| Today's Top Stories | | #1 | World Cup Sponsors Concerned About FIFA Scandal
| | | In the wake of the 47-count federal indictment by the U.S. Justice Department against the world soccer federation, an assortment of sponsors are threatening to reassess their financial support of FIFA and planned ad campaigns in this summer's Women's World Cup. Visa, McDonald's, Adidas and Budweiser are among the sponsors expressing concern.
Why This Matters: There should be a lot of motivation to fix the situation as soon as possible. Citing an Adobe report, Adweek says the Men's World Cup generated $1.5 billion in advertising in 2014 and was the biggest event on social media last year. Many brands have considerable amounts of money invested in sponsorships of both FIFA and in the upcoming Women's World Cup.
Three Takes: Ad Age | Adweek | Bloomberg
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| | #2 | FDA Wants to Help Pharmaceutical Companies Run More Useful Ads
| | | The government agency is planning to conduct a study examining the impact that spouses and other factors might have on consumer perception of prescription drug ads, The Wall Street Journal reports. The FDA believes social interaction beyond information contained in an ad may play a role in determining what drugs a person seeks to take. In the study, participants will be shown different ads containing different types of information.
Why This Matters: Some drug companies have questioned the need for such a study, but the FDA says it is important to make sure the proper information is being given to consumers in ads and to see how that information is being understood by the actual person needing the medication.
A Take: WSJ
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| | #3 | Programmatic to Account for $10B in U.S. by 2019
| | | A new report by IPG Mediabrands' Magna Global projects programmatic TV ad buying will represent 17% of all U.S TV ad budgets by 2019, or $10 billion, Ad Age reports. That will be up from 4% and $2.5 billion of U.S. TV ad budgets in 2015.
Why This Matters: Change takes time and much like the move to buy TV ad inventory based on live, then live-plus-three day (C3) and more recently live-plus-seven day (C7) ratings, the move to buying programmatically will also grow steadily over the next several years. Vincent Letang of Magna Global says of programmatic TV buying, "It's nascent and can only grow from here."
A Take: Ad Age
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#4 Rentrak Introduces New TV Analytics Product (B&C)
#5 O'Keefe Reinhard & Paul Awarded Ace Hardware Creative Account (Ad Age)
#6 Omnicom Shareholders Vote to Change Board Leadership Rules (MediaPost)
#7 Mobile Ad Spending Growing But Faces Obstacles (WSJ)
#8 More Advertisers Pull Out of '19 Kids and Counting' (Media Life)
#9 GOP Super Pac Working With Tusk Digital to Create Political Ads (Ad Age)
#10 Study Finds Corporate Behavior of Growing Importance to Consumers (MediaPost)
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Projected number of Hispanics in millions who will use social media during 2015, according to an eMarketer report. That compares to 23.2 million Blacks, 9.5 million Asians and 111.1 million Whites.
– Reported by eMarketer
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| | MBPT Spotlight | Live TV Shows, Scheduling Decisions, the Search for Breakout Hits and Stars—Media agency execs weigh in on upfront moves (Part 2)
By John Consoli
(This is part 2 of a series in which media agency executives answer questions about the schedules announced by the broadcast networks at their upfront presentations. Part 1 appeared in Wednesday's MBPT Newsletter.)
What do media agencies think about the new schedules announced by the broadcast networks at their upfront presentations? MPBT gathered four veteran media agency programming research executives — Billie Gold, VP, director of buying/programming research at Carat; Brian Hughes, senior VP, audience analysis, MagnaGlobal; Sam Armando, senior VP and director, SMGx Strategic Intelligence; and Brad Adgate, senior VP, director of research, Horizon Media — and asked them about some of the key moves and trends.
Both Fox and NBC are putting on live specials this season — Grease and The Wiz, respectively. Even if both draw large audiences on those nights, what are the other benefits to the networks of running a one-time special except a short burst of publicity? And NBC will air its sitcom Undateable live all season. What are the benefits of that? Advertisers seemingly are not likely to pay more to advertise in a Friday night comedy whether it is live or not. Will they?
Gold: Airing live events programming benefits networks because it creates buzz, gets publicity and hey, it's mostly viewed LIVE and not time-shifted as these shows are all about being socially connected in the moment. That makes advertisers happy as there is a greater chance for their ad to be potentially seen. It's a different story however if we're talking about a regularly-scheduled low-rated TV show such as Undateable. I am sure NBC was trying to do something different and unique with this show, but the show already barely registers in ratings and the fact that people are mostly watching it live, in this case doesn't mean that this show has them engaged in any social sense of the word and advertisers aren't likely to really care.
Will CBS' insurance policy of established shows pay off? And which unlikely series might just turn into a hit?
For more, click HERE
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| | Fates & Fortunes | • STEPHANIE LOSEE has joined Politico as executive director of brand content. She will oversee the political news organization's new Politico Focus unit that will create branded content for marketers. Losee was most recently managing editor at Dell.
