| Today's Top Stories | | #1 | Move To Digital Ads May Not Be As Effective As Marketers Think
| | | Major companies such as Mattel, Darden Restaurants, Heineken, Burlington Stores, P&G, Unilever and Kraft Foods have all talked about hiking their digital ad spending, in many cases at the expense of traditional TV. But some of those marketers are now wondering whether cheaper buys online are as effective. Kraft, which spends 35% of its ad dollars on digital saw third-quarter sales rise less than 1%. Mattel's CFO says its digital marketing didn't generate the expected lift.
Why This Matters: Moving ad dollars to digital is trendy, but with no standardized audience measurement it's hard to tell how effective those moves are. Rex Briggs, CEO of analytics firm Marketing Evolution, tells Ad Age that as a general rule he finds digital efforts hit diminishing returns faster than traditional campaigns.
A Take: Ad Age
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| | #2 | Study Finds Only 27% Of U.S. Consumers Buy Online Each Week
| | | The PwC study also finds that only 1% are using their phones to buy merchandise. The report says while 73% of consumers polled say they browse online, they still prefer making the actual purchase in a store to beating delivery fees, getting an item immediately or being able to try it on. Further, only 36% say that a social media has ever influenced an actual purchase and only 4% say they've ever made a purchase via social media.
Why This Matters: The success of Amazon seems to have given a false impression that U.S. consumers are flocking to shop online when the truth is far less than the perception.
A Take: MediaPost
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| | #3 | Target Airs Four-Minute Live Concert Commercial During Grammys
| | | The retailer has been a sponsor of the Grammys show for 15 years, using traditional 30-second commercials. On Sunday night it aired one four-minute live commercial break telecast of an off-site performance by Imagine Dragons. The commercial also promoted the release by Target of the exclusive deluxe edition of the band's upcoming album. Haworth Marketing & Media handled the buy, according to an Ad Age report. Also involved was Target's creative agency Deutsch LA and social media partner Carrot Creative.
Why This Matters: William White, Target's marketing VP, says the goal was to put fans "closer to the artist." It also gave them an opportunity to hear the entire song as motivation to buy. Give CBS an assist by allowing the longer four-minute ad break.
A Take: Ad Age
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#4 Five Biggest Bot Fails By Brands On Twitter (Digiday)
#5 Two Weeks Into February Sweeps And No One Seems To Care (MediaLife)
#6 Google Fiber Increases Marketing Activity In Battle With ISPs (Ad Age)
#7 AOL's Gravity To Handle Forbes' Desktop Native Advertising (MediaPost)
#8 OpenX CEO Tells How The Ad Exchange Is Battling Ad Fraud (WSJ)
#9 Honda Presenting Sponsor Of Sitcom 'Community' On Yahoo (Ad Age)
#10 Cinnabon Makes Case in 'Saul' Premiere (USA Today)
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|  | • 28.7
Percentage of B2B marketers worldwide who say everyone in their company follows a well-established message development process in their marketing campaigns and sales content formulation, according to a poll by Corporate Vision. At the other end of the spectrum, 23% either have a 'hit or miss' process or are not sure if they have a process at all.
– Reported by eMarketer
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| | MBPT Spotlight | Acura Decides It 'Better Call Saul' for Sponsorship—New Breaking Bad spinoff series from AMC is drawing early interest from advertisers
By Jon Lafayette
Even a shameless lawyer like Saul Goodman could make a good case that AMC Network's new series Better Call Saul is highly anticipated, not only by viewers, but by advertisers as well.
Saul is a spinoff of Breaking Bad, one of the shows that established AMC as a home for premium original drama, and stars comedian Bob Odenkirk, who often provided comic relief playing the attorney for Breaking Bad's increasingly evil Walter White.
Breaking Bad's ratings grew through its five seasons. Its finale not only drew 10.3 million viewers but set off weeks of discussion. News of a possible spinoff was a hot topic among fans.
Also interested was automaker Acura, which last year took the unusual step of sponsoring a preview of a scene from a show that hadn't aired yet.
"Since the day we announced we were doing it, Acura has been very interested and wanted this," says Scott Collins, executive VP for ad sales at AMC.
"Based on AMC's proven track record and ratings success with Breaking Bad, Better Call Saul was a natural choice for an Acura sponsorship," says Phil Hruska, manager of national media for Acura. "The writing, directing, cast and level of AMC support should be a recipe for big viewership."
How did Acura begin its series integrations? And what are the ratings, pricing and advertising expectations for Better Call Saul?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • MIKE HARRIS was named to the newly created position of global chief strategy officer at Omnicom agency 180. He will oversee strategy for the agency's offices in Los Angeles and Amsterdam. He was previously president of creative ad services at Deluxe Entertainment. He also served as president and CEO of DDB California, as chief strategy officer and partner at twofifteenmcann and as chief strategy officer at TBWA San Francisco.
• MARY CARPENTER was named to the newly created position of president of PHD Midwest and will work out of the media agency's Chicago office. She joins PHD from Mindshare, where she was a managing partner and headed up the agency's North America performance marketing. Prior to that she was Chicago office lead for Mindshare. Before joining Mindshare in 2012, she was executive VP, managing director of Starcom MediaVest performance marketing and before that served as executive VP of Starcom. She was also chief operating officer at GM Planworks.
