| Today's Top Stories | | #1 | Viewability Data Drives Upfront Deal Between Crackle and GroupM
| | | Sony's online site, which streams original shows such as Jerry Seinfeld's Comedians in Cars Getting Coffee, has done an expanded ad dollar deal with GroupM clients by agreeing to provide real-time, multiscreen viewability metrics, Ad Age reports. GroupM requires 100% of its clients' ads be visible, initiated by users rather than autoplayed and at least 50% of the ad must be viewed with the audio on. Analytics company Moat has been hired by Crackle to provide the data.
Why This Matters: Crackle skipped the NewFronts this year and held a separate upfront presentation during the same week as some major cable networks to prove its content should be valued at a premium. Getting an endorsement from GroupM is a major feather in the cap of the online video service.
A Take: Ad Age
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| | #2 | Procter & Gamble Reduced Agency Costs by 15% Last Fiscal Year
| | | The packaged goods company's chief financial officer Jon Moeller said overall spending on agencies was down by $300 million for the fiscal year ending June 30. He says the savings came primarily from "non-working" marketing spending such as fees and production costs for agencies, The Wall Street Journal reports. "We're simplifying and reducing the number of agency relationships, while upgrading agency capability to improve creative quality and communication effectiveness — at a lower cost."
Why This Matters: It's not a good thing for the ad industry when such a major ad spender like P&G begins to pare down its agency spending. The company has reduced the number of agencies on its roster by 40% over the past year.
A Take: WSJ
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| | #3 | Viber Hires Four Agencies for First Major U.S. Marketing Campaign
| | | The smartphone messaging app will begin marketing in the U.S. for the first time and has hired four agencies, Ad Age reports. They include Droga5 for creative, Laundry Service for social media, Essence for media and Aliison & Partners for PR. A major campaign is planned for fall, although social media marketing will begin in the next few weeks.
Why This Matters: The field is very crowded with competitors such as WhatsApp, WeChat and Facebook Messenger. Viber boasts more than 100 million monthly active users worldwide, but Julie Ask, principal analyst for Forrester, says it needs several hundred million to become attractive to developers. Viber is hoping its marketing push in the U.S. will get it there.
A Take: Ad Age
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| #4 Mike Ditka Pitching Groupon Deals (Adweek)
#5 AT&T Will Combine Ad Sales Teams With DirecTV (Ad Age)
#6 Ignition Study: Radio Still Most Popular Mode of Music Listening (MediaPost)
#7 Emerging Artists Star in Latest Adidas Originals Campaign (Ad Age)
#8 Facebook, Google Tighten Grip on Mobile Ads (WSJ)
#9 Why Programmatic Is Good for Creatives (Digiday)
#10 Millennials in Heartland Have Different Values Than on the Coasts (Ad Age)
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|  | • 76
Percentage of client-side marketers worldwide who say they use the number of downloads to measure the success of mobile apps, according to a survey by Econsultancy. Other criteria: 48% say they also study recurrent usage, while 41% use time spent.
– Reported by eMarketer
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| | MBPT Spotlight | Critics Forecast Broadcast Chill in Autumn Air—Consensus is cooler than last season's heat wave, but our annual TCA-eve roundtable reveals some surprise picks
By Paige Albiniak
This week kicks off the annual summer press tour at the Beverly Hilton, when TV critics and reporters get to hang out with TV executives and stars for two and a half weeks and take closer looks at everything premiering between Labor Day and Christmas (and sometimes beyond).
Based on B&C's very informal annual survey of TV critics, ABC's The Muppets is the most anticipated new fall show, closely followed by CBS' Supergirl and The CW's Crazy Ex-Girlfriend. Least anticipated — and this doesn't hold true for everyone — are Fox's Rosewood and Grandfathered, with shows such as Fox's The Grinder falling somewhere in the middle.
Still, it's better to be talked about than completely ignored, and that was the case for many fall entries as critics and viewers alike continue to be overwhelmed by their many choices.
Fall TV season aside, critics also revealed some of their secret faves for people looking for their next great binge-watch. One hint: Just watch FX's The Americans already. What follows is an edited, combined transcript of contributing editor Paige Albiniak's one-on-one conversations with critics.
Immediately coming out of upfronts, what did you think looked best based entirely on first impressions?
Rob Owen, The Pittsburgh Post-Gazette: As someone who was born in the '70s, I was very excited about [ABC's reboot of] The Muppets. At the same time, I'm a little tired of every single show having to be revived. Still, I've seen ABC's nine-minute presentation and it was a clever way to update the show.
What do the other critics on the panel say about their first impressions? And which upcoming shows surprised them about how much they enjoyed it, or didn't?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • BRUCE KIERNAN was promoted to performance marketing practice lead, and ZSUZSA SZEMERE was upped to digital strategy practice lead at media agency MEC. Kiernan was previously senior director of programmatic strategy for MEC client AT&T. Szemere was most recently head of digital strategy for MEC clients IKEA and Tiffany & Co.
• DANIELLE MAGED has joined Fox Networks Group in the newly created position of executive VP of global partnerships. She will be responsible for leveraging FNG's media assets across its domestic and international properties to develop customized marketing solutions for advertisers. Maged was most recently a strategic advisor and operating consultant in the entertainment and sports areas at private equity firm RedBird Capital. Prior to that she was global head of partnerships and business development at StubHub.
