| Today's Top Stories | | #1 | Top Marketers Put More Chips Down on Olympics than on Super Bowl
| | | Big Brand advertisers have their fingers crossed that the multiple issues threatening to overshadow the Winter Games won't stop American viewers from watching the NBC telecasts, the New York Times reports. "I can't do anything other than remain optimistic and hopeful," said Bev Thorne, chief marketing officer at Century 21, a first-time Olympic sponsor. Coke is essentially ignoring those who protested its Super Bowl spot in which America the Beautiful was sung in several different languages. It will run a longer (90 second) version during the Games.
Why This Matters: The $4 million price tag for one 30 second Super Bowl spot is a lot, but a significant number of marketers, while paying less per Olympic spot, are running many, many more over a two week period. They have a lot more riding on the Olympics than Super Bowl advertisers did.
A Take: NYT |
| | #2 | MediaVest Says Super Bowl Advertisers Need Social Media Support During the Game
| | | Post-game research by the media buying agency found 41% of TV viewers used their smartphones while viewing, 31% used their personal computer or laptop and 20% used their tablets, Broadcasting & Cable reports. In addition, 35% of these multi-taskers visited at least one website. Of people engaged in social media during the game, 55% read or sought information on Twitter about an ad, 53% posted on Twitter about an ad or brand-related content, 44% shared or posted something on Facebook about ads or brands, 44% texted with someone about ads or brands, and 39% read or sought information on Facebook about ads or brands.
Why This Matters: "For marketers, social media is of equal or greater importance than TV for many viewers," MediaVest said in its report. Moving forward, it seems like Super Bowl advertisers should be doing more socially in real time in conjunction with their TV ads.
A Take: B&C |
| | #3 | GroupM Entertainment Partners With Hulu to Produce Sports-Themed Series
| | | The unit that creates marketing opportunities for clients of GroupM agencies Mindshare, MediaCom, MEC and Maxus has signed a deal with the streaming content provider to co-produce My Side of the Sky, a six-episode non-fiction series that is part of Hulu's "Spotlight Series," MediaPost reports. The first episode ran last night. GroupM clients were given a first look opportunity within several different ad categories.
Why This Matters: "It's an advertiser-friendly vehicle," said GroupM Entertainment global president Peter Tortorici. "It delivers a message that many of our clients can embrace."
A Take: MediaPost
|
| #4 Google Luring Marketers To Use Programmatic Ad Buying With Its 'Private Brand Exchanges' (Ad Age)
#5 NAB Calls On Nielsen To Halt Rollout Of 'Hybrid' Local TV Measurement (B&C)
#6 Toyota Signs Multi-Year Marketing Partnership With Daytona Speedway (MediaPost)
#7 Google The Latest To Protest Russia's Anti-Gay Legislation (USA Today)
#8 EverBank Names DiMassimo Goldstein Its New Creative Agency (Adweek)
#9 Oscar Telecast On ABC Draws 14 Major Advertisers (MediaPost)
#10 Should Chobani Be Using Viral Marketing In Wake Of Problems Getting Into Russia? (Digiday) |
|  | • 164.8
Percentage of increase in 2013 vs. 2012 on marketer spending for Google Product Listing Ads, according to data by The Search Agency.
– Reported by eMarketer
|
| | MBPT Spotlight | Perception Aside, Even Without Sports a Lot of Men Watch Broadcast Primetime
By John Consoli
The awarding this week of a new eight game Thursday night NFL package to CBS beginning this fall could bring in 13 million men to CBS primetime. The network in the fourth quarter was already drawing 24 million men across its five primetime shows on that night. So what's behind the move to become even more male?
The simple answer is that many marketers are keen to target hard-to-reach men in the female-skewing primetime marketplace, so the additional opportunities will be welcome. In fact, CBS will most likely move at least a few of its current Thursday night hit series to other nights in time periods where men are currently more sparse.
This jockeying aside, the fact is that male viewers in broadcast primetime, while fewer in number than females, still produce a weekly total that is higher than conventional wisdom might suggest. Overall, for all fourth quarter programming – regularly scheduled series, repeats, sports and specials – 55% of the broadcast primetime audience was female and 45% was male. However , fourth quarter not only contained primetime football on NBC, but also college football on Fox and ABC, as well as the Major League Baseball playoffs and World Series on Fox. Strip out the sports and the male audience was much smaller.
In the recent fourth quarter, NBC's Sunday Night Football telecasts averaged about 13.9 million men and 7.5 million women. A breakdown of those male viewers consisted of 6.5 million men in the 18-49 demo, 6.8 million men in the 25-54 demo, and 4.9 million men 55-plus. CBS's overall Thursday Night Football viewership should draw similar demographics.
While NBC, clearly aided by SNF, drew the most men, averaging 4.3 million per night, CBS, with no major primetime sports, was next with 3.9 million, followed by Fox with 3.1 million and ABC with 2.5 million. When you total the men up, the 13.8 million doesn't seem way less than the 16.6 million women.
Why was Fox the only broadcast network in the fourth quarter with more male viewers than female? And how might the appearance of NFL football Thursday nights on CBS affect upfront pricing?
