| Today's Top Stories | | #1 | LatinWorks and GSD&M Execs Open Multicultural Agency
| | | Executives from two Omnicom Group agencies in Austin, Texas are opening a new agency to target Hispanic millennials and other multicultural consumers, Ad Age reports. It is called Sibling and will not compete directly with LatinWorks, instead potentially serving as a conflict agency. Its first two clients will be Popeyes and Southwest Airlines. Former LatinWorks creative director Rafael Serrano will be the top exec at the new agency. GSD&M will own 49% of the new agency while LatinWorks' cofounders Alejandro Ruelas and Manny Flores will own a majority share.
Why This Matters: LatinWorks already has clients like Anheuser-Busch, Domino's, Mars, Lowes, PepsiCo, Kimberly-Clark and Target, so there is room for another Hispanic agency to take on competing clients in those categories.
Two Takes: Ad Age | MediaPost
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| | #2 | Choice Hotels Checks into Primetime TV
| | | The chain will increase its ad budget by 13% this year as it undergoes a brand overhaul, Ad Age reports. The hotel chain will unveil a new logo and will promote itself in a campaign that will include primetime TV for the first time, as well as print, digital, radio and social components. McCann Erickson New York is the Choice Hotels agency.
Why This Matters: The hotel and travel category is very competitive and Choice is trying to broaden its customer base. While the campaign overall will be aimed at the general population, Robert McDowell, senior VP-marketing and distribution for Choice Hotels, says part of the rebranding is being undertaken to appeal to millennial travelers.
A Take: Ad Age
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| | #3 | CBS Says It Leads All Networks in Reaching Consumers
| | | The broadcast network has released an analysis it did using Nielsen Buyer Insights and Rentrak Polk automotive data which shows that its primetime shows deliver more consumers than any other network in categories like auto, movies, restaurants, retail, financial and travel.
Why This Matters: Using consumer data as an upfront tool can help CBS because it might stop advertisers from focusing their media buys solely on audience age demographics. Says CBS chief research officer Dave Poltrack, "If you are selling, you don't want to ignore consumers just because they reached their 55th birthday. That's the beauty of the new analytics."
Three Takes: B&C | MediaPost | Adweek
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#4 Ad Groups to Discuss Conflict Policies as Short-Term Project Work Rises (Adweek)
#5 Horizon Media Program Encourages Employees to Become Inventors (MediaPost)
#6 More Brands Hiring Journalists for Content Marketing (WSJ)
#7 Clear Disclosure Defeats Purpose of Content Advertising (Digiday)
#8 How Out-of-Home Can Land More Ad Dollars (Medialife)
#9 GroupM Rebrands Digital Interaction Platform (MediaPost)
#10 Agency Execs Makes Predictions About Ad Industry in 2025 (Ad Age)
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|  | • 75
Percentage of U.S. media buyers who say they would be more likely to place ads on original digital video programming if there was research that proved it works as well or better than TV ads at generating sales, according to a study by the Interactive Advertising Bureau, conducted by Advertiser Perceptions. Among that 75%, 31% "completely agree" and 44% "somewhat agree."
– Reported by eMarketer
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| | MBPT Spotlight | Weather Warms Up to Addressable TV Ads—Offers to sell spots only in zones marketers want to reach
By Jon Lafayette
It's raining data in this year's upfront. That might present a new wrinkle for some programmers this year, but not the Weather Channel.
The network has been in the unique position of having information about how temperature, rain, snow and other meteorological phenomena affect consumer behavior for some time and has used it to advise marketers on the best times and days to advertise products ranging from allergy medicines to ice cream.
This year, Weather Channel is adding addressability to its television ad sales arsenal, something that has been available in the past via weather's digital platforms.
"We're very focused on data-driven TV right now and I think we've created some really exciting products that are really well differentiated in the market," said Jeremy Steinberg, executive VP, sales at The Weather Co., which is partly owned by Comcast's NBCUniversal.
How does Weather Channel send different commercials to different areas? What is Weather doing with web video and audience measurement?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • J.T. KOSTMAN was named to the newly created position of chief data officer at Time Inc. One of his main roles will be to gather data across all the company's magazines — both print and digital — to help meet marketers' needs and to also draw in more ad business. Kostman was previously chief data scientist at Keurig Green Mountain.
• JOY MARCUS was named executive VP and general manager of digital video for Condé Nast Entertainment, effective May 18. CNE's video network includes 18 brand digital channels with full programming lineups. Marcus was most recently CEO of Bloglovin' and a venture partner at Gotham Ventures, where she led the firm's investment in DailyWorth, a digital media company targeting professional women. She has also held positions at Dailymotion, AOL/Time Warner, Barnes&Noble.com and MTV Networks.
