| Today's Top Stories | | #1 | L'Oreal USA Launches Review Of $2.3B Media Account
| | | The country's seventh-largest U.S. advertiser has put its media buying and planning for all media, including search, social and programmatic, up for review with a decision expected by the end of the year, according to Ad Age. Interpublic's UM currently handles TV and print buying. GroupM agencies handle some business for L'Oreal globally and is expected to participate in the U.S. review, which comes six months after Nadine McHugh joined L'Oreal from Colgate-Palmolive in the role of senior VP-omni-media, strategic investments and creative solutions.
Why This Matters: As is often the case a new top marketer joining a company signals agency reviews. McHugh oversaw the Unilever account at GroupM's Mindshare, leading to speculation that the holding company may have a shot at supplanting UM for U.S. media buying and planning.
A Take: Ad Age
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| | #2 | Neutrogena Ditches TV For Annual Earth Month Campaign
| | | Since launching in 2011, Neutrogena Naturals has run a number of TV commercials with actress and brand spokesperson Kristen Bell during its April Earth Month campaign, but that's changed, Adweek reports. Bell will continue to be the face of the brand, but TV is being replaced by a heavy digital/social media campaign. The campaign will promote water conservation and a new line of environmentally friendly makeup wipes. Paid videos will run on Twitter, YouTube and the YuMe network.
Why This Matters: One of the goals of the campaign is to reach a millennial audience with more cause advertising than peddling specific products. Simon Geraghty says the campaign is not about "putting the products front and center. It's more about connecting with lifestyles."
A Take: Adweek
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| | #3 | Brands Rev Up For 'Furious 7' Premiere
| | | Dodge, GoPro and Xbox One are among the film's partners, and Fiat Chrysler supplied almost 30 vehicles for the film, Ad Age reports. Sponsor Etihad Airways based in Dubai, one of the films settings, debuted a Boeing 777 decked out with the Fast & Furious 7 logo. Turtle Wax will air a promo in theaters prior to the start of the film that will kick off its spring campaign.
Why This Matters: The Fast & Furious franchise has grossed over $2 billion globally before this seventh version opens on Friday. The death of Furious star Paul Walker (Furious 7 was his last film) is expected to draw even more moviegoers. And marketers and the film's stars want to capitalize on that big box office.
A Take: Ad Age
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#4 Movie Studio First To Stream Trailer Premiere Via Twitter's Periscope (Adweek)
#5 Kimberly-Clark's Depend Tries Sexy Look In New Campaign (Ad Age)
#6 Gatorade 'Be Like Mike' Spot Features User-Generated Social Video Posts (WSJ)
#7 Jeep Cherokee U.K. Ad Banned For Promoting Dangerous Driving (Ad Age)
#8 Rentrak Signs Measurement Data Deal With Discovery Networks (MCN)
#9 TV Network Execs Rip Nielsen At Paley Center Event (B&C)
#10 GNC Hires Three New Agencies (Adweek)
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|  | • 7.7
Billions of dollars that will be spent on U.S. digital video advertising in 2015, according to a new eMarketer video platform report. U.S. digital video ad spending will nearly double by 2019 to $14.38 billion.
– Reported by eMarketer
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| | MBPT Spotlight | How Technology Can Recapture Distracted Second-Screeners
By Andreas Schroeter, chief operating officer, wywy
The iPhone launched in 2007, leading to the 76% smartphone penetration in the U.S. today. As of December 2013, 44% of U.S. online consumers owned a tablet. The rise of mobile devices and tablets has transformed our lives, making multitasking the new norm. One of the many things these ever-present devices impact is TV viewing behavior, where parallel usage of a second-screen device captures a viewer's attention. In turn, advertisers—who rely on TV to help drive awareness and sales—are affected.
Lack of integration across TV and online ads hurts business. In the fall of 2014, we researched TV advertisers in the U.S., the U.K. and Germany and compared their TV ads to their homepages. The study found only one in four brands prominently displayed the product advertised on TV on their homepage, with only one in six displaying the product on the mobile version of product homepages. This means marketers are spending millions for TV ads, but most lose interested viewers who go to product websites or their mobile phones to find more information.
Since today's TV viewer is being driven to distraction by second screens, how can marketers recapture these wandering eyes?
How will TV advertising syncing technology change the distraction equation for viewers? And how does it help advertisers optimize their campaigns?
For more, click HERE
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| | Fates & Fortunes | • DAVID LEONARD was named chief executive officer of MacLaren McCann Canada. He was most recently president and chief operating officer at DDB Canada. Leonard joined DDB as president of its Toronto office in 2005 and five years later was named president and COO of DDB's entire Canada operation. He has also worked at JWT Toronto and was president and CEO of Arnold Worldwide Canada.
