Arranging a TV-Show Ad Marriage

March 3, 2011

Arranging a TV Show-Ad Marriage

A television viewer’s attention has never been more fragmented.  Competition from multiple screens and niche networks imposes enormous pressure on programmers and advertisers vying for eyeballs.  Finding an alignment between program and advertiser can enhance not only the ads’ effectiveness but maintain a show’s ethos despite the commercial interruptions.

Along with audience size and demographics, advertisers may consider the relationship a viewer has with a show on a qualitative level as an opportunity to tap into audience emotions and attitudes.

Program Pulse captures audience perceptions based on a number of different characteristics.  We took the defining characteristics of a few popular shows and matched them with brands of similar traits.

Brands and TV Shows Share Similar Values

Fox’s show Fringe scores high for attributes Unique and Intelligent.  Using E-Score Brand, Apple matched well, scoring strongly among all brands in Smart and Unique.

Source: E-Score Brand, Program Pulse Broadcast

ABC’s Extreme Makeover: Home Edition earns high scores in Family Friendly and Optimistic.  The greeting card maker Hallmark followed a similar set of values, being seen as Family Friendly and Inspirational.  The CW’s The Vampire Diaries is strongly seen as being Sexy and Unique.  The clothing line True Religion is a good match scoring near the top among all brands for both Unique and Sexy.

Brands can also use this information to integrate elements of a show into promotions to increase retention and interaction.  So don’t be too surprised the next time you see a vampire slip on a pair of True Religion jeans.

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Posted by E-Poll Market Research

Top Ten Appointment TV Shows

November 24, 2010

Top Ten Shows Viewers Make a Special Effort to Watch

In a highly competitive viewing environment, some shows stand out as “appointment television.”  These are the programs that viewers “make a special effort to watch.”

With the growth of DVR and online viewing, many TV watchers have shifted their viewing paradigm from planning to be in front of the TV when a show airs, to making time to watch a show on their own schedule.

We wanted to compare these two trends and, using Program Pulse Broadcast, we looked at the top broadcast TV programs viewers make a “Special Effort to Watch” for the month of October to see if there is an effect on live viewing of those programs.

Source: Program Pulse Broadcast, minimum threshold of viewers, data based on October fielding

Shows Viewers Make a Special Effort to Watch

Viewers of each show were asked to describe their future viewing intent based on a scale ranging from Make a Special Effort to Watch to Definitely Not.

The Vampire Diaries topped our list with 80% of viewers claiming they Make a Special Effort to Watch -almost 30 points higher than the average for broadcast shows.  Chuck, One Tree Hill, Glee and Castle also earned scores of over 70% Special Effort to Watch.

The shows in our Special Effort to Watch list were also Watched Live at a rate 12 points lower than average (54% vs. 66%).  In turn DVR and Other Media viewing for our list of shows scored higher than average.  Survivor and Glee stood out as exceptions to this pattern, with higher levels of live viewing.

In the minds and hard drives of viewers; making a special effort to watch a show turns out to be less about when to sit on the couch, and more about using the DVR to make sure you don’t miss a show.

Program Pulse has the ability to look beyond ratings into motivations and future viewing intent.

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Posted by E-Poll Market Research

Could Rosie Replace Oprah?

April 16, 2010

Oprah Moves On

The Oprah Winfrey Show is ending after 25 years, throwing the daytime TV market into a tizzy as new and old programs fight for Oprah’s mantle and coveted time slots.  One contender for Oprah’s throne is none other than Rosie O’Donnell.

However, much has changed since O’Donnell’s first daytime talk show, the successful The Rosie O’Donnell Show which ran for six seasons from 1996 to 2002.  On the show, her playful banter with audience and guests earned her the title ”The Queen of Nice.”  More recently she has been engaged in a number of public spats with Donald Trump, Elisabeth Hasselbeck and Bill Donohue, president of the Catholic League, among others.

While the details of O’Donnell’s proposed new show are still being ironed out, we wondered, how does Rosie stack up?

Does Rosie Measure Up?

