Syndication April 2006

Transcription

1 1 Syndication 2006 April 2006

2 Syndicated Network Television Association 2

3 Syndication 2006 Strong Growth Clutter Advantage Improving Brand ROI Year-long Consistency Delivering Younger Viewers 3

4 Syndication Spending Is Up 8% 20 vs % +1% Syndication Network 4 Source: TNS Stradegy. Spending for all categories, January December 20 vs Broadcast Year

5 Syndication Spending Is Up 32% Over Five Years 20 vs % +21% Syndication Network 5 Source: TNS Stradegy. Spending for all categories, January December 20 vs Broadcast Year

6 Syndication: The 4 th Largest Network In Ad Revenue 20 $ Billions CBS 6.7 ABC NBC Syndication 4.2 FOX 3.6 WB 1.0 UPN Source: TNS Stradegy

7 Syndication: The 3rd Largest Network In Ratings 20 A18-49 Ratings ABC CBS Syndication NBC 192, , , ,754 FOX 79,719 WB UPN 23,043 15,147 7 Source: TNS Stradegy A18-49 GRPEs

8 Proven First-Runs 8

9 Syndication Ratings Are Up 5% A % +1% Syndication 6 Network Prime 9 Source: Nielsen A18-49 AA/GAA (000), Oct-Mar06 vs. Oct04-Mar.

10 Syndication: +11% Over The Past 5 Years Oct-Mar A Index 1 95 Syndication 6 Network Prime 85 '01-'02 '02-'03 '03-'04 '04-' '-'06 10 Source: Nielsen A18-49 US AA/GAA(000) Oct-Mar 01-02, 02-03, 03-04, 04-, -06. Excludes specials, sports & children programming.

11 Sitcoms: 16% More Laughs Oct-Mar A18-49 Index Syndication Sitcoms Network Sitcoms 60 '01-'02 '02-'03 '03-'04 '04-' '-'06 11 Source: Nielsen A18-49 US AA/GAA(000) Oct-Mar 01-02, 02-03, 03-04, 04-, -06. Excludes specials, sports & children programming.

12 Syndication: A Dramatic 23% Improvement Oct-Mar A18-49 Index Off Network Adventure/Dramas Network Adventure/Dramas 70 '01-'02 '02-'03 '03-'04 '04-' '-'06 12 Source: Nielsen A18-49 US AA/GAA(000) Oct-Mar 01-02, 02-03, 03-04, 04-, -06. Excludes specials, sports & children programming.

13 Syndication Day: 1/3 More Viewers Oct-Mar W Index Syndication Day Network Day 70 '01-'02 '02-'03 '03-'04 '04-' '-'06 13 Source: Nielsen W25-54 US AA/GAA(000) Oct-Mar 01-02, 02-03, 03-04, 04-, -06. Excludes specials, sports & children programming.

14 Top Network For Adults # of Shows in Top 10 Adults Monday Tuesday Wednesday Thursday 4 Friday 2 1 Syndication CBS Fox ABC NBC Source: Nielsen 9/26/-3/26/06 AA/GAA (000) Live Excludes specials, sports and children's programming 14

15 Syndication: 40% Of The Top Rated Telecasts During The Prime Season Top 50 Telecasts Oct Nov Dec Jan Feb Mar /03/- 10/09/ 11/07/- 11/13/ 12//- 12/11/ 01/02/06-01/08/06 01/30/06-02//06 2 nd Broadcast Week* Syndication 6 Network 03/06/06-03/12/06 Source: Nielsen. *Used second broadcast week of each month, except Feb used first week due to Olympics. Syn vs. 6 Network Total Day Live A18-49 (AA%/GAA%). Ranked by impressions. Excludes sports, specials, and children's programming. 15

16 Syndication: Leading The Networks 10/13/-10/09/ Top 50 Telecasts 11/07/-11/13/ Syn CBS NBC ABC Fox 12//-12/11/ Syn CBS NBC ABC Fox 1/02/06-1/08/ Syn CBS NBC Fox ABC 1/30/06-2//06 Syn NBC CBS ABC Fox 3/06/06-3/12/ Syn CBS NBC ABC Fox Syn CBS Fox NBC ABC 16 Source: Nielsen. Used second broadcast week of each month, except Feb used first week due to Olympics. Syn vs. 6 Network Total Day Live A18-49 (AA%/GAA%). Ranked by impressions. Excludes sports, specials, and children's programming.

