| Today's Top Stories | | #1 | Facebook Offers Advertisers Super Bowl Audience Of Its Own
| | | The social network is putting together a pool of users who have shown an interest in the big game; starting Wednesday it will track the status updates and comments people post on the site for keywords related to the Super Bowl, Ad Age reports. It will anonymously add those folks to more than 50 million people who interacted with Super Bowl-related content on Facebook last year. Advertisers can buy ads against that audience leading up to and during the game.
Why This Matters: Everyone wants to get in on Super Bowl ad spending by marketers. Facebook is hoping to lure Super Bowl TV advertisers who want to reinforce those buys, while giving smaller marketers a chance to get involved in reaching the game day audience at a lesser price.
A Take: Ad Age
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| | #2 | New Kellogg's Campaign Aims To Open Dialogue With Consumers
| | | The cereal brand is promoting a new U.S. website, OpenForBreakfast.com, where it wants to create an open forum to "hear what's on peoples' minds and share stories about Kellogg's branded food." The company is promising its reps will be available for "deeper, real-time conversations about the way we can continue to improve." Kellogg's will also use digital media platforms to offer stats and facts about the nutritional benefits of its products.
Why This Matters: Facing lots of new breakfast food competitors, cereal sales are down and Kellogg's is hoping that reaching out to its potential customers in a more intimate way will create good will and get folks to start eating cereal again.
A Take: MediaPost
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| | #3 | Federal Judge Rules Dish's AutoHop Ad Skipper Doesn't Violate Copyright Law
| | | The court also ruled that the Dish Anywhere service is not equivalent to Aereo's streaming TV service, which the Supreme Court has found illegal for sending live programs to subscribers without broadcaster permission.
Why This Matters: Dish is claiming victory, but in actuality, the court granted five of Dish's claims while rejecting four. Fox, which had brought suit against Dish, saw three of its claims granted and three denied. And regarding AutoHop, Dish, in recent deals with TV networks, has been agreeing to disable its use by its subscribers.
Two Takes: Bloomberg | B&C
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#4 Elliott Management Has Slate Ready To Possibly Run For IPG Board Seats (Ad Age)
#5 Snapchat's Marketing And Business Partnerships VP Resigns (WSJ)
#6 Dove Men + Care To Air Refreshed Father's Day Commercial In Super Bowl (Adweek)
#7 Online Trust Alliance Offers Ad Industry Guidelines For Online Security (MediaPost)
#8 Tech Website To Run $700 Super Bowl Ad In One Small Montana Market (NYT)
#9 Some Agencies Experimenting With Podcasts (Digiday)
#10 ComScore Says It Can Measure Video Audiences Across All Digital Platforms (WSJ)
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Total U.S. holiday retail sales in 2014, in billions of dollars, according to updated data from the National Retail Federation. That's up from the $601.8 billion recorded in 2013.
– Reported by eMarketer
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| | MBPT Spotlight | Brand Keys 2015 Super Ad Engagement Survey Predicts Big Winners To Include Pepsi, Dove, GoDaddy, WeatherTech
By John Consoli
The 2015 Brand Keys Super Bowl Ad Engagement Survey is predicting that only 46% of the 26 brands that have been identified as running commercials in this year's game will score big among consumers. That's slightly lower than the historical average of 50% for the study, now in its 13th year.
Among the brands identified as the most likely to both entertain and engage consumers are BMW, Doritos, Dove Men + Care, GoDaddy, Mercedes, Nissan, Pepsi, Skittles, Snickers, Toyota, WeatherTech and Paramount Pictures for Jurassic World.
According to consumers' perceptions and social networking data, brands assessed to be highly entertaining but with low engagement potential include Budweiser, Coca-Cola, McDonald's, Mophie and Lexus.
Brands that consumers perceive will not be entertaining and offer low engagement include Carnival Cruise Lines, Avocados Mexico, Kia, Nationwide, TurboTax, Wix.com and Loctite.
Robert Passikoff, Brand Keys founder and president, says all the commercials will be seen by a large audience, and brands are all hoping their spots will be creative successes, generate big buzz and get lots of exposure via social media. However, all those criteria are less important than emotional brand engagement, which Passikoff says is the one indicator that consumers may actually go out and purchase the product. And those brands that scored high in both perceived entertainment and perceived emotional engagement will be the big winners during the Super Bowl.
How does the study go about doing its measurements? And what does Passikoff say about the gulf between entertainment and engagement?
For more, click HERE
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| | Fates & Fortunes | • JAY ALTSCHULER has joined Samsung, where he will oversee global media planning and buying. This comes according to a report in Ad Age. Altschuler was most recently director of global media innovation at Unilever. Altschuler has extensive media agency experience; prior to joining Unilever in 2006 he was VP, group director at PHD, and before that was an associate media director at Starcom.
• JEFFREY FISHER was named general manager of WEVV Evansville, Ind., the CBS and Fox affiliate. He was previously director of sales at rival stations in the market, WEHT-WTVW.
