| Today's Top Stories | | #1 | YouTube Makes Skippable TrueView Ads More Interactive
| | | The Google-owned video service's five-year-old TrueView ads, which viewers have been able to skip, will now allow marketers an option to include overlays on top of the video ad, Ad Age reports. TrueView cards can include extra information or links to related videos or to an advertiser's website. The cards work on computers, laptops, tablets and smartphones.
Why This Matters: The goal is to get more viewers to see a marketer's ad, but it's also a gimmick aimed at making more money for YouTube. If a user doesn't click on the pull-down card, the advertiser will be charged only if that user watches at least 30 seconds of the TrueView ad. If a user does click, the advertiser will have to pay even if the user skips and moves on.
A Take: Ad Age
|
| | #2 | iHeartMedia To Offer Programmatic Radio Buying
| | | Inventory from all of the company's 850-plus radio stations will be available for automated purchase. It will be ready for operation this summer and will allow buying without offering a bidding process. iHeart also plans to help third parties sell radio ads programmatically through its ad sales subsidiary Katz Media Group which will launch an exchange called Expressway from Katz, The Wall Street Journal reports.
Why This Matters: "We want to rethink our business in a way that is very client-friendly," says Bob Pittman, iHeartMedia chairman and CEO. "There's a reason radio is under-monetized. It's because it's hard to buy and it's a lot of work to buy. With this we want to put ourselves on a level playing field with other media."
Two Takes: Ad Age | WSJ
|
| | #3 | DirecTV Rob Lowe Ads Called Misleading By Better Business Bureau
| | | The satellite TV operator is ending the campaign featuring the actor and a variety of his loser alter egos, which trash cable TV while promoting DirecTV. The National Advertising Division of the Better Business Bureau says claims made in the commercials are misleading and need to be changed or discontinued. The BBB unit made its ruling based on challenges by cable operator Comcast. "Although humor can be an effective…humor and hyperbole do not relieve an advertiser of the obligation to support messages that their advertisements might reasonably convey," the NAD said. DirecTV will appeal.
Why This Matters: The controversial campaign worked. A Los Angeles Times report says that during third-quarter 2014, DirecTV lost 28,000 subscribers. But in the fourth quarter when the Lowe campaign began, it gained 149,000 subscribers.
TwoTakes: LA Times | WSJ
|
|
#4 Norwegian Cruise Line Puts $33M Media/Creative Account Up For Review (Adweek)
#5 Online Ad Blocking On The Rise Among Consumers (Digiday)
#6 Buyers Want Assurances From 'Rolling Stone' After Retracted Rape Story (Ad Age)
#7 Plus-Size Brand Lane Bryant Takes Swipe At Victoria's Secret (Digiday)
#8 Carmichael Lynch Named U.S. Bank Creative Agency (Ad Age)
#9 State Farm, GMC, Home Depot Launch Sponsors Of Time Inc.-Telemundo Show (Adweek)
#10 Does Duke's Coach K Still Have Endorsement Appeal? (WSJ)
|
|  | • 45
Percentage of 18-24-year-old Internet users in the U.S. who use social platform Snapchat, according to research by comScore Media Matrix. Within the same age group, Tumblr and Vine each have 28% of Internet users, Instagram 23%, Twitter 19% and Facebook and Google 16%.
– Reported by eMarketer
|
| | MBPT Spotlight | Super Bowl vs. March Madness: Which Is Better For Your Brand?
By Ryan Pamplin, VP, Digital Evangelist, Extreme Reach
Everybody knows that the Super Bowl represents a massive opportunity for advertisers, combining the country's biggest sporting event with an audience that's uniquely tuned in to advertising content.
And while no singular game during March Madness comes close to the Super Bowl in terms of reach, the sheer number of games provides a distinct opportunity for advertisers to create highly-tailored, often-evolving campaigns that reinforce messages repeatedly over the course of the tournament.
So which of these two events is better for your brand?
To get an idea, Extreme Reach conducted a series of surveys to determine brand lift for all of the automobile brands that aired a TV commercial during the Super Bowl and the Sweet 16/Elite 8 rounds of March Madness.
Between the Super Bowl and March Madness, which choice provided more of a brand lift? And how does the attempt to reach viewers in the highest income bracket figure into the decision?
For more, click HERE
|
| | Fates & Fortunes | • ANGELA NAVARRETE was named general manager and director of sales for Univision radio stations in El Paso. They include KBNA-FM, KAMA-AM and KQBU-AM. She joined Univision in 2002 and was most recently station manager at three Univision radio stations in Fresno, Calif.
• TIM BENNETT was promoted to VP and station manager at CBS-owned WUPA Atlanta, and director of sales, southeast region, for CBS' national spot ad sales office in Atlanta. He was previously sales manager of the national spot sales office since 2004. Prior to joining CBS, Bennett was senior VP/group sales manager with Petry Television in Atlanta.
• REENA NINAN was named coanchor of ABC News' America This Morning and World News Now, joining coanchor T.J. Holmes. Ninan joined ABC News in 2012 as a Washington, D.C., correspondent. Prior to that she was Middle East correspondent for Fox News Channel.
