Live blog: Monday, August 18
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
Top Stories:
- CommBank media pitch heats up, with Pat Crowley returning to STW to open new agency, and M&C Saatchi in fray
- Myer ditches Ogilvy for Clemenger Melbourne after protracted pitch
- Seven Network pushes case for more ads during primetime
- Opinion: Why most big data marketing is a waste of time
- TV ratings: Nine secures evening win as Ten’s share falls below 10%
- Ex-Optus CMO admits its advertising before animals rebrand was ‘dribble’
- Cummins & Partners produces AFL finals campaign
- Soap Creative creates first full campaign for ING Direct
4:11pm – Some free-to-air networks are pushing for more ads during programs, which has been attracting a quite negative reaction from a lot of people. Tech journo Adam Turner says the move looks like suicide for the networks, in an opinion piece for the SMH:
It’s a rule that the networks already break during prime time by fudging the numbers, but they want to make it official. Once the rules allow for 20 minutes, they’ll still fudge the numbers and aim for 25 minutes per hour in shows like The X Factor and Masterchef. It’s tempting to see this as the suicidal act of an industry already in the midst of its death throes, but the truth is that people will keep watching regardless – and the networks know it.
The problem with this ad is that it’s based on a lie. It’s a little lecture from Apple.
What it’s really saying is, “You all think teens are distracted by their iPhones, disconnecting from family by checking facebook and playing games and not participating actively in important social events. But you’re wrong!! They’re actually using their iPhones to CONNECT with family! They’re misunderstood, those teens, and our iPhones are misunderstood too!”
But the reality is, we ARE often socially disconnected by our devices. People, teens included, often ARE failing to fully engage with social occasions because they’re so distracted by the next thing. Whether that’s okay or it’s a bad thing is debatable, but don’t try and pretend the truth is something other than what it is. It would be nice if this ad were true, but I doubt it.