• ANDREW LACK was installed as CEO, ad director of the Broadcasting Board of Governors, a newly created post by the federal agency that oversees U.S. government-supported civilian international media outlets. In this role, Lack will oversee Voice of America, Radio Free Europe/Radio Liberty, Radio Marti, TV Marti, Radio Free Asia and the Middle East Broadcasting Networks. Lack was chairman of Bloomberg Media Group until July 2013 and has also served as chairman of Sony Music Entertainment and president of NBC and NBC News.
• IAN SOHN was named senior VP of client engagement at Razorfish. He will work out of the agency's Chicago office. He was most recently executive VP and director of emerging platforms and partnerships at Ogilvy & Mather. Sohn had been with Ogilvy since 2007 and prior to that was with Nokia. Also at Razorfish, CHRISTIAN BARNARD has joined as group VP of client engagement. He will work out of Austin, Texas. He was previously a VP at SapientNitro.
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| | What They're Watching | BROADCAST RATINGS
'MasterChef Junior' Holds Steady
Fox's MasterChef Junior was the highest-rated entertainment program on an evening when the major networks preempted the latter parts of their primetime schedule for President Obama's State of the Union address. MasterChef Junior was even with last week's premiere rating. Viewership numbers for the State of the Union will be available later in the day. NBC's Parks and Recreation was down one-tenth of a point. ABC and CBS aired reruns prior to the State of the Union. The CW's Supernatural and The Flash returned from midseason breaks with the former down 13% from its last original episode and the latter staying even.
For more, click HERE
CABLE RATINGS
Atlanta 'Housewives' Ties With 'Fight Night'
Bravo's Real Housewives of Atlanta and Fox Sport 1's UFC Fight Night tied for the top spot in cable on Sunday night, with both programs drawing a 1.4 rating with adults 18-49. The Bravo reality show, down from last week's 1.7, had 3.2 million viewers and the FS1 fight had 2.7 million viewers. ESPN's NFL Countdown pulled a 0.9 in the demo and 2.3 million viewers. Shameless on Showtime was the top-rated premium cable program with a 0.8 rating and 1.8 million viewers. Adult Swim's Mike Tyson Mysteries also had a 0.8 rating, but an audience of 1.7 million. HBO's Girls had a 0.4 in the demo and 800,000 viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, January 20
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | MASTERCHEF JUNIOR | 1.7 | 5.4 | | NBC | PARKS AND REC (8)
PARKS AND REC (8:30) | 1.5
1.4 | 4.1
3.6 | | CBS | NCIS (R) | 1.4 | 11.9 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.4 | | CW | THE FLASH | 1.3 | 3.7 | | ABC | MARVEL'S AGENT
CARTER (R) | 0.8 | 3.2 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.2 | | CW | SUPERNATURAL | 1.0 | 2.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.3 |
Due to the State of the Union address, accurate fast affiliate ratings are not available for ABC, CBS, Fox and NBC after the 9 p.m. hour.
| | TOMORROW'S BIG RATINGS STORIES TODAY | • A Break In the 'Dickering' On History
Season 2 of History's Down East Dickering concludes at 10 p.m. The show follows the locals of rural Maine and other New England states who read the classified ads in Uncle Henry's Weekly Swap or Sell It Guide and then "dicker" to get the best prices on anything from tractor parts to cows. The upshot: Down East Dickering averaged about 2 million viewers and a 0.6 18-49 demo rating leading out of American Pickers on Tuesday nights during its first season. In season 2, it has slipped, averaging 1.6 million viewers and a 0.4 in the demo. But some of that can be traced to its lead-in, which averaged 3.5 million viewers and a 0.9 in the demo last season, but has averaged 2.8 million and a 0.5 demo rating this season.
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| • 'The Mistress' Looks At the Other Woman on Discovery Life
This new reality series on the recently relaunched network is hosted by Sarah Symonds, author and self-proclaimed mistress of Chef Gordon Ramsay, among others (10 p.m.). In each half-hour episode Symonds intervenes in the life of a mistress and tries to get her to realize that living that kind of dead-end lifestyle will only lead to heartache. Says Symonds, "I know firsthand how and why people cheat and I've made it my life's mission to try and stop them." The upshot: Discovery Life general manager Jane Latman says, "Until now, the scandalous topic of mistresses has been relegated to soapy TV dramas and tabloid reality TV. At its heart, this series is truly about redemption, rising above temptation, and helping 'the other woman' become her own woman."
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| • Bravo Series Goes For All-Star Eats
Best New Restaurant (10 p.m.) is hosted by Top Chef judge Tom Colicchio and produced by Gordon Ramsay's production company. It follows 16 restaurant staffs through a series of challenges to measure their competence in various areas of the business. Similar to Top Chef, the winning restaurant will receive an editorial feature in Bon Appetite and a featured spot in the 2015 Vegas Uncork'd food festival. The upshot: The show is based on a Ramsay series in the U.K. titled Ramsay's Best Restaurant. With Ramsay possibly being overexposed on U.S. TV, Colicchio has taken on host duties.
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| Media Buyer & Planner Today
Editorial Team
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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