| Today's Top Stories | | #1 | Facebook Hires David Lawenda As U.S. Sales Chief
| | | The social network names the former president of ad sales and marketing at Univision Communications as its new VP/global sales for the U.S. Lawenda spent five years as head of ad sales for the Hispanic media company before departing in 2012. Prior to that he held sales posts at assorted Viacom networks and was also in sales at Turner's CNN and HLN. He replaces Tom Arrix who left in July.
Why This Matters: Facebook is looking to steal ad dollars away from the broadcast and cable networks. Lawenda's experience on the traditional TV side will be beneficial in his fostering relationships with the major brands and media agencies.
Three Takes: Business Insider, Ad Age and B&C
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| | #2 | Kia to Sponsor YouTube's New Music Awards Show
| | | The Google-owned online video service has announced the inaugural YouTube Music Awards show that will take place this year on Nov. 3 from New York and will be streamed live globally beginning at 6 p.m. (ET). Kia will be the exclusive title sponsor for the 90-minute event and will be featured throughout the show.
Why This Matters: The show will be available for viewing on YouTube after the live webcast, and YouTube will be selling ads for that, according to an Ad Age report. Marketers and their agencies will also be able to bid for them through Google's ad auctions.
Three Takes: Ad Age, NYT and Adweek
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| | #3 | Bravo's 'Top Chef' Loaded With Integrations This Season
| | | Toyota, Kraft, Cigna and Chase Sapphire Preferred are among the sponsors who will be involved not only within the TV telecasts but also on other platforms, according to an Adweek report. Toyota, for example, will be integrated into the show, have cars given away as prizes and will also be part of a webisode. And the show's performers will showcase Kraft's Philadelphia Cream Cheese in a branded spot.
Why This Matters: Bravo has pitched the series, now entering its 11th season, as a vehicle for advertisers to reach an upscale female audience and to do it in ways that stand out and get noticed apart from traditional 30-second spots.
A Take: Adweek
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#4 Initiative Wins MFS Investment Management's Media Business (Adweek)
#5 Mediabrands Partners With TubeMogul (MediaPost)
#6 Health Insurers Marketing To Consumers On Obamacare (Ad Age)
#7 Google To Measure Sales Effects Of Search Ads (Adweek)
#8 Radio, Digital Ads To Support New Teen-Targeted Aquafina Brand (Ad Age)
#9 Are Celebrity Endorsements Worth Marketers' Big Bucks? (Adweek)
#10 Five Brands That Used 'Breaking Bad' For Good Tweets (Digiday)
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|  | • 63
Percentage of U.S. Internet users who access TV content online via Netflix, according to a report by PricewaterhouseCoopers. TV network online sites were next at 49%, followed by Hulu at 35%.
– Reported by eMarketer
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| | MBPT Spotlight | Don't Call It 'Cord-Cutting' When It's 'Cord-Switching'
By Brian Hughes, senior VP, head of audience analysis, Magna Global
Let's be clear: broadband-only video homes, or "cord-cutters" as they are commonly called, are a real thing. We at Magna estimate that they account for about 4% of TV homes today, and will grow to about 11% over the next four years.
Traditional multichannel (i.e. cable) subscriptions are set to peak this year, and some of the ensuing decline will be due to over-the-top solutions. Consequently, Nielsen has broadened its definition of a TV home to reflect viewers that get their video via broadband but watch on a set.
But is it really fair to label it "cord-cutting" when more than half of the broadband connections in the country are controlled by the top cable providers?
To me, "cutting the cord" means gaining independence in some way, but even if you cancel your TV subscription, odds are you will be relying on the same provider for your broadband connection. And if said provider is going to be losing money on the television side of the business, they will naturally have to charge more for high-speed data.
That viewpoint was confirmed in a recent New York Times interview by former Time Warner Cable CEO Glenn Britt, who noted, "The reality is, if everybody watched TV over the Internet, and we were out of the TV business, then we would have to recover more money from the Internet service."
How would this phenomenon affect the economic model? And what would it do to pricing?
For more, click HERE
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| | Fates & Fortunes | • CHRISTINE STACK was promoted to managing partner, people & culture, North America, at MEC. She joined the media agency in 2011 as director, senior talent acquisition. Prior to that, she was VP, associate director, talent and acquisitions at MediaVest, and before that was VP, associate director at Universal McCann.
• SUSAN WHITING will step down as vice-chair of Nielsen at the end of this year. Whiting joined Nielsen some 35 years ago. From 2001-05 she served as president and CEO of Nielsen Media Research. From 2006-08 she was chairman of Nielsen Media Research and in 2009 was named to her current position of vice-chair.
• ROB MANFRED was promoted to chief operating officer at Major League Baseball. This puts him on a list of potential successors to baseball commissioner Bud Selig, who recently announced he is planning to retire in January 2015. Manfred has been with MLB since 1998 and most recently served as executive VP for economics & league affairs.
• ERIC SHIU was named VP, marketing & communications at Entertainment One Television. He has previously held positions at Lionsgate, Warner Bros. and FX Networks. Entertainment One develops, produces, acquires and distributes programming across all platforms.
• KIM MARTIN is leaving her post as president and general manager of WE tv. Martin, who has held the post for nine years, will transition into an advisory role at WE tv parent company AMC Networks. Martin joined AMC's predecessor Rainbow Media in 1999 and in 2004 was named executive VP and general manager of WE tv. Earlier in her career she was senior VP, affiliate sales and marketing with Discovery Networks.
