| Today's Top Stories | | #1 | Snapchat to Charge Advertisers 2 Cents Per View on Discover
| | | The social network is introducing a 10-second ad as part of its Discover platform for which it will charge advertisers 2 cents per view. Discover is located inside the Snapchat app where users can read articles and watch video from 11 media companies. Those publishers will be responsible for selling the ads against their content and they will split the revenue with Snapchat, which can provide the creative for the ads. Publishing partners include ESPN, The Daily Mail, CNN, Food Network, Comedy Central, Cosmopolitan, Vice and National Geographic. Snapchat has not publicly defined how long constitutes "a view."
Why This Matters: Snapchat reaches a mass audience of young millennials, ages 18-24, and Discover is a popular venue for them. According to Snapchat's Nick Bell, users spend on average nine minutes a day on Daily Mail content in Discover.
Three Takes: Ad Age | Adweek | MediaPost
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| | #2 | Spotify Seeking Video Deals With Media Companies
| | | The digital music service is in discussion with several media companies, including TV networks, to stream short video clips for both its desktop and mobile platforms. Spotify is talking with NBCUniversal, Fox and Viacom, among others, and will reportedly guarantee viewership and will sell advertising against the videos.
Why This Matters: This would be a win-win for both Spotify and the media outlets. Spotify loses some music listeners to platforms like YouTube that carry music videos, so this would enable the site to retain more consumers, while bringing in a new source of revenue. For the media companies, they would get to reach a mass audience of music lovers who could be converted into potential viewers.
Two Takes: NYT | WSJ
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| | #3 | Univision Focusing on 'Billenials' in Upfront
| | | The Hispanic network will introduce new programming for next season, including reality series and novellas that target what it calls "billennials" — millennial-aged viewers who are also bilingual. Both Univision broadcast network and UniMas cable network will televise programming targeting this group.
Why This Matters: Univision continues to try to lure more ad dollars away from the English-language broadcast networks and a key way to do that is to stress its reach into the millennial demo group. Univision says 73% of its audience does not watch any of the top-rated English-language network TV shows and 96% doesn't fast forward through commercials.
Two Takes: B&C | Media Life
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#4 AOL Display Ad Revenue Declines 7% in First Quarter (MediaPost)
#5 Moonves Upbeat About Future of Advertising at CBS (B&C)
#6 Ad Industry to Start Enforcing Mobile Privacy Rules in September (MediaPost)
#7 Google Says Only Half of Online Video Ads Are Viewable (WSJ)
#8 Packaged McCafe on Track to Be Kraft's Biggest Launch (MediaPost)
#9 The Challenges Faced by Native Advertising (Digiday)
#10 MDC Partners Acquires Stake in Y Media Labs (MediaPost)
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Percentage of digital shoppers worldwide who say they log into retail sites to check on what items they have seen during previous visits, according to a poll by DigitasLBi. That was higher than the 34% who say they want to receive personalized marketing and promotional offers.
– Reported by eMarketer
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| | MBPT Spotlight | Why Loyalty and Engagement Drive TV News Ratings
By Robert Passikoff, president, Brand Keys
A study released at CES 2015 found that 53% of consumers believe that mobile will replace TV in the next eight years as the most common way to consume content. Nearly a third of that group thought the change will come much sooner. However, that's not going happen when it comes to TV news.
News "junkies" who follow events all day long necessarily require different devices to do that while out of home and on the move. But that said, half of U.S. viewers follow news and current events either in the morning or evening only, and 90% of them feed that habit via television.
In recent years loyalty to one particular device or another has been shifting and accelerating. Loyalty to particular news shows has been slower to shift, but there have been shifts, and new broadcasters in particular have been battling for every viewer day and night.
How does the rule of six factor into news programming? Has NBC's problem with Brian Williams affected the ranking for Nightly News?
For more, click HERE
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| | Fates & Fortunes | • BILL SIMMONS will leave ESPN when his contract expires this fall. He first joined the network in 2001 as a writer for ESPN.com and then began assorted stints as part of the network's on-air team. He spent the past two seasons as a member of the ESPN/ABC NBA pregame show NBA Countdown and also hosted his own show this season The Grantland Basketball Hour. ESPN president John Skipper said a decision was made not to renew Simmons' contract.
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| | What They're Watching | BROADCAST RATINGS
'Big Bang Theory' Posts Lowest-Rated Thursday Finale
CBS' The Big Bang Theory turned in its lowest-rated season finale since it moved to Thursdays. It was up 3% from last week's episode but down 29% from last year's season finale, which aired a week later. The Odd Couple was down 10%. Elementary dipped 8%. CBS led outright in total viewers but tied with ABC in the demo. ABC's Grey's Anatomy fell 15% and Scandal dipped 4%. American Crime, which got a surprise second season renewal Thursday, rose 11%. Fox was in third. Bones was up 10% from last week from 8-10 p.m. The Blacklist rose 17% for NBC, and Dateline fell 11%. NBC finished in fourth. The CW rounded out the night. The Vampire Diaries rose 20% and Reign was even with last week.
