| Today's Top Stories | | #1 | Nokia Hires 'Wired' To Create Content For Website
| | | The Finnish tech company which divested its phone business to Microsoft last year and now sells tech equipment to telecom companies, is paying Wired magazine's in-house Brand Lab to produce an editorial-style website call MakeTechHuman that it hopes will spur conversation about the future of tech, Ad Age reports. In addition to the site, the yearlong, multimillion-dollar campaign will include print ads and other events.
Why This Matters: Nokia, which marks its 150th anniversary this year, wants to let consumers know it is still an active business in touch with global issues. It joins other companies such as General Electric and American Express in creating consumer-oriented content marketing hubs.
A Take: Ad Age
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| | #2 | DDB Launches Gender Balance Initiative
| | | The Omnicom agency is launching "Better By Half," a commitment to help promote gender equality within the global agency network and throughout the advertising industry, MediaPost reports. The initiative hopes to bring men and women from every agency level together to discuss and find opportunities to improve gender balance in leadership positions. The effort is being led by Janet Guillet, executive creative director at DDB New York.
Why This Matters: "We have to stop thinking of gender balance as a women's issue," says Mark O'Brien, president of DDB North America. "Since gender balance benefits everyone, both men and women need to be part of the conversation."
A Take: MediaPost
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| | #3 | Pfizer Shifts $100M Planning Account To Carat
| | | Planning for the company's brands such as Advil and ChapStick, which are part of its consumer healthcare division, will shift from MDC's Assembly to Dentsu Aegis' Carat, according to a MediaPost report.
Why This Matters: Sales at the OTC unit were soft, with revenue up 1% in the fourth quarter and 3% for 2014. The shift also follows a number of executive changes at Pfizer last year, including the departure of the chief marketing officer of the consumer healthcare division in November.
A Take: MediaPost
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#4 Many Brands Creating Emoticons (Adweek)
#5 Aerie Conducting Female Teen Selfie Campaign (MediaPost)
#6 Thrillist Launches In-House Agency (Adweek)
#7 P&G Fined Nearly $1M For 'Misleading' Chinese Crest TV Ad (Ad Age)
#8 CNN Original Online Videos Paying Dividends For Sponsors (WSJ)
#9 Coke Can Redesigns In Europe Could Make Their Way Stateside (Ad Age)
#10 How Some Agencies Decide Whom To Send To SXSW (Digiday)
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Percentage of U.S. Internet users age 66 and older who say they use pharmaceutical company websites to access health information, according to research by Makovsky Health and Kelton Research—the lowest response rate across all age groups. Instead, 48% of seniors are most likely to turn to WedMD for their health information.
– Reported by eMarketer
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| | MBPT Spotlight | Does Live Viewing Still Matter?
By Steve Sternberg, The Sternberg Report
In today's C3, multiscreen, video streaming media environment, does live viewing still matter? The short answer is yes. The long answer is yes, yes, yes and yes.
While headlines persist about the demise of traditional TV, the simple fact remains that (according to the latest Nielsen data) the time people spend watching television on a television set is more than twice the total time spent on the Internet, social media, smartphones, game consoles, DVD/Blu-ray and multimedia devices combined. So understanding the dynamics of this viewing and its impact on advertising effectiveness is still extremely important.
My wife and I often go to the movies with our 15-year-old son. A routine has developed that invariably repeats itself. Prior to the movie, they air several commercials, none of which my wife or I have seen before. My son, however, is quite familiar with them, often singing along to a jingle. When I say I never saw any of those commercials, he turns to me and says, "Yes, I know, you never watch commercials anymore. You DVR everything and fast-forward through the ads." My son, as usual, is correct.
My wife and I time-shift much of our primetime viewing. We seldom watch the commercials—maybe only during the 20% or so of the time we are watching something live, and that's usually sports, news, late night, award shows or off-network series on cable (such as The Big Bang Theory).
Over the past several years, there have been sea changes in what people can watch on television or video, how they can watch, when they can watch, even at what speed and on what platform they can watch. Yet the since the 1960s, when three broadcast networks accounted for more than 90% of all TV viewing, the way Nielsen measures the average minute audience has not evolved much at all.
Why does Sternberg consider using C3 or C7 measurement as a currency misleading? And what advantage do Adult Swim, Nick-at-Nite, Ion and TV Land have over other cable networks?
For more, click HERE
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| | Fates & Fortunes | • LORI SENECAL was named to the newly created position of global chief executive officer at MDC Partners' Crispin Porter + Bogusky. She was most recently president and CEO of MDC Partner Network and global executive chairman of MDC agency KBS. She will continue in her role at MDC Partner Network, but her previous position at KBS will not be filled. Andrew Keller, CEO of CP+B, and international CEO Richard Pinder, will now report to Senecal.
