| Today's Top Stories | | #1 | New York Times Making Mobile Ads Less Interruptive
| | | The company is doing away will horizontal banners across the bottom of its sites and uninvited full-screen interstitial ads that overtake a smartphone screen in between article searching, Ad Age reports. In their place the Times will adopt beginning in September a mobile ad format similar to Facebook's in-feed ads, calling it Mobile Moments. The ads will be customized to the seven moments in a day that are most important to readers. The ads sold will be compatible with the types of news run during those moments. Advertisers will be able to buy space in any of the moments or dayparts.
Why This Matters: The Times is looking to grow its digital ad revenue. Last year it took in $182 million, up 12% for 2013, but it sees more opportunity if readers are more likely to view that ads. The seven titled dayparts also allow marketers to better target their ads
A Take: Ad Age
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| | #2 | Facebook's 'View' Problem Makes Case for Ads on YouTube
| | | While Facebook is working with marketers to come up with different criteria for determining whether an ad is viewed and how they should pay for it, on YouTube's site it is safe to assume that people are actually watching the content they are accessing, Digiday reports. And YouTube's "watch time" metric is being used as a differentiator between its site and Facebook. YouTube's watch time for mobile users increased by 60% in second quarter and averages 40 minutes per session. Facebook counts an ad as viewed after a video plays for 3 seconds.
Why This Matters: The debate continues. Facebook says it's a view after 3 seconds and so does comScore. Vine and Instagram count them at 6 and 15 seconds. YouTube says spending longer time on its content, including ads, leaves no doubt that it was viewed.
A Take: Digiday
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| | #3 | Marketers Want More Money for Visuals, CMO Council Study Says
| | | In an online survey of 177 senior marketers in North America, 65% said they believe visual assets like videos, infographics and photos, are the core of how their brand story is communicated, Ad Age reports. However only 29% said their marketing budget is allocating the right amount of dollars toward creating more visual assets. Some 39% said more budget should be allocated to visuals.
Why This Matters: While Liz Miller, senior VP, marketing at the CMO Council, agrees about the importance of visual assets to brands, particularly video, 24% of marketers in the study say their budget contains less than 5% allocation for visuals. Those marketers should be doing more lobbying within their companies to change that.
A Take: Ad Age
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| #4 Researchers Say Yahoo's Ad Network Attacked by Malvertising (MediaPost)
#5 Why Marketers Are Adopting an Uber Approach to Agencies (Ad Age)
#6 GfK MRI Introduces 'Share of Clock' Data (MediaPost)
#7 Motor Trend's YouTube Series 'Roadkill' Becoming a Magazine for Millennials (WSJ)
#8 Clearance Campaigns Drive Strong July Auto Sales (MediaPost)
#9 MDC's Minneapolis-Based Mono Opening San Francisco Office (Ad Age)
#10 Walmart, Target, Old Navy Top Back-to-School Shopping Lists (MediaPost)
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Percentage of parents who say they'd consider shopping at Walmart for back-to-school merchandise, according to YouGov's BrandIndex. Some 53% would choose Target and 39% would shop at Old Navy.
– Reported by MediaPost
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| | MBPT Spotlight | Under Armour's Athlete Endorsers Starting to Resonate With Consumers
By John Consoli
Nike created a lot of buzz recently with a new 90-second TV commercial titled "Short A Guy" which featured a kid running from place to place joining some major athletes playing their sports like Mike Trout, Andrew Luck, Mia Hamm and Anthony Davis.
Those pro athlete endorsers join the Nike list that includes Michael Jordan, Tiger Woods, Rory McIlroy, Derek Jeter, Kobe Bryant, LeBron James and Kevin Durant, among others.
Traditionally Nike has led the athletic footwear and apparel categories in signing big-name athletes to endorse its products and to appear in campaigns. However, relative newcomer Under Armour, has been making some strides of its own in signing up key athletes.
The Under Armor list now includes NBA MVP Stephen Curry, three-time Super Bowl champion Tom Brady, NFL quarterback Cam Newton, young baseball stars Clayton Kershaw, Bryce Harper and Buster Posey, U.S. Open golf champion Jordan Spieth and swimmer Michael Phelps. And to reach women consumers, Under Armor has signed up ballet star Misty Copeland and model Gisele Bundchen, Brady's wife.
Where does Under Armour rank in the Brand Keys Customer Loyalty & Engagement Index? And which other younger pros has Nike signed to combat its upstart rival?
For more, click HERE
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| | Fates & Fortunes | • DANTE DI LORETO was named president of television at Chernin Entertainment. He will report to Jenno Topping, head of film and television. Di Loreto. He joins Chernin Entertainment from WatchWorks Entertainment, a production company he started earlier this year. Di Loreto executive produced the Fox series Glee with Ryan Murphy and has worked on a number of other TV series, including American Horror Story. He has also supervised film and U.S. theatrical operations for Bill Kenwright Ltd. In his new role he is expected to work on projects for NBC Entertainment and Universal Television with which Chernin Entertainment recently signed a two-year agreement.
