| Today's Top Stories | | #1 | New Pinterest Tools Make It Easier to Buy, Post Ads
| | | A number of social publishing tool providers including Ahology, Percolate and Sprinklr will be permitted to post content directly to Pinterest for their marketer and media company clients. They will do so by tapping into a special application programming interface (API). Pinterest is also testing an advertising API with marketers to allow them to directly buy its "promoted pins" more easily.
Why This Matters: Pinterest has almost 50 million active users and these new tools will enable marketers to reach them in a quicker and more efficient manner.
Three Takes: Adweek | Ad Age | WSJ
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| | #2 | Ad Industry Creates Transparency Task Force
| | | To be cochaired by 4As CEO Nancy Hill and ANA CEO Bob Liodice, the new group will be comprised of four top-level media agency executives and four marketing company officials. The first meeting will be held next month to look into issues raised by former MediaCom CEO Jon Mandel that certain unnamed agencies were getting kickbacks for placing clients' ad dollars at certain media companies.
Why This Matters: The level of distrust between the agencies and their marketer clients was heightened by Mandel's allegations and Liodice says "transparency concerns — real and perceived — need to be addressed and mitigated."
Three Takes: Adweek | MediaPost | Ad Age
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| | #3 | Bike Path Advertising Could Be the Next Big Thing
| | | PepsiCo's Naked Juice brand is placing skid free decal pictures of its logo along paths in public parks in Dallas and Fort Lauderdale, Fla., and negotiations are underway to allow brand ads on bike lane surfaces in Boston and Portland, Ore., Ad Age reports. OMD's Ignition Factory is handling the campaign. Each city park has different regulations but the ads are relatively inexpensive. In one Dallas park it costs between $6,000 and $8,000 for a month-long activation. The decals are placed every 75 feet along a five mile path.
Why This Matters: Marketers have placed decal ads on trains and buses but OMD says no one has targeted bike lanes at scale. "We try to get in those white spaces where there isn't any advertising," says Tracy Quitasol of Ignition Factory.
A Take: Ad Age
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#4 Seven Questions Hovering Over the NewFronts (WSJ)
#5 Coldwell Banker Renews MLB Partnership (MediaPost)
#6 Dove's 'Real Beauty' Campaign Raises Eyebrows (Digiday)
#7 Media Agency Revenue Propelled by Digital Gains (Ad Age)
#8 Interactive Advertising Bureau CEO Says TV Will Evolve to Survive (Adweek)
#9 Wells Fargo Embracing Diversity in BBDO-Created Brand Campaign (Ad Age)
#10 PopSugar Shaping Its Content Strategy Around Facebook (Digiday)
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Percentage of spending by U.S. teens (average age 16.3) from households with average incomes of $56,000 on food, according to research from Piper Jaffray. The next biggest expenditure was for clothing — 20%.
– Reported by eMarketer
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| | MBPT Spotlight | As TV Tiptoes, Sellers (Mostly) Back a New Front—Despite some dropouts from last spring, this year's NewFronts fortnight will pack in a record tally of hopefuls touting the upside of digital and mobile video
By Jon Lafayette
Unlike their counterparts with the traditional television networks, executives selling online video see a strong market ahead.
"I think that the digital side of the equation is on the right side of history," says Peter Naylor, senior VP advertising sales at Hulu. "I say that because you watch how viewers are shifting their habits. The rise of VOD consumption is undeniable and people are getting more and more comfortable timeshifting their viewing whether it's through VOD mechanisms or just good old DVR."
"It's been a very big year. Not just for advertisers but also for consumers. You look at consumer trends and how rapidly they are moving to online video, even though that trend was obvious last year, I don't know that anyone was predicting it would have moved as fast as it has," says Tara Walpert Levy, managing director of agency sales at Google.
Digital video—along with mobile—are the fastest growing parts of an otherwise sluggish advertising market. Media agency ZenithOptimedia forecasts that online video's share of marketing spending will rise from 2.1% in 2014 to 3.9% in 2017. Most year-over-year predictions are for robust double-digit percentage gains in revenue, contrasted with the flat-to-down outlook prevailing across much of traditional TV. The influx of dollars is bringing a surge of contenders. The fourth annual Digital Content NewFronts get under way Monday and wrap May 7. A record 33 companies are set to make presentations to media buyers, up a full 50% from last year.
Which firms are in this year's NewFront lineup? And what does the future look like for this high-profile event?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • KELLER WITHERS has joined NBCUniversal as VP, portfolio advertising sales, and will head up a new NBCU regional ad sales office in Atlanta. Withers was most recently VP, sales manager for Turner Sports, overseeing the company's NCAA Men's Basketball Tournament "March Madness" sales effort. Keller has more than 20 years of media ad sales experience and will report to Mark Marshall, senior VP of portfolio sales.
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| | What They're Watching | BROADCAST RATINGS
ABC Wins Demo Sunday, CBS Takes Viewers
It was a split decision on Sunday, with ABC leading the night among the adults 18-49 demo and CBS taking the victory with total viewers. For ABC, America's Funniest Home Videos rose 7%, while Once Upon a Time was steady with last week. Secrets & Lies improved 13% and Revenge was even. CBS' lineup saw mostly declines. 60 Minutes fell 8%, Madam Secretary tumbled 29% and The Good Wife drew a series low, down 9% from last week. Battle Creek was even. CBS and NBC finished tied in the demo. NBC's A.D. The Bible Continues and American Odyssey remained even with last week. Dateline was up 25%. Fox finished in second in the demo. The Simpsons and Family Guy were both up 7%, while Last Man on Earth dipped 12%. Bob's Burgers returned from a month off down 10%.
