| Today's Top Stories | | #1 | Mediabrands' Chief Executive Tells Agencies to Stop Whining
| | | Matt Seiler says media agencies should not be afraid to be paid based on performance. In a first-person commentary in The Wall Street Journal, he agrees the traditional agency model is under attack but says, "We have technologies that enable us to do business smarter and more efficiently…and the partners we can work with are unlimited." He adds, "there are very few reasons to whine, and many more to celebrate."
Why This Matters: Seiler has been touting a pay-for-performance model—favored by most marketers—for the past several years and a large percentage of IPG Mediabrands' clients now pay that way rather than on a set commission basis. But many agencies are still resisting, and Seiler addresses them here directly.
A Take: WSJ
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| | #2 | GroupM Interaction COO Analyzes White House Big Data Report
| | | John Montgomery met with White House policymakers before they wrote the report, which warns of potential dangers of data collection by marketers. He says the report offers important guidelines for the ad community and also says the government recognizes that the important thing is not to focus on data collection, but rather on data use. That, he says, is a "huge insight" by the government.
Why This Matters: Montgomery says there are still marketers "that don't think it's their responsibility to participate in self-regulation." He encourages them to do so. If the ad industry does not take the report's recommendations seriously, Congress could always step in and regulate on its own.
A Take: Adweek
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| | #3 | Chobani Outspending Oikos in Greek Yogurt Marketing Battle
| | | During the first three months of this year, Chobani spent $31.4 million on TV advertising, compared to $14.6 million by rival Oikos, according to iSpot.tv data. More than $17 million of Chobani's spend went to NBC and NBC Sports during the Olympics (Chobani was an official sponsor). While spending less on TV, Oikos had one of the most digitally active ads so far this year, according to The Wall Street Journal. The spot has generated more than 18.5 million views and nearly 138,000 social actions.
Why This Matters: The battle for supremacy in the Greek yogurt category is fierce with Oikos owner Dannon—having changed the name of its Dannon Greek Yogurt brand to Oikos in 2011—vowing to surpass Chobani as the top-selling Greek Yogurt in the U.S.
A Take: WSJ
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#4 Oprah Voiceover Touts New Starbucks Tea, Named After Her, in Campaign (Ad Age)
#5 Study Finds TV Binge Viewing on the Rise (MediaPost)
#6 Rating the NewFronts: 'Not Much Food, Drinks or Stars' (WSJ)
#7 U.S. Mobile Phone Owners Redeeming More Coupons via Their Smartphones (eMarketer)
#8 Samsung Looks to Engage Galaxy S Owners With LeBron James App (MediaPost)
#9 Most Newspapers Lagging Behind in Mobile Traffic Boom (Digiday)
#10 Novartis Exec Discusses the Pharmaceutical Company's Marketing Strategy (eMarketer)
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|  | • 70.3
Percentage of U.S. adult digital coupon users who will redeem a coupon or code on a mobile device for online or offline shopping in 2014.
– Reported by eMarketer
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| | MBPT Spotlight | Marketers Should Consider Radio to Target Hispanic, African-American Consumers
By John Consoli
Marketers looking to reach Hispanic and African-American consumers should be placing down some ad dollars in radio, according to a report issued this week by Nielsen.
Not only has radio consumption across the country grown to a record 244.4 million people per week, but Hispanic and African-American listenership has also reached an all-time high of 71 million persons per week.
The Nielsen report says that combined Hispanic and African-American radio listeners account for nearly one-third (29.6%) of the total national audience. They are engaged with radio across the country in all sized markets, with more than 3,000 different radio stations programming to them specifically.
Nielsen says the growth of radio listening both overall and specifically among multicultural consumers "is remarkable considering the variety and number of media choices available to consumers today over the air and online, via smartphones, tablets, notebooks, desktop computers and digital dashboards."
Close to 40 million Hispanics listen to radio each week with 53% of them male and 47% female, according to the report. Overall, each person spends 12 hours and 13 minutes each week with radio and the top daypart is midday, 10 a.m.-3 p.m.
What are the top music formats among Hispanic and African-American audiences? And what are the top radio markets for each group?
For more, click HERE
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| | Fates & Fortunes | • WENDY CLARK was named president, sparkling and strategic marketing at Coca-Cola North America. She was previously senior VP, Global Sparkling Brand Center at Coca-Cola. Succeeding Clark will be KATIE BAYNE, who was most recently president of North America Brands and who also previously served as chief marketing officer of Coca-Cola North America. Clark's new role begins June 1. She joined Coca-Cola in 2008 as senior VP, integrated marketing communications and capabilities.
• COREY MITCHELL is leaving his position as president of Arnold New York after nine months. Mitchell joined Arnold last August, succeeding Lynn Power. Mitchell was executive VP and managing director of digital agency MRM Worldwide before departing in February 2011. Prior to that, he spent nine years at TBWA\Chiat\Day, rising to the post of president of that agency's New York office. Before joining Arnold, he had been doing some consulting work with the agency. An Adweek report said Mitchell will remain at Arnold through the end of May.
• DEAN EVANS has left his post as senior VP, chief marketing officer at Subaru U.S., a position he held since September 2011. According to an Ad Age report, Evans will pursue "other opportunities" and Alan Bethke, VP of marketing, will replace Evans on an interim basis.
• CHRISTIAN HAAS is departing Goodby, Silverstein & Partners, where he served as executive creative director and partner. Haas had been with GS&P since 1996, and prior to that was group creative director in the San Francisco office of Organic.
• SHENAN REED was named president, digital, North America at GroupM agency MEC. She succeeds Susan Schiekofer, who is leaving the agency. Reed will be based in New York and report to Marla Kaplowitz, CEO of MEC North America and also to Carl Fremont, global chief digital officer at MEC. Reed founded Morpheus Media in 2001 and sold the agency to CreateThe Group in 2011, but remained there as chief media officer.
