| Today's Top Stories | | #1 | Coors Light Scraps Summer Campaign Created By WPP's Cavalry
| | | The marketing campaign titled "The Cold One" was halted after some of the screenings did not fare well with distributors, Ad Age reports. "We heard your feedback…and won't be using this campaign," MillerCoors chief marketing officer Andy England said in an email to distributors. "We need a strong general market campaign and are developing new work…[which] will be ready for air in June."
Why This Matters: The summer months are of vital importance to beer companies and Coors Light, while the nation's second-largest-selling beer, experienced a 3.3% decline in shipments in 2014. Much is riding on this campaign, with creative agency Cavalry on the hot seat.
A Take: Ad Age
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| | #2 | The Verge Launches 'Transportation' Section To Lure Auto Brands
| | | The Vox Media online publication has started a new section dedicated to all modes of travel, signing up Chrysler as its launch partner, Adweek reports. The Verge staff believes the timing is right because most new cars on the market have digital connected capabilities and other new technologies that carmakers are going to want to tout. The publication has a track record with other auto advertisers including BMW (its original site launch partner), Ford, Lexus and Infinity.
Why This Matters: More online publishers are recognizing the willingness of automakers to advertise digitally. Yahoo also recently announced the launch of its latest digital magazine, Yahoo Autos, with BMW as launch sponsor.
A Take: Adweek
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| | #3 | FTC Commissioner Reminds Advertisers To Disclose Paid Endorsements
| | | In her first address before the advertising industry at the Association of National Advertisers annual ad law and public policy conference, FTC commissioner Terrell McSweeny reminded marketers to disclose all paid endorsements. She used examples of Sony using its employees to generate buzz for a new game console, AmeriFrieght paying consumers to write positive reviews and Lindsey Duncan touting weight-loss benefits of green coffee bean extract via appearances on The Dr. Oz Show and The View.
Why This Matters: With so many issues affecting the ad industry today and taking up the time of regulators, some marketers may think they can bend the rules on paid endorsements of products. McSweeny confirmed that the FTC is still vigilant about the topic.
A Take: MediaPost
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#4 Valvoline Wants Next Creative Agency To Target Millennials (Adweek)
#5 Brands Get Busy With April Fool's Day Pranks (Ad Age)
#6 Media Kitchen President Addresses Online Ad Viewability (Media Life)
#7 Vonage Selects FCB Garfinkel New York To Handle Creative (Ad Age)
#8 Rubicon Project Acquires Canadian Intent-Based Marketing Company (NYT)
#9 Ads For 'Mad Men' Finale On AMC Sold Out (B&C)
#10 Go Daddy Seeks To Lose Bad-Boy Image (WSJ)
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Percentage of U.S. marketers who say they will "significantly increase" their programmatic ad budget (22%) or "moderately increase" that budget (40%) in 2015, according to research by RBC Capital Markets and Ad Age.
– Reported by eMarketer
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| | MBPT Spotlight | The 18 Shows You Should be Advertising In To Reach Millennials
By John Consoli
Millennials are not heavy broadcast primetime television watchers, but there are 18 shows whose weekly episodes are watched by more than 1 million adults 18-34. Since most of those shows are among the more heavily watched primetime series overall, it would be too expensive for marketers to buy them simply to target those harder-to-reach millennials. However, that prized demo represents a nice value-add for marketers who buy them based on 18-49 or 25-54 numbers.
The most-watched broadcast primetime series by millennials season-to-date, based on Nielsen data, is Fox midseason drama Empire, which recently completed its short run averaging 3 million adults 18-34 per episode in live-plus-same-day viewing. That viewership jumped to a total of 3.9 million over a live-plus-seven-day period.
The second-most-watched broadcast primetime series by that demo has been ABC's Scandal, averaging 1.76 million adults 18-34 per episode, and an audience that jumps to 2.7 million over live-plus-seven viewing.
Scandal edges out third-place series, CBS' The Big Bang Theory, which is averaging 1.73 million viewers live-plus-same-day and 2.7 million over seven days. Also close and tied for fourth among millennial viewers is Fox's animated Family Guy and NBC's Monday night version of singing competition The Voice. Both are averaging 1.67 million millennial viewers live-plus-same-day, with Family Guy increasing to 2.6 million over seven days and The Voice rising to 2.2 million viewers.
What other series landed in the top 10 among millennials viewers? And what is the significant gender breakdown among the top series?
For more, click HERE
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| | Fates & Fortunes | • CHARLIE COLLIER, president and general manager of AMC, will add oversight of Sundance TV to his responsibilities, assuming a similar title there. Collier has been with AMC Networks since 2006. At Sundance, he succeeds Sarah Barnett, who became president and general manager of BBC America late last year, when AMC Networks began operating that network under a joint venture with BBC Worldwide. Barnett had continued to oversee Sundance TV during that interim period.
• KIM KADLEC has joined Starcom MediaVest Group as president of its Global Network Clients Americas unit. Kadlec was most recently global head of strategic partnerships at AOL. Before that she was worldwide VP of the global marketing group at Johnson & Johnson. She has also worked at NBCUniversal, News Corp. and at Backer & Spielvogel. SMG has also promoted JODIE STRANGER to a newly created role of president-Global Network Clients Europe, the Middle East and Africa. She was most recently executive director of GNC operations for the EMEA region. Kadlec will be based in New York and report to SMG global CEO Laura Desmond. Stranger will be based in London and report to John Sheehy, president of SMG global operations.
