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Over-the-Air Strategies 2007-2009 PBS Showcase 2007 Dennis Haarsager KWSU/KTNW.

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Presentation on theme: "Over-the-Air Strategies 2007-2009 PBS Showcase 2007 Dennis Haarsager KWSU/KTNW."— Presentation transcript:

1 Over-the-Air Strategies 2007-2009 PBS Showcase 2007 Dennis Haarsager KWSU/KTNW

2 Over-the-Air Strategies Competition for viewer attention increases with cable and DBS growth Consumers are buying HD-capable monitors and receivers OTA is still important in many markets and PTV memberships are disproportionately impacted Dual OTA strategies

3 # Chs Avail In Avg US HH Year # of Chanls Available # of Chanls Viewed % of Avail Channels Viewed 2006104.215.715.1% 200596.415.416.0% 200492.615.016.2% 200061.413.622.1% 199541.110.124.6% 199033.2n/a 198518.8n/a Source: Nielsen Media Research, National People Meter Sample

4 HH mins/channel viewed down 26% from 95 to 05 Source: Nielsen Media Res.

5 Over-the-Air Strategies Competition for viewer attention increases with cable and DBS growth Consumers are buying HD-capable monitors and receivers OTA is still important in many markets and PTV memberships are disproportionately impacted Dual OTA strategies

6 Think Higher Definition With a proper antenna, even SD provides a noticeably better viewing experience than analog (perfect picture) On the cheap new DTV SD receivers, HD programming stands out Most broadcasters will provide more bits and better encoding for SD and HD than will cable and satellite

7 CEA HD Estimates 28% of HH have HD sets 35 million sets More than half are 40+ Paid an average $1,347 per set Receive using: –Cable, 40% STB, 18% no STB –Satellite, 30% –Antenna, 10% –Internet, fiber optic, 4% each Source: CEA survey of 2,090 adults in December 2006

8 Over-the-Air Strategies Competition for viewer attention increases with cable and DBS growth Consumers are buying HD-capable monitors and receivers OTA is still important in many markets and PTV memberships are disproportionately impacted Dual OTA strategies

9 OTA Produces Members CPB-commissioned data show that OTA is disproportionately used by PTV members Averaging three OTA estimates (Nielsen, Home Tech, Centris), an educated guess is the OTA member % is about 50% higher than your markets OTA % Among known members: –88% are in the prime Measured & Engaged segment, vs. 20% of all members –70% turn to PBS first vs. 54% of all members

10 Top PTV OTA DMA (%) DMA% OTAOTA HHMbr % Harlingen, et al.37.3122,00057 El Paso31.994,00049 Boise30.372,00046 Fairbanks26.19,00040 Duluth-Superior24.943,00038 Salt Lake City24.0201,00037 Fresno-Visalia23.9133,00036 Minneapolis-St Paul23.3391,00036 South Bend-Elkhart23.378,00036 Source: Nielsen Media Research

11 Top PTV OTA DMA (HH) DMAOTA %OTA HHMbr % Los Angeles19.71,105,00030 Chicago17.9618,00027 Dallas-Ft Worth20.3483,00031 New York6.1449,0009 Houston22.6448,00035 Minneapolis-St Paul23.3391,00036 San Fran-Oakland-SJ11.2267,00017 Phoenix15.4266,00024 Portland, OR21.2237,00032 St Louis19.1235,00029 Source: Nielsen Media Research

12 Over-the-Air Strategies Competition for viewer attention increases with cable and DBS growth Consumers are buying HD-capable monitors and receivers OTA is still important in many markets and PTV memberships are disproportionately impacted Dual OTA strategies

13 Dual OTA Strategies Starting now, push free Higher Definition and enhanced resolution analog reception to your viewers Conform your digital channel to commercial practice in your market. Align your dot-one DTV channel with your analog channel. For members, consider active conversion help Beginning with wide availability of coupons and coupon-eligible STBs, push analog converters

14 DMA OTA Estimates (Nielsen) http://technology360.typepad.com/OTA_HH_by_ DMA.pdfhttp://technology360.typepad.com/OTA_HH_by_ DMA.pdf or www.technology360.com and click OTA TVHH by DMA under Fileswww.technology360.com


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