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Shift In Late Night Accelerates Cable’s Growth

Shift In Late Night Accelerates Cable’s Growth. A look at Summer’s Late Night Viewers. Note To Our Members:. This document is meant to provide insight into the shift of the Late Night Audience.

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Shift In Late Night Accelerates Cable’s Growth

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  1. Shift In Late Night Accelerates Cable’s Growth A look at Summer’s Late Night Viewers

  2. Note To Our Members: This document is meant to provide insight into the shift of the Late Night Audience. These slides were created on a white background so they can easily be inserted into your current presentation template.

  3. Cable Captures More Than Two-Thirds Of Total Viewing During Late Night HH Shares: Late Night (M-F 11:30p-1A) Summer Summer Percent 2008 2009 Change% Ad-Supported Cable 64.4 68.5 +6.4% Broadcast 7 Affils 28.5 24.8 -13.0%

  4. Resulting In An All Time High Share Gap HH Summer Share Trend: Late Night (M-F 11:30p-1A) 44 Point Spread

  5. Big Three Late Night Players: NBC Dropped Top Rank and Fueling Decline HH Summer Share Trend: Late Night (M-F 11:30p-1A) -25% v. YAG Source: Nielsen Galaxy Live+SD time period analysis. 6/1-8/9/09 v. yearly.

  6. Due To Jay Leno’s Departure From Tonight Show HH Shares: Late Night (M-F 11:30p-1A) Summer Summer Percent 2008 2009 Change% NBC’s Tonight Show 8.3 6.0 -27.7%

  7. Late Night Players: NBC Viewers Sample Other Programming HH Shares: Late Night (M-F 11:30p-1A) Summer Summer Percent 2008 2009 Change% NBC’s Tonight Show 8.3 6.0 -27.7% CBS’s Late Show 6.0 6.3 +5.0% ABC’s Nightline 5.6 5.9 +5.4% Ad-Supported Cable 64.4 68.5 +6.4%

  8. Among Key Advertiser Targets…Broadcast Declines Broadcast 7Affils Summer Share Trend Late Night (M-F 11:30p-1A) -34% -34% -32%

  9. Among Key Advertiser Targets…Cable Rises To New Heights Cable’s Summer Share Trend Late Night (M-F 11:30p-1A) +11% +8% +12%

  10. Cable’s Growth Is Fueled By Both Young and Old Summer 2009 v. 2008 Percent Ratings Change Late Night (M-F 11:30p-1A) Source: Nielsen Galaxy Live+SD time period analysis. 6/1-8/9/09 v. yearly.

  11. Breakdown By Gender: Influx Of Both Men and Women Summer 2009 v. 08 Percent Ratings Change: Late Night Ad-Supp Cable Broadcast 7 Affils Source: Nielsen Galaxy Live+SD time period analysis. 6/1-8/9/09 v. yearly. M-F 11”30p-1a

  12. Cable’s Growth In Late Night Is Driven By Original Programming Late Night Ratings (M-F 11:30p-1A) Summer Summer Percent 2008 2009 Change% Households Cable’s Originals 20.8 24.7+19% Persons 18-49 Cable’s Originals 11.0 13.0 +18%

  13. Some Of Late Nights’ Original Programming Options

  14. NBC is fueling Broadcasts’ vast erosion this summer season. Jay Leno’s departure from Tonight Show accelerated Broadcasts’ decline – down 28%. Viewers sample programming as Cable’s viewership is up across the board. Cable’s growth is fueled by original programming – vast choice – something for everyone. Late Night Viewership Summary Source: Nielsen Galaxy Live+SD time period analysis. 6/1-8/9/09 v. yearly.

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