• CYNTHIA McFARLANE is leaving her post as CEO, Latin America and U.S. Multicultural at Saatchi & Saatchi, where she oversees U.S. Hispanic agency Conill, as well as the Latin America operations. She has been with Saatchi since 1993.
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| | What They're Watching | BROADCAST RATINGS
'Running Wild' Rises as NBC Wins Monday
Running Wild With Bear Grylls rose 17%. American Ninja Warrior fell 5% while NBC led Monday. ABC tied Fox and CBS (which aired repeats) for second. The second night of Bachelor in Paradise's two-night premiere rose 18%. The Whispers fell 13%. Fox's So You Think You Can Dance jumped 13% from last week. The CW's Penn & Teller: Fool Us fell 17%, while Whose Line Is It Anyway matched its last original.
For more, click HERE
CABLE RATINGS
'Rick and Morty,' 'Naked and Afraid' Tie at Top Sunday
With a 1.1 rating among adults 18-49 each, Adult Swim's Rick and Morty and Discovery's Naked and Afraid XL led all original cable programs Sunday. Rick and Morty attracted 2.2 million viewers, while 2.7 million tuned to Naked and Afraid. HBO's True Detective was even with last week's 1.0 rating and reeled in 2.2 million viewers. The demo rating for E!'s I Am Cait was cut in half, earning a 0.6 to go with 1.3 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, August 3
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICAN NINJA WARRIOR | 1.6 | 5.8 | | ABC | BACHELOR IN PARADISE | 1.3 | 4.7 | | CBS | 2 BROKE GIRLS (R) (8)
THE ODD COUPLE (R) (8:30) | 1.0
0.9
| 4.9
4.2
| | FOX | SO YOU THINK YOU CAN DANCE | 0.9 | 3.2 | | UNIVISION | AMORES CON TRAMPA | 0.7 | 2.0 | | CW | PENN & TELLER: FOOL US | 0.5 | 2.1 | | TELEMUNDO | AVENIDA BRASIL | 0.5 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICAN NINJA WARRIOR | 2.0 | 6.9 | | FOX | SO YOU THINK YOU CAN DANCE | 0.9 | 3.1 | | CBS | SCORPION (R) | 0.8 | 4.8 | | ABC | BACHELOR IN PARADISE: AFTER THE PARADISE | 0.8 | 3.1 | | TELEMUNDO | BAJO EL MISMO CIELO | 0.8 | 1.6 | | UNIVISION | LO IMPERDONABLE | 0.6 | 2.0 | | CW | WHOSE LINE IS IT ANYWAY (9)
SIGNIFICANT MOTHER (9:30) | 0.4
0.3 | 1.4
0.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | RUNNING WILD WITH BEAR GRYLLS | 1.4 | 4.1 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.2 | 2.1 | | CBS | NCIS: LOS ANGELES (R) | 0.8 | 6.0 | | ABC | THE WHISPERS | 0.7 | 2.7 | | UNIVISION | YO NO CREO EN LOS HOMBRES | 0.6 | 1.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Country's Night to Rock
For the 11th summer in a row, ABC is airing CMA Music Festival: Country's Night To Rock (8 p.m.) and hosted for the third time by reigning CMA Vocal Group of the Year Little Big Town. The show is a compilation of musical acts filmed during the CMA Music Festival in June in Nashville. Among this year's star performers: Dierks Bentley, Luke Bryan, Kenny Chesney, Florida Georgia Line, Lady Antebellum, Brad Paisley, Rascal Flatts, Darius Rucker, Keith Urban and Carrie Underwood. The upshot: Last year's broadcast averaged a 1.9 18-49 demo rating to win the night and also drew 7.3 million viewers. That, however, was down from 2013, when the telecast pulled in a 2.0 in the demo and 8.2 million viewers. ABC is contracted to air the annual special through 2021.
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| • Five Sisters Join Oxygen Lineup
Comedic reality series It Takes a Sister premieres with back-to-back half-hour episodes (9 p.m.). The show follows Nikki Alexander and her four sisters who all live together in Knoxville, Tenn., along with her eight nieces and nephews, three dogs and one of her sister's ex-boyfriends who is also her assistant. Beginning next Tuesday the series airs episodes in its regular 9:30 time period. The upshot: Oxygen bills itself at the network for women, so this series is right in its wheelhouse. A recurring topic throughout the series could be Nikki's recent break-up with ex-NBA star Shaquille O'Neal.
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| • USA 'Playing House' Again
The sitcom returns for a second season with back-to-back episodes (10 p.m.), again leading out of Modern Family reruns. Playing House was created by and stars Jessica St. Clair and Lennon Parham as childhood best friends who reunite to become roommates where they grew up. The upshot: USA has not had much success with scripted comedy but is bringing this series back despite an average of just a 0.4 in the 18-49 demo and 860,000 viewers in its first season last spring. The network has a history of successful cable dramas, but seems it still wants to give original comedy a chance.
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| Media Buyer & Planner Today
Editorial Team
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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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