Download - Craig Reed, TRAC Media Services Fall PTPA Meeting, November 2009 Who Needs Ratings – You…
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Craig Reed, TRAC Media Services
Fall PTPA Meeting, November 2009
Who Needs Ratings – You…
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Multicast QuestionsAudience size? Provide enough service?Cannibalize primary channel? What do top programs look like?Daypart performance?Similar or different demographic position?
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WTTW: Ahead of 2008
October Prime Time GRPs
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Milwaukee PTV: Not quite there
October Prime Time GRPs
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Vegas PBS: Beyond prior year
October Prime Time GRPs
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OPB – Not quite to pre-LPMs
October Prime Time GRPs
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Most Appealing Choice TheoryTwo Steps (Least Objectionable Program – Klein)
Viewers first decide to watch TVThen identify most appealing program
Viewers check a list of channels (16 per home)
When viewing drops…Unlikely that 2nd channel is only appealing choiceLikely that competitors offer more appealing
choices
2nd channel takes most viewers from competitors
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Top 10WTTW Prime: History, Nature, Science
Rank Day-Time Title Hh Rtg Weeks1 Sun - 07:30P Rape of Europa 0.95 12 Sat - 11:00A Nature 0.62 33 Sun - 08:00P Amer. Exp. 0.55 14 Sat - 06:30P National Parks 0.50 15 Mon - 01:00A Rape of Europa 0.48 16 Sat - 10:00A Nova 0.47 37 Sun - 01:00P Easyway Gourmet 0.43 18 Sun - 09:00P Amer. Exp. 0.42 29 Sun - 11:00P Amer. Masters 0.39 2
10 Tue - 09:00P Monarchy/Work 0.38 4
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Top 10Mil PTV World: Mostly History
Rank Day-Time Title Hh Rtg Weeks1 Tue - 07:00P Amer. Exp. 0.75 12 Tue - 08:00P Zora's Roots 0.60 13 Tue - 06:00P Herbert Hoover 0.59 14 Sat - 09:00P History Det. 0.55 45 Sun - 01:00A History Det. 0.51 36 Sun - 08:00P Minds on Edge 0.51 17 Wed - 08:00P Frontline 0.50 38 Sat - 06:00P Nova 0.50 39 Sat - 09:00A History Det. 0.43 3
10 Mon - 11:00P Eden/End/World 0.42 1
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Top 10Mil PTV Create: Cooking
Rank Day-Time Title Hh Rtg Weeks1 Sat - 10:30A Lidia's Italy 1.02 12 Sat - 10:00A Lidia's Italy 1.01 13 Sat - 08:00P Sara's Meals 0.75 14 Sat - 07:00P Travels to/Edge 0.69 15 Sun - 07:30P Scand. Cooking 0.65 26 Sat - 01:00P Pepin/Fast Food 0.63 17 Sat - 11:00A Lidia's Italy 0.63 18 Sat - 05:30P Lidia's Italy 0.57 19 Sun - 12:00A Lidia's Italy 0.56 1
10 Wed - 09:30P Ask This Old 0.55 4
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Top 10Vegas PBS Create: Travel
Rank Day-Time Title Hh Rtg Weeks1 Sat - 10:00A Africa Trek 0.81 12 Sat - 10:00A Bangs/Adventure 0.68 13 Sat - 01:00P Bangs/Adventure 0.66 14 Sat - 07:00P Bangs/Adventure 0.64 15 Sat - 01:30P Barbecue U 0.61 16 Sat - 11:00A Bangs/Adventure 0.61 17 Sat - 09:30A Joanne Weir 0.58 18 Sat - 10:30A Rudy Maxa/World 0.57 19 Sat - 03:00P Bangs/Adventure 0.50 1
10 Sat - 06:00P Bangs/Adventure 0.49 1
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Top 10OPB HD: NPS plus local
Rank Day-Time Title Hh Rtg Weeks1 Sun - 09:00P Mast./Mystery! 1.61 32 Sun - 08:00P Nature 1.38 43 Mon - 08:00P Antiques Rdshow 1.32 44 Sun - 10:00P Great Lodges 1.13 15 Thu - 08:00P National Parks 1.12 16 Thu - 08:30P Oregon Guide 1.01 37 Sat - 08:00P Globe Trekker 1.00 48 Fri - 08:00P National Parks 0.98 19 Thu - 08:00P Oregon Art Beat 0.97 3
10 Sat - 09:00P As Time Goes By 0.97 4
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Top 10OPB Plus: Travel & Cooking
Rank Day-Time Title Hh Rtg Weeks1 Sat - 09:00A Travels to/Edge 1.10 12 Sat - 09:30A Travelscope 0.65 13 Sat - 11:00A Bangs/Adventure 0.42 14 Sun - 01:00P P. Allen Smith 0.36 45 Sat - 10:00A Bangs/Adventure 0.33 16 Sat - 09:00A Bangs/Adventure 0.32 17 Sun - 11:00A Perfect Day 0.31 48 Sun - 04:00P America's/Kit. 0.30 49 Sat - 01:00P Bangs/Adventure 0.30 1
10 Sat - 08:00A Lidia's Italy 0.28 1
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Why kids was invented…
WTTW & WTTW Prime Daypart Distribution
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Why kids was invented…
Milwaukee Prime Daypart Distribution
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Prime Time Age/Gender Gap Analysis
OPB Plus
OPB HD
% Women
Younger Men Younger Women
Older Men Older Women
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SummaryMulticast audiences small but expected to growNo signs of unintended cannibalizationTop Shows
History and Travel poppingCooking on the list
M-F Daytime has real estate but no viewersStrips?
Viewers showing up on weekends and eveningsDifferentiation/different positioning is happening