On Saturday, March 21, 2015, CBS was #1 for night in the U.S. but ABC’s ‘In An Instant’ was the top program. BBC One was #1 in the UK led by ‘The Voice UK’. ABC was #1 in Australia as ‘New Tricks’ 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’.
The Home Of #dailydiaryofscreens
For Saturday, March 21, 2015 (Posted on March 22, 2015)
The Tiffany Network powered to #1 on Saturday as college basketball took center stage. AT 8P, ‘NCAA Basketball Tournament’ featuring Utah defeating Georgetown, 75-64, drew an average of 4.27 million viewers. At 10P, ’48 Hours’ finished with an average of 3.65 million viewers. Note: Due to the nature of live sports coverage, ratings for CBS (NCAA Basketball Tournament) are tentative and subject to change.
The Alphabet Network finished #2 on Saturday. At 8P, a rerun of ‘Secrets and Lies’ drew an average of 1.94 million viewers. At 9P, a rerun of ‘In An Instant’ drew an average of 4.41 million viewers, comparable to the draw last week as it won the 10P time slot. In all honesty, knowing that the basketball tournament is a crap shoot on the draw of the teams on this first Saturday of the tournament, it baffles why none of the competing network programmers do not consider strong original programming to go up against it. This night could have been had with fresh programming at 8P. It was Utah against Georgetown…Salt Lake City against Washington DC. The Disneyites were sleep or out having fun. Hey…its the weekend.
The Peacock Network presented the movie, ‘Fast Five’ and it drew an average of 2.90 million viewers. Saturday Night At The Movies, a long ago staple on American television, didn’t draw. Sarnoff’s Staff needs to rethink this entire evening.
The Animal Network of Broadcast brought us reruns up against basketball. At 8P, a rerun of ‘Backstrom’ drew an average of 1.54 million viewers. Then at 9P, a rerun of ‘Sleepy Hollow’ gave everyone an indication that life is not long for this program as it drew an average of 970,000 family and friends. With all of its programming on Saturday finishing below The Mendoza Line, Murdoch’s Minions certainly have to go back to the drawing board. Think, Minions, think!
For The Record
CBS finished #1 on Saturday with an average of 4.06 million viewers. ABC finished #2 with an average of 3.58 million viewers. NBC finished #3 with an average of 2.90 million viewers. FOX finished #4 with an average of 1.26 million viewers.
Today In TV History
On this date in 1956, Perry Como became the first major TV variety-show host to book a rock and roll act on his program. The act was Carl Perkins.
This Weekend At The Domestic Box Office (Thru Saturday)
#1 ‘Insurgent’ $54.0 million + $47.0 million International Total $101.0 million.
#2 ‘Cinderella’ $34.5 million
#3 ‘Run All Night’ $ 5.1 million
#4 ‘Gunman’ $ 5.0 million
#5 ‘Kingsman’ $ 4.6 million
#6 ‘Do You Believe’$ 4.0 million
Internationally, ‘Insurgent’ grossed an estimated $18.3 million internationally through Friday, with France ($2.5 million), the U.K. ($1.6 million), Brazil ($1.5 million), and Australia ($1.3 million) comprising the top markets. ‘Insurgent’ is playing on over 9,500 screens in 76 markets — the widest international rollout of the year. It’s the top movie in 72 of the markets where it debuted 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 took top honors on Saturday as at 730P, ‘The Voice UK’ attracted an average of 7.04 million viewers (32.8%) for its live quarter-finals. At 935P, ‘The Voice Results Show’ managed an average of 5.76 million viewers (30%). These were top numbers for the evening throughout the UK. At 925P, ‘The National Lottery Live’ was watched by an average of 5.12 million viewers (26.4%).
ITV at 7P had the #3 program on the evening as ‘Ant & Dec’s Saturday Night Takeaway’ drew a respectable 5.47 million viewers (25.9%). It was followed by ‘You’re Back in the Room’ with 3.85 million viewers (18%). Then, ‘The Jonathan Ross Show’ brought in an average of 2.23 million viewers (12%).
