| Today's Top Stories | | #1 | Viacom Writing Upfront Business While Other Nets Talk
| | | When CEO Philippe Dauman said on April 30 that the company had already booked 30% of its upfront deals, much of that involved kids network Nickelodeon. However a source tells B&C that Viacom has completed more recent deals involving its MTV, Comedy Central and Spike networks. Meanwhile, other broadcast and cable networks are said to still be in the negotiation phase.
Why This Matters: Since Viacom has a reputation for prioritizing volume over pricing in its upfront deals, it is not unusual that it is getting deals done before other networks. Viacom also did a lot of multi-year deals last year, so it has less inventory to sell. Said one media buyer, "They aren't moving the market, I don't think, regardless of what they do."
A Take: B&C
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| | #2 | GSD&M Out as Petsmart Agency After 7 Months
| | | The pet store chain is bringing the bulk of its advertising in-house following its acquisition in December by a consortium led by BC Partners, Ad Age reports. When that deal was finalized in mid-March, Phil Bowman, the marketing exec who hired Petsmart, left the company. Prior to hiring GSD&M, Petsmart handled much of its creative marketing in-house. The agency did launch one campaign in February titled "Petsmart Partners in Pethood," which included TV spots directed by Christopher Guest.
Why This Matters: It's not unusual for agencies to be replaced when a new marketing exec takes over. In the case of GSD&M, it recently parted ways with Marshalls and its Ace Hardware account recently went into review. But in the past year it has picked up several new accounts including Hampton hotels, Northwestern Mutual and media planning/buying for Chipotle, along with some creative.
A Take: Ad Age
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| | #3 | Horizon Awarded Snyder-Lance Media Account
| | | Horizon Media will handle all communications planning and activation responsibilities for the snack marketer for brands including Snyder's of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps, Ad Age reports. Horizon won the account review, which included incumbent GKV of Baltimore.
Why This Matters: The account is not a huge ad spender — $8.6 million in 2014, according to Kantar Media — but it adds to independent agency Horizon's recent growing list of new accounts that include STX Entertainment, CarMax and Lindt.
A Take: Ad Age
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#4 Twitter Opens Up More User Data to Marketers (WSJ)
#5 New Sponsors Sign Up for ESPN's X Games (B&C)
#6 Apple Jumps Over Google on Most Valuable Brand List (Ad Age)
#7 TheNextWeb Offers Highly Intrusive Digital Ad Format (Digiday)
#8 Nielsen Buys Neuromarketing Research Company Innerscope (Ad Age)
#9 TBWA Awarded Kenwood Vineyards Creative Business (Adweek)
#10 Defections by Advertisers Made TLC's Decision to Pull '19 Kids and Counting' Easy (Media Life)
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Percentage of marketers worldwide who plan to use 2 or more digital agencies in 2015, down from 64% in 2014, according to a study by Econsultancy for SoDA.
– Reported by eMarketer
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| | MBPT Spotlight | Are Those Broadcast Network Upfront Moves Good Ones?—Media agency execs weigh in (Part 1)
By John Consoli
The broadcast networks announced their new fall schedules at their upfront presentations recently, and as in the case every year at this time, everyone has an opinion on those new shows and the ways each network will try to draw in more viewers for the new season. But as usual, one thing of paramount importance to the networks is what the media agencies think, and what advice they give their marketer clients who are in the process of spending billions on commercial time during the upfront buying process that's now underway.
MPBT gathered four veteran media agency programming research executives and tossed 10 questions at them based on some of the key network moves. The execs are: 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.
Part one of this two-part article (the second part runs Thursday) will cover topics like diversity in new show casts, CBS adding its first superhero show and CW adding its third, NBC keeping The Blacklist on Thursday night and NBC's decision to hold most of its new comedies for mid-season.
ABC is once again making cast diversity a priority with its new shows, putting on for fall a number of different series with minority casts, leads and characters. Do you think this will be beneficial to the network both in bringing in more minority viewers and also bringing in new ad dollars targeting those viewers?
Gold: As borsht belt comedians used to say "It couldn't hurt." ABC got a lot of credit last year for bringing in shows with more diverse casts and these shows were largely a success. How to Get Away with Murder, Black-ish and Fresh Off the Boat were winners for the network and showed that audiences were eager and receptive to these shows. However, Cristela didn't work as well for them and Hispanics are a harder audience to reach in network prime. Telenovela may change that (if it hits) and have a wider appeal and I give ABC a lot of credit for embracing the changing viewer landscape. Dollars go where ratings are so if these shows do well, dollars will follow.
Can there be too many shows based on comic books? And do advertisers think less of a show held back and launched at mid-season?
