On Tuesday, March 10, 2015, CBS was #1 in the U.S. as ‘NCIS’ was the top program. BBC One was #1 in the UK led by ‘MasterChef’. Seven finished #1 in Australia as ‘My Kitchen rules’ was the 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’.
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For Tuesday, March 10, 2015 (Posted on March 11, 2015)
CBS was #1 on Tuesday with ‘NCIS’ the top program with over 15 million viewers.
CBS
The Tiffany Network brought its power on Tuesday led by the #1 drama in the world. At 8P, ‘NCIS’ with guest star Robert Wagner who was ‘not a con man’ brought in an average of 16.22 million viewers and a 9.9 ratings and 16 share of the available audience and was again the #1 program on Tuesday as it brought out Rule 20. This was a Must See TV ON DEMAND episode. At 9P, ‘NCIS: New Orleans’, the arc regarding the bombing continued as it averaged 12.61 million viewers and a 7.7/12. It too was a Must See ON DEMAND episode. At 10P, the good news was that ‘Person Of Interest’ had just the three main lead actors and none of the nonsense of the competing machines. While finishing second in its time slot, it drew an average of 8.67 million viewers and a 5.5/10 to bring Tuesday’s crown to Paley’s Pals. But the surprise of the night was the performance of ‘Chicago Fire’ almost beating ‘Person Of Interest’ head-to-head at 10P. The destruction of the confusing plot lines ‘POI’ threw at its fans, destroyed the series and it might not have the time to recover. This is too bad. Someone decided to make a complex series more complex and nearly unwatchable. This was once, not too long ago, a tremendous series with four terrific leads. How good were they? Well, the one who died is now on ‘Empire’ and driving that vehicle to the #1 spot on its evening.
NBC
The Peacock Network brought on the power as well as at 8P, ‘The Voice’ brought in an average of 13.73 million viewers and an 8.7 rating and a 14 share, losing to ‘NCIS’ at 8P but beating ‘NCIS: New Orleans’ at 9P. At 10P, ‘Chicago Fire’ drew an average of 8.57 million viewers and a 5.7/10 and edged into the #1 time slot spot ahead of ‘Person Of Interest’. However, it only won the 10P half hour off of the enormous 14.0 million lead in of ‘The Voice’. In the second half hour at 1030P, ‘Person Of Interest’ beat it with an average of 8.29 million viewers vs the average of 8.07 million viewers for Chicago Fire.
ABC
The Alphabet network was a mixed bag. At 8P, ‘Fresh Off The Boat’ slipped from its debut a few weeks ago as it delivered only 5.08 million viewers and a 3.6/6. At 830P, ‘Repeat After Me’ could only draw an average of 3.46 million viewers and a 2.2/4. It was down 19% from last week. At 9P, ‘Marvel’s Agents of SHIELD’ drew a below average of 3.80 million viewers and a 2.8/4. At 10P, a rerun of ‘Forever’ titled ‘The Man in the Killer Suit’ drew an average of 3.03 million viewers and a 2.0/3 as this was a Must See TV ON DEMAND episode. That will teach everyone that a Viscount really has to be a Viscount. Then there was the surprise of Fawn Mahoney as Blair Brown makes a very limited appearance and far, far too short. How good it was again to see Nell Porter.
FOX
The Animal Network of Broadcast simply died on Tuesday. At 8P, ‘Hell’s Kitchen’ drew an average 3.52 million viewers and a 2.8/5. At 9P, a rerun of ‘New Girl’ could only draw an average of 1.38 million viewers and a 1.2/2. Point is, if an original airing of ‘New Girl’ doesn’t draw much, who is going to watch a rerun except family and friends? At 930P, an original episode of ‘The Mindy Project’ could only draw an average of 1.76 million viewers and a 1.5/5.
The CW
The Little Network That Couldn’t didn’t. Just when you though it could beat FOX, it decided to air reruns. At 8P, a rerun of ‘The Flash’ finished with an average of 1.29 million viewers and a 0.9/2. Then at 9P, a rerun of ‘Supernatural’ fell in the toilet with only an average of 810,000 viewers and a 0.6/1. Sorry for the word choice. Perhaps it should be outhouse.
Late Night
NBC, with a rerun of ‘The Tonight Show Starring Jimmy Fallon’ finished #1 @ 1135P with a 2.6/7; CBS’s ‘Late Show with David Letterman’finished in a tie with ABC’s ‘Jimmy Kimmel Live’ both with a 2.1/5. At 1235P, ABC’s ‘Nightline’ finished #1 with an average if 1.4/4; NBC, with a rerun of ‘Late Night with Seth Meyers’ finished #2 with a 1.3/5 in metered-market households; CBS, also with a rerun of ‘Late Late Show’ finished with 0.9/3. At 135A, ‘Last Call with Carson Daly’ averaged a 0.8/4.
