On Monday, March 16, 2015, ABC was #1 in the U.S. as ‘Dancing With The Stars’ was the top program. ITV was #1 in the UK led by ‘More Tales from Northumberland’. Seven was #1 in Australia as ‘My Kitchen Rules’ dominated as 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’.
The Home Of #dailydiaryofscreens
For Monday, March 16, 2015 (Posted on March 17, 2015)
The Alphabet Network welcomed back ‘Dancing With The Stars’ and it took the network to the top. At 8P, ‘Dancing With The Stars’ pulled in a strong average of 14.02 million viewers and a 9.8 ratings and a 15 share of the available audience. It was up 2% from its September opener. Then at 10P, one of the best programs on television, ‘Castle’ had an exceptional episode as Kate struggled with her position in life and whether she was making the most of it as she met a Hong Kong PD inspector who seemed to have it all. Great episode that drew an average of 9.07 million viewers and a 6.0/11 to win the time slot and wrap up Disneyville’s victory for the evening. It was a Must See TV ON DEMAND episode.
The Peacock Network threw its big singing competition up against dancing. And as it does in the UK, dancing wins. At 8P, ‘The Voice’ drew an average of 12.21 million viewers and a a respectable 8.1/13, down 7% from last week. At 10P, ‘Night Shift’ fell to third with an average of 5.74 million viewers and a 3.6/6 which dropped 30 Rock out of the race on Monday. If they really want to win Mondays, they have to bring back ‘The Blacklist’ to this night in this time slot to cement victory. The NBC/Universal suits got this move all wrong.
The Tiffany Network did not perform well on Monday as Les’ Legion of suits have to figure out what is wrong. At 8P, a rerun of ‘The Big Bang Theory’ could only draw an average of 8.39 million viewers and a 5.2/8. At 830P, ‘Mike & Molly’ drew an average of 8.46 million viewers and a 5.3/8. Then at 9P, a rerun of ‘Scorpion’, which involved young Ralph’s being arrested by the CIA for creating a game that led to several of its agents being killed, drew 6.44 million viewers and a 4.0/6. Then at 10P, yet another rerun, this time of ‘NCIS: Los Angeles’ pulled in an average of 6.13 million viewers and a 4.2/7. Point: you rarely win by running a complete schedule of reruns against original programming. Are they afraid of the strong competition?
The Animal Network of Broadcast joined in the rerun brigade as it led off the evening as 8P, a rerun of ‘Gotham’ with an exceptional episode, where Alfred shows his skills in defending Master Bruce, it drew an average of 2.44 million viewers and a 1.7/3, well below its average. AT 9P, ‘The Following’ with an original episode drew an average of 3.51 million viewers and a 2.4/4, the lowest numbers in its history. Rack that up to the Murdoch Minions not going head to head and giving its viewers an original episode of ‘Gotham’.
The #1 Hispanic Network in America had an off night as it could only average 2.075 million viewers. At 8P, ‘Mi Corazon es Tuyo’ delivered a 1.1 A18-49 demo rating. At 9P, ‘Hasta el Fin del Mundo’ finished slightly lower with a 1.0 A18-49 demo ratings. At 10P, ‘Que te Perdone Dios’ dropped further to 0.9 A18-49 demo rating. All in all, it was not a good night for Uni.
The Little Network That Couldn’t didn’t. At 8P, ‘The Originals’ drew an average of 1.29 million viewers and a 1.0/2. The at 9P, ‘Jane the Virgin’ drew an average of 1.07 million viewers and a 0.9/1.
For The Record
ABC finished #1 on Monday with an average of 12.372 million viewers and an 8.5 rating and strong 14 share of the available audience. NBC finished second, well back, with an average of 10.052 million viewers and a 6.6/11. CBS finished in an unprecedented #3 on Monday with an average of 6.998 million viewers and a 4.5/7. USA Network finished #4 with an average of 3.919 million viewers. FOX finished #5 with an average of 2.971 million viewers and a 2.0/3. Univision finished #6 with an average of 2.075 million viewers and a 1.4/2. Telemundo finished with an average of 1.4 million viewers and a 0.8/1. The CW finished with an average of 1.180 million viewers and a 0.9/1.
