers remain impressive for a series that has been on since 1999.
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| • 'Black-ish' Gets Prime ABC Slot
ABC is leading its new sitcom Black-ish (9:30 p.m.) out of its most-watched comedy, Modern Family. In the series, starring Anthony Anderson, a dad begins to wonder whether his suburban family's success has brought too much assimilation while losing its ethnic heritage. Each week, he struggles to strike a balance between cultural identity and life in the predominantly white suburbs. The upshot: ABC is giving Black-ish every chance for success, leading it out of the multi-Emmy winner, which last season averaged 8.7 million viewers and a 3.0 18-49 demo rating.
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