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 Thursday, December 18, 2014 (Posted 12.19.14)
The Tiffany Network had a clean sweep of each and every half hour on Thursday to continue its run on top of broadcast networks in the nation. At 8P, a rerun of ‘The Big Bang Theory’, the #1 comedy in the world, brought in 10.67 million viewers and a 6.7/11. At 830P, an original episode of ‘Mom’ continued on top of the time slot with 10.10 million viewers and a 6.2/10. At 9P, ‘Two and a Half Men’ finished with 8.95 million viewers and a 5.5/9. At 930P, ‘The McCarthy’s’ pulled in 7.10 million viewers and a 4.4/7. At 10P, ‘Elementary’ finished off the evening with 7.70 million viewers and a 4.9/9. It was a good night to be on CBS.
The Peacock Network finished second again. At 8P, ‘The Biggest Loser’ began with 3.79 million viewers and a 2.6/4. At 9P, ‘The People Magazine Awards’ had 3.67 million viewers and a 2.9/5, up slightly over NBC’s regularly scheduled Thursday night programming rotation.
The Animal Network of Broadcast finished with million viewers and a 1.4/4 with an all-‘Bones’ night. At 8P, a rerun of ‘Bones’ brought in 3.56 million viewers and a 2.4/4. At 9P, another rerun of ‘Bones’ brought in 3.80 million viewers and a 2.4/4 but finished second in its time slot. Granted there was weak competition but the veteran even with a rerun pulled the network into second place in its hour. Murdoch’s Minions would be crazy to cancel this veteran program. It still has power.
The Alphabet Network finished in obscurity on Thursday. At 8P, ‘The Taste’ struggled with 3.07 million viewers and a 2.4/4. At 10P, a rerun of ‘How To Get Away With Murder’ finished third with 2.55 million viewers and a 1.8/3.
The Little Network That Couldn’t again did not. At 8P, ‘The iHeartradio Jingle Ball 2014’ averaged 1.84 million viewers and a 1.3/2. At 930P, a rerun of ‘Whose Line is it Anyway’ drew 1.08 million viewers and a 0.8/1.
At 1135P, NBC’s ‘The Tonight Show with Jimmy Fallon’ finished with 2.9/7; CBS’ ‘The Late Show With David Letterman’ finished with 2.3/6. ABC’s ‘Jimmy Kimmel Live’ finished with 1.9/5. At 1235A, CBS’ ‘The Late Late Show with Craig Ferguson’ finished its sedan to last evening with 1.3/4. ABC’s ‘Nightline’ finished with 1.3/4. NBC’ ‘Late Night With Seth Meyers’ finished with 1.3/4. At 135A, ‘Last Call with Carson Daly’ finished with 0.3/2.
For The Record
CBS finished #1 with 8.705 million viewers and a 5.4/9. NBC finished with 3.710 million viewers and a 2.8/5. FOX finished with 3.684 million viewers and a 2.4/4. ABC finished with 2.897 million viewers and a 2.2/4. Univision finished with 2.539 million viewers. The CW finished with 1.650 million viewers and a 1.2/2. Telemundo finished with 0.5/1.
Today In TV History
On this date in 1971, on CBS, the pilot television movie of ‘The Waltons’ aired. The movie was titled ‘The Homecoming: A Christmas Story’.
Cable Television News
Good Night, Mr. Colbert. See you on CBS.
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 at 8P ‘DIY SOS: The Big Build’ topped the ratings outside soaps with 3.71 million viewers (17.3%). It was followed at 9P by ‘Panorama’ with 2.24 million viewers (10.8%). At 1035P, ‘The Apprentice: Why I Fired Them’ had 1.83 million viewers (15.8%).
BBC Two at 8P began with ‘MasterChef: The Professionals’ and it drew 2.74 million viewers (12.8%). At 9P, the second season finale of ‘The Fall’ climbed in the ratings on Thursday, as the Jamie Dornan series rose to an average 2.54 million (12.7%).
ITV presented at 830P, ‘The Sun Military Awards 2014’ and it attracted 2.48 million viewers (11.9%).
Channel 4 had at 8P, ‘Amazing Spaces’ and it brought in 1.21 million viewers (5.7%). It was followed at 9P by the final ’24 Hours in A&E’ which drew 1.92 million viewers (9.2%). At 10P, ‘Babylon’ concluded with 347,000 viewers (2.2%).
Channel 5 at 8P presented ‘The Railway’ and it was seen by 662,000 viewers (3.1%). It was followed at 9P by ‘Britain’s Bloodiest Dynasties’ and 443,000 viewers watched (2.1%).
ITV2 at 9P had ‘Release the Hounds’ and it brought in 457,000 viewers (2.2%). At 10P, ‘Celebrity Juice’ increased the audience to 661,000 viewers (4.1%).
Sky1 presented at 8P The CW’ ‘Arrow’ and it drew 378,000 viewers (1.8%). At 9P, another episode of ‘Arrow’ drew 261,000 viewers.
Nine finished #1 in Australia on Thursday led by news and cricket as it finished with 27.5% share of the available audience. #1 was ‘Nine News’ brought in 1,061,000 viewers. #2 was ‘Nine News 6:30’ with 1,023,000 viewers. #5 was ‘Second Test-Australia vs India Session 3’ brought in 803,000 viewers. #6, ‘A Current Affair’ had 775,000 viewers. #9 was ‘Getaway-Summer’ with 625,000 viewers. Finally, #10 was ‘Second Test-Australia vs India Session 2’ with 622,000 viewers.
Seven finished with 26.3% share. #3 was ‘Seven news’ with 911,000 viewers. #4, ‘Seven News/Today Tonight’ drew 836,000 viewers.
Ten finished third with 23.5% share. #7 was ‘Cricket: T20 Big Bash League Game 1′ Session 1’ drew 689,000 viewers.
ABC1 finished fourth with 16.3% share of the available audience. #8 was ‘ABC News’ with 685,000 viewers.
SBS finished fifth with 6.4% share.
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
New This Week: Connected Consumers Equal Business Success – http://eepurl.com/XT6m5
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
Today’s featured ‘Music to read overtheshouldermedia by’ down at the bottom of the page:
Eva Celia ‘All I Want For Christmas’