NCC Media wins Emmy Award | Networks get down to ad business with elections over | CNN Latino will offer syndicated news, lifestyle content
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December 5, 2012
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NCC Media wins Emmy Award
NCC Media, the industry leaders in cable advertising, proudly announced today that it has won a Technology & Engineering Emmy Award® from the National Academy of Television Arts & Sciences (NATAS).
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Local Markets
Networks get down to ad business with elections over
The resolution of the presidential election has opened the floodgates for marketers to claim the remaining national TV ad sales slots for the last quarter of 2012. A&E Television Networks, for example, has booked $25 million more in ads over the past month than for the same period in 2011, ad chief Mel Berning said. "There was a palpable increase in activity literally the day after the election returns came in," said one sales executive. "It's almost as if the clients had been sitting on the sidelines, waiting to see if we were going to get dragged into the legal morass that went down in 2000." Adweek (12/3)
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CNN Latino will offer syndicated news, lifestyle content
CNN in late January will introduce an eight-hour syndicated block of Spanish-language programming. CNN Latino will consist of news, documentaries, talk shows and lifestyle programs. "We are trying to appeal to bilingual Latinos in the U.S., those who feel 100% American and 100% Latino," said Cynthia Hudson-Fernández, general manager of CNN en Español and Hispanic strategy for CNN. "This is an alternative to existing networks. We feel that there is a huge opportunity for this type of programming." Los Angeles Times (tiered subscription model)/Show Tracker blog (12/3)
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Golf Channel aims to stand out with new branding push
The Golf Channel is running a new branding campaign with TV ads focusing on golfers' eccentricities. The effort consists of five TV commercials as well as print ads and uses the tagline, "We Know We're Different." MediaPost Communications/MediaDailyNews (11/29)
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Campaigns and Agencies
General Mills finds adults at the end of Lucky Charms rainbow
General Mills is prepping a campaign for Lucky Charms cereal aimed at adults who enjoyed the brand growing up. Nearly half of the cereal's consumers are adults, and sales were up 5.64% in the past year, according to SymphonyIRI. One Saatchi & Saatchi commercial shows a woman in an office kitchen tasting Lucky Charms and admitting she "forgot how good these taste." Advertising Age (free access for SmartBrief readers) (11/29)
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Subaru sponsors branded comedy clip for TBS.com
TBS and partner DumbDumb have signed Subaru of America as the first sponsor for a series of branded comedy clips for its website, mobile and social networks. "Call It a Wash" stars Christopher Masterson ("Malcolm in the Middle") and Jonathan Banks ("Breaking Bad"), with a major appearance by the 2013 Subaru XV Crosstrek. The New York Times (tiered subscription model)/Media Decoder blog (11/30)
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Research and Report
How marketers benefit from longer cable series episodes
FX's move to expand five episodes of the hit series "Sons of Anarchy" from 60 minutes to 90 is a win-win for the network and its ad clients, Wayne Friedman writes. The flexibility in scheduling allows FX to distinguish its brand from broadcast network rivals, and provides its marketing clients with multiple airings of their ads, via debut episodes and the typical two to four repeats of new installments on the debut and shortly thereafter. MediaPost Communications/TVWatch blog (11/28)
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Next Gen Advertising
Starz sendoff for "Spartacus" to include special digital content
Starz has created a "transmedia" experience around "Spartacus," which will begin its last season in January. The effort, dubbed "The Battle for Nuceria," is built around a series of 16 online and mobile "missions" for fans incorporating 140 minutes of special content, with participants eligible to win a trip to Rome. Adweek (11/29), Multichannel News (11/29)
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USA's "Psych" looks to its fans for new tagline
USA Network wants fans to suggest a slogan for the seventh season of "Psych," which will launch Feb. 27. Entries can be submitted or judged through Dec. 23 by using a special application on USA's website or the series' Facebook page. Multichannel News (11/30), Zap2It.com/From Inside the Box blog (11/30)
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Revision3 sets up first-look deal with Fishbowl for YouTube content
Discovery's Revision3 online video network, under a deal with Fishbowl Worldwide Media, will handle distribution and ad sales for the latter's pet-oriented YouTube content. Under the agreement, Revision3 and Discovery will have the rights of first refusal for any programming jointly developed by the partners. TheWrap.com/Media Alley blog (11/28)
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Programming News
AMC's "The Walking Dead" is slaying broadcast, cable rivals
AMC's "The Walking Dead" ended its midseason on an especially strong note, with 6.9 million viewers in the key 18-to-49 demographic among an overall audience of 10.5 million viewers on average. "The Walking Dead," among all cable and broadcast shows this season, is running second in the 18-to-49 segment only to NBC's "Sunday Night Football." Adweek (12/3), TheWrap.com/The Box blog (12/3), The New York Times (tiered subscription model)/Media Decoder blog (12/3)
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Digital Media
Digital is a bright spot amid global gloom, say ad giants
The global advertising outlook is getting gloomier, with WPP, Publicis Groupe and Interpublic Group all expected to release downgraded spending forecasts. About the only bright spot for marketers is the digital sector, with Web spending expected to increase 18.1% to $36.2 billion in 2013. The Wall Street Journal (tiered subscription model) (12/2)
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Complying with viewability standards improves click rate, study finds
Rich-media ads have an average click-thru rate of 0.22%, according to a MediaMind study. That figure improves to 0.34% -- an increase of 54.5% -- when ads meet viewability standards, and are at least 50% viewable for a minimum of one second. More viewable ads also had markedly better post-click conversion rates, the study found. "Perhaps one lesson here is that more expensive placements simply get better results," notes eMarketer. eMarketer (11/29)
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SmartQuote
The forceps of our minds are clumsy things and crush the truth a little in the course of taking hold of it."
-- H.G. Wells,
British author
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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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