| Today's Top Stories | | #1 | Interactive Advertising Bureau CEO: Agencies Bear Part Of Ad Fraud Blame
| | | Vivek Shah, who is also CEO of Ziff Davis, says the ad industry will not realize its full potential until it cleans up unscrupulous digital practices, which, he adds, have reached "crisis proportions." Shah told Adweek, "The buyers are willing to be defrauded because it looks good on paper," basically saying the agencies get paid whether the ads are real or not.
Why This Matters: The media agencies thus far have been portrayed as victims, but this public dressing down by Shah throws a different kind of spotlight on them. It will be interesting to see how they react.
Two Takes: Adweek | Digiday
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| | #2 | Facebook Study Finds Heavy Live Interaction With TV Shows
| | | The study by SecondSync finds 60% of TV related interactions on Facebook happen while the show being discussed is on the air. It also found that 80% of TV-related chatter on Facebook comes from a mobile device. During the final episode of Breaking Bad on AMC, according to the stats, 22% of the TV audience interacted with Facebook.
Why This Matters: The social media giant will use this study to try to take some real-time advertising dollars away from Twitter because it dispels previous assumptions that most Facebook activity about TV shows takes place before or after a show has aired.
Two Takes: B&C | Mashable
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| | #3 | Food Marketers Pushing Energy As a Selling Point In Brand Ad Campaigns
| | | The newest buzzword is "sustainable energy," meaning foods that keep you full and fueled for longer periods, Ad Age reports. Breakfast brands are trying to convince consumers with ad campaigns and on packaging that they can help someone overcome any apparent growing sluggishness through use of their products. Companies include Quaker, Post Foods and Mondelez. Even Nestle's Purina is touting a new brand of energy bar for dogs.
Why This Matters: It's a shrewd way to sell. Create a problem, make the consumer think it is affecting them negatively and then market your solution. It's that much savvier for Purina when you consider how many hours a day a dog can sleep.
A Take: Ad Age
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| #4 Stop Motion Animation Gaining Popularity For Brands On Vine (Digiday)
#5 Will Microsoft's New CEO Try To Spark Up Company's Stagnant Ad Business? (Ad Age) #6 Study Finds Advertisers Pay Three Times As Much For Cookie-Driven Ads (Adweek) #7 Smart Billboards In Stores Will Soon Speak To Consumers' Smartphones (Reviewed.com) #8 Tech Brands Finding Ways To Participate In Fashion Week (Ad Age) #9 MediaVest Named U.S. Media Agency Of The Year By 'Adweek' (Adweek) #10 NBC Announces Complete Guest List For Fallon's First Week (B&C) |
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Percentage of millennials who say they often purchase products in stores that they did not plan to buy, according to a survey by AOL.
– Reported by eMarketer
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| | MBPT Spotlight | Marketers Need To Start Paying Attention Now If They Hope To Reach Five Consumer Segments Of Consequence in 2020
By Annie Griffiths, strategy director, MediaCom USA
It takes time to build credibility with consumers who do not know and trust you. As a result, brand marketers need to look out to the horizon to identify consumer groups that are gaining in influence and financial clout, and decide which deserve their attention and investment today.
Those who wait too long are likely to be passed over in favor of those who show sincere interest (and investment) before they "have to." We currently see five target audiences that are not only gaining in buying power and influence, but are also too often pigeon-holed in their presumed habits, preferences and needs.
Boomers (Born 1946–1964)
Boomers are the largest generational segment in our lifetime, accounting for almost one-quarter of the population; they control nearly three times the amount of disposable income held by younger generations. While we label them all "boomers," the older members of this segment are likely to have been personally (and perhaps dramatically) impacted by World War II, while others were born many years later into the decade of peace and love.
How could all these people look and think the same? They can't, and yet, how often do we see boomers represented as white-haired, happy retirees, fussing over golf clubs or grandchildren? The answer is too often—and that has to change.
