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Percentage of favorable product reviews posted online by U.S. Internet users, compared to only 27% negative, according to a January 2014 survey by YouGov.
– Reported by eMarketer
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| | MBPT Spotlight | Why the Metrics Used To Measure Successful Super Bowl Ads Must Be Changed
By Joel Weinberger
The only reason for a non-Seattle fan to watch this year's Super Bowl past the first half was for the commercials.
Typically, Super Bowl ads are evaluated by the reactions of critics, by how many people like them and whether or not they go viral. These are the wrong metrics. The purpose of an ad is to further the brand—more specifically, the sales of the brand.
The opinions of critics and the number of people who like and/or view the ad is irrelevant if the ad does not capture and further the essence of the brand. What does matter is that the unconscious association people have with the brand and to the ad was created to further that brand in the marketplace.
What we need to know is what associations the brand generates and whether the ad moves these associations forward. We can't ask this because associations are unconscious. We can measure them using modern psychological science methods. For iconic brands, advertised for so many years in the Super Bowl, we can make educated guesses to approximate such measurement.
A Tale of Two Buds
Let's look at two different kinds of Budweiser commercials shown in this year's Super Bowl. In the first two ads, holding onto a bottle of Bud leads to an amazing series of upbeat adventures for an average Joe. The ads perfectly match the Bud brand. They blend beautifully with decades of associations to Bud as the "good time party beer" and take it to a new level. They also perfectly match the new Bud tagline: "The Perfect Beer for Whatever Happens."
Then, late in the game, we were treated to an ad with a puppy and a Clydesdale who love each other. This was a wonderful ad, beautifully shot and choreographed. Everyone loves puppies and who wouldn't be moved by an intimate friendship between two animal species?
But what does this have to do with beer generally and with Bud specifically? Further, the brand was never mentioned until after the story had been told. After seeing the ad, my wife and I wanted to adopt a puppy (as did my children) but neither of us had an urge for a beer or, more specifically, a Budweiser.
How does Weinberger suggest that Budweiser made the same mistake two Super Bowls in a row? And how does he believe the brand earned a win/win with its "A Hero's Homecoming" ad—and why?
For more, click HERE
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| | Fates & Fortunes | • COLEMAN BRELAND was promoted to president of Turner Network Sales, the sales and marketing distribution unit of Turner Broadcasting. He was most recently chief operating officer of TNS. He will continue to oversee all affiliate sales, marketing, promotion, interactive television and new technology business development for Turner's 10 networks. He is responsible for overseeing Turner's distribution deals for its domestic cable television networks. He will continue to report to David Levy, president of Turner. Also promoted were RICHARD WARREN to executive VP, negotiations and strategy and associate general counsel, and JENNIFER MIRGOROD, who was named executive VP of brand distribution.
• SEAN HANCOCK was named VP of alternative programming at FremantleMedia North America, effective April 28. He will be responsible for development and production of reality competition, game shows and other unscripted television programming. He was most recently "commissioning editor" at BBC Entertainment, where he greenlit or executive produced a slate of programming. Prior to that, he was a freelance producer for 10 years.
• NUNO TELES was promoted to chief marketing officer at Heineken USA. He was most recently chief marketing officer for Heineken Brazil. Prior to that he held assorted marketing executive positions with the beer-maker. He began his career at Unilever, where he spent eight years in a variety of roles across Europe. Teles replaces Lesya Lysyj who last fall was named president of Weight Watchers North America.
• MICHAEL ROSEN was named chief revenue officer at First Look Media. The news comes according to an Ad Age report. He was previously VP, online and mobile sales at AT&T Adworks until the telecom shut down the mobile and online segment of the ad network last year.
• SATYA NADELLA was promoted to chief executive officer of Microsoft. He was previously executive VP of Microsoft's Cloud and Enterprise group. He succeeds Steve Ballmer who is retiring, and will become only the third CEO of the company. BILL GATES, founder and first CEO, will step down as board chairman to assume a new mentoring-focused board role as founder and technology advisor. JOHN THOMPSON, currently lead independent director of the board, will become chairman. Nadella has been with Microsoft since 1992. Prior to that he was with Sun Microsystems.
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| | What They're Watching | BROADCAST RATINGS
CBS' 'How I Met Your Mother' Down, But Leads Night
How I Met Your Mother was broadcast's top-rated show Monday night, but was down 13% from last week's 200th episode. Following Mother, 2 Broke Girls and Mike & Molly finished even with last week. Mom declined 4%. Intelligence was even. CBS tied ABC for the best rating of the night, but finished with a 6 share to ABC's 7. ABC's The Bachelor was up 4%. Castle grew 5% from its last original episode on Jan. 20. Fox finished third. Almost Human declined 10% from its last original episode on Jan. 13. In its second week in its regular time slot, The Following finished down 5%. NBC was fourth. Hollywood Game Night was even with last week. NBC aired the two-hour special Sports Illustrated Swimsuit: 50 Years of Beautiful. On The CW, Hart of Dixie and Beauty and the Beast were even with last week.
