| Today's Top Stories | | #1 | YouTube Rolls Out Hispanic Ad Targeting Tool
| | | Called YouTube Hispanic, it will offer advertisers proprietary data, along with Nielsen Online Campaign Ratings data and comScore's Validated Campaign Essentials data as a means of more accurately targeting Hispanic YouTube users, The Wall Street Journal reports. Similar to Google Preferred introduced last year, marketers will be able to buy targeted audiences during the upfront with guarantees, much like traditional TV buys.
Why This Matters: While using Spanish-language TV to reach out to the growing Hispanic consumer population in the U.S., marketers have been lax in trying to reach this segment online, even though research finds that 52% of digital Hispanics use English most of the time they spend online. YouTube is hoping to make it easier for marketers to reach them.
A Take: WSJ
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| | #2 | Facebook Begins Sharing User 'Topic Data' With Advertisers
| | | The social network through a partnership with DataSift is offering marketers data on what users are discussing on its site, including brand names and products, as well as the demographics of those users. Advertisers will also be able to pinpoint user locations.
Why This Matters: While the identities of the users will be kept private by Facebook, advertisers will be able to learn how people view their brands and what brands are most popular; it'll also give them ideas on how to improve their marketing.
Two Takes: Ad Age | MediaPost
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| | #3 | Transitions Optical Targets Younger Consumers In Campaign
| | | The manufacturer of eyeglass lenses that darken when exposed to light is trying to update its image by reaching out to younger, more style- and tech-conscious consumers via music and events such as SXSW, Ad Age reports. The new campaign will feature a six-part series, including print and short Web videos. It is also sponsoring a stage during SXSW music performances, along with TV commercials. OMD is the Transitions media agency and Axis is handling its marketing, along with Weber Shandwick and Havas PR.
Why This Matters: According to research, only 59% of people 25-29 wear glasses. Patience Cook, global brand director at Transitions, says younger consumers have lower awareness and lack and understanding of the brand. The company wants to change that.
A Take: Ad Age
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#4 Pepsi Challenge Campaign To Focus On Social Media (NYT)
#5 CAB Says 40% Of Cable TV's Declines Attributed To Web TV Defections (WSJ)
#6 GE's 12-Foot Brisket Smoker Will Turn Out Real-Time Data At SXSW (Adweek)
#7 Snapchat Continues To Evolve With Addition Of Sports Content (Digiday)
#8 How SXSW Differs From The World Mobile Congress (Adweek)
#9 Moonves Says CBS Getting Scatter Prices 10% Higher Than Upfront (B&C)
#10 Delta Flies Hollywood Bigwigs To SXSW For Free (Ad Age)
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Percentage of beer consumers who drink craft beer, according to market intelligence agency Mintel. Craft beer consumption is highest among those between ages 25-34, at 29%.
– Reported by MediaPost
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| | MBPT Spotlight | CBS, Turner Say They've Taken In Record Amount Of Ad Dollars For NCAA Men's Championship Tournament
By John Consoli
The start of the 2015 NCAA Men's Basketball Championship tournament is less than a week away and CBS and Turner, who'll provide live coverage of all 67 games, are between 96%-97% sold out of all TV commercial inventory—having taken in a record amount of ad revenue. In addition to the near sellout of TV ad time, all digital ad avails have been sold out.
John Bogusz, executive VP of sports sales and marketing at CBS, while not disclosing what that total ad revenue is, says it's about 10% more than what was taken in last year at this point. He says about 2% more inventory has been sold at unit prices that are up by mid- to upper-single digits over last year.
The network sales execs would not discuss specific ad unit pricing, but sources familiar with March Madness sales say commercial units in the regional finals games on TBS have been selling in the $700,000-$800,000 range, while 30-second spots in the Monday night, April 6 final have been selling in the range of $1.6 million.
What avails are left, according to Bogusz? And what content will be available for viewing on NCAA Digital's newly launched NCAA March Madness YouTube channel, and what are the sponsors involved?
For more, click HERE
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| | Fates & Fortunes | • CHRIS HAYES has been named a partner and global chief marketing officer at independent creative agency Code and Theory. He was most recently CMO at Critical Mass and will work out of his new agency's New York office.
