It isn’t just about ratings any more…

TRA's TV Blog, powered by TiVo Research and Analytics, delivers interesting short stories on TV viewing told through the lens of big data. TRA uses naturally occurring TV Tuning data and actual consumer purchase behaviors to empower buyers and sellers of television advertising to find and reach The Right Audience® . To learn more visit www.traglobal.com

While Linus anxiously awaits the arrival of the Great Pumpkin and Jessie tries to find a way to save her friends from Mr. Pricklepants, children unite in their appreciation of quality Halloween fare. Adults also appreciate the antics of their favorite animated characters during the season of ghouls and goblins, but All Hallows’ Eve also celebrates the antithesis of these colorful characters, focusing on the darker shades of red and black.

I refer to the confluence of horror films that tend to hit the theaters and airwaves every year about this time. This season has seen the release of no less than fourteen horror films: Carrie, Insidious Chapter 2, Nothing Left to Fear, All the Boys Love Mandy Lane, Cassadaga, Ghost Team One, Big Ass Spider, Dead Before Dawn, Hell Baby, The Wicker Man – Final Cut, Argento’s Dracula 3D, Bad Milo!, Murder 11 and I Spit on Your Grave 2.

We all have friends who enjoy this type of fare, and, if you are like me, you occasionally worry about their mental state. But genuine concern aside, have you ever wondered how divergent their television viewing habits might be. Not even a little? Really?

Well, for those of you who have, we ran some reports to explore the viewing preferences of those who see horror movies in the theater. To compile this list, we turned to our TiVo Research and Analytics Power||Watch panel. For the past two years, as part of our monthly survey, we have asked our panel members what movies they had seen in theaters during the previous month (as well as what movies they had heard of and what movies they intended to see). Armed with their responses, we anonymously match panelists’ movie attendance to their television viewing behaviors. For the purposes of this report we matched horror movie patrons to their primetime TV viewing activity.

The horror genre is a unique niche, and when you see the list of programs its aficionados prefer, I think you will agree they exhibit unique viewing patterns. The lists below have been limited to regular series to eliminate one-time-only specials and televised movies. For broadcast networks, we looked at last season; the cable list goes through July 2013 to include some of cable’s summer offerings.

Certain programs on the list are a no-brainer: Supernatural, Cult and Alien Encounters. Other titles give you pause: the Fox sitcoms, Going Yard and I Hate My Yard. It must be the way they wield those hedge trimmers. Edward Scissorhands, anyone?

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Happy National Coffee Day, have another cup on us.  And while you are drinking that cup odds are you are tuned to CBS or Fox News Channel!  Based on a recent study of TiVo Research and Analytics data, heavy coffee purchasers tend to watch a disproportionate amount of those two networks in primetime.

Specifically java aficionados are tuned to Elementary, 60 Minutes and Big Brother on the eye network.  Other broadcast fare includes Grimm (hopefully its decaf!), The Middle and Family Guy.  On the cable front, along with their cup of joe, coffee lovers enjoy Hannity, Fox Report and On the Record With Greta Van Susteren on Fox News as well as Alien Mysteries (The Science Channel), Golf Central (Golf Channel) and It’s Always Sunny in Philadelphia (Comedy Central).  See below for the top ten primetime broadcast and cable list.

Source: Data are from TRA’s Media TRAnalytics® and are based on the 2nd quarter of 2013. Viewership indices are calculated for the Heavy Coffee Purchaser segment rating for a given program versus the overall program rating.

©2013 TiVo Research Analytics, Inc. All rights reserved. Media TRAnalytics is a registered trademark of TiVo Research and Analytics, Inc., All other trademarks are the property of their respective owners.

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Katniss Everdeen continues her big screen adventure battling the State of Panem’s supremacy on November 22, 2013, when the second installment in the Hunger Games trilogy, Catching Fire, opens in theaters nationwide. The second trailer for the film, released on July 20th, already has over 1.9 million YouTube views: http://www.youtube.com/watch?v=keT5CRhhy84

But how will Lionsgate get the word out to the other 270.5 million U.S. residents over the age of twelve who have not viewed the trailer on the Internet?  Television still proves to be one of the most valuable assets a theatrical studio has at its disposal.  In fact, this past summer has seen a precipitous increase in the aggregate number of national television spots for motion pictures.

According to boxofficemojo the first installment of The Hunger Games scored an opening weekend bounty of $152.5 million with a total domestic gross of $408 million on a production budget of $78 million (http://boxofficemojo.com/movies/?id=hungergames.htm).  The Website mockingjay.net (your source for The Hunger Games) is reporting that the production budget for Catching Fire is double that for the original film, placing it in the $150 million range.  That’s a very healthy investment for a studio whose typical release schedule consists of horror films, the Twilight Saga and Tyler Perry comedies.

Based on that information, it is evident that Lionsgate will want to develop a successful, laser focused, national television campaign with the first order of business being the selection of the proper target.  Hmmm.  P18-34?  Not young enough.  P12-24?  Too young.  P12-49?  Too broad.  How about a target based on the people who saw The Hunger Games in the theater during the spring of 2012?  Wait, you can do that?  We can!

Enter the TiVo Research and Analytics Television Panel.  For the past two years, as part of our monthly survey, we have asked our panel members what movies they saw in the theaters during the previous month (as well as what movies they had heard of and what movies they intended to see).  Armed with their responses, we can anonymously match panelists’ movie attendance to their television viewing behaviors.  Hey Lionsgate! It might interest you to know that over on the broadcast side, during the fourth quarter of 2012, The Mindy Project and New Girl were the top-indexing primetime programs when comparing the rating for The Hunger Games theatergoers to overall household ratings.  We don’t want to disparage any specific programs, but you might want to avoid Law & Order SVU and CSI, both of which had minimal overlap with Hunger Games viewers.  On the cable side of the dial you might consider MTV’s The Inbetweeners, AMC’s Comic Book Men and (of course!) Firefly on the Science Channel.

