‘It’s All About Screens.’ This is the Daily Diary of Screens. On Friday, August 21, 2015, CBS finished #1 as ‘‘Blue Bloods’‘ was the top program. BBC One in the UK as ‘The One Show’ was the top program. Nine finished #1 in Australia as ‘‘Nine News’ again 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’.
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For Friday, August 21, 2015 (Posted on August 22, 2015)
The Tiffany Network had another ‘Hawaii Blue’ Friday and when that happens, it wins. At 8P, a rerun of ‘Elementary’ was the top program of the time period and finished with an average 4.29 million viewers. Then at 9P, a rerun of ‘Hawaii Five-0’ with an episode titled ‘Kahania'(‘Close Shave’), was the first program in the evening to top 5 million viewers as it finished with an average 5.03 million viewers. At 10P, ‘Blue Bloods’ with an episode titled ‘Bad Company’ was again the top program of the evening as it finished with an average 5.61 million viewers.
The Peacock Network was in rerun mode on Friday with a bit of the new. At 8P, a rerun of ‘America’s Got Talent’ finished with an average 3.71 million viewers. Then at 10P, ‘Dateline’ finished for 4.73 million viewers.
The Alphabet Network began with a bang and ended with a whimper. At 8P, ‘We Day’ finished with an average 2.10 million viewers. At 9P, a rerun of ‘Shark Tank’ finished with an average 3.19 million viewers. At 10P, ’20/20′ finished with an average 3.84 million viewers to become the top program on the network this Friday.
The Animal Network of Broadcast finished poorly with reruns on Friday. At 8P, a rerun of ‘MasterChef’ finished with an average 2.74 million viewers. Then at 9P, a rerun of ‘Gotham’ finished with an average 1.39 million viewers.
The Little Network That Couldn’t tried. At 8P, ‘Masters of Illusion’ finished with an average 1.68 million viewers. At 830P, ‘Whose Line Is It Anyway?’ finished with an average 1.38 million viewers. At 9P, ‘Penn & Teller: Fool Us’ finished with an average 1.46 million viewers.
On Friday, CBS’ ‘Late Late Show with James Corden’ did it again. It broke through another barrier and brought the 10 anniversary of YouTube front and center by doing the entire program from YouTube LA. If you want to understand the new generation, then this is a program that is highlighting it more than any other television program in the world.
For The Record
On this date in CBS finished #1 with an average 4.976 million viewers. NBC finished #2 with an average 4.049 million viewers. ABC finished with an average 3.045 million viewers. FOX finished with an average 2.417 million viewers. The CW finished with an average 1.496 million viewers. Note: There were multiple local preemptions across all networks for football. Ratings are likely to be adjusted in the finals.
Today In TV History
On this date in 1932, The BBC (British Broadcasting Corporation) began its first TV broadcast in England.
Mobile Social Media Consumption Grows Across Age Groups
Time spent with social media among mobile device users to grow at a rapid clip, details comScore. The data reveals some interesting divergences in mobile social networking use by age group. Among smartphone social networking users, youth lead not only in overall time spent, but also in consumption growth rates. But among tablet social networking users, it’s the 55+ bracket that now leads in time spent and in consumption growth.
Social Media News
Twitter Direct Message Let’s You Now Write As Much As You Want
Twitter has removed 140-character limit for Direct Messages. This change is a big step forward in making the private side of Twitter more powerful and fun. Now you can chat to your heart’s content in a single Direct Message. While Twitter is largely a public experience, Direct Messages let you have private conversations about the mentions, news, movements and events that unfold on Twitter. Each of the hundreds of millions of Tweets sent across Twitter every day is an opportunity for you to spark a conversation about what’s happening in your world. This is making the private side of Twitter env more powerful for you in business.
On the public side, Tweets will still be limited to 140 characters.
As the changes have begun to roll out last week across Android and IOS apps, on twitter.com, TweetDeck and Twitter for Mac, it will continue to rollout worldwide over the next few weeks.
