| Today's Top Stories | | #1 | Pinterest To Share More Data With Third Parties
| | | The social network will allow a handful of marketing tech companies to have access to information that could help their clients' brands better understand what content is performing best. Among the companies that will get to see the data are Hootsuite, Salesforce, Curalate, Spredfast, Percolate and Tailwind. Pinterest said the data can be used to determine which Pins are driving the most engagement and sales.
Why This Matters: Pinterest is following in the footsteps of Facebook and Twitter in sharing this type of data. The long-range goal, of course, is to motivate marketers to pay for Pinterest ad products like Promoted Pins, which it is currently testing with a handful of advertisers.
Three Takes: WSJ | Adweek | Ad Age
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| | #2 | Google Ends Apple's Three-Year Run As Top Global Brand
| | | Google has taken over the top spot on the BrandZ list of the world's most valuable brands. Apple had been tops on the list for the past three years, and in the latest survey fell to No. 2. The annual ranking is commissioned by WPP and compiled by Millward Brown Optimor. "Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and a multitude of partnerships that see its Android operating system becoming embedded in other goods such as cars," said Nick Cooper of Millward Brown Optimor.
Why This Matters: Positive publicity is always good for a company's image with advertisers and consumers and rising to the top of the rankings is certainly a feather in Google's cap.
Two Takes: Ad Age | Adweek
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| | #3 | Facebook Expanding Its Video Ads Internationally
| | | The social media platform will move its 15-second video ad format to seven countries outside the U.S.—Australia, Brazil, Canada, France, Germany, Japan and the U.K. The video ads are expected to begin appearing in September. Each ad must pass a quality-control test that Facebook will administer in conjunction with video analytics company Ace Metrix.
Why This Matters: More opportunity globally for marketers to reach consumers equals more money for Facebook.
Two Takes: MediaPost | Reuters
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| #4 Maxwell House Drops Wieden + Kennedy As Its Creative Agency (Adweek)
#5 Havas Acquires London Digital Agency Hotshop Work Club (Ad Age)
#6 Zico Coconut Water Broadens Print Campaign To Reach More Millennials (NYT)
#7 Velveeta Facebook Posting Spurs Bizarre Back And Forth (Digiday)
#8 Google Sharing Brand Lift Data With Marketers (Adweek)
#9 Branding-Focused Ads Still Tops For U.S. Consumer Goods Companies (eMarketer)
#10 Google Plans To Move Ads Beyond PCs And Mobile Phones (Ad Age)
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Percentage of consumer packaged goods companies' digital ad spending in 2014 ($2.73 billion) that will focus on branding vs. 35% ($1.45 billion) that will focus on direct response.
– Reported by eMarketer
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| | MBPT Spotlight | Microsoft Research Offers Clues On Why Consumers Jump From Screen To Screen
By John Consoli
Microsoft clients have been given a glimpse of some valuable information; namely, company research aimed at helping them best connect with consumers on various screens. Another advantage: The information is platform agnostic, so it doesn't advocate a particular screen or try to get marketers to move money into Microsoft ad vehicles such as Xbox.
Rather, the report's purpose is to help educate marketers on how to most effectively use every screen—including linear TV—by offering data that enables them to understand why consumers move from screen to screen.
"We sense a frustration on the part of marketers, agency creative and media planners and buyers who are trying to master this new multiscreen world," says Natasha Hritzuk, senior director of global consumer insights at Microsoft. "Today, there are more screens and more ways to reach consumers than ever before but marketers are just not taking full advantage of them."
Hritzuk says most marketers believe they should be moving dollars into digital so they come up with a generic "digital strategy," but many have not dug deep enough to know how to most effectively reach the specific consumers they want to reach digitally.
"Instead of a platform strategy, marketers need a consumer strategy," Hritzuk says. "Marketers need to know why consumers move to the different screens, what is motivating them to do it. Knowing that will make it easier to decide who and how to target."
What are the motivations that research has found drive consumers to various screens? And how do consumers react to multiscreen advertising?
