TV VIEWERSHIP REVIEW - Active International · achieve more sm tv viewership review: media week 19: may 11 th– may 17 may 21, 2020. 1

ACHIEVE MORESM

TV VIEWERSHIPREVIEW:

MEDIA WEEK 19: MAY 11TH – MAY 17TH

May 21, 20201

2

TV VIEWERSHIP DEEP DIVE

WEEKLY VIEWERSHIP TRENDS

3© 2020 Active International. Proprietary & Confidential

Viewership over the last three weeks has been very consistent even as some states have started to slowly reopen.

Estimated Total Weekly Impressions (in millions)Total Broadcast Week, Total Audience

Source: Nielsen National TV Ratings

60%

70%

80%

90%

100%

110%

Week1

Week2

Week3

Week4

Week5

Week6

Week7

Week8

Week9

Week10

Week11

Week12

Week13

Week14

Week15

Week16

Week17

Week18

Week19

Week20

0

5,000

10,000

15,000

20,000

25,000 2020 Total Impressions% of 2019 Total Impressions

DAILY VIEWERSHIP TRENDS


Viewership, though pretty stable in Week 20, did trend downward across the weekdays, dropping most significantly on Friday. It’s likely we will see this trend continue in week 21.

Estimated Total Daily Impressions (in millions)Total Day, Total Audience


0%

20%

40%

60%

80%

100%

120%

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,0002020 Total Impressions% of 2019 Total Impressions

NETWORK GENRE PERFORMANCE


Broadcast and Cable News remained stable through week 20, with Cable news seeing slight week-over-week gains.

Broadcast NetworksABC, CBS, FOX, NBC


News NetworksBBC America; CNBC; CNN; FOX Businesses; FOX

News; Headline News; MSNBC; Weather

Average Weekly Broadcast ImpressionsTotal Broadcast Week, Average Audience

Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience

0M

500M

1,000M

1,500M

2,000M

W13 W14 W15 W16 W17 W18 W19 W20

2019 2020

0M

200M

400M

600M

800M

1,000M

W13 W14 W15 W16 W17 W18 W19 W20

2019 2020



Again, viewership remained consistent, with Lifestyle networks maintaining a year-over-year lead.


Average Weekly Entertainment ImpressionsTotal Broadcast Week, Average Audience

Average Weekly Cable News ImpressionsTotal Broadcast Week, Average Audience

Entertainment NetworksA&E; Adult Swim; American Heroes; AXS; BET; BET Her; BOUNCE; CARTOON;

CCDXD; CMT; COM; COMEDY.TV; COMET; COZI; CWN; DISCOVERY Networks; E!; EL REY; ESCAPE; FX; FXX; GAMESHOW; NET; GRIT; HALLMARK DRAMA;

HEROES; HISTORY; ID; IFC TV; INSPIRATION; LAFF; METV; MOTOR; MTV; MTV2; NATGEO Networks; NITE; REELZ; SAMC; SMITH; SYFY; TBS; TLC; TNT; TRAVEL;

TRU TV; TV LAND; UP; USA; VH1; VICE; WE; WGNA

Lifestyle NetworksANIMPL; BRAVO; COOK; DESITNATION AMERICA; DIY; FOOD NETWORK; FYI;

GREAT AMER COUNTRY; HGTV; ION; LIFETIME; LOGO; MY DESTINATION; OVATN; OWN; OXYGN; POP; RFDTV;

0M

50M

100M

150M

200M

250M

W13 W14 W15 W16 W17 W18 W19 W20

2019 2020

0M

50M

100M

150M

200M

250M

W13 W14 W15 W16 W17 W18 W19 W19

2019 2020



Kids & Family networks saw a loss in viewership during Week 20, as weather permits kids to spend more time outside and streaming services like Disney+ cement their place in families

media diets.

Hispanic NetworksAZTECA; ESTR; GALA; NBC UNI; TELEMUNDO;

UNIMAS; UNIVISION

Kids & Family NetworksBABYFIRST; BOOMERANG; DISNEY; DISNEY JR; FAMILY

ENTERTAINMENT; FREEFORM; HALLMARK; NICK; NICK JR; NICKTOON; TEEN NICK; UNI KIDS

Sports NetworksBEIN; BEIN HISP; ESPNL ESPN DEP; ESPN2; FOX

SPORTS 1; FOX SPORTS 2; GOLF; MLBTV; NBATV; NBC SPORTS; NFL NETWORK;TENNIS

Ave Weekly Kids & Family ImpsTotal Broadcast Week, Average Audience

Ave Weekly Hispanic ImpsTotal Broadcast Week, Average Audience

Ave Weekly Sports ImpsTotal Broadcast Week, Average Audience


0M

50M

100M

150M

200M

250M

W13 W14 W15 W16 W17 W18 W19 W20

2019 2020

0M20M40M60M80M

100M120M140M160M180M

W13 W14 W15 W16 W17 W18 W19 W20

2019 2020

0M

50M

100M

150M

W13 W14 W15 W16 W17 W18 W19 W20

2019 2020

CHANNELS WITH THE MOST INCREASED VIEWERSHIP


Week 20 channel viewership was defined by the return of two live sporting events, the PGA Tour and NASCAR. NBC Sports and The Golf Channel covered the PGA Tour and FOX and FOX sports covered the NASCAR Cup Series.

