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competitive cable

A comprehensive overview of the competitive cable landscape, including ratings updates, prime time shifts, the impact of DVR, and where PTV fits in. Analysis of the 2009-2010 season and the new season to-date, as well as cable gainers and decliners. Also, a focus on the target demographic and where PTV should focus its efforts.

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competitive cable

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  1. competitive cable ’09-10 season

  2. 3Q 00 Competitive Cable Overview

  3. agenda • ratings update • ’09-10 prime shifts • new season • DVR contribution • where does PTV fit in the landscape?

  4. ratings update

  5. industry ’09-10 Most broadcast nets saw small shifts in ’09-10. PBS regained +14% to match its ’07-08 prime rating (0.42). NBC is buoyed by Winter Olympics (1Q 10), Summer Olympics (3Q 08), primetime NFL (4Q). -3% -4% +2% -5% +14% -1% -2% 2009-10 = Sep 21 2009 – Sep 19 2010 M-Su 8-11pm, P25-54 L+SD, time period averages

  6. new season Sep 20-Oct 31 2010 Entering the new season NBC had the most to regain, following a 36% loss for the Leno 10p hour in fall 2009. CBS is top-rated in the new season to-date. FOX 2010 post-season MLB drives the decline vs same period prior year. ALCS -15% World Series -29% -2% -5% +2% +5% -18% -7% +1% M-Su 8-11pm, P25-54 L+SD, time period averages * same 6-week period each year

  7. b’dcast

  8. new season Sep 20–Oct 31 2010 Of 22 new series, only three appear in the top 25 ranking after six weeks. All air on CBS. Of the sophomore series, FOX’s Glee, CBS’s NCIS LA, and CBS’s Undercover Boss each returned to the top 25. Five new series are cancelled: FOX Lone Star ABC My Generation NBC Outlaw ABC The Whole Truth NBC Undercovers M-Su 8-11pm, P25-54 L+SD, specials excluded.

  9. cable

  10. gainers ’09-10 • fast look • ID +38% (0.22) Wed Who Bleep Marry (0.42) Fri Deadly Women (0.38) Mon Disappeared (0.34) Tue Almost Got Away (0.33) Sun On Case P Zahn (0.31) • HIST +24% (0.68) Mon (1.27 +123%) Sun (0.96 +28%) • APL +14% (0.25) Fri Whale Wars (0.48) Sun River Monsters (0.47) Fri Pitbulls Parolees (0.31) • TRAV +13% (0.26) Wed Man v Food (0.36) Wed Bert-Conqueror (0.35) P25-54 % increase 2009-10 = Sep 21 2009 – Sep 19 2010 M-Su 8-11pm, P25-54 L+SD, PQH daypart ratings, Ranking includes >0.10 P25-54 and >5% gain

  11. decliners ’09-10 • fast look • SOAP -20% (0.20) Prime is ABC soap replays- will relaunch as Disney Jr in 2012 • VH1 -24% (0.26) Mon originals (0.37 -35%) Sun originals (0.37 -30%) • HALL -26% (0.23) Long-term losses for movie & off-net (plus recent Martha Stewart daytime failure) • Cable News Nets FOX News -9% (0.49) MSNBC -31% (0.24) HLN -32% (0.15) CNN -54% (0.16) P25-54 % decrease 2009-10 = Sep 21 2009 – Sep 19 2010 M-Su 8-11pm, P25-54 L+SD, PQH daypart ratings, Ranking includes >0.10 P25-54 and >5% loss

  12. dvr use

  13. cable dvr 3Q 10 11 cable programs gained ~1 rating point or more via time-shifted viewing LIFE’s Project Runway, AMC’s Madmen and FX’s Rescue Me doubled its live P25-54 rating in the live+7 metric HIST’s Mon 10p Pawn Stars hour falls outside the top 25, gaining 0.50 rating point (25% lift) on its 1.93 live rating. Ranking includes only 3+ telecasts, specials excluded, ranked by rating point gain of L+7D rating vs live rating

  14. new season dvr b’cast 4 weeks only! Sep 20-Oct 17 This table ranks L+7 lift vs live P25-54 by rating point gain. Of the new fall series, CBS’s Hawaii 5-0 shows greatest L+7 lift, followed by NBC’s The Event. 9 of the most time-shifted series air on Thursdays. Specials excluded, ranked by rating point gain of L+7D rating vs live rating

  15. where does PTV fit in?

  16. Prime Household Rankings(Jan thru Oct 27 for selected cable/broadcast nets) Despite Y-O-Y slippage, the “Big Four” excel in household ratings Fox News is only Cable web to surpass PTV bucket More mature cable nets form the leading tier followed by later-launched niche services

  17. Who’s the Target?Median Prime Time age for selected cable/broadcast nets, YTD 2010 The trades focus on 18-49s or 25-54 adults because that’s what Madison Ave is buying. Should that make it PTV’s audience too? PTV ranks: #12 for P18-34 #10 for P35-54 #6 for P55+ Where should PTV focus, especially as the U.S. population shifts to the right (age-wise)?

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