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Readings November Sweeps Ratings Emphasis on total viewers, 18-49 Success for CBS (younger viewers, five specials) NBC: Celebrity Fear Factor Fox: Male viewers through sports Readings CBS Wins CBS trying to shed image as “older” network Readings NBC and liquor ads

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Presentation Transcript

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November Sweeps

  • Ratings

  • Emphasis on total viewers, 18-49

  • Success for CBS (younger viewers, five specials)

  • NBC: Celebrity Fear Factor

  • Fox: Male viewers through sports

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CBS Wins

  • CBS trying to shed image as “older” network

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NBC and liquor ads

  • Effort to increase revenues

  • Network avoidance; local stations only

  • Efforts to deal with critics

  • Threat to magazines?

  • Update

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TV Plot Placement (Week 6)

  • Revlon and “All My Children”

  • Concerns

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contemporary TV

why you see what you see

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I. demographics: young viewers

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seeking young viewers

  • MTV: Real World, Celebrity Death Match

  • WB: Dawson, Gilmore Girls

  • CBS: Murder She Wrote, Touched by an Angel, Survivor I and II.

  • Fox: Temptation Island, X files

  • ABC’s Millionaire

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Other Reality Programming

  • Reality? Unscripted

  • Costs

  • Demographics

  • Not all successful

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II. seeking males

  • NBC: Seinfeld, XFL

  • CBS: Dr. Quinn, Martial Law

  • sports

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TV Ratings, Feb. 16-22, 1998

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Broadcast TV ratings, Feb 18-23, ‘02

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ratings, Jan 25-31, 1999

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sports and TV ratings

  • Football: costs, results of costs (pre game, postgame, commercials)

  • Nascar

  • NCAA

  • Olympics

  • wrestling (WWF, UPN’s Smackdown!)

  • Murdoch

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Jerry Springer:wrestling and youth markets

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III. Women

  • 60 % broadcast viewers

  • women stars: Dharma, Ally, Felicity, Sally

  • still a struggle: Dottie Dartland, writer for Dharma and Greg

  • Cable: Lifetime, Oxygen

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other segments

  • older viewers

  • gays, lesbians: Ellen, Birdcage, Will and Grace

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TV and people of color

  • NAACP protests, network agreements, progress?

  • Asian Americans on TV

  • Latinos on TV

  • Black Entertainment Television (BET)

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TV today

  • Friends, Temptation Island, Big Brother, Survivor 1, Burger King, UPN shows/Moesha, Will and Grace, Touched by an Angel, MTV/Old Navy, Ally McBeal, MTV/Super Bowl, Smackdown!, Dawson, Survivor 1, Super Bowl promos for CBS, EDS, Bud

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Youth Market

Salaries of stars

Network ownership of shows

White TV

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Temptation Island

  • Reality show

  • Reluctance of advertisers

  • Key demographic

  • Cross promotion

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Big Brother

  • Reality, not all successful

  • CBS effort : young audiences

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Survivor 1

Potential of reality TV, low cost, plugging other shows, younger audience

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Burger King

Advertising: 15 minutes/hr prime time

Youth: fast food, music, clothes

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Targeting African Americans

Limited diversity on TV

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Will and Grace

  • NBC owned show: ideal flow/night

  • Popular

  • Not controversial

  • Sanitized?

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Touched by an Angel

  • Older audience,

  • lower rates despite size of audience

  • “edgier topics”

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MTV/Old Navy

  • Success of MTV: cheap production, ideal marketing vehicle to reach 12-24

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Ally McBeal

  • Fox strategy to reach young women, young men

  • New style of show: dramedy (drama, situation comedy)

  • Fox’s decline

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MTV Super Bowl/CBS

  • Synergy (same parent company)

  • Effort by CBS to attract younger audience

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  • UPN show

  • Reaching elusive 12-24 male audience

  • Desired by advertisers (but limited)

  • XFL project

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  • WB

  • Young women, young men

  • Conglomerate cross-promotion (e.g., Warner music)

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Survivor 1

  • Product Placement

  • Increasing in TV shows

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Super Bowl Promos

  • How to make the best of extremely expensive sports programming – plug the rest of your shows

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EDS, Bud

  • Super Bowl 2001 ads

  • $2.3m/30 seconds

  • Login