Latest big storm improves The Weather Channel's ad forecast | BeIN SPORT makes winning play for Time Warner Cable, Bright House | Cable nets help power News Corp. results
November 7, 2012
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Latest big storm improves The Weather Channel's ad forecast
The Weather Channel during its coverage of Hurricane Sandy tried to walk the line between trying to maximize additional marketer interest because of the impending storm and not wanting to exploit the event -- the channel cut back on ads at certain points and didn't boost fees excessively. The intense interest in the storm attracted movie studios and other new ad clients, as well as traditional weather-related marketers, such as insurance companies and businesses marketing generators. Advertising Age (free access for SmartBrief readers) (11/5), Broadcasting & Cable (11/4)
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Local Television
BeIN SPORT makes winning play for Time Warner Cable, Bright House
Time Warner Cable and Bright House Networks have each announced they will carry a new 24-hour worldwide channel offering live soccer matches and other global sports. BeIN SPORT will be added to the cable providers' lineups as separate English- and Spanish-language channels, as well as on demand and via TV Everywhere extensions. TVNewsCheck (free registration) (11/2)
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Cable nets help power News Corp. results
News Corp., benefiting from the sale of NDS Group and a good performance from its cable networks, during its fiscal Q1 tallied net income of $2.23 billion, compared with $738 million for the same period in 2011. Cable revenue increased 16% to $2.45 billion, including an 8% rise in ad sales and 16% boost in affiliate fees. Fox News Channel was particularly strong, ending the Sept. 30 period as the fourth-most-popular ad-driven cable channel. The Wall Street Journal (tiered subscription model) (11/6), Bloomberg (11/7), Adweek (11/6)
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Other News
Campaigns and Agencies
Lexus brand to be integrated into USA's "Suits"
Lexus, as part of a new multiplatform push to appeal to a hipper demographic, has teamed up with USA Network to incorporate its models into the show "Suits." The tie-in includes interactive games, video clips and Facebook and Twitter posts, as well as a live chat for the season's conclusion. A TV campaign for the 2013 Lexus LS will air on CNN, TNT, ESPN and about 20 other cable networks. Forbes (10/31), MediaPost Communications/Marketing Daily (10/31)
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Kohl's holiday campaign has online elements, contests
Kohl's is running its "Dream Gifts" campaign in TV spots and online, and is promoting a daily free-shopping trip giveaway. The department store is encouraging the social sharing of shopping lists and hopes to create "a comfortable, convenient and inspiring shopping experience in-store, online and through mobile devices," says CEO Kevin Mansell. MediaPost Communications/Marketing Daily (11/2)
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Research and Report
Advertisers are growing more cautious, waiting till after elections
U.S. advertisers have been growing more cautious over the past few months, putting television ads on hold until after election season, according to a Strata survey. In part, the new reluctance appears to reflect concerns over cost but also that only about a third of advertisers expect their business to improve in the latter half of the year. MediaPost Communications/MediaDailyNews (11/2)
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Next Gen Advertising
Yahoo to integrate content-recognition tech in Samsung TVs
Yahoo and Samsung, under an expansion of their long-term alliance, are teaming up to incorporate Yahoo's SoundPrint content-recognition technology into Samsung's SyncPlus platform. Under the arrangement, Samsung Smart TV viewers will be able to watch real-time, interactive content in conjunction with TV programming and ads. (11/6), Home Media Magazine (11/5), Advanced Television (free registration) (11/6)
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Over-the-top TV ad revenue expected to decline by 2017
Advertising share of over-the-top TV services' revenue is expected to decline to 51% by 2017, according to Global Information. OTT businesses, such as Hulu Plus, currently generate $6 billion in overall revenue. The report expects 480 million homes in 40 countries will be watching online television in the next five years, up from 182 million in 2010. MediaPost Communications/MediaDailyNews (11/2)
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Programming News
Telethon for hurricane relief is a big success
The live, one-hour telethon for Hurricane Sandy victims on Friday night that aired on NBC and other NBCUniversal networks brought in almost $23 million in contributions for the American Red Cross. "Hurricane Sandy: Coming Together" generated a greater amount of phone calls and online activity than any Red Cross telethon since 2007, according to the organizations. Multichannel News (11/3)
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"The Walking Dead," cable have reach with 18-49 demo
AMC now has a "megahit" in "The Walking Dead," which is the top-rated show among the 18-49 segment in cable and broadcast. Other shows, such as FX's "Sons of Anarchy" and "American Horror Story," are also faring well, as part of a trend of cable series' clicking in the 10 p.m. hour, according to John Landgraf, FX Networks' president and general manager. "The state of the art has shifted from broadcast networks to basic and premium cable. When you get to people under 35, in their adult life the broadcasters haven't been as dominant, and they just view the world differently." TV Guide Magazine (11/2)
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Digital Media
Native ads fail to impress in survey
Native ads -- those that are disguised as content -- may not be the answer marketers are looking for, according to a survey by Harris Interactive conducted for MediaBrix. More than half of those polled said native ads "negatively impacted or had no impact on their perception of the brand being advertised," writes Lucia Moses. Sponsored video ads fared worst in the survey, with Facebook's Sponsored Stories and Twitter's Promoted Tweets also neutral to negative. A Facebook representative criticized the methodology and pointed to examples of higher engagement via Sponsored Stories. Adweek (11/5)
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Digital targeting could be the real U.S. election winner
President Barack Obama and challenger Mitt Romney's campaigns have embraced digital ad targeting far more whole-heartedly than have commercial advertisers, writes L. Gordon Crovitz. The victor should remember that when it's time to consider regulating the digital ad business, Crovitz asserts. "Whoever wins the White House on Tuesday should give credit to how his campaign made smart use of targeted advertising online -- and then let the Internet continue to evolve without getting in the way," he writes. The Wall Street Journal (tiered subscription model) (11/4)
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Success is often just an idea away."
-- Frank Tyger,
American cartoonist, columnist and humorist
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About NCC Media
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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