For more, click HERE
CABLE RATINGS
TNT's Triple Threat of NBA Programming Leads Thursday
The NBA on TNT continued its dominance of the original cable ratings, taking the top three slots Thursday. The Golden State Warriors' thrilling 123-119 overtime win over the New Orleans Pelicans led the night, generating a 1.8 rating among adults 18-49 and 4.0 million viewers. The Cleveland Cavaliers' eight-point victory over the Boston Celtics drew a 1.4 rating and 3.2 million viewers. The Inside the NBA postgame show came in third, reeling in a 1.1 in the demo and 2.2 million viewers. The highest-rated non-sports program was Vikings, whose third season finale on History attracted a 0.9 rating and 2.7 million viewers. Spike's Lip Sync Battle rounded out the top 5 with a 0.8 in the demo and 1.5 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, April 26
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | AMERICA'S FUNNIEST HOME VIDEOS | 1.5 | 6.0 | | CBS | 60 MINUTES | 1.1 | 10.2 | | NBC | DATELINE | 0.8 | 4.7 | | FOX | THE SIMPSONS (7)
BOB'S BURGERS (7:30) | 0.6
0.9 | 1.7
2.0 | | UNIVISION | FUTBOL CENTRAL (7)
LIGA MX SÚPER CLÁSICO (7:30) | 0.5
0.7
| 1.3
1.6
| | TELEMUNDO | MEN IN BLACK 3 | 0.3 | 0.8 | | | | | |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | ONCE UPON A TIME | 1.7 | 5.1 | | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30) | 1.5
1.5
| 3.3
2.8
| | NBC | DATELINE | 1.3 | 7.3 | | CBS | MADAM SECRETARY | 1.0 | 10.4 | | UNIVISION | LIGA MX SÚPER CLÁSICO | 0.8 | 1.9 | | TELEMUNDO | LA VOZ KIDS | 0.7 | 1.8 | | | | | |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SECRETS AND LIES | 1.7 | 5.7 | | FOX | FAMILY GUY (9)
THE LAST MAN ON EARTH (9:30) | 1.5
1.4
| 3.2
3.2
| | NBC | A.D. THE BIBLE CONTINUES | 1.1 | 5.7 | | CBS | THE GOOD WIFE | 1.0 | 8.7 | | TELEMUNDO | LA VOZ KIDS | 0.8 | 2.2 | | UNIVISION | LIGA MX SÚPER CLÁSICO (9)
PREMIOS TV Y NOVELAS 2015 (9:30) | 0.8
0.8 | 2.0
2.0 | | | | | |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | REVENGE | 1.0 | 4.5 | | UNIVISION | PREMIOS TV Y NOVELAS 2015 | 0.9 | 2.3 | | CBS | BATTLE CREEK | 0.7 | 6.2 | | NBC | AMERICAN ODYSSEY | 0.5 | 2.9 | | TELEMUNDO | SUELTA LA SOPA EXTRA | 0.5 | 1.2 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Ex Judges Visit 'The Voice'
Former judges Gwen Stefani, CeeLo Green and Usher return to the show to coach the eight remaining performers on NBC's The Voice (8 p.m.) The contestants perform on Monday and eliminations will be announced on the Tuesday night show, based on viewer voting. The upshot: The Voice has stumbled in its Monday night viewership over the past four weeks so this special episode may revive things a bit. The Voice on Monday was averaging a 3.5 18-49 demo rating and 12.4 million viewers for the season through late March, but in the last four weeks the series has averaged a 2.9 in the demo and 11.1 million viewers. Part of that is strong competition from ABC's Dancing with the Stars, which it goes head to head with from 8-10 p.m.
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| • 'Stalker' Returns to CBS Lineup
The CBS freshman drama, on hiatus for several weeks after being replaced in its regular Wednesday night at 10 timeslot, is back with a fresh episode Monday night at 9. The series, which follows a pair of Los Angeles detectives who investigate voyeurism, cyber harassment and romantic fixation incidents, is airing in the time period vacated by another CBS freshman series Scorpion, which has completed its season. Stalker averaged a 1.5 18-49 demo rating and 7.7 million viewers on Wednesday night before being replaced. The upshot: Stalker was replaced by CSI: Cyber, which is averaging more than 2 million more viewers in Stalker's previous time period. If Stalker fans don't watch in large numbers Monday night, it's going to be easy for CBS to cancel the series.
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| • 'Castle' Not King of Its Time Period
The veteran ABC detective drama (10 p.m.), despite a hefty lead-in from Dancing with the Stars, is down significantly from last season in both the 18-49 demo and in viewers. Last season at this point, Castle was drawing a 1.8 in the demo and 9.3 million viewers. This season the numbers are 1.5 in the demo and 7.8 million viewers. Even after NBC moved The Blacklist to Thursday nights, Castle is still getting beat in viewers by CBS' NCIS: Los Angeles. The upshot: While Castle is not winning the time period in live-plus-same-day viewers, the series does do very well in extended viewers. It is picking up almost 4 million additional viewers in live-plus-seven-day viewing.
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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
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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