| Today's Top Stories | | #1 | News Corp. Launches Global Programmatic Ad Exchange
| | | The media giant's new unit will allow marketers to buy across its more than 50 online and mobile platforms, including the WSJ.com, NYPost.com, Times.co.uk, MarketWatch.com, via real-time bidding. The Rubicon Project will connect the News Corp. trading desks to all the major media buyers, and News Corp. will terminate all current deals with third party ad networks.
Why This Matters: News Corp. said the exchange will allow advertisers to target its properties' audiences "on a global scale via premium quality inventory and unique data." Eric Bader of digital ad buying platform RadiumOne told Adweek, the move is a smart one for News Corp. "It's a cost saver," he said. "It improves volume because there's much better access and opportunity for News Corp. to sell complex deals that go across titles."
Two Takes: Adweek and MediaPost
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| | #2 | Carat Global President Says Advertising To Gays Must Go Mainstream
| | | Doug Ray says "if brands are not inclusive in their marketing, they could be unwittingly communicating that they are exclusive." In a first-person article in Ad Age, Ray says brands hoping to reach the lesbian, gay, bisexual, transgender community should take the same approach as they did to grow their spending to reach U.S. Hispanics before that audience segment became as mainstream among marketers as it is today. But he also advises companies to be authentic in their pitches. "Consumers can detect inauthentic advertising immediately, so do not force something that simply is not a good fit. LGBT consumers deserve better.
Why This Matters: The LGBT community wields a sizable amount of buying power, spending roughly $790 billion on consumer goods in 2012, according to Witeck Communications.
A Take: Ad Age
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| | #3 | PR Agency Begins Motor Home Marketing Tour To Showcase Clients' Products
| | | Five execs and staff members from VP&C are headed for Des Moines, with stops in Mill Run, Pa. and Chicago, aboard a 37 foot-long motor home furnished with client merchandise from Dornbracht, Mohawk, JC Penney, Q Squared, Rocky Mountain Hardware, Benjamin Moore and Flavor Paper, the New York Times reports. In Des Moines the agency execs will meet with editorial staffers from Meredith magazines, but in Chicago the vehicle will be parked in front of the Merchandise Mart where consumers can board it to see all the brands in a traveling showcase environment.
Why This Matters: It's a cheap way to get brand attention. VP&C estimates the promotional tour will cost about $50,000 including leasing the motor home, decorating it with the products and painting the exterior with the P.R.R.V. moniker and Twitter hashtag #PRRV.
A Take: NYT
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| #4 How Agency Compensation Has Changed (Adweek)
#5 Ad Networks Forced To Pay Quality Assurance Tax (Digiday)
#6 Energizer Shifts Marketing Duties For Several Brands To JWT (Ad Age)
#7 Twitter's Vine Reaches 40 Million Viewers (MediaPost)
#8 Digital Ad Spending Continues To Shift From Desktop To Mobile (eMarketer)
#9 LinkedIn Launches University Pages To Attract Younger Demo (MediaPost)
#10 Saturday Group Founders Talk Fashion Marketing Synergy (WSJ) |
|  | • 22.1
Percentage of U.S. advertisers' digital search ad dollars to be spent via mobile in 2013, according to eMarketer estimates. That percentage will grow to 59.9 by 2017.
– Reported by eMarketer
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| | MBPT Spotlight | Networks Have Sold Out Nearly 90% Of NFL Inventory; Fox Says Super Bowl Buys Will Wrap By Thanksgiving
By John Consoli
The NFL's TV rights holders are scoring big-time with 2013 regular season ad sales, and the novel cold-weather Super Bowl on Fox next February is on an accelerated pace.
Two weeks before the Sept. 5 opening NFL Kickoff game on NBC, all of the networks are between 85%-90% sold out. Super Bowl XLVIII, which will be played in New Jersey's open-air Met Life Stadium, has less than 10 ad units left. NBC already has taken in 5% more ad revenue for Sunday Night Football than it recorded for the entire 2012 season.
"Nothing on television comes close to the ratings the NFL generates week after week," said John Bogusz, executive VP of sales and marketing at CBS Sports. "The ratings levels are constant and have held up consistently over the past five or six years."
Ed Erhardt, president of global marketing and sales for ESPN, added that as a result of the broad audience reach of the game telecasts, "The NFL continues to attract a wide swath of advertisers in just about every category."
What does NBC have in store for Sunday nights? And does the pro game's winning streak also extend to college football?
For more, click HERE
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| | Fates & Fortunes | • TODD CULLEN was named global chief data officer at Ogilvy & Mather. Cullen most recently oversaw global data and analytics at OgilvyOne. Prior to that he spent 10 years at Acxiom Corp. where he rose to VP of global data products. He was also CIO at CognitiveData and senior VP of consumer insights at Bridgevine.
