CBS Local Digital Media, which aggregates CBS TV and radio station Web sites from around the country, is partnering with CityGrid Media, which delivers local ads to hundreds of third-party Web sites and mobile apps, to offer advertisers access to their combined local digital networks. With over two dozen CBS TV and radio station Web sites, including the multistation CBSNewYork.com, CBS Local Digital Media was one of the top-five most-visited networks of local sites in February 2011, according to comScore. CityGrid has aggregated a total of 250 Web sites and mobile sites and apps, claiming a total audience of 140 million unique visitors. Through partnerships with sites like CitySearch and InsiderPages, it includes enhanced listings and content for 14 million local businesses -- and has attracted 800,000 local advertisers to date. The CBS-CityGrid deal will give CBS local advertisers the opportunity to have listings appear across CityGrid's network of sites, as well as in search results through Google and Bing. The directory listings include general business information, editorial and user reviews, insider tips, videos and photos, links to the businesses' sites, online offers, menus and reservation systems, social media links and directions. In return, CityGrid can benefit from CBS Local's sales staff and established relationships with local ad clients. Ezra Kucharz, president of CBS Local Digital Media, stated: "Consumers who reach a business listing are already at the point of decision, and they now have what they need to choose a particular establishment. The information is easily consumed and shared by local customers, and completely integrated with the businesses' social media initiatives."
NBC wants to take advantage of the popularity of the 89-year-old named Entertainer of the Year by the AP last year. Betty White, who has helped make TV Land's "Hot in Cleveland" a comedy hit, will host a hidden-camera show on the network. NBC has picked up 12 half-hour episodes of "Betty White's Off Their Rockers" (working title). White, a longtime star of "The Golden Girls" on NBC, is also an executive producer. The show, with roots in Europe, has seven senior citizens playing pranks on younger people unaware the cameras are watching. NBC gave no timetable on a release date. "Betty White is a comedic genius who escalates hilarity in any situation," stated Paul Telegdy, who heads alternative programming at NBC. White's award-winning 2010 began with a popular appearance in a Super Bowl Snickers commercial, which led to a hosting gig on "Saturday Night Live" and the "Hot in Cleveland" heat. Partly on the backs of "Hot in Cleveland," where a third season is coming, TV Land's ratings have been soaring. The series has been an impetus for the network to launch more original comedies. White also has a book -- "If You Ask Me (And Of Course You Won't)" -- coming out in May. The NBC hidden-camera show has been a hit overseas, where it is known as "Benidorm Bastards."
TV viewers continue to increase their usage of social media when it comes to TV programs. A new survey says two in five online U.S. adults -- 43% -- have gone to the Web to comment, post, or read something about a TV show. The findings are from Harris Interactive and 24/7 Wall St., a financial news and opinion site focused on the U.S. and global equity markets. Among 80 million+ people, one-third -- 33% -- have done so after watching a TV show or program. Somewhat less -- 18% -- have done so before watching a TV show, and 17% are interacting with social media while watching a TV show or program. Younger online adults 18-34 are the big users of social media here -- 59% have said they have engaged with TV shows this way. The numbers are 40% for older 35- to-44-year-olds; 36% for 45- to-54-year-old viewers/users; and 28% for those who are 55 and older. In looking at key behavior while watching TV, 31% of 18-34 adults say they are interacting while viewing. At the older end of the age spectrum, only 5% who are 55 and older do this activity. Where does this social media activity happen? Fifty-three percent post comments on their own or to a friend's Facebook page, or a Twitter account or a blog. Forty-four percent do so on a Web site or page created by the TV content provider, such as a TV network's Facebook page or site. About one-third do so on related TV/media entertainment or news sites. Women are more likely than men to engage in an individual forum -- 57% to 50% -- while men are more likely than women to do so on a separate media outlet's site: 38% to 27%. Why do people use social media in regard to a TV show? Three-quarters of adults do it to gain more program information, while two-thirds do it for the analysis or summary or as an additional source of entertainment. About half say it's important to engage with other viewers.
National CineMedia, the nation's largest cinema advertising company, saw revenues grow 12.3% last year to $427.5 million, according to the company. This increase was due mostly to a 13.2% increase in ad revenue, which grew from $335.1 million to $379.4 million over the same period. NCM experienced growth across a wide range of categories, including domestic auto, video game software, home video equipment, credit cards, telecom hardware, insurance underwriters and cable TV. The company also benefited from the introduction of 3D pre-show advertising, which has been incorporated into its pre-show package of advertising and entertainment content, called FirstLook. The network of 3D screens is also increasing rapidly from 6,000 at the end of 2010 to a projected 10,000 by the end of this year. NCM also noted growth in its experiential marketing arm, including Fathom Events, where revenues grew 5.5% from $45.5 million in 2009 to $48 million in 2010. NCM also announced that it has signed up a new affiliate, Coming Attractions Theatres, which owns 20 theaters with a total 157 screens in media markets across the Northwest, including California, Washington, Oregon and Alaska. These theaters attract an annual audience of more than 3 million. Coming Attractions Theatres is scheduled to join the NCM affiliate network in October of this year. In addition to NCM's FirstLook pre-show ad and entertainment package, selected First Look Theatres locations will also participate in its Fathom experiential marketing events. Last week, the Cinema Advertising Council, which represents the entire cinema advertising industry -- including NCM's main competitor, Screenvision -- reported that total industry revenues increased 12.7%, from $584 million in 2009 to $658 million in 2010. Cinema ad growth thus outpaced total ad spending, which grew 6.5% in 2010, according to a recent report from Kantar Media.
