| Today's Top Stories | | #1 | High-Level Agency, Marketing and Media Execs Make 2014 Predictions
| | | Ad Age asked 25 executives what they would like to see more of, what they think will happen and what jargon they'd like to eliminate in the coming year. Laura Desmond, CEO of Starcom MediaVest Group said she sees the broadcast networks producing more live events and she wants to see the word "digital" go away because it's not expansive enough. Jo Ann Ross, CBS ad sales president, sees tablet and mobile phone viewing incorporated in overall TV measurement data by year's end. Dana Anderson, senior VP of marketing strategy and communications at Mondelez International, wants clients and agencies to come together in more experimental ways.
Why This Matters: It's important to know what direction the ad industry's movers and shakers think it is headed; they're the ones helping to shape it.
A Take: Ad Age
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| | #2 | BMW Produces Documentary That Will Air As Time-Buy on NBC
| | | The automaker's North America division has built six two-person bobsleds for the U.S. Winter Olympic team and has produced a documentary titled Driving on Ice about the development process that will air on NBC this Sunday. In addition to paying NBC to air it, BMW will also run two paid commercials in the documentary. UM Studios, the content unit of Universal McCann, handled the production and KBS&P is handling the advertising.
Why This Matters: Programming time-buys on broadcast networks are often a good way to reach a mass audience and this one contains legit content as opposed to being a blatantly branded infomercial. So many viewers may not even realize it's a time-buy. When the Miss America Pageant returned to ABC in 2011, it did so as a time-buy.
A Take: NYT |
| | #3 | New NJoy E-Cigarette Commercial Could Test Government's Patience
| | | The commercial doesn't come out and say the brand is healthier than traditional tobacco cigarettes, but it does imply it when it urges friends and loved ones to tell the smokers they know to become "better versions" of themselves by switching to NJoy.
Why This Matters: The Food and Drug Administration has not approved e-cigs as a viable smoking cessation product and is considering a ban on e-cig TV advertising. Pushing the envelope under these circumstances doesn't seem like a smart idea.
A Take: Ad Age
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#4 eMarketer Data Shows Retail Was The Biggest Spending Category in 2013 (eMarketer)
#5 Bauer Cuts Ad Rate Base For Two-Month-Old Magazine 'Closer' (Adweek)
#6 Trading Desk Exec Says Third-Party Data Is Becoming Less Relevant (Ad Age)
#7 How Moms In Advertising Do The Balancing Act (Digiday)
#8 'New York Times' Redesigned Website Goes Live Jan. 8 (MediaPost)
#9 Positive Video Ad Forecast For Twitter Results In Stock Price Rise (USA Today)
#10 Easy Come, 'Easy' Go: Staples Drops 10-Year-Old Tagline In New Campaign (MediaPost)
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|  | • 9.5
Billions of dollars the retail industry spent in 2013 on digital advertising in the U.S., according to eMarketer data. That total accounts for 22.3% of all digital ad dollars spent during the year.
– Reported by eMarketer
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| | MBPT Spotlight | Digital Remains the Rage, But Traditional Radio Is Still A Solid Mass Reach Vehicle
By John Consoli
When it comes to media advertising coverage, radio has seemingly become something of a forgotten medium, with digital getting the lion's share of the ink and traditional television always in the mix. But several recent reports by Nielsen offer up data aimed at reminding marketers that tuning into radio advertising still offers plenty of benefits.
The data finds that 243 million Americans, or 92% of the population listen to radio each week. The average AM/FM radio listener listens to 60 hours, 42 minutes per month, second only to traditional TV among all media consumed by Americans. Nielsen data also shows that African-Americans on average listen to 62 hours, 51 minutes of radio per month, while Hispanics average 60 hours, 7 minutes per month.
In terms of education, 31.4% of radio listeners have attended college and 31.6% are college graduates. That compares to 23.1% of traditional TV viewers who graduated from college. Demo comparisons are fairly uniform: 12.8% are in the 19-21 group; 17.4% among 25-34-year olds; another 17.4% among the 35-44 group; 19% among those 45-54; 16.4% among those 55-64; and 17% are over 65.
Within those age groups, however, radio listening is very high. Using the current definitions of the different age groups, 92% of millennials (ages 12-34) listen to radio each week, 95% of gen-xers (35-49), 94% of baby boomers (50-64) and 86% of adults 65-plus, defined in the Nielsen report as the "silent generation" listen to radio weekly.
The weekly numbers for Hispanics and African-American listeners are equally high, with 94% of Hispanics listening to radio each week, and 92% of African-Americans doing so. The average amount of time all Americans listen to radio each week is about two-and-a-half hours per day—again, a strong factor for advertisers to consider.
What does the data show about why certain ad categories would most benefit from advertising on the radio? And what does Nielsen say are the peak radio-listening days each week and the most popular formats?
For more, click HERE
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| | Fates & Fortunes | • DAVID ZASLAV has signed a new contract that will keep him as CEO of Discovery Communications through the end of 2019. Zaslav joined Discovery as CEO in January, 2007 from NBC. Zaslav's annual salary will remain $3 million but his bonus will increase on an annual basis. He received $49.9 million in compensation in 2012, including $25.3 million in stock awards and $15.8 million in option awards on top of his salary. The new contract will make him a "significant long-term shareholder" in Discovery Communications, the company said.
• DAVID BARRETT has stepped down as CEO of Hearst Television. He will be succeeded by JORDAN WERTLIEB, who was most recently president and chief operating officer of the Hearst station group. Barrett served as CEO beginning in 2001 and in late 2012 was given the additional title of Hearst Television chairman. Wertlieb joined Hearst in 1993 as national sales manager of WCVB Boston. He was named executive VP of Hearst Television in 2011 and president and COO in December 2012.
