| Today's Top Stories | | #1 | Disney Deal With Dish Puts Ad Skipping on Hold for Three Days
| | | Under its new carriage deal with the satellite operator, Disney-owned networks' programming will air with viewers unable to fast-forward through commercials, as Dish will disable its controversial commercial-skipping technology, AutoHop, for three days. That will enable the networks to include commercial viewership as part of their C3 ratings when they sell to advertisers. In return, Dish is permitted to stream linear and video-on-demand content from all Disney-owned networks as part of its pay-TV service. Also, Disney and Dish will drop all pending litigation surrounding AutoHop.
Why This Matters: Disney worked out a compromise with Dish with both sides giving up something to get something. The other broadcast network owners had no immediate comment, but it seems logical that this agreement will set precedent and lead to similar deals.
3 Takes: Ad Age | MediaPost | MCN
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| | #2 | CBS Begins Selling Dynamic Ad Insertions Into Its VOD Series
| | | The ads will be inserted through Canoe Ventures, the ad technology company formed by cable operators, and will replace ads in CBS series on cable video-on-demand services after a three-day window. The first dynamically inserted ads will appear on CBS programming on Comcast and Time Warner Cable systems within the next few weeks, according to a report on Bloomberg.com. CBS says The Big Bang Theory and The Good Wife are its two most popular series for on-demand viewing.
Why This Matters: CBS joins NBC and Fox in offering dynamic ad insertions into VOD series on cable. "Our clients have been asking for this," says Jo Ann Ross, CBS ad sales president, who expects the move to spur more ad buys during the network's approaching upfront selling season.
2 Takes: Bloomberg | B&C
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| | #3 | Unilever Scraps Dove Ad That Dissed New Jersey
| | | The consumer packaged goods giant says it will not use a billboard campaign that features a woman in a tank-top raising an arm to display her underarm with the words: "Dear New Jersey, when people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove." The campaign's billboards were expected to begin appearing in July, The New York Times reports. Unilever's North American headquarters is in Englewood Cliffs, N.J.
Why This Matters: Unilever says the billboard was misunderstood, but after receiving lots of complaints after the campaign starting getting media publicity, it decided to scrap it. "We take feedback from our community very seriously," says Matthew McCarthy, senior marketing director of antiperspirants and deodorants for Unilever.
A Take: NYT
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| #4 New Diet Coke Tagline Raising Eyebrows (Adweek) #5 Digital Ad Network Videology to Integrate Nielsen Data for Buying, Planning (MediaPost)
#6 Study Finds More Shoppers Looking for Quality Rather Than Low Price (eMarketer) #7 How Coke Stole the Spotlight From Official Sponsor Pepsi During Oscars (Ad Age) #8 IFC's 'Portlandia' Promotes Geico's Talking Pig Integration With Social Media (Adweek) #9 InPowered Makes Some of Its Native Ad Platform Services Free (MediaPost)
#10 Why Apple Chose Tumblr for Its Social Media Debut (Digiday) |
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Percentage of U.S. customers who say product quality is their leading priority when purchasing a brand, according to a study by Duke University's Fuqua School of Business. Trust and service were next, followed by low price.
– Reported by eMarketer
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| | MBPT Spotlight | Marketers Wanting to Win Millennial Consumers Need To Offer Exceptional Service
By Jason Levesque, founder and CEO, Argo Marketing Group
Today's consumers are ascribed to a culture that demands instant gratification. When consumers engage a brand for customer support, they expect immediate answers, and they want those answers through the contact channel of their choice. The future of customer service involves readily available support through text messaging, email, live chat and social media, in addition to phone support, but the millennial generation requires one more thing: exceptional service.
A corporation's ability to provide that exceptional service will make or break the brand for millennial generation customers, and data corroborates this claim. According to a study conducted by McKinsey & Company, 70% of buying decisions are based on how the customer believes they are being treated by the brand. That's a staggering statistic, and it tells us without doubt that sales and corporate profitability are contingent on a business' ability to implement customer support processes that provide above-and-beyond service.
Above-and-beyond is the key phrase—the service you provide has to be exceptional. The typical service a person experiences during an interaction with a company's customer service department will breed customer satisfaction, but truly exceptional service breeds customer loyalty.
In today's increasingly competitive business environment where every customer counts, brands need to acquire that loyalty. Brands wanting to capture the hearts and minds of its millennial generation customers must swing the pendulum from good, satisfactory and predictable service to a type of service that is passionate, empathetic and fast.
How can brands build the right relationship with their customers? And how vital is the personal connection when it comes to exceeding the expectations of millennial customers?
For more, click HERE
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| | Fates & Fortunes | • DAMON BURRELL was named senior VP of consumer marketing and advertising at Nickelodeon Group. He was most recently senior VP of consumer marketing for MTV. At Nickelodeon, he will oversee consumer marketing, advertising, social media, customer relationship management and data analytics for the network. Prior to MTV, Burrell was a group account director for Agency.com.
• DAVID NEVINS was promoted to president of Showtime Networks and his contract was extended through 2018. He was most recently entertainment president of the network, a post he has held since 2010. In his expanded role, he will also oversee the sports, marketing, creative and digital divisions. Prior to Showtime, Nevins was president of Imagine Television from 2002-10. He also worked at Fox Broadcasting as executive VP of programming, and at NBC, where he was senior VP of primetime series.
