| Today's Top Stories | | #1 | Agency Creates Carl's Jr. Burger To Target Hispanic Consumers
| | | The idea for the fast food chain's new spicy El Diablo hamburger came from the client's creative agency 72andSunny. Group creative director Justin Hooper says the chain often asks the agency for ideas and in this case requested help in designing a new food product for its southwest U.S. restaurants and one that would appeal to Hispanics. The agency also created a marketing campaign to promote the new burger.
Why This Matters: This isn't the first time an ad agency has invented a food product for a fast food chain. Crispin Porter + Bogusky created Burger King's Chicken Fries and Meat'normous breakfast sandwich. And in 2010, 72andSunny created an eco-friendly bedding alternative for infants called Nook Sleep Systems.
Three Takes: WSJ | Co.Create | Adweek
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| | #2 | Leo Burnett Loses GM's Silverado Creative Account But Keeps GMC, Buick
| | | General Motors has moved the Silverado account back to Interpublic's Commonwealth, the agency created in 2012 to specifically handle the Chevrolet account, Ad Age reports. GM moved Silverado to Leo Burnett in 2013 in part to alleviate Commonwealth's workload.
Why This Matters: Silverado is a major brand account and this is a blow to Leo Burnett, which is softened a bit by the agency getting to keep the other GM brands it currently handles. A memo to Leo Burnett staff said, "GM has decided to go through a consolidation. The client has assured us that this isn't a reflection of the team or the work."
A Take: Ad Age
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| | #3 | YouTube Recycling Last Year's Successful NewFront Pitch
| | | The social video network will again allow advertisers to buy guaranteed placements on the top 5% of YouTube channels in exchange for an upfront spend commitment, Ad Age reports. It will also continue to market creators within the Google Preferred program. It's making a few tweaks, including reducing content categories advertisers can buy from 14 to 12. YouTube declined to say how much it is requiring advertisers to spend to buy Google Preferred this year, but one agency exec said the annual minimum spend requirement to get that top inventory is $2 million.
Why This Matters: If it ain't broke, don't fix it. Last year, about 100 parent-level brands in the U.S. bought enough inventory so that Google Preferred nearly sold out by October. Many were YouTube first-timers.
A Take: Ad Age
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#4 Industry Influencers React To Twitter's Video Streaming App Launch (Adweek)
#5 Dr Pepper Begins Airing Integrated Ads In Telemundo Shows (MediaPost)
#6 Marshalls Puts Digital, Creative Accounts Up For Review (Ad Age)
#7 Magna Forecasts TV Upfront Spending Will Fall 7% (WSJ)
#8 Facebook Introduces New 'Analytics For Apps' Service (MediaPost)
#9 Lincoln's McConaughey Campaign Helped Double Market Share In Q4 (Fast Company)
#10 Apple Creating Streaming Music Service With Beats But Without Ads (NYT)
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Percentage share of U.S. digital display ad market that Facebook and Twitter will account for by 2017, according to reports. Google will still have a larger overall share than Twitter (11.1% vs. 6.8%) but Google's share will be down from 13% this year, while Twitter's will be up from 5% this year.
– Reported by eMarketer
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| | MBPT Spotlight | American Brands Dominate NetBase Top 100 Consumer 'LoveList' With iPhone Ranked No. 1
By John Consoli
Social media analytics company NetBase believes that the key to marketing success for a brand is getting consumers to love it and to express that love and positive sentiment about the brand in conversations with friends and family.
NetBase spends lots of time mining the Internet for social media conversations about brands that reflect those sentiments. In a report earlier this year, it offered up a list of top luxury brands. Its latest data release was issued during the recent SXSW conference in Austin, Texas, where it revealed its Top 100 Brand LoveList for 2015.
The Top 100 most loved brands span 13 different industries, but two dominate—retail and automotive. Retail brands, which include discount and department stores, restaurants, fashion chains and grocery stores, make up 33% of the list. Automotive companies make up 13% of the list. Food and beverage brands make up 10%. Only one financial services company and one insurance company made the Top 100.
Brands in the Top 100 LoveList are from 11 different countries, with 62% from the U.S. and 15% from Japan. South Korea has 5% of the brands on the list, France and Germany 4% each, Italy and the U.K. 3% each, and Sweden, Austria, Denmark and China, 1% each.
After the iPhone, which other brands ranked in the top 10 on the list—a group that accounted for 44.8%, or over 10 million "love" mentions on social media? And what were the rest of the top 100 in order, in what categories and from which countries?
For more, click HERE
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| | Fates & Fortunes | • ROD PERTH has extended his contract as president and CEO of NATPE through February 2016, at which time he will join its board of directors. Perth, who joined NATPE in his current post in May 2012, will then help the non-profit association select a new leader, while continuing to manage business during the course of the succession plan.
• LYLE SCHULZE was named VP and general manager of Raycom-owned NBC affiliate WIS-TV Columbia, S.C. He was previously VP and general manager of WCTI-WFXI-WYDO in the Greenville/New Bern/Washington, N.C. market since 2010.
• PEDRO MARTINEZ is joining MLB Network as an on-air analyst. Martinez is a three-time Cy Young Award winner and eight-time All-Star and was elected to the Baseball Hall of Fame in January during his first year of eligibility.
