| Today's Top Stories | | #1 | Viewers Vote Bud's 'Lost Dog' Top Super Bowl Commercial
| | | For the third consecutive year, and thirteenth time in the past 15 years, Anheuser-Busch's Budweiser has won USA Today's consumer-judged Ad Meter as the most liked Super Bowl commercial. An online audience of 6,703 preregistered panelists from across the country voted from a selection of 61 commercials. A stereotype-bashing spot by P&G brand Always titled "Like a Girl" finished second. An ad from mobile gaming company uCool scored lowest.
Why This Matters: The 27th annual Ad Meter continues to offer lots of additional positive exposure for the most-liked commercials following the big game and sometimes can give an unexpected boost to a brand. While Bud's top-rated spot was similar to last year's, feminine hygiene brand Always was a first-time Super Bowl advertiser that ranked unexpectedly high on the list.
Two Takes: USA Today | USA Today
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| | #2 | Nationwide Stands By Spot That Outraged Many Viewers
| | | The controversial Super Bowl commercial featured a young boy speaking about all the life experiences he will never get to do because he's dead. Viewer reaction lit up social media with negative comments. According to online analytics company Amobee, the spot received over 230,000 social media mentions during the game two-thirds of which were negative, with 25% neutral and only 12% positive.
Why This Matters: Give the insurance company credit for producing a powerful commercial about a real-life problem that has people talking about it today. In a statement issued Sunday, Nationwide said it "has been working with experts for more than 60 years to make homes safer. While some did not care for the ad, we hope it served to begin a dialogue [about safety for children]."
Three Takes: USA Today | WSJ | Ad Age
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| | #3 | Wieden + Kennedy Replaces FCB As KFC's Creative Agency
| | | The Yum Brands' fast food restaurant chain is ending a more than 10-year relationship with FCB following a review, Ad Age reports. FCB was formerly the creative agency for Yum Brand Taco Bell but still handles some marketing services duties. The shift was made under KFC's chief marketing officer Kevin Hochman, a former P&G exec who joined the company in 2014. Hochman worked with Widen + Kennedy on various P&G brands while there.
Why This Matters: KFC, Yum Brands' second-biggest ad spender behind Taco Bell, has been investing about $284 million on U.S. measured media annually. However, the loss is offset a bit by FCB recently winning the Michelob Ultra Beer North America creative account.
A Take: Ad Age
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#4 Jeep's Super Bowl Ad Almost Carbon Copy Of Recent North Face Spot (Adweek)
#5 Retailers Prepare For Valentine's Day With Tie-Ins To 'Fifty Shades Of Grey' (NYT)
#6 American Standard Uses 'Bathroom Humor' In New $5M Campaign (Adweek)
#7 Major Advertisers Jumping On Board Vessel Despite Lack Of Mass Audience (Digiday)
#8 Katy Perry's Pepsi Halftime Show Generates More Than 3 Million Tweets (Twitter)
#9 Super Bowl Commercials Included Hashtags; Social Media Got 'Prompts' (Mashable)
#10 Fusion Struggling To Gain Footing With Millennial Audience (Digiday)
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|  | • 76.4
Projected dollars in billions that the U.S. computer and consumer electronics retailers will take in via e-commerce sales in 2015, according to an eMarketer study.
– Reported by eMarketer
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| | MBPT Spotlight | Discovery Takes Upfront To Media Agencies—Annual event dropped for one-to-one approach
By Jon Lafayette
Joe Abruzzese, the respected president of ad sales for Discovery Communications, has been through a lot of upfront presentations. In 2015, Abruzzese says, it's time to make a change.
In recent years, Discovery has held one of cable's highest-profile and jam-packed upfront events. In addition to getting pitches from a dozen Discovery networks in less than two hours, media buyers last year alone encountered marching bands, wild animals and Oprah Winfrey herself before enjoying cocktails.
There will be no big event this spring, Abruzzese says. Instead, Discovery will take its upfront message—"Up-Close and Personal"—to buyers, holding a dozen presentations at media agencies.
"Our total selling approach is geared toward getting closer and closer to clients and what they need," says Abruzzese. "Our business is changing. Whether it's new metrics or programmatic buying or clients trying to get more out of their money or the upfront, it's changing. We've always tried to get in front of things. Sometimes the market comes to us. Sometimes you have to bring the market to the clients."
What additional factors led to this move? And how is Discovery moving its ad sales tech forward through using programmatic ad sales and data?
For more, click HERE (sub needed)
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| | What They're Watching | BROADCAST RATINGS
Super Bowl XLIX Draws Best Overnight Rating on Record
A thrilling conclusion to Super Bowl XLIX helped NBC pull the top overnight number in history, up 4% from last year's game, and the biggest audience in TV history. The rating not only set a record for the game but also matched the 1994 Winter Olympics coverage on CBS that featured rival figure skaters Tonya Harding and Nancy Kerrigan as the highest-ever overnight rating for a sporting event. The halftime show with Katy Perry, Lenny Kravitz and Missy Elliott was 5% ahead of last year's halftime show with Bruno Mars and the Red Hot Chili Peppers. The post-Super Bowl episode of The Blacklist was up 9% vs. last year's lead-out spot (Fox's New Girl) and posted the top post-Super Bowl metered market number since the last time NBC aired the big game and led out with a season premiere of The Voice. Blacklist also had the top overnight for a primetime entertainment telecast since last year's Oscars.
