| Today's Top Stories | | #1 | Marketers Abandoning L.A. Clippers After Owner's Racist Remarks
| | | Corporate sponsors of the NBA team are pulling out as the league, as of this afternoon, has banned team owner Donald Sterling for life. Used-car dealer CarMax is ending its nine-year sponsorship of the team. Other marketers either cutting ties or "suspending" their relationship with the team include: State Farm, Virgin America, Kia, Red Bull, Aquahydrate, Sprint, Corona and Mercedes-Benz, according to assorted media reports. Several of those advertisers have also asked Turner to remove their TV commercials from their telecasts of Clippers' playoff games.
Why This Matters: No brand is going to associate itself with an organization that is perceived to be racially insensitive, so when the comments first came to light over the weekend marketers were quick to pull their sponsorships of the Sterling-owned team. Turner is not expected to take a financial hit, since it will move the TV commercials from the Clippers' game into other NBA playoff games. Time will tell how sponsors ultimately react to NBA commissioner Adam Silver's actions.
3 Takes: WSJ | Ad Age | Adweek
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| | #2 | Kimberly-Clark Begins General Market Campaign Targeting Hispanics
| | | The Celebrate Family Unity campaign promotes Huggies, Pull-Ups, Kleenex, Scott and U by Kotex. The company is using this "infancy to maturity approach" because one in four Hispanic families has at least three generations in the same household, Lizette Williams of K-C tells Ad Age. It will be heavy on mobile, social and radio and will include a Web app. Christina Milian will be the celebrity face of the campaign.
Why This Matters: The Kimberly-Clark brands in this campaign have mass appeal among all consumers, not just Hispanics, and that is why the company is not honing in just on Hispanic media, although its prime target is the bicultural Latina mom.
A Take: Ad Age
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| | #3 | Burger King Names David Its Lead Global Agency
| | | This is the first time in almost three years that the chain has had an official global agency. Global chief marketing officer Axel Schwan says the scope of David's duties will be more comprehensive and aims to create a more cohesive message around the world, Ad Age reports. Burger King will continue to use its agencies in the U.S.—Pitch, Code & Theory and media agency Horizon—and also its overseas agencies to handle more local work.
Why This Matters: This is a huge win for David, an affiliate of Ogilvy & Mather that was created in 2011 and is named for O&M founder David Ogilvy. Burger King spends about $325 million on media globally, so the stakes are high.
2 Takes: Ad Age | Adweek
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#4 As NewFronts Begin, Marketers' Interest in Digital Video as Ad Medium Grows (NYT)
#5 ComScore Signs Global Ad Measurement Deal With Yahoo (MediaPost)
#6 Sprint to Provide Free Spotify Music for Customers Signing Up for 'Framily' Plan (Ad Age)
#7 JP Morgan Projects Slight Upfront Dip for Broadcast, 5% Hike for Cable (MediaPost)
#8 Why Knowing Your Customers Too Well Can Hurt Your Business (Ad Age)
#9 Univision CEO: Time Warner-Comcast Merger Is Bad for Hispanic TV Viewers (B&C)
#10 Publicis Groupe CEO Received 77% Compensation Hike in 2013 (MediaPost)
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Percentage of U.S. Internet users who access mobile health and fitness apps on a daily basis, according to a study by Research Now for Mobiquity. Of that total, 25% say they access the apps several times a day, while 45% do so once a day.
– Reported by eMarketer
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| | MBPT Spotlight | Media Buyers Spending TV Dollars at NewFronts—Slow shift is seen as more viewers move online
By Jon Lafayette
With advertisers clamoring for online video, a lot of activity is expected to surround the third annual Digital Content NewFronts in New York this week.
The NewFronts were conceived as a way to give Web-based media a forum to show off their wares and catch the eye of media buyers more familiar with traditional television.
At this point, digital video has become an acceptable alternative to TV for some media buyers and their clients.
