Daily Marauder



Doug Mills/The New York Times

Good morning Giants fans. Go ahead. Lord your supremacy over us Patriots fans. I’m originally from Rhode Island and so became a full-blooded Patriots fan last night at a bar in Saratoga Springs, NY. What to do when surrounded by Giants fans? Become the #1 annoying fan and learn to avoid thrown glasses.

Being that I’m in the ad industry, my main interest in the Superbowl is the commercials and according to a study by Hanon McKendry , 54% of Superbowl watchers are just like me. For $3MM for 30 seconds, let’s give these ads their due respekt. Thus spawns, the Marauder Top 5. Unlike the USA Today Ad Meter which employs ratings from its web site or Facebook to determine a winner, I’m using a much simpler and valuable rating system: YouTube video views combined with my own opinion. To qualify those views, I am also listing out the upload date as most of these commercials were uploaded a week out from the Superbowl itself. Below my top 5, you will find the commercials I was not a fan of but listed as they pulled considerable weight in video views.

Daily Marauder Top 5: Superbowl 2012 Commercials

VW “The Dog Strikes Back”

5 MM views

Upload Date: 1/30

Kia “A Dream Car. For Real Life.”

4 MM views

Upload Date: 1/31

Chevy Sonic “Stunt Anthem”


Upload Date: 1/27

Sketchers “Go Run”


Upload Date: 1/26

Bud Light “Rescue Dog”


Upload Date: 2/3

Notable Mentions: Superbowl 2012 Commercials

Acura “Transactions”

Almost a winner until I saw the appearance of Jay Leno. Instant fail.

15 MM views

Upload Date: 1/30

Honda CR-V “Matthew’s Day Off”

Here’s the thing. “Ferris” just looks old and bloated. I felt depressed after watching it.

12MM views

Upload Date: 1/26

That said, while likability is fun to assess, it matters less in translating to brand sales. Many brands attempted to take their Superbowl ad buy one step further by creating a digital link using Shazam for TV. While many think of Shazam as a mobile app to identify what song is playing, the company recently updated to allow users to Shazam TV as well creating a digital extension both from TV episodes and commercials alike. This affords the TV commercial some digital legs allowing an easier transition from TV to digital. The best example from a brand last night came during the Toyota Camry commercial. Users could Shazam the commercial for a chance to win 2 Toyota Camrys during the game.

In other news, Facebook prepares for its IPO, Path doubles its user count to 2MM having re-launched 2 months ago, the Susan B. Komen Foundation reverses its decision to cut funding to Planned Parenthood , Pinterest wears the big kid pants in the social media family, and the Grammys piles on some interesting digital extensions to their coming broadcast.

Some more Cool Sh-t:

Commercial Crashers: The Old Spice Guy



Beatrice Arthur, 86, star of two iconic television series, died peacefully Saturday at home. Beatrice won Emmy Awards for her role in the 1970s television series Maude and also for her role as Dorothy in the 1980s series The Golden Girls. (Cynopsis 4/27)


With an average prime-time delivery of 2.26 million in the first quarter, Fox News Channel with relative ease locked up the No. 2 spot among ad-supported cable networks. But now, the right-leaning news outlet is even looking to oust general-interest network USA as the top cable programmer. Mediaweek (4/27)

President Obama’s communications handlers acknowledge that today’s evolving media landscape works to their advantage. Both network television and newspapers are “bleeding” and are “less powerful.” And Obama is “more popular” than all of the media “combined.” (Iwantmedia 4/27, http://washingtontimes.com/news/2009/apr/27/new-media-no-match-for-popular-president 4/27)


The major television networks are said to be unhappy with President Obama’s frequent primetime speeches, which are costing them some $10 million per hour in lost advertising revenue. Their revenue models didn’t “anticipate monthly State of the Unions.” (Iwantmedia 4/27, http://www.nypost.com/seven/04252009/business/an_obama_overload_166061.htm 4/25)

NBC says Jay Leno is its top marketing focus for 2009. “Leno is the single most important marketing priority of the year,” according to marketing head Adam Stotsky. The network is considering positioning the new primetime Leno show as a companion to its news programming. (Iwantmedia 4/27, http://www.broadcastingcable.com/article/209983-NBC_Leno_Top_Marketing_Priority.php 4/27)

