| Today's Top Stories | | #1 | Omnicom Group Announces $230 Million Ad Deal With Twitter
| | | The two-year agreement is focused on mobile spending and will integrate OMG's programmatic ad buying unit Accuen with Twitter's ad exchange MoPub. The media agency holding company will receive inventory access, locked-in ad rates and a first look at mobile ad units created by Twitter.
Why This Matters: Twitter has done similar partnerships with holding companies over the past two years, including a two-year $200 million deal with Publicis-owned Starcom MediaVest Group. However, Twitter's Adam Bain says, "This is the first holding company agreement we've done on the mobile ad exchange side."
3 Takes: WSJ | Ad Age | Adweek
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| | #2 | Yahoo in Talks to Start Rival Site to Google's YouTube
| | | A report in Ad Age says Yahoo is ramping up talks with video producers and plans to premiere a rival video service to YouTube later this summer. The report, citing people briefed with Yahoo's plans, says the initial goal was to introduce the new service at its upfront presentation in April, but contract issues caused a delay. The plans reportedly include more generous revenue-sharing deals or fixed ad rates that are significantly higher than what YouTube is currently delivering to its creators. Doing a deal with Yahoo would not preclude creators from also doing business with YouTube.
Why This Matters: Competition is always good for content creators and advertisers, but there are still lots of questions to be answered before creators and marketers jump in to do deals with Yahoo.
A Take: Ad Age
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| | #3 | Twitter Growth Slows in U.S., But Popularity Is Soaring in Asia-Pacific
| | | The number of Twitter users in the U.S. is expected to grow by 12% this year, but eMarketer is projecting a 34% user increase in Asia. And Twitter's total user numbers in the Asia-Pacific region already eclipse those in North America and Western Europe. By 2018, the number of Twitter users in Asia-Pacific will make up 40% of the social network's total user base, more than double the percentage of North American users.
Why This Matters: These numbers indicate opportunities for global marketers who want to reach consumers in the Asia-Pacific region. From Twitter's perspective, the network needs to start monetizing its user base in that region and start bringing in more ad revenue from outside the U.S.
2 Takes: Bloomberg | eMarketer
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#4 Mondelez Europe Finds Social Media as Effective as TV (Ad Age)
#5 Chipotle Quietly Rolling Out Its Asian and Pizza Outlets (Adweek)
#6 Want S'more? Dairy Queen Begins Second 'Fan Food, Not Fast Food' Campaign (NYT)
#7 Forrester Report Finds Lots of Uncertainty About Big Data (WSJ)
#8 Social Media Strategist Advises Emphasis on Frequency and Reach (Digiday)
#9 Chili's Initial Marketing for Frozen Food Line Skips TV for Digital, Social (Ad Age)
#10 As Online Video Ads Grow, So Does Online Ad Fraud (WSJ)
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|  | • 1.41
Billions of dollars that the U.S. health care and pharmaceutical industry will spend on paid digital media in 2014. That total includes $373 million on mobile ad formats.
– Reported by eMarketer
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| | MBPT Spotlight | Were Those Upfront Moves Good Ones? Media Agency Execs Weigh In (Part One)
By John Consoli
The broadcast networks announced their new fall schedules at upfront presentations recently, and as is the case every year at this time, everyone has an opinion on those new shows and the ways each network will try to draw in more viewers for the new season. But as usual, one thing of paramount importance to the networks is what the media agencies think, and what advice they give to their marketer clients who are in the process of spending billions on commercial time during the buying process currently underway.
MBPT gathered four veteran media agency programming research executives and tossed 10 questions at them based on some of the key network moves. The execs are: Brian Hughes, senior VP, audience analysis, MagnaGlobal; Sam Armando, senior VP and director, SMGx Strategic Intelligence; Billie Gold, VP, director of buying/programming research at Carat; and Brad Adgate, senior VP, director of research, Horizon Media.
Five questions are addressed by the panel in Tuesday's MBPT Spotlight. You can read the remaining five questions in Wednesday's Spotlight.
NBC is moving The Blacklist to Thursday night after Thursday Night Football ends on CBS. Clearly the network is doing this to try to capture some of the pre-weekend ad revenue on that night. But how will The Blacklist, which has benefited from leading out of The Voice on Monday night this past season, hold up on its own vs. ABC's Scandal on Thursday in a head-to-head battle?
Brian Hughes: We expect it to lose a little of its potency with the increased competition, but I don't think it will suffer the same fate as Revolution did for NBC after losing The Voice lead-in when it was moved. Blacklist has aired a couple of times on its own this year and held up reasonably well. Certainly it's a risk, but I think NBC is giving it every opportunity to succeed by having the first part of a two-episode arc after the Super Bowl, and the conclusion in its new time period a few days later.
What did the group say about The CW's sci-fi moves that have shifted its demographic focus? And what about CBS' reliance on spinoffs instead of perhaps taking chances on different kinds of dramas?
For more, click HERE
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| | Fates & Fortunes | • GEORGE BODENHEIMER will end his 33-year career at ESPN at the end of May. He is currently executive chairman, but served as ESPN president from 1998-2012, before ceding the title to John Skipper. He also served as cochairman of Disney Media Networks from April 2004 to December 2011. Bodenheimer joined ESPN in 1981 and worked his way up the executive ladder. He was named senior VP of sales and marketing at ESPN in 1995, before his promotion to president in 1998.
