Thursday, July 25, 2013

Media Buyer & Planner Today: The Ad Industry's Top Stories for July 25, 2013

TODAY'S TOP STORIES



#1


Marketers Use Social Media to Welcome Royal Baby--and Gain Some Exposure



It wasn't just the media that was going gaga over the birth of Prince William and Kate Middleton's new baby Prince George this week. Marketers took to Twitter and Facebook to send congratulatory messages to the royal family, The New York Times reports. Among them: Johnson & Johnson, Coca-Cola, Oreo and Pampers. A Coke ad on Twitter featured two bottles, one with the name Wills and the other Kate, and offered up a toast.

WHY THIS MATTERS: Brands are increasingly trying to become part of news-driven moments. How successful was it? Coke also ran the ad on Facebook and in just a few hours it had received more than 10,000 likes and was shared about 1,700 times.

A TAKE:#2

Mobile Driving Facebook Ad Revenue Gains



Facebook has reported a 53% ad revenue gain in second quarter to $1.6 million, and 41% of that total was from mobile advertising. That's up from 30% share in first quarter.

WHY THIS MATTERS: With smartphone usage continuing to grow globally, being able to successfully reach these mobile consumers on behalf of advertisers is critical for social networks. While Google and Yahoo seem to be still struggling with mobile advertising, Facebook appears to have figured it out.

3 TAKES: | |#3

Acquisition of Maidenform Expected to Give Hanes a Marketing Boost



In the wake of Hanes spending $575 million to acquire its struggling rival, a company spokesperson says nothing has been determined yet about an ad agency or marketing plans for the brand, Ad Age reports. However, Maidenform spent only $528,000 on measured media in 2011 and nothing in 2012, according to Kantar Media. Marshal Cohen, fashion industry analyst for The NPD Group, believes Hanes will transition Maidenform from a forgotten brand into one that's top of mind among consumers.

WHY THIS MATTERS: Brands cannot survive in competitive categories unless they effectively market themselves. Hanes earned $2.3 billion last year on intimate apparel sales, so it knows how to market.

A TAKE:* 39

Percentage of U.S. kids age 6-9 who own their own smartphone, according to a survey by mobile services company Zact.

--Reported by eMarketer



MBPT Spotlight



What Marketers Need to Know About Social Media's Influence on Consumer Fashion Buying



Even though a majority of female fashion apparel and beauty product shoppers have Twitter profiles, 140 characters won't cut it when it comes to influencing major fashion purchasing decisions.



Instead, those shoppers say they rely more on blogs and message boards, Facebook, Pinterest and Instagram.



That's the tip of the shopping preference iceberg to be found in a new study, "Social Channels of Influence in the Fashion Industry," commissioned by NetBase and conducted by Edison Research.



The women's apparel and beauty industries in the U.S. record annual sales of $175 billion and $13 billion, respectively, and the newly released study offers marketers advice on which social media matters and how to best engage fashion-buying consumers.



The study surveyed 1,005 women social media users, ranging in age from 18 to 65-plus, in the U.S. in May 2013. All of the women have profiles on one or more social networks.



While many fashion marketers believe Twitter's immediacy in reaching female fashion and beauty product shoppers with messages can be a key factor in building brand awareness, the study finds the social network does not motivate these shoppers to plunk down their credit cards.



It continues that even though 75% of women defined as "social shoppers" and 66% of women defined as "fashionistas" are Twitter users, Twitter is not among the top five fashion purchase influencers.



Social shoppers and fashionistas are the two key consumer segments in fashion buying, which is based more on women's fashion attitudes than on traditional demographics.



THE VAST MAJORITY OF SERIOUS FASHION SHOPPERS ARE ON FACEBOOK, BUT WHAT INFLUENCES THEIR PURCHASES EVEN MORE? AND WHAT FOUR STEPS SHOULD FASHION RETAILERS OR FASHION BRANDS FOLLOW ACCORDING TO THE STUDY?



