| Today's Top Stories | | #1 | Microsoft Moves Its $1 Billion Global Media Account to Dentsu's Aegis
| | | Publicis Groupe's MediaVest previously handled U.S. media responsibilities and Interpublic's UM handled the international duties. On the creative side, WPP agencies Wunderman and Possible, Publicis Groupe's Razorfish and independent agency Omelet are also being replaced. Named to handle creative responsibilities are Interpublic agencies, including McCann Erickson.
Why This Matters: This is another massive media and creative account changing hands and, as is a somewhat historical pattern, comes following the recent appointment of new Microsoft chief marketing officer Chris Capossela, who said, "We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace."
2 Takes: Ad Age | Adweek
|
| | #2 | MillerCoors Drops Saatchi & Saatchi as Its Lead Agency
| | | Two years after winning the creative account for the beermaker's Miller Lite and Miller Fortune brands, the agency is being replaced. WPP agencies Johannes Leonardo and Ogilvy & Mather will now handle creative responsibilities. Miller Lite budgets about $160 million annually on media ad spending.
Why This Matters: Saatchi revived the brand's "Miller Time" theme in its creative but apparently that wasn't enough to keep the account. WPP's Cavalry handles creative on other MillerCoors brands, including Coors and Coors Light. That may have been a contributing factor in the company dropping Publicis Groupe's Saatchi.
2 Takes: Ad Age | Adweek
|
| | #3 | TVGN Plans to Undercut E! on Upfront Pricing
| | | Brad Schwartz, president of the cable net formerly known as TV Guide Network, now owned by CBS and Lionsgate, in announcing a new slate of unscripted shows said the network plans to lure advertisers away from NBCUniversal's E! network. "We can do really great things at lower price points," he told marketers, adding that if they want to make comparable buys on E! they "have to spend a lot. We're hungry, we're smaller, we have a much lower price of entry."
Why This Matters: The battle between CBS and NBC is moving from broadcast to cable. It will be interesting to see how marketers respond to Schwartz's promise to sell cheap ad inventory in the upfront.
A Take: Adweek
|
|
#4 American Express Is First Advertiser on Cablevision's CloudTV AdCast (B&C)
#5 Placemedia Launches Programmatic Ad Buying Platform for Local TV (MediaPost)
#6 Nielsen-BlackArrow Deal Could Speed Up Adoption of On-Demand Ratings (Adweek)
#7 Brown-Forman's Web Shift in Wake of Facebook Cutting Organic Reach (Digiday)
#8 Kao USA Names Arnold NY Its Creative Agency (Adweek)
#9 Acura to Sponsor Four Seasons of Seinfeld's Coffee/Cars Series (B&C)
#10 Growing Number of NYC Restaurants Using Sidewalk Ads to Lure Customers (WSJ)
|
|  | • 13
Percentage of millennials making do without any pay-TV service, according to a poll by Verizon Digital Media Services. This compares to 9% of non-millennials (ages 35-64), and shows that millennials are not yet cutting cords at a much higher rate than their older counterparts.
– Reported by eMarketer
|
| | MBPT Spotlight | For Multicultural Viewers, It's a Multiplatform 'Mundo'—Networks are increasingly using the second screen to boost programming availability for their diverse audiences
By Tim Baysinger
Statistics are pretty clear that if you want to reach a multicultural audience, you'd better be utilizing something beyond the one big screen in the den. More than any segment of the population, multiethnic viewers have embraced cross-platform options.
According to Nielsen, multicultural consumers have led the growth in smartphone penetration, becoming adaptors at a higher rate than the U.S. average, which grew to 68% in January. That charge is led by Asian-Americans, as 78%—or nearly four out of five—use a smartphone. Hispanics are also ahead of the curve in adopting digital devices, with 77% saying they own a smartphone; African-Americans rate at 73%.
And given the increases in multiplatform content over the past few years, especially coming from networks attempting to reach a wider swath of viewers, there are more content options than ever.
Producing for the Second Screen
Earlier this month, top Spanish-language broadcaster Univision launched its first fully over-the-top network, Flama. The network targets 15-to-30-year-olds, and was first announced at last year's NewFronts.
Flama premiered with five shows, ranging from docu-series Drop the Mike With Becky G, about a 17-year-old hip-hop artist, and The Johnny Sanchez Show, with the comedian running through a list of online clips, Tosh.0-style. The OTT network also features original and curated video from around the Web and touts itself as sort of an online marketplace for all segments within the U.S. Hispanic community.
How is Telemundo gearing up to get more into the multiplatform game? And what are ESPN's plans for increasing cross-platform plays of World Cup coverage?
For more, click HERE (sub required)
|
| | Fates & Fortunes | • PEGGY CONLON is stepping down as president and CEO of the Ad Council after 15 years in the post. Before joining the Ad Council she was group VP at Reed Business Information. Prior to that, she was group publisher at CMP Media. A search is underway for her successor. The transition is expected to be made by early 2015.
