In Miami, "multicultural is the general market" | Cable, colleges lay big bets on football | Hearst acquires share in reality TV's NorthSouth Productions
December 12, 2012
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In Miami, "multicultural is the general market"
Being in the Miami agency world is "like living in Latin America, but with security and infrastructure," says Cynthia McFarlane, president of Saatchi & Saatchi's Latin America network and chief executive of the Hispanic shop Conill. Boasting the fourth-largest U.S. Hispanic population and 10 of the top 50 Hispanic shops, Miami is poised to pass the tipping point when the "general market is multicultural and the new multicultural is the general market," says Bravo Group's Eric Hoyt. Advertising Age (free access for SmartBrief readers) (12/4)
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Local Television
Cable, colleges lay big bets on football
The prospect of scoring some of the $25.5 billion in TV rights fees that will be pumped into college sports in the next 15 years is influencing cash-strapped universities and their business models. According to this article, that represents a risk for television, which is betting that college football, in particular, will continue to attract larger audiences even while moving away from traditional regions and rivalries, and for universities, which jeopardize their mission and integrity in developing football programs at the expense of others. The Wall Street Journal (tiered subscription model) (12/9)
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Hearst acquires share in reality TV's NorthSouth Productions
NorthSouth Productions, whose reality series include TLC's "Say Yes to the Dress: Atlanta" and OWN's "Lovetown, USA" has sold a 50% stake to Hearst. The terms were not made public. Hearst also owns part of Mark Burnett's reality TV business and jointly operates One Three Media, producer of "The Voice" and "Shark Tank." Box blog (12/6), Advertising Age (free access for SmartBrief readers) (12/6)
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Campaigns and Agencies
"Restaurant: Impossible" adds episode with Lexus' backing
Food Network's "Restaurant: Impossible" aired an extra episode Sunday that was added to the schedule due to Lexus' sponsorship. The show featured regular host Robert Irvine working with Lexus-backed celebrity chefs Michael Chiarello and Michelle Bernstein to assist the Boys & Girls Club of Joplin, Mo., cook a dinner for 1,000 volunteers and friends who pitched in during the aftermath of last year's tornadoes. Lexus also is sponsoring material in Food Network magazine, video clips on the network's website, and TV and online promotions. Advertising Age (free access for SmartBrief readers) (12/7)
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A&E's "Be the Boss" integrates Melting Pot into reality competition
The new A&E reality competition "Be the Boss" will spotlight fondue chain The Melting Pot in Sunday's episode. Two contestants, who are already employees of the chain, will compete for a promotion -- with the winner earning a surprise prize of a franchise to run. The Melting Pot will be using the show to promote its new menu with options beyond its standard four-course dinner. MediaPost Communications/Marketing Daily (12/5)
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Coca-Cola partners with HSN to sell branded merchandise
Coca-Cola is promoting more than 275 Coke-branded items in partnership with HSN as it looks to extend a licensing business that brings annual sales of $1 billion. The multiyear partnership, which will see the products promoted on the HSN cable channel as well as online and on mobile devices and social media, should last through the holidays. HSN is being promoted on Coke's loyalty site in return. The New York Times (free-article access for SmartBrief readers) (12/6)
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Research and Report
Survey: Millennials look to brands for guidance, entertainment
The millennial generation, expected to dominate the economy by 2025, wants brands to entertain, help and guide them, according to a survey by Edelman Berland and 8095 Live. Only 3% consider advertising boring, 94% use external guidance before making a purchase, 74% regard themselves as purchase influencers, and 77% say they want brands to be a source of scholarships and grants. Advertising Age (free access for SmartBrief readers) (12/4)
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Next Gen Advertising
Super Bowl advertisers snap up second-screen inventory
Online advertisers have already snapped up almost all the inventory available for the live-streaming of the next Super Bowl, says David Morris of CBS Interactive. The ads will be designed for second-screen viewing, with video commercials shown during breaks in the game, and "companion" advertising placed around the online video player. "The online inventory is nearly sold out at this point. We only have a few packages remaining," Morris says. Advertising Age (free access for SmartBrief readers) (12/10)
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Programming News
"Duck Dynasty" takes flight for season finale
A special hourlong season-ender for A&E reality series "Duck Dynasty" on Wednesday night outperformed all other cable and broadcast series among the 18-to-49 demographic in the 10 p.m. slot. The series, which is about an unusual family that creates duck decoys and makes duck calls, has become A&E's most popular series ever. The New York Times (free-article access for SmartBrief readers)/Media Decoder blog (12/7)
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Will AMC's "Walking Dead" prove to be a TV game changer?
AMC's mega-hit series "The Walking Dead" is defying TV convention, with its violent, gore-filled episodes garnering huge audiences and a raft of high-paying advertisers, Brian Steinberg writes. "If a cable program can reach this many 18-to-49ers, you can bet your DVD boxed set of 'Friends' that the broadcasters will seek to find ways to import some of its appeal," he writes. "If they succeed, 'The Walking Dead' will have marked the start of another shift in the tone of content on TV." Advertising Age (free access for SmartBrief readers) (12/5)
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Digital Media
Why location matters more than ever to digital marketers
Location-based search marketing is expected to make up a larger portion of overall brand spending, as context and relevancy of advertising grow in importance, according to a Strategy Analytics report. By 2017, location-based search is expected to make up more than 20%, or $6 billion, of a $20 billion global market, the firm predicts. Mobile Marketer (12/10)
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Target is running ads for its merchants on its website, allowing brands that sell at Target stores to target online shoppers as they browse. "This fall, we began piloting a program that we believe will help Target deliver more relevant ads on to help us better serve both our guests and advertising partners," the retailer explains. But the PubMatic-fed site is also selling ads unrelated to Target merchandise for automakers such as Subaru, writes Tim Peterson, meaning its valuable real estate is for sale. Adweek (12/6)
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Thinking is like loving and dying. Each of us must do it for himself."
-- Josiah Royce,
American 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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