PTPA Research PTPA Research UpdateUpdate
November 2009November 2009PBS ResearchPBS Research
Beth WalshBeth Walsh
Bill MerkelBill Merkel
Prime Time AveragePrime Time Average
'04-05
'05-06
'06-07
'07-08
'08-09
1-YearChan
ge
5-YearChan
ge
Public TV Stations 1.7 1.5 1.4 1.2 1.1 -8% -35%
ABC Affiliates 5.9 5.9 5.2 4.8 4.4 -8% -25%
NBC Affiliates 5.9 5.8 5.0 5.1 4.1 -20% -31%
CBS Affiliates 7.3 7.1 6.5 5.4 5.7 +6% -22%
FOX Affiliates 4.9 5.0 4.9 4.8 4.1 -15% -16%
Other broadcast nets (3)* -- -- 2.8 2.6 2.4 -8% --
Spanish networks (4)** -- 2.9 2.8 2.7 2.8 +4% --
Basic cable 32.9 33.5 33.3 34.1 34.9 +2% +6%
Pay cable 3.1 2.8 2.6 2.5 2.6 +4% -16%
HUT 60.1 60.1 58.6 58.5 57.6 -2% -4%
Dates: NTI-defined. ’08-09 season is 9/22/08 to 9/20/09.Source: Nielsen Television Index. *The CW, MyNetworkTV, and ion. **Univision, Telemundo, AztecaAmerica, Telefutura.
National ParksNational ParksOvernights and National Overnights and National
RatingsRatings
0.0
1.0
2.0
3.0
4.0
5.0
6.0
#101 #102 #103 #104 #105 #106
Overnights, 8:00+10:00 National, 7-day tracking
Source: NSI metered-market program averages and national program ratings from NPower.
National Parks National Parks Demo Demo ProfileProfile
0.6 0.70.8 1.01.3 1.4
2.12.4
4.85.1
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Women Men
18-34 18-49 25-54 35-64 55+
Source: NPower, average across six episodes of National Parks.
National ParksNational Parks 101 101Live + 7 Minute by Minute AA%Live + 7 Minute by Minute AA%
Premiere Sunday 9/27/09Premiere Sunday 9/27/09
0.0
1.0
2.0
3.0
4.0
5.0
6.0
0 15 30 45 60 75 90 105 120
Minute of Program
HH
AA
%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bui
ldup
Rea
ch %
HH AA%Pgm Avg AA%Buildup Reach %
Source: Nielsen NPower
National ParksNational Parks 101-106 101-106Live + 7 Minute by Minute HH AA%Live + 7 Minute by Minute HH AA%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
0 15 30 45 60 75 90 105 120 135 150Minute of Program
HH
AA%
101102103104105106
Source: Nielsen NPower
Note 10:10p
m
National ParksNational Parks 101 101Live + 7 Minute by Minute AA%Live + 7 Minute by Minute AA%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
0 15 30 45 60 75 90 105 120Minute of Program
AA%
P18-34 P25-54 P35-64
Source: Nielsen NPower
HH Duplication MatrixHH Duplication Matrix On average, 42% of any night’s households came back the On average, 42% of any night’s households came back the
following night for more following night for more National Parks.National Parks. Roughly half of any night’s viewers had watched some Roughly half of any night’s viewers had watched some
National ParksNational Parks the previous night the previous night
National Parks Web National Parks Web MetricsMetrics
325,162 162 Unique Visitors325,162 162 Unique Visitors 455,234 Visits455,234 Visits 1,477,798 Pageviews1,477,798 Pageviews 222,231 Pageviews to Video Portal222,231 Pageviews to Video Portal 125,294 Video Streams125,294 Video Streams Time spent viewing online = almost Time spent viewing online = almost
one hourone hour
Latin Music USA Latin Music USA and and Fiesta Fiesta LatinaLatina
Telecast PerformanceTelecast Performance
DateDate TelecastTelecast HH AA%HH AA% D% vs D% vs PrimePrime11
10/12 10/12 LMUS Episodes 101/102 StackedLMUS Episodes 101/102 Stacked 1.01.022 -17%-17%
10/1510/15 IPWH: Fiesta LatinaIPWH: Fiesta Latina 1.41.433
+17%+17%
10/1910/19 LMUS Episodes 103/104 StackedLMUS Episodes 103/104 Stacked 0.80.833 -33%-33%
Source: 1PBS Overnights/Box Score Report (October 2009 Prime Avg was 1.2 HH AA%) 2Nielsen Pocketpiece data (national) 3PBS Overnights Data (53 major metered markets)
Latin Music Programming Hit the Latin Music Programming Hit the TargetTarget
Compared to other Prime programs, including icons and specials, HOH-Compared to other Prime programs, including icons and specials, HOH-Hispanic homes tend to watch significantly less PBS than their non-Hispanic Hispanic homes tend to watch significantly less PBS than their non-Hispanic counterparts. counterparts.
