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 22, 2015 (Posted 01.23.15)
The Tiffany Network had its usual power Thursday line-up. At 8P, the #1 comedy in the world, ‘The Big Bang Theory’ drew 11.63 million viewers and a 7.0/12 for the #1 spot on Thursday. At 830P, ‘Mom’ drew 11.16 million viewers and a 6.6/11. At 9P, ‘Two and A Half Men’ pulled in 9.56 million viewers and a 5.8/9. At 930P, a rerun of ‘The Big Bang Theory’ drew 8.26 million viewers and a 5.5/9. Which led at 10P into ‘Elementary’ in the first of a two-part episode and it drew 8.24 million viewers and a 5.6/10.
The Animal Network of Broadcast was once again led by ‘Idol’. At 8P, ‘American Idol’ pulled in 10.54 million viewers and a 7.3/12. That followed into the long anticipated ‘Backstrom’, the Rainn Wilson vehicle about a self-destructive detective who basically does not like anyone except ‘Frenchy’ who put in writing that she was his friend. At 9P, ‘Backstrom’ drew 7.98 million viewers and a 5.1/8. He may just fit the ‘Colombo’ edginess nicely. But then again, it is set in Portland, OR. Isn’t that near where the quitting coach lives because he can now get in under qualified football players into his new university? Go Juco Beavs?
The Peacock Network finished so far behind it may have looked like Purgatory. Somewhere between the top shows and cable performance, Sarnoff’s Staff began at 8P with the corporate mantra, ‘The Biggest Loser’ with pulled in 4.64 million viewers and a 2.9/5. Of course, it was their biggest show of the night. At 9P, those two cancelled darlings that only friends and family watch gave us their all as ‘Bad Judge’ pulled in 3.04 million viewers and a 2.3/1, while at 930P, ‘A To Z’ drew 2.14 million viewers and a 1.7/3. Finally at 10P, in hopes that local news will save everyone at 30 Rock, in the second to last episode of ‘Parenthood’ drew 4.43 million viewers and a 3.2/6. How’s that for a lineup…two cancelled shows, one which will have its last episode next week and finally, one of the worst named and performing shows of all time leading off the night. Note to CEO: Heads must roll.
The Alphabet Network was no better. At 8P, for whatever reason, the suits at Disneyville ran ‘The Taste’ and it drew 3.03 million viewers and a 2.54 million viewers. Then at 10P, it decided to rerun ‘How To Get Away With Murder’ which died by drawing 2.28 million viewers and a 1.8/3. Note To CEO: all scheduling suits must spend a month in Mickey’s and Minnie’s outfits at Measlesville.
The Little Network That Couldn’t may not have gotten the memo: NBC and ABC appear comatose. At 8P, ‘The Vampire Diaries’ pulled in 1.65 million viewers and a 1.5/2. At 9P, ‘Reign’ dropped to 1.25 million viewers and a 1.0/2.
For The Record
CBS finished #1 with 9.512 million viewers and a 6.0/10. FOX finished #2 with 9.256 million viewers and a 6.2/10. NBC finished #3 with 3.886 million viewers and a 2.7/4. Univision finished #4 with 2.856 million viewers and a 1.5/2. ABC finished #5 with 2.778 million viewers and a 2.3/4. Telemundo finished with 1.5 million viewers and a 0.8/1. The CW finished with 1.430 million viewers and a 1.2/2.
Today In TV History
On this date in 1983, George Peppard’s ‘The A-Team’ debuted on NBC-TV.
Advertising Research Notes
2014 Most Memorial TV Ads For Millennials
Fast food and QSR ads performed well with Millennials (18-33) last year, says Nielsen in a review of the most memorable English-language ads among this demographic. Wendy’s spot, “Pretzel Bacon Cheeseburger Be With You Song” emerged as the leader with a brand memorability index of 338, meaning that it was 3.38 times more likely to be remembered and associated with the right brand among Millennials than the typical ad. Nielsen also notes that food ads comprised 8 of the top 10 ads among African-American Millennials and 9 of the top 10 among Hispanic Millennials, though they didn’t have quite the same appeal among Asian-Americans of this age, who only placed 3 in their top 10. Overall, humorous ads and those that “touted an ownable campaign concept” appeared to be the most memorable. Among advertising categories, QSRs were second in ad spend through the first three-quarters of the year with $3.4 billion ad buys, though that trailed the automotive category ($8.4 billion) by a significant amount.
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Across The Pond
BBC One at 8P, ‘Room 101’ brought in 3.91 million viewers. At 9P, ‘Death in Paradise’ topped the night with 6.50 million viewers (29.0%). Following the news, ‘Question Time’ was seen by 2.36 million viewers (21.8%).
ITV at 730P, the pepper-spray edition of ‘The Kyle Files’ brought in 2.69 million viewers (12.8%). At 830P, ‘Birds of a Feather’ entertained 2.95 million viewers (12.3%). At 9P, ‘Bring Back Borstal’ brought in 1.54 million viewers (6.9%).
BBC Two at 8P, ‘Winterwatch’ brought in 2.62 million viewers (11.3%). It was followed at 9P by ‘Winterwatch Unsprung’ with 1.47 million viewers (6.5%). At 930P, ‘Surviving the Holocaust’ was seen by 1.24 million viewers (6.3%).