"We see strong engagement lifts, brand metric lifts, purchase intent lifts, when online video is run in conjunction with television, and I'd say that certainly extends into the mobile video space too," says Amanda Richman, president of Starcom U.S.
That means some of the billions once earmarked for TV are becoming online video dollars. "TV money has been migrating to online video for the last four or five years, in small steps," Richman says. "NewFronts has definitely helped spark some of that, but I think more and more the data simply is in sync with consumer behavior."
Peter Naylor, the new executive VP for sales at Hulu, says he's had discussions with agency execs who say their research teams are telling them to put 10% to 20% of their video budget online, especially if the target viewer is young.
"It's going to be interesting to watch online video's share continue to creep upward. I don't know that we'll ever have some seismic cannonball into the pool, but everyone's swimming," Naylor says.
How are the big TV network companies handling their association with the NewFronts this year? And what's on the slate for Sony/Crackle, Google/YouTube and Hulu?
For more, click HERE (sub required)
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| | Fates & Fortunes | • STEPHEN BUTLER was named chief creative officer in the Los Angeles office of TBWA\Chiat\Day. Butler was most recently executive creative director with the agency. He succeeds John Norman, who left in February to join Translation. Butler has also served as creative partner at Mother's London office, and was also a creative director at Bartle Bogle Hegarty in London.
• FRIDAY ABERNETHY was named to the newly created post of senior VP, content distribution at Univision Communications. In addition to overseeing distribution of Univision's linear broadcast and cable networks, she will also oversee distribution of El Rey, the new network founded by filmmaker Robert Rodriguez of which Univision is a partner. Abernethy was previously executive VP of distribution sales and marketing for TV Guide Network and prior to that was VP of national accounts/field operations for content distribution at MTV Networks.
• KATHLEEN KEEFE is retiring as VP of sales at Hearst Television at the end of this year. Keefe has been with Hearst since 2001. Prior to that, she was VP of sales and marketing at Post-Newsweek Stations, where she spent 14 years. She also served as general manager of WKMG Orlando.
• CRAIG FERGUSON has announced plans to step down as host of The Late Late Show on CBS in December. He made the announcement during the taping of the show on Monday. Ferguson has hosted the show since 2005. Ferguson will begin hosting syndicated game show Celebrity Name Game this fall and he is also developing TV projects via his Green Mountain West production company. CBS has not said who will replace him.
• ALBERTO MIER Y TERÁN was named executive VP of Univision Television Group. He will also continue in his role as general manager of flagship stations KMEX-TV Univision 34 and KFTR-TV UniMás 46 in Los Angeles. In his new role, he will be involved in the strategic direction of the TV station group, including personnel, revenue, expenses and station management. He continues to be based in Los Angeles and reports to Kevin Cuddihy, president of UTG. Mier y Terán has been with Univision for more than a decade.
• ERIC RATCHMAN was named senior VP, global distribution and strategy at ESPN Media Networks. He was most recently VP of business strategy for the affiliate sales and marketing group. He will continue to oversee strategy for the affiliate sales and marketing group, but will assume the additional responsibilities of overseeing the global distribution business operations and strategy team for Disney Media Distribution. Ratchman has been with ESPN since 2005 and prior to that was manager of strategy and business architecture at Accenture.
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| | What They're Watching | BROADCAST RATINGS
'Following' Rises for Finale, But Down From Last Year
Fox aired the second season finale of The Following on Monday night and while it rose 7% from last week (with a Bones repeat as its lead in), it was down 44% from last year's season ender. Overall, Fox finished fourth among the English-language broadcasters. Spanish-language broadcaster Univision finished ahead of Fox. NBC led the night, as The Voice held even with last week and The Blacklist dipped 4%. In second was ABC. Dancing With the Stars rose 9% and Castle inched up 6%. CBS' new comedy Friends With Better Lives improved 12%, airing behind 2 Broke Girls, which also ticked up 5%. Mike & Molly also rose 16%. With repeats from 9:30-11 p.m., CBS ended Monday in third. The CW's Star-Crossed and The Tomorrow People were both even with last week's lows.
