| Today's Top Stories | | #1 | Media Buyer Thinks Broadcasters Need YouTube Influencer Strategy
| | | Kris Magel, chief investment officer at Initiative, tells The Wall Street Journal there's a need for the networks to "invest in programmers who are creating multi-screen presences with unique followings." He cited how young audiences have embraced YouTube stars and followed them across social platforms. It's not enough for networks to simply put their shows on various Web platforms like Hulu and feel like they are reaching this digital audience.
Why This Matters: As the overseer of billions in ad spending by major advertisers including Hyundai, Kia, MillerCoors, Papa Johns, Snapple and Amazon, Magel carries considerable weight among the ad buying community and the networks should be listening to his message.
A Take: WSJ
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| | #2 | TV Networks Will Walk Tightrope in Upfront Negotiations
| | | Broadcast and cable networks will face their biggest challenge yet of potentially losing ad dollars to digital outlets during this year's upfront ad buying season. Amanda Richman, president for investment and activation at Starcom, tells The New York Times that "it feels like this is a pivotal year" as marketers look at alternatives to traditional TV. Ivan Pollard of Coca-Cola North America agrees, stating, "We're at the tipping point now where the very role of TV in our mix is under consideration."
Why This Matters: In order to not see a large exodus of ad dollars in the upfront, the TV networks will need to concentrate more on their own digital and cross-platform offerings to help marketers reach younger viewers who are no longer watching TV in the traditional way.
A Take: NYT
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| | #3 | ESPN Moving 'Mike & Mike' to New York to Sell Ad Packages With 'GMA'
| | | The cable sports network is moving its longtime morning sports radio show to ABC's studio in Manhattan where, beginning next February, Mike Greenberg and Mike Golic will broadcast from a set directly above ABC's Good Morning America, The Wall Street Journal reports. The two programs will share talent and the show's hosts will appear on each other's telecasts. And the ABC and ESPN ad sales teams will sell joint ad deals.
Why This Matters: The two Disney-owned media outlets are hoping that the crossover will help them appeal to each other's audiences. GMA draws more females, while Mike & Mike is more male-oriented. The move could be good for marketers who are looking to reach a more balanced early morning audience.
A Take: WSJ
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#4 Cartoon Network Looks to Siphon More Ad Dollars Away from Nickelodeon (NYT)
#5 Frito-Lay Ditches Its Agency-of-Record Model (Ad Age)
#6 Mullen Merging With Lowe and Partners (Adweek)
#7 Why the TV Forecast Looks Cloudy Today (B&C)
#8 Media Agency Execs Say NewFronts Need to Be Streamlined (Media Life)
#9 Why Brands Bypass Agencies and Go Directly to Production Companies (Digiday)
#10 Ad Industry Creating Blacklist to Help Combat Ad Fraud (WSJ)
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Percentage of U.S. female Internet users who share digital video via Facebook, according to a poll by SheSpeaks. That far outdistanced email which was in second place used by 41%, Twitter which was used by 27% of females and Instagram, used by 13%.
– Reported by eMarketer
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| | MBPT Spotlight | Network Sales Execs Data-Enrich Their Pitches—Headliners include Fox's 'Empire,' NBCU's time zone-friendly 2016 Summer Olympics
By Jon Lafayette
At first glance, the changes resulting from the digital disruption of the television business might not be obvious at this week's annual round of broadcast primetime programming presentations.
The broadcasters will spend the week at center stage looking to impress advertisers and media buyers with a new crop of dramas and sitcoms. At Radio City Music Hall, Carnegie Hall and other venerable venues, there will be stars galore, singing and dancing, jokes of uneven quality and a heaping helping of "Uptown Funk." Afterward, the jumbo shrimp will be chilled, the drinks will be strong and the music loud. Upfront week will feel very familiar.
And yet, according to the people in charge of TV's biggest ad sales operations, this year could actually witness something brand-new: the first data upfront.
Those prepping pitches say they will contain more references to audience platforms, analytics and even programmatic buying from the networks. Besieged on several fronts, nets are fighting back because upfront volume went down last year and a growing share of ad dollars is flowing into digital. In particular, digital video is gaining, given its promises of more precise targeting, more accountability and clearer return on investment.
Which networks have made the biggest commitments to data? What do sales execs say about the future of the upfront?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • MICHAEL CAVANAGH was named senior executive VP and chief financial officer at Comcast Corp. He will join Comcast early this summer from The Carlyle Group, where he has served as co-president and co-chief operating officer in New York. Prior to that, he spent nearly 10 years as a member of the JPMorgan operating committee and was also CFO for close to six years. At Comcast, he will be based in Philadelphia.
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| | What They're Watching | BROADCAST RATINGS
'Good Wife' Rises for Season Finale
On a night filled with finales, ABC led Sunday. Once Upon a Time was steady with last week for its two-hour season finale, while Revenge rose a tenth from last week for its series ender. CBS was second. The Good Wife rose 33% for its finale and Battle Creek was up a tenth. Fox was in third. NBC rounded out the night.
