This is the Daily Diary of Screens. On Saturday, March 28, 2015, TBS finished #1 overall as ‘NCAA Tournament Final Eight’ was the top program. CBS was #1 in broadcast for night in the U.S. as ’48 Hours’ was the top program. BBC One was #1 in the UK led by ‘The Voice UK’. Network Nine was #1 in Australia as ‘Nine News Saturday’ was the top program. Australian Sunday 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’.
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For Saturday, March 28, 2015 (Posted on March 29, 2015)
Ted’s Baby of a Cable Network drew an astounding total on Saturday. The Wisconsin victory over Arizona and Kentucky’s victory of Notre Dame delivered the highest average viewership and rating for the Saturday Regional Finals in 10 years (since 2005). Saturday’s game coverage averaged 11.7 million viewers, up 34% from 2014, and a 6.8/13 rating/share, up 33% from last year. Kentucky beating Notre Dame, 68-66, delivered TBS’ Highest-Rated and Most-Viewed Program Ever as it was the Highest-Rated & Most-Viewed College Basketball Game in Cable Television History. Kentucky/Notre Dame telecast peaked with 19.7 million viewers from 1045-11P.
The Tiffany Network finished #1 among the broadcast channels on Saturday for the fifth straight night as at 8P it presented a rerun of ‘NCIS: New Orleans’ and it finished with an average of 3.65 million viewers. At 9P, a rerun of ‘Criminal Minds’ finished with an average of 4.13 million viewers. But at 10P, the biggest program on broadcast of the evening was a rerun of ’48 Hours’ which drew an average of 4.68 million viewers.
The Alphabet Network finished #2 on Saturday. At 8P, a rerun of ‘Shark Tank’ drew an average of 2.65 million viewers. At 9P, a rerun of ‘In An Instant’ drew an average of 3.38 million viewers.
The Peacock Network had skating, believing that March was still winter. At 8P, ‘Figure Skating World Championships’ drew 2.22 million skate fans. At 10P, a rerun of ‘Saturday Night Live’ drew an average of 2.23 million viewers, meaning that to laugh at standing up is a little bit better draw than laughing at people falling down on the ice.
The Animal Network of Broadcast finished in the basement on Saturday. At 8P, a rerun of ‘Backstrom’ drew 1.14 million viewers. While at 9P, a rerun of ‘Hell’s Kitchen’ finished with 1.04 friends and family of Gordo.
For The Record
While TBS probably will finished as #1 network overall (ratings will be posted upon availability), CBS finished #1 in Broadcast on Saturday as it drew an average of 4.15 million viewers. ABC finished #2 with an average of 3.14 million viewers. NBC finished #3 with an average of 2.28 million viewers. FOX finished #4 with nearly half that amount with an average of 1.22 million viewers.
Today In TV History
On this date in 1984, the 100th episode of “Knots Landing” aired.
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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For The World Who Needs A Little
Think Sunshine. #thinksunshine
Across The Pond
BBC One had ‘The Voice UK’ on Saturday. At 7P, BBC One’s singing competition was watched by 6.3 million viewers (30.2%). At 8P, ‘Casualty’ followed with 4.81 million viewers (24.4%). At 9P, ‘The National Lottery Live’ was seen by 3.52 million viewers (20.6%).
ITV presented at 7P, ‘Ant & Dec’s Saturday Night Takeaway’ and it continued with 5.66 million viewers (27.1%). At 8P, ‘You’re Back in the Room’ had 3.98 million viewers (19.2%). At 925P, ‘The Jonathan Ross Show’ had an average of 2.51 million viewers (14.1%).
BBC Two at 735P ha a rerun of ‘Dad’s Army’ as it drew 1.54 million viewers (7.2%). At 835P, the Bruce Willis film, ‘Looper’ averaged 1.05 million viewers (6%).
Channel 5 at 955P, had the latest episode of ‘CSI’ and it managed to draw 883,000 viewers (5.7%).
Channel 4 at 8P presented ‘The World’s Weirdest Weather’ and it drew 826,000 viewers. Then at 9P, the feature-length movie ‘Coalition’ drew an average of 881,000 viewers (4.7%).
ITV3 presented at 8P, ‘Foyle’s War’, which attracted 764,000 viewers (3.7%).
Network Nine finished #1 on Saturday with 26.3% share. #1 program on the evening was ‘Nine News Saturday’ with 789,000 viewers. #10 was ‘Zookeeper’ with 343,000 viewers.
ABC finished #2 with a 25.0% share of the available audience. With four programs in the Top Ten on Saturday, #2, ‘ABC News Saturday’ drew 740,000 viewers. #4 was a rerun of ‘New Trick’s’ with 680,000 viewers. #5, Grantchester’ drew 598,000 viewers. And, #7, ‘Gardening Australia’ pulled in 383,000 viewers.
Seven finished #3 on Saturday with a 24.6% share. #3 was ‘Seven News Saturday’ with 740,000 viewers. #9, the movie, ‘Wreck-It Ralph’ drew 392,000 viewers.
Ten finished #4 with 17.1% share. #6 was the ‘2015 Melbourne Comedy Festival Super show’ with 451,000 viewers. And, #8, ‘Ten Eyewitness News Saturday’ drew 382,000 viewers.
SBS finished fifth with 6.9% share.
Sunday Australia Overnight TV Ratings
Network Nine scored big on Sunday and finished #1 with a whopping 47.3% share of the available audience, the network’s biggest audience share since August 2012. #1 program was Australia’s victory in the ‘ICC Cricket World Cup’ scored the biggest single audience on television so far this year with a huge average of 2.22 million viewers viewers for Session 2. It has eclipsed the ‘Australian Open‘s’ 1.88 million viewers and individual episodes of ‘My Kitchen Rules’ (1.78 million viewers). There were 856,000 watching in Melbourne and 723,000 in Sydney. Nine claims the Preliminary figure will rise to 2.4 million viewers which will place it as the highest rated cricked game since the start of OzTAM in 2001. With Regional viewers, the figure will climb to approximately 3.29 million viewers. Proving Live Sport is TV’s biggest drawing card there was also an estimated 522,000 viewers watching the same event on Pay TV. #2 was ‘Nine News Sunday’ with its biggest audience of the year with 1.96 million viewers. #3 was ‘Session 1’ which brought in an average of 1.89 million viewers. #4 was ‘ICC World Cup Cricket 2015 Pre-Match’ programming which drew 933,000 viewers. Oh yes. Australia beat New Zealand to win the title.
Seven was less than half of that (21.3% share) as it came in #2. #5 was ‘Seven News Sunday’ with 876,000 viewers. #6, ‘Sunday Night’ finished with an average of 810,000 viewers. And, #10, Border Patrol’ finished with an average of 558,000 viewers.
ABC finished #3 with a 13.4% share. #8, ‘ABC News Sunday’ earned a viewership of 574,000. And, #9 was ‘Broadchurch’ which finished with an average of 568,000 viewers.
Ten finished #4 with 12.7% share of the available audience. #7, ‘Shark Tank’ delivered an average of 587,000 viewer.
SBS finished last with 5.2% 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
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Chick Corea ‘Spain’