THE BUSINESS OF TELEVISION. What can keep a show on the air?

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Dora Higgins
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1 THE BUSINESS OF TELEVISION What can keep a show on the air?

2 WHO IS WATCHING? WHAT ARE SOME OF THE FACTORS THAT KEEP A SHOW ON THE AIR?

3 WHO IS WATCHING? 99% of US Households have at least one TV set Television Bureau of Advertising, 2001

4 WHO IS WATCHING? The average American watches more than 4 hours of TV each day

5 WHO IS WATCHING? hours/week, or 2+ months of nonstop TV watching per year

6 WHO IS WATCHING? 28 hours/week = 16 minutes of commercials per hour = 7.4 per week = 384 hours per year of commercials

7 WHO IS WATCHING? In a 65-year life, that person will have spent 9 years glued to the tube.

8 TV TODAY Before graduating high school, you will have seen 360,000 TV commercials

9 WHAT IS THE GOAL OF TELEVISION?

10 GOALS OF TELEVISION Viewers = Ratings = Tuned into a program How much advertisers can be charged!

11 RATINGS NIELSEN RATING SYSTEM They collect information from approximately 25,000 metered households starting at about 3 a.m. each day, process approximately 10 million viewing minutes a day, and make more than 4,000 gigabytes of data available for customer access the next day. In addition, we collect and process data from 1.6 million handwritten paper diaries from households across the country during sweep periods. Source: Nielsen Research Group Website

13 RATINGS NIELSEN RATING SYSTEM How is the data compiled? People Meter Keep a Journal Source: Nielsen Research Group Website

14 RATINGS What can they do with the data? For example, are children watching cartoons with their parents? Which zip codes are tuning into the football game? Do pet owners prefer sitcoms? Answers to these and other questions can perform a variety of functions. They help clients place advertising effectively, determine if a program is working well on a particular day, or decide if pairing it with another program would yield better results. Source: Nielsen Research Group Website

15 RATINGS 1 New York 2 Los Angeles 3 Chicago 4 Philadelphia 5 San Francisco 6 Boston 7 Dallas-Ft. Worth 8 Washington, DC 9 Atlanta 10 Detroit Media Markets Source: Nielsen Research Group Website

16 RATINGS What are ratings? Rating A rating is the percent of households tuned to a particular program from the total available TV household in a designated area. Source: Nielsen Research Group Website

17 NIELSEN RATING SYSTEM Share (SHR): The percent of the Households Using Television (HUT) or Persons Using Television. That means it has a 50 share of audience. Source: Nielsen Research Group Website

18 RATINGS Source: Nielsen Research Group Website

19 RATINGS Source: Nielsen Research Group Website

20 RATINGS Source: Nielsen Research Group Website

21 RATINGS SWEEPS PERIODS November February May July

22 Average of million viewers watch New York Giants' last-gasp victory over New England Patriots The Super Bowl set a US television ratings record for the third year running on Sunday night, with an average of million Madonna's half-time performance attracted 114 million viewers After holding the record for the biggest US television audience for almost 30 years with 106 million viewers, the 1983 finale of Korean war medical comedy M*A*S*H has been topped three years on the trot by the Super Bowl. The Super Bowl now holds four of the top five spots in the list of most watched US television programs of all time, with M*A*S*H at number four

23 NFL SUPER BOWL Million = 30 seconds 1st 2nd 3rd 4th

24 PROGRAMMING IS THERE A STRATEGY?

25 NETWORKS & PROGRAMMING

26 BROADCAST NETWORKS ABC NBC CBS FOX CW MyTV

27 LOCAL AFFILIATES WXYZ Channel 7 WXON Channel 20 WJBK Channel 2 WWJ Channel 62 WDIV Channel 4

28 NON-BROADCAST NETWORKS Stations used for public benefit without commercials

29 CABLE NETWORKS Earns revenue through advertising and subscription costs.

30 DIFFERENCES: BROADCAST VS. CABLE Broadcast is Free / General Audience Cable is for Fee / Specific Audience

31 TARGET AUDIENCE WHO ARE THEY? Each show should have a designated target audience! Women 18+ Women Women Working Women Men 18+ Men Men Men 55 + Teens Children 2-11