ptpa research update november 2009 pbs research beth walsh bill merkel

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PTPA Research PTPA Research Update Update November 2009 November 2009 PBS Research PBS Research Beth Walsh Beth Walsh Bill Merkel Bill Merkel

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Page 1: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

PTPA Research PTPA Research UpdateUpdate

November 2009November 2009PBS ResearchPBS Research

Beth WalshBeth Walsh

Bill MerkelBill Merkel

Page 2: PTPA Research Update November 2009 PBS Research Beth Walsh Bill 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.

Page 3: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 4: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 5: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 6: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 7: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 8: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 9: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 10: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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)

Page 11: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 12: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 13: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 14: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 15: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 16: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 17: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 18: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 19: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 20: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 21: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 22: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 23: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 24: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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%.

Page 25: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 26: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 27: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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.

Page 28: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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

Page 29: PTPA Research Update November 2009 PBS Research Beth Walsh Bill Merkel

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).