| Today's Top Stories | | #1 | Forbes Media Expands Native Advertising Service
| | | The company has introduced BrandVoice "Special Features," which allows marketers to publish branded digital content with the same tools as the editorial staff, Ad Age reports. It is the fourth BrandVoice feature created since the platform premiered in 2010. Advertisers can take a multiplatform approach by including posts, videos, infographics, photo galleries and other interactive elements on the Forbes website. Dell is the first marketer to use the new feature in partnership with Forbes.com. Entry point is $100,000 per month with a two-month minimum.
Why This Matters: Print media companies continue to ease traditional editorial regulations and restrictions online in order to stimulate more ad revenue.
A Take: Ad Age
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| | #2 | AOL Report Says There Are More Ads on TV Than Ever
| | | Using data from Nielsen MonitorPlus, AOL says the average 30-minute TV show commercial-break length has risen from seven minutes, seven seconds in 2011 to seven minutes, 30 seconds in 2014. Since more 15-second ads are being run, the number of ads overall per show has increased. Dan Ackerman, AOL's head of programmatic TV, says this increase makes it harder for brands to get recognized within the clutter.
Why This Matters: AOL is now a competitor of TV, trying to lure away its advertisers and move them into its online programming. Is a TV commercial break increasing by an average of 23 seconds over three years going to cause mass audience defection from linear TV? AOL wants marketers to think it will.
A Take: WSJ
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| | #3 | Univision Exec Says a Creative Solution Must Replace Ad Blocking
| | | Kevin Conroy, chief strategy and data officer at Univision, says instead of blocking ads, the industry should focus its efforts on improving advertising. In a first-person article in Ad Age, Conroy says it is unrealistic to think that if most advertising is blocked, 100% of consumers are going to pay for content that is now free. Conroy says advertising "at its essence" is a form of content, and marketers and publishers have to be more creative in coming up with acceptable ways to offer it to consumers.
Why This Matters: Conroy adds that the ad industry should be reframing the discussion about ad blocking, with more time spent on figuring out ways to make native content better.
A Take: Ad Age
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| #4 New Breed of Digital Publishers Shun Programmatic Ad Selling (WSJ)
#5 Macy's Again Hopes Music Helps Tune in Back-to-School Kid Sales (Ad Age)
#6 Eli Manning, Tony Romo Replace Rob Lowe in New DirecTV Campaign (Adweek)
#7 Snapchat Tweak Has Boosted Views for Publishers' Content (Digiday)
#8 Fast Food Chains Hope Updating Packaging Helps Revive Sales (Adweek)
#9 Soda Industry Sues San Francisco Over Warning Requirement on Ads (Time)
#10 CEO Says to Improve Business, Agencies Should Eliminate Time Sheets (Ad Age)
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|  | • 3.1
Percentage of U.S. Twitter users who say that advertising on the social media platform is relevant and insightful, according to a study by SurveyMonkey. Conversely, almost 60% believe Twitter ads are not relevant or insightful or at best are a "poor fit" for the platform.
– Reported by eMarketer
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| | MBPT Spotlight | Gadgets Altering Planners' View of Video Universe—Roku, Apple TV and iPhone are digital must-haves in professional and personal lives
By Jon Lafayette
The top media planners are all up on technology in their personal lives, which turns many of them into the new kinds of video consumers that traditional TV networks are desperately trying to stay in touch with.
With everything from Rokus and Slingboxes to Apple Watches in their homes, they are creating their own digital entertainment environments, whether they're cord-cutters or not.
"I have just about every device known to man. I'm one of those boys-with-toys kinds of guys, especially when it comes to electronics," says Tom Bell, group account director at PHD. "I think I have a pretty good aptitude for hooking them up, operating them and connecting to the outside world," adds Bell, ticking off gadgets including Slingbox, Roku, Apple TV, PlayStation and a smart Samsung TV.
It's gotten to the point where the gizmos befuddle the rest of his family when they just want to watch TV. Besides liking technology, Bell says using the gadgets is important for his work. "I have to understand the consumer experience as part of my professional job," he says.
"I love my Roku," says Melissa Handley, client director, strategy, at Initiative U.S. "When I travel, I wish I could bring it with me to make it easy to watch all of my favorite shows. I cut the cord a couple of years ago despite being a really heavy TV-watcher, and so I've had to learn different ways to find programing and access programming." Handley, who is trying to get by with four video subscriptions says, "I cut the cord as an experiment to see if it really could be done. And the answer is yes—except for sports."
How do the planners use their phones to make their lives and jobs easier? And how do they feel about the Apple Watch debate?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • BOB McCUIN was named president of sales at Clear Channel Outdoor Americas, a subsidiary of iHeartMedia. He was most recently senior VP, sales, at radio company TownSquare Media. Prior to that, he was VP of sales for Clear Channel Media & Entertainment, which is now iHeartMedia. He also held positions at WEEI in Boston and at CBS radio in Chicago.
