| Today's Top Stories | | #1 | Study Finds TV Still Most Effective Medium
| | | A Turner Broadcasting/Horizon Media sponsored study conducted by MarketShare found that TV ad effectiveness between 2009 and 2014 did not change and outperformed multiple digital and offline platforms at generating sales or creating new accounts for marketers, B&C reports. Premium digital video created by TV programmers also out-performed short-form video from non-premium publishers.
Why This Matters: Some marketers have been shifting ad dollars to digital because it is perceived as being a more precise targeted platform with less waste and because it is easier to track. This report finds the effectiveness of digital advertising may not be a great as many believe, and points out that there are many ways marketers can optimize TV ad spending.
Two Takes: B&C | Adweek
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| | #2 | Brands Need Personality on Instagram
| | | A review of more than 8 million food posts over the past 18 months on the social media site by KBS+P agency Attention finds that beauty shots of meals are not effective in motivating consumers to buy products, Adweek reports. The fast food restaurants and snack brands need to post photos that show some personality for the products.
Why This Matters: The study found eight of the top 10 brands with the most followers on Instagram are fast-food restaurants that add a creative twist to their posts. Dunkin' Donuts posts slice-of-life pictures like a girl on a swing holding a cup of coffee.
A Take: Adweek
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| | #3 | Amazon Experimenting With Ads on Shipping Boxes
| | | Previously the delivery boxes only carried messages for Amazon's own products and services, but now it is selling space on the boxes to outside advertisers such as Universal Pictures which promoted its new movie Minions.
Why This Matters: Analysts say the move is smart because it can help Amazon reduce the price it charges consumers for delivery. If it is successful, other e-commerce companies could follow suit, as well as mail carriers like UPS, USPS and FedEx.
Two Takes: Adweek | MediaPost
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#4 W Hotels, Human Rights Group Partner on Same-Sex Marriage Campaign (Ad Age)
#5 Changing of the Guard Among YouTube Beauty Stars (WSJ)
#6 Patron Rolls Out First Campaign from Mullen Lowe and Mediahub (MediaPost)
#7 WPP Chairman Says Shift to Digital Leading to Wave of Agency Reviews (WSJ)
#8 MDC Alters Compensation Program as Stock Drops (MediaPost)
#9 Sorrell Survives Vote on Pay Package (WSJ)
#10 Global Newspaper Circulation Revenue Surpasses Ad Dollars (MediaPost)
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Percentage of marketers worldwide who say their companies have a mobile-optimized website, according to a survey by the CMO Council and SAS. That compares to 66% who say their companies have a mobile app.
– Reported by eMarketer
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| | MBPT Spotlight | How Brands Must Adapt as Luxury Goes Mainstream
By John Consoli
Luxury retail consumers are no longer just an exclusive group of the super-rich in the U.S. and many brands and items once identified only exclusive to the excessively wealthy are being purchased today by an assortment of shoppers, according to a report by Nielsen. And many luxury brands are targeting new segments of consumers.
This has resulted in continued growth in the luxury goods category and estimates by consulting company Bain and Co. placing spending on personal luxury time in the U.S. at $73 billion last year, an increase of 5% over the previous year.
U.S. consumers are not only the biggest spenders on luxury merchandise in the world, but last year they spent more on luxury items than consumers in Japan, Italy, France and China combined.
Who is buying luxury goods today? And what happens when luxury brands join with mass retailers?
For more, click HERE
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| | Fates & Fortunes | • SILVIA LAGNADO was named global chief marketing officer at McDonald's. She was most recently a non executive member of the Sapient USA board of directors until the company was acquired by Publicis earlier this year. Before that she was global chief marketing officer at Bacardi Limited. She also spent more than a decade in assorted executive roles at Unilever.
• SUSAN CREDLE has joined FCB as global chief creative officer. She was most recently U.S. chief creative officer at Leo Burnett. She succeeds JONATHAN HARRIES who will move up to chairman. Credle will work out of the New York office but will not come on board until January 2016. Prior to Leo Burnett, where she worked since 2009, Credle spent 24 years at BBDO.
• LAURA LEE has joined Margaritaville Enterprises as president of media and chief digital officer. Lee was most recently global head of top creators at YouTube. Prior to that, she was VP and head of business development and operations at MTV Networks' Music and Logo Group.
• PATSY LORIS was promoted to senior VP, news at Univision. She has been with Univision since 1988 and since 2013 was serving at VP of news.
