| Today's Top Stories | | #1 | Pinterest To Roll Out Ad Opportunities In January
| | | The digital scrapbook will begin selling ads in a first step toward full-scale competition for marketing dollars with social network platforms such as Facebook and Twitter, The Wall Street Journal reports. Joanne Bradford, Pinterest's head of partnerships, will oversee the rollout of "Promoted Pins," following a beta test with a handful of marketers that began in June.
Why This Matters: Pinterest has a long way to catch up to Facebook, which generated $3.2 billion in the third quarter, and Google, which recorded $16.5 million. However, Dana Shank of Kraft Foods says, "We're aiming for the Holy Grail here: trying to provide the right content to the right people, at the right time. To be on a platform where people are actively looking for that content? That's invaluable to us."
A Take: NYT
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| | #2 | Poor Viewer Reaction May Have Led Automakers To Sit Out 2015 Super Bowl
| | | A survey by research firm Communicus found five of the 10 lowest-rated commercials in the last Super Bowl were by car companies—Jeep, Hyundai, Audi, Honda and Ford—Ad Age reports. For the upcoming Super Bowl telecast on NBC, only three auto brands have been identified as being in the game. One of those is Toyota, whose commercial in last year's game ranked among the top 10 in purchase intent.
Why This Matters: "Maybe their sales results were telling them this was not a great investment," says Communicus CEO Jeri Smith. "I think for the auto companies there's been so much clutter that it makes it harder for any given brand to stand out. A lot of them focus on being entertaining, but don't get their brand name across."
A Take: Ad Age
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| | #3 | Atkins Nutritionals Kicks Off $20M Marketing Campaign
| | | The low-carb food company is launching new diet plan Atkins 40, and will promote it with TV spots beginning Monday on networks including AMC, CBS, Food Network, HGTV and Lifetime, among others, MediaPost reports. Print ads will run in magazines including People, Better Homes & Gardens, Family Circle and Life & Style Weekly. The TV spots are from Lowe Campbell Ewald and star brand spokesperson Sharon Osbourne.
Why This Matters: The health food and diet category is ultra-competitive and Atkins is trying to get a jump on its competitors, hoping to capture lots of consumers who have made New Year's resolutions to eat healthier.
A Take: MediaPost
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#4 CMO's Guide To Cross-Platform Measurement (Ad Age)
#5 New Year's Resolutions Provide Sales Opportunities For Marketers (MediaPost)
#6 A Look At Top Brand Fails Of 2014 (Digiday)
#7 Tablet TV Launches In San Francisco (MediaPost)
#8 Five CMOs To Watch In 2015 (WSJ)
#9 Google's Third Quarter Online Ad Sales In China Reached $260M (Ad Age)
#10 Paper Picks Top TV Commercials Of 2014 (USA Today)
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Percentage of U.S. smartphone owners who said they planned to shop for post-holiday and New Year's discounts during the week following Christmas, according to a poll by Harris conducted in November. Among parents with kids under 18 living at home, the percentage rose to 50%, and grew to 52% among the 18-34 demo.
– Reported by eMarketer
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| | MBPT Spotlight | Second-Screen Ad Synching Projected To Grow In Popularity Among Marketers in 2015
By John Consoli
Most marketers have so far not been heavy spenders on second-screen advertising, instead choosing to move some of their TV ad dollars into social media platforms.
Second-screen apps aimed at providing TV viewers with expanded experiences tied into the shows they watch have, for the most part, not been popular among viewers or advertisers. Many of them have offered viewers incentives that would draw them into the apps while watching shows, but even that has not been enough of a draw to lure big ad bucks.
However, other companies are using technology to offer advertisers the ability to buy ad inventory in real-time programmatically, allowing them to run ads in a TV show and draw viewers to the marketers' websites just after the commercial airs, where they can find more information on the product advertised on TV—synchronizing the commercial messages to their own websites.
Millward Brown, the global research company specializing in ad effectiveness, issued a report before Christmas predicting the rapid growth in this second-screen synchronization of advertising messages in 2015.
What does the report say specifically about the advantages of using second-screen synchronization of ad messages? And how did cross-channel advertising company wywy help Hyundai use a multiscreen strategy to best effect?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
'Sunday Night Football' Wins Against Thin Competition
Sunday Night Football carried NBC to an easy ratings victory on an evening stacked with reruns. The Cincinnati Bengals-Pittsburgh Steelers matchup averaged a 12.7 in metered-market household ratings Sunday night. Fox, whose Sunday NFL coverage overtook the first hour of primetime on the East Coast and was followed by reruns, finished second among broadcasters. CBS, the only network to air original non-sports programming, came in third. Ratings for CBS and Fox are subject to change later Monday when time zone adjusted ratings are available. ABC rounded out the night with reruns.
