| Today's Top Stories | | #1 | State Department Official Says He's Sought CMO Help To Fight ISIS
| | | Richard Stengel, who heads the division charged with waging the communications battle with extremist group ISIS, says the ultimate fight is not on the battlefield but in "the information space," Ad Age reports. He says he's had informal contact with marketing professionals to learn how to best reach mainstream Muslims with a 'counter-narrative' aimed at debunking the ISIS ideology. "We're not going to reach them with a press release," he says.
Why This Matters: There is precedent here—In 2004, the U.S. government hired U.K.-based PR firm Bell Pottinger to create ads telling Iraqis about the U.S.-led occupation. But Todd Helmus, a behavioral scientist at the Rand Corporation says in this instance, "You're dealing with an ideology that a 30-second ad can't touch."
A Take: Ad Age
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| | #2 | Converse Kicks Off New Chuck Taylor Campaign Including Consumers
| | | The Nike-owned shoe maker's "Made by You" campaign features more than 200 portraits of street kids, artists and musicians wearing the 98-year-old line and focuses on their personalities that are enhanced by wearing the sneaker. Converse toured some major cities around the world including Tokyo, Berlin and Sao Paulo to photograph consumers in their Chuck Taylors and it became the inspiration for the creative campaign put together by Anomaly. The campaign is expected to take up a large portion of the brand's 2015 media budget.
Why This Matters: The Converse line is competing with the Adidas sneaker line Originals which recently launched a major campaign. Plus Converse wants to keep its sales momentum going. In fourth quarter its revenue was up 21% from the same period a year earlier.
Two Takes: Ad Age | Adweek
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| | #3 | Why Digital Agencies Are Bullish On Spotify
| | | The music platform now has 45 million free monthly users and has also improved its backend technology and targeting ability. John Tuchtenhagen, senior VP of media at Digitas, tells Digiday that his agency has "become very bullish on Spotify," which has only half the listeners of Pandora but is more hands-on, making it attractive to AKQA clients such as Gap, Old Navy and Fiat, says agency managing director of media Scott Symonds.
Why This Matters: Spotify has a comparable CPM pricing structure to Pandora, but its growth has given the agencies another platform to reach music listeners. "There's not nearly enough supply to meet the advertiser demand for video online, and we need more dogs in the hunt—especially one with young, tech-savvy audiences like Spotify," says Tuchtenhagen.
A Take: Digiday
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#4 GroupM's MEC Will Partner With New CBS Interactive Custom Content Unit (MediaPost)
#5 Comcast In Talks To Acquire Ad Tech Firm Visible World (WSJ)
#6 ION Targets Marketers With Cross-Platform Upfront Ad Campaign (MediaPost)
#7 Four Trends That Indicate CMO Roles May Be Ending (Adweek)
#8 TD Ameritrade To Launch Havas-Created Cross-Platform Campaign (MediaPost)
#9 General Motors Launches TV Campaign For GMC Brand (WSJ)
#10 Lewis PR Acquires Digital Marketing Agency Piston (MediaPost)
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Percentage of business-to-business marketers worldwide who expect their advertising budgets to decrease this year, according to a poll by ITSMA.
– Reported by eMarketer
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| | MBPT Spotlight | In Live Sports, One Ring to Guide Them—CBS and NBC see their comeback to boxing broadcasts as a win-win
By John Consoli
The re-entry into the boxing business by CBS and NBC might be a head-scratcher for some industry observers, but the move makes perfect sense to the networks. To them, it's a win-win situation, part of a new era quite different from decades ago, when dwindling viewership resulted in all Big 3 networks dropping boxing from their schedules.
Since the new multiyear deals CBS and NBC and recently signed with Haymon Boxing to televise Premier Boxing Champions (PBC) series' live matches are time buys, the networks get their money upfront and don't have to worry about selling advertising to recoup a rights fee.
In the process, the networks have the opportunity to air live sports events that could potentially draw more viewers than the programming they are currently airing on Saturdays, revive interest in the sport and ultimately lead to new programming franchises that they can eventually buy the rights to at reasonable prices.
Under terms of the new deals, CBS and NBC will be able to sell advertising for any PBC shoulder programming they produce to air on their respective cable sports networks. NBCSN on Feb. 25 televised a one-hour special titled PBC: Corner to Corner that profiled the four boxers—Keith Thurman, Robert Guerrero, Adrien Broner, John Molina Jr.—who will fight on NBC's first primetime card March 7.
While neither the networks nor boxing manager Al Haymon have publicly discussed the fees that were paid to the networks to air the series, it's been reported by several media organizations that NBC received $20 million for its multiyear deal.
