‘It’s All About Screens.’ This is the Daily Diary of Screens. On Monday, January 18, 2016,
CBS finished #1 broadcast network as ‘Scorpion‘ was the top program.
In the UK, ‘BBC One‘ finished as the #1 network as ‘Silent Witness‘ season premiere was the top program. TUESDAY AUSTRALIAN OVERNIGHT TV RATINGS (*SEE BELOW)
Nine finished #1 in Australia as ‘Nine News Sunday‘ was #1 newscast and ‘A Current Affair was the top non-news program.
‘Ride Along 2‘ #1 box office in the U.S.
‘Star Wars‘ #1 at the International box office.
There are 3.734 Billion Unique Mobile 68% Social Ad Clicks Are Now Mobile. Users as of this quarter, account for a 51% worldwide penetration. Direct uploads of user videos to Facebook now exceed YouTube. 88% of Twitter users are on mobile. The Google+1 button is hit 5 billion times per day. 80% of Internet users on Pinterest are female. LinkedIn has 347 million registered members. Weibo has 100 million daily users. 600 million users on Whatsapp. Just in:Netflix now has 75 million streaming subscribers.
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 Monday, January 18, 2016 (Posted on January 19, 2016)
The Tiffany Network had the strongest lineup of the evening as each program was #1 in their time slot. ‘NCIS:Los Angeles’ with over 10 million viewers, won Monday’s ‘Battle @ 10P’, a significant win as it affects local network affiliate late local newscast numbers.
8P ‘Supergirl‘ (‘Childish Things’) finished with an average 8.821 million viewers and a 5.4/8.
9P ‘Scorpion‘ (‘Sun Of A Gun’) finished with an average 11.417 million viewers and a 7.2/11.
10P ‘NCIS: Los Angeles‘ (‘Angels & Daemons’) finished with an average 10.461 million viewers and a 6.4/11.
The Alphabet Network went with an all ‘Bachelor’ evening finishing second of the evening in all of their time slots thanks to Olivia.
8P ‘The Bachelor‘ finished with an average 7.526 million viewers and a 5.3/8.
10P ‘The Bachelor LIVE‘ finished with an average 3.950 million viewers and a 2.9/5.
The Animal Network of Broadcast jumped over the inept Sarnoff Siti network with Gordo and friends.
8P ‘MasterChef Celebrity Showdown‘ finished with a 4.130 million viewers and a 2.9/4.
The Peacock Network died on Monday with only ‘Superstore’ providing any above average programming numbers.
8P ‘Superstore‘ finished with an average 5.606 million viewers and a 3.6/5.
830P ‘Telenovela‘ finished with an average 3.832 million viewers and a 2.6/4.
9P ‘The Biggest Loser‘ finished with an average 3.393 million viewers and a 2.3/4.
The #1 Hispanic Network in the U.S. was the top rated Monday by a slim margin over Telemundo.
8P ‘Antes Muerta que Lichita‘ finished with a 1.1/2 HH rating.
9P ‘Pasión y Poder‘ finished with a 1.1/2.
10P ‘Pasión y Poder‘ finished with a 1.0/2.
The Avis of Hispanic Networks started strong but ended down on Monday.
8P ‘Celia‘ finished with a 1.1/2.
9P ‘Bajo el Mismo Cielo‘ finished with a 1.0/2.
10P ‘La Querida del Centauro‘ finished with a 0.9/2.
The Little Network That Couldn’t didn’t although Howie gave it a try. It was a laugher of a night as it beat Telemundo.
8P ‘Just For Laughs Starring Howie Mandel‘ finished with an average 1.406 million viewers and a 1.1/2.
930P ‘Whose Line Is It Anyway?‘ rerun finished with an average 1.048 million viewers and a 0.7/1.
1135P NBC’s ‘The Tonight Show Starring Jimmy Fallon‘ finished with a 2.5/7 in metered-market HH with Tracy Morgan as guest.
1135P CBS’ ‘Late Show with Stephen Colbert‘ finished with a 2.1/5 with Patricia Heaton as guest.
1135P ABC’s ‘Jimmy Kimmel Live‘ finished with a 1.9/5 with a very funny ‘Lie Report’ on MLK endorsing Trump.
