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A perfect combination Sales/LA Research File… · Dance Moms Special 01/01/13 BTH: Craigslis t...
Transcript of A perfect combination Sales/LA Research File… · Dance Moms Special 01/01/13 BTH: Craigslis t...
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THE NANNY is a proven ratings powerhouse both in broadcast and cable
THE NANNY is an extraordinary CPM driver
THE NANNY is already a destination for top-tier Oxygen advertisers
THE NANNY is a “Live Out Loud” comedy featuring the incomparable Fran Drescher!
A perfect combination
Ratings driver on CBS and syndication powerhouse for Lifetime and Nick-at-Nite
THE NANNY ranked #1 in 3 different time periods on CBS
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#1 THE NANNY launches on Wednesdays at 8:30pm with time period win
#1 THE NANNY builds a new night and time period in season 2 – Monday at 8:00pm
#1 Anchoring yet another new night: On Wednesdays at 8:00pm, THE NANNY gives
CBS its first time period win in 25 years!
THE NANNY – a broadcast powerhouse
Source: Nielsen, NTI, Wed 8:30pm = A18-34, A18-49 & A25-54 Share, Nov-Dec 1993, best Wednesday performance during the 1990’s; Mon 8:00pm = A18-49 & A/W25-54 Sept 1994-Aug 1996 & W18-49 Sept 1995-Aug 1996; Wed 8:00pm = Households
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From the beginning, THE NANNY is a stand-out success on Lifetime
THE NANNY premieres on Lifetime in a block with The Golden Girls in November 2002, and immediately grows the time period by double digits
0.38 0.55
+45%
Yr-Ago
Women 18-34
0.41 0.53
+29%
Yr-Ago
Women 18-49
0.42 0.56
+33%
Yr-Ago
Women 25-54
THE NANNY drives the gains for the morning block overall, growing at a faster pace than The Golden Girls
Source: Nielsen, Ratings, NTI, premiere = 11/11/02. Dates = 11/11/02 – 12/29/02; Block = The Golden Girls M-F at 9a and 10a and The Nanny M-F at 930a and 1030a. The Nanny and The Golden Girls year-ago = The Golden Girls, Beyond Chance, Movies, Women Docs and Weddings of a Lifetime XXV
THE NANNY completes its Lifetime run on a high note
4Q08 is THE NANNY’s highest rated quarter…..
Among W25-54 -- its second consecutive quarter of growth and best performance since 1Q06
Among W18-49 -- its third consecutive quarter of growth and best performance since 3Q06
Among W18-34 -- its fourth consecutive quarter of growth and best performance since 3Q06
Source: Nielsen, Ratings, NTI, The Nanny’s final quarter on Lifetime was 4Q08 = 09/29/08 – 12/28/08
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Viewers reunite with THE NANNY in a big way
The 2004 reunion show, “A Nosh to Remember,” is highest performing special for Lifetime in the last 9 years!
Source: Nielsen, Ratings, NTI, Reunion = 12-06-04, 8pm; 3rd most watched behind The Golden Girls Reunion on 6/02/03 (4.2 mil) and Behind the Headlines: Craigslist Killer on 1/03/11–(4.05 mil).
Project Runway – Tim Gunn 11/03/11
Road to the
Runway 1/24/13
BTH: Amanda
Knox Story 2/21/11
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BTH: Tiffany Rubin Story
1/31/11
Project Runway: All Stars08/20/09
Road to the
Runway7/28/11
Road to the
Runway 7/19/12
Dance Moms Special
01/01/13
BTH: Craigslist Killer
01/03/11
Women 25-54
Lifetime Specials
Since 12/06/04
12/06/04 12/09/04
In 2009, THE NANNY takes her proven ratings success to Nick-at-Nite
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THE NANNY delivers an immediate boost to Nick-at-Nite
Source: NHI, L+7 Cvg. AA% as dated, Nick-at-Nite, M-F 11PM-12AM
Women 18-49
0.85 0.97
0.73 0.86
Nick-at-NiteM-F 11PM-12AM
+14%
FamilyMatters
May-Aug 2009
+18%
Women25-54
Jan-Apr 2009 May-Aug 2009
FamilyMatters
Jan-Apr 2009
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W18-49 W25-540.0
0.2
0.4
0.6
0.8
1.00.9
0.80.82
0.70
Without THE NANNY, Nick-at-Nitewas losing women at 11pm
10:3
0p
m –
G
eorg
e L
op
ez
11p
m –
F
amil
y M
atte
rs
Source: NHI, Live +7 cvg AA%, Jan-April 2009; NAN M-F 10:30P-11:30P, Dominant Program
With THE NANNY, women find a great reason to return to Nick-at-Nite
Jan-Apr 2009 May-Aug 2009
10:3
0pm
– G
eo
rge
Lo
pez
11p
m –
F
am
ily
Mat
ters
-5% -7%
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Turning around the 11pm time period by double digit percentages