Fates & Fortunes



* CHRIS MARTIN WAS NAMED TO THE NEWLY CREATED POSITION OF DIRECTOR OF BUSINESS DEVELOPMENT AND MARKETING FOR MAXUS NORTH AMERICA, A GROUPM AGENCY. Martin was most recently director of business development across various agencies at Omnicom Group. His duties there included managing new business pitches and heading up new marketing pitches for agencies including OMD, PHD, Optimum Sports, Outdoor Media Group, Novus, OMG Direct, DDB and BBDO. Prior to that, he was director of marketing and business development at PHD New York. In his new role at Maxus North America, Martin will coordinate new business development and oversee the creation and dissemination of marketing collaterals. He will also work with the agency's global new business team on worldwide account pitches.

* JUDY BATTISTA HAS JOINED NFL MEDIA, WHERE SHE WILL WRITE FOR NFL.COM AND OTHER NFL MEDIA PLATFORMS, AND WILL ALSO APPEAR ON A NUMBER OF NFL NETWORK SHOWS. Battista was most recently an NFL reporter for The New York Times, where she spent the past 15 years. She has covered the NFL since 2004, and also covered baseball, tennis and college basketball. Prior to the Times, she wrote sports as a reporter for Newsday and the Miami Herald.

* PAMELA KAUFMAN WAS PROMOTED TO THE EXPANDED ROLE OF CHIEF MARKETING OFFICER AND PRESIDENT, CONSUMER PRODUCTS, FOR NICKELODEON. In her new role, she will have oversight of Nickelodeon's domestic consumer products business, encompassing merchandising and licensing for properties that include SpongeBob SquarePants, Teenage Mutant Ninja Turtles and Dora the Explorer. Kaufman was previously CMO. She joined the network in 1997 as VP of promotions and marketing. Prior to that she was VP, promotions at Turner Broadcasting System.

* CHARISSA THOMPSON WILL HOST THE NEW FOX SPORTS 1 NIGHTLY FLAGSHIP SHOW, FOX SPORTS LIVE. SHE WILL BE JOINED ON THE NIGHTLY SHOW BY FORMER NBA PLAYER GARY PAYTON, PAST NFL STARS DONOVAN MCNABB AND EPHRAIM SALAAM, AND PREVIOUSLY ANNOUNCED TEAM MEMBER, TENNIS PRO ANDY RODDICK. Thompson spent the past two years at ESPN, where she hosted or cohosted Numbers Never Lie, ESPN First Take, and most recently SportsNation. Prior to that she worked at Fox, where she was a sideline reporter on NFL telecasts and worked college football and basketball games on FSN and the Big Ten Network. She also cohosted The Best Damn Sports Show Period. Payton was a nine-time NBA All-Star. McNabb played 13 NFL seasons at quarterback, primarily for the Philadelphia Eagles. Salaam played more than 10 seasons in the NFL for five different teams. Fox Sports 1 premieres Aug. 17 and Fox Sports Live will air every night at 11, with refreshed editions at midnight and 1 a.m.



What They're Watching



BROADCAST RATINGS

'MasterChef' Rises as Fox Wins Wednesday

Fox overtook NBC on Wednesday as MasterChef rose slightly from last week. NBC, which still won in total viewers, finished second. America's Got Talent fell to a season low, while Camp dropped as well. CBS, in third, saw Big Brother remain steady. ABC's The Lookout was also flat to put ABC in fourth. The CW aired repeats.



CABLE RATINGS

'Deadliest Catch', 'Pretty Little Liars' and 'The Game' Win Night

Deadliest Catch, Pretty Little Liars and The Game tied as Tuesday's top cable programs with each show earning a 1.3 adults 18-49 rating. Deadliest Catch was up from last week's 0.9. Pretty Little Liars was up from last week's 1.0. The Game was up from last week's 1.2.



