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Network Holding Power

How does “holding power” differ by type of programming across broadcast, cable and syndicated programming

May 15, 2008

Network Holding Power How does “holding power” differ by type of programming across broadcast, cable and

Trial Details

Households

More than 90,000 subscribers with 183,615 individual set- top boxes Three month period

Top 10 DMA

Data

Over 500 million records Seven Dayparts Categorized by Television Type:

Four Tier-1 broadcast networks Two Tier-2 broadcast networks Twenty cable networks Twenty syndicated products

Trial Details • Households • More than 90,000 subscribers with 183,615 individual set- top boxes •

Trial Details

podMultiplier: an index of the commercial pod ratings to the program ratings

Minimum number of time segments required: 100 Individual networks/programs

Highest # STBs in tab:

5,500

Typical # STBs in tab:

2,500

Minimum STB:

64

Trial Details • podMultiplier: an index of the commercial pod ratings to the program ratings •

Summary of Findings

Summary of Findings
Summary of Findings
Summary of Findings
Summary of Findings

Network Holding Power

Holding power during commercials is distinguishable across multiple channel types

Network Holding Power Holding power during commercials is distinguishable across multiple channel types
Network Holding Power Holding power during commercials is distinguishable across multiple channel types
Network Holding Power Holding power during commercials is distinguishable across multiple channel types
Network Holding Power Holding power during commercials is distinguishable across multiple channel types

Network Holding Power

Holding power during commercials is distinguishable across multiple channel types

Network Holding Power Holding power during commercials is distinguishable across multiple channel types

Question:

How does commercial viewership differ

by type of television—broadcast, cable and syndication?

8 8 8 Cable avg = 90.16 ± 6.79 Broadcast Broadcast avg = 95.18 ± 3.88
8
8
8
Cable
avg = 90.16 ± 6.79
Broadcast
Broadcast
avg = 95.18 ± 3.88
avg. = 95.18 ± 3.88
Syndication
avg = 92.90 ± 4.69
Cable
Syndication
avg. = 90.16 ± 6.79
avg. = 92.90 ± 4.69
6
6
6
4
4
4
2
2
2
0
0
0
70
70
70
80
80
80
90
90
90
100
100
100
110
110
110
podMultiplier
erinMultiplier
erinMultiplier
erinMultiplier
Prob (%)
Prob (%)
Prob (%)
Question: How does commercial viewership differ by type of television—broadcast, cable and syndication? 8 8 8

Trial Conclusions

Type of network, daypart and programming content all are important factors in predicting commercial viewership Roughly 5% of STBs monitored did not view commercials on tier one broadcast, 7% did not view commercials on syndication and 10% did not view commercials on cable networks Tier one broadcast networks exhibit nearly indistinguishable commercial viewing characteristics Cable networks exhibit wildly different commercial viewing characteristics Primetime produces highest incidence of channel surfing in broadcast network viewing

Trial Conclusions • Type of network, daypart and programming content all are important factors in predicting

Original Study Commissioned by:

GM Planworks

Study Contributors:

Michael Vinson, PhD Gordon Greenfield Frank S. Foster

Original Study Commissioned by: GM Planworks Study Contributors: Michael Vinson, PhD Gordon Greenfield Frank S. Foster

Questions or Comments?

Frank S. Foster, Sr. Consultant

foster.frank@evadconsulting.com

646.435.1568

New York

312.285.0751

Chicago

813.571.7830

Direct

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