| Today's Top Stories | | #1 | New Video Ad Viewability Metric Already Drawing Advertiser Complaints
| | | The Media Rating Council on Monday is giving media buyers and sellers the go-ahead to transact online video ads based on new viewability metrics. The standard says a video ad is deemed viewable if 50% of it is visible on a user's screen for at least two seconds. Some advertisers and their media agencies say two seconds is not enough time for a user to get context of a 30-second ad or even one that's 15 seconds long.
Why This Matters: The intent of the MRC is great, but the two-second requirement seems way too short to have significant meaning for advertisers. Kevin Scholl, digital marketing manager at Red Roof Inn, tells Adweek, "We want to set the metric, but does the starting point have to be so low?"
2 Takes: Adweek | WSJ
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| | #2 | Fox TV Stations Group Poised to Switch Exclusively to Rentrak
| | | A few weeks ago, Fox agreed to license Rentrak's digital set-top box ratings for 28 stations in 18 local TV markets. Now, when its contract with Nielsen expires on Monday, Fox could become the first network-owned TV station group to walk away from Nielsen in decades, MediaPost reports. Negotiations were conducted through this past weekend and were continuing on Monday. Other network-owned stations have signed deals to license Rentrak data while keeping deals with Nielsen, but none have dropped Nielsen.
Why This Matters: Nielsen has had a hold on the ratings business since Arbitron stopped measuring TV in 1993. However Rentrak, with its TV audience data taken directly from set-top boxes, has become a real competitor and some industry observers believe set-top box data is more relevant than people meters.
A Take: MediaPost
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| | #3 | Procter & Gamble Marketing Directors Retitled Brand Directors
| | | The packaged goods giant as of July 1 is changing the titles of hundreds of its executives to signify that their roles extend beyond the purview of marketing and that they are responsible for overall strategies of brands in broader aspects, Ad Age reports.
Why This Matters: The title of marketing director has existed at P&G since 1993 when it replaced the more restrictive title "advertising manager." But when it implements the change, P&G will be ahead of the curve. LinkedIn finds there are 73,000 folks listed as marketing directors and associate marketing directors on its site, compared to only 1,350 brand directors or associate/assistant brand directors.
A Take: Ad Age
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#4 NFL Getting Major Ad Revenue as Partner in Twitter's Amplify Program (Adweek)
#5 Return of Wendy's Pretzel Bun Has Boyz II Men, Jon Secada Singing (Ad Age)
#6 Lower Broadcast TV Upfront Spending Could Mean Hefty Prices in Scatter (Adweek)
#7 Brand Keys Survey Finds Jeep, Levi Strauss, Coke Are Most Patriotic Brands (MediaPost)
#8 Nielsen Study Finds Delayed TV Viewing Remains on the Rise (B&C)
#9 FCB Reunites With Levi Strauss to Create Latest Ad Campaign (NYT)
#10 LinkedIn Testing Targeted Ads (WSJ)
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Percentage of U.S. client-side marketers who measure the effectiveness of their social content, with "likes" being the most common metric, according to a study by Ipsos OTX for the Association of National Advertisers.
– Reported by eMarketer
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| | MBPT Spotlight | CBS Is Cashing In With 'Under the Dome'—Ad rates rise as scripted summer shows catch on
By Jon Lafayette
With Under the Dome last year, CBS showed that a scripted series could make money for a broadcast network over the summer. This year, with season 2 a sure thing, the network is looking to cash in again.
Media buyers expect season 2 to generate ratings similar to last year and have paid nearly 60% more for spots.
For CBS, the supernatural Stephen King show was set up to have its production costs covered before it even aired last year, thanks to international distribution deals and an exclusive streaming agreement with Amazon.com. Once the ratings rolled in, the ad revenue was pure gravy.
According to Kantar Media, the 13 episodes of Under the Dome in season 1 generated nearly $39 million in ad revenue. That contributed to a 13% increase in ad revenue at the network during the third quarter.
CBS was able to sell 30-second spots in the first season of Under the Dome for an average of $108,000, according to SQAD's NetCosts service. That rate breaks down to a $56 cost-per-thousand-viewers in the adults 18-49 demo, a premium to the $48 CPM CBS generated for all of its third-quarter ad sales.
This year, media buyers say commercials are selling for about $170,000.
"The money follows the eyeballs and so the more eyeballs you bring to the set, the more money you get," says Linda Rene, executive VP, primetime sales and innovation, at the CBS television network. She declined to address specific numbers, but said season 2 is well-sold.
How is CBS working this summer to continue to change the rules of broadcast summer programming/ad sales? And what is the one risk some believe CBS is taking with Under the Dome?
For more, click HERE (sub required)
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| | What They're Watching | BROADCAST RATINGS
CBS, ABC Tie on Sunday
CBS kicked off a week of summer premieres on Sunday with the debut of new series Reckless and the return of Unforgettable. Reckless drew 4.1 million total viewers at 9 p.m., while Unforgettable returned on par with its previous season. Earlier, Big Brother shed three tenths in its Sunday premiere. CBS and ABC tied for first in the demo. In its second week, ABC's Rising Star fell three tenths. Wipeout dipped 9%. NBC aired a special Last Comic Standing, which was on par with the show's recent broadcasts. Fox aired repeats.
