| Today's Top Stories | | #1 | Adidas Social Media Team Scores With Real-Time World Cup Marketing
| | | The sports shoe and apparel company's 40-plus social media team members are working hard to make the brand "the most talked-about" worldwide during the month long tournament and to boost retail sales, brand marketing director Tom Ramsden tells Ad Age. Since Cup play began June 12, Adidas has generated over 1.6 million tweets, retweets and replies mentioning the brands; has added more than 200,00 new YouTube subscribers; and added more than one million new fans on Facebook.
Why This Matters: How much retail sales the effort yields will not be tallied until after Cup play ends. But "Adidas has been posting four or five videos a day and has been growing subscribers at a faster rate than all the other World Cup sponsors," says Rob Pilgrim of Google London about the company's YouTube efforts.
A Take: Ad Age
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| | #2 | Nielsen And Kraft Pilot New Brand Tracking Tool
| | | A new multi-touch attribution tracking option links transaction records with viewer habits so Nielsen can let advertisers know what's working with their digital strategies. Partnering with Nielsen on the service are Acxiom, Experian and Nielsen's own Catalina. Kraft is the first marketer to test the system. The new tool was publicly unveiled at last week's Nielsen Customer 360 conference.
Why This Matters: Moving beyond simple demographics to determine the return on investment of digital marketing campaigns is something brands have been clamoring for. This tool is a step in that direction.
A Take: Adweek
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| | #3 | Google And ABC's Programmatic Exchange Only Buys Room At the Top
| | | ABC is using the private exchange to buy premium ad space to promote its new show Rising Star. The exchange is an evolution of Google's programmatic strategy, Adweek reports. For Rising Star, through the exchange, ABC took over the Web page masthead up top on sites such as Rolling Stone, Us Weekly and Men's Journal.
Why This Matters: The exchange allows the purchase of premier ad locations not typically associated with automated buying. "We were able to run large mastheads in places where we were never able to do before and spread out who's seeing our message," said Ben Blatt, executive director of digital strategy at ABC.
A Take: Adweek
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#4 Why Madison Avenue Is Embracing Private Exchanges (MediaPost)
#5 Mullen Succeeds Richards Group As Creative Agency For Ulta Beauty Chain (Ad Age)
#6 Human-Quality Products For Pets? That's a Boon For Marketers (MediaPost)
#7 CAB Says Younger Millennial Women Are Not Big-Time Cord Cutters (Adweek)
#8 Will Brands Embrace App-Install Ads? (Ad Age)
#9 TGI Fridays Risk Offering Endless Appetizers As Marketing Battle Heats Up (USA Today)
#10 Break Out the Shades: More Teeth Whitening Ads Are Coming Online (WSJ)
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Percentage of U.S. creative professionals who say mobile content is having a positive effect on their jobs, according to a poll by Edelman Berland for Adobe.
– Reported by eMarketer
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| | MBPT Spotlight | Network Evening Newscasts All Grew Their Audiences This Season
By John Consoli
Despite the greatly exaggerated reports over the years that the broadcast evening news daypart was on the demise, it is still alive and doing very well from a ratings standpoint. Ironically, however, the fact has gone somewhat underreported—the trade press and other media outlets give the evening news telecasts very little coverage compared to the morning shows, late-night and even the daytime soaps.
Media buyers know it as a place where the clients who want to reach a bit of an older audience can buy commercial time at a fraction of the cost of broadcast primetime—30% to 40% cheaper for a 30-second spot in the average primetime entertainment show. And while the big battle for viewers between ABC's Good Morning America and NBC's Today show in the mornings has been receiving continuous media coverage, those networks' half-hour evening news shows are drawing virtually the same number of 18-49 viewers and viewers in the 25-54 "news" demo as the morning shows. The NBC Nightly News with Brian Williams for the 2013-14 season averaged 1.71 million viewers 18-49 and ABC's World News with Diane Sawyer averaged 1.46 million viewers in the demo. Today averaged 1.68 million and GMA averaged 1.55 million. In the 25-54 demo, NBC Nightly News averaged 2.3 million compared to 2.1 million for Today, while ABC World News averaged 2.1 million compared to 2.2 for GMA. What has continued to make the evening news daypart an attractive advertiser buy? And how much has the age of the anchor influenced viewer demographics? For more, click HERE
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| | Fates & Fortunes | • MICHAEL PROVUS was promoted to publisher of Rolling Stone. He was most recently associate publisher and replaces Chris McLoughlin who resigned after one year in the post to become VP of sales at Undertone. Provus joined Rolling Stone as associate publisher in 2010. Prior to that he was national ad director of GQ and also had served as ad director at Vanity Fair.
• WENDY LURRIE will oversee B-to-B ad agency gyro's newly created U.S. Healthcare unit called gyro:human. The new operation will work together with gyro's healthcare unit in the U.K., which is called Woolley Pau Gyro. Lurrie has worked as a consultant for gyro since last summer. Prior to that she was cofounder of marketing consultant company SPUR Partners. She has also held executive positions with Draft, Draftfcb and Grey, and was a marketing VP at Travelers insurance group.
• HAL TRENCHER was named senior VP, sales at Gannett-owned ad tech company PointRoll. He was previously senior VP of national sales at music video site Vevo. He also served as director of sales for consumer packaged goods and entertainment at AOL, and held posts at Yahoo, Sports Illustrated and CBS. |
| | What They're Watching | BROADCAST RATINGS
'Big Brother' Holds Steady
CBS' Big Brother rated the same as last week's premiere, finishing as Sunday evening's top-rated broadcast show. The second episode of new summer drama Reckless followed, shedding 61% of its lead-in, staying even with last week's premiere. Unforgettable declined 22% from last week's premiere. CBS was the night's No. 2 broadcaster. ABC won the night. Wipeout declined 17% while Rising Star was even with last week. Fox finished third with a lineup of mostly reruns. NBC came in fourth, airing the concert special Miley Cyrus: Bangerz Tour.
