Friday, October 25, 2013

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

Media Buyer and Planner TodayTODAY'S TOP STORIES



#1


New Chobani Campaign Touts Quality Following Recent Product Recall



Two months after issuing a recall of mold-tainted cups, the yogurt maker is launching an aggressive campaign touting the quality of its product, Ad Age reports. Newspaper and digital video ads will promote the brand's use of 100% natural ingredients, free samples will be distributed and the company CEO will write a personal letter to 150,000 consumers who contacted the company during the recall.

WHY THIS MATTERS: Chobani is the top-selling Greek brand yogurt with a 49.1% share of the category so it needs to protect its turf. It also has a low consumer awareness score of only 32%. "We have the best product and we really haven't told anyone about it," says chief marketing officer Peter McGuinness.

A TAKE:#2

Facebook Exec Talks About the Future Of Advertising Via Social Media



Carolyn Everson, the social network's VP, global marketing solutions, tells eMarketer, "the cadence of creativity, which is how often creative gets developed and how quickly you can adjust the creative, is going to be increasingly important." She says marketers are going to need to hold back ad budgets to be used on spontaneous real-time opportunities, and says successful social media platforms will need to offer the ability to target audiences at scale.

WHY THIS MATTERS: Facebook has worked with more than one million advertisers, Everson says, so whatever the social platform's thought process on advertising is should be looked at by the industry as being significant.

A TAKE:#3

Consumer Confusion Slows Healthcare Exchange Advertising



Advertising tied to healthcare reform was expected to pour about $1 billion into media companies advertising over the next few years but early glitches in the system have caused many of those dollars to be put on hold, Adweek reports. State and federal exchanges have stopped advertising, not wanting to frustrate consumers until the systems are running more smoothly. Oregon has a budget of $21 million for this year but has yet to launch its exchange. Illinois began its marketing campaign in October with ads in 50 newspapers but quickly stopped advertising.

WHY THIS MATTERS: The media companies are not the only ones losing revenue. The media agencies who plan and buy all this advertising are getting no payments as long as the ad dollars are sitting idle.

A TAKE:* 3.06

Percentage of users of mobile devices running on Android operating systems that download a mobile app after seeing an interstitial ad for it on their device, according to a report from InMobi.

- Reported by eMarketer



MBPT Spotlight



IN ACE METRIX COMMERCIAL HUMOR INDEX, VOLKSWAGEN TOPS 2013 LIST, BUT ON AVERAGE, FED EX SCORES MORE



Fifteen months ago, Ace Metrix introduced its Funny Index, measuring the commercials TV viewers find most humorous. The report containing that data, titled "Is It Funny Enough?" became the TV analytics company's second most-popular report, next to "Celebrities in Advertising."



And when the watching was done and the dust settled for the current grid, a Volkswagen commercial had driven to the top of a list of the more than 7,000 ads from some 1,200 graded brands. That was the verdict this week when Ace Metrix issued its second annual report, covering the funniest ads of 2013.



Volkswagen, along with Doritos and K-Mart, each had two of the top 10 funniest TV ads year-to-date of 2013; however, judging every ad each brand has aired, Fed Ex had the 2013 Top Average Funny Score for all of its commercials combined.



The "Funny Index" adds up consumer responses for ads, seeking a comparison of relative funniness across a dataset through what the folks at Ace Metrix call "a unique and objective method" that adds up how many viewers get a laugh out of various commercials. Resulting "Funny Scores" rate ads on an index: those that are above 100 are funnier than average; those that are below 100 are less funny than average.



And though creating humor can be a serious matter, it's only one potential element of a successful ad--and it can backfire. As Ace Metrix CEO Peter Dabolt points out, humor can bring attention to a brand, but it is not necessarily the most effective way to sell to consumers.



"Humor is one of the leading devices in advertising, with one in five ads employing it as a strategy," Dabolt says. "What our data has proven, however, is that funny does not necessarily mean effective."



The report suggests that funny should be used to supplement--not replace--the message that the creative spot is intending to share.



What other ads made the top 10 list? And on an industry basis, which categories posted the highest average Funny Score?



FOR MORE, CLICK



Fates & Fortunes



* VIVIAN SCHILLER WAS NAMED TO THE NEWLY CREATED POSITION OF HEAD OF NEWS PARTNERSHIPS AT TWITTER. She is currently chief digital officer at NBC News and will join Twitter in January. Her appointment had been previously reported citing sources, but Twitter has now confirmed it on its own Twitter account, after Schiller announced it on her Twitter account.



* NICOLAS VALLS WAS NAMED EXECUTIVE VP, AD SALES AT HEMPISHERE MEDIA GROUP. He was most recently senior VP, network sales at Univision.



* LESYA LYSYJ WILL JOIN WEIGHT WATCHERS NORTH AMERICA AS PRESIDENT. She was most recently chief marketing officer at Heineken USA. She has been with Heineken since 2011. Prior to that she was a VP at Kraft Foods.



* CLIVE DOWNIE WAS NAMED COO AT GAMING COMPANY ZYNGA. He was most recently CEO of Japanese gaming company DeNA.



What They're Watching



BROADCAST RATINGS

Fox Wins Second Straight Night With World Series

Fox won its second consecutive night Thursday as its coverage of the 2013 World Series continues to pace ahead of last year. The Cardinals' 4-2 win over the Red Sox to even the series 1-1 was up a tenth over Wednesday and up 8% over last year's second game. CBS was in second. The Big Bang Theory was down 6%, Millers fell 13% and The Crazy Ones dipped 4%; each was a season low for those three shows. Two and a Half Men rose 10% and Elementary improved 20%. ABC's Once Upon a Time in Wonderland dipped another 8%, while Grey's Anatomy rose 4%. Scandal shed 9% from last week to fall to a season low. ABC was in third. NBC's lineup of Sean Saves the World, The Michael J. Fox Show and Parenthood were each flat with last week at 1.1, 1.2 and 1.3, respectively. NBC placed fourth. The CW rounded out the night. Reign dipped two-tenths from last week's premiere and The Vampire Diaries also fell two-tenths. Within the net's targeted adults 18-34 demo, Reign fell two-tenths and Vampire Diaries was even.



