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 13, 2015 (Posted 01.14.15)
CBS #1 on Tuesday as ‘NCIS’ again the top program with over 19 1/2 million viewers.
CBS
The Tiffany Network dominated on Tuesday, as it usually always does as at 8P, the evening begins with ‘NCIS’. This week, in an episode which is still dealing with the aftermath of Gibb’s #4 wife’s death, the gang solved a twist and turn in finding the potential assassin in Washington DC and drew 19.62 million viewers and a powerful 11.6 rating and an 18 share. At 9P, ‘NCIS: New Orleans’ had a great episode regarding the daughter of a Navy Admiral. It was Must See TV ON DEMAND as it drew 16.12 million viewers and a 9.7/15. At 10P, ‘Person Of Interest’ continued on its path to confusion as it continues the ridiculous arc of someone controlling Control. This program is destined to fail as it continues to lose its core fans as in this episode the stars did not appear until half way into the program. The main star was barely seen. Must have been on vacation during the shoot. It drew 10.03 million viewers and a 6.4/11. This program was so much better with it was basically a police procedural helping others. Now it is an insiders video game trying to escape. Perhaps this works on another network. But the producers of this show have gone off the CBS track.
ABC
The Alphabet Network actually did little on Tuesday. At 8P, it led off with ‘Shark Tank’ and drew 7.35 million viewers and a 5.1/8. At 9P, ‘Marvel’s Agent Carter’ dropped with 5.05 million viewers and a 3.3/5. At 10P, ‘Forever’, with a brilliant episode concerning the mysterious death of a supposed robber turned upside down. It drew 4.65 million viewers and a 3.3/6., which was still 32% above failed drama ‘Killer Women’ on the year-ago evening (2.2/5 on 1/14/14). This was Must See TV ON DEMAND episode. With the fall of ‘Person Of Interest’, 10P on Tuesday could become a battle and ‘Forever’ could be a power player in that mix.
NBC
The Tiffany Network finished a distant second on the evening in prime time. At 8P, in its infinite wisdom it brought back ‘Parks & Recreation’ and drew 3.80 million viewers and a 2.6/4. At 830, ‘Parks & Recreation’ drew 3.30 million viewers and a 2.2/3. At 9P, ‘Marry Me’ drew 2.20 million viewers and a 1.7/3. At 930P, ‘About A Boy’ could only manage 2.80 million viewers and a 2.0/3 from the hole ‘Marry Me’ put it in. At 10P, ‘Chicago Fire’ rose from the ashes of 30 Rock programming and challenged the falling ‘Person Of Interest’ as it finished with 6.60 million viewers and a 4.4/8.
FOX
The Animal Network of Broadcast began the evening at 8P with ‘MasterChef Jr’ which drew 4.92 million viewers and a 3.4/5. That was the highlight of the schedule. At 9P, ‘New Girl’ drew 2.92 million viewers and a 2.2/3. While at 930P, the network hit its usual Tuesday Low with ‘The Mindy Project’ which drew 2.44 million viewers and a 1.9/3. Just a reminder to the suits at Murdochville: this is broadcast in the middle of January on a Tuesday. You really can’t think of anything better to program this?
The CW
The Little Network That Couldn’t had one of its actors win a Golden Globe. But that was not on Tuesday. At 8P, a rerun of ‘The Flash’ drew 1.61 million viewers and a 1.2/2. At 9P, a rerun of ‘Arrow’ drew 1.15 million viewers and a 1.0/1.
For The Record
CBS finished #1 on Tuesday with 15.257 million viewers and a 9.2/15. ABC finished #2 with 5.683 million viewers and a 2.9/5. NBC finished a distant #3 with 4.197 million viewers and a 3.9/6. FOX finished #4 with 3.801 million viewers and a 2.7/4. Univision finished #5 with 3.172 million viewers and a 1.7/3. Telemundo drew 1.7 million viewers and a 0.9/2. The CW finished with 1.381 million viewers and a 1.1/2.
Today In TV History
On this date in 1952, NBC’s ‘The Today Show’ show premiered. It was the first of its genre on American television and in the world, and is the fifth-longest-running American television series. Originally a two-hour program on weekdays, it expanded to Sundays (currently a one hour program) in 1987 and Saturdays (running for two hours) in 1992. The weekday broadcast expanded to three hours in 2000, and to four hours in 2007. It was the brainchild of Sylvester B. “Pat” Weaver, Jr., who was then vice-president of NBC. Weaver was president of the company from 1953 to 1955, during which time Today’s late-night companion The Tonight Show premiered. In pre-production, the show’s proposed title was ‘The Rise and Shine Revue’. ‘Today’ was the first program of its genre when it signed on with original host Dave Garroway. The program blended national news headlines, interviews with newsmakers, lifestyle features, other light news and gimmicks (including the presence of the chimpanzee J. Fred Muggs as the show’s mascot during the early years), and local station news updates.
