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 Saturday, December 20, 2014 (Posted 12.21.14)
CBS was #1 on Saturday as ‘Thursday Night Football’ was the top program.
CBS
The Tiffany Network had football and it turned out to be one of the better games of the years. At 8P, the San Diego Chargers took on the San Francisco 49ers at the jeans joint in Santa Clara, CA, and came away with a playoff chance as they defeated the Niners by a field goal in overtime. As a result, it drew 7.59 million viewers and took the evening. CBS drew more than all of the other three networks on Saturday in prime time combined.
ABC
The Alphabet Network began the evening at 8P with a rerun of ‘I Want A Dog For Christmas, Charlie Brown’ and it drew 2.94 million viewers. At 9P, two hours of a rerun of ‘CMA Country Christmas’ drew 3.10 million viewers.
NBC
The Peacock Network ate humble pie and at 8P reran for the third time, last year’s live performance of ‘The Sound of Music’ starring Carrie Underwood and drew 1.70 million viewers.
FOX
The Animal Network of Broadcast began the evening at 8P with a rerun of ‘Bones’ and it drew 2.06 million viewers. At 9P, a rerun of ‘Sleepy Hollow’ drew 1.29 million viewers.
For The Record
CBS was #1 on Saturday with 7.591 million viewers. ABC finished second with 3.044 million viewers. NBC finished third with 1.680 million viewers finishing ahead of FOX by 2,000 viewers which finished with 1.678 million viewers.
Today In TV History
On this date in 1974, the 100th episode of ‘All In The Family’ aired on CBS. That season it was the #1 show and drew an average of 20,687,000 viewers for the season. The title of this episode was ‘The Best of All in the Family’ and was hosted by Henry Fonda. The show in its nine year run won numerous Emmy Awards, the Golden Globe Award and the coveted Peabody Award.
Cinema News
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
Consumer Trends
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.
Mobile/Digital News
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.
RetailPositive®
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.
Welcome
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Across The Pond
BBC One won the evening because it had the biggest show in the UK on Saturday. At 730P, the final of ‘Strictly Come Dancing’ drew 11.43 million viewers (48.2% share of the available audience) last night (Saturday, December 20), according to overnight figures. The first part of the final averaged 10.65 million viewers (46.4%) from 630P, while the Results Show, which saw Caroline Flack and Pasha Kovalev lift the glitter ball trophy, was watched by 10.21 million viewers (42.8%) from 850P. In between the first part and the results portion, the latest episode of ‘Atlantis’ drew 4.74 million viewers (21.6%). Why not air the entire evening with Strictly? Why break it up? Regardless, this is one of the most powerful programs on the planet. Note: with 63+ million in 24.6 million households in the UK, the total of the finale of ‘Strictly’ is amazing.
ITV aired Harry Potter and the Half-Blood Prince from 7pm, which attracted 2.91m (12.6%) and an additional 348k (1.6%) on +1. The Jonathan Ross Show followed with 2.24m (13%).
BBC Two presented at 755P, a rerun of ‘Dad’s Army’ and brought in 2.53 million viewers (11.5%). It was followed by ‘Christmas University Challenge’ which drew 1.79 million viewers (7.8%). ‘QI XL’ followed with 1.07 million viewers (4.5%).
Channel 4 at 8P had ‘Rewind the Christmas Hits’ and it appealed to 1.21 million viewers (5.3%). ‘Four Christmases’ was seen by 835,000 viewers on Saturday evening (4.2%).
Channel 5 at 755P presented Albert Finney’s ‘Scrooge’, which drew 725,000 viewers (3.2%).
Down Under
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…
Switching Channels!
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This week: Mobile Makes The ‘Last Millisecond’ The ‘Last Inch’ For In-Store Experiences’.
Media Notes Briefs, ‘Mobile Is The Catalyst For Sales’ http://bit.ly/1zi0pkY
New This Week: Connected Consumers Equal Business Success – http://eepurl.com/XT6m5
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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:
Mel Torme’ & Judy Garland The Christmas Song
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