tv viewership review - active international...sundance 150 pop 81 change in viewership over past 2...

ACHIEVE MORESM

TV VIEWERSHIPREVIEW:

MEDIA WEEK 16: APRIL 13TH – APRIL 19TH

April 24, 20201

2

TV VIEWERSHIP DEEP DIVE

WEEKLY VIEWERSHIP TRENDS

3© 2020 Active International. Proprietary & Confidential

Viewership in Week 16 of 2020 has again surpassed that of 2019. There was also some week-

over-week growth, though Total Weekly impressions have been staying relatively consistent.

Estimated Total Weekly Impressions (in millions)Total Broadcast Week, Total Audience

Source: Nielsen National TV Ratings

60%

70%

80%

90%

100%

110%

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

10,000

12,500

15,000

17,500

20,000

22,5002020 Total Impressions

% of 2019 Total Impressions

DAILY VIEWERSHIP TRENDS


Despite lower viewership on Friday of Week 16, Sunday showed an uncharacteristic uptick. This

was unlike in previous weeks where weekend viewership on both days drop below that of 2019.

Estimated Total Daily Impressions (in millions)Total Day, Total Audience


60%

70%

80%

90%

100%

110%

1,000

1,500

2,000

2,500

3,000

3,500

2020 Total Impressions

% of 2019 Total Impressions

NETWORK GENRE PERFORMANCE


After a decline in viewership in Week 15, both Broadcast Networks, and Cable News saw some

gains in Week 16.

Broadcast NetworksABC, CBS, FOX, NBC


News NetworksBBC America; CNBC; CNN; FOX Businesses; FOX

News; Headline News; MSNBC; Weather

0M

500M

1,000M

1,500M

2,000M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Average Weekly Broadcast ImpressionsTotal Broadcast Week, Average Audience

0M

200M

400M

600M

800M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience



Unlike for Broadcast and Cable News, Entertainment and Lifestyle networks have seen little

movement, up or down, over the last month.


0M

500M

1,000M

1,500M

2,000M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Average Weekly Entertainment ImpressionsTotal Broadcast Week, Average Audience

0M

200M

400M

600M

800M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience

Entertainment NetworksA&E; Adult Swim; American Heroes; AXS; BET; BET Her; BOUNCE; CARTOON;

CCDXD; CMT; COM; COMEDY.TV; COMET; COZI; CWN; DISCOVERY Networks; E!; EL REY; ESCAPE; FX; FXX; GAMESHOW; NET; GRIT; HALLMARK DRAMA;

HEROES; HISTORY; ID; IFC TV; INSPIRATION; LAFF; METV; MOTOR; MTV; MTV2; NATGEO Networks; NITE; REELZ; SAMC; SMITH; SYFY; TBS; TLC; TNT; TRAVEL;

TRU TV; TV LAND; UP; USA; VH1; VICE; WE; WGNA

Lifestyle NetworksANIMPL; BRAVO; COOK; DESITNATION AMERICA; DIY; FOOD NETWORK; FYI;

GREAT AMER COUNTRY; HGTV; ION; LIFETIME; LOGO; MY DESTINATION;

OVATN; OWN; OXYGN; POP; RFDTV;



After a dip in ratings last week, Kids & Family networks have returned to previous viewership

but overall, viewership across these categories as stable.

Hispanic NetworksAZTECA; ESTR; GALA; NBC UNI; TELEMUNDO;

UNIMAS; UNIVISION

Kids & Family NetworksBABYFIRST; BOOMERANG; DISNEY; DISNEY JR; FAMILY

ENTERTAINMENT; FREEFORM; HALLMARK; NICK; NICK JR;

NICKTOON; TEEN NICK; UNI KIDS

Sports NetworksBEIN; BEIN HISP; ESPNL ESPN DEP; ESPN2; FOX

SPORTS 1; FOX SPORTS 2; GOLF; MLBTV; NBATV;

NBC SPORTS; NFL NETWORK;TENNIS

0M

50M

100M

150M

200M

250M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Ave Weekly Kids & Family ImpsTotal Broadcast Week, Average Audience

0M

20M

40M

60M

80M

100M

120M

140M

160M

180M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Ave Weekly Hispanic ImpsTotal Broadcast Week, Average Audience

0M

50M

100M

150M

W9 W10 W11 W12 W13 W14 W15 W16

2019 2020

Ave Weekly Sports ImpsTotal Broadcast Week, Average Audience

CHANNELS WITH THE MOST INCREASED VIEWERSHIP


Through down from the week leading up to Easter, UP viewership remains far above its level 8 weeks

ago. Networks that play movies have continued to do well, as have those with a large content libraries

for their Daytime programming block.