Fox is facing an uncomfortable future, as Paula Abdul and Simon Cowell — the two biggest stars on its No. 1-rated show “American Idol” — openly discuss leaving, which could send viewership plummeting in future seasons. Millions of dollars in advertising revenue could be at risk. (Iwantmedia 4/27, http://www.reuters.com/article/industryNews/idUSTRE53M0NB20090425 4/24)


CNN, whose strategy is to steer the middle course in its news coverage, is ranked fourth among the cable news channels. Even CNN’s own staffers say its news formula may be preventing the network from competing effectively. (Iwantmedia 4/27, http://www.nytimes.com/2009/04/27/business/media/27cnn.html?_r=1 4/27)

CNN uses less opinion than its competitors. Lou Dobbs is an exception.


MTV on Tuesday is expected to announce a new reality show called “The Stylist,” an occupational-competition series about fashion and accessory designers who will vie for a major contract. According to published reports, the show is a bit of a departure for MTV because its format will be reminiscent of series on Bravo, the CW and TLC. The Hollywood Reporter (4/26)

Two financial earnings reports to be released this week — Time Warner on Wednesday and Viacom on Thursday — are expected to provide the first detailed indication of how the cable industry fared financially in the first quarter of the year. Time Warner owns cable networks such as TNT, TBS and CNN, and Viacom’s channels include Comedy Central, MTV and Nickelodeon. The Wall Street Journal (4/26)

Analysts are blaming Viacom CEO Philippe Dauman for everything from MTV’s sagging ratings to the 44% fall in the company’s share price since he started. Some investors say they hope that “someday a CEO will come along” who can get more out of the company’s assets. (Iwantmedia 4/27, https://home.crainsnewyork.com/clickshare/authenticateUserSubscription.do?CSProduct=newyorkbusiness-web&CSAuthReq=1240855640:373352450840243&CSTargetURL=http%3A%2F%2Fwww.crainsnewyork.com%2Fapps%2Fpbcs.dll%2Fsection%3Ftemplate%3Dlogin_response 4/27)

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Ex-Illinois Gov. Rod Blagojevich may end up starring in NBC’s summer reality series I’m a Celebrity … Get Me Out of Here. Blagojevich will participate in the live series event if a federal judge approves and allows him to travel to Costa Rica from where the show will originate. The series will debut on NBC June 1 and will air as a strip over four weeks. (Cynopsis 4/16)


WWE Raw” and “NCIS” helped USA Network secure the top prime-time ratings spot among ad-supported cable networks for the week ended April 12 … its 14th consecutive win this year. The network delivered an average 3.08 million total viewers during the period and also finished first in the 25-to-54 and 18-to-49 demos, with 1.46 million and 1.37 million, respectively. Mediaweek (4/15)


Fantasia Barrino, the Grammy-nominated singer who rose to fame after her appearances on “American Idol,” is getting her own reality show on VH1. The series, which is expected to premiere sometime next year, will delve into her so-far meteoric career as well as her off-stage life as a single mom. The Hollywood Reporter (4/15)


After a week of discussions with NBC, Boston’s WHDH-TV says that Jay Leno‘s new 10 p.m. comedy show is a go this fall in the time slot in which it had planned to run its early newscast. Both sides say that that their differences have been resolved. NBC calls it “a happy ending.” (Iwantmedia 4/16, http://www.boston.com/ae/tv/articles/2009/04/14/leno_will_air_at_10_on_whdh_tv/ 4/14)


TNT scored with the NBA during the 2008-2009 regular season, reporting year-to-year increases in key demos based on information from Nielsen, including:
A18-49: + 17% 980,000 vs. 835,000
A25-54: +16% 881,000 vs. 760,000
M18-49: +12% 691,000 vs. 617,000
M25-54: +12% 614,000 vs. 547,000
Pro basketball continues on TNT as the network’s 40 Games in 40 Nights coverage of the 2009 NBA Playoffs begins this Sunday with a trio of games and TNT will provide exclusive coverage of the 2009 Eastern Conference Finals. (Cynopsis 4/16)

Discovery Channel’s season five premiere of Deadliest Catch on Tuesday night at 9p hooked the largest average audience in the series’ history including 2.6 million A18-49, nearly 2.8 million A25-54 as well as almost 1.6 million M18-49 and 4.1 million total viewers. (Cynopsis 4/16)

