A presentation entitled The Television Audience Redefined: An Update, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Insights into the profiles of various consumers across a variety of media platforms, was presented. The presentation was given by David Poltrack-Chief Research Officer of CBS Corporation & President of CBS Vision.
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3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)bisg
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Kitts, B. Laxminarayan, P. and LeBlanc, B. (2005) Cooperative Strategies for Keyword Auctions, First International Conference on Internet Technologies and Applications, Wales. September 2005. [PPT Presentation]
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Read more: http://blog.slideshare.net/2014/01/08/culturecode-what-makes-a-company-great/
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Ufeed is a social media platform enabling users to finance NGO projects by means of responsible marketing campaigns. For every social network post companies donate to the causes of their choice.
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"On February 28th, executives from leading B2B enterprises gathered at SAP’s headquarters outside Philadelphia for a Jam Session with ISBM. The theme of the conference was certainly cautionary, if not foreboding: “Disrupt or Be Disrupted.” But there were plenty of hopeful insights to glean from the day’s workshop, especially in the keynote address from Vivaldi’s own founder and CEO Erich Joachimsthaler.
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Read more: http://blog.slideshare.net/2014/01/08/culturecode-what-makes-a-company-great/
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Ufeed is a social media platform enabling users to finance NGO projects by means of responsible marketing campaigns. For every social network post companies donate to the causes of their choice.
Playfunding platform where advertising is a win-win for business, customers and society.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
Tough Times Don’t Last But Tough Competitors Do
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http://www.forrester.com/events/eventdetail/0,9179,2424,00.html?sTab=agenda
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2019 Oregon Wine Symposium | Outlook on the Wine Sector: Managing the Changin...Oregon Wine Board
If you want to know where the wine industry is headed, don’t miss this power-packed seminar moderated by director of the Evenstad Center for Wine Education at Linfield College, Dr. Greg Jones. Dr. Damien Wilson, Hamel Family Chair in Wine Business at Sonoma State University, will deliver the wine sector outlook and share his views on the state of this sector with specific focus on the Oregon wine industry. His talk will include identifying channels for success, flagging potential market pitfalls and highlighting prospects for market triumph. Tony Correia is widely recognized across the American wine industry as a leading authority on the valuation of vineyards and wineries, and he will provide insights on what impacts and contributes to the value of an AVA and how to capitalize on AVA success. Wine industry finance expert Erik McLaughlin, CEO of Metis Mergers & Acquisitions, will provide the industry with the current state of Oregon’s M&A landscape and insights on how the market is changing. Finally, Danny Brager, Nielsen’s senior VP of Beverage Alcohol, will deliver market trends and Oregon wine growth insights from the national wholesale and direct to consumer shipments marketplace.
Insights from Coalition for Innovative Media Measurement (CIMM) were presented at Advertising Research Foundation’s (ARF) AM 6.0 conference, held in 2011. Through the use of eDiaries and the example of moms, a presentation was given on the value of USA touchpoints to increase ROI. Presenters included Jane Clarke-Managing Director of Coalition for Innovative Media Measurement & Jim Spaeth-Partner at Media Behavior Institute.
As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.
A presentation on new ad models, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Dr. Duane Varan-Executive Director at Audience Research Labs Murdoch University gave the presentation. Varan presented studies done by the Beyond 30 research program.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a Keynote presentation was given entitled Meeting the Challenges of Cross Media Research. Google presented three initiatives and how they are trying to help meet the challenges of cross media research. Keynote presenters from Google were Owen Charlebois-Global Manager, Advertising, Marketing and Media Research & ElissaLee, Ph.D.-Group Manager,Quantitative Measurement.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A presentation entitled Following the Sports Fan with Arbitron’s PPM, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A study using Arbitron Portable People Meter™ (PPM™) service was presented. The presentation was given by Glenn Enoch- VP, Integrated Media Research at ESPN Inc., Kelly Johnson- Director, Media and Promotion Research at ESPN Inc., & Lung Huang- VP, National Account Services at Arbitron Inc.
