TVGuide.com Consumer Research
Fall 2012: TV has Changed Forever October 17, 2012
@christytanner EVP & GM, TVGuide.com & TV Guide Mobile
It’s a great time to be in the TV business, because TV is better than ever
But it’s also a weird time to be in TV, because it’s changing really fast
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How are monumental shifts in viewer behavior fundamentally altering the TV ecosystem?
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On demand and streaming are increasingly driving discovery
89% find new shows AFTER episodes or seasons air
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents
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42% are watching MORE streaming content this year vs. last year‌
Source: TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants New Girl photo: credit Patrick McElhenney/FOX
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…and 30% are watching more paid video than they did last year 60%
55%
2011 2012 50%
46% 40% 40%
36%
34% 31% 30%
27% 21%
20%
10% 10%
7%
0%
Sources: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants, TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants
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Why are viewers watching more streaming and on demand?
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73%
to catch up on missed episodes
56%
to catch up on shows discovered mid-season or between seasons
10%
cancelled cable
8%
cut back on cable
Source: TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants
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How are mobile devices driving the shift in habits?
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68% are watching 1-5 hours of video per week on mobile devices
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents
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Mobile users pay for 10% of content watched on their devices
Source: TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants
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What’s the most interesting device-driven change in viewer habits?
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Two people, same room: Different devices, different shows
47% have co-viewed with a companion at home
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents
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How are TVGuide.com and TV Guide Mobile meeting changing consumer needs?
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We are using TV Guide’s social data* to drive discovery and tune-in
*User check-ins power our real time New Tonight Trending list
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We are creating unique, social content to drive discovery
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We are integrating full episodes online and in mobile to drive sampling
#1
Most-watched returning show
#1
Source: Omniture
Most-watched new show
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We are making TV simple again with personalized, one-stop Watchlists*
*TV Guide Digital’s Watchlist was a recipient of a 2011 AdAge Media Vanguard Award
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Watchlist organizes all the ways to watch your shows, teams, actors & movies
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Valuable data: Top new Watchlist shows last fall predicted 8 of 10 season pickups
Source: TVGuide.com Internal Reporting
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This year: The jury is still out, but most top new Watchlist shows are doing well
Source: TVGuide.com Internal Reporting
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Case study: NBC ran a Watchlist campaign on TVGuide.com and Mobile
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Revolution moved from #4 to #1 on TV Guide’s Watchlist Aug. 9 Revolution was #4 on TV Guide’s Watchlist
Sept. 3 Ad campaign starts
Sept. 12 Revolution is #1 on TV Guide’s Watchlist
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On Sept 17, Revolution became the
#1
drama premiere since 2009
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What is the opportunity for Social TV?
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Social data is key to discovery & tune-in – the key drivers of the TV ecosystem
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Actionable, high-quality social data is extremely valuable
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Thank you.
@christytanner EVP & GM, TVGuide.com & TV Guide Mobile
APPENDIX: How are 2012’s top Watchlist shows faring so far?
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#1 Highest rated drama premiere since 2009; highest rated NBC drama premiere since 2007
30 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 18, 2012
#2
Second highest rated drama premiere of 2012-13
31 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 28, 2012
#3 Showing strong Live +7 numbers
32 Source: Nielsen Prime Broadcast Network Television Ratings, Oct. 1, 2012
#4 The CW's most watched series premiere since The Vampire Diaries’ debut in 2009
33 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 11, 2012
#5
NBC’s best sitcom premiere since My Name Is Earl in 2005
34 Source: Nielsen Prime Broadcast Network Television Ratings , Aug . 9, 2012
#6 Showing strong Live +7 numbers
35 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 28, 2012
#7 Total audience was CBS' highest rated premiere in 10 years
36 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 26, 2012
#8 Debuted 21% lower than previous timeslot occupant, Law & Order: SVU
37 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 11, 2012
#9 Premiere episode won its timeslot; third highest rated drama premiere of 2012-13
38 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 11, 2012
#10 Debut ratings matched The Secret Circle's premiere in same slot last year; only show to air opposite VP Debate 39 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 12, 2012
#11 Premiered at #1 in its timeslot
40 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 12, 2012