Channel 4 finished #3 on Saturday as at 8P it presented ‘The World’s Weirdest Weather’ and was seen by an average of 740,000 viewers (3.4%). ‘Richard III: The Princes in the Tower’ managed to draw an average of 1.22 million viewers (6%) following ‘Weirdest Weather’. Who could have guessed?
BBC Two slipped badly on Saturday finishing #4 as it began at 745P with a rerun of ‘Dad’s Army’ and it tried to compete with 1.35 million viewers (6.2%). The movie ‘Now Is Good’ with Dakota Fanning averaged only 470,000 (2.6%).
ITV3 surprised by finishing #5 as at 8P it presented ‘Foyle’s War’ which averaged 896,000 viewers (4.3%).
Channel 5 was #6 on Saturday as at 10P, it brought the latest episode of CBS’ ‘CSI’ and it drew 824,000 viewers (4.9%).
Sky Atlantic at 9P had the FOX program, ‘The Following’ which was a no-show as only 59,000 UK friends and family of Kevin Bacon bothered to watch (0.3%).
ABC finished #1 in Australia on Saturday as it drew a strong 26.7% share of the available audience. #1 was ‘News Tricks’ which pulled in an average of 1,106,000 viewers, the only program to draw over 1 million viewers on Saturday in the nation. #2, ‘ABC News Saturday’ pulled in 978,000 viewers to finish as the top newscast in the nation. #3, ‘Grantchester’ had an average of 809,000 viewers. #6, ‘Gardening Australia’ had an average audience of 516,000 viewers. #7 was a rerun of ‘Scott and Bailey’ which drew 471,000 viewers. With five programs in the Top Ten on Saturday, there was little wonder it too top honors.
Seven finished #2 with a 26.1% share of the available audience. #5 was ‘Seven News Saturday’ which drew an average of 741,000 viewers.
Network Nine finished a close #3 with 25.3% share. #4 was ‘Nine News Saturday’ with 766,000 viewers. Then, #8 was ‘Easter with the Australian Women’s Weekly’ which had an average of 359,000 viewers.
Ten finished #4 with a 15.4% share. #9, ‘Ten Eyewitness News Saturday’ drew an average of 343,000 viewers. #10 was ‘Bondi Vet’ with an average of 341,000 viewers.
SBS finished fifth with a 6.5 share of the available audience.
Sunday Australian TV Overnight Ratings
Seven came back with a victory edging Network Nine on Sunday as it drew 32.1% share of the available audience. Its top program, #4 was ‘Seven News Sunday’ with an average of 1,133,000 viewers. #6, ‘Sunday Night’ pulled in an average of 962,000 viewers. #7, ‘Australia: The Story of Us’ drew an average of 866,000 viewers. Then #8, ‘Downton Abbey’ pulled in an average of 848,000 viewers. While it did deliver four of the top eight programs, most fell below Network Nine’s total. Yet it still finished on top.
Network Nine came in second, just 0.3% share behind, with a 31.8% share. But it did have the #1 program as ‘The Block Triple Threat-Room Reveal’ brought in an average of 1,261,000 viewers. And, #2 was ‘Nine News Sunday’, the nation’s top newscast, with 1,151,000 viewers. #3 was ‘The Block Triple Threat’ with an average of 1,137,000 viewers. #5, ’60 Minutes’ drew 1,027,000 viewers. With four of the top five programs, you might think that was enough.
Ten finished #3 with a 15.8% share. #10 program was ‘Shark Tank’ which delivered 638,000 viewers.
ABC fell to #4, after a big victory on Saturday, with a 14.2% share. #9 was ‘ABC News Sunday’ which drew an average of 739,000 viewers.
SBS finished #5 with a 6.1% share of the available audience.
As you can see, no matter where you live, people are…
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Thelonious Monk ‘Rhythm A Ning’