Craig Reed, TRAC Media Services Fall PTPA Meeting, November 2009 Who Needs Ratings – You…

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Presentation transcript:

Craig Reed, TRAC Media Services Fall PTPA Meeting, November 2009 Who Needs Ratings – You…

Multicast Questions Audience size? Provide enough service? Cannibalize primary channel? What do top programs look like? Daypart performance? Similar or different demographic position?

WTTW: Ahead of 2008 October Prime Time GRPs

Milwaukee PTV: Not quite there October Prime Time GRPs

Vegas PBS: Beyond prior year October Prime Time GRPs

OPB – Not quite to pre-LPMs October Prime Time GRPs

Most Appealing Choice Theory Two Steps (Least Objectionable Program – Klein) Viewers first decide to watch TV Then identify most appealing program Viewers check a list of channels (16 per home) When viewing drops… Unlikely that 2nd channel is only appealing choice Likely that competitors offer more appealing choices 2 nd channel takes most viewers from competitors

Top 10 WTTW Prime: History, Nature, Science

Top 10 Mil PTV World: Mostly History

Top 10 Mil PTV Create: Cooking

Top 10 Vegas PBS Create: Travel

Top 10 OPB HD: NPS plus local

Top 10 OPB Plus: Travel & Cooking

Why kids was invented… WTTW & WTTW Prime Daypart Distribution

Why kids was invented… Milwaukee Prime Daypart Distribution

Prime Time Age/Gender Gap Analysis OPB Plus OPB HD % Women % Age 50+ Younger MenYounger Women Older Men Older Women

Summary Multicast audiences small but expected to grow No signs of unintended cannibalization Top Shows History and Travel popping Cooking on the list M-F Daytime has real estate but no viewers Strips? Viewers showing up on weekends and evenings Differentiation/different positioning is happening