This is the Daily Diary of Screens. On Monday, March 23, 2015, ABC was #1 for night in the U.S. as ‘Dancing with the Stars’ was the top program. ITV was #1 in the UK led by ‘The Mafia’. Seven was #1 in Australia as ‘My Kitchen Rules’ 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’.
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For Monday, March 23, 2015 (Posted on March 24, 2015)
The Alphabet Network has its dancing shoes on and finished #1 on Monday. At 8P, ‘Dancing With the Stars’ skipped, hopped and cha-cha-ed with an average of 13.70 million viewers and a 9.4 rating/15 share. That was good enough for #1 for the evening. If there was any doubt, Rumor Willis is becoming a star in front of your very eyes. At 10P, ‘Castle’ with a tremendous episode involving an attempted assassination of a political candidate provided an excellent who-done-it as Rick & Kate figured it all out. This was a Must See TV ON DEMAND episode as it drew an average of 8.20 million viewers and a 5.5/9.
The Peacock Network sang for its supper as it finished second on the evening, well behind Disney’s Dancing. At 8P, ‘The Voice’ pulled in an average of 11.88 million viewers and a 7.9/12. Why can’t it top ‘Dancing With The Stars’? Simple. It doesn’t have Rumor Willis. At 10P, ‘Night Shift’ finished with an average of 5.78 million viewers and a 3.4/6. It really wasn’t in the Battle at 10P on Monday.
The Tiffany Network lost its crown jewels on Monday by finishing third. At 8P, ‘2 Broke Girls’ pulled in an average of 7.33 million viewers and a 4.9/8. At 830P, ‘Mike & Molly’ drew an average of 7.80 million viewers and a 5.1/8. At 9P, ‘Scorpion’ crash landed in a helicopter, battle through a forest fire, rescued a bunch of lost kids and save the day while love was in the air and finished with an average of 9.57 million viewers and a 6.1/9 for the top draw on the network on Monday. But at 10P, it got part of its jewelry back as ‘NCIS: Los Angeles’ took top honors, and the applause of the network affiliates’ as it delivered an average of 9.25 million viewers and a 5.8/10 in a Must See TV ON DEMAND Episode as a new arc investigating Deeks’ past is just beginning. This was an exceptional episode. The Battle at 10P on Monday is showing a clear winner with only a few months to go.
The Animal Network of Broadcast finished. That was the good news. The bad news was that it presented a line up nobody cared about. At 8P, ‘The Following’ drew an average of 3.89 million viewers and a 2.5/4. Then at 9P, seeing if it could rub the rabbit’s foot one more time, another episode of ‘The Following’ drew an average of 3.72 million viewers and a 3.4/5. It appears that no one wants to be within 6 degrees of Kevin Bacon…as no one wants to be within 1 degree of this flop.
The #1 Hispanic Network in America finished with a so-so evening on Monday. At 8P, 'Mi Corazon es Tuyo' delivered a 1.7/3 HH Ratings as it did finished ahead of 'The Following'. But who's counting. At 9P, 'Hasta el Fin del Mundo' finished in fifth place with a 1.5/2 HH Rating average. Then at 10P, 'Que te Perdone Dios' completed the prime time evening for Univision with a 1.3/2 HH Rating. Now do you say, 'Not so good'.
The Avis of Hispanic Networks in America didn’t do so well. At 8P, ‘Los Miserables’ finished with a 0.9/1 HH Rating. At 9P, ‘Tierra de Reyes’ took a slight bump but jumped back up in the final half hour to finish with an 0.8/1 HH Rating. Then at 10P, ‘Dueños del Paraiso’ held the audience, also earning a 08.1 HH Rating as it gets closer to ‘Que te Perdone Dios’.
