| Today's Top Stories | | #1 | Google Names Programmatic Partners, Promises Video Ad Transparency
| | | The search engine says 30 media companies and 20 brand advertisers have agreed to transact via its Google Partner Select service that allows marketers to buy ads in premium online video content. Media companies include CBS Interactive, Fox News, Discovery Communications, Scripps Networks, Rodale and Rolling Stone. Brands that have committed to buying via the service include Allstate and BMW. Google will also tell advertisers what percentage of their video ads on YouTube are at least 50% in view.
Why This Matters: With much low-quality and fraudulent video ad inventory on many exchanges, Google is hoping its ad transparency policy is a pitch that resonates with marketers.
Three Takes: MediaPost | WSJ | Ad Age
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| | #2 | Pepsi Bypasses Omnicom Agencies For Latest Global Commercials
| | | The cola brand will rely on two smaller independent agencies for the next evolution of its "Live for Now" campaign, bypassing its Omnicom agencies such as TBWA/Chiat/Day and BBDO, Ad Age reports. The ads will also not include big-name celebrities, such as Beyoncé, as they have in the past. The two agencies handling creative are Lloyd&Co and Moondog, both based in New York.
Why This Matters: Pepsi says it wants to air some commercials "with relatable consumers" and to also spread its creative work around to agencies of all sizes. This is not a first for Pepsi—independent agency Mekanism did a 2014 Super Bowl ad for the company.
A Take: Ad Age
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| | #3 | NBC 95% Sold Out Of Super Bowl Ad Inventory
| | | With less than a month to go before kickoff, the network has a few avails left for the big game. Seth Winter, executive VP, sales and marketing at NBC Sports Group says there are 15 new advertisers in the telecast this year. Among them are some newcomers such as Avocados from Mexico, glue-maker Loctite and smartphone accessories maker Mophie.
Why This Matters: While Winter acknowledges that Super Bowl ad sales have lagged behind the past few seasons and lots of automakers are bypassing the telecast this year, it is not unusual for the televising network to hold back a few units that can be sold closer to game time, possibly at higher prices than the going rate.
Two Takes: Ad Age | B&C
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#4 Pandora Jewelry Picks New Agencies Maxus (Media), Gray New York (Creative) (Adweek)
#5 7-Eleven Names T3 As Digital Agency (MediaPost)
#6 Why McDonald's Should Not Be Like Shake Shack (NYT)
#7 Clydesdale/Puppy Combo Will Again Star In A Budweiser Super Bowl Spot (Ad Age)
#8 Kirstie Alley Reunites With Jenny Craig For Marketing Campaign (MediaPost)
#9 The Shady Side Of Influencer Marketing (Digiday)
#10 Justin Bieber Becomes Calvin Klein Underwear Model (THR)
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|  | • 221.3
Unique visitors in thousands who engaged with U.S. luxury auto brand Facebook pages in September 2014, according to Shareablee. For non-luxury U.S. auto brands, the unique engagement number in thousands was 71.5.
– Reported by eMarketer
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| | MBPT Spotlight | In-App Native Ads Drive Revenue for Video Streaming Services
By Sigal Bareket, CEO, Taptica
Native advertising is nothing new to most advertisers. The concept has been around a long time—advertorials, sponsored articles and content integration are all iterations of what is now called "native" advertising. It's a well-established industry buzzword.
But the sudden rebirth of this tactic has seemingly created a gold mine of success for mobile advertisers, and it's being further enabled by the evolution of today's media buying and hyper-targeting technologies. Gaming app advertisers were the first to catch on and now we are seeing more music streaming services use this method to further engage their users within their mobile apps.
So what does this mean for cable and broadcast networks looking to expand their mobile streaming services? Now is the time to take full advantage. As the popularity of content apps such as HBO Go, WatchESPN and AMC continue to rise in popularity on mobile devices, it makes sense to optimize your mobile advertising program.
What do the latest stats say about how much native ads are capturing the attention of app users and leading to greater revenue? And what are some possible ways to better use native advertising for targeting in broadcast and cable mobile apps?
For more, click HERE
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| | Fates & Fortunes | • MARYAM BANIKARIM was named global chief marketing officer at Hyatt Hotels, succeeding John Wallis who will take on a new role with the company. Banikarim was most recently senior VP, chief marketing officer at Gannett. Prior becoming Gannett's first CMO four years ago, she was a senior VP for Integrated Sales Marketing at NBCUniversal and was among those who spearheaded the marketing initiatives Women at NBCU, Green is Universal, and Healthy at NBCU. She also served as chief marketing officer at Univision, and held positions at Turner Broadcasting and at Young & Rubicam.
• STEVEN GRACIANO was appointed VP of marketing at NFL Network. He was previously VP of marketing and communications at Fox Deportes. Prior to that he held positions at ESPN International and the NBA.
• DAVID DECKER was promoted to executive VP of cable and subscription-video-on-demand sales at Warner Bros. Domestic Television Distribution. Decker, a 10-year veteran at Warner Bros., replaces Tom Cerio. Decker was most recently executive VP of business and legal affairs, Warner Bros. Worldwide Television Distribution, a new position created last year. Prior to that, he had been executive VP, business and legal affairs for WBDTD and Telepictures beginning in 2009. Before joining Warner Bros., Decker spent six years at Stone Stanley Entertainment and before that held positions at Buena Vista Television and Paramount Pictures Network Television.
