| Today's Top Stories | | #1 | Heineken USA To Spend 30% Of Ad Dollars In Digital
| | | The beermaker plans to increase its marketing budget by 6% this year, with 30% of its spending in digital, up from 20% last year, according to an Ad Age report. Heineken also plans to use programmatic to make about 10% of its ad buys. Neil Patrick Harris will continue to appear in commercials, and the company, which recently became a Major League Soccer sponsor, will make marketing to soccer audiences a priority.
Why This Matters: Heineken USA spent about $150 million on measured media in 2014, according to Kantar Media, so its ad spending is substantial, particularly in the digital space.
A Take: Ad Age
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| | #2 | Simulmedia Offer Brands Data-Driven TV Ad Guarantees
| | | The ad tech company that offers digital ad targeting for linear television is confident enough to guarantee advertisers their TV campaigns will get better results using its techniques than current TV ad-buying efforts, The Wall Street Journal reports. Marketers need to spend $1 million through Simulmedia in order to receive the guarantee. Simulmedia will match TV ad delivery with credit card data for over 60 million U.S. households to make the comparison.
Why This Matters: Ad guarantees are the norm when buying TV based on age demographics but Simulmedia's targeting is more detailed and it would be blazing a new trail here. Key will be to get major advertisers to try it, and Wendy's, which has worked with Simulmedia before, is considering a buy.
Two Takes: WSJ | MediaPost
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| | #3 | CEO Seiler Leaving IPG Mediabrands
| | | Sources tell Ad Age that Matt Seiler will be succeeded by Henry Tajer, currently global chief operating officer. Seiler has led the IPG media network, which includes media buying agencies UM, Initiative and BPN, along with Magna Global, since January 2011. Prior to that, he was CEO of UM and before that he served in executive roles at assorted Omnicom agencies. BPN was launched under Seiler's watch in 2012.
Why This Matters: It's just the latest in a series of senior leadership changes at the IPG media agency network. There have been more than a dozen senior executive departures from IPG Mediabrands in the past two years.
A Take: Ad Age
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#4 Ad Execs Mostly Praise Nielsen Acquisition of eXelate (MediaPost)
#5 Financial Planning Firm Targets Downsized P&G Workers With Local TV Ads (Ad Age)
#6 IPG Consolidates Lowe And FCB Healthcare Practices (MediaPost)
#7 GroupM Exec Wants More Competition Among Digital Platforms (Ad Age)
#8 Confessions Of An Ad Agency Millennial Exec (Digiday)
#9 How B-To-B Marketers Can Use LinkedIn More Effectively (Ad Age)
#10 Harley-Davidson Campaign Uses Footage From ESPN X Games Participation (MediaPost)
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Percentage of U.S. TV-viewing millennials who watch time-shifted TV, according to HUB research. That compares to 53% of the total TV-viewing audience.
– Reported by eMarketer
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| | MBPT Spotlight | Nielsen Sports Report Offers Marketers Some Insights Into Reaching Fans
By John Consoli
It's a well-known fact that live sports draws lots of viewers to television, but Nielsen's recently released Year in Sports Media Report offers some audience- and advertiser-specific data and interesting consumer factoids on each of the major professional sports, based on their 2013-14 seasons.
Within the data pages of each sport, Nielsen breaks out three of what it calls "fan insights," or particular targeted data that sheds light on how the fans of each sport use various products or maintain different consumer habits compared to the "average U.S. adult."
The data in the report was, according to the measurement company, compiled "using Nielsen Talent Analytics, which represents the collective Nielsen intelligence, insights and solutions for linking brands and audiences across the entertainment industry."
The report also highlights TV watching, twitter usage and viewing on myriad devices, and chronicles ways fans used to view their favorite teams. It also recaps viewing and demo data from all the major sports and events during 2014.
One major digital highlight in the report points out that "a collective 72.3 million Americans consumed a staggering 71 billion minutes of sports content in October 2014 alone, and those numbers will only continue to grow." In the two years between October 2012 and October 2014, the average user increased his or her monthly time spent on mobile sports content by 35%.
How much do sports radio listeners figure into the mix? And what are the consumer habits—and biggest advertisers—for each of the top U.S. sports?
For more, click HERE
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| | Fates & Fortunes | • MIKE ZANEIS was named CEO of the Trustworthy Accountability Group (TAG), the joint advertising anti-fraud operation of the Interactive Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers. Zaneis replaces Linda Woolley, who held the position for only four months. Zaneis is executive VP, public policy and general counsel for IAB and he will continue in those positions in addition to overseeing TAG.
• MARK TONER has joined independent agency R2C Group as its first chief marketing officer. He most recently launched Add Toner, a growth accelerator for emerging brands. Prior to that, he was managing partner of Source Marketing, part of the MDC Partners group, where he spent 15 years.
• JONATHAN HALVORSON has joined General Motors as director of global media strategy and branded entertainment. He was most recently global client director at Starcom MediaVest. Halvorson replaces Jaime del Valle Sansierra who left in late-2014.
• JEFF LUCAS will now oversee the entire ad sales unit at Viacom. Lucas had been in charge of ad sales for Viacom's entertainment networks, including MTV and Comedy Central. He now adds Nickelodeon ad sales to his portfolio.
