On Thursday, March 12, 2015, CBS was #1 in the U.S. as ‘The Big Bang Theory’ was the top program. BBC One was #1 in the UK led by ‘MasterChef UK’. Seven finished #1 in Australia as ‘My Kitchen Rules’ was for the fourth straight night 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 Thursday, March 12, 2015 (Posted on March 13, 2015)
CBS #1 on Thursday as ‘The Big Bang Theory’ top program with 16+ million viewers.
CBS
The Tiffany Network had the biggest program of the night…and the world’s #1 comedy. At 8P, ‘The Big Bang Theory’ delivered as it drew an average of 16.08 million viewers and a 10.2/17. It assured brought the Tiffany Network the #1 position on the evening. At 830P, ‘The Odd Couple’ slipped a bit by drawing an average of 10.74 million viewers and a 6.6/11. At 9P, a rerun of ‘The Big Bang Theory’ drew an average of 9.65 million viewers and a 5.9/9. At 930P, ‘Mom’ drew an average of 9.18 million viewers and a 5.7/9. AT 10P, ‘Elementary’ finished the evening with an average of 7.77 million viewers and a 5.2/9, which led the time slot. In an episode which was about a mystery regarding cryogenics, Sherlock and Watson figure it out in a Must See TV ON DEMAND episode. (CBS was preempted/delayed in Charlotte, Raleigh, Greensboro and Roanoke from 8-11P due to the ACC college basketball tournament.)
FOX
The Animal Network of Broadcast had the ‘American Idol’ as the final 12 battled it out. At 8P, ‘American Idol’ drew an average of 8.14 million viewers and a 6.1/10. This year’s group is so good, as it gets down to the final 10 it is going to be extremely difficult. Great show again as it was strong enough to bring the network Second Place honors for the evening.
NBC
The Peacock Network had one strong program on Thursday evening. AT 8P, ‘Dateline: The Real Blacklist’ delivered an average of 4.50 million viewers and a 2.9/5. Then at 9P, the big program, ‘The Blacklist’ delivered one of the most inventive episode in its history. With a look back through great edits of past performance, the accused was in the judges chambers and her ex-husband, Tom’ was being hunted by Red. It delivered an average of 7.30 million viewers and a 5.3/8. It was a Must See TV ON DEMAND episode. It was that good. And it was only a part of the incredible arc to see if our heroine survives. But with the weak lead in and the shift out of the 10P time slot on Monday, it finished third in this position on Thursday. At 10P, ‘The Slap’ flopped as it delivered an average of 2.90 million viewers and a 2.1/4. It was so bad that it finished below the final episode of canceled ‘Allegiance’, in this time slot, last week (2.2/ 4 on March 5). What the suits at 30 Rock did on this night and to ‘The Blacklist’ is bordering on ‘dunceville’. Get in the corner, dunces!
ABC
The Alphabet Network finished a distant third on Thursday. At 8P, ‘Grey’s Anatomy’ drew an average of 7.38 million viewers and a 5.8/10, finishing #2 in its time slot. But at 9P, ‘Scandal’ was the top program of the evening at Disneyville TV, as it drew an average of 8.28 million viewers and a 6.4/10. Then at 10P, it died. ‘American Crime’ could only deliver an average of 5.81 million viewers and a 4.5/8 which dropped 26% from the 6.1/11 in the opening episode last week. It simply could not match up with ‘Elementary’.
Univision
The #1 Hispanic Network in America had an average night on Thursday. At 8P, ‘Mi Corazon es Tuyo’ brought in a 1.2 A18-49 demo rating. At 9P, ‘Hasta el Fin del Mundo’ slipped to fifth in the demo rating but still delivered a 1.2 A18-49 share. At 10P, ‘Que te Perdone Dios’ finished third in the demo with a 1.0 A18-49 demo rating.
The CW
The Little Network That Couldn’t didn’t. At 8P, ‘The Vampire Diaries’ drew an average of 1.33 million viewers and a 1.2/2. Then at 9P, ‘Reign’ couldn’t reign it in as it drew an average of 1.04 million viewers and a 0.7/1. Will this network finish in the Top Ten when the cable ratings come in later in the day?
Late Night
It was all ABC in late night television in the U.S. on Thursday. At 1135P, ABC’s ‘Jimmy Kimmel Live’ topped the evening with a strong 3.1/8 with President Obama as the featured guest. NBC presented a rerun of ‘The Tonight Show with Jimmy Fallon’ and it finished #2 with a 2.2/6. CBS’ ‘Late Show with David Letterman’ drew a 1.9/5. At 1235A, ‘ABC’s ‘Nightline’ delivered a 2.0/6. NBC’s ‘Late Night with Seth Meyers’ finished with a 1.1/4. CBS had a rerun of the ‘Late Late Show’ drew a 1.0/3. At 135A, ‘Last Call with Carson Daly’ drew a 0.8/3.
For The Record
CBS finished #1 on Thursday with an average of 10.196 million viewers and a 6.5/11. FOX finished #2 on the back of ‘Idol’ and drew an average of 8.139 million viewers and a 6.1/10. ABC finished #3 with an average of 7.158 million viewers and a 5.6/9. NBC finished #4 with an average of 4.922 million viewers and a 3.4/6. Univision finished with an average of 3.0 million viewers and a 1.6/3. Telemundo finished with an average of 1.3 million viewers and an 0.8/1. The CW finished with an average of 1.185 million viewers and a 1.0/2.
