syndicated television: the daytime leader · reaching frequent shoppers more often than viewers of...
TRANSCRIPT
Syndicated Television:The Daytime Leader
Syndication Day Is Growing
+2.5%
NetworkDay
SyndicationDay
… while network day is declining-5.1%
Source: Nielsen W25-54 AA/GAA (000)October-March 2004/05 vs. 2003/04
The Majority Of Daytime Programming
9-10A
10-11A
11-12P
12-12:30P*
12:30-1P
1-3P
3-4P
Mon-Friday ABC CBS NBC FOX WB UPN
SYNDICATION SYNDICATION SYNDICATIONSYNDICATIONSYNDICATION
SYNDICATION SYNDICATION SYNDICATIONSYNDICATIONSYNDICATIONSYNDICATION
SYNDICATIONSYNDICATIONSYNDICATIONSYNDICATION
SYNDICATIONSYNDICATIONSYNDICATIONSYNDICATION
SYNDICATIONSYNDICATIONSYNDICATIONSYNDICATION
SYNDICATION
SYNDICATION
SYNDICATIONSYNDICATION
SYNDICATIONSYNDICATIONSYNDICATION
* 12-12:30P May vary by market for ABC, CBS, NBC & FOX.
Syndication Dominates Day
M-F 9AM-4PM
67%
33%
Syndication Day
Network Day
% hours of programming
A Ratings Leader Every Day
Women 25-54
5 5 5 5 5
5 5 5 5 5
Monda
y
Tues
dayW
edne
sday
Thur
sday
Frid
ay
# of Shows in Top 10
Syndication DayNetwork Day
Source: Nielsen 9/27/04-3/27/05 AA/GAA (000)M-F 9A-4P excludes specials, sports and children's programming.
Syndication Day: Higher, Faster Reach
Women 25-54 GRPs/Week
15
25
35
45
10 20 30 40 50 60 70 80 90 100
4 W
eek
Rea
ch
Syndication Day Network Day
Source: IMS Nielsen Persons Cume Study
Dramatically Improves Reach …
50% Syndication / Constant Dollars
4131
Network Day Only
Network Day + Day Syndication
32%Increasein Reach
Syndication Day
Network Day
Reach
Source: IMS Telecume, Nielsen, CMR
… While Minimizing Wearout
50% Syndication / Constant Dollars
FrequencyHeaviest Viewer
30%Less
Frequency
1623
Network Day Only
Network Day + Day Syndication
Syndication Day
Network Day
Source: IMS Telecume, Nielsen, CMR
Attracts New Viewers Every Day
Talk W25-54
0
5
10
15
20
25
30
35
40
45
M T W Th Fr
Source: Nielsen Npower Report, Nov 8-12 2004, W25-54
Daytime Viewers AreValuable Consumers
They Spent $635B On Groceries In 2004Reaching Frequent Shoppers More Often
Than Viewers of Network Day
159
155
126
122
116
108
88
153
246
123
105
118
145
141
109
144Pathmark
Piggly Wiggly
Acme
IGA
Food Lion
A&P
Stop 'N Shop
Wal*Mart Super Center
Syndication Day Network Day
Source: MRI Fall 04. Base= Wm. Index: Shopped 4+ times/ last 30 days.Progressive Grocer, 72nd Annual Report of the Grocery Industry, April 2005.
They Spent $635B On Groceries In 2004 … And Viewers of Network Prime
159
155
126
122
116
108
162
88
137
104
98
106
111
104
153
246Pathmark
Piggly Wiggly
Acme
IGA
Food Lion
A&P
Stop 'N Shop
Wal*Mart Super Center
Syndication Day Network Prime
Source: MRI Fall 04. Base= Wm. Index: Shopped 4+ times/ last 30 days.Progressive Grocer, 72nd Annual Report of the Grocery Industry, April 2005.
They Frequent Popular Restaurants
More Likely Than Viewers of Network Day
161
123137
117
Family/ Steak QSRsSyndication Day Network Day
Source: MRI Fall 04. Base=Women.Index: 9+ Times/30 Days
Syndication vs 6 Network Prime.
They Frequent Popular Restaurants
… And Those of Network Prime
161
123121144
QSRs Family/ Steak
Syndication Day 6 Network Prime
Source: MRI Fall 04. Base=Women.Index: 9+ Times/30 Days
Syndication vs 6 Network Prime.
They’re Shopping The Major Retailers
More Likely Than Viewersof Network Daytime
Source: MRI Fall 2004. Base = WomenIndex: Shopped 4+ times in the last 30 days
117
116
141
135
180
111
126
115
170
183
185
212
JCPenney
Wal-Mart
K Mart
Sears, Roebuck& Co.
