TABLE OF
CONTENTS
TABLE OF CONTENTS
I. Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Penetration & Access Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Growth Of TV Penetration: 1950-2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
U.S. TV Home Platform Use And Device Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Channel Availability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Distribution Of Channels Receivable Per TV Home: Early-1950s To Mid-2010s . . . . . . . . . 8
How Many Channels Do We View? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Trends In Weekly Viewing, Channels Viewed & Time Spent Per Channel:
Early-1950s To Mid-2010s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Average Adult Exposure To TV Program Sources Over Extended Time Frames . . . . . . . . . 12
General Viewing Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Trends In Household Viewing By Daypart: Early-1950s To Mid-2010s . . . . . . . . . . . . . . . . 14
Trends In The Composition Of TV’s In-home Audience: Early-1950s To Mid-2010s . . . . . . 15
The Rise Of The Solitary Viewer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Solitary Viewing Trends For Persons Aged 2+: Early-1950s To Mid-2010s . . . . . . . . . . . . . 17
Proportion Of TV Viewers Watching By Themselves: Mid-1950s To Mid-2010s . . . . . . . . . 18
Emerging Alternative TV Audience Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Trends In Adult Smartphone & Tablet Ownership: 2010-14 . . . . . . . . . . . . . . . . . . . . . . . . . 21
U.S Adults Who Own Tablets And Smartphones By Demographics . . . . . . . . . . . . . . . . . . . 22
Monthly Reach And Average Time Spent By Method Of Access . . . . . . . . . . . . . . . . . . . . . . 23
Average Monthly Time Spent With TV/Video By Source & Age . . . . . . . . . . . . . . . . . . . . . . 24
Trends In Average Daily Usage Of TV/Video Games Per Person: 2009-14 . . . . . . . . . . . . . .25
Forecast Of Weekly Hours Of Viewing By Platform: 2014-20 . . . . . . . . . . . . . . . . . . . . . . . . 26
Location Of Live TV Viewing: 1950-2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Demographic Profile Of Adult Live TV Audience By Location: 2009-14 . . . . . . . . . . . . . . . . 28
Away-From-Home Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Shows With Highest Percent Of Adult Away-From-Home Viewers . . . . . . . . . . . . . . . . . . . 30
Average Telecast Adult Audience Reached Away From Home By Program Genre . . . . . . . 31
Seasonal Viewing Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Relative Indices Of TV Set Usage By Quarter: Late-1950s To Mid-2010s . . . . . . . . . . . . . . 33
II. The Business Of Television . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
TV Ad Revenue Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Estimated Gross TV Ad Revenues By Type Of Placement: 1950-2014 . . . . . . . . . . . . . . . . . 39
Trends In TV Network, Cable & Barter Syndication Ad Revenues: 1980-2014 . . . . . . . . . . 40
Local Market TV Ad Revenues: 2004-14 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Estimated Share Of Ad Revenues And Ad Impressions By TV Platform . . . . . . . . . . . . . . . 42
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Table Of Contents Continued
Upfront Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Estimated Upfront TV Network Primetime Sales: 1980-81 To 2014-15 Seasons . . . . . . . . 45
Estimated National TV Upfront Primetime Ad Dollar Sales:
1990-91 To 2014-15 Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Share Of Primetime Upfront Ad Dollars By Network Type:
1990-91 To 2014-15 Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Nationally Bought Ad Dollars Placed In Upfront Buys: 1980-81 To 2014-15 . . . . . . . . . . . 48
Upfront CPM Comparisons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
2014-15 Season Upfront CPM Estimates By Daypart & Demographics
For Broadcast, Syndication & Cable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Adult Primetime Upfront CPM Trends By Age: 2005-06 To 2014-15 Seasons . . . . . . . . . . . 52
Women Monday-Friday Daytime Upfront CPM Trends By Age:
2005-06 To 2014-15 Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Adult Monday-Friday Early Evening Upfront CPM Trends By Age:
2005-06 To 2014-15 Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Adult Monday-Friday Late Evening Upfront CPM Trends By Age:
2005-06 To 2014-15 Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Reforming The Upfront . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
How TV Makes Its Profits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Estimated TV News Revenues & Profits By Platform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Annual Income & Profit Of A Hypothetical Broadcast TV Network Company . . . . . . . . . . 66
Changing TV Commercial Lengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Trends In National Advertiser Brands & Commercial Length: 1965-2014 . . . . . . . . . . . . . 68
