| | Media Buyer & Planner Today | | | | | | | | | #1 Mazda Targets Hispanics via Telemundo Digital Series | | NBCUniversal's Telemundo has announced an ad campaign that will promote Mazda's new CX-5 to U.S. Hispanic audiences via a specially-created, eight episode, documentary-style mini-series that will be streamed on TelemundoDeportes.com, as well as on the network's Facebook pages. The series features former MLB player Ramiro Pena, who is currently playing baseball in Japan. The series is based around Pena's strong family ties and likened to those of Hispanic families. The series was promoted earlier by Mazda messaging in Japanese on Telemundo platforms to generate curiosity and buzz among Hispanic audiences. "Mazda came to us with their agency wanting a program that stayed true to their Japanese roots while also resonating with the Hispanic audience and really doing it in a way that's relatable, drives emotional response," said Laura Molen, executive VP of advertising sales, Lifestyle Group and Telemundo Enterprises at NBCU. The video series was shot in Japan and was created by Telemundo Enterprises Network Partnerships, a division of NBCU's ad sales and client partnerships division. While there are no current plans to air the series on Telemundo's linear TV network, that possibility hasn't been ruled out. | | WHY THIS MATTERS: Mazda's goal is to develop a deeper relationship with Hispanic consumers and show them how close family ties in Japan are similar to those in Hispanic families, ultimately motivating Hispanics to buy Mazda cars. The campaign also shows the willingness of media companies to development content that helps advertisers sell products. While the practice is happening but not prevalent on linear TV yet, it is growing on digital platforms, including those owned by linear TV networks. | | A Take: B&C | | | | #2 UnitedHealth Launches Media Agency Review | | America's largest health insurer has put its $240 million U.S. media agency planning and buying account up for review, including its UnitedHealthcare brand, Adweek reports. Independent Minneapolis agency Periscope is the incumbent. Citing sources, Adweek reported that the review is in the early stages and that agencies from MDC Partners, Publicis Groupe and WPP's GroupM are among those involved in the pitch. Omnicom, IPG, Mediabrands and Dentsu Aegis agencies cannot participate due to conflicts involving existing health care clients. | | WHY THIS MATTERS: This is a major media spending account, thus the competitive scope of the participants in the pitch. UnitedHealth Group recently was in the news for its decision to withdraw from the state-based health insurance marketplaces established under the Affordable Care Act. But the company recently reported an approximate 30% increase in second quarter earnings. | | A Take: Adweek | | | | #3 Brands Developing Amazon Echo Show Content | | The Amazon Echo Show, the new device added a 7-inch screen to the original Echo audio digital assistant, was only launched about a month ago but brands are already developing visual assets to go along with their original Echo skills, Digiday reports. Among the brands already on the device with videos are Campbell's and Starbucks, with other brands, such as Kayak, also in the process of developing videos to run in conjunction with previously loaded audio. Campbell's, one of the first brands to launch a skill on Amazon Echo in 2015 with Campbell's Kitchen now offers video on Amazon Echo Show to go along with its recipes. Starbucks offers a visual list of customers' past orders with numbers, so they can just shout out a number to re-order. Users can also check their Starbucks card balance visually. Amazon is also paying developers to build various skills it can offer and be used by brands. | | WHY THIS MATTERS: This is another advancement that allows certain brand categories to reach consumers in another way. But Jason Hartley, VP of search marketing at 360i, believes the Amazon Echo Show will be most beneficial to consumer packaged goods clients, especially those in the food space. Not every brand should jump in because the video opportunities might not be right. Brands he said, should not use the device just because it is a new technology, but should make sure it can really help drive sales. | | A Take: Digiday | |
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| | 12 | | Percentage of decline in Nielsen C3 viewership among 18-49 primetime viewers on the broadcast and cable networks in second quarter 2017, according to an analysis by MoffettNathanson Research. That follows a decline of 8% in the first quarter. Broadcast networks were down 15% in 18-49 viewers over live-plus-three-day viewing period to 5.5 million, while cable was down 12% to 21 million. | – Reported by MediaPost
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| | 'Big Brother' Leads CBS to Sunday Win | by Luke McCord
CBS took the primetime ratings crown Sunday with a 0.9 rating/3 share among adults 18-49, according to Nielsen overnight numbers. 60 Minutes rose a tenth from last week to a 0.7. Big Brother dominated with an even 1.8, while Candy Crush dropped three tenths to a 0.5. NBC and ABC tied for second with 0.8/3s. Following an America's Funniest Home Videos repeat on ABC, Celebrity Family Feud, Steve Harvey's Funderdome and The $100,000 Pyramid were steady at 1.1, 0.8 and 0.8, respectively. NBC aired overrun of the NASCAR Brickyard 400 race from 7-9 p.m. for a 1.1. Sunday Night With Megyn Kelly followed with a 0.5. The season finale of Spartan: Ultimate Team Challenge scored a 0.5 in the 10 p.m. hour. Due to the overrun, ratings may be adjusted in national ratings. Fox finished in fourth with a 0.4/2. Following repeats of its animated comedies, American Grit matched last week's 0.4. Spanish-language broadcaster Univision scored a 0.7/3, while Telemundo did a 0.3/1. | |
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| • HOWARD MITTMAN was named chief marketing officer and chief revenue officer at Bleacher Report, the Turner sports website. Mittman joins from Conde Nast where he was chief business officer of assorted magazines including GQ and Golf Digest.
• KEESHA JEAN-BAPTISTE was appointed to the newly created position of senior VP and lead of the Talent and Engagement and Inclusion practice at the American Association of Advertising Agencies. She was most recently head of human resources at Wieden + Kennedy in Portland, where she spent more than six years. She also held positions at other agencies including Wunderman and DigitasLBi.
• JOE CRUMP has joined Possible New York as managing director. He was most recently senior VP of strategy in the product and service integration practice at SapientRazorfish. Prior to his 17 years in the agency business, Crump was a journalist, holding positions at Outside Magazine and Chicago Magazine. • MAX GERALDO was named executive creative director and BRUNO GUIMARAES was appointed creative director at We Are Unlimited, the Omnicom dedicated McDonald's agency. Geraldo was previously senior VP and ECD at FCB Chicago, while Guimares held creative roles at DigitasLBi Chicago.
• DALE EARNHARDT Jr. has joined NBC Sports Group as part of its NASCAR coverage team for 2018. Earnhardt during his lengthy stock-car racing career has 26 career victories, including the 2004 and 2014 Daytona 500.
• CHRIS HARRISON will return as host and SAGE STEELE will return as co-host for the 97th Miss America Competition on ABC which will air on Sunday, Sept. 10 at 9 p.m. Harrison has been host of ABC reality series The Bachelor and The Bachelorette and also hosts the nationally syndicated game show Who Wants to be a Millionaire? Steele is a sports commentator and show host with ESPN. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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Streaming Technology Leadership Summit
October 16-17, 2017 | The Stewart Hotel, NYC
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NYC Television Week
October 16-19, 2017 | NYC
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B&C Hall Of Fame
October 16 | Grand Hyatt Hotel, NYC
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VR 2020 Summit
October 17 | The Stewart Hotel, NYC
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Advanced Advertising
October 18 | Sheraton Times Square, NYC
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NextTV Summit New York City
October 18 | Sheraton Times Square, NYC
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Hispanic Television Summit
October 19 | Sheraton Times Square, NYC
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October 19 | Sheraton Times Square, NYC
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