Digging Into the Numbers
Beth Walsh
Craig Reed
Kristen Kuebler
May 16, 2011
NOVA
NOVA Move Mostly Positive
• In the move from Tuesday to Wednesday, NOVA has seen ratings
increases in 40-49 and 50-64, and a small decrease in 65+.
NOVA HH/Demo Ratings
3.0
'09-10
HH/Demo AA%
2.5
'10-11 STD
Wed 1Q11
2.2
2.5
2.1
1.9
2.0
2.6
1.8
1.6
1.5
1.5
1.2
1.3
0.9
1.0
0.7
0.5
0.0
Household
P40-49
P50-64
P65-99
3
Source: Nielsen program ratings report
Prior to NOVA move, Tuesday primetime ratings
were up for 65+, down for other demos
• Before NOVA’s move, Tuesday and Wednesday ratings were up, year over
year for viewers 65+, but largely down for other key demos.
20%
Tues/Wed Year to Year Pre-Move
% Change in rating comparing Oct-Feb 2009-10 to Oct-Jan 11 10-11
15%
14%
13%
% Change in rating
11%
10%
7%
7%
6%
5%
0%
P40-49
-1%
-1%
P65-99
-3%
-5%
-5%
-10%
-4%
-4%
-8%
-9%
-6%
-9%-9%
-12%
-15%
3%
P50-64
0%
-5%
6%
4%
Tue 8-11 PM
Tue 8PM
T ue 9PM
Tue 10PM
-13%
Wed 8-11 PM Wed 8PM
Wed 9PM
Wed 10PM
4
Source: Nielsen NPower Time Period Report
Tuesday and Wednesday, all demos have
benefitted from move
• Year over year ratings for Tuesday and Wednesday show both days
benefited, particularly 40-49 and 50-64, with no loss among 65+
Tues/Wed Year to Year Post Move
% Change in Rating
60%
% Change in rating comparing OctFeb 2009-10 to Jan 19-Feb 23
50%
41%
40%
39%
38%
28%
30%
P40-49
27%
25%
22%
P50-64
19%
20%
12%
14%
15%
10%
0%
52%
52%
16%
14%
4%
14%
13%
9%
4%
P65-99
7%
4%
3%
0%
Tue 8-11 PM
Source: Nielsen NPower Time Period Report
Tue 8PM
T ue 9PM
Tue 10PM
Wed 8-11
PM
Wed 8PM
Wed 9PM
Wed 10PM
5
NOVA’s Move - Overnights
NOVA 2010 and 2011 Original Eps
Average Hh Rating
Jan 19 -May 4, 2011
1.60
1.40
1.36
1.37
2010
2011
1.20
1.00
0.80
0.60
0.40
0.20
0.00
Note - 41 station stable set across both years.
NOVA performed the same as ‘10
January 19 - May 5, 2010
January 18 - May 4, 2011
Hh Rtg
3703
3704
3702
3708
3705
3709
3706
3710
3707
The Sphinx
Machu Picchu
Pharaoh's Ship
Edge-Space pt1
Cave Diving
Edge-Space pt2
Pluto Files
Mt St Helens Back
Mind Over Money
1.9
1.8
1.5
1.3
1.3
1.2
1.2
1.1
0.9
Average
1.4
3810
3805
3804
3803
3802
3808
3806
3807
3809
Japan's Quake
Stuff: Smarter
Stuff: Cleaner
Stuff: Smaller
Stuff: Stronger
Venom
Smart Machine
Flight 447
Power Surge
Average
Hh Rtg
Diff
2.4
1.5
1.4
1.3
1.3
1.3
1.2
1.1
1.0
0.5
-0.3
-0.1
0.0
0.0
0.0
0.0
0.0
0.1
1.4
0.0
But together the nights are up
Tuesday and Wednesday
Average Hh Rating
Jan 19 -May 4, 2011
1.40
1.20
1.00
1.08
0.95
0.80
0.60
0.40
0.20
0.00
2010
2011
Note - 41 station stable set across both years.
