Today, traditional TV still accounts for the lion’s share of video viewing, but online and mobile are where the growth is. From fourth quarter 2012 to fourth-quarter 2013, the hours consumers spent watching online video grew 30%. When managed together, TV/digital/mobile hold the potential to drive real impact for advertisers—enabling them to maximize the customers they reach and/or reinforce key messaging across screens. After all, ‘It’s all about screens’.
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For Thursday, September 25, 2014 (Posted 09.26.14)
The Tiffany Network was all football on Thursday, NFL Football and it just barely worked. At 8P, ‘Football Kick-Off’ drew 7.20 million viewers and a 5.3/10. Remember, overnight results for any live sporting evening are always approximate. At 830P, the New York Giants lopsided victory over the Washington Redskins on ‘Thursday Night Football’ led Black Rock to Thursday’s victory, with 16.29 million viewers and a 9.1 rating/15 share in the household overnight. This was 34% above the sluggish week-ago game between the Tampa Bay Buccaneers and the Atlanta Falcons mismatch (6.8/12 on Sept. 18) which translated (with coverage on the NFLN) to 11.88 million viewers, based on the Live + Same Day data. The strategy of having NFL Football on Thursday, despite having the New York and Washington, DC markets involved, nearly did not work. Perhaps there was too much going on for football to be the king it has been. Perhaps it is the hit that the NFL has taken for being non-responsive to abuse of women and children by its stars. Perhaps there is simply too much football on television. Perhaps it was the big NCAA game between UCLA demolishing Arizona State in Tempe. Perhaps it was MLB & YES coverage of Derek Jeter’s heroics in his last game ever at Yankee Stadium, which was astounding. Or, perhaps it was the fact that people just wanted to see new programming on this first Thursday of the new television season. Whatever the reason, this is a story to follow. The once powerful CBS nearly fell to second behind ABC with NFL football.
The Alphabet Network brought out its big guns on this first Thursday of the new television season and pushed CBS to its limit. The Shonda Rhimes, all-drama line-up did well. At 8P, 11 year veteran, ‘Grey’s Anatomy’ with a very respectable 10.14 million viewers and a 7.0/12 in households. That was 6% above its year-ago season-premiere (6.6/11 on 9/26/13 at 9P). Next at 9P was the fourth season-premiere of ‘Scandal’ with 12.16 million viewers and an 8.6/14. AT 10P, the series premiere of ‘How to Get Away With Murder’ debuted with a dominant 14.34 million viewers and a 9.7/16, the top drama of the evening.
The Peacock Network simply existed on Thursday, a night it once dominated. Now it is merely a spectator. At 8P, two hours of ‘The Biggest Loser’ drew 4.50 million viewers and a 2.9/5, which was 12% below the already diluted 3.3/6 one week earlier. At 10P, the sixth, and final season of the never popular drama, ‘Parenthood’ finished a distant third with even less viewers, 4.30 million of them and a 2.7/5, which was 18% below the already sluggish 3.3/6 season-premiere a year-ago. It must be 30 Rocks mentality that if you keep a program on long enough, not matter how few people watch it, it will decrease into infinity. Congrats, Peacock Suits. You are proving obscurity exists.
The Animal Network of Broadcast had a major disappointment. At 8P, the veteran drama, the beloved ‘Bones’ finished in third-place, 6.20 million viewers and a 4.0/7. That was 20% below the 5.0/8 its opening with last season on the Monday 8P hour (on 9/06/13). On a shocking episode, one of our favorites dies. It is difficult to move programs out of their familiar time slot and day. And this drama had a terrific cliff-hanger to work off of. But did you notice how little Murdoch’s Minions promoted this show? At 9P, they decided to have a rerun of the season premiere episode of ‘Sleepy Hollow’. Now, what group of people who watch their favorite show want to stick with a network in the middle of the first week of new shows to watch a rerun this soon? These suits found out with a fourth-place finish, drawing only 2.50 million viewers and a 1.5/2. It is a disgrace to place ‘Bones’ with ‘Sleepy Hollow’. Outside of old flesh and bones, there is no correlation except for the loss of nearly 4 million viewers in a single hour.
The Little Network That Couldn’t threw up its hands and ran rerun programming. With so few bullets in its belt, it stood pat and marched in place, just to keep the electric on. At 8P, a rerun of ‘The Vampire Diaries’ drew 640,000 viewers and a 0.5/1. At 9P, a rerun of ‘The Originals’ drew 570,000 viewers and a 0.5/1. They might have been better off rerunning episodes of ‘Penn & Teller’ and ‘Whose Line Is It Anyway?’ to boost the ratings. It had a chance to do something better than this.
