UPS, J&J skirt IOC, sign as Beijing sponsors
UPS and Johnson & Johnson are the latest marketers to get involved with the 2008 Olympic Games in China without having to pay up to $75 million to become a "TOP" partner of the International Olympic Committee. Both companies signed wide-ranging Olympic-related deals last week, the most significant of which was a partnership with the Beijing Organizing Committee instead of the IOC. Some marketers have shelled out $50 million to $75 million to become TOP (The Olympic Partners) sponsors, which allows them to advertise globally using the five-ring Olympic logo. Though UPS and J&J can't use the Olympic marks, their respective partnerships with the Beijing Organizing Committee allows them both to advertise during the games in the lucrative and burgeoning Chinese market. AdAge.com QwikFIND aaq78j
McDonald's inks pact with DreamWorks Animation
McDonald's Corp., in the final stretch of an exclusive deal with Walt Disney Co., announced a two-year marketing and promotional relationship with one of the studio's fiercest competitors, DreamWorks Animation SKG. The deal will kick off with a promotion around DreamWorks' "Shrek 3" in summer 2007, shortly after the 10-year alliance with Disney is complete.
The agreement gives McDonald's exclusive worldwide promotional rights to DreamWorks Animation's two films each year. The fast feeder can continue to pursue promotions with Disney or other entertainment companies, while DreamWorks is tied exclusively to McDonald's in the restaurant category. The deal comes amid reports that General Electric unit NBC Universal is holding talks about a purchase of DreamWorks SKG. The animation unit would not be part of the sale. According to reports last week, the studio could be worth in excess of $1 billion.
NBC admits failings, loses `sense of entitlement'
General Electric Co.'s NBC indicated that a ratings turnaround might not happen next season. The network dropped from first to fourth place among 18-to-49-year-olds last season. Speaking at the TV critics association's press tour, Kevin Reilly, entertainment president said: "Odds are that we're not going to see a ratings difference. I'm pretty damn sure you're going to see a new tone coming out of this place ... that sense of entitlement of who we are is gone." Presenting the new face of NBC, Mr. Reilly admitted last year's schedule was weak and said shows such as "Joey" would be retooled.
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Ad groups balk at gov't involvement ratings
Broadcasters' push to add government teeth to voluntary ad-industry oversight of media ratings veracity is drawing the wrath of ad groups and media buyers. In letters to a Senate Commerce Committee member and a Senate hearing, the associations, groups of media buyers and individual buyers warned government involvement would create worse ratings, halt improvements and kill attempts to better break out minority demographics. Some broadcasters upset with Nielsen Media Research's rollout of local people meters have called on Congress to require new ratings systems get accredited by the Media Ratings Council before they are rolled out. AdAge.com QwikFIND aaq78v
FYI . . .
John Koten, editor in chief at Inc., was named to the additional post of editor in chief at Fast Company, where he succeeds John A. Byrne, who left to become executive editor at BusinessWeek. Mr. Koten was also named CEO at Mansueto Ventures, the publishing company formed by Inc. and Fast Company owner Joe Mansueto. ... Thomson, Paris, the provider of services to the media and entertainment businesses, purchased in-store TV ad network operator PRN Corp., San Francisco, for $285 million.