• MICHAEL HESS was named to the newly created position of chief revenue officer at social content curator Rebelmouse. In this new role, he will oversee a sales team that will market the Rebelmouse platform to advertisers. He joins Rebelmouse from mobile marketing company Velti. He has also been an associate publisher at The New Yorker and Rolling Stone.
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| | What They're Watching | BROADCAST RATINGS
NBC, 'The Voice' Lead Monday Night
NBC's The Voice was Monday night's highest-rated broadcast show, though it slipped 4% from last week. The Blacklist declined 13% as well, but NBC still topped the night. CBS finished second, as How I Met Your Mother fell 8% and 2 Broke Girls improved a tenth. Mike & Molly and Mom were also up a tenth from last week and Intelligence stayed flat. ABC, in third, saw The Bachelor fall 12% and Castle slip a tenth. The network also rebroadcast the Mixology series premiere in advance of Tuesday night's second episode. Fox finished in fourth place for the night. Almost Human hit a series low for its first season finale, down one tenth from last week, and The Following was up one tenth. The CW's Star-Crossed was up one tenth from last week and Beauty and the Beast was even with its last new episode on Feb. 17.
For more, click HERE
CABLE RATINGS
Discovery Leads Friday With 'Gold Rush,' 'Game of Stones'
Discovery's Gold Rush was the top cable program on Friday night with a 1.5 among adults 18-49, up a tenth from last week. The premiere of Game of Stones on Discovery and WWE Smackdown on Syfy tied for second place among cable originals with a 0.7 in the demo.
For more, click HERE
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| Overnight Ratings: Monday, March 3
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 4.3
| 15.1
| CBS
| HOW I MET YOUR MOTHER (8)
2 BROKE GIRLS (8:30)
| 3.3
2.6
| 9.1
8.4
| ABC
| THE BACHELOR
| 2.2
| 7.9
| FOX
| ALMOST HUMAN
| 1.5
| 5.6
| UNIVISION
| POR SIEMPRE MI AMOR
| 0.9
| 2.5
| CW
| STAR-CROSSED
| 0.4
| 1.2
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 4.7
| 16.2
| CBS
| MIKE & MOLLY (9)
MOM (9:30)
| 2.2
2.0
| 8.9
8.4
| ABC
| THE BACHELOR (9)
MIXOLOGY (R) (9:30)
| 2.3
1.1
| 7.9
3.7
| FOX
| THE FOLLOWING
| 1.7
| 5.1
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.4
| 3.4
| CW
| BEAUTY AND THE BEAST
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 2.7
| 11.1
| ABC
| CASTLE
| 1.6
| 8.1
| CBS
| INTELLIGENCE
| 1.2
| 5.3
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.3
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'The Little Couple' Face Their Share of Big Challenges
This TLC 10 p.m. Tuesday reality series, which follows couple Bill Klein and Jen Arnold, both of whom are under 4 feet tall, and their three-year-old son Will, adds a new cast member this season in newly adopted two-year-old daughter Zoey. The Little Couple has followed this family through many ups and down, travels and Jen's pediatric residency. The sixth season opens with the couple heading to India to take custody of Zoey, and when they return to the States, Jen is diagnosed with a rare form of cancer; new episodes capture her dealing with this new life-threatening situation. The upshot: This series drew a big following out of the gate and that has continued to hold up. Last season, The Little Couple averaged a solid 2.2 million viewers and a 0.6 18-49 demo rating. Bill and Jen will be tweeting live during the season six premiere.
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| • 'Flip It to Win It' Is Right at Home on HGTV
On Tuesday night at 11 p.m., the cable network will premiere a new series where, in each episode, six teams of West Coast real estate experts will wage a battle to buy a house at auction without examining it and then transform it so that it can be resold at top dollar. The upshot: Flip It to Win It joins several other series in the real estate genre on the network; they have different themes but all involve buying, selling or transforming houses. Among them: House Hunters, Property Brothers, Love It or List It, Auction Men, Beachfront Bargain Hunt, Bought & Sold and Buy Me. While the new series is more than likely not going to bring in a mass influx of new viewers to the network, it should appeal to those watching the slew of other like series on HGTV.
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| • Season Finales for Two History Series That Built Up Good Numbers
Counting Cars completes its third season on Tuesday at 9:30 p.m., leading into American Restoration, which will conclude its fifth season at 10. Counting Cars is a reality series about a Las Vegas-based auto repair business that is into buying and reselling classic cars. It follows owner Danny "The Count" Koker, who prior to getting his own series, made a few appearances on History's highest-rated reality series Pawn Stars. American Restoration follows Rick Dale, owner of Rick's Restoration, also in Las Vegas, who restores historical items, including a 1920s Grand Piano. He has a staff of "pickers" who go out in search of merchandise, which they bring back for him to restore and sell. The upshot: These two series complement each other perfectly and draw sizable audiences, although not as large as the one for Pawn Stars. Counting Cars this season has averaged about 2.4 million viewers and a 0.8 18-49 demo rating, while American Restoration has averaged 2.6 million and a 0.9 demo rating.
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| Media Buyer & Planner Today
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