‘It’s All About Screens.’ This is the Daily Diary of Screens. Tuesday, March 15, 2016.
CBS finished #1 broadcast network as ‘NCIS‘ was the top program on television.
In the UK, BBC One #1 network as ‘Happy Valley‘ top program as ‘EastEnders‘ top soap.
Seven finished #1 in Australia as ‘Seven News‘ was #1 newscast and ‘My Kitchen Rules‘ was the top non-newscast program.
‘Zootopia‘ #1 box office in the U.S. weekend 11-13 March 2016.
‘Zootopia‘ #1 at the International box office weekend 11-13 March 2016.
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. Facebook has 1.59 billion monthly users. Instagram has 77.6 million users. 88% of Twitter users are on mobile. An average of 500 million tweets are sent every day. The Google+1 button is hit 5 billion times per day. 80% of Internet users on Pinterest are female. Pinterest has 54.6 million users. 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 continues to grow as it has 58,944 users and 82,888 clipbooks with 425,092 visitors. WEDNESDAY 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’. See ‘The Death Of Television Is Under-Exaggerated‘ @ http://bit.ly/DeathofTelevision.
The Home Of #dailydiaryofscreens
For Tuesday, March 15, 2016 (Posted on March 16, 2016)
CBS #1 Tuesday as ‘NCIS’ finished as the top program with over 15 million viewers.
CBS
The Tiffany Network presented the world’s #1 drama with its 300th episode and won the evening going away, winning five of the six half hours in prime time.
8P ‘NCIS‘ (‘Scope’) finished with an average 15.10 million viewers and a 9.3 rating/15 share. This was a Must See TV ON DEMAND or LIVE Streaming episode.
9P ‘NCIS:New Orleans‘ (‘If It Bleeds, It Leads’) finished with an average 11.8597 million viewers and a 7.1/11.
10P ‘Limitless‘ (‘Bezgranichnyy’) finished with an average 5.63 million viewers and a 3.7/6. This was a Must See TV ON DEMAND or LIVE Streaming episode. The problem with this program is that one day it is very, very good, which this episode was and some days…most days it doesn’t show up and is very, very bad.
NBC
The Peacock Network had reality and a new comedy.
8P ‘The Voice‘ finished with an average 11.19 million viewers and a 7.3/12.
10P ‘Crowded‘ series debut finished #1 in its time slot with an average 6.52 million viewers and a 4.5/7.
1030P’Crowded‘ finished with an average 5.06 million viewers and a 3.5/6.
ABC
The Alphabet Network had comedy, comic books and drama to completely remain meaningful on Tuesday.
8P ‘Fresh Off The Boat‘ finished as the top program on the network Tuesday with an average 4.10 million viewers and a 2.9/5.
830P ‘The Real O’Neals‘ finished with an average 3.47 million viewers and a 2.5/4.
9P ‘Marvel’s Agents of SHIELD‘ (‘The Inside Man’) finished with an average 2.94 million viewers and a 2.1/3.
10P ‘Of Kings and Prophets‘ (‘Let the Wicked Be Ashamed’) finished with an average 2.42 million viewers and a 1.7/3.
FOX
The Animal Network of Broadcast died on Tuesday or at least had a tough time breathing.
8P ‘New Girl‘ finished as the top program on the network Tuesday with an average 2.30 million viewers and a 1.8/3.
830P ‘Grandfathered‘ rerun finished with an average 1.42 million viewers and a 1.1/2.
9P ‘Brooklyn Nine-Nine‘ finished with an average 1.95 million viewers and a 1.5/2.
930P ‘The Grinder’ finished with an average 1.53 million viewers and a 1.2/2.
Univision
America’s #1 Hispanic Network finished lower than usual on Tuesday.
8P ‘Sueño de Amor‘ finished with an average 1.919 million viewers and a 1.0/2.
9P ‘Destino 2016‘ finished with an average 1.614 million viewers and a 0.9/1.
10P ‘El Hotel de Los Secretos‘ finished with an average 1.820 million viewers and a 1.0/2.
The CW
The Little Network That Couldn’t didn’t because it had all reruns.
