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Ad-Supported Cable Seizes Primetime Viewers 4Q06 Primetime Review Ad-Supported Cable Surpasses Broadcast In Primetime Once Again, Widening the Gap. Cable Creates Buzz and Pockets Viewers . Viewers Spend An Average of 1.2 Hours/Week More With Ad-Supported Cable’s Programming.

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ad supported cable seizes primetime viewers
Ad-Supported Cable Surpasses Broadcast In Primetime Once Again, Widening the Gap.

Cable Creates Buzz and Pockets Viewers.

Viewers Spend An Average of 1.2 Hours/Week

More With Ad-Supported Cable’s Programming.

Ad-Supported Cable Seizes Primetime Viewers
ad supported cable continues to surpass broadcast capturing 55 of total tv viewing in primetime
Ad-Supported Cable Continues To Surpass Broadcast, Capturing 55% Of Total TV Viewing In Primetime

HH Primetime Share Levels By Viewing Source: 4Q06

*Exceeds a 100 due to Multi-Set Usage.

Source: CAB Analysis of Nielsen Galaxy Live+SD Broadcast 7-net pgm level data. M-Sa 8-11p & Su 7-11p.

the spread continues to widen as a 13 0 point share gap perseveres
The Spread Continues To Widen As A 13.0 Point Share Gap Perseveres

HH Primetime Share Levels

Source: CAB Analysis of Nielsen Galaxy Live+SD Broadcast 7-net pgm level data. M-Sa 8-11p & Su 7-11p.

slide5

In Spite Of Broadcast Telecasting Its Strongest Programming, A 7.4 Point Rating Gap Persists

HH Primetime Ratings

Source: CAB Analysis of Nielsen Galaxy Live+SD Broadcast 7-net pgm level data. M-Sa 8-11p & Su 7-11p.

in fact 67 of broadcast demo ratings fall below a 3 0
In Fact, 67% Of Broadcast Demo Ratings Fall Below A 3.0

4Q06 BROADCAST 7-NET PRIMETIME AVERAGE RATINGS:

Rtg. 3.0 or less

Rtg. >3.0

66 of 98 Data Points Below 3.0 Rtg

Source: CAB Analysis of Nielsen Galaxy Live+SD Broadcast 7-net pgm level data. M-Sa 8-11p & Su 7-11p.

broadcasts top 10 prove to be uninspiring as ratings diminish significantly
Broadcasts’ Top 10 Prove To Be Uninspiring As Ratings Diminish Significantly

Top 10 Primetime P18-49 Regular Program Rank

4Q06

4Q06 Avg AA% of Top 10 = 6.5

4Q00 Avg AA% of Top 10 = 8.7

Source: CAB Analysis of Nielsen Galaxy Broadcast Live+SD 7-net pgm level data.

Regular defined as =or>7 t/c. M-Sa 8-11p & Su 7-11p.

more than half of cable networks exceed 70 tv hh penetration level
More Than Half Of Cable Networks Exceed 70%+ TV HH Penetration Level

U.S. TV HH Percent Penetration of Nationally

Measured Cable Networks

70

47

Source: Nielsen People Meter. September of Each Year.

slide9

With Something For Everyone,

Viewers Connect

With Their Brand

slide10

With Something For Everyone, Quality Programming Leads Viewers To Cable

Cable’s Consistently Delivers Quality as Networks Invest Heavily In Their Programming With a $17.5 Billion Investment Projected for 2007. This Continuous Investment Benefits Consumers By Delivering Original, Compelling And High-Quality Content That Entertains and Captures Viewers Hearts.Cable Generates Buzz. The 58th Emmy Awards which revels in national programming excellence, awarded top honors chiefly to Cable.

viewers spend considerably more time with ad supported cable an average of 7 4 hours week
Viewers Spend Considerably More Time With Ad-Supported Cable – An Average Of 7.4 Hours/Week

Primetime: Avg Weekly Time Spent Viewing (Per Home)

In Total TV UE (In Hours)

Source: CAB analysis of Nielsen Live+SD Time period level data. Prime = M-Sa 8-11p & Sun 7-11p

viewers across the board connect with cable spending more and more time
Viewers Across The Board Connect With Cable – Spending More and More Time

Primetime: Avg Weekly Time Spent Viewing Ad-Supported Cable

In Total TV UE (In Hours)

Source: CAB analysis of Nielsen Live+SD Time period level data. Prime = M-Sa 8-11p & Sun 7-11p

slide13
Broadcast Struggles To Hold On To Its Viewers As Less and Less Time Is Spent Among Both Young And Old

Primetime: Avg Weekly Time Spent Viewing Broadcast Seven

In Total TV UE (In Hours)

Source: CAB analysis of Nielsen Live+SD Time period level data. Prime = M-Sa 8-11p & Sun 7-11p

cable s model is advantageous to advertisers
Availability

Cable Schedules Its Programming 24 Hours A Day, Not 22 Hours A Week.

Year Round Programming

Cable Premieres Programming Year Round Whereas Broadcast Television Primarily Focuses On Their Fall Programming.

Target-Ability; Connectivity

Something For Everyone. With Its Multitude Of Networks, Cable Addresses Every Viewers Passion; Ensuring Diversity, Breadth, and Depth.

Cable’s Model Is Advantageous To Advertisers
viewers continue to flee broadcast in droves
Viewers Continue To Flee Broadcast In Droves

P2+: AD-SUPPORTED CABLE

4Q06 v. 4Q05

P2+: BROADCAST 7 NET

4Q06 v. 4Q05

P2+: CABLE + BROADCAST

+

=

-3,910,000

+183,000

-4,093,000

Source: CAB Analysis of Nielsen Galaxy Live+SD Broadcast 7-net (pgm level data). M-Sa 8-11p & Su 7-11p

viewers flock to ad supported cable
Viewers Flock To Ad-Supported Cable

Absolute Primetime Viewership Change (OOO)

4Q06 v. 4Q05

  • Broadcast Experienced Vast Declines Across The Board – Especially Among P 25-49 With Viewership Down More Than 2 Million Versus Year Ago.
  • Cable’s Edgy Programming Captures Young Adults As Viewership Climbs 154,000 Among A18-24.

Source: CAB analysis of Nielsen Galaxy Live+SD pgm level data.

Prime= M-Sa 8-11p & Su 7-11p

viewers across the board abandon broadcast this quarter
Viewers Across The Board Abandon Broadcast This Quarter

Absolute Primetime Viewership Change (OOO)

4Q06 v. 4Q05

Source: CAB analysis of Nielsen Galaxy Live+SD pgm level data.

Prime= M-Sa 8-11p & Su 7-11p

monday night is a powerful night for cable with viewership up more than 2 million
Monday Night Is A Powerful Night For Cable With Viewership Up More Than 2 Million

Absolute Primetime P18-49 Viewership Change (OOO)

4Q06 v. 4Q05

  • Ad-Supported Cable Experiences Sizable Gains With Five Out Of The Total Seven Nights Being Up Versus Year Ago.
  • Broadcast Loses Grasp Of Its Viewers Monday, Tuesday, and Wednesday As Viewership Drops Considerably.

Source: CAB analysis of Nielsen Galaxy Live+SD pgm level data.

Prime= M-Sa 8-11p & Su 7-11p