This is the Daily Diary of Screens. On Thursday, April 30, 2015, the seventh day of the May Sweeps Period, 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 ‘BBC One #1 on Thursday as ‘Question Time Debate Special’ was the top program ‘. Seven finished #1 in Australia but Network Nine’s ‘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 Thursday, April 30, 2015 (Posted on May 1, 2015)
The Tiffany Network finished #1 on Thursday, as it used its powerful comedy to get the evening started ahead of the pack. At 8P, ‘The Big Bang Theory’ drew an average 13.45 million viewers as it finished #1 on all of television for the evening. At 830P, ‘The Odd Couple’ pulled in an average 9.28 million viewers. At 9P, the season finale of ‘Mom’ drew an average 8.68 million viewers. At 930P, a rerun of ‘The Big Bang Theory’ drew an average 7.64 million viewers. Then at 10P, ‘Elementary’ wrapped up an evening at Black Rock which won every single half hour in prime time with an average 6.94 million viewers with a very interesting episode of privatization of prisons and the problems that exist. Hats off to the producers who, this season, have given Lucy Liu a reason to be in the program as she has become more than just a show-piece of alongside Holmes. Her performances tend to draw the viewer to the little things she does as she moves through a scene. In this episode, notice how she sits in a chair in the house when trying to understand what Johnny Lee Miller is talking about.
The Alphabet Network now understand what the loss of Dr McDreamy is all about. At 8P, ‘Grey’s Anatomy’ fell 7% from last week as it drew an average 8.68 million viewers to take second place in the time slot. At 9P, talk about loyal audience, another episode of ‘Grey’s Anatomy’ drew exactly the same average, 8.68 million viewers. Then at 9P, ‘American Crime’ dropped out of the bottom with an average 3.77 million viewers to finish third in the time slot.
The Peacock Network has one of the best programs on television and they buried it on Thursday, after it lead on Monday’s last season. So what is the answer for those brilliant suits that conspired such a move? At 8P, ‘The Blacklist’ rerun began the evening with a tepid average 3.17 million viewers, which was fourth if not fifth in the time slot. Then at 9P, an original episode of ‘The Blacklist’ drew an average 6.44 million viewers. It was a high for the evening at 30 Rock but it was a Must See TV ON DEMAND episode where so much was learned about Red and Elizabeth. If there is a performer who commands attention better than James Spader, bring them on. This IS the star of television. His bad fortune is having to work on NBC. At 9P, ‘Dateline’ drew an average 5.08 million viewers. Note to suits at Sarnoffville: fire yourselves.
The Animal Network of Broadcast had one of the most shining moments in television on Thursday…and few saw it. At 8P, ‘Bones’ came in with a 4.18 million viewers. But the real story was at 9P. ‘Backstrom’ is a lost television series which has the unfortunate circumstance of being on the air on the wrong network at the wrong time. But on this Thursday, in an episode titled ‘Rock Bottom’ it was the performance of the year by the program’s star, Rainn Wilson, who turned the character on its head in one of the most moving episodes of the season. This was an Emmy Award performance and his ending sililoque was justification for why this program should be renewed. It is A MUST SEE TV ON DEMAND episode. But in the reality of network television, it was a fantastic tribute to a cast which gave us one of the most original programs in decades. It drew an average of only 2.84 million viewers. For that, it is a shame. This program, along with ‘Black Box’, ‘Rake’ and ‘Brooklyn Taxi’ brought us unique character driven programming, rarely seen in today’s environment. Unfortunately, you can’t draw under three million viewers and stay on unless you are on The CW.
The Little Network That Couldn’t died on Thursday. At 8P, ‘The Vampire Diaries’ drew an average 1.22 million viewers. Then at 9P, ‘Reign’ finished the evening with an average 850,000 friends and family. With both programs below The Mendoza Line, there is no reason to bring either back for more misery next season. Note to suites at little Warner Bros/CBS: find new jobs.
CBS’ ‘Late Show with David Letterman’ finished #1 with 2.6/7 in Nielsen’s 56 metered markets, household results, as Michelle Obama was the sole guest. NBC’s ‘The Tonight Show with Jimmy Fallon’ tied with a 2.6/7. ABC’s ‘Jimmy Kimmel Live’ finished with a 1.9/5. At 1235A, ABC’s ‘Nightline’ finished #1 with a 1.3/4. NBC’s ‘Late Night with Seth Meyers’ tied with a 1.3/4 in metered-market households. CBS’s ‘Late Late Show with James Corden’ drew a very competitive 1.2/4. And if you didn’t see his hilarious bit in a mattress store attempting to sell Tempur-Pedic mattresses, you missed a true TV moment. At 135A, NBC’s ‘Last Call with Carson Daly’ drew 0.8/3.
For The Record
CBS finished #1 on Thursday with an average 8.849 million viewers. ABC finished #2 with an average 7.040 million viewers. ESPN finished #3 on Thursday with an average 7.026 million viewers. NBC finished #4 with an average 4.895 million viewers. FOX finished #5 with an average 3.506 million viewers. Univision finished #6 with an average 2.394 million viewers. TNT finished #7 with 2.093 million viewers. NFL Network finished #8 with 1.816 million viewers. The CW finished with an average 1.038 million viewers.
Today In TV History
On this date in 1988, the final episode of ‘Magnum, P.I.’ aired.