FOR MORE, CLICK



CABLE RATINGS

'Duck Dynasty' Tops Wednesday Night Cable Ratings

A&E's Duck Dynasty quacked the cable competition on Wednesday night with a 3.5 adults 18-49 rating and 8.4 million viewers. FX's American Horror Story: Coven witched its way into second with a 2.1 in the demo and 3.8 million viewers.



FOR MORE, CLICK



Overnight Ratings: Thursday, October 24



8 PM



NET

SHOW

A18-49

Rating TOTAL VIEWERS

(MILLION)



CBS

THE BIG BANG THEORY (8:00)

THE MILLERS (8:30)

4.9



2.8

16.5



10.9



FOX

2013 WORLD SERIES - CARDINALS AT RED SOX

2.8

11.4



UNIVISION

PORQUE EL AMOR MANDA

1.4

4.0



NBC

THE VOICE (R)

1.3

5.2



ABC

ONCE UPON A TIME IN WONDERLAND

1.1

4.3



CW

THE VAMPIRE DIARIES

1.1

2.5



9 PM



NET

SHOW

A18-49

Rating TOTAL VIEWERS

(MILLIONS)



FOX

2013 WORLD SERIES - CARDINALS AT RED SOX

3.6

13.1



ABC

GREY'S ANATOMY

2.8

8.5



CBS

THE CRAZY ONES (9:00)

TWO AND A HALF MEN (9:30)

2.3



2.3

8.8



8.4



UNIVISION

LA TEMPESTAD

1.3

3.5



NBC

SEAN SAVES THE WORLD (9:00)

THE MICHAEL J. FOX SHOW (9:30)



1.1



1.2



4.0



2.7



CW

REIGN

0.6

1.8



10 PM



NET

SHOW

A18-49

Rating TOTAL VIEWERS

(MILLIONS)



ABC

SCANDAL

3.0

8.6



CBS

ELEMENTARY

1.8

8.6



NBC

PARENTHOOD

1.3

4.0



UNIVISION

MENTIR PARA VIVIR

1.0

2.6



THIS WEEKEND'S BIG RATINGS STORIES TODAY



* 'SEX AND THE CITY' PREQUEL RETURNS TO THE CW

The Carrie Diaries, which follows the exploits of teen Carrie Bradshaw navigating her life in New York in the mid-1980s returns for a second season on Friday night at 8. Its numbers were in the range of several CW series last season after it premiered in January, averaging 1.1 million viewers and a 0.5 18-49 demo rating. Clearly, the series is targeting younger viewers, primarily females ages 12-24. Candace Bushnell, whose Sex and the City novel formed the basis of the HBO series, is an executive producer of this show, as is Amy Harris, who worked on the HBO series. The upshot: The Carrie Diaries is a throwback to the CW of a few years ago, before the network began putting more sci-fi themed series on its schedule. But the network is doing the show no favors by moving it to Friday nights when lots of the series' target audience will be out. They may watch it time-delayed, but that doesn't help advertisers. This Friday, it leads into a CW special--The iHeart Radio Album Release Party with Katy Perry.* NEW BLOOD AS 'DRACULA' JOINS 'GRIMM' ON NBC FRIDAYS

Third-year sci-fi drama series Grimm, inspired by the Grimm Brothers' fairy tales, returns on Friday night at 9, and will lead into the series premiere of Dracula, which stars Jonathan Rhys Meyers as the legendary vampire. Grimm did best last season when NBC aired it on Monday nights prior to the official start of the season, but viewership tapered off when it moved to Friday nights. It wound up averaging 4.9 million viewers and a 1.5 18-49 rating, after premiering with 5.7 million viewers and a 2.0 demo number on a Monday night in August. In this latest version of Dracula, which airs at 10, the object of the count's desire is Mina Murray (Jessica De Gouw), a medical student in her late 20s, whom he meets in the first episode and is instantly attracted to. The upshot: Grimm has a small but loyal following, but NBC is not helping matters by airing it out of the older-skewing Dateline at 8. Grimm seems like it will be compatible with Dracula and Rhys Meyers also has a loyal following. The success of Dracula will come down to whether the story line is enticing enough, and whether the series and its star engage the audience to return each week. It should draw a younger audience than popular CBS drama Blue Bloods which it will compete against head-to-head.* MEET 'THE GOVERNOR'S WIFE' ON A&E

This long-awaited reality series will finally premiere on Ahis other daughter, 60-year-old Victoria; and Trina's teenage sons from a prior marriage. As A&E tells it, "The series follows Trina as she discovers Edwin's reserve of frozen sperm and tries to grow the family, while also attempting to fit into the former governor's Southern high society and get along with stepdaughters nearly twice her age." The upshot: Well what can you say? In case one doubts the possibility that this series will draw an audience, remember that A&E has another Louisiana-set reality series once considered an unlikely hit--Duck Dynasty--that averaged nearly 10 million viewers a night this past season.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



To report abuse, You have received this message because you previously gave your email address to NewBay Media LLC.

(c) 2013 NewBay Media LLC, 28 East 28th Street, 12th Floor, New York, NY 10016 | 212.378.0400
Full Post

No comments:

Post a Comment