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February 20, 2013
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Put your money where your market is

  Top Story 
  • National Geographic gets record audience for "Killing Lincoln"
    National Geographic Channel on Sunday scored a record number for the premiere of its first original fact-based drama, "Killing Lincoln." The two-hour showing tallied an average of 3.4 million viewers, according to Nielsen estimates, compared with a previous network high of 3 million for "Inside 9/11" in August 2005. "Killing Lincoln" also performed well among the 25-to-54 demographic, generating 1 million viewers on average, almost three times the network's average for Sunday night. Variety (subscription required) (2/18) LinkedInFacebookTwitterEmail this Story
  Local Markets 
  • RBI makes first deal to build network of cable systems
    New Wave Communications, a rural cable provider with 90,000 customers in Illinois, Indiana, Missouri and Arkansas, has been acquired by Rural Broadband Investments. Terms were not made public. RBI, a new cabler financed by the private-equity group GTCR, views the deal as "a great first step" toward assembling a network of 300,000 to 400,000 subscribers in small and medium markets, according to RBI chief Phil Spencer. Multichannel News (2/13) LinkedInFacebookTwitterEmail this Story
  • Exec: Scripps' networks are prime venues for live viewing
    Scripps Networks Interactive anticipates a strong upfront, with research showing that 94% of its viewing occurs live during the C3 period and that its audiences watch the ads on its lifestyle-programming networks, said Jon Steinlauf, executive vice president of ad sales and ad sales marketing. "People tend to watch our brands first, the shows second," said Steinlauf, who calls Scripps "ESPN for women. ... If Macy's needs to be there for its next-day sales, they want tonight's audience, not six days from now." Multichannel News (2/18) LinkedInFacebookTwitterEmail this Story
  Campaigns and Agencies 
  • First Response launches ad campaign on Spanish-language nets
    First Response, reflecting a drop in the birth rates among native-born and immigrant Hispanic women, is running the first Spanish-language ads for its home pregnancy and ovulation tests on Univision, Galavision, Telemundo, MTV Tres and other networks. Actress Cynthia Olavarría, a former Miss Puerto Rico, is serving as the product spokeswoman in the spots. "We want to be where they are, in the language that they are watching," said Stacey Feldman, a vice president for marketing at Church and Dwight, owner of First Response. The New York Times (tiered subscription model)/Media Decoder blog (2/18) LinkedInFacebookTwitterEmail this Story
  • Reebok promotes real people with a "Fire" for fitness in campaign
    Reebok is using more realistic looking exercisers in its "Live With Fire" campaign, which includes yoga and dance to appeal to women as well as walking to promote CrossFit shoes for everyday athletes. "We're not featuring the aspirational actions of today's superstar millionaires in this campaign; we're celebrating individuals who find purpose by pursuing their passions," says Yan Martin, vice president of brand marketing. The campaign began last week with a spot on ESPN and will continue with print, digital, out-of-home and experiential efforts. MediaPost Communications/Marketing Daily (2/15) LinkedInFacebookTwitterEmail this Story
  • Ogilvy is tasked with throwing NASCAR stereotypes in reverse
    NASCAR is racing after younger, urban and more multicultural fans. John Seifert, chairman and CEO at Ogilvy & Mather, NASCAR's agency since July, described it is "a client who wants to transform itself and not be irrelevant in the future." Changes in the brand's direction include more emphasis on online, including Fantasy NASCAR, and more Spanish-language commercials, featuring drivers such as Juan Pablo Montoya. Commercials emphasize the personality of the drivers as well as the strategies they utilize, in an effort to ditch the sport's "redneck" stereotype. The New York Times (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
  Research and Report 
  Next Gen Advertising 
  • Weather Channel updates Android app, includes Toyota branding
    The Weather Channel launched Version 4.0 of its mobile application for Android devices. The Toyota-branded app shows various Toyota vehicles operating under the user's particular weather condition and time of day, and includes a voice rendition of forecasts. "In many respects, the Android version has been updated to parity with the more frequently updated iOS app: past and future weather mapping, climate-triggered backgrounds, better location management, social sharing tools," Steve Smith writes. Multichannel News (2/18), MediaPost Communications/Mobile Marketing Daily (2/18) LinkedInFacebookTwitterEmail this Story
  Programming News 
  • Focus on cruise-ship rescue pays off for CNN
    CNN's strategy of focusing its coverage Thursday around the rescue of a stranded cruise ship in the Gulf of Mexico lifted its ratings over MSNBC and closed the gap with Fox News. CNN in prime time was up 62% to 1.03 million viewers on average from 8 to 11 p.m., compared with MSNBC, with 867,000 viewers on average, and Fox, with 2.14 million on average. CNN for the whole day scored 632,000 viewers on average, a 50% jump over a typical Thursday, compared with 535,000 for MSNBC and 1.38 million for Fox. The New York Times (tiered subscription model)/Media Decoder blog (2/15), Adweek (2/15) LinkedInFacebookTwitterEmail this Story
  Digital Media 
  • Oscar-themed campaign promotes movies on demand
    In Demand is making a major push around Sunday's Academy Awards to promote the availability of this year's nominees, including "Argo," "Beasts of the Southern Wild," "Flight" and "Skyfall," as well as past Oscar winners. The effort features ads on sites such as TV Guide, Entertainment Weekly, E! and Facebook, as well as special, free on-demand programming about Oscar nominees and a sweepstakes offering prizes such as a mini-tablet and a 50-inch HDTV set. Multichannel News (2/15) LinkedInFacebookTwitterEmail this Story
We must travel in the direction of our fear."
--John Berryman,
American poet and scholar

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