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Who Needs Ratings – You…

Explore the audience size and service cannibalization of multicast channels, as well as the characteristics of top programs and daypart performance. Analyze the prime time GRPs of WTTW, Milwaukee PTV, Vegas PBS, and OPB. Discover the most appealing choice theory and the distribution of viewers across different dayparts. Gain insights into the age/gender gap analysis and the potential for growth in multicast audiences.

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Who Needs Ratings – You…

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  1. Who Needs Ratings – You… Craig Reed, TRAC Media Services Fall PTPA Meeting, November 2009

  2. Multicast Questions • Audience size? Provide enough service? • Cannibalize primary channel? • What do top programs look like? • Daypart performance? • Similar or different demographic position?

  3. WTTW: Ahead of 2008 October Prime Time GRPs

  4. Milwaukee PTV: Not quite there October Prime Time GRPs

  5. Vegas PBS: Beyond prior year October Prime Time GRPs

  6. OPB – Not quite to pre-LPMs October Prime Time GRPs

  7. Most Appealing Choice Theory • Two Steps (Least Objectionable Program – Klein) • Viewers first decide to watch TV • Then identify most appealing program • Viewers check a list of channels (16 per home) • When viewing drops… • Unlikely that 2nd channel is only appealing choice • Likely that competitors offer more appealing choices • 2nd channel takes most viewers from competitors

  8. Top 10WTTW Prime: History, Nature, Science

  9. Top 10Mil PTV World: Mostly History

  10. Top 10Mil PTV Create: Cooking

  11. Top 10Vegas PBS Create: Travel

  12. Top 10OPB HD: NPS plus local

  13. Top 10OPB Plus: Travel & Cooking

  14. Why kids was invented… WTTW & WTTW Prime Daypart Distribution

  15. Why kids was invented… Milwaukee Prime Daypart Distribution

  16. Prime Time Age/Gender Gap Analysis Older Women Older Men OPB HD % Age 50+ OPB Plus Younger Men Younger Women % Women

  17. Summary • Multicast audiences small but expected to grow • No signs of unintended cannibalization • Top Shows • History and Travel popping • Cooking on the list • M-F Daytime has real estate but no viewers • Strips? • Viewers showing up on weekends and evenings • Differentiation/different positioning is happening

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