• by November 3, 2005

MAYBE THEY SHOULD HAVE TRIED USING KEVLAR? -- Who among us hasn't regretted blasting an e-mail message moments after pressing that darn "send" button? Confidentially, that's frequently the way the editors of MediaPost feel after transmitting some editions of "Real Media Riffs," but that has more to do with what we meant to send, not something we sent inadvertently. That's not what the research and PR team at CNN regrets this week, after accidentally transmitting last week's Nielsen ratings press brief along with the personal back-and-forth comments of CNN executives included in the message. Apparently, someone forgot to delete the interoffice string, before attempting to string the television press along. The result: A rare, revealing look inside the process and logic network executives use to spin Nielsen's rating to reporters. In fact, it's an expose worthy of coverage by Aaron Brown, er, make that Anderson Cooper. The exchange that follows, which ironically was sent on Oct. 31, proves to be something of a Halloween trick, or treat, depending on your perspective. Christa Robinson is CNN's spokeswoman.

From: Oliver, Scott
Sent: Monday, October 31, 2005 2:28 PM
To: Goldberg, Laurie; Mane, Sherrill; Berkelhammer, Keith; Robinson, Christa; Disbrow, Carolyn; Liebman, Gregg
Cc: Sacher, Mark; Willard, Bill; Cavaliere, Nicholas; Williamson, Melissa
Subject: Are these PR slides bulletproof?
Importance: High

Everyone,
Attached (and in thumbnail below) are two slides we put together to illustrate the fact that CNN's regular programming was up in Oct vs. Oct 2004, while FXNC's regular programming was way down.

PLEASE NOTE: THESE NUMBERS ARE NOT FINAL - WE STILL NEED TO ADD FRIDAY, OCT 28, 2005

In Oct 2004, special programming dedicated to Campaign 2004 debates drove audience levels of both networks. When we do "pure program" comparisons this year (excluding the special debate programs from last year), CNN programs are doing well. We point this out because when you look at Total Day and Prime daypart averages (which include all programming), the percentages don't look great for either network (although CNN is +1% in P2+ Total Day, while FXNC is down -11%).

The comparisons in the slides are "apples to apples" for CNN and FXNC - both networks broke out their coverage of the campaign debates.

The footnote is designed to make these slides bulletproof - I ask if it works because we are planning to give to PR for distribution to the press this afternoon.

The slides are identical except that the first one is P25-54 and the second one is P2+. Thanks for everyone's review and feedback.

From: Berkelhammer, Keith
Sent: Monday, October 31, 2005 2:50 PM
To: Oliver, Scott; Goldberg, Laurie; Mane, Sherrill; Robinson, Christa; Disbrow, Carolyn; Liebman, Gregg
Cc: Sacher, Mark; Willard, Bill; Cavaliere, Nicholas; Williamson, Melissa
Subject: Are these PR slides bulletproof?

Not sure I like the fact tht [Larry King Live] is down... Situation Room is also down slightly among P2+

From: Robinson, Christa
Sent: Monday, October 31, 2005 3:12 PM
To: Berkelhammer, Keith; Oliver, Scott; Goldberg, Laurie; Mane, Sherrill; Disbrow, Carolyn; Liebman, Gregg
Cc: Sacher, Mark; Willard, Bill; Cavaliere, Nicholas; Williamson, Melissa
Subject: Are these PR slides bulletproof?

Let's just issue the P25-54 chart, unless Friday numbers move Situation Room to the positive column... Please update both graphs though so we have P2+ to refer if asked. THANKS.