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 Tuesday, January 6, 2015 (Posted 01.07.15)
CBS #1 on Tuesday as ‘NCIS’ drew nearly 20 million viewers.
CBS
The Tiffany Network made it two in a row as it won on Tuesday with one of the most powerful lineups of any evening. At 8P, the most watched drama in the world, ‘NCIS’ in a very strong episode about killing Jethro and the people around him, drew an astounding 19.49 million viewers in an unresolved program which introduced wife #2. At 9P, ‘NCIS: New Orleans’ also had a ‘to be continued’ episode, this time about a murderer who they know but who escaped after killing several at a New Year’s Eve party but missed the intended victim, our hero, and drew 17.355 million viewers. At 10P, ‘Person Of Interest’ had one of the most disappointing episodes in its history as the convoluted storyline of them vs our heroes felt like ‘groundhog day’ as various escape methods were tested for most of our heroes to escape. But one, may not have made it. And that one was better than the alternative. It drew 9.97 million viewers. This program is becoming so convoluted, it should end well ahead of its time even though it draws nearly 10 million viewers.
ABC
The Alphabet Network brought one of the most interesting Tuesdays. At 8P, the premiere of ‘Agent Carter’ debuted and it drew 6.863 million. But it was one of the slowest programs in history to develop. And the half hour numbers showed it. The pace was so slow that Cricket might have been preferred. At 8P it drew 7.79 million viewers; at 830P, 7.07 million viewers; at 9P, 6.65 million viewers and at 930P, in its final half hour it could only draw 5.94 million viewers. And at 10P, a superb episode of ‘Forever’, which brought our hero back after his depression upon murdering someone, and immediately brought the fans back with is dismissal of the attending physicians examination of a friend of his father. But it could only draw 4.725 million viewers after such a poor lead-in. But it was a Must See TV ON DEMAND episode.
FOX
The Animal Network of Broadcast finished third on Tuesday, with only about a quarter of the audience CBS gathered. Question is: does less than 4 million viewers on average categorize it as a broadcast network or a cable network? Or is there really any difference today? At 8P, the season premiere of ‘MasterChef Jr’ drew 5.26 million viewers, tops for the network on this evening. At 9P, ‘New Girl’ drew only 3.17 million viewers. At 930P, the project known as ‘The Mindy Project’ drew only 2.12 million viewers.
NBC
The Peacock Network lost all of its feathers on Tuesday. At 8P, for some reason NBC brought back a rerun of ‘Parks and Recreation’ and it drew a miserable 2.90 million viewers. Then at 830P, 30 Rock decided to have another rerun of ‘Parks and Recreation’ and it drew even less…2.14 million viewers. But the suits at Rock Center did even worse at 9P, it had an episode of ‘Marry Me’ which came in with 2.02 million viewers. Finally at 930P, a quality program, ‘About A Boy’ reversed all of these numbers by lifting the network back up with a modest 2.66 million viewers. At 10P, ‘Chicago Fire’ brought Sarnoff’s network back to reality with 6.66 million viewers.
Univision
The #1 Hispanic Network in America finished fifth on the night. At 8P, ‘Mi Corazon es Tuyo’ drew 3.15 million viewers. At 9P, ‘Hasta el Fin del Mundo’ drew 3.275 million viewers. At 10P, ‘La Malquerida’ drew 2.065 million viewers.
Telemundo
The Avis of Hispanic Networks finished sixth. At 8P, ‘Los Miserables’ drew 1.50 million viewers. At 9P, ‘Tierra de Reyes’ brought in 1.20 million friends and family. At 10P, however, ‘Señora Acero’ scored 2.06 million viewers winning the Hispanic time slot on Tuesday. It is one of the very bright programs on Telemundo as it climbs in the ratings.
ION
The Eye On Network finished seventh on Tuesday with an all-Criminal Minds night. At 8P, a rerun of ‘Criminal Minds’ drew 1.39 friends and family. At 9P, another rerun of ‘Criminal Minds’ drew 1.41 million friends and family. At 10P, the third rerun of ‘Criminal Minds’ drew 1.41 million as well.
The CW
The Little Network That Couldn’t did nothing. At 8P, a rerun of ‘The Flash’ drew 1.355 friends and family. At 9P, a rerun of ‘Supernatural’ drew 1.03 friends and family.
For The Record
On broadcast, CBS was #1 on Tuesday with 15.61 million viewers and a 9.4 rating and a 15 share of the available audience. ABC finished a distant second with only 6.21 viewers 3.8/6. FOX finished third with 3.98 million viewers and a 2.4/4. NBC finished fourth with 3.84 million viewers and a 2.5/4. Univision finished fifth with 2.87 million viewers and a 1.5/2. Telemundo finished sixth with 1.55 million viewers and a 0.9/1. ION finished seventh with 1.43 million viewers. The CW finished eighth with 1.19 million viewers and an 0.8/1.