• TODD NONKEN was named managing director of the Citi account at Havas Worldwide Chicago. He was most recently senior VP-integrated brand leader for North America for the McDonald's account at DDB Chicago. He's also held positions at TracyLock Advertising and at Euro RSCG Tatham.
• ANAND KINI was promoted to chief financial officer at NBCUniversal. He was most recently executive VP, strategy and business insights, and was also serving as interim CFO. Kini has been with NBCU since 2011. Prior to that he was senior VP, financial planning and analysis for Comcast Cable Communications.
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| | What They're Watching | BROADCAST RATINGS
Fox Wins Wednesday as 'MasterChef' Spikes
Fox led the broadcasters on Wednesday. MasterChef rose 25% from last week. CBS took second. ABC was in third. 500 Questions was down a tenth from its last episode, while Celebrity Wife Swap rose a tenth. The CW aired repeats.
For more, click HERE
CABLE RATINGS
Cavs-Hawks Nets 2.5 Rating, 6.3M Viewers Monday
Viewers tuned to the NBA playoffs in droves on Tuesday, as Game 4 of the Eastern Conference Finals led all original cable programs. The Cleveland Cavaliers-Atlanta Hawks game on TNT netted a 2.5 rating among adults 18-49 and 6.3 million viewers. TNT's postgame show Inside the NBA came in second with a 1.4 in the demo and 3.3 million viewers. The top non-sports program was Discovery's Deadliest Catch, which reeled in a 1.0 rating and 2.4 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, May 27
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | MASTERCHEF | 1.5 | 4.6 | | CBS | THE BRIEFCASE | 1.3 | 6.8 | | ABC | 500 QUESTIONS | 1.0 | 4.9 | | UNIVISION | AMORES CON TRAMPA | 1.0 | 2.6 | | NBC | I CAN DO THAT (R) | 0.7 | 3.1 | | TELEMUNDO | AVENIDA BRASIL | 0.4 | 1.2 | | CW | ARROW (R) | 0.2 | 1.0 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | CRIMINAL MINDS (R) | 1.2 | 6.6 | | FOX | BULLSEYE | 1.1 | 3.4 | | ABC | MODERN FAMILY (R) (9)
BLACK-ISH (R) (9:30) | 1.1
1.0 | 4.2
3.5 | | NBC | iHEART RADIO COUNTRY FESTIVAL | 0.9 | 4.1 | | UNIVISION | LO IMPERDONABLE | 0.8 | 2.3 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.1 | | CW | SUPERNATURAL (R) | 0.2 | 0.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | CELEBRITY WIFE SWAP | 1.1 | 3.4 | | CBS | CSI: CYBER (R) | 1.0 | 5.7 | | NBC | iHEART RADIO COUNTRY FESTIVAL | 1.0 | 4.1 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 0.9 | 1.9 | | UNIVISION | QUE TE PERDONE DIOS | 0.7 | 2.1 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • ABC Quiz Show No Answer
500 Questions, which premiered May 20 and has run for six straight weeknights, concludes (8 p.m.). The series features contestants who try to answer 500 questions in a row without getting three in a row wrong. CNN's Richard Quest hosts the show from Mark Burnett (Survivor, Shark Tank) and Mike Darnell, former head of Fox alternative programming. The upshot: While Shark Tank has been surprisingly successful on Friday nights for ABC, 500 Questions has not captured the interest of a broad audience. The show's 18-49 rating is a 1.0 and it is averaging 4.7 million viewers entering its final episode.
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| • Summer (of Love) Detective Series
With back-to-back hour-long episodes, NBC premieres Aquarius (9-11 p.m.), a summer series starring David Duchovny as a Los Angeles homicide detective who crosses paths with Charles Manson (Gethin Anthony) in 1967. The series will air in its regular 9 p.m. Thursday time period after the premiere. NBC will also make the unprecedented (for a broadcast network) move of releasing all 13 episodes on NBC.com and the NBC mobile app right after the show's two-hour premiere. The upshot: This is clearly an experiment but it could backfire and keep viewership of the broadcast version, on which NBC is selling commercial time, low. That wouldn't be well-received by advertisers.
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| • More Viewers Finding 'Wayward Pines'
After premiering two weeks ago opposite the season finale of Scandal, Fox drama Wayward Pines (9 p.m.) rebounded a bit last week. The 10-episode series executive produced by M. Night Shyamalan drew a 1.2 18-49 demo rating and 4.6 million viewers, up from the 1.0 demo rating and 3.8 million viewers it attracted two weeks ago. Last week's numbers tied for the lead in its time period in the demo and tied for second in viewers. This week though it will have another tough task as NBC is premiering its new drama series Aquarius at 9 p.m. The upshot: This week will say a lot about the size of the audience the remaining episodes of Wayward Pines will draw. Some new viewers found it last week, if it can hold on to them rather than lose them to Aquarius, the series could have a nice summer run.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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