This is the Daily Diary of Screens. On Thursday, April 9, 2015, CBS was the #1 network in the U.S. as ‘The Big Bang Theory’ was the top program. BBC One was #1 in the UK led by ‘MasterChef UK’. Network Nine was #1 in Australia as ‘Nine News’ was the top program. AUSTRALIAN FRIDAY TV OVERNIGHT RATINGS (See 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 Thursday, April 9, 2015 (Posted on April 10, 2015)
The Tiffany Network finished #1 for the fifth straight night, easily winning the top spot. At 8P, ‘The Big Bang Theory’ pulled in an average 14.64 million viewers and a 10.0/17. That is the way to begin an evening of television in prime time. At 830P, ‘The Odd Couple’ drew an average 9.91 million viewers and a 6.3/10. At 9P, ‘Mom’ delivered an average 9.21 million viewers and a 5.9/10. At 930P, a rerun of ‘The Big Bang Theory’ pulled in an average 8.01 million viewers and a 5.0/8. Then at 10P, ‘Elementary’ drew an average 6.94 million viewers and a 4.8/8. Every program on the Paley Platform won its time period on Thursday. That is the very essence of domination.
The Alphabet Network tried with some trick programming but really wasn’t close at it finished 3.7+ million behind Les’ World. At 8P, a rerun of ‘Grey’s Anatomy’ drove in an average 4.75 million viewers and a 3.7/6. Then an original episode of ‘Grey’s Anatomy’ drove in an average 7.33 million viewers and a 5.6/9. Then at 10P, ‘American Crime’ delivered a series low with an average 4.42 million viewers and a 3.4/6. It might have done better to rerun another episode of ‘Grey’s Anatomy’…call it the ‘Blood & Guts’ night of television.
The Peacock Network decided reruns were a good thing on Thursday. At 8P, a rerun of ‘Law & Order: SVU’ drew an average 4.37 million viewers and a 3.0/5. But that was better than a rerun of ‘The Blacklist’ which drew an average of 4.11 million viewers and a 2.9/5. At 10P, an original episode of ‘Dateline’ pulled in an average 5.27 million viewers and a 3.7/7 which was the highest rating for the network in this time slot since the series finale of ‘Parenthood’ on January 29th. The criticism surrounding the suits at 30 Rock for their Thursday placement of programs has been overtold. But, they have to do something to get ‘The Blacklist’ into a better position in order to save its life…and the networks.
The Animal Network of Broadcast delivered dramas on Thursday. At 8P, a rerun of ‘Bones’ pulled in an average 5.00 million viewers and a 3.5/6. Then at 9P, ‘Backstrom’ pulled in an average 3.38 million viewers and a 2.5/4. The network was up 15% over last week on this night. A quick word on this evening: the Murdoch Minions deserve an applause for this evening’s performance. They have kept on a program which was one of their gems in the past alive. ‘Bones’ is a good today as it was when it began. They have managed to expand the characters into real human beings and ones we like. It deserves another final season if all will agree to come back. As for ‘Backstrom’, it is one of the best written shows on television. The Minions took a CBS pilot reject and made it one of the most unique programs and central characters on all of television. The Rose Garden murder episode was a delightful example of how they have created the lead character’s mind to work. And it was a Must See TV ON DEMAND episode. Bring it back.
The Little Network That Couldn’t didn’t. At 8P, a rerun of ‘The Flash’ drew an average million viewers and a 0.8/1. Then at 9P, another rerun of ‘The Flash’ drew an average million viewers and a 0.8/1. This network is all flash and arrow and no cigar. It is becoming the comic book of television. And perhaps that is what will save it. Bring on more Marvel-ous and DC Comic-itis.
For The Record
CBS was #1 on Thursday with an average 9.28 million viewers and a 6.1/10. ABC finished #2 with an average of 5.50 million viewers and a 4.2/7. NBC finished third with an average 4.58 million viewers and a 3.2/5. FOX finished #4 with an 4.19 average of million viewers and a 3.0/5. Univision finished with an average of 2.80 million viewers. Telemundo finished with an average of 1.4 million viewers and a 0.8/1. The CW finished with an average 1.04 million viewers and a 0.8/1.
Today In TV History
On this date in 1957, Ricky Nelson sang for first time on TV’s ‘Adventures of Ozzie and Harriet’. He performed the song “I’m Walking.”
What Information Consumers Will Share For Better Service
Most US adults are comfortable with companies having information about them including their product interests (80%) and history with the company (79%) in order to better their service, but far fewer (as expected) are comfortable with companies knowing their location and time data (38%) or their personally identifiable information (PII; 37%). Notably, though, respondents were far more likely to be comfortable with trusted companies (limited in this case to retailers and travel/hospitality brands) having access to their location data (72%) and PII (61%).
