B Y : A N G E L I N A
B A R T O L U C C I
UPCOMING
PROGRAMMING
HIGHLIGHTS
The Top of Mind Times
V O L U M E 1 , I S S U E
Super Bowl XLV
* WEEK of 2/7 *
NEW SHOWS
LIFETIME
Four of Me W 9p There was a lot of creativity behind
Glamour Belles W 10p these ads on Sunday, but when
creativity is competing with creativ-
FX ity on America’s largest watched
Justified W 10p playground, one has to wonder if
the same ads could be more effec-
HISTORY tive somewhere else?
Only in America w/ Larry
USA Today’s 23rd Annual Super
the Cable Guy Tu 9p
Bowl ad meter rates last night’s
commercial spots and the top
SPECIALS
three ads are Doritos “pug attack”,
Budweiser “Dogsitter” (that tied)
GRAMMY AWARDS
and Volkswagen's “The Force”
E!’s Red Carpet ranked second after those.
Sun 6p-8p Of course everyone has their own
opinion, but I’d say I was enter-
tained.
As far as reviews I was following
“Live Blogging” on Adweek.com
* WEEK of 2/14 * and I would most agree with the
following comment. “From Dan
NEW SHOWS Fietsman: 90% of everything is crap.
9% is good and 1% is great. Follow-
BRAVO ing that formula, I’ll leave the 90%
Real Housewives of comment-less, 10%= Carmax,
New York Tu 10p
Super Bowl gets over 4.5 million Tweets
DISCOVERY
Man vs Wild Th 9p
Treasure Nation Th 10p
Out of the Wild:
Venezuela—TBA
According to real time web monitoring
FINALES company out of France, Semiocast, there
were 4.5 million tweets generated, in
Gold Rush: Alaska F 10p relation to the Super Bowl within 5
hours of Sunday’s programming.
SPECIALS
You’ll be surprised to find out that only
30.4% of them were actually from the
The Approval Matrix on
United States. Semiocast registered 25%
BRAVO Wed 11p more tweets then normal globally and
the peaks were larger than ever.
In addition to the game being tweeted
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2 F E B R U A R Y ,
Snickers, Bridgestone, Stella,
House promo, E*Trade, Teleflora,
NFL, and the 1% = Volkswagen
“The Force” and Chrysler
“Imported from Detroit”.
These ads will be talked about for
the next few days, but unless these
advertisers have a plan on continu-
ing their campaign, I’m sure it will
get lost in the buzz.
Teleflora was smart, Valentine’s
day is days away and I’m sure most
about, tweeps were ranting about com-
mercials. This is a real way for brands to
gauge consumer feedback and interact
with them. Doritos, Transformers and
Pepsi were among the highest percent-
age of commercial banter with Doritos
topping out at 80,000 tweets, 58% posi-
tive, and 16% negative.
Justin Beiber received more than that
with an actual 93,000 twitter comments,
towering over the brand Best Buy, that
7 T H 2 0 1 1
men know of one, maybe two
websites to purchase flowers. This
ad was definitely geared towards
males and most importantly, time
appropriate. If Teleflora wants to
bank on their Super Bowl ad they
should ramp up their campaign for
the next few days, have more than
just that one ad, and take advan-
tage of their busiest time of year.
Then repeat again in May before
Mother’s Day.
Not only do I pay attention to the
ads revealed on the Super Bowl,
but also what these agencies and
companies do afterwards to capi-
talize on that momentum. The
Super Bowl is the Grand Opening,
now what do you do to stay in
business?
he was representing.
Celebrities were a large focus of the 4.5
million in relation to non-game discus-
sions. Usher reigned in at 174,000
tweets and was up there with the Black
Eyed Peas, Slash, and thankfully for her, a
slightly less talked about Christina Aguil-
era at 80,000.
I wonder what the total amount of
tweets will be over night and into
today?
 Beer, Jeeps and Pepsi
PAGE 2
Foursquare. If you’re not using
it, I’m sure you’ve heard of
people “checking-in” by now.
Aboutfoursquare.com defines
it as a service that helps find
where your friends are and
has tips from other patrons
for local restaurants, estab-
lishments and anything else
you can “check-in” to.
I, define it as not only a game
of “real life” you can play, but
also as a tool to discover new
things and save money.
National businesses like Chili’s,
American Eagle, Newbury
Comics, Starbucks, and so
“Marketing is many more are offering Four-
no longer squarers discounts for check-
ing-in or becoming the
about the “mayor”. I’ve even seen it on
stuff that you the local level. Salons offering
make, but
about the
stories you
How many are there?
tell.”
-Seth Godin
When I last checked, not
including dating sites, there
were over 100 “social media
networking sites.” It does
seem like every time we turn
the corner there is another
social media site we are sup-
pose to know about.
Of course the 100 of these are
not as popular as twitter, face-
book and linked-in—also I am
not going to list them, but if
you are curious as to what
they are you can search “list of
social media sites” at
Wikipedia.org. A lot of them
are specifically targeted to an
interest like blogging, travel,
ethnic origin, and movie fanat-
ics. Who knows maybe you
will even join one?
THE TOP OF MIND TIME S
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10% off their services and res-
taurants offering a free appe-
tizer or dessert.
Aboutfoursquare.com also
states that although foursquare
has caught on, they are having
trouble gaining leads with the
millions of products that you
can’t “Check-In” to. Their most
recent partnership is with Hei-
neken. Foursqaure users can
link their account to their Hei-
neken.nl profile and begin earn-
ing points when they check-in
to establishments that carry the
brand. They can redeem these
points for merchandise, sold out
concert tickets and VIP access
to parties.
Prior to the beer, National
companies like Jeep and PEPSI
have ventured into this geo-
What I will list are the top 10
social media sites according to
ebizmba.com based on mem-
bers and visitors.
10. Meetup: designed to facili-
tate offline group meetings,
usually based on a common
interest.
9. myYearbook: a lot like face-
book, is big with Teenagers.
8. hi5: Started off in 2003 as a
site just like facebook, but
most recently has evolved
more into a place for social
gaming.
7. Classmates:site designed to
find your old classmates.
targeted social networking
avenue. Jeep has left tips on
areas that are great for out-
door adventure, capitalizing
on the very tight knit Jeep
driver dedication and Pepsi is
using the information for
check-ins near Pepsi retailers
to collect more information
about their consumers.
Just another platform with
endless opportunities. If
you’re a retail establishment,
you should already be on it,
and if you’re running another
business...go to four-
square.com to find out who’s
been checking in and how you
can start benefitting from this
“free” service.
6. TAGGED: Another site just
like facebook, which has re-
ceived a lot of bad press, but
has also been on some top 100
lists for fastest growing compa-
nies in 2010.
5. NING: Want your own social
network? This is where you
start.
4. Linked-In—A business orien-
tated social media networking
site.
3,2,1:Twitter Myspace Facebook
Well., I’m on 5 out of 10.
Where are your consumers?
VOLUME 1, ISSUE 2 PAGE 3