For more, click HERE
CABLE RATINGS
'Game of Thrones' Defeats NBA on Sunday
HBO's Game of Thrones was Sunday's top cable original with a series-high 3.7 adults 18-49 rating, up 6% from last week. NBA Playoffs on TNT came in second with a 2.1 rating in the demo.
For more, click HERE
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| Overnight Ratings: Monday, April 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 2.9
| 11.5
| ABC
| DANCING WITH THE STARS
| 2.4
| 14.9
| CBS
| 2 BROKE GIRLS (8)
FRIENDS WITH BETTER LIVES (8:30)
| 2.2
1.9
| 7.8
6.2
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.1
| 2.7
| FOX
| BONES (R)
| 0.9
| 4.0
| CW
| STAR-CROSSED
| 0.3
| 0.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.0
| 11.3
| ABC
| DANCING WITH THE STARS
| 2.5
| 15.3
| CBS
| MIKE & MOLLY (9)
THE BIG BANG THEORY (R) (9:30)
| 2.2
1.7
| 7.5
6.3
| FOX
| THE FOLLOWING
| 1.5
| 4.8
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.5
| 3.6
| CW
| THE TOMORROW PEOPLE
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 2.7
| 10.9
| ABC
| CASTLE
| 1.9
| 10.1
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.2
| 2.7
| CBS
| PERSON OF INTEREST (R)
| 0.9
| 4.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • USA Stays in Comedy Game With 'Playing House'
This new sitcom premieres with back-to-back half-hour episodes on USA on Tuesday at 10 p.m., leading out of a syndicated episode of Modern Family. Playing House stars Jessica St. Clair and Lennon Parham as childhood best friends who become roommates. St. Clair plays Emma, who comes to stay with Parham's character Maggie, a mother-to-be whose husband is having an online affair. Complicating things is that Emma is returning to her hometown where both her prim-and-proper mother and an ex-boyfriend cop still live. Jane Kaczmarek, Keegan-Michael Key, Brad Morris and Zach Woods costar, and various comedians will make appearances on the series. The upshot: USA, long a cable leader in scripted dramas, has been making its move into original scripted comedy. It is using its acquisition of syndication rights for Modern Family to aid the cause. The first original scripted comedy, Sirens, which is about three EMT workers, has struggled since premiering in March, averaging 1.1 million viewers and a 0.4 18-49 demo rating. But new genres on a network take time to work.
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| • NBC Finds Some Tuesday Sitcom Success
The Peacock network televised the pilot episodes of two new sitcoms About a Boy and Growing Up Fisher during the Olympics in February and then put them on Tuesday nights leading out of The Voice. Since then, they have been drawing decent-size audiences and maintaining their numbers. At 9 p.m., About a Boy is averaging 7.6 million viewers, ninth among all broadcast network sitcoms, and a 2.1 18-49 demo rating, eighth among all sitcoms. At 9:30 p.m., Growing Up Fisher is averaging 6.6 million viewers, ranking it 12th among all broadcast sitcoms, and a 1.7 18-49 demo rating, ranking it 13th among its fellow comedies in the demo. The upshot: The network has not had much comedy success in recent years, but these two might break that track record. About a Boy is likely to be brought back for a second season by NBC and it might be wise to renew Growing Up Fisher as well.
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| • 'The Game' Continues to Have Game
This BET dramedy that follows the lives of professional football players on the fictional San Diego Sabers is averaging 2.7 million viewers and a 1.3 18-49 demo rating since returning for its seventh season on Tuesday, March 4 at 10 p.m. Not only is it one of the most watched cable series on Tuesday nights, it also has been the most watched series among adults 18-49 on several Tuesdays. The upshot: This show continues to be a winner for BET and a winner for marketers who want to target a mass African-American audience.
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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
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Phone: 917-281-4708 | Send Email
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