| Today's Top Stories | | #1 | Magna Global Forms Programmatic Consortium With 15 Cable Networks
| | | The research and media strategy unit of IPG Mediabrands has formed a partnership with smaller cable networks including Fuse, Ovation and Reelz that will enable its clients to buy TV advertising programmatically using targeting data, Digiday reports. Magna's Todd Gordon says the consortium is about going beyond demographic data by using consumer behavior data to pinpoint ads.
Why This Matters: Magna in 2013 formed a similar group with larger media partners and wants to automate 50% of its buying—including TV—by the end of 2015. Of the networks included in this latest deal, seven are not measured by Nielsen and reach more specific audience groups such as Hispanics, African-Americans and millennials that are hard for advertisers to target.
A Take: Digiday
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| | #2 | YouTube App Could Motivate Kids' Marketers To Embrace Web Video
| | | Ad buyers say their kids' brand clients want to move more dollars into digital video but such a move is often complicated by privacy concerns and rules regarding targeting ads to kids. Some see the new YouTube kids app, once it begins selling pre-roll ads to parent-friendly brands, as a potential safe haven for clients.
Why This Matters: With TV ratings for kids programming in steady decline, marketers are desperate to find alternative ways to reach kids and their parents with their messages. "The industry as a whole is looking to follow kids and where they are consuming media," says Cassandre Lubin, associate digital director at OMD. "Often that means Web video."
A Take: WSJ
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| | #3 | 50 Cent's SK Energy Drink Gets Marketing Makeover
| | | When the brand first premiered in 2011 it went by the name Street King, the jet-black bottles bore the signature SK gold bling of the rapper, and he was the main spokesperson in marketing efforts. That image limited sales, particularly among female consumers. After undergoing what SK president Sabrina Peterson calls "a pivot" endorsed by 50 Cent, the bottles are now brushed aluminum and the SK logo is now in a softer font in a variety of colors hovering over images of fruit.
Why This Matters: Packaging and marketing matter. 50 Cent, through a company publicist, told Adweek, "Our goal with SK Energy was to create a viable product and a lasting brand. The redesign appeals to a broader audience and makes us more competitive."
A Take: Adweek
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#4 McGarry Bowen Resigns As Sears' Creative Agency (Ad Age)
#5 Cox Media Teams With TubeMogul On TV/Web Video Ad Sales (WSJ)
#6 TV Networks Could Make Digital Viewability An Issue In the Upfront (Ad Age)
#7 Spike Lee Joins Complex Media As Video Ad Advisor (WSJ)
#8 Pinterest Planning Multi-Image Ad Unit (Digiday)
#9 MDC Partners Reports 10.8% Organic Growth For 2014 (MediaPost)
#10 Ving Rhames Is ADT's First Spokesman In New Campaign From Doner (Adweek)
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Percentage of U.S. business-to-consumer marketing professionals who believe paid search offers the best place to measure return on investment, followed by 44% who said email, according to a study by Webmarketing123.
– Reported by eMarketer
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| | MBPT Spotlight | Brand Keys Survey Finds Growing Gulf For Brands Reaching Out To Customers
By John Consoli
A gap is growing between what customers want and what brands can deliver, according to a new survey by Brand Keys.
"Empowered and socially networked consumers have come to expect everything from brands, particularly as it regards emotional gratification and engagement," says Brand Keys president Robert Passikoff.
The 2015 survey shows that consumer expectations for brands have increased nearly 20% over the survey conducted in early 2014. Passikoff says while this new environment is marked by extraordinarily high levels of consumer expectations, brands overall have only managed to improve their ability to satisfy those expectations by 7% this year.
The brands that have done so, Passikoff says, "always have higher engagement power, more loyal customers and, axiomatically, greater sales and profits." The difficult part, he adds, "is accurately measuring this gap and determining what emotional values can help a brand successfully fill it."
The data is contained in Brand Keys' 2015 Customer Loyalty Engagement Index for which 36,605 consumers aged 18-65 from nine U.S. Census regions were surveyed. As part of the annual survey, the participants selected the brand categories in which they are consumers and customers of. The survey included 70% interviews by phone, 25% face-to-face and 5% online. The data gathering includes questioning about consumers' path-to-purchase drivers, in which they describe how they will view a category, compare brands, engage with a brand, buy it and then remain loyal.
What huge part does Passikoff say emotional values play in this widening gap? And how have the "banking" and "wireless" categories changed to meet consumer needs?
For more, click HERE
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| | Fates & Fortunes | • JENNIFER SALKE has been given a contract extension as NBC entertainment president. She has held the position since 2011 and her current contract was scheduled to expire later this year.
• CBS Network Sales has promoted several senior executives. MATTHEW SAUTNER was promoted to senior VP of primetime sales. He was previously a VP. JOSEPH MINA was elevated to VP, primetime sales. He was previously VP, news and late-night sales. DAVID SHERMAN was promoted to VP, news and late-night sales, succeeding Mina. He was previously an account executive for CBS primetime. ROBERT MALMGREN was promoted to senior VP, CBS Sports sales. JARED ZERMAN was elevated to senior VP, daytime sales. CHAD GLENNON was named director of NFL Sales. He was most recently an account executive for CBS Sports sales.
• EUGENE LEE JR. was named chief executive officer at Darden Restaurants. He had been interim CEO since October. Lee is an eight-year veteran of the company, which operates the Olive Garden and LongHorn steakhouse chains. Prior to being named interim CEO, he was president and chief operating officer of the company.
