TV VIEWERSHIP REVIEW · In Week 19, viewership again stabilized to a “new normal” as it had in...

ACHIEVE MORESM

TV VIEWERSHIPREVIEW:

MEDIA WEEK 19: MAY 4TH – MAY 10TH

May 18, 20201

2

TV VIEWERSHIP DEEP DIVE

WEEKLY VIEWERSHIP TRENDS

3© 2020 Active International. Proprietary & Confidential

In Week 19, viewership again stabilized to a “new normal” as it had in Week 15, though now at a rate slightly below that of 2019.

Estimated Total Weekly Impressions (in millions)Total Broadcast Week, Total Audience

Source: Nielsen National TV Ratings

60%

70%

80%

90%

100%

110%

Week 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8Week 9 Week10

Week11

Week12

Week13

Week14

Week15

Week16

Week17

Week18

Week19

0

5,000

10,000

15,000

20,000

25,000 2020 Total Impressions% of 2019 Total Impressions

DAILY VIEWERSHIP TRENDS


Sunday of Week 19 saw major growth in viewership over previous weeks with the largest gains in audience coming from ESPN, with the penultimate episodes of The Last Dance, TLC, who aired their new

show Find Love Live, and TNT, who ran The Dark Knight in their Sunday Primetime spot .

Estimated Total Daily Impressions (in millions)Total Day, Total Audience


0%

20%

40%

60%

80%

100%

120%

0

500

1,000

1,500

2,000

2,500

3,000

3,5002020 Total Impressions% of 2019 Total Impressions

NETWORK GENRE PERFORMANCE


After weeks of decline in viewership, Cable News seems to have slowed the trend this week. Broadcast networks have remained consistent, with only a directional downward trend for over

the last few weeks, but this week slowed that trend as well.

Broadcast NetworksABC, CBS, FOX, NBC


News NetworksBBC America; CNBC; CNN; FOX Businesses; FOX

News; Headline News; MSNBC; Weather

Average Weekly Broadcast ImpressionsTotal Broadcast Week, Average Audience

Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience

0M

500M

1,000M

1,500M

2,000M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020

0M

200M

400M

600M

800M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020



Lifestyle networks, continue to be a bright spot in terms of increased viewership, as both Lifestyle and Entertainment stay relatively consistent.


Average Weekly Entertainment ImpressionsTotal Broadcast Week, Average Audience

Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience

Entertainment NetworksA&E; Adult Swim; American Heroes; AXS; BET; BET Her; BOUNCE; CARTOON;

CCDXD; CMT; COM; COMEDY.TV; COMET; COZI; CWN; DISCOVERY Networks; E!; EL REY; ESCAPE; FX; FXX; GAMESHOW; NET; GRIT; HALLMARK DRAMA;

HEROES; HISTORY; ID; IFC TV; INSPIRATION; LAFF; METV; MOTOR; MTV; MTV2; NATGEO Networks; NITE; REELZ; SAMC; SMITH; SYFY; TBS; TLC; TNT; TRAVEL;

TRU TV; TV LAND; UP; USA; VH1; VICE; WE; WGNA

Lifestyle NetworksANIMPL; BRAVO; COOK; DESITNATION AMERICA; DIY; FOOD NETWORK; FYI;

GREAT AMER COUNTRY; HGTV; ION; LIFETIME; LOGO; MY DESTINATION; OVATN; OWN; OXYGN; POP; RFDTV;

0M

50M

100M

150M

200M

250M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020

0M

50M

100M

150M

200M

250M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020



Despite ESPN’s success with The Last Dance, the sports networks are still struggling to reach even half as many impressions as in 2019. Kids & Family saw a viewership boost that came

mainly from Hallmark, Freeform, Disney Jr., and Nick Jr..

Hispanic NetworksAZTECA; ESTR; GALA; NBC UNI; TELEMUNDO;

UNIMAS; UNIVISION

Kids & Family NetworksBABYFIRST; BOOMERANG; DISNEY; DISNEY JR; FAMILY

ENTERTAINMENT; FREEFORM; HALLMARK; NICK; NICK JR; NICKTOON; TEEN NICK; UNI KIDS

Sports NetworksBEIN; BEIN HISP; ESPNL ESPN DEP; ESPN2; FOX

SPORTS 1; FOX SPORTS 2; GOLF; MLBTV; NBATV; NBC SPORTS; NFL NETWORK;TENNIS

Ave Weekly Kids & Family ImpsTotal Broadcast Week, Average Audience

Ave Weekly Hispanic ImpsTotal Broadcast Week, Average Audience

Ave Weekly Sports ImpsTotal Broadcast Week, Average Audience


0M

50M

100M

150M

200M

250M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020

115M120M125M130M135M140M145M150M155M160M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020

0M

50M

100M

150M

W12 W13 W14 W15 W16 W17 W18 W19

2019 2020

CHANNELS WITH THE MOST INCREASED VIEWERSHIP


Great American Country has gained nearly 70% more viewership in the last 2 months. Their programming strategy of full day marathons of their most popular non-scripted series has been fulfilling consumers’ desire to relaxed, passive viewing.

