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Sony Pictures Television: Overview and Research Department

This presentation provides an overview of Sony Pictures Television and its Research Department. It highlights the company's centralized production and distribution capabilities for television programming across various platforms. The Research Department's organizational chart, client users, and key responsibilities are also covered. The resources used, such as Nielsen Media Ratings, Simmons data, and industry reports, are discussed.

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Sony Pictures Television: Overview and Research Department

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  1. Presentation to Sony Research Council October 7, 2002

  2. Overview • Sony Pictures Television • The Research Department --- • Who are we and what do we do? • What resources do we use?

  3. Sony Pictures Televisionis a strong, dynamic company uniquely suited to meet the challenges of today’s marketplace • Single, centralized company that produces and distributes programming for all television platforms • Broadcast networks • Cable networks • SPT network of local station affiliates (syndication) • New structure allows development of the right programs for the right media without the burden of massive deficit-spending • Seek to exploit and maximize our independent status in the vertically integrated world

  4. SPT organization Production Research Development Affiliate Relations Affiliate Sales Distribution Operations Marketing Business Affairs Advertiser Sales Finance Publicity

  5. Sony Pictures TelevisionResearch Department Who we are and what we do

  6. CTTD RESEARCH DEPARTMENT ORGANIZATION CHART

  7. SPT RESEARCH CLIENT USERS NETWORK SALES - Pilot/Series Testing - Schedule Analysis, Projections - Series and Made-for Movies STUDIO-WIDE DISTRIBUTION - 55 Overnight Markets - Program Tracking - Daily National Household and Demographic Ratings SYNDICATION SALES - Launch presentations - Local pitches; General Research Requests - Focus Group Testing CABLE SALES - Weekly Analysis of SPT Cable Shows - Cable pitches: Dawson’s Creek, etc. - Weekly Analysis of 20 Cable Networks ADVERTISER SALES - Order barter ratings for series and movies - Maintain barter-lineups on weekly basis - Create materials for sales support - Estimates CORPORATE - Weekly CTTG programming scorecard - Corporate Presentations - Publicity information MARKETING - Ratings data for ads, approve with Nielsen - Advertiser info - Audience Profiling - Testing (promos, billboards, tags, etc.) INTERNATIONAL - Sweep info and analyses - Provide Templates for Presentations - Simmons data PUBLICITY - Performance Stories for Press - Spin/Damage Control - Support to help secure bookings SPT RESEARCH BUSINESS DEVELOPMENT - Advertiser information - Program analyses - Audience estimates LEGAL - General Program Tracking & Analyses - Program Performance Info for Litigation - Confirmation of Airdates HOME VIDEO - Marketplace analyses - Program analyses FINANCE/RESIDUALS - Station Ownership Info - Kagan Industry Revenue & Projections - CPM information INTERACTIVE - Wheel, Jeopardy! Demos - Audience analyses - Advertiser data AFFILIATE RELATIONS - Daily Program Info - Help target marketing support & co-op dollars - Assist stations with scheduling info PRODUCERS - Track programs - Analyze performance - Testing - Scheduling LICENSING & MERCHANDISING - Simmons Viewer Purchasing Analyses - Audience analyses SONY MUSIC/COLUMBIA RECORDS - Weekly Demo Reports - Ratings analyses on TV Music specials

  8. Core Process Daily accessing, distributing, tracking and analyzing of Nielsen Ratings Creation of sales presentations and materials to help sell SPT programs in syndication, to advertisers and to broadcast and cable networks Maintaining syndication clearance lists including sold and unsold markets Ordering and tracking of Barter syndication ratings for SPT programs Testing of SPT programs (pilots, maintenance, diagnostics, marketing, etc.) Ad-Hoc requests Research and supply program performance data promotion and publicity through ads and press releases Corporate overviews Core processes of the TV Research Department Customers • Various Studio Units, Corporate, Producers • Syndication, Network and Cable Sales and Ad sales areas • Sales, Affiliate Relations, Advertiser Sales, Marketing • Ad Sales, Syndication Sales, Business Affairs, Corporate • Development, Current Programming, Producers, Marketing • All departments studio-wide • Marketing and Publicity • Corporate Communications

  9. Some “Syndication” stats for the 2002-03 Season, to date: 210 local markets, 4 times a year 55 overnight markets, everyday 1 set of national numbers, weekly 422 projects and general requests 199 local market pitches 79 programs tracked on a daily basis 32 other programs tracked on weekly basis 30 trade ads 17 barter lineups maintained weekly 14 weekly reports 3 daily reports

  10. Sony Pictures Television Research What resources do we use?

  11. Nielsen Media Ratings and lots more! Simmons Consumer buying habits WRAP (Audience Analysis) TV Data/Tribune Media Services Advanced program scheduling information Kagan Media Business models, financial reports, media trends Rep Firms Telerep, HRP: program guides, advanced schedules Industry groups NATPE station guide, newsletters, etc. Internal Clearance info, library product list, etc. Trades, newsletters, daily faxes Variety, Hollywood Reporter, Ad Age, Media Week, Broadcasting & Cable, Meyers Report, etc. Newspapers & consumer press Los Angeles Times, TV Guide, Entertainment Weekly, etc. Reference books & reports Roeper reports, BIB, Media Market, Parrot Communications, Guides, Encyclopedia of Television Competitors, colleagues, clients Organizational info, etc. Primary research companies Magid, ASI What type of information do we use?

