| Today's Top Stories | | #1 | How McDonald's Agency Teams Helped Pull Off Its Big-Game Giveaways
| | | On Super Bowl Sunday, teams from DDB Chicago, Golin, the Marketing Store, Twitter and McDonald's gathered at Golin's office and pulled off something no one had ever tried before during the Super Bowl—tweeting offers in real-time and giving away every product advertised during the game. According to Ad Age, some of the tweets and product giveaways were prepared in advance, others were done on the fly.
Why This Matters: McDonald's unique promotional effort was expensive but cheaper than a commercial in the game, and got widespread publicity. The chain received 1.2 million retweets and 25,000 new Twitter followers that day. In all, it will give away 50 prizes, including 2 cars, a $1,000 Victoria's Secret gift card, a trip to Ecuador, and a year's worth of movie tickets.
A Take: Ad Age
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| | #2 | Heineken USA Partners With TubeMogul In Programmatic Ad Push
| | | The beer maker will spend 10% of its digital media budget using channels or Web-based tools and software and it will be facilitated by Web video ad tech company, TubeMogul, The Wall Street Journal reports. TubeMogul's software can be used to pull in multiple data sources and provide a broader viewer of an ad campaign across multiple channels. Heineken execs are hoping this will give them better insight into whether their digital media spending is working effectively.
Why This Matters: The deal with TubeMogul doesn't prevent Heineken from working with other Web video vendors or ad tech companies. And while Heineken's in-house media team will be trained to use the TubeMogul software, its media agency MediaVest will also handle many of the brand's programmatic campaigns.
A Take: WSJ
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| | #3 | Instagram More Popular With African-Americans, Latinos; Pinterest More Popular With Whites
| | | A new survey from Pew Research Center finds that Facebook is the social media platform used most by Americans by far, but among the next most popular platforms, Instagram is preferred by 38% of African-Americans and 34% by Latinos, compared to 21% of white users. Twitter is also used slightly more by African-Americans and Latinos than by white online users. However, Pinterest is favored by 32% of white users, compared to 21% Latinos and 12% African-Americans.
Why This Matters: The data is worth noting for marketers and their media agencies if they are looking to target their advertising.
A Take: USA Today
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#4 Why Twitter Is More Popular On Madison Avenue Than On Wall Street (Digiday)
#5 Google Disabled 524 Million 'Bad Ads' In 2014 (Mashable)
#6 Realogy Puts $115M Media Account Up For Review (MediaPost)
#7 Paid Posts Comprised 10% Of 'New York Times' 2014 Digital Ad Revenue (Ad Age)
#8 Publicis Acquisition Of Sapient Expected To Be Finalized This Week (MediaPost)
#9 Johnson & Johnson Campaign Highlights Health Benefits Of Baths For Babies (WSJ)
#10 Digital Data Becoming More Sophisticated For Car Marketers (Adweek)
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Percentage of B2B North America marketers who say LinkedIn is the most effective social network for content distribution, according to a study by Content Marketing Institute and MarketingProfs.
– Reported by eMarketer
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| | MBPT Spotlight | Look to the Stars to Better Navigate Television
By Zach Rosenberg, executive VP, chief growth officer, Horizon Media
Not long ago, I was asked to speak to a business group about the television ecosystem and how it's changing.
I was thrilled. To me—a media professional—I couldn't wait to give my speech. After all, the TV industry seems to be in the news every day. All sorts of things are changing, from how and where people watch, to how it's being sold to advertisers, to why younger viewers are cutting the cable cord and to how older viewers are complaining they can't figure out how to use the latest remote.
So I made my speech—but as I progressed through it, I realized I had made the classic mistake of assuming everyone in the audience had been following TV's changes the way we in the media industry have. I needed a better way to keep my audience's attention.
Fortunately for me, I had stumbled on a way to explain today's TV landscape after I happened to visit the Griffith Park Observatory.
Broadcast and cable television can be compared to our solar system. But in our 'media solar system,' the viewers are the sun, and for a long time the broadcast television channels were the planets. And there weren't too many of them, so just about everyone was familiar with them—ABC, NBC, CBS, Fox, as well as a few independents. We tuned in to watch our favorite shows at pre-set times, Nielsen figured out how many viewers watched, and that was our currency.
But then came the first television Big Bang: the astrophysicists of the media business expanded our solar system by creating hundreds of national cable networks; think of it as television's asteroid belt. A lot of those asteroids were small…but boy, were they interesting. And definitely worth exploring.
Why does Rosenberg suggest the need to keep exploring the "ever-expanding video universe" is key as the industry evolves? And what does he believe is the greatest challenge facing the industry today?
For more, click HERE
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| | Fates & Fortunes | • EDUARDO CONRADO was named chief innovation officer at Motorola Solutions. He was previously senior VP of marketing and IT.
• STEPHEN A. SMITH has signed a new multiyear deal with ESPN where he will continue to appear across a variety of platforms, including as a featured commentator on ESPN2's live weekday morning debate show, First Take. He will also continue as a major contributor to SportsCenter. Smith joined ESPN in 2003 as an NBA studio analyst and reporter. He has also hosted a local radio show on ESPN New York since 2011.
