Nielsen Overnights (18-49)ABC’s ‘S.H.I.E.L.D.’ slips to new lowDrama falls 12 percent from last week to a 2.2 in 18-49s
By Toni Fitzgerald, Media Life Magazine
- Nov. 13, 2013
It might be time for Iron Man or Thor to make a ratings-grabbing appearance on “Marvel’s Agents of S.H.I.E.L.D.”
The new ABC drama fell to a series low last night, continuing the ratings declines that have plagued the program since its promising premiere in September.
“S.H.I.E.L.D.” averaged a 2.2 adults 18-49 rating at 8 p.m., according to Nielsen overnights, off 12 percent from last week and 0.7 behind “NCIS,” which easily won the timeslot.
That’s less than half the 4.7 that “S.H.I.E.L.D.” debuted to two months ago. Though the show is getting strong online viewing and DVR playback, that doesn’t make up for all the lost audience.
Disney, which owns Marvel, has insisted that movie stars like Iron Man and Thor will not be crossing over to the TV show, but that would be one sure way to boost viewership.
Meanwhile, ABC did have a bit of good news on the night. Despite “S.H.I.E.L.D.’s” decline, the network’s 9 p.m. comedies actually grew from last week, showing stronger retention out of the drama.
“The Goldbergs” averaged a 1.7 at 9 p.m., up 13 percent from last week and tying Fox’s “New Girl” (down 15 percent from last week) in the timeslot.
The 9:30 comedy “Trophy Wife” drew a 1.2, up 9 percent from last week and finishing a tenth behind Fox’s competing comedy “The Mindy Project” (off 13 percent from last week to a 1.3).
In fact, all of Fox’s comedies slid from last week. “Dads” dipped 14 percent to a 1.2 at 8 p.m., and “Brooklyn Nine-Nine” dropped 13 percent, to a 1.4.
CBS’s “Person of Interest” rebounded from last week’s series low to a 2.0 at 10 p.m., up 5 percent from last week. It still finished 0.2 behind “Chicago Fire,” which returned from a three-week layoff with a 2.2 in the hour, up 5 percent from its most recent episode.
NBC’s “The Voice” was, as usual, the night’s top show with a 3.4, and it led the network to a narrow Tuesday night victory.
The CW’s “The Originals,” which was picked up for a full season earlier this week, drew its biggest-ever audience with 2.38 million total viewers at 8 p.m. It also tied a series high with a 1.1 in 18-49s and combined with lead-out “Supernatural” to give the CW its most-watched Tuesday in four years, with an average 2.36 million viewers.
NBC led the night among 18-49s with a 2.5 average overnight rating and a 7 share, followed closely by CBS at 2.4/7. ABC was third at 1.5/4, Fox fourth at 1.4/4, Univision fifth at 1.3/4, CW sixth at 1.1/3 and Telemundo seventh at 0.6/2.
As a reminder, all ratings are based on live-plus-same-day DVR playback, which includes shows replayed before 3 a.m. the night before. Seven-day DVR data won’t be available for several weeks. Forty-eight percent of Nielsen households have DVRs.
At 8 p.m. CBS was first with a 2.9 for “NCIS,” followed by ABC with a 2.2 for “S.H.I.E.L.D.” NBC was third with a 1.9 for “The Biggest Loser,” Univision fourth with a 1.6 for “Porque el Amor Manda,” Fox fifth with a 1.3 for “Dads” (1.2) and “Brooklyn” (1.4), CW sixth with a 1.1 for “Originals,” and Telemundo seventh with a 0.5 for “Marido en Alquiler.”
NBC moved to first at 9 p.m. with a 3.4 for “Voice,” while CBS slipped to second with a 2.4 for “NCIS: Los Angeles.” ABC and Fox tied for third at 1.5, ABC for “Goldbergs” (1.7) and “Wife” (1.2) and Fox for “Girl” (1.7) and “Mindy” (1.3), Univision was fifth with a 1.3 for “La Tempestad,” CW sixth with a 1.0 for “Supernatural,” and Telemundo seventh with a 0.7 for “La Reina del Sur.”
At 10 p.m. NBC led again with a 2.2 for “Fire,” with CBS second with a 2.0 for “Interest.” Univision was third with a 1.0 for “Mentir para Vivir,” ABC fourth with a 0.8 for “Scandal for Real” and Telemundo fifth with a 0.5 for “Santa Diabla.”
