| Today's Top Stories | | #1 | Mindshare to Defend as CVS Puts Its $85M Media Account Up for Review
| | | The pharmacy chain is reviewing its media business after five years with GroupM's Mindshare as its agency. Mindshare is participating in the review and a decision is expected sometime this summer. The chain, which previously stopped selling cigarettes in its stores, is now redesigning 500 stores, eliminating the photo departments and adding new healthy food items.
Why This Matters: CVS is added to the list of companies currently undergoing media agency reviews that includes Unilever, Coca-Cola, Citibank and Visa. Last year CVS moved its creative business to BBDO from Arnold following a review, so it's not a given that Mindshare will be successful in defending.
Three Takes: MediaPost | Ad Age | Adweek
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| | #2 | How the Fast Food Fight Online Shapes Up
| | | The Wall Street Journal analyzed data from Unmetrics to see how differently fast-food chains are using social media to engage with consumers. Among its findings: McDonald's took longer than its rivals to respond to Twitter mentions, but responded more often than either Wendy's or Burger King. Pizza Hut has twice as many Facebook followers than Domino's, but both chains get 19% of their followers from India. Starbucks has uploaded the most videos to YouTube.
Why This Matters: This myriad of research data can offer each chain and their agencies insight into their competitors and perhaps help them adjust their marketing efforts to yield some better results.
A Take: WSJ
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| | #3 | McDonald's Get Mixed Social Media Reaction Over 'Hamburglar' Reboot
| | | Ronald McDonald got a makeover last year, but now the chain is bringing back Hamburglar after a 13-year absence. The character is has changed drastically in appearance from a cartoon character then to now a masked man with facial scruff who is identified as a married suburban father who has a secret life. After McDonald's unveiled him Twitter reaction was swift and varied. Some described him as creepy while some said he was sexy.
Why This Matters: McDonald's is trying to bring more millennials into the fold to rejuvenate its sales. While the new character might be appealing to some millennial women, based on early tweets, he could be a turn-off to families with kids. Time will tell.
Three Takes: Digiday | Mashable | Plain Dealer
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#4 Amount of Pre-Roll Video Available for Programmatic Buys Rose 500% in 2014 (MediaPost)
#5 Kellogg's Kashi Launches Creative Agency Review (Ad Age)
#6 Should Agencies Invest in '.agency' Domain? (Adweek)
#7 Nielsen Launches Multi-Touch Attribution Service (MediaPost)
#8 Polygrip, Depends Portray Users as Younger in New Campaigns (Ad Age)
#9 BBDO New York Creates Fun OOH Campaign for Snickers (Adweek)
#10 Whole Foods Targeting Gen Y Consumers (MediaPost)
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Percentage of U.S. retail industry marketers who say programmatic campaigns have improved media buying efficiency and targeting, according to a study by WBR Digital, in conjunction with MediaMath.
– Reported by eMarketer
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| | MBPT Spotlight | Top 10 TV Audience and Research Myths and Misconceptions
By Steve Sternberg
In honor of David Letterman's final month, here is my own top 10 list from the home office in Hoboken, N.J. (actually, I only have space here to list 5).
5) Millennials spend more time streaming than watching traditional TV. This makes for a good headline, but has no basis in reality.
Millennials actually spend more than seven times as many hours per week watching traditional TV than watching video on the internet, multimedia devices, and smartphones combined (compared to 12 times as much for Adults 25-54). As a group, they also DVR and fast-forward through commercials at a lower rate than older viewers.
Do C3 ratings make sense? Can we trust online surveys? Spoiler alert: Sternberg has his doubts.
For more, click HERE
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| | Fates & Fortunes | • MATT JAUCHIUS has left his position as executive VP and chief marketing officer of Nationwide Mutual Insurance. Jauchius was with the company since 2006 and was CMO since 2012. He is succeeded by Terrance Williams, who most recently served as president of Nationwide Agribusiness. Jauchius oversaw the company's controversial Super Bowl commercial this year which featured a young boy who at the end of the spot reveals that he is dead.
• AL ANSTEY was named chief executive officer of Al Jazeera America, replacing Ehab Alshihabi. Anstey joined Al Jazeera in 2006 and has held several different positions with the organization, most recently as managing director of Al Jazeera English since 2010. Prior to Al Jazeera, Anstey was head of foreign news at ITN in the UK and also ran ITN's U.S. operations for a short period. He has also worked for APTN and Reuters GMTV. He began his career as a producer for CBS News.
