DAILY DIGEST – 8.21.18

BACHELOR IN PARADISE tops primetime ratings, but AMERICAN NINJA WARRIOR grabs the most viewers; MTV breathes new life into THE HILLS; Dive into new US advertising strategies and the slow death of the commercial break

BROADCAST RATINGS:

Network Average:

MONDAY, 8.20.18 ABC NBC FOX CBS CW
Adults 18-49 rating/share 1.0/5 0.9/5 0.5/2 0.4/2 0.4/2
Total Viewers (millions) 3.99 4.48 2.4 3.42 1.36

 

Broadcast Primetime Live + Same Day – Tuesday, August 21, 2018

Time Show Adults 18-49
rating/share
Viewers
(millions)
8 p.m. Bachelor in Paradise (ABC) (8-10 p.m.) 1.3/6 4.73
  American Ninja Warrior (NBC) (8-10 p.m.) 1.0/5 5.16
  Carpool Karaoke: When Corden Met McCartney (CBS) – S 0.6/3 4.3
  So You Think You Can Dance (FOX) (8-10 p.m.) 0.5/2 2.4
  Penn & Teller: Fool Us (The CW) 0.3/1 1.5
       
9 p.m. Whose Line Is It Anyway? (The CW) 0.4/2 1.29
  Salvation (CBS) 0.3/1 2.57
       
9:30 p.m. Whose Line Is It Anyway? (The CW) – R 0.4/2 1.3
       
10 p.m. America’s Got Talent (NBC) – R 0.6/3 3.11
  The Proposal (ABC) 0.6/3 2.5
  Elementary (CBS) 0.4/2 3.39

Ratings Report:

  • BACHELOR IN PARADISE on ABC topped primetime broadcast once again this week, earning a steady 1.3 among adults 18-49. THE PROPOSAL was even with the same preliminary 0.6 again this week, but is looking likely to adjust down in the finals.
  • NBC’s AMERICAN NINJA WARRIOR earned a 1.0, same as last week, although it beat Bachelor’s audience during the 8pm hour. The competition series grabbed 5.16 million viewers overall, topping the 4.73 million Bachelor drew n.
  • On CBS, a special CARPOOL KARAOKE with Paul McCartney managed a 0.6, even with an encore episode of MOM and up a tenth from a rerun of LIFE IN PIECES last week. Both SALVATION (0.3) and ELEMENTARY (0.4) earned their usual ratings.
  • PENN & TELLER: FOOL US fell two tenths this week after a season high 0.5 last Monday; the 0.3 is in line with its seasonal average. WHOSE LINE IS IT ANYWAY?, however, managed to keep its higher rating this week, earning a 0.4 for a second week in a row.
  • Fox’s SO YOU THINK YOU CAN DANCE was slightly off this week, dropping a tenth from its rock solid 0.6 to 0.5.

 

CABLE RATINGS:

Top 25 Original Programs on Cable – Sunday, August 21, 2018

Show Net Time Total viewers
(000s)
18-49
rating
ALASKAN BUSH PEOPLE DISCOVERY 9:01 PM 3,412 0.8
90 DAY FIANCE: BEFORE 90 TLC 8:00 PM 2,223 0.8
FEAR THE WALKING DEAD AMC 9:00 PM 1,855 0.6
ALASKAN BUSH PEOPLE SPC DISCOVERY 8:00 PM 2,467 0.6
FINDING DORY DISNEY 7:45 PM 1,738 0.5
KEEPING UP WITH THE KARDASHIANS E! 9:00 PM 1,084 0.5
BASKETBALL WIVES VH1 10:00 PM 916 0.4
MLB SUNDAY NIGHT ESPN 7:00 PM 1,631 0.4
UNEXPECTED TLC 10:05 PM 1,154 0.4
BALLERS HBO 10:01 PM 912 0.4
LAST WEEK TONIGHT HBO 11:01 PM 1,169 0.4
SHARP OBJECTS HBO 9:01 PM 1,253 0.4
REAL HOUSEWIVES OF POTOMAC BRAVO 8:00 PM 1,044 0.4
PAMELA SMART: MURDER MYST INVEST 11:00 PM 1,287 0.4
PAMELA SMART: MURDER MYST INVEST 10:00 PM 1,381 0.4
RIDICULOUSNESS MTV 8:30 PM 740 0.4
ISLAND LIFE HOME 10:00 PM 1,811 0.3
SYFY ORIGINAL MOVIE SYFY 8:00 PM 1,420 0.3
RIDICULOUSNESS MTV 9:01 PM 672 0.3
RIDICULOUSNESS MTV 8:00 PM 686 0.3
WORST COOKS FOOD 9:00 PM 1,127 0.3
AMERICAN MONSTER INVEST 9:00 PM 1,294 0.3
ISLAND LIFE HOME 10:30 PM 1,821 0.3
VENTURE BROTHERS ADULT 12:00 AM 611 0.3
RIDICULOUSNESS MTV 9:31 PM 618 0.3

