| Today's Top Stories | | #1 | WPP Deepens Data Partnership With Facebook
| | | The multiyear deal will allow the agency holding company's Data Alliance unit to integrate to the social network's user base, allowing its agencies to better target their clients' campaigns across all Facebook formats. WPP companies will also work with Facebook to pilot ways to better measure the effectiveness of the ads.
Why This Matters: Rather than having to ask Facebook for data, WPP can now directly access that data to help put together a campaign. "It's like having a USB port into Facebook," Nick Nyhan, CEO of WPP's Data Alliance told Ad Age.
A Take: Ad Age
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| | #2 | Older Women Are The New 'It-Girls' For Fashion Brands
| | | Brands such as Kate Spade, Celine, L'Oreal , Louis Vitton and Marc Jacobs are tapping into this 'silver economy' being generated by women 60-plus, Adweek reports. Iris Apfel, 93, is a face of Kate Spade and Alexis Bittar, while 80-year-old Joan Didion was the face of a recent Celine campaign. L'Oreal has 65-year-old Twiggy and 69-year-old Helen Mirren in its campaigns.
Why This Matters: Jenny Darroch, a marketing professor at Claremont University, says, "There's a growing awareness of the influence of older women as consumers and the purchasing power they have. Brands are recognizing that this demographic is an important one." Worldwide, consumers over 50 spent more than $8 trillion in 2010 and by 2020 that's projected to rise to $15 trillion.
A Take: Adweek
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| | #3 | Tecate Begins To Monetize $5.6M Mayweather-Pacquiao Sponsorship
| | | The Heineken-owned Mexican beer brand recently outbid Corona for sponsorship rights to the May 2 blockbuster fight and now has about a month to monetize its investment. The Tecate name will be featured in the center of the ring and throughout the MGM Grand where the fight will be held. The pay-per-view fight is expected to draw upwards of 33 million viewers. A social media campaign is underway created by Saatchi & Saatchi. Out-of-home ads will predominantly run in five states with heavy Hispanic populations and the brand will offer consumers rebate discounts on pay-per-view pricing.
Why This Matters: Tecate is hoping to gain some marketing ground on Corona in the U.S., where Corona Extra is the top-selling imported beer, while regular Tecate is ranked seventh in sales.
A Take: Ad Age
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#4 PHD Wins Converse Media Account (Adweek)
#5 Nissan's Global CMO Tells Why Agencies Need To Change (Digiday)
#6 NFL Grows Sponsorship Revenue Despite Image Problems (Ad Age)
#7 As Pet Food Market Grows, More Human Food Companies Buy In (MediaPost)
#8 Why Viewability And Programmatic Often Don't Mix (Digiday)
#9 'WWE Smackdown' Moving From Syfy To USA Network In 2016 (B&C)
#10 Children's Advocates Complain To FTC About YouTube Kids App (MCN)
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|  | • 45
Percentage of small- and medium-sized U.S. businesses that say company websites are the most effective method in boosting customer engagement, according to a study by Thrive Analytics. Using social media sites was listed as being next most effective at 39% and Yellow Page ads were ranked third at 26%.
– Reported by eMarketer
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| | MBPT Spotlight | Networks Look to Turn Data Into Dollars—With ratings losing relevance, programmers are taking viewer measurement into their own hands
By Jon Lafayette
Ratings, shmatings.
As more viewers go unmeasured watching shows on computers, tablets and smartphones, networks are dreaming up new methods for making their audiences add up in ways that are attractive to advertisers.
"The game plan is a simple one—to move away from the con¬cept of audience measurement to performance measurement," says David Poltrack, chief research of¬ficer at CBS Corp.
It's so important that resources and man¬power are being devoted to the effort at a time when most other areas of media compa¬nies are being cut back, partly because inad¬equate metrics are undermining the advertis¬ing revenue stream.
"If we were simply basing our judgments, both commercially and creatively on Nielsen, I think we'd be lost," says Kern Schireson, executive VP, data strategy and consumer in-telligence at Viacom Media Networks.
Nickelodeon's and MTV's young viewers have made Viacom the poster child for the necessity of more comprehensive measurement.
What has Viacom done to retool its metrics? And what has been the reaction from media buyers to what Nick, MTV and several other networks have been doing in terms of measurement?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • ANGELA ZEPEDA was promoted to president and chief marketing officer at Lowe Campbell Ewald. She was most recently president and managing director of the agency's Los Angeles office. Zepeda joined the agency in 2005 and prior to that held positions at TBWA/Chiat/Day, Team One, Rapp Collins, Doner and FCB.
• JONATHAN MURRAY is stepping down as CEO of Bunim/Murray Productions and will segue into a producer role. Murray is cofounder of the company that 23 years ago began producing MTV's The Real World and Road Rules, and which today also produces reality series on other networks including E!'s Keeping Up With the Kardashians and Lifetime's Project Runway. Murray will be succeeded by GIL GOLDSCHEIN, who negotiated the acquisition of BMP by his Banijay Group in 2010.