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| | What They're Watching | BROADCAST RATINGS
Daylight Saving Continues to Dampen Numbers
Daylight Saving appears to still be affecting ratings for the broadcast networks, as not a single show improved from last week on Tuesday night. NBC led as The Voice fell 12% and Chicago Fire stayed steady. CBS finished second. NCIS dipped 9% to tie its series low while NCIS: New Orleans fell 16% to its lowest rating so far. Person of Interest was also down 18%. ABC was in third. Fresh Off the Boat fell 12%, while Repeat After Me shed 8%. Marvel's Agents of S.H.I.E.L.D. fell 14% to a series low. Fox took fourth. Hell's Kitchen and The Mindy Project each dipped a tenth. The CW rounded out the night with repeats.
For more, click HERE
CABLE RATINGS
'Raw' Gets More Calls Than 'Saul,' 'Hip Hop'
USA's 10 p.m. hour of Monday Night Raw was the night's leading cable program with a 1.4 rating among adults 18-49 and 3.9 million viewers. The show's 9 p.m. hour, VH1's Love and Hip Hop and AMC's Better Call Saul followed, as each drew a 1.3 in the demo. Hip Hop lead-out Black Ink Crew had a 1.0 rating and 1.9 million viewers. A&E's Bates Motel premiered a new season to a 0.9 rating and 2.1 million viewers. The net's new series The Return debuted with a 0.6 in the demo and 1.5 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, March 10
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.4 | 12.6 | | CBS | NCIS | 2.1 | 15.7 | | ABC | FRESH OFF THE BOAT (8)
REPEAT AFTER ME (8:30) | 1.5
1.1 | 5.1
3.5 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.6 | | FOX | HELL'S KITCHEN | 1.3 | 3.4 | | TELEMUNDO | LOS MISERABLES
| 0.5 | 1.4 | | CW | THE FLASH (R) | 0.4 | 1.3 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.9 | 13.9 | | CBS | NCIS: NEW ORLEANS | 1.6 | 12.2 | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D. | 1.4 | 3.7 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.2 | | FOX | NEW GIRL (R) (9)
THE MINDY PROJECT
(9:30) | 0.7
0.9
| 1.5
1.8
| | TELEMUNDO | TIERRA DE REYES
| 0.6 | 1.4 | | CW | SUPERNATURAL (R) | 0.3 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 2.1 | 8.6 | | CBS | PERSON OF INTEREST | 1.4 | 8.5 | | UNIVISION | QUE TE PERDONE DIOS
| 0.9 | 2.5 | | ABC | FOREVER (R) | 0.8 | 3.0 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'The 100' Closes Out Season 2
The CW sci-fi series concludes its second season (9 p.m.). The show, which takes place after a nuclear Armageddon has decimated Earth, follows 100 juvenile prisoners who have been exiled from space stations back to the Earth, has averaged 1.6 million viewers and a 0.5 18-49 demo rating this season. That's down 16% in viewers and 20% in the demo compared to its first season, even though it again led out of the network's second-most-watched series Arrow all season. The upshot: Despite the series' slippage in viewership, The CW has already renewed The 100. Entering its season finale, it's currently the network's fourth-most-watched show and sixth in the demo.
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| • Fox's 'Empire' Continues To Grow
Freshman drama Empire (9 p.m.) has been putting up astonishing viewer numbers since premiering in mid-January. The series through nine episodes is averaging 11.9 million viewers and a 4.7 18-49 demo rating. More to the point, Empire has, incredibly, been growing every week since its premiere. Last Wednesday it drew 14.3 million viewers and a 5.8 in the demo and is now regularly outdrawing its lead-in, the still highly watched American Idol. The upshot: Empire has been the savior of Fox's broadcast primetime lineup's otherwise dismal season and with a predominantly African-American cast, is an indication that if the broadcast networks cast more series with people of color, the viewers may well follow.
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| • Viewers Not Loving Donnie And Jenny
The first season of new A&E reality series Donnie Loves Jenny, which follows Wahlburgers' costar Donnie Wahlberg and his new wife Jenny McCarthy airs its finale in a special time period (10 p.m.) leading out of a repeat episode of Duck Dynasty. For the previous nine episodes, it led out of Wahlburgers, which concluded its season last week, averaging 1.4 million viewers and a 0.6 demo rating at 10 p.m. Donnie Loves Jenny has averaged 1.2 million and a 0.5 in the demo at 10:30 p.m. The upshot: In recent weeks, viewership has been off for Donnie Loves Jenny, which drew only 873,000 viewers two weeks ago and just 1 million last week. It has not yet been renewed for another season. Meanwhile, Wahlburgers premiered last season with more than 4 million viewers but fizzled out during season 2.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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