For more, click HERE
CABLE RATINGS
ESPN Leads Monday Night
ESPN's Monday Night Football showing was the night's top cable show, drawing a 5.1 rating with adults 18-49, up from a 3.8, and 16 million viewers. SportsCenter following the game came in second place with a 1.6 in the demo and 4 million viewers. USA's WWE Entertainment at 9 p.m. finished third with a 1.3 rating and 3.9 million viewers. VH1's Love And Hip Hop pulled a 1.2 rating and 2.2 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, December 28
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | NFL FOOTBALL (7)
THE OT (7:30) | 7.0
5.3 | 23.2
16.8 | | CBS | NFL OVERRUN (7)
60 MINUTES (7:30) | 2.3
1.8 | 9.8
10.2 | | NBC | FOOTBALL NIGHT IN AMERICA | 1.9 | 6.6 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS (R) | 1.1 | 5.9 | | UNIVISION | AQUÍ Y AHORA
| 0.5 | 1.8 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | FOOTBALL NIGHT IN AMERICA (8)
NFL FOOTBALL (8:30) | 4.6
5.8 | 14.5
18.9 | | FOX | THE SIMPSONS (R) (8)
BROOKLYN NINE-NINE (R) (8:30) | 2.3
1.3
| 5.8
3.1
| | CBS | 60 MINUTES (8)
UNDERCOVER BOSS (8:30) | 1.7
1.6
| 11.4
9.0
| | UNIVISION | LA ROSA DE GUADALUPE
| 0.7 | 1.8 | | ABC | REVENGE (R) | 0.3 | 1.9 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 6.0 | 19.4 | | CBS | UNDERCOVER BOSS (9)
THE MENTALIST (9:30) | 1.8
1.4 | 9.8
8.1 | | FOX | FAMILY GUY (R) (9)
BOB'S BURGERS
(R) (9:30) | 1.4
1.2
| 3.1
2.5
| | UNIVISION | SAL Y PIMIENTA
| 0.7 | 1.9 | | ABC | REVENGE (R) | 0.3 | 1.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 5.6 | 17.1 | | CBS | THE MENTALIST (10)
CSI (10:30) | 1.4
1.5 | 8.1
7.7 | | UNIVISION | SAL Y PIMIENTA
| 0.8 | 1.8 | | ABC | REVENGE (R) | 0.3 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Major Crimes' Taking Major Ratings Drop
Since the popular TNT police drama began airing the remainder of its season 3 episodes (9 p.m.) in late November, following a three-month hiatus, it has been averaging 3.6 million viewers and a 0.6 demo rating. The Closer spinoff had averaged 5.2 million viewers and a 0.9 18-49 demo rating in its recent summer run, higher than its second-season averages of 4.5 million and 0.8 in the demo. The upshot: Although its viewership and demo rating are down about 30% each compared to it summer run, Major Crimes is still the most watched original scripted series on Monday night cable and one of the most-watched dramas. In the fourth quarter, it has much more first-run competition from broadcast.
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| • 'Hardcore Pawn' Set For Season 9 Deals
TruTV's highest rated show returns for its ninth season (9:30 p.m.) of Gold family squabbles, big buys and typical heated disputes with customers. The upshot: TruTV recently began revamping its entire primetime lineup and canceled a slew of shows, keeping Hardcore Pawn because it is a ratings winner, although network execs reportedly asked the producers to tone down the confrontation and concentrate more on the deals. Hardcore Pawn averaged about 1.6 million viewers in season 8, down from 2.3 million in season 7.
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| • 'Branson Famous' Joins TruTV
The cable network premieres what it is calling the first-ever "reality musical" series (10 p.m.), offering a behind-the-scenes look at the Mabe family that puts on the longest-running variety show in Branson, Mo., called "The Baldnobbers Jamboree." TruTV describes this as reality fare punctuated by "feuds, burning jealousies and sequined costume changes." The upshot: Adding some spice to the mix is the relationship of Mabe family son Brandon with the troupe's lead vocalist Megan McCombs. Each divorced their spouses so they could be a couple and are referred to as the "Brangelina of Branson."
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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