| Today's Top Stories | | #1 | Brands, Agencies Ramp Up Super Bowl Social Media 'War Rooms'
| | | Anheuser-Busch InBev will have teams at four locations around the country, including at its lead creative agency Anomaly in New York (where reps of media partners Facebook and Google will join company and agency execs), and in Phoenix, St. Louis and Palo Alto, Calif. Initiative will host a war room for Kia in Los Angeles and more than 10 clients will be represented in war rooms at various offices of digital agency Possible—all creating real-time content to send out via social media during the game.
Why This Matters: For clients not advertising in the Super Bowl, it's a way to participate and still reach a mass audience with messages, and for those such as A-B and Kia, who have commercials in the game, it's for reaching social media-savvy consumers.
A Take: Ad Age
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| | #2 | T-Mobile Creates Ad Specifically For NBC's Digital Broadcast
| | | The wireless carrier will run what it claims is the first-ever commercial made specifically for the digital broadcast of the Super Bowl, according to a Wall Street Journal report. The 30-second spot was released Friday and will only appear in the live stream of the game, not in the TV broadcast. It promotes T-Mobile's "Data Stash" program. T-Mobile will air the spot twice in the live stream, and will air two different spots in the TV broadcast.
Why This Matters: The move underscores how brands are trying to reach millennials who don't watch traditional TV. T-Mobile says its core consumer base tends to be younger and more teach-savvy than those of rivals AT&T and Verizon.
A Take: WSJ
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| | #3 | Gap, Banana Republic Eliminate Global CMOs
| | | The chief marketing officer positions at the two Gap, Inc. brands will be replaced by customer experience heads that will broaden the CMO role to include e-commerce, and who will report to the individual brands' global presidents, Ad Age reports. Scott Key was named senior VP and general manager, customer experience for Gap, while Aimee Lapic will hold the same position at Banana Republic. Gap CMO Seth Farbman is out, as is Banana Republic CMO Catherine Sadler. Ivan Wickstead remains as CMO for Gap Inc.'s Old Navy brand.
Why This Matters: The move is part of a restructuring effort aimed at merging the brands' marketing and e-commerce teams to create a more unified, customer-centric approach. Analysts say they expect the move to help re-engage the brands' consumers.
A Take: Ad Age
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#4 Mondalez Buys Two Local Super Bowl Spots Programmatically (B&C)
#5 AOL Ad Layoffs Reflect Move To Programmatic (WSJ)
#6 FCB Awarded $50M Michelob Ultra Creative Account (Ad Age)
#7 Unilever Selects PHD, Resolution Media To Handle Search (MediaPost)
#8 Online Political Ads Slow To Catch On As TV Still Reigns (NYT)
#9 Advice On How Brands Can Score With Millennials On Super Sunday (Digiday)
#10 Google Grew Ad Revenue 15% To $16B In 4Q As Prices Shrink (Ad Age)
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Percentage of Super Bowl viewers who are more likely than the average U.S. adult to have an annual household income of $150,000 or more, according to research from GfK MRI.
– Reported by eMarketer
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| | MBPT Spotlight | How To Score With #SocialTV At The @SuperBowl
By Kevin Lange, Senior VP, Social Media, SMG
The Seattle Seahawks weren't the only winners of last year's Super Bowl. Super Bowl XLVIII generated more Tweets during the live broadcast—24.9 million—than any year prior, representing an increase of 700,000 Tweets over 2013. But what does this mean for marketers? Does widespread Twitter multitasking distract from a brand's high-profile TV campaign—or can Twitter be harnessed to drive greater returns?
SMG and Twitter set out to answer those questions in a 2014 research collaboration called the Social TV Lab. Across six Super Bowl XLVIII advertisers, we saw an aggregate 6% increase in brand favorability among audiences who both viewed a brand's TV spot and engaged with that brand on Twitter vs. those who only viewed the spot. Even more telling were the results against individual brand KPIs. One brand saw a 258% lift in ad recall among multitaskers, and another saw an 834% increase in brand conversation among this audience.
Clearly, social TV has arrived and it is changing how people interact with content. The opportunity to leverage it to enhance and amplify brand experiences is only growing.
What are some of the suggested ways to increase the brand experiences through social TV? And what does the research say about commercial watching among those who engage simultaneously with TV and social media content?
For more, click HERE
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| | Fates & Fortunes | • JARED GRUNER was name VP, managing director of the Why Group, the Horizon Media unit that looks beyond traditional insights to discover deeper emotional triggers that drive consumer behavior. The Why Group has offices in New York and Los Angeles and Gruner will work out of Los Angeles. Gruner was most recently a consultant for Beats by Dre and has also been director of integrated strategy and planning at Ogilvy.
• RACHEL ISRAEL was named executive VP of Guardian Labs U.S., the in-house agency that creates branded content for advertisers for the U.K.-based newspaper company Guardian News and Media. Israel was most recently executive director of strategic planning at Mindshare.
• CORINNA FALUSI was promoted to chief creative officer at Ogilvy New York. She fills the position previously held by Calle Sjoenell, who departed last summer. Falusi was most recently a group creative director, a post she has held since joining the agency in 2012.
