| Today's Top Stories | | #1 | CNBC Will No Longer Use Nielsen Ratings Data
| | | The financial news cable network says it is dropping the audience measurement service because it does not include out-of-home viewing in its ratings. CNBC will instead begin using Cogent Reports, which will provide advertisers with targeted consumption metrics against CNBC's primary business daytime audience. "Nielsen has never measured us accurately," network president Mark Hoffman told The Wall Street Journal. "If we can't count the people the right way, we can't get paid the right way."
Why This Matters: While many networks have expressed frustration with Nielsen's lack out-of-home limits, CNBC is the first to totally drop the service. Counting out-of-home viewing is of major importance to CNBC. According to Nielsen, in 2014 the network only averaged 177,000 viewers daily from 9:30 a.m. to 5 p.m., down 13% from 2013.
Three Takes: WSJ | B&C | MediaPost
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| | #2 | Major Marketers Continue To Jump on Snapchat Ad Bandwagon
| | | McDonald's was the latest to advertise "promoted posts" and "sponsored stories" on the mobile social network, joining brands such as Amazon, Hollister, Macy's, Samsung and Universal Pictures, Digiday reports. Snapchat founder and CEO Evan Spiegel says the platform will now have to scale its ad sales team to meet demand.
Why This Matters: "It's pretty impressive," says Matt Heindl, senior director of social media marketing at Razorfish. "A year ago it was, 'Wow, you have that creepy thing on your phone?' This year people are saying, 'We have to try it.'" Adds Jordan Bitterman, chief strategy officer at Mindshare, "Brands with big budgets are going after [millennials] endemic to the Snapchat platform."
A Take: Digiday
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| | #3 | Doritos Reveals 'Crash The Super Bowl' Commercial Contest Finalists
| | | The annual contest for independent filmmakers to try their hand at creating a spot for the year's biggest TV event received 4,900 submissions from 29 countries and the snack brand has narrowed it down to 10 finalists. Fans now have until Jan. 28 to vote online to pick the winner, who gets a $1 million prize and a contract job with Universal pictures. Doritos will pick a second submission and both will air during the Super Bowl.
Why This Matters: The contest is in its ninth year and annually brings in a sizable amount of publicity for the Doritos brands.
Three Takes: Adweek | Ad Age | MediaPost
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#4 Verizon Approaches AOL About Possible Joint Venture (Bloomberg)
#5 Microsoft Buys First Sporting News Homepage Takeover Mobile Ads (Adweek)
#6 WPP Invests In New Sports Marketing Agency (Ad Age)
#7 Steven Tyler To Perform At Miller Lite's 'Rolling Stone' Super Bowl Party (WSJ)
#8 Healthcare Startup Launches First TV Commercial In NY/NJ Market (Adweek)
#9 TurboTax Returns To Super Bowl For Second Consecutive Year (Ad Age)
#10 WebMD Courts Advertisers With New Robin Roberts Series (WSJ)
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Percentage of U.S. marketing executives who say they create content for Twitter on the same day it runs, according to research by Percolate. That compares to 14% who say they create same-day content to run on Facebook.
– Reported by eMarketer
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| | MBPT Spotlight | ZenithOptimedia Study Offers Brands Insights Into Millennial Consumers
By John Consoli
Most marketers love millennials, so it's not surprising that more media agencies are conducting studies to find out how their clients can best reach this preferred group of younger consumers.
The latest to release a study is ZenithOptimedia, which used several research methodologies to gather data from 6,000 adults 18-34 in major cities in 10 countries worldwide. Titled The Pursuit of Happiness: Creating Meaningful Brand Experiences For Millennials, the study presents an overview on what matters to today's young adults and offers brand imperatives necessary to meeting their needs and expectations.
The basic premise of the study is that understanding consumer happiness is critical to brand engagement; the data finds that millennials "have a fundamentally different approach to achieving happiness compared to previous generations, which has profound implications for brand marketing."
The study found that since many millennials lack either the funds or the financial security needed to pursue several of their goals, large numbers of them are having to impose far higher levels of control on their lives. The study also found that millennials shun the "free spirit" goals of baby boomers and have a completely different understanding of what constitutes adulthood.
What other conclusions are made in the study about millennials' values? And what are the seven pieces of advice marketers should follow if they want to win over millennials as consumers of their brands?
For more, click HERE
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| | Fates & Fortunes | • LYNN POWER was named president of J. Walter Thompson New York and CLAIRE CAPECI was promoted to the newly created position of global retail president. Power replaces Peter Sherman who left the agency a little over a year ago. She was previously managing director of the New York office and has corun the office with managing director Capeci. Power has been with JWT for one year and previously spent five years at Arnold New York.
