| Today's Top Stories | | #1 | Advertiser 'Drop-Ins' Proliferating In Yankees' Radio Broadcasts
| | | Baseball on the radio has never been more plug-heavy. Consider Yankee games. The announcement of umpires is sponsored by law firm Levy Phillips Koenigsberg. The broadcast's copyright violation policy by law firm Cellino & Barnes. After the first walk of the game, listeners are told to "walk into any of CityMD's six convenient locations"; "painting the corner," with a strike is sponsored by CertaPro Painters. Other brands, among them Aamco Car Care, Hyundai and Tri-State Ford Dealers, Reynolds Wrap, Geico, get worked into each broadcast.
Why This Matters: Many advertisers enjoy the clever way their brand names are embedded into the game action and believe it might be more effective than 30 second radio spots during the games, according to a New York Times report.
A Take: NYT
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| | #2 | Some Marketers Balking At Buying Ads On New Al Jazeera America Network
| | | Despite having hired an on air-staff from the top U.S. TV news organizations, the Qatari-owned and funded network, which premieres on Tuesday has some brands shying away from advertising, at least initially. The network is launching with just six minutes of commercial time per hour to offer more news and draw more viewers. However, some marketers are saying it's because they can't get more ad support. One marketer told the New York Post: "They're owned by an Arab country and they ran the [Osama] bin Laden tapes. I just wouldn't trust them."
Why This Matters: Running a news organization is expensive and even with its parent Al Jazeera Network's resources and money from the government of Qatar, it will need a steady flow of ad dollars or else its life might be short lived.
Three Takes: NY Post, Adweek, and NYT
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| | #3 | Data Management Companies Increasingly Becoming Ad Agency Competitors
| | | As more marketers seek to tie digital data to consumer loyalty, more transactional data firms like Acxiom, Merkle and Epsilon are beginning to tread on agency turf by building ad targeting and mobile app capabilities, Ad Age reports.
Why This Matters: These data firms have an edge on agencies in this area since they often have access to proprietary data from marketers that agencies don't. However, Fatemeh Khatibloo of Forrester Research, who tracks the data services industry, says data alone is no help to marketers if they don't have the creative talent to properly use it.
A Take: Ad Age
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| #4 Smashburger Relies On Social Media Buzz To Compete In Burger Wars (USA Today)
#5 How WPP Will Compete Against An Omnicom-Publicis Merged Company (Ad Age)
#6 Digital Agency Swift Buys PR Company (Adweek)
#7 Media Rating Council Accredits Eight Arbitron PPM Markets (MediaPost)
#8 Social Networks Helping To Foster More Global Marketing Campaigns (Adweek)
#9 Digital Agency Exec Says There's Still Hope For Banner Ads (Digiday)
#10 Adweek Announces Its Media Plan Of The Year Winners (Adweek) |
|  | • 41.6
Percentage of total digital ad spending in 2013 that marketers will allocate to branding vs. direct response advertising, according to eMarketer estimates. That percentage will grow to 48.5% share by 2017.
– Reported by eMarketer
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| | MBPT Spotlight | NBC Aims High With Premier League Sponsors—Price clash slows down completion of some advertising deals as season begins
By Jon Lafayette
NBC Sports figures it can kick up ratings for English Premier League soccer games, and it wants advertisers to pay for those higher numbers.
Despite what media buyers say is a 20%-50% price hike from what Fox and ESPN charged last year, several advertisers already have bought seven-figure sponsorship packages that span 380 live games and 600 hours of other Premier League programming that will be broadcast on NBC and Telemundo, televised on NBC Sports Network and other NBCUniversal cable channels and streamed through NBC Sports Live Extra.
Early sponsors include automakers General Motors, Chrysler and Land Rover; financial services companies such as Geico, Liberty Mutual and Morgan Stanley; brewer Anheuser-Busch; Burger King; EA Sports, which makes a soccer video game; and Sports Endeavors, an online sports equipment retailer.
"That's just the tip of the iceberg because we are working to establish the premium we believe the sport deserves. So some of our negotiations are a bit slower than we might have liked," says Seth Winter, executive VP for ad sales and sales marketing at NBC Sports Group. "When all is said and done, you'll see a very healthy cross-section of advertisers."
NBCUniversal paid $250 million over three years for Premier League rights, a big jump from the $80 million Fox paid the past three years. The season began Aug. 17.
What has been NBCU's strategy to grow the sport? And what factors—and types of advertisers—give the company confidence in the plan?
For more, click HERE
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| | Fates & Fortunes | • COREY MITCHELL was named president of Arnold Worldwide's New York office. He succeeds Lynn Power who left the agency. Mitchell was executive VP and managing director of digital agency MRM Worldwide before departing in February 2011. Prior to that he spent nine years at TBWA/Chiat/Day, rising to the post of president of the agency's New York office. He had been doing some consulting work with Arnold before being brought in to head the agency's New York office in a full-time role.
