| Today's Top Stories | | #1 | 'Fashion Rocks' Returns to CBS to the Delight of Some Advertisers
| | | The music special based around New York Fashion Week has not aired since 2008 and another special, Movies Rock, has not aired since 2007, but their creator, Richard Beckman, is bringing them back through his new company Three Lions Entertainment. Fashion Rocks already counts L'Oréal USA brands Garnier and Maybelline among sponsors; Mazda will be a sponsor for both. Other partners signed up include AOL, Cumulus, Macy's, Time Inc. and Verizon, according to a New York Times report.
Why This Matters: Entertainment event specials are growing in popularity among TV viewers, creating better opportunities for marketers. "In this day and age, not much is DVR-proof," says L'Oréal's Karen Mlynarczyk. "We are definitely interested in appointment TV, live TV, because it encourages stronger viewer engagement and drives social conversations."
A Take: NYT
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| | #2 | Horizon Media Founder Still Not Sold on Selling His Agency
| | | Bill Koenigsberg tells The Wall Street Journal he isn't quite ready to put the largest independent media services company up for sale, despite all the acquisitions the larger holding companies have been making of other independent agencies. "My ears are always open," he says. "I just have not completely fallen in love and still have decided not to get married." But if he eventually sells, it will have to be to a company that continues his philosophy of the past 25 years.
Why This Matters: With more than $4 billion in billings and client wins totaling $575 million in 2013 including Burger King and Vonage, Horizon would be a plum acquisition for any of the large holding companies.
A Take: WSJ
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| | #3 | Luxury Brands Best to Reach Affluent Consumers by Email, Not Texts
| | | A survey by Luxury Institute conducted in first-quarter 2014 found that only 17% of U.S. affluent Internet users, with incomes over $150,000 annually, had signed up or were likely to sign up to receive text messages from a luxury brand, according to an eMarketer report. Even tech-savvy affluent millennials were not interested in mobile text messages, with only 27% saying they would be interested in receiving them. Email fared better, with 49% of affluents saying they would be amenable to receiving email messages from brands, and 61% of millennials saying they would.
Why This Matters: Luxury brands beware—texting affluent potential consumers could turn them off on their products. Better to reach out with less intrusive emails.
A Take: eMarketer
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#4 Fraud Researcher Shows How Bots Scam Advertisers by Acting as Humans (Ad Age)
#5 'Wall Street Journal' Global Ad Sales Head Talks Digital Video Ad Options (eMarketer)
#6 Media Agency Exec: Publishers Should Pay Biggest Cost of Fixing Ad Fraud (Ad Age)
#7 Research Firm Says U.S. Ad Spending Will Grow 6.2% in 2014 (MediaPost)
#8 Chipotle Names GSD&M Its Lead Media Agency (Ad Age)
#9 Where Does Tumblr Fit in the Battle for Mobile Ad Dollars? (Digiday)
#10 Consumer Spending in U.S. Unexpectedly Declines in April (Bloomberg)
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|  | • 149.4
Billions of dollars that will be spent on advertising in the U.S. during 2014, according to MoffettNathanson Research.
– Reported by MediaPost
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| | MBPT Spotlight | Health Care Law's Ad Traffic Jam—Talk shows, local news bought most by both insurers and critics
By Elizabeth Wilner, editor, Kantar U.S. Insights
The Affordable Care Act has been an unprecedented event in U.S. television advertising for basically two reasons.
First, for the never-before-seen, lopsided negative political ad onslaught it has inspired since President Obama signed the ACA into law. From March 23, 2010 through late April 2014, Kantar Media CMAG tracked $445 million in total estimated broadcast and national cable TV ad spending about the law with a negative-to-positive ratio of more than $15 to $1, or $418 million to $27 million.
And second, for the equally unprecedented ushering of millions of consumers into the marketplace at one time—when has a law ever created an instant customer pool like this?—that triggered an insurer and government ad spending spree. From the start of open enrollment on October 1, 2013 until it ended in April 2014, per CMAG, insurers spent close to $400 million on broadcast and national cable TV.
