Where to find the feistiest woman on the small screen.
I often see data that shows DVR usage is not that significant across the entire day, accounting for less than 10% of total rating points. During prime time, however, it is massive, particularly for original scripted series. Consider that more than 40% of adults 18-49 or 25-54 still do not own a DVR. Despite this, the average original scripted series (on both broadcast and cable) has half its total U.S. audience through DVR playback. That means, on average, more than 80% of viewing of original scripted series among DVR owners is time-shifted.
YouTube TV seems most geared to the two most recent media generations. The Multi-Platform Generation (1996-2010) grew up with high-speed Internet, DVRs, on demand, video streaming, smartphones, social media, multimedia devices, and original scripted series no longer being exclusive to broadcast television. The Mobile Generation (born after 2010) will grow up watching what they want, when they want, and where they want it. This generation makes little distinction between broadcast, cable, SVOD, or OTT. Content means more than distribution source or screen.
Riffs on the following headlines: The Oscars Telecast Still Needs Fixing; Broadcast Networks Need to Cross-Promote New Series; Should CBS All Access be Programmed Like Netflix?
The Academy Awards air this Sunday. I've watched them every year since I was a kid, and every year I look forward to it. But every year I am bored for three-plus hours, and every year I promise myself that next year I'll tune in after 11 p.m. and just see who wins the top awards. Some relatively simple changes, however, could revitalize the show and make it more viewer- (and advertiser-) friendly -- and perhaps reverse the trend that saw its median viewer age rise from 47 to 55+ over the past 10 years.
My 17-year old son recently told me that many of his friends don't watch anything on traditional TV anymore, and many do not have DVRs. They watch TV almost exclusively on Netflix or Hulu, and are more than happy to wait for shows they want to see. This trend doesn't have much impact on reported TV ratings for adult demos, since their households still use traditional television, but it does have implications for the future. Will those viewing habits continue when kids get older, own their own homes, and start their own families? Who knows?
Once upon a time, there was an ongoing industry debate about whether there was a correlation between program engagement and commercial attentiveness. For every study that indicated people paid more attention to ads during their favorite programs, another study came out that said the more intensely you were viewing your favorite shows, the less attentive you were during commercial breaks.
Back in September, I wrote an article titled, "Cable News: The True Unreality." After discussing how MSNBC and Fox News present alternate extreme versions of reality, I followed with: "CNN, on the other hand, pretends to be neutral, but it's really just afraid to offend anyone or call anyone out for lying. It mistakes false equivalency with fairness...."
As I've written on several previous occasions, not being able to promote a show to the largest chunk of available (and prime) prospects -- namely, those watching compatible programming on other broadcast networks -- remains an impediment to any network's airing a successful new show that doesn't fit in with the rest of that network's lineup.
Since the advent of DVRs, there has been virtually no research (made public) on the "value" of original scripted series versus off-network repeats. This is not surprising ,since the broadcast networks don't want to highlight the key weakness of their higher-rated series (less live viewing, greater commercial avoidance), while many cable networks that air both, don't want to play one against the other.