This is the Daily Diary of Screens. On Wednesday, May 20, 2015, the 27th and last day of the May Sweeps Period, CBS was the #1 network in the U.S. as ‘Late Show With David Letterman’ was the top program. BBC One finished #1 in the UK with ‘Inspector George Gently’ the top program. Seven finished #1 in Australia but Ten’s ‘MasterChef Australia’ was the top program. THURSDAY AUSTRALIA OVERNIGHT TV 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’.
The Home Of #dailydiaryofscreens
For Wednesday, May 20, 2015 (Posted on May 21, 2015)
The Tiffany Network gave a broad birth for David Letterman as he exited the late night wars on top. But it was led, in prime time, by the oldest reality show on television. At 8P, the two-hour ‘Survivor’ season-ender led CBS to overnight victory on this final night of the traditional (September to May) television season. ‘Survivor World’s Apart’ closed this 30th edition with an estimated 9.41 million viewers and a 5.7 rating and 9 share in the household overnights. At 1015P, ‘Survivor Reunion’ was a shortened live reunion show and delivered an average 6.89 million viewers and a 4.5/8. Unlike ‘American Idol’, ‘Survivor’ continues to draw big numbers, and importantly, continues to renew its audience with younger viewers. While the ‘CSI’ franchise is often credited with being the cornerstone of the network rise back to the top of the prime time ratings leadership, ‘Survivor’ is the program that continues to provide Black Rock with the power and fascination for how the human condition struggles with obstacles of life, living in isolation with a few strangers who are all after your head to win the prize. Amazing longevity.
The Peacock Network ended the season like it began on Wednesdays. With its traditional lineup, beginning at 8P with the season finale of ‘The Mysteries of Laura’ it finished second in its time slot on the evening. ‘Laura’ drew and estimated 7.26 million viewers and a 5.1/8. At 9P, the season ending finale of ‘Law & Order: SVU’ finished #2 with an average 7.24 million viewers and a 5.5/9. At 10P, with another tremendous episode for its season finale, ‘Chicago PD’ finished #1 in its time slot and drew an average 7.19 million viewers and a 5.1/ 9. It is simply one of the best television shows on the air. This is a Must See TV ON DEMAND episode. For all that can be said about Sarnoff’s Staff, this is a solid night of programming. All you have to do is look at the averages. Those are loyal viewers.
The Alphabet Network finished a distant third on Wednesday with its regular lineup. At 8P, the series-premiere of the game show ‘500 Questions’ began its seven consecutive nightly run (excluding reruns on Saturday and Sunday) with a 5.03 million viewers and a 3.7/7. At 8P, the season finale of ‘Modern Family’ pulled in an average 7.11 million viewers and a 5.4/9. At 830P, the season finale of ‘Black-ish’ drew an average 5.39 million viewers and a 3.9/6. At 10P, was the season-premiere of ‘Celebrity Wife Swap’, featuring Jackee Harry and Traci Lords, finished with an average 3.33 million viewers and a 2.3/4. For Disneyville, they have to figure out the 10P slot on Wednesdays if they want to move ahead.
The Animal Network of Broadcast finished a season they wished they could forget. At 8P, the two-hour season premier of ‘MasterChef’ finished with an average 3.34 million viewers and a 2.7/4. Murdoch’s Minions, thinking they can survive with UK programming, continues to struggle.
The Little Network That Couldn’t didn’t. At 9P, ‘Supernatural’ completed season #10 with a typical 1.78 million viewers and a 1.4/2. Earlier at 8P, a rerun of ‘Supernatural’ drew an average 1.07 million viewers and a 0.9/2.
On Wednesday, it was all about David Letterman with his final appearance as host of CBS’ ‘Late Show’ with a whopping 13.86 million viewers and a 9.3 rating and a 21 share of the available audience in the household overnights from 1130P-1A. Comparably, this was ‘Letterman’s’ best overnight performance since Dec. 1, 2005 (10.1/24) with guests Oprah Winfrey and Bonnie Raitt. It out-rated every primetime broadcast (with a 63% advantage over the top option, ‘Survivor’). Locally, it drew an 11.8 rating/29 share in New York. The nearly 90-minute finale also did a 6.4/22 in Los Angeles and a 12.2/27 in Chicago. NBC’s ‘The Tonight Show Starring Jimmy Fallon’ drew a low 2.0/5. ABC ran a rerun of ‘Jimmy Kimmel Live’ in respect for his mentor and idol, David Letterman, and finished with a 1.3/3.