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| | What They're Watching | BROADCAST RATINGS
'We Are Men' Debuts Below 'Partners'
CBS premiered the comedy We Are Men as its latest entrant in the 8:30 p.m. Monday time slot. The debut was below what the canceled Partners premiered to in that time slot last fall and lost 35% of its How I Met Your Mother lead in, which dipped from last week's premiere. 2 Broke Girls fell from last week and Mom lost from its series premiere. At 10 p.m., new drama Hostages also dipped. CBS split with ABC for second. NBC's The Blacklist mostly held up in its second week, dipping slightly and easily winning the 10 p.m. hour. Its lead-in The Voice was down. NBC topped Monday. Fox's Sleepy Hollow remained steady in its third week, while Bones was the lone show to improve. Fox took second. ABC's Dancing With the Stars dipped while Castle remained steady. The CW rounded out the evening, airing the iHeart Radio Music Festival.
For more, click HERE
CABLE RATINGS
'Breaking Bad' Finale Draws Record 10.6 Million Viewers
Following record ratings for its final episodes this season, Breaking Bad bested itself again on Sunday. Overall, the ratings were up a staggering 300% over last year's finale. Compared to its penultimate episode last Sunday, the finale grew 56% among total viewers. An expanded one-hour Talking Bad after-show at 10:15 p.m. drew 4.4 million viewers and 2.9 million adults 18-49.
For more, click HERE
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| Overnight Ratings: Monday, September 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | NBC
| THE VOICE
| 4.1
| 12.9
| CBS
| HOW I MET YOUR MOTHER (8:00)
WE ARE MEN (8:30)
| 3.1
2.0
| 7.7
6.4
| FOX
| BONES
| 2.2
| 7.1
| ABC
| DANCING WITH THE STARS
| 2.0
| 12.5
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.5
| 3.9
| CW
| IHEARTRADIO MUSIC FESTIVAL, NIGHT 1
| 0.4
| 1.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 5.1
| 15.3
| FOX
| SLEEPY HOLLOW
| 3.0
| 7.9
| CBS
| 2 BROKE GIRLS (9:00)
MOM (9:30)
| 2.4
2.2
| 7.6
6.9
| ABC
| DANCING WITH THE STARS
| 2.0
| 13.1
| UNIVISION
| LA TEMPESTAD
| 1.2
| 3.2
| CW
| IHEARTRADIO MUSIC FESTIVAL, NIGHT 1
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 3.6
| 12.1
| ABC
| CASTLE
| 2.2
| 10.9
| CBS
| HOSTAGES
| 1.5
| 6.0
| UNIVISION
| QUÉ BONITO AMOR
| 1.1
| 3.1
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Chicago Fire' Sparks Solid Viewership
NBC drama Chicago Fire returned for a second season on a new night last Tuesday at 10, and drew 8.9 million viewers and a 2.7 18-49 rating. That was exactly 3 million viewers more than it averaged last season in its previous Wednesday at 10 slot. It also scored an entire ratings point higher in the demo, compared to its 1.7 average last season. The series came in second place among viewers in the time period, behind CBS drama Person of Interest, which drew 12.4 million viewers, with both series easily besting the other 10 p.m. series, ABC's freshman Lucky 7 (4.4 million and a 1.3 demo rating) did. Chicago Fire also won the time period in adults 18-49, beating Person of Interest, which drew a 2.3 rating. The upshot: NBC is giving this series every chance for success, moving it to lead out of the Tuesday night airing of The Voice. Last Tuesday, The Voice drew 14.3 million and a 4.7 demo rating. The strategy seemed to have worked, at least for week one.
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| • The Kids Love It: 'Agents of S.H.I.E.L.D.' Plays Well For Younger Crowd
Much as TV critics predicted and ABC had hoped, this new drama that follows a select group of worldwide law enforcement agents drew a solid 12.1 million viewers and a 4.7 18-49 demo rating in its premiere episode last Tuesday night at 8. Most impressively, it tied NBC's The Voice in the demo, and also beat veteran CBS dramas NCIS and NCIS: Los Angeles. The upshot: ABC totally revamped Tuesday nights but clearly, Marvel's Agents of S.H.I.E.L.D. is the jewel among its new series on ABC's primetime schedule. NCIS was the highest-rated 18-49 drama on broadcast television last season, so outdrawing it in the demo is no small feat. As is the case with all freshman series, the second week will offer a better idea of how the viewers will take to it in the longer run.
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| • CBS' Crime-Fighting Dynamic Duo Continues To Draw Well
Despite popular new ABC series Marvel's Agents of S.H.I.E.L.D. premiering in the same 8 p.m. Tuesday time period, CBS stalwart NCIS, entering its 11th season, drew 20 million viewers and a 3.6 18-49 demo rating for its premiere last week. That's 1.5 million more viewers than it averaged last season and a higher demo rating than the 3.2 it also averaged last year. At 9 p.m. the fifth-season premiere of spinoff series NCIS: Los Angeles drew 16.4 million viewers and a 3.0 18-49 rating. That series also rated above last season's averages. The upshot: Much like the venerable CBS Sunday news magazine 60 Minutes, NCIS and NCIS: Los Angeles just seem to keep on ticking. It is an impressive feat to draw more viewers than the season before. That may not continue all season, but the fact that so many tuned in for the premieres indicates that both series are in for another season in which they'll be rated among the top 10 dramas on television.
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