CBS was first for the night among households with a 9.6 average overnight rating and a 15 share. NBC was second at 5.4/8, ABC third at 2.9/5, Fox fourth at 2.0/3, Univision fifth at 1.7/3, CW sixth at 1.4/2 and Telemundo seventh at 0.8/1.http://www.medialifemagazine.com/abcs-s-h-e-l-d-slips-new-low/* * * *Q&AForeseeing the demise of the DVRThe day will come when they are replaced by online viewing
By Diego Vasquez, Media Life Magazine
- Nov. 13, 2013The way Americans watch television has undergone some sweeping changes over the past decade. First came the DVR, then online video streaming services, and finally the networks started making their own shows available on the web. The trend, it seems, is away from the TV set and onto the web, which is a key idea in a recent report from Forrester Research. The report focuses on how internet video will eventually lead to the demise of the DVR as people become more familiar and comfortable watching content online. Online, argues the report, has several advantages over the DVR. First, the content is available for viewing anywhere, not just on a television set. It’s accessible through gaming devices, tablets and smartphones. And second, while you have to preset a DVR, online you can search and find a show to watch without any forethought. Jim Nail, principal analyst at Forrester Research, explains how all these trends play into each other.What’s the most interesting or most surprising takeaway from this report?
I was surprised at the clear association between the source of the content and the device, i.e., online streaming services are seen, to their detriment, as sources you must use on our laptop, tablet, etc. Even among young people, there seems to be little awareness that it is possible to connect these to a TV set.What’s the most important thing media buyers and planners can take from it?
I often hear statements like “young people watch everything online.” Don’t assume that just because “everyone” in the digital industry in which we all live day-to-day understands these new sources that the general population is as savvy.What sort of timeline are you envisioning for online to replace DVRs?
There are a couple of important prerequisites.
First, viewers need to figure out how to connect online sources to their big TV–I believe this will happen relatively quickly as game consoles start to promote this capability and as awareness of what is “smart” about a smart TV grows.
Second, online sources need to offer a more reliable collection of current season shows. Right now consumers say it is hit or miss whether they can find these shows on their sources.
Until these two conditions happen, it is just easier for most people to channel surf.What advantages does online offer that DVRs can’t compete with?
The survey respondents noted the ability to watch shows away from home as the top feature. Of course, DVRs like TiVo’s new Roamio and Dish’s Hopper offer this now, but awareness is low.DVRs have been a subject of controversy in the advertising community for years. What would this mean for advertisers if online starts to overtake DVRs?
I believe killing the DVR should be a goal of the media and advertising community.
C3 or C7 metrics may be an easier way to package audiences, but beyond that it doesn’t serve advertisers well, and I believe time-shifted/on-demand audiences have more value than this model gives them credit for.
We are at an interesting point where I believe it would be possible to kill off the DVR, but the programmers would all have to agree on a new model of a super archive in the cloud. If past is prologue, getting this industry aligned around a common vision of a new business model is a long shot.You note that live TV viewing still outpaces all other alternate delivery sources put together. Do you foresee a time when that will change? Why or why not?
Sports and probably a lot of reality shows will continue to command a live audience.
For dramas and other entertainment, it all comes down to whether the content owners decide they want to make their content available the way consumers want to view it and whether the industry as a whole can agree on this new offering. If it is too hard for consumers to find the shows they want via alternate sources or they have to search multiple sources — Hulu, the network’s web sites, Amazon, etc. — they will default to the lazy of option of channel surfing.
Of course, age is a big factor. Older audiences watch more live TV. So over the next 10 to 20 years as that age group shrinks and younger people make up more of the audience, the share of viewing on alternate platforms will increase, independent of other technology or content accessibility developments.You note that the growth of DVR adoption has stagnated. Do you think it will ever see notable growth again?
The thing to watch is growth in shipments versus growth in viewing time.
Cable and satellite companies appear to be pushing DVRs out pretty aggressively, but Forrester’s research shows that about one-fourth aren’t used and another third are used very little. Shipment may continue to grow for a while, but I doubt viewing time will.http://www.medialifemagazine.com/foreseeing-the-demise-of-the-dvr/