| Today's Top Stories | | #1 | Razorfish, Peet's Coffee & Tea Sign Pay-for-Performance Profit-Sharing Deal
| | | The digital agency's payment will be 100% reliant on Peet's bottom line in e-commerce, according to an Ad Age report. Razorfish will support e-commerce strategy, digital media buying and planning and search, but won't be responsible for Peet's actual marketing costs, such as spending for digital ads. The deal will be evaluated after six months.
Why This Matters: The move is ideal for marketers but risky for agencies because sales results can be impacted by a lot of circumstances beyond an agency's efforts or performance. But Razorfish CEO Pete Stein believes the agency will break even after six months of investing time and talent and plans to double Peet's e-commerce business "as quickly as possible."
A Take: Ad Age
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| | #2 | YouTube to Offer Advertisers Some Guarantees
| | | Marketers would be given audience guarantees if they make advance commitments on ad spending during the upfront selling period, The Wall Street Journal reports. Citing sources, the report says YouTube will guarantee to air ads across its channels until they reach a certain percentage of the target audience the marketer is trying to reach. The guarantees will apply to advertisers who reserve space in the best 5% of YouTube's content across channels such as Beauty & Fashion, Comedy, Food, Music and Sports.
Why This Matters: This could be incentive for some to move more dollars out of TV. Jordan Bitterman, chief strategy officer of media agency Mindshare, says the guarantees "will make it easier for chief marketing officers to feel more comfortable about moving ad budgets that weren't earmarked for YouTube."
A Take: WSJ
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| | #3 | Media Ratings Council Authorizes Online Metrics After 90-Day Waiting Period
| | | The standards organization's new rule defines an online ad impression as one being viewed for at least two continuous seconds. The waiting period was established to allow the ad marketplace to further evaluate the data and prepare for the change. Approved online ad vendors on MRC's list, according to Ad Age, include RealVu, comScore vCE-Validation, DoubleVerify, Google ActiveView, spider.io, Integral Ad Science, Alenty, Sizmek, Moat, WebSpectator and Glam Media.
Why This Matters: The move paves the way for the ad industry to establish a true Gross Rating Point to compare online ad buys against television buys. David Gunzerath of MRC said the new standard "opens the door for digital advertising to increase its share. We think this is a qualitative improvement that will allow brand advertisers to better evaluate their campaigns."
2 Takes: Ad Age | MediaPost
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#4 ANA Study Finds Programmatic Ad Buying Still a Mystery to Most Marketers (Ad Age)
#5 NPR Begins Voice Recognition-Enabled Ads via Its Smartphone App (Adweek)
#6 Super PACs Could Outspend Political Campaigns During Midterm Elections (Ad Age)
#7 Integration on Fallon-Hosted 'Tonight Show' Labeled a 'Home Run' (Digiday)
#8 Soft Drink and Large CPG Companies Raking in Strong Sales in Russia (Ad Age)
#9 CBS Promotes Its New Sitcom in Deal With United Airlines (MediaPost)
#10 How Putin Helped P&G Get a Foothold in Russia (Ad Age)
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Percentage of new car buyers who say informational videos within six months of purchase are "very important" to them, according to the J.D. Power 2014 Third-Party Automotive Website Evaluation Study.
– Reported by MediaPost
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| | MBPT Spotlight | IFC's Sense of Humor a Good Fit for Subaru—Portlandia sponsorship expands into online content
By Jon Lafayette
Take a network with an offbeat sense of humor, a show about eccentric residents of an out-of-the-way city and a quirky automaker and you get a media partnership that has shown unusual growth over the past four years.
Subaru, a car with a small but dedicated customer base, began advertising on IFC's Portlandia when the show first launched. At the time, IFC was just beginning to accept commercials, abandoning its sponsorship model.
Now Subaru is the presenting sponsor of Portlandia, with its vehicles integrated into episodes of the comedy. For season 4, Subaru and IFC have also created their first Web series, with the car front and center as Portlandia stars Fred Armisen and Carrie Brownstein tailgate before a live presentation of NPR's Prairie Home Companion. It's already had about 282,000 views.
