25 34 tv viewing habits 2013

EPIX | Studio 3 Partners1

Intern Presentation

Nile Kendall

August 4, 2014

Viewing Preferences of 25-34 Year-Olds


Conducted a complete content study of 2013 TV viewership for 25-34 year- olds using Nielsen live + same day viewing data

Analyzed Nielsen ratings to draw conclusions about types of TV programs that perform best for the 25-34 year-old demographic group

Performed a deeper analysis of these series to find shows that might fit with the EPIX brand

Objectives and Methodology


Live championship sporting events and award shows are most popular

Unsophisticated reality-TV shows have significant appeal, especially for women

Top-performing dramas are all centered around corruption

Comedies (sitcoms) perform well on broadcast, but not on cable or premium

Comedies with larger audiences center around young, working people

Political and horror shows are successful

Programs scheduled earlier in the week perform better

Summary


EPIX Subs Are Slightly Younger Than All TV Viewers With 1 in 5 Falling into the 25-34 Year-Old Age Group

TotalU.S.

Premium Subs

EPIXSubs

Age (Median)

46.4 44.7 42.7

18-24 13% 13% 13%

25-34 18% 18% 20%

35-44 17% 19% 22%

45-54 18% 20% 22%

55+ 34% 30% 23%

Percentage of Subscriber Households By Age Group

Source: GfK MRI Survey of the American Consumer, Fall 2013


25-34 Year-Olds Viewed Live Sports (Mainly Pro Football)And Awards Shows More Than Anything Else in 2013

108.7M Viewers 15.0M 25-34

40.4M Viewers 4.8M 25-34

26.3M Viewers (Game 7) 4.6M 25-34

28.4M Viewers 4.0M 25-34

32.2M Viewers (8 games) 4.1M 25-34

44.8M Viewers (2 games)6.2M 25-34


2013 Rank

2013 Title Net. Day

Viewers (Mil.)

25-34 (Mil.)

Men 25-34

Women 25-34

%25-34

1 Walking Dead AMC Sun., Th. 10.9 2.4 1.3 1.1 22%

2 American Idol FOX Wed., Th. 18.0 2.3 0.8 1.5 13%

3 The Big Bang Theory CBS Th. 19.0 2.0 0.9 1.1 10%

4 Voice NBC Mon., Tu. 14.3 1.9 0.7 1.2 13%

5 How I Met Your Mother CBS Mon. 9.4 1.6 0.7 0.9 18%

6 Agents of SHIELD ABC Tu. 12.1 1.6 0.9 0.7 14%

7 Modern Family ABC Wed. 11.7 1.6 0.7 0.9 14%

8 Duck Dynasty A&E Wed. 8.8 1.5 0.8 0.7 17%

9 Breaking Bad AMC Sun. 6.1 1.5 1.0 0.5 25%

10 Scandal ABC Th. 10.5 1.5 0.4 1.1 14%

After Live Sports and Awards Shows, “Walking Dead”And “American Idol” Led Viewing by 25-34 Year-Olds

Top 10 TV Shows Viewed in 2013 by 25-34 Year-Olds (Excluding Sports and Events)*

* Live + same day viewing of premiere plays of new episodes


2013 Rank

2013 Title Net. Day

Viewers (Mil.)

25-34 (Mil.)

Men 25-34

Women 25-34

%25-34

1 American Idol FOX Wed., Th. 18.0 2.3 0.8 1.5 13%

2 The Big Bang Theory CBS Th. 19.0 2.0 0.9 1.1 10%

3 Voice NBC Mon., Tu. 14.3 1.9 0.7 1.2 13%

4 How I Met Your Mother CBS Mon. 9.4 1.6 0.7 0.9 18%

5 Agents of SHIELD ABC Tu. 12.1 1.6 0.9 0.7 14%

6 Modern Family ABC Wed. 11.7 1.6 0.7 0.9 14%

7 Scandal ABC Th. 10.5 1.5 0.4 1.1 14%

8 New Girl FOX Tu. 5.5 1.4 0.6 0.8 25%

9 Family Guy FOX Sun. 5.2 1.3 0.8 0.5 26%

10 Simpsons FOX Sun. 6.4 1.3 0.8 0.5 20%

FOX’s Scripted Series Appealed to 25-35 Year-Olds Including Animated “Family Guy” and “The Simpsons”

Top 10 Broadcast-TV Shows Viewed in 2013 by 25-34 Year-Olds*



AMC Dramas Led Cable Series Viewed by 25-35 Year-Olds With Several VH1 and MTV Reality Shows Also Popular

2013 Rank

2013 Title Net. Day

Viewers (Mil.)