• JON HITCHCOCK was appointed VP and general manager of Tribune Broadcasting's WTIC and WCCT, Fox and CW affiliates, respectively, in Hartford and New Haven, Conn. He was previously president and general manager of CBS owned and operated stations in Philadelphia, KYW and WPSG.
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| | What They're Watching | BROADCAST RATINGS
'Bachelor' Finale Down From Last Year
ABC's two-hour Bachelor finale was down 18% from last March, but up 4% from its last regular episode this season. ABC finished second overall as the 10 p.m. special After the Final Rose fell 29% from last year. NBC led the night with The Voice dipping 8% and The Night Shift remaining steady. CBS finished third. 2 Broke Girls returned from a week off down 5%, while Mike & Molly slid 9%. Scorpion dipped 5% and NCIS: LA improved 6%. On fourth place Fox, The Following fell 31% from last week's premiere to a series low, though it aired behind a repeat episode of Gotham. The CW rounded out the evening as both Jane the Virgin and The Originals were down 17% from their last new episodes.
For more, click HERE
CABLE RATINGS
'Walking Dead' Still in the Lead
AMC's The Walking Dead kept its top spot on Sunday, but dropped two-tenths to a 7.3 rating among adults 18-49. The zombie drama had 14.5 million viewers. Post-show Talking Dead was in second place with a 2.9 in the demo and 5.7 million viewers. Bravo's Real Housewives of Atlanta rounded out the top three with a 1.7 rating and 3.6 million viewers. Housewives lead-out Thicker Than Water had a 0.8 in the demo and 2.5 million viewers. Showtime's Shameless continued to be the leading premium cable program of the night with a 0.7 rating and 1.6 million viewers.
For more, click HERE
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| Overnight Ratings: Monday, March 9
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.4 | 13.2 | | ABC | THE BACHELOR | 2.6 | 9.2 | | CBS | 2 BROKE GIRLS (8)
MIKE & MOLLY (8:30) | 2.0
2.0 | 8.3
8.8 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.1 | 3.2 | | FOX | GOTHAM (R) | 0.7 | 2.5 | | CW | THE ORIGINALS | 0.5 | 1.4 | | TELEMUNDO | LOS MISERABLES
| 0.5 | 1.3 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.8 | 13.8 | | ABC | THE BACHELOR | 2.9 | 9.8 | | CBS | SCORPION | 2.0 | 10.4 | | FOX | THE FOLLOWING | 1.1 | 3.4 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.2 | | CW | JANE THE VIRGIN | 0.5 | 1.3 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.3 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELOR: AFTER THE FINAL ROSE | 2.7 | 9.7 | | CBS | NCIS: LA | 1.7 | 10.5 | | NBC | THE NIGHT SHIFT | 1.4 | 5.8 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.6 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.6 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Switched at Birth' Goes On Break
The fourth-year ABC Family teen drama airs its midseason finale (9 p.m.). The series that follows two teenage girls who discover they were accidentally switched as newborns and grew up living different lives has averaged 1.2 million viewers and a 0.6 18-49 demo rating, down slightly from the 1.3 million viewers it averaged in season 3. The upshot: Switched at Birth still pulls in a steady audience of women 18-34 and females 12-34 and that's who marketers advertising in the show are targeting.
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| • '19 Kids and Counting' On Downhill Slope
TLC's reality series hit that follows the Duggar family (9 p.m.), which recently began its 10th season by drawing a solid 3.3 million viewers and a 1.2 18-49 demo rating in its premiere, has fallen off in subsequent weeks, averaging 2.3 million viewers and a 0.7 in the demo. While those numbers are still good for cable, last week the series drew just north of 2 million. The upshot: File this under the "bad publicity" department—Jill Duggar's husband Derick Dillard, last week posted an Instagram video showing him sledding down a hill and aiming toward a cat in his path. Social media platforms lit up with cries of animal cruelty—not exactly a message that'll bring more viewers in.
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| • 'Fresh Off The Boat' Surviving In Tough Slot
The new ABC sitcom (8 p.m.) is averaging 6 million viewers and a 1.8 18-49 demo rating on Tuesday night after premiering with two episodes woven into ABC's Wednesday night comedy block and averaging 7.8 million viewers and a 2.4 in the demo. While Fresh Off the Boat's numbers may seem a bit low, the series is in a tough time period, competing against CBS' NCIS and NBC's The Voice. The upshot: Give ABC credit for introducing this ethnic comedy series which draws significantly more viewers on Tuesday nights than Fox comedies New Girl and The Mindy Project.
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