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Evolution of Summer Primetime Report FINAL

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Evolution of Summer Primetime Report FINAL The Evolution of Summer Primetime Author or Company YOUR LOGO Lisa Hollaender / VP, Content Strategy Contents Introduction 3 Viewing Sources 4 Original & Repeats 5-6 Genre Trends 7-8 Top 10 Summer Series Trends 9 Key Takeaways 10 2 The Evolution of Summer Primetime Introduction Let’s face it, while summer has always been a time of “fun in the sun, beaches, boating and family vacations”, broadcast television used to be a “wasteland”. The networks pretty much gave up on programming anything but news, scripted repeats and feature film encores. This choice gave a few of the “bigger” cable networks a chance to air their own first-run creations, launching a new competitive source of original content to TV viewers in June, July and August. This was most likely, in part, the nudge the networks needed to give more “oomph” to their summer line-ups. Granted, this was before VCR’s, DVR’s, ON- DEMAND and NETFLIX options could allow viewers to catch up on the shows they had missed during the regular season in repeats over the summer. USA was the largest contributor of these original summer series with titles such as: PACIFIC BLUE (1996-2000), THE 4400 (2004-2007), PSYCH (2006-2014), BURN NOTICE (2007-2013), IN PLAIN SIGHT (2008-2012), WHITE COLLAR (2009-2014), ROYAL PAINS (2009-2016), COVERT AFFAIRS (2010-2014), NECESSARY ROUGHNESS (2011-2013), GRACELAND (2013-2015), PLAYING HOUSE (2014-2017) and SUITS (2011-2019). There were many more, but these were some of the series that ran the longest. TNT touted programs such as: THE CLOSER (2005-2012), SAVING GRACE (2007-2010), LEVERAGE (2008-2012), RIZZOLI & ISLES (2010-2016), FRANKLIN & BASH (2011-2014), FALLING SKIES (2011-2015), MAJOR CRIMES (2012-2018), THE LIBRARIANS (2014-2018) and THE LAST SHIP (2014-2018). While most of these were all dramas, TBS was known for its comedy lineup (a combo of originals and syndicated repeats). FX boasted such dramas as THE SHIELD (2002-2008), NIP/TUCK (2003-2010), RESCUE ME (2004-2011), DAMAGES (2007-2010), SONS OF ANARCHY (2008-2014), JUSTIFIED (2010-2015), THE AMERICANS (2013-2018), THE STRAIN (2014-2017), AMERICAN HORROR STORY (2011-present), FARGO (2014-present) and more. While the cable nets continue to air original programming in the summer, they also now broadcast their originals all year long, alongside the broadcast networks and streaming services. In the summer seasons between 2010 and 2015, the tide began to turn for the broadcast networks as the number of repeats started trending down and the number of originals began trending up. More specifically in 2014 when the number of originals surpassed the number of repeats. Not only that, but the types of programming airing throughout the summer changed as well. Now, the networks tout slates of original content across a mix of genres throughout the year. The Evolution of Summer Primetime 3 Viewing Sources With the increase in viewing sources in the home over the last twenty years, viewing patterns were bound to change. Early in the millennium, broadcasters controlled more than 50% of the viewing audience in the summertime, even with the majority of the schedule in repeats. Cable, still proving its worth to audiences and advertisers, jumped on the opportunity to engage audiences with original content, significantly drawing viewers away from broadcast by 2005 and peaking in 2010. As on-demand content became more readily available and cord-cutting expanded, cable lost more viewers in the next five summers than it gained over the prior five. Among Persons 2+, average viewing shares for the cable entertainment networks have now fallen below the broadcast networks for the first time since Summer 2005 while broadcast erosion is leveling off. As viewers seek out original content –- and grow frustrated with the paralysis of choice offered by the streaming services -- they are finding comfort in the lean-back relaxation of summertime broadcast primetime viewing. The Evolution of Summer Primetime 4 Originals & Repeats The heart of the summertime audience shift has always been related to the percentage of original and repeat episodes of series. For decades, the broadcast network model had been to run repeat episodes throughout the summer, creating anticipation for favorite series to return in the fall and allowing networks to level-set the economics of high production costs by selling advertising in repeat episodes. Viewers also got an opportunity to catch up on series they had missed or abandoned during the year. With the advent of expanding cable and on-demand platforms, viewers now had alternatives and cable networks, in particular, took advantage by introducing premieres of new series when broadcasters were running mostly repeats. From the summer of 2000 to the summer of 2013, the percentage of repeat minutes of content comprised more than half of primetime on broadcast television. By the summer