With With Latin Music USALatin Music USA and and In Performance at the White House: Fiesta LatinaIn Performance at the White House: Fiesta Latina, , ratings for Hispanic households were actually higher than for non-Hispanic ratings for Hispanic households were actually higher than for non-Hispanic ones.ones.
Sept/ Oct Prime PBS Program Ratings
1.8
1.2 1.2 1.10.9
0.70.4 0.3 0.3 0.2
1.00.8
1.7
5.6
4.1
1.4
0.5
1.0
2.0
1.2
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Latin MusicUsa
InPerformance:Fiesta Latina
Nature National Parks101
AntiquesRoadshow
Frontline IndependentLens
Inventing LA Masterpiece NOVA
HH
AA%
HOH HispanicHOH Non-Hispanic
+80%
+50%
Source: Nielsen NPower
Hispanic Viewing to PBS Hispanic Viewing to PBS IncreasedIncreased
HOH Designation Sep 27 - Oct 11 Oct 12 - Oct 25 %D
Hispanic 4.8 7.2 +51.1%
Non-Hispanic 95.2 92.8 -2.6%
Total 100.0 100.0
% of PBS Primetime Tuning by Group
• Prior to the October 12th premiere of Latin Music USA, less than 5% of PBS’ primetime audience had Hispanic-identified heads of households.
• During the two week run (Live + 7) of Latin music programming (including Fiesta Latina), Hispanic household viewing increased by over 50%, and comprised 7.2% of PBS’ primetime viewers.
Source: Nielsen NPower – includes only measurable programs from Sept 27 to Oct 25
Latin Music USA Latin Music USA PremierePremiere
Live + 7 Minute by Minute AA%Live + 7 Minute by Minute AA%
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
0 15 30 45 60 75 90 105 120
HH
AA
%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cum
ulat
ive Rea
ch
HH AA%
Cume Build
Source: Nielsen NPower
Latin Music USA Latin Music USA PremierePremiere
Hispanic Households OnlyHispanic Households OnlyLive + 7 Minute by Minute AA%Live + 7 Minute by Minute AA%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
0 15 30 45 60 75 90 105 120
AA
%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cum
ulat
ive Rea
ch
AA%
% Reach
Source: Nielsen NPower
Latin Music USA Latin Music USA Grabs Grabs Hispanic HHsHispanic HHs
Source: Nielsen NPower – Live + 7 Day Ratings
Look
ing B
ack:
Carlo
s San
tana
& M
ario
Bauz
a
Only
in Ne
w Yo
rk: M
achit
o &
His A
fro-C
uban
s
Dizz
y Gille
spie
& Ch
ano
Pozo
: Cha
mpio
ns o
f Lat
in Ja
zz
The
Mam
bo C
raze
: Tito
Pue
nte
& Ti
to R
odrig
uez
Mam
bonic
ks: T
he P
allad
ium &
its D
ance
rs
I Lov
e Lu
cy &
Lat
in M
usic
Acro
ss th
e US
The
Secr
et L
atin
Soun
ds o
f Roc
k & R
oll
Bill G
raha
m &
the
Evolu
tion
of th
e Sa
ntan
a Bl
ues B
and
A Su
pers
tar i
s Bor
n: C
arlos
San
tana
at W
oods
tock
The
Birth
of B
ooga
loo
Willi
e Co
lón, H
ecto
r Lav
oe &
Fan
ia Re
cord
s
Nuyo
rican
Iden
tity, N
ew L
atin
Soun
ds
Salsa
: Fro
m th
e Ch
eeta
h Cl
ub to
the
Latin
Sou
nd o
f the
70s
Our L
atin
Thing
& th
e Fa
nia A
ll-Sta
rs
Yank
ee S
tadiu
m, C
elia
Cruz
, and
Sals
a th
e M
ovie
Salsa
's In
tern
ation
al Su
cces
s
Politi
cs, S
ociet
y & S
alsa:
Rub
én B
lades
& W
illie
Colón
The
Decli
ne o
f Fan
ia Re
cord
s0.0
0.5
1.0
1.5
2.0
2.5
3.0
0 15 30 45 60 75 90 105 120
AA
%
Hispanic HHs Non-Hispanic HHs
• Comparing the progressive viewing of Hispanic and non-Hispanic households shows a divergence at about minute 36, which introduced content about the integration of Latin music and culture into mainstream America.
• By the end of the program, Hispanic household ratings were more than double those of non-Hispanic households.