8P ‘The Flash‘ rerun finished with an average 1.07 million viewers and a 0.8/1.
9P ‘iZombie‘ rerun finished with an average 610,000 viewers and a 0.5/1.
For The Record
CBS finished #1 Tuesday, as usual, with an average 10.900 million viewers and a 6.7 rating/11 share.
NBC finished #2 with an average 9.390 million viewers and a 6.2/10.
FOXNC finished #1 cable network and #3 overall with an average 5.006 million viewers.
CNN finished #4 with an average 4.319 million viewers.
ABC finished #5 with an average 3.048 million viewers and a 2.1/3.
HGTV finished #6 with an average 2.223 million viewers.
MSNBC finished #7 with an average 2.096 million viewers.
FOX finished #8 with an average 1.800 million viewers and a 1.4/2.
UNI finished #9 with an average 1.784 million viewers and a 1.0/2.
TBS finished #10 with an average 1.763 million viewers.
FX finished #11 with an average 1.591 million viewers.
TEL finished #12 with an average 1.300 million viewers and a 0.8/1.
TRUTV finished #13 with an average 1.234 million viewers.
ADSM finished #14 with an average 1.205 million viewers.
USA finished #15 with an average 939,667 million viewers.
The CW finished #16 with an average 840,000 viewers and a 0.6/1.
Total Television viewership during prime time Tuesday (English Speaking Networks) is estimated at 58.847 million viewers.
Broadcast (English Speaking) Networks finished Tuesday in prime time with an average 25.098 million viewers, DOWN -851,000 viewers (-3.3%) vs 25.949 million viewers SD 2015.
Cable (Top 150 Programs) Networks finished Tuesday in prime time with an average 33.749 million viewers or 57.4% of the available audience.
Today In Communication History
On this date in 1980, the first closed captioned television series were broadcast. The shows were The ABC Sunday Night Movie (ABC), The Wonderful World of Disney (NBC) and Masterpiece Theatre (PBS).
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.
March Madness
Did You Know?
⦿ 25% of adults in urban areas use Twitter.
⦿ Brands such as Burberry and Louis Vuitton are trying their hand at Snapchat marketing, but basic, tried-and-tested approaches such as YouTube videos can help them make a bigger splash, experts say. “The coolest tool for millennials is YouTube,” says Gregory Pouy, CEO of LaMercatique.
⦿ Over 93% of social content posted by brands last year was one-on-one messaging, Spredfast reports. The data show that marketers should rethink their content focus if they send mostly one-to-many posts and that social teams should have resources to respond to consumer posts.
⦿ 64% of smartphone shoppers would welcome the opportunity to view products using virtual reality technology, according to an eMarketer poll.
⦿ Mobile ad spending is still growing rapidly in Canada, eMarketer estimates, and will account for more than 48% of digital ad spending in the country this year.
Marketing Research
Little Screen To Equal Big Screen In Ad Spend Soon
eMarketer forecasts mobile alone will rival TV in ad spend in 2020. While forecasts going out several years can sometimes be revised quite significantly, the projections speaks to the impressive growth of mobile advertising, which in 2014 occupied only an estimated 10.9% share of US media ad spending. That has already more than doubled to an estimated 22.7% share this year, and is now forecast to grow to 32.9% in 2020. The almost one-third of all media ad budgets would equal the 32.9% forecast for TV. (TV advertising is expected to be slightly higher in terms of absolute dollars – the equal percentage share is due to rounding.)
Another way of looking at mobile’s growth: this year mobile’s 22.7% expected share of media ad budgets is greater than print (13.9%) and radio (7.4%) combined. By 2020, mobile is predicted to capture a considerably greater share of US media ad budgets than print, radio, out-of-home and directories, combined.
Last year, meanwhile, mobile captured the majority of digital ad budgets for the first time, per eMarketer’s estimates. By 2020, it is projected to occupy almost three-quarters of digital ad budgets. To paraphrase Marc Andreessen’s popular quip, it looks like mobile is eating the digital ad world. (It’s already there when it comes to Facebook ad spending.)
