Some cable series now rival broadcast for viewer reach | Panel: Cable makes inroads with addressable ads | Viacom posts 12% profit increase, sees progress with Nick
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November 21, 2012
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Some cable series now rival broadcast for viewer reach
Cable series that might once have been considered niche continue to make inroads against their broadcast competition in key audience categories. A&E's "Duck Dynasty" on Nov. 14 did better among the 18-to-49 demographic in the 10:30 p.m. segment than ABC's "Nashville" or NBC's "Chicago Fire." Meanwhile, on Nov. 12, MTV's "Teen Mom II" was about even with CBS' "Hawaii Five-O" and ABC's "Castle," among the 18-to-49 segment, but surpassed both series, as well as NBC's "Revolution" among the 18-to-34 group. Variety (subscription required) (11/15)
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Local Markets
Panel: Cable makes inroads with addressable ads
President Barack Obama's campaign was able to increase the efficiency of its TV ads aimed at "persuadable" voters because of cable's improvements in targeting audiences by demographics and geography, Joan Hogan Gillman, head of Time Warner Cable Media, said during a panel discussion. Comcast, meanwhile, has organized its 20 million customers into 600 zones and is now testing addressable ads in Baltimore, said Kevin Smith, Comcast Spotlight group vice president. Multichannel News (11/13)
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Viacom posts 12% profit increase, sees progress with Nick
Viacom in its fiscal Q4 generated a 12% increase in profit to $643 million, with cost-cutting and carriage-fee increases helping to offset a 6% drop in U.S. ad sales. Viacom chief Philippe Dauman said the company had started to turn things around at struggling Nickelodeon by bringing back "Teenage Mutant Ninja Turtles" and other programming moves. The New York Times (tiered subscription model)/Media Decoder blog (11/15), Bloomberg Businessweek (11/15)
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ESPN secures long-term TV rights to Sugar, Orange bowls
ESPN, under separate 12-year agreements, will air the Sugar Bowl in New Orleans and the Orange Bowl in Miami. For the Sugar Bowl, the sports giant reportedly will pay the Big 12 and Southeastern Conference about $80 million a year through 2026. The Orange Bowl agreement with the Atlantic Coast Conference is said to be worth about $55 million a year. Bloomberg Businessweek (11/15), CBS News/The Associated Press (11/15), Broadcasting & Cable (11/15)
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Campaigns and Agencies
Jaguar gains traction in spots for first AWD feature
Jaguar is touting its first models with all-wheel drive in a $20 million campaign created by Spark 44 that was set to begin on ESPN's "Monday Night Football." One spot shows a man trudging through the snow to his drift-buried Jag and driving away to the tagline "Power your escape with a car as alive as you are." The Instinctive All Wheel Drive feature is available on 2013 Jaguar XJ and XF models. The New York Times (tiered subscription model)/Media Decoder blog (11/18)
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Citi will be "official card" for TCM Classic Film Festival
Citi will be the "official card" of the 2013 TCM Classic Film Festival, which is scheduled for April 25 to 28 in Hollywood, Calif. Three other marketers -- Vanity Fair magazine, Verizon and the Bonhams auction house -- have renewed their sponsorship deals for the Turner Classic Movies channel event, which is in its fourth year. The financial details of the sponsorships were not revealed. The New York Times (tiered subscription model)/Media Decoder blog (11/13)
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Research and Report
Majority of ad agencies expect a brighter 2013
Keying off recent momentum, more than 6 in 10 ad agencies polled said they expect new business opportunities to develop in the coming year, marking an upturn from 2012. About 45%, meanwhile, said that the current year had been an improvement on 2011. Separately, three-quarters of respondents identified digital as a promising opportunity moving forward, while just over half cited social media. MediaPost Communications/MediaDailyNews (11/13)
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Next Gen Advertising
Panel: Dynamic VOD ads are getting closer to critical mass
Cable programmers are making slow but steady progress toward developing the systems to be able to insert dynamic ads in free video-on-demand content, according to a panel at an industry event. Comcast and Time Warner Cable together have 30 million homes equipped to receive dynamic VOD ads, a figure that should appeal to sponsors who "think in terms of a national footprint, not market deployments," said Alan Hoff, vice president of strategic marketing at SeaChange International. Broadcasting & Cable (11/14)
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Ads get personal with Adobe's Project Primetime platform
Adobe has converted its Auditude acquisition into a multichannel video content platform called Project Primetime. Enabled by MediaWeaver, the platform allows for the flowing of ads into linear, live and on-demand videos via single-platform distribution. Tied to other Adobe products, audiences can be segmented and targeted such that, for example, "Coke could make sure that a mom watching the Olympics on her tablet would see an ad that?s different from the one shown to a teenager watching on her iPod Touch and also different from the one shown to a twentysomething watching on Xbox," writes Tim Peterson. Adweek (11/15)
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Programming News
Reality series court danger, younger male audiences
Discovery Channel's "Deadliest Catch" and History Channel's "Ax Men" are part of a wave of action-based reality series that are proving popular with younger male viewers. Discovery on Nov. 9, with its showing of "Jungle Gold" and "Gold Rush," was the top destination among all TV networks for 18-to-49 male viewers. Variety (subscription required) (11/17)
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Digital Media
Why "viewability" isn't a magic bullet
The online ad industry has embraced "viewability" as a key metric for determining ad effectiveness -- but viewability alone doesn't do brands much good, writes Philipp Pieper. Brands need to demand not just viewable ad-placements, but also placements on clean, well-designed pages where their ads stand out and are likely to make a real impression. "A viewable impression in a cluttered environment is unlikely ever to be noticed," Pieper writes. Advertising Age (free access for SmartBrief readers)/DigitalNext blog (11/19)
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The future is programmatic, Web marketers say
Programmatic buying is changing the balance of power between Web publishers and advertisers, experts say. Marketers are increasingly focused on tracking consumers across the Web rather than buying up space on specific sites, with programmatic bidding now accounting for about 10% of all online display advertising. "It's allowing advertisers to assign value to media rather than publishers," explains Ben Winkler, chief digital officer at OMD. The New York Times (tiered subscription model) (11/15)
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SmartQuote
If the only prayer you said in your whole life was 'thank you,' that would suffice."
-- Meister Eckhart,
German theologian and philosopher
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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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