‘It’s All About Screens.’ This is the Daily Diary of Screens. On Sunday, August 9, 2015, NBC finished #1 as ‘‘Sunday Night Football’‘ was the top program. BBC One #1 in the UK as ‘Countryfile’ was the top program. Nine finished #1 in Australia as ‘‘The Voice Australia’ was the top program. MONDAY 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 Sunday, August 9, 2015 (Posted on August 10, 2015)
The Peacock Network finished #1 on Sunday as football was back. At 7P, a rerun of ‘Mr. Robinson’ drew an average 3.99 million viewers and a 1.5/3. Then at 730P, another rerun of ‘Mr. Robinson’ finished with an average 4.19 million viewers and a 1.5/3. At 8P, ‘Sunday Night Football’ began its television season with an exhibition between the Minnesota Vikings and the Pittsburgh Steelers’ in the Hall of Fame Game from Canton, OH. The Purple People Eaters won as the game drew an average 9.68 million viewers and a 6.9/12.
The Tiffany Network filled the evening with three reruns and an original program as the summer is nearing an end. At 7P, a rerun of ’60 Minutes’ finished with an average 8.50 million viewers and a 6.1/12. Then at 8P, ‘Big Brother’ continued it run as it drew an average 6.67 million viewers and a 4.2/7. Then at 9P, a rerun of ‘Madam Secretary’ in a brilliant episode titled ‘Chains of Command’ finished with an average 3.70 million viewers and a 2.6/4. Then at 10P, a rerun of ‘CSI: Cyber’ with an episode of cyber bullying finished with an average 3.92 million viewers and a 2.5/5.
The Alphabet Network finished the evening with a combination of reruns and the majority of original programming. At 7P, a rerun of ‘America’s Funniest Home Videos’ finished with an average 4.51 million viewers and a 2.6/5. Then at 8P, two hours of ‘Bachelor in Paradise’ finished with an average 3.74 million viewers and a 2.7/5. At 10P, ‘Save My Life: Boston Trauma’ finished with an average 3.16 million viewers and a 2.2/4.
The Animal Network of Broadcast did not do well on Sunday with an all rerun night. At 7P, a rerun of ‘Bob’s Burgers’ finished with an average 1.09 million viewers and a 0.8/1. Then at 730P, an other rerun of ‘Bob’s Burgers’ finished with an average 1.19 million viewers and an 0.8/1. At 8P, a rerun of ‘The Simpsons’ finished with an average 1.70 million viewers and a 1.1/2. At 830P, a rerun of ‘Brooklyn Nine-Nine’ finished with an average 1.42 million viewers and a 0.9/1. Then at 9P, a rerun of ‘Family Guy’ finished with an average 1.57 million viewers and a 1.0/2. Finally, at 930P, ‘Last Man on Earth’ finished with an average 1.20 million viewers and a 0.8/1.
For The Record
NBC finished #1 on Sunday with an average 8.279 million viewers and a 5.5 rating and 10 share of the available audience. CBS finished second with an average 5.698 million viewers and a 3.9/7. ABC finished #3 with an average 3.788 million viewers and a 2.5/5. FOX finished with an average 1.361 million viewers and a 0.9/2.
Today In TV History
On this date in 1975, ‘Manhattan Transfer’, the summer variety show, premiered on CBS-TV.
Millennials Barely Watch Television
Millennials’ media habits are nothing like their parents. While many understand this, it is interesting just how quickly this group has migrated to new devices that may come as a shock. A mere 18% of TV viewing time by adults 18-34 is done through live broadcast or cable TV, according to a new study from SmithGeiger, an entertainment and media research firm, and Net2TV, a streaming video company. The rest of their time is spent with DVRed or online TV content. The study finds that 61% of Millennials’ viewing time is done on digital devices, such as smartphones or tablets. That’s a very high number, considering tablets have only been widely available for five years, and smartphone video quality was spotty up until a few years ago. But the most interesting aspect of the study is simply how fast media habits are changing. It’s a reminder to media people that it’s important to revisit the optimal media mix for campaigns frequently, the report says. Seth Geiger, president and co-founder of SmithGeiger, gave some insight in an article by Diego Vasquez published by MediaLife magazine (073115).
When asked what did you find most interesting or most surprising about this report?, Geiger stated that he thought “these are trends we’ve been talking about for a while, but to see how quickly it has accelerated [is interesting]. The explosion of video consumption on screens, and not just snackable short-form video, but pretty significant degrees of long-form television content being watched across a broad number of platforms is pretty eye opening. Traditionally highly engaged audiences correlate highly with [advertising] recall and impact. So there’s a direct correlation that the higher-engagement media consumers are also the ones that are most responsive to advertising as well.”
The report notes that nearly all of Millennials’ video viewing time is being spent with digital. He was asked what has sparked this shift, be it a dissatisfaction with what’s on TV, or a propensity for digital devices, or something else? He felt “It’s a combination. Millennials are looking for the ability to choose and have a broad pipe that gives them access to whatever they want to watch on their preferred screen. And increasingly that’s the screen that serves all their needs [not just video]. They’re still consuming a ton of TV content, but it’s not always on a TV screen. Two-thirds of 18-24-year-old consumption is happening in a mobile or PC environment, but a sizable amount is still TV content being watched by these folks. This represents a huge opportunity for the big networks to serve these millennial customers in more places.”
