| Today's Top Stories | | #1 | Budweiser Super Bowl Ad So Far Most-Viewed Online Before the Game
| | | The beer maker's ad, featuring the friendship between a puppy and a Clydesdale, titled "Puppy Love," has had the most online viewers, shares, tweets and likes across social media, Ad Age reports. At this point, the commercial has received more than 23 million views and nearly 400,000 social media shares, during the three days since it's been made available online, according to Visible Measures data.
Why This Matters: A Budweiser Super Bowl commercial featuring a Clydesdale was the most popular ad in last year's game, and this ad has a chance to make it two years in a row for Bud, assuming all those viewers who watched it over the past three days and then in the Super Bowl concur.
A Take: Ad Age
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| | #2 | Study: Consumers Will Spend $12.3 Billion On Super Bowl Game Day Items
| | | Prosper Insight & Analytics data, compiled for the National Retail Federation, estimates that 181 million U.S. consumers will tune into this year's Super Bowl; they also estimate that each will spend an average $68.27 on game related items this weekend. The largest chunk, 80%, will buy food and beverages, about 8% plan to buy team apparel, 7% will purchase a new TV for the big game while 6% will spend some money on decorations.
Why This Matters: Advertisers aren't the only ones spending big-time on the Super Bowl. Viewers are also spending on items for the big game, and presumably they were targeted by marketers in the categories mentioned above in the weeks leading up to the game.
A Take: eMarketer |
| | #3 | ADT Begins Major Campaign With Spots Created By Arnold, SapientNitro
| | | The home security systems company is expected to spend about $100 million in media this year and its new multiplatform campaign will include TV, radio and digital ads, according to Ad Age. Arnold produced about six TV and radio ads for the campaign that will roll out first, while SapientNitro created the online ads that will begin streaming in mid-February. MediaCom did the media planning and buying for ADT.
Why This Matters: The home security field is getting more competitive and this campaign is not only meant to establish ADT in the national marketplace and remind consumers that they need peace of mind, but also to offer them a low $79 price for installation.
A Take: Adweek
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| #4 Spotify Sees Competition From Google, Apple In Digital Radio Market (eMarketer)
#5 Networks, Agencies Sign Up For More CIMM, comScore Cross-Platform Metrics (MediaPost)
#6 Adobe To Pitch Marketers With Real-Time Super Bowl Campaign (Ad Age)
#7 Seven Automakers Will Compete For Super Bowl Viewers' Attention (NYT)
#8 Agency Exec Says Super Bowl Ads Are A Sham (Digiday)
#9 CBS Extends Its Cross-Platform Metrics Deal With Nielsen (MediaPost)
#10 Google's Ad Revenue Up Because Of More Clicks, Not Price Hikes (Ad Age) |
|  | • 17.8
Percentage of U.S. consumers who say advertisers should save the money they spend on Super Bowl commercials and pass those dollars back to customers in the form of price cuts, according to a survey by Prosper Insights & Analytics.
– Reported by eMarketer
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| | MBPT Spotlight | Social Media Giving Super Bowl Advertisers More Bang For Their $4 Million Dollar In-Game Ad-Buy Buck
By John Consoli
It's a pretty simple truth: Any live linear television event that draws more than 100 million viewers is going to be a desired location for enough national advertisers to buy up all the commercial time. That, of course, is the case for this year's Super Bowl at $4 million for each 30-second spot.
That's why some of the media stories being written this week proclaiming the death of the Super Bowl commercial—because many of the marketers who bought ad time in the game have released their spots to be streamed online before the game—are way off base, media buyers say.
The marketers are simply trying to get more bang for their buck because there are now ways for them to get involved in the pre-Super Bowl social conversation and gain additional exposure for their brands. On some days, it seems stories concerning the content of the Super Bowl commercials are being talked about as much as stories about the teams playing in the big game.
"YouTube created an opportunity for marketers to post their ads online and during Super Bowl time they can now begin building a story about their brands before the telecast," says Mark Evans, managing director and head of social media practice North America for Mindshare. "It allows them to stretch out their message and get publicity beyond the $4 million they are spending for their 30-second spot."
