| Today's Top Stories | | #1 | Nielsen Lab Study Finds TV Engages People Half As Long As Digital Devices
| | | A new report from Nielsen and digital video ad tech firm YuMe says television holds a consumer's attention only 39% of the time, compared to the attention rates of 70% for laptops, 76% for tablets and 77% for smartphones. According to MediaPost, the data was collected over a two-month period, through in-lab observations of 200 consumers. They were told to engage with any devices they would at home for 20 minutes and their actions were recorded.
Why This Matters: While ads get more attention on screens other than TV, that's usually because TV is the most passive once it's turned on, while users are more active on their laptops, tablets and smartphone.
A Take: MediaPost
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| | #2 | Digital Advertising Alliance Extends Ad Opt-Out Program To Mobile Apps
| | | The industry self-regulatory group is releasing a new app called AppChoices that will enable consumers to opt out of receiving behavioral ads targeted to them on smartphones and tablets. It will be available for free from Google Play, the Apple App Store and Amazon Store. Eighteen ad tech companies are participating.
Why This Matters: The ad industry is making these self-regulatory moves in hopes that Congress doesn't issue any mandates regarding digital advertising. The new app has fewer companies participating than the desktop opt-out version which includes 122 companies, but DAA director Lou Mastria tells Ad Age the goal was to begin offering the app with a small group of early adopters to test it out.
Two Takes: MediaPost | Ad Age
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| | #3 | Spotify Moves U.S. Media Account From Starcom To Digital Agency 360i
| | | The music-streaming service will continue to use Starcom as its media buying agency in France and the U.K., according to an Ad Age report, but is replacing Starcom with the Dentsu Aegis agency to handle buying and planning in the U.S.
Why This Matters: Spotify is not a huge advertiser, having spent under $10 million on domestic media in 2013, according to Kantar Media, so it's not a major loss for Starcom. The move, however, speaks to Spotify's digital-oriented marketing strategy. "We're not a brand that plays in traditional media," says Spotify's VP-creative and brand strategy Jackie Jantos.
A Take: Ad Age
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#4 Facebook Says It Now Has 2 Million Advertisers (Adweek)
#5 Hard Rock Taps The Fearless Group To Handle Media Buying (MediaPost)
#6 Programmatic Advertising Making Strides In Major European Markets (Digiday)
#7 LG Extends Category Exclusive Partnership With NCAA Through 2018 (MediaPost)
#8 Advertisers Willing To Overlook Glitches In ABC's Streaming Oscar Coverage (Ad Age)
#9 Three Social Media Skills Employees Need To Help Elevate A Brand (Ad Age)
#10 Dollar Shave Club Marketing Exec Talks Ominchannel Strategy (eMarketer)
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Average weekly pre-roll ad cost in cents per minute in fourth-quarter 2014, according to data from TubeMogul. It was the most affordable type of digital video ad format, with social being the most expensive at 18.1 cents per minute.
– Reported by eMarketer
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| | MBPT Spotlight | Luxury Brands Need To Be Socially Savvy To Maintain Their Consumer Popularity
By John Consoli
It's not easy being a luxury brand, the most recent NetBase Brand Passion Report reveals. Consumer attitudes about luxury brands can shift drastically year-to-year, and the proof is in the rankings.
For the year that ended August 2014, the top luxury brand in the world was Louis Vuitton, which rose from second the year prior. However, previous top luxury brand Rolex fell to eighth; third-ranked Gucci dropped to sixth; seventh-ranked Prada fell to eleventh; and tenth-ranked Coach dropped to fifteen.
Meanwhile, Apple rose to second from ninth; Chanel jumped to third from sixth; iPhone increased to seventh from twelfth; and Dior rose from thirteenth to tenth.
The biggest rise on the list came from Wild Swans, ranked 212 the prior year and thirteenth this year.
To come up with its listing, the social intelligence company sweeps the Internet, examining millions of social mentions, billions of impressions and hundreds of thousands of unique authored articles.
Beyond the listings, the report offers up some key questions that brands should find out the answers to. Among them: How strongly do your customers really feel when it comes to your brand? Are they fervently adoring? Somewhat indifferent?
"The level of passion is an especially important success factor when it comes to luxury brands," NetBase says. "Consumer purchases are highly emotional; the more passionate the consumer is about a brand, the less that consumer relies on price as a decision criteria."
