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June 21, 2012
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Put your money where your market is

  Top Story 
  • Cable upfront could reach $10 billion
    The cable upfront could hit $10 billion this year -- an 8.1% increase over last year, according to David Joyce of Miller Tabak. Turner Broadcasting and NBCUniversal are said to be looking for CPM growth of 7% to 9%, and AMC Networks and A&E Networks want to boost their CPMs by 6% to 7%. Meanwhile, Viacom, parent of MTV, VH1, Nickelodeon, Comedy Central and BET, reportedly is accepting lower rate increases of 3% to 6% in order to boost sales volume. Adweek (6/18), Advertising Age (tiered subscription model) (6/15) LinkedInFacebookTwitterEmail this Story
  Local Markets 
  • Cable's ad picture looks bright, agency says
    Ad spend is set to rise 3.6% this year, with cable on track for a 10% increase, while broadcast will fall 1%, according to ZenithOptimedia. Cable networks with original content are expected to flourish over the next few years, with their ad spend projected to grow 10.4% next year and 11% in 2014. "[T]he trend will likely continue as cable networks continue to add quality programming to their lineups," ZenithOptimedia said. Also helping cable's growth are its use of social media and multiplatform content to engage audiences, the media agency found. Broadcasting & Cable (6/18) LinkedInFacebookTwitterEmail this Story
  • Hispanic TV networks want bigger share of political ad pie
    Univision, Telemundo, CNN en Español, NuvoTV and other top Hispanic networks this year want to increase their share of election ad spend beyond the 1% garnered in 2008. Traditional marketers are expected to allot 7% to 10% -- and in some cases, as much as 20% -- for Hispanic campaigns, according to Enrique Perez, Telemundo's senior vice president of sales and marketing. Univision is making a direct pitch to candidates to remind them of the Hispanic presence in swing states, and like its rivals, it is beefing up its campaign coverage. Variety (subscription required) (6/16) LinkedInFacebookTwitterEmail this Story
  • Live sports events lift TV's ad-spending numbers
    Ad spending on cable and broadcast television rose 8% in the first quarter, leading all other media, according to Kantar Media. Ad revenue for broadcast TV was $6.09 billion, while cable nabbed $5.72 billion. Kantar Chief Research Officer Jon Swallen said live sports broadcasts such as the NFL playoffs, the Super Bowl and the NCAA men's basketball tournament were largely responsible for the numbers. Adweek (6/18) LinkedInFacebookTwitterEmail this Story
  Campaigns and Agencies 
  • Sportsman Channel sets "Made in America" push
    Sportsman Channel will promote its third-quarter programming with a multimillion-dollar, multiplatform ad campaign that will be its biggest to date. The "Made in America" push will focus on the network's talent and the multitude of outdoor activities in the U.S. The Chevrolet Silverado will repeat as the main sponsor for premiere week. Multichannel News (6/13) LinkedInFacebookTwitterEmail this Story
  Research and Report 
  • Study: Networks should use off-channel promos to build viewership
    Off-channel promotions are key to building an audience for new shows, given that only 4 in 10 viewers last fall tuned in to a new series because of an on-channel promo, according to research from Nielsen. The typical campaign from last fall's network debuts connected with 47% of the 18-to-49 audience, while ads on sibling and rival networks extended that reach by 4.4 points on average, Nielsen found. MediaPost Communications/MediaDailyNews (6/12) LinkedInFacebookTwitterEmail this Story
  Next Gen Advertising 
  • Brands "gamify" spots with Microsoft's NUads format
    Toyota, Samsung and Unilever will be the first brands to use Microsoft's NUads format, ad units that employ Microsoft's gesture- and voice-sensitive Kinect device. Toyota has already said it will create a Camry spot that will include a poll question that can be answered through the NUads connection, and Unilever will initiate NUads for the fragrance Lynx in the U.K. Adweek (6/14), Mashable (6/14) LinkedInFacebookTwitterEmail this Story
  Programming News 
  • Success of "Hatfields & McCoys" could inspire more miniseries
    The miniseries could be poised for a comeback on cable, thanks to the record-setting ratings of History's "Hatfields & McCoys." "These are tentpole events that lend themselves to a lot of promotion on the side of the networks with big-name stars attached," said Noah Everist, associate director of media investments at Campbell Mithun's Compass Point Media unit. "It's a safer bet for advertisers than even traditional programming, because you know networks are investing heavily in them." Advertising Age (tiered subscription model) (6/18) LinkedInFacebookTwitterEmail this Story
  Digital Media 
  • Online political ad spend is up dramatically over 2008
    Internet spending on political ads is expected to rise from $22.2 million in the 2008 campaign season to $159.2 million this year, according to Borrell Associates. That tracks with a Burst Media finding that more than a quarter of American adults are getting their information on candidates and their views primarily online, up 10% over 2008, with men particularly favoring that medium at 34.7%. eMarketer (6/18) LinkedInFacebookTwitterEmail this Story
Any supervisor worth his salt would rather deal with people who attempt too much than with those who try too little."
--Lee Iacocca,
American businessman

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