| Today's Top Stories | | #1 | Cable Networks Packing More Spots Into Shows
| | | Analyst Michael Nathanson found the total number of commercials on broadcast was down 2% in fourth quarter, but the number on cable was up 7%, Broadcasting & Cable reports. While the number of commercials overall was down for broadcast, Fox packed 15% more spots into its programming to nearly offset declines at the other networks. On the cable side, Viacom had the biggest increase at 13%, followed by 10% for A+E Networks and 9% at Discovery Networks. Disney-owned cable nets registered some of the smallest increases.
Why This Matters: As ratings decline and networks have to dole out makegoods for under-delivery, the nets are looking for ways to pick up additional revenue. Nathanson called the uptick in commercial loads "a dangerous long-term game that ultimately devalues the consumer experience and reduces ad efficacy."
A Take: B&C
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| | #2 | GoDaddy Pulls Super Bowl Ad Following Negative Feedback
| | | The domain name registrar responded to a wave of criticism from dog advocates on the same day it released the spot online, saying it would run a different commercial during the big game. The 30-second spot featured a puppy that found its way home after falling out of a truck, only to find its owner had used GoDaddy to set up a website used to sell the pet to a new owner.
Why This Matters: The ad was said to be an attempt to satirize Budweiser's use of dogs in some of its Super Bowl ads, but it backfired. Lesson to GoDaddy: If you're going to spend $4.5 million to run a commercial, don't anger a significant segment of the viewing audience.
Two Takes: Ad Age | Adweek
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| | #3 | Hulu Says Move to Sell More Viewable Ads Boosted Revenue
| | | Peter Naylor, senior VP of ad sales at the online video service, says at least twice during the fourth quarter advertisers running campaigns on Hulu while employing their own viewability tracking increased their ad budgets, The Wall Street Journal reports. "We are absolutely benefiting from viewability. In one case, seven days after a campaign started, we got incremental money," Naylor says.
Why This Matters: Naylor says "in order to make yourself lucky, you have to design for vieweability." Hulu is designed explicitly for people to click on a video player that sits in the middle of its site to watch long-form content. There are no hidden banners and not a lot of scrolling through pages of content.
A Take: WSJ
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#4 NFL Unplugs Player's Headphones From Non-League Sponsor (USA Today)
#5 Pinterest Ads Moving Closer to Users' Personal Space (WSJ)
#6 Five Insights Into the Snapchat Discover Launch (Digiday)
#7 Study Finds Worldwide CMOs Want to Bolster Digital Marketing Operations (WSJ)
#8 Casale Media Renamed Index Exchange (MediaPost)
#9 Reebok to Roll Out Global Campaign During Super Bowl Pre- and Postgame Shows (Ad Age)
#10 Ad Tech Company Moat Says It Can Provide Fake Web Traffic Data in Real Time (WSJ)
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Facebook's percentage of content-sharing activity by all U.S. Internet users in fourth-quarter 2014, according to data from ShareThis. Pinterest accounted for 7% of total content-sharing volume, Twitter for 6% and Reddit for 2%.
– Reported by eMarketer
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| | MBPT Spotlight | New Turner Planning Tool to Help Agencies Evaluate, Adjust Spending
By John Consoli
Turner Broadcasting is partnering with MarketShare to introduce a new predictive analytics planning tool for media agencies and their clients that will help brands more effectively buy across all of the company's TV networks and digital properties.
Turner Incite, Powered by MarketShare will be available for clients to use across multiple categories in conjunction with the 2015-16 upfront buying season. Turner Incite will allow media agencies and marketers to look at current media spending on all Turner properties, evaluate performance and reallocate dollars as necessary to increase effectiveness.
The new tool goes beyond industry metrics such as viewership and engagement, which Turner says measures viewer interaction with ads but not advertising's impact on sales. The company adds Turner Incite will be unique in alerting agencies and brands not only to which Turner networks are working for them, but also networks that are not as efficient.
Turner Broadcasting sales president Donna Speciale says the company is OK with that disclosure since the overall goal is to help agencies and clients achieve better sales results. She adds Turner Incite may also show the effectiveness of some Turner networks that marketers are not currently using.
"In our testing, we did find clients who were spending too much on one of our networks and not enough on another," Speciale says. "So in that case, adjustments can be made. I'm hoping that some clients who have never advertised on CNN, for example, can use Turner Incite and actually see how they can benefit from it."
Which two advertiser categories did Turner and MarketShare choose for testing of Turner Incite? How has Turner expanded the scope of its viewer targeting tool, Targeting Now?
For more, click HERE
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| | Fates & Fortunes | • TIM O'CONNOR was named publisher for Meredith's Shape magazine. Meredith recently acquired Shape from American Media and combined it with its Fitness title to create the new Shape. O'Connor was most recently managing director of Meredith's corporate sales group. He also previously served as associate publisher of InStyle, Vogue and Glamour.
• STEVE ORENSTEIN has joined independent creative agency Mistress in the newly created position of chief operating officer. He was most recently chief operating officer at 72andSunny and has a long career in the agency business dating back to 1971 with his first position at Y&R.