• GREGG LINDNER was named to the newly created position of executive VP, media research, at GfK MRI. Lindner was most recently senior VP, research methods and statistics at the Media Rating Council. Prior to that he was executive VP of radio service innovation and chief research officer at Arbitron. He has also been an executive VP at Scarborough Research.
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| | What They're Watching | BROADCAST RATINGS
'America's Got Talent' Special, 'Last Comic Standing' Land NBC Win
Last Comic Standing dipped 7% from its premiere last week. NBC placed in first. CBS' Big Brother was the top show on the night, even with last week. Extant matched last week's rating. CBS came in third. Fox finished in second, as MasterChef dipped a tenth, while Home Free was even. ABC trailed in fourth. Celebrity Wife Swap matched its last original episode. The CW aired repeats.
For more, click HERE
CABLE RATINGS
'Deadliest Catch' Lures Top Tuesday Rating for Second Straight Week
Discovery's Deadliest Catch improved by a tenth to once again lead all original cable programs Tuesday, reeling in a 1.0 rating among adults 18-49 and 2.5 million viewers. Coming in second was OWN's The Haves and the Have Nots, which also inched up a tenth to a 0.9 in the demo and attracted 3.0 million viewers. TNT's Rizzoli & Isles and Spike's Ink Master tied for third with a 0.8 rating, drawing 4.4 million and 1.6 million viewers, respectively. The ninth season premiere of Syfy's Face Off nabbed a 0.4 rating and 1.2 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, July 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 1.8 | 5.7 | | NBC | AMERICA'S GOT TALENT | 1.5 | 7.3 | | FOX | MASTERCHEF | 1.4 | 4.6 | | UNIVISION | AMORES CON TRAMPA | 0.9 | 2.3 | | ABC | THE MIDDLE (R) (8)
THE GOLDBERGS (R) (8:30) | 0.7
0.7
| 3.8
3.2
| | TELEMUNDO | AVENIDA BRASIL | 0.4 | 1.2 | | CW | ARROW (R) | 0.2 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 1.7 | 8.2 | | FOX | HOME FREE | 0.9 | 3.1 | | ABC | MODERN FAMILY (R) (9)
BLACK-ISH (R) (9:30) |
0.9
0.8 |
3.5
2.9 | | CBS | EXTANT | 0.7 | 4.2 | | UNIVISION | LO IMPERDONABLE | 0.7 | 1.9 | | TELEMUNDO | BAJO EL MISMO CIELO | 0.6 | 1.5 | | CW | SUPERNATURAL (R) | 0.2 | 0.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | LAST COMIC STANDING | 1.4 | 5.8 | | TELEMUNDO | EL SEÑOR DE LOS CIELOS | 0.9 | 2.1 | | CBS | CRIMINAL MINDS (R) | 0.8 | 5.0 | | ABC | CELEBRITY WIFE SWAP | 0.8 | 3.1 | | UNIVISION | YO NO CREO EN LOS HOMBRES | 0.7 | 1.9 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Under the Dome' Is Underperforming
The CBS 10 p.m. sci-fi drama based on Stephen King's bestselling novel has lost almost 30% of its 18-49 demo rating and 25% of its viewership compared to last summer through its first five weeks. After premiering with a 2.7 and 11.2 million viewers two summers ago, Under the Dome fell to a 1.6 in the demo with 7.1 million viewers last summer. So far this year, it is averaging a 1.1 and 5.4 million viewers. The upshot: The broadcast networks continue to have trouble maintaining viewership of sci-fi series year-to-year, both during the regular season and the summer. One saving grace for Under the Dome: It is adding about 3 million viewers in live-plus-seven-day viewing, although last summer it averaged 4.1 million more viewers in live-plus-seven.
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| • 'Teen Mom 2' Stays Competitive
Its 18-49 demo rating and viewer numbers are down slightly compared to last season, but after three season 6 episodes, the MTV show remains one of the most-watched series by the demo on Thursday night cable (10 p.m.). Teen Mom 2 is averaging a 1.0 18-49 demo rating and 1.7 million viewers, down from a 1.1 and 1.9 million viewers in season 5. The upshot: Teen Mom may have averaged 3.8 million viewers per episode in its first two seasons, but it is still drawing a large enough audience to be a winner for the network.
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| • History's 'Alone' Viewers Are Not Alone
The cable network's first-season wilderness competition series is averaging a 0.6 18-49 demo rating and 2.1 million viewers through its first four weeks (10 p.m.). Alone follows 10 men who are left in the Vancouver Island wilderness, each with whatever they can fit in a small backpack; they must travel alone, fend off predators and arrive at a set location in order to win a prize package worth $500,000. The upshot: History Channel smartly moved reality series Mountain Men from Sunday night to Thursday night at 9 p.m. to lead into Alone and the strategy has worked. Mountain Men is averaging a 0.6 demo rating and 2.8 million viewers. While Alone is losing some of its lead-in viewers, it is keeping the ones that advertisers like — those in the 18-49 demo.
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Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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