TV Tentpole Event Wrap-Up Report: NCAA Final Four

Transcription

1 TV Tentpole Event Wrap-Up Report: NCAA Final Four X

2 Preface This report summarizes brand and audience analysis for the combined viewership of the 2018 NCAA Final Four and Championship games. The games aired from March 31 through April 2 on trutv, TNT, and TBS. X

3 Audience Engagement for NCAA Finals (Villanova vs Michigan) viewers NCAA finals saw viewers tuning in throughout the first quarter, then had consistent viewership beginning in the second quarter of the game. 100% First Half Second Half 75% Audience size % 50% 25% 0% 09:00:00 PM 09:05:00 PM 09:10:00 PM 09:15:00 PM 09:20:00 PM 09:25:00 PM 09:30:00 PM 09:35:00 PM 09:40:00 PM 09:45:00 PM 09:50:00 PM 09:55:00 PM 10:00:00 PM 10:05:00 PM 10:10:00 PM 10:15:00 PM 10:20:00 PM 10:25:00 PM 10:30:00 PM 10:35:00 PM 10:40:00 PM 10:45:00 PM 10:50:00 PM 10:55:00 PM 11:00:00 PM 11:05:00 PM 11:10:00 PM 11:15:00 PM 11:20:00 PM 11:25:00 PM Audience size% is relative to the slot with the highest viewers Source : Alphonso TV Audience data 2nd April 2018 (TBS) X

4 Top Brands By Airings During Semi-Finals and Finals Brands like DIRECTV, Coca-Cola and TBS were the top brands by airings throughout the final four and and championship games, followed by Capital One and Samsung 30 No. of Airings 15 0 DIRECTV Coca-Cola TBS Capital One Samsung Buick Wendy's AT&T Intel Infiniti Source : Alphonso TV Audience data 31st March and 2nd April

5 Top Brands By Spend During Semi-Finals and Finals Brands like TBS, DIRECTV and Samsung were the top brands by spend throughout the Final Four and championships games, followed by Coca-Cola and Capital One 25 No. of Airings 13 0 TBS DIRECTV Samsung Coca-Cola Capital One Buick AT&T Infiniti Wendy's Jeep Source : Alphonso TV Audience data 31st March and 2nd April

6 Top Shows Watched By NCAA Final Four Viewers Ranked By Total Audience Size Shows like SportsCenter, Inside March Madness, Impractical Jokers and Fixer Upper are the most watched shows by this audience all day Audience Overlap Percentage : Overlap Percentage measures the viewership of the show out of the Total Audience in the pool. Ranking of these shows denotes the popular shows watched by this audience Source : Alphonso TV Audience data 1st March to 31st March

7 Top Shows Watched By NCAA Final Four Viewers Ranked By Alphonso Viewership Index Shows like The Last O.G. on Turner Broadcasting System and Turner Network TV along with other shows like Final Four Show and At the Final Four have more than average viewership by this audience all day Alphonso Viewership Index : Viewership index measures which show is being watched more (over indexed) or less (under indexed) when compared to average viewing pattern. Ranking by viewership index highlights shows that may not be the most popular overall but popular with this audience Source : Alphonso TV Audience data 1st March to 31st March

8 Top Sports Shows Watched By NCAA Final Four Viewers Ranked By Total Audience Size Sports shows like Inside March Madness, MLB Baseball, NBA Basketball and PGA Tour Golf are the top sports shows watched by NCAA Audience 40 Audience Size(%) 20 0 Inside March Madness MLB Baseball NBA Basketball PGA Tour Golf NBA Basketball NHL Hockey PGA Tour Golf Baeisbol de las Grandes Ligas MLB Tonight College Basketball Fast N' Loud College GameDay High School Basketball NFL Live Pardon the Interruption Golic & Wingo Drive, Chip & Putt College Basketball Formula One Racing Highly Questionable 8 Source : Alphonso TV Audience data 31st March and 2nd April 2018

9 Top News Networks Watched By NCAA Final Four Viewers Ranked By Total Audience Size CNN is the most watched news network by NCAA audience followed by Fox News Channel, MSNBC and CNBC 50 Audience Size(%) 25 0 CNN Fox News Channel MSNBC CNBC BBC America ESPNEWS Fox Business CNN International Source : Alphonso TV Audience data 31st March and 2nd April

10 24% 48% 5% 14% Switched on TV 41% 41% Switched off TV 5% *The game was airing on TBS between 9 pm and 11:30 pm 3% 4% 4% *There is duplication of audience across shows Source : Alphonso TV Audience data 2nd April 2018 (TBS) 10

11 Contact Us Locations Key Contacts Silicon Valley Headquarters 321 Castro Street Mountain View, CA New York 315 W 36th NY, NY Mark Gall Sales: Media mark.gall@alphonso.tv Tom Perchinsky Sales: Alphonso Insights tom@alphonso.tv For free TV ad campaign analysis on thousands of brands, visit insights.alphonso.tv. X