TV Program Production Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
Estimated Production Costs For Broadcast Network Primetime Fare: 1955-2014 . . . . . . . 71
Product Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
Estimated U.S. TV Product Placement Paid Ad Spending . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Demographic Composition Of Adults Who Saw Product Placement In Past 30 Days . . . . . 76
TV Commercial Production Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Average Production Cost For A Nationally Aired :30 TV Commercial: 1965-2014 . . . . . . . 78
Will Programmatic Buying Come To Television? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Addressable TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
III. TV’s Audience Dynamics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Program Sources & Rating Erosion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Erosion Of ABC/CBS/NBC Ratings: 1970-2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Share Of Weekly TV Set Usage By Program Source: Early-1950s To 2014 . . . . . . . . . . . . . 91
ABC/CBS/NBC Network Share Of Household Audiences By Daypart:
1950-2014 Fall Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
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TABLE OF
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Table Of Contents Continued
America’s Evolving TV Program Diet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Estimated Allocation Of U.S. TV Set Usage By Program Genre: Early-1950s To 2014 . . . 94
How Much TV Do We Consume? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Profile Of The Resident U.S. Population By Age: 1950-2014 . . . . . . . . . . . . . . . . . . . . . . . . 97
Age/Education Profile Of Adult Heavy & Light TV Viewers . . . . . . . . . . . . . . . . . . . . . . . . . 98
Average Adult’s Weekly TV Consumption By Heavy-Light Viewing Deciles . . . . . . . . . . . . 99
Average Daily Time Spent With TV By Demographic Segments . . . . . . . . . . . . . . . . . . . . 100
How TV Builds Its Reach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Reach Of TV By Daypart For Adults/Men/Women By Age: One Day To Three Months . . 106
How Monday-Friday Shows Develop Adult Reach And Frequency . . . . . . . . . . . . . . . . . . 109
U.S. Adults Familiar With TV Shows By Number Of Years On Air . . . . . . . . . . . . . . . . . . 110
How Broadcast Network Primetime Shows Develop Adult Reach & Frequency . . . . . . . . 111
How A Single Broadcast TV Network Develops Its Adult Reach . . . . . . . . . . . . . . . . . . . . 112
How Combinations Of TV Networks & Stations Develop All Daypart Adult Reach . . . . . 113
How Adult 4-Week Reach Develops At Various GRP Levels By Daypart . . . . . . . . . . . . . . 114
Cost To Attain Adult 25-54 4-Week Reach Levels Using Various Network Types . . . . . . . 115
What TV Ratings Don’t Tell Us About Audience Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
Holding Power Ratios For Network Telecasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
IV. TV Program Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
Daypart Variables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
U.S. Adults/Men/Women Watching TV Per Half-Hour By Daypart
And By Sex, Age, Household Income, Race/Ethnicity & TV Viewing Quintile . . . . . . 125
What America Watches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
Estimated Allocation Of U.S. TV Set Usage By Program Genre: Early-1950s To 2014 . . 141
How Various Demographic Groups Allocate Their Weekly Viewing By Program Genre . . 142
Primetime Program Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
Number Of Top 10 Primetime Broadcast Network Shows By
Program Genre: 1950-51 To 2013-14 Seasons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
Primetime Hit Series Longevity And Percent Of Time In The Top 10: 1950-2014 . . . . . . 147
Adult Viewer Profile Of Primetime Broadcast Network Program Genres . . . . . . . . . . . . . 148
Daytime Program Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149
Average TV Home Ratings For Top Three Daytime Serials: 1951-2014 . . . . . . . . . . . . . . . 152
Adult Viewer Profile Of Weekday Daytime Broadcast Network &
Syndication Program Genres . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Fringe Evening Program Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Adult Viewer Profile Of Weekday Fringe Evening Program Genres . . . . . . . . . . . . . . . . . 157
TV News Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
Trends In Weekly Consumption Of TV News By Adults By Source:
Early-1950s To 2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
Continuedg
© TV Dimensions 2015, Media Dynamics, Inc. 2015; www.MediaDynamicsInc.com. Reproduction of any part of this publication, including illegal photocopying,
electronic and/or fax distribution, will be held as an intentional violation of the copyright laws unless specific authorization is given by the publisher.