2011 Had More Popular Titles
Household Ratings by Hours per Station
Top Five Carried on Tues & Wed
Hh
Rating
Hours Per Station
LA and Orlando…
LA long term trend
Monthly Prime Time GRPs in LA Since April 2006
600
500
400
KCET
KLCS
KOCE
KVCR
Avg Primary Stn
300
200
100
Apr-11
Dec-10
Aug-10
Apr-10
Dec-09
Aug-09
Apr-09
Dec-08
Aug-08
Apr-08
Dec-07
Aug-07
Apr-07
Dec-06
Aug-06
Apr-06
0
Prime time is up…
Average Monthly Prime Time GRPs
January - April
2010
174
89
68
22
KCET
KOCE
KLCS
KVCR
2011
109
160
72
28
Note: Total GRPs are 354 in 2010 and 369 in 2011.
Whole Week is not…
Average Monthly Whole Week GRPs
January - April
2010
860
285
294
111
KCET
KOCE
KLCS
KVCR
2011
408
435
279
116
Note: Total GRPs are 1550 in 2010 and 1238 in 2011.
Weekly reach is a problem
Average Whole Week Cumes
January & February
30
25
24
20
18
15
15
14
2010
2011
10
5
0
KCET
KOCE
And then there’s Orlando
Monthly GRPs in Orlando Since April 2006
600
500
400
WBCC
WDSC
WMFE
Avg Primary Stn
300
200
100
Apr-11
Dec-10
Aug-10
Apr-10
Dec-09
Aug-09
Apr-09
Dec-08
Aug-08
Apr-08
Dec-07
Aug-07
Apr-07
Dec-06
Aug-06
Apr-06
0
Kids Shows
PBS Ranks 3rd among Kids M-F 7a-6p
‘10-11 Season-to-date, PBS Kids 2-5 daytime rating is a 2.2; Kids 2-8 is a 1.6
Among Kids 2-5, PBS ranks 3rd, three-tenths of a point behind Disney
PBS tied with Nick and Disney among Ladies of the Household with Kids < 3 years-old (all 1.0)
4.5
M-F 7a-6p AA Ratings by Demo
4.0
3.5
AA % Ratings
•
•
•
3.0
2.5
2.0
1.5
1.0
0.5
0.0
Kids 2 - 5
NICK
3.9
DSNY
2.5
PBS
2.2
Nick Jr
1.7
TOON
1.0
DXD
0.3
SPRT
0.3
NKTNS
0.2
THE HUB
0.1
Kids 2 - 8
3.2
2.1
1.6
1.1
1.0
0.4
0.2
0.2
0.1
LOH w/ K<3
1.0
1.0
1.0
0.6
0.3
0.1
0.1
0.0
0.0
Source: NTI Nielsen NPower, 2010-2011 Season-to-date Mon-Fri 7a-6p Time Period Live +7 AA Ratings
17
Nickelodeon Schedule with Half Hour Ratings, Kids 2-8
• Peaks for Nick occur at 11am with Bubble Guppies and at 6:30 pm in the
middle of back-to-back iCarly for Feb 2011
1.0
SpongeBob SquarePants
iCarly
iCarly
iCarly
SpongeBob SquarePants
SpongeBob SquarePants
iCarly
Victorious
SpongeBob SquarePants
SpongeBob SquarePants
Penguins of Madagascar
TUFF Puppy
Dora the Explorer
Max and Ruby
Team Unizoomi
Bubble Guppies
Max and Ruby
Dora the Explorer
1.5
Bubble Guppies
2.0
Go Diego, Go!
2.5
Dora the Explorer
3.0
Dora the Explorer
½ Hour AA % Ratings
3.5
SpongeBob SquarePants
4.0
SpongeBob SquarePants
4.5
SpongeBob SquarePants
5.0
SpongeBob SquarePants
Feb 2011 Kids 2-8 AA% Ratings M-F 7am-8pm
0.5
0.0
7:00
AM
7:30
AM
8:00
AM
8:30
AM
9:00
AM
9:30 10:00 10:30 11:00 11:30 12:00 12:30 1:00
AM AM AM AM AM PM PM PM
1:30
PM
2:00
PM
2:30
PM
3:00
PM
3:30
PM
4:00
PM
4:30
PM
5:00
PM
Source: NTI Nielsen Npower, February 2011 ½ Hour Live + 7 AA% Ratings for Kids 2-8, M-F 7am–8pm. Schedule is based on March 28, 2011 online listings.