• BRAD REMINGTON was named VP, general manager at KMGH and KZCO in the Denver market. Both are E.W. Scripps TV stations. He was most recently executive news director at Phoenix independent station KTVK, but previously worked at KMGH from 1989-96.
• LIZA LANDSMAN was named chief customer officer at e-commerce company Jet. She was most recently chief marketing officer at E-Trade.
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| | What They're Watching | BROADCAST RATINGS
'Empire' Continues Remarkable Rise
Empire rose yet again to another high in both the adults 18-49 demo and total viewers. It was up 6% in the demo and 2% in its audience. The demo rating is the highest for a broadcast drama since the Lost series finale in 2010, while the total viewer count marks the show's eighth-straight week of gains. American Idol, however, tumbled 22%, though Fox still easily led Wednesday night. CBS took third as the net debuted the newest iteration of its longtime franchise with CSI: Cyber. The Patricia Arquette show was down slightly in the demo from Stalker's fall premiere in that slot, but topped it among total viewers. Survivor dipped a tenth, while Criminal Minds was even with its last show. ABC finished second. The Goldbergs and Modern Family were each steady with last week. The Middle rose two-tenths while Black-ish and Nashville both inched up a tenth. NBC finished in fourth, airing a Voice recap special. The CW rounded out the evening with an Arrow repeat and The 100 staying even.
For more, click HERE
CABLE RATINGS
College Basketball Ties 'Mary Jane'
ESPN's college basketball showing and BET's Being Mary Jane tied for first place among cable originals on Tuesday, both netting a 1.0 rating among adults 18-49. The Kentucky vs. Georgia game had 2.8 million viewers while Mary Jane pulled an audience of 2.1 million. OWN's The Haves and the Have Nots was close behind in the demo, with a 0.9 rating, and topped the night in total viewership at 2.9 million. Bravo's The Real Housewives of Beverly Hills had a 0.8 rating and 2.2 million viewers.
For more, click HERE
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| Overnight Ratings: Wednesday, March 4
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE MIDDLE (8)
THE GOLDBERGS (8:30) | 2.2
2.5 | 8.3
7.9 | | CBS | SURVIVOR | 2.3 | 9.9 | | FOX | AMERICAN IDOL | 2.1 | 8.7 | | NBC | THE VOICE | 2.1 | 8.6 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.5 | | TELEMUNDO | LOS MISERABLES
| 0.6 | 1.5 | | CW | ARROW (R) | 0.4 | 1.4 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | EMPIRE | 5.7 | 14.2 | | ABC | MODERN FAMILY (9)
BLACK-ISH (9:30) | 3.4
2.3 | 9.6
6.7
| | NBC | THE VOICE | 2.1 | 8.3 | | CBS | CRIMINAL MINDS | 1.9 | 10.4 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.2 | 3.2 | | TELEMUNDO | TIERRA DE REYES
| 0.6 | 1.3 | | CW | THE 100 | 0.5 | 1.5 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | CSI: CYBER | 1.8 | 10.3 | | ABC | NASHVILLE | 1.4 | 5.3 | | NBC | CHICAGO P.D. (R) | 1.1 | 4.9 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.6 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.6 | 1.4 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Murder Mystery Series Is USA's Latest Ratings 'Dig'
Dig, an original 10-episode scripted drama from the producers of Homeland and Heroes, premieres on USA Network (10 p.m.). The series follows Peter Connelly (Jason Isaacs), an FBI agent stationed in Jerusalem investigating a murder, who uncovers an ancient international conspiracy. Anne Heche costars. The upshot: USA over the years has had great success with its dramas. The network is hoping Dig is the latest entry to hit the ground running.
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| • 'American Crime' Joins ABC Lineup
The new drama series (10 p.m.), written and executive produced by John Ridley (screenplay Oscar-winner for 12 Years a Slave) is based around a home invasion and murder of a white war veteran and an assault on his wife, the arrest of four minority suspects, and the subsequent investigation surrounding it. The events unfold and reveal all sorts of surprises, both about the suspects and the victims. The story is told from the points of view of all those involved and touches on many preconceptions on race, sex, gender and family. The ensemble cast includes Felicity Huffman, Timothy Hutton, W. Earl Brown, Richard Cabral, Benito Martinez and Penelope Ann Miller. The upshot: American Crime has big shoes to fill, replacing freshman hit drama How To Get Away With Murder, which concluded its season last week, in the time period. But it's been getting a lot of ink, especially for Ridley's involvement.
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| • 'The Blacklist' Struggling On NBC
The network's most-watched drama series (9 p.m.) has taken a big hit since moving to Thursday nights. After averaging 10.1 million viewers and a 2.6 18-49 demo rating leading out of The Voice on Monday nights in the fourth quarter, the series has only averaged 8.2 million viewers and a 1.9 rating on Thursdays. Part of the problem is the Blacklist's lead-in on Thursday night, new drama The Slap, is averaging a paltry 4.2 million viewers and a 0.8 18-49 rating. The Blacklist is also going up against one of ABC's most-watched dramas in Scandal. The upshot: The Blacklist drew only 7.9 million viewers last Thursday. The decision to move it there seems to be a major blunder by NBC.
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