| Today's Top Stories | | #1 | MLB Advanced Media Could Evolve Into 'Vine Agency'
| | | Major League Baseball built such an early expertise in creating live video content on the Web that it is now branching into short-form video content, and has been helping sponsors create them. League officials have told The Wall Street Journal that there's a possibility MLB could help both sponsors and non-baseball advertisers. MLB is already working with Twitter to sell Vines as part of its larger ad packages.
Why This Matters: To date, MLB has produced about 150 Vines, including 50 that were produced in real time during MLB games. Most don't promote products. During the first week of an MLB-created vine for Bank of America, $50,000 was raised to be donated to charities.
A Take: WSJ
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| | #2 | Digital Advertising on World Cup-Related Sites Is Hot
| | | Univision says it has seen digital ad spend on its Web properties double compared to the World Cup in 2010, according to an Adweek report. On the home page of the U.S. National Soccer Team, Chips Ahoy is running an ad in Spanish. And Sporting News Media chief revenue officer Rich Routman says about 40% of brands advertising on the company's international soccer portal Goal.com want their ads targeted to reach Hispanic consumers.
Why This Matters: The World Cup is a global event and even if the U.S. team is eliminated from competition early, passion for soccer is big in most other countries in Latin America and Europe. Marketers want to be reaching those passionate soccer fans both before and during the month-long World Cup tournament.
A Take: Adweek
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| | #3 | Brands Use Loyalty Programs to Lure Millennial Customers
| | | Dove, Adidas and JetBlue are among the companies getting high marks from customers for their loyalty programs, according to Bond Brand Loyalty's fourth annual study of more than 6,000 consumers. The survey found 69% of participants in loyalty programs are satisfied with them. Among the biggest proponents of loyalty programs are millennials: 37% said they would not favor a brand that doesn't have a strong loyalty program.
Why This Matters: Millennials are a hard-to-reach demo but one of the most desired by marketers and this study shows that loyalty programs are a way to lure them in. According to the study, 68% of millennials change when and where they make purchases in order to get loyalty rewards and 60% will change brands for a better incentive.
A Take: Ad Age
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#4 Nielsen Finds Ads on Family-Friendly Networks Get Greater Viewer Trust (MediaPost)
#5 Sporting News Media Survey: Half of Sports Viewers Use Live Second Screen (MCN)
#6 Digital Budgets Becoming Harder to Audit (MediaPost)
#7 Tips on Fixing Native Advertising's 'Image' Problem (Digiday)
#8 Crispin Porter + Bogusky Chairman Pokes Fun at Mega-Merger Breakup (WSJ)
#9 WE tv Rebrand: Focus Less On Women Per Se, More on 'Communal' Audience (MediaPost)
#10 Most CMOs and CFOs Say They Get Along Well (eMarketer)
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Percentage of U.S. chief marketing officers who say they agree with their company chief financial officers when making major business decisions either "always" or "often," according to a poll by Market Measurement for Active International.
– Reported by eMarketer
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| | MBPT Spotlight | Family, Friends and Food Drive Hispanic Casual Dining Decisions
By Pete Filiaci, VP of Strategy and Insights, Univision Communications
Earlier this year, Nation's Restaurant News cited data from NPD Group showing that casual dining brands again saw a decline in traffic in 2013. Several factors are leading to this decline, starting with this year's harsh winter weather.
So, what's a casual dining brand to do? I'd say turn its attention to Hispanics, a consumer group that can supercharge traffic and sales.
Hispanics currently account for 17.5% of the total U.S. population, a share that will grow to 31% by 2060. While that may be a long way off, among young adults we're seeing a more immediate impact. Over the next ten years, the Census Bureau projects that Hispanics will add 2.8 million 18- to 34-year-olds, while the non-Hispanic millennial population will decrease by more than 600,000 over the same period. Essentially, Hispanics will offset what would otherwise be a decline in this important young adult population.
Now, we know Hispanics love to eat out, they are more likely to visit with family and friends, and they tend to order more items per visit. These tendencies help drive larger check sizes. If chains can invite this consumer in, get them through the door and deliver a great experience, they are very likely to earn a loyal customer who will return and recommend. Hispanic consumers could become their biggest social media champions.
Univision and Burke recently collaborated on new research to understand Hispanic casual dining behaviors and what makes them try and return to a brand. This was a follow-up to our QSR research conducted in 2012. For this latest study, we again interviewed approximately 1,250 Hispanics as well as 1,250 non-Hispanics—including an oversample on millennials in each population—in order to draw comparisons, and focused on 12 casual dining chains in the bar and grill, steak, Italian, family and seafood categories.
How does paying more attention to digital, and a restaurant's social experience, help a casual dining chain gain the patronage of the Hispanic consumer? And what other specific factors will help draw in this constantly growing group?
For more, click HERE
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| | Fates & Fortunes | • MAURICIO SABOGAL will become chief executive officer of WPP's out-of-home agency Kinetic. This news comes according to an Ad Age report. Sabogal was most recently global CEO of IPG media agency BPN, a post he held since late summer 2012. Before that he was IPG Mediabrands' president of world markets and prior to that served as president of Latin America operations for Mediabrands.
• JORGE URRUTIA was named VP of digital monetization at Fusion, the TV network owned by Univision and ABC News. He was most recently VP of operations at the Huffington Post. Prior to that, he headed up the global strategy development team at AOL.
• MATT EASTWOOD was named worldwide chief creative officer at JWT. He was most recently chief creative officer at DDB New York.
