| Today's Top Stories | | #1 | YouTube Adds Super Bowl Commercial Teasers To Its Ad Blitz Channel
| | | SodaStream has a video based around the making of its Super Bowl spot, which features actress Scarlett Johansson. Other brands airing paid teaser spots on YouTube include Axe, Butterfinger, Jaguar, Squarespace, Doritos and Pepsi. The New York Times reported that discussions are currently being held with three additional advertisers for the big game; those teasers may go live next week.
Why This Matters: Lucas Watson of YouTube parent Google said last year ads for the Super Bowl were watched on YouTube more than 80 million times before the game was played. He said commercials uploaded to the video site before the game generated 3.4 times more views on average than commercials released on the day of the game.
Three Takes: B&C | NYT | MediaPost
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| | #2 | Yahoo CEO Assumes Leadership Of The Portal's Ad Operation
| | | Marissa Meyer dismissed chief operating officer Henrique de Castro because of her frustration with declines in advertising revenue—an area which he was overseeing—according to a Wall Street Journal report. Rather than replace him, she has assumed a greater role in the company's advertising as Yahoo's top ambassador to the ad community. She introduced a bunch of new services for marketers at the Consumer Electronics Show and made the rounds at various dinners attended by ad industry executives.
Why This Matters: Yahoo lags behind both Google and Facebook in ad revenue. Mayer's new visibility and hands-on approach could help. The ad community has already noticed. "Marissa Mayer at this CES was very visible, very engaged," said Amanda Richman, president of Starcom, who controls billions in client ad dollars.
A Take: WSJ |
| | #3 | 'Shape' Magazine Rebuked For Mislabeling Native Content Ad As News
| | | The National Advertising Division, the investigative arm of the ad industry's self-regulation system has ruled that the American Media-owned magazine "blurred the line between advertising and editorial content in a way which could confuse consumers," The New York Times reports. Several days after the ruling, Shape took off the Web "news" label but kept a byline that read: "By Shape editors." That, however, was also eventually removed.
Why This Matters: When publishers push the envelope in the native content area, it's only going to make the Federal Trade Commission more determined to institute some official government regulations.
A Take: Ad Age
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| #4 Endurance Competitions Drawing More Brands As Sponsors (Ad Age)
#5 American Apparel Marketing Exec Talks About Company Twitter Success (Adweek)
#6 Creative Strategist Offers Tips On Reaching Millennials Through Content (MediaPost)
#7 Facebook's new 'Trending' Feature Differs From Twitter's (LAT)
#8 Trading Desk Exec Says Programmatic Direct Ad Buying On The Rise (eMarketer)
#9 Chevy, Mercedes, Volvo Execs Talk Marketing At Detroit Auto Show (Ad Age)
#10 Creative Director Lists Five Personality Types To Keep Off Interagency Teams (Ad Age) |
|  | • 60.4
Percentage of U.S. mobile users who sometimes listen to music on smartphones, according to a study by AYTM Market Research. That compares to 47.8% who sometimes listen on iPod/MP3 players.
– Reported by eMarketer
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| | MBPT Spotlight | As the Data Turns-Daytime Soaps See Q4 Resurgence To the Tune of 10% Growth
By John Consoli
Broadcast network programming in daytime showed a tremendous resurgence in fourth quarter that was sure to please any marketers and their media agencies who bought ad time in the daypart during this season's upfront.
Among the big winners were the remaining entries of a beloved bygone era: The four daytime soap operas. All told, General Hospital on ABC, The Bold and the Beautiful and The Young and the Restless on CBS and Day of Our Lives on NBC cumulatively grew their overall viewership by 10%, and all 10 daytime shows increased their live-plus-same-day audience by 17%, according to Nielsen data.
Capitalizing on the good news, CBS on Wednesday announced that it has renewed its entire daytime lineup for the 2014-15 season. In fourth quarter, the two CBS soaps, along with its afternoon talk show, The Talk, and its two morning game shows Let's Make a Deal and The Price is Right, cumulatively were up 14% in viewers, 11% among women 18-49 and 8% in women 25-54.
CBS, in fact, gave The Young and the Restless, the most-watched daytime soap, a multi-year pickup through the 2016-17 season. The Young and the Restless grew its viewership 10% in fourth quarter to 4.8 million from 4.4. The Bold and the Beautiful increased its viewership in fourth quarter by 13% to 3.7 million.
