| Today's Top Stories | | #1 | AOL in Talks to Acquire Millennial Media
| | | Newly-acquired by Verizon, AOL is now seeking to buy mobile ad sales company Millennial Media for some $300 million, according to a story first reported by TechCrunch. Millennial Media claims the ads it sells reach over 670 million unique users a month across various websites, but the company is losing money.
Why This Matters: If AOL does make the acquisition, it could combine Millennial user data with its own consumer data and data from Verizon's wireless customers to create a more powerful ad targeting tool for mobile advertisers.
Two Takes: TechCrunch | WSJ
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| | #2 | Olive Garden Puts $155M Creative Account Up for Review
| | | The Italian restaurant franchise, part of Darden, has put the account up for review and the creative agency incumbent for the past 30 years, Grey Advertising, will participate and defend in the review, which is not expected to be completed until the fall.
Why This Matters: It's hard to predict what Grey's fate will be. Olive Garden reviewed its media buying and planning account earlier this year and retained incumbent Starcom. However another Darden franchise, Longhorn Steakhouse moved its media account to Carat and 360i.
Three Takes: Ad Age | Adweek | MediaPost
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| | #3 | Movie Ad Spending Up 7.7% in First Quarter
| | | Following declines over the past few years, movie ad spending grew in first quarter over the same period last year, according to Kantar Media data. The category was an exception, with eight of the top 10 ad categories declining in first quarter, including sharp declines of more than 9% by auto and retail. Comcast and Time Warner were among the biggest ad spenders, with Kantar attributing much of that to their movie studios.
Why This Matters: This is a good sign for media agencies that have movie studio clients and also for media outlets. In this case, a decline in live movie audiences is spurring the movie studios to spend more on advertising to try to draw them into the theaters.
A Take: Media Life
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#4 SMG Named Global Media Agency for Etihad Airlines (MediaPost)
#5 Boomer Esiason Pitches NFL Sponsors on Behalf of Westwood One Radio (Ad Age)
#6 Facebook Alters Cost-Per-Click Ad Fees (WSJ)
#7 P&G Sells 43 Beauty Brands to Coty for $13B (USA Today)
#8 MRC Testing Finds Mobile Is Complicating Viewability Measurement (MediaPost)
#9 Brands Advised to Rethink Social Marketing Playbook (Ad Age)
#10 Agency CEO Says Staffers Need to Be Treated Better (Digiday)
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Percentage of marketing and communications professionals worldwide who say they expect to launch at least one campaign involving a social media influencer within the next 12 months, according to a study by Schlesinger Associates. Among those who have already done so, 81% said they were happy with the results.
– Reported by eMarketer
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| | MBPT Spotlight | Lesser-Watched Broadcast Shows Get More Delayed Viewing But Still Get Canceled
By John Consoli
An examination of this past broadcast primetime season's Nielsen data comparing the difference between 18-49 viewer live-plus-same-day and C3 ratings finds that for the most part the lesser watched shows get the biggest percentage boosts from delayed viewing.
Among the top 10 shows recording the largest percentage of increase from live-plus SD to C3, the three-day measurement currency on which marketers get their commercial buy guarantees, six shows from this past season will not be back next year.
Among the top 20 shows, that number grows to 10 shows not coming back, and among the top 25, its 12, or just less than half of the entertainment primetime shows that were cancelled.
Which shows got the biggest boost from C3 compared to live plus SD? Which show' C3 ratings were lower than their live plus SD numbers?
For more, click HERE
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| | Fates & Fortunes | • DAVID HACKWORTHY was named to the newly created role of worldwide chief strategy officer of Saatchi & Saatchi and Fallon. He was most recently chief strategy officer at Fallon London. Both Saatchi & Fallon are part of Publicis Groupe. In addition to his new role, Hackworthy will continue with his responsibility overseeing strategy for Fallon London.
• VICTOR PAREDES was appointed managing director of Spike DDB, an Omnicom agency. He was previously senior VP, strategic business development with LatinWorks and also served in executive roles at The Vidal Partnership.
• MICHELLE COLLINS will join ABC's The View as a cohost. The comedian is expected to join the show for the new season in September, replacing cohost Rosie Perez.
• CAROLYN CASSIDY was promoted to senior VP of current programming at Twentieth Century Fox Television. She succeeds Jeffrey Glaser. Cassidy has been with the studio since 2009, when she joined as VP, comedy series.