Gap
Old Navy
Syndication DaytimeNetwork Daytime
They’re Shopping The Major Retailers
Source: MRI Fall 2004. Base = WomenIndex: Shopped 4+ times in the last 30 days
106
112
138
140
118
160
126
115
170
183
185
212
JCPenney
Wal-Mart
K Mart
Sears, Roebuck& Co.
Gap
Old Navy
Syndication Daytime6 Network Prime
… And Those of Network Prime
They Care About Their Appearance
Higher Incidence Than Viewers of Network Day
140162 172
94
142 155
TemporaryRinse
Semi-Permanent
Color
Bleach orLightener
Syndication Day
Network Day
Source: MRI Fall 04. Base=Women. Used in last 6 months.
They Care About Their Appearance
… And Viewers of Network Prime
140162
172
111125
99
Temporary Rinse Semi-PermanentColor
Bleach orLightener
Syndication Day
6 Network Prime
Source: MRI Fall 04. Base=Women. Used in last 6 months.
They Watch What They Eat
Buy Food Labeled As ...
121 123129
107109 109119
79
Fat Free Sugar Free Low Sodium High Fiber
Syndication Day Network Day
With A Higher Incidence Than Network Day Viewers, They
Source: MRI Fall 04. Base=Women.
They Watch What They Eat
Buy Food Labeled As ...
121 123129
107118
112 112 114
Fat Free Sugar Free Low Sodium High Fiber
Syndication Day 6 Net Prime
Source: MRI Fall 04. Base=Women.
With A Higher Incidence Than Network Prime Viewers, They
They’re Aspirational
More Than Network Day
136
110
Achieving a higher social status
Syndication Day Network Day
Source: MRI Fall 04. Base=Women. (Lifematrix: Very Important)
They’re Aspirational
… And more than Network Prime
136
102
Achieving a higher social status
Syndication Day 6 Network Prime
Source: MRI Fall 04. Base=Women. (Lifematrix: Very Important)
They’re Buying New Cars
Greater Likelihood Than Network Day
111 106112
91100 100
4-DoorCar
Minivan SUV
Syndication Day Network Day
Source: MRI Fall 04. Base=Women.Index: Intent to purchase/lease.
They’re Buying New Cars
Source: MRI Fall 04. Base=Women.Index: Intent to purchase/lease.
… And Comparable To Network Prime
111 106112
101107 105
4-DoorCar
Minivan SUV
Syndication Day 6 Network Prime
They Purchase The Latest Technology
125 133 138148
108115118
126
Flat Screen/Plasma
Large ScreenTV (43"-65")
Portable DVDPlayer
HomeTheater
Syndication Day Network Day
With a Greater Intent Than the Viewers of Network Day
Source: MRI Fall 04. Base=Women.Index: Intent to purchase.
They Purchase The Latest Technology
125 133 138148
118118110
121
Flat Screen/Plasma
Large ScreenTV (43"-65")
Portable DVDPlayer
HomeTheaterSystem
Syndication Day 6 Network Prime
… And Viewers of Network Prime
Source: MRI Fall 04. Base=Women.Index: Intent to purchase.
“More clutter in a pod reduces the impact of every commercial”
Perianne GrignonVP, Media Services, SearsCo-Chair ANA TV Adv. Committee
Day Syndication - Lower Clutter
# Non-Programming Minutes/Hour
1517
Syndication Day Network Day
Syndication Day Network Day
Source: Syndication: SNTA 04/05 Member Survey Network Day: MPG Television Clutter Analysis, Adviews (1.3.05 – 1.30.05)
Less Than 3 Minutes In Length
% National Breaks Less Than3 Minutes in Length
88% 90%
Total Synd M-F Day
Source: SNTA 04/05 Member Survey.
Short Commercial Pods
Average Pod Length For Syndication Day
1:55
2:25
NationalExclusive
Breaks
NationalBreaks
Source: SNTA 04/05 Member Survey.
Syndication Day: 80%+ In “A” and “B”
% A and B Positions
81%74%
88%
Day Talk Day Court Day Other
Source: SNTA 04/05 Member Survey.Percentages based on :30 unit basis.
Operationally In Tune
• 2 – 3 day commercialintegration
– Sometimes even less• Day and date availability• No integration fee
Doing Business In Exciting New Ways
Integrated Communications Solutions
Award Winning Programming
• 16 Daytime Emmy Awards in 2005– More awards than any
broadcast or cable network
America’s Favorite TV Personalities
Source: Harris Interactive 2004
Exciting New ProgramsComing To Daytime
Syndicated Television 2005
• Growth• Higher Reach • Low Clutter Environment • Delivering Valuable Consumers• Branded Entertainment• 2 - 3 Day Commercial Integration• Day/Date Scheduling• No Integration Fee• The Best Shows on TV
Syndicated Television:
Get With The Program