This is the Daily Diary of Screens. On Thursday, March 26, 2015, CBS was #1 for night in the U.S. but ABC’s ‘Grey’s Anatomy’ was the top program. BBC One was #1 in the UK led by ‘MasterChef UK’. Network Nine was #1 in Australia as ‘ICC World Cup 2015 Cricket Semi-Finals’ was the top program. FRIDAY AUSTRALIAN OVERNIGHT RATINGS LISTED BELOW.
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 26, 2015 (Posted on March 27, 2015)
The Tiffany Network had one disadvantage. It could only show two of the big four games on Thursday as TBS showed the other two. At 8P, ‘Notre Dame defeated Wichita State’ to move onto the NCAA Basketball Tournament Elite Eight and it drew an average of 6.96 million viewers and a 5.6/10. Then at 9P, ‘Kentucky demolished West Virginia’ as it brought in an average of 8.04 million viewers and a 5.6/10. Later, the TBS ratings listed below as ‘Wisconsin defeated North Carolina’ and ‘Arizona beat Xavier’ as both will now match up in the Elite Eight showdown in Los Angeles on Saturday. For the record, CBS and TBS averaged a 9.3 rating/17 share for the first window of games, from 7 to 10P, which included a close contest between them victorious Wisconsin Badgers as they defeated the North Carolina Tar Heels. That was up 39% from last year. The 945P-1245A window featuring Arizona’s win over Xavier posted an 8.9 rating/16 share, growing 20% over last year and tying as the best since 1993. NCAA Basketball Sweet Sixteen on CBS/TBS finished with the highest overnight rating in 25 years. 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 Alphabet Network and CBS were neck and neck on Thursday. At 8P, ‘Grey’s Anatomy’ drew a strong average 8.18 million viewers and a 6.5/11 to technically finished #1 for the evening. However, the NCAA Sweet Sixteen games combined were the top audience draws. But, one-on-one, ‘Grey’s was #1. At 9P, ‘Scandal’ drew an average of 8.06 million viewers and a 6.4/10. Going up against the NCAA Basketball Sweet Sixteen is always a challenge. But the problem with ABC on Thursday is at 10P, as ‘American Crime’ could only draw average of 5.56 million viewers.
The Peacock Network went up two steps and took a step backwards on Thursday. At 8P, ‘Dateline’ drew an average of 6.22 million viewers and a 4.2/7. While at 8P, a powerful episode of ‘The Blacklist’ celebrated Liz’s birthday in an unusual way as Tom came back into her life and whispered the equivalent of ‘Rosebud’ to end episode titled ‘The Longevity Initiative, NO. 97’. It drew an average of 8.12 million viewers and a 5.9/9. Everyone understands the Sarnoff Staff’s crazy move of this program to Thursday after it dominated 10P on Monday, but in their defense, ‘The Blacklist’ is drawing the biggest audiences in this time slot for this network in years. And, Thursday is a huge HUT level night compared to Mondays. But it was still a dumb move. Sorry, Minions. At 10P, proves the point. ‘The Slap’ got slapped as it drew an average of 3.22 million viewers and a 2.3/4. This should be cancelled now before it infects the affiliates.
Ted’s Place finished as the top cable network on Thursday and #4 overall as NCAA Tournament Basketball to center stage. At 8P, Wisconsin defeated North Carolina and in the process pulled in an average of 6.885 million viewers just 75,000 viewer viewers than Notre Dame’s victory over Wichita State on CBS. At 10P, ‘NCAA Break’ during the doubleheader drew an average of 2.890 million viewers. Then at 1020P, ‘Arizona Wildcats victory over Xavier’ drew an average of 4.571 million viewers. It was a good night to be Ted.
The Animal Network of Broadcast brought us two of the more original dramas on Thursday. At 8P, the veteran ‘Bones’ pulled in an average of 5.84 million viewers and a 3.9/6. Then at 9P, one of the most original since the ‘Black Box’, ‘Backstrom’ in an episode about wealthy women in Portland in a classic who-done-it pulled in an average of 3.58 million viewers and a 2.5/4. This was a Must See TV ON DEMAND classic of just how completely sick Backstrom really is.
The Little Network That Couldn’t didn’t. At 8P, a rerun of ‘The Vampire Diaries’ pulled in an average of 690,000 friends and family and a 0.6/1. Then at 9P, a rerun of ‘The Flash’ did the same with the same average of 680,000 friends and a 0.6/1.