W18-49 W25-540.00.20.40.60.81.0
0.9
0.8 0.82
Source: NHI, Live +7 cvg AA%, May-Aug 2009; NAN M-F 10:30P-12A
11p
m –
T
he
Nan
ny
11:3
0pm
–
Th
e N
ann
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10:3
0pm
–
Geo
rge
Lo
pez
11p
m –
T
he
Nan
ny
11:3
0pm
–
Th
e N
ann
y
10:3
0p
m –
G
eorg
e L
op
ez
0.890.990.94
+11%
+14%
THE NANNY takes Nick-at-Nite to #1 at 11PM with Women 18-49
Source: NHI, Live +7 Deliveries, May-Aug 2009 vs. Jan-April 2009; M-F 11PM-12AM; Networks=TP Avg; Nick-at-Nite May-Aug = Nanny program average; ranked by Women 18-49
#3#1
Jan-April 2009 May-Aug 2009
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Women Women Network 18-49 25-54
USA 599 600
ADULT SWIM 513 327
NICK-AT-NITE 457 380MTV 391 209
TBS NETWORK 389 316
COMEDY CENTRAL 367 351
TNT 351 380
A&E 344 361
VH1 340 238
LIFETIME 335 324
BRAVO 329 302
E! ENTERTAINMENT 300 238
FOOD NET 259 251
HGTV 252 285
TLC 248 221
DISNEY CHANNEL 244 171
FX 241 214
TRU TV 229 247
ESPN 196 182
BET 179 147
FOX NEWS 174 237
OXYGEN 174 140
SPIKE 167 151
DISCOVERY 166 155
HISTORY 162 180
Women Women Network 18-49 25-54
NICK-AT-NITE 555 472USA 537 552
ADULT SWIM 531 383
TNT 467 501
TBS NETWORK 373 322
E! ENTERTAINMENT 349 283
A&E 336 345
TLC 329 293
COMEDY CENTRAL 310 301
MTV 308 187
LIFETIME 302 302
BRAVO 295 281
DISNEY CHANNEL 291 219
ESPN 267 253
FOOD NET 261 250
VH1 260 180
HGTV 246 274
BET 224 190
TRU TV 215 231
FX 209 198
FOX NEWS 180 255
SYFY 180 198
DISCOVERY 167 164
TV LAND 153 165
OXYGEN 149 143
THE NANNY’s 11pm success leads to a second hour
Source: NHI, Live +7 cvg AA%, as dated; NAN M-F 12A-1A; prior 4 week programming = Family Matters & Malcolm in the Middle
NICK-AT-NITEMon-Fri, 12AM-1AM
Prior 4 Weeks The Nanny Aug 2009
The Nanny Growth
W18-49
W25-54
0.78
0.63
0.96
0.90
+23%
+43%
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W18-49 W25-540.9
And growth continues through the night
10:3
0p
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op
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11:3
0pm
–
Th
e N
ann
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11p
m –
T
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Nan
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12am
–
Th
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ann
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10:3
0pm
–
Geo
rge
Lo
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11:3
0p
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T
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Nan
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11p
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Nan
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12am
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ann
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0.92 0.97 0.980.91 0.92
0.860.82
Source: NHI, Live +7 cvg AA%, Aug 2009; NAN M-F 1030P-1230A
+9%+12%
excels in its current 10PM time period on Nick-At-
Nite
and NOW
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NICK-AT-NITE Mon-Fri, 10PM-11PM
Various* Jan-Aug 2012:
The Nanny Sept ‘12-June ‘13
The Nanny vs.Various*
Upgraded to prime, THE NANNY continues to bring in women – dramatically improving the time period
W18-49
W25-54
0.39
0.33
0.52
0.48
+33%
+45%
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Experiencing double digit growth throughout the hour
Source: NHI, Live +7 cvg AA%, Sept 2012 -June 2013; or as dated; Nick-At-Nite M-F 10P-11P; Various prior = Friends, George Lopez, That ‘70s Show and Yes Dear
September ‘12- June ‘13
Women 18-49
0.49 0.55 0.44 0.51
+12% +16%
10PM 10:30PM10PM 10:30PM
Women 25-54
Drives CPMs for Nick-at-Nite and will do
the same for Oxygen
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THE NANNY pulls in a higher CPM than any other Nick-at-Nite syndicated series
Source: Ad Views, September 2012 - March 2013; Nick-at-Nite syndicated series, CPME, Live + SD Viewing
Sept ‘12 – May ‘13
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Full Friends Family Yes George Wife/House Matters Dear Lopez Kids
Women 18-49
18.9
16
10.56
5.14 5.07 5.02 4.82
+22%Higher than Full House
+99%Higher than Friends