Two things to remember:
• By 2020, most boomers will be retired and able to spend money on items that will fuel more active lifestyles than those their parents lived at the same age. There will be big opportunities for cars, travel, electronics, health and medical insurance brands.
• The digital revolution has changed the way we carry out everyday tasks, and it's no different for boomers, who enjoy the convenience of doing anything and everything online far more often than many brands seem to expect.
What are the other groups Griffths believes it's vital to start targeting now? And what are the important factors to consider when marketing to each one?
For more, click HERE
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| | Fates & Fortunes | • LORI GREENE was named to the newly created role of content director for Maxus North America. Since 2011, she has worked as a consultant to various organizations, including Time Inc. Prior to that, she was senior VP of digital media and content for HSM Global, and before that served as executive producer for BBC America Digital.
• LESLIE ISAACS was named VP, West Coast sales, and TAKASHI NAKANO was appointed VP, content distribution, at TVGN (TV Guide Network). Isaacs was most recently director, ad sales, at NBCUniversal, where she led NBCU's West Coast ad sales for E!, Style, Oxygen and G4. Prior to NBCU, she was director, western region ad sales for The Tennis Channel. Nakano was previously director, national accounts, at Scripps Networks. Prior to that, he held distribution sales and marketing roles at GSN and Discovery Communications.
• MICHAEL SMERCONISH is joining CNN to host his own Saturday morning program from New York. He has been a contributor to MSNBC and guest host for Hardball. He also hosts a Sirius XM Radio show, The Michael Smerconish Program, and writes a column for the Philadelphia Inquirer, both of which he will continue to do.
• DOUGLAS JOST was named director of content distribution and marketing at Veria Living. He was most recently cofounder of Bright Educational Media and before that was cofounder and executive VP of affiliate sales and marketing for Mav'rick Entertainment Network. He also served as VP and general manager for the South Central region at Showtime Networks.
• ALISON FAHEY was named to the newly created position of chief marketing officer at the American Association of Advertising Agencies. Fahey was most recently executive director of content at Adweek before leaving the company last year. She spent more than 20 years at Adweek and served as editor-in-chief for 10 years, then as publisher and editorial director.
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| | What They're Watching | BROADCAST RATINGS
Sochi Olympics Draw 25.4 Million Viewers
NBC's first Sunday night of 2014 Winter Olympics coverage came in down slightly from the first Sunday night of the 2010 games in Vancouver, which aired live. The Sochi games dipped 4% in total viewers and one tenth in the demo but was up from Saturday night's ratings. CBS was the only broadcast network to air original programming opposite the games, with 60 Minutes down 40% from its last original episode two weeks ago, hitting a season low. CBS also aired the special The Beatles: The Night That Changed America. ABC aired the film Toy Story 3 and repeats, while Fox played encores of its animation lineup.
For more, click HERE
CABLE RATINGS
'Walking Dead' Returns to 15.8 Million Viewers
AMC returned The Walking Dead on Sunday for the second half of its fourth season to 15.8 million viewers, according to Nielsen. The 15.8 million is up 28% from last year's midseason premiere but falls short of the 16.1 million that tuned in for Walking Dead's fourth season premiere in October. The 16.1 million remains the high mark for the AMC series. Walking Dead faced stiff competition on Sunday night with the Winter Olympics, which drew more than 25 million viewers to NBC. Among adults 18-49, Walking Dead matched last season's premiere audience of 10.4 million, which stands as the series' best performance in that demo. It was up 35% over last year's midseason debut. Following the premiere, the return of Talking Dead drew 5.9 million total viewers, just under the record 6 million for the after-show's last episode in December. It did draw a record 18-49 audience with 3.9 million, just above the 3.8 million Talking Dead drew in its last telecast.