Nielsen's Triple Screen Report

How are consumers watching TV
these days? Well according to
Nielsen's Triple Screen Report,
which analyzes video and digital
consumer behavior, they are defi-
nitely watching more. TV watching
is up 1% from last year at a whop-
ping 35 hours each week. On top
of that 2 hours more on DVR’d TV
is consumed and 4 hours of inter-
net.
For awhile people presumed that
consumers were shifting their “time
spent” with TV to internet, but
that’s not the case according to
Nielsen's findings. Americans spend
35% more time with TV and Inter-
net simultaneously, which rounds
out to about 3.5 hours each month.
Adults 65+ are topping the time
spent with Traditional TV charts
with an average of 47 hours and 21
minutes per week. That is two
days!
So what does this mean? Well first,
that if your target is 65+ then you
“Americans now
need to be on television, and sec-
ond that Americans are multi-
spend 35% more
tasking! As technology and life
consume more time, we find there time with TV
are still only 24 hours in a day.
and internet
59% of Person 2+ are TV-Internet
engaged at least one hour each
simultaneously.”
month. How are you getting their
attention?

United Airlines….Serving Ads

If you saw an ad for Orbitz Strawberry
mint gum, then immediately after were
able to page your flight attendant to
buy the pack, wouldn’t life be blissful?
That’s not exactly what is happening,
but is it where the travel industry is
headed?
According to Brandweek, a few
months ago, United Airlines quietly
created an in-house media depart-
ment. Their sales staff will be respon-
sible for building platform media cam-
paigns throughout their location ter-
minals and obviously their aircraft.
Soon on United flights you will be heads to California “Neutrogena” may
seeing Chase Credit Card images on want an ad on sunscreen and as it leaves
your tray tables portraying postcard- for Alaska, maybe moisturizer.
like landscape pictures of potential Wrigley’s Altoid mints capitalized on the
getaways, ads in the airline publication, “don’t get stuck next to someone with bad
and videos on the overhead monitors, breath” jokes on traveling. They provided
United is claiming they can demog- passengers with a sample tin of mints,
raphically target these travelers by seat some information and then an overhead
placement, geographic location and video reinforcement. Preference for the
type of aircraft. Wrigley brand increased 200% with United
Airline Customers.
The maintenance or flight attendants
will soon be becoming sales assistants Managing Director of the media depart-
as the article in Brandweek states that ment, Peter Hammer claimed, “we want
the ads on tray tables can be ripped off to take advantage of downtime in a way
within an hour or less. As the plane that delivers a valuable message”.

Groupon for Moms

They really do think of everything.
Plumdistrict.com is branded as “A
Groupon for moms”.
Again as the start of most of these
sites it is only in major markets, but
they do have online deals. The site
is geared towards family activities
from cooking classes for your kids
and movies tickets, to mommy time
stuff like workout classes, retail
shopping and gift ideas.
Plum District is targeting sales savvy
moms to be their go to pro-
moters and partners in this on
the local level. They feel as
though this demographic is
already in tune to what
mother’s and families in the
area are looking for.