If you don’t think lead-ins don’t count, think again. First ABC had a tremendous night. Second, it passed through the local news. Then, at 1135P, ABC’s ‘Jimmy Kimmel Live’ with guest star Denzel Washington, who was on David Letterman the night before, powered to victory with a solid 3.0/8. NBC’s ‘The Tonight Show Starring Jimmy Fallon’ finished well behind and second with 2.5/7; CBS’s ‘Late Show with David Letterman’ with guest Jerry Seinfeld in a rare live stand-up appearance finished with a 2.1/7, which was unfortunately delayed by the NFL overrun. AT 1235A, the power of the ABC victory in prime time and late night continued as ‘Nightline’ averaged a 1.7/6 to top its time slot. CBS’ ‘Late Late Show with Craig Ferguson’ with one of the Spice girls, finished second with 1.3/6 as it was delayed by the NFL overrun. NBC’s ‘Late Night with Seth Meyers’ finished last with 1.2/4 in metered-market households. At 135A, NBC’s ‘Carson Daly’ delivered an 0.7/3.
For The Record
CBS finished Thursday #1 with 14.775 million viewers and a 8.8/15 which was down 4% from a year ago. ABC drew 11.9 million viewers and a 8.4/14, up 50% from a year ago on Thursday, 9/26/13, and finished second on the evening. NBC simply had no excuse as it finished third with 4.399 million viewers and a 2.8/5, down 24% from last year. FOX also died with 4.343 million viewers and a 2.8/4, down 33% from last year. Univision finished with 3.109 million viewers and a 1.6/3. NFL Network was the #1 cable network on Thursday and drew 2.637 million viewers. USA Network drew 2.503 million viewers. Telemundo drew an 0.9/2. The CW finished with 604,000 viewers and a 0.5/1, down 17% from last year.
Today In TV History
On this date in 1960, one of the most historic events took place as the first televised debate between presidential candidates Richard M. Nixon and John F. Kennedy took place in Chicago, IL. Yes. This was the one where Nixon sweated. Many believe that it turned the tide of the Presidential race and debates would be with us forever.
Derek Jeter. ‘Where Fantasy Becomes Reality’
Last night on both YES and MLB, the baseball world was focused on the Eastern Division leading Baltimore Orioles facing the New York Yankees in New York. Nothing was on the line except the Orioles possibility of having the winningest record in the American League with the ability of having better home playoff schedule. But the 16th sellout of Yankee Stadium was not about that. It was Derek Jeter’s last game as an active player in the famed Cathedral of Baseball. It was every young child’s dream to see this generation’s Lou Gehrig play his last home game. And he did NOT disappoint. In his first at bat, he doubled off the left center field wall to drive in the first run and tie the game moments later as he scored the team’s second run. After building a 5-2 lead, the Yankees saw it disappear in the top of the 9th as Manager Joe Girardi debated whether or not to remove Jeter to his farewell standing ovation. But fate saw it another way. The Orioles tied the game on a pair of home runs and it on to the bottom of the 9th. In true storybook fashion, Derek Jeter came to the plate and smashed a game winning single between first and second. It brought the house down. The celebration continued well into the morning. Derek Jeter, in front of millions of fans as he represents the very best baseball can bring, ended his storybook career at home. There is no better television in the world.
The final Yankee Stadium home game in the career of New York Yankees shortstop Derek Jeter on Thursday, Sept. 25 became the all-time most-watched game on the regional sports outlet, the YES Network. Although the New York Yankees were officially eliminated from postseason contention the day prior, there was much interest in Jeter, who had announced this past March that the 2014 season would be the last of his playing career. The game unforgettably concluded with Jeter’s game-winning walk-off RBI single to right field in the bottom of the ninth inning as his teammates — past and present — and his family were there to celebrate him on the field afterwards.
According to Nielsen, the New York Yankees’ 6-5 victory over the visiting Baltimore Orioles (7-1045P) averaged 1.245 million total viewers and a massive 10.84 household rating within the New York market. The viewer figure is also the largest ever set from any sports telecast that had ever aired on any New York regional sports network. The entire game telecast was the most-viewed program on any single network in the New York market on the night of Sept. 25, including the competing New York football Giants’ victory over Washington which drew 1.225 million viewers on New York’s CBS affiliate, WCBS (218,000 viewers saw the NFL Network game simulcast). From 1015 to 1030P, the Orioles-Yankees telecast peaked at 1.99 million viewers and a 16.55 average New York TV household rating, the most-viewed quarter-hour in YES’ history. MLB Network also aired the Baltimore-N.Y. Yankees game, but its version of the telecast was blacked out in the New York and Baltimore markets.