• BRIEN KENNEDY has joined KYW-WPSG Philadelphia, the CBS Television Stations' owned CBS-CW duopoly. He was previously VP and general manager of WCCO Minneapolis since 2010. He succeeds Jon Hitchcock, who was recently named VP and general manager of WTIC-WCCT Hartford.
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| | What They're Watching | BROADCAST RATINGS
'Dovekeepers' Dips in Second Night
CBS aired the back half of its two-part miniseries The Dovekeepers on Wednesday, which dipped a tenth from Tuesday with adults 18-49. The two-hour episode also shed nearly 3 million total viewers from Tuesday. Earlier, Survivor lost 9%. CBS finished in fourth Wednesday. ABC won the night in the demo. The Middle fell 11% and The Goldbergs dipped 10%. Modern Family was even, while Black-ish rose 14%. Nashville fell 7%. Fox led the night among total viewers as American Idol's rating in the demo was even with last week. NBC's Mysteries of Laura remained even with last week's series-low rating, while Law & Order: SVU rose 15% and Chicago P.D. improved 7%. NBC finished third. The CW rounded out the evening with Arrow losing 20% from last week and Supernatural down a tenth.
For more, click HERE
CABLE RATINGS
'19 Kids' Draws 3.5 Million Viewers and Counting
TLC's 19 Kids and Counting reeled in 3.5 million viewers, the most Tuesday night, along with an 18-49 rating of 1.2, up from 0.8 last week. Real Housewives of Beverly Hills posted a 0.9, up from last week's 0.8 in the demo, to go along with 2.2 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, April 1
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | SURVIVOR | 2.1 | 9.5 | | ABC | THE MIDDLE (8) THE GOLDBERGS (8:30) | 1.7 1.9 | 7.6 7.2 | | FOX | AMERICAN IDOL | 1.7 | 8.0 | | UNIVISION | AMORES CON TRAMPA | 1.1 | 2.9 | | NBC | MYSTERIES OF LAURA | 1.0 | 6.4 | | CW | ARROW | 0.8 | 2.4 | | TELEMUNDO | LA BIBLIA | 0.5 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MODERN FAMILY (9) BLACKISH (9:30) | 2.9 2.4 | 9.3 7.4 | | FOX | AMERICAN IDOL | 1.8 | 8.7 | | NBC | LAW & ORDER: SVU | 1.5 | 6.3 | | UNIVISION | HASTA EL FIN DE MUNDO | 1.2 | 3.0 | | CBS | THE DOVEKEEPERS | 0.9 | 6.5 | | CW | SUPERNATURAL | 0.6 | 1.7 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO P.D. | 1.6 | 6.9 | | ABC | NASHVILLE | 1.3 | 5.1 | | UNIVISION | QUE TE PERDONE DIOS | 0.9 | 2.5 | | CBS | THE DOVEKEEPERS | 0.8 | 6.3 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Animated 'Archer' Ends Another Down FX Season…
The half-hour adult animated comedy series (10 p.m.) concludes its sixth season, having averaged just under 1 million viewers per episode. That comes on the heels of a disappointing season 5, when it averaged 1.1 million viewers and a 0.7 18-49 demo rating. Season 4 was the series' peak, when it averaged 1.5 million and a 1.0, however, the creators altered the series story line and the series hasn't recovered. The upshot: Fans of Archer need not worry, however, since FX renewed it for two more seasons in the spring of 2014, so it is guaranteed a season 7.
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| • …While 'The Slap' May Have Played Its Final Hand…
The midseason drama premiered on Thursdays at 8 but did so poorly in drawing viewers as The Blacklist's lead-in that NBC moved it to Thursday night at 10. It did no better, and now will air its season, and most likely series, finale. The upshot: The series did premiere in a tough time period competing against CBS' The Big Bang Theory, ABC's Grey's Anatomy and Fox's American Idol, but it still underperformed. Its combined ratings averages for 8 p.m. and 10 p.m. are 3.8 million viewers and a 0.8 18-49 demo rating.
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| • …And 'Olympus' Mounts a Syfy Premiere
This 13-episode mythology drama series (10 p.m.) is set in a time following the banishment of the gods to Mount Olympus. It follows the adventures of Hero, the illegitimate son of a king, who wants to understand his past as he tries to learn his destiny while facing many physical and mental obstacles. The upshot: Syfy is premiering this new scripted series leading out of WWE Smackdown, which averages 2.5 million viewers from 8 p.m.-10 p.m., and is hoping that the mostly male wrestling audience will stick around. On paper, it doesn't seem like Olympus is very compatible to the younger Smackdown audience but the muscle-bound battles in both may translate.
Note: Media Buyer +Planner Today will not publish tomorrow, April 3, in honor of Good Friday. The newsletter will return on Monday, April 6.
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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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