• ALEXANDER OUVAROFF has joined customer engagement agency Rosetta as a partner and will lead its Los Angeles office. One of his missions will be to grow the agency's West Coast business across its Technology & Telecommunications Industry Group. He will also lead account management for some of the agency's key Los Angeles-based clients. Ouvaroff was most recently managing partner, Western region lead at Mindshare, where he was responsible for overseeing all aspects of agency management and client partnerships on the West Coast. Prior to Mindshare, he held executive posts at Marketing Evolution, Anheuser-Busch InBev and Band Digital.
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| | What They're Watching | BROADCAST RATINGS
'Bad Teacher' Stumbles in Second Week
CBS, which was Thursday night's top broadcast network, saw new comedy Bad Teacher drop 29% from last week's series premiere. The Big Bang Theory led off the night, slipping one tenth from last week. The Millers was down 13% from last week and Two and a Half Men fell 16%. Elementary was even with last week. On Fox, American Idol hit a series low, down 17% from last week. Its lead in Hell's Kitchen shed one tenth. Surviving Jack was even with last week. Fox placed fourth for the night. NBC finished second with its three-hour iHeartRadio Music Awards. ABC came in third. Grey's Anatomy, whose episode featured the return of former cast member Isaiah Washington, grew 13% from last week. Black Box declined 13% from last week's series premiere. The CW's The Vampire Diaries was down one tenth from last week and Reign was even.
For more, click HERE
CABLE RATINGS
NBA Playoffs Top Cable on Wednesday
The continuing NBA Playoffs coverage on TNT, this time featuring a matchup between Portland and Houston, topped cable on Wednesday with a 2.0 adults 18-49 rating. The highest rated non-NBA original was Bring It! on Lifetime, which earned a 1.0 rating in the demo, up 43% from last week.
For more, click HERE
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| Overnight Ratings: Thursday, May 1
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (8)
THE MILLERS (8:30)
| 4.4
2.1
| 15.7
9.6
| NBC
| IHEARTRADIO MUSIC AWARDS
| 1.6
| 5.8
| FOX
| HELL'S KITCHEN
| 1.6
| 4.4
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.0
| 2.8
| ABC
| GREY'S ANATOMY (R)
| 0.9
| 4.1
| CW
| THE VAMPIRE DIARIES
| 0.7
| 1.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| GREY'S ANATOMY
| 2.6
| 8.7
| CBS
| TWO AND A HALF MEN (9)
BAD TEACHER (9:30)
| 2.1
1.5
| 9.2
6.5
| NBC
| IHEARTRADIO MUSIC AWARDS
| 1.7
| 5.3
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.4
| FOX
| AMERICAN IDOL (9)
SURVIVING JACK (9:30)
| 1.5
1.0
| 6.9
3.9
| CW
| REIGN
| 0.5
| 1.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| ELEMENTARY
| 1.6
| 7.8
| NBC
| IHEARTRADIO MUSIC AWARDS
| 1.6
| 5.2
| ABC
| BLACK BOX
| 1.3
| 5.4
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.4
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Unforgettable' Winds Down Season Two
The CBS drama starring Poppy Montgomery as a police detective with a rare condition that allows her to remember details of every moment in her life will air its penultimate episode of season two on Friday at 8 p.m. After airing during the regular season two years ago, CBS last summer aired seven episodes of season two and then brought the series back on April 4 to air the final six. Last summer Unforgettable averaged 6.7 million viewers and a 1.1 18-49 demo rating. Since returning in April, it has averaged 7.4 million viewers and a 0.9 demo rating. The series airs its final season two episode on May 9, and after a short hiatus, returns for season three in late June. The upshot: CBS inexplicably canceled Unforgettable after one season (2011-12) when it averaged 10.3 million viewers and a 2.0 18-49 demo rating, then decided to bring it back the following summer. In its second season, the network aired it like a cable series, running the first half of its episodes in summer and the second half in spring. Clearly that's not going to help sustain steady viewership.
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| • Garfield Turns NBC's 'SNL' Into a Web Site
Andrew Garfield, who stars in The Amazing Spider-Man 2, will make his Saturday Night Live guest-hosting debut this week at 11:30 p.m. Musical group Coldplay will make its fifth appearance on the show. SNL is averaging 6.3 million viewers and a 2.4 18-49 demo rating for its 19 original episodes this season, but its most recent three originals have averaged only 5.5 million viewers and a 2.0. The upshot: With his new movie opening this weekend, Garfield should perk up viewership. Charlize Theron will host on May 10 and SNL alum Andy Samberg returns to host the final SNL of the season on May 17. In its 39th season, SNL is still drawing a sizable audience on otherwise low-viewing Saturday nights.
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| • Will 'Resurrection' Be Resurrected?
The ABC midseason sci-fi drama focusing on the town of Arcadia where deceased relatives return to their families will end its truncated first season on Sunday at 9 p.m. The series premiered in mid-March as the most-watched midseason drama in two years, drawing 13.9 million viewers and a 3.8 18-49 demo rating. But it has been losing viewers steadily each week since. Heading into its eighth and final episode, the series is averaging 9.8 million viewers and a 2.7 18-49 demo rating, which are very good numbers. However, viewership in its most recent episode was 7.5 million viewers and its 18-49 rating was a 2.1, marginal for a drama series that wants to be renewed. The upshot: Resurrection has not stabilized its audience and this presents a dilemma for ABC entertainment brass. Do they base their decision on the eight-episode average, which was helped by a large premiere audience, or does its continuous loss of audience week-to-week doom the series?
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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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