| Today's Top Stories | | #1 | Nielsen Acquires Digital Data Specialist eXelate
| | | The audience measurement company has paid about $200 million to buy the tech company that helps digital advertisers better target their online advertising, The Wall Street Journal reports. Nielsen is expected to merge its demo and TV viewing data with eXelate data, which through cookies gathers details on what consumers are interested in. Advertisers can use EXelate's data management platform to make programmatic buys.
Why This Matters: The acquisition brings Nielsen closer to the programmatic ad-buying world and the combined data offering will help advertisers looking to make electronic ad buys both for online and TV.
Two Takes: WSJ | MediaPost
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| | #2 | Alex Bogusky Partners With Fusion To Form 'Social Impact' Agency
| | | The ad veteran and a founder of Crispin Porter + Bogusky is joining with the digital network to create Fearless, an agency that will help corporations, foundations and non-profit organizations build campaigns around social issues, The Wall Street Journal reports. Fusion, the millennial-targeting joint-venture network between ABC and Univision, which also recently added a new website, will be used to get the campaign messages out to younger viewers. Former Crispin Porter + Bogusky execs Dagny Scott and Leslie Freeman will also join Fearless.
Why This Matters: Bogusky says there are some "terrific agencies doing work around the social impact space" but he feels that overall the model is broken for clients. He believes the new agency can do a better job of reaching young audiences.
A Take: WSJ
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| | #3 | McDonald's Seeks Marketing Ideas At SXSW
| | | The fast food giant will be attending the annual South by Southwest music festival-turned-creative confab in Austin, Texas this month, qz.com reports. It will host three "pitch sessions" discussing ideas such as drones delivering food, ways to reinvent the restaurant experience and content creation. McDonald's will accept concepts from attendees and the best one will earn a trip to corporate headquarters to pitch the company's C-suite execs.
Why This Matters: McDonald's has been struggling with its sales, and the chain's execs are hoping interaction with younger audiences will bring some helpful feedback. "We want to be in the flow of ideas," says chief digital officer Atif Rafiq.
A Take: QZ
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#4 Jack Daniels, Jim Beam Begin Campaigns Taking On Fireball (WSJ)
#5 Pinterest Testing New Targeting Tools, Animated Pins (Ad Age)
#6 New York State Lottery Selects 3 IPG Agencies To Handle Ad Duties (MediaPost)
#7 Why Brand Engagement Metrics Need To Replace ROI (Ad Age)
#8 Inside AT&T's Marketing To Millennials (Adweek)
#9 Clorox In Content Partnership With Huffington Post (MediaPost)
#10 Upstart Social Media Apps Marketers Should Know About (Digiday)
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|  | • 77.6
Number of U.S. Instagram monthly users in millions that the social platform is expected to have by the end of 2015, up from the 64.2 million users it was averaging per month in 2014, according to data.
– Reported by eMarketer
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| | MBPT Spotlight | How Brand Authenticity Drives Action
By Colin Lange, cofounder and partner, Monaco Lange
As I stand in line at my neighborhood CVS Health, I see a brand that has dramatically embraced its core truth.
The shelves behind the cashiers, which months ago had been lined with cigarettes, are now filled with smoking cessation products. The company, which changed its name from CVS to CVS Health in September, understood that to authentically be a health-based brand it had to give up selling tobacco products—and, in turn, give up an estimated $2 billion in revenue.
An incredibly bold move for any company, but particularly bold for a market leader. The payoff, though, will be far greater than recouping their immediate revenue loss: CVS Health has poised its brand to reap great rewards for years to come as the company lives into the why behind its business.
Walk into any other pharmacy and you'll experience pharmacists dosing out medication in the back of the store for a lot of things including chronic obstructive pulmonary disease (COPD), a serious lung disease that gradually makes it harder and harder to breathe, and a front-end cashier selling a pack of Camel cigarettes. I can't think of any greater contradiction that completely erodes a brand. The brand falls apart when a company says it is one thing and then does the opposite.
How will this move help CVS Health's brand going forward? And what is the lesson in figuring out what's at the core of a brand's business?
For more, click HERE
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| | Fates & Fortunes | • WALKER JACOBS was named chief operating officer at Wikia, the network of fan-centered websites. The news comes according to a report in The Wall Street Journal. Jacobs was most recently chief revenue officer and president of sales for Clear Channel Outdoor. Prior to that, he was with Turner Broadcasting in charge of digital ad sales, including for its sports properties.