Stephen Espinoza, executive VP and general manager of Showtime sports and event programming, says getting back into boxing this way allows the broadcast nets to test the waters. If the telecasts are successful at drawing audiences, paying a rights fee down the road is not going to break the bank. "In the context of TV sports rights fees, boxing is a relative bargain," Espinoza says. "It's a way for TV networks to provide live sports at a reasonable cost."
"Our goal is to develop and grow these telecasts into major events," says Jon Miller, president of programming for NBC Sports and NBCSN. "At one time, the heavyweight boxing champion was the most well-known athlete in the world. We're committed to putting the full face of NBC and the power of our production and promotion teams to make these telecasts a success."
The "PBC on NBC" will be televised live this year on five Saturdays in primetime, as well as on six Saturday afternoons. Cable network NBCSN will also televise nine events in primetime on Saturday nights. NBC will use its top announcing talent on the telecasts, with Al Michaels hosting, Marv Albert doing the blow-by-blow announcing and Sugar Ray Leonard serving as analyst. The network has signed up former boxer Leila Ali (Muhammad Ali's daughter) to report from the fighters' corners.
CBS, which will televise all of its PBC bouts on Saturday afternoons, last regularly televised boxing in 1987, with the exception of one afternoon title fight in 2012. CBS is also planning to use some of its CBS Sports and Showtime boxing announcing talent on its live telecasts, along with some new faces, although specifics have not been announced. The first CBS telecast, on April 4, will feature WBC light heavyweight champion Adonis Stevenson defending his title against former super middleweight champ Sakio Bika.
To get even broader reach, all PBC on NBC events will be streamed live on NBC Sports Live Extra via TV Everywhere, which will allow viewers to see the bouts on multiple digital platforms.
NBC's Miller says the reason NBC originally walked away from live boxing was that promoters began moving all of the best fighters to pay-per-view. Miller believes that Haymon Boxing, which manages close to 200 fighters in assorted weight classes, will make all of its rising stars in the sport available for these broadcast bouts—with the exception, of course, of the Haymon-managed champ Floyd Mayweather Jr., who is set to battle Manny Pacquiao in a long-anticipated pay-per-view matchup on May 2.
Another reason the broadcast networks might be trying this comeback is the lack of viewership in the time periods they will be televising the boxing events. NBC is currently doing paltry ratings on Saturday nights airing scripted drama repeats. Live sports may be a more welcome option.
Season-to-date the network is averaging about 2.3 million viewers and a 0.4 18-49 demo rating on Saturday nights in primetime. While CBS is doing better on Saturday nights, averaging just under 5 million viewers and a 0.6 demo rating, it has a void to fill on Saturday afternoons without college football or basketball.
"NBC hasn't found a good revenue stream with their drama repeats on Saturday nights," says Sam Armando, senior VP, director of strategic intelligence at Starcom MediaVest Group. "Boxing gives them a chance to offer live programming and pull in better ratings. Plus it opens up a broader range of advertisers for the network if the initial telecasts in the deal do well. For CBS, they have more of a programming void on Saturday afternoons."
Armando adds that both broadcast networks can also use the telecasts to promote their other sports programming to new viewers, and it also gives them opportunities to develop boxing-related programming for their cable sports networks.
What doe CBS and NBC believe will be the other advantages of airing the bouts? And how might good ratings help change the model the next time rights fees become available?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • NICK BRIEN was named chief executive officer of digital marketing agency iCrossing. Brien was most recently working as an agency consultant, but was previously chairman and CEO of McCann WorldGroup from 2010-12. Prior to that he was CEO of IPG Mediabrands from 2008-10 and CEO of Universal McCann from 2005-08.
• ROB REIFENHEISER was promoted to managing director, North America, at independent digital media agency Essence. He takes on the role that was previously filled by Christian Juhl, who had kept those duties after being promoted to CEO of Essence last year. Reifenheiser, will oversee all U.S. offices for the agency, including those in New York, San Francisco and Seattle. In other moves, CATHY CARL, global marketing director, was given the additional title of head of North America business development. And MIKE SELMAN has joined the agency as managing director of its Seattle office. Selman was previously a group VP at Razorfish.
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| | What They're Watching | BROADCAST RATINGS
'Last Man on Earth' Leads Sunday in Debut
In an evening full of premieres, Fox topped Sunday as its new comedy Last Man on Earth led the night in the adults 18-49 demo. The Will Forte-starring comedy was more than a full point higher than what Mulaney premiered to last fall. Earlier, the rest of Fox's lineup was up big over their previous new episodes, which had aired against Saturday Night Live's 40th anniversary special. The Simpsons rose 64%, while Brooklyn Nine-Nine doubled its last rating. In its time period premiere, Bob's Burgers rose 56% at 7:30 p.m. Second place ABC debuted Secrets & Lies down 32% from Resurrection's fall premiere numbers. Once Upon a Time returned for the second half of its season up 29%. CBS was third in the demo but was the runaway leader among total viewers. The net's new crime drama Battle Creek, from Breaking Bad's Vince Gilligan and House's David Shore, was down three-tenths from what CSI had for its fall premiere in that time slot. Madam Secretary fell 24% to a season low in its first episode in more than a month, while The Good Wife tied its series low. NBC was in fourth.
