Readings

1
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

2
Readings

• CBS Wins
• CBS trying to shed image as older network

3
Readings

• NBC and liquor ads
• Effort to increase revenues
• Network avoidance local stations only
• Efforts to deal with critics
• Threat to magazines?
• Update

4
Readings

• TV Plot Placement (Week 6)
• Revlon and All My Children
• Concerns

5
contemporary TV

• why you see what you see

6
I. demographics young viewers
Evening shows aimed at 18-34
Monday 83
Tuesday 83
Wednesday 83
Thursday 58
Friday 50
7
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
• ABCs Millionaire

8
Other Reality Programming

• Reality? Unscripted
• Costs
• Demographics
• Not all successful

9
II. seeking males

• NBC Seinfeld, XFL
• CBS Dr. Quinn, Martial Law
• sports

10
TV Ratings, Feb. 16-22, 1998
Olympics (F) 23.2
Olympics (W) 20.7
ABC Movie 16.8
Seinfeld 15
Olympics (M) 14.9
60 Minutes 14
Olympics (Th) 13.9
Olympics (Tu) 13.1
Friends 13.1
11
Broadcast TV ratings, Feb 18-23, 02
Olympics (Thurs) NBC 26.8
Olympics Closing Ceremony NBC 22.3
Olympics (Tues) NBC 22.3
Olympics (Wed) NBC 19.5
Olympics (Fri) NBC 17.7
Olympics (Mon) NBC 17.1
Olympics (Sat) NBC 15.7
Dateline Sunday NBC 12.3
Raymond CBS 9.2
60 Minutes CBS 8.7
12
ratings, Jan 25-31, 1999
Super Bowl 40.2
SB Postgame 33
SB Pregame 32.5
Postgame II 22.8
Friends 13.6
Frasier 13.2
Family Guy 12.6
ER 12.5
Jesse 11.8
Simpsons 11.6
13
sports and TV ratings

• Football costs, results of costs (pre game,
  postgame, commercials)
• Nascar
• NCAA
• Olympics
• wrestling (WWF, UPNs Smackdown!)
• Murdoch

14
Jerry Springer wrestling and youth markets
Kicks 11
Knockdowns 11
Food throwing 12
Chairs thrown 18
Punches 40
Woman v Woman 69
Men v. Men 32
Men v. Women 40
Torn clothes 4
Shoe throwing 5
15
III. Women

• 60 broadcast viewers
• women stars Dharma, Ally, Felicity, Sally
• still a struggle Dottie Dartland, writer for
  Dharma and Greg
• Cable Lifetime, Oxygen

16
other segments

• older viewers
• gays, lesbians Ellen, Birdcage, Will and Grace

17
TV and people of color

• NAACP protests, network agreements, progress?
• Asian Americans on TV
• Latinos on TV
• Black Entertainment Television (BET)

18
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

19
Friends

• Youth Market
• Salaries of stars
• Network ownership of shows
• White TV

20
Temptation Island

• Reality show
• Reluctance of advertisers
• Key demographic
• Cross promotion

21
Big Brother

• Reality, not all successful
• CBS effort young audiences

22
Survivor 1

• Potential of reality TV, low cost, plugging
  other shows, younger audience

23
Burger King

• Advertising 15 minutes/hr prime time
• Youth fast food, music, clothes

24
Moesha

• Targeting African Americans
• Limited diversity on TV

25
Will and Grace

• NBC owned show ideal flow/night
• Popular
• Not controversial
• Sanitized?

26
Touched by an Angel

• Older audience,
• lower rates despite size of audience
• edgier topics

27
MTV/Old Navy

• Success of MTV cheap production, ideal marketing
  vehicle to reach 12-24

28
Ally McBeal

• Fox strategy to reach young women, young men
• New style of show dramedy (drama, situation
  comedy)
• Foxs decline

29
MTV Super Bowl/CBS

• Synergy (same parent company)
• Effort by CBS to attract younger audience

30
Smackdown!

• UPN show
• Reaching elusive 12-24 male audience
• Desired by advertisers (but limited)
• XFL project

31
Dawson

• WB
• Young women, young men
• Conglomerate cross-promotion (e.g., Warner music)

32
Survivor 1

• Product Placement
• Increasing in TV shows

33
Super Bowl Promos

• How to make the best of extremely expensive
  sports programming plug the rest of your shows

34
EDS, Bud

• Super Bowl 2001 ads
• 2.3m/30 seconds