| Today's Top Stories | | #1 | Time Inc. Begins Selling Ads On Its Magazine Covers
| | | Time and Sports Illustrated will run Verizon Wireless ads this week and next, and while these will initially contain a small logo and refer line to an ad page inside, and be located in the bottom corner, they break a longstanding industry taboo of keeping any type of ads off consumer magazine covers. According to an Ad Age report, Time Inc. has pitched media buyers on more sizable ads that will run across the bottom of the covers, meaning the size of the ads will grow. A cover ad requires a significant ad buy inside.
Why This Matters: General audience magazines have always respected the separation of editorial and advertising. And the American Society of Magazine Editors' guidelines state: "Don't Print Ads on Covers." But with consumer magazine ad revenues declining, drastic times call for drastic measures.
A Take: Ad Age
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| | #2 | AOL Acquires Data-Driven TV Audience Targeting Company Precision Demand
| | | The company, formerly headed by media agency veteran Jon Mandel, will be integrated by AOL into its programmatic buying and selling platform Adap.tv, which it acquired last year.
Why This Matters: AOL wants to move beyond selling digital video advertising by also getting more deeply into targeted buying of linear TV, and this acquisition helps the company do that. While most linear TV ads are still bought directly rather than via programmatic platforms, AOL is hoping this move will increase its ability to take more ad dollars away from traditional TV.
Three Takes: MediaPost | ad exchanger | Rapid TV News
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| | #3 | Verizon To Share Data With Marketers To Help Them Target Mobile Users
| | | The wireless company's data marketing unit Precision Market Insights is partnering with data management provider BlueKai, video ad network Brightroll and programmatic ad tech providers RUN and Turn to sell mobile advertising using Verizon's subscriber demographics and location information. The data to be shared will be gleaned through Verizon's Precision ID that tracks its users across mobile applications. The rollout follows a test that included Kraft and its media agency Starcom MediaVest Group.
Why This Matters: Verizon has 103.3 million retail subscribers in the U.S. so this can potentially be a massive database for marketers to use for targeting. Subscribers can remove themselves from the program by adjusting their privacy settings on their devices.
A Take: Ad Age
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#4 TGI Fridays Targets Millennials With Summer Food Trucks (NYT)
#5 Heineken Looking To Make Its Tiger Beer Brand More Boldly Asian (Ad Age)
#6 Budweiser Ramps Up Social, Digital Video As World Cup Approaches (Adweek)
#7 Hyundai Lays Out Its World Cup Ad Campaign Strategy (Ad Age)
#8 Cannes Lions Revamps Rules For Media Agency Competition (MediaPost)
#9 Pinterest Japan Forms Strategic Alliance With Dentsu (Ad Age)
#10 Dunkin' Donuts Looks To Grow Its Mobile Marketing (MediaPost)
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|  | • 64
Percentage of TV Everywhere users who say they watch more TV overall, according to a study from Viacom.
– Reported by MediaPost
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| | MBPT Spotlight | Numbers Game: The Art of Creating 'Snapback'—How advertisers can pull viewers' attention back from their second screen during TV shows
By Rob Jayson, Chief Data Officer, ZenithOptimedia Worldwide
Usage of second (and third, and sometimes fourth) screens while viewers are watching TV is accelerating at an exponential rate. What effects does this have on viewers' attention to the first screen, especially during traditional TV commercial breaks? During Q1 of 2014, Zenith Media partnered with Turner Networks and Innerscope Research to investigate the issue.
The lab work conducted in partnership with Turner uncovered that people are much more likely to look at their second screens during commercials than during program content—more than twice as much time is spent second-screening during ads vs. shows. A more relevant and actionable measure is to look at what creates 'Snapback'—the immediate switching of attention from the second screen back to the first—during commercial breaks and programming. However, Snapback is also more likely to occur during ad periods.