For more, click HERE
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| | Fates & Fortunes | • BRIAN NICCOL was named CEO of Taco Bell. He will succeed Greg Creed who was promoted to CEO of parent company Yum Brands three weeks ago. However, the promotions do not take effect until Jan. 2015. Niccol is currently president, and prior to that was chief marketing and innovation officer. He was head of marketing when the chain introduced the Doritos Locos Taco line. Prior to joining Taco Bell, Niccol was with Yum Brands' Pizza Hut, where he was chief marketing officer and then general manager.
• CHRISTIAN JUHL was promoted to global CEO at independent digital agency Essence. He succeeds Matt Isaacs, who was upped to executive chairman. Juhl joined Essence in 2013 from Razorfish, where he was president of the West region.
• JOSE DIAZ-BALART was named anchor of MSNBC's 10 a.m. daytime show, replacing Chris Jansing, who is leaving to become NBC senior White House correspondent. Diaz-Balart will host the show from Miami beginning in mid-June. He will also continue to coanchor Telemundo's daily news program Noticiero Telemundo and his Sunday show on Telemundo, Enfoque con Jose Diaz-Balart. NBCUniversal owns NBC, MSNBC and Telemundo. The move highlights the growing synergy between NBC's English-language networks and Hispanic network Telemundo.
• MELISSA STONE MANGHAM was named VP, marketing and brand strategy, at TVGN, and RICH BROWD was named VP, creative director. Stone Mangham was most recently VP, consumer marketing and partnerships at NBCUniversal's Style Network, where she spent the past 10 years. Prior to that, she was editorial director at E!, and director, on-air and online promotion at Oxygen Media. Browd was most recently senior art director at MTV Networks, where he worked for 12 years.
• MICHAEL ROCHE has joined Revolt as senior VP of ad sales. He was most recently VP of advertising sales at Fuse. In other appointments at Revolt, JULIE PINKWATER was named VP of client development. She most recently headed up her own consulting firm but prior to that was senior VP, client development at Univision, and prior to that was VP and publisher of Ladies Home Journal. Also joining Revolt are AARON WOODS, HENRY VILLA III, MATTHEW COLBAN and ALEXANDER HUNTER as account executives in the ad sales department. Woods was most recently with The Walt Disney Company, Villa was with the Cooking Channel and Food Network, Colban was with Fuse and Hunter was with NBCUniversal.
• COLIN NASH was promoted to senior VP of series development, West Coast reality programming at MTV. He was previously VP of series development. He will continue to oversee the development team of the network's West Coast-based reality TV slate which includes upcoming series Slednecks, along with Virgin Territory, and the 30th season of Real World.
• TRACY WOLFSON will join the lead CBS NFL announcing team of Jim Nantz and Phil Simms as sideline reporter on the network's Thursday Night Football coverage this coming season and will also work select Sunday NFL games on CBS. For the past 10 years, she was CBS' lead college football reporter for the network's coverage of Southeastern Conference games.
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| | What They're Watching | BROADCAST RATINGS
'Voice' Finale Down From Last Spring
The Voice posted its lowest ratings ever for a finale Tuesday night, according to Nielsen overnight numbers. Ratings for the cycle-six finale were down 25% from last spring's fourth-cycle finale, but up 24% from last Tuesday's episode. This season, The Voice was down 16% in the demo from last spring. NBC was the night's top network. ABC came in second. The season finale for Dancing With the Stars was down 11% from last spring's finale. Dancing was the night's top show in total viewers. Fox finished third. American Idol's final performance episode was down 19% from last Tuesday. Reality dating competition I Wanna Marry Harry premiered low, losing 59% of its lead-in. CBS was fourth, airing specials Judge Judy Primetime and ACM Presents: An All-Star Salute to the Troops. The CW rounded out the networks. The season finale of Supernatural—the night's only original scripted offering on broadcast—was up 38% from last week's episode.
For more, click HERE
CABLE RATINGS
NBA Playoffs Dunk Monday Night Competition
TNT's NBA Playoff matchup, which saw the San Antonio Spurs beat the Oklahoma City Thunder 122-105, topped the night, earning a 2.7 rating among adults 18-49 and 6.4 million viewers. VH1's Love and Hip Hop Atlanta came in second in the demo with a 1.9.