Research
The Baby Boomer generation continues to play a major role in the housing market, as well as the U.S. economy more generally. Forty percent of households in the U.S. are headed by someone between the ages of 50 and 69, and this group holds 54% of all household wealth. Older households are less likely to move and purchase homes, but the sheer size and relative wealth of the Baby Boomer generation means they will account for $1 out every $4 spent on new home purchases or rent in the next five years.
Baby Boomers did take a major hit during the Great Recession. Boomer households rode the housing and stock bull markets to their peaks, with the median net worth of their houses reaching just over $200,000 by 2007. Then home prices and stock prices plummeted, and so did Boomer net worth, which fell to $140,000—more or less where it stands today. Had the Great Recession never happened, the median Boomer net worth could be close to $370,000—roughly 2.5 times what it is today. Without a doubt, many Boomer households have had to modify or delay their retirement and housing plans as a result.
The good news, though, is that the worst appears to be over, and Boomer financial situations have stabilized. Now, Boomers are revisiting housing plans they put on hold. Many are planning to retire as they reach their mid-sixties—five years from now more than half of all Boomer households will be headed by someone who is retired—and have plans for their housing needs as they approach retirement. As part of a broader initiative to understand where future home and community demand is headed, The Demand Institute surveyed more than 4,000 Baby Boomer households about their current living situation, moving intentions, and housing preferences.
Nielsen found that the common wisdom, which holds that Baby Boomers will downsize and head for a condo in a sunny place, appears to be wrong. First, nearly two-thirds of Boomers have no plans to move at all. They will “age in place” in homes and communities where they have often lived for a decade or more. Second, those who are moving are not going very far. Sixty-seven percent of movers will stay in-state and over half will move within 30 miles of their current home. Being close to their communities and families is very important to them as they age. “Wanting to be closer to family” is as common a reason for Boomers to move as seeking a “change of climate.” Third, and perhaps most surprisingly, we find that many Baby Boomers are still seeking their “dream home.”
Of greater economic importance, nearly half of those that will move (46%) plan to increase the size of their home or spend more for a home the same size as what they have now. Perhaps this seems odd—why are they upsizing at this life stage? What we are seeing is that many who are living in smaller homes than they would like, and many who are renting, are now acting on the housing plans they had to delay as a result of the economic difficulties of the past few years.
The other half (54%) of Boomer movers will downsize, either by moving to a smaller home or spending less for a home of the same size. Members of this group have already achieved their dream home, and are now looking for a home that will be easier to maintain as they age. But downsizers are not necessarily looking for lesser homes in all regards, and many will seek high-end finishes or more numerous community services and amenities. In fact, downsizers will spend more on their next home ($200,000) than upsizers ($180,000), on average, a reflection of their still-considerable nest eggs.
Much of the benefit will flow to the single-family home market: Baby Boomer movers, upsizers and downsizers alike, generally prefer such homes over condos and apartments. Few are planning to move to senior communities. They recognize the importance of having easy-to-maintain homes as they age, but most (69%) still want a yard or a garden. They are in general not yet ready for “senior” lifestyles. Only in one regard do we see them thinking ahead with health in mind: Boomers will overwhelmingly seek single-story homes when they move.
Most Baby Boomers plan to purchase when they move, and while some will go from owning to renting, just as many will do the opposite. The majority (56%) of these purchases will require mortgage financing, but Boomers do not seem daunted by the prospect of carrying mortgage debt well into retirement. More than three-quarters of Boomers say they are confident they will be able to qualify for financing (in fact they are much more confident than Millennials). Indeed, this generation is already carrying far more mortgage debt than the previous generation—the median outstanding mortgage balance for 50-69 year olds has grown 142% since 1992.
Finally, even those who do not move will contribute to the housing-driven economy, by way of spending on renovations. One way or another, the vast majority of the Boomer generation will be helping to drive the housing economy. In sum, we see a diversity of financial circumstances and housing intentions among Boomers, and their housing decisions reflect aspirational rather than just practical considerations. Many will upsize as they move. Many who will downsize will nevertheless upgrade via major home improvements—kitchens, master bathrooms and so on. Mortgage financing will remain crucial to Boomers realizing these housing aspirations. And many of those who are staying put will spend on improving their houses. As regards those aging in place, maintaining the status quo indefinitely will not be tenable for most. Many Boomers are in homes that lack aging-friendly features (single-story, easy maintenance, accessibility features, etc.). At some point, many will likely need to make aging-related modifications, whether by renovations or by moving.