For more, click HERE
CABLE RATINGS
'WWE' Smacks Down Competition on Thursday
Syfy's WWE Smackdown was Thursday's top original cable show with a 0.9 rating among adults 18-49 and 2.9 million viewers. FX's Archer and the season premiere of TruTV's Impractical Jokers followed as both drew a 0.7 rating and 1.2 million viewers at 10 p.m. A&E's The First 48 and TNT's NBA showing both had a 0.6 rating. First 48 pulled in 1.4 million viewers while TNT's Chicago Bulls vs. L.A. Clippers matchup had an audience of 1.2 million.
For more, click HERE
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| Overnight Ratings: Sunday, February 1
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | SUPER BOWL XLIX | 36.2 | 107.2 | | UNIVISION | AQUÍ Y AHORA
| 0.6 | 1.7 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS (R) | 0.4 | 2.4 | | FOX | BOB'S BURGERS (R) (7)
THE SIMPSONS
(R) (7:30) | 0.3
0.5
| 1.0
1.4
| | CBS | 60 MINUTES | 0.3 | 2.8 | | TELEMUNDO | EL EMBUSTERO | 0.3 | 0.7 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | SUPER BOWL XLIX | 35.1 | 102.8 | | UNIVISION | NUESTRA BELLEZA LATINA
| 1.0 | 2.7 | | FOX | THE SIMPSONS (R) (8)
BROOKLYN NINE-NINE (R) (8:30) | 0.7
0.4
| 1.9
1.1
| | ABC | AMERICA'S FUNNIEST HOME VIDEOS (R) | 0.5 | 2.4 | | CBS | NCIS (R) | 0.3 | 2.8 | | TELEMUNDO | EL EMBUSTERO
| 0.3 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | SUPER BOWL XLIX | 33.7 | 96.9 | | UNIVISION | NUESTRA BELLEZA LATINA
| 1.2 | 3.1 | | ABC | SHARK TANK (R) | 0.5 | 2.0 | | FOX | FAMILY GUY (R) (9)
BOB'S BUGERS
(R) (9:30) | 0.5
0.5
| 1.3
1.3
| | CBS | CSI (R) | 0.4 | 3.0 | | TELEMUNDO | TOP CHEF: ESTRELLAS
| 0.2 | 0.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | SUPER BOWL POST GAME (10)
THE BLACKLIST (10:30) | 26.1
11.2 | 72.9
31.4 | | UNIVISON | NUESTRA BELLEZA LATINA
| 1.1 | 2.9 | | ABC | SHARK TANK (R) | 1.0 | 3.3 | | CBS | CRIMINAL MINDS (R) | 0.7 | 4.1 | | TELEMUNDO | TOP CHEF:
ESTRELLAS (10)
SUELTA LA SOPA EXTRA (10:30)
| 0.2
0.1
| 0.4
0.2
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • On History Later: Gator, Then 'Appalachian Outlaws'
History channel returns reality series Appalachian Outlaws for a second season (10 p.m.) with a new lead-in, the sixth-season premiere of Swamp People (9 p.m.) In its first season Appalachian Outlaws, which focuses on the battle in the backwoods of West Virginia among growers and sellers of ginseng, aired on Thursday nights leading out of Pawn Stars. It averaged more than 2.5 million viewers and a 0.9 18-49 demo rating. Now it moves to Mondays, leading out of Swamp People, which follows a group of alligator hunters. Swamp People last season on Monday nights averaged 2.9 million and a 0.9 in the demo. The upshot: History is pairing two series that should have highly compatible audiences. However, in its rookie season, Appalachian Outlaws was bolstered significantly by Pawn Stars, which averaged 4.5 million and a 1.3 demo rating.
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| • Cooking Channel Opens 'Unwrapped' Spin-Off
The long-running Food Network series featuring host Marc Summers offering viewers a look at how their favorite packaged goods foods are made is getting a companion show titled Unwrapped 2.0 that will air on Food's sister net (10 p.m.). Unwrapped 2.0, hosted by Alfonso Ribeiro, applies the same formula to popular snack foods. The upshot: Unwrapped has been airing for nine seasons so there clearly is an audience for this type of programming. And Ribeiro should have a strong core audience following his victory in season 19 of ABC's Dancing With the Stars.
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| • Kid Bakers Compete on Food Network
The short-run Kids Baking Championship Food series puts eight boys and girls through various challenges designed to find the most-impressive and creative baker—and one who can adapt to quick surprises (8 p.m.). Judges and mentors include Duff Goldman, who hosts the adult cake bake competition Duff Till Dawn, also on Food, and actress Valerie Bertinelli. The winner of the competition gets a $10,000 prize. The upshot: This bears a striking similarity to Fox's MasterChef Junior, which does OK for the network. In its most recent season it drew 4.7 million viewers and a 1.7 18-49 demo rating.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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