A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The Interpretation of visual Semiotic “Answers” is presented. The presentation is given by Steve Wolf- Commercial Director, Global Qualitative & SVP/Division Director at Synovate Qualitative.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a presentation was given on Facebook’s information platform. The job of research team at Facebook along with the topic of making research interesting to users is discussed. The presentation is given by Brad Smallwood-Head of Measurement and Insights at Facebook
A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was given on the profile tablet users as well as the findings regarding ad effectiveness on iPads vs iPhones and other devices. The presentation was given by Matt O’Grady- EVP, Media Audience Measurement at The Nielsen Company.
A presentation entitled MAXIMIZING MOMENTUM: Insights from Verizon, SMG & Cisco, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. Insights on Brand building were presented. Presenters included Patrick McLean-Executive Director at Verizon Interactive, Helen Katz-SVP/Research Director at Starcom MediaVest Group, & Charlie Treadwell-Marketing Strategy Manager Corporate Affairs Marketing at Cisco.
A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
A presentation entitled Global Perspectives on Measurement Issues, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Presenters included Horst Stipp-EVP, Global Business Strategy at the Advertising Research Foundation & LuizG. Duarte, Ph.D.-Corporate Research at DIRECTV Latin America.
A presentation entitled Insights for the Future of Online Video Commercialization given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Test on online commercial viewing done by TBS was presented. The presentation included the research design and methods used as well as the findings. The presentation was given by Stacey Lynn Schulman-SVP, Ad Sales & Sports Research at Turner Broadcasting Sales, Inc.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled New Shopper Journeys: The Influence of Digital Touchpoints. The presentation explores how digital has an effect on shopper’s behaviors. Presentation is given by Alex Charlton- Director at essential research, Mike Hess- EVP of Research at Carat N.A., & Beth Uyenco- Global Research Director at Microsoft.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled SHOPPER INSIGHTS. Ashmeed Ali-Senior Manager at Yahoo! & David Gill-Vice President at The Nielsen Company discussed when Mobile Goes Shopping. This presentation explored how consumers use their mobiles to research products and advertising on mobile devices. Manila Austin-Director of Research at Communispace Corporation moderated the discussion.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled The Power of Relevancy The Biometric Impact of Online Advertising. The presentation includes topics such as measuring the biological impact, and the contextual and personal relevancy of ads. The presenters include Tony Marlow-Strategic Insights at YAHOO! & Brian Levine-President of Innerscope Research.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Understanding the Relationship Between Social Media and TV Viewership. The presentation used a case study on the World cup to present findings. Presenters included, Jon Gibs-SVP at The Nielsen Company & David Coletti-VP at ESPN.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Study of the Key Drivers of Online Content Consumption. An AOL sponsored study to better understand content usage was presented. Presenters included, Kristin Kovner- Senior Marketing Director at AOL, Bill Ziff-Levine-Principal & Co-Founder Data & Management at Counsel, Inc., & Jon Stewart- Research Director at Nielsen.
