| Today's Top Stories | | #1 | Interpublic Forms Media Vendor Consortium to Automate Sales
| | | IPG's Mediabrands is teaming up with A+E Networks, AOL, Clear Channel, Tribune Co. and Cablevision to test an automated ad buying system for television, radio, out-of-home, mobile and online video and display ads. The system could be up and running within six months. The holding company's goal is to automate 50% of its media buying by 2016.
Why This Matters: Automated media buying has been tried before on an industrywide basis. In 2006, nine major advertisers joined to build an online auction site for buying TV ads, but the venture failed because of a lack of support from the TV networks. This latest venture will only succeed if most of the major network media companies jump on board.
Three Takes: B&C, MediaPost, and WSJ
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| | #2 | Seattle Police Hand Out Free Bags of Doritos at Pot Festival
| | | With marijuana having been legalized in Washington state last fall, Seattle police this past weekend decided to hand out 1,000 bags of Doritos to attendees at the three-day Hempfest festival, adding stickers to the bags that reminded smokers of the dos and don'ts of usage, Adweek reports. Doritos was not consulted, but a spokesman for the police department says the company did not express any displeasure with the product placement.
Why This Matters: Marijuana smokers are snack buyers, aren't they? Nothing wrong with a little free publicity created by and carried out by a police department.
A Take: Adweek
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| | #3 | McDonald's, Nissan, Pepsi, P&G Are Charter Sponsors of iTunes Radio
| | | When it launches next month, Pandora competitor iTunes Radio will have some big-name sponsors that have signed 12-month deals ranging from high single-digit millions to tens of millions of dollars, Ad Age reports. Ads will run across devices, with audio ads airing once every 15 minutes and one video ad running per hour, according to sources. The ad-supported iTunes Radio will be free, but there will also be an ad-free option.
Why This Matters: Pandora has dominated the category, but now marketers have an alternate platform to advertise on. Advertisers and agencies like competition because it tends to lead to more favorable pricing.
A Take: Ad Age
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| #4 CNET Selling Its Product Reviews As Paid Ads (Digiday)
#5 L'Oreal Puts U.S. Digital Media Account Up for Review (Ad Age)
#6 Digital Video Continues Siphoning Ad Dollars From Linear TV (eMarketer)
#7 Marketer Hires Agency It Rejected on AMC Reality Series 'The Pitch' (Ad Age)
#8 Pepsi Hoping for Major Social Media Exposure During MTV 'Video Music Awards' Segment (Adweek)
#9 StubHub Joins Audi, Bud Light With Naming Rights Inside Redskins' FedEx Field (MediaPost)
#10 How Zara Became a Multi-Billion-Dollar Brand Without Advertising (Ad Age) |
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Percentage of media buyers who say they are likely to shift more ad dollars from linear TV to digital video within the next 12 months, according to a survey by the Interactive.
—Reported by eMarketer
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| | MBPT Spotlight | Reaching 'Lead Influencers' Is Key to Marketers' Success on TV
By John Consoli
A new joint study commissioned by Discovery Communications, in partnership with MediaVest, identifies an important group of TV-watching consumers that it says represents an emerging opportunity for advertisers to engage with audiences in new and interesting ways.
The study calls this group "lead influencers" and defines them based on their ability to impact what their family and friends watch on television, and by their propensity to share ads and recommend brands and to actively seek new content.
Pam Pearce, senior director of research ad sales for Discovery Communications, says lead influencers are frequent show viewers, with four in 10 spending 15-plus hours a week watching TV programming. Lead influencers also are likely to watch on multiple traditional and digital platforms and "are driven to discover new brands and products," Pearce says.
Pearce adds 44% of lead influencers "recognize that advertising can be a positive and important part of the entertainment experience," noting they are "more likely to pay attention to ads that connect with them in the moment and that are able to help them with what they are currently doing."
Lead influencers are more likely to reward brands that help them interact with their favorite shows, such as providing opportunities to connect to show-related content across digital enabled devices.
The goal of the study by the TV network group and the media agency was to gain greater insight into how consumers view television and the impact it has on their perception of advertising. It was conducted online during March and April by Latitude Research and includes data collected from 1,052 TV viewers ages 18-54 who are regular TV watchers and who have an Internet connection.
Helping to define the group as lead influencers was their ability to be likely drivers of TV and other social viewing choices among their family and friends. Sixty-three percent of lead influencers say that when they watch TV with family and friends, they are the ones making the decisions about what the group watches. That figure compares to 51% of all TV viewers who have that influence.
What do lead influencers say is a key factor in getting them to watch a TV show on a regular basis? And how big a part does word-of-mouth still play in how viewers learn about shows?
For more, click HERE
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| | Fates & Fortunes | • MARK OLSEN was named VP of sales for Fusion, the new network targeting Latinos and millennials that is scheduled to premiere
Oct. 28. Fusion, a joint venture between ABC and Univision, also announced some other key sales staff members. NOREEN IQBAL was named director, planning and pricing, and JAY WILLIAMS and JOSE CASTENADA were named account executives. Olsen has been with ABC sales for 13 years, holding various posts selling ads in several dayparts. Before joining ABC, Olsen was with BBDO. Iqbal has worked in sales, pricing and planning at ABC for more than 10 years across various dayparts. Williams was most recently an associate account executive for primetime sales at ABC. Castenada joins ABC from EstrellaTV, where he was an account exec. Prior to that, he worked as an account exec at Fox Deportes and at Univision.
