| Today's Top Stories | | #1 | Citibank Puts Media Accounts Up for Review
| | | The financial services giant which spent $332.5 million on U.S. measured media in 2014 has initiated a review in which it is expected to consolidate its U.S. and global media agency business. Incumbent agencies are GroupM's MEC, which handles media in the U.S. along with some markets globally, and Starcom MediaVest, which represents the company in various international markets. The review comes under Citibank's Heather Cox, who joined the company as chief client experience, digital and marketing officer last year.
Why This Matters: Citibank's action joins a number of large global marketers that have put their media accounts up for review recently, including Unilever, Visa, Coca-Cola, L'Oreal and SC Johnson.
Two Takes: Ad Age | MediaPost
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| | #2 | Unilever CMO Leading Industry Research Initiative
| | | Keith Weed heads up an Insights2020 committee that also includes top marketing and agency executives like WPP CEO Martin Sorrell, GroupM chief digital officer Rob Norman, Verizon CMO Diego Scotti and Google VP of research Tony Fagan. The effort is being supported by the Advertising Research Foundation, global research organization Esomar, WPP and Millward Brown, according to an Ad Age report. The goal is to come up with insights to help marketers and agencies cope over the next several years with all the industry changes taking place. Preliminary findings will be presented at the Esomar Congress in September in Dublin.
Why This Matters: Changing technology is altering the way people live their lives and marketers and their agencies need to keep pace. As Weed says, "If you're not at the dinner table, you might be on the menu."
A Take: Ad Age
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| | #3 | Mediahub Wins Scotts Miracle-Gro Media Business
| | | Incumbent agencies MEC, 360i and Active have been replaced after a consolidation review, according to a MediaPost report. MEC was the only incumbent invited to participate in the review which also included Horizon Media, Havas Media, Zenith and the winning agency, Mediahub, which is the media unit of Mullen. MEC and Mediahub were two finalists.
Why This Matters: The consolidation and shifting away from MEC of the $80 million Miracle-Gro ad spending account comes during the same week in which it was disclosed that Citibank is looking to consolidate its media account which is also partially handled by MEC.
A Take: Adweek
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#4 NBCU's Yaccarino on Why TV's Ad Future Looks Bright (WSJ)
#5 Media Research Council Issues Mobile Ad Viewability Guide (MediaPost)
#6 AAF Hall of Fame Inductee Spike Lee Talks Advertising (Ad Age)
#7 Starcom's 1,200 Employees Trained to Understand Programmatic (Digiday)
#8 What Digital Marketing Executives Earn (Ad Age)
#9 Patron Debuts Virtual Reality Experience on Cinco De Mayo (MediaPost)
#10 Dentsu in Japan Has Its Traditions and Quirks (Ad Age)
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Percentage of retailers worldwide who offer same-day delivery of items purchase digitally, according to a poll by Accenture, which also found that more than 25% of Internet users are willing to pay a fee of $10 or more for same-day delivery.
– Reported by eMarketer
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| | MBPT Spotlight | NBCUniversal Hispanic Efforts Transcend Language—Exclusive: Execs detail plans to help marketers and update progress on the NBCUniverso rebrand
By John Consoli
NBCUniversal Hispanic Group, as part of its "All Together. Latino" theme for upfront selling for the 2015-16 season, will offer marketers the opportunity to not only reach Hispanic consumers on its Spanish-language networks Telemundo and NBCUniverso, but all Hispanics watching TV and using digital and all other platforms on the NBCU English-language networks.
"We've identified across all of the NBCU linear TV networks, as well as their digital properties, where the highest concentration of Hispanic viewers exist, regardless of language," says Mike Rosen, executive VP, NBCU Hispanic Group Advertising Sales. Rosen and Joe Uva, NBCU chairman of Hispanic Enterprises and Content, recently gave B&C an exclusive update on their "NBCU Hispanic Plus" initiative along with a progress report on several other fronts following some extensive reorganizing. "The underlying principle is that language should never be a barrier to creating the best marketing plan for reaching Hispanic audiences," added Rosen, whose role was expanded in March to include news networks. "Until now, Spanish-language media ad buys have been based on Spanish-language viewers. We will be changing that beginning with this upfront."
Media agencies and their clients will still be able to buy ads on Telemundo and NBCUniverso. In a new offering, they will also be able via NBCU HispanicPlus to complement those buys with packages that reach Hispanic audiences watching specific programming on NBCU English-language networks. Those additional areas include the main NBC broadcast network, all cable networks and select digital platforms.
How will NBCU's Audience Targeting Platform power NBCU HispanicPlus? And how will NBCU's Culture First Framework affect media buys?
