ANALYSIS Audience Cross Rating

8/14/2019 ANALYSIS Audience Cross Rating

1/16

MTV NetworksCross RatingsProject

May 19, 2008


2/16

Cross Ratings Project

Definitions and review of methodology Do time on station and audience flow patterns differ

by MTV network?

Time on channel Set top box group statistics

Audience flow patterns

Conclusions Next steps


3/16

Data Collection Definitions [A]STB: [Advanced] Set Top Box

Viewing Level Group: STBs are labeled by the amount of timespent tuned to a network for a given period of time --

Heavy, Medium or Light

Rating: The ratio of the number of viewers of a network tothe total number of viewers in the sample

Cross Rating: The rating of one network drawn from a subsetof viewers that watch a second network

Ratings Ratio: the ratio of the rating of a given network for aparticular STB viewing-level-group to that of the rating for thenetwork from the total sample


4/16

Data Collection

Data was collected from a Top-5 DMA Data was collected during a 90 day period

65,234 STBs were active during the period

250 million records were analyzed State-change data was collected enabling second-

by-second resolution, 24 hours a day


5/16

Test 1: Does time on channel vary by network?

ANSWER: YES, but MTV resembles CBS for nearly 10 minutes

3.5

3.0

2.5

2.0

1.5

1.0

0.5

0.0

%

ofSTBs

6050403020100

Total time-on-channel per 24 hours (minutes)

MTVMTV2CBS Affiliate


6/16

Test 1: Does time on channel vary by MTVNetwork during Primetime?

ANSWER: YES, but rates converge at 5 minutes

100

80

60

40

20

0

N

STB

543210

Time on channel (minutes)

VH-1MTV

MTVSMTVXMTV2

Aggregate primetime viewing

VH-1

MTV

MTVU

MTVHit

MTV2


7/16

Test 1: Does time on channel vary by MTVNetwork by Daypart?

ANSWER: YES, time on channel dips during Primetime

60

50

40

30

20

10

0

Time-o

n-Channel

Afternoon Early Fringe Access Prime Late Fringe

Daypart

MTV

MTV2

VH-1CBS

Average cumulative time-on-channel, for STBs that spent more than 5 seconds on-channel


8/16

Test 1: Do the MTV Networks Attract the SameAudience?

ANSWER: No

NETWORK CROSS RATING RATINGS RATIO

MTV 19.93 44.4474

*OFF* 6.97 0.8376

CBS 5.07 3.4111

NBC 4.21 2.1216

ABC 3.64 1.2967

BET 2.68 5.1508

FOX 2.39 2.9901

NICK 2.09 1.7556

Surf 1.75 4.7496

CW 1.73 2.2148


9/16

Take Home Messages From Test 2

There appear to be distinct audience segments ofloyal MTVs viewers that differ by daypart.

Heavy MTV viewers were more likely to watchMTV2, BET, Family, The WB, HBO and ESPN thanthe sample as a whole.

Heavy MTV viewers watch 23% less television butchannel surf 58% more.

For all MTV viewers, channel surfing tendenciesappear to be a function of the time of day asopposed to how much MTV is viewed.


10/16

Test 2: Do MTV viewers inflow from the samenetworks?

ANSWER: No

NETWORK % STB (REL %)

MTV 38.614% N/A

*OFF* 5.941% (9.677%)

BET 4.554% (7.419%)

ABC 4.356% (7.097%)

NBC 3.366% (5.484%)

Surf 2.574% (4.194%)

FOX 2.574% (4.194%)

NICK 2.376% (3.871%)

HBOW 1.980% (3.226%)

MTV2 1.980% (3.226%)


11/16

Test 2: Do MTV viewers outflow to the samenetworks?

ANSWER: No

NETWORK % STB (REL %)

MTV 39.549% N/A

Surf 7.164% (11.851%)

FOX 2.944% (4.870%)

*OFF* 2.944% (4.870%)

BET 2.453% (4.058%)

CBS 2.453% (4.058%)

NBC 2.257% (3.734%)

HBO 2.257% (3.734%)

MTV2 2.061% (3.409%)

NICK 1.570% (2.597%)


12/16

Take Home Messages From Test 3

The most common inflow networks for MTV werebroadly targeted networks BET, ABC, NBC and FOX.Compare that to MTV2 where the top inflow networks werenarrowly targeted networks MTV, MTVHit, VH1SL and ESPN2

The most common outflow networks for MTV werealso mainstream networksFOX, BET, CBS andNBC.Compare that to MTV2 where the top outflow networks were MTV,MTVHit, HBO and NBC

Less than 2.6% of the STBs who tuned into MTVwere channel surfing before settling on MTV butmore than 7.1% of those leaving MTV channelsurfed.


13/16

Summary Conclusions Due to channel surfing, the number of viewers or reach for

MTV Networks is higher than traditional ratings imply

Time on channel appears to be a function of time of day for allthe MTV Networks

There are several distinct groups of Heavy MTV viewers thatwatch the network during different dayparts

Heavy MTV viewers watch nearly a quarter less televisionthan average viewers but channel surf much more often

MTV viewers are more likely to channel surf or turn the TV offthan going to any other network.


14/16

May Warrant Further Study How strong is the link between dayparts and audience reach

and frequency?Time on channel analysis by network group and daypart

How does viewership change by network and daypart as a

function of active or passive viewing?Time on channel STB characteristic analysis

How does time of day affect audience flow during specific MTVprogramming?

Flow analysis by program and daypart as well as STB group

What are the most attractive Viacom properties orprogramming for attracting new viewers to MTV Networksthrough promotions?Cross network analysis by network and genre as well as STB group


15/16

Study Contributors:Michael Vinson, PhDGordon Greenfield

Frank S. Foster

Original Study Commissioned by:

MTV Networks


16/16

Questions or

Comments?Frank S. Foster, Sr. Consultant

[email protected] New York

312.285.0751 Chicago813.571.7830 Direct
mailto:[email protected]:[email protected]

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