| Today's Top Stories | | #1 | Viacom Jacking Up Ad Rates for Jon Stewart's Final Show
| | | The media company is asking media buyers to pay $1.5 million for a 30-second spot in Jon Steward's final episode as host of The Daily Show on Comedy Central Aug. 6 and then get ad time in various other Viacom cable networks, Ad Age reports. One buyer says the normal going rate for a spot in The Daily Show is $40,000-$50,000. Comedy Central is expanding the final episode to 50 minutes from the usual 30 minutes to squeeze in more commercials.
Why This Matters: Viacom has been criticized by analysts over the past several months for adding more commercial time into all of its shows, but in this case, according to one buyer, movie studios are gobbling up the latest Daily Show package.
A Take: Ad Age
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| | #2 | Horizon Media Rolling Out Specialty TV Practice for Clients
| | | The agency has launched HorizonAdvanced, a specialty practice within its national TV activation team, which will be focused on vetting and innovating advantage TV, programmatic television, addressable and data-infused linear buying options for its clients, Adweek reports.
Why This Matters: Dave Campanelli, senior VP, director of national broadcast, says, "It was too much for our standard buyers to take on their plate to investigate this whole new world, so we created this dedicated team to handle [it]." He says instead of being reactionary, the new practice will allow the agency to be more procactive in the programmatic TV arena.
A Take: Adweek
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| | #3 | Goodby Silverstein & Partners Closes New York Office
| | | The creative agency is shutting the office down after two and a half years, primarily due to the failed merger between its client Comcast and Time Warner Cable. GS&P was hoping the merger would allow it to grow its business. Even though it won three smaller accounts, it was not enough to sustain the office which had eight employees at the time of its closing.
Why This Matters: The agency is expected to retain its position as Comcast's creative agency of record, according to Adweek, but the three other accounts — the New York Post, StreetEasy and ZocDoc — may look for other agencies with a New York office.
Two Takes: Ad Age | Adweek
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| #4 $1.5B Ad Dollars Shifted From TV to Digital Since October—SMI Data (WSJ)
#5 ComScore Receives MRC Video Viewability Accreditation (MediaPost)
#6 Twitter Ad Revenue Up, Plans to Hire CMO (Ad Age)
#7 Brady Suspension Not Expected to Deflate Endorsements Long-Term (Adweek)
#8 Yelp to Discontinue Display Advertising by End of Year (Ad Age)
#9 Anonymous-Sharing App Whisper Makes Pitch to Brands (Digiday)
#10 Former Omnicom CFO Invested $5M in MDC Partners Stock (Ad Age)
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|  | • 13.4
Percentage of U.S. 18-24-year-olds reached through Facebook-only entertainment ad campaigns, according to Nielsen data.
– Reported by eMarketer
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| | MBPT Spotlight | The Entertainment Landscape Is Changing: It's Time to Embrace New Advertising Models Too
By Mark Owens, chief revenue officer, Corbis
"It's Not TV, It's HBO..."
Who knew almost 20 years ago when HBO created its famous tagline it would be precedent for how original premium content would be consumed in 2015 and beyond. That line may now read — "It's Not TV, It's HBO, Netflix, Amazon, Hulu, YouTube and all other streaming content."
This became evident with the recent Emmy nominations, as HBO received 126 nominations, Netflix received 34, Amazon got 12 and all broadcast TV (ABC, CBS, Fox and NBC) only received 159 nominations. This showcased that the creative freedom to create "water cooler" content is abundant at the newest creators and distributors of content.
They not only produce great shows, but they provide consumers with a better viewing experience, binge-viewing options and the ability to watch on whatever device they choose, and at their convenience. Importantly, consumers increasingly prefer no commercial interruptions, so the standard 22 minutes an hour filled with TV advertising spots are no longer as effective to increase brand awareness of a product or a service.
The rapid adoption of tablets and mobile devices is another factor driving the content circle even faster. After all, when TV came along in the '50s in the United States, it took 20 years for household penetration to hit 50%; when tablets came along, it took only three years domestically for these devices to be universally adopted!
How will all these content shifts continue to change the advertising world? And what does Owens see as the true advantages of embedded advertising?
For more, click HERE
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| | Fates & Fortunes | • JULIUS DUNN has joined DDB North America as director of talent. He will be based out of New York and will be responsible for executing the agency's talent strategy and programs to identify and retain top talent across local offices in the U.S. and Canada. Dunn was most recently industry liaison at the American Association of Advertising Agencies, where he oversaw all of the trade association's educational initiatives for member agencies.
