| Today's Top Stories | | #1 | Facebook Says Its Data Can Help Improve TV Buying
| | | An analysis from research company 4C of the social networking site's data has found connections between the brands people interact with and the shows they watch, a B&C reports says. The study also shows new ways in which advertising on TV and Facebook can more effectively work together. The study analyzed 150 brands in five major categories and more than 800 programs on 14 broadcast and cable networks to find affinities between them.
Why This Matters: Rob Creekmore of Facebook says, "For the first time TV media planners can use 4C's analysis and public Facebook data to plan TV and Facebook media together."
A Take: B&C
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| | #2 | Live Telecasts of Two TV Land Sitcoms to Feature Live Ads By Cast Members
| | | The season premieres of Hot in Cleveland and The Soul Man on Wednesday night will be shown live and will each feature a live commercial. Four members of the Hot in Cleveland cast will deliver a live Toyota Highlander commercial, while The Soul Man costar Niecy Nash will do one for Bush's Grillin' Beans, The New York Times reports. Dating service eHarmony will have an integration built into the Hot in Cleveland story line.
Why This Matters: Live commercials generally disappeared following the 1960s when entire show sponsorship models came to an end. TV Land president Larry Jones says involving the cast members will "make it more of a challenge," but also "make it more fun." Dionne Colvin-Lovely of Toyota adds, "It's part and parcel of what makes it exciting."
A Take: NYT
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| | #3 | BuzzFeed to Provide Mindshare With Data on Social Media Breaking News
| | | The social content website will supply the media agency with information on some of the fast-moving stories on social media to help it shape both real-time and long-term campaigns for its clients, Ad Age reports. Mindshare is not paying directly for the data, but it is a value-added deal based on its overall level of ad spending with the site. BuzzFeed has similar deals with Horizon Media and IPG's UM.
Why This Matters: The importance of real-time advertising to reach consumers is growing and agencies are looking for every edge they can find to stay on top of the latest social trends on behalf of their clients.
A Take: Ad Age
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#4 NBCU Puts Its Digital Account Up for Review (Adweek)
#5 Coke Expands Its Teen-Targeted Campaign Beyond Digital (Ad Age)
#6 Real People With Brand-Name Twitter Handles Can Cause Confusion (Digiday)
#7 How Big Data Shapes AT&T's Creative Advertising (Ad Age)
#8 Paid Posts Will Be the Only Ads in New News App for 'The New York Times' (Ad Age)
#9 Agency Strategy Exec Touts Importance of Brand Experience Trackers (Adweek)
#10 Nielsen Catalina Study Finds Radio Offers Best ROI (Ad Age)
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Percentage of chief financial officers and chief investment officers who say they are putting insights gathered from big data into practice in a timely manner, according to a study by professional services company KPMG.
– Reported by eMarketer
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| | MBPT Spotlight | Creative Ad Campaigns Through the BBDO Looking Glass
By Barry Janoff, executive editor, NYSportsJournalism.com
When the M&M known as Ms. Brown tries to buy insurance from the Geico Gecko, or Mike Tyson returns a piece of the ear he bit off of Evander Holyfield to the former boxer, or Godzilla goes waterskiing and hangs out on the beach with other dudes, it may sound like the work of mad men or Lewis Carroll, but it's really part of the modus operandi at ad agency BBDO New York.
As the White Queen so aptly put it in Through the Looking Glass, "Sometimes I've believed as many as six impossible things before breakfast."
Companies that have aligned with the global agency are looking for, if not the impossible, certainly extraordinary solutions to their uncommon marketing, advertising and sales needs. Among those on the roster: AT&T, American Red Cross, Campbell's, Diageo, ExxonMobil, FedEx, Foot Locker, GE, HP, Hyatt, J&J, Lowe's, Mars (M&M's, Snickers, Twix), P&G, PepsiCo, Starbucks and Visa.
Among those new to the crew: Wells Fargo, CVS and Major League Baseball, which will work with BBDO, a division of Omnicom Inc., on managing all brand and jewel events (Opening Day, All-Star Game, postseason) advertising and marketing.
Just as impressive may be BBDO's PSA work. Among the organizations that have tapped BBDO's creativity in that arena: Autism Speaks, Save the Children, the Police Athletic League, Christopher and Dana Reeve Foundation, Special Olympics and LeanIn.org.
