| Today's Top Stories | | #1 | Omnicom Takes Ownership Of Digital Agency Critical Mass, Lets EVB Walk
| | | The holding company had owned 54% of the digital creative agency, which operates independently, differing from other Omnicom digital agencies Organic and Tribal which are part of larger creative networks. Omnicom had owned a 60% stake in creative agency EVB, which now splits off on its own.
Why This Matters: Omnicom has remained fairly quiet since the failed merger attempt with Publicis. In the latest move, it acquires one digital agency while divesting of another. "Meeting our clients' needs by service offering and geographic location is the first test for all our acquisitions, followed by cultural fit and price," an Omnicom spokeswoman told Ad Age.
Two Take: Ad Age | MediaPost
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| | #2 | Turner's TCM Collaborating With Disney On Content Marketing
| | | As part of the deal, Turner Classic Movies branding will be integrated into The Great Movie Ride at Disney's Hollywood Studios, including a pre-ride video with TCM host Robert Osborne. TCM will also air an exclusive series of vintage Disney movies, cartoons, and episodes of TV series, such as Walt Disney's Wonderful World of Color.
Why This Matters: Combine two big names in media—especially when the fit seems natural—and the results should be memorable and profitable. According to a New York Times report, the agreement began with a TCM administrative assistant, Amanda Tymeson, who returned from a visit to Disney World and suggested that TCM and Disney would be great partners in revamping the Great Movie Ride. She has since been promoted.
A Take: NYT
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| | #3 | Newspapers' Online October Audiences Set Record
| | | According to the Newspaper Association of America, citing ComScore figures, 166 million U.S. adults consumed newspaper content via digital platforms last month. That's an increase of 24 million, or 17% over October 2013, MediaPost reports. Over the first 10 months of the year, monthly digital audiences for 300 U.S. newspapers tracked by comScore increased by some 20 million. Mobile- device viewing on content grew by 85% in October, with a big jump coming among women 25-34 and men 35-44.
Why This Matters: Newspapers are losing print readers and that's not a good thing for advertisers, but this new data offers marketers a potential positive future for targeting newspaper readers digitally.
A Take: MediaPost
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#4 CarMax Names McKinney New Lead Creative Agency (Adweek)
#5 FTC Takes Sony, Deutsch LA To Task For Deceptive Advertising (Ad Age)
#6 Where Is Out-Of-Home Measurement Headed? (Media Life)
#7 Chobani CMO Still Bullish On Facebook (WSJ)
#8 Five Reasons For Agencies To Give Thanks (Digiday)
#9 Online-Only Stores Most Popular Holiday Venue Among Affluents (eMarketer)
#10 Advice On Making Cyber Monday A Marketing Success (Ad Age)
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Percentage of U.S. affluent millennial Internet users who plan to do their holiday shopping at specialty stores, according to a study by Shullman Research Center. That compares to 37% of genXers, 36% of baby boomers and 24% of senior citizens.
– Reported by eMarketer
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| | MBPT Spotlight | Message To Marketers: Don't Forget About Generation V—Active Duty and Military Veterans
By John Consoli
Much has been written about the value of marketers targeting Hispanic and African-American consumers, each of which have an annual cumulative spending power of $1 trillion. However, within those two consumer segments, as well as among white and Asian consumers, is another category with $1 trillion in annual spending power that doesn't get as much attention—military consumers, active and retired.
Nielsen recently issued a report in which it documented how retail chain Walmart and restaurant chain Applebee's effectively targeted military consumers in campaigns and got strong response in both ad appeal and ad memorability.
Tom Aiello, who is president of March Marketing, an agency specializing in myriad services targeting military members and veteran families has taken to calling military consumers "Generation V."
Aiello, a West Point graduate, Kellogg School graduate and Army veteran, said in a Huffington Post first-person article, "If you thought we were formidable wielding million-dollar weapon systems, wait till you see 25 million of us standing shoulder to shoulder."
Aiello says the military retail market in base exchanges alone has 12.3 million patrons and $19.8 billion in annual sales, and active military family income is twice the U.S. average, "and much more recession-proof." He adds that veterans alone number 23 million with median earnings of $5,400 more per year than non-veterans, and many are receiving military retirement pay in addition to a second income.
