4 -1%+14%-5% -4% -3% 2009-10 = Sep 21 2009 – Sep 19 2010 M-Su 8-11pm, P25-54 L+SD, time period averages Most broadcast nets saw small shifts in ’ 09-10. PBS regained +14% to match its ’ 07-08 prime rating (0.42). NBC is buoyed by Winter Olympics (1Q 10), Summer Olympics (3Q 08), primetime NFL (4Q). industry ’09-10 +2% -2%
5 +1%-7%-18% +2% -5% M-Su 8-11pm, P25-54 L+SD, time period averages * same 6-week period each year Entering the new season NBC had the most to regain, following a 36% loss for the Leno 10p hour in fall 2009. CBS is top-rated in the new season to- date. FOX 2010 post- season MLB drives the decline vs same period prior year. ALCS -15% World Series -29% new season Sep 20-Oct 31 2010 +5% -2%
7 new season Sep 20–Oct 31 2010 Of 22 new series, only three appear in the top 25 ranking after six weeks. All air on CBS. Of the sophomore series, FOX ’ s Glee, CBS ’ s NCIS LA, and CBS ’ s Undercover Boss each returned to the top 25. Five new series are cancelled: FOX Lone Star ABC My Generation NBC Outlaw ABC The Whole Truth NBC Undercovers M-Su 8-11pm, P25-54 L+SD, specials excluded.
12 Ranking includes only 3+ telecasts, specials excluded, ranked by rating point gain of L+7D rating vs live rating cable dvr 3Q 10 11 cable programs gained ~1 rating point or more via time- shifted viewing LIFE’s Project Runway, AMC’s Madmen and FX’s Rescue Me doubled its live P25-54 rating in the live+7 metric HIST’s Mon 10p Pawn Stars hour falls outside the top 25, gaining 0.50 rating point (25% lift) on its 1.93 live rating.
13 Specials excluded, ranked by rating point gain of L+7D rating vs live rating This table ranks L+7 lift vs live P25-54 by rating point gain. Of the new fall series, CBS’s Hawaii 5-0 shows greatest L+7 lift, followed by NBC’s The Event. 9 of the most time-shifted series air on Thursdays. new season dvr b’cast 4 weeks only! Sep 20-Oct 17
15 Prime Household Rankings (Jan thru Oct 27 for selected cable/broadcast nets) Despite Y-O-Y slippage, the “Big Four” excel in household ratings Fox News is only Cable web to surpass PTV bucket More mature cable nets form the leading tier followed by later-launched niche services
16 Who’s the Target? Median Prime Time age for selected cable/broadcast nets, YTD 2010 The trades focus on 18-49s or 25-54 adults because that’s what Madison Ave is buying. Should that make it PTV’s audience too? PTV ranks: #12 for P18-34 #10 for P35-54 #6 for P55+ Where should PTV focus, especially as the U.S. population shifts to the right (age-wise)?