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ACHIEVE MORESM
TV VIEWERSHIPREVIEW:
MEDIA WEEK 16: APRIL 13TH – APRIL 19TH
April 24, 20201
2
TV VIEWERSHIP DEEP DIVE
WEEKLY VIEWERSHIP TRENDS
3© 2020 Active International. Proprietary & Confidential
Viewership in Week 16 of 2020 has again surpassed that of 2019. There was also some week-
over-week growth, though Total Weekly impressions have been staying relatively consistent.
Estimated Total Weekly Impressions (in millions)Total Broadcast Week, Total Audience
Source: Nielsen National TV Ratings
60%
70%
80%
90%
100%
110%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
10,000
12,500
15,000
17,500
20,000
22,5002020 Total Impressions
% of 2019 Total Impressions
DAILY VIEWERSHIP TRENDS
4© 2020 Active International. Proprietary & Confidential
Despite lower viewership on Friday of Week 16, Sunday showed an uncharacteristic uptick. This
was unlike in previous weeks where weekend viewership on both days drop below that of 2019.
Estimated Total Daily Impressions (in millions)Total Day, Total Audience
Source: Nielsen National TV Ratings
60%
70%
80%
90%
100%
110%
1,000
1,500
2,000
2,500
3,000
3,500
2020 Total Impressions
% of 2019 Total Impressions
NETWORK GENRE PERFORMANCE
5© 2020 Active International. Proprietary & Confidential
After a decline in viewership in Week 15, both Broadcast Networks, and Cable News saw some
gains in Week 16.
Broadcast NetworksABC, CBS, FOX, NBC
Source: Nielsen National TV Ratings
News NetworksBBC America; CNBC; CNN; FOX Businesses; FOX
News; Headline News; MSNBC; Weather
0M
500M
1,000M
1,500M
2,000M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
Average Weekly Broadcast ImpressionsTotal Broadcast Week, Average Audience
0M
200M
400M
600M
800M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience
NETWORK GENRE PERFORMANCE
6© 2020 Active International. Proprietary & Confidential
Unlike for Broadcast and Cable News, Entertainment and Lifestyle networks have seen little
movement, up or down, over the last month.
Source: Nielsen National TV Ratings
0M
500M
1,000M
1,500M
2,000M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
Average Weekly Entertainment ImpressionsTotal Broadcast Week, Average Audience
0M
200M
400M
600M
800M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
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;
NETWORK GENRE PERFORMANCE
7© 2020 Active International. Proprietary & Confidential
After a dip in ratings last week, Kids & Family networks have returned to previous viewership
but overall, viewership across these categories as stable.
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
0M
50M
100M
150M
200M
250M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
Ave Weekly Kids & Family ImpsTotal Broadcast Week, Average Audience
0M
20M
40M
60M
80M
100M
120M
140M
160M
180M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
Ave Weekly Hispanic ImpsTotal Broadcast Week, Average Audience
0M
50M
100M
150M
W9 W10 W11 W12 W13 W14 W15 W16
2019 2020
Ave Weekly Sports ImpsTotal Broadcast Week, Average Audience
CHANNELS WITH THE MOST INCREASED VIEWERSHIP
8© 2020 Active International. Proprietary & Confidential
Through down from the week leading up to Easter, UP viewership remains far above its level 8 weeks
ago. Networks that play movies have continued to do well, as have those with a large content libraries
for their Daytime programming block.
Channel
Average
Viewership this
week (000)
FX Movies 123
CNN 1,250
Hallmark Drama 85
DIY 163
Great American
Country 71
FYI 101
Destination
America69
UP 104
Sundance 150
POP 81
Change in Viewership over Past 2 Months Average Impressions per 15 min, Total Audience
Source: Nielsen National TV Ratings
FX Movies
CNN
Hallmark Drama
DIY GAC FYIDestination America UPSundance
POP
-25%
0%
25%
50%
75%
100%
125%
Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
CHANNELS WITH THE MOST DECREASED VIEWERSHIP
9© 2020 Active International. Proprietary & Confidential
While the average Broadcast or Cable News network has grown in viewership over the last two months, Fox and Headline
News have struggled to maintain their average level of impressions. Sports networks continue to have low viewership.
