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Published byByron Edwards Modified over 9 years ago
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Membership in a Digital World And Other Pledge Questions…
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Digital World Viewership did not converge on one platform - it’s not a zero-sum game anymore The audience is the SAME (although it may be smaller…) Should I pledge all my channels??
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Multicasting More channels mean more GRPs Multicast channels add viewing NOT cume (almost no new people) Your viewers spend more time with you
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Reach of Mature Multiple Services GRPs for the avg secondary station is about 1/3 rd of the primary
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A Fraction of Audience 2010 Prime Time Weekly Impressions
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Age of Audience
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Growth? We expected to see growth as audiences became accustom to watching digital channels So far mixed… –For Nov. 2010 five digital channels are up 11% in whole week and down 18% in prime time (AQH ratings)
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Should I Pledge My 2 nd Channel? Remember trying to pledge against Who Wants to Be a Millionaire when it was new? If you run regular PTV fare against your own pledge shows you create the PERFECT network competition Do you want to pledge against ARS???
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The Pledge Take Away Give them pledge choices – counter-program (with strong shows!) Eventually the maximum you can expect to make on a 2nd channel is 33% of your main channel You will probably start off at around 5% and build into the 10% range
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