Readings
November Sweeps
• Ratings
• Emphasis on total viewers, 18-49
• Success for CBS (younger viewers,
five specials)
• NBC: Celebrity Fear Factor
• Fox: Male viewers through sports
Readings
CBS Wins
• CBS trying to shed image as “older”
network
Readings
NBC and liquor ads
• Effort to increase revenues
• Network avoidance; local stations
only
• Efforts to deal with critics
• Threat to magazines?
• Update
Readings
TV Plot Placement (Week 6)
• Revlon and “All My Children”
• Concerns
contemporary TV
why you see what you see
I. demographics: young
viewers
Evening
Monday
% shows aimed at 18-34
83
Tuesday
83
Wednesday 83
Thursday 58
Friday
50
seeking young viewers
• MTV: Real World, Celebrity Death
Match
• WB: Dawson, Gilmore Girls
• CBS: Murder She Wrote, Touched by
an Angel, Survivor I and II.
• Fox: Temptation Island, X files
• ABC’s Millionaire
Other Reality Programming
•
•
•
•
Reality? Unscripted
Costs
Demographics
Not all successful
II. seeking males
• NBC: Seinfeld, XFL
• CBS: Dr. Quinn, Martial Law
• sports
TV Ratings, Feb. 16-22, 1998
Olympics (F)
Olympics (W)
ABC Movie
Seinfeld
Olympics (M)
60 Minutes
Olympics (Th)
Olympics (Tu)
Friends
23.2
20.7
16.8
15
14.9
14
13.9
13.1
13.1
Broadcast TV ratings, Feb 18-23, ‘02
Olympics (Thurs)
Olympics Closing Ceremony
Olympics (Tues)
Olympics (Wed)
Olympics (Fri)
Olympics (Mon)
Olympics (Sat)
Dateline Sunday
Raymond
60 Minutes
NBC
NBC
NBC
NBC
NBC
NBC
NBC
NBC
CBS
CBS
26.8
22.3
22.3
19.5
17.7
17.1
15.7
12.3
9.2
8.7
ratings, Jan 25-31, 1999
Super Bowl
SB Postgame
SB Pregame
Postgame II
Friends
Frasier
Family Guy
ER
Jesse
Simpsons
40.2
33
32.5
22.8
13.6
13.2
12.6
12.5
11.8
11.6
sports and TV ratings
• Football: costs, results of costs (pre
game, postgame, commercials)
• Nascar
• NCAA
• Olympics
• wrestling (WWF, UPN’s
Smackdown!)
• Murdoch
Jerry Springer:
wrestling and youth markets
Kicks
Knockdowns
Food throwing
Chairs thrown
Punches
Woman v Woman
Men v. Men
Men v. Women
Torn clothes
11
11
12
18
40
69
32
40
4
III. Women
• 60 % broadcast viewers
• women stars: Dharma, Ally, Felicity,
Sally
• still a struggle: Dottie Dartland,
writer for Dharma and Greg
• Cable: Lifetime, Oxygen
other segments
• older viewers
• gays, lesbians: Ellen, Birdcage, Will
and Grace
TV and people of color
• NAACP protests, network
agreements, progress?
• Asian Americans on TV
• Latinos on TV
• Black Entertainment Television
(BET)
TV today
• Friends, Temptation Island, Big
Brother, Survivor 1, Burger King,
UPN shows/Moesha, Will and Grace,
Touched by an Angel, MTV/Old Navy,
Ally McBeal, MTV/Super Bowl,
Smackdown!, Dawson, Survivor 1,
Super Bowl promos for CBS, EDS,
Bud
Friends
Youth Market
Salaries of stars
Network ownership of shows
White TV
Temptation Island
•
•
•
•
Reality show
Reluctance of advertisers
Key demographic
Cross promotion
Big Brother
• Reality, not all successful
• CBS effort : young audiences
Survivor 1
Potential of reality TV, low cost, plugging
other shows, younger audience
Burger King
Advertising: 15 minutes/hr prime time
Youth: fast food, music, clothes
Moesha
Targeting African Americans
Limited diversity on TV
Will and Grace
•
•
•
•
NBC owned show: ideal flow/night
Popular
Not controversial
Sanitized?
Touched by an Angel
• Older audience,
• lower rates despite size of audience
• “edgier topics”
MTV/Old Navy
• Success of MTV: cheap production, ideal
marketing vehicle to reach 12-24
Ally McBeal
• Fox strategy to reach young women,
young men
• New style of show: dramedy (drama,
situation comedy)
• Fox’s decline
MTV Super Bowl/CBS
• Synergy (same parent company)
• Effort by CBS to attract younger
audience
Smackdown!
• UPN show
• Reaching elusive 12-24 male
audience
• Desired by advertisers (but limited)
• XFL project
Dawson
• WB
• Young women, young men
• Conglomerate cross-promotion (e.g.,
Warner music)
Survivor 1
• Product Placement
• Increasing in TV shows
Super Bowl Promos
• How to make the best of extremely
expensive sports programming –
plug the rest of your shows
EDS, Bud
• Super Bowl 2001 ads
• $2.3m/30 seconds