| Today's Top Stories | | #1 | ESPN Getting Up To $1M Per Commercial For College Championship Game
| | | The Jan. 12 primetime game between Oregon and Ohio State is costing advertisers between $800,000 and $1 million for a 30-second spot, according to media reports quoting anonymous buyers. And many large advertisers are jumping in. Among the 15 major sponsors are Taco Bell, Northwestern Mutual, AT&T (the presenting sponsor of the game) and Dr Pepper—sponsor of the national championship trophy.
Why This Matters: It's all about the ratings. The two national playoff semifinal games on ESPN were the most-watched telecasts ever on cable, averaging just north of 28 million viewers each. And it's a quality audience. MagnaGlobal data finds that for regular-season college football, 43% of viewing homes earn more than $75,000 a year, while 30% earn over $100,000.
Two Takes: WSJ | Ad Age
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| | #2 | Initiative To Handle GoDaddy's Media Buying, Strategy, Analytics
| | | The Web-domain company previously handled its media buying in-house, but is now farming it out to Initiative's Los Angeles office. GoDaddy, known for its Super Bowl advertising, spent $21.4 million on U.S. media in 2013 and $23 million through Sept. 2014, according to Kantar Media. Next month it will advertise in its 11th consecutive Super Bowl.
Why This Matters: Chief marketing officer Barb Rechterman told Ad Age, "We work with agencies that 'get us' and understand who we are here to serve. With Initiative on our team, we can better target potential customers wherever they are and however they may be consuming media."
Two Takes: MediaPost | Ad Age
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| | #3 | Adidas Launches Star-Studded Brand Campaign For Originals Brand
| | | The first spot as part of a yearlong campaign, is black-and-white and 90 seconds long and features Pharrell Williams, David Beckham, Rita Ora, and Damian Lillard, who talk about what it means to be a superstar, Ad Age reports. The creative is being handled by Johannes Leonardo and the campaign includes online video, print, social, digital and outdoor.
Why This Matters: The goal of the campaign is to relaunch the sneaker brand, which started off as a basketball sneaker in 1969 and was made famous by Run-D,M.C. in the 1980s when it became synonymous with hip-hop culture.
A Take: Ad Age
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#4 Starcom MediaVest Group Unveils New Global Operating Structure (MediaPost)
#5 Attempts To Scale Native Advertising Might Not Be Helping (Digiday)
#6 Under Armour Puts Faith In New Stephen Curry Basketball Shoe (Ad Age)
#7 TV/Digital Convergence Slow But GroupM's Gotlieb Believes It Will Happen (MediaPost)
#8 Four CES Trends On Marketers' Minds (Ad Age)
#9 Whirlpool Plans Virtual Reality Push (Adweek)
#10 Discovery Plans More Scripted Programming (B&C)
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Percentage of U.S. social networkers who used Instagram in 2014, up from 24% in 2013 and from 15% in 2012, according to a study by Frank N. Magid Associates.
– Reported by eMarketer
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| | MBPT Spotlight | Ford's 2015 Trend Report Explores Generation Z And Their Influence On Brands Going Forward
By John Consoli
Many marketers and their media agencies are understandably focused on 18-34-year-old millennials, and developing strategies to lure them in as customers. But Ford's 2015 Trend Report also offers up a compelling picture of generation Z, and how these youngest consumers, the oldest of whom are in their teens, are already inspiring attitudes and behaviors among older folks that are impacting the sale of merchandise across categories.
The report, the motor company's third annual, offers insights beyond generation Z and provides a look at trends expected to influence products and brands for the year ahead, rolling out a wide assortment of data that paints a picture of the thinking that motivates each demo group. But it zeroes in on gen Z, pointing out that the demo coming right after millennials in terms of age will total more than 2 billion and account for more than 20% of the world's population this year. More pointedly for marketers, they're also the first global generation that was born into an on-demand, technology-driven culture.
"The emerging gen Z consumer is already inspiring attitudes and behaviors in consumers of all ages," says Sheryl Connelly, Ford global consumer trend and futuring manager. "We saw similar traits with millennials, but gen Z consumers—being much more connected and aware of the options available to them—are the global go-getters who have a link to each of our 10 micro-trends for 2015."
What are those 10 micro-trends the report cites for 2015? And what are the premier developments the automaker is working on for its own future models?
For more, click HERE
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| | Fates & Fortunes | • WENDY CLARK, senior VP, global sparkling brand center at Coca-Cola, is taking a three-month absence. Ad Age reports that a Clark memo to her staff says she is taking time off for a "passion project." Ad Age further quotes sources as indicating it may involve working for Hillary Clinton as she decides whether to run for president. The unpaid leave of absence will be until March 31, according to a Coca-Cola statement. During her absence, Clark's team will report directly to Sandy Douglas, president of Coca-Cola North America.
