| Today's Top Stories | | #1 | SMG Partnership Will Give Its Clients Access To Set-Top Box Data
| | | The media agency group has done a deal with cable TV set-top box data firm FourthWall Media that will grant it access to anonymous, non-aggregated granular viewership data. That data will be integrated into TARDIS, SMG's proprietary planning and buying system for use by clients when planning their campaigns. Acxiom Safe Haven will work with both companies to ensure that all data remains privacy compliant.
Why This Matters: The more viewership data clients have, the better they can optimize their TV buys. Lisa Weinstein, president, global digital, data & analytics at SMG says this additional viewing data will "help complete a missing link in convergence attribution analytics and offer more precise TV optimization to our clients."
A Take: MediaPost
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| | #2 | Pepsi Super Bowl Spots Got Most Buzz, McDonald's Tops In Buy Consideration
| | | YouGov BrandIndex's annual look at pre- and post-Super Bowl metrics found Pepsi got the biggest lift in consumer buzz, pretty much due to its halftime show sponsorship. Others receiving big lifts after the game were Mercedes, Lexus and Toyota. But when it came to purchase consideration, McDonald's won clearly, followed by Nationwide.
Why This Matters: Buzz is good, but purchase consideration is a better metric, score one for McDonald's. Pepsi didn't even make the Top 10 on the consumer purchase consideration list. Big surprise was Nationwide, whose commercial featuring a dead child was panned by many on social media during the game for being too negative. Apparantly it was more effective than critics thought.
A Take: Ad Age
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| | #3 | Initiative Selected To Handle Papa John's $130M Media Account
| | | The pizza chain replaced incumbent Zimmerman Advertising of Fort Lauderdale, Fla., without a formal review. Initiative will handle the account out of its New York office and will be responsible for strategy and buying of traditional, digital and social media.
Why This Matters: Papa John's issued a statement saying the decision was part of the chain's "ongoing strategy to be a more global company and improve efficiencies." Bob Kraut, Papa John's chief marketing officer, worked with Initiative during his previous post as senior VP, brand marketing and advertising at Arby's Restaurant Group.
Two Takes: Adweek | MediaPost
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#4 Coke Suspends Automated Tweet Campaign Following Prank By Gawker (Adweek)
#5 IPG Reaches Deal With Elliott Management Preventing Proxy Battle (MediaPost)
#6 Are Millennial-Focused Agencies Necessary? (Digiday)
#7 ESPN Launches Unit To Assist Local Radio, Digital Marketers (MediaPost)
#8 Twitter Offering Small Businesses New Ad Tool (WSJ)
#9 Streaming Video Having Adverse Impact On Cable Viewership (Media Life)
#10 Ace Hardware Begins Creative Agency Review (Ad Age)
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|  | • 26.1
Percentage of U.S. Super Bowl viewers who were persuaded to purchase a product based on a Super Bowl commercial this year, according to a survey by Fluent. The survey also found that 43.3% of viewers were not persuaded to buy a product and 30.6% said they were unsure as to whether they will.
– Reported by eMarketer
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| | MBPT Spotlight | The Path to Programmatic Television—Are We There Yet?
By Scott Ferber, CEO, Videology
Convergence of video viewing across screens is happening faster than expected. Consumers continue to devour new content and new devices, while advertisers and media companies simultaneously struggle to keep pace with these fragmenting audiences.
As a result, there has been increased interest recently from diverse parties about the possibility of bringing programmatic technology to linear TV—the final platform yet to be fully incorporated into the data-driven, automated world of today's video advertising. While in the past these discussions have been very much futurist and hypothetical in tone, now advertisers, agencies, broadcasters, video distributors and technology specialists are beginning to ask what can be done in terms of programmatic TV. And as the 2015-16 TV upfront draws closer, they are evaluating the benefits of programmatic compared to the traditional way that we have been thinking and using linear television.
This enthusiasm and evaluation will ultimately spur investment and innovation in this area. However, several obstacles still remain to bringing full programmatic capabilities to linear TV. As a result, progress will come in stages, with fully developed, seamless programmatic capabilities probably still some five to 10 years away.
The good news is, we've crossed the first hurdle. We've solved the mathematical problem of how to use television programmatically. It's the same math that is successfully driving efficiency and results for digital video advertisers every day. Yet, the infrastructure for linear television and digital video is dramatically different.
What three main huddles remain before we can fully bring programmatic capabilities to linear TV? And can advertisers realistically utilize programmatic TV buying in 2015?
For more, click HERE
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| | Fates & Fortunes | • THOMAS STAGGS was named chief operating officer of The Walt Disney Co. A 25-year veteran of the company, Staggs is currently chairman of Walt Disney Parks and Resorts. He will maintain those duties until a successor is named. In his new role, Staggs is seen as the heir apparent to Disney Co. CEO Bob Iger, whose contract was recently extended by two years to run until 2018. Prior to overseeing the parks division, Staggs was senior VP and chief financial officer of Disney.
• AMY PASCAL is stepping down as cochairman of Sony Pictures Entertainment and chairman of Sony Pictures Motion Picture Group. This comes in the wake of the computer hack perpetrated against Sony prior to the premiere of the film The Interview, and the subsequent release of leaked emails containing confidential studio information. Pascal will officially leave the company in May and start and independent production company based at Sony.