Today In TV History
On this date in 1968, The Bee Gees made their U.S. television debut on the ‘Ed Sullivan Show’. They played “To Love Somebody” and “Words.”
Cable TV News
Monday Top Ten Cable Programs
#1 WWE Entertainment USA 3.961 million viewers @ 9P
#2 WWE Entertainment USA 3.915 million viewers @ 10P
#3 WWE Entertainment USA 3.881 million viewers A 8P
#4 The O’Reilly Factor FOXNC 2.683 million viewers @ 8P
#5 Better Call Saul AMC 2.669 million viewers @ 10P
#6 The Kelly File FOXNC 2.397 million viewers @ 9P
#7 Swamp People HIST 2.384 million viewers @ 9P
#8 Love and Hip Hop 5 VH1 2.201 million viewers @ 8P
#9 American Dad ADSM 1.918 million viewers @1030P
#10 Bates Motel AEN 1.912 million viewers @ 9P
Coming This Weekend
Millennials Spend More Time Than Older Consumers With Almost All Mobile Communication Activities
It’s no secret that millennials are attached to their mobile devices, and recent research from My.com, conducted by Survey Sampling International (SSI) in October 2014, set out to determine just how much time this demographic spent with their beloved smartphones and tablets.
According to the study, which included 13- to 24-year-olds in its definition of millennials, 45% of smartphone- and tablet-using 13- to 18-year-olds in the US spent 4 hours or more using the mobile internet each weekday, with 28% logging on for over 5 hours on average. Nearly half of 19- to 22-year-olds spent at least 4 hours with the mobile internet every weekday. Here, too, just less than one in three logged on for over 5 hours on average. eMarketer estimated that this year, 88.0% of US internet users ages 12 to 17 will own and use a mobile phone at least once per month, and 80.8% will access the internet via such a device. Among 18- to 24-year-olds, mobile phone penetration will come in at 96.5%—the highest out of all age brackets—and 91.4% of these consumers will log on to the internet via their phones at least once per month.
Research has indicated that younger users spend more daily time on social networks, and My.com found that this trend wasn’t restricted to social. On both weekdays and weekends, millennials spent more time on average with all mobile communication activities besides email—which makes sense given that older consumers often need to access email more frequently for work.
Text messaging grabbed the most time with millennials each day, with 114 minutes on average during the weekdays and 115 minutes on the weekends. Social networks were the second most frequent form of mobile communication across all days, followed by instant messenger apps, with average time for both rising about 10 minutes on the weekends.
Given all of the time they spend with mobile media, it makes sense that millennials want brands to be on top of their mobile game. According to September 2014 research by Annalect, when asked about the leading ways in which brands should use digital media, US millennial smartphone users ranked having mobile-friendly websites and apps No. 1, at 55%. While 44% did agree that brands should still maintain some form of human interaction, almost just as many (42%) thought they should offer loyalty programs through mobile apps or allow for mobile payments.
There’s no denying that millennials spend a huge amount of time with the mobile internet and communication tools. Brands looking to target them need to adapt to mobile in order to best reach them on their preferred screens.
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Across The Pond
ITV finished #1 in the UK on Monday as Robson Green’s ‘More Tales from Northumberland’ added around 700,000 viewers to top the ratings. At 8P, the documentary series attracted an average of 4.37 million viewers (20.1%). At 9P, ‘Arthur and George’ followed with an average of 3.34 million viewers.
BBC One at 730P presented ‘Match of the Day Live’ and it was seen by an average of 2.92 million viewers (13.4%) as Reading set up an FA Cup semi-final tie with Arsenal. Following the news at 10P, at 1045P, ‘What Britain Wants-Somewhere to Work’ drew an average of 1.56 million viewers (14.7%).