According to the Zenith/Turner/Innerscope Neuroscience Study, time spent by viewers using the second screen during shows was 22%, and that number more than doubled to 47% during ads.
The Snapbacks figure hit .62 times per minute during shows. During ads, that number climbed to .72 times per minute.
According to the Snapback metric, the average number of times per minute a person looks back at the TV while second screening is 22% higher during ads.
What kind of audio helped lead to more Snapbacks in ads? And what genres showed the highest and lowest Snapback levels?
For more, click HERE
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| | Fates & Fortunes | • JACKI KELLEY has left her post as CEO for North America and president of global clients at IPG Mediabrands. A report in Ad Age said Mediabrands is not looking for a successor and will divide Kelley's duties between the individual IPG agency CEOs. Kelley is expected to take on another role within IPG. At the same time, GUY BEACH, Mediabrands North America chief operating officer, was named to the newly created position of global chief commercial officer. He will be succeeded by CHRIS LOLL, most recently managing director of the New York office of Wunderman. Beach is expected to work closely with MagnaGlobal, the media buying unit of Mediabrands, on putting together media deals for clients.
• BILL KOENIGSBERG was elected board chairman of the American Association of Advertising Agencies. Koenigsberg, who is president and CEO of Horizon Media, will serve a two-year term. He moves up from vice chairman and succeeds Chris Weil, who will serve as immediate past chair for one year. Weil is chairman of Momentum. SHARON NAPIER, CEO, Partners + Napier, will continue her term as 4A's board secretary-treasurer.
• JIM RADOSEVIC was named president of Y&R New York. He was most recently executive VP, global creative director at Y&R. According to an Adweek report, he will continue his creative responsibilities on two of the agency's accounts, Dell and Xerox. Prior to joining Y&R in 2011, Radosevic was managing director and creative director at VML.
• MICHAEL DENSMORE was named chief global growth officer for Bartle Bogle Hegarty. He was most recently chief marketing officer at McKinney. Prior to that, he was head of business development and a group account director at Droga5. He has also worked at agencies including JWT and Wieden + Kennedy.
• GIULIANA RANCIC has extended her deal to serve as anchor and managing editor of E! News. Her new contract will keep her with E! through April 2016. Rancic joined E! in 2002 as a correspondent for E! News.
• KRISTI ARGYILAN was named senior VP, media and guest engagement at retail chain Target. She was most recently president of media buying unit MagnaGlobal North America.
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| | What They're Watching | BROADCAST RATINGS
'Idol' Finale Down, Barely Beats 'Survivor'
Fox's American Idol season finale edged out the finale for CBS' Survivor by one tenth of a ratings point, according to Nielsen overnight numbers. American Idol was down 28% from last season's finale, and up 24% from last Wednesday's episode. Fox finished as the night's top network. CBS finished second. Survivor was down 7% from last spring's finale, which aired on a Sunday. The post-finale reunion special was down 18% from last spring's reunion. ABC finished third. The one-hour season finale of The Middle was even with last year's season finale and up one tenth from last week's episode. Modern Family was down one tenth from last season's finale, but up 13% from last week's episode. The series finale of Mixology was even with last week. The season-two premiere of crime drama Motive was down 31% from its series premiere last May. NBC came in fourth. The series finale of Revolution tied its series low, down one tenth from last week. Law & Order: SVU's season finale was down one tenth from last season's finale and even with last week's episode. Chicago P.D.'s season finale was up one tenth from last week. The CW rounded out the evening. The 100 dipped one tenth from last week.
For more, click HERE
CABLE RATINGS
NBA Playoffs Top the Tuesday Night Competition
ESPN's NBA conference final matchup, which saw the Heat edge out the Pacers 87-83, topped Tuesday's cable lineup, garnering a 3.2 adults 18-49 rating and 7.5 million total viewers. The net's postgame SportsCenter came in second with a 1.6 in the demo and 3.4 million watchers.