• CHACHI SENIOR was appointed senior VP, original series, at Spike TV, where he will oversee the network's non-scripted development team. He was previously founder and chief executive officer at Ardaban, an entertainment company affiliated with Shine America. He has also worked at IAC's Notional and at City Lights Media.
|
| | What They're Watching | BROADCAST RATINGS
NBC Takes Demo, CBS Wins Viewers on Tuesday
NBC led all broadcasters on Tuesday. A two-hour episode of The Voice was down a tenth from its last Tuesday showing, while Chicago Fire's ratings improved 25% from its last episode, which didn't have a Voice lead-in. CBS led among total viewers and finished second in the demo, though its lineup all fell to lows. NCIS fell 5%, while NCIS: New Orleans dipped 11% and Person of Interest lost 13%. In third was ABC as Fresh Off the Boat was up 8%. Following a repeat of Fresh Off the Boat at 8:30 (which performed slightly better than a new Repeat After Me did last week in that spot), Agents of S.H.I.E.L.D. rose a tenth. Forever tumbled 18% to tie its series low. Fox's new comedy Weird Loners matched last week's meager rating, while New Girl dipped a tenth. Hell's Kitchen was even with last week as well. The CW rounded out the evening. Following a Flash repeat, iZombie was even.
For more, click HERE
CABLE RATINGS
'Better Call Saul' Closes Freshman Run Up
AMC's Better Call Saul was up a tenth from last week for its season 1 finale, drawing a 1.2 rating among adults 18-49 and 2.5 million viewers. The 8 p.m. hour of USA's WWE Raw led cable with a 1.5 in the demo and 4.3 million viewers tuning in. VH1's Love and Hip Hop and Raw's 9 p.m. hour both posted a 1.4 rating. Raw's closing hour had a 1.1 in the demo and 3.5 million viewers. Hip Hop lead-out Black Ink Crew kept a 1.0 rating and 1.9 million viewers. A&E's Bates Motel pulled a 0.7 rating and an audience of 1.7 million. On Sunday, AMC's Mad Men returned for its final run, drawing a 0.8 rating among adults 18-49 and 2.3 million viewers for its midseason debut. The one-hour episode also drew 1 million viewers in the demo and 1.2 million among adults 25-54.
For more, click HERE and HERE
|
| Overnight Ratings: Tuesday, April 7
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 2.5 | 10.6 | | CBS | NCIS | 2.1 | 16.5 | | ABC | FRESH OFF THE BOAT (8)
FRESH OFF THE BOAT
(R) (8:30) | 1.4
1.0
| 4.8
3.6
| | FOX | HELL'S KITCHEN | 1.2 | 3.5 | | UNIVISION | AMORES CON TRAMPA
| 1.1 | 2.8 | | CW | THE FLASH (R) | 0.5 | 1.5 | | TELEMUNDO | AVENIDA BRASIL
| 0.4 | 1.1 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 2.8 | 11.2 | | CBS | NCIS: NEW ORLEANS | 1.6 | 14.0 | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.5 | 4.2 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.0 | | FOX | NEW GIRL (9)
WEIRD LONERS (9:30) | 0.9
0.7 | 2.2
1.7 | | CW | IZOMBIE | 0.7 | 1.8 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 2.0 | 8.5 | | CBS | PERSON OF INTEREST | 1.3 | 8.7 | | ABC | FOREVER | 0.9 | 4.0 | | UNIVISION | QUE TE PERDONE DIOS
| 0.9 | 2.3 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.6 | 1.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Idol' Down To Final 7, And Down In Viewers
Performances by the remaining seven competitors will highlight the two-hour telecast of Fox's American Idol (8 p.m.). Idol had been airing one-hour shows on both Wednesday and Thursday nights, but consolidated to a two-hour Wednesday show on March 25 after Empire concluded. The expanded Wednesday Idol has not done too well. Since going to two hours, the show is averaging 8.5 million viewers and a 1.7 in the demo, down from 11 million viewers and a 3.0 demo rating for one hour on Wednesdays. The upshot: Survivor on CBS and Modern Family on ABC have been beating Idol on a regular basis in both viewers and the demo, and even ABC sitcom The Goldbergs has been beating it in the demo.
|
| • 'Little Women' Gets Another Dividend
Little Women: Terra's Little Family premieres on Lifetime (9 p.m.) and follows the impending birth of Little Women: LA star Terra Jole's baby. The story line began on Little Women: LA, which recently concluded its season, and will now continue in this 10-episode series, which, unlike most reality shows, will air only a few weeks after it is shot. Jole is due at the end of April. The upshot: Little Women: LA averaged 1.3 million viewers and a 0.5 18-49 demo rating, while spinoff Little Women: NY has averaged 1.1 million viewers and a 0.4. Expect Terra's Little Family to pull in around that same numbers.
|
| • 'Kart Life' Puts Brakes On Season 1
This truTV reality series that follows kids who race go-karts and the parents that help out in the pits, concludes its first season (10 p.m.). The kart-racing kids travel at speeds as fast as 70 mph and compete for national ranking. The upshot: truTV has revamped its programming lineup to include more family-friendly shows, this one included. Expect it to return for season 2, even though it hasn't officially been renewed yet.
|
|
|
| |  |  |
| 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
|
| | |
