| Today's Top Stories | | #1 | Johnson & Johnson Seeking To Globalize Agency Marketing Teams
| | | The pharmaceutical and consumer packaged goods company will implement a new integrated marketing communications process under which the lead creative agencies of its 12 megabrands work together and share ideas globally rather than create isolated campaigns locally, according to an Ad Age report. Alison Lewis, J&J's chief marketing officer, says for example, a creative director from an agency in Shanghai could work with an account planner from that agency in New York. J&J uses agencies from three holding companies—WPP, Omnicom and Interpublic.
Why This Matters: Lewis previously worked at Coca-Cola and she is bringing a process that was successful there to J&J. "We're trying to build our global infrastructure," she says. "It's not at the level of Coke's today. But that's one of my primary charges."
A Take: Ad Age
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| | #2 | Do Marketers Need A Podcast Strategy?
| | | Podcast advertising company Podtrac tells The Wall Street Journal that popular podcast "Serial," which revisits old crimes and raises questions about their adjudication, has an audience of one million unique listeners per episode, 60% from mobile device owners listening via headphones. Edison Research says 15% of Americans have listened to a podcast in the past month, and eMarketer analyst Paul Verna says the lack of scale can be made up at least partially by a more engaged audience. The debate is whether marketers should be allocating some dollars to this medium.
Why This Matters: eMarketer's Verna says he doesn't think a few success stories like "Serial" will push marketers into podcasts in a big way, but advertisers should at least ponder the possibilities of doing some experimenting.
A Take: WSJ
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| | #3 | Digital Holiday Shopping Will Keep Growing, Boosted By Mobile: Adobe Survey
| | | Mobile will account for 31% of Thanksgiving Day online sales this year, compared to 21% in 2013, according to an Adobe forecast, which finds smartphones and tablets will account for $1.6 billion of the total digital sales of $6.5 billion on Thanksgiving, Black Friday and Cyber Monday combined. Some other data, reported by Adweek, includes: the average consumer will spend $248 online during November-December; 25% of consumers will consult social media before buying a gift; and Black Friday will be the fastest-growing digital sales day in 2014, up 28% over last year.
Why This Matters: Simply put: smartphones and tablets are going to be holiday sales drivers.
A Take: Adweek
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#4 Dentsu Aegis Acquires French Mobile Agency Fetch (MediaPost)
#5 Taco Bell To Provide Students College Football Playoff Tickets (Ad Age)
#6 Why Digital Banner Ads Are Dying (NYT)
#7 USA Network To Hold First Brand Session At YouTube's New Studio In N.Y. (Ad Age)
#8 Study Finds Subway Gets Twice The Engagement As McDonald's On Facebook (Adweek)
#9 Global Advertising Helps AOL Revenue Grow in Third Quarter (MediaPost)
#10 Keysight Technologies Launches With Global Campaign Targeting Engineers (Ad Age)
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Percentage of U.S. grocery shoppers who clip paper coupons from newspapers and other print sources to save money on their shopping trips, according to an online survey by The Retail Feedback Group.
– Reported by eMarketer
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| | MBPT Spotlight | Broadcast Networks Not Giving Affiliates' Late Local News Telecasts Much Lead-In Help
By John Consoli
Once upon a time, the broadcast TV network affiliated stations could count on mass-viewed 10 p.m. dramas that would lead audiences into the local news telecasts and boost those ratings. That time, however, has clearly passed, as stations wait for another "happily ever after" period.
They have good reason to be nostalgic. About 20 years ago, for example, during the NBC "Must See TV" era, the network's 10 p.m. Thursday medical drama ER was pulling in 32 million viewers and a 12.9 18-49 demo rating. Even 10 years ago, when ER was nearing the end of its run, it was still averaging 15.4 million and a 5.6 in the demo. This season, NBC's drama in that same period, Parenthood, is averaging 4.2 million viewers and a 1.3 in the demo. NBC, however, is hardly the only network seeing 10 p.m. audiences dwindling each year.
During the 1995-96 season, ABC's Tuesday 10 p.m. drama NYPD Blue averaged 19.8 million viewers and an 8.0 18-49 demo rating. During the 2004-05 season, the series averaged 10.1 million viewers and a 3.6 demo rating. This season in the Tuesday at 10 p.m. time period, ABC drama Forever is averaging 5.4 million viewers and a 1.3 in the demo. On Friday night at 10 during the 1995-96 season, news magazine 20/20 averaged 19.6 million viewers and a 7.9 18-49 demo rating. This season in the same time period, 20/20 is averaging 5.5 million viewers and a 1.3 demo rating.
How did NBC's Jay Leno primetime experiment ultimately hurt the network for several ensuing years? And what are the few 10 p.m. series that affiliates can't really complain about?
For more, click HERE
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| | Fates & Fortunes | • PHIL CRAIG was named to the newly created position of executive VP and chief creative officer for Discovery Networks International, effective Feb. 1. Craig will be based in London and oversee production and development in five locations, including London, New York, Miami, Silver Springs, Md. and Singapore. He will work with Rosemary Newell, DNI senior VP of programming and content operation. Craig was most recently head of factual at ABC TV in Australia.
• ERIC HEALY was promoted to CEO of Rosetta, succeeding Tom Adamski, who was recently named CEO of Razorfish Global, the Publicis Groupe unit that includes Razorfish, Rosetta and Nurun units. Healy has been with Rosetta since February, when he joined as managing partner of the agency's Consumer Products & Retail Industry Group. Prior to that, he was a VP at SapientNitro, whose parent company Publicis agreed to acquire this week. He has also held positions at Aegis Group, Mullen, Digitas and Arnold.
