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The Most Tivo'd Shows: Naughty or Nice for Advertisers?


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December 26, 2006

The Most Tivo'd Shows: Naughty or Nice for Advertisers?

Burt Helm

What do you say about a show that most people TiVo? On the one hand, viewers are far more likely to be skipping all the ads. But on the other hand, doesn't it also mean the show has a dedicated following that wants to tune in every week, not to mention fans that are likely more affluent than the average viewer (well, at least they can afford a DVR)?

This year Nielsen tabulated the top 10 most Tivo'd shows as a percentage of the program's total audience, in addition to looking at the top-rated programs. I'm still not sure what to conclude about these shows, but here they are:

% Increase

Rank Programs Network in Viewership

1 STUDIO 60 NBC 10.9

2 HEROES NBC 9.1

3 GILMORE GIRLS CW 7.9

4 AMERICA'S NEXT TOP MODEL CW 7.7

5 30 ROCK NBC 7.5

5 FRIDAY NIGHT LIGHTS NBC 7.5

7 NINE, THE ABC 6.7

7 SUPERNATURAL CW 6.7

9 KIDNAPPED NBC 6.6

9 ONE TREE HILL CW 6.6

9 SMALLVILLE CW 6.6

Source: Nielsen Media Research

Note: Data from Dec 26, 2005 - Dec 3, 2006. Percent Increase in viewership is based on difference between Live Household Ratings and Live+7.

You can check out the rest of Nielsen's "Most Popular" Lists for 2006, after the jump.

FOR IMMEDIATE RELEASE

NIELSEN ISSUES MOST POPULAR LISTS FOR 2006

New York, NY, December 20, 2006 – Several Nielsen media tracking businesses today released a year-end look at the most popular media trends among Americans during 2006. This is the first time the Nielsen companies have released a compilation of “Top 10’s” for the Nielsen brands. Going forward this information will be released publicly on a regular basis.

The Nielsen companies, owned by VNU, deliver the most comprehensive media and marketing measurement systems in the world. Media trends monitored by Nielsen include:

Television

Movies

Videos

Music

Mobile

Internet

Books

Advertising Trends

TELEVISION – from Nielsen Media Research

Top 10 TV Programs - Regularly Scheduled - 2006

Rank Programs Network % of Homes in U.S. (Rating)

1 AMERICAN IDOL-TUESDAY FOX 17.7

2 AMERICAN IDOL-WEDNESDAY FOX 17.2

3 DANCING WITH THE STARS ABC 12.7

4 CSI CBS 12.0

5 DANCING W/STARS RESULTS ABC 11.4

6 NBC SUNDAY NIGHT FOOTBALL NBC 11.1

7 CSI: MIAMI CBS 10.3

8 DESPERATE HOUSEWIVES ABC 10.2

9 HOUSE FOX 10.0

10 DEAL OR NO DEAL-MON NBC 9.8

10 WITHOUT A TRACE CBS 9.8

Source: Nielsen Media Research

Note: Data from Dec 26, 2005 - Dec 17, 2006. Household Ratings include Live and Same Day timeshifted viewing.

Top 10 TV Programs - Single Telecasts - 2006

Rank Telecast Network Date Aired % of Homes in U.S. (Rating)

1 SUPER BOWL XL ABC 2/5/2006 41.6

2 SUPER BOWL POST GAME ABC 2/5/2006 29.0

3 ACADEMY AWARDS ABC 3/5/2006 23.1

4 ROSE BOWL ABC 1/4/2006 21.7

5 GREY'S ANATOMY ABC 2/5/2006 21.0

6 FOX NFC CHAMPIONSHIP FOX 1/22/2006 20.8

7 AMERICAN IDOL-WED FOX 5/24/2006 20.5

8 AMERICAN IDOL-TUES FOX 1/24/2006 19.6

9 AMERICAN IDOL-TUES FOX 1/17/2006 19.3

10 AMERICAN IDOL-TUES FOX 3/21/2006 19.2

Source: Nielsen Media Research

Note: Data from Dec 26, 2005 - Dec 17, 2006. Household Ratings include Live and Same Day timeshifted viewing. Excludes telecasts under 5 minutes.

