| Today's Top Stories | | #1 | iHeartMedia Launches Branded Content Studio
| | | The radio giant will open a branded content studio to offer creative services to its advertisers, The Wall Street Journal reports. The program will be called iHeartMedia Soundboard and, among other services, will offer brands help in creating interview-based shows and make talent such as Steve Harvey, Ryan Seacrest and Jared Leto available.
Why This Matters: Another instance where publishers are creating competition for traditional agencies. Says Matt Seiler, chief executive of IPG Mediabrands, "Is it a threat to any agency that…clients could go directly to iHeart instead of an agency? I'm sure that's a risk. But I've always believed that each of us has to be the very best at what we do because there's always been competition."
A Take: WSJ
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| | #2 | Eric Silver Will Join McCann After Shutting His Creative Agency
| | | The agency exec was named regional creative officer at McCann Erickson North America. He's a veteran creative executive who worked at DDB and BBDO before taking a majority interest in independent agency Amalgamated New York, which then became Silver & Partners. The agency did a Super Bowl ad for its biggest client, Carmax, in 2014, but lost the account late last year.
Why This Matters: Adweek reports that some of Silver & Partners' remaining clients may follow Silver to McCann. But the closing of his agency is an indication of how difficult it is for independent shops to start up and succeed today in the world of mainly large conglomerates and holding companies.
Two Takes: Adweek | Ad Age
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| | #3 | MillerCoors Sides With Craft Beer Makers In Bashing Rival Anheuser-Busch
| | | A Budweiser Super Bowl commercial praising the brand as a 'macro' beer and sort of dissing craft or 'micro' beers has given Bud rival MillerCoors an opening to take a public shot at its competitor via Twitter, Ad Age reports. In its Twitter message, MillerCoors says, "Quality isn't something that belongs to a single style of beer or a single brewer."
Why This Matters: Despite criticism from craft beer makers and MillerCoors, the Bud commercial seems to have been effective. According to Ace Metrix which conducts a Super Bowl consumer ad response pool, "many consumers shared the sentiment that this ad made them want to have a Budweiser, even those who rarely drink beer."
A Take: Ad Age
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#4 Georgia Lawyer Produced Own Local Super Bowl Ad For Second Year In A Row (Adweek)
#5 Google's Search Market Share Falls Below 75% For First Time Since 2008 (MediaPost)
#6 Conde Nast's 'Vogue' Wins National Magazine Awards' Top Prize (Adweek)
#7 Instagram Expanding Editorial Staff Under Its Marketing Umbrella (Digiday)
#8 118.5M Watched Pepsi Katy Perry Halftime Show, Up 3% from Last Year (B&C)
#9 Dentsu Aegis Acquires Digital Agency In India (MediaPost)
#10 JWT Retains Marine Corps Creative Account After Lengthy Review (Ad Age)
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Percentage of U.S. smartphone and tablet users who planned to use apps while watching the Super Bowl, up from 41% in 2014, according to a survey for SOASTA conducted by Harris Poll.
– Reported by eMarketer
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| | MBPT Spotlight | Wix.com Edges Out Bud Light In RKG's 2015 Digital Bowl Report
By John Consoli
Website design company Wix.com edged out Bud Light in digital marketing agency RKG's 2015 Digital Bowl Report which evaluated the digital efforts of all the Super Bowl advertisers in areas of social media, display, search engine optimization and paid search & email.
Neither brand scored particularly high in USA Today's consumer-judged Ad Meter, where an online consumer panel selected the most liked Super Bowl TV commercials. However, the RKG team found that on the digital platforms, Wix turned in the top performance across the board.
What this means for Wix is that it most successfully enhanced its $4.5 million Super Bowl spend for a 30-second TV spot with a well-rounded digital performance. RKG declared Wix "MVP caliber" in three of the evaluated areas, citing a particularly impressive effort in the area of social media, where it concluded that Wix offered "great social content, engagement and conversation throughout the game. The brand's impressive efforts to keep up with social users in real time—despite the huge time zone gap—really set Wix apart."
Second place Bud Light was also praised for its "phenomenal showing in the display space and strong presence in search engine results pages (SERP) in both paid and organic. Bud Light locked down its SERP presence with focused ads that included its social hashtags in the copy, pushing users for additional engagement. Where Bud Light really excelled was in its use of display marketing, running pre-roll ads on Super Bowl commercials found on YouTube and locking up a promoted spot on the YouTube homepage. Bud Light also made premium display inventory buys across the Web during the game to stay in front of users on their second-screen in real time."
Which other brands made the top 10 on the list—and why? And how did the top brands take advantage of social media, search engine optimization and paid search and email?
For more, click HERE
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| | Fates & Fortunes | • TOM WINIARSKI was named to the newly created position of executive VP, planning & monetization, advertising sales, at NBCUniversal. He will have strategic oversight of sales planning and inventory management of the company's two broadcast networks, 17 cable networks and more than 50 digital properties. He reports to Linda Yaccarino, chairman, advertising sales and client partnerships at NBCU. Winiarski was most recently senior VP, national sales manager at TBS, TNT and Turner Cross Divisional Partnerships.