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AMC has ordered a third season of “Breaking Bad,” its award-winning drama about a high school chemistry teacher who opens up a crystal-meth lab after finding out he’s terminally ill. The third season of the series, which will be honored with a Peabody Award next month, begins sometime in 2010. Mediaweek (4/2)


Disney Channel on May 2 will premiere “Jonas,” the series spotlighting the musical act Jonas Brothers. But for tween fans who simply can’t wait that long, full-episode previews will be available at Disney Channel on Demand, beginning April 25. TVWeek.com (4/2)


Boston NBC affiliate WHDH plans to air a local newscast instead of Jay Leno‘s new 10 p.m. talk show. The move is prompting a threat from NBC to strip the TV station of its network affiliation. Station owner Ed Ansin says he does not believe Leno’s new show will be successful. (Iwantmedia 4/3, http://news.yahoo.com/s/ap/20090403/ap_en_tv/tv_nbc_affiliate_leno 4/3)


Oxygen likes its bad girls and on the heels of Bad Girls Club‘s third season finale, the network renewed the series for a fourth round. Casting is taking place for the new season from Bunim-Murray Productions. (Cynopsis 4/3)


Share of CBS are up 21% in New York trading after Merrill Lynch analyst Jessica Reif Cohen predicted sales of reruns to cable channels will boost results in the second half of the year. “We do not believe CBS is receiving appropriate credit for its ‘locked-in’ revenue.” (Iwantmedia 4/3, http://www.bloomberg.com/apps/news?pid=newsarchive&sid=agHXPTBTUqIc 4/2)

A panel of experts at the Cable Show on Thursday said that cable needed to take the ethnic market back from providers of satellite television. With new channels and multicultural marketing efforts, Comcast’s David Jensen said: “We have a perfect opportunity to level the playing field with the satellite guys and really to take back the ethnic segment for the first time.” Multichannel News (4/2)

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In the headlines again, this time with more specific news, NBC announced yesterday Jay Leno will host a new live primetime comedy/talk show beginning fall 2009. The Monday-Friday hour-long show based in Burbank will air at 10p/EST and 9p/CST. The new show will contain some of the same elements as The Tonight Show including an opening monologue, guests, comedy skits like “Headlines,” “Jaywalking”, as well as more topical content and newsmakers. It should be pointed out, however, that this new show will not be a simple remake of The Tonight Show. Leno will get an entirely new set … the vertical striped curtain and desk belong to Tonight Show.  In making this unprecedented move of stripping a primetime talk show, NBC realizes the show will have a lower ratings threshold than a scripted series and be more economical to produce. (Cynopsis 12/10)


The Friday premiere of Nickelodeon’s “Merry Christmas Drake and Josh” pulled in 8.1 million viewers to become the most-watched live-action movie among children 2 to 11 and total number of viewers in the channel’s history. The two-hour movie, starring Drake Bell and Josh Peck, featured a guest appearance by Henry Winkler. Broadcasting & Cable (12/9)


The season-ending episode of Discovery Channel’s “Storm Chasers” was rated the No. 1 show among men 18 to 34 Sunday night on prime-time, ad-supported cable channels with more than 3.2 million viewers. For Discovery, it was the most-watched show since July 2007 among adults 25 to 54 and men 25 to 54 and the most-watched Sunday night show by men 18 to 34 since “Planet Earth.” Multichannel News (12/9)


With NBC announcing Monday that it will combine operations with sister studio Universal Media Studios, industry sources have been buzzing about similar plans under consideration at ABC. Entertainment head Stephen McPherson is rumored to head the newly merged unit. (Iwantmedia 12/10, http://www.hollywoodreporter.com/hr/content_display/news/e3i4d2fc033695aeeced71236392bc3d5a3 12/9)

Disney is feeling the financial squeeze, but its cutbacks during the downturn likely will be less dramatic than those at other media conglomerates, according to CFO Tom Staggs. “You’ll see us taking some of those steps in the ensuing weeks and months.” (Iwantmedia 12/10, http://www.variety.com/article/VR1117997131.html?categoryid=3284&cs=1 12/9)