Today In TV History
On this date in 1983, the 100th episode of ‘The Dukes of Hazzard’ was aired on CBS. Welcome to ‘The General’.
Cable TV News
USA Network Cancels ‘Covert Affairs’
For those who love high production value, this was not a good day. ‘Covert Affairs’ was cancelled by USA Network after five seasons (and 75 episodes). The final episode aired on December 14, 22014. The spy-themed drama, headlined by Piper Perabo, debuted on July 13, 2010 to 4.88 million viewers, but dropped to 1.59 million viewers for the finial episode in this year’s series, which had a cliffhanger ending and will not be resolved unless ‘Covert Affairs’ is picked-up elsewhere.
For fans everywhere, here is the Pilot episode of one of the better series on television. Good-bye Annie Walker.
‘Covert Affairs’ has posted significant gains in shifted viewing — Season 5’s average of 990,000 adults 18-49 in Live+7 represents a +136% jump over Live+Same Day, 1.3 in adults 25-54 (+141%), and 3.3 million total viewers (+117%). But in Live+Same Day, ‘Covert Affairs’ ranked dead last in live viewing among all original USA drama series this year in 18-49 with 445,000 viewers, behind ‘Suits’ (976,000), ‘Royal Pains’ (663,000), ‘Graceland’ (552,000), ‘Satisfaction’ (517,000) and even cancelled ‘Rush’ (509,000). ‘Covert Affairs’ also finished last (No. 6) in 18-34, No. 5 in 25-54, and a little better, No. 3, in total viewers.
An indication of the challenges linear networks face in the increasingly digital viewing universe, USA has been finding it hard to monetize the ‘Covert Affairs’ demo audience that watches days after the original broadcast. Additionally, even with the big DVR bumps, ‘Covert Affairs’ still ranked No. 4 (out of six USA dramas) among 18-49 and 25-54 in L+7, No. 5 in 18-34 and No.3 in total viewers.
Research
Global Retail and E-Commerce Sales Forecast Thru 2018
Despite more than one trillion dollars in online purchases worldwide in 2013, e-commerce accounted for just 5.1% share of total retail spending, per eMarketer. That share grew to an estimated 5.9% this past year on the back of a 22.2% increase in e-commerce spending, and will continue to grow through 2018, when it will reach 8.8%. Even so, that means that $10 of every $11 in retail spending will be in brick-and-mortar locations rather than online. E-commerce’s share of total retail sales varies considerably by country though: by the end of the forecast period, e-commerce sales are expected to comprise 18% of retail sales in the UK (the highest of any country), but just 1.4% share in India and Indonesia. In the US, e-commerce’s share will be right about the global average, at 8.9%.
Mobile/Digital News
Social Becomes A Major Platform For Video
It is primetime for video in social media. 2015 will see a rapid increase in video advertising on Facebook and other social platforms, according to a new eMarketer report, “Video Advertising: How Facebook, Twitter, Instagram, Tumblr and Snapchat Are Changing the Rules.” Facebook in particular is coming on strong and has the potential to put pressure on YouTube, which we estimate captures nearly 20% of US video advertising spending right now.
Facebook isn’t the only one angling for a slice of the video advertising pie. Twitter is beta testing Promoted Videos, Instagram is rolling out video advertising, and Tumblr and Snapchat have new video ad products. Cisco Systems predicted in a June 2014 report that video would account for between 80% and 90% of global consumer internet traffic by 2018. If Facebook, Twitter and others have their way, they will be the conduits through which a significant portion of that video moves. Facebook already ranks as the second-biggest online video property in the US, according to comScore data from October 2014. The ranking only includes desktop viewers, not mobile.
While platforms such as YouTube and streaming video players still attract many internet users, a greater percentage use social networks for video than other types of video platforms, such as news sites. According to a 2014 survey by Google and TNS, 73% of internet users in Canada and the US used a video site or app to watch digital video. Social networks ranked second, at 30% of respondents in Canada and 29% in the US. A study like TNS and Google’s might be perceived as biased, considering that Google owns YouTube, but a June 2014 survey from Frank N. Magid Associates had a similar finding. Here, 33% of US digital video viewers used Facebook, trailing YouTube’s 75%, but a greater percentage than other well-known video services like Netflix and Hulu.
Social properties provide a different viewing experience than YouTube or a TV network’s streaming player. A key differentiating element is the ease with which users can share and comment.
With the groundwork laid for social media to become a common place where consumers view and share video and where marketers distribute video, video advertising is poised to grow as well.
