| This area contains periodic analyses of key marketing groups and metrics that are of interest to advertisers and their clients. |
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| 12/2007 | • | In A Time-Shifted World – 85% of Viewing Is Still Live
DVR penetration has continued to gradually increase to 20%. Over the years, households have become increasingly multi-DVR homes – practically with one set per TV. As majority of viewing still occurs Live, Broadcast programming accounts for majority of playback minutes. |
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| 09/2007 | • | Cable Pockets Viewers (Primetime Summer Review)
Cable captured 63% of Total TV viewing this 2007 Summer season – creating a 34 share point spread with the Broadcast 7. Cable's original niche programming continues to flourish – pocketing A18-34. Broadcast on the other hand experienced vast declines across the age spectrum. |
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| 07/2007 | • | Power Of The Young
Teens represent an important consumer segment with an aggregate income of $80 billion. With all the hype of alternate video devices – have teens deserted TV? Not at all as they are still glued to their TV sets, especially Ad-Supported Cable’s niche programming. |
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| 07/2007 | • | Cable Sizzles (Primetime Summer Analysis)
As the temperatures rise, Cable’s share heats up. For the first month this summer, Cable is generating a 62 share – double Broadcasts’ level. As viewers of all ages flee the Broadcast seven nets – Cable captures P18-34. |
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| 06/2007 | • | Time-Shifted Viewing
DVR penetration has continued to increase gradually to 17%. These homes tend to be younger; more high tech and upscale with a disposable income. Majority of DVR playback occurs with Broadcast programming with 10% of Primetime viewing among A18-49 being seen via DVR playback. |
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| 06/2007 | • | Cable Seizes Primetime Share In 06/07
Season after season, Ad-Supported Cable continues to garner a larger share of total TV viewing – 54.1% in 06/07 while Broadcast erodes. This season, Cable captured Adults 18-34 while Broadcast experienced double digit losses. |
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| 03/2007 | • | Time-Shifted Viewing
DVR homes tend to be younger, more upscale with disposable income. Majority of time-shifted viewing occurs within twenty-four hours with Broadcast programming being time-shifted more frequently. |
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| 03/2007 | • | Wired Cable Gains Momentum With “Triple-Play”!
ADS penetration growth has begun to slow with Cable’s fierce marketing of it’s “Triple Play” - high-speed Internet, television and telephone service. Ad-Supported Cable’s top notch programming continues to drive viewership throughout the day. |
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| 02/2007 | • | Ad-Supported Cable Milestones
With cable networks continuous investment into its programming, its no surprise that records continue to be shattered in both Primetime and Total Day. December 2006 set a record high delivery to date during Total Day. |
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| 02/2007 | • | Colts Reign Over Bears (Super Bowl XLI)
The Indianapolis Colts' 29-17 waterlogged victory Sunday in Super Bowl XLI against the Chicago Bears. Super Bowl XLI captured 64% of total household viewing – highest HH share in the past five years. The game held the attention of females of all ages, especially the younger bracket while young men tuned out. |
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| 01/2007 | • | Ad-Supported Cable Seizes Primetime Viewers (4Q06 Review)
Cable continued to widen its gap with Broadcast this past quarter – generating a 13 share point gap. Cable’s edgy programming continues to attract viewers as they spend an average of 1.2 Hours/Week more with Cable v. Broadcast. |
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