This is the Daily Diary of Screens. On Saturday, May 23, 2015, CBS was the #1 network in the U.S. as ’48 Hours’ rerun was the top program. BBC One finished #1 in the UK but ITV’s ‘Britain’s Got Talent’ the top program. Seven finished #1 in Australia as ‘Seven News’ was the top program. SUNDAY 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’.
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For Saturday, May 23, 2015 (Posted on May 24, 2015)
The Tiffany Network won on one of the slowest television nights of the year as it put up some of its best programming in reruns anchored by a Saturday Night tradition. AT 8P, a rerun of ‘Madam Secretary’ finished with an average 3.04 million viewers as it won its time slot. At 9P, a rerun of ‘Blue Bloods’ drew an average 3.78 million viewers and also led its time slot. At 10P, ’48 Hours’ brought in the evening high with an average 4.86 million viewers.
The Peacock Network finished #2 on Friday. At 8P, ‘NHL Western Division Finals’ finished with one of the best hockey matches of the year as within a few minutes, each team scored twice in the second period and the game was tight as nails throughout not only one over time but two as the Chicago Blackhawks evened the series 2-2 with a victory over the Anaheim Ducks. It drew an average 2.58 million viewers.
The Alphabet Network finished #3 on Friday. At 8P, ‘500 Questions’ drew an average 2.25 million viewers. Then at 9P, the program ‘In An Instant’ was a rerun and ratings numbers are not available. They will be posted when they come in.
The Animal Network of Broadcast had all baseball on Saturday. At 8P, the ‘MLB’ baseball game finished with an average 2.10 million viewers as the Kansas City Royals didn’t even need to play a whole game to win on Saturday night. They led 3-2 when the rain came heavy after 5 1/2 innings, and that score turned final after a rain delay against the cross-State St. Louis Cardinals. The Royals have the best record in baseball with a 28-14 record.
For The Record
CBS finished #1 with an average 3.89 million viewers. NBC finished #2 with an average 2.58 million viewers. ABC finished #3 with an average 2.14 million viewers. FOX finished #4 with an average 2.10 million viewers.
Today In TV History
On this date in 1964, on ‘The Ed Sullivan Show’, a taped Beatles performance was played. The Beatles performed “You Can’t Do That” from the set of ‘A Hard Day’s Night’.
Top Ten Box Office This Weekend (Thru Saturday)
#1 ‘Tommorowland’ $32,159,000 in 3,872 theaters
#2 ‘Pitch Perfect 2’ $30,300,000 in 3,473 theaters
#3 ‘Mad Max:FuryRoad $23,890,000 in 3,702 theaters
#4 ‘Poltergeist’ $23,000,000 in 3,240 theaters
#5 ‘Avengers: ULTRON $20,895,000 in 4,276 theaters
#6 ‘Hot Pursuit’ $ 3,400,000 in 3,037 theaters
#7 ‘Far From Madding Crowd’ $ 2,200,000 in 289 theaters
#8 ‘Furious 7’ $ 2,100,000 in 2,238 theaters
#9 ‘Paul Blart:MallC’$ 1,700,000 in 2,632 theaters
#10 ‘Home’ $ 1,600,000 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 had the ‘2015 Eurovision Song Contest’, its 60th contest, and averaged more than 6.6 million viewers, overnight figures indicate. The music event, which saw Sweden’s Måns Zelmerlöw come out on top, finished with an average 6.64 million viewers (35.8%) from 8P. The Eurovision coverage helped BBC One win primetime overall on the night, with a 29% share compared to ITV’s 20.6%. For the record, the show attracted a television audience estimated at 195 million across 45 countries, including China for the first time.
The Independent One, had the top program of the evening as ‘Britain’s Got Talent’, while down a bit due to the Eurovision coverage on BBC One, drew an average 7.41 million viewers (35.2%). ‘Ninja Warrior UK’ continued with an average 3.9 million viewers (23.9%). ‘Play to the Whistle’ brought in an average 1.83 million viewers (8.9%).
