This is the Daily Diary of Screens. On Friday, May 22, 2015, CBS was the #1 network in the U.S. as ‘Blue Bloods’ rerun was the top program. BBC One finished #1 in the UK with ‘HIGNFY’ the top program. Seven finished #1 in Australia but 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 Friday, May 22, 2015 (Posted on May 23, 2015)
The Tiffany Network finished #1 on Friday with reruns of their powerful Friday lineup. At 8P, a rerun of ‘Undercover Boss’ drew an average 4.72 million viewers to win the broadcast time slot. Then at 9P, a rerun of ‘Hawaii Five-0’ boosted the total and finished with an average 4.71 million viewers. Then at 10P, a rerun of ‘Blue Bloods’ topped off the evening with the highest viewership on broadcast and finished with an average 5.84 million viewers. Without specials, no other broadcast network seems to be able to beat Black Rock on Fridays. And this Friday was no exception.
The Alphabet Network gave it a try bit it simply was not enough for the top spot. At 8P, ‘500 Questions’ drew an average 4.02 million viewers. Then at 9P, a rerun of ‘Shark Tank’ won the time slot with an average 4.97 million viewers. But at 10P, ’20/20′ could only drew an average of 4.78 million viewers. Disneyville came up short, once again.
The Peacock Network gave ABC a run for its money but it didn’t quite make it. At 8P, a rerun of ‘The Blacklist’ season finale drew an average 2.67 million viewers. Then at 9P, a two-hour episode rerun of ‘Dateline’ drew an average 4.61 million viewers. Not a good night for 30 Rock.
The Animal Network didn’t finish last on Friday. At 8P, a rerun of ‘Hell’s Kitchen’ tried to push Murdochville in the basement with an average 1.69 million viewers. At 9P, a rerun of ‘Bones’ finished with an average 1.67 million viewers. It was a 1.68 kind of an evening for Murdoch’s Minions.
The Little Network That Couldn’t didn’t. At 8P, a rerun of ‘Whose Line Is It Anyway?’ finished with an average 1.04 million viewers. Then at 830P, an original episode of ‘Whose Line Is It Anyway?’ finished with an average 1.11 million viewers. At 9P, ‘The Messenger’ killed all hopes of success as it finished with an average 820,000 viewers. Bad night for the littlest one.
For The Record
CBS was #1 on Friday with an average 5.089 million viewers. ABC finished #2 on Friday with 4.592 million viewers. NBC finished #3 with 4.026 million viewers. FOX finished with 1.682 million viewers. The CW finished with an average 946,000 viewers.
Today In TV History
On this date in 1963, NBC purchased the 1963 AFL championship game TV rights for $926,000.
Top Ten Box Office This Weekend (Friday Only)
#1 ‘Tommorowland’ $9,737,000 in 3,872 theaters
#2 ‘Pitch Perfect 2’ $9,700,000 in 3,473 theaters
#3 ‘Poltergeist’ $9,350,000 in 3,240 theaters
#4 ‘Mad Max:FuryRoad $6,745,000 in 3,702 theaters
#5 ‘Avengers: ULTRON $5,356,000 in 4,276 theaters
#6 ‘Hot Pursuit’ $ 940,000 in 3,037 theaters
#7 ‘Far From Madding Crowd’ $ 865,000 in 289 theaters
#8 ‘Furious 7’ $ 537,000 in 2,238 theaters
#9T ‘Paul Blart:MallC’$ 425,000 in 2,632 theaters
#9T ‘Age Of Adaline’ $ 425,000 in 2,623 theaters
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.
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 Big One finished #1 on Friday as the evening began at 7P with ‘The One show’ which finished with an average 3.07 million viewers (18.9%). It was followed at 730P by ‘RHS Chelsea Flower show 2015’ which drew an average 2.67 million viewers (14.8%). At 830P, ‘The Vicar of Dibley’ drew an average 2.22 million viewers (11.2%). At 9P, ‘Have I Got News for You’ was the top program on Friday as it averaged 4.2 million viewers (20.8%). Then at 930P, the final episode of ‘Peter Kay’s Car Share’ finished with an evening high of 4.52 million viewers (22.4%). Following the news, at 1035P, ‘The Graham Norton Show’ was seen by an average 3.26 million viewers (26.8%).
The Independent One finished second on Friday as ‘Weekend Escapes with Warwick Davis’ drew an average 2.35 million viewers (12.1%). ‘Man and Beast with Martin Clunes’ followed with an average 2.3 million viewers (11.4%).
The Little Two began the evening at 7P with ‘Antiques Road Trip’ with an average 1.07 million viewers (6.2%). Then at 8P, the network’s biggest show of the night, ‘Mary Berry’s Absolute Favorites’ continued with an average 2.23 million viewers (11.5%). At 830P, a second episode of ‘RHS Chelsea Flower Show 2015’ was seen by 2.09 million (10.5%).
The Big Four at 8P presented ABC’s ‘Marvel’s Agents of SHIELD’ which drew an average 660,000 viewers (3.4%). At 9P ‘8 Out of 10 Cats Does Countdown’ was the network’s highest-rated show on Friday with an average 1.14 million viewers (5.7%). ‘Alan Carr: Chatty Man’ finished with an average 990,000 viewers (6.6%).
Viacom Five finished poorly on Friday as at 9P, the live episode of ‘Big Brother: Timebomb’s’ latest eviction was seen by an average audience of 1.06 million viewers (5.6%) was the biggest show of the evening on the network. It peaked with 1.17 million viewers (5.9%) at 10P when Adjoa was evicted. A further 440,000 viewers (3.6%) stuck around for ‘Big Brother’s Bit on the Side’, with an average 220,000 viewers (2.8%) tuned in to watch live footage from the house.
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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