Pressure is mounting on CBS to lower its dividend, now yielding 14% after a 73% decline in the shares this year. Investors may be anticipating a dividend cut as slumping advertising sales hurt cash flow at the broadcaster, according to Moody’s analyst Neil Begley. (Iwantmedia 12/10, http://www.bloomberg.com/apps/news?pid=20601204&refer=&sid=alqVeY6.FPQQ 12/10)

VH1’s premiere of original series Real Chance Of Love Monday night at 9p delivered a 1.4 A18-49 rating and 2.6 million viewers. Following at 10p, the season finale of Scream Queens posted a 1.0 rating among A18-49 and 1.7 million viewers. (Cynopsis 12/10)


VH1 will premiere its new eight-episode reality series Confessions of a Teen Idol January 4 at 8p. The series takes a group of former teen idols from the 80s and 90s and under the tutelage of Scott Baio, former child star now producer Jason Hervey and celebrity psychologist Cooper Lawrence, each are given the tools and confidence to make a career comeback. (Cynopsis 12/10)

TBS is going a little Greek as the comedy-targeted network ordered a presentation for a 30m late-night show tentatively titled Frat House from Bunim-Murray, cites THR. The project, similar to Will Ferrell’s 2003 comedy Old School, is about three guys plated by Bret Ernst, Theo Von and Bert Kreischer who long for their old frat house days. (Cynopsis 12/10)

Bravo will introduce viewers to a second season of The Millionaire Matchmaker in time for Valentine’s Day on February 12 at 10p. Viewers will watch as Patti Stanger, owner of an exclusive Los Angeles matchmaking firm, and her staff chooses potential mates for male millionaires and new for this season, the company will work on behalf of wealthy female and gay clients. (Cynopsis 12/10)

Tivo unveiled its latest gimmick to try and serve ads to commercial-skipping consumers. Advertisers can now place targeted messages on a new Pause Menu, which comes up anytime a viewer pauses a live or recorded program. The ads can be tied to specific shows or can target a range of programming by genre or keyword within the program description. Mercedes-Benz USA and Twentieth Century Fox Home Entertainment are two early adopters of the feature. (Cynopsis 12/10)

Cox Communications systems nationwide on Jan. 1 will begin carrying Fox Business Network, adding about 2 million subscribers to FBN’s rolls. The deal brings FBN, which launched in October of 2007, to about 45 million U.S. homes. Mediaweek (12/9)

DirecTV said that while it remains bullish about 2009, hiring will be frozen and all but the most critical capital projects will be suspended as visibility on the economy remains poor. The largest U.S. satellite television provider also plans to raise rates next year. (Iwantmedia 12/10, http://biz.yahoo.com/ap/081209/directv_economy.html 12/9)

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According to B&C, NBC will be moving Jay Leno to 10p on weeknights, thereby allowing NBC to cut back on its primetime programming as well as keeping both Leno and Conan O’Brien in house.  The start date is as yet unknown, but speculation pegs next fall. (Cynopsis 12/9)


Co-President Harold Akselrad has decided to leave HBO after 25 years, the network announced Tuesday.  Mr. Akselrad recently concluded negotiations with several of the studios that supply the pay cable network with theatrical movies. (http://www.tvweek.com/news/2008/12/akselrad_to_leave_hbo.php 12/9)


Billionaire real estate investor Sam Zell was unable to keep the wolves from the door as The Tribune Company filed for bankruptcy protection in federal court in Delaware on Monday. The company will restructure debt obligations and says it has the cash to continue to operate its media businesses during the process. It also reassured advertisers its broadcasting affiliations and pre-paid ad contracts are still in place. Zell described the move as a reaction to a “perfect storm” of factors including a rapid decline in revenue and severe tightening of credit markets. Tribune owns 23 TV stations and 8 major daily newspapers and newspaper websites including the LA Times, Chicago Tribune and Baltimore Sun. (Cynopsis 12/9)

TNT delivered 2.1 million A18-49 viewers for its new original series Leverage Sunday night at 10p. The Timothy Hutton-starring drama also attracted 5 million total viewers and it moves into its regular time period of Tuesdays at 10p beginning tonight. (Cynopsis 12/9)


Bravo is sticking by its commitment to four of its up-and-coming reality projects. That means “Flipping Out” and “Million Dollar Listing,” both of which focus on the real estate market, will get a third season and beauty-centric “The Rachel Zoe Project” and “Tabatha’s Salon Takeover” will be back for their sophomore campaigns. Variety (12/8)