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)
My Destination 100
Headline News 207
TruTV 110
MTV2 33
FOX 225
NFL Networks 55
ESPN 260
FOX Sports 1 61
NBC Sports 39
ESPN2 48
My DestinationHLN TruTVMTV2
FOXNFL
ESPN
FS1
NBC SportsESPN2
-75%
-50%
-25%
0%
25%
Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
DEMO REVIEW: GENDER (Age 25-54)
10© 2020 Active International. Proprietary & Confidential
Females in this age bracket have kept pace with 2019 viewership over the last few weeks, while male
viewership has dropped slightly. Though still far behind in viewership of Lifestyle networks, men are
now a faster growing part of this audience.
0
2500
5000
7500
Week 9 Week10
Week11
Week12
Week13
Week14
Week15
Week16
Female 2019 Female 2020
Male 2019 Male 2020
+18%
+55% +26%+1% -10% -17%
+8%-52%
+12%
+56%
+27%+14% -15%
-13% +2% -59%
0
100
200
300
400
Female Male
Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience Age 25-54
Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience Age 25-54
DEMO REVIEW: AGE
11© 2020 Active International. Proprietary & Confidential
Since week 12 of 2020, both those 35-64, and 65+ have solidly outpaced 2019 viewership. 18-34 year-
olds also increased TV viewing during this time, though still lagging behind 2019, especially in
Entertainment and Kids & Family viewing.
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Week 9 Week10
Week11
Week12
Week13
Week14
Week15
Week16
18-34, 2019 18-34, 2020 35-64. 2019
35-64, 2020 65+, 2019 65+, 2020
Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience
+13%
+64% +28% -4% -23% -2% -27% -65%
+18%
+56%
+26% +12% -4% +14% -7% -53%
+22%
+43%
+46% +9% +3% +19% +17% -54%
0
250
500
750
1000
1250
18-34 35-64 65+
Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience
(% YOY Difference)
DAYPART TRENDS
12© 2020 Active International. Proprietary & Confidential
Daypart viewership has leveled out, with most dayparts at or slightly below average viewership, except Daytime and
Early Fringe, which are about 10% above average weekly impression for 2020.
% Difference from 2020 Daypart AverageTotal Broadcast Week, Average Audience
-20%
-10%
0%
10%
20%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Morning Daytime Early Fringe Prime Late Fringe Overnight Weekend
ACHIEVE MORESM
13
DR ADVERSTISER TRENDS
ADVERTISER CATERGORIES’ RESPONSES
14© 2020 Active International. Proprietary & Confidential
Spending by Education advertisers has grown and stabilized over the last few weeks, as the jobless numbers
have continued to skyrocket, and many begin to think this will last longer than originally expected.
Distribution of Spending over the Last 8 Weeks, by Category
Music & Video
EducationPublic Service
Electronics Beauty & Hygiene
Health/FitnessCommunications
Home DrugsInsuranceRetail & Restaurant
Online ServicesFinancial
HousewaresLegal Services
Transportation
Entertainment Venues
Travel & Vacation0%
5%
10%
15%
20%
25%
30%
35%
Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Entertainment Venues spent 36% of
their budget in the last 8 weeks on both
Weeks 9 & 10
Source: DR Metrix
TOP ADVERTISERS CATEGORIES WITH HIGHEST WoW INCREASE
15© 2020 Active International. Proprietary & Confidential
Dove Beauty, not traditionally a DR advertiser, took advantage of current the current media
environment to help boost a campaign for their Beauty Bar. Facebook, looking to get a bigger cut of the
video chatting pie has launched some major spending for their Portal product.
Entertainment Venues Electronics & SoftwareTransportation
(Sales and Repair)
Spend
(000) %WoW
Total $158 +1194%
Treasure Island $88 N/A
WNBA $68 N/A
Livestock Auction $1 N/A
Spend
(000) %WoW
Total $17,427 +4%
Samsung Galaxy $3,674 -23%
Portal from
Facebook$1,932 N/A
Consumer
Cellular$1,562 -27%
Spend
(000) %WoW
Total $3,234 +41%
Carvana $2,122 +14%
DriveTime $647 +850%
Endurance
Insurance$134 +19%
Source: DR Metrix
Beauty, Hygiene &
Personal Care Spend
(000) %WoW
Total $10,946 +17%
Dove Beauty $1,295 N/A
Flawless Brows $844 +63%
Hempvana
HydroClean$758 +31%
TOP ADVERTISERS CATEGORIES WITH STABLE SPEND WOW
16© 2020 Active International. Proprietary & Confidential
The Health & Fitness category has been stable week-over-week but at-home fitness and weight loss
solutions/apps have been increasing their spending. Likewise, while there was slightly spending this
week in Housewares, some brands increase visibility as people spend more time at home.