The power of ‘Letterman’ also lifted recently introduced lead-out ‘The Late Late Show with James Corden’ which finished #1 in its time slot with an average 4.01 million viewers and a 2.5/10 from 1A-2A to a series high. NBC’s ‘Late Night with Seth Meyers’ finished a distant second with a 1.0/3. ABC’s ‘Nightline’ finished with an 0.8/2. At 135A, NBC’s ‘Last Call with Carson Daly’ averaged a 0.6/3.
For The Record
CBS finished #1 on Wednesday, the final evening of the May Sweeps period with an average 8.987 million viewers and a 5.4 rating and a 9 share of the available audience. NBC finished #2 with an average 7.227 million viewers and a 5.2/9. ABC finished #3 with an average 4.871 million viewers and a 3.6/6. FOX finished with an average 3.335 million viewers and a 2.7/4. The CW finished with an average 1.428 million viewers and a 1.1/2.
Of note, CBS will finish the 2014-15 television season on Wednesday as #1 in total viewers. With three nights remaining, CBS leads second-place NBC by +2.6 million viewers (11.25 million viewers vs. 8.63 million viewers (+30%); vs ABC 7.961 million viewers; vs FOX 5.827 million viewers), winning the last 12 weeks in viewers (every week since the Academy Awards).
Compared to last season, CBS grew its audience by +5% in viewers. CBS finishes the season with the #1 new show ‘NCIS: New Orleans, the most-watched new series in 10 years, leading network television’s best freshman class alongside ‘Madam Secretary, Sunday’s most-watched scripted broadcast, as well as ‘Scorpion’, ‘CSI: Cyber’ and ‘The Odd Couple’, the #1 new comedy. CBS has the #1 scripted broadcast in viewers on Tuesday (‘NCIS’), which is the most watched drama in the world; Thursday (‘The Big Bang Theory’), Friday (‘Blue Bloods’) and Sunday (‘Madam Secretary’). ‘The Big Bang Theory’ ends the season as the most-watched scripted broadcast. CBS has now had the #1 comedy for 11 consecutive years, beginning in 2004-2005 with ‘Everybody Loves Raymond’. ‘NCIS’ is the season’s #1 drama for the sixth consecutive season. CBS has now had the #1 drama in 13 of the last 14 seasons, while also having the top scripted program for 12 of the last 13. ’60 Minutes’ is once again the #1 news program.
Today In TV History
On this date in 1990, the final episode of ‘Newhart’ aired on CBS. It was simply one of the most hilarious final episodes in television history. ‘You really should wear more sweaters’.
Broadcast Television News
Top Television Programs (include LIVE +7) for Week of April 27-May 3,2015 (Millions of viewers)
RK PROGRAM NET LIVE +7 TOTAL %
#1 ‘The Big Bang Theory’ CBS 13.855 4.680 18.535 34%
#2 ‘NCIS’ CBS 14.854 3.986 18.840 27%
#3 ‘NCIS: New Orleans’ CBS 14.545 2.882 17.427 20%
#4 ‘Blue Bloods’ CBS 11.282 3.781 15.063 34%
#5 ‘Law & Order:SVU’ NBC 9.253 3.968 13.221 43%
#6 ‘Criminal Minds’ CBS 8.716 3.586 12.302 41%
#7 ‘Modern Family’ ABC 7.997 4.043 12.040 51%
#8 ‘Castle’ ABC 8.305 3.366 11.671 41%
#9 ‘Blacklist’ NBC 6.599 4.966 11.565 75%
#10 ‘Hawaii Five’ CBS 8.601 2.636 11.237 31%
#11 ‘Grey’s Anatomy’ ABC 8.741 3.140 11.881 36%
#12 ‘Person Of Interest’ CBS 8.449 2.772 11.221 33%
#13 ‘NCIS: Los Angeles’ CBS 7.826 3.254 11.080 42%
#14 ‘Chicago PD’ NBC 7.941 3.111 11.052 39%
#15 ‘Elementary’ CBS 7.033 3.379 10.412 48%
#16 ‘CSI: Cyber’ CBS 7.230 2.918 10.148 40%
#17 ‘Chicago Fire’ NBC 6.853 3.181 10.034 46%
Billboard Music Awards, NBA Playoffs and ‘Mad Men’ Series Finale Top the Week’s Twitter Charts
The 2015 Billboard Music Awards on ABC on May 17 was the week’s No. 1 television event (including sports) on Twitter for the week of May 11. According to Nielsen, the three-hour ABC special telecast totaled 2.72 million tweets written by 713,000 unique authors, which were seen by a unique audience of 8.98 million people (generating 149.11 million Twitter TV impressions).