Older demos, adults 35-44, are also spending more time with online than offline video. Why is that? Geiger noted “Again, I think it’s a function of control at this point. Their total TV time is still pretty sizable, about 4 hours, 6 minutes a day with TV. And then another 4 hours, 35 minutes with these other platforms. If you do the math, it’s not serial viewing. There’s some layering that’s going on, very few are watching TV without there also being another screen present.”
People shifting from short- to long-form video viewing online because in part it’s the availability of long-form–people’s favorite shows in that environment. And then the other factor in this, as there are more internet-enabled TVs, folks are finding they can watch on their own time but also be able to have the full-screen experience. There’s still a relationship between screen size and length [of time watching], but that doesn’t mean we aren’t seeing longer-form viewing on a smartphone. The challenge is you may not have the time to watch a full show uninterrupted. But it’s definitely happening.
“There are similarities in viewing patterns online and offline that audiences share. What we’re seeing is offline becoming more like online. So with the particular explosion of streaming content, the control of that environment and the audience’s expectation that they can watch on their schedule, is kind of informing that. Back in the early days of TiVo, we worked with them to look at the impact of time shifting. One of the big takeaways that’s still true is a chunk of ads get skipped, even if there are still some impressions”, added Geiger. “But we also found folks so quickly became comfortable with having control of the environment, that watching in a static linear format became frustrating. Back then you might have one TiVo-enabled TV and all the others were standard set-top boxes. The expectation in the choice and control quickly permeated the landscape. The experience of control in the digital platform is now creating an expectation back to the linear platform.
But let’s be clear, people are still watching a ton of live TV. And there is still very much the appeal of the lean-back, soak-it-in phenomenon. But we’re also seeing a large migration across age groups to want to control and time-shift through streaming.”
Over the top (OTT) represents a significant game change. It means media brands can manage and control their channels. There can still be topical promotions and advertising. There is an effective flow between digital reinforcing live TV. And OTT is the next generation, where channels are managed and programmed, as well as archived. They allow you to look at live content, as well as archived content.
It may not replace linear viewing, but it will reinforce it. In today’s world if one is watching a show that they DVRed in primetime from last week, they are seeing last week’s news promotions or promotions for the next week’s show. But if they are watching last week’s show tonight on OTT, you can dynamically insert advertising for tonight, so it creates a better opportunity for everybody, including the advertiser. This is something we see with a number of studies done within a company’s industry.
Millennials have been raised in a connected world, growing up as the internet as we know it came of age. For them, smartphones are practically an extension of their hand so they want information now, and they want it to be engaging.
Millennials spend more time than any other generation online. Recent research by comScore reported that they spend an average of 96 hours per month surfing the web. The research also stated that they watch 356 online videos per month, nearly 100 more than Generation X.
It is clear that online video is attracting the valuable time and attention of Millennials; however with more than 100 hours of YouTube content being uploaded every minute, the competition for attention is fierce.
Millennials may be the hardest generation to reach with any form of marketing. Their short attention spans and hatred of the hard-sell mean that marketers have to get smart to engage this savvy generation.
This generation is up and coming, so we can expect that these trends will only become more popular in the future. Learning how to produce videos to engage Millennials may be a challenge, but you will reap the rewards of this loyal generation if you succeed.
Ignore the Millennial generation at your own peril.
Social Media News
According to the the report, “Customer Service on Twitter Playbook.” more than 95% of consumers say they are influenced by what other people say about brands on social media. With more than 316 million monthly active users and over 500 million tweets per day, Twitter is the leading social media platform for B2B brand mentions according to a study, “B2B Social Media Report” published by Brandwatch.
Why is customer experience important? Customer experience has become an increasing focus in the B2B industry. Survey results published in the spring showed 64% of today’s C-suite executives intend to prioritize their investment in customer experience (CX) over the next three years. Further, the data showed about 59% of executives say that they see better revenue growth as a result of making it a top priority.
Social media in general and Twitter specifically present opportunities for customer engagement. And, engagement is the next step to the sale.