ABC's General Hospital grew its viewership by more than 7% to 2.9 million, while NBC's Days of Our Lives increased its viewership by about 8% to 2.6 million viewers.
Angelica McDaniel, senior VP, CBS Daytime, believes the cancellations of most of the soaps on the three networks has contributed to the increase in viewership of the remaining ones.
"Each one of the remaining daytime dramas has benefited from the cancellations because there are still a lot of fans of the genre out there and now they have less options," McDaniel says. "Maybe when their favorites were canceled it gave them an opportunity to sample the remaining ones and they have become viewers of some of those."
What factors have contributed to The Bold and the Beautiful having a particularly good jump? And how have daytime talk and game shows fared?
For more, click HERE
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| | Fates & Fortunes | • LINDA RENE was promoted to executive VP, primetime sales and innovation, and DEAN KAPLAN was elevated to executive VP, sales strategy, planning & administration at CBS. Rene, who joined CBS in 1983, was most recently VP of primetime sales and innovation, a position she held since 1994. Since 2002, she has led all aspects of primetime sales, including planning, strategy, branded entertainment and client supplied programming. Kaplan, who joined CBS in 1981, was most recently senior VP of network sales planning and administration. CBS also promoted CRISTIN DeVRIES and ANTOINETTE CLARKE to VPs of branded entertainment and media innovation ad sales. DeVries will focus on primetime programming, while Clarke will focus on daytime. DeVries was most recently director of branded entertainment and media innovation sales and has been with CBS since 2000. Clarke joined CBS in 2012 as director of branded entertainment for the CBS daytime series The Talk and in the spring of 2013, her role was expanded to include integration sales opportunities across all CBS daytime programs. Prior to CBS, Clarke worked at Martha Stewart Living Optimedia and before that on daytime syndicated shows such as the Tyra Banks Show, The Nate Berkus Show and Rachael Ray.
• BRENDAN RIPP was named publisher of Sports Illustrated and SI.com. He succeeds Frank Wall who recently departed to join Turner Sports as senior VP of national sales. Ripp is the son of Time Inc. parent company's CEO Joe Ripp. Brendan Ripp has been with Time Inc. for 14 years and most recently was VP of sales and marketing at Fortune. He previously served as publisher of Money magazine and prior to that as publisher of Time.
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| | What They're Watching | BROADCAST RATINGS
'Idol' Suffers Bigger Drop In Night Two
In the second half of its two-night premiere, American Idol sank 30% from last year's second night. Idol was also down 18% among total viewers. Compared to Wednesday's premiere, Idol was off by 17% in the demo and 12% among total viewers, which was in line with the usual drop-off between the show's first and second nights. Idol still led Fox to win the night among the networks. Despite airing all repeats, CBS finished second. NBC and ABC tied for third. ABC's The Taste fell 31% from last week to a series low. NBC's lineup suffered drops across the board. Community fell 21% and Parks & Recreation dipped 20%. Sean Saves the World sank 20% and The Michael J. Fox Show tumbled 40%; both were series lows for the rookie comedies. Parenthood also declined 8%, tying its own series low. The CW aired the 19th Annual Critic's Choice Movie Awards, which was down two tenths in the demo from last year, but up 4% among total viewers.
For more, click HERE
CABLE RATINGS
'Duck Dynasty' Returns Down Following Robertson Controversy
Duck Dynasty returned for its fifth season Wednesday night to 8.5 million viewers, down 28% from last year's record opener, which was the top non-fiction telecast in cable history. The one-hour episode, the first since Phil Robertson's controversial GQ interview, averaged slightly higher than the 8.4 million who tuned into last year's finale. Duck Dynasty also dipped 33% with adults 18-49 to 4.2 million and 35% among the 25-54 crowd to 4.1 million. The fifth season premiere marked the first time that Duck Dynasty suffered a year-over-year loss for a season debut.