For more, click HERE
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| | Fates & Fortunes | • TAMARA INGRAM was promoted to the newly created position of chief client team officer, where she will have oversight over all of WPP's global accounts. That will include overall responsibility for about 50 integrated client teams. Ingram was previously team leader of the global P&G account for WPP and its creative agency Grey. She will continue to serve as president and CEO of Team P&G. Ingram joined Grey in 2005 and became Grey U.K. Group CEO before moving over the head up the P&G account. Prior to Grey she was CEO of McCann Worldgroup London. In a related move, DEBBY REINER was promoted to president, Grey/Global P&G. Reiner joined Grey New York in 1989, moved to JWT and then back to Grey in 1999.
• AMY ARMSTRONG was named president of ID Media, part of IPG's Mediabrands division. She was most recently executive VP and managing director of ID Media's Los Angeles office. Armstrong joined ID Media when it started up in 2002. KIMBERLY MILLER succeeds Armstrong as managing director of the Los Angeles office. Miller has been director of media strategy at ID Media.
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| | What They're Watching | BROADCAST RATINGS
'I Can Do That' Starts OK as 'AGT' Returns Down
NBC handily led Tuesday with the return of summer stalwart America's Got Talent and the premiere of I Can Do That. AGT was off by 13% from last year's premiere, but still easily the top show on the night. I Can Do That was up slightly from The Night Shift's summer premiere last year. Fox was in second. Hell's Kitchen was down two tenths from last week. ABC tied with CBS' repeats for third. 500 Questions was even with Monday's episode, while Extreme Weight Loss returned down 31% from last summer's debut. The CW rounded out the night. iZombie was even with last week.
For more, click HERE
CABLE RATINGS
NBA Playoffs Knock HBO Off Sunday Throne
The NBA playoffs broke Game of Thrones' spell over original cable programs Sunday, as the Cleveland Cavaliers' overtime win over the Atlanta Hawks on TNT led with a 2.9 rating among adults 18-49 and 7.8 million viewers. The HBO drama came in second, with a 2.5 in the demo and 5.4 million viewers. TNT's postgame show Inside the NBA drew a 1.5 rating and 3.7 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, May 26
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.4 | 10.5 | | ABC | 500 QUESTIONS | 1.1 | 4.7 | | CBS | NCIS (R) | 1.0 | 8.5 | | UNIVISION | AMORES CON TRAMPA | 1.0 | 2.6 | | FOX | ARE YOU SMARTER THAN A 5TH GRADER? | 0.8 | 3.3 | | TELEMUNDO | AVENIDA BRASIL | 0.5 | 1.3 | | CW | THE FLASH (R) | 0.4 | 1.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.8 | 11.4 | | FOX | HELL'S KITCHEN | 1.1 | 3.3 | | CBS | NCIS: NEW ORLEANS (R) | 0.9 | 7.6 | | UNIVISION | LO IMPERDONABLE | 0.9 | 2.3 | | ABC | EXTREME WEIGHT LOSS | 0.8 | 2.8 | | CW | iZOMBIE | 0.6 | 1.8 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.3 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | I CAN DO THAT | 1.8 | 6.5 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 1.0 | 2.1 | | CBS | 48 HOURS (R) | 0.9 | 5.6 | | ABC | EXTREME WEIGHT LOSS | 0.9 | 3.0 | | UNIVISION | QUE TE PERDONE DIOS | 0.7 | 2.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Fox Hoping to Hit the 'Bullseye'
The network premieres a summer challenge series hosted by actor Kellan Lutz and comedian Godfrey titled Bullseye (8 p.m.). Four men and four women participate in three levels of challenges as they attempt to hit the center of a stationary target while leaping from assorted moving vehicles and other devices. The first challenge finds the competitors leaping from a moving 18-wheeler, being pulled by a helicopter and acting as human slingshots being projected hundreds of feet through the air. The upshot: The summer series is from Endemol Shine North America, producers of Wipeout on ABC and Fear Factor on NBC, two successful challenge series that have worked over the years.
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| • CBS Tempts Families With 'The Briefcase'
The network is offering The Briefcase (8 p.m.), a new reality show that each week features two hardworking families experiencing financial setbacks who are presented with a briefcase containing $101,000 and a potential life altering decision — keep all the money or give all or part of it to the other family in need. What they don't realize is that each of them have been given a briefcase. The series examines how the families go about reaching their decisions. The upshot: CBS is hoping to find another summer reality series success to go with its long-running Big Brother franchise. The Briefcase is from David Broome who created and executive produces The Biggest Loser.
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| • A Little Bit of Country on NBC
The network will televise the 2015 iHeartRadio Country Festival from the Frank Erwin Center in Austin, Texas (9 p.m.), cohosted by Jennifer Nettles and Darius Rucker. The two-hour taped special will showcase some of country music's biggest stars including Tim McGraw, Brad Paisley, Rascal Flatts, Darius Rucker, Little Big Town and Dierks Bentley. The upshot: The iHeartRadio Country Festival is cousin to the iHeartRadio Music Festival held each fall in Las Vegas and televised on The CW. That telecast draws only about 1 million viewers. NBC should pull in more than that, although viewership is not going to rival the major country music award shows.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
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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