• DAVID MORRIS, chief revenue officer at CBS Interactive, was named chairman of the Interactive Advertising Bureau. He moves up from vice chairman to succeed Vivek Shah, CEO of Ziff Davis. LAUREN WIENER, president, global sales and marketing at Tremor Video, was elected vice chairman, succeeding Morris. Newly elected to the IAB board are: MICHAEL BARRETT, CEO, Millennial Media; PAUL CAINE, global chief revenue officer, Bloomberg Media; SCOTT HOWE, CEO and president, Acxiom; MEREDITH KOPIT LEVIEN, executive VP, advertising, The New York Times; and HAROLD MORGENSTERN, senior VP, ad sales, Discovery Digital Media.
• JAIME ROBINSON was named executive creative director of Wieden + Kennedy New York. She was most recently VP and executive creative director at Pereira & O'Dell San Francisco. Prior to that, she was assistant creative director at full-service independent agency EVB.
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| | What They're Watching | BROADCAST RATINGS
Grammys Down Slightly for CBS
CBS' telecast of the 57th Grammy Awards from 8 p.m. to 11:45 p.m. was down 14% from last year. In total viewers, the broadcast was down 11%. ABC came in second. America's Funniest Home Videos was down 18% from last week. Fox took third place. Mulaney was up one-tenth of a point. The Simpsons was down 14% from its last new episode Jan. 25. Family Guy was down 12% and Bob's Burgers was down 17%. NBC rounded out the night as Dateline was down 25%.
For more, click HERE
CABLE RATINGS
'Smackdown' Up On Thursday
Syfy's WWE Smackdown was Thursday night's top original show on cable, netting a 0.8 rating with adults 18-49 and 2.4 million viewers. TNT's 8 p.m. NBA basketball telecast took second with a 0.7 in the demo and 1.8 million viewers. It was followed by TNT's 10:30 p.m. hoops matchup, FX's Archer and Comedy Central's Daily Show, each of which drew a 0.6 rating. The penultimate episode of Lifetime's Project Runway: All Stars had a 0.5 in the demo and 1.7 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, February 8
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 60 MINUTES | 1.5 | 9.9 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS | 1.4 | 6.6 | | NBC | DATELINE (R) | 0.9 | 5.7 | | FOX | MULANEY (7)
THE SIMPSONS (R) (7:30) | 0.5
0.7 | 1.2
1.6 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE 57TH ANNUAL GRAMMY AWARDS | 8.7 | 27.0 | | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30) | 1.2
1.2
| 2.8
2.6
| | ABC | THE HUNGER GAMES | 1.0 | 3.6 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.6 | 2.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 57TH ANNUAL GRAMMY AWARDS | 9.3 | 27.2 | | FOX | FAMILY GUY (9)
BOB'S BURGERS (9:30) | 1.4
1.0 | 2.7
1.9 | | ABC | THE HUNGER GAMES | 1.1 | 3.4 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.6 | 2.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE 57TH ANNUAL GRAMMY AWARDS | 8.3 | 24.2 | | ABC | THE HUNGER GAMES | 1.1 | 3.4 | | NBC | AMERICAN NINJA WARRIOR (R) | 0.7 | 2.4 | Fast-affiliate ratings for Univision and Telemundo were not available at presstime | | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Gotham' Viewership Slipping . . .
Fox's freshman Batman prequel is steadily losing viewers as the series winds down its first season (8 p.m.). After premiering with 8 million viewers and a 3.2 18-49 demo rating, Gotham is now averaging 5.6 million viewers for the season along with a 2.0 in the demo. That places it only ninth in viewers among all new broadcast network dramas and 27th overall in the drama category. In the demo, it ranks fourth among new dramas and eleventh among all dramas. The upshot: The media was proclaiming Gotham a hit for Fox, but now that is not really the case, particularly if it patterns continue. It could be following the same slippage as Sleepy Hollow did last season, with early success and then a limp to the finish line.
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| • . . . 'The Bachelor' Audience Is Growing . . .
The 19th season of ABC's 2-hour weekly staple (8 p.m.) is averaging 7.5 million viewers and a 2.1 18-49 demo rating after five episodes, but that includes a season high of 8.5 million and a 2.5 in the demo last week. Current bachelor, Iowa farmer Chris Soules, has been a strong draw for female viewers so far. This week ABC is promoting his trip to Deadwood, S.D., where he will go on dates with nine different female suitors. The upshot: The Bachelor averaged 8.4 million viewers and a 2.5 in the demo last season, so it needs to continue growing its audience if it wants to reach those numbers again.
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| • . . And 'Celebrity Apprentice' Heads Toward A Climax
Donald Trump's NBC reality series is winding down its seventh season with three remaining celebrities—Geraldo Rivera, Vivica A. Fox and Leeza Gibbons—hoping to keep out of the line of "fire" (9 p.m.). According to reports, contestants will join with previously fired celebrities from this season, head to Florida to produce a commercial for Universal Orlando resort and then present their finished spots to the client at a Red Carpet event, which will help Trump decide who goes. Opening the night at 8 for NBC will be a special one-hour retrospective Celebrity Apprentice with highlights from previous seasons. The upshot: Celebrity Apprentice has been a ratings surprise this season. After averaging 5 million viewers and a 1.6 18-49 demo rating the last time it aired in 2013, it has averaged 6.4 million and a 2.0 in the demo, including 7 million viewers and a 2.1 last Monday.
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| Media Buyer & Planner Today
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