DAILY DIGEST – 11.9.18

THURSDAY NIGHT FOOTBALL easily beats competition, even as most of the primetime field rises in ratings; Takeaways from Hub Research’s latest study on where consumers find and watch content

BROADCAST RATINGS:

Network Average:

THURSDAY, 11.8.18 FOX CBS ABC NBC CW
Adults 18-49 rating/share 3.3/14 1.3/6 1.1/5 0.8/3 0.3/1
Total Viewers (millions) 10.75 8.6 4.9 3.58 1.26

 

Broadcast Primetime Live + Same Day – Thursday, November 8, 2018

Time Show Adults 18-49
rating/share
Viewers
(millions)
8 p.m. NFL Football (FOX) (8-11 p.m.) 3.3/14 10.75
  The Big Bang Theory (CBS) 2.3/10 12.71
  Grey’s Anatomy (ABC) 1.6/7 6.56
  Superstore (NBC) 0.9/4 3.3
  Supernatural (The CW) 0.3/1 1.41
       
8:30 p.m. Young Sheldon (CBS) 1.8/7 10.96
  The Good Place (NBC) 0.8/3 2.78
       
9 p.m. Mom (CBS) 1.2/5 8.16
  Station 19 (ABC) 1.0/5 5.06
  The Voice (NBC) 0.7/3 3.81
  Legacies (The CW) 0.3/1 1.11
       
9:30 p.m. Murphy Brown (CBS) 0.8/3 6.09
       
10 p.m. Law & Order: SVU (NBC) 0.9/4 4.43
  S.W.A.T. (CBS) 0.7/3 5.1
  How to Get Away with Murder (ABC) 0.7/3 3.06

Ratings Report:

  • Starting at the bottom today – the field for Thursday primetime was mostly steady to up, with the exception of CW, whose long running SUPERNATURAL (0.3) and newcomer LEGACIES (0.3) were both down a tenth from their previous episodes.
  • Moving to ABC’s Thursday Shonda block – HOW TO GET AWAY WITH MURDER in the 120pm hour was the only show to also be down, falling a tenth to 0.7 this time around. Earlier in the evening, GREY’S ANATOMY retained its 1.6 rating for a second week in a row, while STATION 19 grew by a tenth from 0.9 to 1.0.
  • NBC had a rock solid steady night; SUPERSTORE (0.9), THE GOOD PLACE (0.8), and LAW & ORDER: SVU (0.9) all matched numbers from last week. A clip show from THE VOICE replaced WILL & GRACE this week, but still earned the same 0.9 rating.
  • CBS had a mixed even to up night – MOM (1.2), MURPHY BROWN 90.8), and SWAT (0.7) were all steady, while BIG BANG THEORY climbed two tenths from 2.1 to 2.3. YOUNG SHELDON also ticked up a tenth to 1.8 – tying a previous season high. BIG BANG THEORY, in its final season, still grabs the largest audience of Thursday nights, this time besting Fox’s THURSDAY NIGHT FOOTBALL 12.71 to 10.75 million viewers.
  • Fox easily captured the top rating of the night at a preliminary 3.3 for the Steelers versus Panthers game on THURSDAY NIGHT FOOTBALL. The final will most likely adjust up around a point, as it has in weeks past, but right now, even the 3.3 is tracking a tenth ahead of the 3.2 final rating for last week’s TNF game.

 

CABLE RATINGS:

