‘It’s All About Screens.’ This is the Daily Diary of Screens. On Saturday, January 23, 2016,
CBS finished #1 broadcast network as ‘48 Hours‘ was the top program.
In the UK, ITV #1 as ‘The Voice UK’ finished as the top program.
Nine finished #1 in Australia as ‘Nine News‘ was #1 newscast and ‘One Day Cricket:Australia vs India’ 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. Facebook has 1.55 billion monthly active users. Netflix now has 75 million streaming subscribers. Cliptomize has 50,000 users. SUNDAY 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 Saturday, January 23, 2016 (Posted on January 24, 2016)
The Tiffany Network continued on of the most remarkable streams of the new season as it has had the top program for seven straight prime time evenings.
8P ‘NCIS‘ rerun (‘Driving Miss Diaz’) finished with an average 4.846 million viewers.
9P ‘48 Hours‘ (‘A Vision of Murder’) finished with an average 4.970 million viewers.
10P ‘48 Hours‘ (‘Live to Tell: My Name Is Victoria’) finished with an average 5.609 million viewers.
The Peacock Network provided an all Ice-Skating evening.
8P ‘U.S. Figure Skating Championships‘ finished with an average 3.695 million viewers.
The Alphabet Network had an all-Basketball evening.
8P ‘NBA Countdown‘ finished with an average million viewers.
830P ‘NBA Chicago Bulls vs Cleveland Cavs‘ finished with an average 3.492 million viewers.
The Animal Network of Broadcast brought an all Boxing evening.
8P ‘Premiere Boxing Champions‘ finished with an average million viewers.
For The Record
CBS finished #1 Saturday with an average 5.142 million viewers.
NBC finished #2 with an average 3.695 million viewers.
ABC finished #3 with an average 3.492 million viewers.
FOX finished #4 with an average 2.236 million viewers.
Today In Communication History
On this date in 1964, CBS-TV acquired the rights to televise the National Football League’s 1964-1965 regular season. The move cost CBS $14.1 million a year. The NFL stayed on CBS for 30 years.
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.
Global Television Is Changing. Pan-European Pay TV Giant Sky Strikes Exclusive Deal for Showtime Programming.
Pan-European pay TV giant Sky and CBS Corp. on Thursday unveiled a long-term licensing agreement for Sky Atlantic to become the exclusive home of Showtime’s portfolio of programming across Sky’s five European markets, namely the U.K., Ireland, Germany, Austria and Italy. Sky Atlantic is already home to HBO programming through 2020, and this deal will increase its offer considerably while marking another step in Showtime’s global expansion. This is the largest international deal to date for Showtime and the first time its content portfolio has been licensed to a single media company across multiple European territories. Last year, CBS and Bell Media set a similar exclusive agreement for Showtime in Canada and executives have expressed a desire to continue to grow Showtime’s reach globally.
Nielsen Attempts To Get Modern
Nielsen announced that it is working with Facebook to include conversations about TV programs on the social network in its measurement system. Now called “Social Content Ratings,” the metric will also include TV-related chatter on Twitter. The deal is part of a broader effort at Nielsen to improve its methods for measuring how people watch television today.
Many Senior Ad Buyers Plan to Advertise on Snapchat in 2016
Overall, marketers are taken by new social media venues. Snapchat’s audience in the US is growing and the platform can be an effective way for marketers to reach consumers, especially millennials. According to research, more US senior ad buyers are planning to begin advertising on Snapchat than other social media sites.
Cowen and Company polled US senior ad buyers and asked them where they plan to begin advertising in 2016; respondents picked social media sites where they did not advertise in 2015.
Some 22% of senior ad buyers said they plan to advertise on Snapchat this year for the first time. Additionally, 12% of respondents said they plan to begin advertising on Instagram, and the same percentage of senior ad buyers said they plan to advertise on Pinterest.
Tumblr was another social media site that 10% of respondents said they plan to begin advertising on in 2016. Tinder, a social dating app, attracted 6% of senior ad buyers. More than a third of respondents, however, said they do not intend to allocate new spend on any social media sites.
Paid advertising on social media properties is delivering a solid return on investment, according to marketers. In eMarketer’s report, “Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms,” executives gave paid social media advertising an average grade of B. However, when it came to rating social ad effectiveness for driving ROI, as well as social ad targeting, Snapchat scored low.
