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January 16, 2013
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Put your money where your market is

  Top Story 
  • ESPN tops all cable, broadcast networks in ad-buyer survey
    ESPN ranks first among all cable and broadcast networks for media buyers, in terms of their plans to spend more on ads over the next year, its "creative/innovative multiplatform opportunities," and its positive "programming environment" for ads, Beta Research has found. Among networks for which ad buyers plan to boost their spending, TBS placed second, followed by USA, Discovery Channel, Food Network and ESPN2. MediaPost Communications/MediaDailyNews (1/10) LinkedInFacebookTwitterEmail this Story
  Local Markets 
  • Analysts see mostly bright times ahead for stand-alone Starz
    Analysts are mostly positive about the prospects of former Liberty Media unit Starz, which starting this week will be traded as a stand-alone entity. "On the positive side, Starz has 17 channels with 55 million subscribers and generates $443 million operating cash flow," said Maxim Group analyst John Tinker. "It has long-term cable carriage contracts, has theatrical pay-TV rights from Disney until 2016 and Sony Columbia until 2017, and it has a solid management team with CEO Chris Albrecht at the helm, as well as some successful original shows, such as 'Magic City.' " The Hollywood Reporter (1/11) LinkedInFacebookTwitterEmail this Story
  Campaigns and Agencies 
  • Red Lobster launches first major Spanish-language campaign
    Red Lobster is launching a $3 million Spanish-language television campaign, its "first sustained effort to reach Hispanic customers" in the U.S, writes Venessa Wong. Though it's late to the game of targeting Latinos, the brand estimates its Hispanic patronage is about 10%, roughly the same as other restaurants in the category. The ads will run on ESPN Deportes, Telemundo, Univision and other channels during the first quarter. Bloomberg Businessweek (1/14) LinkedInFacebookTwitterEmail this Story
  • Volkswagen teams with E! on awards-show content
    Volkswagen of America, as part of its pitch to younger drivers, has teamed up with E! Entertainment as a sponsor for content around the Golden Globes, the Screen Actors Guild Awards, the Grammys, the Academy Awards and the Emmys. The promotional deal includes a series of 60-second vignettes featuring "Fashion Police" co-star George Kotsiopoulos patrolling Los Angeles in a Jetta tricked out to look like a police squad car, as well as traditional ads for the model. MediaPost Communications/Marketing Daily (1/11) LinkedInFacebookTwitterEmail this Story
  • GEICO goes for laughs with "Portlandia" spot
    GEICO is running an ad throughout the current season of IFC's "Portlandia" that riffs on the comedy series' previous skit mocking the farm-to-table trend. The idea behind the "Piglandia" clip was "to stand out in a cluttered insurance marketplace and create something that people could relate to and find entertaining," according to a spokesperson for GEICO marketing agency Horizon Media. Adweek (1/11) LinkedInFacebookTwitterEmail this Story
  Research and Report 
  Next Gen Advertising 
  • USA boosts "Psych" audience via second-screen game
    USA Network is crediting a second-screen experience for helping boost the audience for "Psych" by 10%. The network created the interactive murder mystery game ahead of the series' season debut, adding new plot twists and clues via its website, Facebook and Twitter. The game resulted in 99% of "Psych's" Facebook fans saying they screened the premiere live or the following day. Also, some 5% of those who took part in the game didn't know about the show but opted to tune in for the first time. TVNewsCheck (free registration) (1/9) LinkedInFacebookTwitterEmail this Story
  Programming News 
  • More than 26 million tune in to BCS Championship Game on ESPN
    ESPN scored the second-largest cable audience ever for last week's BCS National Championship Game between Alabama and Notre Dame. The telecast attracted an average of 26.4 million viewers and a 15.1 household rating, second only to the 2011 BCS Championship, which tallied 27.3 million viewers on average. Broadcasting & Cable (1/8) LinkedInFacebookTwitterEmail this Story
  Digital Media 
  • New York Times works to inject new appeal into banner ads
    The New York Times' Idea Lab is working to produce new ideas to enhance the effectiveness of that digital standby, the banner ad. One idea allows viewers to watch a live conference through an ad and another provides real-time event-related timelines, though the paper will continue to run standard ads as well. "The challenge of any advertising format is to achieve scale: You want to, as an agency, place one buy and get your fantastic ad campaign in 20 to 30 million homes at a pop. The easiest way to achieve scale is to participate in the bottoms-up industry-wide programs to develop and implement these standards," said IAB CEO Randall Rothenberg. Digiday.com (1/11) LinkedInFacebookTwitterEmail this Story
  • Hilton partners with The Onion for Web campaign
    Hilton has recruited The Onion's humorists for a social media and Web campaign aimed at convincing young workers that they need a vacation. Visitors to Hilton's custom website can access humorous cartoons diagnosing them with workplace maladies such as "cubiclophobia" and "yellow Post-it fever," and prescribing Hilton vacations to cure their affliction. "It differentiates Hilton in a key, positive way. ... You don't see anybody else doing this," says brand consultant Irma Zandl. The New York Times (tiered subscription model) (1/13) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
Not in the clamor of the crowded street, not in the shouts and plaudits of the throng, but in ourselves, are triumph and defeat."
--Henry Wadsworth Longfellow,
American poet and educator


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