• SARA BAMBER was named head of strategy at Arnold New York. She was most recently chief strategy officer at FCB New York. Prior to that she was global strategy chief for the Coca-Cola account at SapientNitro and has also held positions at Ogilvy London, BBDO Toronto, TBWA/Chiat/Day, Anomaly and Merkey + Partners.
• STEVE WEINSTEIN was named VP and general manager of WEWS Cleveland, a Scripps station. He was most recently general manager of Scripps station KERO-KZKC Bakersfield. He has been with the Scripps organization for more than 10 years and succeeds Sam Rosenwasser at WEWS.
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| | What They're Watching | BROADCAST RATINGS
'Bachelor' Premieres Down
ABC was the night's top-rated broadcaster as The Bachelor premiered down 19% from last season's opener. Fox's Gotham returned from its midseason break as the night's highest rated broadcast show, up 9% from its last original episode on Nov. 24. Sleepy Hollow was up one-tenth of a point from its most recent new episode on Dec. 1. Fox finished third among the broadcasters. On CBS, 2 Broke Girls was up 14% from its last new episode on Dec. 15 while Mike & Molly was up 22% from last week. Scorpion gained 20% and NCIS: Los Angeles was up 19% from Dec. 15. State of Affairs followed out of Celebrity Apprentice on NBC, shedding 52% of its lead-in and staying even with its last new episode. NBC took fourth place. The CW rounded out the night with reruns.
For more, click HERE
CABLE RATINGS
Fans See Orange As ESPN's Bowl Day Leads Wednesday
ESPN's Orange Bowl showing led Wednesday as Georgia Tech's win against Mississippi State drew a 2.6 rating with adults 18-49 and 8.9 million viewers. The Fiesta Bowl on the net came in second with a 2.2 in the demo and 7.4 million viewers. The Peach Bowl earlier in the day had a 1.5 rating and 5 million viewers. SportsCenter following the day of bowl games drew a 0.6 in the demo and 1.4 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, January 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | GOTHAM | 2.5 | 6.9 | | CBS | 2 BROKE GIRLS (8)
MIKE & MOLLY (8:30) | 2.4
2.3 | 9.1
9.5 | | ABC | THE BACHELOR | 2.0 | 7.3 | | NBC | CELEBRITY APPRENTICE | 2.0 | 6.5 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.2 | | CW | THE ORIGINALS (R) | 0.3 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | SCORPION | 2.4 | 12.1 | | ABC | THE BACHELOR | 2.3 | 7.7 | | NBC | CELEBRITY APPRENTICE | 2.1 | 6.6 | | FOX | SLEEPY HOLLOW | 1.6 | 4.5 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.4 | | CW | JANE THE VIRGIN (R) | 0.3 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELOR | 2.4 | 8.1 | | CBS | NCIS: LOS ANGELES | 1.9 | 11.6 | | NBC | STATE OF AFFAIRS | 1.0 | 4.5 | | UNIVISION | LA MALQUERIDA
| 0.9 | 2.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Cougar Town' Pops Cork On Last Season
The Courteney Cox sitcom returns for its sixth and final go-round (10 p.m.), having aired on TBS since its fourth season after being dumped by ABC. Last season it averaged 1.5 million viewers and a 0.6 18-49 demo rating. The upshot: Popularity of Cougar Town has steadily waned since drawing 2 million viewers and a 1.0 demo rating in its first season on TBS. It did draw 1.9 million for its fifth season premiere, so it may get a sizable number this time around as well.
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| • Marvel-ous 'Agent Carter' Reports For Duty On ABC
The network premieres Marvel's Agent Carter (9 p.m.) in the time period that was filled by Marvel's Agents of S.H.I.E.L.D. in the fourth quarter (it is currently on hiatus). The drama revolves around Peggy Carter (Hayley Atwell, who plays the role in the popular Captain America films), who is recruited to work on secret missions in the post-war 1940s. The upshot: Agent Carter should draw some of the Agents of S.H.I.E.L.D. audience, although it may lose some of that series' heavy male viewership. Agents of S.H.I.E.L.D. averaged only 4.8 million and a 1.7 in the 18-49 demo in the fourth quarter, which may not bode well for Agent Carter.
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| • Kid Chefs Again Compete On Fox
Season three of the Gordon Ramsay reality competition show MasterChef Junior returns (8 p.m.) with a new group of 8-to-13-year-olds showing their culinary ability as they face-off against each other in weekly cooking challenges. This junior version of Fox's MasterChef averaged 4.7 million viewers and a 1.7 demo rating in its recently completed second season. The upshot: Season 1 aired on Fridays and averaged 4 million and a 1.4 demo rating, so moving it to Tuesdays gave it a slight bump in viewership.
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