Nonetheless, newer social ad venues like Snapchat are intriguing marketers. A September 2015 survey from RBC Capital Markets and Advertising Age found that marketers are interested in several fast-growing social media services, especially Instagram.
Almost three-quarters of respondents said they were interested in allocating money to Instagram for advertising. Pinterest came in second, 41% of marketers said they considered spending ad dollars on that platform and Snapchat was not too far behind—36% of marketers said they were interested in allocating their ad budgets.
Which Retailer Marketing Initiatives Do Consumers Believe Will Drive Them In-Store?
This could be the definitive point in the Death of Newspaper Advertising. Special promotions on retailer websites (55%) represent the top marketing initiative (of 7 listed) that consumers believe are most likely to draw them in-store, according to results from a TimeTrade survey of 5,444 consumers, with this result possibly reflecting in part the power of promotions rather than the website channel.
Print ads (49%) still ranked but behind digital as print advertising is trending down. Meanwhile, digital/mobile alerts such as location-based promotions (29%) and opt-in text notifications (27%) were cited by more than one-quarter of respondents. Social campaigns (20%) and mobile ads (18%), as both are fairly new contact and engagement devices, but finished considerably higher than last year indicating a powerful upward trend.
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
Google Cracks Down On Bad Ads
Google banned almost 800 million “bad” ads last year, the equivalent of 25 years’ worth if we looked at each for 1 sec. In an article in MediaTel by Ellen Hammett (012116), figures released by the web giant revealed that more than 10,000 sites and 18,000 accounts were suspended last year for attempting to sell counterfeit goods such as imitation designer watches, while approximately 12.5 million ads were blocked for violating Google’s healthcare and medicines policy and 30,000 for weight loss scams.
Elsewhere, almost 7,000 sites were blocked in an effort to fight phishing (conning people out of sensitive information), 10,000 sites offering unwanted software were disabled, and unwanted downloads via Google ads were reduced by more than 99%.
Meanwhile, a massive 17 million ‘misleading’ pop-ups, those designed to look like system warnings from computer devices, were rejected by Google in 2015 alone. Google has even clamped down on the advertising which sits in the palm of our hand, with ads removed from more than 25,000 mobile apps for failing to comply with Google policy. Of these, more than two-thirds were for practices such as mobile ads being placed close to buttons, causing accidental clicks. “We’re always updating our technology and our policies based on your feedback – and working to stay one step ahead of the fraudsters,” said Sridhar Ramaswamy, Google’s senior vice president of ads and commerce. “In 2016, we’re planning updates like further restricting what can be advertised as effective for weight loss, and adding new protections against malware and bots. We want to make sure all the ads you see are helpful and welcome and we’ll keep fighting to make that a reality.”
Despite the growth in digital advertising, it is clear that it still faces a number of challenges, with the news arriving this week that an estimated $7.2 billion will be lost to ad fraud in 2016. The research, carried out by the Association of National Advertisers (ANA) and White Ops, revealed a significant increase in bot percentages over the last year, varying from 3% to 37% per advertiser in 2015, compared with 2% to 22% the previous year. Programmatic ad trading continues to flag up concern, with programmatic video ads found to have a massive 73% more bots than the study average, while programmatic display ads were 14% above average.
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
CTV’s coverage of the NFL’s divisional round playoff games attracted an average of 1.6 million viewers this weekend, a 15% increase over the previous year, according to preliminary data from Numeris.
Sunday’s game between the Pittsburgh Steelers and Denver Broncos was the most-watched program of the weekend, with 1.8 million people tuning in to see Peyton Manning guide the Broncos to a 23-16 victory.
Saturday night’s OT thriller between the Arizona Cardinals and Green Bay Packers, a 26-20 Cardinals victory that is already being hailed as one of the best playoff games ever, attracted 1.6 million viewers.
The games between the Seattle Seahawks and Caroline Panthers and Kansas City Chiefs and New England Patriots each attracted an average 1.5 million viewers.
In total, more than 15 million unique viewers have tuned into CTV, TSN and French-language service RDS for coverage of the NFL playoffs, which continue this weekend with the Conference Championships on CTV and RDS.
Across The Pond
6P ‘Pointless Celebrities‘ finished with an average 4.9 million viewers and a 27% share.
745P ‘The Voice UK‘ finished #1 Saturday with an average 6.6 million viewers and a 31% share.