Separate survey results indicate that, for respondents, the most important attribute of “the perfect company” is one that is very trustworthy with their data and information.
Top Social Video Advertising Metrics
There has been a big change this year as far as where social videos are being placed.
Advertisers running video ads on social media are more interested in metrics such as engagement with interactive elements (47% choosing as a top-3) and shares (43%) than they are with views (34%), according to a Mixpo survey of 125 US agency, brand and publisher executives, almost all of whom had run a social advertising campaign.
But, the survey also found that while more advertisers ran video ad campaigns on YouTube (77.8%) than on Facebook (63%) last year, this year more plan to run a campaign on Facebook (87%) than on YouTube (81.5%).
Small & Medium Sized Business Put Their Money Where Success Is
Small-business websites boost customer engagement, and a January 2015 study by Thrive Analytics found that US small and medium-sized businesses (SMBs) were seeing more success with the channel than any other. When SMBs were asked which marketing methods had been the most effective, company websites—the No. 1 response in 2014—remained the most popular, at 45%. This was 6 percentage points ahead of social media and 19 points above print yellow pages—and blew all other channels out of the water by 30 points or more.
Nearly half (49%) of SMBs intended to increase their marketing budgets this year, and websites will reap the benefits of that spending. Fully 36% planned to up expenditure on company websites—the highest percentage out of all channels studied. Social media, mobile advertising, online display ads and paid search all followed closely behind, each cited by around one-third.
January 2015 research by HubShout also found strong interest in websites among SMBs. When asked which services would be most in demand for 2015, 64% of SMB marketing professionals worldwide cited web development—trailing only search engine optimization (67%) and ahead of every other option, such as social media (38%) and content marketing (37%), by at least 26 percentage points.
The problem, though, is that small businesses are strapped for time, meaning they don’t necessarily have the hours to keep their websites up to date. According to Thrive Analytics, SMBs were most likely to update their websites quarterly (31%). Fewer than one-quarter made changes on a monthly basis, and just 16% did so daily. Promisingly, just under three in 10 (29%) updated their sites weekly. SMBs would be wise to put some of their extra website dollars toward more frequent updates. If they don’t, they risk having customers access out-of-date content on what is currently their most effective marketing tool.
According to the ‘Holiday Benchmark Data’, IBM Digital Analytics Benchmark, January 5, 2015, during the 2014 holiday shopping season, MOBILE accounted for 45% of all online traffic. And according to ‘Use Analytics to Build Mobile Advantage’, Forrester Research, Inc., December 11, 2014, only 41% of retail marketers have defined their mobile objectives. Just 13% of digital-business professionals track their companies’ mobile audiences across online and offline channels.
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For The World Who Needs A Little
Think Sunshine. #thinksunshine
Across The Pond
The Big One in the UK powered through with another victory on Thursday. At 8P, ‘MasterChef’ topped the ratings outside soaps on Thursday as it was seen by an average 4.54 million viewers (22.7%) as know out week continued. At 9P, ‘The Truth About Your Medicine Cabinet’ followed with an average of 4.12 million viewers (20.1%). And following the news, at 1045P, ‘Question Time’ had an average audience of 2.48 million viewers (24.2%).
The Independent One finished #2 on Thursday behind the end all, be all 'Double Decker'. At 730P, 'Tonight' brought in 1.59 million viewers (8.8%). Then at 830P, 'Double Decker Driving School' brought in an average 2.27 million viewers (11.2%). For many it was more fun than looking inside medicine cabinets. But alas, I digress. At 9P, 'Ice Rink on the Estate' brought in an average of 1.39 million viewers (6.8%). You can't make up these program titles in the UK.
The fourth television service in the UK (that’s what it was established with) finished third on Thursday. At 8P, ‘The Superset’ drove in 1.40 million viewers (7.0%). Then at 9P, the second episode of ‘The Island with Bear Grylls’ pushed up the total to 2.01 million viewers (9.8%). Give it up for Bear!
The Big Two did not have a good night on Thursday as it finished fourth behind the fourth television service. Got it? At 8P, ‘Coast Australia’ was seen by an average of 1.50 million viewers (7.5%). Then at 9P, ‘Banished’ continued with an average of 1.89 million viewers (9.2%). At 10P, ‘Inside No. 9’ showed little interest as only 860,000 viewers cared enough to watch as it pulled a 5.1% share of the available audience.
Viacom 5 did even worse than The Big Two on Thursday to finish sixth. At 8P, ‘The Last Days Of’ started slowly with only 812,000 viewers (4.1%). Then, at 9P, ‘The Hotel Inspector’ jumped up to an average of 1.06 million viewers (5.1%). Which brought us all to Patrick Jane. At 10P, ‘The Mentalist’ dropped a ton to only an average of 659,000 viewers (4.1%) as one senses that this series is coming to an end. If you don’t want to hear about this, close your eyes: it ends this season and Patrick and Liz get married on the edge of a pond in Texas. That’s a long way from Sacramento.
