| Today's Top Stories | | #1 | P&G's Goal Is to Buy 70% of Its U.S. Digital Media Ads Programmatically
| | | The consumer packaged goods giant wants to buy a majority of its digital advertising programmatically (using auction-based systems in real time to target specific audiences) by the end of the year, according to an Ad Age report. P&G declined to comment, as did Starcom MediaVest Group, which handles P&G's digital ad buying.
Why This Matters: P&G's move would be risky in that most of its products are sold via retailers and it takes more time and advanced analytics to know which digital ads are producing sales. P&G is also among a minority of major brands comfortable enough to buy programmatically at scale. A recent ANA/Forrester Research survey found only 28% of brands feel they understand programmatic well enough to use it.
A Take: Ad Age
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| | #2 | Web Video Ad Market Basically on Hold Until TV Upfront Concludes
| | | Digital buyers and sellers confirmed to The Wall Street Journal that most Web video outlets are being made to wait for TV ad deals to be completed before the agencies begin cutting deals to buy online video advertising. Some of the delay is a result of over-aggressive pricing by online video companies whose opening prices are too close to cable rates. One outlet the Journal cites is YouTube. And some Web video outlets are charging the same rates for 15- and 30-second video ads, something not done by TV networks.
Why This Matters: The good news for online video companies: Marketers and their agencies no longer have to be convinced that online ads are a viable way to reach consumers. But pricing and measurement issues still matter a lot.
A Take: WSJ
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| | #3 | Pinterest Rolls Out Self-Serve, Auction-Based Ad System for Smaller Businesses
| | | The social platform's new ad system will let marketers bid to display "promoted pin" messages. Unlike with its display ads that Pinterest sells to larger brand advertisers who pay on a cost-per-thousand-viewer basis, the new self-service system will charge smaller businesses based on the number of times someone clicks on an ad.
Why This Matters: The four-year-old company began generating ad revenue this year and this new ad offering could help lure some small business ad dollars away from social media giants Facebook and Google.
3 Takes: WSJ | Ad Age | Adweek
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#4 Beats Electronics World Cup Campaign Highlighted by Five-Minute Video (Ad Age)
#5 Chevron Thinks Ecuador Is Conspiring Against It on Twitter (Adweek)
#6 Chobani Calls Trademark Infringement Suit Involving a Tweet 'Baseless' (MediaPost)
#7 McDonald's Opens Silicon Valley Office to Facilitate Its Growth in Digital (Ad Age)
#8 Listerine Planning First-Ever World Cup Marketing Campaign (NYT)
#9 CEA Survey Finds TV Set Remains Video Viewer of Choice (B&C)
#10 Starbucks Readies Media Agency Review, Seeks Help to Grow Grocery Biz (Ad Age)
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Hours and minutes per day spent by the average U.S. child 8-10 years old watching TV per day, according to a report by the Joan Ganz Cooney Center at Sesame Workshop.
– Reported by eMarketer
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| | MBPT Spotlight | Numbers Game: Using New Methodologies to Improve Measurement in Research
By Bryon Schafer, senior VP, media research & insights, Warner Bros. Television Group; and chair, digital research committee, Council for Research Excellence
The Council for Research Excellence (CRE) recently initiated two ethnographic studies to help Nielsen and its clients understand the impact of video platform proliferation on viewing practices, and to help progress audience measurement.
We still have roughly an 18-month time horizon to completion, but we're already discovering important insight into how people are consuming video—and we've been invited to provide an update at the October 2014 TMRE (The Market Research Event) in Boca Raton, Fla.
GfK is the CRE's research associate on the studies. One study is a "longitudinal ethnography," where we follow consumers over a two-year period; the other is an "acceleration" study where we have helped to outfit consumers who are typically later-term adopters to examine potential future consumer behavior by the mainstream.
The studies are designed to help researchers understand the impact of increased video availability across a growing number of devices and how people not only consume, but think about video. The overarching goal is to help Nielsen progress how it measures video.
Audience measurement needs to take into account increased complexity in viewing. This includes many variables; among them: device, usage location, viewing circumstances (such as solitary vs. group viewing), demographics and lifestyle factors, to name a few.
We're looking at viewing via TV sets, PCs/laptops, connected TVs (gaming consoles, smart TVs, Wi-Fi-enabled devices), smartphones, tablets, personal gaming devices and DVRs. As the landscape has led to increasingly unmeasured platforms, places and people, this work is critical for Nielsen and its clients.
What top industry-trend questions is the research looking to answer? And what do the early research results say about the shifting importance of family viewing?
For more, click HERE
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| | Fates & Fortunes | • STEVEN FEULING was named to the newly created position of U.S. CEO at media agency Vizeum, a unit of Dentsu Aegis Network. Feuling was most recently global client president, Dentsu Aegis Network U.S. In addition to his new role at Vizeum, Feuling will continue to oversee the $1 billion global Microsoft media buying and planning account at the Dentsu network. In another move at Vizeum, CHRISTIAN FEDORCZUK, most recently global managing partner at Dentsu agency Carat UK, will move to the U.S. and head up Vizeum's West Coast office.
• MORGAN FLATLEY was named chief marketing officer of Gatorade and Propel. She was most recently VP, marketing for Gatorade. She has worked for the Gatorade brand for the past eight years. Prior to that, she was with Pepsi and before that worked at Saatchi & Saatchi.
• KYLE SNARR was named to the newly created position of head of client development and marketing in the U.S. at Tribal Worldwide. He was most recently director of new business at independent digital agency Struck.