650P ‘The Getaway Car‘ finished with an average 3.7 million viewers and a 19% share.
905P ‘Casual+y’ finished with an average 5.1 million viewers and a 24% share.
7P ‘Ninja Warrior UK‘ finished with an average 4.1 million and a 30% share.
8P ‘Take Me Out‘ finished with an average 3.1 million viewers and a 14% share.
Nine Wins Big On Saturday
Network Nine finished #1 Saturday in Australia with a dominating 36.4% share of the available audience.
Seven finished #2 with a 25.3% share.
ABC finished #3 with a 17.5%
Ten finished #4 with a 13.1% share.
SBS finished #5 Saturday in Australia with a 7.6% share of the available audience.
Top Ten Non-Newscast Programs In Australia Saturday
#1 Cricket:AUvINDIAGM5Ses2 Nine 954,000 viewers #1 in All markets Saturday
#2 Cricket”AUvINDIAGM5Ses1 Nine 712,000 viewers Melbourne top market
#3 2016 AUSTRALIAN OPEN–N6 Seven 541,000 viewers Melbourne top market
#4 AUSTRALIAN OPEN–LATE Seven 489,000 viewers Melbourne top market
#5 OUR ZOO ABC 458,000 viewers Melbourne top market
#6 FOYLE’S WAR (R) ABC 412,000 viewers Sydney top market
#7 SANTOS TOUR DOWN UNDER Nine 366,000 viewers Melbourne top market
#8 Cricket:AUvINDIAGM5-PRE Nine 317,000 viewers Sydney top market
#9 A GOOD DAY TO DIE HARD TEN 279,000 viewers Melbourne top market
#10 INSPECTOR GEORGE GENTLY ABC 274,000 85,000 61,000 70,000 28,000 31,000
Top Newscasts In Australia Saturday
#1 NINE NEWS SATURDAY Nine 1,181,000 viewers #1 in All markets Saturday
#2 SEVEN NEWS SATURDAY Seven 735,000 viewers Melbourne top market
#3 ABC NEWS-SATURDAY ABC 644,000 viewers Melbourne top market
#4 WEEKEND SUNRISE–SAT Seven 299,000 viewers Melbourne top market
#5 WEEKEND TODAY–SATURDAY Nine 286,000 viewers Sydney top market
#6 WEEKEND SUNRISE–LATE Seven 282,000 viewers Sydney top market
*SUNDAY AUSTRALIAN OVERNIGHT TV RATINGS
*SUNDAY AUSTRALIAN OVERNIGHT TV RATINGS
Ten finished #1 Sunday in Australia with a 30.3% share of the available audience.
Seven finished #2 with a 27.5% share.
Nine finished #3 with a 20.6% share of the available audience.
ABC finished #4 with a 15.5% share.
SBS finished #5 Sunday with a 6.1% share of the available audience.
Top Ten Non-News TV Programs On Sunday In Australia
#1 CRICKET:BigBashFinalSes2 TEN 1,074,000 viewers #1 in Sydney
#2 CRICKET:BigBashFinalPost TEN 1,072,000 viewers #1 in Melbourne, Brisbane & Adelaide
#3 CRICKET:BigBashFinalSes1 TEN 1,031,000 viewers Melbourne top market
#4 2016 AUSTRALIAN OPEN–N7 Seven 776,000 viewers Melbourne top market
#5 CRICKET:BigBashFinalPre TEN 635,000 viewers Sydney top market
#6 VERA ABC 623,000 viewers #1 in Perth
#7 60 MINUTES Nine 618,000 viewers Sydney top market
#8 GRAND DESIGNS ABC 601,000 viewers Sydney top market
#9 2016 AUSTRALIAN OPEN–D7 Seven 432,000 viewers Melbourne top market
#10 2016 AUSTRALIAN OPEN–LateSeven 397,000 viewers Melbourne top market
Top Newscasts Sunday In Australia
#1 NINE NEWS SUNDAY Nine 928,000 viewers #1 everywhere except Perth
#2 SEVEN NEWS – SUN Seven 812,000 viewers #1 in Perth
#3 ABC NEWS SUNDAY-EV ABC 670,000 viewers Sydney top market
#4 TEN EYEWITNESS NEWS SUN TEN 454,000 viewers Sydney top market
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Harry Connick, Jr. ‘Do Dat Thing’