| | Media Buyer & Planner Today | | | | | | | | | #1 Panera CEO Challenges Fast Food Chains | | Founder and CEO Ron Shaich announced a revamped kids' menu for his fast-casual food chain and in a new national TV ad challenged the CEOs of McDonald's, Burger King and Wendy's to eat exclusively from their chains' kids' menus and see how good they feel about it. He said his competitors should reevaluate what they offer as meals to kids. Starting Wednesday, Panera is offering half-sized portions of the salads and sandwiches and combinations of those from its main menu to kids. He also took the other fast food chains to task for giving away toys to motivate kids to buy those meals that he says are "nutritional nightmares" contain fats and foods with lots of calories like nuggets, fries and soda. Panera's new kids meal menu offers 250 items free of artificial ingredients at half price of adult meals. | | WHY THIS MATTERS: Shaich says the new menu offerings and campaign promoting it is not a PR ploy just to boost sales. "I don't think sales are going up because of this, I really don't," he told Ad Age. "There's a better way to do a kid's meal." And to Business Insider he said, "I think marketing to kids should be off limits, 100%. We should not be selling to kids using cartoon characters and shouldn't be bringing them in on the gimmicks and toys." | Two Takes: Business Insider | Ad Age
| | | | #2 ABC's 'Idol' Reboot Spots Going for $200,000 | | Media buyers tell Ad Age they are paying about $200,000 for 30-second commercials on the upcoming ABC mid-season revival of singing competition series American Idol. However, when they purchased time in the show during the upfront, they were not told definitively on what nights the show will air. Fox aired Idol on back-to-back weeknights. While Sunday night following the conclusion of the NFL football telecasts on NBC seemed preferable, Monday night is in question. Not only would Idol have to go up against one of the most-watched primetime shows in television in NBC singing competition The Voice, but Monday is also when ABC has traditionally aired Dancing with the Stars beginning in March. | | WHY THIS MATTERS: Right now, pretty much for competitive reasons, ABC is not commenting on what nights the show will air. But where the show airs will determine whether its audience meets the viewer guarantees buyers received for their $200,000 per spot buys. In its heyday on Fox, Idol was garnering more than $500,000 per 30-second spot but by its final season it was getting less than $200,000. And it did not go head-to-head with The Voice. This time around, at least early-on, it might be best for ABC to follow a similar strategy. | A Take: Ad Age
| | | | #3 Radio Station Posts 'Tasteless' Manson Billboard | | WFMU 91.1 FM is a 59-year-old, ad-free, listener-supported freeform New Jersey radio station that likes to market itself provocatively to make its listener base happy. Its latest marketing ploy is getting the station lots of publicity. After raising money via Kickstarter it bought a $5,000 ad on a local highway billboard which it described as its first and last. The billboard pictures Rihanna and Justin Bieber singing and Charles Manson looking at them. The billboard reads "Rihanna. Bieber. Manson. WFMU 91.1 FM." In a two-minute video on Vimeo that shows the billboard being unveiled, station manager Ken Freedman calls it "tasteless and confusing." Other billboard themes not used, according to an Adweek report, was one picturing an elderly woman with the copy reading, "We're Talking About Your DEAD MOTHER on WFMU 91.1 FM;" "WFMU 91.1 FM – As Unpopular As You Are;" and one picturing Richard Nixon with the slogan: "Now More Than Ever." | | WHY THIS MATTERS: Since the station is not looking for brand advertiser support, and simply looking to reach a base of potential listeners, the shock value of the billboard doesn't matter as much. But obviously no agency in its right mind would use this type of theme for its brand clients. | Two Takes: Adweek | Ad Age
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| | 80 | | Percentage of U.S. small business owners and managers who use Facebook as a marketing platform, according to a survey by G2Crowd. Some 51% also use Twitter, 44% use Linkedin, 36% use Instagram, 18% use Pinterest, 17% use newspapers, 12% use radio and 10% use TV. | – Reported by eMarketer
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| | Potent 'Talent' Drives NBC to Win | by Michael Malone
NBC grabbed the Tuesday ratings title, posting a 2.4 in viewers 18-49, and a 9 share. That easily beat CBS at 0.7/3. America's Got Talent, with the contestants offering their final performances of the season before the Wednesday finale, did a 2.9 for its highest rating in three years. The week before, airing at 9, it scored a 2.3. The Paley Center Salutes the Best of Will & Grace did a 1.2 for NBC. Univision scored a 0.8/3 and Telemundo a 0.7/3. On CBS, it was repeated dramas en route to 0.7/3. ABC was at 0.6/2. It had repeated comedies, then Somewhere Between grew 33% to 0.4. Fox did a 0.5/2. It too was in repeats. The CW, also airing reruns, scored a 0.2/1. | |
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| • ALISSA ANANIEVA was named director of Havas Media's out-of-home division Adcity in the U.S. The division was previously rolled out in Europe, Asia and Latin America. Ananieva was previously director of growth programs at Exterion Media and prior to that was strategy lead at Telefonica Digital.
• YALE WANG has joined sports-first streaming live service fuboTV as VP and head of North America marketing. He was previously VP and head of marketing for DramaFever, a subscription OTT network owned by Warner Bros. Digital Networks. At fuboTV, he rejoins Alberto Horihuela, co-founder and chief marketing officer, who he worked with at his former company.
• HERB SCANNELL was named CEO of Latino media company mitu. He was most recently president of BBC America. Prior to that he was CEO of online video platform Next New Networks, vice chairman of MTV Networks and president of Nickelodeon. • GRAHAM LANG was appointed chief creative officer at Juniper Park/TBWA. He was previously chief creative officer at Y&R South Africa and also served as a creative director at Saatchi & Saatchi London.
• KIMBERLY BATES was named senior VP, strategic planning at Innocean. She was most recently chief strategy and innovation officer at Gyro and also served as executive planning director at mcgarrybowen. She has also held positions at PHD Worldwide, Publicis Kaplan Thaler and Arnell Group.
• PAUL ALFIERI has joined advanced TV ad company Cross MediaWorks in the newly created position of chief marketing officer. He was previously senior VP for the Turn Marketing Platform (now Amobee Marketing Platform).
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