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, January 8, 2015 (Posted 01.09.15)
The Animal Network road the old horse, ‘American Idol’ to victory. At 8P, the second night of the 14th season of ‘American Idol’ traveled to Nashville and Kansas City to find some amazing talent, none better than the 4 year old who accompanied her mother. While many critics spout the downturn in numbers from years previous, this program still holds its own in the heart of the American public by pulling in 11.02 million viewers and a 7.3 rating and 11 share of the available audience, peaking at 930P with an 8.1/12. While not being #1 at 8P, the two hours rode Murdochville to victory. Too bad they could not schedule ‘Idol’ for Friday as well as they will definitely win Saturday as the NFL Playoff game between the Carolina Panthers facing the defending Super Bowl Champions, Seattle Seahawks will dominate the evening.
The Tiffany Network could not hold back the power of ‘Idol’. At 8P, ‘The Big Bang Theory’ led all with 17.76 million viewers and an 11.1/17, for the top performance of the evening. But from that point it was all downhill for Black Rock, giving reason to fear because of NBC’s restructured schedule after the Super Bowl when ‘The Blacklist’ will anchor the evening at 10P. At 830P on Thursday, ‘Mom’ drew 12.29 million viewers and a 7.5/11. At 9P, ‘2 and 1/2 Men’ drew 10.03 million viewers and a 6.2/10. At 930P, ‘The McCarthy’s’ drove Les’ World down with 7.94 million viewers and a 4.9/8, giving little leading strength. At 10P, ‘Elementary’, with an exceptional scene re-establishing the partnership of the two lead characters drew 8.42 million viewers and a 5.4/9. It was a Must See TV ON DEMAND episode and it won its time slot.
The Peacock Network was not a factor and will hope for new life after the Super Bowl. At 8P, ‘The Biggest Loser’ drew 5.00 million viewers and a 3.2/5, which was certainly not competitive on this evening. At 9P, the cancelled ‘Bad Judge’ drew 3.12 million viewers and a 2.4/1. At 930P, also the previously cancelled ‘A to Z’ finished with 2.02 million viewers and a 1.6/2. At 10P, the fourth to last episode of ‘Parenthood’ drew 4.61 million viewers and a 3.4/6. ‘The Blacklist’ will take over this time slot after the Super Bowl.
The Alphabet Network had nothing to compete with on Thursday. At 8P, a two hour episode of ‘The Taste’ drew 3.20 million viewers and a 2.4/4. At 10P, a rerun of ‘How To Get Away With Murder’ drew only 2.57 million viewers and a 1.8/3. There are no signs on the horizon that Disneyville can turn this around without the help of some new creative suits or help from ESPN.
The Little Network That Couldn’t still has to answer the question: is it a broadcast network? So at 8P, it decided to run the 2012 movie, ‘House at the End of the Street’ drew 1.266 million viewers and a 1.1/2, starring Jennifer Lawrence and Elizabeth Shue.
For The Record
FOX finished #1 with 11.015 million viewers and a 7.3/11. CBS finished second with 10.809 million viewers and a 6.7/10. NBC came in a distant third with 4.058 million viewers and a 2.8/4. Univision finished fourth with 3.070 million viewers. ABC finished fifth with 2.989 million viewers and a 2.2/4. The CW finished with 1.266 million viewers and a 1.1/2.
Today In TV History
On this date in 1984, Clara Peller was first seen by TV viewers in the “Where’s the Beef?” commercial campaign for Wendy’s.
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%.
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 won again on Thursday in the UK. At 8P, ‘Would I Lie To You?’ brought in 4.19 million viewers (18.9%). But at 9P, ‘Death in Paradise’ returned with high ratings to top Thursday evening as the BBC One crime drama attracted an average 6.91 million viewers (29.7%). This is down from last year’s launch of 7.13 million viewers (29.7%), but is still its third-highest ever audience for the drama. At 1035P, following the news, ‘Question Time’ brought in 2.80 million viewers (23.4%).
ITV finished second for the evening. At 730P presented Jeremy Kyle’s new series ‘The Kyle Files’ and attracted 2.61 million viewers (12.2%). At 830P, ‘Birds of a Feather’ brought in 3.47 million viewers (10.0%). At 9P, ‘Bring Back Borstal’ intrigued 2.23 million viewers (9.6%). ITV, for the evening in prime time, averaged 2.77 million viewers.
Channel 5 jumped up to third place on Thursday as at 8P it presented ‘Secrets of the Egyptian Pyramids’ which brought in 1.00 million viewers (4.4%). The big show of Channel 5’s evening was at 9P, ‘Celebrity Big Brother’ and it continued with 2.35 million viewers (10.1%). It was followed at 10P by the return of ‘Botched Up Bodies’ with 858,000 viewers (5.1%). Channel 5, for the evening in prime time, averaged 2.52 million viewers.
BBC Two at 8P had ‘Somerset: After the Floods’ which interested 1.57 million viewers (6.9%). It was followed at 9P by ‘Super Rich & Us’ with 1.73m (7.4%) at 9pm.
Channel 4 fell to fifth place on Thursday as at 8P, ‘Location, Location, Location’ was seen by 1.80 million viewers (7.9%). It was followed at 9P by ‘Shut-Ins: Britain’s Fattest People’ and it drew 1.42 million viewers (6.1%). At 10P, ‘Sex Party Secrets’ lured in 1.38 million viewers (8.3%). The result was disappointing as Channel 4, for the evening averaged 1.33 million viewers in prime time.
BBC Three at 745P presented ‘Avengers Assemble’ which brought in 895,000 viewers (3.9%).
Network Nine edged Ten with 26.4% share of the available audience. Nine had the top four programs on Thursday. #1 was ‘Nine News’ finished with 1,222,000 viewers. #2 was ‘Nine News 6:30’ with 1,183,000 viewers. #3 was ‘Fourth Test-Australia vs India Session 3’ with 927,000 viewers. #4 was ‘A Current Affair’ with 910,000 viewers. #8 was ‘Fourth Test’Australia vs India Session 2’ with 699,000 viewers.
Ten finished #2 with 26.2% share. And it didn’t have a single program in the Top Ten.
Seven came in third with 25.1% share. Seven had #5, ‘Seven News’ with 820,000 viewers; #7, ‘Seven News/Today Tonight’ with 773,000 viewers. And it had #10, a rerun of ‘Border Security-Australia’s Front Line’ with 667,000 viewers.
ABC finished #4 with 16.3% share with #6, ‘ABC News’ with 808,000 viewers leading the way. #9, ‘7.30 Summer’ had 677,000 viewers.
SBS finished fifth with 6.1% share of the available audience.
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…
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Today’s featured ‘Music to read overtheshouldermedia by’ down at the bottom of the page:
Fats Waller ‘Ain’t Misbehavin’ & ‘Stormy Weather’