| Today's Top Stories | | #1 | Viacom Launches Ad Sales Data Product
| | | The new platform will be called Viacom Vantage, which will offer ad buyers new levels of targeting and optimization. It will enable marketers to reach their custom audience at the program level across all of the Viacom Media Networks portfolio. Data offered to advertisers will include consumer behavior and attitudes that go beyond traditional age and gender demographics. Horizon Media has already tested the new program.
Why This Matters: The program is similar to the advanced data that NBCUniversal provides across all of its networks, according to Dave Campanelli, senior VP, director of national broadcast, at Horizon Media. Campanelli says the test buy was so effective that Horizon will be expanding the number of clients who will use Vantage this year.
Three Takes: Ad Age | B&C | Adweek
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| | #2 | China Updates Ad Law for First Time in 21 Years
| | | The new law goes into effect Sept. 1 and will affect everything from brands' use of celebrity endorsers to how baby formula can be promoted, Ad Age reports. It says people must be able to close online pop-up ads with a single click. And it cracks down harder on tobacco ads. It also strengthens consumer protection in the food ad area, stops kids under 10 from endorsing products and increases fines for false advertising.
Why This Matters: The new legislation effects many U.S. marketers who are selling products in China. Chenghua Yang, CEO of Publicis Shanghai and Guangzhou, says most Western marketers are already careful about how they advertise. Although Chinese regulators recently fined P&G's Crest almost $1 million for false advertising after computer software was used to whiten a celebrity endorser's teeth.
A Take: Ad Age
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| | #3 | Best Buy Moves Away from Agency-of-Record Model
| | | The electronics chain says it will begin hiring creative agencies on a project-by-project basis and will bring more creative work in-house, Ad Age reports. Best Buy's current creative lead agency, Crispin Porter + Bogusky, will now have to pitch for individual projects along with other agencies. "Crispin has been a great partner with us," says Best Buy spokesman Jeff Haydock, adding that the agency will "have every access to continue to bid on work."
Why This Matters: This is a significant change for CP+B since Best Buy spends north of $600 million annually on U.S. advertising. Creative work is done through back-to-school so the bidding will begin for Best Buy's biggest sales time of the year — the year-end holiday season.
A Take: Ad Age
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#4 Nielsen, Roku Announce OTT Audience Measurement Deal (MCN)
#5 Marketers Say Twitter Needs More Data to Identify Direct Response Audience (WSJ)
#6 Stockholder Law Firms Investigating Possible Improprieties at MDC (MediaPost)
#7 Viacom Says 30% of Upfront Deals Are Done (B&C)
#8 Study Finds Viewers Engage More With TV Ads Than Video Ads (MediaPost)
#9 Publisher Working Around Facebook's Pre-Roll Ad Ban (Digiday)
#10 NBC to Experiment With Binge-Viewing for New Drama 'Aquarius' (B&C)
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|  | • 56
Percentage of newspaper readership that took place in print only in 2014, according to a study from Pew Research Center. And that's up 1% over 2013.
– Reported by Medialifemagazine.com
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| | MBPT Spotlight | How to Sell Multi-Platform Advertising Today
By Travis S. Howe, senior VP, client services & operations, Invision Inc.
We live in a multi-platform world where consumers enjoy unprecedented access to content across an ever-widening array of devices: from mobile, PCs and tablets to over-the-top, streaming services and downloads.
For those driving the ad revenue to support our newly liberated access to content wherever we are, the sales opportunities presented by multi-platform are just as great but have yet to be realized. That's because multi-platform advertising — a concept meant to push our industry forward — is falling behind.
Today's viewing habits are diverse and the devices are numerous — your multi-platform sales strategy needs to be too. The power of multi-platform is not to streamline engagement across platforms, but to offer possibilities that would not exist with a single device.
Can you measure engagement across platforms? And is a campaign that requires different creative for different types of inventory worth the investment?
For more, click HERE
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| | Fates & Fortunes | • MARYANN BALBO was named general manager of WHDF Huntsville, Ala., a Lockwood Broadcast Group station and a CW network affiliate. She was most recently director of marketing and digital at WTVD Raleigh, N.C. She has also held positions at the Tampa Bay Times and WNCN Raleigh.
• PAMELA BARBER was promoted to president and general manager of WMOR Tampa-St. Petersburg, succeeding Kenneth Lucas, who is retiring in June after 17 years in the top role at the independent station. Barber was most recently general sales manager at WMOR. Prior to joining the station in 2006, she was director of sales at WFOR Tampa, and also held some posts at WTSP Tampa.
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| | What They're Watching | BROADCAST RATINGS
Crossover Boosts NBC's 'SVU,' 'Chicago P.D.'
The crossover between NBC's Law & Order: SVU and Chicago P.D. boosted both Dick Wolf-produced dramas on Wednesday night. Following a repeat of Chicago Fire, P.D. improved 20% from its last episode. At 10 p.m., SVU – airing the second-half of the crossover event – rose 11%. NBC placed fourth for the night. ABC led Wednesday in the demo. The Middle was up 11%, The Goldbergs was even and Modern Family slipped 3%. Black-ish fell 5% and Nashville was steady. CBS was second in the demo but first among total viewers. Survivor dropped 13%, while Criminal Minds sank 15% to a series low. CSI: Cyber matched its lowest rating to date, losing 20%. Fox was in third as American Idol rose 7%. The CW rounded out the night. Arrow was down 20% to a season low and Supernatural was even with last week.
