TODAY'S TOP STORIES
#1
Will Continuing Protests in Brazil Mar Marketer Efforts During World Cup?
Millions of Brazilians took to the streets during the recent Confederation Cup soccer matches to violently protest the government's spending to host the 2014 World Cup and the 2016 Olympic Games in the country. While the protesters' ire has not been directed at corporations, a Coca-Cola billboard was pulled down and the company had to scale back some live activations. The protests could escalate to even greater levels with the entire world watching the World Cup next summer.
WHY THIS MATTERS: Jim Andrews of IEG says marketers will spend $1.6 billion on World Cup sponsorship fees and three times that on additional marketing around the world. This would be the last thing they'd need.
A TAKE:#2
Lexus Promotes 2014 Model to Younger Consumers Via Instagram
The Toyota brand will promote its IS F Sport model car via a stop-motion film that contains frames from 212 different Instagram users who offer up different shots of the interior and exterior of the car, Luxury Daily reports. The car was parked in a lot and the users could shoot photos of the car, which were then edited together into a film with music. Jacob Rosenberg and the Bandito Brothers directed the film.
WHY THIS MATTERS: Lexus has traditionally been considered a higher priced luxury model with an older targeted audience. This new campaign seeks out younger, more tech-savvy buyers, according to Nancy Hubbell of Lexus.
A TAKE:#3
'Food & Wine' Magazine Collaborates With Delta On Cooking Contest
The contest is called Cabin Pressure Cook-Off and four chefs cited in Food & Wine's annual best new chefs program will compete for a spot as chef on the Delta culinary team. According to The New York Times, the cook-off will be filmed and shown on the Web and social media. Delta will run a four-page ad spread in the July Food & Wine as well as more magazine pages and ad space on the magazine's website.
WHY THIS MATTERS: A win-win: Delta is looking to promote its in-flight fare and believes Food & Wine readers are a good target, while the magazine seeks publicity for its contest.
A TAKE:* 73
Percentage of online publishers who say they offer native advertising on their websites as of June 2013, according to a survey by Online Publishers Association and Radar Research. --Reported by eMarketer
MBPT Spotlight
The Measurement Mess--New "Frankenmetrics" Leaves Monster of a Task for Nielsen, Networks and Others
Among many other lessons, history has taught us that when currencies collapse, the results are typically catastrophic. In Weimar Germany after World War 1, for example, inflation reached such astonishing levels that consumers famously had to cart baskets of paper money to buy a loaf of bread. Waiting on one bread line, a woman turned away from her cache of nearly worthless money long enough to discover a thief had stolen her basket, leaving the cash piled on the street.
Thankfully, the ratings currency that has long been the lifeblood of the TV industry isn't in a similar death spiral. But the turmoil engendered by the exploding popularity of digital media has roiled the research world, calling into question the value of measurement currencies that have been the foundation of commercial TV for over a half-century.
Here, the problem is two-fold: TV uses very different measures of usage than those found in the digital world, making it difficult if not impossible to add up total viewing for a show across TV, online, mobile, social media and other digital platforms.
Worse, the fastest growing areas of digital media--mobile phones and tablets--aren't currently being measured at all by Nielsen, which supplies the ratings currency for the $70 billion TV ad spend.
The result, some researchers complain, is "a Tower of babel" of incompatible data that is forcing them to create what several call "Frankenmetrics."
"It's been called Frankenmetrics because we are getting arms and legs and heads from different places that have to be sewn together," says Jack Wakshlag, chief research officer at Turner. "Unfortunately, the result really isn't a whole functioning entity."
"Fixing this is the most important issue facing the industry right now," adds Alan Wurtzel, president of research and media development for NBCUniversal. "Ratings are what we transact and evaluate the business on. If you can't measure it, you can't sell it."
WHAT ARE THE MAJOR ISSUES THAT COME FROM A LACK OF AN ACCEPTED DIGITAL MEASUREMENT SYSTEM--AND THE ATTENDANT BILLION-DOLLAR FRUSTRATIONS DUE TO THE DELAYS? AND WHAT ROLE DOES BIG DATA PLAY IN MULTIPLATFORM MEASUREMENT?
Fates & Fortunes
* DIEGO FERNANDEZ-MARTIN WAS NAMED SENIOR VP, MANAGING DIRECTOR FOR STARCOM MEDIAVEST GROUP LATIN AMERICA. He will be based in Miami and report to Monica Gadsby, CEO, U.S. Multicultural & Latin America. He succeeds Todd Wilson who is taking another position within SMG. Fernandez-Martin was most recently global head of media and digital, North America, at Burger King. There, he oversaw the media, social and digital ad strategies for both the U.S. general market and U.S. Hispanic market. He was responsible for 80% of Burger King's advertising budgets in North America. Fernandez-Martin was with Burger King for nine years. Prior to that, he held marketing roles at JCDecaux in Spain, and at Time Warner in Argentina.
* NICOLE PRUESSE WAS NAMED CEO OF ZENITHOPTIMEDIA'S NEW NORTHERN, CENTRAL AND EASTERN EUROPEAN DIVISION. She will also retain her current roles as head of ZenithOptimedia's Nordic operations in Denmark, Finland, Norway and Sweden, as well as CEO of Publicis Groupe's VivaKi DACH, which operates in markets in Germany, Austria and Switzerland. Her new responsibility includes oversight over 21 markets in Europe, including those in Russia and the Netherlands. She reports to ZenithOptimedia's worldwide CEO Steve King.