YES Network’s previous record-high was 1.21 million viewers for Yankees-Red Sox at Fenway Park on April 3, 2005 (11.64 New York household rating) — the first Yankees-Red Sox game since the Red Sox had clinched the 2004 American League pennant against the Yankees at Yankee Stadium, completing an historic best-of-seven-series comeback win after being previously down 0 games to 3. Prior to the game, YES drew a 2.97 local rating in New York and 304,000 viewers for its pre-game show — third-largest audience for the program on record. The Yankees post game on YES averaged 400,000 viewers (3.68 average New York TV Household rating), the fifth-most-viewed Yankees postgame show ever on the network.
Television Cable News
Top Ten Cable Programs in Prime Time on Thursday
#1 ‘NFL Thursday NT Football’ NFLN 2.933 million viewers @ 826P
#2 ‘NCIS’ USA 2.697 million viewers @ 8P
#3 ‘NCIS’ USA 2.656 million viewers @ 9P
#4 ‘The Big Bang Theory’ TBS 2.561 million viewers @ 930P
#5 ‘Pawn Stars’ HIST 2.493 million viewers @ 931P
#6 ‘Pawn Stars’ HIST 2.434 million viewers @ 9P
#7 ‘The Big Bang Theory’ TBS 2.250 million viewers @ 9P
#8 ‘Project Runway’ LIF 2.238 million viewers @ 9P
#9 ‘The Big Bang Theory’ TBS 2.236 million viewers @ 10P
#10 ‘NCIS’ USA 2.157 million viewers @ 10P
‘The Equalizer’ blasts out to early lead on Thursday night at the Box Office as it draws $1.5 million in late night opening.
Research shows consumers choose brands that engage their passions 1.5x more than those that just urge them to buy.
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Across The Pond
At 830P, Paul O’Grady topped Thursday’s ratings outside of soaps for ITV, as ‘For the Love of Dogs’ appealed to an average audience of 4.32 million (20.4%). At 9P, the finale of ‘Chasing Shadows’ was seen by 2.81 million viewers (14.2%).
BBC One at 8P presented ‘Your Home in Their Hands’ and 2.83 million viewers watched (14.1%). It was followed at 9P by Reggie Yates’s ‘Who Do You Think You Are?’ with 3.64 million viewers (18.3%). At 1035P, ‘Question Time’ intrigued 2.16 million viewers (21.0%).
BBC Two at 8P had ‘Jungle Atlantis’ and 1.61 million gathered to see (8.0%). At 9P, Toby Jones movie ‘Marvellous’ brought in 1.52 million viewers (8.1%). Can you tell this wasn’t a stellar TV night?
Channel 4 at 8P with ‘Location, Location, Location’ did not do well with only 1.50 million viewers (7.4%). It was followed at 9P by ‘Educating the East End’ with 1.38 million (7.0%). At 10P, ol Gordon Ramsay’s ‘Costa del Nightmares’ topped off a really bad night of television on Channel 4 with 802,000 viewers (5.4%).
Channel 5 at 8P, ‘Armed & Dangerous’ interested 736,000 viewers (3.7%). At 9P, ‘Never Teach Your Wife to Drive’ was seen by 723,000 antifeminists (3.6%).
ITV2 at 10P presented ‘Celebrity Juice’ to 772,000 viewers and a dog named ‘Jim’ (5.0%).
Network Nine was on top again with more than a third of the total audience as it drew a 33.7% share of the available audience in Australia on Thursday. And once again, ‘The Block Glasshouse’ was the #1 program in the nation with 1,134,000 viewers. #2, ‘Nine News’ was the top newscast of the night with 1,096,000 viewers. #3 was ‘Nine News 6:30’ with 1,005,000 viewers. #4 was ‘The Footy Show’ with 979,000 viewers. #7, was ‘A Current Affair’ with 907,000 viewers, slightly less than its average. With five Top Ten Programs on the evening, there was little doubt Nine was #1.
Seven with a disappointing 25.6% share had only three programs in the Top Ten. #5 was ‘Seven News’ with 973,000 viewers; #6, ‘Seven News/Today Tonight’ with 922,000 viewers and #8, ‘Home and Away’ with 829,000 viewers.
Ten finished third with 19.1% share and one program in the Top Ten which was #9, ‘The Bachelor Australia’ with 768,000 viewers.
ABC1 finished fourth with 16.7% share and also had one Top Ten program which was #10, ‘ABC News’ with 724,000 viewers.
SBS finished fifth with 4.8% share.
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