For more, click HERE (sub needed)
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| | What They're Watching | BROADCAST RATINGS
'Gotham' Ticks Up for Finale
Fox's freshman drama Gotham wrapped its first season Monday, with the Batman prequel rising 13% from last week. After Gotham, The Following was down a tenth, putting Fox in fourth overall on the night. NBC led Monday. The Voice fell 12% to its series low for a Monday episode. The Night Shift rose 8%. CBS' 2 Broke Girls was even with last week's series low and Mike & Molly was down 12%. CBS finished third. ABC led Monday in total viewers and finished second in the demo. Dancing with the Stars was down 5% in the demo. Castle rose 4%. The CW rounded out the night. The Originals was even and Jane the Virgin increased 25%.
For more, click HERE
CABLE RATINGS
'Game of Thrones' Still at the Top Sunday
For the fourth straight week, Game of Thrones was the top original cable program Sunday, as the fourth episode of the HBO drama's fifth season sliced its way to a 3.6 rating among adults 18-49 and 6.8 million viewers. Bravo's Real Housewives of Atlanta came in second, reeling in a 1.3 in the demo and 2.8 million viewers, followed by Discovery series Naked and Afraid's 1.1 demo rating and 2.5 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, May 4
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 2.2 | 9.6 | | ABC | DANCING WITH THE STARS | 1.9 | 12.1 | | FOX | GOTHAM | 1.7 | 4.9 | | CBS | 2 BROKE GIRLS (8)
MIKE & MOLLY (8:30) | 1.6
1.5 | 6.4
6.7 | | UNIVISION | AMORES CON TRAMPA | 0.9 | 2.5 | | CW | THE ORIGINALS | 0.5 | 1.1 | | TELEMUNDO | AVENIDA BRASIL | 0.4 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 2.3 | 9.9 | | ABC | DANCING WITH THE STARS | 1.9 | 12.4 | | CBS | THE BIG BANG THEORY (R) (9)
DAVID LETTERMAN: A LIFE ON TELEVISION (9:30) | 1.5
1.4
| 7.1
7.5
| | FOX | THE FOLLOWING | 1.1 | 3.2 | | UNIVISION | HASTA EL FIN DEL MUNDO | 1.0 | 3.0 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.3 | | CW | JANE THE VIRGIN | 0.5 | 1.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | DAVID LETTERMAN: A LIFE ON TELEVISION | 1.5 | 8.4 | | ABC | CASTLE | 1.4 | 8.4 | | NBC | THE NIGHT SHIFT | 1.3 | 5.6 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.1 | 2.3 | | UNIVISION | QUE TE PERDONE DIOS | 0.8 | 2.3 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • A Special '19 Kids and Counting'
TLC will air a two-hour show (8 p.m.) focusing on the 70-hour labor of 23-year-old Jill Duggar Dillard. Jill copes with complications from the caesarian delivery of her first child with the help of her mom, Michelle, who had four C-sections during her 19 childbirths. The reality series is now in season 10 and is averaging a 0.9 18-49 demo rating and 2.6 million viewers. The upshot: This season 19 Kids and Counting has been bolstered by the wedding episode of Jessa Duggar, which drew a 1.2 demo rating and 3.5 million viewers. Expect Tuesday night's special to also be in the 1.0 demo range with around 3 million viewers.
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| • Low-Rated Fox Comedies End Their Seasons
Veteran comedy New Girl (9 p.m.) and mid-season replacement sitcom Weird Loners (9:30 p.m.) air their final episodes of the season Tuesday night. Both have produced paltry ratings. New Girl has averaged a 1.1 18-49 demo rating and 2.4 million viewers, while Weird Loners has averaged a 0.6 in the demo and just 1.5 million viewers. Weird Loners will likely be canceled but New Girl has already been renewed for another season. The upshot: New Girl has lost viewers steadily since premiering in the 2011-12 season. Back then it was one of the most-watched sitcoms in the advertiser-desired demo on both Fox and in broadcast primetime. Today, it is one of the least-watched. But Fox can't cancel every show and its audience does skew very young.
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| • More Drama on 'Dance Moms'
The Lifetime reality series featuring the pre-teen Abby Lee Dance Company concludes its fifth season (9 p.m.) with some tense moments as the girls embark on their final competition in their hometown of Pittsburgh before moving to Los Angeles. The upshot: Ratings this season have been the lowest since season one with Dance Moms averaging a 0.6 18-49 demo rating and 1.6 million viewers. That compares to a 0.8 in the demo and 2 million viewers in season 4. But despite that and statements by series star Maddy Ziegler that the producers initiate much of the conflict among the parents, Lifetime is expected to renew the series for a sixth season.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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