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Readings

Readings November Sweeps Ratings Emphasis on total viewers, 18-49 Success for CBS (younger viewers, five specials) NBC: Celebrity Fear Factor Fox: Male viewers through sports Readings CBS Wins CBS trying to shed image as “older” network Readings NBC and liquor ads

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Readings

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  1. Readings November Sweeps • Ratings • Emphasis on total viewers, 18-49 • Success for CBS (younger viewers, five specials) • NBC: Celebrity Fear Factor • Fox: Male viewers through sports

  2. Readings CBS Wins • CBS trying to shed image as “older” network

  3. Readings NBC and liquor ads • Effort to increase revenues • Network avoidance; local stations only • Efforts to deal with critics • Threat to magazines? • Update

  4. Readings TV Plot Placement (Week 6) • Revlon and “All My Children” • Concerns

  5. contemporary TV why you see what you see

  6. I. demographics: young viewers

  7. seeking young viewers • MTV: Real World, Celebrity Death Match • WB: Dawson, Gilmore Girls • CBS: Murder She Wrote, Touched by an Angel, Survivor I and II. • Fox: Temptation Island, X files • ABC’s Millionaire

  8. Other Reality Programming • Reality? Unscripted • Costs • Demographics • Not all successful

  9. II. seeking males • NBC: Seinfeld, XFL • CBS: Dr. Quinn, Martial Law • sports

  10. TV Ratings, Feb. 16-22, 1998

  11. Broadcast TV ratings, Feb 18-23, ‘02

  12. ratings, Jan 25-31, 1999

  13. sports and TV ratings • Football: costs, results of costs (pre game, postgame, commercials) • Nascar • NCAA • Olympics • wrestling (WWF, UPN’s Smackdown!) • Murdoch

  14. Jerry Springer:wrestling and youth markets

  15. III. Women • 60 % broadcast viewers • women stars: Dharma, Ally, Felicity, Sally • still a struggle: Dottie Dartland, writer for Dharma and Greg • Cable: Lifetime, Oxygen

  16. other segments • older viewers • gays, lesbians: Ellen, Birdcage, Will and Grace

  17. TV and people of color • NAACP protests, network agreements, progress? • Asian Americans on TV • Latinos on TV • Black Entertainment Television (BET)

  18. TV today • Friends, Temptation Island, Big Brother, Survivor 1, Burger King, UPN shows/Moesha, Will and Grace, Touched by an Angel, MTV/Old Navy, Ally McBeal, MTV/Super Bowl, Smackdown!, Dawson, Survivor 1, Super Bowl promos for CBS, EDS, Bud

  19. Friends Youth Market Salaries of stars Network ownership of shows White TV

  20. Temptation Island • Reality show • Reluctance of advertisers • Key demographic • Cross promotion

  21. Big Brother • Reality, not all successful • CBS effort : young audiences

  22. Survivor 1 Potential of reality TV, low cost, plugging other shows, younger audience

  23. Burger King Advertising: 15 minutes/hr prime time Youth: fast food, music, clothes

  24. Moesha Targeting African Americans Limited diversity on TV

  25. Will and Grace • NBC owned show: ideal flow/night • Popular • Not controversial • Sanitized?

  26. Touched by an Angel • Older audience, • lower rates despite size of audience • “edgier topics”

  27. MTV/Old Navy • Success of MTV: cheap production, ideal marketing vehicle to reach 12-24

  28. Ally McBeal • Fox strategy to reach young women, young men • New style of show: dramedy (drama, situation comedy) • Fox’s decline

  29. MTV Super Bowl/CBS • Synergy (same parent company) • Effort by CBS to attract younger audience

  30. Smackdown! • UPN show • Reaching elusive 12-24 male audience • Desired by advertisers (but limited) • XFL project

  31. Dawson • WB • Young women, young men • Conglomerate cross-promotion (e.g., Warner music)

  32. Survivor 1 • Product Placement • Increasing in TV shows

  33. Super Bowl Promos • How to make the best of extremely expensive sports programming – plug the rest of your shows

  34. EDS, Bud • Super Bowl 2001 ads • $2.3m/30 seconds

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