Overnight Ratings: Wednesday, July 24



8 PM



NET

SHOW

A18-49

Rating TOTAL VIEWERS

(MILLION)



CBS

BIG BROTHER

2.2

6.3



NBC

AMERICA'S GOT TALENT (R)

1.6

6.6



UNIVISION

PORQUE EL AMOR MANDA

1.2

3.2



FOX

MASTERCHEF (R)

1.2

3.1



ABC

THE MIDDLE (R) (8)

SUBURGATORY (R) (8:30)

0.8

0.6

3.5

2.5



CW

ARROW (R)

0.3

1.1



9 PM



NET

SHOW

A18-49

Rating TOTAL VIEWERS

(MILLIONS)



NBC

AMERICA'S GOT TALENT

2.3

10.3



FOX

MASTERCHEF

2.3

5.5



UNIVISION

AMORES VERDADEROS

1.6

4.0



CBS

CRIMINAL MINDS (R)

0.9

4.4



ABC

MODERN FAMILY (R) (9)

THE NEIGHBORS (R) (9:30)

0.9

0.7

3.1

2.3



CW

SUPERNATURAL (R)

0.3

1.0



10 PM



NET

SHOW

A18-49

Rating TOTAL VIEWERS

(MILLIONS)



CBS

CSI

1.1

6.1



NBC

CAMP

1.1

4.2



UNIVISION

QUBONITO AMOR

1.0

2.7



ABC

THE LOOKOUT

0.8

2.9



TOMORROW'S BIG RATINGS STORIES TODAY



* NEW WE TV REALITY SERIES FOLLOWS LIFE OF OLYMPIC PROPORTIONS

Reality series Sanya's Glam & Gold, which follows four-time track and field Olympic gold medalist Sanya Richards-Ross as she continues her training and runs her hair salon business, premieres on WE tv on Thursday at 10 p.m. Richards-Ross is married to New York Giants defensive back Aaron Ross, who has a couple of Super Bowl rings and who is also seen in the series. The upshot: WE tv likes to offer its viewers programming featuring strong female role models and Richards-Ross is certainly one. Most Olympic athletes surface in popularity when the Games are televised every four years, but this series will give her some notoriety between competitions.* SOME LIKE IT HOT: 'BIG BANG' DRAWING BIG SUMMER AUDIENCE...

The CBS sitcom The Big Bang Theory, which averaged 15.5 million viewers and a 4.8 18-49 rating on Thursdays at 8 p.m. during the regular season, is still pulling in a sizable summer audience in that time period each week. Through the first nine weeks since the regular season ended, Big Bang is averaging about 8.5 million viewers and a 2.0 demo rating. The only summer shows that are averaging more viewers are the first-run episodes of NBC's America's Got Talent and the CBS special summer drama series Under the Dome. CBS drama series NCIS is also averaging about 8.5 million viewers in repeat, but only a 1.1 demo rating. The upshot: Advertisers who have bought this series for all four quarters are continuing to reach a mass audience during the summer when most other programming bleeds viewers.* ...WHILE 'SULLIVAN AND SON' HOLDS ITS OWN

The TBS freshman sitcom based around a family bar in Pittsburgh is down slightly in viewership so far during its second season, which began in mid-June. The 10 p.m. Thursday series had a successful first season, averaging about 2.3 million viewers with a 0.9 18-49 demo rating. This season it is averaging 1.8 million and a 0.7 demo rating, but if you eliminate the July 3 episode, when most people might have been heading out for the long holiday weekend and the series drew only 1.1 million, it is averaging 2 million viewers for the season so far. The upshot: There are still plenty of episodes to go this summer and last week Sullivan drew 2.1 million viewers. Turning original scripted comedies into hits is not easy on broadcast or cable and Turner has done a good job with this one.See all career listings



Media Buyer & Planner Today

Editorial Team



JOHN CONSOLI, CONTRIBUTING EDITOR

Phone: 201-314-0424 |



JON LAFAYETTE, BUSINESS EDITOR, BROADCASTING & CABLE

Phone: 917-281-4735 |



BRIAN MORAN, MANAGING EDITOR, BROADCASTING & CABLE

Phone: 917-281-4708 |(c)2013 NewBay Media, LLC



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