TABLE OF I. Basics...1 Penetration & Access Trends...3 Growth Of TV Penetration: 1950-2014...5 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....18 Emerging Alternative TV Audience Platforms...19 Trends In Adult Smartphone & Tablet Ownership: 2010-14...21 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....24 Trends In Average Daily Usage Of TV/Video Games Per Person: 2009-14..............25 Forecast Of Weekly Hours Of Viewing By Platform: 2014-20...26 Location Of Live TV Viewing: 1950-2014...27 Demographic Profile Of Adult Live TV Audience By Location: 2009-14...28 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....35 TV Ad Revenue Trends...37 Estimated Gross TV Ad Revenues By Type Of Placement: 1950-2014...39 Trends In TV Network, Cable & Barter Syndication Ad Revenues: 1980-2014...40 Local Market TV Ad Revenues: 2004-14...41 Estimated Share Of Ad Revenues And Ad Impressions By TV Platform...42 v
Table Of Contents Continued Upfront Analysis...............................................................43 Estimated Upfront TV Network Primetime Sales: 1980-81 To 2014-15 Seasons...45 Estimated National TV Upfront Primetime Ad Dollar Sales: 1990-91 To 2014-15 Seasons...46 Share Of Primetime Upfront Ad Dollars By Network Type: 1990-91 To 2014-15 Seasons...47 Nationally Bought Ad Dollars Placed In Upfront Buys: 1980-81 To 2014-15...48 Upfront CPM Comparisons....49 2014-15 Season Upfront CPM Estimates By Daypart & Demographics For Broadcast, Syndication & Cable...51 Adult Primetime Upfront CPM Trends By Age: 2005-06 To 2014-15 Seasons...52 Women Monday-Friday Daytime Upfront CPM Trends By Age: 2005-06 To 2014-15 Seasons...53 Adult Monday-Friday Early Evening Upfront CPM Trends By Age: 2005-06 To 2014-15 Seasons...54 Adult Monday-Friday Late Evening Upfront CPM Trends By Age: 2005-06 To 2014-15 Seasons...55 Reforming The Upfront....56 How TV Makes Its Profits....60 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: 1965-2014....68 TV Program Production Costs...69 Estimated Production Costs For Broadcast Network Primetime Fare: 1955-2014...71 Product Placement...72 Estimated U.S. TV Product Placement Paid Ad Spending....75 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: 1965-2014...78 Will Programmatic Buying Come To Television?....79 Addressable TV...84 III. TV s Audience Dynamics...87 Program Sources & Rating Erosion...89 Erosion Of ABC/CBS/NBC Ratings: 1970-2014...90 Share Of Weekly TV Set Usage By Program Source: Early-1950s To 2014...91 ABC/CBS/NBC Network Share Of Household Audiences By Daypart: 1950-2014 Fall Seasons...92 vi
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 2014...94 How Much TV Do We Consume?...95 Profile Of The Resident U.S. Population By Age: 1950-2014...97 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....100 How TV Builds Its Reach...101 Reach Of TV By Daypart For Adults/Men/Women By Age: One Day To Three Months...106 How Monday-Friday Shows Develop Adult Reach And Frequency...109 U.S. Adults Familiar With TV Shows By Number Of Years On Air...110 How Broadcast Network Primetime Shows Develop Adult Reach & Frequency...111 How A Single Broadcast TV Network Develops Its Adult Reach...112 How Combinations Of TV Networks & Stations Develop All Daypart Adult Reach....113 How Adult 4-Week Reach Develops At Various GRP Levels By Daypart...114 Cost To Attain Adult 25-54 4-Week Reach Levels Using Various Network Types...115 What TV Ratings Don t Tell Us About Audience Size...116 Holding Power Ratios For Network Telecasts....117 IV. TV Program Appeals...119 Overview...121 Daypart Variables...123 U.S. Adults/Men/Women Watching TV Per Half-Hour By Daypart And By Sex, Age, Household Income, Race/Ethnicity & TV Viewing Quintile....125 What America Watches...139 Estimated Allocation Of U.S. TV Set Usage By Program Genre: Early-1950s To 2014...141 How Various Demographic Groups Allocate Their Weekly Viewing By Program Genre..142 Primetime Program Appeals....143 Number Of Top 10 Primetime Broadcast Network Shows By Program Genre: 1950-51 To 2013-14 Seasons....146 Primetime Hit Series Longevity And Percent Of Time In The Top 10: 1950-2014...147 Adult Viewer Profile Of Primetime Broadcast Network Program Genres...148 Daytime Program Appeals...149 Average TV Home Ratings For Top Three Daytime Serials: 1951-2014...152 Adult Viewer Profile Of Weekday Daytime Broadcast Network & Syndication Program Genres....153 Fringe Evening Program Appeals...154 Adult Viewer Profile Of Weekday Fringe Evening Program Genres...157 TV News Appeals....158 Trends In Weekly Consumption Of TV News By Adults By Source: Early-1950s To 2014....163 vii
