Tag Archives: Loyalty
Availability of Low Loyalty Audiences
Well-targeted and well-timed advertisements can still be a complete waste of money if marketers fail to consider the availability of their audience.B A hungry hamburger-lover in San Francisco, for example, who sees a commercial for SONIC Drive-In will probably not respond by purchasing a SONIC meal, since the nearest location is 34 miles away.B The [...]
read moreOur allegiance to the Vapid Ditty of Broadcast Television
Or How Infinite Jest explains our commitment to the linear TV As a fan of digital video recorder and on-demand technologies and an active manager of my Netflix queue, Ibve pondered the relative lack of attention that these alternate modes of television viewing garner.B Both Nielsenbs Three-Screen and the Video Consumer Mapping studies mark time-shifted [...]
read moreProgram Loyalty Revisited in the Context of DVR Viewing
Program loyalty is not significantly affected by time-shifted viewing, according to a new analysis of live and recorded viewing behaviors for a national audience.B Most viewers of a program still only watch one episode during a given season, and hence remain excellent targets of promotion. Several months ago we examined program loyalty for live viewing [...]
read moreProgram vs. Daypart Loyalty Among Fans of Conan O'Brien
B B B Conan ObBrien was recently promoted on NBC from b Late Nightb at 12:37am to b The Tonight Showb at 11:35pm, taking over for Jay Leno and leaving a b Late Nightb void that has been filled by Jimmy Fallon.B This programming switch gives us a unique opportunity to investigate program loyalty vs. daypart loyalty in [...]
read moreThe Loyalty Gap
Simulmedia has made no secret of our uncovering lower than expected levels of television program loyalty.B Stewart Hauser published an example of our research on loyalty, and Dave Morgan cited Stewart’s work in a MediaPostB column. Disbelief and dismissal characterize many of the responses to our findings.B Citing their own and their peers’ television viewing [...]
read moreThe Numbers Don't Lie: Program Loyalty Has Changed
Television viewing is growing, but it’s also certainly changing. Earlier this week, Nielsen reported that 285 million Americans watched TV in the first quarter of this year, for an average of 153 hours a month, up 1.2%B from last year. So, in spite of increased competition from the Internet and mobile and gaming, television usage [...]
read moreLow Loyalty is the Norm
A further investigation of individual programs supports the finding that program loyalty is the exception, not the rule.B We selected a number of top programs from broadcast and cable networks and calculated a Loyalty Score for each program.B A program’s Loyalty Score is defined as the percentage of viewers who watched at least two episodes [...]
read moreSegmenting on Loyalty
In Simulmedia’s ongoing analysis of second-by-second television viewing data, we’re learning more about how people choose the programs they watch and how they watch the programs they choose.B B Some of the most surprising insights we’ve uncovered relate to people’s loyalty to programming. Approaching loyalty through our personal television watching experience, we start with the [...]
read more