| Today's Top Stories | | #1 | AMC Will Not Sell 'Mad Men' Series Finale During the Upfront
| | | The network will hold back ad inventory for the last episode, which will air in 2015, choosing instead to sell advertising in the scatter market, according to an Ad Age report. "We will sell it almost like a sporting event," says AMC Networks president Charlie Collier. "It is going to be a pop-culture moment; we're coming to market as such."
Why This Matters: A smart move; it will more than likely cost marketers more money to buy ad time in the finale than if they were allowed to purchase it months in advance. Ad units for the series finale of AMC's Breaking Bad sold for about $400,000 in scatter with 10.3 million tuning in. Collier is betting Mad Men's upscale audience can inspire an even higher price.
A Take: Ad Age
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| | #2 | Google to Begin Selling Nielsen Ratings on YouTube
| | | Advertisers will be given the option of using Nielsen's Online Campaign Ratings as the currency for its video buys beginning next month. Nielsen has been testing the data with Google since November. Marketers will still be able to use comScore data as negotiating currency.
Why This Matters: The move comes just in time for the upfront selling period and will make YouTube more attractive for marketers by giving them another set of ratings data on which to base guarantees. Marketers love to have alternatives.
2 Takes: Adweek | MediaPost
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| | #3 | Pepsi Begins Its Largest Ever Global Campaign, Based Around Soccer
| | | The company has annually tied some of its marketing with soccer and ran its first global campaign two years ago. But this latest effort is its most expansive ever with TV commercials to air in more than 100 global markets, Ad Age reports. It will also feature a two-minute video allowing consumers to unlock an additional four minutes of content. A total of 19 renowned soccer players, including Leo Messi, will appear in the commercials, which will be regionalized.
Why This Matters: Pepsi is not an official sponsor of the upcoming World Cup, so this is a way for the brand to grab the spotlight surrounding one of the world's most talked about and watched TV events.
A Take: Ad Age
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#4 Twitter Signs New Five-Year Research Agreement With Kantar Media (MediaPost)
#5 New Ikea Home-Fixup Campaign Is Documented via Webisodes (NYT)
#6 Bose Begins Review of Its $200 Million Global Media Account (Ad Age)
#7 OMD Wins $90 Million PetSmart Media Account (Adweek)
#8 What Marketers Should Know When Pursuing Dearly Departed Celebs in Campaigns (Ad Age)
#9 Taco Bell, McDonald's Take Their Breakfast War Viral (Digiday)
#10 Advice on How to Reach Non TV-Watching Young Men (Ad Age)
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|  | • 51.4
Percentage of the total U.S. population that will use a smartphone at least once a month in 2014, according to eMarketer projections.
– Reported by eMarketer
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| | MBPT Spotlight | MLB's Brosnan on How the League Will Play Ball in Its Marketing Partnerships
By Barry Janoff, executive editor, NYSportsJournalism.com
The 2014 season promises to be a milestone year for Major League Baseball. In addition to a roster of returning marketing partners, MLB has first-year alliances with companies such as Church & Dwight, Target and Viacom/MTV.
New lead advertising agency BBDO NY helped to usher in Opening Day games with commercials under the theme, "For the Love of Baseball," including spots starring Los Angeles Angels' perennial MVP candidate Mike Trout in a scenario in which he follows Simon Says instructions from a young fan; and David Price (Tampa Bay Rays), who has nicknames for everything in his life, including his pitches, sunflower seeds, gum and Cy Young Award. MLB says that additional spots this season will feature Miguel Cabrera, Robinson Cano, Prince Fielder, Bryce Harper, Clayton Kershaw and Andrew McCutchen.
The launch campaign from BBDO also included a spot that looks at what makes baseball parks unique, and another that recounted baseball events that have occurred on past opening days and then asked, "Where will you be on Opening Day?"