Pinterest Users Tap Pins While Shopping In Stores
Pinterest users prefer to shop on smartphones over tablets and PCs, states an AcuPOLL survey conducted for Ahalogy. It also found that the social bookmarking site is a common shopping companion, with more than two-thirds of users having referenced pins on their mobile devices while in stores.
How To Become The Modern Marketer Of The New Millennium
By Klaus Paulsen, Co-Founding Partner, CNA|SOPHIS
We all know the marketing landscape has evolved and changed drastically, not at least for retailers. Customers can and will access information about products, services, pricing and brand reputation anywhere and any time. As such, they are now more sophisticated and educated than ever, and if you think simply adding “data” instead of “television” to a traditional mass communication strategy of yesteryear will do, you are missing one important fact.
Marketing success today is driven by customers, empowered by technology. To keep up, your understanding and ability to take action based on factual insight is pivotal to your business.
This is what Forrester Consulting has called Marketing Maturity, and it indicates how well your marketing practices are keeping up with the pace of change. For the first time, many marketers are not pushing prospects and customers ahead of them, but rather trying to keep up. How well you perform will place you in the category of Novice, Developing, Experienced or – the top of the class – Modern Marketer.
If you think only a few marketers are in that final group, you are right on the money – or rather, the lack of it on the bottom line. In a recent survey by Forrester with responses from about 500 marketing decision makers from around Europe and the United States, the status of Marketing Maturity was: 15% are Novices, 41% are Developing, 33% percent are Experienced. Only a mere 11% can be categorized as Modern Marketers.
So, why should you care? Well, as one of the Modern Marketers said, technology has given them that little bit of difference in understanding who they are, what their business is, who their customers are, and how to approach them. That reflects in their numbers:
94% have attained a significant market share
49% enjoy the marketing leading position
71% have received national recognition as a “best place to work”
35% have increased sales
55% have higher revenues
32% have increased executive support of marketing as a strategic part of the business
How To Become A Modern Marketer
To upgrade to modern marketing practices, first you should ask yourself these questions about your current marketing practices:
How well do you target your audiences?
How well do you engage with buyers?
How well do you convert buyers across their lifetime and customer journeys?
How well do you analyze marketing’s performance against goals?
How well do you use technology to support all the associated marketing processes?
To go from “bad” to “good” and even “great” in your answers to the above, you will need to take some important steps towards Marketing Maturity:
Invest in a comprehensive data strategy. Data is your new currency.
Start tracking your activity with specific metrics. Soft measures such as brand awareness, disconnected stats, website traffic and Facebook likes are all part of the reason why marketing’s financial impact remains largely unclear to the rest of your business. When that happens, marketing is often considered an expense, not an investment in business development.
Combine content strategy with automation. Content is king, and context is the kingdom. You need to deliver the right content at the right time and place it across channels to convert suspects to prospects to customers and to advocates. Automation can help you do that.
Own the customer’s digital experience from pre-sale to post-sale to re-sale across all relevant platforms. Start thinking about what the relevant touch points are not only during, but also before and after the sale, and act accordingly. Please note that there is no universal rule of what works best when. You will need to learn what works best from you from monitoring and engaging with your own customers.
Finally, use technology and processes to simplify your marketing efforts, not overcomplicate them. Iterative development and automation are just two ways of doing so.
How To Excel As A Modern Marketer
Even within the companies that did best in the survey, there is still room for improvement. This can be translated into your window of opportunity, if you understand the following key components of a more advanced, Mature Marketing strategy.
Your customer relationship does not end with the sale. Your post-purchase engagement such as successful adoption and use helps convert buyers into repeat customers and advocates. Your customer dialogue has to be more than an one-way dialogue. Even with digital media, many still apply what are basically traditional mass communication strategies. For example: social media engagement is an ongoing effort, not a campaign burst. As one Modern Marketer noted, they now have a team that has grown to about four times the size of what it was two years ago. This helps them to engage in dialogue with their members.
