’09-10 season
competitive cable
3Q 00 Competitive Cable Overview
DISCOVERY
NETWORKS U.S.
RESEARCH
1
agenda
► ratings update
►’09-10 prime shifts
► new season
► DVR contribution
► where does PTV fit
in the landscape?
2
3
ratings
update
industry ’09-10
Most broadcast nets
saw small shifts in
’09-10.
Prime Time P25-54 Rtg
25
'07-08
'08-09
'09-10
20
PBS regained +14%
to match its ’07-08
prime rating (0.42).
15
10
5
0
ABC
CBS
NBC
FOX
PBS
-3%
-4%
+2%
-5%
+14%
2009-10 = Sep 21 2009 – Sep 19 2010
M-Su 8-11pm, P25-54 L+SD, time period averages
TNET
-1%
ASCO
-2%
NBC is buoyed by
Winter Olympics
(1Q 10), Summer
Olympics (3Q 08),
primetime NFL
(4Q).
4
new season
Sep 20-Oct 31 2010
Entering the new
season NBC had the
most to regain,
following a 36%
loss for the Leno
10p hour in fall
2009.
Prime Time P25-54 Rtg
25
2008*
2009*
2010*
20
15
10
CBS is top-rated in
the new season todate.
5
0
ABC
CBS
NBC
FOX
-5%
+2%
+5%
-18%
PBS
TNET
-7%
+1%
ASCO
-2%
FOX 2010 postseason MLB drives
the decline vs same
period prior year.
ALCS -15%
World Series -29%
M-Su 8-11pm, P25-54 L+SD, time period averages * same 6-week period each year
5
6
b’dcast
new season
Sep 20–Oct 31 2010
NBC
ABC
CBS
CBS
ABC
CBS
ABC
ABC
CBS
CBS
CBS
CBS
ABC
FOX
CBS
CBS
CBS
CBS
CBS
CBS
CBS
FOX
FOX
CBS
NBC
Top 25 Programs
NBC SUNDAY NIGHT FOOTBALL
DANCING WITH THE STARS
TWO AND A HALF MEN
NCIS
MODERN FAMILY
BIG BANG THEORY, THE
GREY'S ANATOMY
DANCING W/STARS RESULTS
SURVIVOR: NICARAGUA
NCIS: LOS ANGELES
CRIMINAL MINDS
MIKE & MOLLY
DESPERATE HOUSEWIVES
GLEE
UNDERCOVER BOSS
HAWAII FIVE 0
CSI
MENTALIST, THE
$#*! MY DAD SAYS
AMAZING RACE 17
HOW I MET YOUR MOTHER
SIMPSONS
HOUSE
RULES OF ENGAGEMENT
OFFICE
Hour
Su 830p
M 8p
M 9p
Tu 8p
W 9p
Th 8p
Th 9p
Tu 9p
W 8p
Tu 9p
W 9p
M 930p
Su 9p
Tu 8p
Su 9p
M 10p
Th 9p
Th 10p
Th 830p
Su 8p
M 8p
Su 8p
M 8p
M 830p
Th 9p
M-Su 8-11pm, P25-54 L+SD, specials excluded.
L+SD
P25-54
Rtg
8.50
5.91
5.82
5.52
5.50
5.42
5.01
4.90
4.84
4.82
4.79
4.75
4.73
4.64
4.52
4.41
4.39
4.39
4.33
4.30
3.96
3.91
3.83
3.78
3.71
Of 22 new series,
only three appear
in the top 25
ranking after six
weeks. All air on
CBS.
Of the sophomore
series, FOX’s Glee,
CBS’s NCIS LA, and
CBS’s Undercover
Boss each returned
to the top 25.