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| | What They're Watching | BROADCAST RATINGS
ABC, 'The Bachelorette' Finale Top Monday
The finale of The Bachelorette Monday jumped 20% from last year to lead all shows. The Bachelorette: After The Final Rose bumped up 14% from last year. ABC finished in first. NBC came in second. American Ninja Warrior dipped 10%, while Running Wild with Bear Grylls jumped 18%. Fox tied for third. So You Think You Can Dance dropped 20%. The CW's Penn & Teller: Fool Us spiked 40% and Cedric's Barber Battle rose a tenth. CBS aired repeats.
For more, click HERE
CABLE RATINGS
2.7 Million Viewers Tune to 'I Am Cait' Premiere on E!
The new Caitlyn Jenner E! reality series I Am Cait premiered to 2.7 million viewers Sunday. The first episode of the eight-part, one-hour documentary series, which follows Jenner living her life as a transgender woman, drew a 1.2 rating among adults 18-49, leading all original cable programs Sunday. Discovery's Naked and Afraid XL was down a tenth, nabbing a 1.1 rating and 2.9 million viewers to come in second. Animated series Rick and Morty debuted its second season on Adult Swim, snagging a 1.0 in the demo and 2.1 million viewers. HBO's True Detective reeled in a 1.0 rating, even with last week, and 2.3 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, July 27
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE | 2.3 | 7.7 | | NBC | AMERICAN NINJA WARRIOR | 1.6 | 5.8 | | CBS | 2 BROKE GIRLS (R) (8)
MIKE & MOLLY (R) (8:30) | 0.9
0.9
| 4.7
4.6 | | FOX | SO YOU THINK YOU CAN DANCE | 0.8 | 2.9 | | UNIVISION | AMORES CON TRAMPA | 0.8 | 2.1 | | CW | PENN & TELLER: FOOL US | 0.7 | 2.3 | | TELEMUNDO | AVENIDA BRASIL | 0.5 | 1.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE | 2.6 | 8.4 | | NBC | AMERICAN NINJA WARRIOR | 2.2 | 6.7 | | CBS | SCORPION (R) | 0.8 | 4.6 | | FOX | SO YOU THINK YOU CAN DANCE | 0.8 | 2.7 | | UNIVISION | LO IMPERDONABLE | 0.7 | 2.0 | | TELEMUNDO | TIERRA DE REYES | 0.7 | 1.8 | | CW | WHOSE LINE IS IT ANYWAY? (R) (9)
CEDRIC'S BARBER BATTLE (9:30) | 0.4
0.3 | 1.5
0.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE: AFTER THE FINAL ROSE | 2.4 | 7.9 | | NBC | RUNNING WILD WITH BEAR GRYLLS | 1.3 | 3.8 | | TELEMUNDO | TIERRA DE REYES | 1.0 | 2.3 | | CBS | NCIS: LOS ANGELES (R) | 0.8 | 5.5 | | UNIVISION | YO NO CREO EN LOS HOMBRES | 0.6 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Fox Show Knocks, But Few Viewers Answer
The network's new reality series Knock Knock Live, which premiered last Tuesday (9 p.m.), did not get off to a good start. The Ryan Seacrest-hosted show, featuring a team of celebrities visiting unsuspecting homeowners to award them prizes, drew only a 0.6 18-49 demo rating and 1.8 million viewers. It lost audience from its struggling lead-in, a special edition of So You Think You Can Dance (which drew a 0.8 in the demo and only 2.5 million viewers). The upshot: Fox gave this series an enormous promo boost and it failed to draw a significant number of viewers to its premiere. Since most series usually lose viewers in their second week, the future doesn't look promising.
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| • Syfy Still Takes Series at 'Face' Value
The cable network's special effects make up competition series returns for its ninth season premiere (9 p.m.). Actress McKenzie Westmore is back as host, along with returning judges Ve Neill (The Hunger Games), Glenn Hetrick (Heroes) and Neville Page, lead creature designer on Avatar. The upshot: Face Off, while still one of Syfy's more popular series, has been leaking viewers. Last season it averaged a 0.4 18-49 demo rating and 1.1 million viewers. That was down from a 0.7 and 1.4 million for season 7. But it's right in the Syfy programming wheelhouse.
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| • 'Hollywood Game Night' Has Game
The NBC celebrity game show enters its fourth week (10 p.m.) averaging a solid-for-summer 1.4 18-49 demo rating and 4.9 million viewers. The series, hosted by Jane Lynch, premiered with a 1.5 in the demo and 5.2 million viewers, so the audience is holding up so far. Rosie O'Donnell is among this week's celebrity guest players, along with "Weird Al" Yankovich, Nate Berkus and chef Rocco DiSpirito. The upshot: Hollywood Game Night is doing better than last summer when it aired on Thursday nights and averaged a 1.0 18-49 demo rating and 4 million viewers. That's primarily because this season it is airing on Tuesdays leading out of NBC's top summer show, America's Got Talent.
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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
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Phone: 917-281-4708 | Send Email
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