Channel

AverageW19 Viewership

(000)FOX 339.94Great American Country 72.34Discovery Life Channel 41.37

Fox Sports 1 76.69

American Heroes 85.86

Animal Planet 208.1

Comet 60.49

FX Movies 94.63

Golf 47.37

NBC Sports 48.13

Change in Viewership over Past 2 Months Average Impressions per 15 min, Total Audience


FOX

GACDLC FS1AMER HEROESANIMPLCOMET

FX MOVIES GOLFNBC SPORTS

-30%

-15%

0%

15%

30%

45%

60%

Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20

CHANNELS WITH THE MOST DECREASED VIEWERSHIP


Cable News networks Fox News and CNN recovered some viewership in Week 20 but remain far below viewership levels near the start of the crisis. After a major peak in viewership in Week 13, Encore returned to normal viewership levels over the last two months.

AMCLAFF

TELEVICEFOX NEWS CC

SYFYSTARZCNN

ENCORE

-50%

-40%

-30%

-20%

-10%

0%

10%


Change in Viewership over Past 2 MonthsAverage Impression per 15 min., Total Audience


Channel* Average W20 Viewership

(000)

AMC 220.52

LAFF 118.82

Telemundo 453.56

Vice 32.28

FOX News 1,655.58

Comedy Central 181.3

SYFY 200.84

STARZ 32.38

CNN 965.11

Encore 36.42

*Some Small Channels have been removed

DEMO REVIEW: GENDER (AGE 25-54)


Total viewership among 25-54 year-old was consistent last week. The return of Golf and NASCAR seem to have affected viewership more than female, though both remain low.

Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience Age 25-54

Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience Age 25-54

(+/- % YOY Difference)


0

2,500

5,000

7,500

Week13

Week14

Week15

Week16

Week17

Week18

Week19

Week20

Female 2019 Female 2020Male 2019 Male 2020

-4%

+51% +14% -4% -5% -19% -10%-66%

-1%

+45%-1%

+13% -14% -13% -5% -62%

0

100

200

300

400

Female Male

DEMO REVIEW: AGE


The overall drop in viewership that happened in Week 18 then plateaued seems to have primarily come from the 35-66 year-old group, with a smaller but similar pattern present among 18-34 year-olds. Those 65+ continue to have increased year-over-year viewership.

Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience

Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience

(% YOY Difference)


- 2,000 4,000 6,000 8,000

10,000 12,000 14,000 16,000 18,000 20,000

Week13

Week14

Week15

Week16

Week17

Week18

Week19

Week20

18-34, 2019 18-34, 2020 35-64. 201935-64, 2020 65+, 2019 65+, 2020

-5%+53% +17% -10% -23% -21% -30% -70%

-1%

+48%

+6% +8% +0% +2% -11% -62%

+5%

+45%

+25% +7% +11% +17% +24% -62%0.00

250.00

500.00

750.00

1000.00

1250.00

18-34 35-64 65+

DAYPART TRENDS


After a larger drop in Weekend viewership during Week 18, Weekend viewership has stabilized, though remains furtherstbelow its 2020 average.

% Difference from 2020 Daypart AverageTotal Broadcast Week, Average Audience


-20%

-10%

0%

10%

20%

Week1

Week2

Week3

Week4

Week5

Week6

Week7

Week8

Week9

Week10

Week11

Week12

Week13

Week14

Week15

Week16

Week17

Week18

Week19

Week20

Morning Daytime Early Fringe Prime Late Fringe Overnight Weekend

ACHIEVE MORESM13

DR ADVERSTISER TRENDS

ADVERTISER CATERGORIES’ RESPONSES


Over the last two months, overall Direct Response spending has steadily decreased as brands balance the decrease cost of TV inventory and the retraction in advertising spending.

Distribution of Spending over the Last 8 Weeks, by Category

Source: DR Metrix

Travel, Vacation & Hotel and Entertainment not

represented

OVERALL TREND

Personal Care

Communications

Drug & Toiletry EducationElectronics & Software

Financial

Health & Fitness

Home & Garden

Housewares

Insurance Legal Services

Online Services

Retail & Restaurant

Transportation

5%

10%

15%

20%


TOP ADVERTISERS CATEGORIES WITH WOW INCREASE


Transportation spending increases seemed to come primarily from car repair & accessories advertisers. Timeshare company, Club Wyndham’s entrance onto TV made a big splash in the significantly diminished Travel category, as most brands continue to hold back on advertising.

