Readings

November Sweeps• Ratings• Emphasis on total viewers, 18-49• Success for CBS (younger viewers,

five specials)• NBC: Celebrity Fear Factor• Fox: Male viewers through sports

Readings

CBS Wins

• CBS trying to shed image as “older” network

Readings

NBC and liquor ads• Effort to increase revenues• Network avoidance; local stations

only• Efforts to deal with critics• Threat to magazines?• Update

Readings

TV Plot Placement (Week 6)

• Revlon and “All My Children”

• Concerns

contemporary TV

why you see what you see

I. demographics: young viewers

Evening % shows aimed at 18-34

Monday 83

Tuesday 83

Wednesday 83

Thursday 58

Friday 50

seeking 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• ABC’s Millionaire

Other Reality Programming

• Reality? Unscripted

• Costs

• Demographics

• Not all successful

II. seeking males

• NBC: Seinfeld, XFL

• CBS: Dr. Quinn, Martial Law

• sports

TV Ratings, Feb. 16-22, 1998

Olympics (F) 23.2

Olympics (W) 20.7

ABC Movie 16.8

Seinfeld 15

Olympics (M) 14.9

60 Minutes 14

Olympics (Th) 13.9

Olympics (Tu) 13.1

Friends 13.1

Broadcast TV ratings, Feb 18-23, ‘02

Olympics (Thurs) NBC 26.8

Olympics Closing Ceremony NBC 22.3

Olympics (Tues) NBC 22.3

Olympics (Wed) NBC 19.5

Olympics (Fri) NBC 17.7

Olympics (Mon) NBC 17.1

Olympics (Sat) NBC 15.7

Dateline Sunday NBC 12.3

Raymond CBS 9.2

60 Minutes CBS 8.7

ratings, Jan 25-31, 1999

Super Bowl 40.2

SB Postgame 33

SB Pregame 32.5

Postgame II 22.8

Friends 13.6

Frasier 13.2

Family Guy 12.6

ER 12.5

Jesse 11.8

Simpsons 11.6

sports and TV ratings• Football: costs, results of costs (pre

game, postgame, commercials)• Nascar• NCAA• Olympics• wrestling (WWF, UPN’s Smackdown!)• Murdoch

Jerry Springer: wrestling and youth markets

Kicks 11

Knockdowns 11

Food throwing 12

Chairs thrown 18

Punches 40

Woman v Woman 69

Men v. Men 32

Men v. Women 40

Torn clothes 4

Shoe throwing 5

III. Women

• 60 % broadcast viewers

• women stars: Dharma, Ally, Felicity, Sally

• still a struggle: Dottie Dartland, writer for Dharma and Greg

• Cable: Lifetime, Oxygen

other segments

• older viewers

• gays, lesbians: Ellen, Birdcage, Will and Grace

TV 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, Ally McBeal, MTV/Super Bowl, Smackdown!, Dawson, Survivor 1, Super Bowl promos for CBS, EDS, Bud

Friends

Youth Market

Salaries of stars

Network ownership of shows

White TV

Temptation Island

• Reality show

• Reluctance of advertisers

• Key demographic

• Cross promotion

Big Brother

• Reality, not all successful

• CBS effort : young audiences

Survivor 1

Potential of reality TV, low cost, plugging other shows, younger audience

Burger King

Advertising: 15 minutes/hr prime time

Youth: fast food, music, clothes

Moesha

Targeting African Americans

Limited diversity on TV

Will and Grace

• NBC owned show: ideal flow/night

• Popular

• 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 12-24

Ally McBeal

• Fox strategy to reach young women, young men

• New style of show: dramedy (drama, situation comedy)

• Fox’s decline

MTV Super Bowl/CBS

• Synergy (same parent company)

• Effort by CBS to attract younger audience

Smackdown!

• UPN show

• Reaching elusive 12-24 male audience

• Desired by advertisers (but limited)

• XFL project

Dawson

• WB

• Young women, young men

• Conglomerate cross-promotion (e.g., Warner music)

Survivor 1

• Product Placement

• Increasing in TV shows

Super Bowl Promos

• How to make the best of extremely expensive sports programming – plug the rest of your shows

EDS, Bud

• Super Bowl 2001 ads

• $2.3m/30 seconds