TiVo Research and Analytics profiles the viewers of broadcast morning shows using purchaser data and advanced demographics.
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In the relentless battle amongst national broadcasters to attract more and more eyeballs for their morning day-part programs, gross ratings points based on age/gender have been the traditional indicator for win or loss. TiVo Research and Analytics, Inc. (TRA) has taken a different approach to looking at performance. Not all ratings are created equal, and each network and program performs differently depending on the audience that is intended to be reached. So, who’s up early watching America’s breakfast television?
TRA has performed a fascinating analysis utilizing purchaser targets, advanced demographics and TV tuning behavior from its advertising optimization platform, Media TRAnaltyics®, to better understand the audiences that are watching morning shows.
Highlights:
- The Today Show indexes the highest with Republicans at 118, which is significantly higher than ABC’s GMA (100) and CBS This Morning which under-indexes for Republicans at 93. Coincidentally, Republican NJ Governor Christie will be a guest host on The Today Show on May 24th.
- When it comes to cereal, the audiences of all three broadcast morning shows index the highest among households that purchase sweet cereals. The Today Show indexes extremely high among households that purchase Kellogg’s Marshmallow Blasted Froot Loops, followed by General Mills Chex brands. GMA households are filling up on Kellogg’s Honey Smacks, and CBS This Morning viewers start their day with Post Cocoa Pebbles.
- Households that are heavy coffee purchasers have a healthy index for Today (114) and Good Morning America (109), but slightly under index for CBS This Morning (98). Today viewers enjoy the show with a cup of Melitta or Green Mountain’s premium brews. GMA fans wake up with Community or Maxwell House coffee brands, and CBS This Morning households are buying Café Bustelo.
- The auto ownership profiles based on brand vary for each network, but most brands that index high for all three broadcast morning shows are in the luxury category. SMART was an anomaly among all the luxury brands indexing high for CBS This Morning.
TRA data partners:
- CPG data provided by dunnhumbyUSA
- Political party data provided by Experian Marketing Services
- Registration data provided by Experian Automotive
If you’d like to take a deeper dive into the types of audiences that are tuning in to broadcast or cable morning shows, contact us info@traglobal.com.
PDF Filed under Cereal, Coffee, Morning Shows on May 17th, 2013. Comment. 
Although a rough road traveled with the epic injury of Kevin Ware and a hard-fought win against this year’s “shocking” underdog, the Louisville Cardinals were able to overcome and beat out the big blue for the NCAA Men’s Basketball Title.
And now that the dust has settled, TiVo Research and Analytics (TRA) has run the numbers to see who came out on top – not on the brackets, but on the most watched moments of the final four and finals
Over 60% of the top five moments time-shifted by TiVo Households through out the three games were based on positive moments for each of the respective winners.
Let’s see what those top moments were:
NCAA Championship Game – Top 5 Moments
Louisville Cardinals vs. Michigan Wolverines
1. Play Clock – 0:02 With 2 seconds on the clock Michigan’s Mitch McGary throws up a half-court shot as Louisville begins to celebrate.
2. Play Clock – 0:29 With 29 seconds remaining Louisville’s MVP Luke Hancock is intentionally fouled and hits both free throws to increase their lead to 6.
3. Play Clock – 1:20 Michigan’s Glen Robinson III makes two free throws to cut Louisville’s lead to 4.
4. Play Clock – 1:52 On their third attempt shooting in one possession, Louisville’s Chane Behanan makes a layup.
5. Play Clock – 6:27 Peyton Siva slams home an alley-oop dunk on an assist from Luke Hancock.
Final Four – Game 1
Wichita State Shockers vs. Louisville Cardinals
1. Play Clock – 0:08 Louisville’s Luke Hancock misses his second free throw
with 8 seconds left and the Cardinals lead at 3.
2. Play Clock – 0:29 Louisville extends their lead to four on the Russ Smith free throw.
3. Play Clock – 3:25 With an assist from Fed Van Vleet, Car Hall makes a layup for Wichita State to tie the game at 60 with 3:25 to go.
4. Play Clock – 3:53 Louisville misses two opportunities to extend their lead with under four minutes left in the second half.
5. Play Clock – 6:31 Coming off Wichita State’s first turnover of the game, Luke Hancock makes a three-pointer to give the Cardinals their first lead of the second half.
Final Four – Game 2
Syracuse Orange vs. Michigan Wolverines
1. Play Clock – 0:07 Down by 3 with seven seconds to go Trevor Cooney of Syracuse misses a jumper and Michigan gains possession of the ball.
2. Play Clock – 0:19 With Michigan up by two and 19 seconds on the clock, Syracuse point guard Brandon Triche is called for charging.
3. Play Clock – 1:19 Tim Hardaway Jr. sinks two free throws to extend the Wolverines lead to six.
4. Play Clock – 0:50 Orange Men point guard Brandon Triche misses a free throw that would have cut the Michigan lead to 3.