On the backs of soaring ratings, Bravo said ad sales are flourishing and it will continue to bulk up its original programming. The network said ad revenue grew 20%-plus in the last year, partly due to 150 new advertisers in 2010. Bravo has labored to transform itself into a multiplatform business, Bravo Media, with apps and social media integrations. And it said digital revenue increased by 45%-plus with 50 new advertisers. As the upfront market approaches, Bravo said it plans to increase original hours by 20%, after nearly a 25% jump last year. Returning shows include "Top Chef Desserts" and the Beverly Hills and Atlanta versions of its "Real Housewives" franchise. The network will add 11 new series for the 2011-12 period. Many build off tropes Bravo has used for some time. An example is "Project Soulmate," which features a New York matchmaker working on behalf of clients in a city where some say it's just not possible to meet a mate. Another is "Most Eligible: Dallas," about young, successful Texas friends looking for love -- or maybe not. "Some are looking for true love, while others have perfected the art of the one-night stand, and somehow their love lives have all crossed paths at one time or another," Bravo said. "It's a Brad Brad World" (working title) will follow Bravo favorite Rachel Zoe's ex-assistant, Brad Goreski, as he embarks on his own business as a stylist. "Mad Fashion" features celebrity fashion designer Chris March, from "Project Runway," as he creates designs for a Mardi Gras float, a costume gala and other events for clientele.
African-American U.S. homes used their televisions more than all other U.S. ethnicity groups -- double the amount of Asians, who watch the least TV. African-Americans were at 7 hours and 12 minutes per day, more than the U.S. average of 5 hours and 11 minutes, according to Nielsen. White TV homes were at 5 hours and 2 minutes; Hispanics, 4 hours and 35 minutes: with Asians at 3 hours and 14 minutes. White homes added more DVR ratings points to TV shows than any other ethnicity -- 5.0 ratings, giving a 15.4% lift over live airings. Total U.S. DVR average is adding 4.3 rating points for a 13.0% gain over live TV airings. Asian households give programs a 13.8% lift -- 3.1 rating points; Hispanics, 7.2%, 2.4 rating points; and African-Americans, 6.9%, 2.7 rating points. On average, 38% of U.S. TV homes have a DVR. White TV homes were the highest, at 40%; and Hispanic homes, the lowest, at 30%. In November 2010, when the survey was done, the top-rated show among White TV homes was a Fox network Thursday night NFL game, with the top non-sports TV show "Modern Family. The top cable show was ESPN's "Monday Night Football." Among African-Americans, the top-rated show was a Fox NFL Sunday night game. The best cable shows were ESPN "Monday Night Football" followed by BET's "Soul Train Awards." Hispanic TV viewers flocked to Univision's "Latin Grammys" as the best-rated broadcast show. On cable, it was Galavision's "Futbol Liga Mexico." Asian homes also voted for football -- a Fox NFL Thursday game. The best non-sports show was Fox's "Glee." The best cable show was an ESPN "Monday Night Football" game. African-American homes used more DVD and video games that other groups, according to Nielsen.
The Weather Channel will attempt a multiscreen roadblock with the debut of its "From the Edge with Peter Lik" series on Thursday. The show about a photographer capturing natural beauty will simultaneously be available on the network, weather.com, a mobile platform and the Weather Channel's iPad app. A stunt will also be promoted as a huge billboard in Times Square. The network will become the latest to use Nielsen's fledgling Media-Sync platform for the iPad. The system beams a signal between the TV and iPad -- where added content, such as behind-the-scenes footage and poll opportunities, pop up on the iPad in real time as related content is unspooling on TV. "From the Edge's" multiscreen premiere is being sponsored by Chevy. The half-hour show is from NBCUniversal's Peacock Productions. NBCU owns a stake in the Weather Channel. "From the Edge" has Lik visting Hawaii in the premiere. During the initial 13 episodes, he travels to the Grand Canyon, Montana, and Arches National Forest in Utah, among various destinations. In the process, he "deals with weather's impact in his quest for the perfect photograph." The series will air on Thursdays in the 8 p.m. slot, with a re-air at 11 p.m. Lik, an Australian, is acclaimed for his panoramic landscape photography that frequently includes weather events. He recently sold one of his photographs for a record $1 million.