This is the Daily Diary of Screens. On Thursday, May 21, 2015, the 1st day after the May Sweeps Period, CBS was the #1 network in the U.S. as ‘The Big Bang Theory’ rerun was the top program. ITV finished #1 in the UK with ‘British Soap Awards’ the top program. Network Nine finished #1 in Australia but Ten’s ‘MasterChef Australia’ was the top program. FRIDAY AUSTRALIAN 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’.
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For Thursday, May 21, 2015 (Posted on May 22, 2015)
The Tiffany Network was #1 on the first day after the 2015 May Sweeps period and it was like all of the lights were turned off. All reruns. No Letterman. At 8P, a rerun ‘The Big Bang Theory’ drew an average 8.0 million viewers and a 5.2/9. At 830P, a rerun of ‘The Odd Couple’ drew an average 6.4 million viewers and a 4.0/7. At 9P, a rerun of ‘Mom’ drew an average 5.90 million viewers and a 3.8/6. At 930P, a rerun of ‘Mike & Molly’ finished with an average 5.08 million viewers and a 3.4/6. And finally at 10P, a rerun of ‘Elementary’ drew an average 4.51 million viewers and a 3.2/6. Black Rock won each and every half hour in prime time on Thursday to capture #1 again…with reruns.
The Alphabet Network finished second on Thursday with a bit of the new and a bit of the old. At 8P, a two-hour edition of ‘500 Questions’ drew an average 4.59 million viewers and a 3.5/6. At 10P, a rerun of Tuesday’s ‘Jimmy Kimmel Live’ drew an average 2.48 million viewers and a 1.9/4.
The Animal Network of Broadcast finished #3 on Thursday. At 8P, a rerun of the pilot episode of ‘Wayward Pines’ drew an average 3.06 million viewers and a 2.2/4. Then at 9P, an original episode of ‘Wayward Pines’ drew an average 4.58 million viewers and a 3.3/6 to lift the network up going into the affiliates news.
The Peacock Network finished #4 on Thursday. At 8P, a three-hour ‘Red Nose Day’ drew an average 3.19 million viewers and a 2.3/4.
The Little Network That Couldn’t finished. At 8P, a rerun of ‘iZombie’ drew an average 810,000 viewers and a 0.6/1. At 9P, a rerun of ‘The Vampire Diaries’ drew an average 570,000 viewers and a 0.4/1.
For The Record
CBS finished #1 on Thursday with an average 5.732 million viewers and a 3.8/7. ABC finished #2 on Thursday with an average 3.884 million viewers and a 3.0/5. FOX finished #3 with an average 3.821 million viewers and a 2.8/5. NBC finished #4 with an average 3.194 million viewers and a 2.2/4. Univision finished with an average 2.082 million viewers. Telemundo finished with an average 1.4 million viewers and a 0.7/1. The CW finished with an average 944,000 viewers and a 0.5/1.
Today In TV History
On this date in 1967, ‘Mister Rogers’ Neighborhood’ made its debut. It affected the lives of millions of youngsters throughout the nation.
Cable Programming News
Top Ten Cable Programs on Thursday
#1 NBA Playoffs-CONF FNLS ESPN 6.866 million viewers @ 903P
#2 WWE Smackdown SYFY 2.589 million viewers @ 8P
#3 Pawn Stars HIST 2.026 million viewers @ 931P
#4 Pawn Stars: Best Of HIST 1.965 million viewers @ 9P
#5 NHL Conf Finals: ANA/CHI NBCSN 1.842 million viewers @ 803P
#6 House Hunters INTL HGTV 1.703 million viewers @ 1030P
#7 House Hunters Off Grid HGTV 1.655 million viewers @ 10P
#8 NBA Pre-Game ESPN 1.596 million viewers @ 8P
#9 Lip Sync Battle SPIKE 1.353 million viewers @ 10P
#10 Braxton Family Values WETV 1.234 million viewers @ 9P
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.
