‘It’s All About Screens.’ This is the Daily Diary of Screens. On Friday, August 14, 2015, CBS finished #1 as ‘‘Blue Bloods’‘ was the top program. BBC ONE #1 in the UK as ‘The One Show’ top program. Seven finished #1 in Australia while ‘‘Nine News’ was the top program. SATURDAY 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 Friday, August 14, 2015 (Posted on August 15, 2015)
The Tiffany Network won again on Friday, as it does almost each and every Friday behind ‘Hawaii Five-0’ and ‘Blue Bloods’, regardless if they are reruns or original programming. At 8P, a rerun of ‘Elementary’ finished with an average 3.82 million viewers, good for #2 in the time slot. Then at 9P, a rerun of ‘Hawaii Five-0’ with an episode titled ‘Pono Kaulike’ (‘Justice for All’) Danno and Chin get into an out of a lot of trouble in one of the season’s best episodes as it went to the top of the class with an average 4.99 million viewers. And at 10P, a rerun of ‘Blue Bloods’ with an episode titled ‘Most Wanted’ finished with an average 5.52 million viewers which made it the top program of the evening on any network.
The Alphabet Network finished second on Friday. At 8P, a rerun of ‘Shark Tank’ finished #1 in its time period with a strong 5.02 million viewers. At 9P, ‘Primetime: What Would You Do?’ finished with an average 4.65 million viewers, falling to second in the time slot. At 10P, ’20/20′ finished third in its time slot with an average 4.43 million viewers, over a million viewers behind ‘Blue Bloods’.
The Peacock Network finished third on Friday. At 8P, a rerun of ‘America’s Got Talent’ finished with an average 3.70 million viewers. Then at 10P, a new ‘Dateline’ finished with an average 4.74 million viewers, good for the horseshoe position in the time slot.
The Animal Network of Broadcast tried. At 8P, a rerun of ‘MasterChef’ finished with an average 3.50 million viewers. Then at 9P, a rerun of ‘Gotham’ finished with an average 2.91 million viewers as all get prepared for another season of crime fighting.
The Little Network That Couldn’t jumped up a lot from Thursday’s terrible performance. At 8P, ‘Masters of Illusion’ finished with 1.97 million viewers. At 830P, a rerun of ‘Whose Line Is It Anyway?’ finished with an average 1.73 million viewers. Then at 9P, a rerun of ‘Penn & Teller: Fool Us’ finished with an average 1.94 million viewers.
For The Record
CBS finished #1 with an average 4.779 million viewers. ABC finished #2 with an average 4.700 million viewers. NBC finished #3 with an average 4.046 million viewers. FOX finished with an average 3.201 million viewers. The CW finished with an average 1.893 million viewers.
Today In TV History
On this date in 1948 – CBS inaugurated the first nightly television news broadcast with anchorman Douglas Edwards.
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
Welcome to new viewers in all 50 States of the U.S., all of the Provinces in Canada, all of the States in Mexico, the UK, Iceland, Ireland, Guernsey, Jersey, France, Belgium, the Netherlands, Denmark, Norway, Sweden, Finland, Estonia, Lithuania, Latvia, the Russian Federation, Belarus, Ukraine, Republic of Moldova, Georgia, Poland, Germany, Austria, Czech Republic, Switzerland, Luxembourg, Portugal, Gibraltar, Spain, Monaco, Italy, Slovenia, Slovakia, Hungary, Romania, Bulgaria, Moldova, Croatia, Bosnia and Herzegovina, Serbia, Macedonia the former Yugoslave Republic, Albania, Greece, Cyprus, Turkey, Armenia, Azerbaijan, State of Palestine, Jordan, Lebanon, Israel, Saudi Arabia, Oman, Bahrain, United Arab Emirates, Qatar, Kuwait, Iraq, Uzbekistan, Pakistan, India, Bhutan, Nepal, Bangladesh, Sri Lanka, Kazakhstan, Mongolia, China, Hong Kong, Macao, Taiwan, Japan, Republic of Korea, the Philippines, Vietnam, Cambodia, Malaysia, Brunei Darussalam, Fiji, New Zealand, Australia, Indonesia, Singapore, Thailand, Mauritius, Zambia, United Republic of Tanzania, Kenya, Rwanda, Ethiopia, Egypt, Malta, Tunisia, Algeria, Libya, Morocco, Republic of Côte d’Ivoire, Mali, Senegal, Benin, Nigeria, Cameroon, Ghana, Mozambique, Uganda, Namibia, Zimbabwe, South Africa, Argentina, Chile, Paraguay, Uruguay, Brazil, Bolivia, Peru, Ecuador, Colombia, Venezuela, Guyana, Suriname, Panama, Costa Rica, Guatemala, Honduras, El Salvadore, Belize, Curaçao, Aruba, St. Lucia, Grenada, Guadeloupe, Jamaica, Trinidad and Tobago, Barbados, Haiti, the Dominican Republic, Martinique, U.S. Virgin Islands, British Virgin Islands, Bahamas and Puerto Rico (144). We are thankful to all of you with more than 28,000 views.
