| Today's Top Stories | | #1 | WPP Partners to Form Digital Content Agency Truffle Pig
| | | The giant agency holding company has joined with messaging service Snapchat and British newspaper publisher the Daily Mail to launch a new content marketing company. The joint venture will help marketers produce branded content for new formats, including "vertical video" for smartphones that is used on Snapchat. Alexander Jutkowitz, managing partner of digital consulting firm Group SJR, will be CEO of Truffle Pig.
Why This Matters: Jutkowitz says more native content is being produced than ever before but brands often need to fit better with their overall messaging. This unit will provide all the necessary services under one roof. As for cannibalizing its own agencies' services, WPP CEO Martin Sorrell says, "I believe in eating your own children."
Two Takes: Ad Age | WSJ
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| | #2 | Verizon's Internet TV Service May Let Brands Sponsor Viewing
| | | When it launches its new TV service delivered via the Internet this summer, Verizon will offer live and on-demand programming that can be seen on assorted digital devices. But an ad-free service is going to boost the amount of data charged to subscribers' smartphones, so a fee would have to be charged. To eliminate that fee, Verizon is planning to let advertisers cover the cost of streaming. Specific details have not been announced.
Why This Matters: There are FCC net neutrality rules to worry about, however AT&T allows its wireless customers to stream from certain sites or apps and uses ad sponsorship dollars to cover those customer costs. Verizon believes its offering would be similar to the one A&T has been operating.
A Take: Ad Age
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| | #3 | Mullen Lowe Donating Value of Lions It Wins to Charity
| | | The creative agency says it will donate the monetary replacement value of all awards its wins at this year's festival to support hunger and earthquake relief in Nepal, Adweek reports. The program is called "Can Your Lions" and the agency is calling on other Cannes winners to do the same. The agency says each Cannes Grand Prix statute is valued at $2,906, while the gold, silver or bronze statues are worth $1,280 each. It costs 50 cents a day to feed one person in Nepal. The total value of all Cannes winners last year would have equaled $1.5 million or 3 million days of food.
Why This Matters: The challenge puts other agencies on the spot for sure. It was made during the current Cannes Lions Festival where agency execs are dining on expensive French cuisine. Mullen Lowe has already won $15,360 worth of statutes this year, with more to be awarded.
A Take: Adweek
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#4 Brand Message Overkill Turns Off Consumers According to Study (MediaPost)
#5 GroupM's Gotlieb Defends TV Advertising (WSJ)
#6 Most Mobile Apps Not Compelling Enough for Most Consumers to Download (MediaPost)
#7 Consumers Consider Jeep Most Patriotic Brand (MediaPost)
#8 Brands Show Support for LGBT Pride Month (Ad Age)
#9 Marketing Cloud Companies Crash Cannes Lions (WSJ)
#10 Gillette Facing Growing Competition from Online Razor Companies (WSJ)
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Percentage of digital marketers in North America and the UK who believe fraud is the biggest obstacle to programmatic advertising usage, according to poll by Rubicon Project and Digiday. A similar 58% said it is site quality and site safety concerns, while 56% said it is viewability concerns.
– Reported by eMarketer
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| | MBPT Spotlight | To Reach LGBT Consumers, Think Social and Video First
By Risa Becker, senior VP, research operations, GfK MRI
Lesbian, gay, bisexual or transgender (LGBT) culture is more visible than ever before — from same-sex marriages to Modern Family. But how sound is our knowledge about this important population segment, and what are the best ways to reach them?
The latest research from GfK MRI shows LGBT adults in the U.S. to be mostly young (54% are ages 18-34), well educated, very politically influential and involved, and willing to spend money. And their incidence of formal education (college and beyond) is 10 points higher than average: 39% versus 29% among the general population.
Reaching LGBT consumers requires a media plan heavy on social media, video and both niche and mainstream cable networks. Not only are they nearly twice as likely as other adults to watch video clips on a mobile or smartphone, they are 55% more likely to use instant messaging on these devices.
Which high-rated cable networks are LGBT consumers unlikely to be watching? And which social media sights are they engaged with?
For more, click HERE
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| | Fates & Fortunes | • DAVID HILL, who has most recently served as senior executive VP for 21st Century Fox and chairman of National Geographic's U.S. channels, will step down next month to launch a production company called Hilly. The new company will focus on live TV, reality programming and digital investments and will received financial support from Fox. Hill joined Fox Sports as president and served in that role from its launch in 1994 until 1997, when he was named chairman of Fox broadcast network through 1999. He was then named chairman of Fox Sports and then Fox Sports Media Group through 2013 when he spearheaded the launch of national cable networks Fox Sports and Fox Sports 1.
• CECE RYAN was named publisher of Real Simple. She was most recently associate publisher/sales at People, a post she had held since November 2011. She joined People in 1996 and except for two years as VP/publisher relations at Time Inc.-owned Media Networks Inc. in 2008-09, she has spent the past 19 years at People.
• MICHAEL KOMASINSKI was named chief operating officer at marketing data and digital services company Merkle. He was most recently COO at digital agency Razorfish.
• SUSAN TULLY was named president and general manager of WVIT Hartford, the NBC-owned station in Hartford-New Haven, Conn. She was most recently VP of news at KXAS Dallas-Fort Worth and succeeds Ric Harris, who last month took the president/GM position at WCAU-WWSI Philadelphia.