Five new series are
cancelled:
FOX Lone Star
ABC My Generation
NBC Outlaw
ABC The Whole Truth
NBC Undercovers
7
8
cable
gainers ’09-10
fast look
► ID +38%
24%
P25-54 % increase
38%
(0.22)
Wed Who Bleep Marry (0.42)
Fri Deadly Women (0.38)
Mon Disappeared (0.34)
Tue Almost Got Away (0.33)
Sun On Case P Zahn (0.31)
5%
NFLN
6%
WGNA
7%
BRAV
7%
ESPN
8%
SCI
8%
A&E
8%
FOOD
9%
(0.68)
Mon (1.27 +123%)
Sun (0.96 +28%)
STYL
9%
GSN
10%
TRU
10%
EN
11%
CNBC
12%
TV1
13%
TRAV
APL
HIST
ID
14%
► HIST +24%
► APL +14% (0.25)
Fri Whale Wars (0.48)
Sun River Monsters (0.47)
Fri Pitbulls Parolees (0.31)
► TRAV +13%
(0.26)
Wed Man v Food (0.36)
Wed Bert-Conqueror (0.35)
2009-10 = Sep 21 2009 – Sep 19 2010
M-Su 8-11pm, P25-54 L+SD, PQH daypart ratings, Ranking includes >0.10 P25-54 and >5% gain
9
decliners ’09-10
► SOAP -20%
CNN
HLN
(0.26)
Mon originals (0.37 -35%)
Sun originals (0.37 -30%)
Long-term losses for movie
& off-net (plus recent
Martha Stewart daytime
failure)
-32%
CMT
-11%
MSNB
-31%
LIFE
-10%
SPD
-28%
USA
-10%
HALL
-26%
FOXN
-9%
VH1
-24%
TBSC
-8%
SOAP
NGC
-7%
► VH1 -24%
► HALL -26% (0.23)
-20%
TNT
-7%
SPK
WE
-6%
-14%
SYFY
-5%
(0.20)
Prime is ABC soap replayswill relaunch as Disney Jr in
2012
-5% CMDY
P25-54 % decrease
fast look
-54%
► Cable News Nets
2009-10 = Sep 21 2009 – Sep 19 2010
M-Su 8-11pm, P25-54 L+SD, PQH daypart ratings, Ranking includes >0.10 P25-54 and >5% loss
FOX News -9% (0.49)
MSNBC -31% (0.24)
HLN -32% (0.15)
CNN -54% (0.16)
10
11
dvr use
cable dvr 3Q 10
Network
Program
L+7D
P 25-54
COV
+/Rtg
% Lift
L+7D vs
Live
Hour
AA%
Point
AA%
Tu 9p
4.18
1.37
49%
DISC
DEADLIEST CATCH
USA
ROYAL PAINS
Th 10p
3.22
1.33
70%
USA
COVERT AFFAIRS
Tu 10p
3.03
1.32
77%
LIFE
PROJECT RUNWAY
Th 9p
2.51
1.26
101%
FX
SONS OF ANARCHY
Tu 10p
3.16
1.24
65%
TNT
RIZZOLI & ISLES
M 10p
3.13
1.21
63%
BRAV
TOP CHEF
W 10p
2.52
1.20
91%
USA
BURN NOTICE
Th 9p
2.96
1.16
64%
TNT
CLOSER, THE
M 9p
2.84
1.08
61%
USA
WHITE COLLAR
EN
KEEPING UP KARDASHIANS
TNT
LEVERAGE
Tu 9p
2.28
1.05
85%
Su 10p
2.55
1.03
68%
Su 9p
2.03
0.97
92%
MTV
JERSEY SHORE 2
Th 10p
2.70
0.95
54%
AMC
MAD MEN
SU 10p
1.72
0.93
118%
USA
PSYCH
W 10p
2.15
0.93
76%
SCIF
WAREHOUSE 13
Tu 9p
1.71
0.82
92%
FOOD
NEXT FN STAR 6
Su 9p
2.36
0.82
53%
CMDY
TOSH.O
W 1030p
1.54
0.74
93%
BRAV
REAL HSWIVES OF NJ
M 10p
2.10
0.73
53%
SCIF
EUREKA
F 9p
1.49
0.73
96%
BRAV
TOP CHEF
W 9p
1.50
0.71
90%
FX
RESCUE ME
Tu 10p
1.33
0.67
102%
LIFE
ARMY WIVES
Su 10p
1.82
0.65
56%
MTV
TEEN MOM 2
Tu 10p
1.87
0.63
51%
MTV
HILLS, THE SSN 6
Tu 10p
1.41
0.63
81%
Ranking includes only 3+ telecasts, specials excluded, ranked by rating point gain of L+7D rating vs live rating
11 cable
programs gained
~1 rating point
or more via timeshifted viewing
LIFE’s Project
Runway, AMC’s
Madmen and FX’s
Rescue Me doubled
its live P25-54 rating in
the live+7 metric
HIST’s Mon 10p
Pawn Stars hour
falls outside the top 25,
gaining 0.50 rating point
(25% lift) on its 1.93 live
rating.