LMUSALMUSA Web Site Traffic Web Site Traffic Site traffic and visitors peaked the day after the premiere telecast, and Site traffic and visitors peaked the day after the premiere telecast, and
again rose significantly for two days after the second episodes aired.again rose significantly for two days after the second episodes aired.
10,507
0
2,000
4,000
6,000
8,000
10,000
12,000
10/ 410/ 5
10/ 610/ 7
10/ 810/ 9
10/ 1010/ 11
10/ 1210/ 13
10/ 1410/ 15
10/ 1610/ 17
10/ 1810/ 19
10/ 2010/ 21
10/ 2210/ 23
10/ 2410/ 25
10/ 2610/ 27
10/ 2810/ 29
10/ 3010/ 31
Vis
its/
Vis
itor
s
VisitsUnique Visitors
10/ 12LMUSA
Ep 101/ 102
10/ 19LMUSA
Ep 103/ 104
10/ 15IPWH Fiesta
Source: Google Analytics, Oct 4 – Oct 31, 2009
LMUSALMUSA Web Site Traffic Web Site Traffic
google / organic, 19.4%
facebook / ad, 13.3%
facebook.com / referral, 4.8%
Other, 16.3%
(direct) / (none), 39.8%bing / organic, 1.4%
yahoo / organic, 2.9%
facebook / fanpage, 0.6%
addicted2salsa.com / referral, 0.5%
pbs.org / referral, 0.5%
kcet.org / referral, 0.5%
Source: Google Analytics, Oct 4 – Oct 31, 2009
IPWH Fiesta LatinaIPWH Fiesta Latina Web Site Web Site TrafficTraffic
Site traffic and visitors peaked the day after the premiere telecast, and Site traffic and visitors peaked the day after the premiere telecast, and
again rose significantly for two days after the second episodes aired.again rose significantly for two days after the second episodes aired.
13,118
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
10/ 410/ 5
10/ 610/ 7
10/ 810/ 9
10/ 1010/ 11
10/ 1210/ 13
10/ 1410/ 15
10/ 1610/ 17
10/ 1810/ 19
10/ 2010/ 21
10/ 2210/ 23
10/ 2410/ 25
10/ 2610/ 27
10/ 2810/ 29
10/ 3010/ 31
Vis
its/
Vis
itor
s
VisitsUnique Visitors
10/ 12LMUSA
Ep 101/ 102
10/ 19LMUSA
Ep 103/ 104
10/ 15IPWH Fiesta Latina
Source: Google Analytics, Oct 4 – Oct 31, 2009
IPWH Fiesta LatinaIPWH Fiesta Latina Web Site Web Site TrafficTraffic
facebook / ad, 22.1%
google / organic, 15.0%
twitter / pbs engage, 6.0%
other, 15.6%
voices.washingtonpost.com / referral, 0.6%
prince.org / referral, 0.9%
bing / organic, 1.5%
yahoo / organic, 2.2%
washingtonpost.com / referral, 4.0%
facebook.com / referral, 3.8%
(direct) / (none), 28.2%
Source: Google Analytics, Oct 4 – Oct 31, 2009
KIDS: Age-Specific KIDS: Age-Specific RatingsRatings
6.8 6.5
5.4 5.4 5.04.8 4.6
3.4
5.0
3.64.0
3.6
2.5
4.3
3.1
1.9 1.8
0.8
2.4
1.11.4 1.2
0.5
2.1
1.1
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
DinosaurTrain
Super Why Sesame Street CuriousGeorge
Sid-ScienceKid
Age 2 Age 3 Age 4 Age 5 Age 6
Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.
KIDS: Age-Specific Ratings KIDS: Age-Specific Ratings (Con’t)(Con’t)
5.0
4.1
2.8 2.7
3.43.0 3.1
2.72.8 3.0 2.8 2.8
1.0 0.9
2.0 1.8
0.9 1.0
1.6 1.7
0.4 0.5
1.4 1.5
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Word World Clifford Martha Speaks Arthur
Age 2 Age 3 Age 4 Age 5 Age 6 Age 7
Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.
KIDS: Age-Specific Ratings KIDS: Age-Specific Ratings (Con’t)(Con’t)
1.0
0.6
1.0
1.9
1.5
1.00.9
1.7
1.1
0.7 0.7
2.0
0.6
0.9
0.5
1.11.2 1.1
0.5
1.00.7 0.7
0.4
1.5
0.9 0.8
0.5
2.1
0.0
0.5
1.0
1.5
2.0
2.5
3.0
Word Girl Electric Company Fetch! Cyberchase
Age 2 Age 3 Age 4 Age 5 Age 6 Age 7 Age 8
Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.
