‘It’s All About Screens.’ This is the Daily Diary of Screens. On Wednesday, August 12, 2015, NBC finished #1 as ‘‘America’s Got Talent’‘ was the top program. BBC One #1 in the UK as ‘The Great British Bake Off’ was the top program. Seven finished #1 in Australia while ‘‘Nine News 6:30’ was the top program. THURSDAY 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’.
The Home Of #dailydiaryofscreens
For Wednesday, August 12, 2015 (Posted on August 13, 2015)
The Peacock Network finished #1 for the fourth straight night in prime time, something it has rarely accomplished outside of Olympic time. At 8P, ‘America’s Got Talent’ finished on top of the ratings on Wednesday as it finished with an average 8.30 million viewers and a 5.8/10. Then at 9P, ‘Mr. Robinson’ finished with an average 4.45 million viewers and a 3.0/5. Then at 930P, another episode of ‘Mr. Robinson’ finished with an average 3.54 million viewers and a 2.4/4. At 10P, ‘Last Comic Standing’ finished with an average 4.31 million viewers and a 3.1/6. It was good to be 30 Rock on Wednesday.
The Tiffany Network has been left tarnished this summer as the programs they counted on to power through to victory have fallen short. At 8P, ‘Big Brother’ doesn’t seem to have the steam it once had as it finished a distant #2 with an average 6.55 million viewers and a 3.9/7. Then at 9P, ‘Extant’ finished #1 in its time slot with an average 4.48 million viewers and a 3.2/6. At 10P, a rerun of ‘Criminal Minds’ finished #1 in its time slot with an average 4.36 million viewers and a 3.0/6.
The Animal Network of Broadcast jumped up a bit from Tuesday’s horrible performance and finished ahead of ABC. At 8P, ‘MasterChef’ finished with an average 4.62 million viewers and a 3.2/6. At 9P, ‘Home Free’ finished with an average 2.97 million viewers and a 2.1/4.
The Alphabet Network did not do well on Wednesday as it had an all rerun evening. At 8P, ‘The Middle’ finished with an average 3.65 million viewers and a 2.7/5. At 830P, ‘The Goldbergs’ finished with an average 3.30 million viewers and a 2.3/4. At 9P, a rerun of ‘Modern Family’ finished with an average 3.84 million viewers and an evening high of 2.6/5. At 930P, a rerun of ‘Black-ish’ finished with an average 3.36 million viewers and a 2.2/4. Then at 10P, a rerun of ‘Celebrity Wife Swap’ finished with an average 2.50 million viewers and a 1.9/3.
The Little Network That Couldn’t didn’t. At 8P, ‘America’s Next Top Model’ finished with an average 1.43 million viewers and a 1.1/2. At 9P, ‘A Wicked Offer’ followed with an average 1.02 million viewers and a 0.6/1. Good start. Bad finish.
For The Record
NBC finished #1 with an average 5.533 million viewers and a 3.8/7. CBS finished with an average 5.127 million viewers and a 3.4/6. FOX moved up to #3 on Wednesday with an average 3.793 million viewers and a 2.6/5. ABC finished with an average 3.199 million viewers and a 2.3/4. Univision finished with an average 2.119 million viewers. The CW finished with an average 1.227 million viewers and an 0.8/1. Telemundo finished with 1.200 million viewers.
Today In TV History
On this date in 1997, Comedy Central aired the first episode of ‘South Park’. Television would never be the same.
Cable News Top Ten Cable Programs on Wednesday in Prime Time
#1 The Kelly File FOXNC 2.956 million viewers @ 9P
#2 American Pickers HIST 2.699 million viewers @ 9P
#3 The Big Bang Theory TBS 2.660 million viewers @ 10P
#4 The Big Bang Theory TBS 2.641 million viewers @ 1030P
#5 The Big Bang Theory TBS 2.596 million viewers @ 930P
#6 The O’Reilly Factor FOXNC 2.594 million viewers @ 8P
#7 The Big Bang Theory TBS 2.427 million viewers @ 9P
#8 The Big Bang Theory TBS 2.341 million viewers @ 830P
#9 Suits USA 2.306 million viewers @ 9P
#10 Duck Dynasty AEN 2.223 million viewers @ 9P
Livestreaming services continue to become more popular, with Twitter-owned Periscope boasting more than 10 million accounts within five months of launching. Periscope says its users watch more than 40 years’ worth of content every day. The new numbers were laid out in a message from the company on Wednesday, as Periscope users are watching the equivalent of “40 years of video per day.”