1235A ABC’s ‘Nightline‘ finished with an average 1.3/4.
1235A NBC’s ‘Late Night with Seth Meyers‘ finished with a 1.2/4.
1235A CBS’s ‘Late Late Show with James Corden‘ rerun finished with a 0.9/3.
0135A NBC’s ‘Last Call with Carson Daly‘ rerun finished with an average 0.7/3.
For The Record
Black Rock wins two nights in a row with over 10 million viewers on average on Monday with over 40% of the prime time broadcast network audience.
CBS finished #1 Monday with an average 10.233 million viewers (UP +39,000 vs SD2015) and a 6.3 rating/10 share.
ABC finished #2 with an average 6.334 million viewers (DOWN -1.191 million vs SD2015) and a 4.5/7.
FOX finished #3 with an average 4.130 million viewers (DOWN -1.167 million vs SD2015) and a 2.9/4.
NBC finished #4 with an average 3.839 million viewers (DOWN -1.820 million vs SD2015) and a 2.6/4.
UNI finished with an average 2.013 million viewers and a 1.1/2.
The CW finished with an average 1.406 million viewers (DOWN – 48,000 vs SD2015) and a 1.0/2.
TEL finished with an average 1.300 million viewers and a 1.0/2.
On Monday, the English speaking broadcast networks were DOWN 4.187 million viewers compared to the similar date in 2015.
CODE: SD-Same Date in 2015.
Today In Communication History
On this date in 1953, 68% of all TV sets in the U.S. were tuned to CBS-TV, as Lucy Ricardo, of ‘I Love Lucy’, gave birth to a baby boy.
NOTE: We have entered a new era in screen ratings. Nielsen is expanding its sample of TV viewers to include new homes with meters that record the channel being watched — but not the demographics of the people watching. That will be estimated using data modeling and an algorithm Nielsen has developed, and added to the current sample that does include people meters that measure demos. The Panel Expansion (NPX), in which 12,900 households have been added to the national sample, is at the center of this change. The household ratings in these homes are measured by meters on each television in the home, while the demographic ratings in these homes will be assigned by Nielsen using a statistical algorithm. This is the first time since 1987 that homes in the national sample are not equipped with PeopleMeters, which measure both the program viewed and the people watching it.
Millennial Segments Shop Differently
Millennials are tech savvy and have never really known life without being online. Millennials know they have options and like to be in control of the shopping and buying process. They want to interact with your brand and expect you to understand them on an individual level, which is key to capturing this group’s epic $170 million in buying power. More than one-third of Millennials shop on mobile devices at least once a month or more and 1 in 2 use mobile for shopping outside the store.
36% of Millennials actually leverage mobile while shopping in store.
39% Remain loyal to brands that are up-to-date with tech 4
55% Say app stores have helped them discover brands 4
47% Noted that someone else’s following, liking, pinning or tweeting info on social media had helped introduce them to a brand 4
52% Say that the importance of a brand’s use of technology is more important than brand name.
Digital shopping is standard procedure across the millennial age bracket. But there are some differences in how the younger and older consumers go about things, online and offline, as explored in a new eMarketer report “US Millennials at Key Life Stages: How Younger and Older Segments Differ and Converge.”
The obvious disparity between older and younger millennial shoppers is that the older ones spend more. According to Bureau of Labor Statistics data covering 2014, households headed by 25- to 34-year-olds spent an average of $49,547. Households headed by someone under 25 averaged $32,179. (For total households, the figure was $53,495.) The younger consumers spent less than the older ones in categories as varied as furniture ($304 vs. $426), healthcare ($1,103 vs. $2,659), pets ($158 vs. $441) and entertainment ($1,319 vs. $2,418).
Tight finances hold millennials back from spending freely. In the to Ipsos and to Navient poll, 51% said they worry about paying all their monthly bills. Many also carry debt—not just college loans, but other debt, too. So they are alert to tradeoffs between buying what they want and being overextended.
The value equation for millennials is not confined to dollars and cents. In a March 2015 poll by to Cone Communications, 92% of 18- to 24-year-olds and 91% of those 25 to 34 (vs. 85% of total respondents) said they are likely to switch to a brand associated with a good cause. This reflects a belief “that people can solve things in working with brands and not against them,” said Raphael Bemporad, founding partner and chief strategy officer at branding agency BBMG.
eMarketer sees scant difference in the proportion of younger vs. older millennials who are digital buyers. As of 2015, 73.2% of the 18-to-24 cohort and 71.6% of those 25 to 34 were estimated to have made at least one purchase by digital means during the calendar year.
