With 5 days left in the 2015 February Sweeps, CBS dominated television on Friday in the United States. BBC One in the UK as ‘EastEnders’ tops 10+ million viewers. Seven topped all in Australia again but ‘Nine News’ top program.
Today, traditional TV still accounts for the lion’s share of video viewing, but online and mobile are where the growth is. 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 Friday, February 20, 2015 (Posted on February 21, 2015)
The Tiffany Network dominated television in the U.S. on Friday with its standard lineup. At 8P, ‘Undercover Boss’ finished with 7.94 million viewers. Then at 9P, an exceptional episode involving arson and Danno’s girlfriend runs into her past, ‘Hawaii Five-O’ delivered a Must See TV ON DEMAND episode with 10.50 million viewers and the top spot in the time slot. At 10P, the king of Fridays, ‘Blue Bloods’ was all about Danny saving his partner. It drew 11.62 million viewers and capped another top Friday spot for Paley’s Pals.
The Alphabet Network, also with regularly scheduled programming, finished second. At 8P, ‘Last Man Standing’ drew 6.54 million viewers and was the #1 program in its time slot. At 830P, ‘Cristela’ drew 5.08 million viewers. At 9P, ‘Shark Tank’ was strong and pulled in 8.38 million viewers. And at 10P, ’20/20′ drew 7.12 million viewers.
The Peacock Network, rapidly fighting against extinction this season, did what it does best…throw an entire evening with reruns. This time it did it with an entire evening of this past Sunday’s broadcast of the ’40th Anniversary of SNL’ and it drew 5.06 million viewers. Nothing like reruns to prove you have nothing in the creative tank.
The Animal Network of Broadcast at 8P brought the world the ‘World’s Funniest Fails’ which drew 2.56 million viewers. At 9P, ‘Glee’ finished below the Mendoza line with 1.89 million viewers as ‘Our Day Will Come’. Hurrah for high school.
The Little Network That Couldn’t get above the Mendoza Line all night long. At 8P, ‘Hart of Dixie’ finished with 1.25 million viewers. Then at 9P, a rerun of ‘Whose Line Is It Anyway?’ finished with 960,000 viewers. then at 930P, another rerun of ‘Whose Line Is It Anyway?’ finished with 1.17 million viewers.
For The Record
CBS finished #1 with 10.020 million viewers on Friday. ABC finished #2 with 7.103 million viewers. NBC finished #3 with 5.081 million viewers. Univision finished #4 with 2.776 million viewers. FOX finished #5 with 2.228 million viewers. The CW finished with 1.156 million viewers.
Today In TV History
On this date in 1968, Paramount sold its pre-1948 film library of 750 titles to MCA (now NBC/Universal) for television distribution for $500 million.
Smartphone Penetration Rising in All Age and Income Demos As It Hits 75% of the US Mobile Market
Three of every 4 US mobile subscribers aged 13 and older owned a smartphone during the 3-month period ending in December 2014 (Q4 2014), reveals comScore in its latest market update. Data provided to MarketingCharts by comScore indicates that while penetration remains highest among youth and higher-income consumers, smartphone adoption has been growing quickly among lower-income and older Americans. As of December 2014, almost 9 in 10 (88.9% of) mobile subscribers aged 25-34 owned a smartphone, with those aged 18-24 (88.6%) right on their heels. These two groups have maintained the highest adoption rates going at least as far back as January 2013, when penetration stood at 73.5% and 72.2%, respectively.
(Of note, a recent survey from the Interactive Advertising Bureau found that 9 in 10 Millennial mothers – aged 18-32 – in the US now own a smartphone, up from 65% in 2012. This represents the first time that smartphone ownership has outpaced laptop and desktop penetration, with the survey also noting that this segment spends 35% more time online with their smartphones than online via laptop or desktop.)
In both relative and absolute terms, though, it’s been the youngest and oldest groups that have driven the uptick in smartphone penetration. Remembering that these percentage figures are among mobile subscribers, consider that:
As of December 2014, 83.7% of teens (13-17) owned a smartphone, up from 58.9% in January 2013;
The percentage of 55-64-year-old mobile subscribers with a smartphone grew from 40.4% to 61.5% during that timeframe, passing the majority threshold in January of last year; and
Almost half (46.6% of) mobile subscribers aged 65 and older owned a smartphone in December 2014, almost double the share (24.5%) from January 2013.
It bears noting that, according to a recent Rocket Fuel study [download page], almost half of internet-using adults with a child under 18 in the household plan to buy their child a mobile phone by the time they turn 13.
Looking at income-related trends, the comScore data demonstrates that smartphone penetration correlates with household income, with adoption trending higher alongside each income bracket. Indeed, more than 8 in 10 mobile subscribers who hail from households with pre-tax income of at least $75,000 per year now own smartphones, including 84.3% of those with household income of at least $100,000 per year.
Over the past couple of years, though, smartphone penetration has crossed the majority threshold for lower-income groups. Indeed, the latest figures indicate that 61.3% of mobile subscribers from low-income households (<$25k/year) now own a smartphone, representing an almost 50% increase from the January 2013 figure (42.9%). Among those in the $25-50k/year bracket, 7 in 10 now own a smartphone, up from 48.1% at the beginning of 2013.
