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THE NEWS

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NBC Olympics: Hashtag $$$

There have been plenty of negative hashtags assigned to NBC's Olympics coverage on Twitter, including

#NBCFail and #NBCStinks. But on Madison Avenue the hashtag for this Olympics so far is

more like: #NBC$$$$.

NBCUniversal has pulled in more advertising dollars than expected. It could even break even on its Olympics

coverage, rather than lose $200 million as previously predicted, said Steve Burke, chief executive officer of

Comcast Corp.'s NBCUniversal, on Wednesday during a conference call with analysts.

"We feel very good," Mr. Burke said, "because all of the numbers...are significantly better than we projected."

Comcast says that it sold about $1.2 billion in ads for this summer's Olympics in London, up significantly from

the roughly $850 million NBC took in during the Beijing Games in 2008. NBC, which is streaming all events

live for the first time ever, paid $1.18 billion for the broadcast rights to the London Games.

Meanwhile, media outlets have made their own sport of chronicling NBC's production miscues. But the bulk

of the U.S. TV audience seems to be tuning much of this out-and tuning into the coverage.





A Detergent Picks a Star Who Shares Its Name

Some advertising ideas seem to have a celebrity's name written all over them,

but surely that has never been as appropriate as it is for a new campaign for

Tide Vivid White and Bright that stars Betty White.

The campaign features Ms. White in humorous situations where she advocates

for wearing white clothing without worrying about staining them. One new

commercial opens with Ms. White approaching a mirror in a trendy clothing

store to check out her outfit, a white denim jacket with fuchsia leopard trim and

matching white skirt.

"I know what you're thinking," says Ms. White, who is 90. "It's a hot white

number, but what a hassle to care for - all that pretreating and chlorine bleach,

and don't even think of working up a sweat in the club."



Web Ads Target Based On What You Watched On TVSoon, the internet will know what you watched on TV.

In recent weeks, data company Datalogix has launched a new product that aims to let

digital ad buyers target ads to people online based on the shows they watch on TV. The

product is a result of a partnership with TRA -- a firm that was acquired by TiVO last

month -- which has TV viewing data from cable boxes in more than 4 million U.S. homes.

This is how it works: TRA delivers TV viewing data to Datalogix, which then combines it

with demographic and purchase-behavior data about those TV households. Datalogix

then tries to match up those audiences with what it knows about the people from a pool of

50 million cookies it's amassed online. The company also adds in cookies that represent

people who have similar attributes to those who have actually watched a given show or

regularly watch a certain genre of show to create the scale needed for reach ad buys.



http://youtu.be/LsXRj89cWa0



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MIKE’STOP 5


INNOVATION




ZOMBIES!



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FAIL OF THE WEEK



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EVENT MARKETING



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INNOVATION




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SOCIALMEDIA



Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an

impact in today’s marketplace.

So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketing

braintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born.

Find out what Numantra can do for you.

Visit numantra.com for more information.

Pizza Friday 214

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