Other studies also show younger and older millennials with a similar propensity to be digital shoppers. In October 2015 polling by the to National Retail Federation (NRF), 54.8% of respondents ages 18 to 24 planned to include online purchases in their holiday shopping, as did 56.7% of those 25 to 34. A July 2015 survey by A.T. Kearney identified about one-third of younger and older millennials as digital grocery buyers.
In addition, in an era where consumers check their smartphones 150 times a day, 87% of millennials admit that they have their smartphone at their side all the time. Being MOBILENow™, brands can reach this important audience 24/7.
Point is, marketing to consumers with messages that target people based on what they’re currently doing on their smartphones is of maximum importance. In targeting younger consumers, now more than ever, intent is more important than identity and demographics, and immediacy is more important than brand loyalty.
Marketers Should Rely More On Consumer Intent Data
Marketers should shift their focus from demographic data to customer intent, a Google report advises. In an article by Peter Roeslerg, in INC.com (011916), given the size and diversity of the modern marketplace, it makes sense that there is a focus on using data to find the best audience for a particular message. Even before digital marketing and the age of big data, business owners, advertisers and marketers relied on demographic data to help them target potential customers.
Using demographic data may be ubiquitous, but it may also be the low-hanging fruit when it comes to useable marketing data. According to one 2015 study from Millward Brown, marketers that try to reach their audience solely on demographics risk missing more than 70 percent of potential mobile shoppers. It’s just one of many data points that show why marketers need to move beyond simple demographics for choosing their target audiences.
In a recent report on this subject, Google suggests that marketers and brands need to start using data on intent, rather than data on identity. To put it in another (slightly more after school special sort of) way, what people do is a more important than their race, gender, ethnicity, etc.
That’s not to say that demographic data is worthless, but it doesn’t give the whole picture. It’s like trying to shoot targets with one eye closed. Even if you hit every target you see, you’re not seeing half of the potential targets.
To take this from the realm of analogy, here are some concrete examples of ways that relying on demographics can leave marketers blind to potential target audiences:
◎ More than half (56%) of the people searching for “sporting goods” online are women.
◎ Nearly half (45%) of searchers looking for home improvement information are women.
◎ Two out of three (68%) of skin and beauty of influencers during the second half of 2015 were men.
◎ Two out of five (40%) of purchasers of baby products live in households without children.
Business owners and marketers can focus more on intent by creating a content marketing strategy that produces content that people with the proper intent will find useful. According to research from Google, this is a good way to increase traffic and even revenue. A 2015 study from Google showed that that the majority (51%) of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful.
One of the reasons demographic data has persisted is that it’s easy to collect. However, with modern search analysis tools, such as Google Trends or Google Analytics, it’s possible to see the search terms that show the intent of customers who come to a site or those who click the buy link on a certain page.
Once marketers have identified the intentions and preferred keyword choices of people who visit a site, they can use that data to create more effective marketing campaigns.
Marketers can use this data to guide the content of blog posts, how-to videos and infographics.
This can be done in several ways. The obvious, and simplest method is to create blog posts that have useful information for potential or current customers of a brand. For example, a cabinet maker can write a guide on preserve the finish of wooden cabinets. It doesn’t matter what the demographic of the viewer is, anyone that finds that article useful is very likely to be in the target audience.
The same concept can be applied to video content. How-To videos on YouTube are an excellent way to reach people looking for information related to home improvement, car repairs, etc. For images, infographics are an excellent way to use image to attract fans and potential customers without relying on cute cat pictures. It truly is the Information Age, so providing useful content has become the best way to gain the attention of modern consumers.
Demographics will always be an important part of categorizing and analyzing consumers, but in a modern age and with digital marketing, demographics alone will leave huge holes in potential target audiences that savvy competitors will be happy to fill.
Point: Marketers can use this data to guide the content of blog posts, how-to videos and infographics.
