CBS #1 Broadcast Network Tuesday as ‘NCIS’ Top Program. ESPN #1 Cable Network as ‘MLB NL Wild Card Playoff’ Top Program.

Drama dominated viewing on television on Tuesday.
The Daily Diary Of Screens #dailydiaryofscreens 🇺🇸🇬🇧🇦🇺💻📱📺🎬🌎. For Tuesday, October 2, 2018. This is your U.S. Daily Television Ratings Platform.
In the U.S., CBS #1 broadcast network as NCIS‘ #1 broadcast program with an average 11.926 million viewers.

BROADCAST

CBS’ ‘NCIS’ Top Program In Prime Time Tuesday 100218


CBS

8P ‘NCIS‘ (‘Love Thy Neighbor’) finished as the #1 program in prime time Tuesday with an average 11.926 million viewers.
9P ‘FBI‘ finished #1 in the time slot with an average 9.369 million viewers.
10P ‘NCIS-New Orleans‘ finished #1 in the time slot with an average 7.840 million viewers.

NBC

8P ‘The Voice’ finished with an average 9.187 million viewers.
9P ‘This Is Us’ finished with an average 8.770 million viewers.
10P ‘New Amsterdam’ finished with an average 7.468 million viewers.

ABC

8P ‘Dancing With The Stars’ finished with an average 6.111 million viewers.
9P ‘Dancing With The Stars’ finished with an average 6.089 million viewers.
10P ‘A Million Little Things’ finished with an average 2.824 million viewers.

FOX

8P ‘The Gifted’ finished with an average 2.265 million viewers.
9P ‘Lethal Weapon’ finished with an average 3.164 million viewers.

The CW

8P ‘The Flash’ rerun finished with an average 547,000 viewers.
9P ‘The Outpost’ finished with an average 587,000 viewers.

For The Record

CBS finished #1 broadcast network Tuesday in prime time with an average 9.712 million viewers, DOWN -11.98% vs SD 2017.
NBC finished with an average 8.475 million viewers, DOWN -2.95% vs SD 2017.
ESPN finished #1 cable network Tuesday in prime time with an average 6.332 million viewers.
ABC finished with an average 5.008 million viewers, UP +8.6% vs SD 2017.
FNC finished with an average 3.680 million viewers.
FOX finished with an average 2.715 million viewers, DOWN -12.68% vs SD 2017.
CNN finished with an average 1.268 million viewers.
The CW finished with an average 567,000 viewers, DOWN -4.87% vs SD 2017.

Broadcast network viewership Tuesday in prime time finished with 26.477 million viewers, DOWN -1.605 milling viewers (-5.7%) vs 28.082 million viewers 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.

MARKETING NOTES

What Do Consumers Think About Your eMails? Many Consumers Say No.

In an article written by Jen King in eMarketingRetail 100218, of the 1,006 US digital buyers surveyed in a June 2018 study from Yes Lifecycle, just 9% of respondents said they don’t ignore emails from retailers.

But why?

For one, they get too many of them. More than half (55%) of respondents said as much, with younger digital buyers—those ages 18 to 23—more likely to feel this way than their older cohorts. Nearly as many respondents (50%) said they disregard emails because the product recommendations they’re seeing are irrelevant.

There were also those who felt that the emails hitting their inbox were too personalized, and ultimately creeped them out (12%) or lacked the kind of personalization the survey respondents were looking for (11%).

On the other hand, roughly one-third of those polled ignored retail emails because they didn’t offer anything, like a percentage off their purchase or free shipping.

Discounts are certainly one way to drive consumer engagement, in addition to driving email conversions. A survey from SendinBlue conducted late last year found that email is still one of the primary ways that consumers want to receive information from retailers. The study found that many respondents were motivated to open up a message if it featured a promotion. As did a recent study conducted by Adobe in June of this year. Some 50% of smartphone-owning US internet users cited email as the preferred contact method to receive an offer from brands.

Older Affluent Adults More Likely To Describe Themselves As Brand-Loyal

Only 1 in 5 American adults say they tend to be loyal to specific brands and largely buy from them repeatedly, while one-third like to try out different products even when they know there’s one they like. So reports Morning Consult in a study entitled “What Drives Brand Loyalty Today”.

The research points out that there are certain consumer segments that appear to be more brand-loyal than others.
Among those are affluents (people with at least $100k in annual income): 29% of these respondents say they tend to be loyal to specific brands, versus 19% of respondents overall.

Affluents are most apt to associate the words “high quality” with brands or companies they’re loyal to, with 94% saying that’s the case (versus 88% of respondents overall). More than 9 in 10 affluents also associated the words “reliable” (93%) and “well priced given the quality” (91%) with their loyalty, in both cases at a slightly higher rate than the adult average.

Affluents are also more likely than adults overall to associate the term “innovative” with their loyalty, but far less likely to think of loyalty in terms of something being “inexpensive.”

Older Adults Less Likely to Try New Products
The study also finds an interesting discrepancy in behavior when sorting by age. Respondents were asked to choose which of two statements best describes their view:
◉ “When I find a product I like, I tend to buy it repeatedly;” or
◉ “I like to try out different products, even when I know there’s one I like.”
Although only 49% of Gen Z (18-21) respondents said they tend to buy a product repeatedly when they find one they like, that figure increased with age, to 59% of Millennials, 67% of Gen Xers, and 75% of Boomers.

Do Millennials’ Brand Loyalty Drivers Differ?
When thinking about brands and products that they’re loyal to, the largest share of adults overall (70%) said that reliability and/or durability is very important in contributing to their loyalty.

Next on the list, the quality being high given the price is a very important brand loyalty driver for 55% of respondents.
These results match up with an earlier report from Morning Consult based on the same survey, that focused on Millennials (ages 22-37). In that report, 68% of Millennials said that reliability/durability was very important to their brand loyalty, and 54% said the same about the quality being high given the price.

While the top drivers of brand loyalty matched up, some variances emerge when comparing the results from this report with the earlier one focused on Millennials:
◉ Positive customer service interactions are very important to 50% of Millennials, versus 42% of adults overall;
◉ The ethical and moral standards of the company are very important to 42% of Millennials, compared to 30% of respondents overall; and
◉ Having always purchased from a company (a matter of habit or routine) is very important to 25% of Millennials, versus 17% of adults overall.

Why Do People Abandon Brands They Were Once Loyal To?
Fully two-thirds (65%) of adults report having stopped buying from a brand they were once loyal to. Asked which of 7 primary reasons were responsible for that decision, by far the largest percentage (34%) of respondents said that it was due to the quality of the products or service decreasing. That was a much greater motivator for abandoning brand loyalty than the price of the products going up (19%), emphasizing again how quality appears to be a greater brand loyalty lever than price.

Again, though, these responses differed by demographic group. Gen Z respondents (ages 18-21) are actually about as likely to have stopped being loyal to a brand due to the price going up (28%) as to the quality going down (27%). By contrast, Gen Xers are about twice as likely to have abandoned their loyalty on the basis of quality (38%) than price (20%).
For Millennials, a customer service issue was as likely to be the primary reason behind the loss of brand loyalty as the price of the products going up.

And among affluents, increasing price mattered less than a customer service issue. Disagreement over a political position the brand took has also been as great of a reason for abandoning loyalty as an increase in price. Nonetheless, a decrease in the quality of the product or service was by far the greatest reason for affluents losing loyalty to a brand, with affluents tagging this reason more than other adults.

About the Data: The results are based on a survey conducted in early August 2018 among 2,202 US adults (18+).

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