• KEVIN SWANEPOEL was named CEO of The One Club, a nonprofit group that recognizes excellence in advertising. This comes according to a report in Adweek. Swanepoel has been president of The One Club since 2006. Prior to that he was with Apple. Swanepoel succeeds MARY WARLICK, who has been CEO since 2006. Warlick will become president of A&C Film Distribution, a division of The One Club.
• JOHN NARDONE was named CEO of ad-serving platform Flashtalking. This comes according to a report in MediaPost. Nardone was most recently executive VP, enterprise platforms at Rocket Fuel. Prior to that he was founder and CEO of ad tech company [x+1], which was acquired by Rocket Fuel last September. He has also held positions at Modern Media, Pepsi, Procter & Gamble and Ogilvy & Mather.
• JOSEPH LaSALA was promoted to general counsel at Publicis Groupe, succeeding Eric Antoine who is leaving the company. LaSala was most recently senior VP and general counsel at Sapient Corp., which was acquired by Publicis early this year.
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| | What They're Watching | BROADCAST RATINGS
National Championship Spikes From Last Year In Early Numbers
Despite the absence of top-ranked Kentucky, the 2015 NCAA National Championship game Monday night posted huge gains for CBS. Duke's win over Wisconsin was up 33% from last year and the highest in 18 years. Overall, 2015 NCAA Tournament coverage across TBS, CBS, TNT and truTV was up 8% from 2014 and the highest totals in 22 years. Against the other broadcasters Monday, CBS easily led the night in primetime. NBC finished second as The Voice fell three-tenths and Night Shift rose 17%. ABC's Dancing With the Stars was down a tenth, as the network finished third. Fox aired a new episode of The Following, which fell another two-tenths. The CW rounded out the evening with The Originals even with its last episode and Jane the Virgin falling a tenth.
For more, click HERE
CABLE RATINGS
Friday Sees 'Gold,' NBA Draw
Discovery's Bering Sea Gold and ESPN's two NBA basketball showings split top honors on Friday as all three programs pulled a 0.6 rating among adults 18-49. Gold led in total viewership with 1.7 million viewers. ESPN's 8 p.m. NBA game had 1.4 million viewers while the 10:30 p.m. matchup brought in an audience of 1.3 million. Adult Swim's Jack & Triumph Show and Lifetime's Bring It! both posted a 0.5 in the demo and 1.3 million viewers. Children's Hospital, which followed Jack & Triumph, pulled a 0.4 rating and 1 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, April 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 2.9 | 11.0 | | CBS | MIKE & MOLLY (R) (8)
CHAMPIONSHIP CENTRAL (8:30) | 2.4
2.3
| 9.9
7.6
| | ABC | DANCING WITH THE STARS | 2.0 | 13.5 | | UNIVISION | AMORES CON TRAMPA
| 1.1 | 2.8 | | FOX | GOTHAM (R) | 0.5 | 2.0 | | CW | THE ORIGINALS | 0.5 | 1.1 | | TELEMUNDO | AVENIDA BRASIL
| 0.4 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCAA BASKETBALL | 6.3 | 20.4 | | NBC | THE VOICE | 2.8 | 10.5 | | ABC | DANCING WITH THE STARS | 2.0 | 13.5 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 2.9 | | FOX | THE FOLLOWING | 0.9 | 2.9 | | TELEMUNDO | TIERRA DE REYES
| 0.4 | 1.2 | | CW | JANE THE VIRGIN | 0.4 | 0.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCAA BASKETBALL | 8.1 | 24.8 | | NBC | THE NIGHT SHIFT | 1.4 | 5.7 | | UNIVISION | QUE TE PERDONE DIOS
| 0.9 | 2.5 | | ABC | CASTLE (R) | 0.8 | 5.8 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.5 | 1.3 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Oxygen Goes For Laughs
The cable network's new "docu-series," Funny Girls (9 p.m.), follows the professional and personal lives of six female comics from Los Angeles who are climbing their way up the standup ladder. The multicultural cast members are at different levels in their careers, and they're mentored here by comedians including Margaret Cho, Loni Love, Janeane Garofalo and Horatio Sanz. The upshot: Oxygen bills itself as the network for women and this series is right in its wheelhouse.
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| • 'Real Housewives' Back In the New York Groove
After another season of ratings declines, Bravo's Real Housewives of New York returns for a seventh season (9 p.m.) with one new cast member and the return of Bethenny Frankel, who left after season 3. Season 6 aired last spring after an 18-month hiatus and averaged just 1.3 million viewers, down from a 1.5 in season 5, 1.9 million in season 4 and 2 million viewers in season 3. The upshot: In his attempt to pump up viewership numbers (and light some on-air fireworks), series executive producer Andy Cohen has brought back the outspoken Frankel. It could work.
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| • Domestic Comedy With Star Power Joins TBS Lineup
TBS premieres the sitcom Your Family or Mine (10 p.m.), starring Kyle Howard, Kat Foster, Richard Dreyfuss and JoBeth Williams. The series, based on an Israeli comedy, follows a young married couple that must deal with in-laws from both sides of the family. TBS has ordered 10 episodes. The upshot: The show's got some good cred—producers of Friends, Will & Grace and How I Met Your Mother are among the EPs of Your Family or Mine. That won't ensure success, but the pedigree can't hurt.
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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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