1 / 27

Daypart Influence on Program Ratings: Do Programs Really Matter?

Explore how dayparts and demographics impact program ratings, with insights on time variables, demographics, and geographic differences. Learn how to analyze your audience using daypart metrics.

crownover
Download Presentation

Daypart Influence on Program Ratings: Do Programs Really Matter?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Craig Reed and David LeRoy May 5, 2016

  2. Do Programs Matter? Really? • Dayparts determine available audiences • Available audiences greatly influence the programs scheduled (it’s a circular argument) • Systematic variables impact ratings with few exceptions (World Cup Playoffs at 3AM) • Oh, we forgot geography …. Albuquerque is not the same as Boston

  3. Just Like the Ocean Tides: Audiences Ebb and Flow by Dayparts • The three time variables: • Time of day (3 PM or 9 PM) • Day of week Monday or Saturday • Season of the year • Demographics Affect Available Audience • Age (life cycle) • Gender

  4. VegasPBS PUTS by Demographic and M-F Hour(Source: TRAC Sweep Analysis February 2015) To Read: 35% of All Women 65+ Are Viewing Any TV at 8PM TRAC Media

  5. The Impact of Daypart by Age TRAC Media

  6. Impact of Season on Viewing Levels TRAC Media

  7. KLVX Program Hours in Average Week Arranged by Daypart Children’s programming dominates KLVX’s schedule Number of Hours Source: KLVX January 2015(20 hours excluded)

  8. Percentage Comparison of Time Devoted to Daypart and GRPs Percentage Source: Nielsen January February 2015 Live+7 (20 hours excluded)

  9. Reach in Prime TimeMarkets do Differ Somewhat TRAC Media

  10. GRPs in Prime Time TRAC Media

  11. Reach on Weekends (6a-8p)About a Third of the Households Sample TRAC Media

  12. GRPs on Weekends (6a-8p)Are Differences Due to Scheduling? TRAC Media

  13. Daypart Diagnostics • Using Daypart metrics to help you analyze your audiences • First … which dayparts deliver a unique cume for your station TRAC Media

  14. WGBH HH Cume Typical in Daypart Reach TRAC Media

  15. Building Cume Across Daypart

  16. Two Types of HH Cumes 24% 11% 18% 7% 21% TRAC Media

  17. Boston: WGBH DAYPART CUMESJanuary 2015 28 Day Cume TRAC Media

  18. Unique Daypart Cumes in Boston and Atlanta(Yes Markets Differ) TRAC Media

  19. In St Louis Plenty Of Viewing After Prime Time TRAC Media

  20. Canary in the Coal MineWhen Your Prime Time Percent of Viewing Passes 40% TRAC Media

  21. If Prime Time Underdelivers, Other Dayparts Can Make Up the Difference

  22. When Demographics Interact with Dayparts TRAC Media

  23. Detroit Homes with Children View More Daytime TRAC Media

  24. Asian American Viewing In San Francisco TRAC Media

  25. African American Daypart Viewing Patterns by Income in Atlanta TRAC Media

  26. St. Louis - African American Viewing Concentrates in Non Prime Time Dayparts TRAC Media

  27. Questions Observations

More Related