The top scripted option for the week was the series finale of AMC’s ‘Mad Men’ (3.87 million Twitter users/203,000 tweets/78,000 unique authors/49.75 million impressions). And the top non-scripted series was the 2-hour season finale of Fox’s ‘American Idol’ from May 13 (3.01 million Twitter users/182,000 tweets/79,000 unique authors/10.75 million impressions). Nick Fradiani became the series’ fourteenth winner; Clark Beckham was runner-up.
The Top Marketing Channel That Drives Phone Calls To Businesses
Mobile-only media such as mobile search and display are the source of a majority of phone calls to businesses, according to an Invoca analysis of 32 million phone calls throughout 2014. But are these media referring high-quality calls?
Looking at the top marketing channels driving calls, the study indicates that mobile search was by far the largest source of calls, referring 45% of the study’s sample over the yearlong period. While the results may be specific to Invoca’s platform and therefore not necessarily broadly applicable, it isn’t surprising that mobile search is such an influential driver of calls given its convenience and the popularity of click-to-call functionality in search results.
Beyond mobile search were desktop display (11% share of calls) and desktop search (9%), followed by mobile display (8%). So while mobile trumps desktop by a large margin in search-driven calls, display-referred calls were slightly more the realm of desktop than mobile. In looking at the discrepancy between search- and display-referred calls, it’s worth noting that research released several years ago found that mobile local search ad clicks were most often followed by a phone call, while display ad clicks were most frequently followed by accessing maps and directions.
Returning to the Invoca study, the analysts note that call durations are an indicator of high buyer-intent, such that the duration of a call is a key indicator of call quality. Mobile trails on this front, with mobile search-referred calls lasting 3 minutes and 58 seconds on average and mobile display-driven calls 2 minutes and 58 seconds, both shorter than the overall average of 4 minutes and 7 seconds. That may not necessarily reflect low-quality calls, though, instead perhaps being indicative of the on-the-go mentality of mobile callers, whose searches often convert quickly.
Offline channels, which drove just 16% of the calls analyzed, generally averaged longer durations. Newspaper-referred calls, for example, averaged 6 minutes and 10 seconds, more than a minute longer than desktop display, the best-performing online source. Calls driven by magazines, direct mail and directories also saw durations higher than the average. As the study authors note, the level of effort in calling from a print ad reflects high buyer intent.
In other interesting study results:
. Tuesdays received the highest volume of phone calls, 48% more than Sundays, which had the lowest;
. Only 25% of calls came from landlines;
. The recreation and leisure and insurance industries had the highest call volume;
. The home services industry had the longest average call duration (6 minutes and 48 seconds), followed by the insurance industry (5 minutes and 26 seconds);
. 79% of automotive calls came from offline channels (with TV a prime source), automotive calls lasted just 1 minute and 52 seconds on average;
. Offline sources also accounted for an above-average share (44%) of financial services calls, although mobile search was the single largest source of calls (21%); and
. Radio accounted for 7% of insurance calls (versus 6% of calls overall), with insurance being a key advertising vertical on radio.
Box Office for Weekend May 15-17 2015
#1 ‘Pitch Perfect 2’ $70,328,250 million in 3,473 theaters
#2 ‘Mad Max: Fury Road’ $44,440,000 million in 3,702 theaters
#3 ‘Avengers: Age Of Ultron’ $ 38,837,000 million in 4,276 theaters
#4 ‘Hot Pursuit’ $5,780,000 million in 3,037 theaters
#5 ‘Furious 7’ $3,647,940 in 2,238 theaters
#6 ‘Paul Blair: Mall Cop 2’ $3,600,000 in 2,632 theaters
#7 ‘The Age Of Adaline’ $3,200,000 million in 2,623 theaters
#8 ‘Home’ (2015) $2,700,000 in 2,006 theaters
#9 ‘Ex Machina’ $2,103,404 in 1,718 theaters
#10 ‘Far From The Madding Crowd’ $1,300,000 in 289 theaters
#11 ‘Woman In Gold’ $1,190,000 in 876 theaters (For review, see http://on.fb.me/1ELEFyn)
90% Of All New American Mothers Are Millennials And They Buy Things Differently
Nearly all new mothers, about 90%, were millennials last year compared to 50% a decade ago, according to Goldman Sachs. The average millennial’s age this year is 25, while that of their average first-time mother is 26.