Kevin Collins, senior VP, integrated sports investment for Magna Global, agrees, saying, "Marketers no longer just want to run an ad in the game, but want to be part of the conversation leading up to the game. It's an event everyone is talking about, so marketers want to be part of that. Social media before the game can amplify the exposure of their in-game commercials."
What are the advantages of releasing a Super Bowl ad before the big game? And why does this Super Bowl have a good chance of breaking the all-time ratings record?
For more, click HERE
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| | Fates & Fortunes | • DEBBIE REICHIG was named chief revenue officer at PrecisionDemand. This comes according to a report by Adweek. PrecisionDemand is the advertising analytics company headed by former Nielsen and media agency exec Jon Mandel. Reichig most recently worked as a consultant, but before that was senior VP, marketing and business development for ClearChannel. Prior to that she was senior VP, market development at NBCUniversal, and before that was senior VP, market development at Court TV.
• ELLI HAKAMI was named executive VP of current series and programming at MTV. She will oversee the strategic creation and development of MTV's East Coast current reality series in partnership with the network's executive development team. She will be based in New York and report to Susanne Daniels, MTV president of programming. Hakami was most recently senior VP of programming and production at BBC Worldwide Productions. Prior to that she headed Discovery's New York and Los Angeles development office. She was also a development executive at truTV.
• CLAUDIA CAPLAN was named senior VP, business development, at MDC Partners, while ZIHLA SALINAS was named senior VP, business strategy and development. Both will report to Bob Kantor, MDC Partners chief marketing and business development officer. Caplan was most recently chief marketing officer for RP3 Agency and prior to that, held chief marketing officer roles at David & Goliath and Mendelsohn Zien Advertising. She also served as a consultant to Fox Digital Entertainment. Salinas was most recently chief marketing officer at marketing agency RAPP. Prior to that, she held senior marketing positions at Meredith Xcelerated Marketing, Genex and O'Grady Meyers.
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| | What They're Watching | BROADCAST RATINGS
'Big Bang,' 'Idol' Down in Season's First Face-off
The Big Bang Theory returned with its first new episode since early January—and its first this season going head-to-head with American Idol—down 11% from the Jan. 9 episode, which pulled in a series high in total viewers. But Big Bang still finished the night as broadcast's top show. The rest of CBS' Thursday lineup also returned after two weeks of reruns. The Millers (down 15%), The Crazy Ones (down 21%) and Two and a Half Men (down 21%) all showed declines while Elementary held even with its last original. CBS won the night. Idol dipped 9% from last Thursday's episode. The one-hour episode was followed by Rake, which declined 24% from its series premiere last week. Fox finished second. On NBC, Community and Parks and Recreation were both even with last week. Special Saturday Night Live Presents a SNL Sports Spectacular followed. NBC was third. ABC's two-hour broadcast of The Taste was down one tenth from last week—and was followed by a rerun of Shark Tank. The network came in fourth. The CW rounded out the night with The Vampire Diaries declining 17% from last week and Reign gaining a tenth.
For more, click HERE
CABLE RATINGS
'Duck Dynasty' Quacks Up Wednesday Night
A&E's Duck Dynasty topped Wednesday's cable lineup, earning a 3.0 adults 18-49 rating and 7.5 million viewers. FX's American Horror Story: Coven scared its way into the second spot with 2.2 in the demo and 4.2 million watchers. Rounding out the top three was ESPN's regular season NBA matchup, which saw the Oklahoma City Thunder beat the Miami Heat 112-95, garnering a 1.9 demo rating and 3.9 million viewers.