With the help of BBDO's internal Women's Council, LeanIn.org and Girl Scouts of the USA in March launched "Ban Bossy," a multiplatform effort to "encourage leadership and achievement in girls." The campaign comes with educational materials, a dedicated website, two PSAs and endorsements from celebrities such as Beyoncé, Condoleezza Rice, Jimmie Johnson, Jennifer Garner and Jane Lynch. The PSA from BBDO New York, "Change the Story," shows young girls talking about the power of the word "bossy" and the plans they have to overcome its negative impact, and comes with a call-to-action for "all of us to ban bossy."
With new baseball creative scheduled to hit momentarily, BBDO New York president and CEO John Osborn—now celebrating his 10th anniversary in the position—talks about ambush marketing, the challenges of selling via storytelling, using sports as a platform, candy shell-covered chocolates that can speak and, per the mantra at BBDO, "The Work. The Work. The Work."
The spot that BBDO did for Foot Locker, 'All is Right,' with Mike Tyson, Evander Holyfield, Brett Favre and Dennis Rodman received a lot of attention for being one of the most creative storytelling ads of last year. How did it come about and how does it reflect the attitude of Foot Locker and BBDO's relationship with them?
They are a fantastic client. I met their management team a couple of years ago after Ken Hicks had arrived as CEO. One of the things we observed and spent a lot of time talking about was that Foot Locker was a house of brands rather than a branded house. We worked with the Foot Locker gang to create the frame of the campaign, and I call it a frame because executions such as 'All Is Right' sit inside of the frame. But the whole frame is around this notion of Approved.
How does the "Approved" message work with the Foot Locker brand? And how does BBDO meet the challenge of both making a memorable ad and making sure the brand is remembered as well—and then get people to buy the products?
For more, click HERE
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| | Fates & Fortunes | • LACHLAN MURDOCH was named non-executive cochairman of 21st Century Fox and News Corp. He most recently served as director of both. His father Rupert Murdoch continues as executive chairman of News Corp. and chairman and CEO of 21st Century Fox, the entertainment division that was spun off from News Corp. last summer. JAMES MURDOCH was also named cochief operating officer of 21st Century Fox. Lachlan Murdoch will split his time between Sydney, Australia and New York and will work closely with senior management and the 21st Century Fox board to develop global strategies and guide the overall corporate agenda, the company said. James Murdoch will work with president and COO Chase Carey to set the strategic direction across the company's portfolio and will have direct responsibility for Fox Networks Group. He will also have oversight of the company's pay-TV businesses Sky and Star in Europe and Asia. PETER RICE also had his contract extended as CEO of Fox Networks Group.
• DEBBIE WEINSTEIN is leaving her position as VP of global media at Unilever to take on a role for Google in Europe. This comes according to a report by Adweek, citing an unnamed source. In her most recent post with Unilever, she was based in London.
• MOLLY McGRATH was named news anchor for Fox Sports 1's America's Pregame show. The show will premiere Monday, April 7, and air nightly from 6-7 p.m. on the new all-sports cable network. She joins Mike Hill, who was earlier announced as the show's host. McGrath was most recently an update desk anchor for Fox Sports Live and a sideline reporter for NFL on Fox and for college basketball telecasts on Fox Sports 1.
• NOAH GREENSHNER was appointed VP, scripted development at Legendary Television. He was most recently a producer at Closed on Mondays.
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| | What They're Watching | BROADCAST RATINGS
'Brooklyn Nine-Nine' Rises in Finale
The season finale of Fox's Brooklyn Nine-Nine grew 18% over last week's series low. Glee matched its performance last week, while New Girl declined one tenth from its last original episode March 11 to a series low. Fox finished third among the broadcast networks. NBC's The Voice fell 8% from last Tuesday, hitting a season low but also finishing as the top broadcast show of the night. About a Boy and Growing Up Fisher both declined one tenth. NBC was the night's No. 2 broadcast network. CBS won the night as NCIS and NCIS: Los Angeles each declined one tenth. Person of Interest grew 18% from last week. ABC, airing mostly reruns, tied the CW for fourth. On ABC, freshman series Mind Games was down one tenth to tie its series low. Following a rerun of the series premiere of The 100, the CW aired a new episode of Supernatural, which was even with last week.