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| | What They're Watching | BROADCAST RATINGS
'Scandal,' 'Murder,' 'Grey's' Return, Lift ABC
ABC's Shonda Rhimes-produced Thursday-night dramas returned with their first new episodes since Nov. 20, lifting the network to a ratings win. Grey's Anatomy was up 13%, Scandal rose 16% and How to Get Away With Murder was down a tenth. CBS finished second. The Big Bang Theory, the night's top-rated show, fell 4% from its last new episode Jan. 8. Mom was up 17%, Two and a Half Men rose 5% and The McCarthys was up one-tenth. Elementary was down 13%. Fox came in third. American Idol was down 19% from last Thursday and Backstrom was down 26% from its premiere last week. NBC finished fourth. The series finale of NBC's Parenthood was up 31% from last week's episode and from last season's finale. The season finale of The Biggest Loser lost 36% from the previous season's version. The CW rounded out the night with The Vampire Diaries down 13% from last week and Reign staying even.
For more, click HERE
CABLE RATINGS
'Duck Dynasty' Crowned on Wednesday Night
A&E's Duck Dynasty was Wednesday's top original cable show, drawing a 0.9 rating with adults 18-49 and 2.3 million viewers. Wahlburgers, which followed Duck Dynasty, and BET's The Game tied for second, pulling a 0.7 rating. A&E's reality show had 1.5 million viewers and BET's comedy had 1.3 million viewers. FX premiered a new season of The Americans while USA returned Suits for the second half of its fourth season. Both programs had a 0.6 in the demo and 1.9 million viewers.
For more, click HERE
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| Overnight Ratings: Thursday, January 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG
THEORY (8)
MOM (8:30) | 4.4
2.8
| 17.0
11.8 | | ABC | GREY'S ANATOMY | 2.7 | 8.6 | | FOX | AMERICAN IDOL | 2.2 | 9.2 | | NBC | THE BIGGEST LOSER | 1.3 | 4.9 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.4 | | CW | THE VAMPIRE DIARIES | 0.7 | 1.4 | | TELEMUNDO | LOS MISERABLES | 0.6 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SCANDAL | 3.6 | 10.4 | | CBS | TWO AND A HALF
MEN (9)
THE MCCARTHYS (9:30) | 2.3
1.6 | 9.7
7.1 | | NBC | THE BIGGEST LOSER | 1.5 | 5.8 | | FOX | BACKSTROM | 1.4 | 5.3 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.0 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.3 | | CW | REIGN | 0.4 | 1.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | HOW TO GET AWAY WITH MURDER | 3.0 | 9.1 | | NBC | PARENTHOOD | 1.7 | 5.5 | | CBS | ELEMENTARY | 1.3 | 7.6 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.6 | | TELEMUNDO | DUEÑOS DEL PARAÍSO | 0.6 | 1.4 |
| | | | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • The Pats and Seahawks Set To Get Their Kicks
The controversy over who was responsible for deflating the New England Patriots' footballs during the AFC Championship has drawn additional attention to this Sunday's Super Bowl XLIX, airing on NBC. Pregame coverage between the Patriots and the defending champion Seattle Seahawks will begin at noon, with kickoff scheduled for around 6:30 p.m. The upshot: Last year's game was a blowout—Seattle beat the Denver Broncos 43-8—yet the game averaged 112.2 million viewers, making it the most-watched Super Bowl ever. Even the halftime show set a record last year, with Bruno Mars' performance drawing 115.3 million. Katy Perry is this year's halftime entertainer. Needless to say, game viewership will be historic.
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| • NBC Does The 'Honors' For the NFL
The NFL awards show rotates each year to the network that airs the Super Bowl. It's a time-buy so NBC gets guaranteed money for the 9 p.m.-11 p.m. Saturday time slot. This fourth annual special will be the first not hosted by Alec Baldwin, as Seth Meyers does the honors. Along with musical performances and lots of NFL stars, the Honors will feature presentations of the Associated Press' annual awards to NFL coaches and players. The NFL Network televises the Red Carpet at 8 p.m. The upshot: The NFL has sold all the advertising for the telecast, so it's a win-win for the network and the league. The ratings, however, haven't been stellar. Last year's telecast on Fox drew 3.2 million and a 0.9 18-49 demo rating. That was down from the 3.8 million viewers CBS drew in 2013.
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| • 'The Blacklist' Gets Most Coveted Slot
NBC will showcase its second-year drama The Blacklist by airing it immediately following the Super Bowl and its post-game coverage, beginning sometime around 10:30 p.m. Sunday. NBC has been airing The Blacklist on Monday nights but the series went on hiatus in December and after its post-game telecast, it will move to Thursday nights at 9. The Blacklist was averaging 10.1 million viewers, seventh among all broadcast primetime dramas, and a 2.7 in the 18-49 demo, good enough for third best. The upshot: The highest-ever audience for a program leading out of the Super Bowl was Friends on NBC in 1996, averaging 52.9 million. Last year, Fox aired a double-header with New Girl drawing 26.3 million, followed by Brooklyn Nine-Nine, which pulled in only 15.1 million viewers, the lowest audience total ever for a Super Bowl lead-out program.
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