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The Television Audience Redefined: An Update
1. The Television Audience Redefined:
An Update
Emerging Hot Topics Part I – #2
David Poltrack
Chief Research Officer
CBS Corporation
President
CBS VISION
2. Topics
The Single Source Approach
Further Defining the Demand Product
Pool Segments
Two Key Category Applications
Programming Application
#ARFAM6
3. Enhanced Analytical Approach
Modeling dollar lifts controlling for penetration produces stable,
statistically significant results that are not driven by outliers
Key finding: behavioral targeting delivers 2½ times more ROI leverage
than demographic targeting
Behavioral Target Demographic Target
$0.18 $0.18
$0.16
$0.14
$0.13
$ Per Exposed HH
$0.12
$ Per Exposed HH
$0.10
$0.08
$0.08
$0.06
$0.04
$0.03
$0.02
$0.00
50 70 90 110 130 150 170 190 210
50 70 90 110 130 150 170 190 210 -$0.02
Delivery Index To Top Category HH's Delivery Index To Women 18-49
Results normalized to average category penetration
#ARFAM6
4. More Intuitive, Impactful Results
A 20% increase in media delivery Campaign impact doubles with a
to heavy category users yields an 41% increase in media delivery to
additional $47 per thousand heavy category users, vs. a 103%
exposed households, compared increase in media delivery to
to $19 for a 20% increase in women 18-49
media delivery to women 18-49
Impact of 20% Increase in Media Delivery
Dollars per Thousand Exposed Households
$47
2½ times more 103%
targeting leverage
$19 41%
Heavy Buyer Target Demographic Target Heavy Buyer Target Demographic Target
5. TRA Purchaser Targets
Improve Sales Impact
+28% Average ROI difference between
Purchaser Targets over Age/Sex Demos
Age/Sex Target Purchaser Target
161
133 135
119
104 108 109 108
98 103 100 100 100
97 94
76
W W W W A M W W
18-44 25-54 18-34 18-49 25-54 18-34 18-49 18-49
Food Brand Household Brand Personal Care Personal Care Beverage Brand Beverage Brand Household Care Personal Care
Brand Brand Brand Brand
Source: TRA
#ARFAM6
8. Demand Landscape Segmentation Was
Developed Based on a Comprehensive Research
Study of TV Viewing + Online Behavior
Quantitative Research Overview
7,000 respondents ages 18-65 who watch at least one hour of TV
programming per week
Sample – Quota sample of 600 for five major markets
New York, Los Angeles, Chicago, Philadelphia, Dallas
14,000 TV viewing occasions profiled
A 45 minute 150+ question survey covering lifestyle attitudes, cross
Demand platform media demand, technology involvement/viewership behavior
to define Demand Profit Pool segments
Profiling
Benefits sought and situational viewing to define Need States
Characteristics of favorite TV programs to define Program Palates
Typing tools to overlay participating advertisers’ core prospects
Extensive additional profiling on TV viewership, technology ownership
and interest, demographics, etc.
Media Linkage to actual TV viewing behaviors through Nielsen National
Behaviors PeopleMeter panel. Online, radio, and print are also being integrated
#ARFAM6
9. The Viewing Demand Landscape Consists of
Demand Profit Pools and the Need States
They Experience
Viewing Demand Landscape
Demand Profit Pools
“To Whom ”
Consumers grouped by their underlying
motivations for media consumption
Need States
“For What”
Viewing occasions with a
distinct combination of
rational and emotional
benefits
Source: Viewing Demand Landscape (2011); TCG Analysis
#ARFAM6
10. Six Distinct Demand Profit Pools Define the
Range of Consumer Media Engagement and
Preferences
Demand Profit Pools
Role and Relationship with TV and Technology
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
