Craig Reed, TRAC Media Services Fall PTPA Meeting, November 2009 Who Needs Ratings – You…

Craig Reed, TRAC Media Services

Fall PTPA Meeting, November 2009

Who Needs Ratings – You…

Multicast QuestionsAudience size? Provide enough service?Cannibalize primary channel? What do top programs look like?Daypart performance?Similar or different demographic position?

WTTW: Ahead of 2008

October Prime Time GRPs

Milwaukee PTV: Not quite there

October Prime Time GRPs

Vegas PBS: Beyond prior year

October Prime Time GRPs

OPB – Not quite to pre-LPMs

October Prime Time GRPs

Most Appealing Choice TheoryTwo Steps (Least Objectionable Program – Klein)

Viewers first decide to watch TVThen identify most appealing program

Viewers check a list of channels (16 per home)

When viewing drops…Unlikely that 2nd channel is only appealing choiceLikely that competitors offer more appealing

choices

2nd channel takes most viewers from competitors

Top 10WTTW Prime: History, Nature, Science

Rank Day-Time Title Hh Rtg Weeks1 Sun - 07:30P Rape of Europa 0.95 12 Sat - 11:00A Nature 0.62 33 Sun - 08:00P Amer. Exp. 0.55 14 Sat - 06:30P National Parks 0.50 15 Mon - 01:00A Rape of Europa 0.48 16 Sat - 10:00A Nova 0.47 37 Sun - 01:00P Easyway Gourmet 0.43 18 Sun - 09:00P Amer. Exp. 0.42 29 Sun - 11:00P Amer. Masters 0.39 2

10 Tue - 09:00P Monarchy/Work 0.38 4

Top 10Mil PTV World: Mostly History

Rank Day-Time Title Hh Rtg Weeks1 Tue - 07:00P Amer. Exp. 0.75 12 Tue - 08:00P Zora's Roots 0.60 13 Tue - 06:00P Herbert Hoover 0.59 14 Sat - 09:00P History Det. 0.55 45 Sun - 01:00A History Det. 0.51 36 Sun - 08:00P Minds on Edge 0.51 17 Wed - 08:00P Frontline 0.50 38 Sat - 06:00P Nova 0.50 39 Sat - 09:00A History Det. 0.43 3

10 Mon - 11:00P Eden/End/World 0.42 1

Top 10Mil PTV Create: Cooking

Rank Day-Time Title Hh Rtg Weeks1 Sat - 10:30A Lidia's Italy 1.02 12 Sat - 10:00A Lidia's Italy 1.01 13 Sat - 08:00P Sara's Meals 0.75 14 Sat - 07:00P Travels to/Edge 0.69 15 Sun - 07:30P Scand. Cooking 0.65 26 Sat - 01:00P Pepin/Fast Food 0.63 17 Sat - 11:00A Lidia's Italy 0.63 18 Sat - 05:30P Lidia's Italy 0.57 19 Sun - 12:00A Lidia's Italy 0.56 1

10 Wed - 09:30P Ask This Old 0.55 4

Top 10Vegas PBS Create: Travel

Rank Day-Time Title Hh Rtg Weeks1 Sat - 10:00A Africa Trek 0.81 12 Sat - 10:00A Bangs/Adventure 0.68 13 Sat - 01:00P Bangs/Adventure 0.66 14 Sat - 07:00P Bangs/Adventure 0.64 15 Sat - 01:30P Barbecue U 0.61 16 Sat - 11:00A Bangs/Adventure 0.61 17 Sat - 09:30A Joanne Weir 0.58 18 Sat - 10:30A Rudy Maxa/World 0.57 19 Sat - 03:00P Bangs/Adventure 0.50 1

10 Sat - 06:00P Bangs/Adventure 0.49 1

Top 10OPB HD: NPS plus local

Rank Day-Time Title Hh Rtg Weeks1 Sun - 09:00P Mast./Mystery! 1.61 32 Sun - 08:00P Nature 1.38 43 Mon - 08:00P Antiques Rdshow 1.32 44 Sun - 10:00P Great Lodges 1.13 15 Thu - 08:00P National Parks 1.12 16 Thu - 08:30P Oregon Guide 1.01 37 Sat - 08:00P Globe Trekker 1.00 48 Fri - 08:00P National Parks 0.98 19 Thu - 08:00P Oregon Art Beat 0.97 3

10 Sat - 09:00P As Time Goes By 0.97 4

Top 10OPB Plus: Travel & Cooking

Rank Day-Time Title Hh Rtg Weeks1 Sat - 09:00A Travels to/Edge 1.10 12 Sat - 09:30A Travelscope 0.65 13 Sat - 11:00A Bangs/Adventure 0.42 14 Sun - 01:00P P. Allen Smith 0.36 45 Sat - 10:00A Bangs/Adventure 0.33 16 Sat - 09:00A Bangs/Adventure 0.32 17 Sun - 11:00A Perfect Day 0.31 48 Sun - 04:00P America's/Kit. 0.30 49 Sat - 01:00P Bangs/Adventure 0.30 1

10 Sat - 08:00A Lidia's Italy 0.28 1

Why kids was invented…

WTTW & WTTW Prime Daypart Distribution

Why kids was invented…

Milwaukee Prime Daypart Distribution

Prime Time Age/Gender Gap Analysis

OPB Plus

OPB HD

% Women

Younger Men Younger Women

Older Men Older Women

SummaryMulticast audiences small but expected to growNo signs of unintended cannibalizationTop Shows

History and Travel poppingCooking on the list

M-F Daytime has real estate but no viewersStrips?

Viewers showing up on weekends and eveningsDifferentiation/different positioning is happening