| Today's Top Stories | | #1 | Chrysler Puts Digital Account Up For Review
| | | The auto giant's current digital agency, SapientNitro, has held the account since May 2010, overseeing interactive duties for Chrysler, Dodge, Ram Truck and Jeep. The agency's parent company was acquired by holding company Publicis Groupe earlier this month, creating a Publicis.Sapient network overseeing other Publicis digital agencies. Ad Age cites sources saying that network will participate in the review.
Why This Matters: The Chrysler Group in the U.S. spent nearly $2 billion on advertising in 2013, but in December SapientNitro's VP of marketing and digital strategy Craig Daitch, who oversaw the Chrysler account, left to join General Motors' Chevrolet.
A Take: Ad Age
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| | #2 | Magna Global Projects TV Ad Spending To Decline 2.9% In 2015
| | | The research and strategy unit of IPG's Mediabrands expects U.S. ad revenue overall to increase by 2.7%, or 4.1% if you exclude the 2014 ad revenue from the Olympics and political elections. However, the forecast is for TV to continue to see ad dollars move into digital platforms.
Why This Matters: Vince Letang who heads global forecasting at Magna, says in years past, marketers—in addition to moving dollars from TV to digital—were shifting from print and radio. However, budgets for the latter two platforms have reached a point where they can no longer be used to fuel the digital effort. So traditional TV will take a bigger hit in 2015.
Two Takes: WSJ | MediaPost
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| | #3 | Apple Promotes Watch With 12 Ad Pages In March 'Vogue'
| | | The device will go on sale in April and three versions are pictured as part of the print campaign in the Condé Nast magazine, Ad Age reports. In addition to the inside page advertising, which kicks off the marketing effort, the Apple Watch also appeared on the magazine's third front cover.
Why This Matters: Along with a standard leather-bound model and a rubber-banded sports model, the third model is a gold, luxury edition. Its ad spread in Vogue places the Apple Watch in the company of European fashion houses and high-end luxury brands that all preview their spring collections in the March issue.
A Take: Ad Age
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#4 How Shake Shack Is Winning Over Millennials On Social Media (Digiday)
#5 Google Puts Ads In App Store To Court Mobile Marketers (Ad Age)
#6 Nickelodeon Pushes New Content On More Screens (B&C)
#7 Taco Bell Expanding Into Japan (Ad Age)
#8 Adidas YouTube Video Gets 21 Million Weekly Views (Adweek)
#9 American Media Hires Zimmerman To Grow Readership Without Ads (Adweek)
#10 Horizon Hosts Fundraiser For One Billion Rising (MediaPost)
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Percentage of American TV viewers who say they've binge-watched a show or sat through multiple episodes without stopping, according to a Harris Poll. The demo with the largest percentage of binge-watchers is millennials, where 78% say they've done it.
– Reported by Medialifemagazine.com
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| | MBPT Spotlight | Oscar's Missed Chance: More Diverse Nominees Would Attract a Larger Audience and More Advertiser Interest
By Esther "E.T." Franklin, executive VP, head of SMG Americas Experience Strategy
People love the Oscars. And advertisers do too. A recent study revealed that people are more likely to buy a product or service after seeing it advertised on the Oscars (31.1%) than they were after viewing those ads during the Super Bowl (6.9%). But it seems Oscar missed the point—the "more likely to buy" point.
Given the importance of the Oscars to advertisers—and the importance of African-Americans to TV—it seems "Oscar-land" would have put the two together and recognized the value of that combination. But the lack of diversity in Oscar nominations is continued testament that the chutzpah and knowledge required to fully leverage Oscar in the increasingly diverse behemoth called the US of A does not exist.
Though not deemed worthy of nominations, it seems African-Americans can present awards really, really well. Zero percent of those short-listed were African-American; however, they made up a staggering 21% of Sunday night's presenters. Add in the one Latino presenter and diverse representation rises to 23%. Sorry, no Asians can be added to the count…yet.