• CEDRIC DEVITT was named chief creative officer at creative agency Big Spaceship. He was most recently chief creative officer at MRY.
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| | What They're Watching | BROADCAST RATINGS
'S.H.I.E.L.D.,' 'Hell's Kitchen' Return Down
ABC returned Marvel's Agents of S.H.I.E.L.D. down slightly from its fall finale, dipping one-tenth from its last new episode. Fresh Off the Boat (remaining steady against NBC's The Voice) and Forever were also down a tenth. ABC tied with Fox for second. Fox, meanwhile, returned Hell's Kitchen for its spring run down 30% from last year's March premiere. New Girl stayed even and The Mindy Project fell a tenth. NBC easily led the night. The Voice rose two-tenths. Chicago Fire, with that much stronger lead-in compared to its last episode, jumped 57%. CBS and The CW aired repeats.
For more, click HERE
CABLE RATINGS
Monday Loves 'Hop Hop'
VH1's Love and Hip Hop was the night's leading cable program. The reality show had a 1.4 rating among adults 18-49 and 2.5 million viewers. The 9 p.m. and 10 p.m. hours of Monday Night Raw on USA both drew a 1.3 in the demo. The 9 p.m. hour had the top cable viewership with an audience of 4.1 million. Discovery's Street Outlaws and AMC's Better Call Saul both drew a 1.2 rating. Hip Hop lead-out Black Ink Crew had a 1.1 in the demo and 2 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, March 3
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.8 | 14.7 | | ABC | FRESH OFF THE BOAT (8)
REPEAT AFTER ME (8:30) | 1.7
1.2 | 6.0
4.0 | | FOX | HELL'S KITCHEN | 1.4 | 4.1 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.4 | | CBS | NCIS (R) | 1.2 | 10.7 | | TELEMUNDO | LOS MISERABLES
| 0.6 | 1.5 | | CW | THE FLASH (R) | 0.4 | 1.5 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.3 | 16.0 | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D. | 1.6 | 4.5 | | FOX | NEW GIRL (9)
THE MINDY PROJECT (9:30) | 1.3
1.0
| 2.5
2.1
| | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 2.9 | | CBS | NCIS: NEW ORLEANS (R) | 1.0 | 8.8 | | TELEMUNDO | TIERRA DE REYES
| 0.6 | 1.4 | | CW | SUPERNATURAL (R) | 0.3 | 0.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 2.2 | 9.1 | | ABC | FOREVER | 1.0 | 4.4 | | CBS | PERSON OF
INTEREST (R) | 0.9 | 5.5 | | UNIVISION | QUE TE PERDONE DIOS
| 0.9 | 2.3 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • CBS' New CSI Looks At the Tangled Web
CSI: Cyber, next entry in the successful CBS franchise, premieres (10 p.m.), starring Emmy- and Oscar-winner Patricia Arquette as the head of a Cyber Crime Division of the FBI. James Van Der Beek and Peter MacNichol costar. In the series, Arquette's team scours the dark side of the Internet in search of people committing serious online crimes. The upshot: Only the original CSI is left, with CSI: Miami and CSI: New York both being canceled in recent years. The series should do well not only because the original is still producing strong ratings, but also because Arquette recently garnered such great attention for Boyhood.
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| • 'American Pickers' Down But Hardly Out
The History channel stalwart that follows Mike Wolfe and Frank Fritz as they drive through back roads searching for valuable relics of the past, continues to pull in sizable numbers during its extended season 7 (9 p.m.). The show is, however, down from season 6, when it averaged 3.3 million viewers and a 0.7 18-49 demo rating. This season, which began in October, it is averaging 2.8 million and a 0.6 in the demo. The upshot: Viewers are down 15%, but a good portion of the last campaign aired during the summer, when there was less primetime competition. At close to 3 million viewers, American Pickers is still a much watched cable entry, particularly for one that does not go on hiatus for long periods.
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| • Success Continues For 'The Goldbergs'
The ABC second-year sitcom (8:30 p.m.) that follows a 1980s family is averaging 2 million viewers more than it did last season. This year it is averaging 6.8 million viewers, compared to 4.7 million last year, and a 2.1 18-49 demo rating, compared to a 1.5. It is currently the sixth-highest-rated sitcom in primetime in the demo. The upshot: Season-to-season growth for primetime series is a rarity in the current TV landscape. Even more impressive, last Tuesday, The Goldbergs drew a season-high 7.6 million viewers and a 2.5 18-49 demo rating.
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