KIDS: M-F Daytime Age KIDS: M-F Daytime Age RatingsRatings
4.5
2.52.3
2.1
0.8
4.6
2.32.1
2.4
1.2
3.6
1.9 22.2
1.5
2.4
0.9
1.6
0.81.1
2.1
0.8
1.5
0.6
1.1
2.0
0.6
1.7
0.2
1.11.5
0.6
1.8
0.2
1.3
0.0
1.0
2.0
3.0
4.0
5.0
NICK PBS DSNY Nick Jr TOON
Age 2 Age 3 Age 4 Age 5 Age 6 Age 7 Age 8
Source: Nielsen NPower weeks of Oct 5 and Oct 12, 2009.
3 Screen: Number of Users 3 Screen: Number of Users aged 2+aged 2+
82,297
191,035
15,267
133,962
284,396
0
50,000
100,000
150,000
200,000
250,000
300,000
Live TV DVR TV Internet Use InternetVideo
Phone Video
Use
rs a
ged
2+ (in
000
's)
2Q08 2Q09
Currently more than 284 million people watch TV in a typical month, 191 million use the Internet, and 133 million watch some form of video on the Internet.The growth in DVR users is due to the growth in DVR penetration, currently 30%.
3 Screen: Time Spent 3 Screen: Time Spent Watching VideoWatching Video
141:03
7:1626:15
3:11 3:150:00
24:00
48:00
72:00
96:00
120:00
144:00
168:00
Live TV DVR TV Internet Use InternetVideo
Phone VideoHours
:Min
ute
s per
per
son, p
er m
onth
2Q08 2Q09
The average viewer watches 141 hours of TV a month. Americans who watch video on the Internet consume three hours monthly, almost the same amount of time as spent using mobile video.
3 Screen: Time Spent Watching 3 Screen: Time Spent Watching Video By Age:Video By Age:
Kids and TeensKids and Teens
101:51 101:09
5:26 4:544:4410:22
1:48 2:410:006:30
0:00
14:24
28:48
43:12
57:36
72:00
86:24
100:48
115:12
K2-11 T12-17
Mon
thly
tim
e sp
ent h
h:m
m
Live TV DVR Internet Use Internet Video Mobile Video
Kids 2-11 spend the vast majority of their time watching regular live TV, more than 101 hours a month and teens spend about that same amount watching too. Although teens spend more time than any other demo group watching video on mobile phones, their time spent with mobile compared to regular live TV is quite small.
3 Screen: Time Spent Watching Video 3 Screen: Time Spent Watching Video By Age:By Age:
Adults 55+Adults 55+
178:34197:44
8:05 3:5626:55 21:57
1:56 1:132:10 0:000:00
24:00
48:00
72:00
96:00
120:00
144:00
168:00
192:00
216:00
A55-64 A65+
Mon
thly
tim
e sp
ent h
h:m
m
Live TV DVR Internet Use Internet Video Mobile Video
Adults 55-64 are the second-heaviest users of TV, fourth highest in Internet use, and fourth-highest in time-shifted viewing. Adults 65+ spend the most time with TV at close to 200 hours a month. They also spend 22 hours a month on the Internet, but they are the lowest in time spent with video on the Internet.
Nielsen’s Convergence Nielsen’s Convergence PanelPanel
Simultaneous Use of TV and Simultaneous Use of TV and InternetInternet 57% of persons 2+ watch TV and use 57% of persons 2+ watch TV and use
the Internet simultaneously at least the Internet simultaneously at least once a monthonce a month
Time spent in simultaneous use is Time spent in simultaneous use is about two and a half hours per monthabout two and a half hours per month
3% of total TV time was spent also 3% of total TV time was spent also using the Internetusing the Internet
28% of total Internet time was spent 28% of total Internet time was spent also using TValso using TV
Additional Facts and Additional Facts and TrendsTrends
Online usage is flat since last year, but more Online usage is flat since last year, but more people are viewing people are viewing videovideo online than ever before. online than ever before.
Short-form video (YouTube) still makes up the Short-form video (YouTube) still makes up the majority of online video viewing (83%), while majority of online video viewing (83%), while “name-brand” TV network content comprises the “name-brand” TV network content comprises the majority of mobile video viewing.majority of mobile video viewing.
Time-Shifted TV viewing continues to grow, with Time-Shifted TV viewing continues to grow, with Americans watching one hour more per month of Americans watching one hour more per month of time-shifted TV than they did one year ago (now 7 time-shifted TV than they did one year ago (now 7 hours/mo).hours/mo).
Mobile video users continue to increase in number, Mobile video users continue to increase in number, with more than 15 million Americans reporting with more than 15 million Americans reporting watching mobile video in 2Q09 (up from 9 million one watching mobile video in 2Q09 (up from 9 million one year ago).year ago).
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