Unexpected Broadcast error when diving string by float
#### Code Sample, a copy-pastable example if possible

```
import numpy as np
import pandas as pd

df = pd.DataFrame(np.random.rand(10,3))
df['col'] = 'A'
df.div(df.iloc[:, 0], axis = 0)
```

#### Problem description
This throws the following error:

```
Traceback (most recent call last):

  File "<ipython-input-22-b922d0177cba>", line 5, in <module>
    df.div(df.iloc[:, 0], axis = 0)

  File "C:\Users\flabriol\AppData\Local\Continuum\Anaconda2\lib\site-packages\pandas\core\ops.py", line 1062, in f
    return self._combine_series(other, na_op, fill_value, axis, level)

  File "C:\Users\flabriol\AppData\Local\Continuum\Anaconda2\lib\site-packages\pandas\core\frame.py", line 3510, in _combine_series
    fill_value=fill_value)

  File "C:\Users\flabriol\AppData\Local\Continuum\Anaconda2\lib\site-packages\pandas\core\frame.py", line 3535, in _combine_match_index
    return self._constructor(func(left.values.T, right.values).T,

  File "C:\Users\flabriol\AppData\Local\Continuum\Anaconda2\lib\site-packages\pandas\core\ops.py", line 993, in na_op
    mask = notnull(xrav) & notnull(yrav)

**ValueError: operands could not be broadcast together with shapes (40,) (10,)** 
```

#### Expected Output

I had hard time understanding this error has nothing to do with the shape of the columns but with their dtypes.

Probably a TypeError like `TypeError: Could not operate 1.0 with block values unsupported operand type(s) for /: 'str' and 'float'` would have been better

#### Output of ``pd.show_versions()``

<details>
INSTALLED VERSIONS
------------------
commit: None
python: 2.7.12.final.0
python-bits: 64
OS: Windows
OS-release: 7
machine: AMD64
processor: Intel64 Family 6 Model 44 Stepping 2, GenuineIntel
byteorder: little
LC_ALL: None
LANG: en

pandas: 0.18.1
nose: 1.3.7
pip: 9.0.1
setuptools: 27.2.0
Cython: 0.25.2
numpy: 1.11.1
scipy: 0.17.1
statsmodels: None
xarray: None
IPython: 4.2.0
sphinx: 1.4.1
patsy: 0.4.1
dateutil: 2.5.3
pytz: 2016.4
blosc: 1.4.4
bottleneck: 1.1.0
tables: 3.2.2
numexpr: 2.6.0
matplotlib: 2.0.0
openpyxl: 2.3.2
xlrd: 1.0.0
xlwt: 1.1.2
xlsxwriter: 0.9.2
lxml: 3.6.0
bs4: 4.4.1
html5lib: None
httplib2: None
apiclient: None
sqlalchemy: 1.0.13
pymysql: None
psycopg2: None
jinja2: 2.8
boto: 2.40.0
pandas_datareader: None
</details>