12
new season dvr b’cast
4 weeks only! Sep 20-Oct 17
Top 25 Programs
L+7D
% Lift
P25-54 +/L+7D
COV
Rtg
vs Live
Day AA% Point
AA%
ABC
MODERN FAMILY
W 9p
6.91
2.91
73%
ABC
GREY'S ANATOMY
Th 9p
6.84
2.79
69%
FOX
GLEE
Tu 8p
6.30
2.77
78%
CBS
BIG BANG THEORY, THE
Th 8p
6.60
2.60
65%
FOX
HOUSE
M 8p
5.66
2.49
79%
NBC
OFFICE
Th 9p
4.90
2.18
80%
CBS
SURVIVOR: NICARAGUA
W 8p
5.67
2.06
57%
CBS
TWO AND A HALF MEN
M 9p
6.89
1.94
39%
CBS
NCIS
Tu 8p
6.48
1.92
42%
CBS
CRIMINAL MINDS
W 9p
5.95
1.89
47%
ABC
DESPERATE HOUSEWIVES
Su 9p
5.79
1.87
48%
CBS
HAWAII FIVE
M 10p
6.12
1.84
43%
CBS
HOW I MET YOUR MOTHER
CBS
MENTALIST, THE
NBC
EVENT
ABC
PRIVATE PRACTICE
CBS
CSI
ABC
COUGAR TOWN
FOX
BONES
FOX
CBS
M 8p
4.80
1.80
60%
Th 10p
5.65
1.63
41%
M 9p
4.41
1.62
58%
Th 10p
4.48
1.57
54%
Th 9p
5.30
1.51
40%
W 930p
4.32
1.49
53%
Th 8p
3.98
1.46
58%
FRINGE
Th 9p
3.29
1.41
75%
NCIS: LOS ANGELES
Tu 9p
5.66
1.36
32%
ABC
CASTLE
M 10p
4.47
1.35
43%
CBS
AMAZING RACE 17
Su 8p
5.00
1.33
36%
NBC
30 ROCK
Th 830p
3.40
1.33
64%
FOX
HELL'S KITCHEN
W 9p
4.20
1.31
45%
Specials excluded, ranked by rating point gain of L+7D rating vs live rating
This table ranks
L+7 lift vs live
P25-54 by rating
point gain.
Of the new fall
series, CBS’s
Hawaii 5-0 shows
greatest L+7 lift,
followed by NBC’s
The Event.
9 of the most
time-shifted
series air on
Thursdays.
13
14
where does
PTV fit in?
Prime Household Rankings
(Jan thru Oct 27 for selected cable/broadcast nets)
Despite Y-O-Y
slippage, the “Big
Four” excel in
household ratings
6.0
5.0
4.0
Fox News is only
Cable web to
surpass PTV bucket
3.0
2.0
DIY
BBCA
BIO
History Intl.
TRAV
NGC
APL
CNN
MSNB
HALL
TLC
FOOD
DISC
HGTV
HIST
PBS
FOXN
FOX
ABC
NBC
0.0
CBS
1.0
More mature cable
nets form the
leading tier followed
by later-launched
niche services
15
Who’s the Target?
Median Prime Time age for selected
cable/broadcast nets, YTD 2010
The trades focus on
18-49s or 25-54
adults because
that’s what Madison
Ave is buying.
70.0
60.0
50.0
Should that make it
PTV’s audience too?
40.0
30.0
PTV ranks:
#12 for P18-34
#10 for P35-54
#6 for P55+
20.0
FOXN
CNN
HALL
PBS
MSNBC
HGTV
CBS
History Intl.
NBC
ABC
DIY
BIO
NGC
HIST
BBCA
FOX
FOOD
APL
TLC
TRAV
0.0
DISC
10.0
Where should PTV
focus, especially as
the U.S. population
shifts to the right
(age-wise)?
16