How
Sticky is Your Favorite TV Show?
Do
the laundry, surf the net, feed the dog, text a friend.
Sometimes free time isn’t completely free, and interruptions are
everywhere. With so many distractions and so many
entertainment platforms, is it possible to keep TV viewers glued to
their seats for an entire half hour of content and
commercials? What percentage of an audience keeps their TV on
in the background and never sits down to watch it?
An
aggregate view across all primetime broadcast TV shows reveals a
gradual decline in the number of viewers who watch an entire show and a
strong increase in those who watch parts of a program while doing other
things around the house.
E-Poll’s
FastTrack™ shows those who report watching an entire program has
decreased by over 5% since October 2007, while viewers who watch parts
of a program has climbed by more than 13%. FastTrack is a
monthly
study that measures awareness, satisfaction and program momentum for
broadcast, cable and weekday shows.
The
good news for the networks is that the decline in those who watch an
entire show has leveled off at 71%.
A
deeper dive into the data reveals that highly rated shows do not always
grab and hold the attention of the audience as well as shows that rank
lower on the ratings totem pole. Among comedies, Two and a Half
Men holds a significant ratings edge over The Office, yet The Office
keeps its viewers engaged for the entire show 85% of the time versus
75% for Two and a Half Men.
Aggregated
Broadcast TV viewing habit trends are shown below:
How Engaged is the Audience?
Source:
FastTrack™ Broadcast – fielded monthly among 1,000 respondents from
October 2007 through June 2008 among a representative sample of TV
viewers age 18 to 49. (n=9,000 total).
Stars
with Style Extend their Brands
Everyone
wants to have style, but you need only make a trip to the supermarket
and do a little people-watching to prove that it can be
elusive.
How do you get it? Look to the red carpet during Oscar
season,
flip through fashion magazines, or make up your own?
The
answer may be different for different people, but there’s no denying
the power of a few select celebrities to influence the direction of
style as they extend their brands into fashion and fragrance.
The
list of celebs who’ve successfully made the transition into fashion and
fragrance lines includes Beyonce Knowles, Celine Dion, Gwen Stefani,
Elizabeth Taylor, Sean Combs and even Paris Hilton. The
secret of
any brand extension is to find the right fit (categories that consumers
will accept) while fully leveraging a celebrity or brand’s unique
properties.
E-Poll’s
new MediaSYNC product suite maximizes equity and extension across
celebrity, character, brand and TV program assets by providing unique
insight into equity drivers. Modeling the unique attributes
of
celebs who currently have successful fashion or fragrance lines
provides clear direction toward identifying untapped
opportunities.
Below
are celebrities whose awareness, appeal, stylish ratings and other key
attributes most closely match stars who have already earned success in
fashion and fragrance. Opportunities may exist for the
fashion
brands with the highest “Leader” ratings (below) to accelerate growth
by aligning with the stylish stars shown below.
Celebs
Best Equipped to Extend into Fashion or Fragrance
Source:
E-Score™ Celebrity is conducted weekly among a representative sample of
1,100 respondents ages 13+ and encompasses measures of awareness,
appeal and a diverse list of 46 key attributes. E-Score Celebrity is
the preeminent source of celebrity information used by major brands,
agencies and advertisers to guide critical marketing decisions.
Fashion
Brands with Highest "Leader" Scores
Source:
E-Score™ Brand – fielded November 15 through November 20, 2007, January
24 – January 30, 2008 and April 25 – April 30, 2008 among a
representative sample of 1,500 respondents, age 13+.
|
