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1、ReadingsNovember Sweeps Ratings Emphasis on total viewers, 18-49 Success for CBS (younger viewers, five specials) NBC: Celebrity Fear Factor Fox: Male viewers through sportsReadingsCBS Wins CBS trying to shed image as “older” networkReadingsNBC and liquor ads Effort to increase revenues Network avoi
2、dance; local stations only Efforts to deal with critics Threat to magazines? UpdateReadingsTV Plot Placement (Week 6) Revlon and “All My Children” Concernscontemporary TVwhy you see what you seeI. demographics: young viewers Evening% shows aimed at 18-34 Monday83 Tuesday83 Wednesday 83 Thursday58 Fr
3、iday50seeking young viewers MTV: Real World, Celebrity Death Match WB: Dawson, Gilmore Girls CBS: Murder She Wrote, Touched by an Angel, Survivor I and II. Fox: Temptation Island, X files ABCs MillionaireOther Reality Programming Reality? Unscripted Costs Demographics Not all successfulII. seeking m
4、ales NBC: Seinfeld, XFL CBS: Dr. Quinn, Martial Law sportsTV Ratings, Feb. 16-22, 1998Olympics (F)23.2 Olympics (W)20.7 ABC Movie16.8 Seinfeld15 Olympics (M)14.9 60 Minutes14 Olympics (Th)13.9 Olympics (Tu)13.1 Friends13.1Broadcast TV ratings, Feb 18-23, 02Olympics (Thurs) NBC 26.8 Olympics Closing
5、Ceremony NBC 22.3 Olympics (Tues) NBC 22.3 Olympics (Wed) NBC 19.5 Olympics (Fri) NBC17.7 Olympics (Mon) NBC 17.1 Olympics (Sat) NBC 15.7 Dateline Sunday NBC 12.3 Raymond CBS 9.2 60 Minutes CBS 8.7ratings, Jan 25-31, 1999Super Bowl40.2 SB Postgame33 SB Pregame32.5 Postgame II22.8 Friends13.6 Frasier
6、13.2 Family Guy12.6 ER12.5 Jesse11.8 Simpsons11.6sports and TV ratings Football: costs, results of costs (pre game, postgame, commercials) Nascar NCAA Olympics wrestling (WWF, UPNs Smackdown!) MurdochJerry Springer:wrestling and youth marketsKicks11 Knockdowns11 Food throwing12 Chairs thrown18 Punch
7、es40 Woman v Woman69 Men v. Men32 Men v. Women40 Torn clothes4 Shoe throwing5III. Women 60 % broadcast viewers women stars: Dharma, Ally, Felicity, Sally still a struggle: Dottie Dartland, writer for Dharma and Greg Cable: Lifetime, Oxygenother segments older viewers gays, lesbians: Ellen, Birdcage,
8、 Will and GraceTV and people of color NAACP protests, network agreements, progress? Asian Americans on TV Latinos on TV Black Entertainment Television (BET)TV today Friends, Temptation Island, Big Brother, Survivor 1, Burger King, UPN shows/Moesha, Will and Grace, Touched by an Angel, MTV/Old Navy,
9、Ally McBeal, MTV/Super Bowl, Smackdown!, Dawson, Survivor 1, Super Bowl promos for CBS, EDS, BudFriendsYouth Market Salaries of stars Network ownership of shows White TVTemptation Island Reality show Reluctance of advertisers Key demographic Cross promotionBig Brother Reality, not all successful CBS
10、 effort : young audiencesSurvivor 1Potential of reality TV, low cost, plugging other shows, younger audienceBurger KingAdvertising: 15 minutes/hr prime timeYouth: fast food, music, clothesMoeshaTargeting African Americans Limited diversity on TVWill and Grace NBC owned show: ideal flow/night Popular
11、 Not controversial Sanitized?Touched by an Angel Older audience, lower rates despite size of audience “edgier topics”MTV/Old Navy Success of MTV: cheap production, ideal marketing vehicle to reach 12-24Ally McBeal Fox strategy to reach young women, young men New style of show: dramedy (drama, situat
12、ion comedy) Foxs declineMTV Super Bowl/CBS Synergy (same parent company) Effort by CBS to attract younger audienceSmackdown! UPN show Reaching elusive 12-24 male audience Desired by advertisers (but limited) XFL projectDawson WB Young women, young men Conglomerate cross-promotion (e.g., Warner music)Survivor 1 Product Placement Increasing in TV showsSuper Bowl Promos How to make the best of extremely expensive sports programming plug the rest of your showsEDS, Bud Super Bowl 2001 ads $2.3m/30 seconds
