| Today's Top Stories | | #1 | Bloomin Brands Puts $150M Media Account Up For Review
| | | The parent company of Outback Steakhouse, Bonefish Grill, Carrabba's Italian Grill, Fleming's Prime Steakhouse and Roy's has used Carat for its media planning and buying since 2007. Among its restaurant chains, Outback is the biggest ad spender. Michael Kappitt, senior VP-global chief marketing officer at Bloomin Brands will oversee the review.
Why This Matters: The company is not unhappy with Carat, saying in a statement that "our portfolio has been under the great care of Carat since 2007," adding the agency "understands we have a responsibility to our brands to conduct this exercise and is participating in the review."
Two Takes: Ad Age | MediaPost
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| | #2 | North Face Launches Biggest-Ever Campaign
| | | The winter apparel company will run a TV, digital and social media campaign beginning with a commercial on NBC's Sunday Night Football on Nov. 9 and running through the end of December. Other networks getting ad dollars include ESPN, USA Network and Comedy Central. Digital and social efforts will appear across Hulu, YouTube, Vice and Facebook, among other platforms. There will also be a customized trailer that visits retailers around the country.
Why This Matters: The campaign will be less about selling specific clothing and more about encouraging urbanites to visit winter outdoor sports destinations such as the ski slopes (where they can wear North Face apparel).
Two Takes: MediaPost | NYT
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| | #3 | How Walmart Is Using Weather Forecasts To Market Merchandise
| | | In the second year of an extensive partnership with the Weather Company, the retail giant has discovered some unusual weather-purchase relationships by zip code that are resulting in higher sales at certain stores. Among the things they've found: ideal weather for berry sales is low wind with temperatures in the 80s; people are more likely to eat steak when it's warm with higher winds but no rain; salads do better when temperatures are above 80 but winds are low.
Why This Matters: Walmart's U.S. chief marketing officer Stephen Quinn says the chain is now able to advertise merchandise based on those reports at scale and can increase certain product sales by double-digit percentages.
A Take: Ad Age
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#4 Audi To Retain Digital Agency AKQA After Review (Ad Age)
#5 JC Penney Reviewing Media Business After Over A Decade With OMD (Adweek)
#6 'L'Eggo My Eggo' Tagline Returns In New Waffle Campaign (Ad Age)
#7 Facebook Gaining Ground Vs. YouTube With Marketer Videos (Adweek)
#8 Reporter's Experiment Reveals Shortfalls In Consumer Data Gathering (Ad Age)
#9 App Marketing Costs Hit New High In September (MediaPost)
#10 Explainer Videos Growing In Popularity (Digiday)
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|  | • 34.5
Percentage of U.S. small business owners who say their preferred channel for holiday marketing for the upcoming season will be social media marketing, according to a study by Volusion. Search engine optimization was next, preferred by 24.2%, followed by email marketing, favored by 23.6%.
– Reported by eMarketer
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| | MBPT Spotlight | Bet on The CW Paying Off For the Network's Parents—Major station group Tribune supports strategy
By Jon Lafayette
Fortified by superheroes, The CW has never looked more durable. Rather than just providing potential shelf space for programming created by its parent companies CBS and Warner Bros., The CW seems to be forging a stronger identity with stations and advertisers.
After a shaky start, The CW's financial footing solidified when CBS and Warner Bros. did streaming deals in 2011 worth nearly $1 billion over four years, monetizing the network's programming and more than covering the owners' costs. This season's strong launches of The Flash and Jane the Virgin gives CBS and Warner Bros. additional reasons to be supportive.
"The CW stepped out of the shadow of the larger broadcast networks this year with two of the best new series of the season," CBS Corp. president and CEO Leslie Moonves said in a statement. "This is a network that has broadened its audience, redefined its programming voice and continues to provide a valuable affiliation brand to its stations. And for CBS, it's been a great place to supply shows that grow into profitable content assets."
"The CW has broadened its audience base and brought value with franchises such as Arrow and, now, The Flash," Kevin Tsujihara, Warner Bros. chairman/CEO, said in a separate statement. "Their strong multiplatform numbers and social media presence reflect their leadership in the young demographic space, a coveted audience for marketers in any economic climate."
What does the future hold for The CW's structure? And how have new hits The Flash and Jane the Virgin affected across-the-board network ad sales?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • FRED SANTARPA was named to the newly created position of executive VP and chief digital officer at Condé Nast. He will be responsible for building and executing the company's strategy across digital, mobile and emerging platforms to expand the reach of its brands and strengthen its marketing offerings. He was most recently executive VP and chief digital officer of Condé Nast Entertainment, a position he held for past two years. Prior to joining Condé Nast, Santarpa was general manager of Vevo, the digital music, video and entertainment company. Also, as part of a company restructuring of its digital sales organization, LISA VALENTINO will expand her current role as chief revenue officer at Condé Nast Entertainment to oversee digital sales for the company. She will work in partnership with JOSH STINCHCOMB, who was named senior VP of sales strategy.