5:30
PM
6:00
PM
6:30
PM
7:00
PM
7:30
PM
18
Nick Jr Schedule with Half Hour Ratings , Kids 2-8
• Peaks for Nick Jr occur later in the day around 7pm with Dora The Explorer
and Go, Diego, Go!
Go, Diego, Go!
6:00
PM
Dora The Explorer
5:30
PM
Fresh Beat Band
Wonder Pets
Dino Dan
Ni Hao Kai-Ian
3:00
PM
Yo Gabba Gabba
Wow Wow Wubbzy
Little Bill
2:30
PM
Little Bill
Olivia
Jack's Big Music Show
Olivia
Yo Gabba Gabba
Little Bear
1:30
PM
Little Bear
9:30 10:00 10:30 11:00 11:30 12:00 12:30 1:00
AM AM AM AM AM PM
PM
PM
Franklin
9:00
AM
Franklin
8:30
AM
1.0
Toot & Puddle
Jack's Big Music Show
7:30
AM
Pinky Dinky Doo
7:00
AM
Fresh Beat Band
1.5
Little Bill
2.0
Little Bear
½ Hour AA % Ratings
2.5
Miss Spider's Sunny Patch Friends
3.0
Miss Spider's Sunny Patch Friends
Feb 2011 Kids 2-8 AA% Ratings M-F 7am-8pm
0.5
0.0
8:00
AM
2:00
PM
3:30
PM
4:00
PM
4:30
PM
5:00
PM
Source: NTI Nielsen Npower, February 2011 ½ Hour Live + 7 AA% Ratings for Kids 2-8, M-F 7am–8pm. Schedule is based on March 28, 2011 online listings.
6:30
PM
7:00
PM
7:30
PM
19
Disney Schedule with Half Hour Ratings , Kids 2-8
• The peak for Disney occurs at 8:30am with Jake & The Pirates
Feb 2011 Kids 2-8 AA% Ratings M-F 7am-8pm
4.0
8:00
AM
8:30
AM
9:30 10:00 10:30 11:00 11:30 12:00 12:30 1:00
AM AM AM AM AM PM
PM
PM
1:30
PM
2:00
PM
3:30
PM
4:00
PM
4:30
PM
5:00
PM
5:30
PM
6:00
PM
6:30
PM
7:00
PM
Shake It Up*
Wizards-Place*
Sonny with a Chance*
GoodLuck Charlie*
Fisk Hooks
Fish Hooks
Suite Life on Deck*
3:00
PM
Shake It Up*
2:30
PM
Wizards-Place*
Special Agent
Jungle Junction
Mickey Mouse
Mickey Mouse
Chuggington
Babar & Badou
Mickey Mouse
9:00
AM
Sonny with a Chance*
7:30
AM
GoodLuck Charlie*
7:00
AM
Suite Life on Deck*
0.0
Imagination Movers
0.5
Mickey Mouse
1.0
Handy Manny
1.5
Mickey Mouse
2.0
Handy Manny
2.5
Tinga Tinga Tales/ Timmy Time
½ Hour AA % Ratings
3.0
Jake & the Pirates
3.5
7:30
PM
*From 2pm to 8pm, Disney rotates the programs
Source: NTI Nielsen Npower, February 2011 ½ Hour Live + 7 AA% Ratings for Kids 2-8, M-F 7am–8pm. Schedule is based on March 28, 2011 online listings.
20
Kids Block Stronger with Cat
Child 2-5 AA %
4.6
5.3
5.1
4.7
Avg Avg
W/S W/S
‘10 ‘11
4.9
--
Jan '10 Feb '10 Mar '10 Apr '10 Jan '11 Feb '11 Mar '11 Apr '11
Cat In The Hat
Curious George
4.4
5.0
4.8
4.8
4.9
5.7
4.9
5.1
4.8
5.1
Dinosaur Train
4.1
4.4
3.7
4.1
4.6
4.5
3.8
4.5
4.1
4.3
Sid the Science Kid
2.7
3.2
2.9
3.0
2.9
Super Why
3.7
4.1
3.4
3.8
4.3
4.8
4.3
4.7
3.8
-4.5
Block Average
3.7
4.2
3.7
3.9
4.6
5.1
4.5
4.7
3.9
4.7
Wild Kratts is averaging 2.1 among kids 4-8, 38% above the average PBS Kids
program for kids 4-8, and 30% above the Go! Program average with 4-8’s.