• FRANCISCO LOPEZ-BALBOA has joined Univision Communications as chief financial officer. He was most recently a managing director and head of telecom, media and technology investment grade financing at Goldman Sachs & Co. He spent 24 years at Goldman Sachs and prior to that was director in the Capital Markets Group at Merrill Lynch & Co.
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| | What They're Watching | BROADCAST RATINGS
ABC, 'Modern Family' Lead Wednesday
ABC led Wednesday, as Modern Family was even with last week and Black-ish rose 15%. The Middle fell 15%, while The Goldbergs was down 10%. Nashville dipped 8%. CBS was second in the demo but first among total viewers. Survivor tied its series low, falling 5% from last week. Criminal Minds ended its season up 6% and CSI: Cyber was even. Fox was in third as American Idol was down a tenth. NBC finished fourth. Mysteries of Laura was down 10%. Both Law & Order: SVU and Chicago P.D. were down big (48% and 22% respectively) from last week's crossover episode. The CW rounded out the evening. Arrow was even and Supernatural was steady.
For more, click HERE
CABLE RATINGS
NBA Playoffs on TNT Lead the Way Tuesday
TNT's NBA playoff doubleheader accounted for the top two original cable programs on Tuesday. The Memphis Grizzlies' win over the Golden State Warriors drew a 1.9 rating among adults 18-49 and 4.1 million viewers, while the Atlanta Hawks-Washington Wizards matchup generated a 1.2 in the demo and 3.0 million viewers. A special two-hour episode of TLC's 19 Kids and Counting reeled in a 1.0 rating and 3.0 million viewers as the most-watched non-sports program. The fifth season finale of Dance Moms on Lifetime drew a 0.4 rating and 1.4 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, May 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | SURVIVOR | 2.1 | 9.3 | | ABC | THE MIDDLE (8)
THE GOLDBERGS (8:30) | 1.7
1.9
| 6.9
6.8
| | FOX | AMERICAN IDOL | 1.4 | 6.7 | | UNIVISION | AMORES CON TRAMPA | 1.0 | 2.5 | | NBC | THE MYSTERIES OF LAURA | 0.9 | 6.2 | | CW | ARROW | 0.9 | 2.3 | | TELEMUNDO | AVENIDA BRASIL | 0.4 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | MODERN FAMILY (9)
BLACK-ISH (9:30) | 2.9
2.3 | 8.5
6.9 | | CBS | CRIMINAL MINDS | 1.9 | 9.6 | | FOX | AMERICAN IDOL | 1.5 | 7.1 | | NBC | LAW & ORDER: SVU | 1.2 | 6.2 | | UNIVISION | HASTA EL FIN DEL MUNDO | 1.1 | 2.8 | | CW | SUPERNATURAL | 0.7 | 1.6 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO P.D. | 1.4 | 6.7 | | CBS | CSI: CYBER | 1.2 | 7.4 | | ABC | NASHVILLE | 1.2 | 5.0 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.1 | 2.2 | | UNIVISION | QUE TE PERDONE DIOS | 0.8 | 2.3 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Big Bang' Ends Another Big Season
The CBS hit comedy The Big Bang Theory closes out its seventh season (8 p.m.) and was once again television's most-watched sitcom. The series is averaging a 4.0 18-49 demo rating (splitting time between Monday and Thursday nights), along with 15.2 million viewers. The upshot: Those numbers are down from the 4.4 demo rating and 16 million viewers it posted last season, but still make it TV's comedy leader. And at a time when delayed viewing is on the rise, particularly among younger viewers, Big Bang is still pulling in a sizable 18-49 audience.
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| • Viewers Did Not Dig USA's 'Dig'
USA's 10-episode limited series from the producers of Homeland and Heroes concludes (10 p.m.) on the downslide. Dig, which follows an FBI agent investigating a murder in Jerusalem, is averaging just a 0.3 18-49 demo rating and 1.2 million viewers after premiering with a 0.6 in the demo and 1.8 million viewers. The past five episodes have averaged a 0.2 in the demo and less than 1 million viewers. The upshot: USA took a big swing with Dig, but it didn't catch on. Back to the drawing board.
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| • New Car Series Joins History
From the producers of former History channel reality series Top Gear comes a new show titled Lost in Transmission (10 p.m.). Hosts Rutledge Wood, previously on Top Gear, and fellow car fanatic George Flanigan restore a 1981 DeLorean to its original glory in the premiere. The upshot: History cancelled Top Gear after four seasons due to declining ratings but is giving this new car series a shot. It will lead it out of Pawn Stars which is averaging 2.5 million viewers this season.
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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