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’.
The Home Of #dailydiaryofscreens
For Wednesday, December 17, 2014 (Posted 12.18.14)
The Tiffany Network was all about ‘Survivor’. And the old show, the first reality show on broadcast television, did it again. It was the highest rated program of the evening. At 8P, the final of this season’s ‘Survivor: San Juan del Sur’ drew 9.74 million viewers and a 5.8/9. This was only dow 6% from one year earlier (6.2/10 on Sunday 12/15/13), and that 6.2 overnight rating translated into 10.19 million viewers. Remembering that this is comparing apples and oranges, previously it was scheduled on Sundays and now on Wednesdays, it is unprecedented that a veteran program is this consistent. At 10P, ‘Survivor Reunion’ again won its time slot with 7.86 million viewers and a 5.0/8. Hats off to an original…an original that is now being rediscovered by an entirely new generation.
The Peacock Network had an all original Wednesday. At 8P, ‘Michael Buble’s Christmas in New York’ came in second-place with 7.40 million viewers and a 5.4/9, which was 69% above the 3.2/6 on the year-ago evening for Buble’s first Christmas special. Then at 9P, the annual holiday reality/competition ‘The Sing-Off’ returned as a one-night event with 5.10 million viewers and a 3.8/6, peaking in the 9P half-hour for a second-place 4.3/7. This was on par with the telecast on the year-ago evening (which translated into 5.49 million viewers, based on the Live Plus Same Day data).
The Alphabet Network had Rerun Wednesday. At 8P, a rerun of ‘The Middle’ drew 5.61 million viewers and a 3.9/6. At 830P, a rerun of ‘The Goldbergs’ finished with 5.02 million viewers and a 3.4/5. At 9P, a rerun of ‘Modern Family’ drew 6.0 million viewers and a 4.2/ 7). AT 930P, a rerun of ‘Black-ish’ drew 4.57 million viewers and a 3.0/5 from At 10P, another rerun of ‘Black-ish’ drew 4.10 million viewers and a 3.0/5. At 1030P, yet a third rerun of ‘Black-ish’ finished with 3.67 million viewers and a 3.0/5. It was like watching USA Network in an ‘NCIS’ marathon.
The Animal Network of Broadcast was Gordon Ramsay Night. At 8P, the season finale of ‘Hell’s Kitchen’, which did not make a huge score. In fact it was way below expectations. Even ‘The Black Box’ would have done better. It drew 3.60 million viewers and a a 2.8/5. Are there any Murdoch Minions of this season left? What a horrible year with the exception of ‘Jack’s Back’ in the summer and ‘Gotham’ this Fall. The world does not need more screaming and yelling.
The Little Network That Couldn’t had the opportunity with Ramseyworld playing on FOX but it didn’t have the ammo to score. At 8P, a rerun of the special ‘Greatest Holiday Commercials Countdown’ was more than most could handle as it only drew 1.83 million viewers and a 1.3/2. At 9P, ‘The 100’ drew only 1.41 million viewers and a 1.0/2. If this network were in retail, it would be out of business or a new manager would replace the old one. On Wednesday, it was in cable country once again.
For The Record
CBS finished #1 on Wednesday with 9.11 million viewers and a 5.5/9. NBC finished with 5.84 million viewers and a 4.3/7. ABC finished with 4.83 million viewers and a 3.4/6. FOX finished with 3.58 million viewers and a 2.8/4. Univision finished with 2.72 million viewers. The CW finished with 1.62 million viewers and a 1.2/2. Telemundo finished with a 0.5/1.
Today In Tv History
On this date in 1956, ‘To Tell the Truth’ debuted on CBS-TV.
2015 Marketing Budget Trends, by Channel
Business leaders are generally optimistic about the direction their marketing budgets will take next year, according to a StrongView survey [pdf]. Indeed, 54% expect their budgets to grow next year (up from 46% in last year’s survey), with one-third of those forecasting budget growth of at least 10%. So which channels are slated for increases – and which will see budget cuts?
The findings strike a familiar tone with respect to the online-offline divide. In other words, digital marketing channels are those topping the list of planned budget increases, while traditional channels head the list of those set for budget reductions. Within the US, this shift has been in the works for quite some time, even though survey data suggests that traditional media advertising continues to perform very well relative to online advertising.
In any case, email marketing is the program for which the largest share (60.7%) of respondents plan budget increases, a finding that makes sense given email’s consistently highly-rated ROI. Of note, despite difficulties measuring its ROI, social follows email, with almost half of respondents planning an increase in 2015. (Maybe marketers should pay more attention to email than social – or Facebook, at least? According to Forrester Research, “If you have to choose between adding a subscriber to your email list or gaining a new Facebook fan, go for email every time.”)
Rounding out the top 5 programs (of 10 identified) tabbed for budget increases next year are mobile marketing (40.2%), search (38.3%) and display (37.4%). Clearly, digital is where the action is.
Traditional media, meanwhile, continues to suffer from planned decreases. Print advertising remains most susceptible to cuts, with almost one-third of respondents expecting a decrease in funding. Direct mail (22.3%) and TV/radio advertising (17.8%) are also under the gun, with more respondents planning to decrease than increase their budgets.