Source: Nielsen NPower national program ratings, January through April each year
New Kids Ratings by Week
Average Household Rating by Week
Primary Play, Primary Station
0.90
0.80
0.70
0.60
0.50
Avg Program
0.40
Cat In Hat
0.30
Wild Kratt
0.20
0.10
0.00
3/28
3/14
2/28
2/14
1/31
1/17
1/3
12/20
12/6
11/22
11/8
10/25
10/11
9/27
Top 10 M-F Kids Series
Average Household Ratings
Primary Play, M-F Daytime
% Diff
08-09
09-10
10-11
Average Program
0.52
0.49
0.51
4%
Curious George
0.75
0.70
0.76
9%
--
--
0.69
Super WHY!
0.64
0.64
0.65
1%
Sesame Street
0.62
0.63
0.65
2%
Dinosaur Train
--
0.65
0.64
-3%
Arthur
0.62
0.55
0.60
10%
Martha Speaks
0.59
0.51
0.54
7%
Sid the Sci Kid
0.64
0.60
0.52
-12%
Wild Kratts
--
--
0.50
WordWorld
0.54
0.51
0.49
The Cat in the Hat
v '09-10
-3%
Other M-F Kids Series
Average Household Ratings
Primary Play, M-F Daytime
% Diff
08-09
09-10
10-11
Caillou*
0.61
0.54
0.54
-1%
WordGirl
Barney & Friends*
Clifford
0.55
0.48
0.64
0.47
0.46
0.51
0.47
0.45
0.44
Cyberchase*
Fetch!*
Electric Company
Between the Lions*
0.53
0.58
0.46
0.30
0.35
0.43
0.40
0.29
0.42
0.41
0.40
0.28
0%
-2%
-15%
19%
* Carriage significantly reduced for these series.
v '09-10
-4%
0%
-3%
Local programming
Local is not just news
• For 5-11p M-F &
6a-11p Sa-Su, local
is 8.2% of time.
• Contrary to system
thinking, only about
1/3rd is news.
Other
Local
65%
News/ Talk
35%
Other Local - % Local Time
Local Ambience
(Americana, Food, Travel)
20%
Factual
(Nature, History, Science)
18%
Arts
(Art, Comedy, Drama, Music)
8%
How-to/Personal Improve
8%
Miscellaneous
Sports
7%
5%
2010 Top 10 Series
Rank Title
1
2
3
4
5
6
7
8
9
10
Tennessee Crossroads
Donnybrook...Your Turn
Donnybrook
Southwest Yard & Garden
Album
Minnesota: A History of the Land
Chicago Tonight
Check, Please!
Making of Milwaukee
Memphis Memoirs
Station
Genre
WNPT
KETC
KETC
KNME
KTCA
KTCA
WTTW
WTTW
WMVT
WKNO
Travel
News
News
How-To
News
History
News
Food
History
History
Avg HH Rtg Plays
3.10
1.98
1.53
1.44
1.37
1.36
1.30
1.15
1.00
0.95
92
41
88
38
2
2
289
149
9
6
Local Programming+Customization
Beefing Up Your Schedule
Beefing Up Your Schedule
• What are your colleagues doing to
improve their ratings?
• The top non-fed program list each day on
the overnights can help us find out
Top Overnight Non-fed Shows
20+ Appearances Dec. 12 -May 12
Avg Rating
Avg. Index
Antiques Roadshow
1.9
175
McLaughlin Group
0.7
254
As Time Goes By
1.3
180
Keeping Up Appearances
1.7
195
Nova
1.2
144
Secrets of the Dead
1.3
151
Nature
1.2
135
Pioneers of Television
1.4
157
Are You Being Served?
1.5
186
Doc Martin
1.2
167
Top Overnight Non-fed Shows
10-19 Appearances Dec. 12-May 12
Sherlock Holmes
World War II in HD Colour
Great Performances
Masterpiece Classic
Rick Steves' Europe
The Best of Laugh In
Lawrence Welk
Waiting for God
The Civil War
This Old House Hour
Classic Gospel
Lark Rise to Candleford
American Experience
American Masters
Frontline
Make 'Em Laugh: The Funny Business of America
The Space Age: NASA's Story
Avg Rating
1.5
0.8
0.6
1.3
81.0
1.5
1.1
1.1
1.0
1.8
Avg. Index
140
149
156
140
194
172
209
130
120
181
1.64
1.1
1.2
1.2
0.8
1.4
1.1
186
190
153
143
136
146
149
Future Pairings?