• STEVIE BENJAMIN was named VP-media strategy at retail chain Target. She was most recently senior director for marketing at MillerCoors. Benjamin joined MillerCoors in 2005. Prior to that she held positions at Verizon, and with agencies MediaEdge and Ogilvy & Mather.
• Havas Worldwide New York has created a new leadership team made up of New York chief strategy officer TIM MALEENY, global chief digital officer SEAN LYONS and global chief marketing officer MATT WEISS. Each will take on a managing partner title and continue with current responsibilities, but also will each oversee a portion of the agency's clients. The trio will report to Havas Worldwide global CEO Andrew Benett.
• JILL SHERMAN was promoted to senior VP/social practice lead for the Boston and Detroit offices of DigitasLBi. She replaces Anne-Marie Kline. Sherman was most recently VP-group director, social and content strategy. Sherman will work out of the Boston office and oversee the agency's social media strategy.
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| | What They're Watching | BROADCAST RATINGS
'Fresh Off the Boat' Lands With Good Start
ABC debuted the first Asian-American-led sitcom in over 20 years on Wednesday, with Fresh Off the Boat getting a good sampling for its two episodes. The premiere at 8:30 p.m. grew three-tenths from its lead-in The Middle. Modern Family returned up 13% from a three-week hiatus. At 10 p.m., Nashville returned from more than a month off down 13% to a season-low rating. ABC finished second. Fox's Empire continued its hot streak, once again posting its highest rating in the demo since its premiere, up 7% from last week. Earlier, American Idol rose a tenth for Fox. The network led the night. CBS was in third. The Mentalist fell 8%, Criminal Minds slipped 5% to a series low and Stalker dropped 13%, also posting its lowest rating so far. NBC finished fourth as Mysteries of Laura and Law & Order: SVU were both even with their last new episodes. Chicago P.D. rose 7%. The CW rounded out the night as Arrow rose 9% and The 100 improved 20%.
For more, click HERE
CABLE RATINGS
'Mary Jane' Returns on Top
BET's Being Mary Jane season 2 premiere was Tuesday's leading original cable show, netting a 1.2 rating with adults 18-49 (down from the season 1 finale's 1.6) and 2.3 million viewers. The numbers were good enough to score Mary Jane a renewal today. OWN's The Have and Have Nots—with 2.9 million viewers—and Discovery's Moonshiners—with 2.6 million viewers—both drew a 0.9 in the demo to follow. ABC Family's Pretty Little Liars had a 0.8 rating and 1.8 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, February 4
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | AMERICAN IDOL | 3.0 | 10.9 | | ABC | THE MIDDLE (8)
FRESH OFF THE
BOAT (8:30) | 2.2
2.5
| 8.2
7.9
| | CBS | THE MENTALIST | 1.2 | 8.9 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.2 | | CW | ARROW | 1.2 | 2.9 | | NBC | THE MYSTERIES OF LAURA | 1.0 | 6.3 | | TELEMUNDO | LOS MISERABLES
| 0.6 | 1.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | EMPIRE | 4.6 | 11.5 | | ABC | MODERN FAMILY (9)
FRESH OFF THE
BOAT (9:30) | 3.4
2.4
| 9.9
7.6
| | CBS | CRIMINAL MINDS | 2.0 | 10.3 | | NBC | LAW & ORDER: SVU | 1.3 | 6.2 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.2 | | CW | THE 100 | 0.6 | 1.6 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO P.D. | 1.6 | 7.5 | | CBS | STALKER | 1.3 | 7.3 | | ABC | NASHVILLE | 1.3 | 5.1 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.5 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.8 | 1.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • NBC Gets All Dramatic Thursday Night
The network officially moves its hit drama The Blacklist to the night, encoring at 8 p.m. the first of a two-part episode that ran leading out of the Super Bowl telecast on Sunday, followed by the conclusion episode at 9. That will lead into the premiere of new drama Allegiance, about a young CIA analyst specializing in Russian affairs who learns his parents are covert Russian spies. The upshot: Allegiance bears a little resemblance to the FX series The Americans, a critical hit that has not drawn big ratings. NBC has struggled on Thursday nights at 10 where it previously aired Parenthood and is hoping Allegiance can retain a good portion of the 10.1 million viewers The Blacklist has averaged this season.
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| • 'Brady Bunch' Star Is Back In The Limelight
Barry Williams, who played eldest Brady son Greg for five seasons on the 1970s ABC comedy, stars in a new reality series on the Great American Country network titled A Very Barry Branson (9 p.m.). The six-episode half-hour show follows Williams as he creates and performs his own musical variety act in Branson, Mo., which he calls his "'70s Music Celebration." The upshot: Williams will sing tunes made popular by Elton John, Neil Diamond, John Denver and the Bee Gees. He is no stranger to song, having appeared on Broadway in Romance/Romance.
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| • MTV Comedy Hopes Weird = Winning
MTV's new Broke A$$ Game Show (11 p.m.) finds comedian/hosts David Magidoff and Derek Gaines taking to the streets of New York City, hoping to lure unsuspecting contestants to do all sorts of strange tasks to win some cash. One of the challenges— offering construction workers cash to strip down to their underwear and twerk. The upshot: Sounds a bit like TruTV's Impractical Jokers, only in this show its strangers, not the hosts, performing some outrageous dares, winning cash for temporarily setting their dignity aside.
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| Media Buyer & Planner Today
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