| Today's Top Stories | | #1 | Maker Studios, Omnicom Sign Major Video Ad Deal
| | | One of the largest programmers on YouTube has signed a "low-eight figure" ad spending agreement with media agency holding company OMG, according to an Ad Age report, citing unnamed sources. It's the first upfront deal signed by the studio, which Walt Disney Co. recently agreed to acquire. In addition to ads, OMG clients will have access to YouTube stars who appear in videos for brands that will be uploaded on their own YouTube channels.
Why This Matters: This is a sizable digital ad commitment, but in March, Omnicom announced a $100 million ad deal with Instagram. MediaLink CEO Michael Kassan, who Ad Age said helped broker the deal, said, "This deal is not about size…or its upfront nature. It's a strategic deal about learning [about online video]."
A Take: Ad Age
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| | #2 | National CineMedia to Buy Rival In-Theater Ad Seller Screenvision
| | | The purchase price is $375 million in cash and stock. NCM's theater ad network includes more than 19,800 screens, while Screenvision has 14,200 screens. The merged company will offer advertisers access to movie audiences in 210 markets and more than 3,900 theaters.
Why This Matters: Cinema advertising has grown faster than many other traditional media recently, with revenue up 6.5% to $678 million in 2013, according to The Wall Street Journal. From a marketer perspective, theater advertising is desirable because the audience can't fast-forward through the commercial messages.
2 Takes: WSJ | Bloomberg
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| | #3 | ANA CEO Wants a Governing Authority to Improve Media Measurement
| | | Bob Liodice says the shortcomings that have dogged the ad industry for decades regarding measurement need to be addressed through the formation of a governing body that could create solutions and have the authority to implement them throughout the industry. He says while the Media Rating Council handles some of Liodice's vision, something more broad-based is needed.
Why This Matters: Liodice's intentions are good, but like anything else, it will all come down to funding and up until now, most marketers have not been willing to invest the millions necessary to craft cross-platform measurement solutions. "We have to be willing to invest millions to generate billions," Liodice says. "We're not used to thinking like that."
A Take: Ad Age
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#4 PBS Seeking Web Sponsors But Restrictions Will Still Apply (NYT)
#5 LinkedIn Adds Language-Targeting for Brand Pages (MediaPost)
#6 McDonald's Returns to TNT Clippers' Games But Corona Drops Its Sponsorship of the Team (Ad Age)
#7 IPG's Jack Morton Unit Acquires Digital/Social Agency Genuine Interactive (MediaPost)
#8 BBDO Hires Lego Resume Girl as a Summer Intern (Ad Age)
#9 How Brands Used Twitter to Celebrate Cinco de Mayo (Digiday)
#10 T-Mobile Launching New Nationwide Campaign on ESPN (Ad Age)
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Percentage of U.S. Internet users who intend to catch up on World Cup matches by watching video of games online this summer after they're completed, according to a poll by Instant.ly for YuMe.
– Reported by eMarketer
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| | MBPT Spotlight | Univision Still Stalking English-Language Broadcast Bucks—Upfront strategy is to lure away Big-Four ad dollars and keep Spanish-language competitors at bay
By John Consoli
It used to be that broadcast network executives were the ones that threw barbs at each other leading up to the annual upfront ad buying and selling season. But in the past few years, they've been relatively quiet; this year, it's the Hispanic network sales execs that are busy talking, taking pokes at multicultural leader Univision.
There may be growing competition among the Spanish-language networks vying for marketers' ad dollars in this upfront, but Univision Communications' sales chief is being dismissive of his competitors, instead targeting the English-language networks ABC, CBS, NBC and Fox.
Univision's president of advertising sales and marketing Keith Turner says he means "no disrespect" to the other Spanish-language networks, but "our main competitors are the English-language broadcast networks and those are the ad dollars we'll be going after during this year's upfront."
The other Hispanic networks are taking some shots at Univision for primetime ratings declines this season, but the network is still the overall primetime ratings leader by a wide margin, and Turner says he's looking for another record upfront ad sales take, even without the FIFA World Cup telecasts to sell for next summer.
While not divulging Univision's 2013 upfront ad dollar take, Turner says it was up 17% over 2012, and that increase was larger than the percentage increase any of the English-language broadcast networks produced in the upfront last year.
"We continue to close the gap between us and the English-language networks," Turner says, stating that since January, Univision has added 95 new brands to its ad rolls across assorted categories. Some of the new brands include Samsung Galaxy S4, Nutella and Southwest Airlines.
Why are MundoFox execs confident that the network will be able to close the gap with Univision? And what's behind Telemundo's NBCU all-for-one upfront strategy?
For more, click HERE (sub required)
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| | Fates & Fortunes | • JOHN COSTELLO was appointed the new chairman of the Mobile Marketing Association board of directors. Costello is president, global marketing and innovation, Dunkin' Brands.
• STEVEN FUND was named corporate VP, chief marketing officer at Intel, replacing Deborah Conrad, who left the company. Fund was most recently senior VP, global marketing at Staples. Prior to that he was global marketing director, Gillette Male Premium Systems at P&G, and director, marketing, Diet Colas at PepsiCo.
• RUBEN MENDIOLA was named president of NBCUniversal's Spanish-language cable network mun2. He was most recently senior VP and general manager of multicultural services at Comcast Cable. Prior to that he was general manager of Latino programming and Spanish business development at Dish Network, where he spent nine years. He also served as VP of programming and operations for Fox Sports Latin America and as programming director for pay-TV at Grupo Televisa. In his new role, he reports to Joe Uva, chairman, Hispanic Enterprises and Content, NBCU.