Channel

AverageW19 Viewership

(000)Great American Country 77.18

American Heroes 93.64

Showtime 58.25

FX Movies 101.37

DIY 155.84

UP 89.76Destination America 71.61

Smithsonian 77.23Discovery Life Channel 38.65

Comet 60.62

Change in Viewership over Past 2 Months Average Impressions per 15 min, Total Audience


GAC

AMER HEROES

SHOWTIMEFX MOVIES DIYUP DESITNATION

AMERSMITHDLC

COMET

0%

10%

20%

30%

40%

50%

60%

70%

80%

Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19

CHANNELS WITH THE MOST DECREASED VIEWERSHIP


At the start of the COVID-19 crisis in the US, Cable News channels received a large bump in viewership as Americans looked to trusted sources for information. In the 2 months since, viewers have been less interested in national COVID news, as less new information comes out and the responses become more regional.

Change in Viewership over Past 2 Months Average Impression per 15 min., Total Audience

*Some Sport Channels have been removed Source: Nielsen National TV Ratings

Channel

Average Viewership this

week (000)

CNBC 172.49

FOX News 1,662.43

MSNBC 982.06

Comedy Central 189.24

Telemundo 443.9

NFL Network 70.41

FOX Business 125.97

HBO 89.29

CNN 935.72

NBC Sports 39.1

CNBC FOX NEWSMSNBC COMTELE NFL FOX BIZ HBOCNN

NBC SPORTS

-50%

-40%

-30%

-20%

-10%

0%

10%

20%


NFL Network reach +86% above Week 12 Viewership in Week 17

with the NFL Draft

DEMO REVIEW: GENDER (AGE 25-54)


After a dip in viewership across all 25-54 year-olds in Week 18, viewership stabilized for both men and women during Week 19. The gap between female and male Spanish-Language viewers continues to widen, as females continue to increase over 2019 and males fall behind.

Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience Age 25-54

Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience Age 25-54

(+/- % YOY Difference)


0

2,500

5,000

7,500

Week12

Week13

Week14

Week15

Week16

Week17

Week18

Week19

Female 2019 Female 2020Male 2019 Male 2020

-0%

+9% +29% -2% -6% -16% +7%-56%

-3%

-8%+30%

+12% -16% -12% +11% -57%

0

100

200

300

400

Female Male

DEMO REVIEW: AGE


After weeks of 18-35 year-olds having the most year-over-year growth in Cable News viewership, this switched in Week 19. They still watch at above 2019 rates but less than they did earlier this year.

Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience

Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience

(% YOY Difference)


- 2,000 4,000 6,000 8,000

10,000 12,000 14,000 16,000 18,000 20,000

Week12

Week13

Week14

Week15

Week16

Week17

Week18

Week19

18-34, 2019 18-34, 2020 35-64. 201935-64, 2020 65+, 2019 65+, 2020

-6%+22% -2% -9% -24% -5% -28% -65%

+2%

+33%+4% +11% -1% +19% -6% -55%

+10%

+35%

+34% +9% +9% +20% +17% -59%0

250

500

750

1000

1250

18-34 35-64 65+

DAYPART TRENDS


After Weeks 12-16 lifted the average for 2020 viewership, Week 19 now falls below the 2020 average in every daypart, though Morning and Daytime remain the strongest, relatively.

% Difference from 2020 Daypart AverageTotal Broadcast Week, Average Audience


-20%

-10%

0%

10%

20%

Week 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8Week 9 Week10

Week11

Week12

Week13

Week14

Week15

Week16

Week17

Week18

Week19

Morning Daytime Early Fringe Prime Late Fringe Overnight Weekend

ACHIEVE MORESM13

DR ADVERSTISER TRENDS

ADVERTISER CATERGORIES’ RESPONSES


Education, Electronics & Software, and Home & Garden have continued to keep us spending as consumers look for what comes next, how they’re going to access those opportunities, and where they’ll be.

Distribution of Spending over the Last 8 Weeks, by Category

Source: DR Metrix

Education

Electronics & SoftwareHome & Garden Health &

FitnessComunicationsOnline

ServicesEntertainmentHousewaresDrug & Toiletry Legal

Retail & Restaurant

TransportInsurancePublic Service

Personal CareFinancial

0%

5%

10%

15%

20%

25%


Travel, Vacation & Tourism is not represented

TOP ADVERTISERS CATEGORIES WITH HIGHEST WOW INCREASE


University of Phoenix and WGU have increased their spending to over a million a week, betting on consumers’ career-based anxiety. Similarly, What are the Odds, a self-help/memoir by the owner of My Pillow speaks to people looking for hope in desperate situations.