For The Record
CBS finished #1 on Tuesday with an average of 12.16 million viewers and a 7.7/13. NBC came in a close second with an average of 11.69 million viewers and a 7.7/12. ABC was a distant #3 and really not competitive with an average of 3.68 million viewers and a 2.5/4. Univision again finished #4 with 3.07 million viewers. FOX finished #5 with an average of 2.55 million viewers and a 2.0/3. FOX News Channel finished #6 with an average of 2.283 million viewers. TBS finished #7 with 1.954 million viewers in prime time. Adult Swim finished #8 with an average of 1.692 million viewers. HGTV finished #9 with an average of 1.5867 million viewers. Telemundo finished #10 with an average of 1.4 million viewers and an 0.8/1. FX finished #11 with an average of 1.303 million viewers. The CW finished with 1.05 million viewers and a 0.7/3. For the record the total viewers (2+) per each half hour on Tuesday was as follows:
Prime Time 8P…… 830P … 9P …. 930P … 10P . 1030P Tuesday in Prime Time
Braodcast 45.124 43.504 37.128 37.508 24.426 24.426 35.527 million viewers
Top Cable 13.054 11.765 30.094 30.318 23.730 22.626 21.931 million viewers
Total…….. 58.178 55.269 67.222 67.826 48.156 47.052 57.458 million viewers
Today In TV History
On this date in 1947, the DuMont Television Network aired ‘Movies For Small Fry’. It was network television’s first successful children’s program. While no video was available of this program, DuMont did have an insight into programming for the younger viewers. This PSA was an example.
TV Cable Ratings For Tuesday
Cable Top Ten on Tuesday, March 10, 2015
#1 Rizzoli & Isles TNT 3.123 million viewers @ 9P
#2 Haves and the Have Nots OWN 3.018 million viewers @ 9P
#3 The O’Reilly Factor FOXN 2.965 million viewers @ 8P
#4 The Big Bang Theory TBS 2.540 million viewers @ 10P
#5 The Kelly File FOXNC 2.326 million viewers @ 9P
#6 American Dad ADSM 2.400 million viewers @ 1030P
#7 The Big Bang Theory TBS 2.353 million viewers @ 930P
#8 American Dad ADSM 2.218 million viewers @ 10P
#9 The Big Bang Theory TBS 2.179 million viewers @ 9P
#10 19 Kids and Counting TLC 2.143 million viewers @ 931P
Television Research
Why people really time-shift shows
More people are time-shifting TV shows than ever before. Convenience is the big reason, well ahead of skipping ads. According to an article by Bill Cromwell in Media Life (031115), while many of them do skip the ads, it’s become more and more clear that is not the primary reason people use DVRs. Instead, it’s about controlling their own schedules.
That’s according to a new survey by Hub, an entertainment research company, which asked time-shifters why they choose to watch programs this way. By far the No. 1 answer, from 60% of respondents, was watching shows at their convenience. Skipping ads tied for second with seeing missed episodes of shows, at just 37% each. (Respondents could choose more than one answer.) When the DVR first came out, the ability to skip commercials was a big part of the device’s novelty, and media buyers and advertisers worried that Americans would rush out and buy DVRs and begin skipping ads in great numbers.
That did not happen.
All these years later, just half of households have DVR capabilities, and while skipping ads is widespread their real value, as the Hub study found, is in programming their TV viewing around busy schedules. That may be the DVR’s lasting impact on television, rather than ad skipping.
As one might expect, Millennials are among the biggest time-shifters. Hub found that 61% of the content that viewers 16-34 watch is time-shifted. They watch just over a third of their television live. By contrast, older viewers, those over age 34, watch 47% of their content live. Skipping ads is less of a reason for time-shifting among Millennials. Just 29% said they time-shift shows in order to jump over the commercials.
Another advantage to time-shifting is the ability to pause or rewind shows, and a goodly share of viewers do that; 34 percent of respondents said they time-shift shows for that reason. Thirty-three percent said they do it because it takes less time to watch an episode of a show. As for ad-skipping, the study found that among DVR owners, 89% will fast-forward through most or all of recorded shows. Among video-on-demand users, of those able to fast-forward, 81% will fast-forward through most or all shows they watch.
