TABLE OF CONTENTS TABLE OF CONTENTS I.

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Horatio Whitehead
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1 TABLE OF I. Basics...1 Penetration & Access Trends...3 Growth Of TV Penetration: U.S. TV Home Platform Use And Device Ownership...6 Channel Availability...7 Distribution Of Channels Receivable Per TV Home: Early-1950s To Mid-2010s...8 How Many Channels Do We View?...9 Trends In Weekly Viewing, Channels Viewed & Time Spent Per Channel: Early-1950s To Mid-2010s...11 Average Adult Exposure To TV Program Sources Over Extended Time Frames...12 General Viewing Trends...13 Trends In Household Viewing By Daypart: Early-1950s To Mid-2010s...14 Trends In The Composition Of TV s In-home Audience: Early-1950s To Mid-2010s...15 The Rise Of The Solitary Viewer...16 Solitary Viewing Trends For Persons Aged 2+: Early-1950s To Mid-2010s...17 Proportion Of TV Viewers Watching By Themselves: Mid-1950s To Mid-2010s Emerging Alternative TV Audience Platforms...19 Trends In Adult Smartphone & Tablet Ownership: U.S Adults Who Own Tablets And Smartphones By Demographics...22 Monthly Reach And Average Time Spent By Method Of Access...23 Average Monthly Time Spent With TV/Video By Source & Age Trends In Average Daily Usage Of TV/Video Games Per Person: Forecast Of Weekly Hours Of Viewing By Platform: Location Of Live TV Viewing: Demographic Profile Of Adult Live TV Audience By Location: Away-From-Home Audiences...29 Shows With Highest Percent Of Adult Away-From-Home Viewers...30 Average Telecast Adult Audience Reached Away From Home By Program Genre...31 Seasonal Viewing Variations...32 Relative Indices Of TV Set Usage By Quarter: Late-1950s To Mid-2010s...33 II. The Business Of Television TV Ad Revenue Trends...37 Estimated Gross TV Ad Revenues By Type Of Placement: Trends In TV Network, Cable & Barter Syndication Ad Revenues: Local Market TV Ad Revenues: Estimated Share Of Ad Revenues And Ad Impressions By TV Platform...42 v

...9 Trends In Weekly Viewing, Channels Viewed & Time Spent Per Channel: Early-1950s To Mid-2010s...11 Average Adult Exposure To TV Program Sources Over Extended Time Frames...12 General Viewing Trends.

2 Table Of Contents Continued Upfront Analysis Estimated Upfront TV Network Primetime Sales: To Seasons...45 Estimated National TV Upfront Primetime Ad Dollar Sales: To Seasons...46 Share Of Primetime Upfront Ad Dollars By Network Type: To Seasons...47 Nationally Bought Ad Dollars Placed In Upfront Buys: To Upfront CPM Comparisons Season Upfront CPM Estimates By Daypart & Demographics For Broadcast, Syndication & Cable...51 Adult Primetime Upfront CPM Trends By Age: To Seasons...52 Women Monday-Friday Daytime Upfront CPM Trends By Age: To Seasons...53 Adult Monday-Friday Early Evening Upfront CPM Trends By Age: To Seasons...54 Adult Monday-Friday Late Evening Upfront CPM Trends By Age: To Seasons...55 Reforming The Upfront How TV Makes Its Profits Estimated TV News Revenues & Profits By Platform...65 Annual Income & Profit Of A Hypothetical Broadcast TV Network Company...66 Changing TV Commercial Lengths...67 Trends In National Advertiser Brands & Commercial Length: TV Program Production Costs...69 Estimated Production Costs For Broadcast Network Primetime Fare: Product Placement...72 Estimated U.S. TV Product Placement Paid Ad Spending Demographic Composition Of Adults Who Saw Product Placement In Past 30 Days...76 TV Commercial Production Costs...77 Average Production Cost For A Nationally Aired :30 TV Commercial: Will Programmatic Buying Come To Television? Addressable TV...84 III. TV s Audience Dynamics...87 Program Sources & Rating Erosion...89 Erosion Of ABC/CBS/NBC Ratings: Share Of Weekly TV Set Usage By Program Source: Early-1950s To ABC/CBS/NBC Network Share Of Household Audiences By Daypart: Fall Seasons...92 vi

..47 Nationally Bought Ad Dollars Placed In Upfront Buys: 1980-81 To 2014-15...48 Upfront CPM Comparisons.

3 Table Of Contents Continued TABLE OF America s Evolving TV Program Diet...93 Estimated Allocation Of U.S. TV Set Usage By Program Genre: Early-1950s To How Much TV Do We Consume?...95 Profile Of The Resident U.S. Population By Age: Age/Education Profile Of Adult Heavy & Light TV Viewers...98 Average Adult s Weekly TV Consumption By Heavy-Light Viewing Deciles...99 Average Daily Time Spent With TV By Demographic Segments How TV Builds Its Reach Reach Of TV By Daypart For Adults/Men/Women By Age: One Day To Three Months How Monday-Friday Shows Develop Adult Reach And Frequency U.S. Adults Familiar With TV Shows By Number Of Years On Air How Broadcast Network Primetime Shows Develop Adult Reach & Frequency How A Single Broadcast TV Network Develops Its Adult Reach How Combinations Of TV Networks & Stations Develop All Daypart Adult Reach How Adult 4-Week Reach Develops At Various GRP Levels By Daypart Cost To Attain Adult Week Reach Levels Using Various Network Types What TV Ratings Don t Tell Us About Audience Size Holding Power Ratios For Network Telecasts IV. TV Program Appeals Overview Daypart Variables U.S. Adults/Men/Women Watching TV Per Half-Hour By Daypart And By Sex, Age, Household Income, Race/Ethnicity & TV Viewing Quintile What America Watches Estimated Allocation Of U.S. TV Set Usage By Program Genre: Early-1950s To How Various Demographic Groups Allocate Their Weekly Viewing By Program Genre..142 Primetime Program Appeals Number Of Top 10 Primetime Broadcast Network Shows By Program Genre: To Seasons Primetime Hit Series Longevity And Percent Of Time In The Top 10: Adult Viewer Profile Of Primetime Broadcast Network Program Genres Daytime Program Appeals Average TV Home Ratings For Top Three Daytime Serials: Adult Viewer Profile Of Weekday Daytime Broadcast Network & Syndication Program Genres Fringe Evening Program Appeals Adult Viewer Profile Of Weekday Fringe Evening Program Genres TV News Appeals Trends In Weekly Consumption Of TV News By Adults By Source: Early-1950s To vii