The rise of this new generation of parents has sent marketers into a frenzy, busily sizing up this quarry in hopes of tapping into the enormous sums of money they will shell out on their kids. Goldman says that parents currently spend $1 trillion each year on their offspring, not including college costs, and that figure is slated to grow in coming years.
That’s in part because the millennial generation, which Goldman defines as those born between 1980 and 2000, makes up a massive 29% chunk of the U.S. population. On top of that, the report estimates that raising a child from infancy through college graduation now costs parents north of half a million dollars raising a child from infancy through college graduation now costs parents north of half a million dollars.
Given all that economic clout, experts say this new breed of parents has the potential to shake up industries across the board, giving rise to smaller innovative companies and forcing established players to evolve or be left in the dust.
Welcome to new viewers in all 50 States of the U.S., all of the Provinces in Canada, all of the States in Mexico, the UK, Iceland, Ireland, Guernsey, Jersey, France, Belgium, the Netherlands, Denmark, Norway, Sweden, Finland, Estonia, Lithuania, Latvia, the Russian Federation, Belarus, Ukraine, Republic of Moldova, Georgia, Poland, Germany, Austria, Czech Republic, Switzerland, Luxembourg, Portugal, Gibraltar, Spain, Monaco, Italy, Slovenia, Slovakia, Hungary, Romania, Bulgaria, Moldova, Croatia, Bosnia and Herzegovina, Serbia, Macedonia the former Yugoslave Republic, Albania, Greece, Cyprus, Turkey, Armenia, Azerbaijan, State of Palestine, Jordan, Lebanon, Israel, Saudi Arabia, Oman, Bahrain, United Arab Emirates, Qatar, Kuwait, Iraq, Uzbekistan, Pakistan, India, Bhutan, Nepal, Bangladesh, Sri Lanka, Kazakhstan, Mongolia, China, Hong Kong, Macao, Taiwan, Japan, Republic of Korea, the Philippines, Vietnam, Cambodia, Malaysia, Brunei Darussalam, Fiji, New Zealand, Australia, Indonesia, Singapore, Thailand, Mauritius, Zambia, United Republic of Tanzania, Kenya, Rwanda, Ethiopia, Egypt, Malta, Tunisia, Algeria, Libya, Morocco, Mali, Senegal, Nigeria, Cameroon, Ghana, Mozambique, Uganda, Namibia, Zimbabwe, South Africa, Argentina, Chile, Paraguay, Uruguay, Brazil, Bolivia, Peru, Ecuador, Columbia, Venezuela, Guyana, Suriname, Panama, Costa Rica, Guatemala, Honduras, El Salvadore, Belize, Curaçao, Aruba, St. Lucia, Grenada, Guadeloupe, Jamaica, Trinidad and Tobago, Barbados, Haiti, the Dominican Republic, Martinique, U.S. Virgin Islands, British Virgin Islands, Bahamas and Puerto Rico (142). We are thankful to all of you with more than 23,000 views.
For The World Who Needs A Little
Think Sunshine. #thinksunshine
Across The Pond
The Big One finished #1 in the UK on Wednesday. At 8P-930P, ‘Inspector George Gently’ topped the ratings outside of soaps on Wednesday as the drama continued with an average 5.32 million viewers (35.9%). At 930P, ‘Peter Kay’s Car Share’ drew an estimated 4.87 million viewers (23.5%).
The Little Two at 7P presented ‘Antiques Road Trip’ and it interested 1.01 million viewers (5.8%) as it got ready for the continuing coverage in Chelsea. At 9P ‘The RHS Chelsea Flower Show’ again was strong with an average 2.16 million viewers (10.8%). AT 9P, ‘Horizon’ slipped a bit to 1.65 million viewers (7.8%). Then at 10P, ‘QI’ drew an average 1.10 million viewers.