While some insurers' spending focused on unrelated events such as Medicare deadlines, it's safe to assume that a significant amount of the spend—and considerably more than the nearly $90 million CMAG tracked for advertising specifically referencing the ACA—was taking advantage of health care reform. Even while avoiding mention of the politically unpopular ACA, some insurers, such as Cigna with its "Go You" campaign, used the enrollment window to roll out new branding. The crash of the federal website and problems with some state sites no doubt unnerved some insurers and altered marketing plans.
In Q4 2013, the only major insurer to spend significantly on advertising that openly acknowledged the arrival of health care reform was Blue Cross Blue Shield via many of its regional organizations. Beyond the Blues, smaller insurers, including new co-ops, were much quicker to use the existence of health care reform in their advertising than the large ones, seeing it as an opportunity to compete with the major brands on a level field.
What programming genres did the positive and negative advertisers gravitate toward? And what might the buying strategies be for both parties as we head toward the next health care enrollment period, which starts in November?
For more, click HERE
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| | Fates & Fortunes | • MONICA LOZANO is stepping down from her role as chief executive officer of ImpreMedia and as publisher of La Opinión. She will continue as board chair of ImpreMedia's parent company U.S. Hispanic Media Inc. Lozano has been with the company for almost 30 years. She will be succeeded by FRANCISCO SEGHEZZO. Lozano is the granddaughter of La Opinión founder Ignacio Lozano Sr. She began working at La Opinión in 1985 and in 2004 was named publisher. She was named CEO of ImpreMedia in 2010. Seghezzo was named chief operating officer of ImpreMedia when the company was acquired by a subsidiary of La Nación in 2012. Prior to that, Seghezzo was corporate planning director at La Nación.
• MICHAEL SUSSMAN was promoted to the newly created position of president of BAV Worldwide, Y&R. He was most recently global director of analytic insights and strategy for Y&R Advertising, where he oversaw the agency's branding tool BrandAsset Valuator (BAV), a propriety database for clients. In his new role, Sussman will work with Y&R global planning director Sandy Thompson to integrate BAV into Y&R's strategic planning process.
• KLAUDIA BERMUDEZ was named senior VP and general manager, Latin America, for NBCUniversal's Universal Networks International division. She will be responsible for managing all day-to-day activity of UNI's channel business across Latin America, including Universal Channel, Syfy and Studio Universal. She will be based out of Miami.
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| | What They're Watching | BROADCAST RATINGS
'Undateable' Premiere Solid for NBC
The premiere of NBC's new comedy Undateable on Thursday night was the best for a Big Four summer comedy since ABC's The Goode Family in 2009. Hollywood Game Night, which was up one tenth from last week, led off NBC's night. Last Comic Standing was down one tenth from last week. NBC, CBS and Fox tied for the night's top spot. CBS aired a lineup of reruns—including The Big Bang Theory, whose rerun outperformed all original broadcast programming. Fox's Hell's Kitchen was up one tenth from last week, while Gang Related was even with last week's premiere. ABC finished fourth as Black Box shed one tenth from last week. The CW aired all reruns.
For more, click HERE
CABLE RATINGS
NBA Conference Finals Gives ESPN Wednesday Win
ESPN's coverage of the continuing NBA Conference Finals earned the top spot on Wednesday cable with a 3.1 adults 18-49 rating, followed by SportsCenter with a 1.6 in the demo. Beaten by repeat comedies on Adult Swim and TBS, MTV's Catfish stayed flat from last week at a 1.0.
