| Today's Top Stories | | #1 | Getting On Teacher-Mandated Back-To-School Lists Can Be Boon To Marketers
| | | Elementary school teachers usually give parents a list of supplies students will need for their classroom. And teachers have their own preferred supplies. To get on those lists, marketers sponsor websites, offer free merchandise and hold contests that could win schools more of their products, The Wall Street Journal reports. Some of the popular brands include Kleenex tissues, Elmer's glue, Westcott scissors and Wet Ones wipes.
Why This Matters: Getting on those lists means guaranteed sales, and school supplies are a big business. To make their way on, marketers often go to education conferences and provide teachers with lesson plans and project ideas that incorporate their products.
A Take: WSJ
|
| | #2 | Joan Rivers To Hawk Renuzit Air Fresheners In Web Series
| | | The comedian and her daughter Melissa will appear in seven humorous episodes touting the air freshener brand. The series will spoof The Bachelorette and other romantic-centric TV reality competition shows, The New York Times reports. The story lines will have hunky young men competing for a chance to date Joan, who gets advice from Melissa, who canoodles behind her back.
Why This Matters: The series is titled "Romancing the Joan" and has an estimated budget of $1.5 million. It is intended to complement a more traditional ad campaign for the brand that will feature those same hunky young men…who, yes, are romancing Joan Rivers.
A Take: NYT |
| | #3 | Does Content Amplification Work For Marketers?
| | | More brands are beginning to buy ads from content syndication platforms such as Outbrain and Taboola to give their positive media coverage an extra boost, Digiday reports. While a majority of the ads those services sell still involve content owned or created by the marketers themselves, a growing part of the business has become amplification, or using third-party reviews or articles to highlight the benefits of a brand.
Why This Matters: Lisa LaCour, CMO of Outbrain says, "Marketers see third-party content as more valuable. It's about validation." Steve Rubel of Edelman adds, "It's about making sure the press coverage you've already earned works harder for you."
A Take: Digiday
|
| #4 NCC Media Adds Dish To Its Ad Inventory Network (MediaPost)
#5 How To Foster A Better Relationship Between CMOs and CIOs (Ad Age)
#6 Survey Finds Subway, Chipotle, Target, Among Millennial Favorites (MediaPost)
#7 Twitter Does U.S. Open Branded Tweets Video Deal With USTA and Heineken (Adweek)
#8 Out-of-Home Ad Revenues Up 5% In Second Quarter (MediaPost)
#9 Study Finds Consumers Favor Mobile Shopping Over PC Shopping (Ad Age)
#10 And Then There Were Two: Chobani Narrows Agency Search List (Adweek) |
|  | • 56.3
Percentage of grocery retailers in North America who plan to use mobile in-store coupons in 2013, according to a survey by RIS News and International Data Corporation Retail Insights.
– Reported by eMarketer
|
| | MBPT Spotlight | For Media Buyers, It Doesn't Matter When a Show Premieres—As Long As It's Good
By John Consoli
This fall, the broadcast networks will premiere almost as many of their new and returning series (48 to be exact) outside of the "official" start of the season — the Sept. 23-Sept. 29 premiere week — as they will during that week. (They will premiere 50 during that week.)
Premiere strategies have come and go and there are many reasons why the shifts continue. Among them: getting away from the clutter to (potentially) attract more viewers to new shows, and trying to find the perfect less-competitive places to bring eyeballs back to veteran series.
But for media buyers, strategy and marketing aren't going to be the deciding factors in a show's fate. If a new show is no good, regardless of initial tune-in numbers, viewers will tune out quickly. Initial sampling will only work if a show strikes a chord.
"I think the idea is to avoid the crush of premieres that typically occurs during the first week of the season, but I've never seen any proof that it works," said Brian Hughes, senior VP, and head of the audience analysis practice at Magna Global. "Besides, it's difficult to really gauge viewer interest until a program is up against first-run competition."
"A larger initial audience means there are more people that can return in future weeks, but only if they liked what they have seen, and that's where the content aspect comes in," says Sam Armando, senior VP and director, SMGx Strategic Intelligence. "We have actually seen shows that have been billed 'good shows' fail because they never really got off the ground. Brooklyn Bridge on CBS comes to mind, and it happened more recently with Fox's Lone Star, which was critically praised but never got initial sampling."
What are the new and returning series the networks plan to premiere, and when? And why do media buyers feel the timing of the premiere has little to do with a show's success?
For more, click HERE
|
| | Fates & Fortunes | • PIERRE CONTE was named CEO of GroupM France. He succeeds Bruno Kemoun and Eryck Rebbouh, who developed GroupM in France over the past two years. Both will continue on as consultants. Conte was most recently CEO of Figaro Media and Figaro Classifieds, as well as director of Madame Figaro, responsible for ad sales of Group Figaro. Prior to that, he was CEO of OMD France from 2002-05.
• ROBERT GOTTLIEB was promoted to executive VP, marketing at Fox Sports, from senior VP. Gottlieb was responsible for developing the multiplatform marketing campaign for Fox Sports 1, which launched on Aug. 17. In his new role, he will be responsible for all aspects of Fox Sports' on-air, off-air and consumer marketing efforts involving TV, print, online, radio and outdoor creative. Previously, Gottlieb was responsible for Fox Sports' video marketing. He joined Fox Sports in 2004 as VP, creative director of on-air promotion for both Fox Sports and FSN.