"People like the show and our role in that," says Alan Bethke, VP of marketing for Subaru. "We know the show has grown immensely in popularity and it reaches a wide audience."
And as the partnership has grown, so has the share of Subaru's market budget devoted to Portlandia, he says.
How has the region become one of Subaru's most important markets for sales? And what other benefits has the brand gotten due to its association with the series and the network?
For more, click HERE (sub required)
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| | Fates & Fortunes | • PETER SHERMAN has been named an executive VP at Omnicom. He was most recently CEO of JWT North America, after joining the company last summer as CEO of JWT New York. Prior to joining JWT, Sherman was executive VP and managing director of BBDO Europe, an Omnicom agency. In his new role, he will report to Omnicom CEO John Wren.
• GREG EASTERLY was named president and general manager of WGN Chicago, a CW affiliate. He was most recently president and general manager of WJW Cleveland. Both stations are owned by Tribune Co. Easterly will also oversee CLTV, Tribune's Chicago-based regional cable news channel. He had been with WJW, a Fox affiliate, since 1997, spending 10 years as VP/news director before moving up to general manager and then president. Tribune Co. recently acquired the Local TV station group.
• JOSH ELLIOTT has joined NBC Sports, where he is expected to work across many shows of the division's sports programming. He was most recently a coanchor on ABC's Good Morning America. Elliott joined ABC three years ago from ESPN. At GMA, Elliott will be replaced by ABC News correspondent Amy Robach, who had been a fill-in cohost on GMA for Robin Roberts when she was ill. In November, Robach disclosed while on the air that she has been diagnosed with breast cancer. Elliott has a non-compete clause in his ABC contract, which prevents him from working at NBC's Today show until October, should the network want to move him there.
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| | What They're Watching | BROADCAST RATINGS
'Good Wife' Up Following Previous Week's Buzz
Newsmagazine 60 Minutes received a boost from CBS' men's college basketball coverage Sunday night, improving 25% from last week to finish the night as the top-rated non-sports program on broadcast. Coverage of the NCAA men's basketball tournament ran late in the Eastern and Central time zones, cutting into the first 20 minutes of primetime there. The Amazing Race was up 11% from last week. The Good Wife grew 21% from last week, when the surprise death of character Will Gardner generated big social media buzz for the show. The Mentalist also improved 23% from last week. CBS finished as the night's top-rated network. ABC came in second as America's Funniest Home Videos declined 14% from last week. Once Upon a Time was even with last week and Resurrection was down 8%. Revenge slipped a tenth. Fox finished third on the night. Bob's Burgers fell 17%. American Dad and The Simpsons both stayed flat. Family Guy dropped a tenth and Cosmos declined 12%. NBC came in fourth. American Dream Builders was down one tenth. Believe also declined one tenth and Crisis dropped 23%.
For more, click HERE
CABLE RATINGS
NCAA Dominates Thursday Cable
Coverage of the NCAA Men's Basketball tournament dominated Thursday's cable programing, with postgame coverage following the San Diego St./Arizona match topping the chart with a 1.9 adults 18-49 rating. Pawn Stars on History Channel was the top non-NCAA cable original, earning a 1.3 in the demo, up a tenth from last week.