Mobile Critical To Retail
Mobile’s importance to retail has become undeniable. In 2014, 57% of retailers worldwide surveyed by Payvision experienced major growth in mcommerce sales. Among the total, 33% strongly agreed that growth was significant—already a sizeable share. By 2015 the evidence in favor of mcommerce was overwhelming. Nearly half of respondents were in the “strongly agree” group, with an additional 34% agreeing more generally.
Social Media News
Millennials, Politics and Social Media Usage
Facebook is the place to reach millennials of all political persuasions, according to November 2015 research. Other sites are more likely to skew Democratic, and even though most voters don’t rely on social for political info, it’s a key place for campaigns to reach them. more than eight in 10 internet users ages 18 to 29 have a Facebook account, based on polling by Harvard University Institute of Politics and GfK, but it was also the only site studied where Republicans and independents were both more-represented than Democrats.
Instagram was the No. 2 site overall among the millennials surveyed. More than half of millennials who self-identified as Democrats said they had an Instagram account—10 points ahead of millennial Republicans and 12 points ahead of independents.
Millennial penetration of Twitter, Snapchat and Pinterest was clustered in the 34% to 38% range, but usage of the three sites varied based on political views. Twitter was biggest among Democrats, who were 9 points more likely than independents and 7 points more likely than Republicans to use the service. Millennial Democrats were also 10 points more likely to use Twitter than they were to use Pinterest, notably larger than the 4-point spread in overall penetration between the two sites.
Pinterest, meanwhile, was the only site studied where millennial Republicans were more likely than any other millennial group to have an account.
Tumblr was both the smallest social service studied and also the one with the biggest Democratic skew. Millennial Democrats were nearly twice as likely as their independent counterparts and more than three times as likely as Republicans to have a Tumblr account.
Social media is not the first place most voters look for information and news. According to Yahoo and The Harris Poll, just 15% of registered voters surveyed in September 2015 said they preferred to get news from blogs or social networks. But they are still exposed to political content on such sites. Just 18% of respondents to the Yahoo/Harris Poll survey said they did not hear about political issues on social media, and about half actively followed some type of political entity or organization. Most internet users polled in October 2015 by Lab42 resarched and learned about political issues on social as well, though TV was a more source.
And the results are clear on the campaign side of the equation: Social media drives traffic. SimilarWeb reported that in September, depending on the presidential candidate, up to 38.5% of US desktop traffic to campaign websites was reffered by social media. That figure was even higher in July, when it reached 43.4%.
Box Office Weekend 15-17 January 2016 (Domestic)
#1 ‘Ride Along 2’ $39.50 million
#2 ‘The Revenant’ $29.50 million
#3 ‘Star Wars’ $25.12 million
#4 ’13 Hours’ $16.00 million
#5 ‘Daddy’s Home’ $ 9.30 million
#6 ‘Norm of the North’ $ 6.68 million
#7 ‘The Forest’ $ 5.79 million
#8 ‘The Big Short’ $ 5.20 million
#9 ‘Sisters’ $ 4.42 million
#10 ‘The Hateful Eight’ $ 3.45 million
Box Office Weekend 15-17 January 2016 (International)
#1 ‘Star Wars’ $47,300,000
#2 ‘The Revenant’ $31,500,000
#3 ‘Boonie Bears III’ $16,000,000
#4 ‘Creed’ $14,200,000
#5 ‘Royal Treasure’ $11,500,000
#6 ‘Last Witch Hunter’ $ 9,300,000
#7 ‘The 5th Wave’ $ 8,200,000
#8 ‘Daddy’s Home’ $ 7,800,000
#9T ‘The Hateful Eight’ $ 7,500,000
#9T ‘The Peanuts Movie $ 7,500,000
Across The Pond
8P ‘EastEnders‘ finished with an average 7.1 million viewers and a 31% share.
9P ‘ Silent Witness‘ finished #1 with an average 5.7 million viewers and a 25% share.
8P ‘Griff’s Great Britain‘ finished with an average 3.1 million viewers and a 14% share.
9P ‘Benidorm‘ finished with an average 3.9 million viewers and a 17% share.
8P ‘University Challenge‘ finished with an average 3 million viewers.
830P ‘Only Connect‘ at finished with an average 2.5 million viewers.
