Audience Management Results 2005

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Audience Management Results 2005
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CPB Research

• Data Program length and format, insufficient
  promotion, and a schedule which is regularly
  disrupted create barriers to participation of key
  audience segments.
• Objective Develop program production,
  distribution and promotion guidelines that
  address barriers and obstacles to viewing.

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NOVA-Innovations Standard Break
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
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Where did they go?

• End of Content
• 3.4 Rating 4,590,000 of viewers
• Station Break
• 1.7 Rating 2,295,000 of Viewers
• LOSS of 2.3 Million Viewers

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Play by Play

• Production credits
• Web site spot
• Offer
• Sponsor credit
• Production logo
• And then your 314 break

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How Do You Get Your Audience Keep Them?
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Rewrite the Playbook

• Strategy 1
• Embedded promotion tell viewers right away what
  else is on.
• Strategy 2
• Reinvented breaks create a compelling and
  seamless break from content to content

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Look at other Playbooks

• Viacom saves the top spot in 85 of their breaks
  for show promotion.
• AE reserved 100 of their first spots for show
  promotion.
• 810 break
• Spot 1 show promo (Biography tomorrow night)
• 829 break
• Spot 1 show promo (Biographies later in the
  week)
• 841 break
• Spot 1 "still ahead on Biography" spot
• Spot 2 Video offer
• 850 break
• Spot 1 "coming up next" spot
• Spot 2 Show promo
• 900 break
• Spot 1 Show promo (tomorrow on Biography)
• Spot 2 Show promo (Cold Case Files next in
  split screen credits)
• Spot 3 ANOTHER promo for Cold Case Files which
  ran straight into the show

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Promotion 1

• LEAPFROG
• Devote resources to POP-OUTS
• Cross Promote Affinity Shows
• Speak to the right audience.

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IT WORKS!

• Lift in Ratings
• Minimum 13 - From 1.6 1.8
• There is new life for old favorites!
• AMERICAN EXPERIENCE The Crash of 1929
• Performed 31 above new episodes of AMEX this
  season
• Repeats are beating original broadcasts
• NATURE Pale Male
• Original Broadcast 1.6
• Expected Repeat rating 1.1
• Embedded Promotion Rating 1.9

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And More

• Renewed vitality for long running series
• NATURE The Good, The Bad, and The Grizzly 2.4
• NATURE Shark Mountain 2.0
• NOVA The Great Escape 2.6
• NATURE Cuba Wild Island 2.3
• AMERICAN EXPERIENCE Fidel Castro 2.2

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And Were Going to Do More!

• Increase promotion from 12 a month to 36!
• Focus on common carriage shows
• There will always be 2 versions

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Dealing with Spots That Dont Apply

• Get your message in front of the most viewers
• Use your edit time wisely.
• Embedded Promotion vs. Billboards

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What if we had embedded a promo in that NOVA?
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Minneapolis, St. Paul

• Embedded Promotion 49,300 viewers
• Billboard 24,650 viewers
• Thats an additional 24,650 viewers!

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Priority

• Embedded Promotion
• Reinvented Breaks

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Reinvented Breaks

• Production credits placing them over other show
  related content
• Web site spot placing this over content in show
• Offer placing these over show material
• Sponsor credit
• Production logo
• And then your 314 break!

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NOVA-Innovations Reinvented Break
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NOVA to Innovation Reinvented Break
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Tools

• Communications Youre helping deliver a larger
  audience to other shows on our air.
• Programmers Delivering larger audiences because
  programs are better aligned.
• Development Youre increasing Frequency.
  Frequency in viewing results in membership. Plus
  local sponsors care about larger audiences.