Today In TV History
On this date in 1972, ‘The Merv Griffin Show’ debuted in syndication for Metromedia Television.
Cable Television News
Top Ten Cable TV Programs on Thursday
#1 Pawn Stars HIST 2.627 million viewers @ 930P
#2 Vikings HIST 2.625 million viewers @ 10P
#3 WWE Smackdown SYFY 2.573 million viewers @ 8P
#4 CARS 2 DSNY 2.502 million viewers @ 8P
#5 Pawn Stars HIST 2.402 million viewers @ 9P
#6 NBA Basketball TNT 2.104 million viewers @ 952P
#7 American Dad ADSM 2.022 million viewers @ 1030P
#8 American Dad ADSM 1.922 million viewers @ 10P
#9 The Big Bang Theory TBS 1.891 million viewers @ 1030P
#10 Law & Order: SVU USA 1.807 million viewers @ 9P
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 remained #1 on Thursday. At 730P, ‘Masterchef’ topped the ratings for a third night running on Thursday (March 12) as the BBC One cooking series scored its highest numbers of the week with an average of 5.45 million viewers (27.7%). At 9P, ‘Comic Relief: Operation Health’ had an average of 2.72 million viewers (13.4%). Following the news, at 1045P, ‘Question Time’ averaged 2.60 million viewers (26.5%).
BBC Two at 7P had ‘Nature’s Weirdest Events’ as it continued with an average of 1.37 million viewers (7.1%). Then at 8P, ‘The Great British Sewing Bee’ had the network’s top program of the evening with an average of 3.03 million viewers (13.7%). At 9P, Russell Tovey’s period drama ‘Banished’ lost more than one million viewers for its second episode, with an average of 2.38 million viewers (11.7%).
ITV’s coverage of Everton’s ‘Europa League’ victory over Dynamo Kiev (2-1) brought in an average of 2.77 million viewers (13.3%) from 730P.
Channel 4 brought out the veggies as at 9P, ‘Cucumber’ concluded its eight episode series with an average of 580,000 viewers (2.9%). Earlier, at 8P, ‘The Supervet’ was seen by an average of 1.39 million viewers (6.3%).
Channel 5 began at 8P with ‘Britain’s Worst Crimes’ was seen by an average of 942,000 viewers (4.3%). Then at 9P, with the worst title in the history of television, ‘Holiday Love Rats Exposed’ brought in a network evening night of an average 1.18 million viewers (5.8%). AT 10P, CBS’ ‘The Mentalist’ brought in an average of 700,000 viewers (4.5%).
ITV2 at 10P had ‘Keith Lemon Sketch Show’ and it drew an average of 511,000 viewers (3.1%).
Sky Atlantic at 9P had ‘Fortitude’ which dipped to an average of 344,000 viewers (1.7%).
Sky1 presented at 8P The CW’s ‘Arrow’ attracted an average of 283,000 viewers (1.3%).
Down Under
Seven won again for the fourth straight night with a 33.3% share of the available audience on Thursday evening in Australia. And again, the #1 program was ‘My Kitchen Rules’ which drew 1.433 million viewers, slightly less than Wednesday evening but still the dominating program on the evening. #3 was ‘Seven News’ with 931,000 viewers. #5, ‘Seven News/Today Tonight’ drew 832,000 viewers. #6 was ‘Home and Away’ with 822,000 viewers.
Network Nine finished #2 again, this time with 25.7% share. #2 program was ‘Nine News’ which drew 943,000 viewers and again was the #1 newscast in the nation. #4, ‘Nine News 6:30’ drew 906,000 viewers. #8, ‘A Current Affair’ pulled in 804,000 viewers.
Ten finished #3 with 18.9% share. It again had the #10 program as ‘I’m A Celebrity…Get Me Out Of Here! Thursday Eviction’ drew 709,000 viewers.
ABC finished #4 with 16.5% share. #7 was ‘ABC Evening News’ with 808,000 viewers. #9, ‘7.30’ brought 710,000 viewers.
SBS finished #5 with 5.6% share of the available audience.
Friday Australian TV Overnight Ratings
Nine tied Seven for #1 on Friday as it had the #1 program in the nation, ‘Nine News’ which finished with an average of 991,000 viewers. #3 was ‘Nine News 6:30’ with an average of 881,000 viewers. #8, ‘Friday Night NRL Live’ drew 704,000 viewers. And, #9 was ‘A Current Affair’ with 685,000 viewers.
Seven also had 29.5% share of the available audience. It had the #4 program which was ‘Seven News’ which drew an average of 875,000 viewers. #5, ‘Better Homes and Gardens’ delivered 827,000 viewers. #6, ‘Seven News/Today Tonight’ drew 776,000 viewers.
ABC finished with 20.2% share of the available audience. It had the #2 program and the top drama in the nation, ‘The Doctor Blake Mysteries’ which drew 948,000 viewers. #7 was ‘ABC Evening News’ which drew 712,000 viewers. Also, #10 was a rerun of ‘QI’ which finished with 594,000 viewers.
Ten finished #4 with 16.6% share.
SBS finished #5 with 4.3% share of the available audience.
As you can see, no matter where you live, people are…
Switching Channels!
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