More Than Half of US Broadband Homes Use An OTT Service
55% of US broadband households subscribe to an over-the-top (OTT) video service such as Netflix or Hulu Plus, up from 44% in 2013, according to new research from Parks Associates. Subscriptions were found to be highest among households with a younger “head of household”, with 72% among ages 18-24 and 71% among ages 25-34 having an OTT service subscription.
In 2014, the average number of hours spent watching video content exceeded 36 hours per week, with internet video accounting for 36% of that time – approximately 13.3 hours a week. Homes with children spend on average 90% more on OTT services and digital video than homes with no children, with more than 75% of streaming media player owners having an OTT subscription.
US TV Multitasking Behavior, by Generation
9 in 10 Americans age 14 and older claim to always or almost always multitask while watching TV, up from 81% a couple of years ago, per Deloitte’s latest Digital Democracy survey. In fact, 96% of Leading Millennials (26-31) are now regularly multitasking while watching TV, with their most common activities being browsing the web (45%) and text messaging (41%). Among the youngest crowd (14-25), 94% of whom at least almost always multitask, text messaging (53%) and using a social network (47%) are the most common activities.
Meanwhile, 1 in 5 respondents report almost always browsing for products and services online, with this behavior most common among the 26-31 bracket (30%).
Overall, respondents estimated that only 22% of their multitasking activities on average are directly related to the program they are watching, with this figure highest among trailing (25%) and leading (28%) Millennials.
Tablets Now In Majority of US Households
Tablet penetration has reached 51% of US households as of February 2015, up 13% points year-over-year, reports Nielsen in a recent study. Tablet penetration stood at 50% or higher in 20 local markets, led by Atlanta (62%) and San Francisco (61%), with Phoenix (+23% points) and Miami (+19% points) registering as the markets with the largest year-over-year gains.
Beyond Atlanta and San Francisco, other markets with high tablet penetration include:
Washington, DC (59%);
Baltimore (58%); and
The study also reports that smartphone penetration reached 78% of American mobile subscribers aged 13 and older in February, a figure slightly higher than comScore’s recent tally of 76.6%, although that covered the 3-month period ending in February, rather than just February. The 5 markets with the highest rates of smartphone penetration in February, per Nielsen, were: Dallas (88%); Houston (85%); Baltimore; Charlotte; and Denver (each at 84%).
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Across The Pond
The Big One had politics and that led to victory on Thursday. At 8P, ‘Question Time’s pre-election special’ topped the ratings outside of soaps on Thursday as David Cameron, Ed Miliband and Nick Clegg’s appearance on the debate show brought in an average 4.28 million viewers (21.1%). Later, at 930P, Peter Kay’s ‘Car Share’ finished with an average 4.15 million viewers (20.3%).
The Independent One at 730P began with ‘Tonight’ as it brought in an average 1.68 million viewers (9.2%). at 830P, ‘Double Decker Driving School’ was once again the top program on Thursday on ITV as it brought in an average 2.05 million viewers (10.2%). Then at 9P, ‘Fraud Squad’ fell a bit to an average 1.68 million viewers (8.1%).
The Big Four had at 8P, ‘The Supervet’ as it was seen by an average 1.36 million viewers (6.8%). Then at 9P, ‘The Island with Bear Grylls’ topped Four’s evening with an average 2.01 million viewers (9.7%).
The Little Two at 8P presented ‘Alex Polizzi: Chefs on Trial’ as it continued with an average audience of 1.27 million viewers (6.4%). At 9P, one of the best series of the season, ‘The Game’ averaged 1.63 million viewers (7.9%). At 10P, ‘W1A’ finished with an average 1.13 million viewers (6.7%).
Viacom Five at 8P began with ‘The Body in the Freezer: Countdown to Murder’ as it averaged 641,000 viewers (3.2%). At 9P,
‘The Hotel Inspector’ boosted the average up to 935,000 viewers (4.5%). At 10P, the final ever episode of CBS’s ‘The Mentalist’ and it was watched by 682,000 viewers (5.4%).
ITV2 at 10P, had ‘Celebrity Juice’ drew 711,000 viewers (4.4%).
Sky Atlantic at 10P presented ‘Mad Men’ and it averaged 48,000 viewers (0.3%).
The Second Commercial Network in Australia edge past Nine to finish #1 on Thursday with a 28.6% share of the available audience. #3 was ‘Seven News’ with an average 980,000 viewers. #4, ‘Seven News/Today Tonight’ had 894,000 viewers. #7 had ‘Home and Away’ with 744,000 viewers. #9 was ‘My Ireland with Colin’ which drew 717,000 viewers.
The Nine National Network in Australia finished #2 with a 28.0% share. #1 was ‘Nine News’ with an average 1,079,000 viewers as it was again the top newscast in the nation. #2, ‘Nine News 6:30’ finished with an average 991,000 viewers. #5, ‘A Current Affair’ finished with an average 859,000 viewers.
The Third Commercial Network in Australia finished #3 on Thursday with a 19.3% share.
The Alphabet Network in Australia finished #4 with a 17.5% share. For a network that finished fourth had three programs in the Top Ten. #6 was ‘ABC News’ with 824,000 viewers. #8 was ‘The Checkout’ with 731,000 viewers. Then at #10, ‘7.30’ finished with 699,000 viewers.
The Special Broadcasting Service in Australia finished #5 with a 6.6% share. Their top show was #15, ‘Family Feud’ which drew in 614,000 viewers.
As you can see, viewers were:
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