Broadcast TV By Voter Outlook Programs and Genres for both sides of the Political Spectrum 1 Utilizing data from GfK MRI the following will look at examples using indexes as the measurement ID: 668931
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Slide1
Campaign 2016:Targeting Broadcast TVBy Voter Outlook
Programs and Genres for both sidesof the Political Spectrum
1Slide2
Utilizing data from GfK MRI, the following will look at examples using indexes as the measurement.
An index of 100 means the same density of the target audience as the overall general audience, while indexes greater than 100 means there is a higher concentration of that target audience.
2Slide3
News3
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Adults who consider themselves “Somewhat Conservative” are 25% more likely than the U.S. average to watch Early Morning/Talk/Information/News programs.
Political Outlook/Affiliation & Voting: Usually Think
of Yourself As:
Very Conservative
Somewhat Conservative
Middle of the Road
Somewhat Liberal
Very
Liberal
Early Morning News
94
109
109
92
75
Early Morning
Talk/Info/News
79
125
124
122
86
Early Eve M-F News (Local)
116
126
121
94
73
Early Eve M-F News (Network)
98
132
123
112
92
Late Eve M-F News (Local)
121
130
117
89
72
Late Eve M-F News/Info (Network)
95
89
102
83
74
Sunday News/Interview
121
129
101
123
103
Early Eve Weekend News (Network)
93
115
119
109
82
News - Specials
92
133
126
134
109Slide4
Daytime / Syndication4
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Adults who consider themselves “Middle of the Road” are 19% more likely
than
the U.S. average to watch Daytime Talk/Variety programs.
Political Outlook/Affiliation & Voting: Usually Think
of Yourself As:
Very Conservative
Somewhat Conservative
Middle of the Road
Somewhat Liberal
Very
Liberal
Daytime Dramas
104
119
92
81
60
Daytime Game Shows
104
112
111
82
58
Daytime Talk/Variety
74
111
119
119
106
Syndicated Adult General
101
106
112
94
83Slide5
Syndication – A Great Way toReach the Neutral Voter5
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Middle of the Road
The Big Bang Theory (Syndicated)
133
Entertainment Tonight
130
Inside Edition
128
Live With Kelly & Michael
128
Insider
125
TMZ
123
Two & A Half Men (Syndicated)
123
Wheel of Fortune
121Jeopardy!120The Simpsons (Syndicated)118How I Met Your Mother (Syndicated)117Law & Order: Criminal Intent (Syndicated)117Seinfeld (Syndicated)117
Political Outlook/Affiliation & Voting – Usually Think of Yourself As:Slide6
Prime / Late Night6
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Adults who consider themselves “Very Liberal” are 19% more likely
than
the U.S. average to watch Late Night Talk/Variety programs.
Political Outlook/Affiliation & Voting: Usually Think
of Yourself As:
Very Conservative
Somewhat Conservative
Middle of the Road
Somewhat Liberal
Very
Liberal
Awards - Specials
93
125
125
125
103
Documentary / Info Prime
101
125
121
116
93
Entertainment Specials
113
134
127
106
85
Game Shows - Prime
97
114
119
94
71
General Drama - Prime
105
120
121
106
81
Pageants - Specials
109
133
123
85
82
Reality-based
103
118
116
99
83
Sitcoms - Prime
81
112
124
123
109
Late Night Talk/Variety
88
105
114
127
119Slide7
Of course, everyone has their favorite7
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Top 10
Very Conservative
Last Man Standing
148
The Biggest Loser
142
Blue Bloods
140
Hawaii
5-0
133
NCIS
127
MasterChef Jr.
127
Undercover Boss
126NCIS: Los Angeles124Person Of Interest123Survivor122Political Outlook/Affiliation & Voting – Usually Think of Yourself As:
Top 10
Very Liberal
Brooklyn Nine-Nine
241
America’s Next Top Model
168
Modern Family
155
Bob’s Burgers
154
MasterChef Jr.
135
The Simpsons
125
Extreme Makeover: Weight
121
Family Guy
116
New Girl
116
So You Think You Can Dance
113Slide8
Sports8
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Adults who consider themselves “Very Conservative” are 40%
more
likely than the U.S. average to watch Auto Racing - Specials.
