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Ad-Supported Cable Seizes Primetime Viewers 4Q06 Primetime Review

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 4Q06 Primetime Review

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  1. Ad-Supported Cable Seizes Primetime Viewers 4Q06Primetime Review

  2. 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

  3. 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.

  4. 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.

  5. 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.

  6. 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.

  7. 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.

  8. 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.

  9. With Something For Everyone, Viewers Connect With Their Brand

  10. 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.

  11. 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

  12. 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

  13. 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

  14. 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

  15. Connectivity/Personalization/PassionsA Closer Look By Demo/Gender

  16. 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

  17. 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

  18. 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

  19. Primetime Viewership: By Day Of Week

  20. 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

  21. Ad-Supported Cable Grasps Primetime Viewers 4Q06Primetime Review

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