The Little Network That Couldn’t almost died on Monday. At 8P, a rerun of ‘The Originals’ drew an average of 950,000 viewers and a 0.5/1. Then at 9P, a rerun of ‘Jane the Virgin’ drew an average of 820,000 friends and family and a 0.5/1. The network was left barely breathing in one of its worst performances in the ratings in a long time. Sometime it is going to have to show original programming or battle the USA Network against reruns of ‘Law & Order: SVU’ which it will probably lose. This is so far below The Mendoza Line it is bordering on going black. It is time for CBS to simply buy Warner Bros. and do as the English do…rename the network CBS2. At least they will get original programming. At present this audience size competes against Netflix.
For The Record
ABC finished #1 on Monday with an average of 11.86 million viewers and a 8.1/13. NBC came in #2 with an average of 9.85 million viewers and a 6.4/10. CBS finished far behind in the #3 position with an average of 8.80 million viewers and a 5.6/9. FOX finished with an average of 3.80 million viewers and a 2.4/4. Univision finished with an average of 3.0 million viewers and a 1.5/2. Telemundo finished an average of 1.5 million viewers and a 0.8/1. The CW finished with an average of 885,000 friends and family with a 0.5/1.
Today In TV History
On this date in 1940, the New York City NBC station W2XBS (now WNBC) became the first to televise religious services. But here is a television commercial that ran on that same year.
Fast & Furious 7. If you thought ‘Insurgent’ opened big, stand-by for a huge audience as the series concludes, soon at a theatre near you. Are you advertising in the cinema this year?
Within One Second, Facebook Viewers Are Impacted With Video Ads
What is the length of your ads on Facebook?
Facebook users are impacted by video ads even before viewing them for a full second, according to a Nielsen study commissioned by the social network’s marketing science team. Facebook explained the motivation behind the study in a Facebook for Business post. ‘Online channels like News Feed changed how people consume content, giving them the power to decide what content (including ads) warrants their attention. If they don’t like what they see, they scroll past it. And even if they do stop long enough to see a video ad, people respond differently to videos. Some people see the video but don’t stick around to watch it. Others watch part of the video and move on. So how do you quantify the total value of a video ad online, where reach and views are often different?
Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness and purchase consideration. This means that even people who never watched the video but did see the impression were still impacted by the ad. And, as expected, lift increased the longer people watch the ad. The data showed that people who watched under three seconds of the video ad created up to 47% of the total campaign value, and people who watched for fewer than 10 seconds created up to 74%, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad. Even video views under 10 seconds effectively build awareness and drive purchase intent.
Facebook concluded, ‘As people consume digital content differently, it’s clear that video view counts alone don’t tell advertisers enough about the value driven from digital video ads. Marketers should experiment with shorter ad creative to drive value for their brand, keeping in mind that value increases the longer people watch. And as always, advertisers should continue optimizing ads for campaign goals, but going forward, they also need to look deeper than view counts to measure total campaign value. Every part of a video view, from the initial impression to a complete video view and everything in between, drives value. Understanding this helps advertisers build content and evaluate success.’
We are now living in a nano-second world.
Digital/Mobile Did You Know: There are 271 million monthly active users on Twitter and 500 million tweets sent out each day.
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Across The Pond
It was all ITV on Monday. At 8P, Robson Green’s ‘More Tales from Northumberland’ drew an average of 3.14 million viewers which resulted in a 13.9% share of the available audience. Then, at 9P, the much-anticipated Trevor McDonald’s new ITV documentary came out on top of the ratings outside soaps as ‘The Mafia’ pulled in an average audience of 4.27 million viewers (20.7%). Fascinating interviews with some of the more notorious former mob members drove the curiosity through the roof. Big night for ITV.
BBC One at 730P presented ‘Inside Out’ and brought in an average audience of 3.47 million viewers (16.8%). At 830P, ‘Panorama’ was seen by an average of 2.03 million viewers (9.1%). At 9P, a rerun of ‘New Tricks’ didn’t stand a chance again ‘The Mafia’ as it had an average audience of 2.85 million viewers (13.8%).
