| Today's Top Stories | | #1 | CBS Unveils Charity Platform With Toyota As Initial Sponsor
| | | CBS EcoMedia has launched the multiscreen initiative "Viewers to Volunteers," encouraging people to give to a charity of their choice without spending their money. Viewers can go to an online destination to watch videos and read articles about a good cause, produced by an advertiser. When they watch or share the sponsored videos via their smartphones, tablets or computers, they accumulate credits that can be converted into donations for a charity they choose but paid by the advertiser. Toyota is the first sponsor.
Why This Matters: "They're giving our money, but we're getting what we want as an advertiser, where people are looking at our brand, hopefully favorably," Paul Muller of Toyota told The Wall Street Journal. "[And] we're doing something that we think is a good thing to do."
A Take: WSJ
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| | #2 | Marketing Strategist Says Name Change Could Have Saved Radio Shack
| | | Al Ries, CEO of an Atlanta-based marketing strategy agency, says there are still potential Radio Shack customers out there for products the chain sold that have nothing to do with radio, but the name's narrow focus kept them away. In a first-person article in Ad Age, he says a perfect new name for the chain would have been Digital Depot. Ries adds that Al Jazeera news network in the U.S. has only about 17,000 viewers in primetime because of the negative connotation of its name.
Why This Matters: "Names are important for reasons marketing people often forget," Ries says. "Names have credibility that claims do not. Radio Shack had six chief executives in the last 10 years. Why didn't any of them figure [this] out?"
A Take: Ad Age
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| | #3 | Major Brands Partner With Clinton Foundation In Gender Equality Campaign
| | | Unilever, Under Armour, H&M, Beats, Kate Spade and Diane von Furstenberg are among the marketers and Condé Nast, iHeartMedia and Snapchat are among the media platforms cooperating with the new "Not There" campaign that deliberately erases women from ads to reinforce that women "still aren't there" in their battle for gender equality. iHeartMedia removed women's voices from songs on 186 of its radio stations nationwide. The creative was handled by Droga 5.
Why This Matters: Purpose-driven marketing campaigns are growing in popularity as companies look for new ways to connect with consumers, Jim Stengel, marketing consultant and former CMO at Procter & Gamble, tells The New York Times. "Everybody is trying to understand how to lead with a sense of an inspiring purpose at the heart of their brand."
Three Takes: Adweek | Ad Age | NYT
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#4 Meredith Xcelerated Marketing Wins Bob Evans Digital Account (MediaPost)
#5 Havas CEO Outlines Agency's Digital Future (Ad Age)
#6 Are Viral Traffic's Days Numbered? (Digiday)
#7 Twitter Heads To SXSW To Tout Autoplay Video Service (Adweek)
#8 New HTC CMO Brings Robert Downey Jr. Back For New Campaign (Ad Age)
#9 How Will Vivendi Spend Its $11B Cash Reserve? (WSJ)
#10 WPP Reports 2014 Organic Growth Of 8.2% (MediaPost)
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|  | • 51
Percentage of small business owners in the U.S. who say they plan to rely most on advertising and marketing in order to fuel revenue growth in 2015.
– Reported by eMarketer
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| | MBPT Spotlight | 20th's Teicher Takes Aim At Digital Competition—Syndicator pitches advertisers a steady, safe haven
By Jon Lafayette
While technology has made the advertising business a complicated mess, according to Michael Teicher, executive VP for ad sales of 20th Television, good old syndication hasn't been affected by time-shifting, commercial skipping, mobile viewing and other forms of viewer behavior that drive media buyers to drink.
"In an era where the consumer has more control than ever to watch what they want and when they want, an advertiser can take incredible comfort by advertising with 20th because our stuff isn't DVR'd. It's all viewed live," Teicher says.
With buyers seemingly infatuated by all things digital, syndication doesn't seem sexy. And with it being about a year since the announced disbanding of SNTA, the industry trade group, someone's got to sing its virtues.
Teicher says that in addition to having spots seen when they're scheduled, advertisers benefit from syndication's short national pods, which boost consumer recall of the ad messages.
The off-net sitcoms sold by 20th go one better with a standalone 60-second national spot that Teicher labels "the gold standard of media-buying opportunities" at a time when cable networks seem to be trying to squeeze more ads into their shows.
How has 20th shifted the way it's selling shows? And how are they working digital into the equation?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • TOBY JENNER was promoted to worldwide chief operating officer at MediaCom. He was most recently global business development and marketing officer at the GroupM media agency. In his new role, Jenner will retain his current business development and marketing responsibilities, adding some expanded areas of oversight. Jenner has also served as COO for MediaCom in APAC and has held senior leadership roles in the U.K. and Australia for both Mediacom and fellow GroupM agency MEC.
• KEVIN ARATARI has joined entertainment brand consultancy and marketing innovations agency Troika. He will oversee all sales and marketing functions and work with CEO Dan Pappalardo on strategic business development. He will also work with John McGinnis, executive director of client services. Aratari joins Troika from entertainment creative agency mOcean, where he spent 13 years, rising to chief marketing officer.