Your cross-channel influence has to be measured beyond its isolated channels. One of the powerful benefits of cross-channel marketing is the influence each channel can have on the others. However, most marketers only measure the channels individually, or at best by tracking some sort of “halo effect” of echoed across channel. You will need to set up a system where you can truly track the integrated effect of cross-channel marketing.
Your systems need to be integrated to service you as fully automated marketing platform. In the age of Big Data, many of these data are stuck in the channel silos. Luckily, technological advancements, not at least in cloud services, brings promise for the future.
Your team needs to have analytical skills. You need to have analytical skills. One-third of respondents to the survey put brand and marketing management in the top spot, while only 12% did the same for data analytics. Understanding data analytics will help you decide and get support for the best possible course of action, based on more than merely intuition. Being able to report your findings will let your business understand the tangible benefits provided by your marketing efforts.
Summing up, you will be able to Reinvent Retail if you take a long, hard critical look at how far you are from becoming a Modern Marketer, and then take the appropriate steps to move forward. Just be ready to do it again and again if you want to not only reach but sustain your position at the top of the class of Marketing Maturity in the new millennium.
At A Theater Near You This Weekend (Aug 21-23 2015)
‘Hitman: Agent 47’ starring Zachary Quinto, Rupert Friend and Thomas Kretschmann
‘American Ultra’ starring Topher Grace, Jesse Eisenberg and Kristen Stewart
‘The Curse of Downers Grove’ starring Bella Heathcote, Penelope Mitchell and Lucas Till
‘Some Kind Of Beautiful’ starring Pierce Brosnan, Salma Hayek, Jessica Alba and Malcolm McDowell
‘She’s Funny That Way’ starring Jennifer Anniston, Owen Wilson and Will Forte
Box Office Weekend August 21-23 2015 (Friday Only)
1 STRAIGHT OUTTA COMPTON $8,300,000 in 3,025 theaters
2 SINISTER 2 $4,700,000 in 2,766 theaters
3 MISSION IMPOSSIBLE-RN $3,345,000 in 3,342 theaters
4 HITMAN: AGENT 47 $3,085,000 in 3,261 theaters
5 THE MAN FROM U.N.C.L.E.$2,185,000 in 3,673 theaters
6 AMERICAN ULTRA $2,100,000 in 2,778 theaters
7 THE GIFT (2015) $1,275,000 in 2,303 theaters
8 ANT-MAN $1,178,000 in 2,016 theaters
9 MINIONS $1,100,000 in 2,226 theaters
10 FANTASTIC FOUR $1,070,000 in 2,581 theaters
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 did little on Friday but it was enough to finished #1 in the UK. From talk to mountain goats, this is not what one would consider a spectacular television evening. But then again it is Friday. For the second week running, at 7P, ‘The One Show’ was Friday’s highest-rated program outside of soaps, as it brought in an average 3.18 million viewers (19.4%). It was followed at 730P by ‘A Question of Sport’ with 2.42 million viewers (13.3%). Next, ‘Would I Lie to You?’ was seen by 2.57 million viewers (12.9%). The, ‘Ripper Street’ was seen by an average 2.82 million viewers (15.3%), up slightly from last week. BBC One’s evening ended with ‘Mountain Goats’ with an average 1.05 million viewers (8.7%).
The Independent one at 8P had ‘Real Stories with Ranvir Singh’ and it brought in an average 2.11 million viewers (11.2%). ‘BBQ Champ’ was seen by 1.38 million viewers (7.5%).
The Little Two at 7P, presented ‘World Athletics-A Beijing Special’ and only 570,000 viewers cared (3.5%). Beijing was followed by ‘Great British Menu’ which picked up the audience with 1.38 million viewers (7.6%). Then, ‘Mastermind’ finished with an average 1.81 million viewers (9.7%). ‘Gardeners’ World’ continued with 1.68 million viewers (8.5%). ‘The Great British Bake Off: Extra Slice’ took top prize as it finished with an average 2.36 million viewers (12.6%). ‘Rick Stein: From Venice to Istanbul’ was seen by 1.7 million viewers (10%).