Table Of Contents Continued Estimated Total Weekly TV News Consumption By Sex, Age & Income...164 Types Of Media Preferred As Main News Source By Age & Education....165 Adults Main Source Of National And International News By Age...166 Profile Of Regular News Audiences By Age, Sex, Household Income & Education...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...171 Weekly Adult Reach And Demographic Composition Of Cable Channel Viewers...173 Cable Channels With Highest And Lowest Average Weekly Hours Viewed Per Adult....175 Adult Viewer Profile Of Cable Program Genres...176 TV Sports Appeals....177 Adults By Favorite Sports To Watch: 1937-2013...179 Typical TV Home Ratings For Sporting Events...180 Demographic Profile Of Average Telecast Adult TV Sports Viewers...181 Median Age Analysis....182 Median Age Of Average Primetime ABC/CBS/NBC Telecast Viewers: 1960-2014...184 Median Age Of Average Telecast Primetime Viewers By Program Source & Genre....185 Median Age Of Average Telecast Viewers Of Daytime & Fringe TV By Program Source & Genre...186 Median Age Of Average Telecast TV Sports Viewers...187 Top Shows By Key Demographics: 18-34, 65+, H.H.I. $150K+, H.H.I. <$50K, Lightest & Heaviest Viewing Quintiles....188 V. Viewer Involvement And Engagement....197 Overview...199 Program Set Usage With No One In The Room...202 GfK MRI Attentiveness Studies By Program Genre & Demographics...203 Adult Viewers At Full Attention For Three Types Of TV Program Categories By Demos...206 Top 15 Program Genres In Adult Fully Attentive Ratings...207 Lowest 15 Program Genres In Adult Fully Attentive Ratings...208 TV Drama Series With Highest And Lowest Adult Fully Attentive Scores....209 Adult Fully Attentive Scores Of Two Competitive TV News/Commentary Shows...210 Broadcast Network Primetime Adult Fully Attentive Scores By Program Genre And Sex, Age & Income...211 Cable Adult Fully Attentive Scores By Program Genre And Sex, Age & Income...212 Broadcast Network/Syndication Non-Primetime Adult Fully Attentive Scores By Program Genre And Sex, Age & Income...213 Fully Attentive Scores For Adult Viewers Of Three Drama Series By Demographics...217 viii
Table Of Contents Continued TABLE OF Fully Attentive Scores For Adult Viewers Of Three Primetime Sitcoms By Demographics................................................218 Fully Attentive Scores For Adult Viewers Of Four Reality Series By Demographics....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+...221 How Cable Network Shows Ranked By Q Score Among Adults 18+...224 The Scoop On Multitasking...228 Simultaneous Usage As A Percent Of All Media Use By Platform...230 Conclusions...231 VI. How TV Ads Work...235 Heightened Commercial Clutter & Declining Attention Spans...237 National TV Content Devoted To Commercials: Early-1950s To Mid-2010s....239 Average Hours Of TV Viewed And Commercial Exposures Per Adult Daily: 1950-2014..240 Unaided Primetime Adult Viewer Recall Of Commercials In Last Break In Show Just Seen...241 Commercial Exposure Factors...242 Homes Tuned To TV Shows That Dial Switch Per 30-Second Period...244 Summary Of 13 Studies Of Commercial Exposure: 1961-2000...245 Estimated Average Commercial Exposure Factors By Daypart/Network Type/Program Genre...246 Relative Indices Of Commercial Exposure By Position In Pod & Extent Of Clutter...247 How Viewers Respond To Commercials...248 How TV Commercials Performed In Share-Of-Market Lift By Ad Impact Variables....252 How TV Ad Recallers Rated Commercials By Specific Attributes...253 Relative Indices Of Positive Or Negative Attribute Ratings...254 Average Recall And Persuasion Scores For 30-Second TV Commercials...255 Ad Campaign Wearout...256 Major Packaged Goods Brands Index Of Purchase Response By Frequency Of TV Ad Exposure In Week Prior To Buying Decision...258 Percent Shift In Commercial Recall After 1000 TRPs In TV Weight...259 Ad Awareness: How Many GRPs Does It Take?...260 Actual Commercial Exposure Reach & Frequency Distribution Pattern For A 1000-GRP Schedule...265 Estimated TV Ad Campaign Ad Awareness Levels At 100 And 1000 GRPs...266 How 23 Brand Commercials Built Awareness By GRP Levels...267 How Brand Ad Awareness Builds By Adjusted GRP Levels....268 Interpreting The Findings...269 ix