| Today's Top Stories | | #1 | 4As Wants Nielsen To Fix Local Diary System
| | | A white paper from the American Association of Advertising Agencies states that while its membership is "cautiously optimistic" about the changes Nielsen is making to improve measurement in local markets, more than half of all TV markets will still be dependent on paper diaries, which are becoming increasingly unreliable, MediaPost reports. Horizon Media's Brad Adgate, primary author of the paper, says Nielsen needs to implement steps to boost cooperation rates among those filling out diaries and make adjustments for the lower non-response bias in diary-only markets.
Why This Matters: Nielsen's diary measurement impacts about $7.5 billion in local TV ad buys so there is an urgent need to make sure the ratings are as exact as possible.
A Take: MediaPost
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| | #2 | Omnicom Makes Sizable Commitment To In-Theater Advertising
| | | The holding company's media agency network, which includes OMD and PHD, will spend $50 million with National Cinemedia—its largest expenditure on in-theater advertising ever, Ad Age reports. National Cinemedia sells ads before movies in over 20,100 screens in about 1,600 theaters in the U.S.
Why This Matters: Video ads outside of TV are of growing interest to marketers, and movie theater ads allow advertisers to reach a captive audience with no way to change channels when the commercials are televised.
A Take: Ad Age
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| | #3 | IPG CEO Sees No Need For 'Sapient-Sized' Deal
| | | Michael Roth says his agency holding company puts aside $150 million-$200 million a year for mergers and acquisitions because, "that's all we think we need," The Wall Street Journal reports. Regarding the Publicis acquisition of digital company Sapient for $3.7 billion, Roth says, "We do acquisitions," but not of that size because, "I don't think we need to…there's nothing missing from our offerings that puts us at a competitive disadvantage."
Why This Matters: Rather than spend massive dollars on acquisitions, Roth says IPG instead returns its dollar intake to shareholders. Since 2011, the company has returned $2 billion.
A Take: WSJ
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#4 New Target Campaign Aims To Lure Hispanics (Ad Age)
#5 Agency Holding Company Execs Offer Opinions About Trading Desks (Digiday)
#6 Look At SuperAwesome, The Ad Tech Company Behind YouTube's Kids App (WSJ)
#7 Amusement Park Brands Partners With DGWB To Launch Full-Service Agency (Ad Age)
#8 Major Challenge For Agencies—Figuring Out An Identity (Digiday)
#9 T-Mobile Prompts Ad Watchdog To Admonish Sprint (Ad Age)
#10 New Award To Recognize Campaigns Challenging Gender-Bias (MediaPost)
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|  | • 45
Percentage of U.S. grocery shoppers who say they are "very willing" to try a new restaurant they haven't dined at previously if it is recommended on a social network, according to a survey from The Retail Feedback Group. Another 48% say they would be "somewhat willing."
– Reported by eMarketer
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| | MBPT Spotlight | News Networks Look For a Digital Lifeline—Advertising sales executives are pushing additional digital screens on media buyers
By Tim Baysinger
Much like the rest of the television landscape, the news industry has undergone a digital transformation in an attempt to court younger viewers who don't rely on linear TV.
"The younger viewer is consuming the news so much differently than we all did growing up," said Donna Speciale, president of Turner Broadcasting ad sales.
To that end, the news divisions and cable news networks have, over the past year, pushed further into the digital realm, from MSNBC's online video hub The Shift to ABC's World News Tonight anchor David Muir helming daily newscasts on Facebook. And that has changed how marketers are being sold on buying news.
Increasingly, the networks' sales divisions are trying to extend media buyers to all their extra screens, choosing to go with the Three Musketeers' approach of All for One, and One for All.
"Now, when you buy CNN, you're going to get the viewer from the young end on the digital platforms all the way through the maturity of the viewer of what [we're] used to seeing on the TV platforms," said Speciale. "We really are talking about CNN the brand holistically on all screens." Last year, Speciale oversaw the integration of the company's TV and digital ad sales and marketing teams.
What continue to be the challenges of getting marketers to buy across digital and over-the-top platforms? And how have CNN and CBS evolved in their efforts to court the younger demo?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • CHRIS THOMAS was promoted to CEO of the Americas at BBDO Worldwide, a role in which he will oversee 21 agencies in the U.S., Canada and Latin America. He will also continue in his role as chairman of I&S BBDO Japan and as chairman of BBDO digital unit Proximity. As CEO of the Americas, Thomas fills the role last held by Troy Ruhanen in 2013. Thomas will give up his post as CEO of Asia, the Middle East and Africa. Also, JEAN-PAUL BURGE, currently president of Southeast Asia and CEO of BBDO Singapore, will become CEO of Asia. DANI RICHA, currently CEO of the Middle East and North Africa, will also absorb duties for the rest of Africa. In another change, TZE KIAT TAN was promoted to CEO, Greater China, replacing Carol Potter who is leaving the agency. And WAI FOONG LEONG, chief creative officer of Greater China, will add the title of chairman. HANS LOPEZ-VITO, previously executive planning director for Greater China, was promoted to chief strategy officer.