• Kevin Reilly, president of TNT and TBS and chief creative officer of Turner Entertainment, is establishing separate original programming teams at TNT and TBS to allow for more "brand-focused" development. SANDRA DEWEY is being promoted to president of TNT and TBS Productions and business affairs. She was most recently executive VP, head of business affairs. BRETT WEITZ was promoted to executive VP of original programming at TBS. He was most recently senior VP of scripted development for both TBS and TNT. SARAH AUBREY is joining Turner as executive VP of original programming at TNT. She was most recently a partner with Peter Berg at production company Film 44. Dewey, Wietz and Aubrey will report to Reilly. Also as part of the new structure, LILLAH McCARTHY, senior VP of original programming for TNT and TBS, and SAM LINSKY, senior VP of current programming for the two networks, will now work only on TNT original programming and report to Aubrey. THOM HINKLE, senior VP of comedy development at TBS, will continue in that role and report to Weitz.
• LEE SANG-CHUL was named head of strategic marketing for Samsung's mobile business, replacing Kim Seok-pil, who resigned. Kim had only held the position since December. Assorted media reports said Kim resigned due to health reasons that were unrelated to his performance. Lee was previously the head of Samsung's Russia operations and prior to that oversaw its Latin America operations. He now inherits oversight of the launch next month of the new Galaxy S smartphone.
• MARK JOSEPHSON has been named VP, publisher, of Midwest Living magazine, a Meredith Corp. publication. He was most recently VP, chief sales officer, at Readers Digest Association, where he spent the past four years. Prior to that he worked at Meredith for 16 years in assorted capacities, including VP, publisher, of Better Homes and Gardens Special Interest Media Group.
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| | What They're Watching | BROADCAST RATINGS
'Bachelor,' '2 Broke Girls,' 'Apprentice' Up
ABC was the night's top broadcaster, and aired the leading show, as The Bachelor was up 9% from last week. Castle was down one tenth. CBS finished second, as 2 Broke Girls was up 9% from its last new episode and Mike & Molly was up one-tenth of a point. NCIS: Los Angeles was up 13%. NBC and Fox tied for third. On NBC, The Celebrity Apprentice was up 17% and State of Affairs was up a tenth. On Fox, Gotham declined 10% while Sleepy Hollow was down a tenth. The CW rounded out the night with The Originals even with last week's episode and Jane the Virgin down 17%.
For more, click HERE
CABLE RATINGS
The Puppy Bowl Is No Match for ESPN
ESPN's NFL Primetime was Sunday's No. 1 cable show, airing after Super Bowl XLIX had wrapped up on NBC. The sports series drew a 1.2 rating with adults 18-49 and 2.8 million viewers. SportsCenter's late showing, which followed Primetime, came in second for original cable with a 0.9 in the demo and 2 million viewers. Animal Planet's Super Bowl counter-programming, the Puppy Bowl, and Adult Swim's Mike Tyson Mysteries were the top non-sports programs of the day as each drew a 0.8 rating. Showtime's Shameless was the leading premium cable show with a 0.6 rating and 1.3 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, February 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELOR | 2.4 | 8.3 | | CBS | 2 BROKE GIRLS (8)
MIKE & MOLLY (8:30) | 2.4
2.2 | 9.3
9.8 | | NBC | CELEBRITY APPRENTICE | 2.0 | 6.9 | | FOX | GOTHAM | 1.9 | 5.8 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.0 | | CW | THE ORIGINALS | 0.7 | 1.5 | | TELEMUNDO | LOS MISERABLES
| 0.5 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELOR | 2.6 | 8.4 | | NBC | CELEBRITY APPRENTICE | 2.1 | 7.0 | | CBS | SCORPION (R) | 1.5 | 8.5 | | FOX | SLEEPY HOLLOW | 1.4 | 4.3 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.0 | | CW | JANE THE VIRGIN | 0.5 | 1.2 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS: LOS ANGELES | 1.7 | 9.7 | | ABC | CASTLE | 1.4 | 7.5 | | NBC | STATE OF AFFAIRS | 1.1 | 4.7 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.5 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.6 | 1.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Being Mary Jane' Returns on BET
The hit drama series starring Gabrielle Union as a single TV news anchor juggling her professional and personal lives returns for a second season (10 p.m.). In its first go-round, Being Mary Jane premiered with 3.3 million viewers before settling in to average 2.8 million per episode for the season. The upshot: The series, created by Mara Brock Akil—who also created the BET hit dramedy The Game—is expected to draw another big audience for the network and is a smart place for marketers who want to target African-American women.
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| • 'Moonshiners' Keeping Still and On a Break
The docudrama that follows the lives of a group of people who produce the illegal booze in the mountains of North Carolina, Virginia and Kentucky closes out its fourth season (9 p.m.). Law enforcement officials still claim the series is a fabrication. The upshot: Viewership of Moonshiners peaked in season 2 when it averaged 3 million viewers; it has declined since. This season it has averaged 1.8 million viewers heading into its finale.
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| • Art Comes To Life On Oxygen
A new competition series titled Street Art Throwdown joins the Oxygen lineup (9 p.m.). Street artist Justin Bua serves as host, cojudge and executive producer of the show, which pits 10 of the country's most promising male and female street artists against one another as they strive to win the $100,000 grand prize though a series of challenges testing the artists' abilities. Brands such as Polaroid and D.A.R.E. will participate. The upshot: Street Art Throwdown is part of Oxygen's rebranding that began in October and is targeting millennial women.
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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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