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 Monday, December 22, 2014 (Posted 12.23.14)
The Tiffany Network took home the broadcast crown on Monday as it ran a complete rerun schedule and won every half hour in broadcast prime time. At 8P, a rerun of ‘The Big Bang Theory’ drew 8.58 million viewers for the top broadcast program of the evening. At 830P, a rerun of ‘Mike and Molly’ drew 8.47 million viewers. At 9P, a rerun of the freshman drama sensation, ‘Scorpion’ drew 6.54 million viewers. Then at 10P, a rerun of ‘NCIS: Los Angeles’ actually increased the audience with 6.74 million viewers.
The Peacock Network didn’t fare so well. At 8P, a rerun of ‘A Saturday Night LIVE Christmas’ drew 4.90 million viewers. At 10P, a regular episode of ‘State of Affairs’ drew only 4.97 million viewers, a sure sign that this program will not be renewed for the coming season. Note: NBC carried NFL football in the Cincinnati market. Ratings for NBC are likely inflated.
The Alphabet Network was tied by Univision for third place among the broadcast networks and #4 overall, following ESPN, CBS and NBC. At 8P, ‘The Great Christmas Light Fight – Season Finale’ drew 5.53 million viewers. At 10P, a rerun of ‘Castle’ drew 4.45 million viewers.
The Animal Network of Broadcast simply has no bullpen. At 8P, a rerun of ‘Gotham’ drew 1.84 million viewers. At 9P, another rerun of ‘Sleepy Hollow’ drew 1.34 million viewers, which finished last in its time slot.
The Little Network That Couldn’t almost did. Out of there bullpen at 8P, a rerun of ‘iHeartRadio Jingle Ball 2014’ drew 1.51 million viewers. At 930P, a rerun of ‘Whose Line Is It Anyway’ actually beat FOX’s entry with 1.42 million viewers.
For The Record
CBS finished #1 vs all broadcast networks on Monday with 7.268 million viewers. NBC finished #2 with 4.924 million viewers. ABC & Univision tied for #3 with 2.756 million viewers. FOX finished #5 with 1.589 million viewers. The CW finished with 1.350 million viewers. Telemundo finished with 1.30 million viewers.
Today In TV History
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
Ratings have been delayed in the UK.
However, BBC One’s ‘John Bishops Christmas Show’ topped last night’s 9P ratings with 4.20 million viewers and a 18.2% share of the available audience.
BBC Two at 9P had ‘The Wrong Mans’ which drew 1.95 million viewers (8.5%).
Seven takes #1 on Monday in Australia with 29.5% share of the available audience. ‘#3 was ‘Seven News/Today Tonight’ with 875,000 viewers. #4 was ‘Seven News’ with 851,000 viewers. #5 was ‘Motorway Patrol’ which drew 766,000 viewers. #8 was a rerun of ‘Highway Patrol’ which drew 713,000 viewers.
Nine finishes #2 with 24.3%. #1 was ‘Nine News’ with 959,000 viewers. #2 was ‘Nine News 6:30’ with 949,000 viewers. #3 was ‘A Current Affair’ with 727,000 viewers. And, #10 was a rerun of ‘The Big Bang Theory’ with 685,000 viewers.
Ten comes in third with 23.8%. #9 was ‘Cricket: T20 Big Bash League Game 5-Session 2’ which brought in 696,000 viewers.
ABC1 finishes fourth with 16.7%. #6 was ‘ABC News’ which drew 750,000 viewers.
SBS finishes fifth with 5.8%.
As you can see, no matter where you live, people are…
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Catch up with the latest edition of Media Notes Canonical at: http://bit.ly/1e8evbu
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
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:
Bing Crosby ‘White Christmas’