Top 10 "Timeshifted" Primetime TV Programs - 2006

% Increase

Rank Programs Network in Viewership

1 STUDIO 60 NBC 10.9

2 HEROES NBC 9.1

3 GILMORE GIRLS CW 7.9

4 AMERICA'S NEXT TOP MODEL CW 7.7

5 30 ROCK NBC 7.5

5 FRIDAY NIGHT LIGHTS NBC 7.5

7 NINE, THE ABC 6.7

7 SUPERNATURAL CW 6.7

9 KIDNAPPED NBC 6.6

9 ONE TREE HILL CW 6.6

9 SMALLVILLE CW 6.6

Source: Nielsen Media Research

Note: Data from Dec 26, 2005 - Dec 3, 2006. Percent Increase in viewership is based on difference between Live Household Ratings and Live+7.

MOVIES – from Nielsen EDI and Nielsen VideoScan

Top 10 Box Office - All Theatrical - 2006

Rank Title Cumulative Total US $ Open Date

1 Pirates of the Caribbean: Dead $423,315,812 7/7/2006

2 Cars $244,082,982 6/9/2006

3 X-Men: The Last Stand $234,362,462 5/26/2006

4 The Da Vinci Code $217,536,138 5/19/2006

5 Superman Returns $200,081,192 6/28/2006

6 Ice Age: The Meltdown $195,330,621 3/31/2006

7 Over the Hedge $155,019,340 5/19/2006

8 Happy Feet $149,244,791 11/17/2006

9 Talladega Nights: The Ballad $148,213,377 8/4/2006

10 Casino Royale $137,501,384 11/17/2006

Source: Nielsen EDI

Note: Data from Jan 1 – Dec 17, 2006, US and Canada Only

Top 10 Box Office - Animated Movies - 2006

Rank Title Cumulative Total US $ Open Date

1 Cars $244,082,982 6/9/2006

2 Ice Age: The Meltdown $195,330,621 3/31/2006

3 Over the Hedge $155,019,340 5/19/2006

4 Happy Feet $149,244,791 11/17/2006

5 Open Season $84,303,558 9/29/2006

6 Monster House $73,661,010 7/21/2006

7 Barnyard $72,637,803 8/4/2006

8 Flushed Away $61,607,497 11/3/2006

9 Curious George $58,360,760 2/10/2006

10 Hoodwinked $51,224,985 1/13/2006

Source: Nielsen EDI

Note: Data from Jan 1 – Dec 17, 2006, US and Canada Only

Top 10 Box Office – Documentaries - 2006

Rank Title Cumulative Total US $ Open Date

1 An Inconvenient Truth $23,814,997 5/24/2006

2 Deep Sea 3-D $21,586,668 3/3/2006

3 Dave Chappelle's Block Party $11,718,595 3/3/2006

4 Roving Mars $5,342,643 1/27/2006

5 Wordplay $3,119,555 6/16/2006

6 Neil Young: Heart of Gold $1,828,069 2/10/2006

7 Who Killed The Electric Car $1,678,874 6/28/2006

8 Why We Fight $1,439,972 1/20/2006

9 The U.S. vs John Lennon $1,109,146 9/15/2006

10 Leonard Cohen: I'm Your Ma.. $1,044,254 6/21/2006

Source: Nielsen EDI

Note: Data from Jan 1 – Dec 17, 2006, US and Canada Only

Top 10 DVD Sales - 2006

Rank Title Distributor Retail Release Date

1 Harry Potter and the Goblet of Fire Warner Home Video 03-07-06

2

Chronicles of Narnia: The Lion, The Witch, and the Wardrobe Disney/Buena Vista Home Vid 04-04-06

3 Cars Disney/Buena Vista Home Vid 11-07-06

4 Pirates of the Caribbean: Dead Man's Chest Disney/Buena Vista Home Vid 12-05-06

5 Wedding Crashers Warner Home Video 01-03-06

6 King Kong Universal Home Ent 03-28-06

7 Walk the Line 20th Century Fox Home Ent 02-28-06

8 Over the Hedge Paramount Home Video 10-17-06

9 Little Mermaid Disney/Buena Vista Home Vid 10-03-06

10 Chicken Little Disney/Buena Vista Home Vid 03-21-06

Source: Nielsen VideoScan

Note: Data from Jan 1 – Dec 10, 2006. Based on unit sales. Does not include sales from Wal-Mart. Most other sell-through retailers are included.