• JOHN ROBERTS was named chief digital officer at Bunim/Murray Productions. He was most recently senior VP of digital media and commercial ventures at Endemol. Prior to that, he was senior VP of digital content and cross-platform entertainment at The Hub, and has also held positions at Lucasfilm Ltd., GSN, Vulcan Programming, Universal Studios and News Corp., where he was a member of the launch team of FX network. Also, KESILA CHILDERS, director of digital media at BMP was promoted VP, BMP Digital and will report to Roberts.
• KRISTY CUNNINGHAM was named senior VP, strategy for U.S. business at McDonald's. The news comes according to an Ad Age report. She succeeds Chris Cole. Also at the fast food chain, KEVIN NEWELL, previously U.S. brand and strategy officer, was named president of McDonald's West region.
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| | What They're Watching | BROADCAST RATINGS
CMA's Down From Last Year
The 48th Annual Country Music Association Awards didn't perform quite as well as last year's broadcast, dropping 4%, but (the envelope please…) ABC still won Wednesday night handily on the strength of the award show. CBS was the night's No. 2 broadcaster. Survivor was up one tenth of a point from last week while Criminal Minds fell to a series low, down 9% from last week, and Stalker was down one-tenth. NBC finished third. The Mysteries of Laura was even with last week, Law & Order: SVU stayed even with its last original episode on Oct. 22 and Chicago P.D. was down 13% from Oct. 22. Fox finished fourth as Hell's Kitchen was up one-tenth of a point from its last new episode on Oct. 15 and Red Band Society was down one- tenth from Oct. 15. The CW rounded out the night as Arrow finished even with last week and The 100 was up one tenth.
For more, click HERE
CABLE RATINGS
'Sons of Anarchy' Stays Strong Against Election Coverage
Despite competing with national midterm election coverage, FX's Sons of Anarchy was still Tuesday night's top cable program. The show pulled a 1.9 rating with adults 18-49, down one-tenth from last week, and 3.9 million viewers. TLC's 19 Kids and Counting followed with a 1.2 in the demo and 3.2 million viewers. Fox News was the top-rated cable news station on Election Night, with both the 9 p.m. and 10 p.m. hours of America's Election HQ drawing a 1.1 rating; 6.3 million viewers tuned in at 9 p.m. and 6.6 million watch at 10 p.m. Sons of Anarchy post-show Anarchy Afterword is following the final five episodes of the biker drama. The first of that series had a 0.9 in the demo and 1.8 million viewers on Tuesday.
For more, click HERE
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| Overnight Ratings: Wednesday, November 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | 48TH ANNUAL CMA AWARDS | 4.6 | 17.0 | | CBS | SURVIVOR | 2.3 | 9.2 | | FOX | HELL'S KITCHEN | 1.3 | 3.6 | | NBC | THE MYSTERIES OF LAURA | 1.2 | 7.8 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.3 | | CW | ARROW | 1.0 | 2.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | 48TH ANNUAL CMA AWARDS | 4.8 | 18.8 | | CBS | CRIMINAL MINDS | 2.1 | 9.6 | | NBC | LAW & ORDER: SVU | 1.6 | 6.9 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.0 | | FOX | RED BAND SOCIETY | 0.9 | 2.9 | | CW | THE 100 | 0.6 | 1.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | 48TH ANNUAL CMA AWARDS | 4.1 | 14.7 | | CBS | STALKER | 1.5 | 7.3 | | NBC | CHICAGO P.D. | 1.3 | 6.1 | | UNIVISION | LA MALQUERIDA
| 0.7 | 1.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Veteran USA Dramas Back For Fall Runs
White Collar starring Matt Bomer as a con man gone somewhat straight returns for its sixth and final season (9 p.m.), leading into the season 5, part 2 premiere of international spy drama Covert Affairs (10 p.m.). White Collar averaged about 2.4 million viewers and a 0.6 18-49 demo rating last season on Thursday nights. Covert Affairs, which led out of popular USA drama Royal Pains this summer, averaged 1.7 million and a 0.3 demo rating, its lowest viewership averages ever. The upshot: USA has to be hoping that the White Collar lead in will boost Covert Affairs' viewership. Otherwise this could be the final season for both shows.
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| • 'Pawnography' Looks For Hotter History Run
This game show from the producers of the hit series Pawn Stars drew solid numbers in a short summer run and now returns (10 p.m.) with fresh episodes. Pawnography is hosted by comedian Christopher Titus and features contestants competing against each other and Pawn Star cast members. The upshot: The series averaged about 2.5 million viewers and a 0.7 18-49 demo rating in its earlier run of back-to-back half-hour episodes. Those are solid numbers but viewership was still down about 35% from its Pawn Stars lead-in.
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| • The NBA On TNT Courts Viewers
Thursday Night basketball doubleheaders returned to TNT last week with the two games averaging 3 million viewers and a 2.4 18-49 demo rating. In total, TNT will televise 19 NBA doubleheaders this season with tonight's pitting the San Antonio Spurs vs. Houston Rockets (8 p.m.) and the Dallas Mavericks vs. Portland Trailblazers (10:40). The upshot: These telecasts are a big weekly opportunity for marketers to target harder-to-reach millennial men—and women, who make up 35% of the audience. It's also a good pre-weekend platform for retailers and movie studios.
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