| | Media Buyer & Planner Today | | | | | | | | | #1 Gatorade Puts Name On NBA's D-League | | Beginning with the 2017-18 season, the NBA Development League, or D-League, will change its name to the G-League as part of a multiyear ad partnership with Gatorade, USA Today first reported. It is the first time that a U.S. professional sports league will have an entitlement partner. The NBA has been seeking a title sponsor for the D-League since 2014. Under the deal, in addition to the name change, the new league Gatorade logo will appear on game balls and jerseys for the 25-team league. Gatorade will also get signage on the court and the league website. Also as part of the deal, the Gatorade Sports Science Institute scientists will partner with the G-League on player nutrition and training programs. The NBA has had a relationship with Gatorade since 1986. The D-League was started in 2001 and has grown from 8 to 25 teams, which are owned by NBA teams. | | WHY THIS MATTERS: Clearly sponsorship opportunities with professional sports leagues continue to grow for marketers and this latest deal takes things to a new level of marketer involvement. NASCAR was first to allow marketer naming rights to its racing series, but this deal goes beyond that because of the involvement with the Gatorade Sports Science Institute. "We loved the idea that this meant something more than just putting your name on a league," Brett O'Brien, senior VP and general manager of Gatorade told USA Today. | A Take: USA Today
| | | | #2 Software Company Gets Patch On Utah Jazz Jerseys | | The Utah Jazz has become the fifth NBA team to do a jersey-patch ad deal, Ad Age reported. The three-year deal is with Provo, Utah-based Qualtrics, a customer experience software company. The initial patch will not be of the company's logo, however. It will instead promote its in-house charity, "5 For the Fight," which raises money for cancer research. Other NBA teams with patch deals include the Philadelphia 76ers with StubHub; Sacramento Kings with Blue Diamond; Boston Celtics with General Electric; and Brooklyn Nets with software company Infor. No price was announced for the Jazz deal, but GE reportedly is paying $7 million a year for its deal with the Celtics and the Nets are getting $8 million a year from Infor. Patches will be 2.5 inches by 2.5 inches and appear at the top front left part of the jersey. | | WHY THIS MATTERS: The NBA approved the sponsorships to begin with the 2017-18 season in April 2016 but it took some time for deals to begin getting done. The Celtics, Nets and Jazz deals have all been done within the past month after a slow start. However, Larry Mann, executive VP of sports marketing agency Revolution told Ad Age he expects two-thirds of the NBA's 30 teams to have deals in place by the start of the next NBA season. | Two Takes: Ad Age | Forbes
| | | | #3 Mindshare Predicts Baby Boomer Revival | | A report by GroupM media agency Mindshare examining advertising trends for the coming year is predicting a "Boomaissance" – that is a reemergence of Baby Boomers as a demo that will be respected and targeted by marketers. Media Life reports that Mindshare believes marketers will realize that Boomers are active users of technology and this will spur new investment in reaching them. The agency advises advertisers to make sure Boomers are included in any media plan and to "take a Boomer view of the world in research and media." | | WHY THIS MATTERS: For several years, the Baby Boomer demo of adults 55-plus has been primarily forgotten by markets, except for pharmaceutical companies. Meanwhile the younger millennials grew in popularity. However data shows that large portions of the Boomer demo are as tech savvy as their younger counterparts and have more money to spend – and not just on pharmaceuticals. | A Take: Media Life
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| | 39 | | Percentage of all attempted ad fraud on ClicksMob's platform that occurred specifically on game apps in 2016, according to a ClicksMob global ad fraud report. The next most targeted category for fraud was lifestyle apps with 18% of the attempts, following by shopping apps (15%), travel apps (14.5%) and sports apps (13.5%). Mobile gaming is the biggest target because its high engagement means users have more time to be exposed to ads. | – Reported by eMarketer
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| | '24: Legacy,' 'APB' Slide in Second Week | by Luke McCord
ABC was tops among broadcasters in primetime Monday with a 1.8 rating/6 share among adults 18-49, according to Nielsen overnight numbers. The Bachelor slipped 4% to a 2.3, while Quantico matched last week's 0.7.
CBS came in second with a 1.3/5. Comedies Kevin Can Wait, Man With a Plan and Superior Donuts were flat at 1.5, 1.4 and 1.4, respectively. 2 Broke Girls fell a tenth to a 1.2. Scorpion was even at 1.2.
Fox followed with a 1.1/4. New dramas 24: Legacy and APB suffered heavy losses. 24: Legacy lost fell 20% to a 1.2, and APB plummeted 33% to a 1.0.
NBC finished in fourth with a 0.8/3. Celebrity Apprentice limped to a flat 0.9 for its finale, while Timeless jumped a tenth to a 0.7.
The CW scored a 0.6/2. Supergirl and Jane the Virgin each rose a tenth at 0.8 and 0.4, respectively.
Spanish-language broadcaster Univision earned a 0.7 and Telemundo a 0.5. | |
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| • JIM MEYER was named to the newly created position of North America chief marketing officer at GroupM. He will work with all the GroupM agencies and help take to market the [m]Platform technologies that will help clients apply audience insights to their campaigns. Meyer was most recently North America CMO at market research company Ipsos. He has also held executive posts at WPP's JWT and Kantar TNS. GroupM is also part of the WPP holding company.
• JOE RIVAS was named president of Y&R Technology & Business, a new unit that will provide Y&R and other parent holding company WPP agency clients with proprietary tools to help them with their ad campaigns and marketing programs. Rivas has been serving as WPP global client leader of the Dell account, and will continue in that role. | |
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| | Associate Producer | WBNS 10TV – Columbus, OH, United States
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