Using E-Score Celebrity we compared appeal and attribute scores of Oprah Winfrey, Ellen DeGeneres and Rosie O’Donnell.  Among women 18-54, O’Donnell earned a top-two box appeal (”Like a lot/Like”) E-Score of 21% where Ellen and Oprah scored 64% and 52%, respectively.  O’Donnell’s articulate E-Score came in at 10% where Ellen and Oprah scored 18% and 29%.  O’Donnell’s funny E-Score of 37% is above Oprah’s 18% but bellow Ellen’s 74%.

Source: E-Score Celebrity, Among Women 18-54

From this comparison, we can see that Rosie is unlikely to simply reprise her previous format.  Viewers may see the ”Queen of Nice” days are behind her, and her E-Scores indicate a more polarizing personality.  With a profile similar to other polarizing figures like Glenn Beck or Rush Limbaugh, is the new Rosie returning to TV at the right time, or does the daytime audience still require a kinder, gentler approach?

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Posted by E-Poll Market Research

24 Clocks Out

April 2, 2010

24 Clocks Out

Fox has decided to not renew the drama 24 for a ninth season.  Increasingly high production costs and diminishing ratings in a competitive time-slot spelled out the end for the show.  Despite 24′s cancellation it may not be the last time we see Jack Bauer fighting insurgents and interrogating terrorists.  Speculation is a 24 movie may be in the works citing show producer Howard Gordon.

Television programs and characters making the jump to the big screen aren’t unheard of.  Sex and the City, Star Trek and The X-Files each spawned a series of feature films.  The viewing public’s opinion of the already familiar subject matter and characters can help determine the success of a jump to the silver screen.

Character Extendibility: Jack Bauer Coming to a Theater Near You

Using E-Score Character extendibility measures we looked at Jack Bauer’s potential as a big screen action star.  Bauer received an Interested in seeing in a movie E-Score of 58% top two box which is above the category average.

Source: E-Score Character

Action Hero Comparison

We also looked at how Bauer matched up with other successful action movie protagonists.  James Bond, Jason Bourne and Captain Kirk’s Exciting E-Score respectively are 61%, 64% and 46%. Bauer earned a  Exciting score of 54%.  Bond, Bourne and Kirk’s Brave E-Score fall between 62% and 59%; Bauer earned a 57% Brave E-Score.  E-Score Character can be used to look into a character’s potential extendibility and success in different media.

Source: E-Score Character

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Posted by E-Poll Market Research

Trivia Question: 2/11/2010

February 12, 2010

This Week’s Trivia Question:

According to FastTrack Television which of the following shows is highest rated for “Suspense”?
  • Fringe
  • Lost
  • Supernatural

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Posted by E-Poll Market Research

The Big Bang Theory Blows Up

February 12, 2010

The Big Bang Theory Blows Up

Still grinning from its record breaking Super Bowl, CBS got another reason  to smile when comedy The Big Bang Theory surged to a ratings season high with a 6.0 rating with adults 18-49 according to TVbythenumbers.com.  With the valuable time slot following the successful Two and a Half Men, Big Bang has proven itself a hit, increasing its ratings in each succeeding season.

The Big Bang Theory Program Scores

Using FastTrack Broadcast we can track the correlation between The Big Bang Theory’s increased ratings with a progressive increase in show attributes and opinions.  Overall opinion of the show improved among viewers each season.  In season one 45% of viewers rated the show Excellent, 58% in season 2 and 61% in the current season. Viewers who rated show Situations as excellent increased from 47% in season one to 55% in season three.  Main Characters of the show increased their excellent rating from 56% in season one to 67% in season three.   FastTrack Broadcast can reveal specific viewer opinion of a program and which characteristics are leading to successful ratings.


Source: FastTrack Broadcast, Program Rated Excellent Among Program Core Viewers

Source: FastTrack Broadcast, Rated Excellent Among Program Core Viewers

Source: FastTrack Broadcast, Rated Excellent Among Program Core Viewers

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Posted by E-Poll Market Research

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