• by David Goetzl  @dgoetzl, May 16, 2007

During a week when broadcast networks are touting their coming prime-time fare, new research shows they risk over-exuberance--thanks to an increasingly blasé public. A study from a Publicis arm suggests that Americans' enjoyment of current prime-time programming is waning, with 38% reporting they are less satisfied than in past years.

Further evidence that ratings-challenged prime-time offerings aren't creating the buzz of yesteryear: Almost 75% report that programming is either less compelling or no more compelling than years past. Only 9% said they are enjoying it "a lot more."

The research comes from a Publicis unit that specializes in marketing outside TV--such as grassroots promotions, sponsorships and event marketing--so any advertising shifts away from TV could benefit its business. And the group says clients frequently ask about the best way to allocate their dollars for max ROI, although it adds that its research is not looking to seed doubt about the effectiveness of prime time.

The research--derived from a telephone survey earlier this month--also shows that some 49% find watching prime time less important than in years past. DVR-enabled time-shifting and online distribution could play a role.

However, the research also reveals that awareness of Internet streaming is low, which suggests that networks may not be marketing the availability of their Internet-streamed shows as well as they could. Some 57% of Internet users said they were unaware that networks were making full episodes available for viewing gratis on the Web.

The research, part of the inaugural American Life Survey conducted by Relay Intelligence, is based on a telephone survey of 1,000 randomly selected adults over the age of 18 that was conducted May 1-4; it has a margin of error of plus or minus 3%. Its release was designed to coincide with upfront week.

Relay Intelligence is part of Publicis-owned Relay Worldwide, which is launching monthly surveys about American life and leisure time.

"Television ratings have declined, and in ways that rightly concern the industry. But ratings alone don't tell us if the declines are because people are busy doing other things or if their feelings about prime-time television are changing," said Richard Luker, the chief strategy officer at Relay Worldwide. "These results ... indicate people feel prime time is less enjoyable and less important to them."