What are the most talked-about luxury brands, according to the category's most influential blog? And what are the 10 social tips luxury brands should follow, according to the report?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
'Parks and Rec' Closes Out On Four-Year High
Powered by the Tuesday return of The Voice, the series finale of NBC's Parks and Recreation had the highest viewership for the show since 2011, and its highest demo rating since 2013. The Voice returned strong, up a tenth from last fall's Tuesday premiere. NBC led the night. CBS finished second in the demo, but first in total viewers. NCIS was down two-tenths, NCIS: New Orleans was steady and Person of Interest rose a tenth. Fox landed in third. MasterChef Junior was down two-tenths, while New Girl and The Mindy Project both stayed even. Against The Voice, ABC's freshman comedy Fresh Off the Boat remained steady from last week, while the finale of Agent Carter was down a tenth from last week and dropped off 32% from the series premiere. Repeat After Me and Forever were each down a tenth. ABC finished fourth. The CW rounded out the night with repeats.
For more, click HERE
CABLE RATINGS
'WWE' Tops 'Hip Hop,' 'Saul'
USA's Monday Night Raw was the night's top cable program, with its 10 p.m. hour drawing a 1.5 rating among adults 18-49 and 4.2 million viewers. The 8 p.m. and 9 p.m. hours both pulled a 1.4 in the demo and 4.1 million viewers. VH1's Love and Hip Hop and AMC's Better Call Saul also had a 1.4 rating. Hip Hop lead-out Black Ink Crew and Discovery's Street Outlaws netted a 1.0 in the demo. Annual Black History Month special The BET Honors on the net had a 0.6 rating and 1.7 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, February 24
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.6 | 13.1 | | CBS | NCIS | 2.4 | 17.4 | | ABC | FRESH OFF THE BOAT (8)
REPEAT AFTER ME (8:30) | 1.9
1.3 | 5.8
3.9 | | FOX | MASTERCHEF JUNIOR | 1.6 | 4.8 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.7 | | TELEMUNDO | LOS MISERABLES
| 0.5 | 1.3 | | CW | TV'S HOTTEST COMMERCIALS COUNTDOWN (R) | 0.4 | 1.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.1 | 14.5 | | CBS | NCIS: NEW ORLEANS | 2.0 | 13.8 | | ABC | MARVEL'S AGENT CARTER | 1.3 | 4.0 | | FOX | NEW GIRL (9)
THE MINDY
PROJECT (9:30) | 1.4
1.1
| 2.9
2.4
| | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.3 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.1 | | CW | THE FLASH (R) | 0.3 | 1.1 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | PERSON OF INTEREST | 1.7 | 9.5 | | NBC | PARKS AND REC | 1.6 | 4.2 | | ABC | FOREVER | 1.0 | 4.6 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.6 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Two CBS Reality Stalwarts Return
The network welcomes back Survivor for its 30th edition, this time with a "White Collar vs. Blue Collar vs. No Collar" theme. The premiere (8 p.m.) will air for 90 minutes and lead into the return of The Amazing Race, which will air from 9:30 to 11 p.m. before moving to its regular time period of Friday nights at 8 on Feb. 27. The Amazing Race enters its 26th season. The upshot: Survivor has thrived for CBS, averaging 9.4 million and a 2.4 18-49 demo rating during its fall season. The Amazing Race had a bit of a falloff when CBS moved it from Sundays to Fridays, but last season it still averaged 6 million viewers and a 1.2 in the demo on that lower-viewing night.
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| • Opposites Attract on Lifetimes's New 'Kosher Soul'
This new "docu-sitcom" follows the lives of Los Angeles stylist Miriam Sternoff, who's Jewish, and her fiancé, African-American comedian O'Neal McKnight (10 p.m.). During the season, McKnight preps to convert to Judaism to be accepted by Sternoff's mother, who wants her future grandchildren to be raised Jewish. The upshot: Sounds a bit like a 1970s Norman Lear scripted comedy and if it's that funny, Lifetime will have a hit on its schedule. The question is, how funny is reality vs. fiction, and will it work for Lifetime's predominantly female audience
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| • History's River Series May Run Dry
Mississippi Men, which follows the real-life drama of folks whose livelihood is dependent on the mighty river, concludes a short run on History (10 p.m.). The upshot: This series is averaging 1.3 million viewers and a 0.4 18-49 demo rating, which pales in comparison to other History backwoods country hits such as Swamp People and Ax Men. History has issued no verdict on a second season, but with ratings like this, it doesn't seem likely to return.
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Phone: 201-314-0424 | Send Email
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