Drama and Baseball dominated viewing on television on Friday.
The Daily Diary Of Screens #dailydiaryofscreens 🇺🇸🇬🇧🇦🇺💻📱📺🎬🌎. For Friday, October 12, 2018. This is your U.S. Daily Television Ratings Platform.
In the U.S., CBS #1 broadcast network Friday in prime time as Blue Bloods‘ was #1 broadcast program with an average million viewers.
In the U.S., FS1 #1 cable network Friday in prime time as ‘MLB NCLS‘ featuring the Milwaukee Brewers defeating the Los Angeles Dodgers 6-5 was #1 cable program.
BROADCAST
‘Blue Bloods’ top program Friday 101218
CBS
8P ‘MacGyver‘ finished #1 second half hour in time slot with an average 6.213 million viewers.
9P ‘Hawaii Five-0‘ finished #1 in time slot with an average 7.654 million viewers.
10P ‘Blue Bloods’ finished #1 broadcast program in prime time with an average 8.202 million viewers.
FOX
8P ‘Last Man Standing‘ finished #1 in the time slot with an average 6.340 million viewers.
830P ‘The Cool Kids’ finished with an average 4.782 million viewers.
9P ‘Hell’s Kitchen’ finished with an average 2.749 million viewers.
ABC
8P ‘Fresh Off The Boat’ finished with an average 2.760 million viewers.
830P ‘Speechless’ finished with an average 2.352 million viewers.
9P ‘Child Support’ finished with an average 2.035 million viewers.
10P ‘Melania-The First Lady’ finished with an average 4.223 million viewers.
NBC
8P ‘Blindspot’ season premiere finished with an average 2.950 million viewers.
9P ‘Dateline NBC’ finished with an average 4.229 million viewers.
10P ‘Dateline NBC’ finished with an average 4.449 million viewers.
The CW
8P ‘Dynasty’ season premiere finished with an average 643,000 viewers.
9P ‘Crazy Ex-Girlfriend’ season premiere finished with an average 443,000 viewers.
CABLE
8P ‘MLB NCLS‘ was the #1 cable program Friday 101218 featuring the Los Angeles Dodgers @ the Milwaukee Brewers.
For The Record
CBS finished #1 Broadcast Network Friday in prime time with an average 7.356 million viewers.
FOX finished with an average 4.155 million viewers.
ABC finished with an average 2.938 million viewers.
NBC finished with an average 2.543 million viewers.
The CW finished with an average 543,000 viewers.
Broadcast network viewership Friday in prime time finished with 17.235 million viewers.
MARKETING
eMail Subject Line For Retail Is The Key
Half of US consumers prefer hearing from retailers by email than via social media, text, display ads or mobile apps, according to a survey report from Yes Lifecycle Marketing. However, the study indicates that the vast majority ignore at least some emails from retailers.
The survey asked more than 1,000 US consumers who have made a purchase online with retailer in the past year why they remain subscribed to retailer emails that they don’t read. (Just 1 in 7 said that they unsubscribe from the emails they don’t read.)
The leading reason given is that recipients scan the subject line to see which emails they want to open (42%). This beat out other reasons including wanting to get free stuff on anniversaries and birthdays, and factors preventing them from unsubscribing (such as being too busy or not finding the unsubscribe button).
Together, these findings suggest that consumers have a large volume of retailer emails in their inboxes, and are scanning subject lines to decide which ones to open.
The importance of a good subject line is brought further to light by separate results from the report. On average, 55% of respondents ignore emails from retailers because they get too many of them. This is a particularly sensitive issue among Centennials / Gen Z respondents, two-thirds (68%) of whom ignore retail emails for this reason.
A subject line could stand out if it presented a relevant offer or recommendation. Half of the respondents reported ignoring emails from retailers due to irrelevant product recommendations, with this a slightly larger issue for Baby Boomers than Millennials.
In fact, almost two-thirds of respondents have received some form of inadequately personalized communication from retailers, according to the report. The most common is a recommendation for a product that the recipient is not interesting in or hasn’t browsed or purchased in the past. A sizable proportion also point to retailers advertising product they’ve already purchased.