Across The Pond
The Big One finished #1 on Friday. At 7P, ‘The One Show’ finished with an average 3.22 million viewers (18.5%). Then at 730P, ‘A Question of Sport’ finished with an average 2.32 million viewers (12.1%). At 830P, ‘Would I Lie To You?’ finished with an average 2.55 million viewers (12.1%). Then at 9P, ‘Ripper Street pulled in an average audience of 2.74 million viewers (14%). At 1045P, ‘Mountain Goats’ finished with 1.46 million viewers (11%).
The Little Two finished #2 on Friday. ‘The Hairy Bikers’ Asian Adventure was seen by 830,000 viewers (4.8%). Next was ‘Great British Menu’ and it drew an average 1.43 million viewers (7.4%). Then, ‘Mastermind’ drew an average audience of 1.72 million viewers (8.7%).’Gardeners’ World’ drew 2.1 million (10%). Then at 9P, ‘The Great British Bake Off: Extra Slice’ was the network’s highest-rated show with 2.31 million viewers (11.6%).
The Independent One at 8P presented ‘Gino’s Italian Escape: A Taste of the Sun’ as it was seen by an average 2.17 million viewers (11%). At 9P, ‘BBQ Champ’ brought in an average audience of 1.43 million viewers (7.3%).
The Big Four at 9P had ‘8 out of 10 Cats Does Countdown’ and it was Four’s most popular show, with an average 1.67 million viewers (8.5%). At 10P, ‘The Last Leg’ followed with an average 1.31 million viewers (8.4%). ‘Celebrity Fifteen to One was seen by 970,000 viewers (4.8%).
The Viacom Five had an all Houston evening. At 9P, ‘Whitney and Bobby: Addicted to Love’ brought in an average 1.12 million viewers (6.2%). Then, ‘Whitney Houston: Her Greatest Hits’ was then seen by 505,000 viewers (5.2%).
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.
*SATURDAY AUSTRALIAN OVERNIGHT TV RATINGS
The Second Commercial Network in Australia finished #1 with 31.1% share of the available audience on Saturday. #3 was ‘Seven News Saturday’ with an average 806,000 viewers. Then a movie, was #9 was ‘The Amazing Spider-Man’ finished with an average 419,000 viewers.
The National Nine Network finished #2 with a 24.3% share. #2 was ‘Nine News Saturday’ with an average 816,000 viewers. #10, ‘Madagascar 3: Europe’s Most Wanted’ drew an average 409,000 viewers.
The Alphabet Network in Australia finished with a 22.5% share. The #1 program in the nation was also the #1 newscast as ‘ABC News Saturday’ finished with 857,000 viewers. #4 was a rerun of ‘New Trick’s with 735,000 viewers. #5 was ‘Last Tango in Halifax’ with 711,000 viewers. ‘Gardening Australia’ finished #8 with 497,000 viewers.
The Third Commercial Network in Australia finished fourth on Saturday with a 16.7% share. Ten had rugby as #6 was ‘Rugby: 2015 Bledisloe Cup Game 2’ with 600,000 viewers. Then #7 was the ‘Post Match’ which continued with 514,000 viewers.
The Special Broadcast Service finished with 5.4% share of the available audience.
As you can see, no matter where you are, people were ‘Switching Channels’.
For updates throughout the day, FOLLOW us on Twitter @overtheshoulde2 and LIKE us on Facebook at http://www.facebook.com/overtheshouldermedia and on Google+ http://bit.ly/19JVk76. Thank you for allowing us to surpass 46,400+ views at Google+ Sophis1234.
For continual updates on all things ‘screens’, go to: https://www.facebook.com/pages/Dailydiaryofscreens
In this week’s Media Notes Canonical, go to: http://bit.ly/1JnoNS6 🆕💭📝📎 It’s FREE.
New This Week: Mobile Optimized Sites A Must For Local Business 💬 – http://eepurl.com/btvkyn
Weekly Retail Media Notes. This week: Wake Up Before Your Brick & Mortar Dies💭: http://bit.ly/1CD9hz8📱💡.@cnasophis
Why Don’t You Use Mobile Now? http://goo.gl/wlnJ8o
Today’s featured ‘Music To Read overtheshouldermedia By’ down at the bottom of the page:
Sydney Wayser ‘An Island’