| Today's Top Stories | | #1 | MasterCard Awards $250 Million Worldwide Media Planning, Buying To Carat
| | | The financial services company dropped incumbent UM (Universal McCann) for all media except for Latin America. MediaPost reported that PHD was the other finalist and other agencies participating in the review were MediaVest and GroupM. In a statement, MasterCard said, "The integrated McCann XBC team will continue to support MasterCard in other marketing activities, including creative, digital and sponsorships/partnerships."
Why This Matters: For Carat, MasterCard adds to a sizable number of new account wins since it got the General Motors business in early 2012. Among the other major accounts it has added since then are Macy's, Danone and additional Sony business in the U.S.
Two Takes: Ad Age | MediaPost
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| | #2 | Social Cause Content Company Upworthy Touts 'Attention Minutes' Metric
| | | The company has denounced page views and time spent on sites as lousy metrics and says it has tracked 7 million "attention minutes" per day, according to a report in Adweek. It tracks things such as the time a video is playing and a user's mouse movements to determine engagement. Upworthy says it will be making more details public soon.
Why This Matters: Everyone agrees that there needs to be a better metric in determining engagement than page views and time spent on a site. The question is how accurate a system for determining engagement will Upworthy's system be, and is it a workable metric? Time will tell.
A Take: Adweek |
| | #3 | SMI Analysis: Disney, CBS Get Bigger Digital Ad Dollar Share Than Facebook
| | | The Standard Media Index report is based on digital ad buying data from four media agency holding companies—Aegis, Havas, Interpublic and Publicis. Google garnered a 40.2% share of digital ad dollars in 2013, followed by Yahoo with 14.1%, AOL with 8.8% and Microsoft with 8.5%. Disney was next with 5.4% and CBS was eighth with 3.2%, all ahead of Facebook, which was listed among "all other digital" entries, according to a MediaPost report.
Why This Matters: As popular a social platform as Facebook is, data shows it barely registers among top buyers of digital advertising at the world's largest media agencies.
A Take: MediaPost
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| #4 Havas CEO: Agency Company Seeks Asia-Pacific Expansion, Digital Acquisitions (WSJ)
#5 Digital Exec: 'Dopamine Economy' Applied To Ads Could Make Them Better (Adweek)
#6 M&M's Super Bowl Spot Motivated The Most Viewer Consideration To Buy (Ad Age)
#7 Levi's Picks DraftFCB And The House Worldwide To Handle Creative (MediaPost)
#8 Pandora To Increase Marketing Budget As Mobile Revenue Climbs (Ad Age)
#9 Pre-Olympic Survey Finds Low Consumer Awareness Of Sponsors (MediaPost)
#10 BuzzFeed To Participate In This Year's NewFronts (Adweek) |
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Percentage of U.S. CEOs who say they are investing in technology to help foster growth for mobile customer engagement, according to a report by PricewaterhouseCoopers.
– Reported by eMarketer
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| | MBPT Spotlight | Numbers Game: Cross-Platform Audience Measurement: It's About Time
By Artie Bulgrin
In December, Nielsen released their cross-platform report for third-quarter 2013. This Nielsen report always gets a lot of attention because the topic of cross-platform media use is central to the future of our industry and Nielsen is a trusted source in media research. The big headline for this third-quarter "Year in Review" report is that, "The average American consumes almost 60 hours of content each week across TV, Radio, Online and Mobile" or just under 9 hours a day—an important insight for sure.
This edition of the report also includes a look at media consumption for various platforms and, to its credit, Nielsen focuses on time spent with each platform (usage) rather than just users. This is important because it is the combination of users (the number of different people that use a platform) and the time they spend with it that creates an estimate of audience. And audience is what drives impressions for advertising. In fact a "rating"—also known as average audience—represents the "rate" of usage for media content and is the product of reach and time.
Time is typically the most sensitive and variable aspect of media use and probably the hardest metric to capture across different platforms in a precise, standardized way. As media use evolves and fragments over many platforms, time measurement will be critical to solving the cross-platform measurement challenge. It is also a key component for measuring engagement. We are often misled by articles touting surveys that indicate large numbers of people "ever" doing something—while the fact is they may not spend much time doing it at all.
Why does Bulgrin believe the inclusion of radio measurement in the report is necessary and particularly useful? And why does he believe this report is significant as a point of measurement evolution?
For more, click HERE
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| | Fates & Fortunes | • CHRIS GARBUTT was named to the newly created position of chief creative officer at Ogilvy & Mather East in New York. He was previously CCO of Ogilvy & Mather France.
• BARRY JOSSEN was named executive VP, A+E Studios. He will oversee scripted programming operations for the studio and will report to A+E Network's Bob DeBitetto, president of brand strategy, business development and A+E studios. Jossen was executive VP of ABC Studios until July 2013. Prior to that he held positions at Imagine Television, DreamWorks Television and Lucasfilm Limited. A+E Studios was formed in June 2013, as part of an executive reorganization at A+E Networks and was charged with creating content across all of its networks.
• JAMES CARVILLE has joined Fox News Channel as a contributor. The Democratic strategist left CNN last year and will become the highest profile left-leaning voice on FNC. Carville will appear across various programming and offer political commentary.