25-34 (Mil.)

Men 25-34

Women 25-34

%25-34

1 Walking Dead AMC Sun., Th. 10.9 2.4 1.3 1.1 22%2 Duck Dynasty A&E Wed. 8.8 1.5 0.8 0.7 17%3 Breaking Bad AMC Sun. 6.1 1.5 1.0 0.5 25%4 Sons of Anarchy FX Tues. 4.6 1.1 0.6 0.5 23%5 Love & Hop Hop VH1 Mon. 3.1 0.8 0.2 0.6 27%6 Teen Mom II MTV Mon. 2.9 0.8 0.2 0.6 28%7 American Horror Story FX Mon. 3.6 0.7 0.3 0.4 20%

8 Chrissy & Mr. Jones VH1 Mon. 2.5 0.7 0.2 0.5 28%9 Catfish MTV Mon. 2.4 0.6 0.2 0.4 26%

10 Buckwild MTV Th. 2.4 0.6 0.3 0.3 26%

Top 10 Cable-TV Shows Viewed in 2013 by 25-34 Year-Olds*



2013 Rank

2013 Title Net. Day

Viewers (Mil.)

25-34 (Mil.)

Men 25-34

Women 25-34

%25-34

1 Game of Thrones HBO Sun. 5.0 1.3 0.7 0.6 26%2 True Blood HBO Sun. 4.2 1.1 0.5 0.6 25%3 Dexter SHO Sun. 2.4 0.5 0.3 0.2 22%4 The Newsroom HBO Sun. 1.8 0.4 0.2 0.2 22%5 Shameless SHO Sun. 1.7 0.4 0.2 0.2 22%6 Veep HBO Sun. 1.1 0.3 0.2 0.1 30%

7 Homeland SHO Sun. 2.0 0.3 0.1 0.2 17%8 Boardwalk Empire HBO Sun. 1.6 0.3 0.2 0.1 18%9 Eastbound & Down HBO Sun. 0.8 0.2 0.2 0.06 29%

10 House of Lies SHO Sun. 0.9 0.2 0.1 0.09 25%

HBO’s “Game of Thrones” and “True Blood” Dominated Viewing of Premium Network Series by 25-34 Year-Olds

Top 10 Premium-TV Shows Viewed in 2013 by 25-34 Year-Olds*



2013 Rank

2013 Title Net. Day

Viewers (Mil.)

25-34 (Mil.)

Men 25-34

Women 25-34

%25-34

1 The Dark Knight Rises (2012) HBO Sat. 2.7 0.5 0.3 0.2 18%2 Ted (2012) HBO Sat. 2.2 0.5 0.3 0.2 21%3 This Is 40 (2012) HBO Sat. 1.4 0.4 0.2 0.2 25%4 Identity Thief (2013) HBO Sat. 2.3 0.4 0.2 0.2 16%

5 The Hobbit (2012) HBO Sat. 2.0 0.4 0.2 0.2 18%6 Battleship (2012) HBO Sat. 2.7 0.3 0.2 0.1 11%7 Magic Mike (2012) HBO Sat. 1.6 0.3 0.09 0.2 19%8 Wrath of the Titans (2012) HBO Sat. 1.6 0.3 0.2 0.1 17%9 The Watch (2012) HBO Sat. 1.2 0.3 0.2 0.1 20%

10 Argo (2012) HBO Sat. 1.5 0.2 0.1 0.1 16%

Comedy Movies Performed Well Among 25-34 Year-Olds With Thrillers and Fantasy Films Also Drawing Viewers