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| | What They're Watching | BROADCAST RATINGS
NBC Wins Monday as 'Island' Overtakes 'Whispers'
NBC led Monday. American Ninja Warrior was even with last week and The Island rose a tenth, leading the 10 p.m. time slot. In its second week, ABC's The Whispers shed 33% of last week's premiere audience. Earlier, The Bachelorette fell a tenth. ABC was in second. Fox took third as So You Think You Can Dance dropped two tenths from its premiere last week. CBS and The CW aired repeats.
For more, click HERE
CABLE RATINGS
'Thrones,' 'Silicon Valley' Go 1-2
HBO's Sunday lineup continued to dominate the ratings, as Game of Thrones and Silicon Valley were the top two original cable programs. Thrones drew a 3.6 rating among adults 18-49 and 7.1 million viewers, while Silicon Valley generated a 1.1 in the demo and 1.9 million viewers. Discovery's Naked and Afraid came in third with a 0.8 rating and 2.3 million viewers. HBO's Last Week Tonight with John Oliver reeled in a 0.6 rating and 1.3 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, June 8
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICAN NINJA WARRIOR | 1.8 | 6.5 | | ABC | THE BACHELORETTE | 1.8 | 6.4 | | FOX | SO YOU THINK YOU CAN DANCE | 1.1 | 3.6 | | CBS | 2 BROKE GIRLS (R) (8)
MIKE & MOLLY (R) (8:30) | 1.1
1.0
| 5.0
5.2
| | CW | THE ORIGINALS (R) | 0.2 | 0.6 | | UNIVISION | AMORES CON TRAMPA | N/A | N/A | | TELEMUNDO | AVENIDA BRASIL | N/A | N/A |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICAN NINJA WARRIOR | 2.2 | 7.1 | | ABC | THE BACHELORETTE | 1.7 | 6.2 | | FOX | SO YOU THINK YOU CAN DANCE | 1.1 | 3.7 | | CBS | SCORPION (R) | 0.8 | 4.8 | | CW | JANE THE VIRGIN (R) | 0.1 | 0.5 | | UNIVISION | LO IMPERDONABLE | N/A | N/A | | TELEMUNDO | TIERRA DE REYES | N/A | N/A |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE ISLAND | 1.2 | 3.7 | | ABC | THE WHISPERS | 1.0 | 4.3 | | CBS | NCIS: LOS ANGELES (R) | 0.9 | 5.5 | | UNIVISION | QUE TE PERDONE DIOS | N/A | N/A | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | N/A | N/A |
Univision and Telemundo ratings were not available at the time of publication.
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Deadliest Catch' Luring Viewers
The long-running Discovery series (9 p.m.) following crab fishermen who brave rough seas off the coast of Alaska is averaging a 1.0 18-49 demo rating and 2.8 million viewers through eight episodes of its 11th season. The show right now is down from the 1.2 demo rating and 3 million viewers it averaged in season 10, however, most of its telecasts have gone up against programming that also draws a male audience in the NBA playoffs. Last week without an NBA game against it, Deadliest Catch averaged a 1.2 in the demo and 3.1 million viewers. The upshot: This long-running series continues to pull in a mass audience of mostly men and should be used by any marketer trying to reach males demos 18-49 and 25-54.
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| • 'Younger' Ending Short Season
TV Land's new millennial targeted comedy Younger (10 p.m.) concludes its 10-episode first season run. The series follows a 40-year-old single mother who tries to get back into the working world, only to face massive competition from younger workers — until she decides to pass herself off as a 26-year-old. The series has averaged a 0.2 18-49 demo rating and 540,000 viewers on the network, but has also been simulcast on Nick at Night which has pushed its nightly audience to more than 1 million viewers. The upshot: TV Land has said it wants to target a younger audience and Younger is doing that. But the network is transitioning from older-skewing comedies like Hot in Cleveland, and that's going to take some time.
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| • Game 3 of Record-Setting NBA Finals on ABC
The Golden State Warriors, led by Stephen Curry, and the Cleveland Cavaliers with LeBron James meet in Game 3 of the NBA Championship Finals (9 p.m.) with the series tied at 1-1. The telecasts are averaging a 7.1 18-49 demo rating, up 20% over the first two games last year between the Miami Heat and San Antonio Spurs. Viewership is averaging 18.2 million, up 24%. Those are the highest viewership averages ever for an NBA Finals series through two games on ABC. The upshot: Advertisers have to be ecstatic that the games have most likely over-delivered ratings guarantees, while the network has to be glad that the injury-riddled Cavs avoided a sweep since viewership increases the longer the series goes.
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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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