Of Note:

  • Man, you know we’re deep into summer programming when a 0.8 tops the cable list. Nonetheless, the season 8 premiere of the Discovery Channel’s ALASKAN BUSH PEOPLE led the Sunday cable ratings, scoring a 0.8 rating in adults 18-49, up two-tenths from its season 7 premiere last year. 90 DAY FIANCE: BEFORE 90 took the number two slot once again, but rose two tenths over last week, scoring a 0.8 this time around.
  • Following its midseason premiere last week, AMC’s FEAR THE WALKING DEADtook a minor hit, falling one-tenth from a 0.7 to a 0.6, but still good enough to round out the top three.
  • On HBO, BALLERS (0.4) was predictably down a tenth from the 0.5 of its season premiere, while INSECURE maintained a 0.3 for the second week in a row. With its penultimate episode, SHARP OBJECTS ticked up from its previous 0.3 to a 0.4, as did LAST WEEK TONIGHT (0.4).
  • KEEPING UP WITH THE KARDASHIANS also fell a tenth this week, earning a 0.5 (and I can only hope in vain that it continues to recede).

 

OTHER NEWS:

  • PROJECTS GREENLIT/ORDERED:
    • MTV continues to mine past IP for current revivals, this time announcing a return of THE HILLS (new series full title THE HILLS: NEW BEGINNINGS). The new iteration of the show, with a planned launch in 2019, will have the same loose structure as the original series, following a mix of old and new cast members through their professional and personal lives in Los Angeles. There’s no denying that revivals have hit well for MTV this past season – JERSEY SHORE FAMILY VACATION was the top-rated series in 18-34s for Season 1 and its offshoot FLORIBAMA SHORE saw 34% growth in Season 2 over Season 1.
    • THE BI LIFE | Monkey (backed by NBC Universal International Studios) | E!/UK, October 2018

Log line: A group of bisexual, pansexual and fluid or questioning British singletons go on an adventure to find love abroad. The cast will live together, party together and help each other navigate the rocky road of bisexual+ dating as they observe and feedback on each other’s experiences. For some, this will mean exploring who they are, for the very first time.

  • BUSINESS BRIEFS:
    • Netflix attempted testing a new promotion strategy over the weekend, splicing videos and trailers between episodes of other shows, they say as a way to help viewers more easily find programming to watch. (Personally, my guess is that this was a soft test for an eventual ad-supported version of the service). Predictably, the Internet melted with outrage over the rollout, with subscribers vowing to leave the platform if it continues the practice. While I find the faux-rage pretty silly for the most part, it still raises an interesting problem to solve for both the platform and advertisers – if even the whiff of commercial-like content threatens to tarnish the halo effect currently around ad-less Netflix, how does one insert a brand into the platform’s programming without necessarily calling it out into a separated ad, and isn’t lost to the background of “product placement” within shows?
      • To that end, I highly recommend reading Death of the Commercial Break: Why Marketers Need to Get More Creative Than Ever, by Brian Steinberg and appearing in Variety today. A few key takeaways:
        • US MARKET AD GROWTH – 2018
          • National TV Advertising – 2%
          • Mobile – 28.5%
          • Social – 31.4%
        • The trend is to make commercials more fully integrated into an overall viewing experience, rather than a “break”. New strategies include:
          • FOX – commercial “pods” and limited breaks during ORVILLE for 2018-19 season
          • CBS – playing with tailored/targeting messaging on national ads via certain connected devices. Think of this as mixing a national ad with a regional ad: the national campaign may be for Mercedes, for example, but a tailored message within that ad may alert a viewer to a lot sale near them.
          • ABC – experimenting with inserting ad content into shows (by far the most complex but creative approach). For example, Proctor & Gamble worked with ABC and writers of the show BLACKISH to incorporate an ad pitch into an episode where the pitch became a central plot point.
        • Unlike in the past, where advertisers would take the “spray” approach to advertising, marketers are looking to more specifically target blocks of likely customers across a range of channels and programming, rather than “the more the merrier.”

 

 

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