• CHAD COPHER was promoted to VP of ad sales, Midwest, at Home Team Sports, the Fox-owned unit that sells advertising for every regional sports network in the country. He was previously an account executive. Copher first joined Home Team Sports in 2000 and left in 2011, when he served as VP of business development. He returned to HTS in 2014 after spending three years at CBS Radio/WUSN-FM in Chicago.
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| | What They're Watching | BROADCAST RATINGS
'The Following' Returns Down
Fox returned drama The Following for its third season down 20% from last year's debut, which premiered out of the NFC Championship Game, but up two-tenths from what Sleepy Hollow drew in that slot last week. Fox, which took third place, also saw Gotham down 9%. NBC led the night as The Voice was down 7% from last week's premiere and Night Shift dipped a tenth. ABC came in second with its annual Bachelor special The Women Tell All up a tenth over last year. CBS finished fourth, airing only a new Mike & Molly, which rose 10%. The CW rounded out the night with repeats.
For more, click HERE
CABLE RATINGS
AMC Wins Sunday
AMC's The Walking Dead bounced back from its Oscars dip last week. The zombie drama had a 7.5 rating among adults 18-49 (up from a 6.9) and 14.4 million viewers. Post-show Talking Dead came in second with a 2.9 in the demo and 5.6 million viewers. Bravo's Real Housewives of Atlanta rounded out the top three with a 1.7 rating and 3.7 million viewers. Shameless on Showtime was the leading premium cable program with a 0.6 rating and 1.4 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, March 2
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.6 | 13.9 | | ABC | THE BACHELOR: THE WOMEN TELL ALL | 2.3 | 8.0 | | CBS | THE BIG BANG THEORY (R) (8)
MIKE & MOLLY (8:30) | 1.8
2.2 | 8.6
9.5 | | FOX | GOTHAM | 2.0 | 6.0 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.5 | | TELEMUNDO | LOS MISERABLES
| 0.6 | 1.5 | | CW | THE ORIGINALS (R) | 0.3 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.0 | 14.6 | | ABC | THE BACHELOR: THE WOMEN TELL ALL | 2.4 | 8.1 | | FOX | THE FOLLOWING | 1.6 | 4.8 | | CBS | SCORPION (R) | 1.4 | 7.5 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.1 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.2 | | CW | JANE THE VIRGIN (R) | 0.2 | 0.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE NIGHT SHIFT | 1.4 | 6.3 | | CBS | NCIS: LOS ANGELES (R) | 1.2 | 7.0 | | ABC | SECRETS & LIES (R) | 1.0 | 4.2 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.6 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • The Heat Is Back On In 'Hell's Kitchen'
The Fox cooking competition series returns for season 14 (8 p.m.) with 18 new chefs from across the country being put to the test by Chef Gordon Ramsay as they compete for a head chef position and a total prize package valued at $250,000. The show will feature appearances by, among others, Fran Drescher, William Shatner, John Ratzenberger, Jaleel White and Tiffani Thiessen. The upshot: Hell's Kitchen has done decently in the ratings for Fox over the years, particularly during the summer, but it's starting to show its age. In season 13 this past fall, it averaged just 4.8 million viewers and a 1.7 18-49 demo rating.
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| • 'S.H.I.E.L.D.' Gets Ratings Mettle Tested
The ABC drama, based on the Marvel comics and movies, returns for the completion of its second season (9 p.m.), hoping to boost viewership after a sluggish start. After starting off with a premiere of 12.1 million viewers last season, the series ended up averaging 6 million with a 2.0 18-49 demo rating. During the first half of this season, it dropped even further, averaging only 4.8 million and a 1.7 in the demo. The upshot: During its hiatus, Agents of S.H.I.E.L.D. was replaced by Marvel's Agent Carter, which drew more viewers, so the ABC drama needs to come up with a solid second-half or it may face cancellation.
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| • 'The Haves and the Have Nots' Rules OWN
The Oprah Winfrey Network's highest-rated show ever (9 p.m.) is having a solid season 3. Since premiering in January the drama from writer-director-producer Tyler Perry is averaging 3 million viewers and a 0.9 18-49 demo rating. The series follows the dynamic between the wealthy Cryer and Harrington families, and the poor Young family, in Savannah, Ga. The upshot: OWN is starting to schedule both scripted and reality series that are drawing sizable amounts of viewers. The best case in point is The Haves and the Have Nots, one of cable's most-watched offerings.
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