Nickelodeon launches video content online
Nickelodeon has moved deeper into cornering the children's market with the launch of TurboNick, a broadband video platform that appeared on Nick.com last week. Advertisers General Mills, Kellogg's, Activision, Topps and Sony Pictures have deals with both the network and the site. The video content on the site includes previews, replays of hits such as "SpongeBob SquarePants" and original programming. Nick's parent MTV Networks acquired kids' character site NeoPets in June, giving the company access to about 8 million uniques a month.
Former Bravo execs open CMS Partners
A group of veterans from the recent exodus from WPP Group-owned Bravo Group, one of the first major U.S. Hispanic agencies that is now undergoing a major shakeup, has opened a Hispanic agency in New York called CMS Partners. The agency was started by Gloria Constanza, Bravo's senior VP-director of media services for many years, and Fernando Fernandez, an account director who was most recently senior VP-general manager of small Bravo multicultural sibling Mosaica, along with half a dozen other former Bravo staffers. CMS claims two clients: an assignment from Novartis Consumer Health Division won in a pitch against two other agencies, and a viral, advertising and public-relations campaign for both the U.S. Hispanic and the general market for Puerto Rican brewer Cerveceria India's beer brand Cerveza Tesoro. AdAge.com QwikFIND aaq72j
NAD orders Home Depot to drop `lowest' from ads
The Home Depot will stop using the superlative "lowest" in its advertising, following last week's ruling by the National Advertising Division (NAD) of the Council of Better Business Bureau against the retailer's "Lowest Prices, Guaranteed" claim. The Home Depot "plans to comply with NAD's recommendation," according to the NAD report. NAD opened the case March 22 after a referral by Better Business Bureaus in Atlanta regarding print and in-store ads. NAD ruled the claim was likely to be interpreted as a lowest price offer rather than a price matching/beating policy by consumers. Home Depot had argued the claim was supported by its price-matching policy, even as it conceded it does not always offer the lowest price. AdAge.com QwikFIND aaq72g
Watchdog calls for tighter alcohol-ad standards
The Center on Alcohol Marketing and Youth called for a tighter standard in placing alcohol ads, saying problems in measuring underage audience warrant additional safeguards. Although the alcohol industry currently limits its ads to media in which 70% of the audience is over 21, CAMY asked the limit be dropped to 15%. Liquor and beer industry spokesmen suggested the industry has already taken significant steps to prevent underage exposure.
Report: 45% of NBC viewers are over 50
More than 45% of NBC's prime-time audience consists of adults over the age of 50, according to a report from Magna Global USA. That's bad news for the network, which has traditionally earned ad revenue delivering the advertiser-sought-after 18-to-49-year-olds. NBC's prime-time problems have resulted in the median age of its audience rising from 45.9 during the 2003/2004 season to 48 this season. Median age is the point at which half the audience is younger and the other half older. NBC is still younger than the oldest network CBS at 51.8, though CBS has reduced its median age from almost 53 the previous year. AdAge.com QwikFIND aaq73f
L.L. Bean is putting its $27 million account into review. Incumbent Martin/Williams, Minneapolis, will not participate, the agency said. L.L. Bean is working with consultant Pile & Co., Boston. AdAge.com QwikFIND aaq72i