Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
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
4© 2020 Active International. Proprietary & Confidential
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
Source: Nielsen National TV Ratings
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
5© 2020 Active International. Proprietary & Confidential
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
Source: Nielsen National TV Ratings
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
NETWORK GENRE PERFORMANCE
6© 2020 Active International. Proprietary & Confidential
Lifestyle networks, continue to be a bright spot in terms of increased viewership, as both Lifestyle and Entertainment stay relatively consistent.
Source: Nielsen National TV Ratings
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
NETWORK GENRE PERFORMANCE
7© 2020 Active International. Proprietary & Confidential
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
Source: Nielsen National TV Ratings
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
8© 2020 Active International. Proprietary & Confidential
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
Source: Nielsen National TV Ratings
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
9© 2020 Active International. Proprietary & Confidential
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%
Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19
NFL Network reach +86% above Week 12 Viewership in Week 17
with the NFL Draft
DEMO REVIEW: GENDER (AGE 25-54)
10© 2020 Active International. Proprietary & Confidential
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)
Source: Nielsen National TV Ratings
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
11© 2020 Active International. Proprietary & Confidential
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)
Source: Nielsen National TV Ratings
- 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
12© 2020 Active International. Proprietary & Confidential
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
Source: Nielsen National TV Ratings
-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
14© 2020 Active International. Proprietary & Confidential
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%
Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18
Travel, Vacation & Tourism is not represented
TOP ADVERTISERS CATEGORIES WITH HIGHEST WOW INCREASE
15© 2020 Active International. Proprietary & Confidential
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
16© 2020 Active International. Proprietary & Confidential
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
17© 2020 Active International. Proprietary & Confidential
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
18© 2020 Active International. Proprietary & Confidential
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
19© 2020 Active International. Proprietary & Confidential
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%