The Rachel Zoe project is back for another season proving finally that. . .there IS a god.zoeRachel's Shutting It Down

Philippe Dauman, Viacom’s chief executive officer, moved to assure investors that the debt burdens of Sumner Redstone and his National Amusements holding company will not affect Viacom. “I am totally focused on running Viacom,” Dauman said. “It doesn’t impact our financial position (and) we have taken every appropriate governance measure to make sure that Viacom is not affected by the National Amusements situation.” Variety (12/8) , Multichannel News (12/8)

Magical Elves, the production entity behind such shows as Project Runway and Top Chef, made a development agreement with Kelly Cutrone for a new reality series about Cutrone’s fashion PR agency, People’s Revolution. The series will go behind the scenes at Cutrone’s company and its bicoastal offices, chronicling the personal and professional lives of Cutrone and her staff. (Cynopsis 12/9)

Time Warner Cable has reported a slowdown in subscriber growth for its video, Internet and phone services. “Consumers just sort of closed their pocket books.” Likewise, Cablevision has experienced a pullback in sales of its services. “There are no new opportunities.” (Iwantmedia 12/9, http://www.crainsnewyork.com/apps/pbcs.dll/article?AID=/20081208/FREE/812089974/1084 12/8)

Cablevision, whose network DVR has stirred some controversy because of the way it allows subscribers to store programs, will proceed with plans to roll out the device in 2009 … as long as it is not deemed illegal by the U.S. Supreme Court, according to Chief Operating Officer Tom Rutledge. “We have plans to begin deploying it some time next year,” he said. “It has all the functionality of a DVR, it looks to you like a DVR. You can’t really tell the difference.” Reuters (12/8)

Comcast debuted a trio of new triple-play packages, ranging from $115 per month to $180 per month. The top-tier package includes an HD DVR, 200 digital channels, Internet speeds of up to 22 Mbps and premium networks such as HBO, Starz, Cinemax and Showtime. “We will continue to innovate and evolve our packaging,” said Dave Watson, executive vice president of operations for the company. OneTRAK (12/8)

Worldwide advertising spending in measured media could decrease by 0.2% to $458 billion next year versus this year with spending up 2.6%, according to the study “This Year, Next Year” from GroupM. The study also projects the U.S. ad spending will decline by 3% to $157 billion next year after spending has increased this year by 0.3% to $162 billion. (Cynopsis 12/9)

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July 22, 2008, 7:09 PM
Filed under: BROADCAST/CABLE | Tags: , , , , , , ,


The record $155.3 million opening weekend of “The Dark Knight” will boost Time Warner‘s chances of meeting its full-year forecast, analysts say. However: Time Warner’s stock price fell more than 2% on Monday. “It doesn’t help that the company is having trouble selling AOL.” (http://www.crainsnewyork.com/apps/pbcs.dll/article?AID=/20080721/FREE/509248477/1084 7/21)

NBC says that Jay Leno‘s last night as host of NBC’s “Tonight Show” will be May 29, 2009, with Conan O’Brien taking over on June 1. The network refuses to concede that Leno’s departure to a rival network is a fait accompli, saying it continues to “work on ideas” with him. (http://www.nytimes.com/2008/07/22/arts/television/22late.html 7/22)

Cartoon Network is developing a live-action/CGI made-for-TV movie based on its animated “Ben 10: Alien Force” series. The Alien Force series, CN’s second in the “Ben 10” story line, made its debut in April and scored as the network’s most-watched original premiere among viewers 6 to 11. (The Hollywood Reporter 7/22)

TNT has ordered up a pilot episode of a new drama by “24” co-creator Joel Surnow. The show, to be titled “Night and Day,” focuses on an agent with the Bureau of Alcohol, Tobacco and Firearms. (Reuters/The Hollywood Reporter 7/22)

Time Warner Cable has been making a series of moves during the past few months to guard its home turf in New York City against Verizon Communications’ FiOS service, which just won approval to begin operation in the five boroughs on Aug. 1. Among the moves, according to Landel Hobbs, the company’s chief operating officer, are reducing maximum customer wait times for residential service from four to two hours and offering discounts on long-term contracts. (The Wall Street Journal 7/22

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