Love TV Early adopters of Interest anchored Dedicated to Select content Seek to
for the content and in sports. Extends favorite across multiple minimize usage
companionship, technology. to other action- programs. “screens”
on in the Social diffusers oriented Willing to time
background programming shift to watch
% of Population
16% 21% 15% 18% 15% 15%
% of Primetime Viewing
19% 20% 14% 24% 12% 11%
Median Age
47.1 39.8 45.1 41.1 31.3 45.4
Median Income
$55,200 $74,300 $70,400 $77,700 $60,700 $73,200
#ARFAM6
11. Demand Understanding Adds to the Traditional
Demographic Knowledge of Viewers
Demographic Skews by Demand Profit Pools
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
% of Total Pop 16% 21% 15% 18% 15% 15%
Demographic Older, women, Middle age, higher Men, older Younger, women Younger Older, higher
Summary lowest income income, with kids with kids, highest income
income
Male 34% 58% 80% 33% 49% 42%
Female 66% 42% 20% 67% 51% 58%
Age
18-24 9% 12% 9% 9% 31% 11%
25-44 31% 51% 34% 54% 46% 32%
45-64 60% 37% 57% 37% 23% 57%
% African American 16% 18% 11% 8% 14% 11%
% Hispanic 11% 21% 10% 10% 18% 14%
% Children in HH 37% 60% 32% 52% 42% 42%
Avg. Income (000s) $51 $71 $69 $77 $58 $71
#ARFAM6
12. Digital Consumption
Index of Total Time Spent Using Television and Streaming
TV Streaming
119 121
110
102
97 94
88 88 90 87
85
77
TV Companions Media Sports Program Streamers TV Moderators
Trendsetters Enthusiasts Passionates
#ARFAM6
13. Digital Consumption (Cont’d)
TV Companions Media Trendsetters Sports Enthusiasts
AmericanGreetings (129) Gawker Media (129) USATODAY (133)
Better Homes & Garden (126) Big Lead Sports (125) Wall Street Journal (128)
Scripps Digital (119) TheCollegeHumor (125) CNET (121)
Shopzilla (117) NBC Universal (123) McClatchy Newspaper (120)
WebMD Health (113) McClatchy Newspaper (122) Sports Illustrated (120)
Time Inc. Lifestyle (113) Answers (121) LinkedIn (120)
CBS Sports (121) ESPN (119)
Hulu (121) HUGO Entertainment (118)
NFL Internet (117)
Gawker Media (116)
Program Passionates Streamers TV Moderators
Hearst Women’s (144) VEVO (114) All Financial Tools (122)
iVillage (136) Youtube (114)* All Broadcast Media (117)
Allrecipes (135) Gawker Media (111) Travel Ad (106))
SheKnows Websites (133) Jango Music (109)
Time Inc. Lifestyle (133) HUGO Entertainment (109)
Disney Online (132) Fox Interactive (108)
Better Homes & Gardens (132) Nickelodeon Games (108)
RetailMeNot (131)
14. Print Consumption
TV Media Sports Program Streamers TV
Companions Trendsetter Enthusiasts Passionates Moderators
s
Ladies Home Journal 145 87 51 144 65 119
Good Housekeeping 138 93 55 143 69 109
Prevention 138 87 63 122 68 131
Cooking Light 115 83 55 146 69 138
Cosmopolitan 108 91 52 115 128 104
People 104 112 74 123 103 93
Sports Illustrated 74 131 143 90 101 73
ESPN 64 144 135 77 116 70
Men's Fitness 58 137 125 81 120 81
Car and Driver 60 143 143 76 108 73
Seventeen 107 90 50 115 143 95
Game Informer 52 138 89 85 142 77
#ARFAM6
15. Radio Consumption
TV Media Sports Program Streamers TV
Companions Trendsetter Enthusiasts Passionates Moderators
s
Adult Contemporary 106 97 95 110 96 97
Alternative 78 112 98 109 114 80
CHR (Top 40) 80 115 80 103 131 85
Classic Rock 100 101 130 96 98 78
Country 113 90 102 102 103 94
News/Talk 85 90 131 106 81 117
Religious 108 90 82 118 92 111
Rhythmic 75 129 73 94 137 81
Rock 80 118 109 100 110 80
Urban 95 131 94 90 114 72
16. Program Passionates:
Additional Characteristics
Heavily female skewing (67% vs. 51% total U.S)
Most upscale segment (25% have $100k+ HH income
vs. 20% total U.S.)
Highest DVR penetration (75% vs. 42% total U.S.)
and DVR usage
Highest HD penetration (73% vs. 64% total U.S.)