17 New Programs Original Programs The Rachael Ray Show Off Network Shows 17

18 18 MEDIA CONFERENCE AND TRADE SHOW Clutter my biggest issue. It s the saddest and the stupidest thing we ve done to our Industry. Just why is it that we are hell-bent on irritating the very people that we re trying to sell products and services to? Jean Pool EVP-COO Universal McCann; Chair, AAAA Media Policy Committee

19 A Major Threat To TV Advertising Clutter is cited as the #1 problem with primetime TV Problems with Primetime TV Rank Response 1. Too many ads 32% 2. The quality of programming 22% 3. Too much sex and/or violence 20% 4. Too many reruns 15% 5. Too much profanity 4% Source: AAAA/Harris Interactive,

20 NATIONAL TELEVISION 20

21 21 What is the combined number of automotive, restaurant, and Wireless commercials that ran in 20?

22 More A And B Positions 96% 94% % A and B Positions 80% 78% 77% Sitcoms Ent News Talk Game Court 22 Source: SNTA /06 Member Survey. Percentages based on :30 unit basis.

23 Syndication Has Short Breaks Length of National Breaks Monday-Friday Strips Average 2:11 23 Source: SNTA /06 Member Survey

24 Exclusive National Pods Are Even Shorter Length of National Breaks Monday-Friday Strips Exclusive National Pods 1:24 24 Source: SNTA /06 Member Survey

25 Less Commercials = Better Recall Relative Index Adult Unaided Ad Recall by Number of Commercials in Break 1-3 commercials % Advantage 4-6 commercials Source: TV Dimensions 20 CAB/Nielsen Media Research Study April 2000 Primetime

26 Twice The Recall Of Longer Breaks Relative Index Adult Unaided Ad Recall by Number of Commercials in Break 1-3 commercials commercials commercials commercials Same Source: TV Dimensions 20 CAB/Nielsen Media Research Study April 2000 Primetime

27 The Study By The AAAA, ANA and Nielsen Confirms: Syndication is the Leader In Audience Retention! Syndication best retains the program audience 3 to 4 times more than network or cable Across all demographic groups measured Syndication is stronger at the daypart level Syndication outperforms both network and cable for key program genres like sitcoms, dramas, news, feature films, and info./advice 27 Source: AAAA/ANA, Nielsen Media Research August, 20

28 More Efficient Than Network Prime CPM Index vs. Prime A18-49 Drama/Adventure Sitcoms Feature Films Net. Prime Syndication Net. Prime Syndication Net. Prime Syndication 28 Source: CMR, All Advertisers Jan-Dec (B) Equivalent :30

29 Improves Delivery & Reach Brand X Nov 20% Syndication / Equal Dollars A18-49 GRPs % GRPs Reach +6% Reach Network Prime Only Network Prime + Syndication Network Prime Only Network Prime + Syndication Syndication Network Prime 29 Source: IMS Telecume, Nielsen, CMR

30 78% of Syndication Viewership is Live % Watching Live 78 Syndication 30 Source: Nielsen TIVO HH Oct Excludes sports & children programming Weighted by telecasts

31 ROI: The #1 Marketer Concern For The Third Year In A Row Syndication s ROI Advantage Better Recall Greater Audience Retention More GRPs Higher Reach Watching Live 31 Source: ANA Annual Survey, Issues Facing Senior Marketing Executives, 3/27/06

