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Membership in a Digital World
And Other Pledge Questions…
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Digital World
Viewership did not converge on one platform - it’s not a zero-sum game anymore
The audience is the SAME (although it may be smaller…)
Should I pledge all my channels??
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Multicasting
More channels mean more GRPs Multicast channels add viewing NOT
cume (almost no new people) Your viewers spend more time with you
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Reach of Mature Multiple Services
GRPs for the avg secondary station is about 1/3rd of the primary
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A Fraction of Audience
Hh Impressions % of Main Stn CountKids 392,681 25% 5Other 228,822 15% 5World 105,856 7% 4Create 93,781 6% 11V-Me 63,084 4% 3
2010 Prime Time Weekly Impressions
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Age of Audience
Main Create Kids Other V-Me World0%
10%20%30%40%50%60%70%80%90%
A18-49A50-64A65+
2010 Prime Time Distribution% of Audience
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Growth?
We expected to see growth as audiences became accustom to watching digital channels
So far mixed…– For Nov. 2010 five digital channels are up
11% in whole week and down 18% in prime time (AQH ratings)
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Should I Pledge My 2nd Channel?
Remember trying to pledge against Who Wants to Be a Millionaire when it was new?
If you run regular PTV fare against your own pledge shows you create the PERFECT network competition
Do you want to pledge against ARS???
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The Pledge Take Away
Give them pledge choices – counter-program (with strong shows!)
Eventually the maximum you can expect to make on a 2nd channel is 33% of your main channel
You will probably start off at around 5% and build into the 10% range
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