| Today's Top Stories | | #1 | Mindshare Study Finds Brand Loyalty Is Declining
| | | The media agency's "Culture Vulture 2014" report which questioned a sampling of 2,000 North American consumers found brands are facing a weakening relationship with their customers. Among respondents, 65% said they would now purchase a generic product on sale instead of the brand name they normally use. And only 47% agreed that when they see or hear something interesting about a brand they would pass it on to friends. That's down from 66% in a similar study four years ago.
Why This Matters: Mark Potts, managing director at Mindshare North America said the results are "clearly a huge issue for marketers, as we know that in this technology and social media age, consumers should be connecting with their favorite brands and sharing them."
A Take: MediaPost
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| | #2 | Wrigley Eliminates Chief Marketing Officer Position
| | | The gum giant has done away with this executive job in North America, Ad Age reports. As part of the move, Brian Hansberry, the company's CMO since Jan. 2012 is leaving the company. Spokeswoman Caroline Sherman said the move was made "to create efficiencies," i.e. to save money.
Why This Matters: The move is a bit of a puzzler. While overall U.S. gum category sales dropped 3% from 2012 to 2013, according to Euromonitor International, Wrigley's U.S. gum sales share increased from 53% in 2012 to 53.3% in 2013, significantly ahead of second place Mondelez and its Trident brand.
A Take: Ad Age |
| | #3 | Ten Reasons Marketers Should Sign Up Seattle Seahawks' Richard Sherman
| | | The outspoken cornerback on the Super Bowl-bound team, who already has deals with Nike and Beat by Dr. Dre, is interested in multiyear marketing partnerships, according to his agent, and Ad Age's Mike McCarthy cites reasons why brands should sign the Stanford grad. Among them: He's a rising star with a good backstory; he's media savvy; fills the media void; has 'attitude'; he sells product; and he may be a marketing genius.
Why This Matters: The Super Bowl is watched by more than 100 million people and if Sherman plays well on that stage he'll have a high recognition factor. Marketers will need to decide whether his "loose cannon" demeanor will turn consumers off or get them to buy what he is selling.
A Take: Ad Age
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|  | • 95.7
Billions of dollars spent by consumers via ecommerce during the 2013 holiday shopping season, up 9.3% over the same period in 2012, according to the National Retail Federation.
– Reported by eMarketer
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| | MBPT Spotlight | Let's Do the Time Shift Again—Delayed viewing numbers reveal there is more than one way to track the ratings race By Daniel Holloway
CBS Entertainment president Nina Tassler opened her executive session last week at the TCA winter press tour by addressing the quickening pace at which the industry is evolving, and one of the major contributing factors for that speed. "Time-shifted viewing continues to soar," she said. "DVR, VOD and streaming numbers are all up. VOD has seen a sizable jump this year, and three-day DVR playback lifts now look a lot like seven-day lifts from about a year ago." It was a billboard statement underscoring that time-shifted viewing is more of a factor for programmers than ever.
For the season so far in adults 18-49 live-plus-same-day (L+SD) rating, NBC leads the Big Four with an average of 2.6, followed by CBS (2.1), Fox (1.9) and ABC (1.7), according to Nielsen data for Sept. 23-Jan. 12.
While the rankings don't change when delayed viewership is factored in—CBS and ABC each gain half a point; NBC and Fox lift four tenths—the percentage gains are quite different.
Of course, whenever a smaller number increases, the percentage change is bound to be bigger. But it's worth noting that when ranking season-to-date ratings by percentage gained by delayed viewing, the order is a near-reversal of the L+SD rankings: ABC, up 29%, leads, followed by CBS (23%), Fox (21%) and NBC (15%).
The CW, not surprisingly given its lower average rating and platform savvy younger target audience, gets the highest percentage pop at 60%. NBC's lead at midseason, while having a lower average dollop added from time shifted viewing, can be explained at least in part by its fall performance being driven by Sunday Night Football. Sports, of course, are so valuable because viewers love watching games live.
How is CBS currently positioned to gain this season's "most-played back" broadcast network title? And how will the growth in delayed viewership ultimately lead to tweaks in programming strategy?
For more, click HERE (sub required)
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| | Fates & Fortunes | | • DEBORAH WAHL was named McDonald's senior VP, chief marketing officer for the U.S. She replaces Neil Golden, a 24-year employee at the fast food chain, who had served in that role for more than five years. Wahl is the first woman to hold the CMO position at McDonald's. She reports to Kevin Newell, U.S. chief brand and strategy officer. Wahl was most recently CMO at Pulte Group, a Michigan-based homebuilding company. Prior to that she was CMO at Chrysler and has also held marketing titles at Toyota, Mazda North America and Ford. • GILES HEDGER was promoted to the newly created position of global chief strategy officer at Leo Burnett Worldwide. He was most recently group managing director and chief strategy officer of Leo Burnett's London office. He will eventually relocate from London to Burnett's offices in Chicago. • DEBBIE TURNER was named executive VP of television for Journal Broadcast Group. She was most recently executive VP and general manager of WTVF Nashville. At the same time, STEVE WEXLER was named executive VP of radio for Journal Broadcast Group. He was previously executive VP and general manager of the group's Milwaukee radio and TV operations. Journal Broadcast Group operates 35 radio stations and 15 TV stations in 12 states. |
| | What They're Watching | BROADCAST RATINGS
Wednesday 'Idol' Down From Premiere American Idol dipped 15% from its premiere rating Wednesday. ABC and NBC both grew over last week across their entire lineups, finishing second and third, respectively, behind Fox among broadcast networks. The Middle increased 22% and Suburgatory grew by 13% over last week's season premiere. Modern Family lifted 9%, Super Fun Night rose 13% and Nashville rose 8%. Revolution gained 15% over last week for NBC while Law & Order: SVU rose 29% and Chicago P.D. improved 7%. CBS kicked off the night with reruns of The Crazy Ones and Mom, followed by a new episode of Criminal Minds, which was down 8%. CSI was down 20% from last week, reaching a series low for an original episode. The network finished fourth. The CW's Arrow dropped one tenth from last week while The Tomorrow People held steady.