For The Record
CBS won again on Thursday as it delivered an average of 7.79 million viewers and a 5.6/10. ABC finished #2 with an average of 7.25 million viewers and a 5.7/9. NBC finished #3 with an average of 5.90 million viewers and a 4.0/7. TBS finished as the #1 cable network on Thursday and the #4 network overall with an average of 5.834 million viewers. FOX finished #5 with an average of 4.69 million viewers and a 3.2/5. The CW finished with viewers and a 0.6/1.
Today In TV History
On this date in 2005, the pilot episode of ‘Grey’s Anatomy’ aired.
Cable TV News
Top Ten Cable Programs on Thursday
#1 Wisconsin v North Carolina TBS 6.885 million viewers @ 7:35P
#2 Arizona v Xavier TBS 4.571 million viewers @ 1220P
#3 NCAA Tournament Break TBS 2.890 million viewers @ 958P
#4 Pawn Stars HIST 2.571 million viewers @ 930P
#5 WWE Smackdown SYFY 2.506 million viewers @ 8P
#6 Vikings HIST 2.429 million viewers @ 10P
#7 The O’Reilly Factor FOXNC 2.389 million viewers @ 8P
#8 Pawn Stars HIST 2.324 million viewers @ 9P
#9 The Kelly File FOXNC 2.166 million viewers @ 9P
#10 American Dad ADSM 1.928 million viewers @ 1030P
The New James Bond thriller ‘SPECTER’ coming soon!
NCAA March Madness Live has delivered a record-setting 59 million live video streams through Thursday, a 10% increase over last year. It has netted 12.5 million live hours of video consumption through the second Thursday of the tournament, an all-time record and 11% increase through the same period a year ago. Thursday’s Sweet 16 coverage led to a 59% increase among live video streams and a 53% spike in live hours of video consumption over the comparable period in 2014. Additionally, the NCAA Tournament has grossed a record 134 million total social impressions across Facebook and Twitter through the second Thursday for a 46% increase over 2014.
Within One Second, Facebook Viewers Are Impacted With Video Ads
What is the length of your video 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.
But What Social Media Do Millennials Use The Most?
More than 9 in 10 U.S. Millennials (aged 18-34) use Facebook, while fewer than 4 in 10 use Twitter, according to results from a recently released survey conducted by the Media Insight Project, an initiative of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research. The survey finds that Millennials have different reasons for using each platform, with Facebook use driven primarily by a desire to keep current with friends’ lives and Twitter use more to see what’s “trending.”
Asked which, if any, of several options are the main reasons they use Facebook, respondents were most likely to say they do so to see what’s happening in their friends’ lives and what they’re talking about. Some 69% of respondents cited this option, which works out to about three-quarters of users (just 9% said they don’t use Facebook). Next on the list, 53% of respondents overall (58% of users) reported that a main reason for using Facebook is to find things that entertain them, such as funny lists, articles or videos.
By comparison, significantly fewer (31% of respondents; 34% of users) said that a main reason for using Facebook is to see what’s “trending” and what people are talking about on social media.
That was the top reason given by Millennials for using Twitter, however. Some 16% of Millennials surveyed (or 43% of users, given that 63% reported not using Twitter) said this is a main reason for using Twitter, slightly ahead of the 15% (or 41% of users) who said they mainly use Twitter to find things that entertain them.
The study – which was conducted to examine the different ways in which Millennials consume news content – found that 7 in 10 Facebook users regularly read or watch news stories or headlines posted by other people, and that 6 in 10 regularly like news stories, headlines, or story links posted to Facebook. Those figures were comparatively lower among Twitter users: 49% regularly read of watch news stories or headlines posted on Twitter by other people, while 33% regularly retweet news stories, headlines or story-linking tweets posted by other people.
Of note, Twitter users were more likely to say they compose their own posts about news-related items than share news content seen on other websites. The opposite was true for Facebook users, who reported being more likely to post or share a news story seen on other websites than to comment on a news item posted to Facebook. In each case, though, Facebook users appeared more engaged in these activities than Twitter users, an interesting result given Twitter’s reputation as a real-time news source.
In related news, while the Media Insight Project study didn’t identify brand engagement as a reason for using Facebook or Twitter, a recent survey from BuzzStream and Fractl looks at the reasons consumers follow and unfollow brands. Notably, Facebook was the preferred network for following brands (by 38% of respondents), with Twitter (19%) next among the 10 platforms identified.
There were numerous other interesting findings, some of which are highlighted below.