For more, click HERE
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| Overnight Ratings: Sunday, March 30
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| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| 60 MINUTES
| 3.9
| 16.4
| ABC
| AMERICA'S FUNNIEST HOME VIDEOS
| 1.2
| 5.9
| FOX
| BOB'S BURGERS (7)
AMERICAN DAD (7:30)
| 1.0
1.4
| 2.3
2.8
| NBC
| THE VOICE
| 0.7
| 3.0
| UNIVISION
| AQUÍ Y AHORA
| 0.5
| 1.6
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| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| ONCE UPON A TIME
| 2.1
| 6.5
| CBS
| THE AMAZING RACE
| 2.0
| 10.4
| FOX
| THE SIMPSONS (8)
FAMILY GUY (8:30)
| 1.9
2.1
| 3.9
4.1
| NBC
| AMERICAN DREAM BUILDERS
| 0.8
| 3.3
| UNIVISION
| NUESTRA BELLEZA LATINA
| 0.7
| 2.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| RESURRECTION
| 2.3
| 8.2
| CBS
| THE GOOD WIFE
| 1.9
| 10.5
| FOX
| COSMOS: A SPACETIME ODYSSEY
| 1.5
| 3.9
| NBC
| BELIEVE
| 1.1
| 4.8
| UNIVISION
| NUESTRA BELLEZA LATINA
| 0.9
| 2.5
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE MENTALIST
| 1.6
| 9.5
| ABC
| REVENGE
| 1.4
| 5.2
| NBC
| CRISIS
| 1.0
| 4.3
| UNIVISION
| SAL Y PIMIENTA
| 0.7
| 2.0
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'How I Met Your Mother' Finally Answers Title Question
After nine seasons on CBS, viewers will finally find out the answer to the title of this long-running sitcom in a special one-hour series finale beginning at 8 p.m. Cristin Milioti plays the mom, who was revealed in the season-eight finale, and has appeared during season nine. Cast members Josh Radnor, who plays young Ted (Bob Saget narrates the series as the older Ted), Neil Patrick Harris, Jason Segel, Cobie Smulders and Alyson Hannigan have been mum on what will be revealed during the series finale, but Hannigan recently said during a Jimmy Kimmel Live appearance that "the writers really wrapped the show up the way the fans would want it to be wrapped up." The upshot: How I Met Your Mother is still one of the most popular sitcoms on television. This season, it is averaging 8 million viewers and a 2.9 18-49 demo rating, making it the sixth most-watched sitcom in primetime and the third highest-rated comedy in the demo. Last week it averaged 9.1 million viewers and a 3.4 demo rating. Expect the series finale to draw well over 10 million and maybe even rival CBS' The Big Bang Theory as the most-watched comedy on TV this week. And for HIMYM fans, don't be too depressed. There is another series in the works by its creators titled How I Met Your Dad, which will have an all-new cast.
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| • 'Friends With Better Lives' Joins CBS Mix
How I Met Your Mother may be departing, but CBS is introducing another ensemble sitcom on Monday at 9 p.m. titled Friends With Better Lives. This series follows the lives of six friends: Will (James Van Der Beek), who is newly single but pines for his ex-wife; Jules (Brooklyn Decker) and Lowell (Rick Donald), a newly-engaged couple; Kate (Zoe Lister-Jones), a successful career woman who has problems with dating; and Andi (Majandra Delfino) and Bobby (Kevin Connolly), a happily married couple who would like to turn back the clock and return to their party days. The upshot: The series, with a real Friends-type formula, will move into the How I Met Your Mother 8:30 p.m. Monday time period on April 7. Premiering it leading out of the HIMYM finale is a smart move as it should get a bigger than normal lead-in audience. CBS has had mixed success with its ensemble comedies with some mega-hits such as The Big Bang Theory and Two and a Half Men and some milder successes such as Monday night's Mike & Molly, 2 Broke Girls, and the perennial replacement series Rules of Engagement. But it's also had its share of failures, including How to Be a Gentleman, Partners and We Are Men.
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| • 'The Real World' Meets 'MasterChef' on MTV
That's how one reviewer describes the new MTV series House of Food, which premieres on Monday at 10 p.m. MTV calls it "a drama-infused take on food TV," where a group of 20-something-year-old strangers with no formal culinary training are housed together, compete in cooking competitions and have the rest of their time taped for all to see. It's not really about the food per se—the housemates make dishes like meat cupcakes and peanut butter stew—but they are mentored by Chris Nirschel, who has worked at New York's Bryant Park Grill, and also as P. Diddy's personal chef. The upshot: Like most MTV reality series, the cast members are all good-looking and there is lots of alcohol and bickering involved. It's right in the MTV audience wheelhouse and, yes, the winner will get a chance to apprentice as a chef in a legit restaurant.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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