MUSIC – from Nielsen SoundScan and Nielsen BDS

Top 10 Albums - 2006

Rank Artist Album Units Sold

1 HIGH SCHOOL MUSICAL SOUNDTRACK 3,480,000

2 RASCAL FLATTS ME AND MY GANG 3,060,000

3 CARRIE UNDERWOOD SOME HEARTS 2,460,000

4 NICKELBACK ALL THE RIGHT REASONS 2,310,000

5 JAMES BLUNT BACK TO BEDLAM 2,060,000

6 JUSTIN TIMBERLAKE FUTURESEX/LOVE SOUNDS 1,950,000

7 DIXIE CHICKS TAKING THE LONG WAY 1,770,000

8 MARY J. BLIGE BREAKTHROUGH 1,750,000

9 VARIOUS ARTISTS NOW 21 1,640,000

10 BEYONCE B'DAY 1,600,000

Source: Nielsen SoundScan

Note: Data from Jan 2 – Dec 10 2006

Top 10 Most Digitally Downloaded Tracks - 2006

Rank Track Artist Units Sold

1 BAD DAY (ALBUM VERSION) DANIEL POWTER 1,880,000

2 CRAZY (ALBUM VERSION) GNARLS BARKLEY 1,525,000

3 TEMPERATURE (ALBUM VERSION) SEAN PAUL 1,460,000

4 OVER MY HEAD (CABLE CAR) FRAY 1,410,000

5 UNWRITTEN NATASHA BEDINGFIELD 1,320,000

6 HIPS DON'T LIE SHAKIRA (Featuring Wyclef) 1,290,000

7 DANI CALIFORNIA (ALBUM VERSION) RED HOT CHILI PEPPERS 1,200,000

8 SEXYBACK MAIN VERSION JUSTIN TIMBERLAKE FEATURING TI 1,190,000

9 MOVE ALONG ALL-AMERICAN REJECTS 1,180,000

10 LIPS OF AN ANGEL HINDER 1,120,000

Source: Nielsen SoundScan

Note: Data from Jan 2 – Dec 10 2006. A digital track may come from an album, a single or a standalone recording. Digital tracks are purchased and downloaded from providers in the U.S., including every major digital music retailer.

Top 10 Most Played Songs on the Radio - 2006

# of Times

Rank Songs Artist on Radio

1 Be Without You Mary J. Blige 395,995

2 Unwritten Natasha Bedingfield 336,276

3 Temperature Sean Paul 324,555

4 Me & U Cassie 312,073

5 Hips Don't Lie Shakira Feat. Wyclef Jean 308,903

6 Promiscuous Nelly Furtado Featuring Timbaland 292,264

7 Bad Day Daniel Powter 291,256

8 Check On It Beyonce Featuring Slim Thug 290,231

9 So Sick Ne-Yo 277,958

10 Over My Head (Cable Car) Fray 276,601

Source: Nielsen BDS

Note: Data from Jan 1 – Dec 18 2006

MOBILE – from Nielsen RingScan

Top 10 Mastertones - 2006

Rank Artist Title Units Sold

1 Akon Smack That 1,220,000

2 Justin Timberlake Sexy Back 1,130,000

3 Hinder Lips of an Angel 1,090,000

4 Ludacris Money Maker (Pharrell Chorus) 900,000

5 Jibbs Chain Hang Low 870,000

6 Justin Timberlake My Love 780,000

7 Beyonce Irreplaceable 690,000

8 Lil' Scrappy Money In The Bank 580,000

9 DJ Unk Walk It Out 580,000

10 Bow Wow Shortie Like Mine 570,000

Source: Nielsen RingScan

Note: Data only available from Sept 3 – Dec 10 2006. Mastertones are ringtones that play 20-30 seconds of the originally recorded song.

INTERNET – from Nielsen//NetRatings and Nielsen BuzzMetrics

Top 10 Web Brands - 2006

Rank Brand Total Web Page Views (000) Rounded to Billion

1 Yahoo! 354,460,178 354.5

2 MySpace 250,658,985 250.7

3 Google 147,678,643 147.7

4 eBay 143,350,272 143.4

5 MSN/Windows Live 141,217,768 141.2

6 AOL 73,064,337 73.1

7 Craigslist 27,064,482 27.1

8 Nickelodeon Kids and Family Network 24,702,952 24.7

9 Comcast 23,490,249 23.5

10 Microsoft 23,224,640 23.2

Source: Nielsen//NetRatings

Note: Data from January 1 – Nov 30, 2006; U.S. Home and Work

Top 10 Cited Wikipedia Entries - 2006

Rank Term URL Messages (Index)

