On Wednesday, March 18, 2015, FOX was #1 in the U.S. as ‘Empire’ was the top program. BBC One was #1 in the UK led by ‘MasterChef UK’. Seven was #1 in Australia as ‘My Kitchen Rules’ was again 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 Wednesday, March 18, 2015 (Posted on March 19, 2015)
The Animal Network of Broadcast roared to an impressive victory on Wednesday. At 8P, the first part of a two episode season finale of ‘Empire’ drew an average of 15.525 million viewers and a 10.4 rating and a 17 share of the available audience. And at 9P, the season finale episode of ‘Empire’ blew the doors open once again with an average of 17.465 million viewers and a 11.2/17, a near 2 million viewer increase in the final hour. For the record, ‘Empire’ had increased its audience every episode this first season. Amazing! The prime time music soap opera is a Must See TV ON DEMAND program and is the new king of Wednesday evenings. It finished 63% ahead of all of its competition. ‘Empire’s’ soundtrack, released on March 10, debuted in the top spot on the Billboard 200, beating Madonna’s Rebel Heart. It marks the first TV soundtrack to debut as No. 1 since ‘Glee’. The Murdoch Minions really did well with this program scheduling as it left us with Lucious Lyon in the slammer making sure we all know his is coming back.
The Tiffany Network, once the king of Wednesday, is now whimpering far behind in the ratings as #2 is not is usual position. At 8P, the original reality show, ‘Survivor’ pulled in an average of 9.855 million viewers and a 5.4/9. At 9P, another episode of ‘Survivor’ drew an average of 9.275 million viewers and a 5.4/9. Then at 10P, ‘CSI: Cyber’ in an amazing episode about a Uber-like company was the key to solving a string of murders, drew an average of 7.94 million viewers and a 5.1/9 to win the time slot but it did slip to #2 in the 1030P half hour to the Diane Sawyer Special. This was a Must See ON DEMAND TV episode. But it was far too little, too late to do anything to derail the locomotive called FOX. And it has slipped continuously since its debut three weeks ago. Granted, it did not have the compatible lead-in, the slide is of concern.
The Alphabet Network finished in the middle. At 8P, a rerun of ‘The Middle’ finished with an average of 5.15 million viewers and a 3.8/6. At 830P, a rerun of ‘The Goldbergs’ finished with an average of 4.56 million viewers and a 3.2/5. At 9P, a rerun of ‘Modern Family’ finished with a 5.39 million viewers and a 3.7/6. At 930P, a rerun of ‘Black-ish’ finished with an average of 4.44 million viewers and a 2.9/5. At 10P, a ‘Diane Sawyer Special-Sound of Music’ finished #2 in the time slot with an average of 7.32 million viewers and a 3.6/6, a 42% improvement of the regular scheduled ‘Nashville’. But it did win #1 from 1030-11P half hour. Diane Sawyer and Julie Andrews…can’t miss ratings duo.
The Peacock Network has fallen far from its once lofty position in television has it put up an entire schedule of reruns. And Wednesday is a mirror of that. AT 8P, the once promising new series, a rerun of ‘The Mysteries of Laura’ finished far behind the competition as it drew an average of 4.45 million viewers and a 3.0/5. At 9P, a rerun of ‘Law & Order: SVU’ pulled in an average of 4.73 million viewers and a 3.2/5 for the high water mark of the evening at Sarnoff City. At 10P, ‘Chicago PD’ with another rerun drew an average of 4.23 million viewers and a 2.7/5. This lineup was once a network leader on this evening. How it has fallen.
The #1 Hispanic Network in America began at 8P with ‘Mi Corazon es Tuyo’ and it drew an average of 3.397 million viewers and a 1.5/3 HH Rating. At 9P, ‘Hasta el Fin del Mundo’ drew an average of 3.020 million viewers and a 1.5/2 HH. And at 10P, ‘Que te Perdone Dios’ finished with an average of 2.543 million viewers and a 1.3/2.
The Little Network That Couldn’t didn’t do as well as Tuesday. At 8P, the first airing since Daylight Savings Time kicked in, ‘Arrow’ drew an average of 2.39 million viewers and a 1.8/3 which was down a bit. Then at 9P, ‘Supernatural’ drew an average of 1.91 million viewers and a 1.3/2 also was down.
For The Record
FOX finished #1 on Wednesday with an average of 16.522 million viewers and a 10.8 rating and 17 share of the available audience. CBS finished #2 with an average of 9.004 million viewers and a 5.3/9. ABC finished #3 with an average of 5.697 million viewers and a 4.0/7. NBC finished #4 with an average of 4.470 million viewers and a 3.0/5. Univision finished with an average of 2.911 million viewers and a 1.4/2. The CW finished with an average of 2.140 million viewers and a 1.5/2. Telemundo finished with an average of 1.400 million viewers and a 0.8/1.
Today In TV History
On this date in 1953, ‘The Academy Awards’ came to television for the first time. Note the opening VO. This was the 25th Annual Academy Awards held at the Pantages Theater on Hollywood Boulevard in Hollywood, CA. Signifiant event and Bob Hope was the Master of Ceremonies.
