On Thursday, March 19, 2015, FOX was #1 for the second straight night in the U.S. as ‘American Idol’ was the top program. BBC One was #1 in the UK led again 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 Thursday, March 19, 2015 (Posted on March 20, 2015)
The Animal Network of Broadcast faces Spring today but last night it fell back to an old favorite to capture the top spot in prime time. For the second straight night, Murdoch’s Minions have something to smile about. At 8P, ‘American Idol’ brought down the house with a performance of Jennifer Lopez and finished with what might be considered a surprising event.
It drew an average of 8.41 million viewers and a 6.1/10, with a high of 6.2/10 at 9P. It had its moments and it proved it still has enough in the tank to be a power on American television.
The Alphabet Network will celebrate Spring in another fashion. At 8P, ‘Grey’s Anatomy’ was strong as it delivered an average of 7.80 million viewers and a 6.1/10. AT 9P it was followed by ‘Scandal’ which drew an average of 7.96 and a 6.2/10. But at 10P ‘American Crime’ continued its three-week decline and finished with a disappointing average of 5.68 million viewers and a 4.3/7.
The Tiffany Network began March Madness on Thursday. At 8P, ‘Purdue vs. Cincinnati’ drew an average of 6.53 million viewers and a 4.6/8 as the Bearcats won in overtime 66-65. Then at 9P, the #1 team in the nation, Kentucky blew Hampton out of the arena with an average of 6.53 million viewers and a 4.6/8. Both games were 77% above last year’s opening night. Good night for Les’ Legion. Bad night for Hampton and Purdue. Note: Due to the nature of live sports coverage, ratings for CBS (NCAA Basketball Tournament) are preliminary and likely to change in the final ratings.
The Peacock Network had an interesting schedule but really fell apart in the final hour. At 8P, ‘Dateline’ with a focus on ‘Robert Durst: Inside the Long, Strange Trip’, drew an average of 6.38 million viewers and a 4.4/ 7. It was the best in the time period for the network since ‘Peter Pan Live! on Dec. 4 (7.1/11 from 8-9P). With a better lead-in, ‘The Backlist, with a fantastic episode which featured Tom Keen coming back to save Liz, drew a network high of an average of 8.37 million viewers and a 5.7/9, which allowed it to hit a five-week high. This was again a Must See TV ON DEMAND episode. But at 10P, ‘The Slap’ died. It averaged 3.44 million viewers and a 2.3/4 (#3). Point: with a good lea-in, ‘The Blacklist’ will draw big numbers. But it still belongs back on Monday. As you can see, NBC which once dominated this evening, is still in fourth place with it on Thursday. On Monday, it won the evening.
The Little Network That Couldn’t fought but failed. At 8P, ‘The Vampire Dairies drew an average of 1.56 million viewers and a 1.4/2. At 9P, the second year of ‘Reign’, which drew an average of 1.09 million viewers and a 0.8/1, simply failed. Point: get a grip and cancel this program.
For The Record
FOX was #1 on Thursday with an average of 8.408 million viewers and a 6.1 rating and 10 share of the available audience. ABC finished #2 with an average of 7.146 million viewers and a 5.5/9. CBS finished with an average of 6.533 million viewers and a 4.6/8. NBC finished #4 with an average of 6.063 million viewers and a 4.1/7. Univision finished with an average of 3.031 million viewers. Telemundo finished with an average of 1.6 million viewers. The CW finished with an average of 1.234 million viewers and a 1.1/2.
Today In TV History
On this date in 1959, Bobby Rydell made his first TV appearance, on ‘American Bandstand’.
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
BBC One was once again #1 in the UK on Thursday as ‘MasterChef’ was on top of the ratings pile outside soaps on Thursday evening. At 8P, the BBC One cooking challenge was seen by an average 4.47 million viewers (21.0%). At 9P, it was followed by ‘The Truth About Sugar’ which drew an average of 3.69 million viewers (18.2%). At 1035P following the news, ‘Question Time’ had an average of 2.55 million viewers (25.9%).
ITV finished #2 on Thursday evening as at 730P it presented ‘Tonight: The Food We Eat’ attracted an average of 2.46 million viewers (12.2%. At 830P, it followed by ‘Double Decker Driving School’ which drew an average of 2.11 million viewers (8.8%). At 9P, ‘The Triplets Are Coming’ drew an average of 1.72 million viewers (8.6%).
BBC Two finished #3 on Thursday as it had at 8P, ‘Stargazing Live’ which drew an average of 1.87 million viewers (8.8%). At 9P, ‘Banished’ finished with an average of 2.28 million viewers (11.3%).
Channel 4 presented at 8P ‘Supervet’ and it drew an average of 1.37 million viewers (6.4%). AT 9P, Trevor Phillips’s ‘Things We Won’t Say About Race That Are True’ drew a network high of 1.44 million viewers (7.5%).
Channel 5 at 8P had ‘Britain’s Worst Crimes’ and it was seen by an average of 735,000 viewers (3.4%). It was followed at 9P by ‘Holiday Love Rats Exposed’ with an average of 708,000 viewers (3.5%).
E4 presented at 830P, latest episode of ‘The Big Bang Theory’ drew an average audience of 1.14 million viewers (5.4%). At 9P, FOX’s ‘Brooklyn Nine-Nine’ brought an average of 491,000 viewers (2.4%).
ITV2 at 10P had ‘Celebrity Juice’ and it entertained an average of 782,000 viewers (5.1%).
Sky1 presented at 8P, ‘Arrow’ as it continued with an average of 347,000 viewers (1.6%).
Sky Atlantic at 9P had ‘Fortitude’ which drew an average of 335,000 viewers (1.7%).
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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Thelonious Monk ‘Rhythm A Ning’