This year marks the 25th anniversary of an alliance with ESPN, in addition to the start of a new eight-year deal between MLB and ESPN, signed in 2012 and valued at $5.6 billion, according to industry analysts. A multilevel campaign will include TV ads, social media and a series of ESPN-produced 25th season commemorative vignettes that will celebrate each major league team. One vignette will be unveiled each week across ESPN platforms.
Also making an impact this season: Regular season games that were played for the first time in Australia (between the Los Angeles Dodgers and Arizona Diamondbacks); expanded instant replay, including for the first time a centralized location in New York that will oversee all replay calls; new in-game rules, led by one designed to avoid collisions at home plate; and the Derek Jeter farewell tour, which will see the New York Yankees' shortstop playing in his last season in an MLB career that began in 1995.
"When I started in 1992, was $1.2 billion, and I'm proud of where we are today," MLB commissioner Bud Selig said during a media conference call to talk about the 2014 season and the 25th anniversary with ESPN. "I have hopes for $9 billion. I don't know that we'll make that this year, but we may. How high can it go? If this sport continues to make the progress at all levels, international and everything else, I've often said I hope I'm around ten years from now to see it because I think it's going to be amazing. It can go a lot higher."
What do the new MLB partners have planned for 2014 in terms of marketing and synergies? And what impact does MLB executive VP for business Tim Brosnan see from the league's new alliance with Viacom and MTV?
For more, click HERE
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| | Fates & Fortunes | • DEIRDRE McGLASHAN was named to the newly created position of chief digital officer at MediaCom Worldwide. She was most recently head of digital, global clients at Aegis Media. Prior to that, she was CEO, Greater China at digital agency Isobar, a unit of Aegis. McGlashan was also a founding partner of creative agency AnalogFolk and worked for Agency.com.
• JANE GOULD was named senior VP of consumer insights and research at MTV. She will oversee all consumer studies for MTV, MTV2, mtvU and MTV.com and will provide analysis to best position MTV with its audience and clients. She will also do trend forecasting to help MTV programming and marketing across all its screens. Gould succeeds Nick Shore, who left the company last year. Gould was most recently senior VP of consumer insights at Nickelodeon, like MTV a Viacom-owned network, where she spent 12 years. Prior to that, she founded of her own market research company in Australia.
• BRYAN NOGUCHI was promoted to senior VP, media director at Portland, Ore.-based R2C Group. He was previously director of integrated planning strategy at the agency. In his new role, he will manage a team of 55 media buyers and planners and will oversee media buying, planning and strategy across channels for all R2C Group clients. He assumes the responsibilities previously handled by Marilyn Davis, managing partner and executive VP, client relations, who worked out of the agency's Philadelphia office. She will continue to co-manage the agency's office there, but will now focus on agency growth.
• BOZOMA SAINT JOHN was named senior VP and head of global marketing at Beats Music. She was most recently head of Pepsi North America's music and entertainment marketing groups. She has also been VP, marketing for Ashley Stewart and worked at Arnold Worldwide.
• LAURA FORTI was promoted to VP of Turner Entertainment Networks Distribution. She was most recently director of TEN. In her expanded role, she will pursue and broker international opportunities and strategic partnerships on behalf of the TEN portfolio of networks which include TBS, TNT, truTV and Turner Classic Movies.
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| | What They're Watching | BROADCAST RATINGS
'Mindy Project' Returns Down
Fox's The Mindy Project returned from hiatus with two episodes Tuesday night, each one down 33% from the show's last new episode Jan. 21. Mindy followed Glee, which declined 18% from last week to tie a series low. Fox placed fourth among broadcasters on the night. CBS was the night's top network. NCIS was down 8% from last week, while NCIS: LA was even. Person of Interest was down a tenth from the prior week. NBC, in second place overall, saw The Voice fall 12% from last Tuesday. About a Boy grew one tenth and Growing Up Fisher was even with last week. ABC came in third. Marvel's Agents of S.H.I.E.L.D. declined 14% from its last original episode on March 11. The Goldbergs was down 12% from its last original on March 18 and Trophy Wife was even with its last episode. The CW aired reruns.
