ACHIEVE MORESM
TV VIEWERSHIPREVIEW:
MEDIA WEEK 17: APRIL 20TH – APRIL 26TH
April 30, 20201
2
TV VIEWERSHIP DEEP DIVE
WEEKLY VIEWERSHIP TRENDS
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Viewership has remained incredibly consistent for the past 3 weeks. We may see some changes in the coming weeks as states start to lift stay-at-home orders and the weather changes.
Estimated Total Weekly Impressions (in millions)Total Broadcast Week, Total Audience
Source: Nielsen National TV Ratings
60%
70%
80%
90%
100%
110%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week10
Week11
Week12
Week13
Week14
Week15
Week16
Week17
10,000
12,500
15,000
17,500
20,000
22,5002020 Total Impressions% of 2019 Total Impressions
DAILY VIEWERSHIP TRENDS
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The weekday spikes in viewership have smoothed out over the last couple weeks, though Thursday of Week 17 did see a slight jump.
Estimated Total Daily Impressions (in millions)Total Day, Total Audience
Source: Nielsen National TV Ratings
60%
70%
80%
90%
100%
110%
1,000
1,500
2,000
2,500
3,000
3,5002020 Total Impressions% of 2019 Total Impressions
NETWORK GENRE PERFORMANCE
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Broadcast viewership remains stable. Cable news saw drop in viewership, though this drop was parallel to that of Week 17 2019.
Broadcast NetworksABC, CBS, FOX, NBC
Source: Nielsen National TV Ratings
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
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
0M
200M
400M
600M
800M
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
NETWORK GENRE PERFORMANCE
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After surpassing 2019 viewership in Week 12, Lifestyle networks have stayed above the 2019 average, showing an increased appetite among consumers for this type of programming –
especially their strong daytime lineups.
Source: Nielsen National TV Ratings
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
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
0M
50M
100M
150M
200M
250M
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
NETWORK GENRE PERFORMANCE
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The NFL Draft represented a major bright spot for sport programming this week, and the viewership lift from the Draft in 2020 was more significant than in 2019.
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
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
0M20M40M60M80M
100M120M140M160M180M
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
0M
50M
100M
150M
W10 W11 W12 W13 W14 W15 W16 W17
2019 2020
Source: Nielsen National TV Ratings
CHANNELS WITH THE MOST INCREASED VIEWERSHIP
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The Draft was a major viewership win for the NFL Network. Both Discovery Life and Discovery Family have seen solid viewership growth over the last few weeks.
Channel
AverageW17 Viewership
(000)NFL Network 183.94
Discovery Life 45.73
American Heroes 99.5
DIY 179.03Great American Country 71.34
FYI 106.79
Discovery Family 27.96Destination America 78.37
UP 101.3
POP 107.3
Change in Viewership over Past 2 Months Average Impressions per 15 min, Total Audience
Source: Nielsen National TV Ratings
NFL
DLCAmer HeroesDIYGAC FYIDisc Fam
Destination AmericaUP
POP
0%
20%
40%
60%
80%
100%
120%
140%
Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17
The Draft led to the NFL Network increasing viewership from Week 10 to 17 by 342%
CHANNELS WITH THE MOST DECREASED VIEWERSHIP
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Sports networks that didn’t carry Draft coverage continued to struggle. Syfy also dropped below their Week 10 performance, despite strong growth in Weeks 12 and 13.
Change in Viewership over Past 2 Months Average Impression per 15 min., Total Audience
*Some Sport Channels have been removed Source: Nielsen National TV Ratings
Channel
Average Viewership this
week (000)
Syfy 165.79
My Destination 98.98
Bounce 187.83
Headline News 196.67
ESPN2 85.75
Fox 223.42
Fox Sports 1 60.61
NBC Sports 43.73
Golf 31.76
MLBtv 20.62
SyfyMy DestinationBounce HLNESPN2Fox
FS1
NBC Sports
GolfMLBtv
-75%
-50%
-25%
0%
25%
50%
Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17
DEMO REVIEW: GENDER (Age 25-54)
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Women continue to comprise the majority of TV Viewers. Hispanic women especially are increasing viewership at a higher rate than Hispanic men. Movie channels have also continued to see growth during the pandemic from both men and women.
Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience Age 25-54
Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience Age 25-54
0
2500
5000
7500
Week10
Week11
Week12
Week13
Week14
Week15
Week16
Week17
Female 2019 Female 2020Male 2019 Male 2020
+7%
+61% +14%-12% +2% -16%
-22% +6%
+5%
+60%
+8% -15% +19% -7% -30% +11%
0
100
200
300
400
Female Male(+/- % YOY Difference)
Source: Nielsen National TV Ratings
DEMO REVIEW: AGE
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Broadcast is one of the places we see the biggest difference between the age groups, with Millennials showing relatively low interest. This group has also decreased their Lifestyle and Entertainment network viewership, while the other groups have increased.
Estimated Total Weekly ImpressionsTotal Broadcast Week, Total Audience
Average Weekly Genre ImpressionsTotal Broadcast Week, Total Audience
(% YOY Difference)
02000400060008000
100001200014000160001800020000
Week10
Week11
Week12
Week13
Week14
Week15
Week16
Week17
18-34, 2019 18-34, 2020 35-64. 201935-64, 2020 65+, 2019 65+, 2020
+2%+64% +14% -8% -22% +4% -26% -36%
+9%
+57%
+13% +15% -5% +16% -5% -26%
+10%
+44%
+36% +12% +5% +19% +17% -44%0
250
500
750
1000
1250
18-34 35-64 65+
Source: Nielsen National TV Ratings
DAYPART TRENDS
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As consumers looked for entertainment outside of TV to watch during the day, there was a small lift in Late Fringe and Overnight viewership.
