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Membership in a Digital World

Membership in a Digital World . And Other Pledge Questions…. 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??. Multicasting. More channels mean more GRPs

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Membership in a Digital World

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  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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