Top 10 Premium Network Movies Viewed in 2013 by 25-34 Year-Olds*

* Live + same day viewing of premiere plays of new movies


Series Themes


TV Viewers Aged 25-34 Years-Old Favored SeriesWith Lead Characters Associated With Politics

Series Network Description

Scandal ABC Lead character “fixes” the problems of famous politicians

The Newsroom HBO Lead character works for a cable news channel

Veep HBO Lead character is the Vice President of the United States

Boardwalk Empire HBO Lead character is a corrupt politician

Homeland SHO Lead character works for the CIA


Series With Lead Characters Working in Law Enforcement Also Performed Strongly Among 25-34 Year-Old Viewers


Law & Order: SVU NBC Series is based around New York detectives

Dexter SHO Led character works for the Miami Metro Police Department



Dramas Involving Corruption or Illegal Behavior Appealed to 25-34 Year-Old Viewers in 2013

Series Network

Description

Scandal ABC Lead character “fixes” the problems of corrupt politicians

Law & Order: SVU NBC Series centers around arresting criminals

Breaking Bad AMC Lead character cooks and sells meth

Sons of Anarchy FX Lead character is a part of a gun running organization

Dexter SHO Lead character is a serial killer

Boardwalk Empire HBO Lead character is a corrupt politician

Homeland SHO Lead character works to bring down an undercover terrorist

House of Lies SHO Lead character runs corrupt consulting firm

Ray Donovan SHO Lead character “fixes” the problems of corrupt celebrities


Series With Lead Characters With Questionable Morals But Good Intentions Attracted 25-34 Year-Old Viewers


Breaking Bad AMC Lead character results to drug dealing to make a living for his family

Sons of Anarchy FX Lead character is a part of a gun running organization but wants out

Dexter SHO Lead character is a serial killer, but only kills criminals who’ve got away

Shameless SHO Lead character is an alcoholic, but loves his children

Boardwalk Empire HBO Lead character is a corrupt politician, but is adored for his charitable acts

House of Lies SHO Lead character will do anything to close a deal, but loves his son


25-34 Year-Olds Liked Series Based on Characters Working in Fields Most People Know Little About


Scandal ABC Fixer

Dexter SHO Blood Spatter Pattern Analyst

Boardwalk Empire HBO Political Boss, Kingpin

Ray Donovan SHO Fixer

House of Lies SHO Management Consultant


Series That Hint at How the Government Operates Performed Well Among 25-34 Year-Old Viewers


Scandal ABC Gives an inside look at how corrupt American politics can get



Series Loosely Based on Reality or Involving RealPeople or Organizations Drew 25-34 Year-Old Viewers


Scandal ABC Series is based off of real-life political fixer Judy Smith

Boardwalk Empire HBO Series is based off historical criminal kingpin Enoch L. Johnson

Homeland SHO Series explores fictional encounters with real-life militant Islamist organization Al-Qaeda


Comedies Centered on an Ensemble Cast of Young Working People Appealed to 25-34 Year-Old Viewers


The Big Bang Theory CBS Centered around four young geeky co-workers and a young aspiring actress

How I Met Your Mother

CBS Centered around a young group of five friends living in Manhattan

Super Fun Night ABC Centered around three young single ladies

Grey’s Anatomy ABC Centered around a group of young surgical interns and residents

Girls HBO Centered around a group of four young ladies in NYC


Comedy Series With a Character Who Didn’t Seem To Fit in With the Group Drew 25-34 Year-Old Viewers


The Big Bang Theory CBS An attractive aspiring actress/waitress hangs out with four male physicists


CBS A straight-edged Canadian girl hangs out with three goofy guys

New Girl FOX An offbeat school teacher moves in with three men

House of Lies SHO Professional business woman works with three immature business men


Series With Majority Female Casts Appealed to 25-34 Year-Old Viewers


American Horror Story

FX Show revolves around witches

Girls HBO Show is center around 4 20-something ladies

Super Fun Night ABC Show is centered around three single girls

Hit the Floor VH1 Show centered around a NBA professional dance team


Series With Characters With Unstable, Casual orOn-Again, Off-Again Relationships Performed Well