For more age- and income-related media usage data, see the MarketingCharts Debrief, US Media Audience Demographics, which examines the demographic composition of a host of media channels.
During the 3-month average ending in December 2014, Apple remained the top smartphone OEM with 41.6% share of smartphone subscribers aged 13 and older, per comScore’s figures. That market share is up by almost 4 points from 37.8% in January 2013. Samsung, the second-ranked OEM, has experienced a bigger uptick in market share during that period, from 21.4% to 29.7%.
In terms of smartphone platforms, Android’s majority 53.1% share in December 2014 is up only slightly from 52.3% share in January 2013. The big loser over that time span has been BlackBerry, down from 5.8% to 1.8% market share.
Facebook ranked as the top smartphone application again in December 2014, reaching 70.2% of the “app audience” (smartphone mobile media users aged 18 and older on iOS and Android platforms).
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Across The Pond
BBC One is riding the power of ‘EastEnders’. Another 10 million viewer overnight for EastEnders Live last night, the only program to hit 8 figures so far this year, and it has done so 3 times. An emotional ‘EastEnders Live’ averaged 9.97 million viewers and an exceptional 42.6% share. It peaked at 10.25 million viewers. Part one of ‘EastEnders Backstage Live’ averaged 6.45 million viewers and a strong 28.3% share of the available audience, beating ‘Coronation Street’.
BBC Three, Part Two of ‘EastEnders Backstage Live’ on averaged 2.2 million viewers, the channel’s highest overnight since the Olympics.
Channel 4 had ‘Gogglebox’ return last night and won the 9P time slot with a very impressive 4 million viewers (18.3%), peaking with 4.3 million viewers.
Seven wins yet again in Australian television on Friday with a strong 32.4% share of the available audience. Yet it didn’t have the #1 program nor top newscast. But #2 belonged to ‘Seven News’ which drew 968,000 viewers. #4 was ‘Better Homes and Gardens’ with 893,000 viewers. #6, ‘Seven News/Today Tonight’ drew 851,000 viewers. #9 was the movie, ‘The Sapphires’ which drew 643,000 viewers.
Network Nine finished #2 with a 24.6% share. The #1 program and the #1 newscast in the nation belonged to ‘Nine News’ which was the only program in the nation to draw more than 1 million viewers as it had 1,040,000 viewers on Friday. #3 was ‘Nine News 6:30’ with 955,000 viewers. #8 was ‘A Current Affair’ which drew 694,000 viewers. And, #10, ‘Millionaire Hot Seat’ pulled in 607,000 viewers.
ABC finished #3 with 21.2% share. It had the top non-news program in the nation on Friday as at #5, ‘The Doctor Blake Mysteries’ pulled in 888,000 viewers. #7 was ‘ABC Evening News’ with 724,000 viewers.
Ten finished #4 with 17.1% share
SBS finished fifth with a weak 4.7% share of the available audience.
CBS’ ‘2 Broke Girls’ Under Fire Down Under
An episode of ‘Two Broke Girls’ has attracted headlines after a punchline was deemed ‘casual racism’ towards Aboriginals. The episode ‘And the Fun Factory’, included a male character chatting up an Australian woman online before explaining, “She’s part Aboriginal but has a great personality”, to a friend. It aired in Australia on Tuesday night. Social media sites criticised the line, which has now attracted media headlines.
Saturday Australian TV Overnight Ratings
Seven was again #1 on Saturday in TV ratings in Australia with a 26.6% share of the available audience. ‘Seven News Saturday’ was Seven’s top program and #2 overall with 971,000 viewers. #8 was the movie, ‘Cars 2’ which drew 438,000 viewers.
ABC finished a close #2 on Saturday with a 25.3% share. But it had the #1 program in Australia with ‘ABC News Saturday’ which drew 997,000 viewers. #3 was ‘New Tricks’ which drew 921,000 viewers. #5, ‘Foyle’s War’ brought in 879,000 viewers.
Network Nine finished #3 with a 23.2% share. #4 was ‘Nine News Saturday’ which drew 900,000 viewers. #9 was ‘ICC World Cup Cricket 2015 Session 2’ which had 426,000 viewers.
Ten finished #4 on Saturday in Australia with an 18.7% share of the available audience. It may not have finish higher then fourth, but it did have three programs finish in the Top Ten. #6 was ‘The Best Exotic Marigold Hotel’ which had 630,000 viewers. #7, ‘Ten Eyewitness News Saturday’ had 466,000 viewers. #10, ‘David Attenborough’s Natural Curiosities Episode 2’ had 392,000 viewers.
SBS finished #5 on Saturday with a 6.2% share.
As you can see, no matter where you live, people are…
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This week: ‘Increase Brick & Mortar Traffic Without Increasing Your Budget’.
Media Notes Briefs, ‘Wealthy Americans, especially The Upper Tier, Prefer Digital Over Retail’. http://bit.ly/1CTS9H5
New This Week: Connected Consumers Equal Business Success – http://eepurl.com/XT6m5
Weekly Retail Media Notes. This week: ‘How Smartphone-Owning Millennials Expect Brands To Use Technology’ Generational Differences in Consumers’ Screen Preferences – http://eepurl.com/bdQToL
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:
Jerry Mulligan Quartet ‘Open Country’