Cinema Top Ten Box Office Leaders for Weekend Aug 7-9, 2015 (Domestic only)
#1 Mission Impossible: Rogue Nation $29,400,000 in 3,988 theaters
#2 Fantastic Four $26,200,000 in 3,995 theaters
#3 The Gift (2015) $12,007,000 in 1,648 theaters
#4 Vacation $ 9,145,000 in 3,430 theaters
#5 Ant-Man $ 7,826,000 in 2,910 theaters
#6 Minions $ 7,400,000 in 3,123 theaters
#7 Ricki & The Flash $ 7,000,000 in 1,603 theaters
#8 Trainwreck $ 6,300,000 in 2,525 theaters
#9 Pixels $ 5,430,000 in 2,864 theaters
#10 Southpaw $ 4,764,000 in 2,274 theaters
Cinema Top Ten Box Office Leaders for Weekend Aug 7-9, 2015 (International)
#1 Mission: Impossible $65,500,000 in 59 territories Paramont
#2 Fantastic Four $34,100,000 in 44 territories FOX
#3 Minions $18,200,000 in 63 territories Universal
#4 Jurassic World $15,100,000 in 64 territories Universal
#5 Monster Hunt $16,400,000 in 6 territories N/A
#6 Veteran $15,200,000 in 1 territory CJE
#7 Inside Out $10,800,000 in 54 territories Disney
#8T Ant-Man $ 9,200,000 in 51 territories Disney
#8T Pixels $ 9,200,000 in 76 territories Sony
#10 The Assassination $ 8,800,000 in 1 territory WGUI
Coming November 20, 2015
Coming For Christmas from Quentin Tarantino
‘Joy’ They’re back. Jennifer Lawrence & Bradley Cooper
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Across The Pond
The Big One at 7P presented ‘Countryfile’ and it topped the night with an average 5.95 million viewers and a strong 34.3% share of the available audience. At 8P, ‘Fake or Fortune?’ fell a bit with an average 4.55 million viewers (23.3%). Then at 9P, ‘Partners in Crime’ wrapped up its first three-part adventure with an average 4.49 million viewers and a 22.9% share to ensure BBC One’s #1 position on Sunday.
The Little Two had another strong evening as at 8P it had ‘Dragons’ Den’ as it continued with an average 3.11 million viewers (15.9%). At 9P, ‘Odyssey’ brought in an average 1.21 million viewers (6.1%).
The Independent One at 7P opened with ‘Nature Nuts with Julian Clary’ as it drew an average 1.39 million viewers (8.1%). Then at 8P as a two hour airing of ‘Midsomer Murders’ was the network’s high for Sunday with an average 2.14 million viewers and a (11.0%).
The Big Four presented at 7P ‘The Dambusters’ Great Escape’ and it was weak with only 640,000 viewers (3.7%). At 8P, ‘Experimental’ did worse with only 490,000 viewers (2.5%). Finally at 9P, ‘Life of Pi’ followed with an average 1.71 million viewers (10.5%).
The Viacom Five did not do well at all on Sunday, at 8P, ‘Police Interceptors: Unleashed’ beat Four with 816,000 viewers (4.2%), but at 9P, ‘Takers’ could only bring in an average 731,000 viewers (4.3%).
Murdoch’s Bird at 8P brought TNT’s ‘The Last Ship’ one of U.S. cable’s top Sunday programs in the summer but only drew an average 126,000 viewers (0.7%).
The Big Nine roared back to the #1 spot on Sunday with a powerful 32.6% share of the available audience. #1 was ‘The Voice Australia’ with an average 1.404 million viewers. It dwarfed any other non-news program. #2 was ‘Nine News Sunday’ with an average 1.291 million viewers. #5 was ’60 Minutes’ which drew 936,000 viewers.
The Second Commercial Network in Australia finished #2 with a 27.8% share on Sunday. #3 was ‘Seven News’ which finished with 1.276 million viewers. #6 was ‘Sunday Night’ which finished with 895,000 viewers. But the biggest surprise was the #8 finish for ‘Dancing with the Stars’ which drew only 673,000 viewers.
The Alphabet Network in Australia finished with a 16.2% share of the available audience which had three programs finishing in the Top Ten. #4 was ‘Grand Designs’ with 973,000 viewers. #8 was ‘ABC News Sunday’ which finished with 777,000 viewers. #9 was ‘The Politician’s Husband’ which finished with an average 625,000 viewers.
The Third Commercial Network in Australia finished fourth with a 14.6 share. #10 was a repeat of ABC’s ‘Modern Family’ which finished with 497,000 viewers.
The Special Broadcast Service finished #5 with an 8.7% share of the available audience.
*MONDAY AUSTRALIAN OVERNIGHT TV RATINGS
Network Nine powered to #1 again, this time on Monday with a powerful 30.0% share of the available audience with 5 programs in the Top 10. #1 was ‘Nine News’ with an average 1.208 million viewers. #2 was ‘Nine News 6:30’ and it finished with an average 1.140 million viewers. #5, ‘A Current Affair’ finished with an average 1.003 million viewers. #6 was ‘The Hotplate’ which finished with an average 952,000 viewers. And, #7, ‘House Husbands’ finished with an average 855,000 viewers.
The Nation’s Second Commercial Network finished second again, this time with a 25.8% share. #3 was ‘Seven News’ with 1.021 million viewers. And, #4 had ‘Seven News/Today Tonight’ with 1,005 million viewers.
The Alphabet Network in Australia finished #3 with a 20.3% share. #8 was ‘ABC News’ with 853,000 viewers. #9 was ‘7.30’ which finished with an average 834,000 viewers. And, #10 was ‘Australia Story’ which finished with an average 800,000 viewers.
The Third Commercial Network in Australia with a 17.9% share.
The Special Broadcast Service finished with a 6.1% share of the available audience.
As you can see, in or out of court, people were ‘Switching Channels’.
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Tony Bennett ‘Fly Me To The Moon’