For Immediate Release - Primetime TV Insight - Fall TV Preview Report
Posted by Jim on Monday, July 12, 2010 in Baseline Intelligence Announcements • Media Research • (0) Comments • Permalink •
For American television viewers, the new primetime TV season is three months away. However, for insiders who analyze the video landscape and television marketplace, the season has already begun.
In 2010, it has become clear that the television industry is in the midst of an identity crisis. Viewers are consuming video-based media in new formats at an unprecedented pace while expanded DVR usage has hit a tipping point that traditional media advertisers can no longer ignore. Simultaneously, broadcast and cable networks are searching for effective ways to monetize their premium content online and marketers are searching for methods to extend their video reach beyond the traditional TV screen. TV Everywhere may be the most effective way to accomplish these goals.
Viewers, of course, care little about corporate ownership, advertising, or platform dominance. They simply want to be entertained. For some, this means engagement at home, while for others it means access through a laptop, iPad, or even a mobile device. Whatever the case, new series survival rates clearly show that viewers care less about how they access content and more about its quality.
• Roughly 40% of viewing to the broadcast networks during primetime is time-shifted via DVRs. Those viewers are about 10 years younger, on average, than live TV viewers.
• The combined time spent with online videos, social networks, blogs, and mobile videos is only 3% of traditional TV viewing. Trends depict a rise to about 8% next season.
• Only 15% of all the new series that debuted during the past five seasons will still be on the air this fall. Developing and sustaining successful broadcast series (without CSI, NCIS, or Law and Order in the title) is more difficult than ever.
• Over the past decade, only 30% of the series with the most pre-season buzz became successful – slightly lower than the average new series success rate during the same period.
To help evaluate the rocky television content and advertising landscapes, Baseline Intelligence, a part of the New York Times Company, is proud to announce the inaugural edition of Primetime Television Insight – a series of three annual reports assessing key small-screen trends and audience changes.