• BILL SMEE was named executive producer of the newly created NBC News Digital Group Original Video Production Unit, an in-house production team dedicated to creating video for social, mobile and web audiences. Smee was previously executive producer of Slate V, the video arm of Slate.com. Prior to that, he spent 20 years in television news and documentary as a producer and network exec at CNN and the Discovery Times Channel. This new unit will extend the NBC news division's on-air and digital brands by creating additional original video. The video will feature journalists from across all of the NBC News shows and platforms.
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| | What They're Watching | BROADCAST RATINGS
Preseason Football Lifts Fox to Sunday Win
The exhibition NFL game between the New York Giants and Indianapolis Colts carried Fox to a Sunday win. Fox will issue final numbers later on Monday. CBS came in second (and first among total viewers). Big Brother fell, while Unforgettable remained at last week's series-low level. ABC was in third, as Whodunnit aired its season finale to a series-high, up from last week, and Secret Millionaire rose. NBC brought up the rear, as Crossing Lines ended its season with a series-low, down from last week.
For more, click HERE
CABLE RATINGS
'Pawn Stars' Wins Thursday Night's Cable Ratings
Pawn Stars was Thursday's top cable original with a 1.2 adults 18-49 rating, down from last week's 1.4. Pre-Season Football came in second with a 1.1 adults 18-49 rating.
For more, click HERE
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| Overnight Ratings: Sunday, August 18
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| NFL PRESEASON FOOTBALL
| 2.1
| 6.5
| CBS
| BIG BROTHER
| 2.0
| 6.5
| ABC
| SECRET MILLIONAIRE
| 1.2
| 4.7
| UNIVISION
| PARODIANDO
| 0.7
| 2.0
| NBC
| AMERICA'S GOT TALENT (R)
| 0.6
| 2.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| NFL PRESEASON FOOTBALL
| 1.9
| 5.9
| ABC
| WHODUNNIT?
| 1.4
| 3.7
| CBS
| UNFORGETTABLE
| 1.1
| 6.4
| UNIVISION
| PARODIANDO
| 0.8
| 2.4
| NBC
| CROSSING LINES
| 0.4
| 2.1
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | UNIVISION
| SAL Y PIMIENTA
| 0.8
| 2.2
| CBS
| THE MENTALIST (R)
| 0.7
| 4.8
| ABC
| CASTLE (R)
| 0.7
| 3.1
| NBC
| CROSSING LINES
| 0.4
| 2.0
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Under The Dome' Breakout Has CBS Seeding More Sci-Fi
Through eight episodes, this new CBS 10 p.m. Monday sci-fi series continues to be the most-watched series on broadcast television, averaging 11.5 million viewers and a 2.8 18-49 demo rating. The upshot: After catching lightning in a bottle with this summer serial based on Stephen King's novel, CBS recently announced plans not only to return a second season of Dome next summer, but also to add another scripted sci-fi drama, Extant, from Steven Spielberg's Amblin Television. As with Under the Dome, CBS Television Studios also will co-produce Extant.
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| • 'Bear' Snares Audiences for NBC, But 'Siberia' Stuck in Hinterlands
The Peacock network's two new Monday summer series, Get Out Alive with Bear Grylls at 9 p.m. and Siberia at 10 p.m., are moving in opposite directions. In Bear Grylls, the former British Special Forces soldier-turned-survivalist (and well-established cable star) is leading teams through the woods of New Zealand's South Island. Siberia is a scripted series made to look like a reality series, tracking fictional contestants who battle the elements and each other during a harsh Siberian winter. The upshot: Bear Grylls is averaging only 3.9 million viewers but is drawing a solid for the summer 1.4 18-49 rating and a 1.6 25-54 rating. It's even getting a 1.0 rating among the 18-34 demo. Siberia, however, is drawing only 3.1 million with a 0.8 18-49 rating.
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| • ABC's 'Mistresses' Drawing A Female Following
This provocative 10 p.m. Monday drama about the "scandalous lives of a sexy and sassy" group of four girlfriends is based on a hit U.K. series of the same name. The show is drawing a steady, mostly female audience, thanks to the soapy approach and an ensemble cast that includes Alyssa Milano. About 70% of its average of 3.9 million viewers are female, and while the overall number is so-so, its 1.2 rating among 18-49s is solid for summer. The upshot: The series was initially for ABC's regular schedule this past season, but instead the network held it for summer, doing it no favors. Plus, the series is going head-to-head against CBS's Under the Dome. Still, if an advertiser wants to reach a targeted female audience, this is not a bad vehicle for that.
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CORRECTION
A news item in the Aug. 15 edition of MBPT incorrectly stated news regarding Publicis. The company is in fact planning to merge with Omnicom, not WPP.
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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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