| Today's Top Stories | | #1 | Agency Exec Says More Marketers Need To Effectively Brand Their Products
| | | Steve McKee, CEO of integrated marketing agency McKee Wallwork, writes in Ad Age that companies are mismanaging their products if they don't spend ad dollars building their reputation. McKee says, "Patents expire, software ages, buildings crumble, roofs leak, machines break and trucks wear out. But a well-managed brand can increase in value year after year after year."
Why This Matters: The numbers speak for themselves: Companies that spend money on building their brand image are worth more. According to Interbrand, Coca-Cola has a brand value of more than $75 billion, the McDonald's brand is worth $40 billion and Toyota, BMW and Mercedes are all in the area of $30 billion each.
A Take: Ad Age
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| | #2 | Cottonelle Takes On Charmin In New Interactive Marketing Campaign
| | | The Kimberly-Clark brand is running ads within news and female-skewing mobile sites such as ABC News, Shape, Better Homes & Gardens, Fitness and Women's Heath. A banner ad expands to a full-page ad when clicked on and the landing page loads two pictures of rolls of toilet paper, one from Cottonelle and one from Charmin, a MobileMarketer.com report says. The ad claims Cottonelle has 25% more sheets than Charmin.
Why This Matters: "We understand mobile is one of the most important ways to build a relationship with our consumers and spark social sharing," says Wayne Pirman, commercial program manager for Cottonelle.
A Take: Mobile Marketer |
| | #3 | Deutsch CEO Says Gender Diversity At The Top Should Be An Agency Priority
| | | Linda Sawyer says, "Women have had decades of experience changing the rules of the game and challenging conventions in fields where they used to be the minority." In an Ad Age article Sawyer says women are naturally more collaborative and better suited to understanding the needs of the millennial generation that agencies are going to need to target in the years ahead.
Why This Matters: Sawyer cites data showing that of 93 advertising, media, digital and PR agencies with revenues over $100 million, only 15 have female CEOs.
A Take: Ad Age
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#4 New Staples Campaign Says, 'Stethoscopes? Yeah, We've Got That' (NYT)
#5 Online Male Sites Poach Millennial-Targeted Bro and Dude Ad Dollars (Digiday)
#6 Mastering The 'Moment Marketing' Revolution (Ad Age)
#7 Wells Fargo Ends 18-Year Relationship With DDB (Adweek)
#8 Pew Study Finds Instagram Rivals Twitter In Reach, Facebook In Engagement (MediaPost)
#9 Pharmaceutical Industry Mobile Ad Spend Grows Dramatically (eMarketer)
#10 WABC New York Focuses On Local As Limbaugh, Hannity Move To Rival (NYT)
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|  | • 744
Percentage increase in mobile ad spend in third-quarter 2013 by pharmaceutical companies worldwide, according to Millennial Media data.
– Reported by eMarketer
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| | MBPT Spotlight | Should Brands Handle Their Own Social Media Effort Or Outsource It?
By John Consoli
Social intelligence company NetBase has issued a white paper aimed at giving brands a better idea of whether they should keep their social media efforts in-house or farm them out to an agency or other outside source.
NetBase does not advocate who should handle brands' social media efforts, but does offer reasons for and against brands being their own social managers.
The reasons why brands should keep their social media programs in-house are:
• They can own and analyze all the data collected about their brand on an ongoing basis.
• They can build and operate an internal global command center to oversee brand image protection.
• They can control the tone, content and timing of engagement.
• They can serve as their own community managers.
• They can take advantage of opportunities to meet customers and prospects on a personal level.
The reasons why brands should outsource their social media programs:
• Social is not among a brand's core competency, while it can be at agencies that specialize in it.
• The cost of buying licenses for software tools can be mitigated if they are "rented" from an agency that can split the cost of software among several clients.
• The cost of staffing an internal social operation with experienced personnel is not cheap.
• It's going to take lots of time to engage in and analyze all the social conversations and then take action.
"If you outsource and you decide to change agencies, wouldn't it be advantageous to own the social data about your brand, products and campaigns?" NetBase asks in its case for brands keeping their social efforts in-house. "Even putting that scenario aside, owning the data so you can analyze it anytime you want, any way you want, is clearly valuable to a brand for product innovation, customer care, campaign management and other use cases. If you outsource, you can encounter issues with sharing in-house content and integrating your other marketing efforts with your social media efforts. For example, if you outsource content creation, the agency will need easy access to everything from blog posts and white papers to product and people photography." A brand, NetBase says, may not be comfortable with that.
How else does the white paper make the case for outsourcing social media? And what does it suggest are the costs in money and time that brands devote to supervision and implementation of social?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
CBS Wins Rerun-Heavy New Year's Night
The broadcast networks rang in the New Year without any original programming Wednesday night. CBS took the top spot on a rerun-filled evening. ABC finished second; the network's rebroadcast of Modern Family was the evening's highest rated show. NBC came in third followed by Fox and the CW in the fourth and fifth spots, respectively.