Title
Ep # Episode
A Span in Time
A Story of Three Bridges
American Experience
1103 Hoover Dam
American Experience
2004 Grand Central
American Experience
2304 Panama Canal
Anywhere, Alaska
102
Beyond the Light Switch
101
Dalton Highway: Natural Resources and Nature
Blue Ridge Parkway: A Long and Winding Road
Blueprint America: Road to the Future
Bridge So Far: A Suspense Story
Building Alaska
California's Gold
407
Golden Gate Bridge
California's Gold
1006
California's Gold
13006 Old Wood
Chesapeake Bay Bridge
City of Bridges
Cornerstones: The Irish in Toledo
Covered Bridges of New England
Historic Bridges of Arkansas
Jungle Under Glass
Ken Burns American Stories
Ken Burns American Stories
104
Brooklyn Bridge
106
The Morning of Creation (1946-1980)
Liquid Assets: The Story of Our Water Infrastructure
Return to the Forest Where We Live
Saved From the Wrecking Ball
Spanning Time: America's Covered Bridges
The National Parks: America's Best Idea
Tracks Across the Sky
Pairings First Lady & 1812
Title
Ep # Episode
American Experience
2204 Dolley Madison
Betty Ford: The Real Deal
Nancy Reagan: The Role of a Lifetime
Title
Ep # Episode
A Sandhills Story
Before There Were Parks: Yellowstone and Glacier Through Native Eyes
Brulé, Live at Mt. Rushmore: Concert for Reconciliation of the Cultures
Cowboys, Indians and Lawyers
Independent Lens
1203 Reel Injun
Seth Eastman: Painting the Dakota
The Mystery of Chaco Canyon
We Shall Remain: American Experience
2106 Tecumseh's Vision
Pairings Great Depression
Title
Ep # Episode
American Experience
1009 Riding the Rails
American Experience
2201 Civilian Conservation Corps
American Masters
2104 You Must Remember This: The Warner Bros. Story: Good War, Uneasy Peace (1935-50)
Between the Lines With Barry Kibrick
1110 Ted Gup: A Secret Gift
Documenting the Face of America: Roy Stryker and the FSA/OWI Photographers
Great Lodges of the National Parks
104 Lodges of the Pacific Northwest
Herbert Hoover: Landslide
Independent Lens
1021 At Home in Utopia
Making of Milwaukee
105 The Great Depression to the 21st Century
The Appalachians
103
The National Parks: America's Best Idea
105 Great Nature (1933-1945)
Work Pays America
Scott’s Guaranteed Ratings List
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Through a Dog’s eyes
Victory in the Pacific: American Experience
Adventure Lodges of North America
African American Lives
Alan Alda in Scientific American Frontiers
America’s Ballroom Challenge
American Masters: Warner Brothers
Conquistadors with Michael Wood
Faces of America
Frontline: From Jesus to Christ
Great Lodges of the National Parks
Ground War
In Search of Myths & Heroes with Michael Wood
Looking for Lincoln
Make ‘em Laugh
Perilous Fight: WWII in Color
Pioneers of Television
POV: Food, Inc.
Secret Files of the Inquisition
Story of India
WWII Behind Closed Doors
Beat the Devil
Charade
Father’s Little Dividend
His Girl Friday
My Man Godfrey
McLintock!
Penny Serenade
Royal Wedding
The Stranger
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
1421: The Year China Discovered America
American Masters: Carol Burnett
At Close Range with National Geographic
Bear Island
Blitz: London’s Longest Night
Bombing of Germany: American Experience
Botany of Desire
Buddha
Churchill
Cities of Light
City at War
David Suchet on the Orient Express
Final Hours: Amelia Earhart
Helen of Troy
In the Footsteps of Marco Polo
Jerusalem: Center of the World
Journey of Man
Kennedys: American Experience
Krakatoa
Lost Cave Temples
Marie Antoinette
Marines
Mark Twain Prize (Bill Cosby, George Carlin)
Medal of Honor
Mystery of Chaco Canyon
Niagara Falls
Paul McCartney: Gershwin Prize
Rape of Europa
Secrets of Shangri-La
Standard of Perfection: Show Cats
Nielsen slides
eNames
• PBS national ratings do not use eNames
(anymore!)
