MTV Networks Cross Ratings Project

May 19, 2008

Cross Ratings Project
• Definitions and review of methodology • Do time on station and audience flow patterns differ by MTV network?
• Time on channel • Set top box group statistics • Audience flow patterns

• Conclusions • Next steps

Data Collection Definitions
• • [A]STB: [Advanced] Set Top Box Viewing Level Group: STBs are labeled by the amount of time spent tuned to a network for a given period of time -“Heavy”, “Medium” or “Light” Rating: The ratio of the number of viewers of a network to the total number of viewers in the sample Cross Rating: The rating of one network drawn from a subset of viewers that watch a second network Ratings Ratio: the ratio of the rating of a given network for a particular STB viewing-level-group to that of the rating for the network from the total sample

• • •

Data Collection
• • • • • Data was collected from a Top-5 DMA Data was collected during a 90 day period 65,234 STBs were active during the period 250 million records were analyzed State-change data was collected enabling secondby-second resolution, 24 hours a day

Test 1:
3.5 3.0 2.5 % of STBs 2.0 1.5 1.0 0.5 0.0

Does time on channel vary by network?

ANSWER: YES, but MTV resembles CBS for nearly 10 minutes
MTV MTV2 CBS Affiliate

0

10

20

30

40

50

60

Total time-on-channel per 24 hours (minutes)

Test 1:

Does time on channel vary by MTV Network during Primetime?
100
Aggregate primetime viewing VH-1 VH-1 MTV MTV MTVS MTVU MTVX MTVHit MTV2 MTV2

ANSWER: YES, but rates converge at 5 minutes

80

60 NSTB 40 20 0

0

1

2

3

4

5

Time on channel (minutes)

Test 1:

Does time on channel vary by MTV Network by Daypart?
Average cumulative time-on-channel, for STBs that spent more than 5 seconds on-channel

ANSWER: YES, time on channel dips during Primetime
MTV MTV2 VH-1 CBS

60 50 Time-on-Channel 40 30 20 10 0

Afternoon

Early Fringe

Access Daypart

Prime

Late Fringe

Test 1:

Do the MTV Networks Attract the Same Audience?
ANSWER: No
NETWORK MTV *OFF* CBS NBC ABC BET FOX NICK Surf CW CROSS RATING 19.93 6.97 5.07 4.21 3.64 2.68 2.39 2.09 1.75 1.73 RATINGS RATIO 44.4474 0.8376 3.4111 2.1216 1.2967 5.1508 2.9901 1.7556 4.7496 2.2148

Take Home Messages From Test 2
• There appear to be distinct audience segments of loyal MTV’s viewers that differ by daypart. • “Heavy” MTV viewers were more likely to watch MTV2, BET, Family, The WB, HBO and ESPN than the sample as a whole. • “Heavy” MTV viewers watch 23% less television but channel surf 58% more. • For all MTV viewers, channel surfing tendencies appear to be a function of the time of day as opposed to how much MTV is viewed.

Test 2:

Do MTV viewers “inflow” from the same networks?
ANSWER: No NETWORK
MTV *OFF* BET ABC NBC Surf FOX NICK HBOW MTV2

% STB
38.614% 5.941% 4.554% 4.356% 3.366% 2.574% 2.574% 2.376% 1.980% 1.980%

(REL %)
N/A (9.677%) (7.419%) (7.097%) (5.484%) (4.194%) (4.194%) (3.871%) (3.226%) (3.226%)

Test 2:

Do MTV viewers “outflow” to the same networks?
ANSWER: No NETWORK
MTV Surf FOX *OFF* BET CBS NBC HBO MTV2 NICK

% STB
39.549% 7.164% 2.944% 2.944% 2.453% 2.453% 2.257% 2.257% 2.061% 1.570%

(REL %)
N/A (11.851%) (4.870%) (4.870%) (4.058%) (4.058%) (3.734%) (3.734%) (3.409%) (2.597%)

Take Home Messages From Test 3
• The most common “inflow” networks for MTV were broadly targeted networks BET, ABC, NBC and FOX.
Compare that to MTV2 where the top “inflow” networks were narrowly targeted networks MTV, MTVHit, VH1SL and ESPN2

• The most common “outflow” networks for MTV were also mainstream networks—FOX, BET, CBS and NBC.
Compare that to MTV2 where the top “outflow” networks were MTV, MTVHit, HBO and NBC

• Less than 2.6% of the STBs who tuned into MTV were channel surfing before settling on MTV but more than 7.1% of those leaving MTV channel surfed.

Summary Conclusions
• • • • • Due to channel surfing, the number of viewers or reach for MTV Networks is higher than traditional ratings imply Time on channel appears to be a function of time of day for all the MTV Networks There are several distinct groups of “Heavy” MTV viewers that watch the network during different dayparts “Heavy” MTV viewers watch nearly a quarter less television than average viewers but channel surf much more often MTV viewers are more likely to channel surf or turn the TV off than going to any other network.

May Warrant Further Study
• How strong is the link between dayparts and audience reach and frequency?
Time on channel analysis by network group and daypart

How does viewership change by network and daypart as a function of active or passive viewing?
Time on channel STB characteristic analysis

How does time of day affect audience flow during specific MTV programming?
Flow analysis by program and daypart as well as STB group

What are the most attractive Viacom properties or programming for attracting new viewers to MTV Networks through promotions?
Cross network analysis by network and genre as well as STB group

Original Study Commissioned by:
MTV Networks

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

Master your semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master your semester with Scribd & The New York Times

Cancel anytime.