For more, click HERE
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| Overnight Ratings: Thursday, January 16
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| AMERICAN IDOL | 3.6 | 12.6 | CBS
| THE BIG BANG THEORY (R) (8:00)
THE MILLERS (R) (8:30) | 2.9
1.9 | 11.9
7.9 | NBC
| COMMUNITY (8:00)
PARKS AND RECREATION (8:30) | 1.1
1.2 | 3.2
3.1 | UNIVISION
| POR SIEMPRE MI AMOR
| 1.0
| 2.8 | ABC
| THE TASTE
| 0.9
| 3.2 | | CW | THE 91TH ANNUAL CRITICS' CHOICE MOVIE AWARDS | 0.5 | 1.9 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| AMERICAN IDOL
| 4.1 | 13.8 | UNIVISION
| LO QUE LA VIDA ME ROBÓ | 1.3 | 3.6 | CBS
| THE CRAZY ONES (R) (9:00)
TWO AND A HALF MEN (R) (9:30) |
1.2
1.2 |
5.3
5.2 | ABC
| THE TASTE
| 1.0 | 3.2
| NBC
| SEAN SAVES THE WORLD (9:00)
THE MICHAEL J. FOX SHOW (9:30) |
0.8
0.6 |
2.7
2.0 | | CW | THE 19TH ANNUAL CRITICS' CHOICE AWARDS | 0.4 | 2.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| PARENTHOOD
| 1.2 | 4.0 | ABC
| SHARK TANK (R)
| 1.2
| 3.6
| UNVISION
| QUÉ POBRES TAN RICOS
| 1.1 | 2.8 | | CBS | ELEMENTARY (R)
| 1.0 | 6.5 |
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • CBS and Fox Will Air it Out For Championship Sunday
The NFL's NFC and AFC championship games will be televised on Fox and CBS, respectively, this Sunday with the two winners moving on to the Super Bowl. At 3 p.m., the New England Patriots will visit the Denver Broncos in the AFC title game on CBS, while at 6:30 p.m., the San Francisco 49ers will play the Seattle Seahawks in the NFC title game on Fox. The Patriots won their single regular season match with the Broncos this year, 34-31. But whenever Pats quarterback meets up with Broncos QB Peyton Manning there's bound to be aerial fireworks. San Francisco and Seattle split two regular season games with Seattle winning the first matchup 29-3 and the 49ers winning the second 19-17. The upshot: Both games are expected to come down to the wire. Expect viewership to be high. The two championship games last year averaged 44.9 million viewers, but that was down from a whopping average of 53.1 million two years ago. Sunday's average should fall somewhere in between, which would still be a huge audience for advertisers to capitalize on.
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| • 'The Following' Follows Football on Fox
A special second premiere episode of Fox's hit drama The Following will air after the NFC Championship Game on the network, which should be somewhere around 10 p.m. Sunday. The series will then move to its regular time period on Monday nights at 9 beginning on Jan. 27. Kevin Bacon returns as Kevin Hardy, who is no longer consulting for the FBI, while James Purefoy is back as serial killer Joe Carroll. Executive producer Kevin Williamson has promised many changes in the story line and some new characters because he wants the episodes to have a fresh feel for viewers. The upshot: In its freshman season, which began last January, The Following wound up averaging 8 million viewers and a 2.6 18-49 demo rating, making it the network's most-watched scripted series. Fox decided to give The Following the plum lead-out of the NFC Championship, which could draw about 45-50 million. The only head-scratcher is why Fox is waiting eight days to air the second episode, instead of airing it the following Monday night. We'll find out soon if the strategy works.
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| • SAG Awards Come Again to TNT, TBS, Only This Time on Saturday
The 20th Annual Screen Actors Guild Awards will be televised from 8 p.m.-10 p.m. on Saturday and once again be simulcast on both Turner networks. A live simulcast will be streamed on both networks' websites, as well as through the Watch TBS and Watch TNT apps for iOS or Android. The event always draws a large contingent of TV and movie stars who come together to honor their colleagues. Among the presenters scheduled to appear: Ben Affleck, Matt Damon, Robert DeNiro, Sasha Alexander, Jennifer Lawrence, Julia Roberts, Meryl Streep, Tom Hanks, Kerry Washington and Morgan Freeman. Rita Moreno will receive the SAG Lifetime Achievement Award. The upshot: The annual awards show doesn't draw the mass audiences of the Golden Globes or the Oscars, but viewership is sizable for cable. Last year's combined telecast drew 5.2 million viewers and was the most-watched cable show of the week. However, this year the awards will be airing on Saturday, TV's least-watched night.
| Please note that MBPT will not go out on Monday, Jan. 20, due to the Martin Luther King, Jr. holiday. The next newsletter will go out on Tuesday, Jan. 21.
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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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