• DANIEL FLOYED and MARTIN BROOKS will head up a new unit of Havas Worldwide called Club Havas Partnership in London. It is a collaboration of Havas Worldwide London and Havas Work Club. The goal is to create better cross-agency synergy for clients. At the same time, RUSS LIDSTONE, CEO of Havas Worldwide London, is departing. He had held the post since 2009. Floyed was most recently global brand director at Havas Worldwide London, while Brooks was most recently co-chief executive of Havas Work Club.
• LUIS CARLOS VELEZ has joined Telemundo as executive VP of network news. He was most recently anchor and news director at Caracol Television in Colombia. Prior to that, he was an anchor and reporter for CNN International based in New York.
• PAUL PASTOR was named executive VP, network strategy, revenue and operations at Discovery Channel. He was previously senior VP, strategy and consumer analytics for the Disney/ABC Television Group.
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| | What They're Watching | BROADCAST RATINGS
CBS Leads Tuesday With 'CSI' and Reruns of 'NCIS'
CBS reruns ruled Tuesday night. Repeat episodes of NCIS and NCIS: New Orleans along with a new CSI tied Fox's MasterChef Junior (down 11% from last week) as the evening's top broadcast offerings. CBS was No. 1 among the broadcasters. Fox finished second, airing comedy reruns in its second hour. ABC came in third; its Marvel's Agent Carter was down 13% from its last original episode—one-tenth of a point below its lead-in, a rerun of Shark Tank. NBC aired back-to-back episodes of Parks and Recreation, with the first even with last week's 8 p.m. episode and the latter down one-tenth of a point from last week's 8:30 p.m. episode. Marry Me stayed even and About a Boy was down a tenth of a point. NBC tied The CW for fourth place. On the latter, The Flash and Supernatural were each down one-tenth.
For more, click HERE
CABLE RATINGS
'Love & Hip Hop', 'WWE Raw' Tie on Monday
VH1 and USA both drew a 1.5 rating with adults 18-49 at 9 p.m. Monday to lead cable. The VH1 reality show had 2.8 million viewers while Raw pulled in 4.7 million viewers at 9. The other two hours of wrestling-8-9 and 10-11 p.m.-had a 1.4 in the demo. VH1's Black Ink Crew had a 1.1 rating and 2.1 million viewers. The second night of History's Sons of Liberty netted a 0.7 rating and 2.8 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, January 27
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS (R) | 1.6 | 12.8 | | FOX | MASTERCHEF JUNIOR | 1.6 | 5.0 | | ABC | SHARK TANK (R) | 1.4 | 5.6 | | NBC | PARKS AND REC (8)
PARKS AND REC (8:30) | 1.4
1.3 | 3.5
2.9 | | CW | THE FLASH | 1.3 | 4.0 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS: NEW ORLEANS (R) | 1.6 | 11.6 | | ABC | MARVEL'S AGENT CARTER | 1.3 | 4.5 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.2 | | NBC | MARRY ME (9)
ABOUT A BOY (9:30) | 0.7
0.8 | 2.2
2.8 | | FOX | NEW GIRL (R) (9)
THE MINDY PROJECT
(R) (9:30) | 0.8
0.7
| 2.1
1.7
| | CW | SUPERNATURAL | 0.8 | 2.1 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | CSI | 1.6 | 10.3 | | UNIVISION | LA MALQUERIDA
| 1.1 | 2.6 | | NBC | CHICAGO FIRE (R) | 0.8 | 3.6 | | ABC | FOREVER (R) | 0.7 | 3.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • History Rolling on the River
Mississippi Men, which follows the real-life drama of folks whose livelihood is dependent on the mighty river, premieres on History (10 p.m.). Among those profiled are a tugboat captain; two fishermen looking to open a seafood business; a corporate worker who gave up that life and now travels down the river on a homemade raft, enjoying life; and a 90-year-old treasure hunter. The upshot: Don't bet against History channel. Some may have scoffed when the network introduced series such as Swamp People and Ax Men, but several million viewers watch them each week. Mississippi Men should also do well.
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| • It's No Secret FX Has High Hopes for 'The Americans'
The Americans, about married KGB spies posing as Americans in suburban Washington, D.C., during the 1980s, is back for its third season (10 p.m.) starring Kerri Russell and Phillip Rhys. The upshot: The show has been critically acclaimed and the network is promoting the heck out of the upcoming season. The promos are needed, since The Americans has not been a major draw for FX. Last season the series averaged 1.3 million viewers and a 0.5 18-49 demo rating, down from its first season when it drew 3.2 million for the series premiere.
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| • Suits' Back on Display
The popular USA drama centered around a Manhattan law firm, starring Gabriel Macht, returns from hiatus to air its final six episodes of season 4 (10 p.m.). Suits averaged about 2.6 million viewers and a 0.8 18-49 demo rating for its 10 episodes last summer. The upshot: The series still maintains a relatively strong following and has already been renewed for season 5.
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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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