Presentation on theme: "Reaching Men 18-34 Through Television and Online."— Presentation transcript:
Reaching Men 18-34 Through Television and Online
Men 18-34 consider TV a better advertising medium 2 Source: Maxim, Man Study conducted by Hall & Partners, as cited in press release, June 18, 2007 Most Effective Media for Advertising to Men according to US Male Consumers, 2007 (% of respondents) Note: ages 18-34
TelevisionTelevision Although Men 18-34 are considered an elusive demographic, they are still watching television in strong numbers.
Men 18-34 Primetime PUTS 4 Source: The Nielsen Company (Galaxy Lightning)
Top 10 Shows by Program Type 5 Source: 2008 MRI Doublebase Data weighted to Population (000) – Base: All RankProgram TypeIndex Men 18-34 1Soccer163 2Basketball Specials - College158 3Basketball Specials - Pro152 4Football Bowl Games - Specials144 5Football – College Weekend141 6Football Specials - Pro136 7Situation Comedies - Prime136 7Hockey136 8Football – Pro Weekend135 9Sports Anthologies - Weekend133 10Late Night Talk / Variety132
Top 10 Series – Broadcast (Excluding Sports) 6 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker RankProgramNetworkStart DateTLC*M1834 US AA% Live+SD 1Family GuyFOX9/28/08265.9 2Amer. Idol-TuesdayFOX1/13/09175.8 3Amer. Idol-WednesdayFOX1/14/09195.8 4The OfficeNBC9/25/08295.4 5HeroesNBC9/22/08254.9 6The SimpsonsFOX9/28/08264.5 7HouseFOX9/23/08174.4 8LostABC1/21/09294.4 9American DadFOX9/28/08254.3 10Tie: 30 RockNBC10/30/08253.9 10Tie: 24FOX1/11/09253.9 *at least 7 telecasts
Top 10 Series – Cable (Excluding Sports) 7 RankProgramNetworkStart DateTLC*M1834 US AA% Live+SD 1Burn NoticeUSA1/22/0972.4 2Nip TuckFX1/6/0981.9 3Sons of AnarchyFX9/24/08101.9 4Always Sunny in PhiladelphiaFX9/25/08111.7 5Important ThingsCMD2/11/09171.5 6The OfficeTBSC9/23/08611.5 7Family GuyADSM9/28/08291.4 8American DadADSM9/28/08141.4 9PsychUSA11/28/0881.3 10Family GuyTBSC9/22/083401.3 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker *at least 7 telecasts
Sports Programming 8 Sports programming defies the trend of time- shifting. Because of fragmentation and whats going on with technology, there are few TV genres that are TiVo-deflective and can accumulate a live audience like sports. Ed Erhardt, President of ESPN and ABC Sports Consumer Marketing and Sales
National Football League 9 The NFL is a dominate player when it comes to reaching Men 18-34!
Top 10 NFL Events (Excluding Pre & Post) 10 RankProgramNetworkDate M1834 US AA% Live+SD 1Super Bowl XLIIINBC2/1/0937.9 2NFC ChampionshipFOX1/18/0916.1 3AFC ChampionshipCBS1/18/0915.2 4NFC Divisional PlayoffFOX1/11/0912.7 5AFC Divisional PlayoffCBS1/11/0912.4 6NFC WildcardFOX1/4/0911.6 7NFL Playoff Game 2NBC1/3/0910.8 8AFC Divisional PlayoffCBS1/10/099.7 9NFC Divisional PlayoffFOX1/10/099.7 10AFC WildcardCBS1/4/099.6 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker
Top 10 NFL Series (Excluding Pre & Post) 11 *Sports Network – Games are syndicated to local broadcast in playing teams markets in addition to airing on ESPN RankProgramNetwork(Start) Date M1834 US AA% Live+SD 1NFL Sunday - NationalFOX9/28/059.4 2NFL NationalCBS10/5/088.6 3Sunday Night FootballNBC9/28/087.2 4NFL Sunday - SingleFOX10/5/086.9 5NFL Regular SeasonESPN SN*9/22/086.1 6NFL - SingleCBS9/28/086.0 7NFL Regular SeasonESPN9/22/085.9 8NFL Sunday - RegionalFOX9/28/085.7 9NFL - RegionalCBS10/5/084.8 10NFL Regular Season SatNFLN12/20/082.4 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker
Top 10 non-NFL Events 12 RankProgramNetworkDate M1834 US AA% Live+SD 1BCS National Champ.FOX1/8/0911.0 2Fiesta BowlFOX1/5/097.1 3Rose BowlABC1/1/097.0 4World Series Gm. 5 (Concl.)FOX10/29/086.8 5NCAA Basketball Champ.CBS4/6/096.8 6World Series Gm. 4FOX10/26/085.7 7NBA Playoffs-Conf. FinalsESPN5/19/095.7 8SEC ChampionshipCBS12/6/085.6 9NCAA Basketball Champ. Sa-2CBS4/4/095.3 10World Series Gm. 1FOX10/22/085.2 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker
US Male Internet Users 14 Source: August 2007, eMarketer eMarketer estimates that M18-34 comprise 27% of the total Male online population, and the percentage is growing. US Male Internet Users, by Age, 2006 & 2011 (thousands and % of total) 18-24 20069,37910.9% 201110,78611.2% 25-34 200613,74516.0% 201115,80716.9%
Other News In general, Men 18-34 view more Web pages each month than women their same age. Men 18-34 also view 63% more individual video streams than women their age. Male mobile subscribers ages 18-34 are three times as likely as average mobile subscribers to watch video on their phones, and twice as likely as average mobile users to access the mobile Web. 15 Source: 10/21/08 Tracking Young Male Consumers Media Habits (Nielsen Wire)
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