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Advertising & Audiences Part 1: Primetime by Genre

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Advertising & Audiences Part 1: Primetime by Genre TOP 5 MOST RECALLED TOP 5 MOST RECALLED BRANDED INTEGRATIONSREALITY BRANDED INTEGRATIONSSCRIPTED (Drama/Sitcom) Sheldon uses hand sanitizer Travelocity Purell The Big Bang Theory after he puts a live snake in a The Amazing Race Phil Keoghan tells 1 1 (CBS, Oct 27) (CBS, Oct 9) challenge winners that they desk drawer. 209 (recall index) 170 (recall index) have won a trip to Dubai. Travelocity Red Bull Tessa describes the official Andy and Tommy win cars by drink of suburbia; people The Amazing Race 2 Suburgatory 2 winning the last leg. (CBS, Dec 4) (ABC, Sep 28) drink it repeatedly. 164 206 STATE OF THE MEDIA SPRING 2012 Travelocity Porsche Phil Keoghan tells challenge Two and a Half Men Alan is bribed to vote by a The Amazing Race 3 3 winners that they have won a (CBS, Jan 2) brand new red car. (CBS, Oct 23) trip to Bali. 205 162 ADVERtisiNG Milton Bradley - Twister Amy suggests that the group BLT Restaurant Paul shouts he is the 4 The Big Bang Theory play the travel version of a 4 Hell's Kitchen head chef. (CBS, Nov 17) game. (FOX, Sep 19) & AUdieNCes 199 161 Wolowitz comments on the Pepsi Wizards of the Coast Games PaRT 1: PRIMETIME BY GeNRE Cups are on the judges' table Dungeons & Dragons way that Sheldon plays a The X-Factor 5 5 while they watch the board game. (FOX, Oct 25) The Big Bang Theory contestants perform. 150 (CBS, Oct 6) 198 Brand/product integrations in Primetime Broadcast Programs Read as: In 2011, TV viewers were 70 percent more likely to recall the Travelocity mention during the October 9 airing of Amazing Race (CBS) than they were any other brand/product mention in a reality program PRODUCT PLACEMENT OCCURRENCES* SHARE OF PRIMETIME VIEWERSHIP BROADCAST Sitcoms 11.4% Sports 22.5% 2011 2011 Reality 15.5% Drama 2.361 News 9.6% News 13 Drama 41.1% Reality 4,664 Sitcoms 1,071 Sports 4 Sitcoms 9.9% 2010 Reality 16.7% Drama 2,538 2010 Sports 22.6% News 5 News 10.3% Reality 5,776 Sitcoms 902 Drama 40.5% Sports 6 2009 Sitcoms 8.5% Drama 2,291 Reality 17.4% Sports 21.1% News 6 2009 Reality 1,641 News 9.9% Sitcoms 954 Drama 43.1% Sports 4 *Primetime entertainment programming on five Broadcast networks (ABC, CBS, CW, FOX, and NBC). First-run episodes only. As a result SOURCES of coding enhancements implemented in 2009, occurrence counts now reflect the total number of show segments in which a brand/ 1. Nielsen, NPOWER, Live+7, Prime (9/21/11 – 1/29/12) product appears or is mentioned. 2. Nielsen, NPOWER, Live+7 v. Live, Prime (9/21/11 – 1/29/12) 3. Nielsen, Ad*Views, Prime (2011) 4.Nielsen, PlaceViews, Prime, Broadcast only (2011) Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 12/4621 4 www.nielsen.com 1 AN INDEPTH LOOK AT AUDIENCES Share of primetime viewership to SITCOMS AND ADVERTISING increased 2% PRIMETIME BY GENRE from the same time period a year ago Consumers have more TV choices than ever before, TRAVELOCITY PURELL both in terms of how and Most Recalled Brand in a Primetime Reality Program Most Recalled Brand in a Primetime Scripted Program where they tune in and more likely to recall the Travelocity mention during the as likely to recall the Purell mention during the October 27, 2011, October 9, 2011, airing of Amazing Race (CBS) than they what they watch. Nielsen— airing of The Big Bang Theory (CBS) than they were any other 70% were any other brand/product mention in a reality program TWICE brand/product mention in a scripted program in the first of a three-part series of insights that tackles these questions— looks at the viewership and advertising across five traditional primetime PRIME VIEWERSHIP1 TV AD SPEND3 genres. 4,664 42.9% number of product of time-shifted primetime placements in broadcast Season-to-date among broadcast programming is Reality programming, played back the same day the select group of genres accounting for over half of it was recorded. during Prime, Dramas all placements in 2011 account for 41 percent of 41% 10% 16% 11% 22% 35% 4% 17% 15% 29% viewership, 58 percent of timeshifted viewing, 35 DRAMA percent of TV ad spend, and NEWS 87.6% REALITY is played back 29 percent of broadcast within three days SITCOM $4.1B product placements. was spent on advertising in SPORTS primetime Sports programming Broadcast and Cable. in 2011 Primetime is defined as TIMESHIFTED VIEWERSHIP2 PRODUCT PLACEMENTS4* Monday–Saturday 8pm to 11pm and Sunday 7pm to 11pm. 58% 4% 14% 16% 8% 29% 0.2% 58% 13% 0% *Broadcast only Source: Nielsen 2 Copyright © 2012 The Nielsen Company. 3.
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