Half of the production costs for a film are typically invested in a promotional campaign (http://entertainment.howstuffworks.com/movie-cost1.htm). That puts the Lionsgate marketing budget for Catching Fire at $75 million. Hot indeed! Here’s hoping Lionsgate spends it well and that Katniss can continue to outmaneuver the Capital.

One final clarification: The Hunger Games trilogy is being converted into a quadrology. Like Harry Potter and the Deathly Hallows, which was released as a two-part series finale, The Hunger Games: Mockingjay is already scheduled to be released as two separate films in November of 2014 and 2015.

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Here are the top moments from last night’s VMAs. As you might expect, the Justin Timberlake-‘NSYNC reunion was the top moment followed by Miley Cyrus’ perplexing performance.

Top five most watched moments of the VMAs in rank order:

  1. 10:11 pm : The VMAs top moment occurs when ‘NSYNC joins Justin Timberlake on stage during his mini-concert to perform “Bye Bye Bye”. No other moment comes close.
  2. 9:20 pm : Miley Cyrus sings “We Can’t Stop” and she can’t seem to stop taking her clothes off during this Gaga-like performance. Her performance reaches its apex when she is joined by Robin Thicke onstage for “Blurred Lines”.
  3. 9:04 pm : Lady Gaga’s VMA opening performance of “Applause” comes in at #3 topping out when she dons her seashell bikini thong.
  4. 9:50 pm : Taylor Swift wins the award for Best Female Video for “I Knew You Were Trouble”.
  5. 10:30 pm : One Direction wins the award for Best Song of the Summer with the apropos name “Best Song Ever”.

If you’d like to take a deeper dive into the types of audiences that are tuning in, contact us info@traglobal.com.

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Like other fans of AMC’s Breaking Bad, the folks here at TRA are waiting in painstaking anticipation to see what devilish plots Walter White has in store for his Car Wash and “other” business in the final 8 episodes beginning on Sunday, August 11th. But soon enough, the Emmy winning series that put Albuquerque on the map as the home of Heisenberg will meet its final end. So what will Breaking Bad fans be left to binge view next? TRA has some big data driven suggestions that will
help to comfort Mr. White’s fans as Breaking Bad rides off into the sunset.

Utilizing TRA’s large pool of set-top-box return path data that is matched with household purchase and demographic data, TRA generated viewer profiles of Breaking Bad fans to determine exactly what the unsuspicious Walter White following looks like. We then assessed the primetime TV programs viewed by the top 30% of households that watch Breaking Bad, which account for 80% of the total viewing.

If you fit the profile and love Breaking Bad, you may want to tune in to the programs on our list of suggestions. First, lets delve into the profile of a Breaking Bad fan.

What are Breaking Bad fans driving?

Walter White has upgraded his wheels as he’s progressively grown more villainous. In the first few seasons Walter drove a very practical and resilient 2003 Pontiac Aztec. As the series progressed and Mr. White’s cravings for adrenaline grew, he gifted his son, Walt Jr., with a muscly Dodge Challenger, sold his Aztek for $50 and leased himself a black Chrysler 300. On the other hand, his business partner and long-time bad guy “Mike the Cleaner” always takes careful precautions maintaining his cover in an unsuspicious Lincoln.

Here is a list of the top vehicle owned by the households that are watching Breaking Bad:

  1. Lincoln
  2. Infiniti
  3. Acura

What’s in the shopping cart of a Breaking Bad fan?

Households that are watching Breaking Bad also have a dark side; or at least a spirit for spirits. Here’s a list of top grocery items purchased by households that are watching Breaking Bad:

  1. Spirits/Liquor
  2. Energy Drinks
  3. Skin Care and Razor Blades (its important to keep up appearances)
  4. Beer
  5. Pet Supplies (no one suspects a guy with a puppy)

Other interesting household demographics:

  • 30% reside in the West region of the U.S. close to where the plot takes place
  • 38% have a male in the household between the ages of 21 and 34
  • 38% have a head of household that is  male between the ages of 25-49
  • 35% have a head of household that has earned a Bachelors degree or greater

Our suggestions to comfort you after Breaking Bad concludes:

Now that you have an idea of the types of households that are watching Breaking Bad, and may or may not have determined you fit the profile, here is a list of the top watched programs of Breaking Bad‘s biggest fans in rank order:

  1. AMC Hell on Wheels (New season premieres on August 10th)
  2. AMC Mad Men (Latest series received 12 Emmy nominations)
  3. FX Justified (Season 5 to premiere in January 2014)
  4. FX Sons of Anarchy (New series starts on September 10th)
  5. AMC The Walking Dead (Returns on October 13th)
  6. NBC Parks and Recreation (Season premiere September 26th)
  7. FOX Fringe (Series ended in January, but you can still watch it all online)
  8. NBC Community (Season 5 rumored to debut in 2014)
  9. NBC Awake (Seasons 1 and 2 available online)
  10. USA Burn Notice (Season 7 is In progress)

If you have not watched any of the programs listed above, you can catch up with them through your cable provider’s Video On Demand service or online with Netflix, Amazon Prime, YouTube, Hulu Plus and the websites of the respective program networks. After you’ve spent countless hours binge viewing past seasons you can start tuning as a lot of the programs listed are prepped and ready for new seasons in the Fall.

Automotive registration data provided by Experian Automotive. Household demographics provided by Experian Marketing Services. Grocery shopping data provided by dunnhumbyUSA.

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