| Today's Top Stories | | #1 | Chobani Campaign Focuses on Lifestyle
| | | The Greek yogurt maker's new advertising that kicks off on Friday puts more emphasis on the importance of healthy eating and its natural ingredients, The New York Times reports. The new campaign is from Opperman Weiss agency and will include ads on TV, online, in print, movie theaters and on social media. In conjunction with the ads, Chobani is also introducing new packaging with bigger images of fruit.
Why This Matters: The yogurt category is highly competitive and Chobani is trying to find a way to separate itself from competitors Dannon and Yoplait, which also have Greek yogurt brands.
A Take: NYT
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| | #2 | A-B's Mexican Beer Montejo Ignoring Cinco de Mayo in the U.S.
| | | Unlike other Mexican beers Corona and Dos Equis, which build campaigns around the May 5 holiday in the U.S., parent Anheuser-Busch InBev says Cinco de Mayo has no true meaning to a Mexican consumer, Ad Age reports. The brand says the bigger holiday in Mexico is Mexican Independence Day, celebrated on Sept. 16. It will also continue to advertise only in Spanish, unlike competing brands like Modelo Español and Tecate that have begun advertising in English.
Why This Matters: Montejo is still basically a regional beer in the U.S. so how it markets is not going to have much of an impact on its larger Mexican beer competitors. The beer is distributed in mostly California and in the Southwest and Northwest, but A-B recently brought it to Chicago and central Florida.
A Take: Ad Age
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| | #3 | McCann Gains Social Media Mileage from 'Mad Men' Tweets
| | | The agency, which on the AMC series acquires Sterling Cooper & Partners, has been having some fun on Twitter with being portrayed as what Jon Hamm's character calls a large "sausage factory." A recent tweet after a last ditch effort failed to save SC&P from being totally taken over, stated, "Hey Guys, It's not so bad here!"
Why This Matters: Adweek got Amobee Brand Intelligence to check out McCann's tweets and found that McCann's 40 something tweets related to the show in the last month have been retweeted nearly 1,000 times. And 13% of all digital mentions for the agency are Mad Men related.
A Take: Adweek
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#4 Content Marketing Comprises 40% of LinkedIn Ad Revenue (Ad Age)
#5 Twitter Acquires Ad Targeting Tech Firm TellApart for $533M (MediaPost)
#6 Revolt Study Finds 62% of Millennials Enjoy Watching Content on TV (Adweek)
#7 Tecate Boosts Awareness as Mayweather-Pacquiao Sponsor (MediaPost)
#8 Five Myths of Programmatic Video (Digiday)
#9 Viacom Does Data Deal With Rentrak (B&C)
#10 Y&R Sends Retiring Employee Around the World (Ad Age)
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Percentage of U.S. music industry professionals who say ad loads on Internet radio will increase either moderately or significantly over the next two years, according to research by Rain News in conjunction with XAPPmedia. Within that percentage, 27% say ad loads will increase significantly while 55% say they will rise moderately.
– Reported by eMarketer
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| | MBPT Spotlight | Women the Demo Key Factor in Determining Which Shows Will Live Next Season
By John Consoli
While more media agencies are doing some deals based on 25-54 broadcast primetime ratings, the 18-49 demo is still the holy grail for marketers. And since primetime is watched by more women than men, women 18-49 viewers wield a little bit more influence when it comes to determining the fate of shows.
An examination of Nielsen ratings data shows that there is a significant correlation to broadcast shows' survival and their level of women 18-49 viewership.
Most recent case in point — ABC's cancellation of drama Revenge after four seasons. Last season, Revenge averaged a 2.2 demo rating among women 18-49. This season it fell to 1.5.
A look at the cancellations of new broadcast network shows earlier in this current season also illustrates how most of those series never caught on with female 18-49 viewers. Those shows and their female 18-49 rating when they were taken off the air: Mulaney, Fox (0.7); Utopia, Fox (0.8); A to Z, NBC (1.0); Bad Judge, NBC (1.0); Constantine, NBC (1.0); Red Band Society, Fox (1.2); Manhattan Love Story, ABC (1.3); and Selfie, ABC (1.4).
How have midseason shows fared with female viewers? And what's up with NCIS: Los Angeles?
For more, click HERE
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| | Fates & Fortunes | • LAURA PAUSINI was named the second judge for Univision network's new music-based reality competition series La Banda which premieres this September. She joins fellow singer Ricky Martin as a judge on the show, which was developed by the network in partnership with Simon Cowell's SYCO Entertainment and Haim Saban's Saban Brands and co-produced with FreemantleMedia Latin America. La Banda is hosted by Univision network personality Alejandra Espinoza.
• LALITA KOEHLER was named executive director of integrated production at Saatchi & Saatchi Los Angeles. She has previously held positions at The Martin Agency and TBWA and spent 6 years at Yahoo.
• ROGER SOLE has joined Sprint in the newly created role of senior VP for the Hispanic market and senior VP of innovation. He will also be president of Sprint Puerto Rico. Sole was most recently chief marketing officer for TIM Brasil, the mobile carrier in Brazil operated by Telecom Italia. Prior to that he was with Telefonica Brasil.