Here is the above chart again, but this time without breaking out mobile and non-mobile digital media, in order to show digital media’s ascent over TV next year:
It’s worth noting, though, that ad spending might be following consumer media consumption shifts more so than advertising influence. TV ads influence far more consumers to make a purchase than video or display ads, though social media ads (primarily consumed today on mobile devices) are second to TV among Millennials. That’s according to MarketingCharts’ ongoing research into the forms of advertising that US consumers believe most influence their purchases. The results could be a reflection of a greater exposure to TV ads than video ads, rather than a greater degree of efficacy, though, as research presents conflicting views on the relative efficacy of these media.
Returning to the eMarketer forecast, some other points of note include:
▶︎ Magazines overtaking newspapers in ad spending in 2019, primarily on the basis of a slower decline in ad spend;
Spending on non-mobile digital advertising overtaking print in 2019; and
▶︎ Out-of-home’s share of media advertising spending declining at a slower rate than most traditional media (save for TV), as a result of continued volume growth. It’s important to note that while traditional media formats are expected to decline in share of total ad spend, that doesn’t mean that spending dollars will decline. That’s due to continued growth in overall media ad spending, which eMarketer predicts will increase from $192 billion this year to $234.3 billion in 2020. So while TV’s share of total ad spend will decline during that time frame, the amount of dollar spending on TV is expected to grow from $70.6 billion to $77.2 billion.
Finally, despite long-running reports of TV ad budgets moving to digital video, TV ad spending in 2020 will still vastly outweigh digital video ad spending ($77.2 billion and $16.7 billion, respectively), per eMarketer’s forecast. And within digital, the shift to mobile will not be quite as rapid with video, as desktop/laptop video ad spending will still slightly top mobile video ad spending at the end of the forecast period.
Digital Research
Desktops & Laptops Decline To A Minority of Premium Digital Video Ad Views
Desktops and laptops accounted for just 40% share of premium video ad views in Q4 2015, down from 52% a quarter earlier and falling below a majority share for the first time, reports FreeWheel. OTT devices continue to grow quickly, comprising 22% share of all video ad views, overtaking smartphones (19%). Among OTT devices, Apple TV led with 44% share of ad views, followed by Roku (34% share).
In other study results,
▶︎ Authenticated viewing accounted for 65% of long-form and live monetization for programmers (MVPDs) in Q4, up from 56% in the year-earlier period;
▶︎ OTT devices, at 31% share, continue to represent the second-largest share of authenticated ad views, not far behind desktops and laptops (37% share);
▶︎ Overall video views grew by 32% year-over-year and video ad views by 30%, driven by live and long-form viewing (+129%);
The entertainment category (32%) represented the largest share of ad views by content segment, followed by sports (20%) and music (12%);
▶︎ Tablets, desktops/laptops and OTT devices continue to be used primarily for long-form (20+ minutes) and live viewing, with the opposite true for smartphones;
▶︎ The average ad break length was 130 seconds (6.2 ad units) for live viewing in Q4;
▶︎ Ads served during live and long-form video skewed towards 30-second units over 15-second units, while a majority (55%) of ads served during shorter-form content were 15 seconds in length; and
▶︎ The retail vertical comprised the largest share (25%) of ad views by vertical, followed by CPG (18%) and financial services (12%).
About the Data: The dataset used for the FreeWheel reports concern the usage and monetization of professional, rights managed video content, and are comprised of over 160 billion video views in 2015. The report is released quarterly and highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content.
Digital TV viewing is projected to exceed half of the internet-using population this year for the first time, forecasts eMarketer. Some 164.5 million Americans are expected to watch TV shows online via any device at least once a month, representing 50.8% of the population. That figure is forecast to climb to 183.6 million in 2020, or 54.9% of the population.
However, traditional TV still boasts higher numbers, per eMarketer, which notes that 205.7 million adults will watch traditional TV this year as opposed to 129.7 million watching digital TV. That gap will narrow over time as these media audiences move in opposite directions, with 202.1 million adults expected to watch traditional TV by 2018 versus 138.8 million watching streaming TV.