The Independent One at 8P had ‘Give a Pet a Home’ and it wrapped up its six-episode run with an average 2.0 million viewers (9.9%). At 9P, ‘Newzoids’ concluded with 1.47 million viewers (6.9%). At 930P, ‘The Delivery Man’ in its finale finished with an average 905,000 viewers (4.4%).
The Big Four at 8P presented ‘The World’s Most Expensive Food’ and it drew an average 1.37 million viewers (6.9%). At 9P, ‘The Island with Bear Grylls’ finished with an average 1.95 million viewers (9.2%).
The Viacom had at 9P, ‘Benefits Britain: Big Families Special’ and it drew an average 1.47 million viewers (6.9%). At 10P, ‘Big Brother’ continued with an average 1.03 million viewers (6.8%).
The Littliest Four presented at 9P, The CW’s ‘Jane the Virgin’ and it drew an average 155,000 viewers (0.7%). At 10P, ABC’s ‘Nashville’ drew an average 160,000 viewers (1.1%).
Sky Atlantic at 9P presented ‘The Affair’ and it pulled in an average 133,000 viewers (0.6%).
The Second Commercial Network in Australia finished #1 on Wednesday with a 27.7% share of the available audience. #3 was ‘Seven News’ which finished with an average 1,041,000 viewers. #5, ‘Seven News/Today Tonight’ drew 955,000 viewers. #8, ‘Home and Away drew an average 810,000 viewers. #9 was ‘House Rules’ which delivered 763,000 viewers. And, #10 was CBS’
‘Criminal Minds’ with 718,000 viewers.
The National Nine Network in Australia finished #2 with a 25.7% share. #2 was ‘Nine News’ which finished with 1,099,000 viewers and was the top newscast in the nation. #4 was ‘Nine News 6:30’ with 1,033,000 viewers. #6, ‘A Current Affair’ drew 862,000 viewers.
The Third Commercial Network in Australia finished #3 with a 24.4% share. The #1 program in Australia on Wednesday was ‘MasterChef Australia’ which drew an average 1,127,000 viewers.
The Alphabet Network in Australia finished fourth with a 16.4% share. #7 was ‘ABC News’ finished with an average 818,000 viewers.
The Special Broadcast Service in Australia finished #5 in Australia on Wednesday with a 5.9% share of the available audience.
THURSDAY AUSTRALIAN OVERNIGHT TV RATINGS
The National Nine Network in Australia finished #1 with a 26.2% share of the available audience. Once again, the #2 program was the #1 newscast in the nation on Thursday as ‘Nine News’ drew 1,087,000 viewers. #3, ‘Nine news 6:30’ finished with an average 1,068,000 viewers. #4, ‘A Current Affair’ drew 950,000 viewers.
The Second Commercial Network in Australia finished #2 with a 25.9% share. Seven top program finished #5 as ‘Seven News’ drew 923,000 viewers, a 164,000 behind the leading newscast, ‘Nine News’. #7 was ‘Seven News/Today Tonight’ with 846,000 viewers. #9 was ‘Home and Away’ with 741,000 viewers. And, #10, ‘Surveillance OZ: Dashcam’ finished with an average 688,000 viewers.
The Third Commercial Network in Australia finished #3 with a 25.5% share. The #1 program on Thursday was again ‘MasterChef Australia’ which drew 1.110 million viewers.
The Alphabet Network in Australia finished fourth with a 16.3% share. #8 was ‘ABC News’ which finished with 772,000 viewers.
The Special Broadcast Service in Australia finished #5 in Australia on Thursday with a 6.0% share of the available audience.
No matter where you lived, as you can see, people were…
For updates throughout the day, FOLLOW us on Twitter @overtheshoulde2 and LIKE us on Facebook at http://www.facebook.com/overtheshouldermedia and on Google+ http://bit.ly/19JVk76. Thank you for allowing us to surpass 46,400+ views at Google+ Sophis1234.
For continual updates on all things ‘screens’, go to: https://www.facebook.com/pages/Dailydiaryofscreens
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, ‘What Consumers Consider The Ideal Customer Experience’ http://eepurl.com/biQl2z
New This Week: Connected Consumers Equal Business Success – http://eepurl.com/XT6m5
Weekly Retail Media Notes. This week: ‘The Status Of Retail E-Commerce Today?’: http://bit.ly/1DWZsSc .@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: