| Today's Top Stories | | #1 | Facebook Opening Sales Office in Africa
| | | The world's largest social network believes Africa, with more than 1 billion people and just 120 million using social media right now, offers a huge opportunity, Bloomberg News reports. So Facebook next month will open a sales office in a suburb of Johannesburg to be headed by Nunu Ntshingila, who was most recently chairman of Ogilvy & Mather South Africa.
Why This Matters: While recruiting new users in places like Nigeria and Kenya will be tougher than in the U.S., Nicola Mendelsohn, Facebook's VP of EMEA, says, "This is one of the places where our next billion users are coming from. Africa matters." And Facebook's VP of global marketing Carolyn Everson adds, "Increasingly marketers are focused on what is the next frontier. There is going to be an incredible opportunity to develop a consumer base in Africa."
A Take: Bloomberg
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| | #2 | Olympic Hangover for First Quarter TV Ad Spending
| | | U.S. television ad spending was down 3% in first quarter compared to a year ago when the Olympics generated about $600 million in incremental spending, according to Kantar Media. Broadcast was down 9.2%; however, if you stripped out the impact of 2014 Olympic spending, broadcast was flat. Spending on cable increased 4.1% and Spanish language TV advertising was up 4.8%. Spot TV was down 6.8% and syndication fell 4.9%. Overall first quarter spending, including all platforms, was down 4%.
Why This Matters: Jon Swallen, chief research officer at Kantar Media North America, says "it has been a relatively slow start for the ad market in 2015." With marketers looking to cut costs and to hire media agencies to help them to that, these numbers don't bode well for TV upfront spending with negotiations currently taking place.
Three Takes: B&C | MediaPost | WSJ
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| | #3 | Sinclair Forms Programming Partnership With Eisner
| | | The former head of Disney plans to produce syndicated talk shows, court shows and game shows with Sinclair Broadcast Group after forming a new company called Tornante-Sinclair.
Why This Matters: The existing studios have increasingly been tailoring syndicated programming to the needs of stations in larger markets like New York, Chicago and Los Angeles, and those shows don't always work in smaller markets where Sinclair owns a lot of its 162 stations. Syndicated programming targeting smaller market viewers could be a nice alternative for some marketers.
Two Takes: NYT | B&C
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#4 CBS Nearly Done With Upfront Deals (B&C)
#5 Toyota Using Geo-Targeted Snapchat Ads (Ad Age)
#6 Mediaocean Sells Majority Stake to Private Equity Firm (B&C)
#7 Tips for Handling Difficult Clients (Ad Age)
#8 Comic-Con Faces Challenges as Growing Marketing Platform (NYT)
#9 R/GA Named Cannes Lions Agency of the Year (MediaPost)
#10 How Brands Choose Celebrity Ambassadors (Digiday)
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Percentage of U.S. ad agency professionals who believe the most effective tactic for attracting viewers to watch digital video ads is to target the viewers' interests, according to a poll by Strata. Another 25% said making the videos entertaining is most important.
– Reported by eMarketer
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| | MBPT Spotlight | Magna Plugs in System to Make TV Programmatic—Upfront talks aim for automated access to network inventory
By Jon Lafayette
Programmatic advertising has been slow to come to television. But media buying group IPG Mediabrands, which has been aggressive about bringing automation to its operation, recently brought in a new computer system that it said will bring programmatic principals to TV on a larger scale.
In the current upfront, Mediabrands is negotiating with agencies to make available inventory it will be able to buy on an automated, programmatic basis, executives at the agency said.
"Automation gets categorized as just a way to convert from paper to pushing a button. And yes, that's a part of it, but it's also about the programmatic principals," said Erica Schmidt, U.S. managing director of Cadreon, Mediabrands' digital marketing services unit.
What are the programmatic principals that automation enables? And how is TV different from digital when it comes to doing business in a programmatic fashion?
For more, click HERE (sub needed)
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| | What They're Watching | BROADCAST RATINGS
'Celebrity Family Feud,' 'BattleBots' Drop Sunday
ABC's pair of unscripted shows Celebrity Family Feud and BattleBots dropped from their premieres Sunday. Celebrity Family Feud dipped 25% and BattleBots fell 26%. ABC led the night. CBS finished in second. Big Brother was down 6% from last summer's Sunday premiere and a Sunday series low. NBC followed, as Dateline improved 17%. Dateline: My Kid Would Never Do That jumped 14%. The finale of American Odyssey was even. Fox trailed, with its lone original on the night, Golan the Insatiable, down a tenth from its last original.
For more, click HERE
CABLE RATINGS
Viewers Pick ESPN's NBA Draft Coverage Thursday
NBA draft coverage dominated TV viewership Thursday, as ESPN's telecast of the draft drew a 1.5 rating among adults 18-49 — even with last year — and 3.7 million viewers to lead all original cable programs. ESPN's pre-draft show came in second with a 1.0 in the demo and 2.5 million viewers, while the edition of SportsCenter following the draft finished third with a 0.7 rating and 1.4 million viewers. The next best program was Syfy's WWE Smackdown, which wrestled its way to a 0.6 in the demo and 2.5 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, June 28
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 60 MINUTES | 0.9 | 7.1 | | ABC | CELEBRITY FAMILY FEUD (R) | 0.9 | 4.4 | | NBC | DATELINE | 0.7 | 4.6 | | UNIVISION | AQUÍ Y AHORA | 0.5 | 1.4 | | TELEMUNDO | TOY STORY 2 | 0.4 | 1.1 | | FOX | BOB'S BURGERS (R) (7)
BOB'S BURGERS (R) (7:30) |
0.2
0.2
|
0.9
0.7
| | | | | |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | CELEBRITY FAMILY FEUD | 1.8 | 8.1 | | CBS | BIG BROTHER | 1.7 | 5.7 | | NBC | DATELINE | 0.8 | 3.8 | | UNIVISION | ME PONGO DE PIE | 0.5 | 1.6 | | FOX | THE SIMPSONS (R) (8)
BROOKLYN NINE-NINE (R) (8:30) | 0.5
0.5
| 1.5
1.2
| | TELEMUNDO | THE AMAZING SPIDER-MAN | 0.5 | 1.2 | | | | | |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | BATTLEBOTS | 1.4 | 4.8 | | UNIVISION | ME PONGO DE PIE | 0.7 | 2.1 | | FOX | FAMILY GUY (R) (9)
GOLAN THE INSATIABLE (9:30) | 0.8
0.5
| 1.8
1.1
| | CBS | MADAM SECRETARY (R) | 0.6 | 4.2 | | NBC | I CAN DO THAT (R) | 0.6 | 2.5 | | TELEMUNDO | THE AMAZING SPIDER-MAN | 0.5 | 1.3 | | | | | |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | CASTLE (R) | 0.7 | 3.3 | | TELEMUNDO | THE AMAZING SPIDER-MAN | 0.6 | 1.5 | | CBS | CSI (R) | 0.5 | 4.0 | | UNIVISION | SAL Y PIMIENTA | 0.5 | 1.6 | | NBC | AMERICAN ODYSSEY | 0.4 | 2.2 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Love & Hip Hop: Atlanta' Thriving
The fourth season of the VH1 reality series that follows hip-hop entertainers in their professional and personal lives (8 p.m.) has been regularly winning the Monday night 18-49 demo on cable since returning in early April. It's down from last season but still pulling in big audiences — averaging a 1.5 in the demo and 2.9 million viewers (vs. a 1.8 in the demo and 3.4 million viewers last season). The series consistently beats male-skewing WWE Raw on USA in the demo and last Monday pulled in a 1.5 demo rating and 3 million viewers going head-to-head with the U.S. Women's World Cup match on Fox Sports 1 which averaged a 1.8 in the demo and 4.7 million viewers. The upshot: Advertisers looking to reach 18-49 black consumers en masse should be knocking on VH1's door to get into Love & Hip Hop: Atlanta.
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| • Major Drop for 'Major Crimes'
The TNT police drama (9 p.m.) is down significantly in the first three weeks of Season 4. Major Crimes is averaging a 0.5 demo rating and 4 million viewers, compared to the 0.8 and 5.1 million viewers it averaged last summer before going on hiatus in August. From a viewer perspective, however, Major Crimes is still the most-watched scripted series on Monday night cable and one of the most-watched dramas overall. But it seems like its audience is aging up a bit with younger viewers tuning out. The upshot: Most TV dramas skew old and are not big draws for 18-49 audiences. However Major Crimes is still drawing a mass summer cable audience and that's a good thing for advertisers.
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| • MTV Goes Back to Study Howl
Drama Teen Wolf returns for its fifth season (10 p.m.). The series, loosely based on the 1985 movie of the same name, stars Tyler Posey as Scott McCall, a high school student bitten by a werewolf who tries to keep his secret from his fellow students secret. The upshot: Teen Wolf continues to be one of MTV's most popular series. It took a dip in season 4 with its 18-49 demo rating falling to a 0.6 and viewership dropping to 1.6 million per episode, compared to a 0.8 and 2 million viewers in season 3. However it does better in MTV's key 12-34 audience and outdraws its other teen dramas.
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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