For more, click HERE
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| Overnight Ratings: Thursday, May 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (R) (8)
MOM (R) (8:30)
| 2.0
1.5
| 8.7
6.4
| FOX
| HELL'S KITCHEN
| 1.6
| 4.5
| NBC
| HOLLYWOOD GAME NIGHT
| 1.2
| 4.3
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.9
| 2.2
| ABC
| THE BACHELORETTE (R)
| 0.5
| 2.4
| CW
| THE VAMPIRE DIARIES (R)
| 0.3
| 0.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.5
| CBS
| TWO AND A HALF MEN (R) (9)
THE MILLERS (R) (9:30)
| 1.5
1.2
| 6.2
5.0
| NBC
| UNDATEABLE (9)
UNDATEABLE (9:30)
| 1.3
1.3
| 3.9
3.8
| FOX
| GANG RELATED
| 0.9
| 3.2
| ABC
| THE BACHELORETTE (R)
| 0.6
| 2.6
| CW
| THE ORIGINALS (R)
| 0.3
| 0.8
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| LAST COMIC STANDING
| 1.6
| 4.6
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.5
| CBS
| ELEMENTARY (R)
| 0.8
| 4.5
| ABC
| BLACK BOX
| 0.7
| 3.6
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • NBC Banks on Viewers Seeing John Malkovich as Blackbeard
NBC is premiering scripted drama Crossbones on Friday at 10 p.m. In the series, which takes place in the 1700s, Edward Teach, aka Blackbeard (John Malkovich), reigns over a rogue nation of thieves, outlaws and miscreant sailors, but lurking in the background is undercover assassin Tom Lowe (Richard Coyle) who is sent to the pirate haven to take out Blackbeard. Complicating the story line is that Lowe develops an admiration for Blackbeard, making his task that much harder. The upshot: This is another new summer drama for NBC, which dabbled in scripted fare last summer but didn't have much success. Malkovich is a known actor from his many movie roles, but whether the pirate theme can draw an audience and hold on to it through the summer is another question.
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| • You Can 'Bet on Your Baby' or 'Sing Your Face Off' on ABC
The network will premiere the second season of its "family competition series" Bet on Your Baby on Saturday at 8 p.m. The premise is that parents try to predict the behavior of their two- and three-year-olds in playground games that take place on stage. Each week, five families compete, with the winner getting a $50,000 college scholarship for their child. ABC will also premiere a new reality series Sing Your Face Off on Saturday at 9 p.m. The series is a variety talent competition in which celebrities take on the personas and perform as music icons. Among the celebrities appearing during the season will be Lisa Rinna, Jon Lovitz and NBA player Landry Fields. John Barrowman hosts and Debbie Gibson and Darrell Hammond are the judges. There will also be celebrity judges each week that will include RuPaul, Carnie Wilson, Richard Simmons and Carmen Electra, among others. The upshot: Bet on Your Baby premiered in April last year and averaged 2.3 million viewers and a 0.5 18-49 demo rating in the spring, and 2.1 million viewers and a 0.4 demo rating during the summer. Those are not very good numbers, even for summer, and it's not a very good sign for Sing Your Face Off, which will lead out of it.
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| • Reality Series Stars Visit 'Marriage Boot Camp'
WE tv will premiere a new version of its Marriage Boot Camp unscripted series on Friday at 9 p.m.; this one is called Marriage Boot Camp Reality Stars. Instead of regular folks, the series will feature celebrity couples who have appeared on other reality series and who are trying to save their relationships. Among them are Tanisha Thomas (Bad Girls Club), Gretchen Rossi (Real Housewives of Orange County), Trista Rehn and Ryan Sutter (who married after meeting on The Bachelorette), Jennifer 'JWoww' Farley (Jersey Shore) and Traci Braxton and her husband of 20 years, Kevin Surratt. The boot camp is run by Jim and Elizabeth Carroll. As the network describe the series: "drama reaches new heights: betrayal, lying, anger and fear rock the mansion. Reality TV brought them together, but reality may tear them apart." The upshot: The regular version of Marriage Boot Camp has averaged about 800,000 viewers and a 0.4 18-49 demo rating, but this series could draw more than that because each of the celebrities already has a TV following from past and/or current reality series.
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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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