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Membership in a Digital World

In today's digital landscape, viewership no longer centers on a single platform, transforming it into a non-zero-sum game. Audiences are not only the same but can also be smaller, prompting the question of whether to pledge all channels. Multicasting can increase GRPs, but typically grows viewing hours without expanding the audience base. With mixed results from digital channels, the critical choice remains: should you pledge your second channel? This guide explores the dynamics of digital membership pledges and strategizes effective counter-programming.

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Membership in a Digital World

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Presentation Transcript

  1. Membership in a Digital World And Other Pledge Questions…

  2. Digital World • Viewership did not converge on one platform - it’s not a zero-sum game anymore • The audience is the SAME (although it may be smaller…) • Should I pledge all my channels??

  3. Multicasting • More channels mean more GRPs • Multicast channels add viewing NOT cume (almost no new people) • Your viewers spend more time with you

  4. Reach of Mature Multiple Services GRPs for the avg secondary station is about 1/3rd of the primary

  5. A Fraction of Audience 2010 Prime Time Weekly Impressions

  6. Age of Audience

  7. Growth? • We expected to see growth as audiences became accustom to watching digital channels • So far mixed… • For Nov. 2010 five digital channels are up 11% in whole week and down 18% in prime time (AQH ratings)

  8. Should I Pledge My 2nd Channel? • Remember trying to pledge against Who Wants to Be a Millionaire when it was new? • If you run regular PTV fare against your own pledge shows you create the PERFECT network competition • Do you want to pledge against ARS???

  9. The Pledge Take Away • Give them pledge choices – counter-program (with strong shows!) • Eventually the maximum you can expect to make on a 2nd channel is 33% of your main channel • You will probably start off at around 5% and build into the 10% range

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