My Name is Earl

1
My Name is Earl

• Gladys Santiago

2
Goals/Purpose

• Analyze program elements
• Determine future intent of viewing
• Increase audience ratings

3
Program Overview

• Airs Thursdays on NBC at 8PM
• Survivor China, Ugly Betty, Are You Smarter Than
  a 5th Grader, Smallville
• Very poor ratings since debut in 2005
• No strong lead in
• Available for free viewing on network website

4
Real World Research

• Created custom websites for NBC that contained
  questionnaire
• Online surveys offered panelists reward
  incentives
• Professional respondents
• Broad frame of 18-34 year olds
• Enrolled through popup and banner ads
• Database of panel already created
• SurveySpot, SurveysOnline, NPD Group
• Sample will be demographically balanced

5
Real World Research (cont.)

• Conducted focus group at research facility (ex
  Television City)
• Magids VCResponse
• Succeeds in simulating in home experience
• Help identify and reduce biases of focus group
• Numerical ratings through use of a dial
• Looked at opinions on social networking websites
  (MySpace, Facebook)
• Hey Nielsen!
• Frame provided by website
• Quantifies opinions
• Easy to see how competition measures up

6
Panel of Respondents

• Media savvy
• Heavy TV users
• More likely to be media multitasking

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Responses

• Response ratings 4.2 (1 Did not like at all, 5
  liked show a lot)
• 80 have seen show before (all male)
• 80 thought show should be on Fox

• Reasons
• Too busy 60
• Watch other programming 20
• Not at home 20

8
Responses (cont.)

• 80 would watch show again
• NBC website favored because its free

• 80 would tune in based on recommendations
• Actors/Actresses were a major influence

9
Program Elements

• Narration

• Flashbacks

• 60 cited Earls Southern accent as annoying
• 10 viewed commentary as adding more depth to
  show/character

• 70 helped them understand storylines (all had
  never watched show before)
• Introduced too many characters

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Program Elements (cont.)

• Laugh track

• Soundstage

• Format was considered shows best quality
• Described as innovative

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Program Elements (cont.)

• Lesson-learned format

• Special guest stars

• 40 guest stars would increase chance of
  watching
• Keep show fresh

• Attract viewers as long as issues were
  realistic
• - Race, family, money

12
Character Analysis

• Earl 50 viewed as most objective and relatable
• Referred to as a loveable loser
• 70 liked actor because of previous films

• Joy highest rated character
• 80 wanted to see more of her
• 80 thought she had best lines
• Compared to Peg Bundy

13
Character Analysis (cont.)

• Crab Man no strong opinions about him
• 70 enjoyed seeing interracial relationship on TV

• Randy lowest rated character
• Not featured prominently in episode
• Jokes about his stupidity risked getting old

14
Recommendations

• Move show to less competitive timeslot
• Place with lineup that includes high-rated shows
• Thrive Sunday nights on Fox
• Compared to The Simpsons, Married With Children
• Change marketing strategy
• Emphasize actors/actresses
• Increase promotion of episodes on web
• Create MySpace page, YouTube and Joost content,
  make available for free download on iTunes
• Should lead to incremental audiences

15
Demographics
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Demographics (cont.)