of 2014, however, the percentages shifted, crossing over to 54% original content and 46% repeat. Registering midway through the current summer (2019), 57% of primetime is now original and 43 43% is repeat. The Evolution of Summer Primetime 5 Originals & Repeats The varying genres of content – reality, competition, game shows, news, sports and original and encore dramas and comedies -- also made an impression with summer schedules and viewing. Looking only at dramas, which is the most prevalent genre, the differences are much more evident. In the summer of 2000, 92% of drama minutes were from repeats and only 8% were originals. Most likely, that 8% came from the fall series debuting a week or two before the official premiere week. By 2005, the number of original drama minutes stood at 16% and grew steadily over the next ten years (27% in 2010, 35% in 2015). By this summer (2019), original dramas (55%) outweighed the repeat percentage (45%). In 2013, the networks began airing more original dramas such as UNDER THE DOME, which was a huge success for CBS in its first year as a one-of- a-kind, summer entry. On a lighter note, ABC premiered MISTRESSES as a companion to BACHELORETTE and aired Canadian dramas ROOKIE BLUE and MOTIVE. 24: LIVE ANOTHER DAY (FOX), EXTANT (CBS) and NIGHT SHIFT (NBC) made their marks in 2014 with ZOO (CBS), WAYWARD PINES (FOX), AQUARIUS (NBC) and ASTRONAUTS WIVES CLUB (ABC) in 2015. Currently, original dramas GRAND HOTEL (ABC), REEF BREAK (ABC), THE CODE (CBS), INSTINCT (CBS), ELEMENTARY (CBS), BLOOD & TREASURE (CBS) and INBETWEEN (NBC) are taking up summer time slots. These time periods are also being used to burn off series from the regular season. The Evolution of Summer Primetime 6 Genre Trends Primetime dramas have been the staple for summer over the years, whether they are procedurals, science fiction or soap, originals or encores. From summer 2000 to 2010, dramas were on the rise, peaking in 2010 when feature films lost ground and dramas registered 42% of the primetime landscape. The last 10 years, however, has seen the genre decline as reality and variety formats have supplanted the traditional narrative arc. While dramas have decreased their presence in the summer schedules, it should be noted that there are more original summer dramas debuting than in years past. Participation variety (which is a combination of reality, competition and game), comedy variety (reality), general documentary (reality), and general variety (competition) together saw consistent growth from 16% in 2000 to 41% in 2019 so far. (Please note that the Nielsen categories of content do not necessarily match what the industry uses as genre titles.) Who could forget the summers when ABC’s Who Wants to Be A Millionaire and CBS’s Survivor first premiered, drawing unprecedented summer viewers. These shows not only helped the networks stave off summer audience erosion, but became an important testing ground for series and concepts that could become key players in the regular season as well. While these categories, along with news documentaries (11% t0 15%)are a growing presence on summer schedules, sitcoms (mostly repeats) dropped from 16% (2000) of the primetime makeup to 7% (2019). The Evolution of Summer Primetime 7 Genre Trends EXAMPLES OF SERIES MATCHED to NIELSEN GENRE CATEGORIES Comedy Variety Candid Camera, AFHV, Whose Line Is It Anyway? General Documentary AMW: Am Fights Back, Cops, Making The Band, First Responders Live General Variety Survivor, Big Brother, So You Think You Can Dance, Undercover Boss News Documentary Dateline, 48 Hours, 60 Minutes, 20/20, What Would You Do, Whistleblower Participation Variety DWTS, Extreme Makeover, Fear Factor, Bachelorette, America’s Got Talent, Last Comic Standing, Hell’s Kitchen, Masterchef, Shark Tank, Am Ninja Warrior, To Tell The Truth, Holey Moley, Songland, Family Food Fight Quiz Give-Away Millionaire, Greed, Smarter Than A 5thGrader, Celebrity Family Feud, Hollywood Game Night, Ellen’s Game Of Games, Beat Shazam, Press Your Luck, Card Sharks, Match Game, $100,00 Pyramid The Evolution of Summer Primetime 8 Top Ten Summer Series Persons 2+ (000) Broadcast Entertainment Cable The Evolution of Summer Primetime 9 Key Takeaways Ø Average Persons 2+ viewing shares for the cable entertainment networks have fallen below the broadcast networks for the first time since Summer 2005. Ø Cable entertainment networks are down 20% since summer 2010 and down 8% from summer 2015 in P2+ shares. Broadcast has remained relatively stable, only off by 8% since 2010 and 3% since 2015. Ø Airing mostly repeats in broadcast primetime during the summer months, it was cable that “nudged” the networks to get into the business of original summer content. Ø The tide began to turn for the networks between 2010 and 2015 when the number of repeats started trending down and the number of originals began trending up. Ø From the summer of 2000 to the summer of 2013, the number of repeats comprised more than half of the primetime content.
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