Where Viewers Turn First
Q 13: If you didn’t know in advance what programs you were going to watch, which network would you turn to first?
2004
CBS (24%) NBC (24%) ABC (21%) FOX (17%) PBS (8%) Discovery (7%) ESPN (6%) HBO (6%)
2006 ABC (22%) NBC (20%) CBS (18%) FOX (13%) Discovery (11%) PBS (8%) History (8%)
2008 NBC (20%) ABC (19%) CBS (16%)
FOX (13%)
Discovery (8%) ESPN (7%)
History (7%)
CNN (6%) PBS (5%) HBO (5%)
CNN (6%)
ESPN (6%) HBO (4%)
CNN (4%)
History (4%)
0
The Core Programs
What makes a series “core”?”
– viewing (unaided + aided past month self-reported viewing) – evidence of brand strength (unaided past month viewing) – favorite status (PBS primetime viewers) – status among members (favorite status among known members)
ANTIQUES ROADSHOW NATURE NOVA MASTERPIECE NEWSHOUR FRONTLINE MYSTERY! GREAT PERFORMANCES AMERICAN EXPERIENCE 83% 56% 50% 47% 43% 37% 26% 25% 22%
WASHINGTON WEEK
AMERICAN MASTERS NOW
19%
10% 6%
Index = Sum of % past month viewing (aided/unaided) + past month viewing (unaided) + named favorite by any viewer (national phone sample) + named favorite by members (known member sample)
1
Trend in Ratings
Corresponding to the Survey Period* Each Year (*January – February)
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
2004 2006 2008
Nielsen NSI Data – Unweighted average household audience ratings based on 56 metered markets.
2
“Every Chance I Get” + “Often” by Audience Segment
Genre Interests
P&P C&C M&E E&O I&I
46% 31% 50% 39% 28%
55% 34% 49% 53% 34%
68% 47% 46% 51% 32%
21% 17% 22% 29% 21%
31% 15% 16% 12% 8%
Q 24: How frequently do you typically watch each of the following types of programs during primetime? Base: Total primetime viewers (1,372); Progressive & Passionate (107); Controlled & Contributing (83); Measured & Engaged (75); Enthusiastic & Open (165); Innovating & Inclined (162). 3