CABLE
ESPN
8P ‘Monday Night Kickoff’ finished with an average 4.699 million viewers
815P ‘Monday Night Football’ featuring the Pittsburgh Steelers vs Tampa Bay Bucs finished with an average
9P ‘Monday Night Football’ finished #1 in the time slot with an average 12.011 million viewers.
10P ‘Monday Night Football’ finished #1 in the time slot with an average 12.001 million viewers.
BROADCAST
‘The Big Bang Theory’ #1 broadcast program Monday.
NBC
8P ‘The Voice’ season premiere finished #3 in the time slot with an average 9.334 million viewers.
9P ‘The Voice‘ finished #2 in its time slot with an average 9.791 million viewers.
10P ‘The Manifest‘ world premiere finished #2 in its time slot with an average 10.310 million viewers.
CBS
8P ‘Big Bang Theory‘ season premiere finished #1 Monday evening with an average 12.714 million viewers.
830P ‘Young Sheldon‘ season premiere finished #2 in its time slot with an average 10.546 million viewers.
9P ‘Magnum PI’ world premiere finished #3 in its time slot with an average 8.084 million viewers.
10P ‘Bull’ season premiere finished #3 in its time slot with an average 7.329 million viewers.
ABC
8P ‘Dancing With The Stars’ season premiere finished #4 in the time slot with an average 8.310 million viewers.
9P ‘Dancing With The Stars’ finished #4 in the time slot with an average 7.839 million viewers.
10P ‘The Good Doctor’ season premiere finished #3 in its time slot with an average 7.784 million viewers.
Note: ABC fast affiliate-based ratings are inflated by a local pre-emption in Pittsburgh for NFL Monday Night Football.
FOX
8P ‘The Resident’ season premiere finished #5 in the time slot with an average 4.846 million viewers.
9P ‘9-1-1 finished #5 in its time slot with an average 6.556 million viewers.
The CW
8P ‘Penn & Teller:Fool Us’ finished with an average 901,000 viewers.
9P ‘Whose Line Is It Anyway?’ finished with an average 699,000 viewers.
930P ‘Whose Line Is It Anyway?’ rerun finished with an average 618,000 viewers.
For The Record
ESPN finished #1 overall network Monday in prime time with an average 11.401 million viewers.
NBC finished #1 broadcast network Monday (the first day of the 2018-19 television season) with an average 9.812 million viewers, UP +843,000 viewers (+9.4%) vs SD 2017.
CBS finished with an average 9.014 million viewers, DOWN -1.399 million viewers (-13.4%) vs SD 2017.
ABC finished with an average 7.787 million viewers, DOWN -2.009 million viewers (-20.1%) vs SD 2017.
FOX finished with an average 5.701 million viewers, UP +3.764 million viewers (+193.4%) vs SD 2017.
FNC finished with an average 2.999 million viewers.
MSNBC finished with an average 2.426 million viewers.
USA finished with an average 2.350 million viewers.
CNN finished with an average 945,667 viewers.
The CW finished with an average 779,750 viewers, DOWN -130,000 viewers (-14.3%) vs SD 2017.
Rating: Estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent.
Fast Affiliate Ratings: These first national ratings are available at approximately 11 a.m. ET the day after telecast. The figures may include stations that did not air the entire network feed, as well as local news breaks or cutaways for local coverage or other programming. Fast Affiliate ratings are not as useful for live programs and are likely to differ significantly from the final results, because the data reflect normal broadcast feed patterns.
Share (of Audience): The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time.
Time Shifted Viewing: Program ratings for national sources are produced in three streams of data – Live, Live +Same-Day and Live +7 Day. Time-shifted figures account for incremental viewing that takes place with DVRs. Live+SD includes viewing during the same broadcast day as the original telecast, with a cut-off of 3 a.m. local time when meters transmit daily viewing to Nielsen for processing. Live +7 ratings include viewing that takes place during the 7 days following a telecast.
DIGITAL
TELEVISION’S EFFECT ON MILLENNIALS
Millennials may not watch as much TV as previous generations, but their engagement with the TV content they do watch may actually be deeper than other groups.
In an article written by Jen King, eMarketerRetail (092518), states among other things, millennials follow actors on social media, read online recaps and try to avoid spoilers in their social media news feeds. What’s more, TV shows influence millennial purchasing behavior as well, according to recent findings from the Video Advertising Bureau (VAB).
In its April 2018 survey of 1,001 US internet users, millennials told VAB that what they see on TV “always” or “frequently” inspires them to make a purchase. Some 43% of millennial internet users in the US said their decision was influenced by product placement or an advertisement that ran during a show.
For the most part, what’s featured or shown during a TV program is as influential as its commercial breaks. In fact, millennials were slightly more likely than adults in general to purchase a product, eat at a certain restaurant or vacation at a specific location after it was featured on TV.
“Digital resources can deepen [millennials’] involvement with a TV show, and it’s not surprising that VAB polling finds lots of millennials follow shows and characters on social media, tweet about shows and so on,” said eMarketer analyst Mark Dolliver. “And since involvement with favorite shows is not merely passive, it makes sense that millennials could be more inclined than adults in general to take action due to a show, like buying things they see within the show or in ads that accompany it.”
However influential “as seen on TV” can be to drive purchases, millennials don’t spend much time watching TV.
According to eMarketer’s numbers, US consumers between the ages of 18 and 24, and those 25 to 34, spend 93 and 128 minutes watching TV per day, respectively, whereas older consumers (ages 45 to 54) watch 240 minutes per day on average.
Indeed, 36% of US millennials, according to a June 2018 Magid survey, watch live cable or satellite TV, and about one-third stream content to a connected TV for more than 3 hours per day.
MARKETING TRENDS
The 2018 Marketing Charts US Purchase Influencers Report, based on 2,200
◉ Word-of-mouth is the leading influencer of consumers’ purchases overall.
TV advertising, #2 and the only paid medium in the upper echelon of purchase influencers. Note:This result is driven in part by youth, with older adults more likely to ascribe influence to TV ads than word-of-mouth.
◉ Direct mail #3 purchase influencer, carrying more heft with women, affluents, the most highly-educated, and older generations.
◉ Social media is a key area of advertising exposure, particularly for women and Millennials who are its heaviest users.
◉ Search ads attract almost as much purchase influence as social media ads, and more so for men. Exposure to search ads is high among affluents and highly-educated adults, though that doesn’t always translate to purchase influence.
◉ Boomers report tuning out advertising to a greater extent than Millennials, and other comparisons of demographic groups likewise find some ascribing less purchase influence to paid, owned and earned media than others.
OVERTHESHOULDERMEDIA 