| Today's Top Stories | | #1 | NBCU Boosts Olympic Promotion 33%
| | | The company will roll out a $100 million campaign to promote viewership in advance of the Summer Olympic Games to be televised across all the NBCU TV networks, The Wall Street Journal reports. That is 33% more than was spent to promote the Summer Games four years ago and will include TV ads, along with social media and online video. Some 7,500 Olympic promotional spots will be run across the NBCU-owned networks, including NBC, Bravo, USA, and NBCU-owned Hispanic networks Telemundo and NBC Universo. Spots will begin slowly but intensify in June and July prior to the Aug. 5 opening ceremonies. Some $15 million will be spent on TV spots on non-NBCU-owned properties.
Why This Matters: NBC is charging sizable rates for advertisers in the Games – up to $1 million per spot on NBC primetime coverage – so it wants to make sure marketers reach the largest audience possible. The social media and online portions of the campaign are aimed at drawing in more millennial viewers.
A Take: WSJ
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| | #2 | Muszynski Will Negotiate Publicis Upfront Deals
| | | Veteran media buyer John Muszynski, who oversaw TV buying at Starcom for years before helping parent Publicis grow its new agency Spark, will be the point man for the holding company's upfront negotiations. Muszynski will not negotiate specific client strategy, which will be done by each agency. But he will negotiate overall pricing with each network. The strategy is similar to one used by GroupM, where chief investment officer Rino Scanzoni has handled similar duties in the upfront for several years. Helen Lin will negotiate digital deals for Publicis, while Amanda Richman will be in charge of innovation.
Why This Matters: Publicis is the largest agency buyer of TV time in the U.S. and is expected to spend about $15 billion this season. Dave Penski, CEO of the recently formed Publicis Media Exchange, is hoping that by being the largest spender and having some new clients in the mix, that this centralized approach will result in the lowest possible CPM rates for all clients.
A Take: B&C
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| | #3 | SNL Cutting Spots, Adding Branded Content
| | | NBC's Saturday Night Live will reduce its commercial load by 30% next season and will also offer marketers a limited opportunity to create branded content that will run in special commercial pods in just six episodes each season. Linda Yaccarino, chairman of ad sales and client partnerships at NBCUniversal, says two commercial breaks will be removed per show.
Why This Matters: The NBCU/SNL move follows announcements by Turner and Viacom to reduce commercial loads. SNL is now in its 42nd season and is still very popular, averaging 6.4 million viewers and a 1.9 18-49 demo rating. NBC is hoping that less commercials will mean more viewers so it can raise its rates. It will also gain additional revenue from the branded content pods.
Three Takes: Ad Age | Adweek | B&C |
| #4 Why Brands Embrace Plus-Size Models (Adweek)
#5 McDonald's Reviewing Creative Account (Ad Age)
#6 GroupM Wants Collaboration to Fix Digital (MediaPost)
#7 TV Globo Sells $420M in Olympic Sponsorships (Ad Age)
#8 Dentsu Aegis Launches Youth and Diversity-Focused Digital Agency (MediaPost)
#9 ANA Opposes Set-Top Box Competition (Ad Age)
#10 Distributed Media Strategies Won't Work If They Can't Be Measured (Digiday)
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Percentage of decline of U.S. cable network subscribers in May, according to Nielsen data. Disney networks showed the biggest drop, averaging about 4.1%, with ESPNU recording a 4.3% subscriber loss.
– Reported by Broadcasting & Cable |
| | Ratings | 'Once,' 'Funniest Home Videos' Lead ABC to Sunday Win
By Luke McCord On a slow Sunday night for broadcasters, ABC took the top spot with a 1.0 rating/3 share among adults 18-49, according to Nielsen overnight numbers. America's Funniest Home Videos rose 33% to a 1.2, while Once Upon a Time was flat with a 1.2. The Family matched last week's 0.8, and Quantico was even with a 1.0. CBS, NBC and Fox each scored 0.9/3s. On CBS, 60 Minutes was flat with a 1.0, while Madam Secretary rose 11% to a 1.0. The Good Wife and Elementary were both even at 1.0 and 0.7, respectively. Fox's Bordertown slipped a tenth to a 0.4. The Simpsons matched its last original episode with a 1.2. Bob's Burgers rose a tenth to a 1.1. Last Man on Earth dropped two tenths to a 0.9. NBC's The Carmichael Show and Crowded slipped with an encore of Little Big Shots as the lead in, both earning 0.7. Dateline fell three tenths to a 0.9. For more, click HERE |
| | Fates & Fortunes | • MANDANA MELLANO was named chief media officer and MATT BENKA was appointed director of digital at Fallon Worldwide. Mellano was previously with Neo@Ogilvy where she served as a partner and group director. Benka was most recently executive VP, account service at digital agency Space 150. • MICHAEL MaLOON has joined the Newspaper Association of America in the newly created position of VP of innovation. He most recently served as director of sales and operations at The Chronicle of Higher Education and The Chronicle of Philanthropy. Prior to that, he did consulting for NextGen Marketing Group, was digital director of The Buffalo News, director of recruitment advertising for Newsday Media Group, and president of CyberLink. • KURT DAVIS was named executive VP, affiliate relations for CBS Television Network. He was previously VP, news services for CBS News since 2013. He succeeds Elizabeth Tumulty, who had held the post since December 2013. Prior to joining CBS News, Davis spent 10 years as executive news director at CBS affiliate KENS-TV in San Antonio. Prior to that he spent four years as manager of coverage and content at WSB-TV in Atlanta, and also served six years as news director for WDSU-TV in New Orleans.
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