Cable TV Ratings on Wednesday
#1 The O’Reilly Factor FOXNC 3.067 million viewers @ 8P
#2 The Big Bang Theory TBS 2.976 million viewers @ 930P
#3 The Big Bang Theory TBS 2.841 million viewers @ 10P
#4 The Big Bang Theory TBS 2.832 million viewers @ 9P
#5 The Big Bang Theory TBS 2.749 million viewers @ 830P
#6 The Kelly File FOXNC 2.630 million viewers @ 9P
#7 The Big Bang Theory TBS 2.614 million viewers @ 1030P
#8 The Big Bang Theory TBS 2.394 million viewers @ 8P
#8 American Dad ADSM 2.139 million viewers @ 1030P
#9 American Dad ADSM 2.058 million viewers @ 10P
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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For The World Who Needs A Little
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Across The Pond
BBC One was back on top on Wednesday. At 730P, ‘MasterChef’ topped the ratings with an average of 4.50 million viewers and a 21.5% share of the average audience. That set the stage for one of the best brand promo shows ever invented, as at 9P, BBC One sold out by presenting ‘The Billion Dollar Chicken Shop’ which launched with an average of 3.35 million viewers (15.9%) on Wednesday evening. It what is basically a long-form adverb for KFC, the series was a fitting conclusion to a foody night in BBCland.
Give ITV credit. It didn’t sell out like BBC One did on Wednesday. At 8P, ‘Big Star’s Little Star’ brought in an average of 3.32 million viewers finishing about 1.2 million behind ‘MasterChef’. But at 9P, ‘DCI Banks’ beat the Kentucky Fried show with an average of 3.95 million finger licking good episode which drew 19.0% share of the available audience.
BBC Two at 8P began with ‘Stargazing Live’ and it drew an average of 1.92 million viewers (9.0%). But it was followed at 930P in the foody vein with ‘Eat To Live Forever’ which drew an average of 1.40 million viewers (7.4%). Where is Mary Berry when you need her?
Channel 4 didn’t offer any food show on Wednesday. At 8P, it went into the bedroom as ‘Three in a Bed’ drew an average of only 875,000 viewers (4.1%) which proves that the kitchen is more of a favorite than the bedroom in the UK on Wednesday? At 9P, ’24 Hours in A&E’ doubled the audience with an average of 1.56 million viewers (7.4%) for this superb program. At 10P, ‘First Dates’ slipped with only 954,000 viewers (6.2%).
Channel 5 at 8P presented ‘GPs: Behind Closed Doors’ and it drew an average of 1.16 million viewers (5.4%). At 9P, ‘My Violent Child’ slipped a bit with an average of 877,000 viewers (4.2%). Then at 10P, it slipped further with ‘A Neighbours’ reunion special which attracted an average of only 789,000 viewers (5.7%). Apparently all of the neighbours were over at one of the BBC’s to eat.
BBC Four got out of the BBC’s of Eating at 8P with ‘Terry Wogan’s Ireland’ which drew 548,000 viewers (2.7%). That is probably why it is Four rather than One or Two.
ITVBe had at 10P, ‘TOWIE’ as it continued with an average of 417,000 viewers (2.6%).
Seven overwhelmed the competition with a stunning 36.4% share of the available audience on Wednesday. #1 was again ‘My Kitchen Rules’ with 1.602 million viewers. #2 was ‘Seven news’ with 966,000 viewers. #3 had ‘Seven News/Today Tonight’ which drew 909,000 viewers. #4 was ‘Home and Away’ with 863,000 viewers. Winning the top four positions is overwhelming.
Nine finished #2 with a 23.9% share. #6, ‘A Current Affair’ drew 798,000 viewers. #7, ‘Nine News’ finished with an average of 795,000 viewers. #8, ‘Nine News 6:30’ pulled in 792,000 viewers. And, #9 was ‘The Block Triple Threat’ with 756,000 viewers.
ABC finished #3 with 17.4% share. #5 was ‘ABC News’ with 844,000 viewers. And, #10, ‘Shaun Micallef’s Mad As Hell’ pulled in 735,000 viewers.
Ten finished #4 with 16.2% share.
SBS finished #5 with 6.1% share of the available audience.
Thursday Australian TV Rating Overnights
Seven again finished #1 on Thursday as it delivered 34.0% share of the available audience. And again, the #1 program in the nation was ‘My Kitchen Rules’, this night with 1.376 million viewers. #2 was ‘Seven News’ which drew 973,000 viewers and was the top newscast on the evening. #4, ‘Seven News/Today Tonight’ finished with 882,000 viewers. #7 was ‘Home and Away’ with 797,000 viewers.
Network Nine again finished #2. It had a 27.4% share of the available audience, up slightly from Wednesday evening’s total. #3 was ‘Nine News’ with 964,000 viewers. #5 was ‘Nine News 6:30’ with 875,000 viewers. #8, ‘A Current Affair’ delivered 789,000 viewers, down slightly from its average. And #10, ‘The Footy Show’ delivered 636,000 viewers.
Ten finished #3 with 16.6% share.
ABC finished #4 with 15.8% share. #6 was ‘ABC Evening News’ with 806,000 viewers. #9 had ‘7.30’ deliver 639,000 viewers.
SBS finished with 6.3% share of the available audience, up slightly from Wednesday evening’s share.
As you can see, no matter where you live, people are…
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George Gershwin ‘Rhapsody in Blue’. Leonard Bernstein and the Columbia Symphony Orchestra