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January, 2010

The Power Of Local Broadcast Television Programming. January, 2010. Targeting Political Advertising on Television? Who are the Viewers!. Somewhat Conservative 20.2%. Middle-of-the-Road 27.9%. Somewhat Liberal 10.9%. Did Not Answer/Non-Political 20.2%. Very Conservative 11.6%.

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January, 2010

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  1. The Power Of Local Broadcast Television Programming January, 2010

  2. Targeting Political Advertising on Television? Who are the Viewers!

  3. Somewhat Conservative 20.2% Middle-of-the-Road 27.9% Somewhat Liberal 10.9% Did Not Answer/Non-Political 20.2% Very Conservative 11.6% Very Liberal 5.0% Did Not Respond 24.4% The American Political Landscape per MediaMark Research Source: 2008 Doublebase MediaMark Research and Intelligence

  4. 42.0% 21.0% If You Take Out the “Did Not Answer/Non-Political” Source: 2008 Doublebase MediaMark Research and Intelligence

  5. Both Broadcast TV and Cable offer opportunities to target the spectrum from conservative through liberal.

  6. Targeting via News Middle- Somewhat Somewhat Cable Nets of-the-road Conservative Liberal Bloomberg TV 93 117 82 CNBC 109 110 111 CNN 108 106 112 Fox News Channel 102 114 87 Headline News CNN 107 108 114 MSNBC 107 108 122 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  7. Middle- Somewhat Somewhat Cable Netsof-the-road Conservative Liberal Targeting via News: Bloomberg TV 93 117 82 CNBC 109 110 111 CNN 108 106 112 Fox News Channel 102 114 87 Headline News CNN 107 108 114 MSNBC 107 108 122 Broadcast TV Early Eve News M-F 114 110 103 Early Eve News WKD 107 107 93 Early Morning News 104 103 81 Early Morn Talk/News/Info 111 112 113 Late Nite News/Info 101 102 84 News Specials 118 124 120 Sunday News/Interviews 100 116 113 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  8. Targeting via Sports Middle- Somewhat Somewhat Cable Nets of-the-road Conservative Liberal ESPN 106 114 109 Fox Sports Net 114 116 106 Outdoor Channel 107 129 72 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  9. ESPN 106 114 109 Fox Sports Net 114 116 106 Outdoor Channel 107 129 72 Broadcast TV College Football 112 125 107 College Basketball 106 123 118 Pro Football 119 118 109 Golf 101 136 98 Targeting via Sports Middle- Somewhat Somewhat Cable Netsof-the-road Conservative Liberal Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  10. Targeting General Audience Prime Time Middle- Somewhat Somewhat Cable Netsof-the-road Conservative Liberal TBS 107 105 111 TNT 108 104 105 USA Network 106 102 106 Lifetime 103 102 92 FX 109 107 104 Hallmark 102 115 85 Discovery Channel 105 106 102 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  11. Middle- Somewhat Somewhat Cable Netsof-the-road Conservative Liberal TBS 107 105 111 TNT 108 104 105 USA Network 106 102 106 Lifetime 103 102 92 FX 109 107 104 Hallmark 102 115 85 Discovery Channel 105 106 102 Broadcast TV ABC Prime 119 111 100 CBS Prime 119 114 101 Fox Prime 112 99 105 NBC Prime 119 105 114 Targeting General Audience/Prime Time: Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  12. Cable’s Top 10 Top 10 Middle-of-the-Road 1. Fox Sports Net 114 2. DIY Network 114 3. Speed Channel 114 4. Great American Country 114 5. Country Music TV 111 6. Golf Channel 111 7. American Movie Classics 110 8. E! 110 9. ESPN Classic 110 10. The Learning Channel 110 (ABC, NBC, CBS, Fox Prime Time Average: 117) Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  13. Cable’s Top 10 Somewhat Conservative Somewhat Liberal 1. Golf Channel 129 2. Outdoor Channel 129 3. Great American Country 124 4. Versus 122 5. Military Channel 119 6. HGTV 118 7. Bloomberg TV 117 8. ESPN2 117 9. DIY Network 116 10. Fox Sports Net 116 1. Bravo 138 2. BBC America 133 3. Adult Swim 130 4. Fuse 129 5. E! 124 6. Style 123 7. MSNBC 122 8. Comedy Central 118 9. Vh1 117 10. Headline News 114 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  14. Daytime Talk/Variety 113 96 107 Prime General Drama 117 111 107 Prime PI, Suspense, Mystery, Crime 117 108 98 Prime Sitcoms 117 97 112 Prime Reality Shows 115 108 95 Prime Documentary/Info 112 115 102 Prime Feature Films 103 96 71 Prime Entertainment Spec. 119 122 104 Broadcast TVFringe/Prime Genres Middle- Somewhat Somewhat Broadcast TV Genresof-the-road Conservative Liberal Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

  15. Both Broadcast TV and Cable offer opportunities to target the spectrum from conservative through liberal. The Big Differences?Broadcast Reaches more Potential Votes and do so at a Lesser Cost!

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