32 Year Round Consistency 32

33 Consistent Throughout The Year Syndication 4 Network Prime Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- 33 Source: Nielsen January-December 20 Live A18-49 PRJ Index Vs. Average Excludes sports and specials

34 REPEATS: Over 40% Of Prime Network % First-Run vs. Repeats 6 Network Prime 41% 59% Oct04-Sep Repeats First Run 34 Source: Nielsen Oct04-Sep (B) 6 Network Prime, Excludes sports, specials & children programming

35 The Year In Thirds % First-Run vs. Repeats 6 Network Prime 100% 80% 12% 8% 14% 22% 60% 40% 88% 92% 86% 78% 20% 0% Oct- 04 Nov- 04 Dec- 04 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- First Run Repeats 35 Source: Nielsen Oct04-Sep (B) 6 Network Prime, Excludes sports, specials & children programming

36 The Year In Thirds % First-Run vs. Repeats 6 Network Prime 100% 80% 12% 8% 14% 22% 52% 60% 79% 76% 80% 40% 88% 92% 86% 78% 20% 0% Oct- 04 Nov- 04 Dec- 04 Jan- Feb- Mar- Apr- May- 21% 24% 20% Jun- Jul- Aug- 48% Sep- First Run Repeats 36 Source: Nielsen Oct04-Sep (B) 6 Network Prime, Excludes sports, specials & children programming

37 The Year In Thirds % First-Run vs. Repeats 6 Network Prime 100% 80% 12% 8% 39% 30% 14% 40% 33% 22% 52% 60% 79% 76% 80% 40% 20% 0% 88% 92% Oct- 04 Nov % Dec % Jan- 86% Feb- 60% Mar- 67% Apr- 78% May- 21% 24% 20% Jun- Jul- Aug- 48% Sep- First Run Repeats 37 Source: Nielsen Oct04-Sep (B) 6 Network Prime, Excludes sports, specials & children programming

38 Repeats Lose 42% Of Their First Run Rating Adults Rating Network First-Run Network Repeats 38 Source: Nielsen Oct04-Sep. 6 Network Prime A18-49 AA%, Repeats vs. Non-Repeats. Excludes sports, specials, children programming, programs < 5 min. and gaps.

39 Syndication Delivers Younger Viewers 39

40 Top Network For Adults # of Shows in Top 10 Adults Syndication CBS Fox ABC NBC Monday Tuesday Wednesday Thursday Friday Source: Nielsen 9/26/-3/26/06 AA/GAA (000) Live Excludes specials, sports and children's programming 40

41 Syndication: Better Than The Networks 3.1 Adult Rating Syndication Top 10 Syndication Top 20 UPN & WB Top Source: Nielsen 9/26/-3/26/06 AA/GAA (000) Live Excludes specials, sports and children's programming

42 Syndication: Lower CPM Than Network Prime Adult Efficiency Index UPN & WB Prime Syndication 42 Source: TNS Media Stradegy 20 Excludes specials, sports and children's programming

43 Syndication s Advantage Is Clear 95% % Clearance 83% 65% Syndication Median CW My Network TV 43 Source: Syndication median based on SNTA member programming. CW and My Network TV figures reported in TVBR 4/20/06.

44 Syndication: The Highest Audience Retention % Commercial Rating of Total Program Adults Syndication 96.6 Prime FOX Prime CBS Prime ABC Prime NBC 93.6 Prime WB 92.7 Prime UPN Source:Nielsen NPOWer Nov Commercials +Promos excludes sports,kids and specials

45 Syndication Sitcoms: The Young Adult Reach Leader Potential Reach Adults Syndication Sitcoms 65 Prime ABC 57 Prime CBS Prime Fox Prime NBC 55 Prime UPN 19 Prime WB 28 Prime UPN & WB MTV Cable Total Source: IMS Telecume, Nielsen Persons Cume Study

46 Syndication 2006 Strong Growth Clutter Advantage Improving Brand ROI Year-long Consistency Delivering Younger Viewers 46

47 47 Syndicated Television: Watch Us Perform