1 Web 2.0 http://en.wikipedia.org/wiki/Web_2.0 206

2 Steve Irvin http://en.wikipedia.org/wiki/Steve_Irwin 161

3 Mark Foley Scandal http://en.wikipedia.org/wiki/Mark_Foley_scandal 142

4 Blog http://en.wikipedia.org/wiki/Blog 147

5 Ajax http://en.wikipedia.org/wiki/AJAX 133

6 World War II http://en.wikipedia.org/wiki/World_War_II 143

7 Snakes on a Plane http://en.wikipedia.org/wiki/Snakes_on_a_plane 126

8 Meme http://en.wikipedia.org/wiki/Meme 132

9 Wiki http://en.wikipedia.org/wiki/Wiki 129

10 RSS http://en.wikipedia.org/wiki/RSS_%28file_format%29 122

Source: Nielsen BuzzMetrics

Note: Data from Jan 1 – Dec 10, 2006

BOOKS – from Nielsen BookScan

Top 10 Book Sales - Adult Fiction Hardcover - 2006

Rank Title Author Publication Date Units Sold

1 FOR ONE MORE DAY ALBOM, MITCH 9/1/2006 813,000

2 BEACH ROAD PATTERSON, JAMES 5/1/2006 459,000

3 CELL KING, STEPHEN 1/1/2006 421,000

4 THE 5TH HORSEMAN PATTERSON, JAMES 2/1/2006 394,000

5 TWELVE SHARP EVANOVICH, JANET 6/1/2006 386,000

6 CROSS PATTERSON, JAMES 11/1/2006 371,000

7 THE DA VINCI CODE BROWN, DAN 3/1/2003 360,000

8 DEAR JOHN SPARKS, NICHOLAS 10/1/2006 359,000

9 JUDGE & JURY PATTERSON, JAMES 7/1/2006 330,000

10 TWO LITTLE GIRLS IN BLUE CLARK, MARY HIGGINS 4/1/2006 270,000

Source: Nielsen BookScan

Note: Sales from Jan 1 – Dec 10, 2006

Top 10 Book Sales - Adult Non Fiction Hardcover - 2006

Rank Title Author Publication Date Units Sold

1 MARLEY & ME GROGAN, JOHN 11/1/2005 1,307,000

2 THE INNOCENT MAN GRISHAM, JOHN 10/1/2006 618,000

3 YOU: ON A DIET ROIZEN, MICHAEL F. 10/1/2006 579,000

4 CESAR'S WAY MILLAN, CESAR 4/1/2006 507,000

5 STATE OF DENIAL WOODWARD, BOB 10/1/2006 465,000

6 FREAKONOMICS LEVITT, STEVEN D. 5/1/2005 423,000

7 THE AUDACITY OF HOPE OBAMA, BARACK 10/1/2006 402,000

8 THE WORLD IS FLAT FRIEDMAN, THOMAS L. 4/1/2006 400,000

9 I FEEL BAD ABOUT MY NECK EPHRON, NORA 8/1/2006 367,000

10 CULTURE WARRIOR O'REILLY, BILL 9/1/2006 358,000

Source: Nielsen BookScan

Note: Sales from Jan 1 – Dec 10, 2006

Top 10 Audio Book Sales - Includes Adult and Juvenile - 2006

Rank Title Author Publication Date Units Sold

1 YOUR BEST LIFE NOW OSTEEN, JOEL 10/1/2004 44,000

2 COMPLETE SPANISH: THE BASICS LIVING LANGUAGE 7/1/2005 43,000

3 MARLEY & ME GROGAN, JOHN 11/1/2005 35,000

4 THE DA VINCI CODE (UNABRIDGED) BROWN, DAN 3/1/2006 35,000

5 INSPIRATION DYER, WAYNE W. 2/1/2006 26,000

6 BEACH ROAD PATTERSON, JAMES 5/1/2006 25,000

7 THE DA VINCI CODE (ABRIDGED) BROWN, DAN 3/1/2006 25,000

8 THE WORLD IS FLAT FRIEDMAN, THOMAS L. 4/1/2006 25,000

9 JUDGE & JURY PATTERSON, JAMES 7/1/2006 25,000

10 LEARN IN YOUR CAR SPANISH LEVEL 1 RAYMOND, HENRY N 3/1/2003 24,000

Source: Nielsen BookScan

Note: Sales from Jan 1 – Dec 10, 2006

ADVERTISING – from Nielsen Monitor-Plus and Nielsen Product Placement

Top 10 Advertisers – by U.S. Spending on Traditional Media - 2006

Rank Advertisers Ad $ Spent 05 vs 06 % Change

