‘It’s All About Screens.’ This is the Daily Diary of Screens. On Thursday, August 13, 2015, CBS finished #1 as ‘‘Big Brother’‘ was the top program. BBC One #1 in the UK as ‘Who Do You Think You Are?’ was the top program. Nine finished #1 in Australia while ‘‘Nine News’ was the top program. NOTE: There were several preemptions in the U.S. for preseason football on NBC, FOX, The CW, ABC and CBS affiliates, which means preliminary ratings for all networks are essentially not very accurate. Final numbers will be posted when available. 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’.
The Home Of #dailydiaryofscreens
For Thursday, August 13, 2015 (Posted on August 14, 2015)
The Tiffany Network mixed old with mostly new programming to finish # on Thursday. At 8P, a rerun of ‘Mom’ finished with an average 3.60 million viewers. At 830P, another rerun of ‘Mom’ finished with an average 3.78 million viewers. At 9P, ‘Big Brother’ finished with an average 6.08 million viewers. At 10P, ‘Under The Dome’ finished with an average 3.73 million viewers.
The Peacock Network mixed new programming with old as it finished # on Thursday. At 8P, ‘Food Fighters’ finished with an average 3.49 million viewers. At 9P, two hours rerun of ‘Dateline Thursday Night Mystery’ finished with an average 4.67 million viewers.
The Alphabet Network had an all new programming block on Thursday. At 8P, ‘Astronauts Wives Club’ finished with an average 3.20 million viewers. At 9P, ‘Mistresses’ finished with an average 2.98 million viewers. At 10P, ‘Rookie Blue’ finished with an average 3.34 million viewers.
The Animal Network of Broadcast finished # with new and old programming. At 8P, ‘Boom’ brought in an average 1.74 million viewers. At 9P, a rerun of ‘Bones’ finished with an average 2.18 million viewers.
The Little Network That Couldn’t didn’t. At 8P, a new episode of ‘Beauty and the Beast’ finished with a new episode and an average 920,000 viewers. At 8P, a rerun of ‘Arrow’ finished with an average 730,000 viewers.
For The Record
CBS finshed #1 with an average 6.615 million viewers. NBC finished #2 with an average 5.862 million viewers. ABC finished #3 with an average 4.415 million viewers. FOX finished #4 with an average 3.715 million viewers. Univision finished with an average 2.047 million viewers. The CW finished with an average 1.547 million viewers. Telemundo finished with an average 1.200 million viewers.
Today In TV History
On this date in 2000, CBS announced that Charles Grodin would be joining CBS’ ’60 Minutes II’ as a commentator. This is an example of ’60 Minutes II’ featuring Charlie Rose as one of the hosts.
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.
Coming To A Theater Near You This Weekend
The Man from U.N.C.L.E. starring Henry Cavill, Armie Hammer, Alicia Vikander, Hugh Grant
Underdogs starring Ariana Grande, Matthew Morrison and Nicholas Hoult
Straight Outta Compton starring Corey Hawkins, Jason Mitchell, Ice Cube and Oshea Jackson Jr
Return To Sender starring Rosamund Pike, Shiloh Fernandez and Nick Nolte
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 ‘Who Do You Think You Are?’ as it returned with impressive ratings on Thursday. First at 8P, ‘The Housing Enforcers’ finished with an average 2.06 million viewers (13.4%). Then at 9P, the ‘Great British Bake Off’ star, Paul Hollywood’s journey into his past on ‘Who Do You Think You Are?’, brought in an average 4.13 million viewers (21.1%) and finished as the #1 program outside of soaps on Thursday.
The Independent One began at 730P with ‘Real Stories with Ranvir Singh’ and brought in an average 2.39 million viewers (12.6%) and was #1 in its time slot. Then at 830P, ‘Flockstars’ brought in the network high of 2.05 million viewers (10.7%). At 9P, ‘The Wonder of Britain’ followed as it brought in nearly 1 million less as it averaged 1.06 million viewers (5.4%).
The Little Two at 730P presented ‘Great British Menu’ and it finished with an average 1.73 million viewers (9.2%). At 8P, ‘Coast’ brought in an average 1.64 million viewers (8.4%). At 9P, ‘Atlantic: The Wildest Ocean on Earth’ drew 1.55 million viewers (7.9%).
The Big Four at 8P had ‘Location, Location, Location’ and it was seen by an average 1.69 million viewers (8.7%). At 9P, ‘Very British Problems’ was the top program on 4 Thursday as it drew an average 1.75 million viewers (8.9%).
The Viacom Five at 8P presented ‘Sinkholes: Buried Alive’ was the top program on Five Thursday as an average 1.31 million viewers (6.8%) watched before, at 9P, ‘Supersized’, which finished with an average 863,000 viewers (4.4%). At 10P, the CBS’ import ‘Person of Interest’ brought in 545,000 viewers (3.6%).
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.
*FRIDAY AUSTRALIAN OVERNIGHT TV RATINGS
The Second Commercial Network in Australia finished #1 on Friday with a 31.9% share of the available audience. #3 was ‘Seven News’ with 795,000 viewers. #4 was ‘Seven News/Today Tonight’ which drew an average 749,000 viewers. And, #7 was ‘Better Homes and Gardens’ with 650,000 viewers.
The National Nine Network finished second Friday with a 28.7% share. But it once again had the #1 program and the #1 newscast in the nation as ‘Nine News’ drew an average 1.070 million viewers as it was the only program in the nation to draw over one million viewers. #2 was ‘Nine News 6:30’ with an average 980,000 viewers. #5 was ‘A Current Affair’ with 714,000 viewers. And, #9 was ‘Hot Seat’ with an average 588,000 viewers.
The Third Commercial Network in Australia finished with a 16.9% share of the available audience. And it had two programs in the Top Ten as #8 was ‘The Project 7P’ which drew and average 630,000 viewers. And, #10, ‘The Living Room’ finished with an average 581,000 viewers.
The Alphabet Network in Australia finished with a 16.8% share. #6 was ‘ABC News’ which finished with an average 673,000 viewers.
The Special Broadcast Service finished #5 with a 5.7% 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’