Channel

Average

Viewership this

week (000)

FX Movies 123

CNN 1,250

Hallmark Drama 85

DIY 163

Great American

Country 71

FYI 101

Destination

America69

UP 104

Sundance 150

POP 81

Change in Viewership over Past 2 Months Average Impressions per 15 min, Total Audience


FX Movies

CNN

Hallmark Drama

DIY GAC FYIDestination America UPSundance

POP

-25%

0%

25%

50%

75%

100%

125%

Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

CHANNELS WITH THE MOST DECREASED VIEWERSHIP


While the average Broadcast or Cable News network has grown in viewership over the last two months, Fox and Headline

News have struggled to maintain their average level of impressions. Sports networks continue to have low viewership.

Change in Viewership over Past 2 Months Average Impression per 15 min., Total Audience

*Some Sport Channels have been removed Source: Nielsen National TV Ratings

Channel

Average

Viewership this

week (000)

My Destination 100

Headline News 207

TruTV 110

MTV2 33

FOX 225

NFL Networks 55

ESPN 260

FOX Sports 1 61

NBC Sports 39

ESPN2 48

My DestinationHLN TruTVMTV2

FOXNFL

ESPN

FS1

NBC SportsESPN2

-75%

-50%

-25%

0%

25%


DEMO REVIEW: GENDER (Age 25-54)


Females in this age bracket have kept pace with 2019 viewership over the last few weeks, while male

viewership has dropped slightly. Though still far behind in viewership of Lifestyle networks, men are

now a faster growing part of this audience.

0

2500

5000

7500

Week 9 Week10

Week11

Week12

Week13

Week14

Week15

Week16

Female 2019 Female 2020

Male 2019 Male 2020

+18%

+55% +26%+1% -10% -17%

+8%-52%

+12%

+56%

+27%+14% -15%

-13% +2% -59%

0

100

200

300

400

Female Male

Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience Age 25-54

Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience Age 25-54

DEMO REVIEW: AGE


Since week 12 of 2020, both those 35-64, and 65+ have solidly outpaced 2019 viewership. 18-34 year-

olds also increased TV viewing during this time, though still lagging behind 2019, especially in

Entertainment and Kids & Family viewing.

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Week 9 Week10

Week11

Week12

Week13

Week14

Week15

Week16

18-34, 2019 18-34, 2020 35-64. 2019

35-64, 2020 65+, 2019 65+, 2020

Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience

+13%

+64% +28% -4% -23% -2% -27% -65%

+18%

+56%

+26% +12% -4% +14% -7% -53%

+22%

+43%

+46% +9% +3% +19% +17% -54%

0

250

500

750

1000

1250

18-34 35-64 65+

Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience

(% YOY Difference)

DAYPART TRENDS


Daypart viewership has leveled out, with most dayparts at or slightly below average viewership, except Daytime and

Early Fringe, which are about 10% above average weekly impression for 2020.

% Difference from 2020 Daypart AverageTotal Broadcast Week, Average Audience

-20%

-10%

0%

10%

20%

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

Morning Daytime Early Fringe Prime Late Fringe Overnight Weekend

ACHIEVE MORESM

13

DR ADVERSTISER TRENDS

ADVERTISER CATERGORIES’ RESPONSES


Spending by Education advertisers has grown and stabilized over the last few weeks, as the jobless numbers

have continued to skyrocket, and many begin to think this will last longer than originally expected.

Distribution of Spending over the Last 8 Weeks, by Category

Music & Video

EducationPublic Service

Electronics Beauty & Hygiene

Health/FitnessCommunications

Home DrugsInsuranceRetail & Restaurant

Online ServicesFinancial

HousewaresLegal Services

Transportation

Entertainment Venues

Travel & Vacation0%

5%

10%

15%

20%

25%

30%

35%


Entertainment Venues spent 36% of

their budget in the last 8 weeks on both

Weeks 9 & 10

Source: DR Metrix

TOP ADVERTISERS CATEGORIES WITH HIGHEST WoW INCREASE


Dove Beauty, not traditionally a DR advertiser, took advantage of current the current media

environment to help boost a campaign for their Beauty Bar. Facebook, looking to get a bigger cut of the

video chatting pie has launched some major spending for their Portal product.