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| | What They're Watching | BROADCAST RATINGS
'MasterChef' Jumps Wednesday as NBC, Fox Tie
Fox tied NBC (which aired reruns) Wednesday. MasterChef jumped 21% from last week, while Bullseye was even. CBS followed in third, as Big Brother was even and Extant rose 14% from its premiere. ABC trailed in fourth. Celebrity Wife Swap was even. The CW aired reruns.
For more, click HERE
CABLE RATINGS
Discovery's Shark Week Continues Its Reign Tuesday
Shark Week specials on Discovery topped all original cable programs once again, as Bride of Jaws and Tiburones: Sharks of Cuba each drew a 1.4 rating among adults 18-49 Tuesday. Bride of Jaws reeled in 3.0 million viewers at the 9 p.m. hour, while 2.9 million stayed for Tiburones at 10 p.m. Return of the Great White at 8 p.m. lured a 0.9 rating and 2.0 million viewers. OWN's The Haves and the Have Nots was down one-tenth from last week's third season premiere to a 0.8 and nabbed 2.8 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, July 8
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 1.9 | 5.8 | | FOX | MASTERCHEF | 1.7 | 4.8 | | NBC | AMERICA'S GOT TALENT (R) | 1.3 | 6.6 | | UNIVISION | AMORES CON TRAMPA | 0.9 | 2.4 | | ABC | THE MIDDLE (R) (8)
THE GOLDBERGS (R) (8:30) | 0.7
0.8
| 3.9
3.4
| | TELEMUNDO | AVENIDA BRASIL | 0.4 | 1.1 | | CW | ARROW (R) | 0.3 | 1.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICAN NINJA WARRIOR (R) | 1.3 | 4.5 | | ABC | MODERN FAMILY (R) (9)
BLACK-ISH (R) (9:30) | 1.1
1.0 | 4.0
3.6 | | CBS | CRIMINAL MINDS (R) | 0.9 | 5.2 | | FOX | BULLSEYE | 0.9 | 2.7 | | UNIVISION | LO IMPERDONABLE | 0.8 | 2.2 | | TELEMUNDO | TIERRA DE REYES | 0.4 | 1.2 | | CW | SUPERNATURAL (R) | 0.3 | 0.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICAN NINJA WARRIOR (R) | 1.1 | 3.9 | | UNIVISION | QUE TE PERDONE DIOS | 0.9 | 2.5 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 0.9 | 1.8 | | CBS | EXTANT | 0.8 | 5.1 | | ABC | CELEBRITY WIFE SWAP | 0.8 | 3.1 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Blind 'Dates' Featured on The CW
A scripted series from Britain titled Dates comes to The CW with back-to-back episodes (9 p.m. to 10 p.m.) for the summer. Each episode focuses on a first date between two people who met on an online dating service and how they decide whether to continue seeing one another. The series has a rotating cast. The upshot: The series was not a major hit in Britain. It averaged about 1.3 million viewers in its first season. But The CW is experimenting with different types of programming for the summer and this is another example of that.
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| • MTV Offers 'One Bad Choice'
This 10-episode series, which explores the consequences for young people who made a single, terrible decision that irrevocably changed their live forever, premieres at 11 p.m. Each hour-long show is narrated by the actual people involved and includes recreations of the situation. One shows a teen involved in a robbery that resulted in a tragic ending; another features a girl who faked a pregnancy that resulted in out-of-control consequences, There's also a coed who exacted revenge on her boyfriend in ways she will regret for the rest of her life. The upshot: MTV is leading One Bad Choice out of the sixth season premiere of Teen Mom 2. That series is not averaging the more than 3 million it averaged in its first season. However last season it still averaged a 1.1 18-49 demo rating and 1.9 million viewers, enough to give One Bad Choice a good first shot.
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| • 'Dominion' Leads Out of 'Smackdown'
Angels vs. humans series Dominion, based on characters in the 2010 film Legion, returns for its second season on Syfy (10 p.m.). Dominion follow the battle for Vega — formerly Las Vegas — in the post apocalyptic future. In its first season it followed Syfy sci-fi series Defiance and averaged a 0.5 18-49 demo rating and 1.6 million viewers. The upshot: This season Syfy execs are moving Dominion to Thursday nights at 10 and leading it out of WWE Smackdown, which averages a similar 0.6 in the demo but also draws a 2.5 million mostly male audience each week.
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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
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Phone: 917-281-4708 | Send Email
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