CABLE RATINGS
The Cavs Push TNT Basketball to the Top
TNT's NBA showing was the top original cable program on Thursday. The Golden State Warriors vs. Cleveland Cavaliers game had a 1.1 rating among adults 18-49 and 2.6 million viewers. History's Vikings came in second with a 0.8 in the demo and 2.4 million viewers. Syfy's WWE Smackdown, Vikings' lead-in Pawn Stars and TNT's 10:30 p.m. basketball telecast all had a 0.7 rating. The season premiere of CMT's Party Down South had a 0.4 in the demo and 711,000 viewers.
For more, click HERE
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| Overnight Ratings: Sunday, March 1
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | 60 MINUTES | 1.6 | 13.3 | | ABC | ONCE UPON A TIME: SECRETS OF STORYBROOK | 1.3 | 4.4 | | FOX | THE SIMPSONS (R) (7)
BOB'S BURGERS (7:30) | 1.0
1.4 | 2.5
3.0 | | NBC | THE VOICE (R) | 0.9 | 4.4 | | UNIVISION | AQUÍ Y AHORA
| 0.9 | 2.3 | | TELEMUNDO | TOP CHEF: ESTRELLAS
| 0.3 | 0.7 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | ONCE UPON A TIME | 2.2 | 6.5 | | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30)
| 1.8
1.8
| 4.0
3.6
| | NBC | THE VOICE (R) | 1.4 | 5.9 | | CBS | MADAM SECRETARY | 1.3 | 11.4 | | UNIVISION | NUESTRA BELLEZA LATINA
| 1.1 | 2.8 | | TELEMUNDO | TOP CHEF:
ESTRELLAS (8)
TOTAL RECALL (8:30)
| 0.4
0.3 | 0.8
0.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | THE LAST MAN ON EARTH | 2.3 | 5.7 | | ABC | SECRETS AND LIES | 1.5 | 5.8 | | UNIVISION | NUESTRA BELLEZA LATINA
| 1.2 | 3.0 | | CBS | THE GOOD WIFE | 1.1 | 8.9 | | NBC | DATELINE | 0.8 | 3.9 | | TELEMUNDO | TOTAL RECALL
| 0.4 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SECRETS AND LIES | 1.5 | 6.1 | | CBS | BATTLE CREEK | 1.0 | 7.8 | | UNIVISION | SAL Y PIMIENTA
| 1.0 | 2.6 | | NBC | DATELINE | 0.9 | 3.8 | | TELEMUNDO | TOTAL RECALL
| 0.4 | 0.7 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Will 'The Following' Regain Its Followers?
The Fox drama starring Kevin Bacon as Ryan Hardy, a flawed, former FBI consultant who continues to battle the criminal element, returns for its third season (8 p.m.), after suffering a massive viewer loss in season 2. The Following was Fox's most-watched drama in season 1, averaging 8 million viewers and a 2.6 18-49 demo rating. Last season its audience fell significantly by 36% in viewers to 5.1 million, and by 35% in the demo to a 1.7. The upshot: Beyond the historic success of Empire, Fox is having a dismal primetime season and could really use a boost from this drama. However, the show's in a competitive time period going up against NBC's The Voice and ABC's Dancing With the Stars, as well as a female-drawing CBS comedy block.
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| • 'Bachelor' Contestants Spill and the Picture Isn't All Rosy
Before ABC airs the season finale of The Bachelor next Monday night, it will televise The Bachelor: Women Tell All (8 p.m.). During the two-hour reunion special, all the women that this season's bachelor, Iowa farmer Chris Soules, rejected will get together to air dirty behind-the-scenes laundry and take each other—and Soules—to task. The special will also air a bloopers segment. The upshot: The Bachelor is averaging 8.6 million viewers this season, up from 8 million last year, and drew 9 million viewers and a 2.6 in the 18-49 demo last week. This special could be another big draw leading to the finale.
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| • 'Scorpion' Continues to Sting in Ratings Charts
CBS' high-octane freshman drama (9 p.m.), which follows a team of nerdy geniuses who use their various skills to help the government solve high-tech threats, is rolling along with a season-to-date viewer average of 10.5 million and a demo rating of 2.2. Scorpion is the fourth-most-watched new drama in broadcast primetime and the seventh overall. In the demo it is third among new dramas and eighth overall. The upshot: CBS is losing veteran drama The Mentalist after this season so it needs replacements. Scorpion is clearly one of those, along with fellow new drama NCIS: New Orleans.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
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