For more, click HERE
CABLE RATINGS
Three Programs Tie for Lead on NBA-Less Thursday
With no NBA playoff action Thursday, three different original cable programs tied for the lead with a 0.7 rating in the adults 18-49 demo. Spike's Lip Sync Battle drew 1.3 million viewers, while 2.6 million tuned into Syfy's WWE Smackdown. The Chicago Blackhawks' 4-3 semifinal win over the Minnesota Wild in NHL playoff action on the NBC Sports Network attracted an audience of 1.7 million. History's new car series Lost in Transmission debuted to a 0.4 rating and 1.3 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, May 10
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | DATELINE (R) | 1.4 | 6.9 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS | 1.4 | 5.9 | | CBS | 60 MINUTES | 1.1 | 8.4 | | FOX | THE SIMPSONS (R) (7)
BOB'S BURGERS (R) (7:30) | 0.5
0.6
| 1.5
1.5
| | TELEMUNDO | SHREK FOREVER AFTER | 0.5 | 1.1 | | UNIVISION | AQUÍ Y AHORA | 0.4 | 1.0 | | | | | |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | ONCE UPON A TIME | 1.7 | 5.5 | | CBS | 60 MINUTES | 1.2 | 8.8 | | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30) | 1.2
1.2
| 2.8
2.5
| | NBC | DATELINE (R) | 0.9 | 4.2 | | TELEMUNDO | LA VOZ KIDS | 0.6 | 1.6 | | UNIVISION | ME PONGO DE PIE | 0.5 | 1.3 | | | | | |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | ONCE UPON A TIME | 1.7 | 5.3 | | CBS | THE GOOD WIFE | 1.2 | 9.2 | | FOX | FAMILY GUY (R) (9)
BOB'S BURGERS (9:30) | 1.2
1.2 | 2.6
2.5 | | NBC | A.D. THE BIBLE CONTINUES | 0.9 | 4.5 | | TELEMUNDO | LA VOZ KIDS | 0.8 | 1.9 | | UNIVISION | ME PONGO DE PIE | 0.6 | 1.5 | | | | | |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | REVENGE | 1.3 | 4.8 | | CBS | BATTLE CREEK | 0.8 | 6.4 | | UNIVISION | SAL Y PIMIENTA | 0.6 | 1.4 | | NBC | AMERICAN ODYSSEY | 0.5 | 2.7 | | TELEMUNDO | SUELTA LA SOPA EXTRA | 0.3 | 0.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Originals' and 'Jane the Virgin' Take a Break
Two CW series conclude their seasons. The Originals (8 p.m.), featuring a vampire family in modern-day New Orleans, completes its second season averaging a 0.5 in the 18-49 demo and 1.2 million viewers, down significantly from last season's 0.5 in the demo and 1.8 million viewers. Jane the Virgin (9 p.m.) in its freshman season about a 23-year-old who is mistakenly artificially inseminated, has averaged a 0.4 in the demo and 1.1 million viewers. The upshot: Neither series is producing huge ratings, but both will return next season as The CW is looking for stability on its schedule.
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| • This Is the Way the 'Castle' Crumbles
The veteran ABC detective drama (10 p.m.) closes out its seventh season down significantly. Last season, Castle averaged a 1.8 in the demo and 9.3 million viewers. This season it has averaged a 1.4 in the demo with 7.7 million viewers. Both the demo rating and viewer average place it 21st among all broadcast dramas. Even though Castle again led out of ABC's hit Dancing with the Stars, it lost a large number of viewers, due in part because of increased competition from CBS, which moved NCIS: Los Angeles into the time period. Castle is also now in syndication and on cable so perhaps there is some viewer fatigue. The upshot: The series is still drawing good enough numbers for ABC to renew it for season 8. And during the season it picked up almost 4 million addition viewers in live-plus-seven-day mode.
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| • 'Teen Mom' Revival Gearing Up
The fifth season of this MTV reality series, now officially called Teen Mom OG (10 p.m.), has been increasing its audience slightly each week since week 2 when it drew an 18-49 demo rating of 0.9 and 1.5 million viewers back in March. Last week it averaged a 1.1 in the demo and 1.9 million viewers and for the season is a 1.0 in the demo and 1.7 million viewers. The Teen Mom cast is the same as the first season following the lives of Farrah Abraham, Maci Bookout, Catelynn Lowell and Amber Portwood. Season 4 ended in October 2012, so there's been a long layoff since the series was revived in March of this year. The upshot: It's doubtful that Teen Mom will ever be as popular as its early years when its first season finale averaged 3.6 million viewers, but Abraham's return last week gave the ratings an additional boost and its season average 1.1 demo rating is one of the best on Monday nights for a non-sports show on cable.
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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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