* KAHLI SMALL HAS JOINED NBC ENTERTAINMENT AS SENIOR VP, DRAMA DEVELOPMENT. She was most recently executive VP of production and development for producer Graham King's GK Films company. Prior to that, she spent eight years as a production executive for Focus Features where she rose to executive VP of production. There she is credited with developing and supervising the George Clooney 2010 movie The American.
* JOSEPH RIPP WAS APPOINTED CEO OF TIME INC. He was most recently CEO of OneSource Information Services, but had also previously held posts as senior VP, chief financial officer and treasurer at Time Inc. He has also served as executive VP and CFO at Time Warner and as vice chairman of AOL. He succeeds Laura Lang, former CEO of digital agency Digitas, who has held the post since January 2012.
What They're Watching
BROADCAST RATINGS
'Big Brother' Matches Season High
CBS and Fox tied for first on Sunday, though CBS won in total viewers. CBS' Big Brother rose from last Sunday to match its season high rating from last Thursday. Fox previewed its upcoming Saturday late-night programming block, Animation Domination High-Def. The 30-minute preview featured the premieres of Axe Cop and High School USA!, each running 15 minutes. ABC was third, as Whodunnit fell to a series low. NBC was in fourth place as Crossing Lines improved slightly.
CABLE RATINGS
History Channel Dominates Thursday Cable
History Channel's Pawn Stars and Swamp People tied as Thursday's top cable programs, each earning a 1.3 adults 18-49 rating. Pawn Stars slipped a tenth from last week, but Swamp People was up from last week's 1.1 rating in the demo.
Overnight Ratings: Sunday, July 21
8 PM
NET
SHOW
A18-49
Rating TOTAL VIEWERS
(MILLION)
CBS
BIG BROTHER
2.4
6.8
FOX
THE SIMPSONS (R) (8)
BOB'S BURGERS (R) (8:30)
1.4
1.3
3.2
2.7
NBC
AMERICA'S GOT TALENT (R)
1.0
4.5
ABC
CELEBRITY WIFE SWAP
1.0
3.0
UNIVISION
COPA ORO 2013
1.0
2.3
9 PM
NET
SHOW
A18-49
Rating TOTAL VIEWERS
(MILLIONS)
FOX
FAMILY GUY (R) (9)
AXE COP/HIGH SCHOOL USA! (9:30)
1.5
1.1
3.3
2.5
ABC
WHODUNNIT?
1.0
2.9
NBC
LAW & ORDER: SVU (R)
0.9
4.1
CBS
THE GOOD WIFE (R)
0.7
3.1
UNIVISION
PARODIANDO
0.7
1.9
10 PM
NET
SHOW
A18-49
Rating TOTAL VIEWERS
(MILLIONS)
UNIVISION
PARODIANDO/SAL Y PIMIENTA (10)
SAL Y PIMIENTA (10:30)
0.7
0.7
1.8
1.9
CBS
THE MENTALIST (R)
0.6
3.4
ABC
CASTLE (R)
0.6
2.9
NBC
CROSSING LINES
0.6
2.9
TOMORROW'S BIG RATINGS STORIES TODAY
* CW'S LOOKS FOR SOME 'BREAKING' GOOD RETURNS THIS SUMMER
Last summer's first season of reality series Breaking Pointe did not break any records, drawing less than 800,000 viewers. It was, however, in line with some of the network's other summer series and regular repeats, so the network is bringing it back for another summer run. The series, which returns on Monday night at 9 on The CW, focuses on the Salt Lake City ballet company Ballet West, covering both the preparations and private lives of its dancers. Several dancers along with the artistic director return, joined by a group of dancers. The upshot: The CW also has a tough time drawing audience during the summer because most of its core younger viewers are more likely not watching TV. The network resurrected former ABC improvisational comedy show Whose Line Is It Anyway? last week and it drew 3 million. But that show skews older than the target Breaking Pointe audience.* LIFETIME HOPES TO COOK UP A WINNER WITH 'SUPERMARKET SUPERSTAR'
Stacy Keibler will host this new Lifetime network "sort of" cooking competition series that premieres on Monday night at 10. The one-hour series has entrepreneur wannabes creating food products that they believe can be packaged and sold to consumers. Three "home chefs" each week are mentored in creating their food product concepts by chef Michael Chiarello, cookie queen Debbi Fields and branding expert Chris Cornyn. A panel of consumers do the judging and the surviving contestants then create packaging for the product from which a winner is selected by A&P exec Tom Dahlen. The ultimate winner at the end of the season will earn a $10,000 cash prize and $100,000 worth of product development from Cornyn's company, and will have their products appear on the shelves of A&P. The upshot: Supermarket Superstar sounds a bit like ABC's Shark Tank, so viewers of that series might enjoy this one. The series seems like a Food Network type of show, but given all the women that watch Lifetime, this series should be a good fit.* 'PUSH GIRLS' CONCLUDES SECOND SEASON ON SUNDANCE
This half-hour reality series following the lives of four women living in Hollywood who, by accident or illness, have been paralyzed from the neck or waist down, concludes it current season on Monday at 10. In the season finale, one of the women takes her driving test in hopes of gaining even more independence, while another is offered a book deal. Peter Wilderotter of the Christopherhowever, it will move to an ad-supported model this fall.See all career listings
Media Buyer & Planner Today
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