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January 23, 2013
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Put your money where your market is

  Top Story 
  • Time Warner Cable thinks local with Super Bowl ad strategy
    Time Warner Cable has purchased local time in 44 markets during the CBS telecast of the Super Bowl for an ad promoting its multiplatform reach. The spot will feature at least one cast member from "The Walking Dead." The cabler used a similar tactic last year during NBC's airing of the Super Bowl. "We've cobbled together a 'national' Super Bowl reach for our footprint," said Jeffrey Hirsch, Time Warner Cable's executive vice president and chief marketing officer for residential services. Advertising Age (tiered subscription model) (1/16) LinkedInFacebookTwitterEmail this Story
  Local Markets 
  • Execs tout Golf Channel growth as tops among cable nets
    Comcast's Golf Channel, some two years after NBC executives took over decision-making, is touting itself as the fastest-growing network among its cable competitors. Golf Channel viewership increased 36% last year -- tops among networks available in a minimum of 80 million homes, according to internal research. ION, with 31% growth, was next, followed by MSNBC, with 25%. The Philadelphia Inquirer (1/17) LinkedInFacebookTwitterEmail this Story
  • Sources: Time Warner Cable to air Dodgers games on new sports net
    Time Warner Cable reportedly has reached an agreement to replace News Corp. as the Los Angeles Dodgers' TV partner. Under the deal with Dodgers owner Guggenheim Partners, Time Warner Cable would oversee a new regional sports network and handle ad sales but wouldn't own the TV rights. "From a Dodgers standpoint, this puts them at the same rank as the Yankees, Red Sox and Giants," said sports media consultant Lee Berke. "Valuation is the name of the game. That's what Guggenheim is going to achieve by developing a Dodgers network with Time Warner." Bloomberg Businessweek (1/22) LinkedInFacebookTwitterEmail this Story
  Campaigns and Agencies 
  • Marshalls, ULTA Beauty sign up to sponsor "The Face"
    Oxygen has tapped a broad mix of fashion-related sponsors for its new model-competition series "The Face" that includes Marshalls, ULTA Beauty, Cosabella, Kleinfeld Bridal and Vogue Eyewear. "I think we really wanted to show the range of opportunities out there for models -- it's not just high fashion," said Jane Olson, a senior vice president in marketing and brand strategy at Oxygen. MediaPost Communications/MediaDailyNews (1/17) LinkedInFacebookTwitterEmail this Story
  Research and Report 
  • Survey: "TV Everywhere" concept is not well understood
    Almost half of Americans with pay-TV packages take advantage of "TV Everywhere" services, but only 22% are actually aware of that term, according to GfK. Only about a third was aware of the meaning of "authentication," and 25% say that the need to be authenticated deters them "a lot." GfK said the standardization of authentication, and more unified branding for the service, could help boost understanding. Multichannel News (1/18) LinkedInFacebookTwitterEmail this Story
  Next Gen Advertising 
  • Gracenote, Invidi to collaborate on targeted, real-time TV ads
    Gracenote, a Sony Corp. unit that specializes in music- and video-recognition tools, is moving into the TV ad business, via a partnership with addressable ad technology firm Invidi. The combination of the two will give marketers the ability to target certain viewers in real time based on household and individual demographics. "However, there's a slight catch," writes Mike Shields. "Gracenote needs to get lots of TV networks on board. Otherwise, there's nobody out there to sell its addressable TV offerings, and no inventory to optimize." MediaPost Communications/MediaDailyNews (1/16), Adweek (1/16) LinkedInFacebookTwitterEmail this Story
  Programming News 
  • TNT books reality series about Texas law enforcement
    TNT, as part of its push into reality programming, has given the go-ahead to a show from executive producer Jerry Bruckheimer about the Gulf Coast Violent Offenders and Fugitive Task Force in Texas. The series, whose working title is "Marshal Law: Texas," will have an initial six-episode run. Broadcasting & Cable (1/17) LinkedInFacebookTwitterEmail this Story
  Digital Media 
  • Jaguar employs rich-media ad to drive affluent car buyers
    Jaguar is promoting its Instinctive All Wheel Drive feature in video ads running on the Wall Street Journal's website. The ads introduce the new vehicle technology, and a click takes visitors to a page touting specific models on the brand's website. "A rich-media ad with video is more effective in generating awareness and consideration," says Jaguar communications manager Joseph Torpey. Luxury Daily (1/16) LinkedInFacebookTwitterEmail this Story
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