Political Outlook/Affiliation & Voting: Usually Think
of Yourself As:
Very Conservative
Somewhat Conservative
Middle of the Road
Somewhat Liberal
Very
Liberal
Auto Racing - Specials
140
125
133
80
59
Baseball Specials
119
138
124
119
106
Basketball Specials - College
117
134
115
121
93
Basketball Specials - Pro
101
118
115
121100Football - College13014311710787Football - Pro11313212411196Football Bowl Games1451501159875Football Pro Pregame Shows10412212110193
More>>>Slide9
Sports (…continued)9
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Adults who consider themselves “Somewhat Liberal” are 36%
more
likely than the U.S. average to watch Hockey.
Political Outlook/Affiliation & Voting: Usually Think
of Yourself As:
Very Conservative
Somewhat Conservative
Middle of the Road
Somewhat Liberal
Very
Liberal
Golf
149
156
111
111
64
Hockey
87
126
135
136
107
Horse Racing
117
149
134
137
86
Skating - Specials
126
141
126
11092Soccer91108111113118Tennis104117117165137Track & Field Games1401129912978Weekend Sport Anthologies1121141138987Slide10
The “Big” Games10
Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)
Very Conservative
Middle of the Road
Very
Liberal
Indianapolis 500
139
131
82
NASCAR Daytona 500
147
138
49
Super Bowl
112
123
91
The Masters13512083Kentucky Derby11813292
World Series
124
122
101
NBA Finals
97
114
102
Stanley Cup Finals
85
136
108
Wimbledon
104
117
130
Tour de France104105148World Cup Soccer99124115Political Outlook/Affiliation & Voting – Usually Think of Yourself As:Slide11
Rentrak Political Segments Local Broadcast & Political: Selectivity & Scale
11Slide12
Tampa-St. Petersburg (Sarasota)12
Source: Rentrak Political Segments, Tampa, August 2015 (Only Programs with an Index of 133 or greater)
REP Live HH Rating
GD DAY-BAY 8AM SUN
5.8
2015 PGA CHAMPIONSHIP
5.5
CBS EVENING NEWS
5.4
WHEEL OF FORTUNE
5.3
FOX13 6:00 NWS
5.2
10 NEWS
5.2
GD DAY-BAY 7AM SUN
5.1
FOX13 6:30 NWS
4.8PGA TOURNAMENT (U)4.6PGA TOURNAMENT (SU)4.2August ’15 Top 10 Broadcast Programs(Index over 133)
DEM Live HH Rating
60 MINUTES
7.6
NBC NIGHTLY NEWS
7.3
AMERICA GOT TALENT (W)
6.8
NBC NIGHTLY NEWS WKND
6.6
NEWSCHANNEL 8 AT 6:00
5.9
JEOPARDY!
5.7
WHEEL OF FORTUNE
5.6
AMER GOT TALENT (TWF)
5.5FOX13 10:00 NWS SUNDAY5.3FOX13 10:30 NWS SUNDAY4.5Slide13
Miami-Ft. Lauderdale13
Source: Rentrak Political Segments, Miami, September 2015 (Only Programs with an Index of 133 or greater)
REP Live HH Rating
CSI
6.6
NCIS: NEW ORLEANS
5.0
NCIS
4.9
DANCING WITH THE STARS
4.7
LOCAL 10 NEWS @ 6PM
4.2
LOCAL 10 SPECIAL
4.1
NOTICIERO UNIVISION
3.9
JEFF DUNHAM:
UNHINGED3.7BACHELOR IN PARADISE3.5THE MIDDLE3.5September ’15 Top 10 Broadcast Programs(Index over 133)
DEM Live HH Rating
EMPIRE
13.5
60 MINUTES (7:27P)
12.8
NFL PRESEASON FOOTBALL
11.9
DANCING WITH THE STARS
86
60 MINUTES (7:00P)
8.3
CBS+NFLN TH NT PRE-KICK
7.7
JEOPARDY!
7.7
WHEEL OF FORTUNE
7.6CSI7.1ROSEWOOD6.9Slide14
Thank You!14