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Across The Pond
The Independent One finished #1 in the UK on Thursday with the coverage of the ‘British Soap Awards’ as it topped the night overall with an average 3.92 million viewers (19.8%). In a country mad about soaps, was there any doubt that ITV wouldn’t be #1 on Thursday?
The Big One finished second on Thursday as at 8P, ‘Watchdog’ brought in an average 3.20 million viewers (16.7%). It was followed at 9P by the last ‘Shark’ episode with 2.59 million viewers (12.7%). At 1035P, ‘Question Time’ brought in an average 2.50 million viewers (24.3%).
The Little Two at 8P brought the world the ‘Chelsea Flower Show’ coverage as it continued with an average 2.42 million viewers (12.7%). At 9P, ‘The Game’ brought in an average 1.17 million viewers (5.8%). Then at 10P, ‘The Clare Balding Show’ finished with an average 520,000 viewers (3.0%)
The Big Four had the highlight (or in some corners, the low light) of the evening as it brought no class to television whatsoever as it counted against the soap world. Who needs soap when you can present ‘T & A’? That was at the end of the night. Meanwhile at 8P, on a serious plateau, ‘Born Naughty?’ brought in an average 1.35 million viewers (7.1%). Then at 9P, ‘Bear Grylls’s Born Survivor’ drew an average 1.33 million viewers (6.5%). Then came … arguably one of the low points in television as ‘High Class Call Girls’ documentary brought in an average overnight audience of 1.19 million viewers (7.6%), with an additional 198,000 viewers (2.4%) on +1. Wait until ABC see’s these numbers. They will want it for TGIT schedule.
Viacom Five at 9P, presented ‘The Hotel Inspector’ and an average 1.07 million viewers (5.2%) watched. Then at 10P, ‘Big Brother’ was seen by 961,000 viewers (6.0%).
The Little Three had at 8P, coverage of the second ‘Eurovision semi-final’ as 619,000 viewers watched (3.1%).
The Small Four had at 9P, ‘Britain’s Deadliest Rail Disaster’ and it finished with an average 616,000 viewers (3.0%).
The Littlest Four at 830P presented CBS’ ‘The Big Bang Theory’ and it finished with an average 869,000 viewers, (4.3%).
ITV’2s ‘Celebrity Juice’ finished with an average 656,000 viewers (4.0%).
Murdoch’s Bird network brought at 10P the UK the series finale of AMC’s ‘Mad Men’ and brought in 83,000 viewers (0.5%). So much for the ad verb world.
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.
FRIDAY AUSTRALIAN OVERNIGHT TV RATINGS
The Second Commercial Network in Australia took back the top spot in the ratings on Friday with a solid 30.5% share of the available audience. #3 was ‘Seven News’ which drew 867,000 viewers. #4, ‘Seven News/Today Tonight’ finished with an average 801,000 viewers. #8 was ‘Better Homes and Gardens’ which drew 707,000 viewers.
The National Nine Network in Australia finished #2 on the evening with a 26.2% share. With four Top Ten programs on the evening, the network was led by the nation’s #1 program and newscast as ‘Nine News’ finished with an average 1`,069,000 viewers, the only program to draw over one million viewers on Friday. #2 was ‘Nine News 6:30’ with 961,000 viewers. #5 was ‘A Current Affair’ which drew 787,000 viewers. #9, ‘Hot Seat’ drew an average 627,000 viewers.
The Alphabet Network in Australia finished with a 16.7% share. #6 was the top drama of the night in the nation as ‘Miss Fisher’s Murder Mysteries’ finished with an average 786,000 viewers. #7, ‘ABC News’ finished with an average 709,000 viewers.
The Third Commercial Network in Australia finished #4 on Friday with a 16.0% share of the available audience. The network’s top show on Friday finished #10, when ‘Family Feud’ finished with an average 586,000 viewers.
The Special Broadcast Service in Australia finished #5 in Australia on Friday with a strong 10.7% share of the available audience. Its top program on the evening finished #14 as ‘2015 Eurovision Song Contest-Semi Final 1’ brought in 500,000 viewers.
No matter where you lived, as you can see, people were…
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