For more, click HERE
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| Overnight Ratings: Tuesday, May 20
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE: RECAP
| 1.9
| 7.4
| FOX
| AMERICAN IDOL
| 1.7
| 6.6
| ABC
| DANCING WITH THE STARS: THE ROAD TO THE FINALE
| 1.6
| 11.4
| CBS
| JUDGE JUDY PRIMETIME
| 0.9
| 5.7
| UNIVISION
| DE QUE TE QUIERO TE QUIERO
| 0.7
| 2.0
| CW
| SUPERNATURAL (R)
| 0.5
| 1.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.2
| 11.4
| ABC
| DANCING WITH THE STARS
| 2.3
| 14.7
| UNIVISION
| LO QUE LA VIA ME ROBO
| 1.2
| 3.0
| CW
| SUPERNATURAL
| 1.1
| 2.3
| CBS
| ACM PRESENTS: AN ALL-STAR SALUTE TO THE TROOPS
| 0.9
| 4.6
| FOX
| I WANT TO MARRY HARRY
| 0.7
| 2.0
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.4
| 11.7
| ABC
| DANCING WITH THE STARS
| 2.4
| 15.0
| CBS
| ACM PRESENTS: AN ALL-STAR SALUTE TO THE TROOPS
| 0.9
| 4.3
| UNIVISION
| QUE POBRES TAN RICOS
| 0.9
| 2.2
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'American Idol' Ending Season 13
The two-hour finale will air on Wednesday night from 8-10 p.m. The two finalists are Caleb Johnson, 23, from Asheville, N.C., and Jena Irene Asciutto, 17, from Farmington Hills, Mich. In addition to the finalists' performances, the Wednesday night telecast will offer up songs by special guests including Lady Antebellum, Aloe Blacc, KISS, John Legend, Demi Lovato, Jason Mraz, Jennifer Nettles, Paramore, Phillip Phillips and Darius Rucker. American Idol this season has averaged 10.7 million viewers and a 2.8 demo rating on Wednesday nights, down from 13.4 million and a 3.9 demo rating last season. However, during the past several weeks, Idol has hit series lows, drawing less than 9 million viewers and hovering around a 2.0 18-49 demo rating. The upshot: Idol will be back next season with the same judges but a new as-yet-undisclosed format. Its finale will air head-to-head vs. the finale of the CBS outdoor reality series Survivor, which has drawn more viewers and a higher demo rating than Idol over the past month. With Idol's star fading in the eyes of viewers, it's not likely it will win the night.
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| • 'Survivor' Hopes Finale Will Outwit, Outlast, Outplay On Wednesday
The season finale for the 28th edition of this hit CBS outdoor reality series will air for the first time in 12 years in its regular 8 p.m. Wednesday time period, instead of shifting to Sunday. The two-hour finale will air from 8-10 p.m. and the live reunion show will air immediately after at 10. There will initially be four competitors left vying for the title: Tony Vlachos, 39, from New Jersey; Spencer Bledsoe, 21, from Illinois; Kassandra 'Kass' McQuillen, 41, from California; and Yung Woo Huang, 29, from California. The series season to date is averaging 9.7 million viewers and a 2.4 18-49 demo rating and over the past several weeks has consistently drawn more total viewers and viewers in the demo head-to-head than American Idol. The upshot: It's most likely not going to matter much that the finale is being aired on Wednesday night instead of Sunday. This series continues to have an amazing following. The final episode should easily top 10 million viewers, even though it is going up against the season finale of Idol.
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| • 'Motive' Begins Second Summer Run
The ABC crime drama, which follows an ensemble cast of police officers that don't focus on who committed the crime but try to determine why, returns Wednesday night at 10 for its summer run. Last summer it averaged 4.7 million viewers and a 0.9 18-49 demo rating, and a 1.2 among viewers 25-54. Those numbers aren't eye-popping but are adequate for an average summer series, although for all first-run episodes they should be a bit higher. The upshot: ABC's most watched dramas, Grey's Anatomy and Scandal, unlike the CBS procedural dramas, don't perform that well in repeat. So the network is trying to put on first-run programming instead. Another summer cop series, Rookie Blue, which returns in a few weeks, drew more viewers last summer than it did the summer before, so ABC has to be hoping Motive will follow the same pattern.
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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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