This is the Daily Diary of Screens. On Friday, April 10, 2015, CBS was the #1 network in the U.S. for the sixth straight night as ‘Blue Bloods’ was the top program. BBC One was #1 in the UK led by ‘HIGNFY’. Seven was #1 in Australia but ‘Nine 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’.
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For Friday, April 10, 2015 (Posted on April 11, 2015)
The Tiffany Network powered through on Friday to win the household ratings battle for the sixth consecutive evening in prime time. Each program won its time slot led at 8P by ‘Amazing Race’ which delivered and average 5.845 million viewers. Then at 9P, ‘Hawaii Five-O’ made believers of us all that Elvis had left the building (as they tore up the old JW Marriott in Ko Olina) and drew an average 8.635 million viewers. Then at 10P, ‘Blue Bloods’, the cornerstone of Friday television on the CBS schedule, finished with the high viewership of the evening as an average 10.135 million viewers tuned in. The racing, then to Hawaii and to New York is a winner, nearly every week.
The Alphabet Network finished #2 for the evening. At 8P, ‘Last Man Standing’ delivered an average of 6.35 million viewers to win the first half hour in prime time. But at 830P, ‘Cristela’ brought in a few less with only an average of 5.15 million viewers. At 9P, ‘Shark Tank’ delivered an average of 6.55, nearly 1.9 million behind ‘Five-0’. Then at 10P, ’20/20′ finished with an average of 5.975 million viewers. That was more than 4 million behind ‘Blue Bloods’.
The Peacock Network was not a factor on Friday. At 8P, led by ‘Grimm’, 30 Rock began the evening with an average of 4.745 million viewers. Then at 9P, ‘Dateline’ pulled in an average 5.26 million viewers. And at 10P, ‘Dateline’ drew an average of 5.29 million viewers. Strange schedule on Friday at Sarnoff’s as fantasy/horror leads reality crime. Go figure. Slicing and dicing the audience targets like this is like putting stuff into a mix master and blending average.
The Animal Network of Broadcast gave us Friday Night At The Movies. Remember those days? At 8P, ‘Date Night’ delivered an average 1.91 million viewers. Yikes! Tina Fey and Steve Carell proved once again that you cannot go out to dinner with your wife on a ‘Date Night’ and not get into trouble. And never, ever claim you are a Tripplehorn.
The Little Network That Couldn’t tried but failed. At 8P, a rerun of ‘Whose Line Is It Anyway’ pulled in an average of 1.62 million viewers. Then at 830P, another rerun of ‘Whose Line Is It Anyway?’ drew an average of 1.68 million viewers. Then at 9P, a rerun of ‘Jane the Virgin’ brought the network back to reality with an average of 1.065 million viewers. Jane. Jane. Jane.
For The Record
CBS finished #1 on Friday with an average 8.20 million viewers. ABC finished #2 with an average of 6.09 million viewers. NBC finished #3 with an average of 5.12 million viewers. FOX finished with an average of 1.91 million viewers. The CW finished with an average of 1.36 million viewers.
Today In TV History
On this date in 1991, Ringo Starr was a guest on Fox TV’s ‘The Simpsons’. Obviously it was a slow day in TV History.
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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Across The Pond
The Big One delivered again on Friday in prime time as ‘HIGNFY’ returned. At 7P, ‘The One Show’ kicked the evening off with 3.68 million viewers (21.6%). The an 730P, ‘A Question of Sport’ delivered an average of 3.14 million viewers (17%). At 8P, ‘MasterChef UK’ delivered a strong opening as it delivered an average of 4.23 million viewers a 19.3% share of the available audience. Then at 9P, ‘Have I Got News for You’ returned for the first episode of the 49th season with an average of 4.57 million viewers (21.5%) as it was hosted by Harry Potter star Daniel Radcliffe. It was the evening’s highest rated show outside of soaps. Then at 930P, a rerun of ‘Mrs Brown’s Boys’ finished with an average of 3.05 million viewers (15.4%). At 1035P following the news, ‘The Graham Norton Show’ returned with an average 2.92 million viewers.(24%) at 10.35pm.
The Independent One didn’t have the ammo on Friday to take the evening. At 8P, the final episode of ‘Barging Round Britain with John Sergeant’ was seen by an average 2.86 million viewers (14.1%) as one of the more pleasant television programs came to an end. At 9P, ‘Slow Train Through Africa with Griff Rhys Jones’ began its journey with an average of 2.25 million viewers (11.1%). Now we go by train rather than boat. But ITV has our Friday journey continuing. These are just travelogues, folks.
The Big Second brought us at 7P golf from Augusta as ‘The Master’s Highlights’ attracted an average of 900,000 viewers (5.1%). It was followed by ‘An Island Parish: Falklands’ which drew an average of 1.63 million viewers (8.1%). Then at 9P, ‘Gardener’s World’ drew the top audience on Two for the evening with an average 2.06 million viewers (9.4%). The evening continued with ‘Sex and the Church’ which drew less than golf as it pulled in an average of 830,000 viewers (4%) and at 10P, ‘The Clare Balding Show’ which increased the audience out of ‘Sex’ with an average of 890,000 viewers (5.4%).
The Big Four, brought us all the latest episode of ABC’s ‘Marvel’s Agents of SHIELD’ and as in the U.S., few cared as it was seen by just an average of 600,000 viewers (2.8%). It followed at 9P by ‘Googlebox’ which drew one of the evenings bigger audiences with an average of 3.03 million viewers (14.7%). The evening ended at 10P, with ‘Alan Carr: Chatty Man Grand National Special’ and drew an average 1.16 million viewers (7.7%). Let’s see…News or Alan Carr: News wins.
The Big 5 began the evening at 7P with ‘The Gadget Show’ and it didn’t interest many as it only drew an average of 184,000 viewers (1%), which is not even good for The CW let along 5. Then at 8P, ‘Secrets of Great British Castles’ drew an evening high for the network with only 915,000 viewers (4.4%). At 9P, ‘NCIS: New Orleans’ pulled in an average of 830,000 viewers (4%). Finally at 10P, ‘NCIS’ pulled in a few more with 833,000 viewers (5.2%).
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.
SATURDAY AUSTRALIAN TV OVERNIGHT RATINGS
The Nation’s Second Network, dominated on Saturday in Australia as it finished #1 with a 30.8% share of the available audience. And the #1 program was ‘Seven News’ as it had an average of 993,000 viewers. #7 was ‘Seven’s AFL: Saturday Night Football-Pre Match’ which had 382,000 viewers. Then #8 was ‘Seven’s AFL: Saturday Night Football’ which pulled in an average of 371,000 viewers.
The National Nine Network finished #2 with 23.2% share. Its top program was #4, ‘Nine News Saturday’ which drew 837,000 viewers. #6 was the tribute, ‘Richie Benaud: A Marvelous Life 1930-2015, and it finished with an average of 441,000 viewers. #10 was ‘Getaway’ with 350,000 viewers.
The Alphabet Network of Australia finished #3 with 20.8% share. #2 was ‘New Tricks’ and it delivered 942,000 viewers and was the nation’s top drama of the night. #3 was ‘ABC News Saturday’ which drew 890,000 viewers, and finished as the second highest newscast in the nation. #5, ‘Gardening Australia’ drew 469,000 viewers.
The Nation’s Third Network finished with a 17.4% share. #9 on Saturday evening was a rerun of ‘Die hard 4.0’ which drew 350,000 viewers. Bruce will save you.
The Nation’s Public Network finished with a big 8.2% share, one of its best of the year. The top program on Saturday was ‘Great Continental Railway Journeys’ as it drew 268,000 viewers.
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’