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DC Anti Cable 2012
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DC Anti Cable 2012

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This presentation highlights the cable landscape of the DC market, the hidden pitfalls of cable advertising, and how WDCW and its digital tier stations can provide better alternative programming.

This presentation highlights the cable landscape of the DC market, the hidden pitfalls of cable advertising, and how WDCW and its digital tier stations can provide better alternative programming.

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DC Anti Cable 2012 DC Anti Cable 2012 Presentation Transcript

  • The continuing case for Broadcast TV in the Washington DC DMA• The cable landscape in the DMA• The hidden pitfalls of cable advertising• The hidden value of DC50’s digital tier stations
  • Broadcast vs. Cable Broadcast stations reach everyone in the DMA... Total DMA 2,359,160 TV HH 100% Wired Cable HH Non-Wired HH 1,771,670 587,490 75.1% 24.9%Comcast Spotlight Non-Comcast ADS/Non-Cable Broadcast Only 1,736,490 35,180 519,015 68,475 73.6% 1.5% 22.0% 2.9% …but Comcast Spotlight can reach only 73% of those homes, leaving over 622,000 homes out of the loop Source: Nielsen 2013 Universe Estimates for Washington DC DMA
  • Cable Penetration by County in the DMA Broadcast stations reach 100% of the market, but Comcast leaves many viewers behind COUNTY STATE # TV HH Cable HH % COUNTY STATE # TV HH Cable HH %FAIRFAX VA 399,490 87.3 JEFFERSON WV 19,290 16.6MONTGOMERY MD 353,450 83.5 SHENANDOAH VA 16,350 30.2PRINCE GEORGE MD 294,850 85.0 CULPEPER VA 15,770 63.0DIS OF COL DC 268,250 73.1 WARREN VA 13,390 64.8ARLINGTON VA 169,160 89.4 MINERAL WV 10,910 45.4PRINCE WM VA 151,920 66.4 PAGE VA 9,270 20.5LOUDOUN VA 107,490 83.1 HAMPSHIRE WV 8,820 0.0FREDERICK MD 83,530 68.0 KING GEORGE VA 8,130 30.4WASHINGTON MD 53,160 59.8 WESTMORELAND VA 6,930 44.3SPOTSYLVANIA VA 51,140 80.3 MORGAN WV 6,790 0.0CHARLES MD 50,740 68.9 FULTON PA 5,690 0.0STAFFORD VA 41,550 70.1 CLARKE VA 5,400 100.0BERKELEY WV 39,000 55.7 HARDY WV 5,360 41.6FREDERICK VA 38,550 56.8 GRANT WV 4,550 0.0ST MARYS MD 37,320 32.7 RAPPAHANNOCK VA 2,830 0.0CALVERT MD 29,800 51.7 TOTAL TV HH CABLE HH %ALLEGANY MD 27,390 53.8 DMA 2,359,160 75.1FAUQUIER VA 22,890 31.5 Source: Nielsen 2013 Universe Estimates for Washington DC DMA
  • DC DMA Media Consumption Percentage of the market reached in an average week92.7% 92.2% 85.2% 83.4% 81.3% 59.8% 38.5% 36.0% 30.7% 26.2% 14.4% 2.5%Total TV Total Radio Internet Broadcast TV Cable TV Daily Hardwired Newspaper Broadcast TV Radio Station Satellite Daily Newspaper Cable TV Website Website Website Radio Newspaper (Print) (e-Edition) Source: Scarborough Washington DC DMA 2012 Release 2 (Sep 2011-Aug 2012); *Websites for Broadcast TV, Newspaper, and Radio Stations based on last 30 days
  • Not All Comcast is Created Equal12 of Comcast Spotlight’s 52 ad-insertable nets account for half of Comcast’s Total Day viewing (A25-54) DISC APL TVL FAM ADSM HLN SPK MTV HALL These 12 cable nets account for SYFY TOON CNBC over 50% of Comcast Spotlight’s LIF NAN GOLF viewing total AMC CMT SPD RTNW OXYG DIY ENT CNN STYL The remaining 40 cable nets TLC FXNC CC account for less than 50% of TRAV VH1 OWN Comcast Spotlight’s viewing total CMDY VS SOAP NICK BIO TWC TRU TMND LOGO ESPN2 Source: Washington DC LPM Live+SD Data (February 2013); Total day rotator defined as Mon-Sun 6am-2am; Adults 25-54 viewing