• LUIS CORONEL is joining the 12th season of Estrella TV's music competition Tengo Talento, Mucho Talento as a judge. The 19-year-old Del Records singing artist joins Pepe Garza, Don Cheto and Ana Barbara as judges on the series that airs March through May. Coronel appeared as a performer in season 8.
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| | What They're Watching | BROADCAST RATINGS
CBS Dramas Down, But Top Night
CBS' NCIS was Tuesday night's top-rated program, but down 7% from its most recent new episode on Jan. 13. NCIS: New Orleans was down one-tenth of a point and Person of Interest fell 18%. CBS was the night's top-rated network. Fox and ABC tied for second place. On Fox, MasterChef Junior was down a tenth from last week. New Girl and The Mindy Project both stayed even. ABC broadcast Shark Tank outside of its normal Friday-night time period, up one-tenth from its last Tuesday broadcast. Marvel's Agent Carter was even with last week. Forever was down one-tenth of a point. NBC finished fourth. Parks & Recreation was down 14% from last week. Marry Me and Chicago Fire both rose a tenth and About a Boy was up 25%. The CW rounded out the night as The Flash was even with last week and Supernatural was up 29%.
For more, click HERE
CABLE RATINGS
'Love' and 'Raw' Tie on Monday
The 8 p.m. hour of WWE Raw on USA and VH1's Love and Hip Hop were Monday night's top cable programs, both drawing a 1.5 rating with adults 18-49. The USA wrestling show had 4.5 million viewers, while the popular VH1 series had an audience of 2.6 million. The 9 p.m. and 10 p.m. hours of Raw posted 1.4 and 1.3 ratings, respectively. VH1's Black Ink Crew, which followed Hip Hop, had a 1.1 in the demo and 2 million viewers. The series premiere of Food Network's Kids Baking Championship and the season premiere of History's Appalachian Outlaws both pulled a 0.4 rating.
For more, click HERE
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| Overnight Ratings: Tuesday, February 4
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS | 2.6 | 18.6 | | ABC | SHARK TANK | 1.9 | 7.1 | | FOX | MASTERCHEF JUNIOR | 1.6 | 4.9 | | CW | THE FLASH | 1.3 | 3.5 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.4 | | NBC | PARKS AND REC (8)
PARKS AND REC (8:30) | 1.2
0.8 | 3.6
2.0 | | TELEMUNDO | LOS MISERABLES
| 0.5 | 1.3 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS: NEW ORLEANS | 2.2 | 16.4 | | ABC | MARVEL'S AGENT CARTER | 1.3 | 4.2 | | FOX | NEW GIRL (9)
THE MINDY
PROJECT (9:30) | 1.4
1.1
| 3.0
2.3
| | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.2 | | NBC | MARRY ME (9)
ABOUT A BOY (9:30) | 0.9
1.0 | 2.3
3.0 | | CW | SUPERNATURAL | 0.9 | 2.3 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.1 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 1.6 | 6.5 | | CBS | PERSON OF INTEREST | 1.4 | 9.2 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.5 | | ABC | FOREVER | 0.9 | 4.4 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • WE tv Offers Its Own Match Game
The concept for the cable network's new Match Made In Heaven (8 p.m.) mirrors that of ABC's The Bachelor, except that unlike the ABC show (which has never done so), the WE tv series will feature an African-American bachelor in search of a wife from among 24 women. Match Made in Heaven is hosted by pastor Ken Johnson—spiritual advisor for the Indianapolis Colts—and features 33-year-old entrepreneur Shawn Bullard making his choice. The upshot: Match Made in Heaven is targeting WE tv's large African-American audience that also watches the network's Braxton Family Values, SWV Revisited and Mary Mary.
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| • Diversity Reigns Among ABC Sitcoms
Fresh Off The Boat premieres with two episodes woven into the network's Wednesday night comedy lineup—the first airs at 8:30 p.m. leading out of The Middle; the second bows at 9:30 p.m., leading out of ABC's most-watched comedy Modern Family. Fresh Off The Boat takes place in the 1990s and focuses on 11-year-old Eddie (Hudson Yang), a hip hop-loving Asian-American who moves with his parents to suburban Orlando and gets a taste of culture shock. The upshot: Fresh Off The Boat joins new series Cristela and Black-ish on the network. After its introduction on Wednesday night, it will move to Tuesday night next week where another two episodes will air between 8 p.m. and 9 p.m.
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| • Fox's 'Empire' Is Growing
New drama Empire (9 p.m.), which focuses on a family dynasty within the music business, is having great success since its premiere leading out of American Idol on Fox four weeks ago. The series debuted with 9.9 million viewers and a 3.8 demo rating and has steadily grown in both viewers and the demo ever since. Last week it reached 11.4 million viewers and a 4.3, outdrawing Idol (which averaged 11.3 million) in viewers for the first time. The upshot: Since its premiere, Empire has consistently outrated Idol in the demo and has challenged CBS' The Big Bang Theory as primetime broadcast's highest-rated 18-49 scripted show. It's one of a few broadcast series in the past decade to grow its 18-49 demo rating steadily over its first month and could be the key to helping Fox turn around its declining viewership.
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