• National ratings use a combination of PBS
Content Code, station Final Distributor
code and line-ups
• PBS preference for those not using
eNames would be to have “not available”
as opposed to old program titles
National Nielsen
• Nielsen completed monitoring of all PBS
member stations in September 2010
• We learned that the bulk of the missing
audience data was coming from non-metered
markets not encoding (+53% after the
monitoring was put in place)
• PBS national primetime average is a 1.4
household rating for all PBS stations
• Finally have a complete and accurate picture
of the audience
Audience Insight Slides
PBS ratings trail off each night
Primetime Rating for PBS & Selected Competition
09-10 Season
6
5
HH Rating
4
CBS
3
NBC
PBS
DISC
2
HIST
1
0
8p
8:30p
9p
9:30p
Primetime Hour (M-Su)
10p
10:30p
• Other networks build
ratings across the
primetime hours, starting
lowest at 8p, rising at
9pm and, often, into
10pm as well.
• On most nights, PBS’s
ratings run counter to
this, beginning strong at
8pm and falling each
hour.
• The potential audience
grows across the night,
so the opportunity to
grab more of them exists.
42
Source: Nielsen NPower time period ratings report, 09-10 season Mon-Sun 8p-11p
Nightly PBS minute-by-minute ratings reveal
steep cliffs at programs’ end
MONDAY (1/18/10)
8.0
Antiques Roadshow: “Raleigh, NC”
7.0
American Experience: “Influenza 1918”
VARIOUS
6.0
5.0
P40-49
4.0
P50-64
3.0
P65+
2.0
1.0
0.0
0
15
30
45
60
75
90
105
120
135
150
165
180
TUESDAY (1/19/10)
4.0
NOVA: “Riddles of the Sphinx”
Frontline: “A Death in Tehran”
Independent Lens: “Copyright Criminals”
3.5
3.0
P40-49
2.5
P50-64
P65+
2.0
1.5
1.0
0.5
0.0
0
15
30
45
60
75
90
105
120
135
150
165
180
43
Source: Nielsen NPower time period ratings report
Programs drawing similar audiences not always colocated in the schedule
Thursday
Friday
Newshour
Newshour
Newshour
Newshour
Newshour
KEY:
Frontline
Independent
Lens
Various
NOVA
Great
Performances
Antiques
Roadshow
American
Masters
This Old
House Hour
Wash Week
Need to Know
Antiques
Roadshow
Masterpiece
Soundstage
60 or under, male
60 or under, female
Over 60, male
Over 60, female
Source: Nielsen NPower, ‘09-10 broadcast season, program ratings report, median age used.
Secrets of the
Dead
Wednesday
History
Detectives
Masterpiece
Tuesday
American
Experience
Nature
Monday
P.O.V.
Sunday
BOLD = strong College 4+ skew
44
Viewers 65+: in for a pound
Persons
65+
PBS
American American
NewsHour Experience Masters
Antiques
Roadshow
Frontline
History
Detectives Masterpiece
Nature
NOVA
Secrets of
the Dead
PBS
NewsHour
American
Experience
American
Masters
Antiques
Roadshow
Frontline
History
Detectives
Masterpiece
Nature
NOVA
Secrets of
the Dead
•
•
Even among PBS-oriented 65+ viewers, some come only for
one or two titles.
Example: Many Frontline viewers watched other shows, but
far fewer viewers of other shows also watched Frontline
= 60%+ duplication
= 40-60% duplication
= less than 40% duplication 45
Source: Nielsen NPower Duplication table, 09-10 Season, Primetime persons 65+
Selected slides from Limited
Series analyses
Pioneers of Television
P 50-64 Score Big compared to PBS Prime Average
•
•
•
The 200-series out-performed the PBS Jan-Feb 2011 primetime for all demo groups
Persons 50-64 stand out with a 115% increase PBS primetime audience
P 40-49 earned a 1.1, on par with PBS primetime P 50-64 rating
Pioneers of Television 200-Series Avg & PBS Primetime
3.5
PBS Primetime
PITV 200 Series
AA % Ratings
3.0
3.1
2.5
2.4
2.0
2.3
29%
74%
115%
1.5
1.0
2.4
1.4
1.1
1.1
116%
0.5
0.5
0.0
Household
Persons 40 - 49
Persons 50 - 64
Source: NTI Nielsen Npower, Live +7 AA Ratings for PITV 200 Series and PBS Primetime 8-11pm M-Su by Demo group
Persons 65+
47
Pioneers of Television
“Westerns” – Most Popular Episode of the 200 Series
•
•
•
“Westerns” proved to be the most popular, scoring 90% above “Science Fiction” for P 65+.