• LARA LOGAN has returned to work at CBS' 60 Minutes, following a seven-month leave of absence that followed a faulty report on Benghazi that the newsmagazine reported last fall. Logan had anchored that report and eventually issued an on-air apology after the credibility of the report's chief source was called into question.
• MICHAEL BASSIK was named managing director and president of digital operations at MDC Partners. He was most recently CEO of Burson-Marsteller's Proof Integrated Communications.
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| | What They're Watching | BROADCAST RATINGS
Stanley Cup Final Off to Good Start But Down From Last Year
The opening game of the 2014 Stanley Cup Final put a ratings win in NBC's net. Wednesday night's Game 1 in the "Hollywood vs. Broadway" matchup between the Los Angeles Kings and New York Rangers—a 3-2 overtime victory for the Kings—earned its second-best overnight for a Stanley Cup Final opener, though the rating was down 21% from last year's opener between fellow major hockey markets Boston and Chicago. Fox took second in the demo, as So You Think You Can Dance dipped a tenth from last week. ABC took third, airing only a new Motive, which rose 11%. The CW's The 100, which was even with last week, was the only other new program on the night. CBS aired all repeats.
For more, click HERE
CABLE RATINGS
'Siberian Cut' Premieres to 1.3M Total Viewers
Discovery Channel's new unscripted series Siberian Cut premiered to 1.3 million total viewers and a 0.6 adults 18-49 rating on Tuesday night. The series was also Tuesday night's second-most watched cable show among men 25-54 with a 1.1, behind its lead-in Deadliest Catch, which drew a 2.6 in that demo.
For more, click HERE
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| Overnight Ratings: Wednesday, June 4
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| 2014 NHL STANLEY CUP FINALS
| 1.6
| 4.5
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.4
| 4.8
| ABC
| THE MIDDLE (R) (8)
THE GOLDBERGS (R) (8:30)
| 1.1
1.1
| 5.0
4.4
| CBS
| UNDERCOVER BOSS (R)
| 1.0
| 4.9
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.8
| 2.3
| CW
| ARROW (R)
| 0.5
| 1.4
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| 2014 NHL STANLEY CUP FINALS
| 1.7
| 4.6
| FOX
| SO YOU THINK YOU CAN DANCE
| 1.6
| 5.2
| ABC
| MODERN FAMILY (R) (9)
THE GOLDBERGS (R) (9:30)
| 1.5
1.3
| 5.2
4.3
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.2
| 3.2
| CBS
| CRIMINAL MINDS (R)
| 1.1
| 6.0
| CW
| THE 100
| 0.6
| 1.6
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| 2014 NHL STANLEY CUP FINALS
| 1.7
| 4.5
| CBS
| CSI (R)
| 1.0
| 5.9
| ABC
| MOTIVE
| 1.0
| 5.1
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • NBA Finals, Game One: The Heat Is On
The Eastern Conference champion Miami Heat, led by LeBron James, visits the Western Conference champion San Antonio Spurs, led by Tim Duncan, as the NBA Finals series begins on ABC on Thursday at 9 p.m. As usual, a Jimmy Kimmel half-hour special will open the night at 8 p.m., followed by the NBA Countdown pregame show at 8:30 p.m. The upshot: The NBA playoffs' earlier round telecasts on ESPN and TNT drew sizable viewership numbers, and this finals series is a rematch of last year when the Heat beat the Spurs in seven games. Last year's Game One on ABC on a comparable Thursday night drew 14.2 million and a 5.7 18-49 demo rating to easily win the crown as the night's most-watched telecast. Expect that to be the case Thursday night as well, particularly since the series has gotten even more hype as a result of comments made by Duncan, which James took as disrespectful.
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| • The 'Party Down South' Resumes on CMT
The network's highest-rated series ever returns for a second season with 13 new episodes on Thursday at 10 p.m. Party Down South comes from the producers of the former MTV hit Jersey Shore and follows what the network describes as "the rowdiest cast on television" with their "duct tape, bibles and beer funnels." The reality series follows eight young adults for another summer of wild partying. The entire cast, including Daddy, Lil Bit, Lyle, Mattie, Tiffany, Lauren, Walt and Murray are back, says the network, "for another round of muddin', funnelin' and gettin' country." Last summer the group was in Murrells Inlet, S.C. This summer it will be in Athens, Ga. In the series opener, Ryan introduces his "Beerzooka" and Tiffany says she's given up "F-bombs." The upshot: Party Down South averaged 660,000 viewers last year, making it the most watched series on CMT. It is among a bunch of self-described "redneck" series on the network that includes Swamp Pawn, Sweet Home Alabama and My Big Redneck Vacation.
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| • Trying to Find Love, by God, on GSN
It Takes a Church is a new matchmaking series on GSN hosted by singer Natalie Grant that premieres on Thursday at 9 p.m. The new series, a partnership between the network and the matchmaking service ChristianMingle, will feature Christian congregations around the country who play matchmaker in a competition to help an unattached fellow parishioner find a partner. Each hour-long episode focuses on a different congregation from cities such as Brooklyn, N.Y.; Baltimore, Md.; Goshen, Ind.; Milwaukee, Wis.; Rock Hill, S.C.; Oxnard, Calif.; and Tempe, Ariz. Each week one unsuspecting single who has a desire to find a mate will be surprised to learn that their church is coming together to help them do just that—led by the church pastor. The upshot: The series is basically a commercial for ChristianMingle. GSN is producing a custom short-form micro-series for the dating service that will air as interstitials throughout the commercial breaks of the show.
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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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