• CYNTHIA ERLAND was named senior VP of marketing at American Apparel and THOREN STEPHEN was named to the newly created position of chief digital officer. Erland will oversee the company's marketing and communications programs. She was most recently a senior marketing executive at Perry Ellis International. Stephen will oversee the company's digital marketing, data analytics and e-commerce strategies. He was most recently VP of data science at Tillster, which creates customer engagement programs for the restaurant industry.
• BRAD SCHWARTZ was promoted to president of Pop network. He was previously Pop's president of entertainment and media since joining the network in April 2013. Prior to joining TV Guide Network, which was rebranded as Pop, Schwartz served in top executive posts at Fuse network, CTV in Canada and at MTV. In his new post he succeeds David Wisnia.
• ANDY SIPPEL has joined research company Advertiser Perceptions as senior VP, media consulting. Sippel most recently held positions with The Wall Street Journal and USA Today. He was also marketing director and later publisher of ESPN The Magazine.
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| | What They're Watching | BROADCAST RATINGS
Despite 'Voice' Lead-In, 'Night Shift' Returns Down
NBC's medical drama The Night Shift did not get a ratings bump despite airing out of the new cycle premiere of The Voice. The Night Shift was down in both demo rating and total audience from the show's debut last summer, when viewing levels are typically lower (though it had a decent-sized lead-in then with the premiere of America's Got Talent). Earlier, The Voice returned with original coach Christina Aguilera, on par with last fall's debut but down 15% from last February's spring cycle premiere. NBC won the night. ABC finished second as The Bachelor was even with last week and Castle rose a tenth. CBS edged out Fox for third place. 2 Broke Girls was down a tenth, while Mike & Molly fell two-tenths. Scorpion was down 9% and NCIS: LA dipped 6%. Fox saw Gotham rise 5% and Sleepy Hollow ended its second season even with last week, but down a full point from the show's finale last year. The CW rounded out the night, reshowing The World Dog Awards.
For more, click HERE
CABLE RATINGS
'Dead' Walks Away with Sunday
AMC's The Walking Dead was the top cable show on Sunday, drawing a 6.9 rating among adults 18-49 and 13.4 million viewers while up against the Academy Awards on ABC. Post-show Talking Dead had a 2.4 in the demo and 4.9 million viewers. E! network's two Live From the Red Carpet installments both garnered 3.3 million viewers. The first part pulled a 1.1 rating while the second had a 1.2 rating. Adult Swim's Mike Tyson Mysteries had a 0.7 in the demo and 1.7 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, February 23
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.7 | 13.2 | | ABC | THE BACHELOR | 2.5 | 8.7 | | FOX | GOTHAM | 2.2 | 6.5 | | CBS | 2 BROKE GIRLS (8)
MIKE & MOLLY (8:30) | 2.1
2.0 | 8.5
8.8 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.4 | | TELEMUNDO | LOS MISERABLES
| 0.6 | 1.5 | | CW | THE WORLD DOG AWARDS (R) | 0.4 | 1.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.2 | 14.1 | | ABC | THE BACHELOR | 2.7 | 9.1 | | CBS | SCORPION | 2.1 | 10.5 | | FOX | SLEEPY HOLLOW | 1.4 | 4.3 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.4 | 3.4 | | TELEMUNDO | TIERRA DE REYES
| 0.6 | 1.4 | | CW | THE WORLD DOG AWARDS (R) | 0.3 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | CASTLE | 1.7 | 7.6 | | CBS | NCIS: LOS ANGELES | 1.6 | 9.6 | | NBC | THE NIGHT SHIFT | 1.5 | 5.5 | | UNIVISION | QUE TE PERDONE DIOS
| 1.1 | 2.6 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Parks and Recreation' Says Good-Bye
The NBC ensemble sitcom headed by Amy Poehler airs the finale of its seventh and last season in a special time (10 p.m.), leading out of the Tuesday edition of The Voice. The numbers for Parks and Rec picked up a tiny bit this season, averaging 3.7 million viewers and a 1.4 demo rating, compared to 2.9 million viewers and a 1.1 last season. The upshot: Numbers should rise for the finale, especially given that it's leading out of The Voice, which averages more than 11 million viewers on Tuesday nights. Parks and Recreation is also the only comedy at 10, up against dramas on ABC and CBS.
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| • Tour of Duty Ends For 'Agent Carter'
ABC's Marvel's Agent Carter (9 p.m.), which aired in the time period that was filled by Marvel's Agents of S.H.I.E.L.D. in the fourth quarter (and will return from hiatus next Tuesday), concludes it short-series run. The drama revolves around Peggy Carter (Hayley Atwell, who plays the role in the popular Captain America films), who is recruited to work on secret missions in post-war 1940s. The upshot: Agent Carter has actually averaged more viewers than Agents of S.H.I.E.L.D., pulling in 5.6 million per episode compared to 4.8 million, and has drawn about the same 1.6 18-49 demo rating.
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| • History's 'Gangland' Goes Undercover
The new fact-based drama series Gangland Undercover premieres on History Channel (10 p.m.). It offers audiences a rare look, through the eyes of an undercover investigator (Charles Falco), at the country's most violent outlaw motorcycle gangs. Falco spent three years inside the California gang known as Vagos after agreeing to work with law enforcement to avoid jail time. His undercover operation led to the arrest of 25 gang members. The upshot: History has had good success with its reality fare and this series will get broader distribution outside the U.S., with History parent A+E Networks planning to distribute it through its A+E Studios banner.
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