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Ad-On: Uptick In Young Demos Watching TV
Spots
Wayne
Friedman
MediaPost
November 3, 2008
Do you believe that young TV viewers are fast-forwarding
through commercials? The short answer is: not always.
When it comes to C3 ratings--commercial ratings plus
three days of DVR playback--young viewers have shown a
slight lift through the first two weeks of the season,
versus their respective program ratings. There is also
an improvement over year-ago numbers, according to a
recent survey by media agency Optimedia International.
For younger viewers in prime time--viewers 12-34 and
females 12-34--this year's C3 rating hit a 103 index,
versus their respective live program ratings, through
Oct. 5. That's a 3% improvement in their comparative
program ratings. Last year, young viewers' C3 ratings
versus live programming ratings were at a 100 index, as
well as across most major demographic groups.
The highest numbers for a specific night were for Fox's
Tuesday programming, where "House" and "Fringe" airs.
Among viewers 12-34, the index was 114; for females
12-34, it was 115.
Younger demographics also fared better against older
demos this year--adults 18-49 and adults 25-54, where
the indexes were 101 and 100, respectively. "Younger
viewers are tending to watch more commercials," says
Larry Novenstern, executive vice president and joint
managing director for NewCast@Optimedia for Optimedia
International. "Maybe they aren't as jaded, or have more
time on their hands to watch commercials."
Much of this can be attributed to the three days of DVR
playback, which adds to overall ratings, for programs
and commercials alike. The only demographic in prime
time to lose ground in C3 ratings versus live program
ratings was male 18-49 viewers, who were at a 99 index.
This dropped from a 100 index a year ago.
While adding in DVR playback has generally helped to
improve overall numbers, Optimedia says C3 is still
under-delivering versus program ratings in evening news
and late-night programming. For example, in looking at
late-night programs, viewers 12-34 hit a 97 index this
season versus its program ratings; females 12-34 are at
a 98; 18-49 viewers are at a 96, and 25-54 viewers are
at a 95.
In late-night programming, male 18-49 viewers recorded
the lowest C3 index for any daypart--a 94--versus their
comparative live program ratings. The highest results
were with young females, 12-34, who posted a 106 index
for daytime programming.
Overall, Optimedia notes that C3 ratings versus live
program ratings are improving as DVR penetration and
usage increases for virtually all dayparts: prime time,
daytime, evening news and late-night programming.
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