| Today's Top Stories | | #1 | Fox Sports Will Guarantee Views in New Branded Content Distribution Program
| | | The new initiative will be called Fox Sports Engage and will distribute branded content across a variety of social media platforms, including Facebook, Twitter and YouTube, Adweek reports. Fox Sports will also guarantee marketers that a certain amount of audience will see the content. Fox has been experimenting with the new program with a few advertisers, including Nationwide and Fiat. Now, all brands can participate.
Why This Matters: Pete Vlastelica, executive VP of digital for Fox Sports, told Adweek: "Guaranteed viewership is what we think has been missing from the social media distribution landscape. We think we've developed what could be a real game changer."
A Take: Adweek
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| | #2 | Marketing Consultant: Agencies Slowly Liquidating Capabilities
| | | Michael Farmer, chairman and CEO of Farmer & Co., a consulting firm for agencies and advertisers, says the agency situation is "much worse than most are aware of." He says agencies are trying to remain profitable by downsizing and doing more work for lower fees and with fewer top-flight workers. He adds that undersized but overworked agencies then lose clients. Adding to the problem, brands no longer want to rely on one agency for advice so they hire several, creating confusion around strategy.
Why This Matters: Farmer believes clients are being shortsighted by trying to generate better results from their agencies by making them cut fees. Eventually, agencies will begin losing more major clients, grow less profitable, and threaten the entire agency holding company structure.
A Take: Media Life
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| | #3 | All Brands Can Now Buy Hour-Long Sponsored Listening on Pandora
| | | The music-streaming service is launching to all advertisers a new ad format, labeled "Sponsored Listening," which was rolled out to a select few last fall. Each of the video ads must be at least 15 seconds long but can run up to two-and-a-half minutes. According to an Adweek report, in addition to the video ads, marketers can ask viewers to click on an ad to start an hour of sponsored music. Those ads take over a large area of the screen and can include different angles of a product. New advertisers include Gatorade, Corona Extra and Yuengling.
Why This Matters: Pandora reaches 80 million active listeners and says its pilot ads boosted purchase intent by 30% and brand awareness by 12%.
A Take: Adweek
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| #4 Guinness Readies Campaign for New Craft Beer Line (Ad Age)
#5 Wunderman CSO Says Forget Brand Loyalty, Create a Positive Feedback Loop (Digiday)
#6 AT&T's Disturbing Cell Phone Safety Ad Resonates With Viewers (Ad Age)
#7 Sneaker Makers Roll Out New Summer Campaigns (MediaPost)
#8 YouTube Trying to Keep Its Stars From Defecting to Other Platforms (WSJ)
#9 Lack of Ads May Have Led to Yahoo, Warner Music Channels Being Dropped by Snapchat (Ad Age)
#10 Podcast Ads Walk a Fine Line Between Story and Sponsor (NYT)
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|  | • 2.81
Dollars, in billions, of U.S. mobile display ad revenue that Instagram will take in annually by 2017, when it will surpass both Google and Twitter, according to an eMarketer forecast. This year, it is projected to take in $595 million.
– Reported by eMarketer
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| | MBPT Spotlight | Planners Say Human Insights Needed in a Programmatic World—Big data can mean big surprises, media agencies' top strategists say
By Jon Lafayette
Programmatic Buying is growing, but the top media planners say their human insights will still be needed to make advertising work.
While more of the buying and selling of TV—like other media—will be automated, planners themselves remain key in helping to match their clients' products to the audiences most likely to purchase them. Smarter planners with superior insights identify more of the places where those potential customers can be found, creating a competitive advantage, and helping decide which networks and programming are worth investing client marketing dollars in.
B&C business editor Jon Lafayette asked the media agencies that spend the most money in television to help identify their best and brightest planners, particularly those who have developed strategies for campaigns that have used television in ways that take advantage of new technologies to boost efficiency and effectiveness.
What does the future hold for linear TV and the upfront? And how are the maturation of digital and the rise of digital platforms and programmatic tools altering the buying equation?
For takes from our elite panel of planners, click HERE (sub needed)
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| | Fates & Fortunes | • DIANNE RICHARDSON was named chief strategy officer at UM, the IPG Mediabrands media agency. She was most recently managing partner at Starcom MediaVest Group Australia. Prior to that she worked on the marketing client side. Richardson will be based in New York and report to Kasha Cacy, U.S. president of UM.
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| | What They're Watching | BROADCAST RATINGS
'Celebrity Family Feud' Finishes Season on Top
The season finale of ABC's Celebrity Family Feud led Sunday night matching last week's rating. The season finale of BattleBots rose 8% and Save My Life: Boston Trauma bumped up a tenth. ABC finished in first. CBS placed in second. Big Brother was even with last week. NBC came in at fourth. Welcome to Sweden aired two episodes, flat and down a tenth, respectively. Fox aired repeats.