• MARK PRESTON was promoted to executive editor, CNN Politics. He will continue to cover campaigns, polling and other political events, including debates. He will also serve as an on-air analyst during CNN's primary and election coverage. Preston has served as CNN's political director since 2011. He joined the cable news network in 2005. Prior to that, he was a senior staff writer at Roll Call.
• PRESIDENT BARACK OBAMA will participate in an interview with Kelly Ripa and Michael Strahan, cohosts of the syndicated show Live with Kelly and Michael, that will air on Friday, May 30. The duo will travel to Washington to conduct the interview at the White House.
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| | What They're Watching | BROADCAST RATINGS
'MasterChef,' 'American Ninja Warrior' Premiere Down
Fox premiered the new season of MasterChef on Monday night, which was down 33% from last May's premiere. Following MasterChef was 24: Live Another Day, which was down 12% from last week. Fox finished as the night's top broadcaster. The season opener of NBC's American Ninja Warrior was down 12% from last July's premiere. Earlier, the network aired the prelude special Countdown to American Ninja Warrior. NBC and ABC tied for second. ABC's The Bachelorette declined 30% from last week's season premiere to a series low. CBS came in fourth, airing Friends With Better Lives, which was down 13% from last week, and 48 Hours at 10 p.m. The CW aired the movie Memorial Day.
For more, click HERE
CABLE RATINGS
Animated Comedy Reruns Beat 'Pawn Stars' on Thursday
History's Pawn Stars was the top cable original last Thursday with a 0.9 adults 18-49 rating, matching the week prior, though it was bested by reruns of Family Guy and American Dad on Adult Swim and The Big Bang Theory on TBS.
For more, click HERE
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| Overnight Ratings: Monday, May 26
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE BACHELORETTE
| 1.4
| 5.7
| FOX
| MASTERCHEF
| 1.4
| 4.1
| CBS
| 2 BROKE GIRLS (R) (8)
FRIENDS WITH BETTER LIVES (8:30)
| 1.0
1.4
| 4.7
5.3
| NBC
| AMERICAN NINJA WARRIOR
| 0.9
| 3.0
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.8
| 2.1
| CW
| MEMORIAL DAY
| 0.3
| 1.4
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE BACHELORETTE
| 1.5
| 5.8
| FOX
| 24: LIVE ANOTHER DAY
| 1.5
| 5.7
| NBC
| AMERICAN NINJA WARRIOR
| 1.5
| 4.8
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.4
| CBS
| MIKE & MOLLY (R) (9)
MOM (R) (9:30)
| 1.0
0.9
| 5.0
4.8
| CW
| MEMORIAL DAY
| 0.2
| 1.2
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICAN NINJA WARRIOR
| 1.5
| 4.6
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.1
| 2.6
| CBS
| 48 HOURS
| 0.9
| 5.1
| ABC
| CASTLE (R)
| 0.9
| 4.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Singing, Dancing, Juggling, Contorting: 'America's Got Talent' Returns
NBC's hit summer variety competition series premieres its ninth season on Tuesday at 8 p.m. with a two-hour show, as a new group of musicians, dancers, comedians, magicians, contortionists, singers, jugglers and animal acts compete for the $1 million prize and a chance to headline a show. America's Got Talent is hosted by Nick Cannon and will again feature judges Howard Stern, Howie Mandel, Heidi Klum and Mel B. Last summer the series averaged 9.9 million viewers on Tuesday nights with a 2.6 rating in the 18-49 demo, a 3.2 among viewers 25-54 and a 1.9 rating among 18-34 viewers. Its average numbers for its Wednesday night telecasts were 10.4 million viewers, 2.4 in the 18-49 demo, 3.1 in the 25-54 demo and a 1.7 among viewers 18-34. The upshot: Up until last summer AGT was the most-watched series of the summer, but it was edged out by the surprise CBS first-year, sci-fi drama hit Under the Dome. Still, its numbers are among the best on broadcast, especially among the 18-49 and 18-34 demos for the summer, when lots of younger viewers tend to not be watching TV.
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| • This Summer NBC Will Work 'The Night Shift'
Leading out of America's Got Talent on Tuesday at 10 p.m. will be the premiere of new scripted drama The Night Shift on NBC, which follows the irreverent staff who work the overnight shift at a San Antonio hospital. The staff knows how to balance work and play, but clashes with new management that is instituting cost cutbacks that can put patients at risk. The upshot: NBC, like all the broadcast networks, is offering up more new scripted series this summer. The network is also giving The Night Shift a plum summer time period by leading it out of America's Got Talent, which is one of the most-watched series on summer TV. If a large percentage of those AGT viewers tune in, it will be up to The Night Shift's acting and story lines to keep them coming back.
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| • Losing Weight ABC-Style
Extreme Weight Loss, ABC's summer version of NBC's Biggest Loser, returns for its fourth season on Tuesday at 8 p.m. The series features trainer/transformational specialist Chris Powell, who moves into the homes of folks looking to lose weight in order to work with them. He is assisted by his wife Heidi. Each episode chronicles one participant's journey. The upshot: Last summer, Extreme Weight Loss averaged 3.7 million viewers, a 1.2 18-49 demo rating and a 1.5 rating among viewers 25-54. Those numbers wouldn't hold up during the regular season, but are adequate for summer when viewership is only a fraction of regular season totals.
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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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