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Estimated Total Weekly TV News Consumption By Sex, Age & Income . . . . . . . . . . . . . . 164
Types Of Media Preferred As Main News Source By Age & Education . . . . . . . . . . . . . . . 165
Adults’ Main Source Of National And International News By Age . . . . . . . . . . . . . . . . . . 166
Profile Of Regular News Audiences By Age, Sex, Household Income & Education . . . . . . 167
Adults Who Got News About Politics & Government
In Past Week By Political Leaning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Weekly Adult Reach And Average Hours Viewed For Cable News Channels . . . . . . . . . . 170
Cable Channel & Program Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171
Weekly Adult Reach And Demographic Composition Of Cable Channel Viewers . . . . . . . 173
Cable Channels With Highest And Lowest Average Weekly Hours Viewed Per Adult . . . 175
Adult Viewer Profile Of Cable Program Genres . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
TV Sports Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
Adults By Favorite Sports To Watch: 1937-2013 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
Typical TV Home Ratings For Sporting Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180
Demographic Profile Of Average Telecast Adult TV Sports Viewers . . . . . . . . . . . . . . . . . 181
Median Age Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182
Median Age Of Average Primetime ABC/CBS/NBC Telecast Viewers: 1960-2014 . . . . . . . 184
Median Age Of Average Telecast Primetime Viewers By Program Source & Genre . . . . . 185
Median Age Of Average Telecast Viewers Of Daytime & Fringe TV
By Program Source & Genre . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
Median Age Of Average Telecast TV Sports Viewers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
Top Shows By Key Demographics: 18-34, 65+, H.H.I. $150K+, H.H.I. <$50K,
Lightest & Heaviest Viewing Quintiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
V. Viewer Involvement And Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Program Set Usage With No One In The Room . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202
GfK MRI Attentiveness Studies By Program Genre & Demographics . . . . . . . . . . . . . . . . . . . 203
Adult Viewers At Full Attention For Three Types Of TV Program
Categories By Demos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206
Top 15 Program Genres In Adult Fully Attentive Ratings . . . . . . . . . . . . . . . . . . . . . . . . . 207
Lowest 15 Program Genres In Adult Fully Attentive Ratings . . . . . . . . . . . . . . . . . . . . . . 208
TV Drama Series With Highest And Lowest Adult Fully Attentive Scores . . . . . . . . . . . . 209
Adult Fully Attentive Scores Of Two Competitive TV News/Commentary Shows . . . . . . 210
Broadcast Network Primetime Adult Fully Attentive Scores By Program Genre
And Sex, Age & Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211
Cable Adult Fully Attentive Scores By Program Genre And Sex, Age & Income . . . . . . . . 212
Broadcast Network/Syndication Non-Primetime Adult Fully Attentive Scores
By Program Genre And Sex, Age & Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213
Fully Attentive Scores For Adult Viewers Of Three Drama Series By Demographics . . . 217
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Table Of Contents Continued
TABLE OF
CONTENTS
Fully Attentive Scores For Adult Viewers Of Three Primetime
Sitcoms By Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218
Fully Attentive Scores For Adult Viewers Of Four Reality Series By Demographics . . . . 219
How Cable Shows Compare To Broadcast Network Shows In Viewer
Liking & Emotional Connections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220
How Broadcast Network Shows Ranked By Q Score Among Adults 18+ . . . . . . . . . . . . . . 221
How Cable Network Shows Ranked By Q Score Among Adults 18+ . . . . . . . . . . . . . . . . . 224
The Scoop On Multitasking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 228
Simultaneous Usage As A Percent Of All Media Use By Platform . . . . . . . . . . . . . . . . . . . 230
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
VI. How TV Ads Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235
Heightened Commercial Clutter & Declining Attention Spans . . . . . . . . . . . . . . . . . . . . . . . . . 237
National TV Content Devoted To Commercials: Early-1950s To Mid-2010s . . . . . . . . . . . 239
Average Hours Of TV Viewed And Commercial Exposures Per Adult Daily: 1950-2014 . 240
Unaided Primetime Adult Viewer Recall Of Commercials
In Last Break In Show Just Seen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Commercial Exposure Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242
Homes Tuned To TV Shows That Dial Switch Per 30-Second Period . . . . . . . . . . . . . . . . . 244
Summary Of 13 Studies Of Commercial Exposure: 1961-2000 . . . . . . . . . . . . . . . . . . . . . . 245
Estimated Average Commercial Exposure Factors By
Daypart/Network Type/Program Genre . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246
Relative Indices Of Commercial Exposure By Position In Pod & Extent Of Clutter . . . . . 247
How Viewers Respond To Commercials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
How TV Commercials Performed In Share-Of-Market Lift By Ad Impact Variables . . . . 252
How TV Ad Recallers Rated Commercials By Specific Attributes . . . . . . . . . . . . . . . . . . . 253
Relative Indices Of Positive Or Negative Attribute Ratings . . . . . . . . . . . . . . . . . . . . . . . . 254
Average Recall And Persuasion Scores For 30-Second TV Commercials . . . . . . . . . . . . . . 255
Ad Campaign Wearout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256
Major Packaged Goods Brands Index Of Purchase Response By Frequency
Of TV Ad Exposure In Week Prior To Buying Decision . . . . . . . . . . . . . . . . . . . . . . . . . 258
Percent Shift In Commercial Recall After 1000 TRPs In TV Weight . . . . . . . . . . . . . . . . . 259
Ad Awareness: How Many GRPs Does It Take? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260
Actual Commercial Exposure Reach & Frequency Distribution Pattern
For A 1000-GRP Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Estimated TV Ad Campaign Ad Awareness Levels At 100 And 1000 GRPs . . . . . . . . . . . . 266
How 23 Brand Commercials Built Awareness By GRP Levels . . . . . . . . . . . . . . . . . . . . . . 267
How Brand Ad Awareness Builds By Adjusted GRP Levels . . . . . . . . . . . . . . . . . . . . . . . . 268
Interpreting The Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 269
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