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Reaching Men 18-34 Through Television and Online.

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Presentation on theme: "Reaching Men 18-34 Through Television and Online."— Presentation transcript:

1 Reaching Men Through Television and Online

2 Men 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

3 TelevisionTelevision Although Men are considered an elusive demographic, they are still watching television in strong numbers.

4 Men Primetime PUTS 4 Source: The Nielsen Company (Galaxy Lightning)

5 Top 10 Shows by Program Type 5 Source: 2008 MRI Doublebase Data weighted to Population (000) – Base: All RankProgram TypeIndex Men Soccer163 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

6 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/ Amer. Idol-TuesdayFOX1/13/ Amer. Idol-WednesdayFOX1/14/ The OfficeNBC9/25/ HeroesNBC9/22/ The SimpsonsFOX9/28/ HouseFOX9/23/ LostABC1/21/ American DadFOX9/28/ Tie: 30 RockNBC10/30/ Tie: 24FOX1/11/ *at least 7 telecasts

7 Top 10 Series – Cable (Excluding Sports) 7 RankProgramNetworkStart DateTLC*M1834 US AA% Live+SD 1Burn NoticeUSA1/22/ Nip TuckFX1/6/ Sons of AnarchyFX9/24/ Always Sunny in PhiladelphiaFX9/25/ Important ThingsCMD2/11/ The OfficeTBSC9/23/ Family GuyADSM9/28/ American DadADSM9/28/ PsychUSA11/28/ Family GuyTBSC9/22/ Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker *at least 7 telecasts

8 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

9 National Football League 9 The NFL is a dominate player when it comes to reaching Men 18-34!

10 Top 10 NFL Events (Excluding Pre & Post) 10 RankProgramNetworkDate M1834 US AA% Live+SD 1Super Bowl XLIIINBC2/1/ NFC ChampionshipFOX1/18/ AFC ChampionshipCBS1/18/ NFC Divisional PlayoffFOX1/11/ AFC Divisional PlayoffCBS1/11/ NFC WildcardFOX1/4/ NFL Playoff Game 2NBC1/3/ AFC Divisional PlayoffCBS1/10/ NFC Divisional PlayoffFOX1/10/ AFC WildcardCBS1/4/099.6 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker

11 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/ NFL NationalCBS10/5/ Sunday Night FootballNBC9/28/ NFL Sunday - SingleFOX10/5/ NFL Regular SeasonESPN SN*9/22/ NFL - SingleCBS9/28/ NFL Regular SeasonESPN9/22/ NFL Sunday - RegionalFOX9/28/ NFL - RegionalCBS10/5/ NFL Regular Season SatNFLN12/20/082.4 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker

12 Top 10 non-NFL Events 12 RankProgramNetworkDate M1834 US AA% Live+SD 1BCS National Champ.FOX1/8/ Fiesta BowlFOX1/5/ Rose BowlABC1/1/ World Series Gm. 5 (Concl.)FOX10/29/ NCAA Basketball Champ.CBS4/6/ World Series Gm. 4FOX10/26/ NBA Playoffs-Conf. FinalsESPN5/19/ SEC ChampionshipCBS12/6/ NCAA Basketball Champ. Sa-2CBS4/4/ World Series Gm. 1FOX10/22/085.2 Source: The Nielsen Company (Galaxy Lightning) Ranked by Rating, 000s used as tiebreaker

13 MultiplatformMultiplatform

14 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) , % , % , % , %

15 Other News In general, Men view more Web pages each month than women their same age. Men also view 63% more individual video streams than women their age. Male mobile subscribers ages 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)

16 Thank You!


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