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 who 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 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 Paramount
#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 had the big one of the summer to finished #1 in the UK on Wednesday. At 8P, ‘The Great British Bake Off’ continued to dominate the ratings on Wednesday as Biscuit Week brought in an average 8.87 million viewers (14.8%). At 9P, ‘Earth’s Natural Wonders’ finished with an average 4.36 million viewers (22.6%).
The Independent One had an evening of ‘Foyle’s War’ as the reruns brought us all into an other era, long long ago and 1.83 million viewers (9.0%) revisited a time which changed the world for the better.
The Little Two presented at 730P, ‘Great British Menu’ and it drew 1.39 million viewers (7.5%). Then at 8P, ‘Horizon’ averaged 1.02 million viewers (4.8%). At 9P, ‘Signed, Sealed, Delivered: Inside the Post Office’ interested few outside of the postal service as only 770,000 viewers (4.0%) bothered to watch.
The Big Four didn’t have a good Wednesday as they finished #4 for the evening. At 8P, ‘Supervet in the Field’ finished with an average 1.10 million viewers (5.2%). Then the top program on the network Wednesdays, ‘One Born Every Minute’ followed with an average 1.29 million viewers (6.7%).
The Viacom Five began the evening at 8P with ‘The Nightmare Neighbor Next Door’ and it drew an average 1.23 million viewers (5.8%) who wanted to see if someone had it worse then they did. At 9P, ‘Undercover Benefits Cheat’ drew 1.51 million viewers (7.8%) for those who wanted to see cheats get caught. At 10P, ‘Wentworth Prison’ continued with 632,000 viewers (4.2%) for those who wanted to see their relatives. They had a theme going here.
The Tiny 4 decided at 9P to air The CW’s ‘Jane the Virgin’ and it drew an average 205,000 viewers (1.1%). Then at 10P, a rerun of ABC’s ‘Nashville’ brought in an average 198,000 viewers (1.3%).
The Second Commercial Network, Seven, finished #1 again with a 26.9% share of the available audience with four programs in the Top Ten. #3 was ‘Seven News’ with an average 1.044 million viewers. #5, ‘Seven News/Today Tonight’ finished with an average 922,000 viewers. #8 was ‘Home and Away’ with 782,000 viewers. And #10 was ‘Border Security-Australia’s Front Line’ which finished with an average 747,000 viewers.
The National Nine Network finished second on Wednesday, getting edged out with a 26.6% share with four program in the Top Ten. #1 was ‘Nine News 6:30’ with an average 1.134 million viewers. #2 was ‘Nine News’, just 1,000 viewers being the leader with an average 1.133 million viewers. #4 was ‘A Current Affair’ which finished with an average of 1 million viewers, up from the night before. #9 was ‘The Hotplate’ which finished with an average 764,000 viewers.
The Third Commercial Network in Australia finished third with a 20.6% share of the available audience. The top non-news type show was a reality show, #6, ‘The Bachelor Australia’ which finished with an average 922,000 viewers.
The Alphabet Network of Australia finished with a 18.2% share and finished #4. #7 was ‘ABC News’ finished with an average 810,000 viewers.
The Special Broadcast Service finished #5 with a 7.7% share of the available audience.
*THURSDAY AUSTRALIAN OVERNIGHT TV RATINGS
The National Nine Network in Australia finished #1 on Thursday with a 31.5% share of the available audience. And the #1 program was ‘Nine News’ with 1.003,000 viewers. #2 was ‘Nine news 6:30’ with 999,000 viewers. #4, ‘A Current Affair’ finished with 897,000 viewers. #8 was ‘The Footy Show’ with an average 671,000 viewers.
The Second Commercial Network in Australia finished second with a 23.9% share. #5 was ‘Seven News’ with 880,000 viewers. #6 was ‘Seven News/Today Tonight’ with 848,000 viewers. #9, ‘Home and Away’ finished with an average 653,000 viewers.
The Third Commercial Network in Australia finished third with a 22.2% share of the available audience. It had the top non-news program, #3, ‘The Bachelor Australia’ which finished with an average 911,000 viewers.
The Alphabet Network in Australia finished #4 with a 16.2% share. #7 was ‘ABC News’ with 793,000 viewers. And, #10, ‘7.30’ finished with an average 636,000 viewers.
The Special Broadcast Service in Australia finished #5 with a 6.2% share of the available audience.
As you can see, no matter where you are, people were ‘Switching Channels’.
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Sydney Wayser ‘Belfast Child’