The Big Four at 9P had ‘8 out of 10 Cats Does Countdown’ and it was once again the networks most popular show, with an average 1.52 million viewers (8.2%). At 10P, ‘The Last Leg’ followed with 1.26 million viewers (8.8%). ‘Celebrity Fifteen to One’ took a drop as it was seen by only 810,000 viewers (4.2%).
The Viacom Five did not do well on Friday. ‘Katie Price: In Therapy’ was seen by an average 890,000 (4.8%). Those viewing watched the former glamour model undergo psychological evaluation over the course of a month. Even the famous have problems. At 8P, ‘Aircrash: The Downing of Flight 8509’ was seen by 783,000 viewers (4.1%).
The First Commercial Network in Australia finished #1 on Friday with a whopping 32.4% share of the available audience. It was the second straight night Nine has led the nation, this time with five programs in the Top Ten. Again the #1 program in the nation on Friday was ‘Nine News’ as it finished with an average 990,000 viewers. #2 was ‘Nine news 6:30’ with an average 940,000 viewers. #6 was ‘A Current Affair’ which finished with an average 705,000 viewers. #8 was ‘Hot Seat’ which finished with an average 632,000 viewers. And, #9 was ‘Friday Night NRL LIVE’ and it finished with an average 583,000 viewers.
The Second Commercial Network in Australia finished second with a 30.6% share. #3 was ‘Seven News/Today Tonight’ and it finished with an average 926,000 viewers. #4 was ‘Seven News’ with an average 921,000 viewers. #5 was ‘Better Homes and Gardens’ which finished with a average 824,000 viewer.
The Third Commercial Network in Australia finished #3 with a 16.6% share of the available audience. #10 was ‘Family Feud’ which finished with 564,000 viewers.
The Alphabet Network in Australia finished fourth with a 15.8% share. #7 was ‘ABC News’ which finished Friday with an average 692,000 viewers.
The Special Broadcast Service in Australia on Friday finished #5 with a 4.6% share of the available audience.
*SATURDAY OVERNIGHT TV RATINGS IN AUSTRALIA
The Second Commercial Network in Australia came back to take the top spot Saturday with a 31.3% share of the available audience. And it was led by the #1 program in the nation with ‘Seven News Saturday’ which drew an average 889,000 viewers. #10 was ‘Seven’s AFL: Saturday Night Football’ which had an average 405,000 viewers.
Network Nine finished second Saturday in Australia with a 30.8% share. #2 was ‘Nine News Saturday’ with an average 822,000 viewers.
The Alphabet Network in Australia finished #3 with a 18.7% share of the available audience. ABC had its usual powerful Saturday lineup as #3 was ‘ABC News Saturday’ with an average 783,000 viewers. #4, ‘Last Tango in Halifax’ brought in an average 614,000 viewers. #5 was a rerun of ‘New Tricks’ with 586,000 viewers. Then #7 was ‘Gardening Australia’ which drew an average 455,000 viewers.
The Jewel of Australia finished in the middle of the pack because of cricket. #6 was ‘The Mid-Year Ashes: Fifth Test-England vs Australia Session 1 D3’ with an average 465,000 viewers. #8 was ‘The Cricket show’ which brought in an average 447,000 viewers. Then, #9 was ‘The Fifth Test Session 2-D3’ with an average 431,000 viewers.
The Third Commercial Network in Australia finished Saturday with a 14.0% share.
The Special Broadcast Service in Australia finished with a 5.1% share of the available audience.
As you can see, no matter where you are, people were ‘Switching Channels’.
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Today’s featured ‘Music To Read overtheshouldermedia By’ down at the bottom of the page:
Ramsey Lewis Trio ‘The In Crowd’