• JAMES FRANCO will host and executive produce a weekly art series on Ovation beginning this November. The series will be titled James Franco Presents and will document the actor's exploration of the world of art.
• PIO SCHUNKER is leaving his position as senior VP, integrated marketing communications for Coca-Cola North America, according to an Ad Age report. He joined the company in 2003 from Ogilvy New York, where he was a senior VP and group account director.
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| | What They're Watching | BROADCAST RATINGS
'America's Got Talent' Hits New Season Low
NBC won Tuesday night. America's Got Talent fell from last week's season-low to a new low. Fox was second as So You Think You Can Dance dropped a tenth. ABC, in third place, saw Extreme Weight Loss reach a season-high, rising from last week. The CW's Whose Line Is It Anyway? matched last week's rating while Capture rose. CBS aired repeats.
For more, click HERE
CABLE RATINGS
NFL 'Pre-Season Football' Wins Monday Night
NFL Pre-Season Football on ESPN was Monday's highest rated cable program with a 2.1 adults 18-49 rating. WWE Monday Night RAW on USA came in second with a 1.7 adults 18-49 rating during its most-watched hour.
For more, click HERE
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| Overnight Ratings: Tuesday, August 20
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.3
| 3.9
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.3
| 3.7
| ABC
| EXTREME WEIGHT LOSS
| 1.2
| 3.5
| NBC
| HOLLYWOOD GAME NIGHT (R)
| 1.0
| 3.5
| CBS
| NCIS (R)
| 0.9
| 7.7
| CW
| WHOSE LINE IS IT ANYWAY? (8:00)
WHOSE LINE IS IT ANYWAY? (R) (8:30)
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0.8
0.8
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2.3
2.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.0
| 7.8
| ABC
| EXTREME WEIGHT LOSS
| 1.4
| 3.8
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.5
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.2
| 3.6
| CBS
| NCIS: LOS ANGELES (R)
| 0.8
| 6.0
| CW
| CAPTURE
| 0.4
| 1.0
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICA'S GOT TALENT
| 2.4
| 8.9
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.3
| CBS
| PERSON OF INTEREST (R)
| 0.8
| 5.2
| ABC
| BODY OF PROOF (R)
| 0.6
| 2.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Modern Dads' Come To A&E Network
A tight-knit group of stay-at-home fathers in Austin, Texas, are featured in the new A&E reality series Modern Dads, which premieres on Wednesday night at 10:30 p.m. The series follows their exploits as they navigate their lives around their kids while their baby mamas (wives and girlfriends) are working full-time jobs outside the home. The cast includes a first-time overzealous dad raising a baby boy; a veteran dad with two boys and twin girls; a dad helping his girlfriend raise two girls; and a single dad with three kids, including a 5-year old daughter he uses as "chick bait." The upshot: A&E is doing this series a solid by premiering it leading out of its mega-hit Duck Dynasty, which last week drew 11.8 million viewers. With all the female skewing reality series foregrounding housewives, divas and bad girls, this show is clearly filling a void. Whether it will draw enough men to keep it on the air is another question.
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| • CW's 'Arrow,' 'Supernatural' Having Hot Summers
Superhero drama Arrow launched strongly in its first season, averaging 2.9 million viewers and a 1.0 18-49 demo rating. Those are big numbers for a millennial-skewing network that has seen many of its viewers begin watching its series on screens other than traditional TVs. On the other end of the age spectrum, sci-fi drama Supernatural completed its eighth season averaging 1.8 million viewers and will be back for season nine. These two Wednesday night series (Arrow at 8 and Supernatural at 9) are continuing to draw well in the summer. Arrow is averaging 1.2 million viewers, about 40% of its regular season audience, while Supernatural is averaging 932,000 viewers, about 50% of its first-run audience. The upshot: Supernatural is the series that won't die. This summer it is averaging about 120,000 more viewers per episode than it did last summer. Arrow brought new and somewhat older viewers to The CW this season, and possibly many of its summer viewers are also new. All good signs for fall.
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| • NBC's 'Camp' Audience Dwindling
One of the Peacock network's new summer scripted comedies, Camp, is averaging 3.8 million viewers and a 1.1 18-49 demo rating since premiering on Wednesday nights at 10 in mid-July. The series attracted 5 million viewers and a 1.5 18-49 rating for its premiere and 4.2 million and a 1.3 demo rating in its second week. The series revolves around the Little Otter Family Camp, where "parents decompress over gin and tonics, while their bids run wild and teenage counselors fall in and out of love." The series stars Rachel Griffiths as the camp owner, who is competing with an upscale camp across the lake. The upshot: The ratings numbers are not bad for a summer series. But Camp, since its premiere, has been leading out of America's Got Talent, which is averaging more than 10 million viewers. NBC has given the series every chance to succeed, but it's getting trounced by repeats of CSI on CBS by more than 2 million viewers each week. Falling below a 1.0 in the 18-49 demo last week will not help its standing among advertisers.
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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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