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| | What They're Watching | BROADCAST RATINGS
'Idol' Night-Two Premiere Down
The second-night premiere of American Idol was down 30% from last year's second-night debut. Fox was still the night's top-rated broadcast network. CBS' The Big Bang Theory was the top-rated show of the night, up 15% from its last new episode Dec. 11, leading CBS to second place. Mom returned up 22% from Dec. 18 while Two and a Half Men was up 16% from Dec. 18. The McCarthys and Elementary were both up a tenth of a point from their last new episode. NBC finished third as The Biggest Loser was up 44% from its last new episode. Bad Judge was down 27% from Dec. 11 and A to Z was down 25% from its last new episode. Parenthood was up one-tenth of a point from Nov. 20. ABC was in fourth as The Taste was up 29% from last week. The CW rounded out the night with feature film The House at the End of the Street.
For more, click HERE
CABLE RATINGS
'The Haves And The Have Nots' Returns Strong for OWN
Tyler Perry's OWN series The Haves and the Have Nots' season premiere was the top original cable show on Tuesday, drawing a 1.1 rating with adults 18-49 and 3.2 million viewers. History's Curse of Oak Island came in second with a 0.9 in the demo and 2.6 million viewers. Discovery's Moonshiners and Bravo's Real Housewives of Beverly Hills both pulled a 0.8 rating, with audiences of 2.1 million and 1.8 million, respectively.
For more, click HERE
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| Overnight Ratings: Thursday, January 8
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG
THEORY (8)
MOM (8:30) | 4.5
2.8
| 17.8
12.3
| | FOX | AMERICAN IDOL | 2.7 | 10.4 | | NBC | THE BIGGEST LOSER | 1.3 | 5.0 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.4 | | ABC | THE TASTE | 0.9 | 3.3 | | CW | HOUSE AT THE END OF THE STREET (R) | 0.3 | 1.3 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | AMERICAN IDOL | 3.3 | 11.7 | | CBS | TWO AND A HALF
MEN (9)
THE MCCARTHYS (9:30) | 2.2
1.7 | 10.0
7.9 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.5 | | ABC | THE TASTE | 0.9 | 3.1 | | NBC | BAD JUDGE (9)
A TO Z (9:30) | 0.8
0.6 | 3.1
2.0 | | CW | HOUSE AT THE END OF THE STREET (R) | 0.3 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | ELEMENTARY | 1.4 | 8.4 | | NBC | PARENTHOOD | 1.4 | 4.6 | | UNIVISION | LA MALQUERIDA
| 0.9 | 2.3 | | ABC | HOW TO GET AWAY WITH MUDER (R) | 0.7 | 2.6 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Glee' Return May Not Bring Much Cheer
The struggling Fox musical dramedy is back for its sixth and final 13-episode season, beginning with a special two-hour premiere on Friday night at 8. The series will get five new characters this season as creator Ryan Murphy attempts to revitalize the one-time hit. Last season Glee averaged just 4.4 million viewers and a 1.6 18-49 demo rating leading out of American Idol on Thursday nights. During the second half of its season, Fox moved it to Tuesday night at 8 and it did much worse, ending by averaging only 3.1 million viewers and a 1.1 in the demo. The upshot: Fox is under contract to air the final season but it's doing Murphy no favors by scheduling it on Friday night—not only a lower TV viewing night, but also when much of Glee's target millennial audience is out.
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| • 'Cold Justice' Could Heat Up TNT Fridays
The unscripted procedural drama premieres its third season Friday night at 9, continuing the work of looking into long-unsolved murder cases. The results are good: 15 arrests, 8 criminal indictments, 4 confessions and 2 guilty pleas. The upshot: The ratings for Cold Justice aren't bad either—1.5 million viewers, which is good for a Friday night original cable series.
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| • Awards Season Hits Next Gear With the 'Globes' On NBC
The awards program honoring the best in film and television as selected by the Hollywood Foreign Press Association will be televised by NBC live from The Beverly Hilton Hotel, Sunday night at 9 p.m. It'll be hosted for the third consecutive year by Amy Poehler and Tina Fey, both of whom have strong ties to the network. George Clooney will be honored with the Cecil B. DeMille award for "outstanding contributions to the world of entertainment." The upshot: Last season the show was a winner for NBC, pulling in 21 million viewers and a 6.5 18-49 demo rating, its highest total in seven years.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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