Comedy, football and baseball dominated viewing on television on Thursday.
The Daily Diary Of Screens #dailydiaryofscreens 🇺🇸🇬🇧🇦🇺💻📱📺🎬🌎. For Thursday, October 4, 2018. This is your U.S. Daily Television Ratings Platform.
In the U.S., FOX #1 broadcast network as CBS’ The Big Bang Theory‘ #1 broadcast program with an average 12.002 million viewers.
8P ‘Thursday Night Football’ featuring the Indianapolis Colts vs New England Patriots finished with an average 9.166 million viewers.
9P ‘Thursday Night Football‘ finished #1 in the time slot with an average 10.641 million viewers.
10P ‘Thursday Night Football‘ finished #1 in the time slot with an average 8.921 million viewers.
8P ‘The Big Bang Theory‘ (‘The Procreation Calculation’) finished #1 Broadcast program Thursday in prime time with an average 12.002 million viewers.
830P ‘Young Sheldon‘ finished #1 in the time slot with an average 10.593 million viewers.
9P ‘Mom’ finished with an average 7.938 million viewers.
930P ‘Murphy Brown’ finished with an average 7.171 million viewers.
10P ‘SWAT’ finished with an average 5.253 million viewers.
8P ‘Grey’s Anatomy’ finished with an average 6.532 million viewers.
9P ‘Station 19’ finished with an average 5.219 million viewers.
10P ‘How To Get Away With Murder’ finished with an average 3.005 million viewers.
8P ‘Superstore’ season premiere finished with an average 3.167 million viewers.
830P ‘The Good Place’ finished with an average 2.973 million viewers.
9P ‘Will & Grace’ season premiere finished with an average 3.942 million viewers.
930P ‘I Feel Bad’ finished with an average 2.627 million viewers.
10P ‘Law & Order:SVU’ finished with an average 4.198 million viewers.
8P ‘Supernatural’ rerun finished with an average 656,000 viewers.
9P ‘The Originals’ rerun finished with an average 417,000 viewers.
1135P CBS’ ‘The Late Show with Stephen Colbert‘ finished #1 with an average 2.4/7.
1135P NBC’s ‘The Tonight Show Starring Jimmy Fallon’ finished #2 with an average 1.7/5.
1135P ABC’s ‘Jimmy Kimmel Live’ finished with an average 1.5/4.
1235A NBC’s ‘Late Night with Seth Meyers‘ tied for #1 1.1/4.
1235A ABC’s ‘Nightline‘ tied for #1 1.1/4.
1235A CBS’ ‘The Late Late Show with James Corden‘ tied for 1.1/4.
For The Record
FOX finished #1 broadcast network Thursday with an average 9.576 million viewers.
CBS finished with an average 8.035 million viewers.
ABC finished with an average 4.919 million viewers.
NBC finished with an average 3.518 million viewers.
The CW finished with an average 536,500 viewers.
Broadcast network viewership Thursday in prime time finished with 26.585 million viewers, DOWN -1.347 million viewers (-5.34%) vs 25.238 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.
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.
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+).
Do Brands Follow Through on Their Promises? Many Are Skeptical.
For customers to be satisfied with brands, the marketing message needs to align with the value of the product and service itself, research has shown. The trouble is, many people, especially those prized Millennials, feel that brands today rarely live up to the promises they make, according to a study from Jack Morton in MarketingCharts.
Millennials Are the Most Skeptical.
The research aimed to come up with a Brand Experience Index, and as part of that effort, asked 6,000 consumers in the US, UK and China about their attitudes and interactions with brands.
The results indicate that brands need to make sure that the experiences and products/services they deliver match the promises made by their marketing. That’s because close to half of respondents agreed that when a brand doesn’t live up to its promises, they can’t trust it and won’t buy it anymore.
In this case, it was actually Boomers who were the most unforgiving, with 53% willing to abandon a brand that doesn’t live up to its promises, versus 42% of Millennials.
Still, younger adults are skeptical. More than one-third (36%) of Millennials agreed that when a brand doesn’t live up to its promises, it wants them to believe it’s something that it’s not. That figure fell to fewer than one-quarter (23%) of Boomers.
Moreover, younger adults are the most apt to feel that brands are failing. While 52% of respondents across the 3 countries agreed that brands today rarely live up to the promises they make, that figure was highest among Millennials (52%) and lowest among Boomers (47%).
That same pattern was true across countries:
◉ In the US, 49% of Millennials feel that brands rarely live up to their promises, versus 42% of Boomers;
◉ In the UK, it’s 55% of youth versus 49% of older adults; and
◉ In China, people are most skeptical, with 60% of Millennials and 50% of Boomers feeling that brands rarely deliver.
These opinions aren’t forged in an environment of complacence either, as 8 in 10 adults surveyed across the 3 countries reported caring about how brands behave towards customers, employees and their communities.
Employee Experiences More Critical Than Social Content in the US.
The experiences provided by some touch points matter more than others, and these largely vary depending on industry and to some extent, country.
Within the US, respondents rated the in-store experience the most important for CPG, Beverages, Consumer Tech and Quick Service Restaurants (QSR). The web and mobile experience is most important for Entertainment, Tech and Payments, while employees matter most for Travel and Retail Banks.
Interestingly, for US respondents, employees were among the top-3 most important experiences in each of the 10 industries tracked. By contrast, social content was only in the top-3 in two industries: Tech (#2) and Entertainment (#3).
Social content proves more important in China, though. It’s the most important aspect of the experience for Chinese consumers when considering the Entertainment, Tech, Travel and Retail Bank industries.
Those brands able to provide consistently high experiences across touch points are likely to separate themselves from the competition: fewer than 1 in 4 respondents across the surveyed countries feel that the brands they interact with deliver experiences that are significantly better than their competitors.