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 Friday, December 19, 2014 (Posted 12.20.14)
The Peacock Network shocked everyone, and probably themselves, with a victory on Friday. At 8P, ‘Caught on Camera with Nick Cannon’ drew 4.665 million viewers. At 9P, ‘Dateline’ drew 6.58 million viewers. At 10P, another episode of ‘Dateline’ drew 6.875 million viewers, which was the top program of the evening.
The Tiffany Network had two of their Friday programs and failed to win the night, which is a rarity. At 8P, this season’s finale of ‘Amazing Race’ drew 6.495 million viewers. At 9P, a special, ‘A Home For The Holidays’ drew 3.205 million viewers and sunk the Tiffany ship on this evening. Then at 10P, it was up to a rerun of ‘Blue Bloods’ which drew 6.815 million viewers, for a rare loss in this time slot.
The Alphabet Network tried. At 8P, a rerun of ‘Last Man Standing’ drew 4.95 million viewers. At 830P, a rerun of ‘Cristela’ brought in 3.97 million viewers. At 9P, a rerun of ‘Shark Tank’ finished with 5.38 million viewers. At 10P, ’20/20′ had 4.94 million viewers.
The Animal Network of Broadcast on Friday at 8P had a rerun of ‘MasterChef Jr.’ and it drew 1.83 million viewers. At 9P, 1 rerun of ‘Hell’s Kitchen’ drew 1.24 million viewers. Nuff said.
The Little Network That Couldn’t really came close at topping FOX on Friday. At 8P presented a rerun of ‘Mr. Magoo’s Christmas Carol’ and it drew 1.535 million viewers. At 9P, ‘Kung Fu Panda Holiday Special’ drew 1.134 million viewers.
For The Record
NBC finished #1 on Friday with 6.04 million viewers. CBS finished second with 5.37 million viewers. ABC finished third with 4.93 million viewers. FOX finished with 1.53 million viewers. The CW finished with 1.32 million viewers.
Today In TV History
On this date in 1954, the Buick Motor Company signed Jackie Gleason to one of the largest contracts ever entered into with an entertainer. Gleason agreed to produce 78 half-hour shows over a two-year period for $6,142,500. Gleason’s first variety series was aired on the DuMont Television Network under the title ‘Cavalcade of Stars’. The show’s first host was Jack Carter, who was followed by Jerry Lester. After Lester quit the show in June 1950 (soon to become the star of NBC’s first late-night series, Broadway Open House), Gleason—who had made his mark on the first television incarnation of ‘The Life of Riley’ sitcom—stepped into ‘Cavalcade’ on July 15, 1950, and became an immediate sensation. The show was broadcast live, in front of a theater audience, and offered the same kind of vaudevillian entertainment common to early-TV revues. Jackie’s guests included New York-based performers of stage and screen, including Bert Wheeler, Smith and Dale, and Vivian Blaine. Production values were decent but not spectacular, owing to DuMont’s humble facilities and a thrifty sponsor (Quality Drugs, representing most of the nation’s neighborhood drug stores). In 1952, CBS president William S. Paley offered Gleason a much higher salary, with which DuMont could not compete. The series was retitled ‘The Jackie Gleason Show’ and premiered on CBS on September 20, 1952. Paley used the show’s position on CBS to showcase artists like Frankie Laine and Doris Day who were some of the bright stars of the Columbia Records roster. While much of DuMont’s programming archive was later destroyed after they ceased broadcasting, a surprising number of ‘Cavalcade of Stars’ episodes survive, including several episodes at the UCLA Film and Television Archive. One such episode is shown above.
Top Five At The Box Office Through Friday
#1 ‘The Hobbit: The Battle of the Five Armies’ $16.6 million
#2 ‘ Night at the Museum: Secret of the Tomb’ $5.625 million
#3 ‘Anne’ $5.3 million
#4 ‘The Hunger Games: Mockingjay — Part 1’ $2.28 million
#5 ‘Exodus: Gods and Kings’ $2.275 million
Who Is Spending On A Daily Basis?
Hispanics report $96 per day in discretionary spending (“yesterday” spending excluding major purchases and normal household bills), edging Asians ($95) for the most among major races and ethnicities, and well above the $90 adult average, according to a Gallup survey. The report ties this higher spend to Hispanics’ likelihood of having children under 18 in the home: 50% report having kids living in the household, compared to one-third of adults overall. Indeed, Hispanic adults with kids living at home report $116 per day in discretionary spending, compared to $76 for those without children under 18 in the home. Gallup has previously shown that adults with children in the home spend significantly more than those without.