For more, click HERE
CABLE RATINGS
'Teen Mom 2' Wins Tuesday Night The season five premiere of Teen Mom 2 was Tuesday's top cable original with a 1.6 adults 18-49 rating, even with the season four premiere. Being Mary Jane and Pretty Little Liars tied for No. 2 cable original with both shows earning a 1.2 adults 18-49 rating. Being Mary Jane was even with last week, while Pretty Little Liars was up a tenth. Discovery's second two-hour installment of Klondike earned a 1.0 adults 18-49 rating, down from a 1.1 rating on Monday.
For more, click HERE
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| Overnight Ratings: Wednesday, January 22
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | AMERICAN IDOL
| 3.9
| 13.1
| | ABC | THE MIDDLE (8:00)
SUBURGATORY (8:30) | 2.2
1.8
| 8.1
6.1
| | NBC | REVOLUTION | 1.5
| 5.3
| | UNIVISION | POR SIEMPRE MI AMOR | 1.1
| 3.1
| | CBS | TWO AND A HALF MEN (R)(8:00)
THE MILLERS (R) (8:30) | 0.8
0.9 | 4.1
4.1 | | CW | ARROW | 0.8 | 2.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | AMERICAN IDOL
| 4.1
| 13.4
| | ABC | MODERN FAMILY (9:00)
SUPER FUN NIGHT (9:30) | 3.5
1.7
| 9.7
5.2
| CBS
| CRIMINAL MINDS | 2.2 | 10.4 | NBC
| LAW & ORDER: SVU | 1.8
| 6.6 | UNIVISION
| LO QUE LA VIDA ME ROBO
| 1.5 | 3.8 | | CW | THE TOMORROW PEOPLE | 0.5 | 1.4 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| CSI
| 1.6 | 9.5 | NBC
| CHICAGO P.D. | 1.6
| 6.3 | | ABC | NASHVILLE | 1.4 | 5.0
| UNIVISION
| QUE POBRES TAN RICOS
| 1.4 | 3.1
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| | TOMORROW'S BIG RATINGS STORIES TODAY | | • Fox Looks For New Series To 'Rake' In Viewers The new Fox legal dramedy Rake, based on a hit Australian TV series and starring Greg Kinnear, premieres Thursday night at 9 p.m., leading out of American Idol. Kinnear plays criminal defense lawyer Keegan Deane whose lack of discretion and inability to self-censor lands him in all kinds of trouble. Deane's love interest is a prostitute, the IRS is after him, he has a gambling problem and the clients he defends are usually indefensible. In other words: It should make for interesting television. The upshot: The original series on which it's based is popular in Australia and Rake is written by that series' creator, Peter Duncan. But hit foreign series are often misses on American soil. Still, Fox is giving it a good position leading out of Idol. And even if Idol is losing viewers, it still drew 13.4 million viewers and a 3.4 18-49 demo rating last Thursday. If Rake can keep a good chunk of the interested, it'll be off to a good start. |
| | • Nerd Alert! TBS Looks to Crown New King Game show King of the Nerds returns for its second season on TBS Thursday night at 10. The show is hosted by two stars of the Revenge of the Nerds movies from the 1980s and '90s, Robert Carradine and Curtis Armstrong. During the show, 11 "nerds," six men and five women, ages 21 to 28, compete in assorted activities in the quest for the crown King of the Nerds and a $100,000 prize. Guest judges this season will include Bill Nye, the "Science Guy," Mayim Bialik (The Big Bang Theory), Kevin Sorbo (Hercules), Jon Heder (Napoleon Dynamite) and Kumail Nanjani (Franklin & Bash). The season will also feature a Revenge of the Nerds reunion and an appearance by George Takei (Star Trek). The upshot: The series premiered in its first season with 2 million viewers and a 0.8 18-49 demo rating but the curiosity seekers lost interest as the season went on. It wound up averaging about 1.2 million viewers and a 0.4. Clearly its audience is drawing older viewers who remember the movies from decades ago but it looks to be wearing thin already. |
| | • Discovery Hopes New Hard-Hitting Series Fits Male Demo Like a Glove A new eight-part reality series titled The Fighters premieres on Discovery Channel Thursday night at 9 p.m. It follows a group of young boxers from South Boston taking part in a project aimed at reviving the ol' sweet science in the city. One of the executive producers is Dana White, president of the UFC and a former boxer himself. Each week trainers from rival local gyms choose their top amateur fighters who train for seven days and then go into the ring for three-round bouts. The fighters hope to get showcased and move on to professional careers. The upshot: Boxing as a sport has been declining in popularity nationally but ESPN still draws viewers to its Friday night fights so there is a market out there. White's mixed martial arts pro league UFC draws large audiences to live events and some of the UFC telecasts on Fox have drawn upwards of 5 million viewers. So if those fans check out this new series, it could draw a decent crowd. |
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