What that means is that the Boomer generation will drive spending on housing in at least two waves. Many will move in the next five years, and many will have to move later. Further, what happens to housing has economic knock-on effects that are very broad, which is why developments in housing are so important. Increasingly, suburban communities that may have once catered to young families will comprise more and more senior citizens, many of whom will be living with mobility limitations or other special needs. As a result, there will be an increased need for public and private programs and services that help older Americans stay in their homes—home health care, transportation programs, nutrition assistance, community centers, and all the accompaniments of an aging community will be important for those who move now, and those who move later. That Boomers are no longer the major drivers of the housing economy does not mean they will not be very important to that economy.
Source: UNCOMMON SENSE: MOST BABY BOOMERS ARE NOT DOWNSIZING (QUITE THE CONTRARY). By Jeremy Burbank, VP, The Demand Institute and Nielsen, and Louise Keely, President, The Demand Institute, and Senior VP, Nielsen
Top Social TV Rankings For Week Of January 5-11, 2015
Agent Carter was the top broadcast show on General Sentiment’s social TV chart, while Pretty Little Liars was the top cable show for the weeks of January 5-11, 2015.
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Across The Pond
BBC One topped all on Tuesday in the UK. ‘Silent Witness’ was on top of the ratings pile on Tuesday as at 9P, the long-running BBC One crime drama was seen by an average audience of 6.33 million viewers (27.3%). Later after the news, at 1035P, ‘Count Arthur Strong’ drew 1.62 million viewers (13.4%).
ITV at 730P presented ‘River Monsters’ and it interested 2.11 million viewers (9.9%). At 8P, ‘Britain’s Best Back Gardens’ attracted 2.05 million viewers (9.8%). At 9P, opposite ‘Silent Witness’, ‘Wonder of Britain’ was seen by only 1.65 million viewers (7.2%).
BBC Two at 8P had ‘Nature’s Weirdest Events’ and it brought in 2.40 million viewers (11.4%). At 9P, it was followed by ‘Horizon’ and it only drew 1.81 million viewers (7.8%).
Channel 5 presented at 8P, ‘Secrets of the Tea Chimps’ and only 953,000 viewers (4.5%) watched. At 9P, ‘Celebrity Big Brother’ jumped up to #2 in the time slot with 2.13 million viewers (9.2%). At 10P, ‘Suspects’ returned with 706,000 viewers (4.4%).
Channel 4 did not fare well on Tuesday. At 8P, ‘Weighing Up the Enemy’ gathered 796,000 viewers (3.8%). It was followed at 9P by ’24 Hours in Police Custody’ with 1.25 million friends and family (5.4%). At 10P, Gordon Ramsay’s ‘Hotel Hell’ fell to 879,000 viewers (5.6%).
E4 presented at 9P, The CW’s failing ‘The 100’ and it drew 648,000 viewers (2.8%). It was followed at 10P by another The CW programs, ‘Supernatural’ with 253,000 viewers (1.6%).
Down Under
Seven finally took the top spot in Australia as it drew a 26.0% share of the available audience on Tuesday. It didn’t have the top programs but it did have #3, ‘Seven News’ with 810,000 viewers. #4 was ‘Seven News/Today Tonight’ with 802,000 viewers. #9 was a rerun of ‘Border Security-Australia’s Front Line’ which drew 646,000 viewers.
Network Nine finished #2 with 25.8% share with five Top Ten programs. It again had the #1 program, ‘Nine News’ which drew 995,000 viewers on this slow summer evening. #2 was ‘Nine News 6:30’ with 968,000 viewers. #5, ‘A Current Affair’ drew 753,000 viewers. #7, ‘Kalgoorlie Cops’ drew 709,000 viewers. #8 was a rerun of ‘RBT’ which drew 687,000 viewers.
Ten finished #3 with 22.2% share.
ABC finished #4 with 19.5% share. #6, ‘ABC Evening News’ drew 716,000 viewers. Also, #10, ‘7.30 Summer’ drew 601,000 viewers.
Ten finished fifth with 6.6% share of the available audience.
As you can see, no matter where you live, people are…
Switching Channels!
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Dizzy Gillespie ‘Salt Peanuts’
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