The Big Bang Theory CBS Two of the lead characters have an on again-off again relationship

Scandal ABC Lead character is having an affair with the President

Grey’s Anatomy ABC Interns have physical relationships with each other

Super Fun Night ABC Lead characters crush on co-workers


CBS Two of the male lead characters have romantic relationships with women

The Newsroom HBO Characters have complicated romantic relationships at work

House of Lies SHO Lead character has physical relationships with co-worker, ex-wife

Girls HBO Characters hook up with exes


Series With Lead Characters Struggling to BalanceWork and Their Personal Lives Were Well-Liked

Series Network

Description

Scandal ABC Lead character works for the President, but also has a sticky romantic relationship with him

Grey’s Anatomy ABC Interns spend hours at the hospital where work and personal sometimes mix

House of Lies SHO Lead character balances work, romance and relationship with transgender son

Girls HBO Characters are all in their 20’s trying to have fun and find their place in the world


25-34 Year-Old Viewers Enjoyed Comedy SeriesWith Lead Characters Who Live With a Roommate


The Big Bang Theory CBS Two of the lead characters are roommates; another lives down the hall

New Girl FOX Lead female character moves in with 3 guys

Girls HBO All of the main characters have roommates

Super Fun Night ABC The 3 main characters are roommates


Series With Horror, Supernatural and Fantasy Themes Were Particularly Appealing to 25-34 Year-Old Viewers


Walking Dead AMC Post apocalyptic

American Horror Story

FX Salem witchcraft

True Blood HBO Vampires coexisting with humans


Series With Attractive Male Leads Performed Well Among 25-34 Year-Olds


Walking Dead AMC Andrew Lincoln – Rick Grimes

Sons of Anarchy FX Charlie Hunnam – Jax Teller

Tosh.O CMDY Daniel Tosh – himself

Dexter SHO Michael C. Hall – Dexter Morgan

House of Lies SHO Don Cheadle – Marty Kaan

Ray Donovan SHO Liev Schreiber – Ray Donovan

Andrew Lincoln Charlie Hunnam Liev Schreiber


Series With Attractive Female Leads Performed Well Among 25-34 Year-Olds


Scandal ABC Kerry Washington – Olivia Pope

New Girl FOX Zooey Deschanel - Jess

Law & Order: SVU NBC Mariska Hargitay – Olivia Benson

True Blood HBO Anna Paquin – Sookie Stackhouse

Veep HBO Julia Louis-Dreyfus – Selina Meyer

Homeland SHO Claire Danes – Carrie Mathison

Kerry Washington Zooey Deschanel Claire Danes


Gender Comparisons


Males Enjoyed Family-Based Animated Comedies; Females Liked Series Featuring Working Young Women

Top-Performing Broadcast Series That Skewed Male Among 25-34 Year-Olds

Top Performing Broadcast Series That Skewed Female Among 25-34 Year-Olds

15% of All Viewers Were

M25-34

14%

14%

10% of All Viewers Were W25-34

15%

10%


Males Enjoyed Viewing Comedy Central Original Series;Females Liked Reality TV Shows Featuring Other Women

Top-Performing Cable Series That Skewed Male Among 25-34 Year-Olds

Top Performing Cable Series That Skewed Female Among 25-34 Year-Olds

18% of All Viewers

Were M25-3427% of All Viewers

Were W25-34

18%

20%

21%

18%


Males Watched “Thrones Slightly More Than Females While Women Preferred Series Starring Young Women

Top-Performing Premium Series That Skewed Male Among 25-34 Year-Olds

Top Performing Premium Series That Skewed Female Among 25-34 Year-Olds

14% of All Viewers Were W25-34

19%

9%

8% of All Viewers Were M25-34

25 34 tv viewing habits 2013

Data & Analytics

premiumtv shows

cabletv shows

broadcasttv shows

awards shows

horror shows

award shows

mtv reality shows

live sports