| Today's Top Stories | | #1 | Walmart Is Most Efficient Holiday Advertiser
| | | Between Nov. 3 and Nov. 26, Walmart spent $70.7 million on TV advertising, the most of any retailer, but spent the least in terms of "cost per visitor," which is a proxy for return on investment, according to a Wall Street Journal report. Walmart spent $1.9 million on TV ads for every 1% share of Black Friday weekend visitors, according to that data. That compares to $4.7 million for Target and $4.8 million for Kmart, the next two largest ad spenders. The data was compiled by merging Kantar spending data with Placed shopper data.
Why This Matters: Early estimates from the National Retail Federation suggest that Black Friday weekend sales were weaker than last year, but Walmart's advertising drew a high volume of shoppers into its stores at an efficient ad spending rate per customer.
TwoTakes: WSJ | MediaPost
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| | #2 | Walmart Will Have Most Prominent Ad Presence In NBC's 'Peter Pan Live!'
| | | In addition to airing traditional commercial spots, five Walmart vignettes will air during the telecast that will tie into the storyline and feature Walmart products. For example, at the start of the show, the chain's holiday spokesperson, Melissa Joan Hart, will read Peter Pan to her kids as a bedtime story in a vignette hawking pajamas. The vignette content was created by NBC.
Why This Matters: Since the telecast will air live, it is less likely to be recorded and time shifted, making it more likely that the commercials will be seen rather than fast-forwarded through during delayed viewing.
A Take: B&C
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| | #3 | BlackRock Shifts Large Portion Of Media Account From MEC To Mindshare
| | | The global investment management company, which spent $67 million in U.S. measured media in 2013, has named Mindshare to handle its media account in the U.S., Europe and Latin America, according to an Ad Age report. MEC will continue to handle the account in Canada and Asia. The review also included Carat and OMD.
Why This Matters: In a bit of an unusual situation, GroupM's Mindshare and MEC competed against one another in the review, which was conducted by Jim Badenhausen, global head of corporate communications and managing director, who recently also assumed interim marketing responsibilities.
A Take: Ad Age
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#4 Papa John's CMO Says 50% Of Chain's U.S. Sales Come Through Digital Channels (eMarketer)
#5 Analyst Says Apple 'Missed The Boat' With iAd (Ad Age)
#6 IBM Signs $1.25B Deal To Manage WPP's Global Tech Platform (MediaPost)
#7 Despite Buzz, Content Marketing Only Small Portion Of 2015 Ad Budgets (Ad Age)
#8 WPP's Possible Buys Portland Digital Agency Swift (WSJ)
#9 Accenture To Acquire Australian Digital Agency (Ad Age)
#10 Google Offering Marketers More Data To Lure Digital Ad Dollars (WSJ)
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|  | • 34
Percentage of U.S. small- and medium-sized business decision-makers who say they are "not concerned" or only "minimally concerned" about cybercrime, according to a poll by Software Advice. And 17% say they have no plan to deal with a data breach should it occur.
– Reported by eMarketer
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| | MBPT Spotlight | What Does Programmatic Mean for TV: A Snapshot of Options
By Steve Minichini, managing partner, Assembly
As traditional media channels begin to make the move towards programmatic ad buying, there is a question lurking at the back of every marketer's mind: What does programmatic mean for TV?
While there are many robust programmatic marketplaces for digital video available, there are several emerging marketplaces for traditional television that are hoping to bridge the divide. With gross rating points (GRPs) extending to video, digital is blurring the distinction between TV and digital content. Many of the programmatic marketplaces offer a varying amount of data that can be appended for targeting and measurement, and with various degrees of accuracy and transparency.
For brand marketers and media agency professionals looking to learn more about programmatic, below are the different options to explore for the programmatic buying of linear and non-linear TV and a snapshot of their current capabilities.
Programmatic Buying of Linear TV
Programmatic linear television is in its infancy. While the national television sales community is still trying to figure out how programmatic buying would fit into their business model, there are a few options available where local cable and broadcast inventory is being aggregated and then sold through automated platforms.
Programmatic linear TV buying does not involve bidding at this stage, so it could be argued that it is not truly programmatic. It is a private marketplace with fixed prices determined by the supplier. Some of the platforms tout that a biddable marketplace will be available in six to nine months when the market offers more liquidity.
Ad technology companies, such as AdMore, PlaceMedia and AudienceXpress, have built platforms to automate the process of television buying. These buying platforms automate the planning, audience buying, optimization, and reporting of linear TV campaigns, and allow for the programmatic application of first and third party data.
What does buying on non-linear or 'addressable' TV entail? And why should marketers and media companies move to programmatic?
For more, click HERE
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| | Fates & Fortunes | • MARTIN RINGQVIST was named group creative director at 72andSunny and will join the MDC Partners' agency in January. Ringqvist, who will work out of the agency's Los Angeles office, was most recently a senior partner and copywriter at Swedish agency Forsman & Bodenfors.
• EVAN SHAPIRO is joining NBCUniversal as executive VP-digital enterprises. Shapiro was founding president of Participant Media's Pivot network when it launched in August 2013. Prior to that, he was president of AMC Networks' IFC TV and the Sundance Channel.