Education

Spend (000) %WoW

Total $8,916 +38%

Masterclass $1,360 +180%

University of Phoenix $1,145 +252%

WGU $1,076 +10194%

Source: DR Metrix

Legal Services

Spend (000) %WoW

Total $2,670 +31%Opioids ~ Prime Clerk $889 +5410%

Mesothelioma~ MRHFM $315 -12%

Los Defensores $183 -14%

Entertainment

Spend (000) %WoW

Total $2,786 +26%What are the Odds (Book) $813 +135%

Extra Dedications(iHeart Radio) $306 N/A

Food Network Kitchen $306 +11%

TOP ADVERTISERS CATEGORIES WITH WOW INCREASES


As well as being the top entertainment spender. My pillow is spending the most in the Housewares & Appliances category followed by Sleep Number, which nearly doubled spending trying to reach affluent consumers who may be spending more time in bed and/or feeling new aches and pains.

Drug & Toiletry Transportation (Sales & Repair)

Spend (000) %WoW

Total $74,454 +20%

Humira $5,587 -4%

Otezla $4,266 N/A

Dupixent $3,633 -33%

Spend (000) %WoW

Total $6,966 +15%

Carvana.com $2,384 -7%

DriveTime $826 +27%

Shine Armor $643 +8%

Source: DR Metrix

Housewares & Appliances

Spend (000) %WoW

Total $7,438 +22%

My Pillow $1,047 +17%

Sleep Number $901 +86%

Made.in $542 -31%

TOP ADVERTISERS CATEGORIES MOST STABLE WOW


Nutrisystem has been spending big over the last few weeks. This may be because the barriers to entry for a strict meal plan like Nutrisystem, like eating out, are less prevalent in people’s current day-to-day. Disney+ has increased efforts to gain subscribers from the linear TV audience

Miscellaneous

Spend (000) %WoW

Total $30,737 0%

Kay Jewelers $2,128 -18%

Corona $1,695 +20%

Brand Power $1,573 +37%

Source: DR Metrix

Communications

Spend (000) %WoW

Total $17,806 -4%

AT&T $3,953 -1%

Disney+ $1,996 +236%

Peacock $1,593 -1%

Retail, Restaurant & Food Venues

Spend (000) %WoW

Total $28,223 -1%

Domino’s $3,589 -28%

Macy’s $3,171 +137%

Little Caesars Pizza $2,994 -8%

Health & Fitness

Spend (000) %WoW

Total $29,489 +2%

Noom $1,904 +344%

Nutrisystem $1,411 +7%

Warby Parker $1,128 +5%

Public Service

TOP ADVERTISERS CATEGORIES WITH WOW DECREASES


Though most Americans are limited in their movement currently, Apartments.com is still betting that people will be moving residences this summer as the real estate market, especially the lower-income renting market, sees the effects of COVID-19 recession.

Spend (000) %WoW

Total $21,560 -16%United States Census 2020 $3,948 -4%

ASPCA $2,275 -46%

Feeding America $1,973 +39%

Source: DR Metrix

Home & Garden

Spend (000) %WoW

Total $27,262 -11%

Home Depot $4,261 -33%

Apartments.com $1,363 +37%

Ace Hardware $1,351 +20%

Online Service & Shopping

Spend (000) %WoW

Total $11,221 -15%

Amazon $2,265 -8%

Grubhub.com $1,200 -26%

Stamps.com $945 -11%

Insurance

Spend (000) %WoW

Total $47,475 -6%

Progressive $8,749 +2%

Geico $8,689 -5%

Liberty Mutual $5,359 -11%

Beauty, Hygiene & Personal Care

TOP ADVERTISERS CATEGORIES WITH MOST WOW DECREASES


Microsoft Teams and Portal from Facebook have spent over $4MM each in the last week, though this is a drop from the $5.1 and $5.9 they spent the previous week, respectively.Sandals and Beaches together made up over 80% of all DR Travel, Vacation & Hotel spending last week.

Spend (000) %WoW

Total $8,187 -24%Finishing Touch Flawless $1,990 -55%

Proactiv+ $668 +5%

MicroTouch Solo $559 -0%

Source: DR Metrix

Financial

Spend (000) %WoW

Total $15,757 -20%

Experian Boost $1,614 +31%

Rocket Mortgage $1,429 +3%

Discover It $1,026 -31%

Travel, Vacation & Hotel

Spend (000) %WoW

Total $346 -25%

Sandals $193 -31%

Beaches $91 +43%

Low Cost Airlines $32 -27%

Electronics & Software

Spend (000) %WoW

Total $14,060 -20%

Microsoft Teams $4,284 -16%

Portal from Facebook $4,270 -28%

LifeLock with Norton $963 -11%

TV VIEWERSHIP REVIEW · In Week 19, viewership again stabilized to a “new normal” as it had in...

Documents

Transcript of TV VIEWERSHIP REVIEW · In Week 19, viewership again stabilized to a “new normal” as it had in...