Re-Count. A Follow-up To Last Year s Political Presentation With Updated 2014 Figures. August 2015

Transcription

1 Re-Count A Follow-up To Last Year s Political Presentation With Updated 2014 Figures August 2015

2 Local Broadcast TV Has Lost Almost One-Third of It s Total Rating Points Over the Last 10 Years The cycle-over-cycle loss of election-available broadcast rating points exceeds 45,000 lost A25-54 rating points (-30% of supply) Top 50 Market Average: Total Day Local Broadcast A25-54 GRPs Election Day Lead-Up vs GRP Diff % Diff One Week Prior: 20,043 18,996 17,776 15,013 15,451 13,741-6,302-31% 60-Days Prior: 151, , , , , ,801-45,366-30% Top 50 Markets = 67% of Total U.S. TV HHs Source: VAB Analysis of Nielsen Ad*Views data. GRPs are equilivized Local Broadcast Station Affiliates: ABC, CBS, NBC, FOX 2

3 Morning Daytime Early Fringe Prime Time Access Prime Time Late News Late Fringe Morning Daytime Early Fringe Prime Time Access Prime Time Late News Late Fringe Even With A Steep Ratings Decline, Local Broadcast Was Still Overly Cluttered With Political Ads During The Last Presidential Election In 2012, Political ads in the Top 50 markets made up 20% of all local broadcast Total Day GRPs during the 60 days prior to the election and 35% of GRPs the week prior 2012: % of Political Category GRPs By Local Broadcast Daypart Top 50 Market Average 60 Days Before Election One Week Before Election 19% 15% 23% 23% 19% 22% 17% 35% 27% 39% 39% 35% 41% 32% Political ad clutter will be much higher in toss-up / hotly-contested markets Source: VAB Analysis of Nielsen Ad*Views data. GRPs are equilivized; Local Broadcast Station Affiliates: ABC, CBS, NBC, FOX 3

4 Last Presidential Election (2012) Station Log Times 4

5 In Hotly Contested Markets, Political Ad Clutter On Broadcast TV Was Overwhelming To Say The Least How can a candidate or proposition expect their message to stand out among likely voters in this environment? Chicago: Local Broadcast Late News Commercial Logs Monday, November 5 th 2012 Politicals made up 59% of total ads Source: VAB Analysis of Nielsen Ad*Views data. 5

6 In Hotly Contested Markets, Political Ad Clutter On Broadcast TV Was Overwhelming To Say The Least How can a candidate or proposition expect their message to stand out among likely voters in this environment? Los Angeles: Local Broadcast Late News Commercial Logs Monday, November 5 th 2012 Politicals made up 65% of total ads Source: VAB Analysis of Nielsen Ad*Views data. 6

7 In Hotly Contested Markets, Political Ad Clutter On Broadcast TV Was Overwhelming To Say The Least How can a candidate or proposition expect their message to stand out among likely voters in this environment? Phoenix: Local Broadcast Late News Commercial Logs Monday, November 5 th 2012 Politicals made up 86% of total ads Source: VAB Analysis of Nielsen Ad*Views data. 7

8 Last Election Cycle (2014) Station Log Times 8

9 In Hotly Contested Markets, Political Ad Clutter On Broadcast TV Was Overwhelming To Say The Least How can a candidate or proposition expect their message to stand out among likely voters in this environment? Chicago: Local Broadcast Late News Commercial Logs Monday, November 3 rd 2014 Politicals made up 81% of total ads Source: VAB Analysis of Nielsen Ad*Views data. 9

10 In Hotly Contested Markets, Political Ad Clutter On Broadcast TV Was Overwhelming To Say The Least How can a candidate or proposition expect their message to stand out among likely voters in this environment? Los Angeles: Local Broadcast Late News Commercial Logs Monday, November 3 rd 2014 Politicals made up 64% of total ads Source: VAB Analysis of Nielsen Ad*Views data. 10

11 In Hotly Contested Markets, Political Ad Clutter On Broadcast TV Was Overwhelming To Say The Least How can a candidate or proposition expect their message to stand out among likely voters in this environment? Phoenix: Local Broadcast Late News Commercial Logs Monday, November 3 rd 2014 Politicals made up 58% of total ads Source: VAB Analysis of Nielsen Ad*Views data. 11

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