Audience Management Results 2005

CPB Research Data:Program length and format, insufficient promotion, and a schedule which is regularly disrupted create barriers to participation of key audience segments. Objective: Develop program production, distribution and promotion guidelines that address barriers and obstacles to viewing.

NOVA-Innovations Standard Break :508:518:528:538:548:558:568:578:588:599:009:019:029:039:049:059:069:079:089:099:10

Where did they go? End of Content –3.4 Rating = 4,590,000 of viewers Station Break –1.7 Rating = 2,295,000 of Viewers LOSS of 2.3 Million Viewers

Play by Play Production credits Web site spot Offer Sponsor credit Production logo And then your 3:14 break

How Do You Get Your Audience & Keep Them?

Rewrite the Playbook Strategy #1: Embedded promotion: tell viewers right away what else is on. Strategy #2 Reinvented breaks: create a compelling and seamless break from content to content

Look at other Playbooks Viacom saves the top spot in 85% of their breaks for show promotion. A&E reserved 100% of their first spots for show promotion. 8:10 break Spot 1: show promo (Biography tomorrow night) 8:29 break Spot 1: show promo (Biographies later in the week) 8:41 break Spot 1: "still ahead on Biography" spot Spot 2: Video offer 8:50 break Spot 1: "coming up next" spot Spot 2: Show promo 9:00 break Spot 1: Show promo (tomorrow on Biography) Spot 2: Show promo (Cold Case Files next in split screen credits) Spot 3: ANOTHER promo for Cold Case Files which ran straight into the show

Promotion #1 LEAPFROG Devote resources to POP-OUTS Cross Promote Affinity Shows Speak to the right audience.

IT WORKS! Lift in Ratings –Minimum 13% - From 1.6 – 1.8 There is new life for old favorites! – AMERICAN EXPERIENCE :The Crash of 1929 –Performed 31% above new episodes of AMEX this season Repeats are beating original broadcasts –NATURE “Pale Male” –Original Broadcast 1.6 –Expected Repeat rating 1.1 –Embedded Promotion Rating 1.9

And More… Renewed vitality for long running series –NATURE “The Good, The Bad, and The Grizzly” 2.4 –NATURE “Shark Mountain” 2.0 –NOVA “The Great Escape” 2.6 –NATURE “Cuba Wild Island” 2.3 –AMERICAN EXPERIENCE “Fidel Castro” 2.2

And We’re Going to Do More! Increase promotion from 12 a month to 36! Focus on common carriage shows There will always be 2 versions

Dealing with Spots That Don’t Apply Get your message in front of the most viewers Use your edit time wisely. –Embedded Promotion vs. Billboards

What if we had embedded a promo in that NOVA? :508:518:528:538:548:558:568:578:588:599:009:019:029:039:049:059:069:079:089:099:10

Minneapolis, St. Paul Embedded Promotion – 49,300 viewers Billboard – 24,650 viewers That’s an additional 24,650 viewers!

Priority Embedded Promotion Reinvented Breaks

Production credits – placing them over other show related content Web site spot – placing this over content in show Offer – placing these over show material Sponsor credit Production logo And then your 3:14 break!

NOVA-Innovations Reinvented Break :508:518:528:538:548:558:568:578:588:599:009:019:029:039:049:059:069:079:089:099:10

NOVA to Innovation Reinvented Break

Tools Communications – You’re helping deliver a larger audience to other shows on our air. Programmers – Delivering larger audiences because programs are better aligned. Development – You’re increasing Frequency. Frequency in viewing results in membership. Plus local sponsors care about larger audiences.