BBC Two at 8P had ‘University Challenge’ as an average of 2.96 million viewers (13.2%) watched. It was followed at 830P by ‘Only Connect’ and it had an average of 2.45 million viewers (10.9%). At 9P, ‘Kew on a Plate’ finished 3rd in its time slot with an average of 1.57 million viewers (7.6%). At 10P, ‘House of Fools’ drew a disappointing average of 619,000 viewers.
Channel 4 presented at 8P ‘Dispatches’ and it limped in with only an average of 501,000 viewers (2.2%). At 9P, ‘Britain’s Benefit Tenants’ drew an average of 1.69 million viewers (8.2%). Then at 10P, ‘Raised by Wolves’ finished with an average of 822,000 viewers (5.1%).
Channel 5 at 8P had ‘Police Interceptors’ with an average of 958,000 viewers (4.3%). But at 9P, FOX’s ‘Gotham’ drew an average of 938,000 viewers (4.5%). At 10P, CBS’ ‘Person of Interest’ kicked off a new season with an average of 716,000 viewers (4.8%).
FOX UK at 9P presented AMC’s ‘The Walking Dead’ and the latest episode brought in an average of 499,000 viewers (2.4%).
Seven pulled off another huge win on Monday with a huge 33.5% share of the available audience as the #1 program was ‘My Kitchen Rules’ which drew an average of 1,713,000 viewers, far ahead of the competition. It was #1 in Sydney, Melbourne, Adelaide, Brisbane and Perth. In other words, it really was the nation’s #1 program on Monday. #2 was ‘Seven News’ which drew an average of 1.250 million viewers. #3, ‘Seven News/Today Tonight’ drew an average of 1,096,000 viewers as the network swept the top three spots for the beginning of the work week. #6 on Monday was ‘Home and Away’ with 953,000 viewers.
Network Nine came in a distant second on Monday with a 24.7% share. #4, ‘Nine News’ drew an average of 1,020,000 viewers. #5, ‘Nine News 6:30’ had an average of 994,000 viewers. #7 was the top comedy of the evening, ‘The Big Bang Theory’ with an average of 939,000 viewers. #8, ‘A Current Affair’ had an average of 935,000 viewers. #10 on the evening was ‘The Block Triple Threat’ with an average of 836,000 viewers.
Ten finished #3 with a 19.1% share of the available audience.
ABC finished fourth with an 18.3% share. It had the #9 program of the evening, ‘ABC News’ which drew an average of 836,000 viewers.
SBS finished #5 with a 4.4% share of the available audience.
The top sporting event was ‘LIVE: NRL Roosters Vs Panthers on FOX Sports 1 as it drew an average of 264,000 viewers nationally.
Tuesday Australian TV Overnight Ratings
Network Nine upset the Australian television ratings world on Tuesday as it brought in a 30.3% share of the available audience, 0.3% share ahead of Seven. Five of the Top Ten were on Nine as the power began with the #3 program, CBS’ ‘The Big Bang Theory’ with 983,000 viewers. #5, ‘Nine News’ drew 891,000 viewers. #7 had ‘Nine News 6:30’ with an average of 867,000 viewers. #9 was ‘A Current Affair’ drew an average audience of 819,000 viewers. Finally, #10 brought victory for Nine on Tuesday as ‘The Block Triple Threat’ drew an average of 816,000 viewers.
Seven finished 30.0% share. The #1 program, ‘My Kitchen Rules’ brought in top honors with 1.535 million viewers. #2 was ‘Seven News’ with 1,056,000 viewers. #4, ‘Seven News/Today Tonight’ finished with an average of 976,000 viewers. #6 was ‘Home and Away’ with an average of 880,000 viewers.
Ten finished #3 with 10.0% share.
ABC finished fourth with 15.4% share. #8 was ‘ABC News’ with an average of 853,000 viewers.
SBS finished #5 with a 5.2% share of the available audience.
As you can see, no matter where you live, people are…
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