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| | What They're Watching | BROADCAST RATINGS
'Agent Carter' Debuts Below 'S.H.I.E.L.D.'
ABC's newest series from its corporate cousin Marvel got off to a disappointing start on Tuesday as the two-hour debut of Agent Carter premiered 10% below what Agents of S.H.I.E.L.D.—whose time slot it's occupying until S.H.I.E.L.D. returns in March—drew for its premiere in the fall. But the 1940s-set series, which sees Hayley Atwell reprise her role from the Captain America films, drew one million more total viewers than S.H.I.E.L.D. ABC finished second overall on the night, with Forever at 10 p.m. even with its last new episode. CBS led the night with NCIS rising 17%, NCIS: New Orleans improving 32%—matching its series high—and Person of Interest gaining 31%. Fox was in third as MasterChef Junior matched its fall premiere, New Girl returned even with its last episode and The Mindy Project fell a tenth in its 2015 debut. NBC came in fourth. Following repeats of Parks & Recreation at 8 p.m., Marry Me tumbled 33% to a series low, while About a Boy fell 11%, also a series low for the sophomore comedy. At 10 p.m., Chicago Fire was even with its last new episode. The CW rounded out the night with repeats.
For more, click HERE
CABLE RATINGS
College Football Playoffs Win Big on Thursday
ESPN's College Football Playoff games led Thursday, with the Sugar Bowl taking the top spot. Ohio State's win over No. 1 Alabama drew an 8.9 rating with adults 18-49 and 28.3 million viewers. The Rose Bowl on the net came in second with an 8.7 in the demo and 28.2 million viewers. SportsCenter following the bowl games had a 1.2 rating and 4 million viewers. Lifetime's Little Women: LA was the top original non-sports cable show of the night with a 0.6 rating and 1.5 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, January 6
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS | 2.8 | 19.5 | | ABC | MARVEL'S AGENT CARTER | 2.0 | 7.4 | | FOX | MASTERCHEF JUNIOR | 1.8 | 5.3 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.3 | | NBC | PARKS AND REC (R) (8)
PARKS AND REC
(R) (8:30) | 0.9
0.8
| 2.9
2.1
| | CW | THE FLASH (R) | 0.5 | 1.3 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS: NEW ORLEANS | 2.5 | 17.3 | | ABC | MARVEL'S AGENT CARTER | 1.8 | 6.3 | | UNIVISION | LA MALQUERIDA
| 1.3 | 3.3 | | FOX | NEW GIRL (9)
THE MINDY PROJECT (9:30) | 1.5
1.0
| 3.2
2.2
| | NBC | MARRY ME (9)
ABOUT A BOY (9:30) | 0.8
0.8 | 2.0
2.7 | | CW | SUPERNATURAL (R) | 0.4 | 1.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | PERSON OF INTEREST | 1.7 | 10.0 | | NBC | CHICAGO FIRE | 1.7 | 6.7 | | ABC | FOREVER | 1.1 | 4.9 | | UNIVISION | LA MALQUERIDA
| 0.8 | 2.1 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • CBS Looks For 'People's Choice' To Be Viewers' Choice
CBS will again televise the awards show (9 p.m.) live from the Nokia Theatre in Los Angeles, hosted this time by Anna Faris and Allison Janney, stars of the net's sitcom Mom. Among the attendees: Anthony Anderson, Olivia Munn, Gabrielle Union, Viola Davis, Robert Downey Jr., Dax Shepard and Betty White. Performers include: Lady Antebellum, Iggy Azalea and Fall Out Boy. The upshot: The People's Choice Awards drew 10.2 million viewers and a 2.3 18-49 demo rating last year; the demo number was the telecast's lowest in six years, down 15% from the previous year.
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| • A&E Serves Up Fresh Night Of 'Wahlburgers'
The second season of reality hit Wahlburgers returns (10 p.m.), leading into new series Donnie Loves Jenny (10:30). The latter series follows Wahlburgers costar Donnie Wahlberg and his new wife Jenny McCarthy; the hour-long premiere focuses on their wedding. A&E also offers up fresh episodes of Duck Dynasty (9:30 p.m.). The upshot: Wahlburgers shot out of the gate in its first season, averaging 3.7 million viewers for its first three episodes before interest slowly started to wane. For the season's 18 episodes it averaged a still-solid 2.1 million viewers, but its last two episodes averaged only 900,000 and 1.2 million.
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| • Fox Hoping To Build An 'Empire'
The struggling broadcaster will premiere new drama Empire (9 p.m.) leading out of the return of American Idol for its 14th season (8 p.m.). Empire stars Terrence Howard and Taraji P. Henson and focuses on a family dynasty within the music business. The upshot: Despite not being the ratings powerhouse it once was, Idol still averaged around 10 million viewers and a 2.6 18-49 demo rating last season, and if Empire can keep 80% of the Idol audience, it could be a success. Empire is premiering with limited commercial interruption.
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