Entertainment Venues Electronics & SoftwareTransportation

(Sales and Repair)

Spend

(000) %WoW

Total $158 +1194%

Treasure Island $88 N/A

WNBA $68 N/A

Livestock Auction $1 N/A

Spend

(000) %WoW

Total $17,427 +4%

Samsung Galaxy $3,674 -23%

Portal from

Facebook$1,932 N/A

Consumer

Cellular$1,562 -27%

Spend

(000) %WoW

Total $3,234 +41%

Carvana $2,122 +14%

DriveTime $647 +850%

Endurance

Insurance$134 +19%

Source: DR Metrix

Beauty, Hygiene &

Personal Care Spend

(000) %WoW

Total $10,946 +17%

Dove Beauty $1,295 N/A

Flawless Brows $844 +63%

Hempvana

HydroClean$758 +31%

TOP ADVERTISERS CATEGORIES WITH STABLE SPEND WOW


The Health & Fitness category has been stable week-over-week but at-home fitness and weight loss

solutions/apps have been increasing their spending. Likewise, while there was slightly spending this

week in Housewares, some brands increase visibility as people spend more time at home.

Health & Fitness Education Housewares &

Appliances Spend

(000) %WoW

Total $31,891 +1%

Noom $2,733 +9%

Pataday $1,965 -3%

Beachbody on

Demand$1,831 +81%

Spend

(000) %WoW

Total $7,674 +0%

University of

Phoenix$1,427 -12%

WGU $1,138 -8%

SNHU $908 +4%

Spend

(000) %WoW

Total $5,457 -1%

Ashley

Homestore$761 N/A

GraniteStone

Stackmaster$551 +66%

Sleep Number $418 +2100%

Source: DR Metrix

TOP ADVERTISERS CATEGORIES WITH WOW DECREASES


While Grubhub has pulled back on TV spending, Doordash has increased spending in an attempt to

gain share of wallet. Disney+ has also been cutting back on spending through is still spending over

$1M a week to reach TV viewers.

Music & VideoRetail, Restaurant &

Food Venues Spend

(000) %WoW

Total $3,946 -6%

Trolls World Tour $3,074 -16%

Amazon Music $831 +62%

Alan Jackson

Precious…$26 +102%

Spend

(000) %WoW

Total $29,392 -4%

Domino’s $6,511 +10%

Little Caesars $2,670 -4%

Popeyes $1,751 +22%

Source: DR Metrix

Communications

Spend

(000) %WoW

Total $12,143 -6%

AT&T $4,042 0%

One World

Together$2,188 +123%

Disney+ $1,176 -32%

Online Services &

ShoppingSpend

(000) %WoW

Total $7,861 -4%

Grubhub.com $1,471 -23%

Doordash $1,206 +24%

Stamps.com $1,181 0%

Home & Garden

TOP ADVERTISERS IN CATEGORIES WITH WOW DECREASES


While overall these categories have seen declines in spending, the UPS store has increased visibility in

the last week as more people are depending on them. Also Experian Boost has been consistently

spending as many may be worrying about their credit score.

Drug & Toiletry

Spend

(000) %WoW

Total $18,238 -10%

Brand Power $1,460 -+2%

Wayfair.com $1,155 -38%

Apartments.com $1,056 -25%

Spend

(000) %WoW

Total $75,409 -14%

Humira $6,247 -52%

Skyrizi $5,243 N/A

Otezla $5,076 -17%

Source: DR Metrix

Miscellaneous

Spend

(000) %WoW

Total $27,221 -6%

The UPS Store $1,252 +21%

Shine Armor $1,216 +14%

AARP Real

Possibilities $1,174 -8%

Financial

Spend

(000) %WoW

Total $17,966 -7%

Chase Bank $1,949 N/A

Discover It $1,839 +3%

Experian Boost $1,221 -3%

Public Service Travel, Vacation and

Hotel

TOP ADVERTISERS CATEGORIES WITH MOST WOW DECREASES


As parts of the economy are slowed to a near halt, many of the brands in these categories, with the

exception of Public Service, have indefinitely postponed some of their spending, waiting for a shift in

consumer behavior & sentiment.

Spend

(000) %WoW

Total $118 -32%

Low Cost Airlines $72 -23%

National Park

Service$25 -55%

SmartFares $9 -37%

Spend

(000) %WoW

Total $30,476 -16%

United States

Census 2020$3,736 -35%

American Red

Cross$3,091 -24%

ASPCA $2,773 +25%

Source: DR Metrix

Legal Services

Spend

(000) %WoW

Total $2,056 -40%

Mesothelioma

~ MRFHM$396 -+1%

Los Defensores $233 -4%

Legal Zoom $158 -32%

Insurance

Spend

(000) %WoW

Total $52,035 -15%

Progressive $8,444 -10%

Geico $6,569 -27%

State Farm $6,312 +6%

tv viewership review - active international...sundance 150 pop 81 change in viewership over past 2...

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