Cable Acquired Programming is Reach Replacement for Broadcast

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Cable Acquired Programming is Reach Replacement
for Broadcast
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Note To Our Members

• This document is meant to provide insight into
  Cables ability to replace broadcast reach using
  acquired programming on Cable.
• This example uses national data. The purpose is
  to demonstrate Cables ability to replace
  Broadcast reach on the same programs more
  efficiently.
• These slides were created on a white background
  so they can easily be inserted into your current
  presentation template.
• Please view the document in slideshow mode
• Source Nielsen N-Power.

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Ad-Supported Cable Broadcast Reach Replacement

• Ad-Supported Cable can be used as Broadcast reach
  replacement using the same programs aired on
  Cable
• In order to understand reach attainable in these
  programs, in this exercise we placed 1-spot in
  each quarter hour of programming in primetime
  on
• Broadcast 7-net primetime programs that also
  aired on Cable during an average 4-week period
• Ad-Supported Cable primetime programs that also
  aired on Broadcast during an average 4-week
  period

Note While we know the above exercise could
not and would not be done in real practice, it
demonstrates the maximum reach each vehicle can
produce in todays marketplace.
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We identified 16 proven favorites programs
American Dad Girlfriends
America's Funniest Home Videos Law Order
America's Next Top Model Law Order Criminal Intent
C.S.I. Law Order SVU
Cold Case NCIS
Cops Scrubs
CSI Miami The Apprentice
Family Guy The Office
lt- These programs
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We identified 16 proven favorites programs
which currently air on both Broadcast AND Cable
American Dad Girlfriends
America's Funniest Home Videos Law Order
America's Next Top Model Law Order Criminal Intent
C.S.I. Law Order SVU
Cold Case NCIS
Cops Scrubs
CSI Miami The Apprentice
Family Guy The Office
lt- These programs
AE Network MTV CBS
ABC Family Spike TV NBC
Adult Swim TBS Network FOX
BET TruTV ABC
Bravo Turner Network UPN
CNBC USA Network My Network
Comedy Central WGN
E! Entertainment Lifetime
On these Networks -gt
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Broadcast can reach 28 of A18-49 if you
advertise on these programs on the Broadcast
networks in Primetime
American Dad Girlfriends
America's Funniest Home Videos Law Order
America's Next Top Model Law Order Criminal Intent
C.S.I. Law Order SVU
Cold Case NCIS
Cops Scrubs
CSI Miami The Apprentice
Family Guy The Office
Buy Broadcast Only Reach 28
CBS
NBC
FOX
ABC
CW
My Network
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
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• If You Bought the Same Exact Programs On Cable
  Can You Get Comparable Reach?

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Cable can reach 24 of A18-49 if you advertise on
the same programs on the Cable networks in
Primetime
American Dad Girlfriends
America's Funniest Home Videos Law Order
America's Next Top Model Law Order Criminal Intent
C.S.I. Law Order SVU
Cold Case NCIS
Cops Scrubs
CSI Miami The Apprentice
Family Guy The Office
AE Network MTV
ABC Family Spike TV
Adult Swim TBS Network
BET TruTV
Bravo Turner Network
CNBC USA Network
Comedy Central WGN
E! Entertainment
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
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By advertising on both Broadcast and Cable you
can reach 42 of A18-49 In Primetime
Buy Broadcast Cable Reach 42
Broadcast Aired Reach 28
Cable Aired Reach 24
CBS AE Network MTV
NBC ABC Family Spike TV
FOX Adult Swim TBS Network
ABC BET TruTV
UPN Bravo Turner Network
My Network CNBC USA Network
Comedy Central WGN
E! Entertainment Lifetime
Source Nielsen N-Power 01/2009 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
Reach for select pgms which air on both cable and
bdcst in primetime.
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In an average week, 34 of A18-49 viewing these
shows on Broadcast watch the same programs on
Cable
34 of these viewers on Broadcast can be reached
buying the same programs on Cable
34 Duplication In Primetime
AE Network MTV
ABC Family Spike TV
Adult Swim TBS Network
BET TruTV
Bravo Turner Network
CNBC USA Network
Comedy Central WGN
E! Entertainment
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
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You can replace 1/3 of broadcast GRPs and reach
the same viewers on the equivalent Cable
programming
Cable networks deliver the same people on the
same programs without overpaying
34 Duplication In Primetime
AE Network MTV
ABC Family Spike TV
Adult Swim TBS Network
BET TruTV
Bravo Turner Network
CNBC USA Network
Comedy Central WGN
E! Entertainment
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
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Cable alone can attain 86 of the reach that
broadcast delivers for a lesser investment
Demo Broadcast Reach Cable Reach Reach Index
A18-49 28 24 86
Broadcast Aired Reach 28
Cable Aired Reach 24
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
Select pgm used pgm which airs on brdcst and
cable.
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Cables acquired programs are an efficient reach
replacement to costly broadcast programming
American Dad Girlfriends
America's Funniest Home Videos Law Order
America's Next Top Model Law Order Criminal Intent
C.S.I. Law Order SVU
Cold Case NCIS
Cops Scrubs
CSI Miami The Apprentice
Family Guy The Office
AE Network MTV
ABC Family Spike TV
Adult Swim TBS Network
BET TruTV
Bravo Turner Network
CNBC USA Network
Comedy Central WGN
E! Entertainment
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
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maximizing reach, and delivering the equivalent
programming environment without over-paying
Cables Acquired Primetime Program Comparisons
Demo Broadcast Reach Cable Reach Reach Index Combined Reach Duplication
A18-49 28 24 86 42 34
A25-54 32 24 75 46 33
A18-24 16 22 138 32 35
M18-24 14 20 143 29 33
Afr. Amer. A18-49 28 30 107 47 40
Hispanic A18-49 14 14 100 24 31
Source Nielsen N-Power 01/2008 1-spot each
qtr. hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4
weeks. Select pgm same pgm on cable and bdst
primetime.
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Cable Acquired Programming is Reach Replacement
for Broadcast