What does Franklin believe was the fallout of the lack of diversity among nominees? And how does she believe TV has differed in its approach?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
'Empire' Still Defying Ratings Gravity
Empire continues to be a ratings phenomenon. The Fox drama grew yet again for its eighth episode on Wednesday, rising a tenth and gaining 6% among total viewers. Empire has posted gains in the demo in six of the last seven weeks and still has not seen a week-over-week decline among total viewers. American Idol dipped two-tenths, but Fox led the night easily. Coming in second was ABC. Modern Family rose 10% with its Apple product-centric episode, while Black-ish upticked a tenth. The Middle dipped two-tenths, while The Goldbergs' Ferris Bueller's Day Off homage rose 25%. At 10 p.m., Nashville was up 8%. CBS finished third, airing a pair of 90-minute premieres for its long-running reality series. Survivor was down a tenth from last winter's two-hour bow. The Amazing Race returned even with last spring and up 36% from the show's fall debut. For fourth-place NBC, Mysteries of Laura jumped 27%, Law & Order: SVU was steady and Chicago P.D. was down two-tenths. The CW rounded out the evening with Arrow down two tenths from last week and The 100 up a tenth.
For more, click HERE
CABLE RATINGS
'Mary Jane' Takes Tuesday's Top Spot
BET's Being Mary Jane was Tuesday's leading original cable program, drawing a 1.1 rating with adults 18-49 and 2.4 million viewers. OWN's The Haves and the Have Nots took second place in the demo but first in total viewers with a 1.0 rating and 3.3 million viewers. TLC's 19 Kids and Counting episode at 9:30 p.m. rounded out the top three, netting a 0.9 in the demo and 2.4 million viewers. The TLC reality series' 9 p.m. episode, Bravo's Real Housewives of Beverly Hills, ABC Family's Pretty Little Liars and Comedy Central's Tosh.0 all had a 0.7 rating.
For more, click HERE
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| Overnight Ratings: Wednesday, February 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | AMERICAN IDOL | 2.6 | 10.2 | | CBS | SURVIVOR | 2.3 | 9.8 | | ABC | THE MIDDLE (8)
THE GOLDBERGS (8:30) | 2.0
2.5 | 7.4
7.5 | | NBC | THE MYSTERIES OF LAURA | 1.4 | 7.6 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.1 | 3.2 | | CW | ARROW | 1.0 | 2.9 | | TELEMUNDO | LOS MISERABLES
| 0.6 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | EMPIRE | 5.3 | 13.7 | | ABC | MODERN FAMILY (9)
BLACK-ISH (9:30) | 3.4
2.3 | 9.3
6.7 | | CBS | SURVIVOR (9)
THE AMAZING
RACE (9:30) | 2.4
1.5
| 10.0
6.5
| | NBC | LAW & ORDER: SVU | 1.6 | 7.7 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.0 | | CW | THE 100 | 0.6 | 1.8 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.3 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO P.D. | 1.5 | 7.3 | | CBS | THE AMAZING RACE | 1.5 | 5.9 | | ABC | NASHVILLE | 1.4 | 4.9 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.5 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.6 | 1.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Expect ABC Finale to 'Murder' In the Ratings
Freshman hit drama How to Get Away With Murder concludes its first season with a special two-hour episode (9 p.m.). It's averaging 10 million viewers and a 3.0 18-49 demo rating, making it one of the most-watched new series in broadcast primetime, although since returning from hiatus in late January, viewership is down a bit. The upshot: Expect more than 10 million to watch the finale. Reports say multiple endings were filmed, with some being season-ending surprises to even the cast.
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| • CBS Unleashes 'Secret' Ratings Weapon
CBS offers up the Victoria's Secret Swim Special (10 p.m.), which trails celebrity models Adriana Lima, Candice Swanepoel and Alessandra Ambrosio, among others, on the swimsuit campaign shoot on location in Puerto Rico. The special will also feature performances by Maroon 5 and Juanes. The upshot: Expect a sizable tune-in for this special. The annual Victoria's Secret Fashion Show on CBS in December drew 9.3 million viewers and a 3.4 18-49 demo rating.
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| • CMT Keeps The 'Party Down South' Going
The network's most-watched series returns for a third season (9 p.m.) and will be followed by Party Down South: Talk of Shame (10 p.m.). Party Down South, from the producers of the former MTV hit Jersey Shore, follows a group of rowdy southerners who this season will take their party to Biloxi, Miss. Following each episode, Christine Lakin will host Talk of Shame, where fans can watch deleted scenes and see cast members recap that night's episode. The upshot: The series, taped last summer, has averaged between 700,000-800,000 viewers per episode with higher totals for its season finales and is part of a Southern-fried CMT lineup that also includes Swamp Pawn, Sweet Home Alabama and My Big Redneck Vacation.
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