For more, click HERE
CABLE RATINGS
'Teen Mom' Breaks Through Pack for Another Thursday Win
MTV's Teen Mom II led all original cable programs for the second consecutive Thursday, grabbing a 1.0 rating among adults 18-49 and 1.7 million viewers. Several programs tied for second with a 0.6 in the demo. History's Alone and Mountain Men snagged 2.2 million and 2.7 million viewers, respectively, to go with their 0.6 demo ratings. Spike's Lip Sync Battle also drew a 0.6 rating and 1.2 million viewers. Syfy's WWE Smackdown and HGTV's House Hunters each tallied a 0.6 rating and 2.3 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, July 26
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | FÚTBOL CENTRAL | 1.0 | 2.3 | | CBS | 60 MINUTES | 0.9 | 7.7 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS (R) | 0.9 | 4.3 | | NBC | HOLLYWOOD GAME NIGHT (R) | 0.5 | 2.1 | | FOX | BOB'S BURGERS (R) (7)
BOB'S BURGERS (R) (7:30) |
0.5
0.5
| 1.1
1.2 | | TELEMUNDO | CARS | 0.3 | 0.8 | | | | | |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | CELEBRITY FAMILY FEUD | 2.0 | 8.5 | | CBS | BIG BROTHER | 1.8 | 5.9 | | UNIVISION | COPA ORO 2015 | 1.4 | 3.0 | | FOX | THE SIMPSONS (R) (8)
BROOKLYN NINE-NINE (R) (8:30) |
0.9
0.7 |
2.1
1.5 | | NBC | WELCOME TO SWEDEN (8)
WELCOME TO SWEDEN (8:30) | 0.3
0.2 | 1.2
1.1 | | TELEMUNDO | CARS (8)
CARS 2 (8:30) | 0.2
0.2 | 0.7
0.7 | | | | | |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | COPA ORO 2015 | 1.5 | 3.2 | | ABC | BATTLEBOTS | 1.4 | 4.6 | | FOX | FAMILY GUY (R) (9)
THE LAST MAN ON EARTH (9:30) |
0.8
0.5 |
1.7
1.2 | | CBS | MADAM SECRETARY (R) | 0.5 | 3.7 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.5 | 2.0 | | TELEMUNDO | CARS 2 | 0.3 | 0.8 | | | | | |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SAVE MY LIFE: BOSTON TRAUMA | 0.9 | 3.4 | | UNIVISION | SAL Y PIMIENTA | 0.9 | 2.1 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.8 | 2.7 | | CBS | CSI (R) | 0.6 | 4.1 | | TELEMUNDO | CARS 2 | 0.4 | 0.9 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Drama-Packed 'Bachelorette' Season Finale
The 11th season of the ABC summer hit reality series The Bachelorette concludes (8 p.m.) with Kaitlyn Bristowe spending her last time with each of the two remaining bachelors — Shawn Booth and Nick Viall — before deciding at the end of the show which one she will propose to. The gossip mags have been reporting that Bristowe may not choose either and show host Chris Harrison gave that scenario some credence last week when he was quoted on Entertainment Tonight as saying, "She's having such a tough time, and she's dealing with two guys who are kind of making more drama than there needs to be." The upshot: Whatever the outcome, the finale is expected to draw about a 2.0 18-49 demo rating and more than 7 million viewers, ensuring it to be one of the more watched broadcast series this summer, particularly in the demo. And for those fans with a need to continue the match game drama, ABC returns Bachelor in Paradise in The Bachelorette's time period next week to air the rest of the summer.
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| • Ninja Warriors Hot in Summer for NBC
NBC's summer competition series American Ninja Warrior, now in its seventh season, is producing strong ratings for the network (8 p.m.) Hosted by Matt Iseman, Akbar Gbajabiamila, and Kristine Leahy, the series follows competitors as they try to conquer a number of challenging obstacle courses at various locations with the goal of taking home the grand prize of $1 million. American Ninja Warrior has been going head to head with ABC's The Bachelorette in the same time period and holding its own, although it pulls in more male viewers. The upshot: American Ninja Warrior is averaging a 1.9 18-49 demo rating, one of the highest of any primetime series this summer, along with 6.5 million viewers. That compares to a 1.8 in the demo and 5.3 million viewers last summer, and a 1.6 and 5 million viewers during the summer of 2013.
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| • CBS Repeat Dramas Drawing Well
Among all the broadcast networks, CBS airs the most regular season dramas during the summer because most are procedurals, not serialized dramas, so audiences can jump in and watch without having to keep up with a weekly storyline. Its two Monday night regular season dramas, freshman Scorpion at 9 and the sixth season of NCIS: Los Angeles at 10, have been doing as well as can be expected during the summer. In fact, they are averaging more viewers and a better 18-49 demo rating than many of the other networks' first-run summer drama series. NCIS: Los Angeles is averaging a 0.8 in the 18-49 demo and 5.9 million viewers, while Scorpion is averaging a 0.8 and 5 million viewers. The upshot: Of course viewership is down more than 50% from regular season, while demos are down 50% for NCIS: LA and 65% for Scorpion. But CBS saves a bundle by not having to produce entirely new summer dramas and advertisers still get good sized audience ratings.
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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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