1 Procter & Gamble Co. $2,903,645,851 2.91

2 General Motors Corp. $1,953,993,498 -15.72

3 AT&T Inc. $1,440,567,658 46.75

4 Ford Motor Co. $1,429,333,335 13.19

5 Daimlerchrysler AG $1,299,331,574 -5.63

6 Time Warner Inc. $1,165,728,375 -11.74

7 Verizon Communications Inc. $1,131,024,907 19.96

8 Toyota Motor Corp. $1,087,515,526 14.50

9 Altria Group Inc. $1,038,685,970 -0.69

10 Walt Disney Co. $1,028,170,671 1.33

Source: Nielsen Monitor-Plus

Note: Data from Jan 1-Oct 31, 2006. Based on spending estimates in the following media: Network TV, Cable TV,

Spot TV, Syndicated TV, Hispanic TV, Nat’l/Local Magazine, Network/Spot Radio, Outdoor, FSI (CPGs only), Nat’l/Local Newspapers (display ads only), Nat’l/Local Sunday Supplements.

Top 10 Advertisers by U.S. Spending – ONLINE - 2006

Rank Company Ad $ Spent Online

1 GUS Plc $ 659,121,200

2 Vonage Holdings Corp $ 294,882,000

3 Netflix, Inc. $ 242,549,800

4 NexTag, Inc. $ 232,199,900

5 Verizon Communications, Inc. $ 183,073,200

6 United Online, Inc. $ 178,519,800

7 Monster Worldwide, Inc. $ 108,445,000

8 Time Warner Inc. $ 105,595,200

9 InterActiveCorp $ 101,679,500

10 Apollo Group, Inc. $ 91,067,100

Source: Nielsen//NetRatings AdRelevance

Note: Data from Jan 1-Nov 30, 2006.

Top 10 Brands: Product Placement, Broadcast Network TV - 2006

Total # of

Rank Brand Occurences

1 COCA-COLA SOFT DRINKS 3346

2 CHEF REVIVAL APPAREL 1592

3 NIKE APPAREL 1245

4 24 HOUR FITNESS FITNESS CTRS-CLUBS 858

5 CHICAGO BEARS FTBL TM 600

6 CINGULAR WIRELESS TELEPH SVCS-WIRELESS 532

7 STARTER APPAREL 494

8 DELL COMPUTER SYS 494

9 SLS ELECTRONIC EQUIP SPEAKERS 489

10 NIKE SPRT FTWR 471

Source: Nielsen Product Placement

Note: Data from Jan 1 – Dec 12, 2006

Top 10 Programs: Product Placement, Broadcast Network TV - 2006

Total # of

Rank TV Program Network Occurrences

1 AMERICAN IDOL FOX 4086

2 AMAZING RACE CBS 2790

3 EXTREME MAKEOVER HOME EDITION ABC 2701

4 THE BIGGEST LOSER NBC 2405

5 AMERICAS NEXT TOP MODEL UPN/CW 2309

6 HELLS KITCHEN FOX 1909

7 THE APPRENTICE NBC 1831

8 KING OF QUEENS CBS 1742

9 ROCK STAR SUPERNOVA CBS 1609

10 BIG BROTHER 7 CBS 1591

Source: Nielsen Product Placement

Note: Data from Jan 1 – Dec 12, 2006

02:24 PM

TrackBack URL for this entry:

http://blogs.businessweek.com/mt/mt-tb.cgi/

Product placement will soon reach its limits. An alternative solution is to communicate with consumers while they are waiting : in public transport, in doctor's waiting room or on the Internet. This new advertising approach, called wait marketing, is powerful and consumer-friendly.

Learn more about wait marketing when applied to the Internet: "Wait Marketing Goes Online"

http://wait-marketing.blogspirit.com/files/White_Paper_Wait_Marketing_Goes_Online_Diana_Derval_20061215.pdf

Regards,

Diana Derval

Wait Marketing guru

Posted by: Diana Derval at January 6, 2007 12:41 AM


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