Drugs & Toiletry

Spend (000) %WoW

Total: $79,432 +7%

Dupixent $6,819 +88%

Humira $6,724 +20%

Otezla $4,019 -6%

Source: DR Metrix

Transportation (Sales & Repair)

Spend (000) %WoW

Total $8,032 +15%

Carvana.com $2,272 -5%

DriveTime $822 -0%

Weather Tech $636 +9%

Travel, Vacation & Hotel

Spend (000) %WoW

Total: $389 +12%

Sandals $213 +10%

Beaches $75 -17%

Club Wyndham $42 N/A

TOP ADVERTISERS CATEGORIES MOST STABLE WOW


Ace Hardware doubled spending on their new creative, focused on grilling and the backyard, a focus of the category in general as headed toward summer. Mattress brands also have increased their spending, hoping to still bank on Memorial Day sales.

Public Service

Spend (000) %WoW

Total: $22,038 -3%United States Census 2020 $4,072 +3%

#Alone Together $2,814 +55%

ASPCA $2,040 -10%

Source: DR Metrix

Housewares & Appliances

Spend (000) %WoW

Total: $7,456 0%

Sleep Number $1,316 +46%

Mattress Firm $1,001 N/A

My Pillow $984 -6%

Home & Garden

Spend (000) %WoW

Total: $28,403 +4%

Home Depot $4,643 +9%

Ace Hardware $2,750 +104%

Wayfair.com $1,118 -12%

Insurance

Spend (000) %WoW

Total: $45,523 -4%

Geico $9,654 +11%

Progressive $8,047 -8%

Liberty Mutual $5,729 +7%

TOP ADVERTISERS CATEGORIES WITH SOME WOW DECREASES


Microsoft Teams, and Paycom, both B2B advertisers increased spending this week, hoping to reach business decision-makers as they set up long-term solutions.

Source: DR Metrix

Beauty, Hygiene & Personal Care

Spend (000) %WoW

Total $28,223 -1%

Domino’s $3,589 -28%

Macy’s $3,171 +137%

Little Caesars Pizza $2,994 -8%

Electronics & Software

Spend (000) %WoW

Total: $13,204 -6%

Microsoft Teams $5,584 +30%

Portal from facebook $1,013 -76%

paycom $932 +80%

Online Services & Shopping

Spend (000) %WoW

Total $28,223 -1%

Domino’s $3,589 -28%

Macy’s $3,171 +137%


Communications

TOP ADVERTISERS CATEGORIES WITH WOW DECREASES


Pizza is dominating Retail & Restaurant advertising with Pizza Hut spending 4th most in category. Sirius XM has more than doubled their spending in the last week, hoping to convert consumers who may be returning to their regular commute.

Spend (000) %WoW

Total: $15,301 -14%

AT&T $2,810 -36%

Consumer Cellular $1,922 +26%

Sirius XM $1,621 +120%

Source: DR Metrix

Financial

Spend (000) %WoW

Total: $13,888 -12%

Rocket Mortgage $1,790 +25%

Experian Boost $1,462 -9%

Discover It $1,074 +5%

Retail, Restaurant & Food Venues

Spend (000) %WoW

Total: $24,505 -13%

Domino's $2,898 -19%


Macy's $2,191 -31%

Health & Fitness

Spend (000) %WoW

Total: $26,668 -10%

Noom $2,009 +6%

Nutrisystem $1,489 -25%

Weight Watchers $1,289 +62%

TOP ADVERTISERS CATEGORIES WITH MOST WOW DECREASES


Though top spenders University of Phoenix, SNHU, and WGU have maintained or increase spending in the last week, non-degree granting Education brands Babbel and Masterclass significantly cut spending in Week 20.

Source: DR Metrix

Education

Spend (000) %WoW

Total: $7,583 -15%

University of Phoenix $1,244 +9%

SNHU $1,124 +16%

WGU $1,065 -1%

Legal Services

Spend (000) %WoW

Total: $2,223 -17%

Mesothelioma Lawsuit $457 -1%

Los Defensores $270 +47%

Zantac Lawsuit $259 +75%

Miscellaneous

Spend (000) %WoW

Total: $23,832 -19%

M&M's $1,521 +13%

Corona $1,512 -11%

Brand Power $1,495 -5%

Entertainment

Spend (000) %WoW

Total: $2,385 -22%

What Are the Odds $717 -12%

Extra Dedications (iHeart Radio) $262 -14%

NFL Inspire Change $220 +8%

Documents

TV VIEWERSHIP REVIEW - Active International · achieve more sm tv viewership review: media week 19: may 11 th– may 17 may 21, 2020. 1