Mobile Research
US Paid Search ROI Seen Increasing On Smartphones
Smartphones’ share of US paid search spending rose to 20% in Q4 2015, per Adobe. With an almost 50% year-over-year increase in revenue-per-click in Q4, smartphones also turned in a strong quarter in terms of ROI, with the 31% year-over-year increase in contrast to a relatively flat ROI performance for computers and tablets. Adobe notes that the increase in smartphone transactions led to more competitive bidding from advertisers, with smartphone costs-per-click up 9% year-over-year in Q4. The increase in paid search engagement on smartphones comes at the same time as another report showing that email response rates are also growing on mobile devices.
Box Office Weekend 4-6 March 2016 (Domestic)
#1 ‘Zootopia’ $ 50.00 million in 3,827 theaters
#2 ’10 Cloverfield Lane’ $ 25.20 million in 3,490 theaters
#3 ‘Deadpool’ $ 10.80 million in 3,624 theaters
#4 ‘London Has Fallen’ $ 10.67 million in 2,374 theaters
#5 ‘Gods of Egypt’ $ 5.00 million in 3,117 theaters
#6 ‘WhiskeyTango Foxtrot’ $ 4.60 million in 2,507 theaters
#7 ‘The Perfect Match’ $ 4.15 million in 2,700 theaters
#8 ‘The Young Messiah’ $ 3.40 million in 1,488 theaters
#9 ‘The Brothers Grimsby’ $ 3.15 million in 2,044 theaters
#10 ‘Gods Of Egypt’ $ 2.50 million in 1,715 theaters
Box Office Weekend 4-6 March 2016 (International)
#1 ‘Zootopia’ $ 83.1 million in 46 territories
#2 ‘Kung Fu Panda 3’ $ 28.6 million in 21 territories
#3 ‘Divergent Series’ $ 26.7 million in 45 territories
#4 ‘Gods of Egypt’ $ 26.4 million in 74 territories
#5 ‘Ip Man 3’ $ 13.0 million in 4 territories
#6 ‘London Has Fallen’ $ 12.0 million in 28 territories
#7 ‘Deadpool’ $ 11.3 million in 82 territories
#8 ‘The Revenant’ $ 6.9 million in 42 territories
#9 ‘Hail, Caesar!’ $ 3.8 million in 44 territories
#10 ‘Brothers Grimsby’ $ 3.2 million in 35 territories
Coming Soon
‘Jason Bourne’ starring Matt Damon, Alicia Vikander, Julia Stiles, Tommy Lee Jones and Vincent Cassel.
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Across The Pond
BBC One #1 Tuesday in the UK as ‘Happy Valley’ was the top program.
BBC One
The Big One
730P ‘EastEnders’ finished with an average 6.8 million viewers and a 33% share.
8P ‘Holby City‘ finished with an average 4.7 million viewers.
9P ‘Happy Valley‘ season finale finished #1 on Tuesday evening with an average 7.4 million viewers and a 34% share.
BBC Two
The Little Two
8P ‘Mary Berry’s Easter Feast‘ finished with an average 2.8 million viewers.
9P ‘Inside Obama’s White House‘ finished with an average 1.6 million viewers and a 7% share.
ITV
The Independent One
7P ‘Emmerdale‘ finished with an average 5.8 million viewers and a 30% share.
8P ‘It’s Not Rocket Science‘ finished with an average 1.7 million viewers and an 8% share.
9P ‘Speeding Wars‘ finished with an average 1.4 million viewers and a 6% share.
Channel 4
The Big Four
8P ‘Obsessive Compulsive Cleaners‘ finished with an average 1.5 million viewers.
9P ‘First Dates‘ finished with an average 1.3 million viewers and a 6% share.
Channel 5
The Viacom Five
8P ‘Britain’s Horror Homes‘ finished with an average 792,000 viewers.
9P ‘Benefits by the Sea:Jaywalk‘ finished with an average 938,000 viewers and a 4% share.
Down Under
Seven #1 Tuesday in Australia as ‘Seven News’ & ‘My Kitchen Rules’ top programs.
Seven finished #1 Tuesday in Australia with a 32.5% share of the available audience.
Nine finished #2 with a 27.2% share.