Almost 4 in 10 Millennials find it very (28%) or extremely (10%) important to keep up with the news, while about 1 in 7 find it not very (11%) or not at all (3%) important.
The top reason given by Millennials for using news and information is to help them stay informed to be better citizens (57%).
Respondents were more likely to say they “mostly bump into news and information” (60%) than actively seeking it out (39%).
Roughly three-quarters of Millennials’ news and information comes from online rather than offline sources.
Facebook ranks as Millennials’ most frequent source of news for a variety of topics, including: celebrities or pop culture; the arts and culture; sports; music, TV and movies; local restaurants or entertainment; style, beauty and fashion; and food and cooking. It falls a close second to search engines in terms of health and fitness news and information.
Millennials are more likely to regularly follow information related to their interests or hobbies (61%) than traffic or weather (51%) information and information related to their job, industry or profession (44%).
Respondents are more likely to get the following types of information from search engines than Facebook: product research; information related to jobs, industries or professions; advice or how-to information; information related to interests or hobbies; and traffic or weather. However Facebook outranks search engines and local TV stations when it comes to getting information about Millennials’ city, town or neighborhood.
In terms of current events news and information topics, crime and public safety (44%), national politics or government (43%) and science and technology (43%) are the topics regularly followed by the largest share of respondents.
Among current events news and information topics, Facebook is the top source for information on: national politics or government; religion or faith; social issues such as abortion, race and gay rights; the environment and natural disasters; and crime and public safety. Search ranks atop the list for healthcare and medical information, science and technology, and business and the economy, while Millennials are most likely to turn to a national TV network (or its website, application or news alerts) for foreign or international news information.
When looking “into something fairly deeply, not just casually searching,” a search engine is by far the first source of information for Millennials.
What Do Shoppers Prefer In Canada?
Shopping online is easier, more affordable
Brick-and-mortar-based shopping has little to recommend it, according to internet users in Canada. A May 2014 survey by GfK found only three reasons to prefer shopping in person over online: the ability to buy other things at the same time (brick-and-mortar ahead by 10 points), the possibility for hassle-free returns (25 points) and the fact that shopping in person means getting items faster (37 points).
Meanwhile, respondents were twice as likely to say shopping online was simply “easier,” and even more likely to agree that digital channels save money. The web also won out over real life in terms of selection and payment options. Though Canada has a robust ecommerce market, it’s not as mature as the one in the US, where catalog-based retailing had been popular for decades and a stronger infrastructure for delivering parcels has long been in place. Meanwhile, web-based retailers are moving to ever-faster shipping methods, even in the US, where Amazon is expanding tests for rapid same-day delivery options. So getting products sooner may not be a draw for store-based retailers in Canada for all that much longer. Internet users in Canada surveyed by GfK were overwhelmingly likely to say they had conducted shopping activities involving a mix of online and in-person methods, across a variety of retail categories. A majority of respondents had done so when shopping for consumer electronics or toys, and more than four in 10 said the same of autos, home appliances, mobile devices, apparel and financial services products. Those digital shopping activities were probably focused around a PC; GfK also found that 68% of all digital shopping time in Canada occurred on home-based PCs, with a further 12% happening on work computers. Just 10% of all time spent shopping digitally happened on a smartphone, and 8% on tablets.
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Across The Pond
BBC One at 8P had ‘MasterChef’ and it continued to top the ratings outside of soaps with an average of 5.07 million viewers (24.1%). At 9P, ‘The Truth About Calories’ dropped to an average of 4.01 million viewers (18.8%). After the news, at 1045P, ‘Question Time’ followed with an average of 2.62 million viewers (26.7%).
ITV at 730P presented ‘Tonight: The Pension Revolution’ as it more than doubled Two’s audience with an average of 2.63 million viewers (13.3%). At 830P, ‘Double Decker Driving School’ grew the audience to an average of 2.75 million viewers (13%). At 9P, the concluding part of ‘The Triplets Are Coming!’ was watched by only 1.66 million viewers (7.7%).
BBC Two at 8P had ‘Natural World’ but it could only draw an average of 1.24 million viewers (5.9%). At 9P, ‘Banished’ drew an average of 2.13 million viewers (10.0%) as it was the top program on Two on Thursday. At 10P, ‘Inside No. 9’ returned and brought in an average of 1.10 million viewers (6.1%).