Health & Fitness Education Housewares &
Appliances Spend
(000) %WoW
Total $31,891 +1%
Noom $2,733 +9%
Pataday $1,965 -3%
Beachbody on
Demand$1,831 +81%
Spend
(000) %WoW
Total $7,674 +0%
University of
Phoenix$1,427 -12%
WGU $1,138 -8%
SNHU $908 +4%
Spend
(000) %WoW
Total $5,457 -1%
Ashley
Homestore$761 N/A
GraniteStone
Stackmaster$551 +66%
Sleep Number $418 +2100%
Source: DR Metrix
TOP ADVERTISERS CATEGORIES WITH WOW DECREASES
17© 2020 Active International. Proprietary & Confidential
While Grubhub has pulled back on TV spending, Doordash has increased spending in an attempt to
gain share of wallet. Disney+ has also been cutting back on spending through is still spending over
$1M a week to reach TV viewers.
Music & VideoRetail, Restaurant &
Food Venues Spend
(000) %WoW
Total $3,946 -6%
Trolls World Tour $3,074 -16%
Amazon Music $831 +62%
Alan Jackson
Precious…$26 +102%
Spend
(000) %WoW
Total $29,392 -4%
Domino’s $6,511 +10%
Little Caesars $2,670 -4%
Popeyes $1,751 +22%
Source: DR Metrix
Communications
Spend
(000) %WoW
Total $12,143 -6%
AT&T $4,042 0%
One World
Together$2,188 +123%
Disney+ $1,176 -32%
Online Services &
ShoppingSpend
(000) %WoW
Total $7,861 -4%
Grubhub.com $1,471 -23%
Doordash $1,206 +24%
Stamps.com $1,181 0%
Home & Garden
TOP ADVERTISERS IN CATEGORIES WITH WOW DECREASES
18© 2020 Active International. Proprietary & Confidential
While overall these categories have seen declines in spending, the UPS store has increased visibility in
the last week as more people are depending on them. Also Experian Boost has been consistently
spending as many may be worrying about their credit score.
Drug & Toiletry
Spend
(000) %WoW
Total $18,238 -10%
Brand Power $1,460 -+2%
Wayfair.com $1,155 -38%
Apartments.com $1,056 -25%
Spend
(000) %WoW
Total $75,409 -14%
Humira $6,247 -52%
Skyrizi $5,243 N/A
Otezla $5,076 -17%
Source: DR Metrix
Miscellaneous
Spend
(000) %WoW
Total $27,221 -6%
The UPS Store $1,252 +21%
Shine Armor $1,216 +14%
AARP Real
Possibilities $1,174 -8%
Financial
Spend
(000) %WoW
Total $17,966 -7%
Chase Bank $1,949 N/A
Discover It $1,839 +3%
Experian Boost $1,221 -3%
Public Service Travel, Vacation and
Hotel
TOP ADVERTISERS CATEGORIES WITH MOST WOW DECREASES
19© 2020 Active International. Proprietary & Confidential
As parts of the economy are slowed to a near halt, many of the brands in these categories, with the
exception of Public Service, have indefinitely postponed some of their spending, waiting for a shift in
consumer behavior & sentiment.
Spend
(000) %WoW
Total $118 -32%
Low Cost Airlines $72 -23%
National Park
Service$25 -55%
SmartFares $9 -37%
Spend
(000) %WoW
Total $30,476 -16%
United States
Census 2020$3,736 -35%
American Red
Cross$3,091 -24%
ASPCA $2,773 +25%
Source: DR Metrix
Legal Services
Spend
(000) %WoW
Total $2,056 -40%
Mesothelioma
~ MRFHM$396 -+1%
Los Defensores $233 -4%
Legal Zoom $158 -32%
Insurance
Spend
(000) %WoW
Total $52,035 -15%
Progressive $8,444 -10%
Geico $6,569 -27%
State Farm $6,312 +6%