For more, click HERE
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| Overnight Ratings: Thursday, January 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (8:00)
THE MILLERS (8:30)
| 5.1
2.8
| 18.9
11.8
| FOX
| AMERICAN IDOL
| 3.1
| 11.2
| NBC
| COMMUNITY (8:00)
PARKS AND RECREATION (8:30)
| 1.1
1.2
| 3.0
2.9
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.1
| 3.0
| CW
| THE VAMPIRE DIARIES
| 1.0
| 2.3
| ABC
| THE TASTE
| 0.9
| 3.4
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE CRAZY ONES (9:00)
TWO AND A HALF MEN (9:30)
| 1.9
1.9
| 8.3
8.5
| NBC
| SATURDAY NIGHT LIVE PRESENTS A SNL SPORTS SPECTACULAR
| 1.7
| 4.7
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.7
| FOX
| RAKE
| 1.3
| 5.3
| ABC
| THE TASTE
| 1.2
| 3.6
| CW
| REIGN
| 0.7
| 1.7
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| ELEMENTARY
| 2.0
| 10.2
| NBC
| SATURDAY NIGHT LIVE PRESENTS A SNL SPORTS SPECTACULAR
| 1.8
| 4.7
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.1
| 2.8
| ABC
| SHARK TANK (R)
| 1.0
| 3.7
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • It All Comes Down To This…
The hugely anticipated Super Bowl XLVIII airs Sunday on Fox, with actual game coverage starting at 6:30 p.m. after more than five hours of pregame. Last year's Super Bowl telecast on CBS, won by the Baltimore Ravens 34-31 over the San Francisco 49ers, drew 108.7 million viewers, and was interrupted by a 34-minute delay due to a power outage at the stadium. That was down slightly from the 111.3 million who watched the previous Super Bowl, but was the third most-watched Super Bowl telecast ever. The upshot: All indications are that this could be the most-watched Super Bowl in history. There will be a big audience tuning in to see if sentimental favorite, Denver Broncos quarterback Peyton Manning, can win a second Super Bowl at this late point in his career, and after an incredible MVP-worthy season. And the combined viewership of the two NFL Championship Games two Sundays ago on CBS and Fox totaled 107.2 million.
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| • On Super Bowl Eve, Fox Tosses Up 'NFL Honors'
The NFL awards show rotates each year to the network that airs the Super Bowl. It's a time-buy by the NFL so Fox gets guaranteed money for the 9 p.m.-11 p.m. Saturday time slot. The third annual special, to again be hosted by NBC's 30 Rock star Alec Baldwin, will feature musical performances and lots of NFL stars, not to mention the presentation of the Associated Press' annual awards to NFL coaches and players, along with other advertiser-sponsored awards to NFL players. Top tier sponsors of the show include Bridgestone, Castrol Edge, GMC, Lenovo, Xbox One, Papa John's, Pepsi Next, SAP and Xfinity. Prior to the Fox telecast at 8 p.m., NFL Network will televise an hour-long Red Carpet show, with Xfinity as presenting sponsor. The upshot: The NFL, which bought the time and offered up the ads, has sold out all the advertising, so it's a win-win for all—including the advertisers. The ratings on low TV viewing Saturday night have not exactly been stellar. Last year's telecast on CBS drew 3.8 million viewers and a 0.9 18-49 demo rating.
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| • Fox Sitcoms To Lead Out Of the Game
Fox's ensemble sitcoms New Girl, now in its third season, and Brooklyn Nine-Nine, in its freshman season, will air back-to-back immediately following the Super Bowl, beginning somewhere around 10:30 p.m. on Sunday. New Girl has been on the downswing since it began its second season. During its premiere season it averaged 6 million viewers and a 2.9 18-49 rating. This season it has averaged 3.3 million viewers and a 1.7 demo rating. That's a drop of about 40% in viewers and in the demo in two seasons. Brooklyn Nine-Nine was only averaging 3.5 million viewers and a 1.5 demo rating, but recently won two Golden Globe awards and that has boosted viewer interest. The upshot: Fox announced its selection of New Girl as Super Bowl lead-out last May and recently added Brooklyn Nine-Nine to the post-game slate. Fox gave Glee the Super Bowl lead-out last time it televised the big game, and it drew 26.8 million.
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| Media Buyer & Planner Today
Editorial Team
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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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