For more, click HERE
CABLE RATINGS
Spurs-Clippers Scores on Tuesday
NBA playoff action on TNT returned to the top spot in Tuesday's original cable ratings. The San Antonio Spurs' nail-biting win over the L.A. Clippers led the night with a 1.9 rating among adults 18-49 and 4.0 million viewers, while the Houston Rockets' series-clinching win over the Dallas Mavericks drew a 1.4 in the demo and 3.3 million viewers. TLC's 19 Kids and Counting was the top non-sports program, with its 9:30 p.m. half hour generating a 1.2 rating and 3.2 million viewers, a hair better than the 9 p.m. installment's 1.1 rating and 2.9 million viewers. Discovery's Deadliest Catch reeled in a 1.1 in the demo as well, along with 2.8 million viewers. Deadliest Catch led into the the premiere of Sons of Winter, which drew a 0.4 in the demo and 1.1 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, April 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | SURVIVOR | 2.1 | 9.2 | | ABC | THE MIDDLE (8)
THE GOLDBERGS (8:30)
| 2.0
2.1
| 7.3
6.7
| | FOX | AMERICAN IDOL | 1.6 | 7.3 | | UNIVISION | AMORES CON TRAMPA | 1.0 | 2.8 | | NBC | CHICAGO FIRE (R) | 0.8 | 4.6 | | CW | ARROW | 0.8 | 2.4 | | TELEMUNDO | AVENIDA BRASIL | 0.5 | 1.1 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MODERN FAMILY (9)
BLACKISH (9:30) | 2.9
2.0 | 7.9
6.0 | | NBC | CHICAGO P.D. | 1.8 | 8.0 | | CBS | CRIMINAL MINDS | 1.7 | 8.6 | | FOX | AMERICAN IDOL | 1.5 | 7.8 | | UNIVISION | HASTA EL FIN DEL MUNDO | 1.1 | 2.9 | | CW | SUPERNATURAL | 0.7 | 1.8 | | TELEMUNDO | TIERRA DE REYES | 0.4 | 1.1 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | LAW & ORDER: SVU | 2.0 | 9.2 | | ABC | NASHVILLE | 1.3 | 4.8 | | CBS | CSI: CYBER | 1.2 | 7.2 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.0 | 2.2 | | UNIVISION | QUE TE PERDONE DIOS | 0.7 | 2.2 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Special Two-Hour 'Grey's Anatomy'
In the aftermath of last week's death of Dr. Derek Shepherd (Patrick Dempsey), ABC this week is airing a special two-hour episode of Grey's Anatomy (8 p.m.-10 p.m.). As a result, 9 p.m. drama Scandal will be pushed back a week. Both Scandal and Grey's, two Shonda Rhimes-created series, will end this season on May 14. The upshot: The death of Dempsey's character was hinted at but for the most part came as a surprise to fans. Tune-in for the episode — 2.8 18-49 demo rating and 9.6 million viewers —was still the largest of the season for the series. Questions about how the series will go on without McDreamy could mean more viewers than usual for the remainder of the season.
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| • 'Backstrom' Says Good-Bye
The Fox drama about offbeat detective Everett Backstrom (Rainn Wilson), who heads up a Portland police crime unit, concludes its first season (9 p.m.) and the network has not announced whether it is returning. After 12 of 13 episodes, ratings weren't strong. Backstrom averaged just a 1.0 18-49 demo rating, with 4.1 million viewers. The upshot: The series initially led out of American Idol until Fox took it off Thursday night. While Idol is no longer a ratings juggernaut, it still averaged more than 10 million viewers and Backstrom was losing half its lead-in audience. It's gotten worse since Idol left. Last week it drew only a 0.8 demo rating and 3 million viewers. Thursday night will most likely be Backstrom's last case.
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| • 'Mom' Concludes Season Two
The CBS sitcom from executive producer Chuck Lorre concludes a successful second season (9 p.m.) in which it averaged a 2.3 18-49 demo rating and 10.1 million viewers. Starring Anna Faris and Allison Janney, Mom got a boost leading out of CBS hit sitcom The Big Bang Theory for most of the season. Behind Big Bang it averaged a 2.4 in the demo and 10.5 million viewers. Since moving from 8:30 p.m. to 9 p.m. so CBS could premiere The Odd Couple with a strong lead-in, Mom has averaged a 2.0 in the demo and 9.2 million viewers, still pretty solid. The upshot: CBS already renewed Mom for another season, but next year's success will be based on where the network puts it on the schedule. Remember The Millers? That sitcom averaged a 2.5 demo rating and 10.3 million viewers leading out of Big Bang last season. It moved to Monday nights where it drew a 1.7 in the demo and 7.7 million viewers and got canceled.
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