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| | What They're Watching | BROADCAST RATINGS
'Under the Dome' Steady for CBS
CBS' Under the Dome matched last week's series-low rating. Despite airing repeats the rest of the night, CBS won Monday. On NBC, which came in second, American Ninja Warrior was down. Get Out Alive also took a dip from the previous week to tie its series low. Siberia matched last week's rating. ABC returned Mistresses from a few weeks off to a series-low tie, down from its last episode. ABC came in third on Monday. On The CW, Breaking Pointe was even with last week. Fox aired repeats.
For more, click HERE
CABLE RATINGS
'Breaking Bad' Wins Sunday Cable Ratings
AMC's Breaking Bad was Sunday's top cable program with a 2.4 among adults 18-49, down from last week's 2.9. HBO's True Blood was second with a 2.3, up from last week's 2.2 adults 18-49 rating.
For more, click HERE
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| Overnight Ratings: Monday, August 19
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| AMERICAN NINJA WARRIOR
| 1.5
| 5.0
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.3
| 3.4
| ABC
| SHARK TANK (R)
| 1.0
| 4.5
| CBS
| HOW I MET YOUR MOTHER (R) (8:00)
MIKE & MOLLY (R) (8:30)
| 0.9
0.9
| 3.8
4.0
| FOX
| RAISING HOPE (R) (8:00)
RAISING HOPE (R) (8:30)
| 0.7
0.6
| 1.9
1.5
| CW
| HART OF DIXIE (R)
| 0.3
| 0.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | UNIVISION
| LA TEMPESTAD
| 1.3
| 3.3
| NBC
| GET OUT ALIVE WITH BEAR GRYLLS
| 1.2
| 3.5
| CBS
| 2 BROKE GIRLS (R) (9:00)
MIKE & MOLLY (R) (9:30)
| 1.0
1.0
| 4.2
4.5
| ABC
| CASTLE (R)
| 0.7
| 3.8
| FOX
| NEW GIRL (R) (9:00)
THE MINDY PROJECT (R) (9:30)
| 0.7
0.7
| 1.5
1.5
| CW
| BREAKING POINTE
| 0.2
| 0.5
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| UNDER THE DOME
| 2.4
| 10.3
| UNIVISION
| QUÉ BONITO AMOR
| 1.4
| 3.6
| ABC
| MISTRESSES
| 1.0
| 3.5
| NBC
| SIBERIA
| 0.7
| 1.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Whose Line' Performing Well for The CW
Improvisation comedy series Whose Line Is It Anyway?, which aired for eight seasons on ABC through 2007, recently began new episodes on The CW on Tuesday nights at 8 and has been the hit of the summer for the network. The series premiered with 2.9 million viewers, the best performance in the time period for The CW since November 2008. It was the network's second-most-watched series premiere since September 2011. While original host Drew Carey is gone, replaced by Aisha Tyler, three of the four primary performers—Ryan Stiles, Wayne Brady and Colin Mochrie—are back. The series has averaged 2.1 million viewers and a 0.9 18-49 rating, with about 25% of its viewers in the 18-34 demo, 55% in 18-49 and 45% in 50-plus. The upshot: Gone are the days when The CW was mostly a teen and younger millennial-skewing network. Whose Line is bringing in many more older viewers, but these days, particularly in the summer, a viewer is a viewer to nets and advertisers alike.
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| • 'Rizzoli & Isles' Dominates Tuesday Night Cable
TNT's 9 p.m. crime drama starring Angie Harmon as a detective and Sasha Alexander as a medical examiner who work together to solve crimes in Boston has been the most-watched and highest-rated 18-49 demo series on Tuesday night cable since it returned for its fourth season in late June. Since premiering with 6.6 million viewers and a 1.4 demo rating this season, Rizzoli & Isles has averaged 5.7 million viewers per episode and a 1.1 18-49 rating. Last summer, it averaged 5.3 million and a 1.1 demo rating. The upshot: It's always a positive when a series grows its audience in its fourth season. Rizzoli & Isles is producing numbers that would place it in the top 10 summer series among all the broadcast networks. For advertisers unhappy with most broadcast ratings this summer, this first-run cable drama can be a solid alternative.
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| • CBS Summer Procedural Repeats Solid
CBS' NCIS and spinoff series NCIS: Los Angeles completed their 10th and 4th seasons respectively last spring, averaging 18.5 million viewers and 15.3 million viewers. Even in reruns this summer, both are still pulling in strong viewership on Tuesday nights. NCIS, the military and police procedural starring Mark Harmon at 8 p.m., is averaging 8 million viewers this summer. NCIS: Los Angeles, starring Chris O'Donnell and LL Cool J at 9, is averaging 6.3 million; both series are among the most-watched this summer on the broadcast networks. The upshot: The audiences for both series have gotten older, which is par for the course for just about every broadcast network summer series. During the regular season NCIS averaged a 3.2 18-49 demo rating, while this summer it is down to a 1.1. NCIS: Los Angeles averaged a 2.7 in 18-49 during the regular season, and this summer it is down to a 0.9. However, for advertisers that want to reach a combined 14.3 million viewers within a two-hour period on Tuesday nights during the summer, this is the place to be.
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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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