| Today's Top Stories | | #1 | Johnson & Johnson Moves $1 Billion-Plus U.S. Media Buying Account To OMD
| | | The pharmaceutical and consumer care company is moving the account to Omnicom's OMD from J3, the dedicated J&J unit that was created within IPG's Mediabrands to handle the account. The switch occurred without a formal review. J3 will continue to handle planning, strategy and content development.
Why This Matters: The move takes place less than two months after Kim Kadlec—who oversaw the last review that kept the buying account with J3 19 months ago—left J&J to take a position at AOL. The switch is also an indication that there doesn't seem to be any lingering effects from the canceled, proposed Omnicom-Publicis merger.
Three Takes: Ad Age | MediaPost | Adweek
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| | #2 | Arby's To Air 13-Hour Commercial On Duluth, Minn., TV Station
| | | The fast food chain will promote its Smokehouse Brisket Sandwich by running a Yule Log-esque film of a brisket being smoked for 13 hours at a smokehouse in Texas, according to a New York Times report. The brisket will then be removed and sliced, and a sandwich made. The commercial will air on the local affiliate of MyNetworkTV from 1 p.m. Saturday-2 a.m. Sunday and then streamed at www.13hour brisket.com on Wednesday from 9 a.m.-10 p.m. The entire cost of the promotion is estimated to be $250,000.
Why This Matters: It's unusual enough, will get lots of national publicity and will also establish a new Guinness Book record. The previous longest TV commercial was 60 minutes, held by Nivea for a spot that ran in Switzerland in 2011.
A Take: NYT
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| | #3 | Upfront Negotiations Off To A Slow Start
| | | Negotiations between media agency buyers and the broadcast and cable network sales teams are off to a slow start, according to a report in Ad Age that talked with execs on both sides. "No network has been aggressively pushing," one media buyer said. Another buyer said, "I think it's a good indication that volume is down on the client side, and likely, more broadly than we had originally estimated."
Why This Matters: Last year at this point, Viacom had already completed deals for about 50% of the company's ad inventory. While no major deals have been done, it doesn't mean both sides are not aggressively talking. Expect the dealing to begin in more earnest following the holiday weekend.
A Take: Ad Age
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#4 Miller Lite Asks Twitter Users To Tweet Photos It Will Use Later In TV Spot (Adweek)
#5 Mars Seeks 120-Day Payment Terms From Vendors (Ad Age)
#6 Bud Light Spending More On Advertising Than Rival Miller (WSJ)
#7 Acura Extends By Four Years Its Exclusive Sponsorship Of Seinfeld Web Series (Ad Age)
#8 IPG CEO Michael Roth Defends His Pay (Adweek)
#9 Sapporo Beer Launches First U.S. TV Campaign (MediaPost)
#10 BBDO Teams Up With Marvel On New Avengers Comic Book (Ad Age)
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|  | • 6.15
Billions of dollars that U.S. automakers will spend on digital advertising in 2014, an 18.8% increase over 2013, according to estimates. Of that total, 35% will be spent on mobile advertising.
– Reported by eMarketer
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| | MBPT Spotlight | Social Media & Television: Which Programs Get the Buzz?
By Bruce Goerlich, chief research officer, Rentrak
As Oscar Wilde said: "There is only one thing in the world worse than being talked about and that is not being talked about." He could have easily been referring to social media and television.
Rentrak has been partnering with social media tracking companies over the past several years, publishing a weekly "TV engagement" or "stickiness" report that covers ad-supported primetime programs. The level of social media chatter about TV shows is a metric that can also be seen as an engagement measure.
In 2013, we partnered for most of the year with Trendrr, and then later with General Sentiment, to create our weekly reports on the most buzzed-about ad-supported primetime broadcast network and cable TV programs. The two companies have different ways of scoring social media chatter about TV shows, so to make a fair comparison for the whole year, I averaged each service's score and indexed their reported programs to their own average.
I will focus here just on broadcast prime network shows. It is very important to note that these were the most talked about broadcast shows during the week in which they aired. An index above 100 just means that, within the most talked about broadcast prime shows, the show was even more talked about. An index below 100 means that, within the most talked about broadcast prime shows, this show was less talked about.
First let's look at the volume of chatter by program genre for broadcast network shows in 2013. I've done my own personal classification here (in part to protect the innocent), but also to reflect the nuances of social media buzz about TV programs.
The highest number of talked-about broadcast prime shows in 2013 were in the Competition genre, which includes singing and dancing competitions, as well as beauty and modeling contests, with an index of close to 160. The Drama category came next, which includes a whole slew of sub-genres such as detective/mystery, fantasy, medical and nighttime soap operas, hitting around 150. Reality, the last of the classifications above 100, was a distant third, followed by Comedy, Sports and Awards, with Concert, Special Event, Talk and Telethon ranking far below.
Which are far and away the most buzz-worthy categories in broadcast prime? And what subgenres in various categories rank best in terms of generating buzz?
For more, click HERE
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| | Fates & Fortunes | • MARC SPEICHERT has joined Google's Global Client and Agency Solutions Division in an undisclosed role. He was most recently global chief marketing officer at L'Oreal. He joined L'Oreal as U.S. CMO in 2010 and was promoted to global CMO last November.
• MARIA MENOUNOS has signed a multiyear agreement with E! Entertainment and will serve as host of a new one-hour entertainment news program titled Untold With Maria Menounos. She will also join the Live From E! series and contribute to the network's specials. Menounos most recently was cohost of the syndicated daily entertainment news show Extra, but her contract according to media reports was not renewed. She is currently featured in the Oxygen reality series Chasing Maria Menounos. Prior to hosting Extra, she was a reporter on Access Hollywood as well as on NBC morning show Today and for NBC Nightly News.