  12. Nielsen Media Research Database Subscriptions

  13. Nielsen Station Index (NSI) • Provides local TV market data. • Overnights - Household ratings delivered next day for 55 • metered markets representing 69.23% of the US • Overnight Markets include (in rank order): New York Los Angeles Chicago Philadelphia San Francisco Boston Dallas-Fr. Worth Washington, D.C. Atlanta Detroit Houston Seattle Tampa Minneapolis Cleveland Phoenix Miami Denver Sacramento Orlando Pittsburgh St. Louis Portland, OR Baltimore Indianpolis San Diego Hartford-New Haven Charlotte Buffalo Greensboro Providence Albuquerque Louisville Jacksonville Las Vegas Austin Dayton Richmond Knoxville Ft. Myers Raleigh-Durham Nashville Cincinnati Kansas City Columbus, OH Greenville-Spartanberg Salt Lake City San Antonio West Palm Beach Birmingham Norfolk New Orleans Memphis

  14. Nielsen Station Index (NSI) (cont’d) • Local Sweeps Books Major Sweeps: November, February, May and July --> all 210 TV Markets measured -- Data includes Households and Demographic ratings and shares Other Sweeps: October 25 Markets January 17 Markets March 5 Markets

  15. Nielsen National Services Nielsen Television Index (NTI) - provides television viewing of nationally sponsored network program audiences through the use of Nielsen People Meters Nielsen Homevideo Index (NHI) - provides national audience estimates of cable networks, local cable systems and pay cable television. (This data is now available on a local basis, all 55 metered markets - we are not subscribers to these at this time.) Also reports VCR usage, cable audience profile and cable audience composition. Nielsen Syndication Services (NSS) - provides reports and services on both the local and national levels to the syndication segments through use of local diary and the national people meter. The barter syndication ratings are derived from this database. Nielsen Ad Views - software that is used to analyze advertising activity. You may access current and historical advertising data for both national and local markets. Using data from Monitor Plus, you can make a direct link between TV commercials and ratings information from Nielsen Media Research. You can review gross rating points, impressions, cost per thousand and cost per rating point.

  16. Other Nielsen Materials • U.S. Households Ownership estimates • DMA market and demographic rank • Black and Hispanic DMA market demographic rank report • Black and Hispanic population estimate report • U.S. Households by county size • DMA maps • Directory of TV stations and markets • Annual report on television • VCR and pay cable report

  17. Yearly Cost of NielsenSubscriptions and Materialsapproximately $2,000,000

  18. Other TV Research Subscriptions Simmons - provides data from a national consumer survey conducted among over 30,000 respondents over one year. Simmons tracks the purchasing habits of TV viewers. It provides single source measurement of major media, products, services and in-depth consumer demographic and lifestyle/psychographic characteristics. WRAP (Audience Analysis) - this software allows us to manipulate overnight and sweep data and run reports that assist in analyzing the data. Our daily overnight grids (see example) are created through WRAP. TV Data/Tribune Media Services - provides local TV station listings, two weeks in advance and allows us to run reports indicating where our programs are being pre-empted or rescheduled. Kagan Media Reports - TV Program Investor - programming statistics, ad sales trends, prime time network analyses. Cable Program Investor - economics of cable networks, ad revenue rankings and trends, prime time cable network ratings and rankers Kagan Media Money - media deals, media stock valuations The Economics of TV Programming and Syndication (yearly) Kagan Media Trends (yearly) The Economics of Prime Time TV (yearly)

  19. Other TV Research Subscriptions Television & Cable Factbook Parrot Communications U.S. TV Station Directory (quarterly) TV Dimensions (yearly) Veronis, Suhler & Associates Communications Industry Forecast (yearly) Broadcasting Industry Bureau Reports (BIB) Media Market Guide (CPMS by DMA Market)

  20. Primary Research Frank N. Magid & Associates: • Conduct concept, pilot and maintenance testing • Focus groups • National phone surveys • Overall agreement for certain programs includes: • Program consulting • Talent coaching (performance and media) • Conduct seminars and presentations on syndication and network programming, specific trends by dayparts, etc. • Through their station consulting business, Magid is widely used and highly respected by our TV station clients

  21. Primary Research Audience Studies, Inc (ASI): • Conduct network pilot and maintenance testing • Dial sessions • Focus groups • National phone surveys Co-Testing with Network Partners: • Initiated co-testing with traditional and cable networks on our programs • Shared cost and information

  22. Rep Firm Reports Katz, Telerep and HRP • Advanced program schedules • Network analysis (weekly) • Analysis of Syndication Marketplace • First-run and off-network futures report

  23. Ongoing Research • Redirection of Ricki Lake Show • Initial focus groups to isolate viewer impressions • Test new program segments • Post-telecast testing of new program elements and their effects on the audience • Preparing to test new eBay syndication project - testing among users/non-users of eBay website

  24. Development • Assist programming department in development of new first-run product - viability analyses, financial analyses, scheduling prospects • Exploring possibility of ratings for DirecTV, for whom we sell advertising time

  25. Future Research • Nielsen N Power • E-Poll testing • Nielsen Net Ratings

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