For more, click HERE
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| Overnight Ratings: Wednesday, May 21
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| SURVIVOR: CAGAYAN
| 2.5
| 9.3
| FOX
| AMERICAN IDOL
| 2.3
| 9.3
| ABC
| THE MIDDLE
| 2.0
| 7.5
| NBC
| REVOLUTION
| 1.1
| 4.2
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.8
| 2.1
| CW
| THE 100 (R)
| 0.2
| 0.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| AMERICAN IDOL
| 2.8
| 11.0
| CBS
| SURVIVOR: CAGAYAN
| 2.6
| 9.7
| ABC
| MODERN FAMILY (9:00)
MIXOLOGY (9:30)
| 3.6
1.3
| 10.2
4.0
| NBC
| LAW & ORDER: SVU
| 1.6
| 6.3
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.2
| 3.1
| CW
| THE 100
| 0.5
| 1.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| SURVIVOR REUNION
| 2.0
| 7.6
| NBC
| CHICAGO P.D.
| 1.6
| 6.2
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.4
| ABC
| MOTIVE
| 0.9
| 4.1
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Last Comic Standing' Returns To NBC
NBC will kick off its summer programming lineup on Thursday night when comedy competition series Last Comic Standing returns for its eighth season with a two-hour premiere from 9-11 p.m. It will then air on subsequent Thursdays from 10 to 11 p.m. NBC aired this series during the summers from 2003 through 2010 (except for 2005 when it aired in the fall). After a three-summer hiatus, it's back with new host JB Smoove. Judges for the new edition include Roseanne Barr, Keenan Ivory Wayans and Russell Peters. The show begins with 100 comics who are whittled down to 20 spots. Those 20 will then compete in different comedy disciplines including sketch, improv and stand-up. The winner gets a prize package that includes an NBC talent deal and a half-hour scripted project to be developed by NBCU's Universal Television. Wanda Sykes is an executive producer. The upshot: This series has some solid comedy talent producing the show and as judges and the top prize could produce a future comedy star on NBC. Seems like a good show for summer, although in the past, this series was not a huge ratings hit.
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| • Fox Ups the Drama For the Summer
Action series Gang Related premieres on Thursday night at 9. The series follows a gang task force in Los Angeles that takes on the city's most dangerous gangs. The rub is one member of the task force used to belong to one of the gangs—Detective Ryan Lopez is a rising star on the police department but no one is aware that he once pledged allegiance to a powerful Latino gang called Los Angelicos. When Lopez's police partner and best friend is killed by a gang member, he teams up with the task force to bring justice to his partner and to clean up the city. Complicating matters, the head of the gang once was a father figure to Lopez and actually supported his joining the police force. The upshot: This is Fox's second original scripted summer series, after earlier this month premiering 24: Live Another Day, all part of network entertainment chairman Kevin Reilly's goal of moving Fox into a year-round first-run programming mode.
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| • The CW Searches For the Holy Grail Of Ratings With 'Labyrinth'
The CW will present a two-part, four-hour miniseries titled Labyrinth, premiering Thursday at 8 p.m. and concluding Friday at 8. The series takes place in the town of Carcassonne, France, but in two different eras. It's based on a novel by Kate Mosse. Part One focuses on the year 1209 and follows 17-year-old Alais who is given a mysterious book with strange wording and labyrinth symbols by her father, who claims it contains the secret of the true Holy Grail. Eight centuries later at an archeological dig in the French Pyrenees, a young volunteer named Alice discovers two skeletons in a cave and is puzzled by the labyrinth symbol carved in a nearby rock. She realizes it may have something to do with her past. The upshot: The CW has come a long way from its former self of airing modern teen angst dramas. More sci-fi, more super-heroes and more fictional historical past shows. This miniseries is in line with that. Hard to tell if The CW audience will embrace it, but it is bringing back Reign for next season, a series about a young Mary, Queen of Scots, which averaged 1.4 million viewers and a 0.5 18-49 demo rating this season.
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