For more, click HERE
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| Overnight Ratings: Sunday, February 9
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| XXII WINTER OLYMPICS
| 7.9
| 29.3
| CBS
| THE BEATLES: THE NIGHT THAT CHANGED AMERICA - A GRAMMY SALUTE
| 1.9
| 13.3
| FOX
| THE SIMPSONS (R) (8:00)
BOB'S BURGERS (R) (8:30)
| 1.2
1.1
| 2.7
2.5
| ABC
| TOY STORY 3
| 1.0
| 3.3
| UNIVISION
| BODAS DE TELENOVELAS
| 0.4
| 1.4
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| XXII WINTER OLYMPICS
| 7.4
| 26.2
| CBS
| THE BEATLES: THE NIGHT THAT CHANGED AMERICA - A GRAMMY SALUTE
| 2.2
| 14.1
| FOX
| FAMILY GUY (R) (9:00)
AMERICAN DAD (R) (9:30)
| 1.4
1.2
| 2.9
2.5
| ABC
| TOY STORY 3
| 1.0
| 3.0
| UNIVISION
| BODAS DE TELENOVELAS
| 0.4
| 1.3
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| XXII WINTER OLYMPICS
| 6.7
| 23.7
| CBS
| THE BEATLES: THE NIGHT THAT CHANGED AMERICA - A GRAMMY SALUTE (10:00)
THE MILLERS (R) (10:30)
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2.4
0.8
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14.8
4.4
| ABC
| CASTLE (R)
| 0.7
| 3.0
| UNIVISION
| SAL Y PIMIENTA
| 0.5
| 1.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • More Americans Go For Gold On NBC
NBC's primetime coverage of the Sochi Games continues Monday night at 8 with Team USA's Julia Mancuso, a silver medalist at the 2010 Winter Olympics in Vancouver, expected to contend in the finals of the first women's Alpine skiing event. American freestyle skier Alex Bilodeau will seek to defend his men's moguls title, and top American J.R. Celski and South Korean-turned-Russian Viktor Ahn will headline the men's 1500 meter Short Track skiing field. The upshot: The opening ceremony on Friday night drew 31.7 million viewers, which was the second-most watched non-live Olympics opening ceremony audience ever, and just one million less than the 32.7 million that watched the opening ceremonies for the 2010 Games. Saturday and Sunday nights' viewership was also off but not so bad considering there is a nine-hour time difference between Sochi and the U.S. East Coast and 12 hours between Sochi and the West Coast.
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| • Best Dishes From 'Rachael vs. Guy'—The Finale
Season three of this Food Network cooking competition series concludes on Monday night at 9 when the two members left on teams coached by Rachael Ray and Guy Fieri face off in one last cook-off with the last celebrity's pick remaining winning $50,000 toward their favorite charity. Competing for Team Rachael will be singer Tiffany and former pro football player Herschel Walker. Competing for Team Guy will be actress Florence Henderson and magician Penn Jillette. The four will each prepare a three-course dinner aboard a cruise ship to entertain a panel of judges that will include Sunny Anderson, Scott Conant, Todd English and Aaron Sanchez. The upshot: This six-episode series has averaged 1.3 million viewers and a 0.5 18-49 rating, but tonight's finale could draw a slightly larger audience.
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| • 'Love & Hip Hop' Ends Successful Season
The fourth season of VH1 reality series Love & Hip Hop, which follows a group of women who are connected to the hip hop music world through their significant others and their careers, will conclude on Monday night at 8 with the second part of its reunion show, following a 12-episode season. The series revived big-time this season after struggling in its third season, averaging 1.9 million viewers; that followed a second season that averaged 2.8 million viewers per episode. This season, Love & Hip Hop has averaged 3 million viewers and a 1.7 18-49 demo rating. The upshot: The series has been the most-watched non-sports show on cable on Monday nights among 18-49 viewers and has also been among the leaders in total viewers. This season, it premiered vs. the BCS Championship Game on ESPN, which drew 25.6 million viewers and an 8.7 18-49 demo rating, and Love & Hip Hop still pulled in a solid 2.9 million viewers and a 1.6 demo rating. Last week's part one of the reunion show drew 3.2 million and a 1.8 demo rating.
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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