| Today's Top Stories | | #1 | Spectrum Auction Could Impact Local Buying
| | | The upcoming FCC spectrum auction, which TV stations will have the opportunity to sell back their broadcast franchise or their place on the TV spectrum could significantly lessen the options marketers and media buyers have to buy ads in local markets and see a shifting of local ad dollars to local cable, radio, digital and out-of-home. It could impact Hispanic television even more than general audience TV, says sales executive Court Stroud in a first person article on the Media Life website.
Why This Matters: The FCC wants to buy back the TV airwaves to resell them to digital providers so they can build out their wireless networks and Stroud cites data that says 20% of all U.S. TV stations could sell back their spectrum and shut down. That could raise the price marketers pay for TV advertising on the remaining stations in some markets.
A Take: Media Life
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| | #2 | As 'GMA' Turns 40, Broadcast's $1B Breakfast Battle Rages
| | | With about $1 billion in ad time up for grabs across the three broadcast networks in the early morning daypart, the battle between the two most highly rated, ABC's Good Morning America and NBC's Today continues with the pendulum swinging back-and-forth. After leading for the first half of this year in the 25-54 viewer demo, GMA, which turned 40 this week, lost the demo lead to Today in July, only to reclaim it in August, but Today won back the demo in September and October, Broadcasting & Cable reports.
Why This Matters: The fierce competition and close ratings battle is a plus for marketers who mostly buy ads on both networks. And the closeness of the ratings also motivates each network to come up with innovative ways and the best possible guests to draw in viewers, another plus for advertisers.
A Take: B&C
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| | #3 | 37 New Advertisers Sign Up for WWE on USA
| | | The NBCUniversal-owned cable network is adding about 104 more hours of professional wrestling when WWE's SmackDown moves from Syfy channel to sibling USA Network next year. USA will televise about 263 hours of WWE programming each year, including its current WWE Raw telecasts. NBCU and the WWE are partnering to sell ads and it has worked with 37 new advertisers signed up, including the first auto marketers, Ad Age reports.
Why This Matters: The addition of those new advertisers is a positive for the network and WWE since pro wrestling and its interwoven storylines have not been so family-friendly in the past and marketers have shied away. But NBCU and the WWE have been working to change the image of the telecasts.
A Take: Ad Age
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| #4 Assembly Replaces Zenith As Travelocity's Media Agency (Adweek)
#5 Viacom, TiVo Partner to Share Data With Advertisers (MCN)
#6 How Consumers Want Brands to Reach Out to Them (Adweek)
#7 New York Agency Boasts 100% Employee-Retention (Digiday)
#8 Fairmont Hotel Details 2016 Brand Partnerships (MediaPost)
#9 Advertisers Embracing ABC Family, Hallmark Holiday Programming (B&C)
#10 Email Marketer Endurance Acquires Constant Contact for $1.1B (MediaPost)
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|  | • 54
Percentage of U.S. supermarket executives who say they plan to distribute fewer printed circulars, while increasing digital coupons and promotions via email, Facebook, Twitter and other social media, according to a poll by Aptaris and Topco.
– Reported by eMarketer |
| | Ratings Intelligence | Football Bests Baseball, NBC Wins the Night
By Michael Malone
It was fourth-and-inches close, but Sunday Night Football on NBC beat the World Series finale on Fox. According to Nielsen's overnights, NBC put up a 5.9 rating in viewers 18-49, including the pregame, along with a 16 share. Last week's telecast scored a 5.6/16.
Baseball on Fox had a 5.8, and a 16 share, too.
Sunday Night Football had a marquee matchup in the Green Bay Packers versus the Denver Broncos. The World Series wrapped up with an extra inning encounter between the champion Kansas City Royals and the New York Mets. The previous night, Game 4 drew 13.6 million viewers. Game 5 total viewer figures are not yet available.
ABC and CBS split the rest of the viewers, both with a 1.1/3 for the night.
ABC's originals suffered from the high wattage sports. It had America's Funniest Home Videos at a 1.0, down 9% from last week, then Once Upon a Time with a 1.5, down 6%. Blood & Oil registered a 0.8, off 11%, before Quantico posted a 1.2, off a steep 20%.
Following an NFL overrun, CBS' 60 Minutes scored a 1.5, up 15% from last week, then Madam Secretary a 1.1, off 15% from a week ago. The Good Wife had a 0.9, down 10%, and CSI: Cyber a flat 0.8. For more, including a free 2-week trial of Ratings Intelligence, click HERE |
| | Fates & Fortunes | • ANTHONY ROMANO was promoted to the newly created role of senior VP, client services for the U.S. at R/GA. He joined the agency a year ago as senior VP, group managing director, overseeing clients that included Samsung, Coca-Cola and MasterCard. Prior to that he was global head of agency development at AOL and before that was an executive VP at Publicis Groupe.
• BRIAN WEST has resigned from his position as chief operating officer at Nielsen Holdings, effective Dec. 31. His responsibilities will be divided among existing Nielsen execs. West joined Nielsen in 2007 as chief financial officer and in March of 2014 was promoted to COO. Prior to that, he spent 16 years at General Electric.
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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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