Almost all are cable subscribers (97%)
More college graduates than general population
(38% vs. 33%)
Avg. weekly time on Internet: 5.6 hours
#ARFAM6
17. Media Trendsetters:
Additional Characteristics
Most urban segment (48% vs. 41% Total U.S)
Higher DVR penetration than general population
(56% vs. 42%)
Almost all are cable subscribers (97%)
Avg. weekly time on Internet: 5.6 hours
Wants more 3D programming on TV
Watches a lot of movies on DVD
Likes to watch TV with other people
Likes to watch sports on TV
#ARFAM6
18. Demand Profit Pools Have Distinct
Viewing Habits
Top 25 Primetime Programs by Demand Profit Pool
Program Passionates Media Trendsetters
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion and TCG Analysis, 9/20/10-3/27/11
19. Key Segment Lifestyle Profile
ALL MEDIA PROGRAM
TRENDSETTERS PASSIONATES
Go to a movie more than
once a month 16% 30%(190) 17%(108)
Expect to go to more than
one movie a month this 29% 46%(160) 28%(97)
summer
Likely to watch movies they
like over and over again in 25% 36%(146) 22%(89)
multiple windows
Primary car driven is less
than 3 years old 29% 38%(128) 33%(111)
Last car bought was a
new car 62% 67%(108) 67%(108)
20. Key Segment Lifestyle Profile
ALL MEDIA PROGRAM
TRENDSETTERS PASSIONATES
Frequently buy new pieces of
clothing that I add to my everyday 30% 39%(130) 30%(100)
wardrobe
Like to stay “in fashion”
regardless of price
8% 15%(179) 8%(100)
Try new products before other
people do*
31% 49%(160) 32%(105)
Often try new brands because I like
variety and get bored of the same 33% 43%(129) 33%(100)
old thing*
When shopping, look for what
is new* 40% 52%(130) 45%(112)
Like to have new and exciting
experiences* 69% 78%(113) 69%(100)
*Strongly/Somewhat agree
21. Luxury Automobile Profile by
Demand Profit Pools
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
Cadillac Owners – Demand Profit Pool Profile %
15% 25% 17% 16% 11% 16%
Lexus Owners – Demand Profit Pool Profile %
13% 19% 14% 22% 16% 15%
Source: Viewing Demand Landscape (2011); Nielsen Fusion and MRI Q1 2011 Fusion, 9/20/10-3/27/11
#ARFAM6
22. Luxury Automobiles:
Top 25 Programs – Program Passionates
Cadillac Owner Lexus Owner
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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23. Luxury Automobiles:
Top 25 Programs – Media Trendsetters
Cadillac Owner Lexus Owner
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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24. Sample Program: The Good Wife
The Good Wife
Primetime Program Rank among:
Cadillac Owners: 19
Lexus Owners: 10
Adults 25-54: 30
Adults 18-49: 48
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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25. Avid Moviegoer Profile by Demand
Profit Pools
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
Avid Moviegoers – Demand Profit Pool Profile %
13% 22% 11% 17% 21% 16%
Avid Moviegoers – Demand Profit Pool Profile Index
81 105 73 94 140 107
Source: Viewing Demand Landscape (2011); Nielsen Fusion and MRI Q1 2011 Fusion, 9/20/10-3/27/11
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26. Avid Moviegoers:
Top 25 Programs by Demand Profit Pool
Program Passionates Media Trendsetters
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion and TCG Analysis, 9/20/10-3/27/11
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27. Avid Moviegoers:
Top 25 Programs by Demand Profit Pool
Program Passionates Streamers
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion and TCG Analysis, 9/20/10-3/27/11
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28. Sample Program: The Good Wife
The Good Wife
Primetime Program Rank among:
AVID MOVIEGOERS: 19
Adults 25-54: 30
Adults 18-49: 48
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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29. Sample Program: The Good Wife
The Good Wife
Primetime Program Rank among:
AVID MOVIEGOERS: 19
TRENDSETTERS: 14
PRGM PASSIONATES: 8
STREAMERS: 34
Adults 25-54: 30
Adults 18-49: 48
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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30. Summer Movies Plan To See
STREAMERS MEDIA PROGRAM
TRENDSETTERS PASSIONATES
BRIDESMAIDS 33% 45% 37%
HARRY POTTER DEATHLY HALLOWS II 50% 52% 45%
HANGOVER II 37% 56% 38%
X-MEN: FIRST CLASS 42% 52% 34%
TRANSFORMERS 3 30% 37% 26%
Source: CBS Entertainment Panel Survey 5/31-6/4/2011
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31. Program Testing Results
2 Broke Girls Person of Interest
Highest Program Test Score Highest Testing Drama
in CBS History! since Chicago Hope (1994)
Source: CBS 2011 Pilot Testing
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32. Program Testing Results
2 Broke Girls Person of Interest
Media Trendsetters Index: 116 Media Trendsetters Index: 132
Program Passionates Index: 103 Program Passionates Index: 137
Source: CBS 2011 Pilot Testing
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