• LISA MANOWITZ has joined Pinterest as head of partnerships on the East Coast. The move comes according to an Adweek report. Manowitz spent the past three years at Twitter and prior to that spent six years in sales at Yahoo.
|
| | What They're Watching | BROADCAST RATINGS
'Voice' Falls to New Series Low
NBC's The Voice fell to a new series low Tuesday night, dipping 4% from last week. Comedies About a Boy and Growing Up Fisher each tied their respective lows, with About a Boy shedding 11% from last week and Fisher remaining flat with last week. At 10 p.m., Chicago Fire rose 6% from its last episode. NBC finished the night in second place. CBS led the night, returning its lineup from a week off. NCIS rose 14%, while NCIS: Los Angeles was even. Person of Interest rose 6%. ABC finished third. Marvel's Agents of S.H.I.E.L.D. was flat with last week. The Goldbergs, returning from a few weeks off, rose 14% and Trophy Wife improved 13%. Celebrity Wife Swap fell 11% from last week to a new series low. In fourth was Fox (fifth among all broadcasters behind Univision). Glee dipped a tenth, while New Girl fell 17% from its last episode two weeks ago. The Mindy Project rose 10%. The CW's The Originals rose 33% in the 18-49 demo and 17% in the net's targeted adults 18-34 demo. Supernatural was up 11% among 18-49s and up 13% with 18-34s.
For more, click HERE
CABLE RATINGS
'WWE Raw' Ties NBA Playoffs on Monday
USA Network's WWE Raw and NBA Basketball Playoffs on TNT tied for Monday's top cable program, with both earning a 1.8 adults 18-49 rating. WWE Raw was up 20% from last week.
For more, click HERE
|
| Overnight Ratings: Tuesday, April 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 2.7
| 10.8
| CBS
| NCIS
| 2.5
| 17.0
| ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.9
| 5.5
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.0
| 2.6
| FOX
| GLEE
| 0.8
| 2.3
| CW
| THE ORIGINALS
| 0.8
| 1.7
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| NCIS: LOS ANGELES
| 2.1
| 14.8
| NBC
| ABOUT A BOY (9)
GROWING UP FISHER (9:30)
| 1.7
1.5
| 6.6
5.7
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.5
| 3.7
| ABC
| THE GOLDBERGS (9)
TROPHY WIFE (9:30)
| 1.6
0.9
| 4.6
2.9
| FOX
| NEW GIRL (9)
THE MINDY PROJECT (9:30)
| 1.0
1.1
| 2.2
2.2
| CW
| SUPERNATURAL
| 1.0
| 2.1
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| PERSON OF INTEREST
| 1.9
| 11.2
| NBC
| CHICAGO FIRE
| 1.8
| 7.2
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.1
| 2.5
| ABC
| CELEBRITY WIFE SWAP
| 0.8
| 2.7
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Chicago P.D.' Looks to 'Fire' Things Up Next Season on NBC
Dick Wolf's latest TV drama series, Chicago P.D., a spinoff of Wolf's Chicago Fire, is winding down its first season in decent shape in its Wednesday 10 p.m. time period, averaging 6.2 million viewers. That's good enough to rank it third among the freshman dramas in broadcast primetime currently on the air. Among all broadcast dramas, it ranks 20th. Its 18-49 demo numbers aren't as good, but it is still averaging a 1.6 to rank it fourth among the new dramas and 19th overall. The upshot: NBC has already decided to bring Chicago P.D. back next season, and network brass has to be hoping it follows in the footsteps of Chicago Fire. Last season, Chicago Fire averaged 5.9 million viewers and a 1.7 18-49 demo rating. This season it is averaging 6.2 million viewers and a 2.0 rating in the demo. Chicago P.D. has also improved the time period, occupied last season by Parenthood.
|
| • 'American Idol' Keeps Sliding
The onetime Fox mainstay has been hitting series lows in each of the past several weeks in its Wednesday 8 p.m. slot. Season-to-date it is averaging 11.1 million viewers and a 3.0 18-49 demo rating, but two weeks ago it drew 8.5 million and a 1.9 18-49 demo rating, being beaten head-to-head by CBS reality series Survivor (9.4 million, 2.5 demo rating). Last week it drew 9 million and a 2.1 demo rating, and again was outdrawn by Survivor (9.4 million, 2.3 demo rating). The remaining five finalists will perform this week. The upshot: In past seasons, as the finals drew closer, tune-in usually got larger, but that's not happening so far this season on Idol. Last season, the series on Wednesdays averaged a 3.9 rating in the 18-49 demo, so with the demo number at 3.0 this season, Fox is likely in make-good mode.
|
| • 'American Pickers' Keeps 'em Grinning at History
History's hit reality series continues to pull in viewers during its sixth season on Wednesdays at 9 p.m. The series follows Mike Wolfe and Frank Fritz who once again drive through the back roads searching for junkyards and barns, hoping to find valuable relics of the past that they can sell at their shop. The upshot: American Pickers is pretty much a continuous series with usually only a few weeks between seasons. In first run, it is averaging 3.5 million viewers and a 0.8 18-49 demo rating and continues to be one of the most watched shows on Wednesday night cable.
|
|
|
| |  |  |
|
|
| 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
|
|
| | | 
|
|
|
|
| | | | | | |