For more, click HERE
CABLE RATINGS
ESPN Notches Top Two With World Cup Quarterfinal Matches
Despite the absence of the United States in the quarterfinal round of the 2014 FIFA World Cup, ESPN and ABC still pulled in big audiences over the July 4 weekend. Friday's match between Brazil and Colombia averaged 6.35 million viewers on ESPN, making it the most-watched quarterfinal round match in U.S. history. The 6.35 million was 11% higher than the previous high of 5.71 for ABC's coverage of Argentina-Germany in 2010. Germany's win over France in the earlier game on Friday averaged 4.89 million viewers on ESPN2. ESPN's Saturday coverage of Netherlands' shootout win over Costa Rica drew 5.79 million viewers to rank as the second-most watched quarterfinal match on ESPN, ESPN2 or ABC. Through the quarterfinal round (60 matches), the 2014 World Cup is averaging 4.19 million viewers, tracking 42% higher than in 2010.
For more, click HERE
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| Overnight Ratings: Sunday, July 6
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 60 MINUTES | 1.0 | 8.4 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS (R) | 0.9 | 3.9 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.5 | 2.3 | | FOX | BRAIN GAMES | 0.5 | 1.6 | | UNIVISION | AQUÌ Y AHORA | 0.5 | 1.3 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 1.8 | 6.0 | | ABC | WIPEOUT | 1.0 | 3.6 | | FOX | THE SIMPSONS (R) (8) THE SIMPSONS (R) (8:30)
| 0.8
1.1
| 2.1
2.5 | | NBC | AMERICAN NINJA WARRIOR (R)
| 0.8 | 3.0 | | UNIVISION | BAILANDO POR UN
SUEÑO
| 0.6 | 1.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | RISING STAR | 1.2 | 4.4 | | FOX | FAMILY GUY (R) (9) AMERICAN DAD (R) (9:30)
| 1.2
1.1
| 2.5
2.5 | | NBC | MILEY CYRUS: BANGERZ TOUR | 0.8 | 2.2 | | CBS | RECKLESS | 0.7 | 4.0 | | UNIVISION | BAILANDO POR UN
SUEÑO
| 0.6
| 1.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | RISING STAR | 1.1 | 4.3 | | CBS | UNFORGETTABLE | 0.7 | 6.1 | | NBC | MILEY CYRUS: BANGERZ TOUR
| 0.6
| 1.8 | | UNIVISION | SAL Y PIMIENTA | 0.6 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Warriors Of The Icy Roads Return To History
History channel's popular reality series Ice Road Truckers returns for its eighth season on Monday night at 10 p.m. The series follows a group of truckers who haul cargo to remote communities over some of the most dangerous routes in the world. The series features competing trucking companies Polar Industries and VP Express. As this season begins, VP Express boss Hugh Rowland has stolen legendary driver Alex Debogorski away from Polar, but Polar has also stolen away Express' top driver Todd Dewey. And all the drivers have to deal with a treacherous polar vortex that has descended onto the Canadian backcountry, creating some of the most severe winter road conditions in over a century. The upshot: Last season, Ice Road Truckers aired on Sunday nights at 10 and averaged about 2.2 million viewers and a 0.7 18-49 demo rating. This season, moving to a new weeknight, it might not average those levels, but it should still be close to around 2 million per episode.
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| • 'Bachelorette' Close To Officially Picking Her Man
The ABC summer reality series The Bachelorette only has a few episodes left and on Monday night, 27-year-old Andi Dorfman will visit with the families of the four remaining bachelors—Nick Viall, Marcus Grodd, Chris Soules and Josh Murray. After the visits, Dorfman will hand out more roses, eliminating another of her suitors. Also in this episode, the contestants learn of the death of onetime contestant Eric Hill, who was killed in a paragliding accident. Season 10 of the series was taped before his death in April. The Upshot: The Bachelorette has been drawing close to the same number of viewers—6.5 million—as it did last summer, when it hit 6.6 million, but it's 18-49 number is down to a 1.7 from a 2.0. Still, viewership could pick up in the last few episodes. Also, with spoiler alerts aplenty (including here), it's getting harder to keep secrets about people in a series filmed several months before it airs. Widespread media reports already have Andi eliminating Grodd during Monday's episode and then picking Murray to marry. Reports also say that she is already engaged. While this could hold down future viewership, fans might still tune in to see how accurate those reports are.
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| • Size Matters To Nat Geo Wild On 'Monster Fish'
Dr. Zeb Hogan is back on the cable network's fifth season of Monster Fish, during which he will "tackle" a whole new mission of tracking down mega-size fish, this time in Australia, Asia, Nicaragua, South America and the U.S. In past seasons, he's caught a cow-size golfish and a car-size stingray. This season will find him going after similar trophies, from a river wolf fish, another giant stingray and a massive electric eel. He'll also have to cope with a huge anaconda that is stalking his group during their search. The upshot: This series is right in the wheelhouse of traditional Nat Geo series and is perfect for fans of movies about man-eating fish. It may draw a smaller audience, but if you're starting your fifth season, chances are you're a welcome favorite of a network's audience.
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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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