For more, click HERE
|
| | What They're Watching | BROADCAST RATINGS
NBC Wins Night With Pre-Opening Ceremony Olympics
NBC kicked off its Sochi Winter Olympics coverage Thursday night—one day ahead of Friday night's opening ceremonies. The metered-market performance was the best for any network since NBC kicked off the NFL season with the Ravens-Broncos game Sept. 5. In fast-national numbers, NBC lead all networks with its Olympics coverage. CBS finished second. The Big Bang Theory was down 4% from last week. The Millers grew 4%. The Crazy Ones declined 11% and Two and a Half Men fell 10%, both to series lows. Elementary was down 5%. Fox came in third. American Idol dipped 6% from last Thursday. Rake was down 15%. ABC finished fourth. The Taste declined 9% from last week. The CW's Vampire Diaries was down 18%, and Reign was even.
For more, click HERE
CABLE RATINGS
'Duck Dynasty' Calls Up a Wednesday Night Win
A&E's Duck Dynasty topped Wednesday's cable lineup with a 2.5 among adults 18-49 and 6.5 million viewers. The network's Duck Dynasty lead-out Wahlburgers came in second, earning a 1.5 in the demo and 3.5 million watchers. Adult Swim's Family Guy rounded out the top three, garnering a 1.2 demo rating and 2.6 million viewers.
For more, click HERE
|
| Overnight Ratings: Thursday, February 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| XXII WINTER OLYMPICS
| 5.6
| 19.0
| CBS
| THE BIG BANG THEORY (8:00)
THE MILLERS (8:30)
| 5.0
2.7
| 17.2
10.9
| FOX
| AMERICAN IDOL
| 3.0
| 10.9
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.1
| 2.9
| ABC
| THE TASTE
| 1.0
| 3.2
| CW
| THE VAMPIRE DIARIES
| 0.9
| 2.1
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| XXII WINTER OLYMPICS
| 6.3
| 21.4
| CBS
| THE CRAZY ONES (9:00)
TWO AND A HALF MEN (9:30)
| 1.7
1.8
| 7.5
8.1
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.8
| FOX
| RAKE
| 1.1
| 4.3
| ABC
| THE TASTE
| 1.0
| 3.2
| CW
| REIGN
| 0.6
| 1.7
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| XXII WINTER OLYMPICS
| 5.6
| 18.3
| CBS
| ELEMENTARY
| 1.8
| 9.3
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.3
| 3.0
| ABC
| SHARK TANK (R)
| 0.9
| 3.3
|
|
|
|
|
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • Olympic Games' Official Opening Should Torch Other Nets in Ratings
NBC televised some early competition from the Winter Olympics in Sochi on Thursday night, but the opening ceremony will air Friday night beginning at 7:30 p.m. NBC Today show coanchor Matt Lauer and special Today correspondent Meredith Vieira will cohost the telecast, joined by Pulitzer Prize-winning author and New Yorker editor David Remnick. It will be Lauer's eighth Olympics, and Vieira's fourth. Bob Costas will anchor the ceremony from the International Broadcast Center. The upshot: The 2012 Summer Olympics' opening ceremony from London drew 40.7 million viewers, and the last Winter Olympics' Opening Ceremonies telecast on NBC, from Vancouver in 2010, drew 32.6 million, which was the second most-watched non U.S.-hosted Winter Olympics opening ceremony ever, behind the 1994 telecast from Lillehammer. Chances are good the ratings will be golden.
|
| • Time of the Season for AMC's 'The Walking Dead'
The sci-fi mega-hit returns to AMC on Sunday night at 9 for its second-half, season-four premiere. During the first part of the season, the series averaged nearly 13 million viewers and a 6.6 18-49 demo rating, making it the most-watched non-sports program on all of television. Also returning is the lead-out discussion show, Talking Dead, at 10 p.m. Based on a comic book series by Robert Kirkman, The Walking Dead tells the story of the aftermath of a zombie apocalypse. The upshot: It is the first season under the direction of new showrunner Scott Gimple, following the departure of Glen Mazzara. However, that hasn't seemed to matter since the series is averaging its most viewers ever so far. It also has one of the youngest audiences in primetime television, with a median age viewer of 33.
|
| • A Salute To The Beatles on CBS
The 50th anniversary of the Beatles' first appearance on The Ed Sullivan Show will be commemorated with a two-hour special on CBS, Sunday night beginning at 8 p.m. The official title is The Night That Changed America: A Grammy Salute to The Beatles. The show was taped on Monday, Jan. 27, the day after the most recent Grammys, in Los Angeles. It will feature a number of Grammy-winning recording artists performing Beatles' songs and will include footage from the Beatles' appearances on The Ed Sullivan Show. Among those who will perform: Alicia Keys and John Legend, who will sing together, as will John Mayer and Keith Urban; Katy Perry; Stevie Wonder; Maroon 5; and a reunion of The Eurythmics' Annie Lennox and Dave Stewart. Of course the two living Beatles, Paul McCartney and Ringo Starr will also perform; and Yoko Ono, Sean Lennon and Olivia Harrison will be in the audience. Various presenters will discuss the cultural and historical impact of the group's music; among them: Sean Penn, Jeff Bridges, Eric Idle and Johnny Depp. The upshot: The Ed Sullivan Show was on CBS, so it's fitting that the network will televise this anniversary special. The demo breakdown in viewing on this special will be fascinating.
|
|
|
| |  |  |
|
| 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
|
|
| | | 
|
|
|
| | | | | | |
