Cable Networks Lose Live GRPs To Consumer TV Tech

Over the past five years, growing TV technologies -- VOD, SVOD, and DVR -- have hurt live viewing of many cable network groups.

For example, live viewing of cable networks owned by Viacom was down 36% in national gross rating points (GRPs) from the 2010-2011 season to the 2015-2016 season, according to MoffettNathanson Research, in analyzing Nielsen data. A+E Networks was off 35% and Walt Disney was down 18%, while NBCUniversal lost 27% and Time Warner slipped 18%.

MoffettNathanson says this is largely due to the rise of new time-shifting and other TV technology.

For example, consumers who are capable of accessing video on demand rose 64% in the first quarter of this year from 60% a year ago. Subscription video on demand was at 50% penetration, up from 31%; and DVR is now at 50% from 47%.

Only three network groups showed gains in live national GRPs during the five-year period: Discovery was up 21%; Fox, 14% higher, and Scripps Network Interactive, adding 9%.

One specific network -- ESPN -- has been hurt with its live and non-live programming, as live sports is one of the premium areas for consumers. There has been a 16% decline in GRPs in live sports events, over five years.

There has also been a greater decline of 30% in non-sports programming, such as “SportsCenter,” over that time period.



1 comment about "Cable Networks Lose Live GRPs To Consumer TV Tech ".
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  1. Ed Papazian from Media Dynamics Inc, September 27, 2016 at 3:12 p.m.

    Wayne, the missing piece in this analysis was delayed viewing. Was it the same or up or down for the Viacom channels? If it rose, did this off-set some of the losses in live GRPs?Does MoffetNathanson have any data that tells us where the lost GRPs went or are they merely speculating?

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