| Today's Top Stories | | #1 | Nielsen To Use Mathematical Modeling To Double Sample Size
| | | Clients are being informed via email that the TV ratings service will begin attributing demographic data from its national people meter sample to its household tuning data generated by TV set meters in local TV markets, MediaPost reports. This will generate demographic viewing figures from a larger number of sample homes. Nielsen says the new method will begin to shift its national TV ratings estimates effective Sept. 29 and it will release data on the impact of the changes to both a client committee and the Media Rating Council (MRC) first-quarter 2015.
Why This Matters: Some Nielsen clients were "surprised" and "befuddled" by the email, MediaPost says. It's also not clear if the MRC has approved these changes and whether they'll impact its accreditation of Nielsen's national TV ratings service.
A Take: MediaPost
|
| | #2 | Marketers Avoid Agency Trading Desks In Search Of Transparency
| | | A new survey by the World Federation of Advertisers finds marketers are increasingly questioning what they get for their money when buying ad space through agency-owned programmatic operations, The Wall Street Journal reports. The WFA estimates that use of agency trading desks has declined 15% this year, while use of independent trading desks has more than tripled to 30% of respondents, up from 8% last year. Marketers say working with independent trading desks or ad tech providers gives them better visibility into ad costs and pricing.
Why This Matters: That's not good news for agency holding companies that have been pushing their trading desks as a way to bring in more digital business. Plus, the 43 marketers responding to the survey are major ones such as Coca-Cola, MasterCard and GlaxoSmithKline.
Two Takes: WSJ | MediaPost
|
| | #3 | Advertisers Set To Launch Fall Campaigns on NFL Telecasts
| | | Some of the biggest names in marketing will be introducing new ads on NBC's NFL Kickoff telecast Thursday night, throughout the weekend on CBS and Fox, next Monday on ESPN and next Thursday on CBS. Among the major brands using football to launch fall campaigns: General Electric, Lincoln Motor Co., McDonald's, Lowe's, Visa, Nationwide, Verizon, Levi's, Campbell's, Braun, Aflac and Xbox.
Why This Matters: The NFL, with its live telecasts and mass viewership, continues to be a magnet for marketers, both in primetime and on the weekends. "For us, fall and football are huge, the biggest part of our year," says Linda Boff of General Electric. "There are few platforms that give you the lift, the attention and the marquee value."
A Take: NYT
|
|
#4 Adidas Hosts First Crowd-Sourced Fashion Show For NEO Clothing Line (Digiday)
#5 CVS Ends Tobacco Sales, Rebrands In New Marketing Effort From BBDO (Adweek)
#6 Social Media Spending On The Rise But Impact Is Hard To Measure (WSJ)
#7 Papa John's NFL Campaign Pushes Digital Video, Social Media (Adweek)
#8 Comcast Xfinity Signs 10-Year Deal To Sponsor NASCAR Race Series (B&C)
#9 Analyst Says TV Viewers Getting Older Faster Than General Population (B&C)
#10 Bob Evans Farms Taps Partners + Napier For Shopper Marketing (MediaPost)
|
|  | • 67
Percentage of marketers worldwide who say their priority is for all their marketing activities to be integrated across all platforms, according to a survey by Econsultancy, in association with Oracle Marketing Cloud.
– Reported by eMarketer
|
| | MBPT Spotlight | Media Buyers To Prospective NBA TV Rights Holders: Our Clients Won't Help Foot The Bill
By John Consoli
Media buyers aren't particularly interested in which networks get the next NBA TV rights deals, but they do want one thing known: Their clients aren't going to help foot the bill with any kind of exorbitant ad rate hikes.
There has been lots of speculation that the NBA will follow in the footsteps of MLB and the NFL and seek a doubling of the rights fees under the current deals which expire following the 2015-16 season—$7.5 billion for eight years being shared by ESPN/ABC ($3.9 billion) and Turner ($3.6 billion).
The networks are free to ante up whatever they choose to win the rights, but buyers say if the networks take a hard line in negotiating ad partnership fees and commercial time prices following the next rights deals, there are plenty of other sports telecasts to move their clients' dollars into.
"We're not going to back up the Brink's truck and help pay for the exorbitant amounts the networks are going to pay for the next NBA TV contracts," said one buyer, who did not want to be identified. "We aren't going to pay 20% ad rate increases beginning with the 2016-17 season just because the networks shelled out a massive amount of money and maybe overpaid for the NBA rights. The networks have to understand that while the rights fees are soaring, the ratings for the games are not increasing in the same proportion. Live sports is compelling content, but at the right price."
What kind of role will digital play in the new rights deal negotiations? And what current assets speak to Turner's and ESPN's favor in terms of deal-making?
For more, click HERE
|
| | Fates & Fortunes | • JOHN VILADE was named VP, national digital sales, for CBS Local Media. He will lead sales development and strategy for CBS' digital assets associated with its owned television and radio stations. Vilade was most recently executive VP, national advertising sales at News Distribution Network, the online video syndication platform. Prior to that, he was VP, national ad sales, eastern & central regions, for Hulu.
• MARLENA PELEO-LAZAR is stepping down as McDonald's U.S. chief creative officer. Ad Age reports that the 14-year company veteran, who was instrumental in the creation and implementation of McDonald's "I'm Lovin' It" tagline, is departing amid a number of personnel changes at the chain, including the hiring of new chief marketing officer Deborah Wahl, who joined the company in March.
• Entertainer ROSIE PEREZ and political analyst NICOLLE WALLACE have official joined ABC's morning talk show The View as cohosts. They are additions to the panel that already includes moderator Whoopi Goldberg, and Rosie O'Donnell. The new season premieres Monday, Sept. 15. Wallace served as communications chief for George W. Bush's White House and reelection campaign, and as a senior advisor for the McCain-Palin campaign in 2008. She most recently has been a political analyst for MSNBC.
• HECTOR MUNOZ was promoted to the newly created position of VP and chief marketing officer U.S. at Popeyes Louisiana Kitchen. Munoz was most recently VP of marketing. In his new role he will direct all U.S. marketing initiatives, including advertising, calendar promotion planning, long-range marketing plans, brand positioning and core menu items. He will also be responsible for the chain's digital strategy. He reports to Dick Lynch, chief brand experience officer. Prior to joining Popeyes in 2011, Munoz spent 11 years at Burger King in assorted roles. He also held positions at Long John Silver's and Taco Bell. |
| | What They're Watching | BROADCAST RATINGS
'So You Think You Can Dance' Up in Finale
The season finale of Fox's So You Think You Can Dance was up 18% from last week's episode. Fox finished as the No. 2 broadcast network on the night. CBS finished first. Big Brother was the night's top-rated show, down one tenth from last Wednesday. NBC's America's Got Talent was up one tenth from last Wednesday. Taxi Brooklyn was up 29% from last week. Penn & Teller: Fool Us on The CW was up 40% from last week. ABC aired reruns.
For more, click HERE
CABLE RATINGS
'19 Kids and Counting' Leads Tuesday Night
19 Kids and Counting on TLC was the top cable show of the night, with a 1.4 rating with adults 18-49 rating and 3.3 million viewers. The season finale of TNT's Rizzoli & Isles was the No. 2 original cable show with a 1.0 rating in the demo and 5 million viewers. The second night of History's two-part Houdini miniseries had a 0.7 rating and 2.7 million viewers, down from the previous night's 0.9 rating and 3.7 million viewers. The season finale of Royal Pains had a 0.5 rating and 1.8 million viewers.
For more, click HERE
|
| Overnight Ratings: Wednesday, September 3
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| | |  | | |