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Across The Pond
BBC One took the evening in the UK on Tuesday. At 9P, ‘Silent Witness’ easily won the ratings on Tuesday outside soaps, as the 18th season of the BBC One crime drama gathered an average audience of 6.66 million viewers (29.5%), up from last year’s opener by around 500,000 viewers. Later, at 1035P, ‘Count Arthur Strong’ returned with 1.62 million viewers (12.7%).
BBC Two at 7P presented ‘The Great British Garden Revival’ and it drew 1.56 million viewers (7.3%). It was followed at 8P by ‘Six Puppies & Us’ with 2.75 million viewers (12.6%). At 9P, ‘Billionaires’ Paradise: Inside Necker Island’ found 2.79 million Virgin viewers (12.4%) for the evening’s high moment on BBC Two.
ITV at 730P had ‘River Monsters’ as it returned with 1.92 million viewers (8.9%). At 8P, ‘Britain’s Best Back Gardens’ interested 2.35 million gardeners (10.8%). At 9P, ‘Julia Bradbury’s The Wonder of Britain’ was seen by 1.51 million viewers (6.7%).
Channel 4 at 8P presented ‘Dr Christian Jessen’s Weighing Up the Enemy’ and it brought in 1.00 million viewers (4.6%). It was followed at 9P by the return of ’24 Hours in Police Custody’ with 1.21 million viewers (5.4%). Then at 10P, ‘Gordon Ramsay’s Hotel Hell’ appealed to 944,000 screamers (5.9%).
Channel 5 at 8P had ‘Scariest Weather’ as it attracted 908,000 viewers (4.2%). It was followed at 9P by ‘Worst Weather Ever?’ with 754,000 weather watchers (3.3%). Not sure if the new owners have understood that they were able to buy this channel on the cheap because it had bad programming.
E4 at 9P presented The CW’s ‘The 100’ and it continued with 916,000 viewers (4.1%), easily beating Channel 5 in this time slot. At 10P, the new series of ‘supernatural began with just 428,000 viewers (2.7%).
ITV2 at 9P presented its new series, ‘Blue Go Mad in Ibiza’ entertained 303,000 viewers (1.3%).
Down Under
Nine won on Tuesday with 27.1 share of the available audience in Australia. Led by the #1 program and newscast, ‘Nine News’ with 1,150,000 viewers, it also had the #2 program, ‘Nine News 6:30’ which drew 1,147,000 viewers. #3 was ‘Fourth Test-Australia vs India Session 3’ which drew 979,000 viewers. #5, ‘A Current Affair’ pulled in 889,000 viewers. #7, ‘Fourth Test-Australia vs India Session 2’ drew 825,000 viewers. #9 was ‘Kalgoorlie Cops’ pulling in 735,000 viewers. That’s 6 out of the top 10 programs on the day were on Network Nine.
Ten finished #2 with 25.8 share. It had one program in the Top Ten and that was #10, ‘Cricket: T20 Big Bash League Game 18 Session 2’ which drew 730,000. It is fair to say cricket is big in Australia.
Seven finished #3 with a 23.3 share of the available audience. #4 was ‘Seven News’ with 947,000 viewers. #6 was ‘Seven News/Today Tonight’ with 870,000 viewers.
ABC finished #4 with 17.0 share. #8 was ‘ABC News’ which drew 756,000 viewers.
SBS finished #5 with a 6.8 share of the available audience. SBS had no programs in the Top Ten.
Australian Multi-Screen Report Q 3 2014
The Australian Multi-Screen Report for Q3 2014 reveals the time Australians spent watching TV on conventional in-home TV sets rose more than an hour per month year-on-year (YOY) in Q3 2014, even as household take-up of internet-connected devices reached a new high.
In Q3 2014, Australians aged 2+ spent an average 37 hours and 44 minutes (37:44) online each month on home and work computers. They devoted 7:30 to watching any online video on PC or laptop computers (including broadcast TV content and other video), compared to 5:18 in Q3 2013.
Summary of key findings:
Smartphones are the most common Internet-connected mobile devices in study participants’ homes (91%), followed by tablets (60%), iPods (22%) and Kindles/e-readers (20%).
Larger households, and those with kids and teens, are more likely to have a greater number of internet-connected mobile devices.
Tablets are more likely to be shared than smartphones: across all study participants, 54% share their tablets versus 38% for smartphones.
People in larger households are more likely to share tablets and smartphones with other household members – particularly those homes with children under age 18.
The top activities among people aged 14+ are similar across tablets and smartphones: email; assessing search engines; social networking; getting news and information; assessing maps or navigation information; and video/entertainment.
Accessing TV networks’ catch-up TV websites and apps is more common on tablets than on smartphones – both via websites and apps.
About The Australian Multi-Screen Report
The Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel, Consumer & Media View database and Australian Connected Consumers Report.
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’.
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Erroll Garner
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