For more, click HERE
CABLE RATINGS
Alamo Bowl Bests Monday Lineup
ESPN's airing of the Valero Alamo Bowl, which saw Oregon beat Texas 30 to 7, topped the cable pack on Monday. The 6:45 p.m. matchup earned a 2.2 adults 18-49 rating and 7.5 million viewers. The net's College Football Scoreboard came in second for the evening with a 1.8 demo rating and 5.4 million watchers. USA's WWE Monday Night Raw at 9 p.m. rounded out the top three with a 1.4 in the demo and 4.2 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, January 1
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE MIDDLE (R) (8:00)
THE GOLDBERGS (R) (8:30) | 1.2
1.3 | 5.4
4.7 | | CBS | HAWAII FIVE-0 (R) | 0.9 | 6.2 | | UNVISION | POR SIEMPRE MI AMOR | 0.9 | 2.4 | | FOX | DADS (R) (8:00)
DADS (R) (8:30) | 0.8
0.7 | 2.2
1.8 | | NBC | REVOLUTION (R)
| 0.4 | 2.0 | | CW | ARROW (R) | 0.3 | 1.1 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | CRIMINAL MINDS (R) | 1.3 | 7.0 | | ABC | MODERN FAMILY (R) (9:00)
SUPER FUN NIGHT (R) (9:30) |
1.5
1.0 |
5.3
3.7 | | UNIVISION | LO QUE LA VIDA ME ROBÓ | 1.2
| 3.0 | NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT (R) | 0.7
| 3.0 | FOX
| BROOKLYN NINE-NINE (R) (9:00)
BROOKLYN NINE-NINE (R) (9:30) |
0.6
0.5 |
1.6
1.4 | | CW | THE TOMORROW PEOPLE (R) | 0.3 | 1.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | LO QUE LA VIDA ME ROBÓ | 1.2 | 3.0
| | CBS | CSI: CRIME SCENE INVESTIGATION (R)
| 1.0
| 6.6 | NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT (R)
| 1.0 | 3.7 | ABC
| NASHVILLE (R)
| 0.5
| 2.3
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • ABC Goes From Hot Cooking on 'The Taste' to Cold War With 'The Assets'
ABC's cooking competition series The Taste returns for a second season with a two-hour episode on Thursday night at 8. It will be followed by a new eight-part miniseries at 10 titled The Assets. On The Taste, competitors are judged each week by Anthony Bourdain, Nigella Lawson, Ludo Lefebvre and Marcus Samuelsson, who replaces Brian Malarkey. The Taste premiered last year at midseason and drew 5.8 million viewers and a 2.1 demo rating, but by season's end it was down to 3.5 million and a 1.2. The Assets is based on the real-life events of a CIA counter-intelligence officer and the story line involves events that took place in the mid-1980s as the Cold War wound down. The upshot: The Taste has gotten some negative publicity recently with allegations surfacing during a court case about purported drug abuse by Lawson. But ABC has not made a move to replace her. The Assets is a temporary replacement for ABC's hit Thursday night drama Scandal, which has gone on hiatus.
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| • 'Community' Creator Returns and NBC Hopes For Bigger Draw
This little-watched comedy about an offbeat group of adult students attending the fictional Greendale Community College returns for its fifth season on Thursday night at 8. The series has not only had problems with a lack of viewers but creator Dan Harmon was fired after season three, only to be brought back for the current season. Original cast member Chevy Chase was also written out of the show after he began bad-mouthing the writing. NBC, of course, calls it "a smart, exuberant comedy that is consistently ranked as one of the most inventive and original half-hours on television." The upshot: Community averaged just 4.9 million and a 2.1 18-49 demo rating in its premiere season airing on Thursday nights in 2009. By last season, it had fallen to 2.9 million and a 1.2 demo rating per episode. This seems to be one of those series that is critically acclaimed but just doesn't capture the hearts of a mass broadcast audience.
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| • TBS Comedy 'Ground Floor' Can't Climb Steps
The first year ensemble workplace comedy that airs on Thursday nights at 10 as averaged just 1.5 million viewers and a 0.7 18-49 demo rating through its first seven episodes. TBS brass has given the series a solid lead-in, airing syndicated episodes of hit comedy The Big Bang Theory from 9-10 p.m. that have averaged 2.3 million viewers and a 1.1 demo rating, but Ground Floor has not been able to hold enough of its lead-in audience. The upshot: TBS has not made an announcement about bringing this series back, so clearly it has three more episodes in its first season 10-episode run to make more of an impact. If it continues to lose 35% of its lead-in's viewers and 36% of its advertiser desired 18-49 demo, it might not warrant a renewal.
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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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