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Across The Pond
BBC One was #1 in the UK on Tuesday. At 9P, ‘MasterChef’ was back and it was up over than last season’s opener by 500,000 viewers as it drew 4.7 million viewers and a 22.1% share of the available audience. It was the top program in prime time but ‘EastEnders’ was yesterday’s most watched program with and average of 7.07 million viewers (34.7%).
ITV presented ‘Champion’s League’ coverage as Real Madrid faced Schalke and had an average of 2.7 million viewers. Real Madrid survived a real scare to qualify for their fifth successive Champions League quarter-final despite conceding four away goals to an impressive Schalke.
BBC Two brought the debut of the new sitcom, Paul Whitehouse’s ‘Nurse’ at 10P and it drew 1.0 million viewers.
Channel 4 had the seventh season opener of ‘One Born Every Minute’ and it drew an average of 2.0 million viewers.
Digital/Mobile UK News
Half of UK Population Now Uses Tablets
According to new forecasts from eMarketer, the UK tablet market will reach a significant milestone in usage this year when, for the first time ever, the majority of the country’s consumers—50.3% of the population—will use a tablet at least once per month. This figure is expected to rise to almost 60%, or 40.2 million tablet users, by 2019.
However, the dramatic growth the UK tablet audience has experienced in recent years will drop significantly in 2015 as adoption nears saturation. The number of UK tablet users grew 35.2% in 2014, but the growth rate will fall to single digits this year and stay there until the end of our forecast period. Despite this decline, annual gains will remain steady, and eMarketer expects there to be 7.4 million new tablet users in the country between 2015 and 2019.
“The country’s tablet market is reaching a point in its maturity curve that signals a slowdown in user growth. Such a slowdown in the rate of penetration suggests that most of those who want a tablet likely already have one, with more sales than ever likely to be replacements. The tablet boom in the UK is over, but now the replacement cycle looks to have begun in earnest. And with almost three-quarters of the internet population set to be tablet users by 2019, it’s still a market worth being in,” said Bill Fisher, analyst at eMarketer. iPad users still comprise the majority of the UK tablet audience, though Apple’s slice of the pie is getting smaller every year as consumers purchase devices such as the Samsung Galaxy Note, Google Nexus 7 and Amazon Kindle Fire. Apple’s iPad will account for less than half of the UK tablet market for the first time in 2016, and its tablet audience share will decline by 6.1 percentage points between 2015 and 2019.
Down Under
Seven was again #1 in Australia on Tuesday with a very solid 32.9& share of the available audience. And again, the #1 program was ‘My Kitchen Rules’ with a very strong 1.780 million viewers. #3, ‘Seven News’ drew 988,000 viewers. #4, ‘Seven News/Today Tonight’ finished with an average of 936,000 viewers. #6, ‘Home and Away’ drew 907,000 viewers.
Network Nine finished #2 with 26.1% share. #2 was ‘Nine News’ with 966,000 viewers. #5, ‘Nine News 6:30’ pulled in 922,000 viewers. #7, ‘The Big Bang Theory’ finished 896,000 viewers. #9, ‘A Current Affair’ drew 798,000 viewers.
Ten finished #3 with 19.7% share. #10 was ‘I’m A Celebrity…Get Me Out Of Here! Tuesday Eviction’ which drew 791,000 viewers.
ABC finished #4 with 15.3% share. #8 was ‘ABC News’ which finished with an average of 820,000 viewers.
SBS finished #5 with 6.0% share of the available audience.
Wednesday Australian TV Overnight Ratings
Seven walks away with the #1 spot on Wednesday with a massive 35.8% share of the available audience. And, it was once again led by ‘My Kitchen Rules’ which delivered an average 1.575 million viewers. Its finish was nearly 600,000 viewers ahead of the next closest program on Australian television on Wednesday evening. The #3 program was ‘Seven News’ which delivered 990,000 viewers. #5, ‘Seven News/Today Tonight’ had 926,000 viewers. #7 was ‘Winter’ which had 819,000 viewers. And, #8, ‘Home and Away’ brought in 819,000 viewers. Seven had 5 of the top 10.
Network Nine finished #2 with a respectable 25.1% share. #2 was the #1 newscast on the evening, ‘Nine News’ drew 991,000 viewers. #4, ‘Nine News 6:30’ drew 947,000 viewers. #6, ‘A Current Affair’ had 844,000 viewers.
Ten finished #3 with a 17.3% share. #10, ‘I’m A Celebrity..Get Me Out Of Here! Wednesday Eviction’ drew 680,000 viewers.
ABC finished #4 with 16.1% share of the available audience. #9 was ‘ABC News’ with 774,000 viewers.
SBS finished #5 with 5.7% share.
As you can see, no matter where you live, people are…
Switching Channels!
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