• PIO SCHUNKER was named senior VP, integrated marketing communications for the IT and mobile division of Samsung. He previously headed up integrated marketing for Coca-Cola North America, before leaving in 2013. He has also held positions at Ogilvy & Mather, where he handled the American Express account, and at Lowe & Partners, where he worked on the Mercedes-Benz account.
• CARLOS CALDERON and JOMARI GOYSO will join Univision Sunday night entertainment news show Sal y Pimienta as cohosts. Calderon is also cohost of another Univision entertainment news show, El Gordo y la Flaca. Goyso is a judge on the Univision series Nuestra Belleza Latina.
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| | What They're Watching | BROADCAST RATINGS
'Dovekeepers' Opens to 9M Viewers, But Low Among Demo
CBS kicked off the first half of its two-part miniseries The Dovekeepers on Tuesday, below what both NCIS: New Orleans and Person of Interest normally draw in that space. NCIS was down a tenth with a 2.1 rating. CBS easily led the night among total viewers and tied with NBC in the demo. Despite airing behind a recap episode of The Voice, NBC's Undateable only lost a tenth from last week, while One Big Happy was steady. ABC took third. Fresh Off the Boat, Repeat After Me and Marvel's Agents of S.H.I.E.L.D. were all down a tenth from last week, while Forever improved a tenth. Fox debuted new comedy Weird Loners, which fell below Mulaney as the worst debut of the season. However, it was only two-tenths off from what The Mindy Project drew in that time slot last week. Leading into Weird Loners, New Girl—which received a season-five pickup Tuesday—returned from a few weeks off, down 23%. Earlier, Hell's Kitchen was down a tenth. Fox tied with The CW for fourth. For The CW, both The Flash and iZombie were even with last week.
For more, click HERE
CABLE RATINGS
Comedy Central 'Roast' On Fire
Comedy Central's Roast of Justin Bieber led Monday with a 2.6 rating among adults 18-49 and 4.4 million viewers. It was up from last year's James Franco roast, which pulled a 1.9 rating. USA's 10 p.m. hour of WWE Raw took second with a 2.0 in the demo and an audience of 5.6 million. The 11 p.m. hour drew a 1.8 rating. VH1's Love and Hip Hop had a 1.2 rating and 2.1 million viewers. A&E's Bates Motel drew a 0.7 in the demo and 1.7 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, March 31
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS | 2.1 | 16.3 | | NBC | THE VOICE | 1.9 | 8.4 | | CW | THE FLASH | 1.2 | 3.5 | | FOX | HELL'S KITCHEN | 1.2 | 3.4 | | ABC | FRESH OFF THE BOAT (8)
REPEAT AFTER ME (8:30) | 1.3
0.9
| 4.8
3.4
| | UNIVISION | AMORES CON TRAMPA
| 1.1 | 2.7 | | TELEMUNDO | LA BIBLIA
| 0.6 | 1.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.4 | 4.2 | | NBC | UNDATEABLE (9)
ONE BIG HAPPY (9:30) | 1.4
1.2 | 5.0
4.0
| | CBS | THE DOVEKEEPERS | 1.1 | 9.8 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.0 | 2.5 | | FOX | NEW GIRL (9)
WEIRD LONERS (9:30) | 1.0
0.7 | 2.3
1.9 | | CW | IZOMBIE | 0.7 | 1.9 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.3 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE DOVEKEEPERS | 1.0 | 8.2 | | ABC | FOREVER | 1.0 | 4.5 | | NBC | CHICAGO FIRE (R) | 0.9 | 3.9 | | UNIVISION | QUE TE PERDONE DIOS
| 0.9 | 2.3 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.6 | 1.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • A&E Goes Back To 'Wars'
Season 6 of Storage Wars (9 p.m.) and Season 7 of Shipping Wars (10 p.m.) each resume with their spring premieres in back-to-back episodes. Both are moving to a new night where they will air together. Storage Wars averaged about 1.8 million viewers before it went on a short hiatus. Shipping Wars brought in about 1.3 million viewers. The upshot: Both series have lost viewers over the years and neither is drawing the mass audiences they once did. Storage Wars premiered its second season with more than 5 million viewers and in season 5 averaged 2.5 million viewers. Shipping Wars debuted to more than 3 million viewers. But pairing them together should get nice flow, and their current numbers are comparable to lots of cable reality fare.
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| • 'Catfish' Has Lost Some Air
MTV's Catfish: The TV Show (10 p.m.) returned for season 4 in late-February but has had trouble replicating the numbers of its first few seasons. This season it is averaging 1.1 million viewers and a 0.7 in the demo. Its viewership is down from the 1.8 million it averaged in season 3 and way down from the 2.2 it averaged in seasons 1 and 2. The upshot: The show is still a fair enough match for marketers targeting younger viewers, even though its 18-49 rating is also down significantly from season 1; back then, it averaged a 1.3 and was the most-watched series on Wednesday night cable in the demo.
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| • 'Little Women' Attend L.A. Reunion
The Lifetime reality series, Little Women: LA, following the lives of six friends out to prove that height is just a number, concludes season 2 (9 p.m.) with the second half of a two-part reunion special. There were lots of fireworks created in last week's episode (admissions of miscarriages, accusations of serial cheating and the like). That'll likely go double in the finale. The upshot: Little Women: LA averaged 1.3 million viewers this season and a 0.5 18-49 demo rating, but the reunion show drew only 1.1 million viewers. It did lead into a spinoff series, Little Women: N.Y., which drew a similar 1.1 million viewers and a 0.4 in the demo.
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