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| | What They're Watching | BROADCAST RATINGS
'Last Comic Standing' Makes Solid Return
Stand-up comedy contest Last Comic Standing returned to NBC with a healthy rating among adults 18-49 Thursday night at 9, according to Nielsen overnights. The premiere was the highest rated original program on broadcast Tuesday night, though it did trail a rerun of CBS' The Big Bang Theory. Hollywood Game Night led off the evening for NBC, even with last week's episode. NBC was the night's top broadcaster. Also premiering at 9 p.m. was Fox's Gang Related, which came in well below Last Comic. The new drama lost 40% of its lead-in from Hell's Kitchen, down 12% from last week. Fox finished third. CBS finished second with a lineup mostly of comedy reruns. The series finale of Bad Teacher was down 21% from last week. ABC came in fourth. Black Box dropped 27% from last week. The CW rounded out the evening with a broadcast of movie Labyrinth.
For more, click HERE
CABLE RATINGS
NBA Playoffs Dunk the Cable Competition Wednesday
TNT's airing of the NBA conference final matchup, which saw the San Antonio Spurs beat the Oklahoma City Thunder 112-77, topped Wednesdays cable lineup with a 2.2 adults 18-49 rating and 5.7 million viewers. TBS' 10 p.m. episode of The Big Bang Theory tied for second in the demo with Adult Swim's 11:30 p.m. Family Guy. Both garnered a 1.2. Big Bang edged out Family Guy in total watchers, though, earning 2.8 million compared to the animated laugher's 2.3.
For more, click HERE
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| Overnight Ratings: Thursday, May 22
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (R) (8:00)
THE MILLERS (R) (8:30)
| 2.2
1.5
| 8.9
6.0
| FOX
| HELL'S KITCHEN
| 1.5
| 4.2
| NBC
| HOLLYWOOD GAME NIGHT
| 1.1
| 3.9
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.8
| 2.2
| ABC
| THE BACHELORETTE (R)
| 0.6
| 2.7
| CW
| LABYRINTH
| 0.4
| 1.5
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| LAST COMIC STANDING
| 1.6
| 5.3
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.4
| CBS
| TWO AND A HALF MEN (R) (9:00)
BAD TEACHER (9:30)
| 1.3
1.1
| 5.7
4.4
| FOX
| GANG RELATED
| 0.9
| 3.0
| ABC
| THE BACHELORETTE (R) (9:00)
MODERN FAMILY (R) (9:30)
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0.7
0.8
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2.7
2.8
| CW
| LABYRINTH
| 0.3
| 1.2
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| LAST COMIC STANDING
| 1.8
| 5.4
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.1
| 2.5
| CBS
| ELEMENTARY (R)
| 0.9
| 4.7
| ABC
| BLACK BOX
| 0.8
| 3.7
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Hannibal' Ends Second Low-Watched Season, But the Doctor Will Return
This NBC Friday night at 10 drama will conclude its 13-episode second season, which averaged only 2.6 million viewers and a 0.9 18-49 demo rating. The series based on the famed Silence of the Lambs character Dr. Hannibal Lecter was the least-watched primetime drama this season among the Big Four broadcast networks, ranked 38th in viewers and 41st in the 18-49 demo. The upshot: Despite its paltry viewing numbers, NBC has renewed Hannibal for a third season, citing its critical acclaim among TV reviewers and a younger-skewing audience. This is not the first ratings-challenged series NBC has brought back season after season. Others include Parks and Recreation and Parenthood.
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| • The Sporting Life Is Good On Saturday Night
Fox will televise three regional MLB games beginning at 7 p.m. on Saturday: St. Louis Cardinals at Cincinnati Reds, Kansas City Royals at Los Angeles Angels of Anaheim and Washington Nationals at Pittsburgh Pirates. NBC will televise Game 3 of the NHL Stanley Cup Western Conference Finals between the Chicago Blackhawks and Los Angeles Kings beginning at 8 p.m. And ABC will televise Game 3 of the NBA Eastern Conference Finals between the Miami Heat and Indiana Pacers. The upshot: It's a dream night for sports lovers with a choice of three big telecasts. The problem for the networks is that the audiences will be fragmented a bit. The baseball games are regular season so that will hold viewership down. Last season's comparable hockey playoff game on NBC averaged 3 million viewers and a 1.1 18-49 demo rating. The Heat-Pacers NBA game may have the most national appeal and could be the ratings winner among the three. Game 2 of the Heat-Pacers series on ESPN on Tuesday night drew 7.5 million viewers, the third-highest rated Conference Finals game ever on ESPN.
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| • Busch's League: Indy 500 By Day, NASCAR Coca-Cola 600 By Night
ABC will televise the 98th Indianapolis 500 auto race on Sunday. Pre-race coverage begins at 11 a.m. and the race is scheduled to go off at 12:12 p.m. It will be ABC's 50th telecast of the Indy race. Fox will then televise the NASCAR Sprint Cup Coca-Cola 600 race from Charlotte Motor Speedway at 6 p.m. NASCAR driver Kurt Busch will try to become the first driver in a decade to compete in both the Indy 500 in the afternoon and in the Charlotte race the same night. The upshot: Last year's Indy 500 drew 5.7 million viewers, the least watched Indy 500 ever, down from 6.9 million in 2012. Fox drew 7.1 million viewers and a 1.9 18-49 demo rating for last year's telecast of the Coca-Cola 600.
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Please note: Due to Memorial Day there will not be an MBPT on Monday. The next issue will be Tuesday, May 27. Have a happy holiday!
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| Media Buyer & Planner Today
Editorial Team
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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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