• by David Goetzl  @dgoetzl, May 2, 2011

It's May and a good day to be Starbucks. Its sales are sure to rise with caffeine boost needed nationwide after a late night watching news of the bin Laden killing. Also it can now run a marketing campaign about its lattes being a steal compared to a gallon of gas.

Here are this month's Leaders and Bleeders.

LEADERS

1) BARACK OBAMA - On Saturday, takes jab at Donald Trump during comedic routine at White House Correspondents' Dinner, saying decisions about whether to fire Meat Loaf or Gary Busey might keep him up at night. Then, delivers unforgettable TV moment with speech on bin Laden's death, showing confidence yet humility; finding the right balance between denouncing bin Laden and praising U.S. courage; and making emotional plea for a return to the unity that followed right after 9/11.

2) NEWS NETWORKS - Huge news that's non-partisan -- at least for now -- is sure to bring in viewers for days. That's a boost in a non-election year. The coverage also offers an opportunity for fresh on-air personalities to emerge as stars. As people appreciate again what a privilege it is to live in America, networks have a chance to elevate debate about how to tackle domestic challenges. How quickly viewers hunger for a return to the split-screen GOP vs. Democrat sparring will offer interesting social commentary.

3) CABLE ADVERTISING - Analysts project searing upfront market, with one suggesting dollar volume will match Big Four broadcasters for the first time. Viacom saw domestic ad revenue up 11% in first quarter. Discovery was up 9%. Programming diversity bringing higher ratings with dramas at AMC and candy at Bravo. For ESPN, chances of NFL labor strife leading to lost "Monday Night Football" games seems to have gone way down. As one radio host suggested, does the NFL now want to cancel games on Sept. 11?

4) IntoNow - Silicon Valley company with technology bringing interactive TV to mobile devices goes live in January, then gets bought by Yahoo for a reported $20 million to $30 million. Its first ad deal shows its potential: when Pepsi spot runs, iPhone users can point at the screen, while a coupon for a free drink is beamed back. Networks can also use as a promotional tool. Viewers who "tagged" during six "Jersey Shore" episodes were given a chance to win a trip to the season four premiere from MTV.

5) VIACOM LAWYERS - Cashing in during litigation with Time Warner Cable over whether Viacom content can be made available on new iPad app. Continuing to collect by handling appeal of YouTube copyright infringement case. CEO Philippe Dauman, an attorney, took in $84.5 million last year as the country's highest-paid top executive.

BLEEDERS

(Note: Donald Trump is so far in front, he has been declared ineligible.)

1) TBS - In snafu, West Coast feed of "Conan" episode begins with 23 minutes of commercials. Yes, really. If ratings were higher than the other 37 minutes, is that good or bad? Said Conan: "Sort of a travesty, but we made a fortune." The host poked fun at backwoods employees at Turner's Atlanta control room, showing them playing a banjo, fiddle and washboard for a "chili stomp." A good skit. No, a "make good" skit.

2) PAUL REISER - Comcast cut the cord on his new NBC comedy after only two episodes. The star of "Mad About You" then appeared with Jay Leno and referencing Leno, while apparently offering up: "NBC, to my knowledge, they don't traditionally make bad decisions. I don't know what your experience is."

3) OLDER-SKEWING NETWORKS - Executives trying to convince advertisers about the value of an older audience may be hurt by Uncle Sam. They've argued for years that older Americans have discretionary income to burn, maybe more than younger ones with no jobs and no kids. Yet, if Social Security and Medicare benefits are cut, will that still hold up?

4) NHL - Deal to keep league games on NBC Sports properties, including the soon-to-be-renamed Versus, still raises questions. Notably, how fast can a new Versus gain distribution in 20 million more homes - and in high-end hotels. A top network executive, who doesn't exactly stay at the Motel 6, said he couldn't get a game in his room because he didn't have Versus. What if he'd been a CMO with money to spend?

5) MORGAN SPURLOCK - Brilliant movie stunt not exactly working as planned, so far. The film is about Spurlock's mission to raise $1.5 million to finance the film through product placement. The "Super Size Me" star was successful. So, with "POM Wonderful Presents: The Greatest Movie Ever Sold" costing only $1.5 million to make, it seemed on its way to big money at the box office. But after two weeks, the Sony Pictures production has only grossed $241,000, according to Box Office Mojo. The companies featured in it, after paying for brand integrations, can't be too happy -- based on a $10 ticket price, only 24,000 have paid at the gate.