Ten finished #3 with a 16.9% share of the available audience.
ABC finished #4 with a 16.5% share.
SBS finished #5 in Australia on Tuesday with an average 6.9% share of the available audience.
Top Ten Non-Newscast Programming Tuesday In Australia
#1 MY KITCHEN RULES – TUE Seven 1,376,000 viewers #1 in all markets
NEV and Kell are out!
#2 A CURRENT AFFAIR Nine 903,000 viewers Melbourne top market
#3 SEVEN YEAR SWITCH Seven 858,000 viewers Melbourne top market
#4 HOME AND AWAY Seven 808,000 viewers Melbourne top market
#5 THE BIG BANG THEORY Nine 807,000 viewers Melbourne top market
#6 THE BIG BANG THEORY (R) Nine 755,000 viewers Melbourne top market
#7 HERE COME THE HABIBS! Nine 683,000 viewers Melbourne top market
#8 7.30 ABC 655,000 viewers Sydney & Melbourne top markets
#9 CATALYST ABC 593,000 viewers Melbourne top market
#10 HOT SEAT Nine 553,000 viewers Melbourne top market
Top Newscasts In Australia Tuesday
#1 SEVEN NEWS Seven 1,018,000 viewers #1 in Adelaide & Perth
#2 SEVEN News/TodayTonight Seven 1,000,000 viewers Melbourne top market
#3 NINE NEWS 6:30 Nine 949,000 viewers #1 in Sydney & Melbourne
#4 NINE NEWS Nine 937,000 viewers #1 in Brisbane
#5 ABC NEWS ABC 751,000 viewers Melbourne top market
*WEDNESDAY AUSTRALIAN OVERNIGHT TV RATINGS
*WEDNESSDAY AUSTRALIAN OVERNIGHT TV RATINGS
Seven #1 Wednesday in Australia as ‘My Kitchen Rules’ and ‘Seven News’ again are the top programs.
Seven finished #1 Tuesday in Australia with a 34.8% share of the available audience.
Nine finished #2 with a 23.8% share.
ABC finished #3 with a 17.4% share of the available audience.
Ten finished #4 with a 16.4% share.
SBS finished #5 in Australia Tuesday with a 7.7% share of the available audience.
Top Ten Non-Newscast Programs In Australia Wednesday
#1 MY KITCHEN RULES Seven 1,307,000 viewers #1 in all markets
#2 A CURRENT AFFAIR Nine 876,000 viewers Melbourne top market
#3 FIRST DATES Seven 738,000 viewers Sydney top market
#4 HOME AND AWAY Seven 734,000 viewers Melbourne top market
#5 7.30 ABC 662,000 viewers Melbourne top market
#6 THE CHASE AUSTRALIA Seven 582,000 viewers Sydney top market
#7 LONG LOST FAMILY TEN 564,000 viewers Melbourne top market
#8 FAMILY FEUD TEN 541,000 viewers Melbourne top market
#9 WEEKLY WITH PICKERING ABC 532,000 viewers Sydney top market
#10 THE PROJECT 7PM TEN 513,000 viewers Melbourne top market
Top Newscast In Australia Wednesday
#1 SEVEN NEWS Seven 1,016,000 viewers #1 in Adelaide & Perth
#2 SEVEN News/TodayTonight Seven 956,000 viewers Melbourne top market
#3 NINE NEWS Nine 936,000 viewers #1 Sydney & Melbourne
#4 NINE NEWS 6:30 Nine 910,000 viewers #1 in Brisbane
#5 ABC NEWS ABC 772,000 viewers Melbourne top market
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Media Notes Briefs: ‘Death Of Television Highly Under-Exaggerated‘:http://bit.ly/DeathofTelevision 🆕💡💭🌎💬 It’s Free!
New This Week: Mobile Optimized Sites A Must For Local Business 💬 – http://eepurl.com/btvkyn
Weekly Retail Media Notes. This week: ‘Do Your Customers Use Digital/Mobile?’ http://bit.ly/1U0M979💡.@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
Tony Bennett ‘Fly Me To The Moon’
OVERTHESHOULDERMEDIA 