% Difference from 2020 Daypart AverageTotal Broadcast Week, Average Audience
-20%
-10%
0%
10%
20%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week10
Week11
Week12
Week13
Week14
Week15
Week16
Week17
Morning Daytime Early Fringe Prime Late Fringe Overnight Weekend
Source: Nielsen National TV Ratings
ACHIEVE MORESM13
DR ADVERSTISER TRENDS
ADVERTISER CATERGORIES’ RESPONSES
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Outside of the struggling categories of Travel & Entertainment, Transportation has also pulled back on spending as most Americans are interacting with their cars less. Education, on the other hand, continues to be a top
focus.Distribution of Spending over the Last 8 Weeks, by Category
Entertainment & Travel are not represented
Source: DR Metrix
EducationPublic ServicePersonal Care
Home & Garden
Legal ServicesHealth & FitnessInsurance
Drug & Toiletry
Retail & RestaurantHousewares
Tech CommunicationsOnline Services Financial
Transportation
0%
5%
10%
15%
20%
Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17
TOP ADVERTISERS CATEGORIES WITH HIGHEST WOW INCREASE
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While still spending fractions of what the Travel sector would be otherwise, Sandal’s return to air represented a major increase in spending for the category overall. Dove continues to spend big on their COVID-19-related Beauty Bar campaign.
Legal Services Travel, Vacation and Hotel
Spend (000) %WoW
Total $3,3133 +52%Opioids ~ Prime Clerk $1,054 N/A
Mesothelioma~ MRHFM $405 +2%
Legal Zoom $249 +58%
Spend (000) %WoW
Total $152 +29%Low Cost Airlines $64 -11%
Sandals $56 N/A
National Park Service $15 -38%
Source: DR Metrix
Beauty, Hygiene & Personal Care
Spend (000) %WoW
Total $16,639 +16%
Dove Beauty Bar $1,759 +36%
Pataday $1,665 -15%
1-800-Contacts $1,147 +71%
TOP ADVERTISERS CATEGORIES WITH WOW INCREASES
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Home stores have increased spending, hoping that increased time at home will translate to increased homegoods spending. AT&T increased investment, specifically in their streaming TV Product.
Communications Public Service Online Services & Shopping
Spend (000) %WoW
Total $14,545 +8%
AT&T $5,323 +32%
Consumer Cellular $1,430 -8%
Cricket Wireless $1,072 N?A
Spend (000) %WoW
Total $29,747 +6%
ASPCA $4,824 +74%
United States Census $3,266 -13%
Feeding America $1,932 +287%
Spend (000) %WoW
Total $9,909 +4%
Grubhub.com $1,557 +6%
The UPS Store $1,248 0%
Stamps.com $1,027 -13%
Source: DR Metrix
Home & Garden
Spend (000) %WoW
Total $25,075 +11%
Lowe’s $3,650 +87%
Home Depot $3,355 +340%
Wayfair.com $1,380 +19%
TOP ADVERTISERS CATEGORIES WITH SLIGHT WOW DECREASES
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Domino’s and Little Caesar’s remain the top spending brands in Retail & Restaurant as they try to keep their pizza delivery top of mind. Also, newer, high-end cookware brand made.in has increased spending to capitalize on increased home-cooking.
InsuranceHousewares & Appliances
Spend (000) %WoW
Total $50,357 -3%
Progressive $8,065 -4%
Geico $7,324 +11%
State Farm $6,102 -3%
Spend (000) %WoW
Total $6,596 -3%Bissel Cordless Max $1,245 +840%
My Pillow $595 -35%
Made.in $490 +131%
Source: DR Metrix
Drug & Toiletry
Spend (000) %WoW
Total $71,906 -5%
Humira $5,305 -15%
Skyrizi $4,844 -8%
Dupixent $4,514 +3%
Retail, Restaurant & Food Venues
Spend (000) %WoW
Total $28,438 -1%
Domino’s $6,659 +2%
Little Caesars Pizza $2,554 -4%
Burger King $2,108 +44%
Financial
TOP ADVERTISERS IN CATEGORIES WITH WOW DECREASES
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Weight Watchers returned to air last week, possibly in response to Noom’s high spending, as well as to educate their consumers on WW’s virtual meetings
Spend (000) %WoW
Total $17,512 -13%
Chase Bank $2,930 +50%
Rocket Mortgage $1,504 -28%
Experian Boost $1,256 +3%
Source: DR Metrix
Health & Fitness
Spend (000) %WoW
Total $24,227 -12%
Weight Watchers $1,810 N/A
Noom $1,727 -37%
Beachbody On Demand $1,591 -13%
Transportation (Sales and Repair)
Spend (000) %WoW
Total $5,801 -9%
Carvana.com $2,511 +18%
DriveTime $652 +1%
Shine Armor $619 -49%
Miscellaneous Electronics & Software
TOP ADVERTISERS CATEGORIES WITH MOST WOW DECREASES
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Electronics & Software, though down overall, does have some bright spots among brands looking to target consumer’ at-home computer set-ups and security.
Spend (000) %WoW
Total $8,249 -35%Portal from Facebook $2,581 +34%
Norton360 with Lifelock $945 +3%
Dell Technologies $862 +1052%
Spend (000) %WoW
Total $17,823 -15%
PetSmart $1,053 -10%
Tommy John $1,037 -8%
Apoquel $812 +16%
Source: DR Metrix
Education
Spend (000) %WoW
Total $7,694 -15%
WGU $1,065 -6%
SNHU $955 +5%
University of Phoenix $864 -39%
Entertainment & Events
Spend (000) %WoW
Total $518 -84%
Trolls World Tour $250 -92%
Treasure Island $124 +41%
HGTV Giveaway $109 N/A