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| | What They're Watching | BROADCAST RATINGS
'Grey's' Stays Strong Following Last Week's Shocker
Grey's Anatomy stayed fairly strong following the death of a major character last week. The two-hour episode was down just two tenths from last week. Following Grey's, American Crime rose 11%. ABC led Thursday. CBS was right behind and first in total viewers. The Big Bang Theory hit a season low, while Odd Couple was even with last week. Mom wrapped its sophomore campaign up a tenth from last week. Elementary was down 8%. NBC was in third. The Blacklist fell 20% to a series low, while Dateline was even. Fox was in fourth. Both Bones and Backstrom (airing its finale) fell a tenth. The CW rounded out the night. Vampire Diaries dipped 17% to a series low and Reign was steady.
For more, click HERE
CABLE RATINGS
NBA Playoffs Lead Wednesday
The NBA on TNT swept the top three spots in Wednesday's original cable ratings. The Memphis Grizzlies' series-clinching win over the Portland Trail Blazers led the night, with a 1.3 rating among adults 18-49 and 2.9 million viewers. The Atlanta Hawks' Game 5 victory over the Brooklyn Nets drew a 0.8 in the demo and 1.9 million viewers. The Inside the NBA postgame show generated a 0.7 rating and 1.5 million viewers. Little Women LA: Terra's Little Family on Lifetime was the night's top non-sports original cable program, reeling in a 0.6 in the demo and 1.4 million viewers.
For more, click HERE
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| Overnight Ratings: Thursday, April 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG THEORY (8)
THE ODD COUPLE (8:30) |
3.2
2.0
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13.4
9.3
| | ABC | GREY'S ANATOMY | 2.5 | 8.7 | | FOX | BONES | 0.9 | 4.2 | | TELEMUNDO | PREMIOS BILLBOARD DE LA MÚSICA LATINA 2015 | 0.9 | 2.3 | | UNIVISION | AMORES CON TRAMPA | 0.8 | 2.2 | | NBC | THE BLACKLIST (R) | 0.5 | 3.2 | | CW | THE VAMPIRE DIARIES | 0.5 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | GREY'S ANATOMY | 2.6 | 8.7 | | CBS | MOM (9)
THE BIG BANG THEORY (R) (9:30) | 2.0
1.7
| 8.8
7.6
| | NBC | THE BLACKLIST | 1.2 | 6.4 | | TELEMUNDO | PREMIOS BILLBOARD DE LA MÚSICA LATINA 2015 | 1.1 | 2.8 | | UNIVISION | HASTA EL FIN DEL MUNDO | 1.0 | 2.7 | | FOX | BACKSTROM | 0.7 | 2.8 | | CW | REIGN | 0.3 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | TELEMUNDO | PREMIOS BILLBOARD DE LA MÚSICA LATINA 2015 | 1.3 | 3.0 | | CBS | ELEMENTARY | 1.2 | 6.9 | | ABC | AMERICAN CRIME | 1.0 | 3.8 | | NBC | DATELINE | 0.9 | 5.1 | | UNIVISION | QUE TE PERDONE DIOS | 0.8 | 2.2 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • ABC Premieres 'Beyond the Tank'
Buoyed by the Friday night success of its reality series Shark Tank, which moves from 9 p.m. to 8 p.m. this week, the network is introducing a spinoff series titled Beyond the Tank (9 p.m.). Shark Tank, now in its fifth year, features a panel of five entrepreneurs who evaluate investment proposals from contestants and offer advice, or perhaps even buy or invest in the idea or company. Beyond the Tank will follow the investments beyond the initial striking of the deal to see how they pan out. In the initial episode, investor Robert Herjavec helps guide two operators of a clothing design company and investor Daymond John wonders if he made a good $300,000 investment in a baby back ribs business. The upshot: Shark Tank is averaging a solid 1.8 18-49 demo rating and 7.2 million viewers and the flow into Beyond the Tank should be seamless.
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| • 'Blue Bloods' Closes Out Season
The CBS procedural ends its fifth season (10 p.m.), closing out a story that began last week that saw Tom Selleck's police commissioner assigning his entire department to find the killer of a family member. Dennis Haysbert guest stars as the deputy chief. The upshot: While Blue Bloods' audience has one of the oldest median ages on television, 65, and its 18-49 demo rating is just 1.2, it draws a lot of people to the set — 10.7 million viewers a week. Advertisers wanting to reach Baby Boomers will be glad to see this series return for its sixth season this fall.
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| • TLC Introduces 'Psychic Matchmaker'
The series premieres Friday night at 10:30 and follows Florida psychic Deborah Graham who says she can find a bond between two strangers by tapping into a subconscious link that she claims lives inside people's souls. The upshot: TLC has built a strong following of women on Friday nights with series like Say Yes to the Dress, Something Borrowed, Something New and I Found the Gown. The network is hoping that that core of female viewers will tune in to watch Psychic Matchmaker.
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