For more, click HERE
CABLE RATINGS
Disney's 'Girl Meets World' Debuts to 5.2 Million Viewers
Disney Channel's sequel to beloved '90s sitcom Boy Meets World got off to a solid start on Friday night, as Girl Meets World debuted to 5.2 million total viewers. The spinoff/sequel series, which follows Riley Matthews—the daughter of Cory and Topanga—also drew 2.3 million among kids 2-11, 1.8 million with kids 6-11 and 1.7 million among persons 9-14.
For more, click HERE
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| Overnight Ratings: Sunday, June 29
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| 60 MINUTES (R)
| 1.1
| 8.4
| ABC
| AMERICA'S FUNNIEST HOME VIDEOS (R)
| 0.9
| 4.6
| UNIVISION
| AQUÍ Y AHORA
| 0.7
| 1.8
| FOX
| AMERICAN DAD (R) (7)
BOB'S BURGERS (R) (7:30)
| 0.7
0.7
| 1.5
1.4
| NBC
| AMERICAN NINJA WARRIOR (R)
| 0.6
| 2.6
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| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| BIG BROTHER
| 1.8
| 5.8
| ABC
| WIPEOUT
| 1.0
| 4.0
| FOX
| THE SIMPSONS (R) (8)
THE SIMPSONS (R) (8:30)
| 0.9
1.0
| 2.0
2.4
| NBC
| AMERICAN NINJA WARRIOR (R)
| 0.8
| 3.1
| UNIVISION
| BAILANDO POR UN SUEÑO
| 0.7
| 1.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| RISING STAR
| 1.2
| 4.7
| NBC
| LAST COMIC STANDING ROOM ONLY
| 1.1
| 3.3
| FOX
| FAMILY GUY (R) (9)
AMERICAN DAD (R) (9:30)
| 1.2
0.9
| 2.6
2.3
| UNIVISION
| BAILANDO POR UN SUEÑO
| 0.8
| 2.0
| CBS
| RECKLESS
| 0.7
| 4.1
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| RISING STAR
| 1.3
| 4.7
| NBC
| LAST COMIC STANDING ROOM ONLY
| 1.1
| 3.4
| CBS
| UNFORGETTABLE
| 0.9
| 6.1
| UNIVISION
| SAL Y PIMIENTA
| 0.7
| 1.8
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • CBS Over the Top With Summer Hit 'Under the Dome'
The surprise hit series of last summer, sci-fi drama Under the Dome, premieres its second season on Monday at 10 p.m. on CBS. Under the Dome, based on a novel by Stephen King, continues the story about the residents of Chester's Mill, Maine, who suddenly find themselves cut off from the rest of the world by a mysterious, impenetrable barrier that has surrounded the town. King has written the first episode of the new season. This series unseated NBC's variety competition series America's Got Talent as the most watched broadcast network program of the summer last year. It averaged 11.2 million viewers, a 2.7 18-49 rating and a 3.6 25-54 rating. The upshot: This series also had strong appeal to younger viewers who usually do very little TV watching during the summer. It averaged a 1.6 18-34 rating and a similar rating among viewers 12-17. Monday's season two premiere should draw at least the 11.2 million the series averaged last summer and could top that number.
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| • History Is Gator-Gone for Season
History channel's popular reality series Swamp People concludes its fifth season on Monday at 9 p.m. The series follows a group of alligator hunters who not only have had to deal with the aggressive gators but also with brazen interloper poachers. The series features Troy Landry, his sons RJ and Jay Paul and his 15-year-old nephew Holden. It also focuses on "Gator Queen" Liz Cavalier and daughter Jessica, and "nuisance hunter" Terral Evans. The upshot: History moved Swamp People from Thursday night during season four when it averaged 4.5 million viewers to Monday nights this season, where it has averaged a lower 2.9 million and a 0.9 18-49 rating. That still kept it one of the most-watched cable series both on Monday nights and overall.
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| • 'Mystery Diners' Ends Sixth Season
This Food Network reality series, which focuses on a group of diners who, at restaurant owners' requests, visit undercover in order to evaluate or catch employees not doing their jobs properly, concludes its sixth season on Monday at 10 p.m. The team of diners is headed by Charles Stiles, who is founder and president of Business Evaluation Services, a national "mystery shopper" company; Stiles also hosts the show. In the season six finale, the team visits Metro Pizza in Las Vegas after the owner contacts Stiles for help. The upshot: This is one of a slew of restaurant surveillance series on cable. Mystery Diners has been criticized on assorted websites for being staged; however, it maintains a small but consistent audience each week. It has averaged about 1 million viewers both this season and in season five, a dip from the 1.3 million viewers it averaged during its first four seasons.
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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