E4 at 830P, had ‘The Big Bang Theory’ which brought in 900,000 viewers. Then at 9P, ‘Brooklyn Nine-Nine’ fell to 358,000 viewers. And that is why it is called E4…error on the second baseman.
ITV2 at 10P presented ‘Celebrity Juice’ and it entertained an average of 793,000 viewers(5.0%) at 10pm.
Sky Atlantic had at 9P, ‘Fortitude’ as it concluded with an average of 476,000 viewers (2.3%). Not many had fortitude on Thursday. Then at, the first episode of the final season of ‘Mad Men’ could only draw 109,000 viewers.
Network Nine broke Seven’s streak and finished #1 on Thursday with a strong 29.4% share of the available audience. #1 was ‘Nine News’ with 1,073,000 viewers. #2, ‘Nine news 6:30’ pulled in 1,008,000 viewers. #5, ‘A Current Affair’ finished with an average 905,000 viewers. #10, ‘The Footy Show’ finished with an average of 675,000 viewers.
Seven finished #2 with 25.8% share. #3 was ‘Seven News/Today Tonight’ with 931,000 viewers. #4, ‘Seven News’ finished with 912,000 viewers. #7, ‘Home and Away’ drew an average 751,000 viewers.
Ten finished #3 with 19.1% share.
ABC finished fourth with 18.0% share of the available audience. ABC finished with three programs in the Top Ten on Thursday. #6 was ‘ABC News’ with 854,000 viewers. #8, ‘The Checkout’ finished with an average 727,000 viewers as ‘7.30’ tied with it with 727,000 viewers as it drew 15,000 less in Sydney; 26,000 more in Melbourne; 8,000 more in Brisbane; 12,000 less in Adelaide and 11,000 less in Perth.
SBS finished #5 with 7.7% share.
FRIDAY AUSTRALIAN TV OVERNIGHT RATINGS
The Nation’s Second Network jumped back into first place on Friday with a solid 31.3% share of the available audience. The #2 program was ‘Seven News’ with an average of 879,000 viewers. #6, ‘Seven News/Today Tonight’ drew 765,000 viewers. #9 was ‘Better Homes and Gardens’ which drew an average of 620,000 viewers.
The National Nine Network slipped back to second on Friday with a 28.2% share. Nine had the #1 program in the nation on Friday as ‘Nine News’ delivered an average 1,010,000 viewers, the only program to pull in more than 1 million viewers. #3, ‘Nine News 6:30’ drew an average of 851,000 viewers. #7 was ‘A Current Affair’ with 694,000 viewers. #8 was ‘Friday Night NRL Live’ with 661,000 viewers.
The Alphabet Network of Australia finished with a solid 20.20% share. It had the #4 program of the evening, ‘Midsomer Murders’ which drew an average of 847,000 viewers. #5 was ‘ABC News’ with 800,000 viewers.
The Nation’s Third Network finished #4 with a 15.7% share. #10 on Ten was ‘The Living Room’ which drew 550,000 viewers.
The Nation’s Public Network, SBS finished #5 with 4.7% share of the available audience.
As you can see, viewers were:
For Your Viewing Pleasure
Southee and Nairs stunning relay catch http://www.espncricinfo.com/ci/content/video_audio/859981.html
Australian Digital/Mobile News
If you haven’t seen it, now is your chance to see the next big thing in digital/mobile sweeping the world for those interest in lifestyle. And luxury brands are flocking to it. Buro 24/7 is a worldwide phenom which has moved into Australia via http://www.buro247.com. As it just went live, Tiffany snapped up one of the advertising slots. According to Sarah Homewood who wrote in AdNews (7 April 2015), Buro 24/7’s partner in Australia, NewsLifeMedia’s lifestyle publisher, Nick Smith stated, ‘Luxury advertisers are now leap-frogging a lot of the people in the market when it comes to digital. They’ve definitely taken to social media. Some of the brands have followings that are into the millions, so they know the value of talking to a digital audience, but still in a luxury way.’ Smith explained that Buro 24/7 hopes to establish itself as a luxury space for a slightly younger-demographic in order to complement NewLifeMedia’s brands such as Vogue and GQ. “What’s really refreshing about Buro 24/7 is it’s very much a nod to modern-day or new luxury. Miroslava Duma has come up the ranks quite quickly, it [Buro 24/7] almost talks to the movement around her brand. It’s not just people who have a lot of money or a lot of income, [many] people can aspire to buy into luxury brands,” Smith said.
Can you imagine what happens when it lands in the U.S.?
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Branford Marsalis ‘In The Crease’