CABLE
FNC
8P ‘Tucker Carlson Tonight’ finished #1 in the time slot with an average 3.138 million viewers.
9P ‘Hannity‘ finished #1 program on cable Tuesday with an average 3.406 million viewers.
10P ‘The Ingraham Angle’ finished with an average 2.838 million viewers.
BROADCAST
CBS
8P ‘NCIS‘ season premiere (‘Destiny’s Child’) finished #1 program on Tuesday with an average 12.387 million viewers.
9P ‘FBI’ world premiere (‘Pilot’) finished with an average 10.077 million viewers, UP +8.3% vs time slot SD 2017, the only program in prime time that performed above last years time slot.
10P ‘NCIS:New Orleans‘ season premiere (‘See You Soon’) finished #1 in the time slot with an average 8.926 million viewers.
NBC
8P ‘The Voice’ finished with an average 9.797 million viewers.
9P ‘This Is Us‘ season premiere (‘Nine Bucks’) finished #1 in the time slot with an average 10.399 million viewers.
10P ‘New Amsterdam’ world premiere (‘Pilot’) finished with an average 8.438 million viewers.
ABC
8P ‘Dancing With The Stars’ finished with an average 6.641 million viewers.
9P ‘Dancing With The Stars’ finished with an average 6.333 million viewers.
10P ‘The Real Rookies:A Special Edition of 20/20’ finished with an average 2.645 million viewers.
FOX
8P ‘The Gifted’ season premiere (‘eMergence’) finished with an average 2.625 million viewers.
9P ‘Lethal Weapon’ season premiere (‘In The Same Boat’) finished with an average 3.454 million viewers.
The CW
8P ‘The Flash’ rerun (‘Think Fast’) finished with an average 579,000 viewers.
9P ‘The Outpost’ (‘The Vex Rezicon’) finished with an average 582,000 viewers.
FOR THE RECORD
CBS finished #1 broadcast network in prime time with an average 10.463 million viewers, DOWN -121,000 viewers (-1.2%) vs SD 2017.
NBC finished with an average 9.545 million viewers, DOWN -280,000 viewers (-2.4%) vs SD 2017.
ABC finished with an average 5.206 million viewers, DOWN -1.557 million viewers (-23.0%) vs SD 2017.
FNC finished with an average 3.127 million viewers.
FOX finished with an average 3.040 million viewers, DOWN -326,000 viewers (-9.7%) vs SD 2017.
MSNBC finished with an average 2.464 million viewers.
USA finished with an average 1.837 million viewers.
TLC finished with an average 1.282 million viewers.
The CW finished with an average 580,500 viewers, DOWN -291,000 viewers (33.4%) vs SD 2017.
Broadcast network viewership Tuesday in prime time finished with 28,835 million viewers, DOWN -2.574 million viewers (-8.2%) 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
ARE SECOND SCREENS DISTRACTING TV VIEWERS?
People’s increasing use of second screens lets advertisers reach users through more devices according to Ross Benes writing in eMarketer (092618). But is this making it harder for TV advertisers to reach their target audiences?
In a July survey of 500 US marketing decision makers conducted by Viant, 45.8% of respondents said that consumers being distracted by their second screens is one of the top factors that limits the success of their TV ad campaigns. The polled marketers also cited cord-cutting and consumers having too many channels to choose from as other top hurdles reducing the effectiveness of their TV ads.
Viant’s study underscores how users’ fragmented media consumption is disrupting how marketers approach traditional TV advertising. eMarketer estimates that 185.8 million US adults will regularly use a second screen while watching TV this year, up 4.5% from 2017.
About two-thirds of the respondents in Viant’s study said they have struggled to break through the ad clutter. And 86% of those polled said it is becoming harder to grab a consumer’s attention solely through TV advertising.
With user attention scattered, cross-device targeting is in vogue.
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 