Most audiences dropped during “Crime Dramas”; Persons 40-49 actually saw a 27% increase.
Aside from P 65+, ratings were relatively on par for episode 204 compared to episode 201
Pioneers of Television – Episode AA Ratings by Demo Group
4.5
Household
P 40 - 49
P 50 - 64
P 65+
4.0
AA % Ratings
3.5
3.0
2.5
2.0
1.5
1.0
0.5
Ep 201 - "Science Fiction"
Ep 202 - "Westerns"
Source: NTI Nielsen Npower, Live +7 AA Ratings for PITV 200 Series by Demo group & Episode
Ep 203 - "Crime Dramas"
Ep 204 - "Local Kids' TV"
48
Pioneers of Television
Ep. 201 Brought New Viewers to PBS Primetime
•
•
•
863,000 New Households watched Pioneers of Television that did not watch PBS the
previous 2 weeks in January 2011
While only 235,000 new P 40-49 viewers tuned in for Episode 201, this new audience
comprised 35% of the total P 40-49 audience reach for #201
25% of Persons 50-64 viewers were new and 20% of Persons 65+ viewers were new
1,000
40%
New Aud Reach (000)
% of Audience that was New
35%
PITV New Audience (000)
800
30%
700
25%
600
500
20%
400
15%
300
10%
200
5%
100
0
Percent of Demo Group that was New
Audience
900
0%
Household
P 40 - 49
P 50 - 64
P 65+
Source: NTI Nielsen Npower, Reach Duplication for PITV #201 and PBS Primetime (1/3/11-1/16/11) by Demo group
49
Circus
Target Demo Ratings Summary
•
•
Ratings for persons 40-49 were up 51% compared to PBS prime.
Persons 65+ ratings were off 26%.
Circus Ratings in Target Demos
2.5
2.15
Circus
PBS STD Prime Average
Rating (Live AA%)
2.0
1.59
1.5
0.97
1.0
0.94
0.68
0.42
0.5
0.0
P40-49
P50-64
P65+
50
Circus
MxM for P65+
•
•
•
After 5-minutes, Circus 101 had already reached 40% of its total 65+ audience, typical of
appointment viewing and a sign that promotional efforts may have worked for this group.
Unfortunately, the audience tuned out steadily during the first hour.
After the 60-minute mark a lack of new viewers combined with tune-out brought down ratings.
Circus Wed 11/3 MxM Ratings P65+
3.0
100%
90%
Few new P65+ viewers added in 2nd hour
80%
70%
2.0
AA%
60%
1.5
50%
40%
1.0
30%
0.5
P50-64 AA%
20%
Cume Reach
10%
0.0
Cumulative Reach
2.5
0%
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
Minute of Program
75
80
85
90
95 100 105 110 115 120
51
The Tenth Inning
•
•
Ratings for P 65+ were off 56% from PBS primetime average
Ratings 54% ahead of prime for P 25-39
The Tenth Inning vs. PBS Primetime (Sept 2010) Ratings
2.5
Rating (AA%)
2.0
1.5
1.0
0.5
0.0
Household
P18-24
P25-39
P40-49
P40-64
P50-64
P65-99
101
1.6
0.3
0.7
0.7
1.1
1.3
1.5
102
1.0
0.1
0.4
0.5
0.7
0.8
1.3
101/102 Series
1.3
0.2
0.5
0.6
0.8
1.0
1.4
PBS Avg*
1.3
0.1
0.2
0.5
0.8
1.0
2.2
%Diff (Series/PBS)
-1%
+42%
+54%
+25%
+11%
+4%
-56%
*PBS TP Avg represents respective time period averages (excluding specials) for Sept 2010.