analysis audience cross rating
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8/14/2019 ANALYSIS Audience Cross Rating
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MTV NetworksCross RatingsProject
May 19, 2008
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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
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Data Collection Definitions [A]STB: [Advanced] Set Top Box
Viewing Level Group: STBs are labeled by the amount of timespent 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 tothe total number of viewers in the sample
Cross Rating: The rating of one network drawn from a subsetof viewers that watch a second network
Ratings Ratio: the ratio of the rating of a given network for aparticular STB viewing-level-group to that of the rating for thenetwork from the total sample
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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 second-
by-second resolution, 24 hours a day
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Test 1: Does time on channel vary by network?
ANSWER: YES, but MTV resembles CBS for nearly 10 minutes
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
%
ofSTBs
6050403020100
Total time-on-channel per 24 hours (minutes)
MTVMTV2CBS Affiliate
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Test 1: Does time on channel vary by MTVNetwork during Primetime?
ANSWER: YES, but rates converge at 5 minutes
100
80
60
40
20
0
N
STB
543210
Time on channel (minutes)
VH-1MTV
MTVSMTVXMTV2
Aggregate primetime viewing
VH-1
MTV
MTVU
MTVHit
MTV2
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Test 1: Does time on channel vary by MTVNetwork by Daypart?
ANSWER: YES, time on channel dips during Primetime
60
50
40
30
20
10
0
Time-o
n-Channel
Afternoon Early Fringe Access Prime Late Fringe
Daypart
MTV
MTV2
VH-1CBS
Average cumulative time-on-channel, for STBs that spent more than 5 seconds on-channel
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Test 1: Do the MTV Networks Attract the SameAudience?
ANSWER: No
NETWORK CROSS RATING RATINGS RATIO
MTV 19.93 44.4474
*OFF* 6.97 0.8376
CBS 5.07 3.4111
NBC 4.21 2.1216
ABC 3.64 1.2967
BET 2.68 5.1508
FOX 2.39 2.9901
NICK 2.09 1.7556
Surf 1.75 4.7496
CW 1.73 2.2148
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Take Home Messages From Test 2
There appear to be distinct audience segments ofloyal MTVs viewers that differ by daypart.
Heavy MTV viewers were more likely to watchMTV2, BET, Family, The WB, HBO and ESPN thanthe sample as a whole.
Heavy MTV viewers watch 23% less television butchannel surf 58% more.
For all MTV viewers, channel surfing tendenciesappear to be a function of the time of day asopposed to how much MTV is viewed.
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Test 2: Do MTV viewers inflow from the samenetworks?
ANSWER: No
NETWORK % STB (REL %)
MTV 38.614% N/A
*OFF* 5.941% (9.677%)
BET 4.554% (7.419%)
ABC 4.356% (7.097%)
NBC 3.366% (5.484%)
Surf 2.574% (4.194%)
FOX 2.574% (4.194%)
NICK 2.376% (3.871%)
HBOW 1.980% (3.226%)
MTV2 1.980% (3.226%)
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Test 2: Do MTV viewers outflow to the samenetworks?
ANSWER: No
NETWORK % STB (REL %)
MTV 39.549% N/A
Surf 7.164% (11.851%)
FOX 2.944% (4.870%)
*OFF* 2.944% (4.870%)
BET 2.453% (4.058%)
CBS 2.453% (4.058%)
NBC 2.257% (3.734%)
HBO 2.257% (3.734%)
MTV2 2.061% (3.409%)
NICK 1.570% (2.597%)
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Take Home Messages From Test 3
The most common inflow networks for MTV werebroadly targeted networks BET, ABC, NBC and FOX.Compare that to MTV2 where the top inflow networks werenarrowly targeted networks MTV, MTVHit, VH1SL and ESPN2
The most common outflow networks for MTV werealso mainstream networksFOX, BET, CBS andNBC.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 MTVwere channel surfing before settling on MTV butmore than 7.1% of those leaving MTV channelsurfed.
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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 allthe MTV Networks
There are several distinct groups of Heavy MTV viewers thatwatch the network during different dayparts
Heavy MTV viewers watch nearly a quarter less televisionthan average viewers but channel surf much more often
MTV viewers are more likely to channel surf or turn the TV offthan going to any other network.
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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 MTVprogramming?
Flow analysis by program and daypart as well as STB group
What are the most attractive Viacom properties orprogramming for attracting new viewers to MTV Networksthrough promotions?Cross network analysis by network and genre as well as STB group
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Study Contributors:Michael Vinson, PhDGordon Greenfield
Frank S. Foster
Original Study Commissioned by:
MTV Networks
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Questions or
Comments?Frank S. Foster, Sr. Consultant
foster.frank@evadconsulting.com646.435.1568 New York
312.285.0751 Chicago813.571.7830 Direct
mailto:Foster.frank@evadconsulting.commailto:Foster.frank@evadconsulting.com
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