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| | What They're Watching | BROADCAST RATINGS
NBC, 'America's Got Talent' Top Tuesday
NBC led all broadcasters by a wide margin Tuesday. America's Got Talent was the top show, though down 9% from last week. Hollywood Game Night matched last week. CBS came in second. Zoo jumped 20%. ABC finished in third. Extreme Weight Loss rose 17%. Fox came in fourth. Are You Smarter Than a 5th Grader was even, while Knock Knock Live dropped a tenth. The CW aired repeats.
For more, click HERE
CABLE RATINGS
'Love & Hip Hop' Still on Top
Love & Hip Hop: Atlanta led all original cable programs for the second consecutive week, drawing a 1.5 rating among adults 18-49 and 2.9 million viewers Monday. The second two hours of USA's WWE Raw each reeled in a 1.3 in the demo. The 9 p.m. hour attracted 3.7 million viewers, while the 10 p.m. hour lured 3.8 million viewers. The 8 p.m. hour, which snagged 3.4 million viewers, generated a 1.1 rating to tie Discovery's Street Outlaws, which nabbed 2.6 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, July 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 1.9 | 9.5 | | CBS | NCIS (R) | 1.0 | 7.9 | | UNIVISION | AMORES CON TRAMPA | 0.9 | 2.3 | | ABC | FRESH OFF THE BOAT (R) (8)
BLACK-ISH (R) (8:30) |
0.7
0.6 |
2.8
2.2 | | FOX | ARE YOU SMARTER THAN A 5TH GRADER? | 0.6 | 2.4 | | TELEMUNDO | AVENIDA BRASIL | 0.5 | 1.1 | | CW | THE FLASH (R) | 0.4 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.3 | 10.9 | | CBS | ZOO | 1.2 | 7.1 | | TELEMUNDO | BAJO EL MISMO CIELO | 0.8 | 1.6 | | UNIVISION | LO IMPERDONABLE | 0.7 | 2.0 | | ABC | EXTREME WEIGHT LOSS | 0.6 | 2.1 | | FOX | KNOCK KNOCK LIVE | 0.5 | 1.6 | | CW | iZOMBIE (R) | 0.2 | 0.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | HOLLYWOOD GAME NIGHT | 1.3 | 4.7 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.2 | 2.1 | | CBS | NCIS: NEW ORLEANS (R) | 0.8 | 5.6 | | ABC | EXTREME WEIGHT LOSS | 0.7 | 2.6 | | UNIVISION | YO NO CREO EN LOS HOMBRES | 0.7 | 1.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Dishing and Planning as 'Little Women' Series Return to Lifetime
The third season of the Lifetime reality series that follows the lives of assorted couples that happen to be little people premieres (9 p.m.), followed by the midseason return of spinoff series Little Women: Terra's Little Family at 10. Little Women: LA features someone new in the mix, a woman named Brittany who dishes dirt on everyone. And the return of Terra's Little Family finds Terra and Joe planning a wedding. The upshot: Little Women: LA averaged a 0.5 and 1.3 million viewers in season 2, while earlier this year, the first season of Little Women: Terra's Little Family averaged 1.5 million and a 0.6.
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| • David Spade Ranks and Pranks on TruTV Series
The actor and comedian is coexecutive producer and host of a new eight-episode summer reality series titled Fameless (10 p.m.), an improv-related prank show about a group of wannabe stars who think they have been cast in a new reality show. Fameless will lead out of the second season premiere of The Carbonaro Effect, which stars magician Michael Carbonaro, who performs tricks and pranks on unsuspecting people in everyday situations (9 p.m.). The upshot: TruTV has been shifting its programming to more family-oriented fare. Other improv comedy series on the network include Impractical Jokers and Friends of the People.
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| • VH1 Prefers Nicole Ritchie Running With the Night
The actress is back for a second season with her reality series Candidly Nicole. However, the series, which aired in primetime in its first season, will now air at 11 p.m. The half-hour series follows Ritchie along with her family and friends. The upshot: VH1 is describing the series as "critically acclaimed" and says it "surpassed every goal that was set for the launch" last season. However, it averaged only a 0.3 18-49 demo rating and about 550,000 viewers per episode and this season has been moved outside of primetime.
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Phone: 201-314-0424 | Send Email
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