For more, click HERE
CABLE RATINGS
'WWE Raw' Tops Monday Cable
WWE Raw on USA was Monday's leading cable program with a 1.6 adults 18-49 rating, up a tenth from last week. T.I. & Tiny and Black Ink Crew, both on VH1, tied for second with a 1.2 rating in the demo.
For more, click HERE
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| Overnight Ratings: Tuesday, April 1
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.0
| 11.8
| CBS
| NCIS
| 2.3
| 16.8
| ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.8
| 5.4
| FOX
| GLEE
| 0.9
| 2.6
| UNIVISION
| POR SIEMPRE MI AMOR
| 0.9
| 2.4
| CW
| THE ORIGINALS (R)
| 0.3
| 0.7
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| NCIS: LOS ANGELES
| 2.4
| 15.2
| NBC
| ABOUT A BOY (9)
GROWING UP FISHER (9:30)
| 2.1
1.7
| 7.5
6.1
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.3
| ABC
| THE GOLDBERGS (9)
TROPHY WIFE (9:30)
| 1.5
1.0
| 4.5
2.9
| FOX
| THE MINDY PROJECT (9)
THE MINDY PROJECT (9:30)
| 1.0
1.0
| 1.9
1.9
| CW
| THE 100 (R)
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| PERSON OF INTEREST
| 1.9
| 11.5
| NBC
| CHICAGO FIRE (R)
| 1.0
| 4.3
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.5
| ABC
| RESURRECTION (R)
| 0.7
| 2.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Bravo Franchise Hopes for Better Ratings in a 'New York' Minute
Bravo's spinoff real estate series, Million Dollar Listing New York, is back for a third season on Wednesday at 9 p.m. The New York version of the series features a trio of realtors: Ryan Serhant, a soap opera actor turned realtor who sold more than $102 million in listings in his first two years in the business; Fredrik Eklund, a former gay porn star, now married, who has sold more than $1.2 billion in residential real estate properties; and Luis Ortiz, a newcomer to the series who is now working with Eklund and has moved into his own bachelor pad. The upshot: Million Dollar Listing New York has not been as successful as the original, Million Dollar Listing Los Angeles. While the L.A. version averaged 1.7 million viewers and a 0.5 18-49 demo rating for its sixth season last fall, the New York version averaged only 1.1 million and 0.4 demo rating. But much like with its "Real Housewives" series, Bravo keeps adding to its "Listing" spinoffs with a Miami version in production.
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| • Let the 'Dickering' Begin on History
A new History reality series titled Down East Dickering premieres on Wednesday at 10 p.m. Sort of a DIY version of American Pickers, the series follows a group of locals in rural Maine and other New England states who read the classified ads in Uncle Henry's Weekly Swap or Sell It Guide and then "dicker" to get the best prices on items such as tractor parts, bikes, scrap metal or even a cow. The show is not a competition; it just follows the folks and their attempts to make a few bucks on their dealings. The upshot: This is the latest in a growing number of reality series focusing on rural Maine. Animal Planet has a series called Cold River Cash that follows Maine fishermen. That network also has North Woods Law about Maine game wardens chasing wildlife and outlaws. And National Geographic Channel has an upcoming series on ice fishing set in Maine.
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| • 'Treasure King' Comes to Reelz
Collector Richie Marcello, who has a history of buying and selling some of the world's most highly sought-after museum-caliber pieces of memorabilia, stars in this new Reelz Channel series on Wednesdays at 10 p.m. Marcello already owns a collection that includes the General Lee car from the 1980s TV series Dukes of Hazzard, the original R2D2 from the first Star Wars movie and a Whitney Houston piano. In Treasure King, Marcello turns his focus on Hollywood, searching for more movie and studio memorabilia with the help of his "gallery girls" Georgina Leahy, Kristen Bitting and Amber Ettinger. The upshot: Reelz has slowly been adding its own original reality series. Treasure King joins its other series: Beverly Hills Pawn, The Polka Kings, The Capones and Hollywood Hillbillies.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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