The importance of a good product recommendation was emphasized by Monetate in a recent study of online shopping behavior. Monetate found in its analysis that product recommendations that don’t generate any engagement from a site visitor may as well not exist, as they don’t have any real impact. But the right recommendations result in significant boosts to purchase rates, average order values and even return session purchase rates.
SOCIAL MEDIA
Google+ Will Shut Down After Security Hole Exposed User Data to Outside Developers
Erin Corbett, writing in Fortune Monday, 101818, exposed Google+ Security failure that will close down Google+. ‘A Google+ security bug gave outside developers access to the private data of hundreds of thousands of the social network’s users between 2015 and March 2018, according to a Wall Street Journal report. Google neglected to report the issue to the public, allegedly out of fear that the company would face regulations and damage to its reputation, according to sources and documents obtained by the Journal.
In a memo cited by the paper, Google’s legal and policy staff warned against disclosing the bug, fearing it would draw comparisons to Facebook’s mishandling of user data, when more than 50 million Facebook users had their personal information leaked to the data firm Cambridge Analytica.
The information exposed in the Google+ incident included full names, email addresses, birth dates, gender, profile photos, places lived, occupation, and relationship status.
Though this incident wasn’t technically a breach—there was no hack or signs of abuse—Google has recently been at the center of a number of privacy breaches. The company was the target of a massive class action lawsuit in the U.K. after 4 million users had their personal data collected and allegedly used for targeted advertising. The lawsuit was blocked in the High Court on Monday.
The Google+ data vulnerability was discovered in March of this year during an audit of the company’s APIs, conducted by a privacy task force codenamed Project Strobe. A bug in the API could have allowed outside developers to access the data of 496,951 users who had only opted to share their private profile data with friends.
Google is expected to announce the bug on Monday, as well as its plans shut down Google+, according to the Journal.
It will take 10 months to shut down Google+.
Video Now 25% Of Digital Ad Spending
This year will mark a milestone for digital video advertising in the US, according to eMarketer’s latest ad spending forecast. In 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.
Facebook will capture nearly one-quarter (24.5%) of all video ad spending in the US this year, at $6.81 billion (including Instagram). That makes Facebook the top social video ad platform in the US. We expect that dominance to continue over the forecast period, with double-digit growth through 2020. Not surprisingly, Facebook controls nearly 87% of US social network video ad spending.
“In-feed video has been a successful ad format for both Facebook and Instagram,” eMarketer principal analyst Debra Aho Williamson said. “Marketers rely on in-feed video ads to capture users’ attention and build brand awareness. A newer video ad format, in-stream advertising in Facebook Watch shows, is still relatively new, but we think advertisers will increase their usage of it because it is similar to linear TV advertising.”
SNAPCHAT
Snapchat’s US video revenues will reach $397.3 million this year, up nearly 19% over 2017. Video is by far the driving force behind Snapchat’s revenues, representing 60% of its US ad business through 2020. However, Snapchat’s share of social video spending will be 5.1% this year, while its share of the overall US video pie will be just 1.4%. That share will continue to grow slightly through 2020.
Twitter will derive more than half (55%) of its total US ad revenues from video in 2018. This year, video ad revenues will grow just over 12% to $633.3 million. That gives Twitter an 8.1% share of US social video ad spending, and a 2.3% share of total video spending. Its share will continue to drop slightly through 2020.
YOUTUBE
While eMarketer does not consider YouTube a social network, its importance in the video ad space is too large to ignore. This year, YouTube will generate $3.36 billion in net US video ad revenues, up 17.1% over last year. YouTube now derives 73% of its ad revenues from video in the US. YouTube overall represents a steady 11% of Google’s net US ad revenues.
Because traffic acquisition and content acquisition costs exceed half of YouTube’s gross revenues, higher than its rivals, it would not be entirely accurate to compare YouTube’s share of video ad revenues to the other platforms mentioned here.
OVERTHESHOULDERMEDIA 