5. Play Clock – 1:58 Syracuse forward James Southerland makes a dunk to bring the Orange Men to within four.
What were your favorite moments? We’d like to know. Share your comments below.
Filed under March Madness on Apr 11th, 2013. Comment.
Auto advertisers are spending a pretty penny for their ad spots during this year’s NCAA Men’s Basketball Tournament. As one of the most viewed live events of the year, they can be confident they’re obtaining the reach that they desire – but who exactly are they reaching?
TiVo Research and Analytics wanted to know what types of car owners were driving the tournament’s TV viewership on CBS. Looking back over last year’s TV Auto Ratings, we found a cinderella story among the auto categories owned by households that tune-in.
Dividing auto categories into two divisions, we pitted like-categories against each other, using a bracket-inspired approach, to see which category would result as the overall winner with the highest TV Auto Ratings Index.
The data tells us that those who are driving handsomely are also rooting for their favorite teams in the month of March. For luxury auto OEM’s, the NCAA Men’s Basketball tournament is an ideal place to invest your ad dollars to ensure you’ll be reaching the right audience.
Dive into the details by clicking the image below.
What are your thoughts on which auto category will dominate in 2013?
We’d like to know.
TRA provides a single-source sample of 1 million anonymous households that are anonymously matched on what they’re watching on TV and what cars they own. To learn more visit www.traglobal.com.
Filed under Household Products on Apr 1st, 2013. Comment.
Do you own a hummer, hybrid or a mid-size sedan? Do you watch Leno, Letterman, Kimmel or Fallon? TiVo Research and Analytics has discovered a correlation between what people drive and the late night shows they watch.
TRA observed what TV Late night shows were being watched by hundreds of thousands of car owners in the fourth broadcast quarter of 2012. We found a vast difference in those who watch the traditional late night programs, Leno and Letterman, and those who watch Jimmy Fallon. We also looked into the cable-based late night programs The Daily Show and Colbert Report to add some extra flavor to the story. Needless to say, the results were thought-provoking to see in this light.
Jay Leno, known as a major car buff himself, indexes high for households that own the American favorites; Buick, Cadillac, Lincoln and Mercury. Letterman the same. Newcomer, Jimmy Kimmel is attracting a similar audience to Leno and Letterman, but surprisingly indexes high among Hummer owners – albeit a General Motors brand.
Jimmy Fallon’s nuanced approach to the late night has developed a different audience of car owner. Fallon indexes extremely high for alternative fuel car owners (hybrid and electric) as well as Mini and Lexus owners. A similar audience of car owners is watching the Daily Show and Colbert Report, but their indices among alternative fuel owners are off the charts.
For auto advertisers, this data is valuable, especially with the ongoing shake-up in the late night line-up. How are you planning to adjust to reach your target audience?
You can dive into the details by clicking on the image displayed below.
Who's watching what late night programs defined by TRA's TV Auto Ratings
TRA’s TV Auto Ratings provide advertisers and networks with data about the type of automobile purchases made by viewers of various TV programs. Visit www.traglobal.com to learn more.
Filed under Automotive, Late Night Programs, Programs on Mar 28th, 2013. Comment.
How do CPG purchase categories stack up against College Basketball Tournament fans?
For decades, madness has ensued in the month of March in both college basketball and sports advertising. Discussions about bracket philosophy and past tournaments echo through office corridors, dominating water cooler talk and running up the score in TV ad revenues. It’s no secret that the big dance means big investments in advertising – and for good reason. TiVo Research and Analytics (TRA) has shown that sporting events are time-shifted only 22% of the time, with a commercial retention rate of 68%. In comparison, non-live programming, such as sitcoms and dramas, are time-shifted at a rate of 58% – 71%.
Here’s how the 2012 CPG brackets broke down:
Food and Beverage: Beer buyers are watching in big numbers. Beer beat out other popular food and beverage purchase categories including carbonated beverages (2.83) and frozen pizza (2.93) with a purchaser rating of 3.05. This is fantastic news for beer advertisers! That is, those who adhere to the NCAA’s strict advertising regulations around alcohol and tobacco products.
Personal Care Products: Compared to Food and Beverages, Personal Care Products had overall higher purchaser ratings. In this top-performing division, razors took the top seat with a purchaser rating of 3.34. Other categories of note were facial tissue (3.18), deodorant (3.23) and skin care (3.2). If you’re advertising personal care products, college basketball fans are your target audience.
CPG Category Champions: In the end, we found that college basketball fans like their beer, but like being well-groomed even more. Razors dominated the personal care product division and moved on to topple beer in a tough match-up to be crowned the king of CPG.
March Madness Target Ratings Shootout - CPG Bracketology
What are your thoughts on which CPG category will dominate in 2013?
We’d like to know. Share your predictions by tweeting #CPGBrackets @TRA_TVSpotlight.
TRA provides a single-source sample of 500K anonymous households that are matched on what is being watched on TV and what is being purchased at grocery stores. To learn more visit www.traglobal.com.
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