• MATTHEW ANDERSON was named chief marketing officer at Roku. He previously held assorted roles at News Corp. and prior to that was CEO of Ogilvy's public relations unit in Asia and Europe.
• ROBERT SCANLON was promoted to general manager of Velocity. He has been the cable network's senior VP since it launched in Oct. 2011. He will continue to oversee programming, development, production and marketing.
• NOAH POLLACK has joined E! as senior VP, programming and development. He was most recently VP, reality programming for Lifetime. Prior to that, he was VP, series development & original programming at VH1, and before that held positions at USA Network and Bunim/Murray Productions.
• RAJA RAJAMANNAR was named chief marketing officer of MasterCard. He will succeed Alfredo Gangotena, who left the company after three years as CMO and nine years overall. Rajamannar was most recently executive VP and chief transformation officer at WellPoint. Prior to that, he served as chief innovation and marketing officer for Humana. He also spent 15 years at Citigroup and held assorted roles, including global chief marketing officer, cards and payments. He was also chairman and CEO of Diners Club North America.
|
|
| | What They're Watching | BROADCAST RATINGS
'Under the Dome,' 'Mistresses' Up Slightly
CBS' Under the Dome improved from last week's series low. CBS aired repeats the rest of the night and won Monday. On NBC, which came in second, American Ninja Warrior rose, matching its season high. Get Out Alive increased. Siberia again matched last week's rating. ABC's Mistresses moved up from last week's series low, as the network came in third. The CW's Breaking Pointe was even with last week. Fox aired repeats.
For more, click HERE
CABLE RATINGS
'Gold Rush: South America' Wins Friday Cable Ratings
Gold Rush: South America was Friday's highest-rated cable original with a 0.9 adults 18-49 rating, up from last week's 0.8 adults 18-49 rating. WWE Friday Night Smackdown was second with a 0.7, matching last week's adults 18-49 rating.
For more, click HERE
|
| Overnight Ratings: Monday, August 26
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| AMERICAN NINJA WARRIOR
| 1.7
| 5.8
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.9
| CBS
| HOW I MET YOUR MOTHER (R) (8:00) 2 BROKE GIRLS (R) (8:30)
|
1.4
1.1
|
4.4
4.0
| ABC
| SHARK TANK (R)
| 1.1
| 4.6
| FOX
| RAISING HOPE (R) (8:00)
RAISING HOPE (R) (8:30)
| 0.8
0.7
| 2.1
1.9
| CW
| HART OF DIXIE (R)
| 0.2
| 0.8
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| 2 BROKE GIRLS (R) (9:00)
MIKE & MOLLY (R) (9:30)
| 1.4
1.5
| 5.2
5.7
| UNIVISION
| LA TEMPESTAD
| 1.4
| 3.8
| NBC
| GET OUT ALIVE WITH BEAR GRYLLS
| 1.3
| 4.1
| ABC
| MISTRESSES
| 1.0
| 3.4
| FOX
| NEW GIRL (R) (9:00)
THE MINDY PROJECT (R) (9:30)
| 0.8
0.7
| 1.8
1.7
| CW
| BREAKING POINTE
| 0.2
| 0.5
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| UNDER THE DOME
| 2.5
| 10.8
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.3
| NBC
| SIBERIA
| 0.7
| 1.9
| ABC
| CASTLE (R)
| 0.5
| 3.2
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Pretty Little Liars' Takes a Summer Break After a Real Shocker ...
ABC Family's teen soap drama Pretty Little Liars will air its summer season (not its full season) finale on Tuesday night at 8. The network is promising "the most shocking moment yet" during a "very special magic show" that clearly will be a cliffhanger leading into the rest of its fourth season when the series returns. PLL has averaged about 2.5 million viewers, up from the 2 million it averaged in season three. It is also averaging the same 1.1 18-49 demo rating and is doing even better in the younger demos. The upshot: Not only is the viewership growth for this fourth season series impressive, it is also the most tweeted series on Tuesday nights, totaling more tweets than the next four series combined. Marketers that target all-female demos under 49 years of age are going to miss this series until its return.
|
| • ... While 'Swamp Man' Continues To Stay Above Water on History ...
History channel's new reality series on Tuesday night at 10, titled The Legend of Shelby The Swamp Man is averaging 2.9 million viewers and a 1.0 18-49 demo rating since its premiere on August 6. The series, which airs back-to-back half-hours, is a spin-off of History's Ax Men and follows the exploits of Shelby "Swamp Man" Stanga, who lives in the Louisiana swamps. The upshot: The series is averaging about the same viewership and demo rating as Ax Men, which is a pretty good level for marketers to target.
|
| • ... And 'Face Off' Returns to the Syfy Make Up
The network's most popular unscripted series returned for its fifth season two weeks ago on Tuesday at 9 p.m. In season five of Face Off, eight contestants from past seasons return to do battle with eight newcomers. The make-up artists compete in a series of challenges that highlight their abilities to create a full-makeup character to match a theme. Each week, one competitor is eliminated. At the end of the series, the winner receives a $100,000 cash prize, a 2013 Fiat and a VIP trip from Kryolan Professional Make-Up to one of its 85 international locations. The upshot: The first two episodes this season averaged 1.4 million viewers and 0.7 demo number—on par with last season. The audience is not huge each week, but it is still a top draw on Syfy.
|
|
|
| |  |  |
|
| 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
|
|
| | |  |
| | | | | | |
