This is the Daily Diary of Screens. On Friday, March 26, 2015, CBS was #1 for night in the U.S. as ‘NCAA Basketball Tournament’ was the top program. ITV was #1 in the UK led by ‘Euro 2016 Qualifier between England and Lithuania’. Network Nine was #1 in Australia but ‘Seven News’ 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 Friday, March 27, 2015 (Posted on March 28, 2015)
The Tiffany Network won for the fourth consecutive evening as ‘NCAA Basketball Tournament’ concluded the Sweet Sixteen showdowns. At 8P, ‘UCLA’s loss to Gonzaga 74-62′ and at 9P’, ‘Duke’s victory over Utah, 63-57,’ drew an average of 6.402 million viewers. It was the top programming of the evening. Note: Due to the nature of live sports coverage, ratings for CBS (NCAA Basketball Tournament) are tentative and subject to change
The Peacock Network on Friday finished second. At 8P, ‘Grimm’ drew an average of 4.94 million viewers. At 9P, a rerun of ‘Dateline’ was the top non-basketball program in its time slot with 5.73 million viewers. It was a good showing for Sarnoff’s Staff.
The Alphabet Network finished #3 and 1.7 million viewers behind the leader. At 8P, ‘Cristela’ drew 4.46 million viewers. Then at 830P, another episode of ‘Cristela’ drew an average of 4.18 million viewers. At 9P, a rerun of ‘Shark Tank’ drew an average of 5.08 million viewers. At 10P, ’20/20′ drew an average of 4.89 million viewers.
The Animal Network ran a rerun at 8P of ‘Grown Ups’ which drew an average of 2.99 million viewers. It was another bad Friday for Murdoch’s Minions.
The Little Network That Couldn’t tried on Friday. At 8P, ‘Hart of Dixie’ drew an average of 1.37 million viewers. And at 9P, a rerun of iZombie’ drew an average of 750,000 viewers.
For The Record
CBS finished with #1 with an average of 6.402 million viewers. NBC finished #2 with an average of 5.467 million viewers. ABC finished third with an average of 4.766 million viewers. FOX finished #4 with 2.985 million viewers. The CW finished with an average of 1.064 million viewers.
Today In TV History
On this date in 1967, Raymond Burr starred in a TV movie titled ‘Ironside’. The movie was later turned into a television series.
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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Think Sunshine. #thinksunshine
Across The Pond
ITV scored a ratings victory on Friday evening, on a night that usually would have gone to BBC One. But it had football. And the ‘Euro 2016 Qualifier’ as England defeated Lithuania 4-0 and drew an average of 5.21 million viewers to finish on top of UK TV Ratings on Friday.
BBC One at 7P, had ‘The One show’ which drew an average of 4.59 million (26.6%). It was followed at 730P by ‘Room 101’ which dropped with an average of 3.84 million viewers (20.5%). Then at 8P, what was thought to be the top program of the night, ‘Masterchef’ could not compete with football but it finished as BBC One’s highest-rated show of the evening with an average of 4.47 million viewers (20.5%). At 9P, ‘The Musketeers’ ended its second season with nearly 3 million viewers. The final episode attracted an average audience of 2.78 million viewers (12.7%). Following the News, at 1035P, the evening ended with a rerun of ‘New Tricks’ which drew an average of 1.52 million viewers (13.7%).
BBC Two at 7P presented ‘Britain’s Got the Builders In’ and it drew an average of 1.05 million viewers (5.9%). It was followed at 8P by ‘An Island Parish’ which drew an average of 1.99 million viewers (9.1%). At 830P, ‘Gardeners’ World’ had the network’s evening high of 2.34 million viewers (10.7%). At 9P, ‘Mastermind’ was seen by 2.04 million viewers (9.3%).
Channel 4 had at 8P, ABC’s ‘Marvel’s Agents of SHIELD’ which began the evening with only 750,000 viewers (3.4%). At 9P, ‘Gogglebox’ and it was 4’s highest-rated show, pulling in an average audience of 2.96 million viewers (13.5%). Following that, ‘Alan Carr: Chatty Man’ dropped to an average of 1.45 million viewers (99%).
Channel 5 presented at 9P, CBS’ ‘NCIS: New Orleans’ and it brought in 746,000 viewers (3.4%). Unlike in the US on Mondays, ‘NCIS’ followed it at 10P with an average of 761,000 viewers (4.8%).
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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Catch up with the latest edition of Media Notes Canonical at: http://bit.ly/1F9j5EF
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’