Channel 4 began at 8P with ‘Location, Location, Location’ and it appealed to 1.49 million viewers (6.4%). Russell T Davie’s new series, ‘Cucumber’ launched with 973,000 viewers on Thursday evening. At 10P, Josie Cunningham: The Most Hated Woman in Britain? fascinated 1.08 million viewers (7.0%).
Channel 5 at 8P, ‘Benefits: Can’t Work, Won’t Work’ intrigued 1.22 million viewers (5.3%). At 9P, ‘Celebrity Big Brother’ continued with 2.32 million viewers (10.3%). It was followed at 10P by ‘Botched Up Bodies’ with 742,000 viewers (4.7%).
E4 at 830P brought out ‘The Big Bang Theory’ and it drove an audience of 1.36 million viewers (5.7%). At 9P, it was followed by ‘Brooklyn Nine-Nine’ which drew only 595,000 viewers (2.6%). At 10P, ‘Cucumber’ companion show, ‘Banana’ opened with 341,000 viewers (2.0%).
On Sky1, at 9P, Ross Kemp’s ‘Extreme World’ returned with 383,000 viewers (1.7%).
Friday TV UK Overnight Ratings
BBC One had football and it was the #1 network in the UK on Friday. At 7P, ‘The One Show’ brought in 4.5 million viewers (22.2%). At 8P, its live coverage of the ‘FA Cup’ fourth-round match between Cambridge and Manchester United was the evening’s highest-rated show outside of soaps with an average audience of 5.82 million viewers (25.3%). At 1035P, with guests including Gary Lineker, Jessica Chastain and McBusted, ‘The Graham Norton Show’ finished the evening off with 3.42 million viewers (24.8%).
ITV at 8P, presented ‘The Martin Lewis Money Show’ and it drew 3.99 million viewers (18.3%). At 9P, ‘Benidorm’ entertained 4.03 million viewers (16.9%).
BBC Two at 7P, evening kicked off with ‘The Antiques Road Trip’ and drew 1.26 million viewers (6%). It was followed at 8P by ‘Mastermind’ which drew 1.85 million viewers (8.5%).
Channel 5 presented at 7P, ‘Race to the Pole’ which drew 336,0900 viewers (1.6%). At 8P, ‘Ice Road Truckers’ picked it up a bit with 879,000 viewers (3.9%). At 830P, ‘Food and Drink’ was viewed by 1.33 million (5.6%). But it was at 9P, when 5 hit big numbers. ‘Celebrity Big Brother: Live Eviction’ was seen by an average audience of 2.29 million viewers (9.6%). ‘The Big Allotment Challenge’ drew 1.37 million viewers (5.7%). ‘QI’ picked up 1.44 million million viewers (7.6%).
Channel 4 began with ‘Jamie and Jimmy’s Friday Night Feast’ as it drew 1.17 million viewers (5.2%). The evening peaked with ’10 Cats Does Countdown’ which drew 1.37 million viewers (5.7%). ‘The Last leg’ picked up 990,000 viewers (5.8%).
Seven dominated again on Thursday with a strong 31.0% share of the available audience. #3 was ‘Seven News’ with 956,000 viewers. But #4 was ‘Seven’s Tennis: 2015 Australian Open-Night 4’ which pulled in 888,000 viewers. It’s the year’s first Major.
Network Nine finished #2 with 24.0% share. Once again, ‘Nine News’ drew 1,001,000 viewers, the only program to draw over 1+ million viewers. #2, ‘Nine News 6:30’ drew 972,000 viewers. #6, ‘A Current Affair’ had 823,000 viewers. #9, ‘Hot Seat’ drew 582,000 viewers.
Ten finished #3 with 20.3% share. #10 was ‘Ten Eyewitness News’ which drew 566,000 viewers.
ABC finished fourth with 19.0% share. #7, ‘ABC Evening News’ drew 662,000 viewers. And it had #8, ‘Football: Asian Cup 2015 Quarter Finals, Australia vs China LIVE’ which drew 618,000 viewers.
SBS finished fifth with a 5.5% share.
Overnight TV Ratings in Australia for Friday
Network Nine stopped the winning streak of Seven, but just barely as it delivered a 29.5% share of the available audience on Friday. #3 was ‘One Day Cricket-Australia vs England Game 4 Session 9’ as it delivered 921,000 viewers. #4, ‘Nine News’ drew 874,000 viewers. #10 on the day was ‘One Day Cricket-Australia vs England Game 4 Session 1’ with 518,000 viewers.
Seven finished #2 on Friday by a fraction as it had a 29.4% share. But it did have the #1 program on the evening as ‘Seven News’ finished with 1,036,000 viewers. #2 was ‘Seven News/Today Tonight’ with 938,000 viewers. #5, ‘Seven’s Tennis: 2015 Australian Open-Night 5’ drew 645,000 viewers.
ABC finished #3 with a 17.2% share. #6, ‘ABC Evening News’ drew 633,000 viewers. #7, ‘Midsomer Murders’ rerun had 621,000 viewers.
Ten finished #4 with a 16.9% share. #8, ‘Ten Eyewitness News’ drew 590,000 viewers. #9 was ‘Family Feud’ which drew 534,000 viewers.
SBS finished with a 7.0% share of the available audience.
As you can see, no matter where you live, people are…
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John Coltrane ‘Alabama’