What does Nielsen suggest is the best way retailers and manufacturers can reach out to military consumers? And at which categories do Generation V consumers spend more than the general population?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
ABC Dances to the Top
The finale of Dancing With The Stars averaged a 2.9 rating, making ABC the highest-rated broadcast network in the adults 18-49 demo Tuesday Night. More than 16 million people were tuned in when Alfonso Ribeiro, with partner Witney Carson, won the mirrored ball with perfect '10' scores. For second-ranked CBS, NCIS drew a 2.4 rating in the demo, NCIS: New Orleans drew a 2.3 and Person of Interest had a 1.7. At NBC, The Voice drew a 2.3 rating and 9 million viewers. Fox's most-watched show was Masterchef Junior, which had a 1.5 rating and 4 million viewers.
CABLE RATINGS
'Monday Night Football' Tops Ferguson Coverage
ESPN's Monday Night Football was the night's top cable show, drawing a 3.8 rating with adults 18-49 and 10.9 million viewers. CNN's three-hour block of programming, which looked at Ferguson, Mo. after a grand jury did not indict officer Darren Wilson for the fatal shooting of Michael Brown, followed. CNN Tonight had a 2.7 rating and 6.3 million viewers, Anderson Cooper 360 at 10 p.m. had a 2.4 in the demo and 6.2 million viewers; the 9 p.m. 360 pulled a 2.3 rating and 6.3 million viewers. Fox's The Kelly File coverage of Ferguson had a 1.5 rating and 7.2 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, November 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS | 2.4 | 15.7 | | NBC | THE VOICE | 2.3 | 9.2 | | ABC | DANCING WITH THE STARS | 1.9 | 11.2 | | FOX | MASTERCHEF JUNIOR | 1.5 | 4.0 | | CW | THE FLASH | 1.4 | 3.4 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | DANCING WITH THE STARS | 2.8 | 15.5 | | CBS | NCIS: NEW ORLEANS | 2.3 | 14.2 | | FOX | NEW GIRL (9)
THE MINDY PROJECT (9:30) | 1.3
1.1
| 2.8
2.3
| | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.1 | | NBC | MARRY ME (9)
ABOUT A BOY (9:30) | 1.1
1.0 | 3.7
3.1 | | CW | SUPERNATURAL | 0.9 | 2.3 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | DANCING WITH THE STARS | 3.1 | 16.2 | | CBS | PERSON OF INTEREST | 1.7 | 8.9 | | NBC | CHICAGO FIRE | 1.6 | 6.0 | | UNIVISION | LA MALQUERIDA
| 0.7 | 2.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • NBC Shows How 'Peter' Took Flight
NBC will air an hour-long special titled The Making of Peter Pan Live (8 p.m.) to give viewers an inside look at all the casting, costume designing, rehearsals and planning going into the Dec. 4 live performance of Peter Pan. The special will also cover how the cast members learned to "fly." At 9 p.m., NBC will televise its annual Saturday Night Live Thanksgiving special, featuring a variety of sketches from notable past Thanksgiving-themed SNL episodes. The upshot: The Peter Pan special is pure NBC promotion for its upcoming show. Last season's SNL Thanksgiving highlights special drew 4.9 million viewers and a 1.6 18-49 demo rating.
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| • ABC's Holiday Question: What Can 'Brown' Do For You?
ABC kicks off its holiday season programming with the classic half-hour animated Peanuts special (8 p.m.), followed by another animated show from Peanuts creator Charles Schulz titled This Is America, Charlie Brown: The Mayflower Voyagers (8:30 p.m.) The upshot: These specials always drawn lots of kids with their 18-49 demo parents. Last year, ABC aired A Charlie Brown Thanksgiving on Thanksgiving night and drew 5.4 million viewers and a 1.6 18-49 demo rating.
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| • 'Stalker' Struggles on CBS
The detective series (10 p.m.) is the lowest performer of the three new CBS dramas so far this season, averaging 7.9 million viewers and a 1.7 18-49 demo rating. While it is drawing more viewers and a higher demo rating in the period this season than its broadcast competitors—ABC drama Nashville and NBC drama Chicago P.D.—it is losing about 25% of its lead-in Criminal Minds overall audience and 30% of its 18-49 audience. The upshot: CBS was touting the compatibility between Stalker and Criminal Minds when it moved CSI to Sundays and replaced it with Stalker. However, lots of Criminal Minds viewers are not sticking around. CSI averaged 9.2 million in the time period last season. And in past years, CBS canceled Vegas in that period, which averaged 9.8 million viewers, and Unforgettable, which averaged 10.2 million.
| There will be no Media Buyer + Planner Today edition for Thursday Nov. 27 or Friday Nov. 28. Happy Thanksgiving everyone.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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