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
ITV topped the networks in the UK on Friday, with a little help from George Clooney. ‘Text Santa’ was seen by an average audience of 4.2 million viewers (21.9%) on Friday (December 19) evening. The ITV charity special, which saw Clooney show up in ‘Downton Abbey’ and ‘Ant and Dec’ hold a festive ‘Bushtucker Trial’ peaked with 5.4 million viewers (25.1%) at 9P.
BBC One at 7P kicked off the evening with ‘The One Show’ which brought in 3.71 million viewers (19%). It was followed by ‘A Question of Sport’ which drew 3.57 million viewers (17.9%).
Citizen Khan was seen by an average audience of 2.92 million (14.2%), an evening high of 3.83 million (17.7%) tuned in to watch Have I Got News for You at 9pm, while 3 million watched Not Going Out at 9pm.
With guests including Ben Stiller and Ricky Gervais, The Graham Norton Show rounded things off with 2.67 million (19.1%).
BBC Two, at 630P, had the final ‘Strictly Come Dancing: It Takes Two’ and it drew 1.93 million viewers (10.1%). It was followed by ‘Tom Kerridge Cooks Christmas’ which drew 1.44 million viewers (7.2%).
Elsewhere, Mary Berry’s Absolute Christmas Favorites secured an evening high of 2.46 million (11.9%) for the channel. It was preceded by 2.05 million (9.7%) for Mastermind and followed by Canterbury Cathedral with 1.22 million (5.8%).
After last week’s dip in viewers, Marvel’s Agents of SHIELD was seen by an increased audience of 900k at 8pm on Channel 4.
Channel 4 presented at 9P, ‘Gogglebox’ and it was 4’s highest-rated show, bringing in 2.25 million viewers (10.6%). At 10P, the evening ended with ‘Alan Carr: Chatty Man’ drawing 930,000 viewers (5.5%).
Channel 5 ran The History Channel’s ‘Ice Road Truckers’ and it continued to rise, this week with 959,000 viewers (4.6%. The evening movie, ‘Trespass’ brought in 879,000 viewers (4.5%).
Seven topped all in Australia on Friday with a 28.1% share. Seven only had three programs in the Top Ten but still managed to finish first. #4 ‘Seven News’ drew 817,000 viewers; #6, ‘Seven News/Today Tonight’ drew 763,000 viewers and #7, ‘Better Homes and Gardens Summer’ drew 690,000 viewers.
Nine finished #2 with 26.7% share. Nine had four of the top five programs in the Top Ten. #1 program on the evening was ‘Nine News’ with 967,000 viewers. #2 was ‘Nine News 6:30’ with 895,000 viewers. #3 was ‘Second Test-Australia vs India Session 3’ with 892,000 viewers. #5 was ‘Second Test-Australia vs India Session 2’ which drew 791,000 viewers. #8 was ‘A Current Affair’ which drew 641,000 viewers.
Ten finished #3 with 23.3% share. Ten had the #10 program, ‘Cricket: T20 Big Bash League Game 2 Session 2’ which drew 588,000 viewers.
ABC1 finished #4 with 16.6% share. #8 was ‘ABC Evening News’ with 675,000 viewers.
SBS finished #5 with 5.3% share.
Saturday Night Australian Television Overnight Ratings December 20, 2014
Seven dominates Saturday with a 32.6% share of the available audience in spite of not having the top program once again. Seven with only two Top Ten programs were led by #4, ‘Woolworth’s Carols in the Domain 2014’ which drew 951,000 viewers. There were 80,000 people at the event as Sydney began to heal on this mid-summer evening. #6 was ‘Seven News’ with 799,000 viewers.
Network Nine finished second with a 26.2% share. And it again had the #1 program. ‘Second Test-Australia vs India Session 3’ pulled an amazing 1,193,000 on Saturday as cricket also took the second spot as ‘Second Test-Australia vs India Session 2’ came in with 1,144,000. #3, ‘Nine News Saturday’ pulled in 977,000 viewers. #5 was ‘Second Test-Australia vs India Session 1’ which pulled in 872,000 viewers. #7 was ‘The Cricket Show’ and it drew 783,000 viewers.
Ten finished #3 with an 18.7% share. #10 was ‘Cricket: T20 Big Bash League Game 3-Session 2’ which drew 543,000 viewers.
ABC1 came in fourth with a 16.3% share of the available audience. #8 was ‘ABC News Saturday’ with 724,000 viewers. Also, #9 was a rerun of ‘Death In Paradise’ which drew 577,000 viewers.
SBS finished fifth with 6.2% share.
As you can see, no matter where you live, people are…
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Today’s featured ‘Music to read overtheshouldermedia by’ down at the bottom of the page:
Mel Torme’ & Judy Garland The Christmas Song