• DEAN BUCKHORN was named group creative director at Minneapolis-based Carmichael Lynch. He previously spent 22 years at Fallon, also based in Minneapolis, where he was most recently a creative director. |
| | What They're Watching | BROADCAST RATINGS
CBS, 'Big Bang' Lead Thursday Night
CBS dominated the first original programming-heavy night of the New Year. The Big Bang Theory led the charge for the network, earning the best ratings of the night, and even with the show's last new episode. The Millers held steady. The Crazy Ones was down 5%. Two and a Half Men and Elementary were even. NBC and ABC tied for second place. On NBC, the one-hour season 5 premiere of Community was down 32% from last season's premiere. Sean Saves the World declined 20% from its last original episode. The Michael J. Fox Show dropped 11%. Parenthood gained 8%. The second season of ABC's reality cooking show The Taste premiered down 43% from the season 1 premiere. Fox aired reruns, finishing fourth. The CW, also airing reruns, rounded out the evening.
For more, click HERE
CABLE RATINGS
Rose Bowl Draws 18.6M Viewers; Up 9% From Last Year
ESPN saw a 9% increase in viewers for the Rose Bowl game from last year, according to Nielsen fast nationals. The late-afternoon contest between Michigan State and Stanford averaged 18.6 million viewers. The game was also up 9% with a 10.2 HH rating. Later that evening, ESPN's coverage of the Fiesta Bowl between Central Florida and Baylor drew 11.2 million viewers, up 6% from last year's Orange Bowl, which aired in the same New Year's evening time slot. The 6.6 HH rating was also an 8% improvement over last year. Overall, the two games were up 8% from last year's two New Year's Day BCS bowl games, averaging 14.8 million viewers and an 8.3 HH rating.
For more, click HERE
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| Overnight Ratings: Thursday, January 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE BIG BANG THEORY (8:00)
THE MILLERS (8:30)
| 5.3
2.9
| 18.9
11.5
| NBC
| COMMUNITY (8:00)
COMMUNITY (8:30)
| 1.3
1.2
| 3.7
3.0
| ABC
| THE TASTE
| 1.2
| 4.9
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.0
| 2.8
| FOX
| SLEEPY HOLLOW (R)
| 0.6
| 2.0
| CW
| THE VAMPIRE DIARIES (R)
| 0.3
| 0.8
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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)
| 2.0
2.1
| 8.2
8.5
| ABC
| THE TASTE
| 1.3
| 4.6
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.4
| NBC
| SEAN SAVES THE WORLD (9:00)
THE MICHAEL J. FOX SHOW (9:30)
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0.8
0.8
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2.8
2.5
| FOX
| BONES (R)
| 0.7
| 3.0
| CW
| REIGN (R)
| 0.2
| 0.8
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| ELEMENTARY
| 1.8
| 8.9
| NBC
| PARENTHOOD
| 1.3
| 4.0
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.4
| ABC
| THE ASSETS
| 0.7
| 3.8
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| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • Cotton Bowl Should Bring More Viewers To Fox Friday
Fox will air the annual Cotton Bowl game on Friday at 8 p.m., and network brass has to be hoping this year's telecast will come close to drawing the same size audience as last year's game. The 2013 Cotton Bowl on Fox on usually soft viewing Friday nights on the network drew 12 million viewers and a 3.5 18-49 demo rating, as Texas A&M, featuring eventual Heisman Trophy winner Johnny Manziel at quarterback, defeated Oklahoma 41-13. This year's matchup will be between No. 9 Missouri (11-2) and No. 13 Oklahoma State (10-2) in the game to be played at AT&T Stadium, home of the Dallas Cowboys. The upshot: Whatever number of viewers this game draws will be much higher than a typical Friday night on Fox. The audience for college football will also be younger and more male.
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| • ABC Will 'Hedge' Its Bets On a Saturday Kids' Movie Night
The network will offer its annual airing of Over the Hedge, a 2006 animated theatrical comedy on Saturday night at 8. The movie, produced by DreamWorks Animation, is based on characters from the United Media comic strip of the same name. The film is based around the lives of a raccoon, a turtle, a squirrel, skunk, porcupine and an opossum. Bruce Willis does the voice of the lead raccoon character. Others voices include Garry Shandling, Steve Carell, Wanda Sykes, William Shatner and Avril Lavigne, in her first movie voice role. The upshot: The family fare movie has done relatively OK ratings in each of its last two annual airings. Two years ago it drew 3.8 million and a 1.2 18-49 rating, and last year it averaged 3.4 million viewers and a 1.1 demo rating, not bad for low-viewing Saturday night.
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| • The Run For the Roses—'The Bachelor,' That Is—Hits Season 18
The long-running reality series returns with a special premiere on Sunday night, before its official start of the season on Monday at 8. The Sunday special will introduce viewers to this year's would-be groom, Juan Pablo Galavis, who ABC describes as "a sexy, single dad" with an "endearing relationship with his four-year-old daughter, Camila." The Sunday special will give viewers a "sneak peek" into this former pro soccer player from Venezuela. It will also show bachelorettes' casting submission tapes to convey the lengths they go to get on the show. The upshot: The Bachelor averaged 8.7 million viewers and a 3.0 18-49 demo rating last season. It premiered with 6.9 million viewers and a 2.3 demo rating, but its finale drew 10.8 million and a 3.8 demo rating. In other words, this series still has lots of viewer interest.
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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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