  • BUYER BEWARE Cable Ratings Vs. True Ratings• If Comcast provided Cable ratings to a buyer from a recent overnight ratings report, theprovided rating most likely includes the entire DMA, not just viewers in Hard-Wired Cable homes(unless it specifically states Cable Overnight/Cable Book).• According to the most recent universe estimates, Hard-Wired Cable households account for75.1% of total DMA households, and Comcast Cable is in 73.6% of all DMA households.EXAMPLE: TNT averaged a 3.0 rtg for Adults 25-54, which translates into 81,900 total viewers.• If it is a Total DMA overnight/book rating, then you need to adjust the cable network ratingsdown to 73.6% of that total, since that is what Comcast reaches in the DC market (in this case,81,900 viewers becomes 60,278 viewers)• If the rating is from a Cable overnight/book, you still need to adjust the ratings down to 98.0%of that total, since there are still some non-Comcast cable households contributing to that total(in this case, 81,900 viewers becomes 80,262 viewers) Source: Nielsen 2013 Universe Estimates for Washington DC DMA; Washington DC DMA cable/interconnect estimates for January 2013
  • Converting Cable Ratings into True Ratings Cable Network ratings are not Comcast ratings – they need to be taken down to reflect Comcast’s limited reach ADULTS 25-54 RATINGS ADULTS 25-54 IMPRESSIONSOVERNIGHT RATING COMCAST (73.6%) TOTAL IMPRESSIONS COMCAST (73.6%) NON-COMCAST 0.2 0.1 5,460 4,019 1,441 0.4 0.3 10,920 8,037 2,883 0.6 0.4 16,380 12,056 4,324 0.8 0.6 21,840 16,074 5,766 1.0 0.7 27,300 20,093 7,207A 1.0 cable network rating is really only a 0.7 Comcast Spotlight rating; even though the total viewership for this network is 26,990, you are really only reaching an audience of approximately 18,974 if you advertised via Comcast Spotlight. 1.2 0.9 32,760 24,111 8,649 1.4 1.0 38,220 28,130 10,090 1.6 1.2 43,680 32,148 11,532 1.8 1.3 49,140 36,167 12,973 2.0 1.5 54,600 40,186 14,414 2.5 1.8 68,250 50,232 18,018 3.0 2.2 81,900 60,278 21,622 4.0 2.9 109,200 80,371 28,829 5.0 3.7 136,500 100,464 36,036 Source: Nielsen 2013 Universe Estimates for Washington DC DMA; Washington DC DMA cable/interconnect estimates for January 2013
  • THIS TV AND ANTENNA TV A cost-effective way to increase reach & frequency 1,960 households watch ThisTV and 1,719 households watch Antenna TV. These are on par with other digital channels and close to major cable networks: 3-5x ThisTV or Antenna TV spots 6-10x ThisTV or Antenna TV spots2x ThisTV or Antenna TV spots achieve the same GRPs as 1 spot on: achieve the same GRPs as 1 spot on:achieve the same GRPs as 1 spot on: 11-15x ThisTV or Antenna TV spots CNN TNT achieve the same GRPs as 1 spot on: ESPN2 FX ESPN ESPN TRU Cartoon Network MSNBC Nickelodeon Oxygen Lifetime TBS Fox News Channel Weather Channel MTV FX HGTV VH1 A&E Fox News Channel TNT Golf BET Nickelodeon USA Travel Channel AMC Cartoon Network News Channel 8 Comedy Central SyFy Adult Swim Source: Washington DC LPM Data (Live+SD) – average of April, May, & June 2012; Mon-Sun 6am-2am
  • THIS TVA cost-effective way to increase reach & frequencyYou need just 5 spots on a total-day rotator (6a-2a) on ThisTV or Antenna TV to reach the same number of households as one much more expensive spot in a Comcast Spotlight Primetime rotator (7p-12m) on these major cable networks: MTV VH1 AMC Hallmark Channel Oxygen CMT CNN Nickelodeon ESPN2 TLC Cartoon Network Comedy Central Source: Washington DC LPM Data (Live+SD) – average of April-June 2012; ThisTV/ Antenna TV Mon-Sun 6am-2am; Cable Nets Mon-Sun 7pm-12m