• HUGO VEIGA and DIEGO MACHADO are leaving Ogilvy São Paulo to help start a Brazilian office for WPP agency AKQA. According to a report in Ad Age, they will hold the titles of creative directors at the new Casa AKQA agency. Veiga and Machado are best known for their creative work on the Dove account, including the award-winning Real Beauty Sketches campaign.
• BETH MIYARES was named senior VP, drama development & programming at Fox, and CONOR WELCH was appointed VP, comedy development & programming. Miyares joins Fox from CBS Television Studios, where she was VP, drama development. Prior to that, she was VP of current programming at Fox. Welch joins Fox from the video website Funny or Die, where he was head of feature film. Prior to that, he was VP, development and production for Red Hour Films.
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| | What They're Watching | BROADCAST RATINGS
'American Ninja Warrior' Leads Night
NBC's American Ninja Warrior improved 19% from last week's season premiere, with its rating within one tenth of matching the show's July 23, 2012 high. NBC finished second among the broadcasters. Fox led the night. MasterChef was up 21% from last week while drama 24: Live Another Day grew 20%. ABC came in third. The Bachelorette was up one tenth from last Monday. The season premiere of Mistresses was even with last year's series premiere. CBS finished fourth, airing only newsmagazine 48 Hours, which was up 33% from last week. The CW's Whose Line Is It Anyway? was down one tenth from last week, while Beauty and the Beast doubled its rating from last week.
For more, click HERE
CABLE RATINGS
'Game of Throne' Gives HBO Sunday Cable Win
HBO's Game of Thrones topped all of Sunday cable with a 3.9 adults 18-49 rating, matching its last new episode two weeks ago. Coverage of the NHL Conference Finals on NBC Sports Network came in second with a 1.5 rating in the demo.
For more, click HERE
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| Overnight Ratings: Monday, June 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE BACHELORETTE
| 1.7
| 6.4
| FOX
| MASTERCHEF
| 1.7
| 5.1
| NBC
| LAST COMIC STANDING (R)
| 1.3
| 4.3
| CBS
| 2 BROKE GIRLS (R) (8)
MOM (R) (8:30)
| 1.0
1.0
| 4.8
4.7
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.8
| 2.2
| CW
| WHOSE LINE IS IT ANYWAY? (8)
WHOSE LINE IS IT ANYWAY? (R) (8:30)
| 0.5
0.5
| 1.7
1.6
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICAN NINJA WARRIOR
| 1.9
| 5.2
| ABC
| THE BACHELORETTE
| 1.8
| 6.6
| FOX
| 24: LIVE ANOTHER DAY
| 1.8
| 6.2
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.2
| CBS
| MIKE & MOLLY (R) (9)
MIKE & MOLLY (R) (9:30)
| 1.1
1.2
| 5.5
5.6
| CW
| BEAUTY AND THE BEAST
| 0.4
| 1.1
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| AMERICAN NINJA WARRIOR
| 1.9
| 5.4
| CBS
| 48 HOURS
| 1.2
| 6.1
| ABC
| MISTRESSES
| 1.2
| 4.5
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Family Seeks Its 15 Minutes of Fame, Through 12-Straight Weeks
The CW network will premiere a reality "docuseries" on Tuesday at 8 p.m. titled Famous in 12. The unscripted show, described by the network as a "social experiment," will air footage of a family that was filmed around the clock for 12 straight weeks. During that time, the family was guided by TMZ founder Harvey Levin and others who created different opportunities for each member to follow, setting them on their own path to fame. Each episode will show the family members circulating through some of Los Angeles' most populated and popular venues. Famous in 12 comes from Harvey Levin Productions in association with Warner Horizon Television and Telepictures. The upshot: Like most broadcast networks, The CW is looking for something catchy and different to air during the summer, and Famous in 12 fits the bill. Time will tell if The CW audience embraces it.
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| • 'Shipping Wars' Resumes With Cast Shifts on A&E
The series, which follows six independent shippers who compete to transport items that traditional carriers won't deliver, returns for its sixth season on Tuesday at 10 p.m. on A&E with back-to-back half-hour episodes. Following the end of the fifth season, one of the six, driver Roy Garber, died of a heart attack; however, he will appear in a few of this season's episodes that had already been taped. Also, two other drivers, Chris Hanna and Robbie Welsh, are not returning. New drivers for this season include Dusty Davies, the team of Todd and Tamera Sturgis, Jessica Samko, and the team of Courtney Carter and Chelsea Chirila—who call their business "Two Blondes and a Truck." The upshot: The series really took off in its first season, averaging 2.5 million viewers, but it has cooled off a bit since then. Last season it averaged 1.4 million, down from 1.7 million for season four, but it still draws a large enough audience to keep it trucking.
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| • Revving Up the Engines on History
Reality series Top Gear returns for its fifth season on History on Tuesday at 9 p.m. The series is again hosted by the trio of Adam Ferrara, Tanner Foust and Rutledge Wood, who continue their quest to test the world's most exotic cars. In the season premiere, two of the hosts will get a chance to compete in the Gatornationals drag race, and they must compete in a series of challenges in "resto-mod" muscle cars designed to see which of them has the skills to race in the big league. Other episodes will take viewers to "wild ride" locations in the backcountry of Arizona, into Grand Canyon, through the Appalachian Trail and to the Autobahn in Germany. Ferrara is a comedian, Foust is a three-time X Games gold medalist and two-time Formula One racecar champion and stunt driver and Wood is a motorsports reporter and buyer and seller of classic cars. The upshot: The series draws a smaller audience than a more general interest-type History series such as Pawn Stars, targeting mostly car fanatics, but Top Gear still averaged a sizable 1.7 million viewers and a 0.7 18-49 demo rating in season four.
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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: 917-281-4708 | Send Email
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