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| | What They're Watching | BROADCAST RATINGS
Sans 'Empire,' 'Idol' Slips
Expanding to two hours following last week's finale of Empire, American Idol was down 29% from its last Wednesday episode on March 11. Fox tied with ABC as the night's No. 2 broadcaster. CBS won the night as Survivor and Criminal Minds were both down a tenth from their last new episode. CSI: Cyber stayed even. ABC's Wednesday comedies returned with their first new episodes since March 4. The Middle was down 18%, The Goldbergs was down 20%, Modern Family was down 18% and Black-ish was down 9%. NBC's Wednesday dramas had their first new episodes since Feb. 25. The Mysteries of Laura was down 23%, Law & Order: SVU was down 19% and Chicago P.D. was even. The CW rounded out the night, as Arrow and Supernatural were both up a tenth.
For more, click HERE
CABLE RATINGS
'Pretty Little Liars' Goes Out on Top
ABC Family's Pretty Little Liars saw an uptick of four-tenths on Tuesday, leading cable that night. The drama's season finale had a 1.3 rating among adults 18-49 and 2.6 million viewers. OWN's The Haves and the Have Nots followed in original cable with a 1.1 in the demo and 3.5 million viewers. Haves' lead-out If Loving You is Wrong came in third with a 0.9 rating and 3 million viewers. Bravo's Real Housewives of Beverly Hills and TLC's 19 Kids and Counting both drew a 0.8 rating. BET's Being Mary Jane had a 0.6 in the demo and 1.2 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, March 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | SURVIVOR | 2.2 | 9.5 | | ABC | THE MIDDLE (8)
THE GOLDBERGS (8:30) | 1.8
2.0 | 7.2
6.7 | | FOX | AMERICAN IDOL | 1.7 | 8.1 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.3
| | NBC | THE MYSTERIES OF LAURA | 1.0 | 6.4 | | CW | ARROW | 1.0 | 2.8 | | TELEMUNDO | LA BIBLIA
| 0.7 | 2.1 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MODERN FAMILY (9)
BLACK-ISH (9:30) | 2.8
2.1 | 8.5
6.5 | | CBS | CRIMINAL MINDS | 2.0 | 9.9 | | FOX | AMERICAN IDOL | 1.7 | 8.6 | | NBC | LAW & ORDER: SVU | 1.3 | 5.9 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 2.9 | | CW | SUPERNATURAL | 0.7 | 1.7 | | TELEMUNDO | TIERRA DE REYES
| 0.6 | 1.4 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO P.D. | 1.5 | 6.3 | | CBS | CSI: CYBER | 1.4 | 8.1 | | ABC | NASHVILLE: ON THE RECORD 2 | 0.8 | 4.1 | | UNIVISION | QUE TE PERDONE DIOS
| 0.8 | 2.2 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Fox Makes Its 'Bones' Again
The long-running Fox drama returns (8 p.m.) to complete the remainder of its tenth season, after airing its 200th episode in December before going on hiatus. The series has averaged 5.6 million viewers this season and a 1.3 18-49 demo rating, down a bit from last season's 6.4 million and 1.7 when it aired on Monday nights. Bones is replacing American Idol at 8, which for now is airing an expanded two-hour Wednesday night show. The upshot: Bones won't do Idol numbers on Thursdays, but it should draw better than lead-out Backstrom, which has been averaging 4.7 million viewers and a 1.2 demo rating in its premiere season.
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| • 'Real Blacklist' Boosts Fictional One
NBC moved Dateline: The Real Blacklist into the 8 p.m. time period two weeks ago to help boost viewership of like-minded 9 p.m. scripted drama The Blacklist, and in week two, it did just that. Last Thursday, The Real Blacklist pulled in 6.5 million viewers (up from 4.5 million the week prior) while The Blacklist posted 8.6 million viewers and even outdrew ABC drama Scandal (7.8 million viewers) in the time period. The Shonda Rhimes series did, however, record a 2.4 in the 18-49 demo compared to The Blacklist's 1.8. The upshot: Despite the lead-in help, The Blacklist is still drawing fewer viewers than it did in its previous Monday night time period, and NBC's Thursday lineup is still struggling on an important night for retail advertisers.
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| • Madness For March Matchups Continues on CBS and Turner
The "Sweet 16" round of the NCAA Men's Basketball Championship tournament begins on Thursday with CBS and TBS each televising two games. The first game on CBS (6:15 p.m.), features No. 3 Notre Dame vs. No. 7 Wichita State in the Midwest regional; the first game on TBS (6 p.m.) is a West region matchup: No. 1 Wisconsin vs. No. 4 North Carolina. CBS follows at 8:45 with tourney favorite Kentucky vs. West Virginia and TBS at 9:17 p.m. has West's No. 2 Arizona vs. No. 6 Xavier. The tournament, through its first six days across CBS, TBS, TNT and truTV, set ratings marks. The upshot: The first game in this round is being televised an hour earlier than last year and that could mean a bigger audience for the second games. With two No. 1 seeds playing, including undefeated Kentucky, the night could be a viewer record-breaker.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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