For more, click HERE
CABLE RATINGS
USA's 'WWE Raw' Leads Monday Cable
WWE Raw on USA topped all of Monday cable with a 1.5 adults 18-49 rating, up a tenth from last week. VH1's Basketball Wives was second with a 1.2 rating in the demo.
For more, click HERE
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| Overnight Ratings: Tuesday, March 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.3
| 12.3
| CBS
| NCIS
| 2.5
| 17.3
| UNIVISION
| POR SIEMPRE MI AMOR
| 1.1
| 2.9
| FOX
| GLEE
| 1.1
| 2.7
| ABC
| MARVEL'S AGENTS OF S.H.I.E.L.D. (R)
| 0.7
| 2.7
| CW
| THE 100 (R)
| 0.5
| 1.6
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| NCIS: LOS ANGELES
| 2.4
| 15.5
| NBC
| ABOUT A BOY (9)
GROWING UP FISHER (9:30)
| 2.0
1.7
| 7.8
6.4
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.5
| FOX
| NEW GIRL (9)
BROOKLYN NINE-NINE (9:30)
| 1.2
1.3
| 2.5
2.6
| CW
| SUPERNATURAL
| 0.9
| 2.1
| ABC
| THE GOLDBERGS (R) (9)
TROPHY WIFE (R) (9:30)
| 0.8
0.6
| 2.8
2.0
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| PERSON OF INTEREST
| 2.0
| 12.3
| NBC
| CHICAGO FIRE (R)
| 1.0
| 4.0
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.5
| ABC
| MIND GAMES
| 0.6
| 1.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Psych' Says Goodbye to USA Viewers
The detective dramedy ends a shortened eighth season with a series finale on USA on Wednesday at 9 p.m. The series, which stars James Roday as a fake psychic who consults with the Santa Barbara police to help solve cases, has aired close to 120 episodes on the network, but this season has been its lowest rated. It premiered season seven with 2.9 million viewers, and then averaged more than 2 million viewers and a 0.8 demo rating for the season. But in season eight so far, it has only averaged 1.5 million viewers and a 0.6 demo rating after premiering with 2.3 million viewers in early January. The upshot: Psych is USA's longest-running original series and its ratings are still high enough in the cable universe to keep it on the air. But programming changes are afoot at the network, so the series is being put out to pasture. In a recent Wall Street Journal article, USA president Chris McCumber said there could be a future Psych special or maybe even a movie starring the series' characters.
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| • TV Land Is Live With 'Hot' and 'Soul' Returning
Hot in Cleveland is back at 10 p.m. for its fifth season and The Soul Man returns for its third season at 10:30 p.m. on Wednesday. Both comedies will be televised live on the East Coast and live-to-tape on the West Coast. And the characters from each will make crossover appearances and also deliver live ads for Toyota Highlander and Bush's Grillin' Beans. Hot in Cleveland stars Betty White, Valerie Bertinelli, Wendie Malick and Jane Leeves and it has averaged about 1.8 million viewers during season four with an older audience that produced just a 0.3 18-49 rating. The Soul Man is a Hot in Cleveland spinoff starring Cedric the Entertainer as an R&B singer who becomes a minister. The series averaged about 1.4 million viewers during its second season. The upshot: A solid night of original scripted comedy for TV Land returns with nonagenarian White still as funny and beloved by viewers as ever.
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| • 'Duck Dynasty' Ends Its Season Down
The A&E reality series that chronicles the millionaire Robertson family and its duck calls and decoy business concludes its fifth season on Wednesday at 10 p.m. The series through nine episodes has averaged 5.9 million viewers and a 2.3 18-49 demo rating, down considerably from season four when it averaged 9.1 million viewers and a 3.9 demo rating. Last week it fell to 4.7 million viewers and a 1.9 18-49 demo rating, its lowest numbers since season two. Media writers have been debating possible reasons for the drop since the year began. Duck Dynasty did draw 8.5 million viewers and a 3.3 demo rating for its season five premiere in January, but it has steadily slipped since. The upshot: Despite the hefty declines, Duck Dynasty is still the second most-watched cable series behind AMC's The Walking Dead and it's still the most watched reality series in viewers and in the demo on cable.
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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