• DARYL EVANS has joined MediaLink as senior VP, mobile, media and advertising. He was most recently VP, consumer advertising and marketing communications for AT&T Mobility. In his new role, he will be based in Atlanta. VALERIE VARGAS, a VP of advertising at AT&T, will replace Evans.
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| | What They're Watching | BROADCAST RATINGS
'Sunday Night Football' Tops World Series
The NFL and the World Series went head to head Sunday night, and despite the Giants' Madison Bumgarner pitching another gem against Kansas City in game 5 of the Fall Classic, NBC's Sunday Night Football matchup between the Green Bay Packers and the New Orleans Saints led the night. CBS' newsmagazine 60 Minutes, benefitting from overruns from late-afternoon football, doubled its numbers from the previous Sunday. Madam Secretary and The Good Wife were even with last week. ABC broadcast the Star Wars Rebels special at 7 p.m. Once Upon a Time was down 15% from last week while Resurrection (down 14%) and Revenge (down 15%) hit series lows.
For more, click HERE
CABLE RATINGS
'Thursday Night Football' Scores Against 'Project Runway' Finale
Thursday Night Football on the NFL Network was the night's top cable program, drawing a 1.4 rating with adults 18-49 and 3.4 million viewers. Postgame coverage kept 1.3 million viewers from its lead-in for a 0.6 rating. Lifetime's Project Runway finale led among non-sports originals, pulling a 0.8 rating and 2.6 million viewers. History's Pawn Stars followed, earning more viewers than the Runway finale with 2.7 million, but was lower in the demo at 0.7.
For more, click HERE
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| Overnight Ratings: Sunday, October 26
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NFL OVERRUN | 5.8 | 20.5 | | FOX | THE WORLD SERIES | 3.6 | 11.9 | | NBC | FOOTBALL NIGHT IN AMERICA | 1.7 | 5.7 | | UNIVISION | AQUÍ Y AHORA
| 0.7 | 1.8 | | ABC | STAR WARS REBELS: SPARK OF THE REBELLION | 0.6 | 2.5 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | FOOTBALL NIGHT IN AMERICA (8)
NFL FOOTBALL (8:30) | 4.6
6.4 | 12.8
17.4 | | FOX | THE WORLD SERIES | 3.1 | 11.6 | | CBS | 60 MINUTES | 2.4 | 13.5 | | ABC | ONCE UPON A TIME | 2.3 | 6.6 | | UNIVISION | VA POR TI
| 0.9 | 2.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 6.6 | 17.9 | | FOX | THE WORLD SERIES | 2.5 | 9.5 | | CBS | MADAM SECRETARY | 1.5 | 11.6 | | ABC | RESURRECTION | 1.2 | 4.4 | | UNIVISION | VA POR TI
| 1.0 | 2.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 6.3 | 16.4 | | CBS | THE GOOD WIFE | 1.4 | 9.6 | | ABC | REVENGE | 1.1 | 4.3 | | UNIVISION | SAL Y PIMIENTA
| 0.9 | 2.2 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • '2 Broke Girls' Leads Off Mondays for CBS
The sitcom starring Kat Dennings and Beth Behrs as struggling waitresses returns for its fourth season (8 p.m.) replacing TV's most-watched comedy, The Big Bang Theory, which is moving back to Thursday. The series has moved around the past two season from 9 p.m. to 8:30 p.m., but this is the first year it will lead off the night. Last season it averaged 7.4 million viewers and a 2.3 18-49 demo rating, leading out of the final season of How I Met Your Mother. The upshot: 2 Broke Girls is not the hit it was in its first season when it averaged 9.9 million viewers and a 3.7 18-49 demo rating, but if it can continue to produce a 2.3 rating in the demo, it will give CBS a competitive series in the time period.
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| • Adult Swim Fans Will Learn How Animated Mike Tyson Can Be
The former boxing world heavyweight champion has been given his own series from Warner Bros. Animation titled Mike Tyson Mysteries. In each episode (10:30 p.m.) the Tyson character works to solve mysteries with the assistance of a few friends, including a talking pigeon that was once a man. Tyson voices his own character and Norm McDonald is the voice of the pigeon. The upshot: The series premise is pretty far out and the language and story lines are somewhat raunchy, but this is a late-night adult animated series and Adult Swim programming has lots of loyal fans.
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| • 'Sleepy Hollow' Struggling On Fox
The second-season sci-fi show (9 p.m.) is off to a slow start. The series was Fox's second-most-watched drama in the 18-49 demo last season, averaging a 2.0, but this season is averaging a 1.8. Its viewership is also down, averaging 5 million, compared to 5.9 million last season. The upshot: Airing after Fox freshman drama Gotham, which is averaging 7.1 million viewers and a 2.3 demo rating, Sleepy Hollow is losing a big chunk of its lead-in audience.
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Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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