Full Friends Family George Wife/ YesHouse Matters Lopez Kids Dear
+39%Higher than Full House
+130%Higher than Friends
Women18-34
28.86
15.5
10.56
5.14 5.07 5.02 4.82
CPMs for THE NANNY - 2013 vs. 2009
In addition, THE NANNY is bringing in much higher CPMs now than when it premiered on Nick-at-Nite in 2009
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Women 18-34
7.0216.49
+126% +135%
2009 2009
Source: Ad Views, May ’09 – Nov ’09 vs. Sept ‘12 – Mar ‘13; Nick-at-Nite, CPME, Live + SD Viewing
NOWNOW
Women 18-49
12.79
28.86
THE NANNY will deliver its loyal audience to Oxygen
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THE NANNY on Nick-at-Nite outdelivers all current programming on Oxygen
Source: NHI, Most Current ; Deliveries; June 2013; Program Avg;, 4+ telecasts; June Universe Estimates: NAN (99,173,000) and Oxygen (78,476,000)
June 2013 Oxygen Ranker – including THE NANNY
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Women Women Series 18-34 18-49
THE NANNY (NAN - 10P-11P) 157 285BGC ALL STAR BATTLE 149 198
SNAPPED 61 137
THE OXYGEN MOVIE 46 88
IM HAVING THEIR BABY 46 73
LAW & ORDER: CI 28 65
AMERICAS NEXT TOP MODEL 42 65
BEST INK 41 63
BAD GIRLS CLUB 49 63
FIND ME MY MAN 35 56
HOUSE 26 45
NEWLYWEDS: THE FIRST YEAR 41 45
Source: Ad Views, September 2012 - May 2013; Oxygen CPME, Nanny = NAN, Live + SD Viewing
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Women 18-34
28.86
Women 18-49
THE NANNY pulls in higher CPMs than Oxygen original series
September ‘12 – May ‘13THE NANNY CPMs vs. Oxygen Original CPMs
The Oxygen Movie
The Face
BGC All
Star Battle
Best Ink
I’m Having Their Baby
+41% HIGHER THAN THE
OXYGEN MOVIE
+12% HIGHER THAN SNAPPED: KILLER COUPLES
Bad Girls Club
Find Me My
Man
16.67
The Oxygen Movie
Snapped
BGC All
Star Battle
Best Ink
I’m Having Their Baby
Bad Girls Club
Snapped: Killer
Couples
28.86
The Oxygen Movie
The Face
BGC All
Star Battle
Best Ink
THE NANNY fans are already engaged with many of Oxygen’s key advertisers
Source: MRI 2 year cable study, 2011-2013, The Nanny viewers W18-49, Ad Views 1Q13.
Index to National Average
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Women 18-49 who watch
are more likely to:
Purchase PediaCare Children’s Cold Tablets/Liquid ---------------------------
Visited David’s Bridal in the last 3 months ---------------------------------------
Purchase Post Honey Bunches of Oats w/ Strawberries ----------------------
Visited Burlington Coat Factory in the last 3 months --------------------------
Purchase Ore-Ida Easy Fries ----------------------------------------------------------
Purchase Sunny D Beverage ----------------------------------------------------------
Purchase Dove Body Wash -----------------------------------------------------------
Visited Wendy’s in the last 30 days -------------------------------------------------
548
418
317
271
268
259
220
156
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And key Oxygen advertisers are already spending ad dollars in THE NANNY, but on Nick-at Nite:
Source: Ad Views, Jan 2013 - March 2013; The Nanny on Nick-at-Nite advertisers vs. Oxygen advertisers
Higher than other female leads on current HOT shows and strong male comedians fronting signature shows
91% 89% 87% 85%
Fran Drescher
Melissa McCarthy
Julie Bowen
Patricia Heaton
89%
76%Jimmy
KimmelLouis C.K.
Source: E-Poll, 6/26/03-7/05/12; 7/05/12 = most recent study and date for viewer comments.
Fran Drescher is more popular than ever
Her E-Score is at its highest levels ever – growing nearly every year since 2003
“amazing”
“a great presence and a fighter”
Viewers love her and are still connected with The Nanny…
They are also connecting with her on an all new level through her successful battle with cancer:
“GREAT”“awesome”
“very funny”“love her and love The Nanny”
“she’s an inspiration for all women”
77D: “A Funny Drescher”
NY Times Sunday Crossword Puzzle - August 13, 2013
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THE NANNY is a ratings powerhouse wherever it airs
THE NANNY is a CPM driver
THE NANNY on Oxygen gives key advertisers another reason to spend on the network
THE NANNY with bring “Live Out Loud” to Oxygen
THE NANNY will, of course, bring the ever-popular Fran Drescher to Oxygen