| | Media Buyer & Planner Today | | | | | | | | | #1 'Bud Light Party' Campaign Fails to Boost Sales | | The party is over for the Bud Light marketing campaign that featured Seth Rogen and Amy Schumer. The first ads debuted during the Super Bowl and several different commercials aired since then. However the campaign, created by Wieden+Kennedy, was discontinued because it failed to generate an increase in beer sales. In fact Bud Light sales to retailers fell by "mid-single digits" in the third quarter, Ad Age reports, as the brand lost 0.65 point of market share. Year-to-date, Bud Light's market share is down by 0.50 points. "Bud Light volumes fell short of our expectations in the third quarter," says Anhueser-Busch InBev CEO Carlos Brito. The brand has been running ads to promote its NFL team logo cans, and focus on its sponsorship of Lady Gaga's "dive bar tour" TV ads and live streams of her performances on Facebook. | | WHY THIS MATTERS: Campaigns with name stars that get big hype are not a sure thing and the Bud Light Party effort starring Rogen and Schumer cost lots of money and was a bust. So Bud Light moves on. W+K will be under pressure going forward. The agency won the Bud Light creative account away from incumbent BBDO a year ago. | | Two Takes: Ad Age | Adweek | | | | #2 Horror Movie Studios Love CryptTV | | While food videos and cute baby clips seemingly dominate video watching on Facebook, web video startup CryptTV is having success with all kinds of scary clips. And, according to a Wall Street Journal report, horror movie studio advertisers are jumping on board to support those clips. The year-and-a-half old CryptTV now has 1.6 million Facebook fans and is generating 30 million views a month across social media. On Facebook its 15-second videos are each averaging 250,000 views. Across all social media, the video 'Cannibal Baby' is closing in on 1 million views, while 'Welcome to the Doll House' just surpassed 4 million views. | | WHY THIS MATTERS: CryptTV has worked with studios like Sony, Warner Bros. and Lionsgate to make videos that tie into their scary movies. It shouldn't be long before the video company interests some mainstream brands. | | A Take: WSJ | | | | #3 Dads Feel Neglected By CPG Advertising | | Consumer packaged goods marketers are missing the boat when it comes to targeting dads as consumers of their brands, according to a study from Geometry Global. MediaPost reports that although more and more fathers are sharing household chores, including shopping, the CPG companies virtually ignore them in their marketing. The study found that 38% of dads don't believe brands portray the way they view their own roles as a parent accurately. It also found dads spend 15% more than moms on household supplies and groceries per shopping trip. Meanwhile less than 7% of CPG ads are geared to men. | | WHY THIS MATTERS: Clearly the CPG companies need to change the way they market to millennial families and that starts with their creative agencies. The research finds that dads are not carbon copies of moms, nor is their approach to shopping, but they do spend a significant amount of money on household items and the CPG companies are going to keep missing out if they don't take steps to target them better. | | A Take: MediaPost | |
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| | 21.9 | | Dollars in billions projected to be spent on Facebook worldwide mobile internet advertising in 2016, according to eMarketer. That is up 66% over 2015 and is expected to reach $29.7 billion in 2017. By 2018, projections have the total reaching $37.9 billion. | – Reported by eMarketer
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| | Baseball Beats Football | By Michael Malone The World Series scored a 6.2 rating in adults 18-49 Sunday on Fox, according to Nielsen's overnights, ahead of NBC's Sunday Night Football at 6.1. SNF's Philadelphia Eagles versus Dallas Cowboys was up 13% from last week. The others were playing for scraps against the sports behemoths, as well as The Walking Dead on AMC. CBS did a 1.0/3 while ABC scored a 0.7/2. With a hefty NFL lead in, as well as The OT's 5.5, Fox had a 6.3/18 share for the night's prime. Viewer interest remains high for a series featuring two long-suffering franchises. NBC scored a 5.4/15 for the night. CBS had 60 Minutes at 1.3 (the previous week's, with an NFL lead-in, drew a 3.2), then NCIS: Los Angeles at 1.2 (down from 1.7), Madam Secretary down 27% at 0.8, and Elementary down 25% at 0.6. ABC's America's Funniest Home Videos did a 0.8 while Once Upon a Time was down 10% at 0.9. Secrets and Lies drew a 0.6, down 14%, while Quantico scored a flat 0.7. | |
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| | • TRACEY SCHEPPACH is leaving her post as senior VP and video innovation director at Publicis Media. She plans to start her own ad industry venture. Scheppach held the same title at Starcom Mediavest Group, until earlier this year when Publicis reorganized its media agency structure and formed Public Media. One of her roles was to oversee addressable advertising for the Publicis' clients. She joined Starcom in 2005 and spent five years as senior VP, video innovations director for Starcom Worldwide. Prior to that she was VP, programming and research at Open TV and before that served as director of marketing at Monsanto. | |
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| | Chief Financial Officer | WFSU Public Media – Tallahassee, FL, United States
| | | | Broadcast Engineer | | WFSU TV/FM – Tallahassee, FL, United States | | | | Digital Account Executive | RadiOhio (97.1 The Fan) – Columbus, OH, United States
| | | | Vice President, On Air Promotions, FOX Sports Marketing (Charlotte, NC) | | Fox Sports – Charlotte, NC, United States | | | | more jobs » | |
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