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| | What They're Watching | BROADCAST RATINGS
'Last Man on Earth' Rises Slightly for Season Finale
Fox's new comedy The Last Man on Earth wrapped its first season on Sunday. While Last Man was even with last week, its demo rating was a full point lower than the show's premiere in March. Among total viewers, Last Man rose 5% from last week. Fox finished in second in the demo. The Simpsons was down 13% and Family Guy was even. Brooklyn Nine-Nine fell 20% and Bob's Burgers was up 10%. ABC led Sunday. Secrets & Lies aired its finale, which was even with last week, ending up two tenths higher than its premiere. America's Funniest Home Videos dropped 7%, while Once Upon a Time was steady with last week and Revenge was up 20%. CBS' Battle Creek and Madam Secretary were both even. The Good Wife dipped a tenth and 60 Minutes shed 18%. CBS finished in third. NBC rounded out the evening. A.D. The Bible Continues and American Odyssey remained at last week's demo ratings. Dateline was down 27%.
For more, click HERE
CABLE RATINGS
NFL Draft Rushes Past NBA Playoffs on Thursday
The NFL, even in the offseason, proved to be more popular than the NBA playoffs Thursday, as the first round of the NFL Draft on ESPN was the top original cable program. It registered a 3.0 rating among adults 18-49 and 7.0 million viewers, down from last year but still well above the 1.7 rating and 3.9 million viewers who tuned into the L.A. Clippers-San Antonio Spurs game on TNT. Rounding out the top 3 for Thursday was TNT's postgame show Inside the NBA, which drew a 1.1 in the demo and 2.0 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, May 3
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | AMERICA'S FUNNIEST HOME VIDEOS | 1.4 | 5.6 | | CBS | 60 MINUTES | 0.9 | 8.4 | | FOX | THE SIMPSONS (R) (7)
BOB'S BURGERS (7:30) | 0.7
1.0
| 2.0
2.2
| | NBC | DATELINE (R) | 0.6 | 3.9 | | UNIVISION | AQUÍ Y AHORA | 0.4 | 1.3 | | TELEMUNDO | THE SMURFS | 0.4 | 0.9 | | | | | |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | ONCE UPON A TIME | 1.7 | 5.2 | | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30) | 1.3
1.2
| 3.1
2.7
| | CBS | MADAM SECRETARY | 1.0 | 9.7 | | NBC | DATELINE (R) | 1.0 | 5.9 | | TELEMUNDO | LA VOZ KIDS | 0.5 | 1.5 | | UNIVISION | ME PONGO DE PIE | 0.5 | 1.5 | | | | | |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SECRETS AND LIES | 1.7 | 6.4 | | FOX | FAMILY GUY (9)
THE LAST MAN ON EARTH (9:30) | 1.6
1.4
| 3.7
3.5
| | NBC | A.D. THE BIBLE CONTINUES | 1.1 | 5.5 | | CBS | THE GOOD WIFE | 0.9 | 8.3 | | TELEMUNDO | LA VOZ KIDS | 0.7 | 1.9 | | UNIVISION | ME PONGO DE PIE | 0.6 | 1.7 | | | | | |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | REVENGE | 1.2 | 4.9 | | CBS | BATTLE CREEK | 0.7 | 6.2 | | UNIVISION | SAL Y PIMIENTA | 0.6 | 1.7 | | NBC | AMERICAN ODYSSEY | 0.5 | 3.2 | | TELEMUNDO | SUELTA LA SOPA EXTRA | 0.4 | 1.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Gotham' Bleeding Viewers as Season Ends
Fox's freshman Batman prequel will conclude its first season (8 p.m.) with the network hoping that some of its early viewers will return for the finale. The series premiered in September with a 3.2 18-49 demo rating and 8.2 million viewers and seemed like a sure fire hit for the network. But after a long hiatus that included lots of repeats, Gotham has lost lots of viewers. It is heading into its final episode averaging a 1.8 demo rating and just 5.1 million viewers. It has fallen to fifth among new dramas and 11th overall in the demo. The upshot: Gotham has already been renewed for a second season but it only averaged a 1.5 18-49 demo rating and 4.5 million viewers in its last three episodes. Not a very promising way for a returning series to close out its season.
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| • 'Hustlers' Come to truTV
The cable network has ordered 10 one-hour episodes of The Hustlers, which offers viewers an inside look at the world of competitive pool (10 p.m.). The show will follow some of the best "pool sharks" in the country — both male and female — as they play for cash, pride and bragging rights. The upshot: truTV has been revamping its primetime schedule and rolling out an extensive slate of new series. Many of the new series are family-oriented. This one is more for adults.
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| • David Letterman Goes Primetime
CBS will pay tribute to its late night show host, whose last telecast will be on May 20, with a 90-minute special (9:30 p.m.). Hosted by Ray Romano, the special will look all the way back to Letterman's days as a weatherman in Indiana. And it will show some of his popular segments such as his Top Ten List, Stupid Pet Tricks and Stupid Human Tricks. The upshot: Letterman has been a late night show host since 1982, first on NBC and then on CBS, when the Late Show with David Letterman premiered in 1993. So it is fitting that CBS honor him with this special.
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