The Little Two again had coverage of ‘RHS Chelsea Flower Show’ and drew an average 1.15 million viewers (5.5%). At 9P, the film, ‘Great Expectations’ followed with an average 764,000 viewers (3.9%).
The Indy Three had ‘Foyle’s War’ and it averaged 798,000 viewers (3.8%).
The Big Four at 8P presented ‘The World’s Most Extreme’ and it was watched by an average 579,000 viewers (2.8%). ‘Rise of the Planet of the Apes’ followed with an average 742,000 viewers (3.8%).
The Viacom Five at 920P had the latest ‘Big Brother’ highlights and it brought in an average 594,000 viewers (2.9%). CBS’ ‘CSI’ finished with an average 598,000 viewers (3.5%).
ITV 2 presented ‘Britain’s Got More Talent’ and it averaged 551,000 viewers (2.7%).
The Second Commercial Network in Australia won on Saturday in one of the most competitive evenings this Fall as it finished #1 with a strong 29.5% share of the available audience. It had the #1 program and newscast in the nation as ‘Seven News Saturday’ finished with 1,018,000 viewers. Then #10, Seven’s ‘AFL: Saturday Night Football’ drew an average 391,000 viewers.
The National Nine Network in Australia finished #2 with a 22.5% share. #3 was ‘Nine News Saturday’ with an average 792,000 viewers. #9 was ‘The Bucket List’ with 402,000 viewers.
The Alphabet Network finished #3 on Saturday with a 18.1% share of the available audience. #2 was ‘ABC News Saturday’ which drew 866,000 viewers. #4 was the top drama of the evening as ‘Father Brown’ drew 783,000 viewers. #6 was ‘DCI Banks’ which finished with an average 603,000 viewers. #7, ‘Gardening Australia’ drew 568,000 viewers.
The Third Commercial Network finished #4 with a 15.1% share, just ahead of SBS. #8 was ‘Ten Eyewitness News Saturday’ finished with an average 422,000 viewers.
The Special Broadcast Service in Australia finished #5 in Australia on Saturday with a strong 14.8% share. #5 was the ‘2015 Eurovision Song Contest-Semi Final 2 (Evening) as it drew an average 639,000 viewers, with 235,000 viewers in Melbourne and 157,000 viewers in Sydney; 113,000 in Brisbane; 60,000 in Adelaide and 75,000 viewers in Perth.
SUNDAY AUSTRALIAN OVERNIGHT TV RATINGS
The Second Commercial Network in Australia finished #1 by a wide margin on Sunday as it delivered a 34.4% share of the available audience. The #1 program on Sunday was ‘Catching Milat-Final’ which drew an average 1,459,000 viewers. #2 was ‘Seven News’ which finished with 1,401,000 viewers. And, #5 was ‘House Rules-Whole House Reveal’ which delivered an average 1.068 million viewers.
The National Nine Network in Australia finished #2 with a 23.6% share. #3, ‘Nine News Sunday’ finished with an average 1.296 million viewers. #7 was ‘Reno Rumble’ which drew an average 851,000 viewers. #8 was ’60 Minutes’ which drew an average 754,000 viewers on this very busy Sunday in the ‘Land of the Roo’.
The Third Commercial Network in Australia finished #3 on Sunday with a 18.7% share. #4 was ‘MasterChef Australia’ which finished with an average 1,082,000 viewers.
The Alphabet Network in Australia finished #4 with a 15.9% share of the available audience. #6 was ‘ABC News Sunday’ with 901,0000 viewers. Then #9 was ABC’s ‘Modern Family’ which delivered an average 752,000 viewers.
The Special Broadcast Service in Australia finished #5 in Australia on Sunday with a 6.9% share. #10 was the rerun of the ‘2015 Eurovision Song Contest-Final’ with 592,000 viewers.
No matter where you lived, as you can see, people were…
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