BBC Two at 8P had ‘University Challenge’ and it drew an average of 2.64 million viewers (12.2%). At 830P, ‘Only Connect’ fell slightly to an average of 2.08 million viewers (8.9%). At 9P, ‘Kew on a Plate’ fell further with an average of 1.69 million viewers (7.8%).
Channel 4 at 8P presented ‘Food Unwrapped’ and it had an average of 1.62 million viewers (7.2%). At 9P, ‘Britain’s Benefit Tenants’ increased with an average of 2.36 million viewers (10.9%). At 10P, Caitlin and Caroline Moran’s ‘Raised by Wolves’ dropped a bit with an average of 1.26 million viewers (7.6%).
Channel 5 at 8P had ‘Police Inspectors’ and it drew an average of only 950,000 viewers (4.2%). At 9P, ‘Gotham’s’ feature-length return to Channel 5 brought in an average of 915,000 viewers (4.9%).
FOX present at 9P, ‘The Walking Dead’ as it drew an average of 549,999 viewers (2.5%).
ITVBe had at 10P, ‘Real Housewives of Cheshire’ and it was seen by an average of 282,000 viewers (1.9%).
Seven jumped back on top on Monday as it drew 33.5% share of the available audience and finished #1 with the #1 program in the nation, ‘My Kitchen Rules’ which pulled in an average of 1,756,000 viewers, far outdistancing the #2 program with the first sudden death cook-off. #3 was ‘Seven News/Today Tonight’ with an average of 1.039 million viewers. #5, ‘Seven News’ delivered an average of 999,000 viewers. #6, ‘Home and Away’ finished with an average of 960,000 viewers.
Network Nine finished with 26.1% share. It had the #2 program but the top newscast in the nation, ‘Nine News’ which finished with an average of 1.080 million viewers. #4, ‘Nine News 6:30’ finished with an average of 1,013,000 viewers. #7, the top comedy in the nation on Monday was ‘The Big Bang Theory’ which drew 938,000 viewers. And, #9 was ‘The Block Triple Threat’ with an average of 861,000 viewers. Rounding out the Top Ten, #10 was ‘A Current Affair’ with an average of 859,000 viewers.
ABC finished #3 with 19.9% share of the available audience. It had the #8 program in the nation on Monday as ‘ABC Evening News’ drew an average of 911,000 viewers.
Ten finished fourth with a 15.4% share.
SBS finished #5 with 5.1% share of the available audience.
Tuesday Australian TV Overnight Ratings
Seven won again on Tuesday with a 31.0% share of the available audience as again, the #1 program in the nation was ‘My Kitchen Rules’ with an overwhelming 1.567 million viewers, beating the next closest competitor by some 30+%. #2 was ‘Seven News’ with 1,025,000 viewers. No other program drew over 1 million viewers on Tuesday. #4, ‘Seven News/Today Tonight’ drew 980,000 viewers. #9 was ‘Home and Away’ with 873,000 viewers. The network finished down 2.5% share from Monday.
Network Nine finished #2 on Tuesday with a 27.3% share up 1.2% share from Monday. It had the #3 program, ‘Nine News’ which drew an average of 990,000 viewers. #5, ‘Nine News 6:30’ finished with 966,000 viewers. #6 was ‘The Big Bang Theory’ which finished with an average of 922,000 viewers and was the top comedy of the night. #8, ‘A Current Affair’ had 877,000 viewers. And, #10, The Block Triple Threat’ pulled in 821,000 viewers.
Ten finished #3 with 19.7% share, up 4.3% share from Monday, the biggest gain of the night of any network.
ABC finished #4 with 17.2% share, down 2.7% share from Monday. It had the #7 program which was ‘ABC Evening News’ with 909,000 viewers.
SBS finished with a poor 4.7% share of the available audience, down 0.4% share from Monday.
As you can see, no matter where you live, people are…
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Gerry Milligan ‘Walking Shoes’