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| | What They're Watching | BROADCAST RATINGS
'Idol' Up Slightly From Last Wednesday
American Idol was broadcast's highest rated show Wednesday night, up 3% from last Wednesday—its first week-over-week increase this season. Fox was the night's top network. CBS finished second. The 200th episode of Criminal Minds finished up 27% from its last original episode two weeks ago. CSI grew 25% from two weeks ago. ABC finished third. The Middle was down 4% from its last original two weeks ago. Suburgatory was up 13% from last week. Modern Family increased 3% from two weeks ago. Super Fun Night increased 23% from last week. Nashville tied a series low, down 13% from last week. NBC aired the special How to Raise an Olympian, presented by P&G. Law & Order: SVU was down 10% from last week. Chicago PD was even with last week. NBC finished fourth. The CW's Arrow was down one tenth. The Tomorrow People declined 29%.
For more, click HERE
CABLE RATINGS
'Teen Mom 2' Wins Tuesday Night
MTV's Teen Mom 2 topped Tuesday's cable lineup, earning a 1.5 among adults 18-49 and 2.5 million viewers. TBS' The Big Bang Theory came in second in the demo with a 1.3 but higher in total viewers, garnering 3.2 million. BET's Being Mary Jane rounded out the top three, tying Big Bang in the demo with a 1.3 though coming in lower in total watchers, nabbing 2.7 million.
For more, click HERE
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| Overnight Ratings: Wednesday, February 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| AMERICAN IDOL
| 3.9
| 13.4
| ABC
| THE MIDDLE (8:00)
SUBURGATORY (8:30)
| 2.2
1.7
| 8.7
6.2
| CBS
| CRIMINAL MINDS (R)
| 1.5
| 8.3
| NBC
| HOW TO RAISE AN OLYMPIAN
| 1.1
| 4.4
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.0
| 2.9
| CW
| ARROW
| 1.0
| 2.7
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| AMERICAN IDOL
| 3.9
| 13.2
| CBS
| CRIMINAL MINDS
| 2.8
| 12.8
| ABC
| MODERN FAMILY (9:00)
SUPER FUN NIGHT (9:30)
| 3.5
1.6
| 10.0
5.0
| NBC
| LAW & ORDER: SPECIAL VICTIMS UNIT
| 1.8
| 6.3
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.5
| 3.8
| CW
| THE TOMORROW PEOPLE
| 0.5
| 1.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| CSI: CRIME SCENE INVESTIGATION
| 2.0
| 11.0
| NBC
| CHICAGO PD
| 1.7
| 6.1
| ABC
| NASHVILLE
| 1.3
| 5.1
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.3
| 3.0
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • NBC Gets An Early Start On Olympics Coverage
Although the official opening ceremony for the 2014 Winter Olympic Games from Sochi, Russia isn't until Friday, competition is actually beginning on Thursday and NBC starts its primetime coverage (at 8 p.m.) before the opening ceremony for the first time. The Thursday broadcast is scheduled to include team figure skating, women's freestyle skiing (featuring American Hannah Kearney) and men's and women's snowboarding. The upshot: It's hard to approximate viewership for this first primetime competition since this is the first time it's been aired prior to the official opening. But it is more than likely not going to come close to the 32.6 million who watched the 2010 opening ceremony when the Winter Games were held in Vancouver.
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| • 'The Spoils of Babylon,' To-Die-For Funny, Ends Its Run
This IFC six-part miniseries premiered Jan. 9 with 911,000 viewers and 477,000 adults 18-49 and has been airing weekly since. The premiere was one of the most-watched ever on the network, and eight airings of the first two episodes drew a total 2.1 million viewers. The Spoils of Babylon will end its run Thursday at 10 p.m.; it stars Will Ferrell, Jessica Alba, Val Kilmer, Tobey Maguire, Jellybean Howie, Tim Robbins, Haley Joe Osment, Michael Sheen, Steven Tom and Kristen Wiig. It's been described by TV critics as a satirization of 1970s big event TV miniseries. The upshot: The series is produced by Ferrell's Funny or Die studio, which has had success with online comedy, and that, plus the great cast and script, have brought lots of buzz to IFC.
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| • Tonight's the Night: Leno Gives Up Late-Night Chair
The comedian ends his more-than-20-year run as host of NBC's Tonight Show following the Thursday night telecast, which begins at 11:35 p.m. Leno in fourth quarter averaged about 3.7 million viewers per night, or 800,000 more than CBS' The Late Show with David Letterman and 1.1 million more than ABC's Jimmy Kimmel Live. However, in the past week that number has steadily climbed as viewers begin to tune in to get their last look at the veteran late-night host. Leno averaged an overnight household rating of 3.9 on Monday night this week, a 4.2 on Tuesday night and a 4.3 on Wednesday night. During fourth quarter his average overnight rating was a 2.5. Leno's Monday overnight audience equaled his highest rating in 15 months, his Tuesday night rating was his highest in nearly four years and his Wednesday night audience topped that. The upshot: Billy Crystal, who was Leno's first guest on The Tonight Show in 1992, visits as one of Leno's last guests. Expect tune-in to soar to possibly more than 7 million. Then it'll be a fascinating exercise to see how his replacement Jimmy Fallon eventually rates.
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