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January 10, 2013
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  Top Story 
  • How Obama's cable ad strategy helped win him a second term
    President Barack Obama and 2012 GOP presidential nominee Mitt Romney employed very different cable ad strategies in the final weeks of last year's election season, and Obama's more sophisticated use of targeting in key states helped deliver a victor in November, analysts say. Cable ad spending by the campaigns more than quadrupled to $650 million in 2012. "My impression was there was much more examination and analytics done with the Obama campaign. The Romney campaign had the same rigid schedule in every state," said Timothy Kay, political director for NCC Media. Reuters (1/5) LinkedInFacebookTwitterEmail this Story
  Local Markets 
  • NBCU signs broad carriage deal with NCTC
    NBCUniversal has signed a new deal with the National Cable Television Cooperative to distribute its broad portfolio of broadcast and cable offerings through the cooperative's nearly 1,000 cable operators. The agreement is the first among the parties to include retransmission consent for NBC- and Telemundo-owned stations. TVNewsCheck (free registration) (12/31) LinkedInFacebookTwitterEmail this Story
  Campaigns and Agencies 
  • HBO enlists female-skewing brands to plug return of "Girls"
    HBO has tapped three brands popular with young women -- Urban Outfitters, SoulCycle and Drybar -- as marketing partners for Sunday's second season debut of "Girls." The promotions include flagship Urban Outfitters stores' featuring "Girls" displays and a social media contest with prizes including gift cards to the retailer; SoulCycle's holding "Free Girls" events in New York and Los Angeles and playing the series' theme music in classes; and hair salon chain Drybar's running a series of "Happy Hours" this weekend with free blowouts, champagnes and giveaways. Advertising Age (tiered subscription model) (1/4) LinkedInFacebookTwitterEmail this Story
  • Food Network cooks up rebranding as viewers eat it up
    Food Network is rebranding its cable presence with a modified logo and other changes that emphasize an expansion of its programming beyond the expected instructional cooking shows. The Scripps Network Interactive-owned network is coming off its most-watched year, when it averaged 1.1 million viewers in prime time. Variety (subscription required) (1/2) LinkedInFacebookTwitterEmail this Story
  Research and Report 
  • TV remains dominant media device, Nielsen finds
    Traditional TV viewing still dominates the living room, with Americans logging nearly 145 hours of TV time each month -- with its next biggest rival, the Internet via a computer, coming in at a distant 28 hours, 29 minutes per month, according to a Nielsen report. Nielsen also found that 119 million of 289 million U.S. TV owners have four or more sets, and that 85% are cable or satellite customers. TechCrunch (1/7) LinkedInFacebookTwitterEmail this Story
  Next Gen Advertising 
  • Will 2013 be the year of the second-screen transaction?
    Getting consumers to use mobile devices as a second screen while watching television has been a lot easier than marrying mobile activity to actual shopping transactions, writes Lauren Johnson. GetGlue CEO Alex Iskold says that scale remains a problem for three mobile-shopping models, where mobile is used for buying what's advertised on TV, where consumers buy products featured in shows, and where they buy products related to show content. "It takes a compelling value proposition to shift TV viewers from passive TV watching into taking action -- overcoming the inertia of leaning back and doing nothing," says David Jones, Shazam's executive vice president of marketing. MobileCommerceDaily.com (12/31) LinkedInFacebookTwitterEmail this Story
  Programming News 
  • USA to go for laughs with "Modern Family," original series
    USA Network, as part of its long-planned expansion into comedy, will pair reruns of the hit ABC series "Modern Family" with original comedies. USA, which will start showing "Modern Family" episodes in September, is considering two original comedy series: "Paging Dr. Freed," about a pair of brothers who take over their dad's medical practice, and "Sirens," a Denis Leary project about Chicago EMTs. Variety (subscription required) (1/7) LinkedInFacebookTwitterEmail this Story
  • TNT says it's leaving midseason breaks behind
    TNT is experimenting with scheduling original series year-round, rather focusing on the summer or taking monthslong midseason breaks to the frustration of viewers. The Turner Broadcasting station says that the new shows will air from Sunday through Wednesday, leaving Friday and Saturday for mostly movie programming. Contenders for series slots include "King & Maxwell," based on David Baldacci characters, and Jerry Bruckheimer's "Trooper." Variety (subscription required) (1/3) LinkedInFacebookTwitterEmail this Story
  Digital Media 
  • Home page ad trends suggest display is doing fine
    Oversized and custom display ads made up 56% of all home page ads on Yahoo, AOL, MSN and YouTube during the last quarter of 2012, according to a Macquarie Securities study. The figure shows an 11-point increase from the third quarter and a 13-point increase from the same period in 2011, suggesting that the display-advertising sector is performing well. MediaPost Communications/Online Media Daily (1/4) LinkedInFacebookTwitterEmail this Story
  • ESPN uses wallpaper to make end run around banner ads
    ESPN is battling "banner blindness" with a new dynamic wallpaper ad unit that essentially fills a user's entire browser with a single advertisement. The ad, rolled out Jan. 4, serves as a constantly changing background for the main ESPN website and is designed not to interfere with users' regular activities. "While many will complain of ad intrusiveness, for some weary, banner-blind Web denizens the ad will be a welcome respite from the status quo," predicts writer Charlie Warzel. Adweek (1/4) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
Luck enters into every contingency. You are a fool if you forget it -- and a greater fool if you count upon it."
--Phyllis Bottome,
British writer


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NCC Media is the ad sales, marketing and technology organization that represents cable, satellite and telecom operators in every U.S. market. NCC Media meets marketers' needs to target consumer prospects efficiently and effectively in the communities where they live. Jointly owned by three of the nation’s largest MSOs – Comcast Cable, Cox Communications and Time Warner Cable – NCC Media is constantly evolving to maintain its status as the industry’s most effective multi-platform sales organization. Consistent innovation and growth makes NCC Media your best partner in building the media plan of tomorrow, and today.

 
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