..99 Average Daily Time Spent With TV By Demographic Segments....100 How TV Builds Its Reach...101 Reach Of TV By Daypart For Adults/Men/Women By Age: One Day To Three Months.

4 Table Of Contents Continued Estimated Total Weekly TV News Consumption By Sex, Age & Income Types Of Media Preferred As Main News Source By Age & Education Adults Main Source Of National And International News By Age Profile Of Regular News Audiences By Age, Sex, Household Income & Education Adults Who Got News About Politics & Government In Past Week By Political Leaning Weekly Adult Reach And Average Hours Viewed For Cable News Channels Cable Channel & Program Appeals Weekly Adult Reach And Demographic Composition Of Cable Channel Viewers Cable Channels With Highest And Lowest Average Weekly Hours Viewed Per Adult Adult Viewer Profile Of Cable Program Genres TV Sports Appeals Adults By Favorite Sports To Watch: Typical TV Home Ratings For Sporting Events Demographic Profile Of Average Telecast Adult TV Sports Viewers Median Age Analysis Median Age Of Average Primetime ABC/CBS/NBC Telecast Viewers: Median Age Of Average Telecast Primetime Viewers By Program Source & Genre Median Age Of Average Telecast Viewers Of Daytime & Fringe TV By Program Source & Genre Median Age Of Average Telecast TV Sports Viewers Top Shows By Key Demographics: 18-34, 65+, H.H.I. $150K+, H.H.I. <$50K, Lightest & Heaviest Viewing Quintiles V. Viewer Involvement And Engagement Overview Program Set Usage With No One In The Room GfK MRI Attentiveness Studies By Program Genre & Demographics Adult Viewers At Full Attention For Three Types Of TV Program Categories By Demos Top 15 Program Genres In Adult Fully Attentive Ratings Lowest 15 Program Genres In Adult Fully Attentive Ratings TV Drama Series With Highest And Lowest Adult Fully Attentive Scores Adult Fully Attentive Scores Of Two Competitive TV News/Commentary Shows Broadcast Network Primetime Adult Fully Attentive Scores By Program Genre And Sex, Age & Income Cable Adult Fully Attentive Scores By Program Genre And Sex, Age & Income Broadcast Network/Syndication Non-Primetime Adult Fully Attentive Scores By Program Genre And Sex, Age & Income Fully Attentive Scores For Adult Viewers Of Three Drama Series By Demographics viii

..167 Adults Who Got News About Politics & Government In Past Week By Political Leaning...169 Weekly Adult Reach And Average Hours Viewed For Cable News Channels...170 Cable Channel & Program Appeals.

5 Table Of Contents Continued TABLE OF Fully Attentive Scores For Adult Viewers Of Three Primetime Sitcoms By Demographics Fully Attentive Scores For Adult Viewers Of Four Reality Series By Demographics How Cable Shows Compare To Broadcast Network Shows In Viewer Liking & Emotional Connections How Broadcast Network Shows Ranked By Q Score Among Adults How Cable Network Shows Ranked By Q Score Among Adults The Scoop On Multitasking Simultaneous Usage As A Percent Of All Media Use By Platform Conclusions VI. How TV Ads Work Heightened Commercial Clutter & Declining Attention Spans National TV Content Devoted To Commercials: Early-1950s To Mid-2010s Average Hours Of TV Viewed And Commercial Exposures Per Adult Daily: Unaided Primetime Adult Viewer Recall Of Commercials In Last Break In Show Just Seen Commercial Exposure Factors Homes Tuned To TV Shows That Dial Switch Per 30-Second Period Summary Of 13 Studies Of Commercial Exposure: Estimated Average Commercial Exposure Factors By Daypart/Network Type/Program Genre Relative Indices Of Commercial Exposure By Position In Pod & Extent Of Clutter How Viewers Respond To Commercials How TV Commercials Performed In Share-Of-Market Lift By Ad Impact Variables How TV Ad Recallers Rated Commercials By Specific Attributes Relative Indices Of Positive Or Negative Attribute Ratings Average Recall And Persuasion Scores For 30-Second TV Commercials Ad Campaign Wearout Major Packaged Goods Brands Index Of Purchase Response By Frequency Of TV Ad Exposure In Week Prior To Buying Decision Percent Shift In Commercial Recall After 1000 TRPs In TV Weight Ad Awareness: How Many GRPs Does It Take? Actual Commercial Exposure Reach & Frequency Distribution Pattern For A 1000-GRP Schedule Estimated TV Ad Campaign Ad Awareness Levels At 100 And 1000 GRPs How 23 Brand Commercials Built Awareness By GRP Levels How Brand Ad Awareness Builds By Adjusted GRP Levels Interpreting The Findings ix

...219 How Cable Shows Compare To Broadcast Network Shows In Viewer Liking & Emotional Connections....220 How Broadcast Network Shows Ranked By Q Score Among Adults 18+.

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