Top 25 Original Programs on Cable – Wednesday, November 7, 2018

Show Net Time Total viewers
(000s)
18-49
rating
NBA REGULAR SEASON – MINNESOTA/LA LAKERS ESPN 10:34 PM 2,207 1.0
NBA AFTER THE BUZZER ESPN 12:53 AM 1,604 0.8
AMERICAN HORROR STORY FX 10:00 PM 1,648 0.8
NBA REGULAR SEASON – PHILADELPHIA/INDIANA ESPN 8:12 PM 1,515 0.7
BLACK INK CREW VH1 10:00 PM 1,063 0.6
SPORTSCENTER 1AM ESPN 1:10 AM 1,104 0.6
SOUTH PARK COMEDY CENTRAL 10:00 PM 826 0.5
REAL HOUSEWIVES OF NJ BRAVO 9:00 PM 1,188 0.5
HANNITY FOX NEWS 9:00 PM 4,083 0.4
RACHEL MADDOW SHOW MSNBC 9:00 PM 3,578 0.4
THE INGRAHAM ANGLE FOX NEWS 10:00 PM 3,574 0.4
SPORTSCENTER MORNING ESPN 2:00 AM 745 0.4
TUCKER CARLSON TONIGHT FOX NEWS 8:00 PM 3,525 0.4
ANDERSON COOPER 360 CNN 8:00 PM 1,787 0.4
FORGED IN FIRE HISTORY 9:00 PM 1,183 0.4
CUOMO PRIME TIME CNN 9:00 PM 1,745 0.4
THE FIVE FOX NEWS 5:00 PM 3,608 0.4
CNN TONIGHT CNN 10:00 PM 1,666 0.4
NBA COURTSIDE ESPN 8:00 PM 833 0.4
ERIN BURNETT OUTFRONT CNN 7:00 PM 1,455 0.3
SPECIAL RPT W/ BRET BAIER FOX NEWS 6:00 PM 3,544 0.3
SITUATION ROOM CNN 6:00 PM 1,466 0.3
FULL FRONTAL W/ SAM BEE TBS 10:30 PM 956 0.3
LAST WORD W/ L. ODONNELL MSNBC 10:00 PM 2,902 0.3
PARDON THE INTERRUPTION ESPN 5:30 PM 847 0.3

Of Note:

  • NBA coverage dominated the top of cable ratings on Wednesday, with ESPN’s broadcast of the Timberwolves versus Lakers game topping the list at 1.0 in the key demo and 2.21 million viewers. AFTER THE BUZZER followed behind at 0.8, while AMERICAN HORROR STORY: APOCALYSPE on FX edged out ESPN’s coverage of the Philadelphia/Indiana basketball game 0.8 to 0.7. AHS was up a tenth week-to-week.
  • Elsewhere, Hannity and Maddow are neck and neck in rating (0.43 each), while Hannity continues to have the greater overall audience (4.08 million vs. 3.58 million).
  • Meanwhile, VH1’s BLACK INK CREW bumped up a tenth from 0.5 to 0.6 and SOUTH PARK continued its 0.5 streak for Comedy Central.

 

OTHER NEWS:

  • BUSINESS BRIEFS:
    • In the link below, you can see an infographic with Hub Research’s latest data collection on SVODs and their impact on the US market. There aren’t really any surprises, but a few big takeaways:
      • PROLIFERATION OF CONTENT CONTINUES: As of August, 2018 there has been a 5% increase in the number of scripted series and a vast expansion of unscripted programming on the streaming side. Keep in mind, however, the majority of this increase in content is inflated from businesses gearing up to enter the market, namely Disney (ESPN+ launched earlier this year; Disney+ Q3 2019) and Apple (Q3/Q4 2019 launch). However, with the constant expansion of content comes the next issue:
      • CONTENT IS REACHING A SATURATION POINT WHERE INDIVIDUALS DON’T KNOW WHERE TO START IN CHOOSING PROGRAMMING
        • Overwhelmingly, there are still two primary drivers for content picking:
          • Linear viewers still pick shows by traditional advertising and promotion methods via commercials, promos, etc
          • Younger viewers and cord cutters primarily choose shows that are trending on their social networks and general word-of-mouth
        • THERE IS SOMETHING OF A DISCONNECT IN PERCEPTION OF QUALITY VERSUS CHOOSING NEW SHOWS TO WATCH
          • People are sticking with watching shows even if it’s “not what I really want to watch.” While there isn’t further analysis of this particular statement, if I had to hazard a guess, it’s because people are loathe to give up on a show if they perceive that they have invested a “substantial amount of time” in the show. Certain shows are simply a habit with people, not “must-see” viewing.
          • So, when it comes to picking new shows to watch, pickiness is going way up. While viewers might stick with shows out of habit, they are less and less likely to pick up a new show unless they are confident it is something they are going to like.
        • SVODS CONTINUE TO RETAIN SUBSCRIBERS BY LICENSING CONTENT, NOT CREATING ORIGINAL CONTENT…AT LEAST, FOR NOW
          • The majority of those polled in the Hub data collection project asserted that they would still subscribe to the “Big 3” of SVODs (Netflix, Hulu, and Amazon) even if they stopped creating original content altogether. I expect this percentage will change dramatically over the next few years as viewers continue to phase out cable and set-top boxes (where a majority of their licensed content is originating) in favor of mobile and streaming.

 

Hub 2018 Conquering Content – INFOGRAPHIC

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