For more, click HERE
CABLE RATINGS
NBA Playoffs Score Big Wednesday
TNT's coverage of the NBA playoffs put up a clean sweep of Wednesday's original cable ratings, finishing as the top three programs. The L.A. Clippers-Houston Rockets contest generated a 2.0 rating among adults 18-49 and 4.7 million viewers, while the Chicago Bulls-Cleveland Cavaliers matchup drew a 1.6 rating and 4.1 million viewers. Postgame show Inside the NBA attracted a 1.0 in the demo and 2.2 million viewers. MTV's Catfish was the top non-sports program with a 0.6 rating and 937,000 viewers.
For more, click HERE
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| Overnight Ratings: Thursday, May 7
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG THEORY (8)
THE ODD COUPLE (8:30) | 3.5
1.8
| 14.3
8.5 | | ABC | GREY'S ANATOMY | 2.2 | 7.9 | | FOX | BONES | 1.1 | 4.7 | | UNIVISION | AMORES CON TRAMPA | 1.0 | 2.6 | | NBC | LAW & ORDER: SVU (R) | 0.6 | 3.3 | | CW | THE VAMPIRE DIARIES | 0.6 | 1.3 | | TELEMUNDO | AVENIDA BRASIL | 0.5 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SCANDAL | 2.2 | 7.4 | | CBS | THE ODD COUPLE (9)
THE BIG BANG THEORY (R) (9:30) | 1.5
1.4
| 7.0
6.9
| | NBC | THE BLACKLIST | 1.4 | 6.7 | | FOX | BONES | 1.1 | 4.4 | | UNIVISION | HASTA EL FIN DEL MUNDO | 1.1 | 2.8 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.2 | | CW | REIGN | 0.3 | 1.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | ELEMENTARY | 1.1 | 6.9 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.1 | 2.3 | | ABC | AMERICAN CRIME | 1.0 | 4.3 | | NBC | DATELINE | 0.8 | 4.9 | | UNIVISION | QUE TE PERDONE DIOS | 0.8 | 2.0 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • CBS Well-Watched Weekend Dramas End Season
Hawaii Five-0 completes its fifth season on Friday night (9 p.m.), while The Good Wife airs its season 6 finale on Sunday night (9 p.m.). Both had solid seasons in drawing viewers, but both also skew a bit older. Hawaii Five-0 averaged a 1.3 18-49 demo rating, which was also not helped by airing on Friday nights when most younger viewers are out. That was flat from last season. Among viewers, Five-0 still draws a sizable audience and averaged 9.6 million viewers, up from 9.1 million last season. The Good Wife was down slightly in the demo compared to last season, averaging a 1.2, compared to 1.4. However the series' viewer numbers were also up, averaging 9.9 million vs. 9.2 million last season. The upshot: Most TV dramas skew old, but both these series are doing something broadcast networks are supposed to do — draw mass audiences. The Good Wife was the eighth most-watched drama in broadcast primetime, while Hawaii Five-0 ranked ninth.
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| • Two ABC Sunday Series Have Different Fates
The network's 8 p.m. Sunday drama Once Upon a Time concludes its fourth season averaging a solid 2.2 18-49 demo rating, ranking it fifth among all broadcast dramas in the demo, and will return next season. On the other hand, Revenge will air its fourth season series finale after being cancelled last week. Revenge this season averaged just a 1.1 in the 18-49 demo and 4.4 million viewers after averaging a 1.6 in the demo last season and 5.9 million viewers. The upshot: ABC hurt Revenge by moving it from its 9 p.m. time period last year, leading out of Once Upon a Time, to 10 p.m. this season with a less potent lead-in. Once Upon a Time is not the huge demo draw it once was — it averaged a 3.1 in its first season — but it's still got a fair amount of magic for advertisers.
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| • RHOA Closes Out Season 7 With Reunion
Actually it is the third reunion show in consecutive weeks featuring the cast of Bravo's Real Housewives of Atlanta that will air on Sunday night at 8 p.m. The previous two drew an average 1.6 rating in the 18-49 demo and 3.4 million viewers, which made it the most-watched non-sports show on Sunday night cable. The reunion shows follow a regular season in which the series averaged almost identical demo and viewer numbers. The upshot: Expect the final reunion show to close out the season with even more drama among the series stars and set the stage for season 8 as RHOA continues to be Bravo's most-watched of its Housewives franchise.
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