Commentary

Leaders & Bleeders: Disney And CNN Up, Nick And Conan Down

What a job by the media and blogosphere in sussing out Jennifer Lopez’s rank hypocrisy with her new Fiat campaign. Investigations found the scenes with J.Lo driving in the Bronx were actually filmed using a body double, while she did her scenes in L.A.

Clearly, this is the first time a star has engaged in this kind of legerdemain, shooting on location, where the surroundings resemble somewhere else. The media has unearthed that the former “Jenny From The Block” has absolutely forsaken her Bronx roots.

And, the pursuit of injustice continued with word how Bronx graffiti artists had their work used in the J.Lo creative without their knowing. The media was able to browbeat Fiat into giving them a settlement.

Blogger Ed Morales also revealed that during filming of the ad, the Fiat actually broke down. But is this news? Europeans for years have known Fiat is an acronym for “Fix It Again Tony.”

So, it’s curious why J.Lo would risk affiliation with the brand, which is returning to the U.S. after decades away.

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Couldn't be money.  

Unclear is how Ford executives might feel about her work. Ford is a major sponsor of “American Idol” with all kinds of integrations and ads that will surround Lopez in her role as a judge starting again next month.

Anyway, while trying to come to terms with the scandal, it’s time for this month’s “Leaders & Bleeders”:

LEADERS:

1) DISNEY – Rupert Murdoch can’t give up power and wants a son or daughter to succeed him at News Corp. Sumner Redstone remains in a chairman’s role at both Viacom and CBS and struggles with comments to investors. None of that is coming to Disney. CEO Bob Iger has already announced he’ll give up his role in 2015. ESPN chief George Bodenheimer is making a smooth transition out. Meanwhile, Disney is increasing its dividend by 50%, while Paul Lee has found some magic at ABC with two new hits.

2) CNN – The would-be centrist network seems to have a compelling pitch to grab the loads of issue or advocacy ads expected during the 2012 election year. Viewers of Fox News and MSNBC probably can’t be swayed to reconsider their favored candidates, but CNN offers the chance to appeal to coveted on-the-fence independents. Turner CEO Phil Kent says: “Because we have a disproportionate share of the swing voter, I think we’re going to get a disproportionate share of the dollars.”

3) TIM TEBOW – Charismatic Denver Broncos quarterback has helped team to 5-1 record since becoming the starter. The media is enamored with him and CBS seems poised to benefit from higher Broncos ratings. Already the most well-known spokesman for Jockey since Jim Palmer's legendary spots, the Hollywood Reporter says Tebow's endorsement deals could bring him up to $1 million. Tebow is an outspoken advocate for his Christian beliefs, but seems to have found a way to demonstrate his passion without turning off as many people as one might think. In 2010, he starred in a controversial Super Bowl ad with an anti-abortion stance. The bet is he’ll be back in the big game soon, starring in a less-divisive spot for a big brand while displaying his sense of humor.

4) THE CLIOS – Things are so bad at NBC that the network's saying heck with our shows, we might be able to get higher ratings with a full hour of ... advertising. The network has announced a special featuring the well-known Clio Awards, which recognize global ad excellence. It promises to showcase top commercials with the likes of Kevin Bacon and Kobe Bryant. The Clios had a multi-year run on Fox in the 1990s, but isn’t believed to have been on network TV since 1997. MediaPost is willing to work with NBC on a special for its Creative Media Awards. There would be no rights fees; demands for executive producer credits; and a cut of ad sales. A call to NBC executive Doug Vaughan to jumpstart the deal-making was not returned.

5) SINCLAIR AND E.W. SCRIPPS – The future of the local-station business looks promising, but variables remain. Still, these two ownership groups are going all in. Sinclair has committed $585 million in two deals to buy 15 stations in mid-size markets, including Salt Lake City, Albany and Austin. Scripps is ponying up $212 million for a portfolio that include the larger Denver, San Diego and Indianapolis markets.

BLEEDERS:

1) NICKELODEON – The powerful Viacom brand is grappling with unexpected ratings declines that the New York Post says has forced it to give advertisers make-goods during the key holiday season. Viacom thinks Nielsen has undercounted its audience. Nielsen says it’s checked and stands by its methodology. A third party, the Media Rating Council, has been called into referee. Kids do seem to be watching lots (maybe “SpongeBob”) on their parents’ iPhones and other devices, which be a partial contributor to the ratings contretemps. Still, the long-term prospect for Nick is strong. Viacom will invest in a fruitful pipeline to develope new franchises.

2) “CONAN” – Turner outwardly indicates satisfaction with Conan O’Brien’s year-old late-night show. But, despite heavy promotion, ratings might make enemy Jay Leno laugh. The numbers have fallen each quarter that "Conan" has been on and it trails its main cable competitors. And Jon Stewart should only get stronger with Indecision 2012. Still, it took Conan time to build an audience in his early days at NBC, while he brings cachet to TBS and viewing on other platforms.

3) GROUPM’S COLD WATER – Even with the Summer Olympics and flush political dollars, the WPP media giant has dropped its forecast for overall U.S. ad spending growth next year, from 4.2% to 4%. Chief Investment Officer Rino Scanzoni revealed the change Thursday. He also reiterated frustrations with both Nielsen and the local-TV marketplace. By declining to meld set-top-box data into its national measurement business, Scanzoni suggested Nielsen could lose influence and credibility. In the local business, Scanzoni remains frustrated the dominant currency doesn't take into account DVR-enabled ad skipping. About 50% of ads are skipped, he said, so it’s difficult to tell a client: you're paying for ads, where half are being zapped.

4) CHELSEA CLINTON – She campaigned for her mother’s 2008 Presidential campaign, but wouldn’t talk to the media. Now, there's a flip-flop that might have aroused her parents' detractors. In the tradition of former Indiana coach Bob Knight dismissing journalists before joining ESPN -- "All of us learn to write in the second grade. Most of us go on to greater things." – Chelsea is a full-on correspondent at NBC News. Never mind her lack of experience. Some may be more concerned she'll use the gig to elevate her own do-gooder brand. NBC says her “solution-based accuracy” is one trait that may inform her work.

5) COLLEGE BASKETBALL – Too bad the NBA didn’t cancel the season, allowing college to dominate the hoops this winter. Deprived NBA fans would even have a fix: Kentucky has plenty of pros (ouch). So far, Duke and Carolina each have one loss, taking some shine away from their first match-up had both been undefeated. Also, will the game be impacted by the Syracuse and Penn State scandals, which have raised questions about how to keep college athletics in proper perspective. In that vein, why do teams such as UNC continue playing a tournament at a Vegas casino, which has a sports book. If not the players, hope the refs stayed away.

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