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| | What They're Watching | BROADCAST RATINGS
'The Bachelorette' Tops Monday as ABC and NBC Tie
ABC tied NBC in the demo Monday, though it led in total viewers. The Bachelorette led broadcast and was up 6% from last week. The Whispers bumped up 11%. NBC's American Ninja Warrior dropped 14%, while The Island was even with its last telecast on June 8. Fox finished in third Monday with So You Think You Can Dance tumbling 31%. CBS and The CW aired repeats.
For more, click HERE
CABLE RATINGS
'True Detective' Returns Strong for Season Two
HBO's new Sunday night lineup got off to a strong start last weekend, with the highly anticipated return of True Detective leading the way with 3.2 million viewers, a 39% jump from the anthology drama's debut in January 2014. The 9 p.m. premiere, which shifted the narrative from Louisiana to Southern California and featured an all-new cast toplined by Colin Farrell, Vince Vaughn, Rachel McAdams and Taylor Kitsch, was True Detective's second most-watched episode behind last season's finale (3.5 million). Following True Detective was the debut of a pair of new comedies in Ballers and The Brink, both of which improved the time slots from the previous week. The Dwayne Johnson-led Ballers premiered to 2.2 million viewers at 10 p.m., up slightly from the 2.1 million that watched the second season finale of Silicon Valley. The Middle-Eastern set The Brink – which stars Jack Black and Tim Robbins – averaged 1.6 million viewers at 10:30 p.m., up 45% from Veep's fourth-season finale last week (1.1 million). It should be noted that Ballers and The Brink had a considerably smaller lead in from the 9 p.m. hour, as last week's season finale of Game of Thrones – HBO's most-watched series in its history – averaged a series-best 8.1 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, June 22
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE | 2.0 | 6.8 | | NBC | AMERICAN NINJA WARRIOR | 1.7 | 5.8 | | FOX | SO YOU THINK YOU CAN DANCE | 0.9 | 3.3 | | CBS | 2 BROKE GIRLS (R) (8)
MIKE & MOLLY (R) (8:30) | 0.8
0.9
| 4.6
4.8
| | UNIVISION | AMORES CON TRAMPA | 0.8 | 2.0 | | TELEMUNDO | AVENIDA BRASIL | 0.4 | 1.1 | | CW | THE ORIGINALS (R) | 0.3 | 1.1 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELORETTE | 1.9 | 6.4 | | NBC | AMERICAN NINJA WARRIOR | 1.9 | 6.3 | | FOX | SO YOU THINK YOU CAN DANCE | 0.9 | 3.3 | | UNIVISION | LO IMPERDONABLE | 0.9 | 2.2 | | CBS | SCORPION (R) | 0.8 | 4.5 | | TELEMUNDO | TIERRA DE REYES | 0.5 | 1.3 | | CW | JANE THE VIRGIN (R) | 0.3 | 1.1 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE ISLAND | 1.1 | 3.5 | | ABC | THE WHISPERS | 1.0 | 4.0 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 0.9 | 1.9 | | CBS | NCIS: LOS ANGELES (R) | 0.8 | 6.3 | | UNIVISION | QUE TE PERDONE DIOS | 0.8 | 2.3 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'AGT' Getting Ratings
NBC's hit summer variety competition series has gotten off to another strong start in its 10th season (8 p.m.), averaging a 2.2 18-49 demo rating and 10.1 million viewers. That compares to last season's average of a 2.3 in the demo and 10.4 million viewers. Only four episodes have aired so far and much like Tuesday night's show, the earlier ones involve auditions to see who makes it to the more seriously competitive rounds. The upshot: Making the performance so far of America's Got Talent so impressive is that in two of its first four weeks it had to compete head-to-head in its second hour with the NBA Finals. It's a pretty good possibility that AGT may again be the top-rated summer series on broadcast television.
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| • 'Leepu & PitBull' Join History Lineup
No, it's not Pitbull the rapper. It's Steve PitBull, the master mechanic who is costarring in this new History reality series (10 p.m.) along with Bangladeshi car designer Leepu. Each week on Leepu & Pitbull, a customer will present a clunker of a car to the duo and they will convert it into a cool, custom car. The new series debut follows the fifth season premiere of Counting Cars (9 p.m.), which revolves around a Las Vegas-based business that is into buying and reselling classic cars. Last season Counting Cars averaged a 0.8 18-49 demo rating and 2 million viewers for each of its back-to-back half hour episodes on Tuesday nights, making it one of History's most-watched series. The upshot: Both series have similar themes so the Counting Cars large audience should flow seamlessly into Leepu & PitBull.
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| • Viewers Can Get 'Clipped' on TBS
This new sitcom (10 p.m.) premiered last week with a 0.4 18-49 demo rating and 1.4 million viewers. Clipped is set in a barbershop and stars Mike Castle as a hair cutter who aspires to play professional baseball, Ryan Pinkston, who plays the shop's owner, and Ashley Tisdale, Matt Cook, Lauren Lapkus, Diona Reasonova and George Wendt. Speaking of Wendt, some critics have likened the series to his former show Cheers, only in a barber shop, not a bar. The upshot: The series has been in development for a while and was originally titled Buzzy's Barbershop and then Buzzy's. It's from Will and Grace creators David Kohan and Max Mutchnick, and they do have a bit of a track record in TV comedy — though their recent comedy, Partners on CBS, was cancelled after less than one season. The second episode bears watching. Too much of a ratings drop from week 1 will not be good.
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