9P ‘Immortal Egypt with Joann Fletcher‘ finished with an average 1.2 million viewers (a 5% share).
8P ‘How to Lose Weight Well‘ finished with an average 1.9 million viewers and an 8% share.
9P ‘The Undateables‘ finished with an average 1.7 million viewers and a 7% share.
9P ‘Celebrity Big Brother‘ 2 million viewers and a 9% share.
Network Nine finished #1 Monday In Australia with a 26.0% share of the available audience
Ten finished #2 with 25.3% share.
Seven finished #3 with a 24.6% share of the available audience.
ABC finished #4 with a 18.3% share.
SBS finished #5 in Australia on Monday with a 5.8% share of the available audience.
Top Ten Non-Newscast Programs In Australia Monday
#1 A CURRENT AFFAIR Nine 902,000 viewers #1 in Sydney
#2 CRICKET:BigBashGM32Ses2 TEN 825,000 viewers #1 in Melbourne & Adelaide
#3 BACK ROADS ABC 808,000 viewers #1 in Brisbane & Perth
#4 CRICKET:BigBashGM32Ses1 TEN 764,000 viewers Melbourne top market
#5 7.30 SUMMER ABC 707,000 viewers Melbourne top market
#6 NEW TRICKS (R) ABC 688,000 viewers Sydney top market
#7 2016 AUSTRALIAN OPEN–1 Seven 644,000 viewers Melbourne top market
#8 THE PROJECT 7PM TEN 611,000 viewers Melbourne top market
#9 TO CATCH A SMUGGLER Nine 566,000 viewers Melbourne top market
#10 HOT SEAT Nine 526,000 viewers Melbourne top market
Top Newscast In Australia Monday
#1 NINE NEWS Nine 1,157,000 viewers #1 in Melbourne & Brisbane
#2 NINE NEWS 6:30 Nine 1,141,000 viewers #1 in Sydney
#3 SEVEN NEWS Seven 945,000 viewers #1 in Perth
#4 SEVEN News/TodayTonight Seven 842,000 viewers #1 in Adelaide
#5 ABC NEWS ABC 789,000 viewers Melbourne top market
#6 TEN EYEWITNESS NEWS @5P TEN 536,000 viewers Melbourne top market
*TUESDAY AUSTRALIAN OVERNIGHT TV RATINGS
*TUESDAY AUSTRALIAN OVERNIGHT TV RATINGS
Seven finished #1 Tuesday in Australia with a 37.4% share of the available audience.
Nine finished #2 with a 24.2% share.
Ten finished #3 with a 16.5% share of the available audience.
ABC finished #4 with a 14.9% share.
SBS finished #5 Tuesday in Australia with a 7.1% share of the available audience.
Top Ten Non-News Programs In Australia Tuesday
#1 2016 AUSTRALIAN OPEN D2 Seven 1,198,000 viewers #1 everywhere except Perth
#2 A CURRENT AFFAIR Nine 790,000 viewers Sydney top market
#3 THE BIG BANG THEORY (R) Nine 600,000 viewers #1 in Perth
#4 7.30 SUMMER ABC 570,000 viewers #1 in Melbourne
#5 FAMILY FEUD TEN 496,000 viewers #1 in Melbourne
#6 THE PROJECT 7PM TEN 471,000 viewers #1 in Melbourne
#7 HOT SEAT Nine 459,000 viewers Sydney top market
#8 RESTORATION MAN ABC 414,000 viewers #1 in Melbourne
#9 KANGAROO DUNDEE ABC 398,000 viewers #1 in Melbourne
#10 THE PROJECT 6.30PM TEN 379,000 viewers #1 in Melbourne
To Newscasts In Australia Tuesday
#1 SEVEN NEWS Seven 951,000 viewers #1 in Adelaide & Perth
#2 NINE NEWS Nine 925,000 viewers #1 in Melbourne
#3 NINE NEWS 6:30 Nine 896,000 viewers #1 in Sydney & Brisbane
#4 SEVEN News/TodayTonight Seven 885,000 viewers #1 in Melbourne
#5 ABC NEWS ABC 780,000 viewers #1 in Melbourne
#6 TEN EYEWITNESS NEWS @5P TEN 550,000 viewers #1 in Melbourne
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Jimmy Smith ‘Live in ’69