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October 24, 2012
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Put your money where your market is

  Top Story 
  • Cable nets discover the benefits of content ownership
    FX, AMC and USA are among the cable networks to take a cue from HBO's successful programming strategy of owning the original content they air. FX Productions, for example, is tallying more than $100 million in gross revenue a year from producing or co-producing "Louie," "It's Always Sunny in Philadelphia" and nine other shows. The Hollywood Reporter (10/12) LinkedInFacebookTwitterEmail this Story
  Local Markets 
  • Space jump takes 2 cable channels to new heights
    The Discovery Channel and Velocity set ratings records for their channels as 5.2 million people tuned in to watch Felix Baumgartner's record-breaking jump from space. Discovery drew 4.21 million viewers, the biggest non-prime-time showing for the network, while 991,000 watched on Velocity, the channel's biggest audience ever. Broadcasting & Cable (10/16) LinkedInFacebookTwitterEmail this Story
  • Other News
  Campaigns and Agencies 
  • Bravo, HGTV, cable nets will be focus of effort
    Design e-commerce site, following a successful six-market test, on Nov. 7 will launch a six-week TV campaign valued at $8 million. The effort will be focused on Bravo, HGTV, Discovery, Travel Channel and other national lifestyle-oriented cable networks. Fab, which projects revenue of $150 million in 2012, also has earmarked $25 million for Facebook ads. Forbes (10/18) LinkedInFacebookTwitterEmail this Story
  • Spike TV spotlights conjoined twins in ad
    Hungry Man has produced a 2.5-minute-long mockumentary-style ad about conjoined twins Dan and Ethan Duffy for Spike TV. "The idea came from us wanting to show the contrast between someone that was exposed to Spike TV and someone that wasn't -- so conjoined twins that were facing separate directions made perfect sense," said Justin Warias, who writes for Hungry Man. Adweek (10/18) LinkedInFacebookTwitterEmail this Story
  • National Geographic ties PSA effort to new season of "Drugs Inc."
    National Geographic Channel, in conjunction with The Partnership at, has created a public service campaign for the launch of the third season of "Drugs Inc." The effort, which includes billboards, online banner ads, blog posts and social media, is meant to bring attention to the group's drive to stop teenagers from abusing medicines. Broadcasting & Cable (10/17) LinkedInFacebookTwitterEmail this Story
  Research and Report 
  • Nielsen identifies "mass affluents" segment of wealthy Americans
    There are 13 million households in the U.S. with income-producing assets of $250,000 to $1 million, aside from real estate, according to Nielsen. These "mass affluents" had an average household income of $105,000 last year, compared with the national average income of about $63,000, the market research firm noted. Marketers must craft more sophisticated, specific messages for this segment, which is quick to adopt high-tech gadgets, Nielsen said. MediaPost Communications/MediaDailyNews (10/16) LinkedInFacebookTwitterEmail this Story
  Next Gen Advertising 
  Programming News 
  • BET's new issues-oriented talk show urges viewers to wake up
    BET's "Don't Sleep! Hosted by T.J. Holmes" is attempting to blend elements of "Real Time with Bill Maher" and "The Daily Show with Jon Stewart," while making sure the voices of black conservatives are represented alongside more expected liberal commentators, writes Jon Caramanica. The series also has an "advocacy streak" -- in taking positions for gay marriage and against how reality TV characterizes black women -- that reflects an attempt to build "a set of social and political norms," Caramanica writes. The New York Times (tiered subscription model) (10/19) LinkedInFacebookTwitterEmail this Story
  • Other News
  Digital Media 
  • Listerine mobile ad promotes sweepstakes, links to m-commerce
    Listerine's banner ad on's mobile site encourages users to share why their mouths matter for a chance at a $3,200 prize. Tapping on the ad takes users to a mobile site where they can write a brief entry for the sweepstakes. The site also links to Wal-Mart's mobile site, where they can buy the mouthwash. Mobile Marketer (10/22) LinkedInFacebookTwitterEmail this Story
  • Disney revamps website, putting marketing second to engagement
    The Walt Disney Co. is overhauling its flagship website,, for the third time in half a decade, in an attempt to reverse 15 consecutive quarters of losses -- totaling almost $1 billion -- at the company's online, mobile and games division. Executives say they plan to shift away from pure marketing and to make the new website more entertaining and engaging through the use of multimedia content; still, experts note that Disney hasn't yet demonstrated an ability to handle online outreach effectively. "We've been waiting for years and years and years. For traditional media companies, this really does seem like a totally different skill set," says analyst Jessica Reif Cohen. The New York Times (tiered subscription model) (10/21) LinkedInFacebookTwitterEmail this Story
Sometimes we stare so long at a door that is closing that we seek too late the one that is open."
--Alexander Graham Bell,
American inventor

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