• STEVE CAPUS has joined CBS News as executive producer for CBS Evening News With Scott Pelley and as executive editor, CBS News. He will come on board on July 7. Capus is currently executive in residence at IESE Business School, but prior to that was president of NBC News for eight years and executive producer of NBC Nightly News for four years.
• JIMMY KIMMEL has signed a two-year contract extension that will keep him on board as host of ABC's Jimmy Kimmel Live talk show through January 2017. Kimmel began hosting the show leading out of Nightline in January 2003, and was moved to the 11:35 p.m. time slot in January 2012. Season-to-date, Kimmel's show is up 16% in total viewers and 13% among viewers 18-49.
• JON GITTINGS has joined MediaCom in the newly created position of global strategy officer for business development. He was most recently global communications planning director at Omnicom Media Group.
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| | What They're Watching | BROADCAST RATINGS
'24' Has So-So Return With 'Live Another Day'
Jack Bauer's return to the Fox lineup in 24: Live Another Day got off to a solid start on Monday. The two-hour premiere helped Fox finish second on the night. NBC was the night's top network. The Voice—which featured performances by incoming judges Pharrell Williams and Gwen Stefani—was even with last week. The Blacklist also stayed flat. ABC came in third. Dancing With the Stars declined 31% from last week while Castle was down 20%. CBS finished fourth. The season finale of 2 Broke Girls was down 17% from last week, and down 37% from last season's finale. Friends With Better Lives declined 16%. Mike & Molly was down 18%. The CW's Star-Crossed was even with last week, as was the season finale of The Tomorrow People.
For more, click HERE
CABLE RATINGS
'Game of Thrones' Reigns Over Sunday
HBO's Game of Thrones led all cable on Sunday night. The series improved 5% from last week to a 3.9 adults 18-49 rating, a new series high. Real Housewives of Atlanta on Bravo was a distant second with a 1.9 rating in the demo, up a tenth from last week.
For more, click HERE
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| Overnight Ratings: Monday, May 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 2.8
| 10.5
| FOX
| 24: LIVE ANOTHER DAY
| 2.6
| 8.0
| CBS
| 2 BROKE GIRLS (8)
FRIENDS WITH BETTER LIVES (8:30)
| 1.9
1.6
| 6.5
5.0
| ABC
| DANCING WITH THE STARS
| 1.7
| 12.3
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.1
| 3.0
| CW
| STAR-CROSSED
| 0.3
| 0.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.1
| 11.0
| FOX
| 24: LIVE ANOTHER DAY
| 2.5
| 7.9
| ABC
| DANCING WITH THE STARS
| 2.0
| 13.2
| CBS
| MIKE & MOLLY (9)
MOM (R) (9:30)
| 1.8
2.2
| 6.5
4.6
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.6
| CW
| THE TOMORROW PEOPLE
| 0.4
| 1.0
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 2.7
| 10.6
| ABC
| CASTLE
| 1.6
| 8.9
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.3
| CBS
| NCIS: LOS ANGELES (R)
| 0.8
| 3.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Love & Salsa' Looks to Match Up Well With NuvoTV Viewers
The new matchmaking competition series premieres on NuvoTV on Tuesday at 10 p.m. Love & Salsa is hosted by Courtney Mazza and the series is executive produced by her husband Mario Lopez. Each week, contestants attempt to find love matches with a partner on the dance floor. Episodes begin with a question and answer round where the contestants are narrowed down to two couples. Then the couples spend time with a salsa choreographer who helps them put together a dance. Each episode ends with a dance-off where the couples compete. The winning couple gets to go out on a expense-paid date. The upshot: NuvoTV, which targets English-speaking millennial Hispanics, is continuing to add original programming to its primetime schedule. Lopez already hosts an interview series on NuvoTV, Mario Lopez: One on One, so the network appears to be looking to him as a lynchpin star.
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| • Life Suddenly Very Crowded for Remote Alaskan Family on Discovery
The cable network premieres a new reality series on Tuesday at 10 p.m. about a family that lives in a remote part of Alaska. Titled Alaskan Bush People, the series takes a look at Billy Brown, his wife Ami and their seven grown children—five boys and two girls—who, as the network says, "are so far removed from civilization that they often go six to nine months of the year without seeing an outsider." The family, which has developed its own accent and dialect, refers to themselves as a "wolf pack." Recently their cabin was seized and burned down for being in the wrong location on public land. So, during the series they move to a new location and work together to build another cabin, while dealing with other hostile "rogue bush people." The upshot: If series such as Swamp People and Ax Men can draw millions of viewers on History and Duck Dynasty can be a major cable hit on A&E, why not success for the Alaskan Bush People on Discovery? Viewers of those aforementioned series should find this one somewhat similar, at least in structure.
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| • Low-Rated Fox Sitcoms End Their Seasons
Comedies New Girl at 9 p.m. and The Mindy Project at 9:30 will end their seasons on Tuesday. Both have struggled with low ratings all season, but were renewed for next season back in March. Ensemble comedy New Girl starring Zooey Deschanel will finish its third season averaging just 3 million viewers and a 1.5 18-49 demo rating. Mindy, which stars Mindy Kaling, will finish its second season averaging a worse 2.5 million viewers and a 1.2 18-49 demo rating. New Girl was the 25th most-watched scripted comedy while Mindy was 27th. New Girl premiered in the 2011-12 season averaging 6 million viewers and a 3.0 demo rating, but fell to 4 million viewers and a 2.1 last season. This season it fell lower. Ditto for Mindy: In its first season, it averaged 2.9 million viewers and a 1.5 18-49. The upshot: Fox primetime is struggling; otherwise, based on their ratings, these two series would perhaps not be renewed, especially Mindy, which had fewer viewers than any primetime comedy except a few that other networks ultimately canceled.
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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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