For more, click HERE
CABLE RATINGS
'Family Guy' Wins Sunday Night
With Super Bowl XLVIII commandeering most eyeballs on Sunday, ratings were soft on cable. Adult Swim's Family Guy topped Sunday night's lineup in the adults 18-49 demo with a 1.2. The 11:30 p.m. offering also garnered 2.3 million viewers. ESPN's NFL Primetime came in second in the demo, earning a 1.1 and 2.4 million watchers. Animal Planet's Puppy Bowl came in third among 18-49s with a 1.0 but topped the night in total viewers with 3.2 million.
For more, click HERE
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| Overnight Ratings: Monday, February 3
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| HOW I MET YOUR MOTHER (8:00)
2 BROKE GIRLS (8:30)
| 3.3
3.0
| 9.3
9.2
| ABC
| THE BACHELOR
| 2.5
| 8.1
| FOX
| ALMOST HUMAN
| 1.8
| 6.3
| NBC
| HOLLYWOOD GAME NIGHT
| 1.5
| 4.9
| UNIVISION
| POR SIEMPRE MI AMOR
| 0.9
| 2.8
| CW
| HART OF DIXIE
| 0.4
| 1.1
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE BACHELOR
| 2.7
| 8.4
| CBS
| MIKE & MOLLY (9:00)
MOM (9:30)
| 2.6
2.3
| 10.2
9.0
| FOX
| THE FOLLOWING
| 1.9
| 5.8
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.5
| 3.9
| NBC
| SPORTS ILLUSTRATED SWIMSUIT: 50 YEARS OF BEAUTIFUL
| 0.9
| 3.2
| CW
| BEAUTY AND THE BEAST
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| CASTLE
| 2.1
| 9.9
| CBS
| INTELLIGENCE
| 1.5
| 7.5
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.3
| 3.0
| NBC
| SPORTS ILLUSTRATED SWIMSUIT: 50 YEARS OF BEAUTIFUL
| 0.9
| 3.2
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • With 'The Biggest Loser' NBC Remains A Winner
The season 15 finale of NBC's reality weight loss competition series The Biggest Loser airs on Tuesday night beginning at 9. After a trip to Utah's Olympic Park to train with Olympic athletes, and makeovers with fashion icon Tim Gunn and celebrity hair stylist Ken Paves, followed by a sprint triathlon, the final contestants—David Brown, Rachel Fredrickson and Babby Saleem—weigh in one last time. The winner gets a $250,000 grand prize. On the show, singer Ruben Studdard, who also competed this season, performs a song from his new album, accompanied by Grammy-winner David Foster, who cowrote the song. The "at home" winner of a $100,000 prize will also be announced. The upshot: The Biggest Loser is a solid staple reality series for NBC. This season it has averaged 6.3 million viewers and a 1.9 18-49 demo rating.
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| • 'Ravenswood' Ends First Season of Scare Tactics
The ABC Family teen drama airs its season finale Tuesday night at 9. A spinoff of Pretty Little Liars, Ravenswood premiered on Oct. 22 with 2.1 million viewers and a 0.9 18-49 demo rating. Since then, it has averaged about 1.1 million viewers. The series is set in the fictional town of Ravenswood, Penn., and follows five teen strangers whose lives become intertwined by a deadly town curse. The upshot: The series from a ratings standpoint has been somewhat of a disappointment in not being able to hold a sizable amount of its Pretty Little Liars weekly 2.5 million viewer average. But it does get a strong women 18-34 and female 12-34 viewership, and you can expect those demo groups to tune in in sizable numbers for the finale.
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| • 'Killer Women' Bleeding Viewers
This ABC midseason drama has not been able to gain any viewer traction since premiering on Jan. 7, when it drew only 4 million viewers and a 0.9 18-49 demo rating. Killer Women is based on an Argentinian crime drama that was adapted for American audiences. It follows the life of Molly Parker, a former beauty queen and sheriff's daughter who leaves her abusive husband and becomes a successful Texas Ranger, tracking down female killers. Among the series executive producers is Sofia Vergara, who stars in the ABC hit sitcom Modern Family, and Ben Silverman, former NBC entertainment president. The upshot: ABC had high hopes for this series as a midseason replacement, but will most likely find it replaced after the network burns off its ordered episodes. On Tuesday night the series will offer up a first-run episode for viewers against repeats in its time period, but that hasn't helped ratings. So far it is averaging 3.7 million viewers and a 0.8 18-49 demo rating, the lowest among all Big Four broadcast network dramas.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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