2015 and 2014 Budget Trends Compared
Looking at how responses to this year’s survey compare with last year’s, a few notable points emerge:
There is more interest in mobile budgets this year, with the 40% predicting an increase representing significant growth from last year’s 32%; Similarly, the proportion of respondents predicting an email marketing budget hike has grown from last year; and Consistent with last year’s results, planned budget increases for trade shows and events and public relations outpace planned spending decreases, although the gap is narrowing for trade shows.
Honing in on email marketing programs, the survey indicates that: Triggered/transactional programs (42.2%) and lifecycle programs (41.4%) top the list of planned spending hikes, unlike last year, when social media channel growth was on top; and Loyalty (45.2%) and welcome (35.9%) are the lifecycle email marketing programs that most plan to increase spending on, much as they were last year.
About the Data: The StrongView industry survey was conducted with SENSORPRO from November 21 to December 5, 2014, among 377 business leaders. Some 33.5% of respondents come from organizations with 1-50 employees, while 28.2% come from organizations with more than 1,000 employees. Almost three-quarters (73.4%) are with companies headquartered in North America. Respondents represent companies in a range of industries, with marketing/advertising (16.4%), technology/internet (14.3%) and retail (10.5%) most heavily represented.
What Are Shoppers Doing in Their First Hour on An E-Commerce Site?
“You have 60 minutes to capture your website visitor’s attention,” declares Monetate in a new study, noting that three-quarters of consumers will visit, make a decision, and either complete their purchase or move on within that timeframe. The analysis notes that a slight majority of purchases are made within the first 15 minutes of a shopping session. With roughly two-thirds of purchases having been made by the 45-minute mark, conversion rates of those remaining visitors start to drop-off in relation to the general population.
58% of Mobile Shoppers Prefer Phones Over Salespeople. And that’s only the beginning of the latest mobile information. The majority of consumers who shop with their smartphones would rather get information on the devices than from a salesperson, according to the Consumer Electronics Association. The study found that 62% value the product information found on their smartphones more than sales literature or in-store displays. The survey found that more than a third (36%) of the online general population use their mobile device while shopping in a store. Of those who turn to their mobile device for additional product information while in a store, searching the internet is at the top of the list. Here’s what they do:
69% — Conduct a general internet search
52% — Visit a store-specific website
47% — Use a store-specific app
46% — Visit a manufacturer-specific website
A Harris poll last year also found that the majority (59%) of smartphone-armed showroomers prefer looking up product information on their phone to asking salespeople for help. Retailers who don’t cater to in-store mobile shoppers through their phones may find themselves totally left out of the final decision process during a shopping trip. (Source: Chuck Martin, MediaPost)
Research shows consumers choose brands that engage their passions 1.5x more than those that just urge them to buy.
A new season. A new game.
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Across The Pond
BBC One had the big show of the night as at 9P, ‘The Apprentice’ rose by around 800,000 viewers from last week to 6.38 million viewers (28.3%).
BBC Two at 8P had ‘MasterChef: The Professionals’ continued with 3.10 million viewers (14.4%). It was followed at 9P by ‘Secrets of the Castle’ with 1.64 million viewers (7.3%). At 10P, ‘You’re Fired!’ brought in 2.42 million viewers (13.5%).
ITV at 8P presented ‘Surprise, Surprise’ which drew 3.05 million viewers (14.1%). At 9P, the documentary ‘Hit & Run’ an non-Christmas special interested 1.76 million viewers (7.8%).
Channel 4 at 8P presented ‘Posh Pawn’ and drew 1.64 million viewers (7.7%). It was followed at 9P by the ‘2014 Comedy Awards’ which drew 1.27 million laughers (6.6%).
Channel 5 at 8P had ‘Gibraltar: Britain in the Sun’ and it was seen by 629,000 viewers (2.9%). At 9P, ‘Benefits Britain’ attracted 1.27 million viewers (5.6%). At 10P, ‘My Crazy Christmas Obsession’ brought in 661,000 viewers (4.2%).
BBC Three at 10P presented Christmas edition of ‘Sweat the Small Stuff’ and attracted 236,000 viewers (1.3%).
Seven again was the top network in Australia on Wednesday evening with 28.3% share. With three programs in the Top Ten, it was led by ‘Seven News’ with 863,000 viewers. #4, ‘Seven News/Today Tonight’ drew 855,000 viewers. #9, a rerun of ‘Criminal Minds’ brought in 698,000 viewers.
Nine finished second with a 25.7% share. The network once again had the two top programs on the evening as #1, ‘Nine News’ brought in 988,000 viewers. #2 was ‘Nine News 6:30’ with 955,000 viewers. #5 was ‘A Current Affair’ with 754,000 viewers. #6 was ‘Second Test-Australia vs India Session 3’ which delivered 736,000 viewers. #10 was ‘Customs’ and it had 649,000 viewers.
Ten finished third with 21.1% share of the available audience.
ABC1 finished fourth with 19.0% share. #7 was ‘7.30’ which drew 718,000 viewers. #8, ‘ABC News’ drew 712,000 viewers.
SBS finished fifth with 5.9% share of the available audience.
As you can see, no matter where you live, people are…
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This week: Nielsen Calls For Industry To Adopt New Ratings Standards
Media Notes Briefs, ‘Affluent Population Growing As Their Digital Access Increases’ http://bit.ly/1yGowFW
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Weekly Retail Media Notes. This week: How To Make Consumers Click On Your Mobile Ads. http://bit.ly/1slbYTA
Why Don’t You Use Mobile Now? http://goo.gl/wlnJ8o
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