• BRET LEECE was promoted to the newly created role of global chief analytics officer at media agency Initiative. He was most recently chief analytics officer. Leece will be succeeded by JOE MASUCCI, who was most recently global executive director at OMD. U.S. ANDY VON KENNEL has joined Initiative as U.S. chief client officer, replacing Shane Ankeney.
• CONSTANTINO MILANO will become president and chief operating officer at Hartz Mountain Industries on Jan. 1, succeeding EMANUEL STERN who will become vice chairman, a newly created position. Stern is the son of Leonard Stern, founder of Hartz Mountain Industries.
• EVELYN WEBSTER, executive VP at Time Inc. who oversees the company's lifestyle magazines, will now be in charge of all Time Inc. titles in the U.S. except for People and Entertainment Weekly. In addition to continuing in her current role, she replaces departing executive VP Todd Larsen in overseeing magazines that include Fortune and Sports Illustrated. Time Inc. will hire a new executive to oversee People and EW.
• STUART ELLIOTT says he is stepping down as ad columnist of The New York Times, a position he has held since 1991. He is the longest-running ad columnist at The Times. Elliott made the announcement on his Facebook page.
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| | What They're Watching | BROADCAST RATINGS
'Voice,' 'Marry Me' Up for NBC
NBC's The Voice was Tuesday night's top broadcast offering, up 13% from last Tuesday. NBC was the No. 1 broadcaster on the evening. Marry Me was up 27% and About a Boy gained one tenth. Chicago Fire stayed even. ABC finished second airing new special Toy Story That Time Forgot and A Charlie Brown Christmas, the night's second-highest rated show. Marvel's Agents of S.H.I.E.L.D. was up 13% from its last new episode Nov. 18. Forever gained 20% from Nov. 18. Fox came in third as MasterChef Junior gained one tenth of a point from last week, New Girl was up 8% and The Mindy Project was even. CBS aired reruns. The CW rounded out the night as The Flash was up one tenth of a point from last week with the first half of a crossover with Arrow. Supernatural was even.
For more, click HERE
CABLE RATINGS
Discovery Strikes 'Gold' On Friday
Discovery's Gold Rush was Friday's top cable show with a 1.2 rating with adults 18-49 and 3.8 million viewers. ESPN's College Football telecast and Syfy's WWE Friday Night Smackdown tied for second in original programing, both pulling a 0.8 in the demo and 3 million viewers. Discovery's Edge of Alaska, which followed Gold Rush, had a 0.7 rating and 2.2 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, December 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 2.6 | 11.1 | | ABC | TOY STORY THAT TIME FORGOT (8)
CHARLIE BROWN CHRISTMAS (R) (8:30) | 1.9
2.1
| 6.8
6.7
| | FOX | MASTERCHEF JUNIOR | 1.6 | 4.8 | | CW | THE FLASH | 1.5 | 4.2 | | CBS | NCIS (R) | 1.4 | 11.5 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.8 | 5.3 | | CBS | NCIS: NEW ORLEANS (R) | 1.4 | 10.5 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.4 | 3.5 | | NBC | MARRY ME (9)
ABOUT A BOY (9:30) | 1.4
1.1 | 5.0
4.3 | | FOX | NEW GIRL (9)
THE MINDY PROJECT (9:30) | 1.4
1.1
| 3.0
2.4
| | CW | SUPERNATURAL | 0.9 | 1.4 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 1.6 | 7.3 | | ABC | FOREVER | 1.2 | 5.2 | | CBS | PERSON OF INTEREST (R) | 1.0 | 7.0 | | UNIVISION | LA MALQUERIDA
| 0.9 | 2.3 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • On NBC, It's Beginning To Look a Lot Like Christmas
NBC will again televise the annual lighting up of the Christmas tree in New York City during its special Christmas in Rockefeller Center (8 p.m.) This year's live telecast will feature performances by Trisha Yearwood and LeAnn Rimes, along with Lady Gaga and Tony Bennett, Cyndi Lauper, Sara Bareilles and Idina Menzel. NBC Today show anchors Matt Lauer, Savannah Guthrie and Natalie Morales will host. The special will lead into the network's annual Saturday Night Live Christmas. The upshot: Last year's Christmas in Rockefeller Center drew its largest TV audience in seven years—9.9 million viewers and a 2.3 18-49 demo rating. The SNL special drew 7.4 million and a 2.6 demo rating.
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| • All-New 'Horror' Still Reigns On FX
The fourth edition of the FX anthology series (10 p.m.), American Horror Story: Freak Show, continues to be the most watched show on Tuesday night cable in both viewers and the 18-49 demo. The series is averaging 4.5 million viewers and a 2.3 demo rating through the first seven episodes. The upshot: The format of bringing back the main actors and actresses each season in different roles in a new story line has worked well here, and American Horror Story is more popular than it was in its first season.
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| • The Laughs Keep Coming For 'South Park' At 18
This stalwart Comedy Central adult animated series (10 p.m.), which premiered in August 1997, is still going strong. For its 18 years, no sacred cow has been spared in the show's satirical look at celebrities and society. In fact, the more controversy, the better, in terms of popularity. This season it is averaging close to 2 million viewers and a 1.0 18-49 demo rating, although for the past five weeks it's averaged a consistent 1.7 million per week. The upshot: Comedy Central has renewed South Park through 2016 when it will reach its 20th season, making it one of the longest-running series ever on television.
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