Channel 4 had David Cameron and Ed Miliband’s live political debate that was a ratings hit for Channel 4, according to preliminary figures. At 9P, ‘Cameron and Miliband Live: The Battle for Number 10’ was the second most watched program in its time slot bringing in an average of 2.41 million viewers (11.9%). Earlier at 8P, ‘Richard III: The King Laid to Rest’ brought in an audience that averaged 960,000 viewers (4.6%).
Channel 5 at 8P presented ‘The Killer Next Door: Countdown to Murder’ and it was seen by an average of 880,000 viewers (4.2%). It was followed at 9P by ‘Holiday Love Rats Exposed’ with an average of 761,000 viewers (3.6%). At 10P, CBS’ ‘The Mentalist’ continued with 540,000 viewers (3.3%).
E4 at 830P had the latest episode of ‘The Big Bang Theory’ and it drew an average of 921,000 viewers (4.4%) as it was the top comedy program of the evening, unless you consider ‘Cameron and Miliband Live’ a comedy. At 9P, FOX’s ‘Brooklyn Nine-Nine’ was able to reach 357,000 viewers (1.7%).
ITV2 presented at 10P ‘Celebrity Juice’ as it entertained an average of 798,000 viewers (4.8%).
Sky Atlantic at 9P had ‘Fortitude’ and it brought in an average of 336,000 viewers (1.6%).
Sky1 at 8P had The CW’s ‘Arrow’ as it continued with an average audience of 306,000 viewers (1.5%).
Network Nine overwhelmed the competition as it was home to the Cricket World Cup with a huge 43.2% share of the available audience. This part of the world is Cricket Crazy. The #1 program in the nation on Thursday was ‘ICC World Cup Cricket 2015 Session 2’ which drew an average of 1,607,000 viewers. Squiggly anyone? #2 was ‘Nine News’ which delivered an average 1,185,000 viewers. #4, ‘Nine News 6:30’ drew an average 1,060,000 viewers. #6, ‘The Footy Show’ delivered an average of 910,000 viewers. #7 was the ‘ICC World Cup Cricket 2015 Session 1’ which drew an average of 790,000 viewers.
Seven came in a distant #2 with a 24.9% share. #3 was ‘Seven News’ with 1,083,000 viewers. #5, ‘Seven News/Today Tonight’ drew an average of 944,000 viewers. #9 was ‘Home and Away’ with an average of 674,000 viewers. Then there was #10, ‘Million Dollar Minute’ which drew an average of 602,000 viewers.
Ten finished third with 14.3% share.
ABC finished #4 with 12.6% share. It did have the #8 program, ‘ABC News’ which drew 698,000 viewers.
SBS finished #5 with a 5.1% share of the available audience.
Friday Australian TV Overnight Ratings
Network Nine won Friday with a solid 31.0% share of the available audience. Their top program, ‘Nine News’ drew an average of 826,000 viewers. #6 was ‘Nine News 6:30’ with an average of 759,000 viewers. #9, ‘Friday Night NRL Live’ drew an average of 666,000 viewers while #10, ‘A Current Affair’ drew an average of 613,000 viewers.
Seven finished second with a lost 29.9% share. It had the top program, ‘Seven News’ with 968,000 viewers on a very slow Friday evening. #3 was ‘Seven News/Today Tonight’ drew an average of 842,000 viewers #5 was ‘Better Homes and Gardens’ with an average of 789,000 viewers. #8, ‘Million Dollar Minute’ drew an average of 670,000 viewers.
ABC finished #3 on Friday with a 19.5% share. #2 was ‘The Doctor Blake Mysteries’ which drew an average of 869,000 viewers. #7 was ‘ABC News’ with an average of 733,000 viewers.
Ten finished #4 with a 15.1% share of the available audience.
SBS finished #5 with a 4.4% share.
As you can see, no matter where you live, people are…
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This week: ‘Why Purchasers Still Prefer Brick-And-Mortar’.
Media Notes Briefs, ‘Wealthy Americans, Especially The Upper Tier, Prefer Digital Over Retail. – http://eepurl.com/bftrsb
New This Week: Connected Consumers Equal Business Success – http://eepurl.com/XT6m5
Weekly Retail Media Notes. This week: ‘MOBILE’S INCREASING FOOTPRINT FOR RETAILERS EVERYWHERE http://bit.ly/1Nj47Pv .@cnasophis
Why Don’t You Use Mobile Now? http://goo.gl/wlnJ8o
Today’s featured ‘Music To Read overtheshouldermedia By’ down at the bottom of the page:
Chick Corea ‘Spain’