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| | What They're Watching | BROADCAST RATINGS
'Last Man On Earth' Sheds 25% in Week Two
In its second week, Fox comedy Last Man On Earth lost 25% from its hour-long premiere. The dip came on the first night of Daylight Savings, which usually results in lower viewing levels. Last Man On Earth was still Fox's most-watched show on Sunday. Elsewhere on the network, The Simpsons fell 11%, Brooklyn Nine-Nine dipped 22%, Family Guy returned up 67% from its last original (which aired against the SNL 40th anniversary special) and Bob's Burgers was down 21%. Fox and ABC tied for the lead on Sunday. Once Upon a Time fell 5%, Secrets & Lies dropped a tenth from last week's premiere and Revenge returned up 11% from more than a month off. CBS was in third as Madam Secretary fell 15% to its lowest rating in the demo so far, and The Good Wife was down 9%, also hitting a series low. Battle Creek dropped two-tenths in the demo from its premiere. NBC rounded out the evening with a new Dateline.
For more, click HERE
CABLE RATINGS
NBA Basketball Scores on Thursday
TNT's NBA basketball showing was the leading original cable program on Thursday. The Oklahoma City vs. Chicago game had a 0.9 rating with adults 18-49 and 2.1 million viewers. WWE Smackdown on Syfy took the top spot in total viewers with an audience of 2.7 million. The wrestling show and History's Vikings both had a 0.8 in the demo. History's Pawn Stars, A&E's After the First 48 and TNT's 10:30 p.m. basketball telecast all drew a 0.7 rating.
For more, click HERE
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| Overnight Ratings: Sunday, March 8
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | AMERICA'S FUNNIEST HOME VIDEOS | 1.4 | 6.6 | | CBS | 60 MINUTES | 1.0 | 10.3 | | FOX | THE SIMPSONS (R) (7)
BOB'S BURGERS (7:30) | 0.9
1.1 | 2.4
2.5 | | UNIVISION | AQUÍ Y AHORA | 0.7 | 1.9 | | NBC | THE VOICE (R) | 0.5 | 2.6 | | TELEMUNDO | TOP CHEF: ESTRELLAS
| 0.3 | 0.7 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | ONCE UPON A TIME | 2.1 | 6.6 | | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30) | 1.6
1.4
| 3.7
3.1
| | CBS | MADAM SECRETARY | 1.1 | 10.8 | | NBC | THE VOICE (R) | 1.1 | 4.3 | | UNIVISION | NUESTRA BELLEZA LATINA
| 1.0 | 2.7 | | TELEMUNDO | TOP CHEF: ESTRELLAS
| 0.3 | 0.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | FAMILY GUY (9)
THE LAST MAN ON EARTH (9:30) | 2.0
1.8
| 3.9
4.3
| | ABC | SECRETS & LIES | 1.4 | 5.9 | | UNIVISION | NUESTRA BELLEZA LATINA
| 1.2 | 3.2 | | CBS | THE GOOD WIFE | 1.0 | 9.1 | | NBC | DATELINE: ESCAPE | 0.8 | 3.6 | | TELEMUNDO | CAPTAIN AMERICA | 0.4 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | REVENGE | 1.0 | 4.8 | | UNIVISION | SAL Y PIMIENTA
| 1.0 | 2.7 | | CBS | BATTLE CREEK | 0.8 | 7.0 | | NBC | DATELINE: ESCAPE | 0.8 | 3.6 | | TELEMUNDO | CAPTAIN AMERICA | 0.4 | 0.8 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'The Bachelor' Hands Out His Final Rose
Iowa farmer Chris Soules may decide which woman he wants to marry in ABC's season finale of The Bachelor (8 p.m.), but that doesn't mean they'll get hitched after the show ends. In fact many couples are already broken up by the time the finale airs. In this case, the episode was taped in late-November. The two remaining women, Becca Tilley and Whitney Bischoff, visit Soules' parents in Iowa and he proposes to one of them. The upshot: The Bachelor has enjoyed a strong season, averaging 8.6 million viewers with a season high 9 million in one episode. That number should be topped during the finale.
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| • Comedy Block Producing Smiles For CBS
Monday Night sitcoms 2 Broke Girls (8 p.m.) and Mike & Molly (8:30 p.m.) are putting up competitive numbers in a tough time period. 2 Broke Girls is averaging 8.2 million viewers in its new time slot. (Last year it aired at 8:30 p.m., leading out of the final season of How I Met Your Mother and averaged 7.4 million.) Mike & Molly is averaging 8.9 million viewers leading out of 2 Broke Girls, up from 8 million viewers last season. The upshot: The two comedies have to compete with NBC's The Voice, which draws more than 10 million viewers, ABC's The Bachelor and Fox's freshman drama Gotham. But the block is holding its own.
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| • AMC Audiences Calling On 'Saul'
The cable network's freshman drama Better Call Saul (10 p.m.) has been drawing sizable audiences since its premiere in early February. It debuted out of mega-hit The Walking Dead and drew 6.9 million viewers and a 3.4 18-49 demo rating on a Sunday night before moving to its Monday night at 10 time period. Since then Saul has averaged 3.1 million viewers and a 1.5 18-49 rating, making it the most-watched scripted series on Monday night cable. The upshot: Yes, the show did lose more than half of The Walking Dead's lead-in numbers of 15.6 million viewers and an 8.0 in the demo, and yes, since premiering on Monday nights, Saul has lost some audience each week. But close to halfway through its first season run it is still getting lots of eyeballs.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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